The first email sent by Roy Tomlinson in 1971 opened up a whole new world of communication. Our discussion today will be about how he delivered his message, rather than the message itself. The email was sent over the internet, without any physical connection between the two computers. However, given the current state of world affairs, things have drastically changed. Although new communication technologies are on the horizon, email for professional purposes remains the same. Therefore, email has become one of the most important marketing tools.
Email Marketing Campaigns Explained
How Does Email Marketing Work?
Before we proceed further, let’s first provide a clear definition of email marketing. Email marketing is a coordinated set of individual email messages sent over a specific period of time to accomplish one specific purpose. In most cases, these particular purposes are calls to action. That could be clicking on the link to download the PDF file, which includes all the discounts and other information about the product. Or it could be to check out the web page the company just built for their upcoming sales.
Every email you are sending to the public should have a good subject line and focused content. In the end, it should have a call to action present to make it easier for the recipient to respond to the mail and perform the action that is necessary. When we are talking about a good email marketing campaign, we need to check whether it includes one primary CTA, with the possibility of having a second CTA if the format allows.
The CTA button has to be clear and should be present in bold. Moreover, it should not take away the message that is written inside of it either. Email marketing can be a one-time send or a series of emails, depending on the type of business and your marketing needs. But keep in mind that it is essential for you to stay consistent with your concept. Even if you use a different CTA in each message you send to your clients.
What are the 4 Different types of Email Marketing Campaigns?
We have listed below the four specific email marketing campaigns that every business should be aware of.
1. Welcome Emails
This email will be your first communication with the recipient, who is either someone who has signed up for your newsletter or has signed in on your website. In other circumstances, this could be your first encounter with prospects who are difficult to work with. Only 25% of the total data leads are looking for sales right now, according to research. Aside from that, 50% of leads are not ready to purchase the product when they express interest. As a result, these emails can be used to nurture half of all leads.
When you add a personal touch to these emails, they will have a better click-through rate. You need to introduce your business to the prospect without throwing a sales pitch at them. Don’t try to introduce them to the products or your services before you can actually develop a relationship with them. This is simply an excellent way to leave the. first impression. Here in this message, all you have to do is showcase your knowledge or expertise in the given field. to pave the way for future contact with the recipient. The only thing to worry about is that this is your first impression, so you need to nail it down with the client. Otherwise, it can give a wrong impression as well.
Benefits of Welcome Emails
For starters, it can aid in the formation of a new commercial alliance. It will have a positive influence on the potential client if you execute it correctly. For the next 180 days, subscribers who signed up for your email newsletter will read 40% more content in your future emails. Furthermore, it will improve the client’s KPIs and assist you in achieving higher email opening and click-through rates than ordinary marketing emails.
2. Email Newsletters
With the help of email newsletters, you can stay on top of your customer’s minds. It is considered the basis of an email marketing campaign as it is an excellent tool for educating your customers about the products and services you are providing. Along with this, they will also be accustomed to the company’s passion project and what it is doing to make its service better.
First, you need to decide what purpose an email newsletter serves for your customers. With the help of a newsletter, you can be the first brand they think about when they are talking to their friends about buying products where your expertise lies. Or it can be to increase the sharing of your email with new members so it will enhance the list. Newsletters, in general, are great for nurturing your existing contacts as they will also notify them about the latest news and the deal you are providing. When working on your newsletter, always try to be mindful of your goals and make sure that the newsletter archives them.
The only issue here is that email newsletters will have a diluted call-to-action. This is because it is a compilation of long pieces of information, and if you put in a number of CTAs, it could quickly become overwhelming to customers. Apart from this, the layout is another thing you need to work on. You are going to spend a lot of time finding the right spot for the placement of images, text, and other information in a space like this. That’s when you need to go with A/B testing to get the best results. It can quickly become a tedious task.
Benefits of Email Newsletter
A newsletter is similar to a newspaper in that it builds anticipation in the minds of readers. It could be a once-a-week or once-a-month newsletter. You will be able to build the habit of receiving from the customer’s end with the help of consistency, so send an email newsletter before making a decision. You should generally commit to doing it for at least 6 months, if not longer. Customers will be able to recognize your brand more readily if you establish a habit with them. They can also have a favorable attitude towards it.
A newsletter can be a great way to repurpose your already published content. Many companies perform quick summaries of their most popular blog posts and link them up in a newsletter. As a result, subscribers will visit their website and engage with their content more. In addition to this, you can include different content types and that too in one email, which might be vital for your organization. A single newsletter can contain a special offer, a description of the best product, information about upcoming events, and more. All of this can be included, and still, be acceptable to send.
3. Dedicated Email Campaign
These are also known as “stand-alone” emails, and they come with a particular set of information. That is in the interest of the targeted audience. It could be about the industry event you are about to host next week. Besides this, it can be about the promotional deal that is about to come for the festival season. With the use of dedicated emails, you will be able to set up the context that will introduce readers to the call to action. Their work is quite similar to that of landing pages.
