There are many ways for businesses to connect with customers and clients, and nowadays, the most commonly used by them is email marketing. It is true that different types of email marketing are the most fantastic way to start communication with customers, raise brand awareness and make your business successful. So, we can say that email marketing, day by day, has become a primary part of victorious marketing strategies. Email campaigns help companies to make business goals a reality and stay competitive. The importance of email marketing is significant, and the results it will bring are also great.
The Importance Of Using Multiple Types Of Email Marketing
To have a winning campaign, you must explore and use all types of email messaging because each one has its own benefits and specific goals. According to statistics, over 300 billion more emails are sent to and received by users daily.
As you can see, it is no surprise that email marketing is growing and starting to rule the world. This marketing branch offers a lot of useful types, and it is essential to understand and use the full potential of those types in your business strategies.
Commonly Used Types Of Email Marketing
There are many types of emails, and businesses must use the various types to have a winning campaign. They will give value to your campaign at first and also will improve your open rate.
So, in this article, you will find commonly used and relevant types of email marketing, explore their advantages and disadvantages, and understand why your business needs to include those types in business strategies. Starting from welcome emails to cart abandonment emails, we will talk about all of them in detail.
Globally, email messages have multiple contents; informational, sales, etc. The key component of email messages is the information you provide to users, and those emails are called informational. Informational emails usually do not contain any promotional parts and have one goal to inform users about changes, updates, and anything about the brand. To write an excellent informational email, it is essential to follow several steps:
- Find the best template
- Keep the message short
- Be consistent
- Don’t forget about message style
Informational emails have a huge potential to create customer loyalty and brand awareness and make your email campaign successful. But like all other ones, they have a risk of becoming boring. So, it would be best to send informational emails at the right time based on your campaign plan.
One of the most popular informational emails is an email newsletter. Usually, businesses send e-newsletters to inform customers about new features, products, or any updates about the brand. The success of newsletter emails depends on their design and also content.
Besides the many pros of newsletter emails, like personalization, low cost, and time-saving, there are also cons. The most famous of them is spamming. Also, clients and customers usually unsubscribe from email to not receive e-newsletter notifications. So, in this case, you must have something unique and include more creative elements to motivate users to open newsletter emails, and why not read and be informed about your business updates?
Product Update Emails
The other separate part of informational emails is product update messages. These emails are about new features or any updates about products or services. They also involve messages about product launches and so on. Product update emails require more personalization because, usually, they are very specific. Product updates are most likely interesting for people who already use that product.
To create a better product update email, you must segment your audience first, tell stories, include graphics and visuals and create catchy subject lines. These emails have many benefits: customer engagement, loyalty, etc. But if your audience is not segmented, emails can have a negative effect and don’t bring desired outcomes. So, it would be great to pay attention to personalization and targeting in more detail.
You indeed receive a welcome email at least once when signing up on some website. Welcome emails are the most popular email messages and also the primary part of types of email marketing. We may say that welcome messages are the first communication you have with your customers at the time of their first experience with your brand. Simply put, welcome emails are for people who already choose your brand.
The main advantage of this email type is engagement and first impression; the disadvantage is that its impression can convert to negative. So, it would be best to design welcome emails carefully and choose the best template.
Seasonal campaigns surely are the most interesting, and seasonal emails are also on that list. Situational and seasonal marketing allows businesses to drive more sales and arouse more interest in their brand. Whether it is Black Friday, New Year, or the new season of the Netflix series, you can take advantage of all of them and start a winning seasonal email campaign. The advantages of seasonal emails are many. So it is:
- Bring brand awareness
- Create customer loyalty
In contrast to all these advantages, there are also disadvantages which you must avoid. The main disadvantage of seasonal emails is bad impressions which can have customers who don’t participate in seasonal events. At least try to avoid biases in your emails and pay attention also to this group of people.
