In the last five years, many have tried to kill email. Email was considered to be a legacy system, a relic of the past. Something that would get phased out by shinier, modern tools like Slack, which promised to transform workplace communication. But we’re halfway through 2021, and the humble email is still going strong.
Sample this: According to Statista, 4.03 billion people worldwide used email in 2021, a number expected to grow to 4.48 billion by 2024. That’s 52% of the world’s population! As a platform, it is bigger than the biggest social networks combined (Facebook with its 2.2 billion users and Instagram with 1 billion+). The sheer ubiquity makes it hard to ignore as a marketing channel.
And it’s not like people are not using it. A 2018 Adobe study found that millennials spend nearly 6.4 hours on email. 41% even check their inboxes in bed, just after waking up or before going to sleep. In terms of ROI, emails win you about $40 for every $1, a whopping 4000% return (Campaign Monitor)! They’re also harder to ignore than SMSes, with 21% of emails being opened within the first hour of delivery.
The writing on the wall is clear. Email HAS to feature prominently in your marketing strategy, and email marketing tools can help facilitate that. Small businesses, especially, cannot afford to neglect it because it is so cost-effective.
Let us look at four marketing email types that a small business can use to acquire, charm, and retain users.
4 Types of Email Marketing Campaigns
1. Welcome Emails
You can’t shove your sales pitch down a user’s throat as soon as they sign up for your service. Research shows that 3 out of 4 leads are not yet ready to hit Purchase, so you need to be warm and welcoming in your first interaction. Welcome emails are a great way to introduce new users to your brand and set the tone for the rest of their journey.
The contents of this email may vary based on your requirements, but the main objective is to make new users feel at home. Typically, welcome emails contain quick instructions on getting started and how everything works.
You can also highlight the benefits that users will get and what they will accomplish on using your service. First impressions matter, so you can focus on showing your brand values and personality. Feel free to throw in an irresistible deal to hook users from the get-go.
Welcome emails see more traction when you personalize them and make it abundantly clear that it’s not just a machine-generated formality. To do this, you can address the user by their first name and ask them to reach out should they have any queries or feedback.
- Sets a strong foundation for fostering long-term relationships. According to research, users who go through a welcome email read 40% more content from the same sender over the next 180 days.
- Showcase higher open and click-through rates than other marketing emails, so it’s the best place to get key messages across.
- The first impression is the last. If you hit the wrong notes with your welcome email, your subsequent relationship with a user might get jeopardized so much so that they may completely churn.
2. Lifecycle Emails
One of the different types of email marketing is Lifecycle Emails. Also known as drip emails, this is not a single email, but a sequence of connected emailers meant to push a prospect further down the sales funnel. A Content Marketing Institute report found that apart from lead generation, email marketing is also used for lead nurturing (78%) and lead retention (74%). A lifecycle email campaign educates leads in a step-by-step, organized fashion, offering useful nuggets of information to nudge them towards the buying decision.
Lifecycle emails are all about targeting, segmentation, and events. For example, you can set up a lifecycle email workflow for the duration of your 14-day free trial:
- Day 1 – Welcome Email
- Day 3 – Feature Description Email
- Day 7 – How’s your free trial going? (Genuine feedback)
- Day 12 – 2 days left. Hurry!
- Day 13 – Your trial expires tomorrow (all your data and work progress might get lost if you don’t subscribe)
- Day 14 – Your free trial has expired (what to do next)
- Day 18 – A limited period offer to reactivate your account
- Thank You Email – Upon successful completion of payment
Your user base can be categorized into different segments based on how they respond to each email and their actions. You can also iterate on the content and the ‘Send Time’ logic based on open rates, reply rates, and CTR data.
- Timeliness: The high-touch cadence is useful for complex SaaS products that require hand-holding.
- Since they are automated, they generate massive ROI as you can sit back and relax while they do the work for you 24 x 7.
- It might come across as robotic. Overdoing it may also lead to a lot of unsubscribes.
Out of sight is out of mind. Newsletters are an email marketer’s best friend to stay top of users’ minds and not drift into digital oblivion. Brands usually send blog round-ups (Top Picks Of The Month), company updates, or new feature announcements via newsletters. They are rarely plain-text and rely on a combination of visually appealing media (images, videos, GIFs) to catch user attention.
Since they pack in a lot of information, they must be formatted in a way that’s easy on the eyes. It’s a good practice to use bold fonts and flashy headlines in a grid layout so that users find it easy to skim through and digest. They also have a CTA at the bottom, typically redirecting to a specific blog or a dedicated webpage that contains more details.
- Regular issues build brand recall and cement brand characteristics in subscribers’ minds.
- Good for re-engagement of users who have lost touch with the brand.
- Since they are content-heavy, your CTA might get lost, and the core message might get diluted.
4. Dedicated Sends
These are stand-alone emails containing a single message meant to be sent to your entire subscriber base. Examples of this include Black Friday deals, releasing a new ebook or whitepaper, an announcement of a webinar or an industry conference you’re hosting, or a season’s greetings (Merry Christmas + an offer). They are similar to landing pages in the sense that they are focused on a specific theme.
- It’s easier to measure performance and attribute it correctly to the content since there’s only one overarching message and one button.
- They’re extremely easy to create. Once you have the template in place, it’s just a matter of tweaking the copy and the hero image(s). Most of the time then can be spent on crafting a click-worthy subject line.
- By definition, they are infrequent, and users are not exactly expecting them, which makes them easy to miss.
You also have a plethora of email marketing tools at your disposal to supercharge your email marketing:
- Mailchimp – Send emails in bulk in a targeted manner
- Sender – Create beautiful newsletters with little to no HTML skills
- Moosend – Use subscriber behavior and activities to send tailored campaigns
We hope this comprehensive guide got your creative juices flowing and helped you formulate a concrete email marketing strategy for your small business.
A few types of emails in email marketing include:
1. Welcome Emails
2. Emails about Discount Offers, Sale or Cashback
3. Launch of a new and exclusive product
4. Lead Nurturing Email
5. Birthday Email
6. Abandoned Cart Email
7. Free Trial Expiration Emails
8. Newsletter Emails
9. Survey Emails
10. Referral Emails
A few email marketing tips you should heed before you start a campaign include:
1. Mailing list (network) expansion
2. Personalize it with recommendations
3. Cross-selling and upselling opportunities
4. Make it engaging, clean, and crisp
5. Be mobile-first
6. Do not forget to integrate across platforms
7. Ask for reviews and reference
8. Test, test, test, and test
9. Keep showing up while linking mailers in sequence
10. Don’t overwhelm, be Specific and provide value
11. Time your emails
12. Track performance
Here are five tips on how you can make the most out of your email campaign efforts:
1. The ‘from line should be instantly recognizable
2. Concentrate on your subject lines; keep them short and compelling
3. Create some urgency
4. Facts and figures, as well as personal pronouns, work wonders
5. Benefit from the pre-header text
6. Always test your email