A dedicated email is designed in such a way that it can be sent to your email database. a practice that may not appear to be efficient for maximum conversion. But it is the one you need to use with a dedicated email. Some of the issues that we have seen in a dedicated email are that you are getting less consistency when it comes to CTA.
Even if you have a specific schedule, your subscriber might not be able to see it. Thus, they will still expect communication from you as there is no connection between the separate emails that you sent. Lastly, it has a homogenous content issue. As a result, if you want to add links to the other campaign, you can’t do that in a single email. For this, you need to put them on the landing page where the link sends the recipient of the mail to.
Benefits of Dedicated Email
The letter will feature a tailored call-to-action and may be used to increase sales outcomes from a single CTA because it just has one message and one goal to achieve.
The specialized emails can be quickly created. You can copy the text from the landing page, make a few edits, and then take some time to think of an attention-grabbing subject line. Once your templates are complete, sending a customized email is easy. On the other hand, a dedicated email can make tracking the progress of your email marketing campaign and figuring out the ROI simple.
4. Lead Nurturing Emails
When it comes to nurturing your customers, it is all about understanding their nuances and needs. As a result, it becomes essential to define the buyer’s personas. That can be used to reach your targeted audience. Otherwise, recipients will open your email and then delete it.
Apart from that, with the lead nurturing email marketing campaign, you are going to create a tightly connected series of emails that all solve one coherent purpose. These emails will have a significant amount of helpful content. Thus, if you look at the bigger picture, lead nurturing emails give companies more advantages than just a simple email blast.
Promotional emails are said to be multifaceted beasts in their own right. They can be used to promote a number of things. It could provide a marketing platform for your products, blog posts, webinars, and ebooks as well. One thing you need to be sure of is offering different types of promotional nurturing emails that will suit the needs of your users. This can be selected based on where they stand in the marketing funnel. From this, you can send valuable content to all your prospects at the correct stage of the buying journey. The overall goal here is to drive them towards making the purchase. At the same time, convert them into loyal customers.
Lead Nurturing Emails: Benefits
First, the lead nurturing emails are sent timely to recipients to take advantage of subscriber recency and CTR. That means, that when you have a lead, it is best to contact them as soon as possible. Likewise, these nurturing emails are automated in nature. The emails are sent to your customers according to the schedule you set. This results in a high lead quantity at a low investment of both time and money. You can launch the marketing campaign and forget about it. While in the background, it will keep on working and provide you with a significant number of leads.
On the other hand, lead nurturing emails are targeted in nature. Studies have shown us that targeted emails are always better than generic ones. Lead nurturing involves tying together a series of emails specific to the customer’s activity. In addition to this, you can even come up with a follow-up email based on the user’s action on your website. Lead nurturing emails provide companies with reconversion opportunities that will tie back to their earlier interests based on your information.
What is the best way to create a successful email marketing campaign?
The following tips will help you make an effective email marketing campaign. It is important to do some prep work before running a marketing campaign. When you send your first email, you’ll succeed.
Create a Goal
Making a qualified email list of leads is the first step in starting a successful email marketing campaign. The best method to do this is to get website visitors to sign up for your newsletter. Utilize the exit-intent popup to gain subscribers and customers from abandoned website visitors.
Understand your Objectives
An effective marketing campaign starts with a clear end goal, and email marketing is no different. Think about what you want to accomplish with email marketing.
Recognize the Different Types of Emails
It is essential to understand the different types of emails you can send to your subscribers. There are three primary email types, the first one being promotional email. Following that are weekly emails, followed by transactional emails.
Find the perfect audience
If you have been doing email marketing for a while, you will have a good idea of who your audience is. If you are just getting started, then finding the correct type of audience could be a little more complicated. But don’t worry; you will begin collecting the information as soon as you make your first email marketing campaign go live.
Make use of the right technology
mail marketing providers are currently developing a variety of tools to aid in the development of more effective email marketing campaigns. But you must at least be familiar with their fundamentals in order to use them. Your email marketing campaign must be automated with the aid of suitable software. Additionally, it ought to give you a different matrix you may use to divide apart the audience. In-depth analyses of email marketing performance are also required.
Make sure your emails are planned and follow-ups are done
Even after you’ve sent the promotional email, your job is not done. Make sure you follow up. Additionally, you need to tailor your emails to upcoming festivals. New customers can learn a lot about your company and how you do your work from a brief series of emails.
Make your subject line stand out
The first thing that the recipient sees is the subject line. Therefore, it must be eye-catching and exciting. Email subject lines are crucial to getting people to open your email and read what’s inside.
Wrapping Up
You’ll need email marketing campaigns whether you’re a big company or a small one. In addition, email marketing has existed for a long time and will continue to exist no matter what changes occur. The one strategy that will never go out of style is email marketing.
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Simran works as a technical writer. The graduate in MS Computer Science from the well known CS hub, aka Silicon Valley, is also an editor of the website. She enjoys writing about any tech topic, including programming, algorithms, cloud, data science, and AI. Traveling, sketching, and gardening are the hobbies that interest her.