As we discussed earlier, emails are also sales messages, and these messages are called dedicated or sponsored emails. Dedicated email messages have a commercial nature, and their goal is to promote services and products. The particular part of dedicated emails is that they are designed for a specific audience and have a specific purpose. Dedicated emails complete the list of types of email marketing and have many benefits. They bring more engagement rates, personalization, and sales. But pay attention that dedicated emails can become boring for your customers and motivate them to unsubscribe from you. So, it is crucial to develop a specific plan for email messages and keep users interested.
Lead Nurturing Emails
There are also other sales emails, one of which is the lead nurturing email message. This is a message to send your customers and move them to the sales funnel. Besides this, nurturing emails also have the goal of engaging your potential customers and motivating them to have experience with your brand. Basically, lead nurturing emails help you keep in contact with your customers in the whole stages of their journey. Messages can be in the form of discounts, reminders, or resources, as you want and plan.
Lead nurturing messages allow you to convert leads, connect with your potential customers and enlarge your market. As with every type of email marketing, nurturing emails also has cons in contrast to pros. For example, there are risks to annoying your customers. Yeah, it is important to not become boring for them and send nurturing emails at the right time.
Cart Abandonment Emails
The series of reminder messages is complete with the cart abandonment emails. This email is sent to users who add some products to their carts but fail the checkout process. We may say that cart abandonment emails are an excellent email tactic to increase revenue. For example, one of the cart abandonment emails of Casper has a subject line that asks, “Did you forget something?” Casper sent this email if you left something behind on their website. This is an excellent sample for creating a catchy and effective cart abandonment email. So, cart abandonment emails are a fantastic way to keep in contact with customers and remind them to finish their actions on your website.
The following types of email marketing are sponsorship or event sponsorship emails. These messages are usually sent to different companies and brands, inviting them to sponsorship events. Sponsorship emails, especially for big businesses, which can invest and donate to small companies or startups. In a perfect sponsorship email marketing campaign, you must have a list of companies and reach out to them with email messages. These messages must include information about your goals and also provide personalization.
Sponsorship email campaigns promise brand awareness and opportunities to know your market. But it has negative aspects also, like no guaranteed returns. So choose your sponsorship event participants carefully.
To have a successful business and collect loyal customers, you need to give support in every stage of the customer journey. Here you can take advantage of transactional email messages. Transactional emails are emails to send individual customers depending on their actions and experience with your brand. In simple words, these messages provide customers with several updates about their transactions. So, it can be confirmations or notifications about the order status.
This email is essential because it keeps customers informed and, therefore, satisfied. But they usually don’t allow you to connect with customers emotionally and have limited personalization. It would be great to include some emotional triggers in your transactional emails and keep your customers loyal.
One of the famous types of transactional emails is confirmation messages. Confirmation emails are sent to customers when they complete specific actions and have experience with brands. Simply put, when you order something online, you undoubtedly receive confirmation messages.
Confirmation emails aim to inform customers about their actions, let them understand their next step, and create a long-term relationship with them. Confirmations are order, registration, booking, subscription, etc. The advantages of these emails are customer trust, engagement, personalization, and so on. Disadvantages can be if users do not check their emails or if there are spamming issues.
There is an excellent tactic in the world of marketing, and it’s called re-engagement. This tactic is a primary part of also an email marketing and completes the series of types of email marketing. So, let’s define this email marketing type. A re-engagement email is an email message with a unique goal to re-engage and reactivate users or customers who have stopped having experience with your brand.
Stopping is for different reasons; email content is not relevant, or customers’ needs changed. It is crucial to explore the reasons before you start to send re-engagement emails. The benefits of these email messages are many; time and money saving, more personalization, etc. But it is essential to be careful that your messages are not considered spam emails. So, you must include more creative elements in your emails and grab more attention.
