With email marketing, we all know how important it is to get the email right – the right sort of design, personalised content, prominent call-to-actions etc. These not only apply to your initial campaign emails, but also to your other emails – a practise that can be neglected. Think about the other types of emails you can use in your campaign and how applying the basics to all of these types of messages can be the trick to more conversions. Let’s look at some of the different types:
- Content announcement
These emails usually announce a sale, a new eBook, coupon, discount – a single specific offer, with a CTA that takes the reader to a targeted landing page. Remember to keep your copy short but descriptive, with the CTA visible and obvious.
- Product updates
While not as exciting as a special offer or discount, product emails should not be sent too often and should be simple and straightforward. A bi-monthly or monthly collection of new products should have clear headlines, visuals and minimal content; rather link products to a custom page to make it easy for recipients to learn more about it.
- Event invitation
In these types of emails, you need to convey to the reader why the event will be beneficial for them to attend. Great visuals and limited copy work well, with teasers about guest speakers or competitions happening at the event.
Even if you have a business blog or run a digital magazine, you may want to send a weekly or monthly roundup of popular stories or articles, shared in a visually appealing way. Using a simple format of headlines, strong images and the first few lines or summary of the article, with a link back to the original article, is a great way to keep readers engaged, without sending them a very long email.
- Co-marketing communication
Two or more complementary companies may partner on an event or promotion, with the specific goal of leveraging the audience of another company to increase your reach. Using email to make the announcement, featuring both company logos and sending to the combined email list of both companies, can be a very effective tool.
- Social media messages
Using social groups on LinkedIn or Google+ allows you to send messages to the social groups’ inboxes, but remember you don’t have the option of using email software to add images or customise the layout. Use the white space well by keeping paragraphs short and your thoughts clear. Use bullet points to make your message easy to read and understand. Don’t overuse these types of emails, or you may alienate those in the group.
- Confirmation email
These should be simple emails confirming information that the readers need to know, such as a booked flight, or payment receipt for something bought online. The aim is to give peace of mind, not sell additional products.
- Kickback message
This is an automated email that is sent in response to an opt-in or purchase. This type of thank you message shows that you have fulfilled a promise to your user, or contains relevant information, like reference numbers or links to download an eBook or similar. Like confirmations emails, these should be simple and clear, without the burden of additional marketing material.
- Welcome email
An opportunity to provide more information to people who have just signed up for your newsletter, survey etc. You can use this type of communication to showcase your brand and reveal a bit about your company’s personality. First impressions are valuable, so it’s worth spending time on crafting the right type of message.