You know email marketing is a great way to attract, reach, and retain loyal customers but just knowing that tou need to send emails to your subscriber list doesn’t do you much good.
Who do you email? What should you send them? How often should you reach out? Why are you contacting them in the first place?
Answering these questions is the first step in your email marketing journey. Once you start answering them, you’ll notice that you’re emailing multiple groups of people, each of which needs different content at different times for different reasons.
To make sure you’re reaching all your customers—existing and potential—it’s important to always have a few different email marketing campaigns on hand to cover a handful of common marketing scenarios.
Keep reading to learn about the different types of email campaigns you should build, as well as why you should create them.
9 types of email marketing campaigns to reach your customers
Ultimately, a marketing email should reach a subscriber at the right time, for the right reason. Building out each of these campaigns below will ensure you have content on hand to deliver information to your readers when they need it.
Creating a welcome series is a great way to thank subscribers for signing up for your email list. Sending a series of welcome emails can help readers learn more about your company and how they can get the most out of your product, services, or website.
After introducing your customers, you can also request some basic information from them. Knowing when their birthday is, for example, can help you know when to send them an annual discount or deal. Or asking them what type of information they’d like to receive from you can help you add them to the right lists, as well as alert subscribers to other ways you can help them.
Starting with a welcome email series makes sense chronologically. But it also makes sense to prioritize this type of campaign since they get such good results.While the average email open rate is 21%, the average open rate for welcome emails is an impressive 82%. Click To Tweet
The takeaway: Welcome emails get you off to a friendly start with new subscribers or customers and can help both of you learn helpful information about each other.
Starting a newsletter helps customers and subscribers stay up to date with your company. And if you send your newsletter out at a regular cadence, it also keeps your business top of mind for subscribers.
One of the great things about newsletters for busy business owners is that you can often use it to direct subscribers to content you’ve already produced. If you run a blog, you can let readers know about new posts they might find useful. Or if you’re running a promotion, you can alert subscribers to their chance at a deal.
The takeaway: Newsletters help subscribers stay up to date on your company and help you alert readers to existing content they may have missed.
If you’re running a deal or launching a new product line, you might want to create a promotional campaign. While you might think promotional emails are too salesy, it turns out customers like them. Nearly half of consumers say they want to receive promotional emails from companies they like weekly. And 68% of Millennials said receiving a promotional email influenced their purchases.
Especially if you’re offering a deal or a sneak peek at a new product, promotional emails can contain exciting news for customers. However, if you want to make them stand out, you’ll want to make sure each of your promotional emails is connected.
If you’re launching a new product, for example, you can send emails on a “countdown” schedule. One email can announce your new product, several emails can tease enticing details about the product, and another can offer a discount to early buyers.
The takeaway: Promotional emails help get the word out about your product or service and give subscribers a reason to make a purchase. To avoid creating a campaign full of one-off sales emails, create a series of emails that encourage readers to open each one.
First and foremost, a post-purchase campaign is a great way to say thank you to customers. It’s also a great opportunity to demonstrate how a purchase from your business constantly delivers value.
Sending a series of follow-up emails that tell customers how to get the most out of your product or service shows them you care about their experience with your brand. You can also send suggestions for related products or products that would complement the one they’ve already purchased. You can end this campaign with a request for reviews or testimonials that will help potential customers make purchase decisions.
The takeaway: A simple thank you can go a long way, and a post-purchase campaign should start with a thank-you email. But customers will also appreciate tips for using your product, suggestions for related products, and a request for feedback in the form of reviews.
5. Abandoned cart
Over 70% of shoppers will abandon their cart. But an abandoned cart campaign is a great way to encourage people to head back to checkout.
Shoppers are often afraid of buyer’s remorse, so you should use your abandoned cart campaign to remove or lessen any obstacles that might be in their way. Offering a discount that expires after a certain time, for example, encourages buyers to make a purchase and provides a sense of urgency to capitalize on the discount.
The takeaway: Abandoned cart emails help remind buyers of products they have their eye on and give you an opportunity to remove obstacles in the way of a purchase.
A seasonal campaign combines the sales opportunity of a promotional email with the urgency of a limited-time offer. Holidays that typically include lots of gifts are a great opportunity for any retail company. But you can also get creative and run campaigns for holidays related to your business.
For example, January 27 is National Bubble Wrap Appreciation Day. If you ship products with bubble wrap, you can use this as a way to encourage customers to get in on this obscure holiday. You could offer discounts or run promotions before the holiday, and afterward send a thank you email to your customer base with pictures of box openings from customers who “celebrated” with you.
The takeaway: Seasonal campaigns can be centered around any holiday or event. While you can focus your efforts on any traditional holiday, a more obscure holiday presents a fun opportunity to promote your product and helps your emails stand out from the noise that typically happens around more major holidays.
7. Lead nurturing
A lead nurturing campaign helps educate subscribers about the value of your product or service. The idea is that, eventually, they’ll understand the value of your product and then be convinced to make a purchase.
Before you build a lead nurturing campaign, you should have a solid understanding of how the email marketing funnel works. Once you know how people typically move from awareness of your company to a purchase decision, you can create a lead nurturing campaign that helps subscribers feel like they should buy your product.
The takeaway: A lead nurturing campaign is more about education than selling your product. Before building your campaign, you should try to map your typical customer’s journey so you can give them the information they need to make a purchase decision.
To keep customers, stakeholders, and team members up to date about your company, you might want to consider creating an update campaign. However, these types of emails can easily become overly technical or feel like they include too much insider information.
Before sending an update email, you should ask yourself two major questions:
- Will this update change how people interact with your business?
- Will this update change how customers interact with your product?
If you’ve decided to rebrand, for example, you’ll want customers and stakeholders to know your new name, logo, and reason for rebranding. You’ll also want to let them know what these changes mean for them and how your company will or won’t change based on your rebranding decision.
If you’ve made product updates, are they major enough to alert customers to? Is this a long-awaited change, or have you made some minor adjustments? You can alert customers to small changes with a digest email that lists these updates. But for larger updates, your campaign should include an announcement before your update takes place and follow-up emails that help customers understand the update and how it changes and improves their experience with your product. You can also solicit feedback to understand the impact of your changes on your customers’ satisfaction.
The takeaway: Update emails help customers and stakeholders stay informed about your company. But you don’t have to let people know about every font change. Send update campaigns when major updates have happened, and send a summary email if you want to alert people to small changes.
A re-engagement campaign helps make sure you’re spending time sending emails only to people who want to hear from you.
If you notice open rates are consistently low for some of your subscribers, send an email asking if they’re still finding your emails helpful. It gives readers the opportunity to unsubscribe themselves or indicate that they still want to hear from you. If you get no response, you can remove subscribers from your list.
The takeaway: Re-engagement campaigns help you keep your email lists up to date. With unresponsive or disinterested subscribers removed from your lists, you can increase open rates and spend time crafting messages for people who want to read them.
Are you ready to create successful campaigns?
No matter what type of campaign you’re running, you should aim to make it a high-performing one. A successful email campaign:
- Reaches the people you want to reach
- Meets or surpasses your goals for open and click-through rates
- Encourages readers to take the action you want them to take
To understand whether your campaigns are successful, you need to monitor and update them, as well as understand what your goals for each campaign are in the first place.
If you think you could use some help—or just an expert eye—to build, run, and monitor your campaigns, Capital Consulting Group can help. Schedule your free consultation call to find out how we can help you create successful campaigns to reach your customers.