Brand Story Emails
You may have heard about storytelling. This is an excellent technique to create exciting stories around your business and build strong emotional relationships with customers. Storytelling is also an essential factor in email marketing. There are types of stories you can use in your email messages and create brand story emails. These types include success stories, “Reason Why” stories, behind-the-scenes stories, etc. As we say, the essential factor of brand story emails is that they create emotional connections and give brands more value. Exciting stories are the way to build trust and positive emotions around your brand. But remember that you must send brand story emails based on your campaign and email strategies and avoid boring your customers.
It’s time for video content and video email marketing. It is not surprising that videos are a great part of email marketing because nowadays, people most likely want to watch videos rather than read texts. Video emails will raise your open rate and bring excellent outcomes. So, if you have already thought about where to start, it is simple; you just need to test it and understand which email type is the best for videos. You can start newsletters and continue until dedicated emails.
To send a video through email, you must discuss several nuances, and if you don’t use a video platform, it takes a little time. Also, it is possible to meet difficulties depending on video format or size. Each kind of email platform has different ways to send video emails, so you can explore more about this depending on which email platform you use.
Review Request Emails
Have you ever received a review request email? Review request emails are messages sent to users asking them to leave reviews about products or services depending on their experience and actions. To start a review request email campaign, it is important to think from your customer’s perspective. So, these emails must be more user-centered and motivate customers to take action.
The perfect review request emails are short, simple, focused, personalized, and relevant. Though these emails will collect customer feedback and provide personalization, they also have cons like the risk of being overlooked because review request emails are not more common in many cultures. But this does not mean you shouldn’t use this email marketing type in your campaign. By the way, you can explore many free templates for review request emails and start to develop them based on your brand.
Event Invitation Email
Planning an event? It’s time to take advantage of email marketing and find an excellent event invitation email template. To create an effective event invitation email you must pay attention to a few details like email layout, content, subject line, etc. There are many types of event invitation emails; webinar emails, exclusive sales emails, conference invitation emails, customer appreciation emails, and so on. All these types will spark people’s interest, raise engagement, drive more traffic and provide a winning campaign. The main disadvantage of event invitation emails is the risk of spamming. In this case, it would be great to provide more protection and deliverability to your email.
The following type of email marketing is co-marketing emails. Let’s first understand what email co-marketing is. So, in simple words, this partnership between businesses allows them to promote business offers to each other’s audiences with email messages. With co-marketing emails, companies find new audiences, boost conversations, and drive more revenue. To have a victorious co-marketing email campaign, you must find partners and resources and also understand your market. In contrast to all the benefits of co-marketing emails, there is also a drawback to which you must pay attention. For example, poor performance will influence both businesses, so it will be best to develop your co-marketing email campaign carefully.
Social Media Send Emails
It’s time to talk about social media and send emails. You may have to think about what emails and social media have to do with each other, and the answer is one. In simple words, you surely will direct social media users’ inboxes when it’s needed, so social media is a platform that goes hand in hand with email marketing. It is simple, imagine that you sign in on any social media platform with the help of Google; you surely will receive social media and send an email about confirmation or something else. So, email addresses have a significant role on social media platforms. Social media send emails are an excellent way to collect data and keep a connection with email marketing. As in many cases here also, the drawback can be spamming.
Each successful email campaign includes gifting. Gift emails are messages to communicate with contacts, and these emails also can control the delivery timeline. Gift emails work great, especially at the time of holidays. They can bring more conversations and promote gifting. Many famous brands, like Starbucks, Champs, etc., have used gift emails already and can be a great example of creating a gift email campaign. As with other types of email, gift messages also can have spamming issues. So if you want to start sending gift emails, pay attention to your email deliverability.
For The Final Thoughts
As you can see, the types of email marketing are many, and each promises unique results for businesses. It is essential to understand that email marketing campaigns have a huge potential to build a successful business and provide long-term outcomes. So, explore all types of emails, choose beautiful templates and start to drive success with email marketing. Also, don’t forget to share your experience. Good luck!