Marketing experts can agree that email is one of the best marketing channels to sell. On the other hand, they’re always looking for the latest tactics to form new relationships and increase revenue. So, which types of email marketing should you be sending?
Should you nurture your list with weekly newsletters? Or is it better to send stand-alone emails with a single offer?
Whichever way a marketer chooses, they know to give it a lot of though. Typically, it’s because the right format helps meet their target email marketing goals.
If you’re new to email marketing—or you’re consistently sending marketing emails—the information below will help you make an informed decision about the most effective email types.
Types of Email Marketing to Send
1. Lead Nurturing Email
Lead nurturing is an inbound marketing tactic that’s all about understanding the pain points of leads. These emails send a series of highly refined and purposeful content.
These types of email marketing nurture leads through a marketing funnel for moving them into a sales-ready stage. Lead nurturing can promote several different offers. These would include blog posts, ebooks, webinars, discount offerings and more.
These emails also exist to inform customers about the latest updates within your small business. Additionally, you can send them using an automated system—convenient for decreasing time and labor needs.
Lead nurturing is most beneficial when sending different types to suit specific user needs. However, the emails will depend on where they are in the marketing funnel. Furthermore, it’s important to highlight why they are receiving the email.
Once you address that matter, you can format those emails the same way you set up general marketing email offers.
You should also further consider the timing, frequency and segmentation of your lead nurturing campaigns to achieve the most desirable results.
2. Welcome Email
First impressions are everything—and the welcome email makes a great option for thanking subscribers, providing more information, product trials and more offers.
The portions of a welcome email will depend entirely on the specific offer. However, you can use this type of email marketing to highlight your brand’s personality—and the value they can expect to receive.
Welcome emails have an average 91.43% open rate—and are best for when offering a personal touch rather than a sales pitch. When sending these emails, avoid introducing a new product or service before building a relationship. Setting the tone for your organization—and illustrating industry knowledge is the first step to creating a good first impression.
Many businesses use email newsletters as a fundamental marketing campaign tool. They work great because they maintain engagement between you and your audience. Plus, it keeps your subscribers informed about your business—making a personal, targeted and consistent connection.
Some marketers also use newsletters to showcase company profiles, passion projects and educate customers about products and services.
Three elements make up an engaging newsletter. Your message should be relevant, unique, and valuable to create a standout newsletter email. However, it’s important to set objectives before determining what type of newsletter to focus on sending.
So, if your goal is to generate traffic, use click-through rates to measure the effectiveness of clicked links.
4. Sponsorship Email
So far, the types of email marketing discussed here are for your database. A different form of communication can reach another audience if you want to gain new leads. Sponsorship emails entail a display ad with an image, text and a call-to-action in a vendor’s newsletter.
These emails are part of a paid media strategy involving pay-per-click, display advertising, affiliate advertising, etc.
You should generally design your ad and copy alongside the vendor’s specification. Sometimes there are size restrictions and image requirements. Consider the specifications before sending them over.
When forming a new partnership, ensure you trust they are credible and understand your business needs.
Sponsorship emails are highly targeted and allow you to define specific segments you’d like to reach. Yet, when determining costs, it’s essential to know how much you’re paying the vendor before you start tracking results.
5. Re-engagement Email
Re-engagement emails are a specific form of transaction email triggered by subscriber inactivity. These types of emails are important for jumpstarting an email lifecycle toward those who’ve shown a lack of interest.
Additionally, they help push subscribers in the right direction to revive a relationship and win back lost revenue.
Some of the reasons subscribers disengage can relate to various reasons. For example, it could be that you’re sending too many emails, not enough nurture, or the customer’s needs changed, etc.
Assume you need to target subscribers who need re-engagement. It’s vital to segment the list first. Proper segmentation is the best way to send these emails.
Once you redefine your list, be sure to personalize everywhere and focus on highlighting emotions.
These factors play a critical role in reestablishing that personal connection. However, if they end up unsubscribing, this is still great news as it helps improve your overall engagement rates.
6. Dedicated Email
Dedicated emails, also known as stand-alone emails, are the types of email marketing that you should send to a specific group of people. For instance, send a dedicated email for a hosting event. You can provide recipients with new event updates when you have an event registrant segment.
These emails can create a context to introduce a call-to-action. They can act as a landing page but aren’t exactly effective in optimizing conversions.
In some instances, you can notify all subscribers of a timely offer. However, these emails are best for heavily segmented audiences based on specific characteristics and behaviors.
One thing you’ll also want to consider is to send this type of email marketing on a less frequent basis.
Optimizing Email Marketing Efficiently
These types of email marketing are an effective way to diversify your content. Furthermore, you can experiment with your email marketing to test which emails work best. Focus on sharing valuable information and look for ways to improve efforts. The appropriate format will eventually help you turn those leads into customers through engaging content.