There’s a reason why inboxes always seem jam-packed; email marketing is 40x more effective than social media channels. The secret behind any successful email marketing campaign is not consistency or frequency but variety. Different types of emails drive engagement and relationships while increasing conversion rates and revenues. Here are the top ten email messages that can boost ROI on your email marketing.
- Newsletters
Newsletters are the top email marketing choice that companies use to communicate with subscribers, usually sent on a consistent schedule (weekly or bi-monthly).To ensure that readers won’t be tempted to hit the unsubscribe button, make sure your newsletters are brimming with helpful, fascinating, and email-worthy content. Be generous in providing free value on a consistent basis to make it easy to encourage your audience to buy from you once you ask them to purchase.
- Welcome Emails
Welcome emails are a brand’s first impression to new subscribers and have a 50% average open rate, making them 86% effective than newsletters. Usually sent within 24 hours after readers signed up to the email list, it’s a simple way of saying ‘thank you’ for taking a risk of trusting you with their personal information and delivering the incentive you promised in your sign-up form. This is a great time to introduce your brand and explaining what your business is all about. Include your contact information and social links to make yourself accessible and to build your relationship with them. Let them know what they can expect from joining the list, so they won’t get annoyed by unpleasant surprises in their inbox.
- New Content Announcement Emails
This is an announcement, promotion, or introduction of new blog posts, e-books, webinars, podcasts, free trial, next sale, and other types of email content. Rather than mere sales pieces that entice subscribers to make the action you expect from them, a new content announcement email offers something of real value with no strings attached – keeping readers in the loop and having them look forward to anything interesting or engaging about your brand or business.
- Product Update Emails
These simple and straightforward emails focus on benefits, not features. Product update emails include a large clear headline, an image of the product/service, a brief description, and a link to a custom page to make it easy for readers to learn more about it. Customers are always in the look-out for innovative ways to get the most out of your product/service offers so these should be eye-catching, easy-to-understand, and highly relevant to target audience’s needs and expectations.
- Free Gift Emails
Sending a gift to subscribers imparts a feeling of exclusivity or specialness. From free stock images, webinar pass, or bonus recipes to toolkits, shortcuts, and email course giveaways – there are tons of gifts to send subscribers. This is the sweetest thing to grace anyone’s inbox which in turn, can lead to higher engagement and click-through rates.
- Survey Emails
Survey emails are integral to the success of any marketing strategy. These transform email marketing campaigns from becoming a restrictive monologue into dynamic dialogues – where subscribers’ suggestions, feedback, and opinion matter. It’s a clever way to spike readers’ curiosity and to extract valuable information from them so you can maximize results from your marketing efforts and serve them better.
- Lead Nurturing Emails
These are automated emails sent over several days or weeks containing a series of interrelated targeted content to build brand awareness among first-time readers, establish trust among current customers, and move warm prospects further along the sales cycle.
- Transactional Emails
Transactional emails have open rates of up to 8x higher than any email types and generate more than 6x marketing ROI. These include messages such as account creation notifications, security checks, password reset prompts, feedback requests, coupon codes, and more.The main goal is to make customers feel safe and empowered every step of a business transaction with your brand. This fosters respect and confidence which in turn, leads to potential sales as well as cross-selling and up-selling opportunities.
- Abandoned Cart Emails
These are triggered messages (a part of a multi-stage email marketing campaign) to motivate potential buyers to return to the site and complete their purchase.
- Co-Marketing Emails
Co-marketing refers to a partnership or collaboration between brands for a mutually beneficial task. These are sent out to leverage the audience of another company to increase exposure, conversions, and revenues.Done right, co-marketing emails are clever and cost effective because there is pooling of resources between brands while both companies can harness each other’s reputation and reach.
What To Do Next?
Email marketing is the best way to reach consumers, woo prospects, and turn first-time buyers into loyal customers. Master the email types that will have the biggest impact for your business.
Want to polish up your email game and boost your email marketing ROI? Check out our Basic Guide to Email Marketing. For easy tracking of email marketing performance, get started here (it’s FREE).
