In this post, we’ll review some of the most important types of email marketing you should be sending out to your customers and leads, and their respective advantages and disadvantages. This will definitely help you make more informed decisions when choosing the most appropriate email type and how to go about using it.
- Email Newsletters
- Transactional Emails
- Re-Engagement Emails
- Welcome Emails
- Lead Nurturing Emails
- Dedicated Emails
- Sponsorship Emails
Are you just starting out with email marketing or you’ve already started sending emails to your customers and clients every week, then you must know that emails are one of the best channels to sell your products and services. However, intelligent businesses in Nigeria and around the world are always searching for more and better ways to build outstanding relationships with their customers and grow their income.
Should you nurture your subscribers with weekly newsletters? Are dedicated mailers (stand-alone emails with one offer) better at growing your sales and marketing funnel? Let’s find out the right way to do email marketing here.
1. Email Newsletters
Most companies send email newsletters so they can stay at the top of the mind of their recipients. Actually, a lot of businesses use email newsletters as the foundation of their email marketing program. Email newsletters are a type of email that informs your audience of the latest news, tips, or updates about your product or company. They are often used for a variety of purposes and they come in many different forms. For example monthly digests of content, company updates, and others promote new products, but there’s no end to what you can include in a newsletter.
Newsletters are great not only for marketing to prospective customers but also for nurturing current customers. This kind of ongoing communication helps to retain your customers. Using a really good marketing CRM like Netcore, WebEngage or Mailchimp to send your emails will help you track metrics and collect valuable insights about your contacts.
For example, if your goal is to drive traffic to your website, you should be taking a close look at your CTR (click-through rates). CTR measures the number of times someone makes a click in your email versus the number of people who viewed the link.
Check for the subject lines with the best open rates. Analyze the kind of links that are being clicked and optimize for them. Monitor the time of the day that gives you the best results either in engagement or conversions. But without a marketing CRM, you will not be able to answer these questions.
Advantages Of Email Newsletters
- Solid Brand Awareness: Newsletters keep your readers anticipating the next one. Your contacts get used to hearing from you. So if you’re considering sending email newsletters, make sure you’re sending them on a regular cadence. If readers enjoy the content, they will most likely stay subscribed to the newsletter. By building a habit in your email subscribers, you enable them to recognize your brand and associate it with a positive sentiment.
- Diverse Content: Email newsletters give you the freedom to include different types of content all in one email that might be important to your organization. For instance, the same newsletter can contain a popular blog post, a new offer, an announcement of an upcoming event, information about a discount, and a link to a survey. There might even be a video embedded in the email.
Disadvantages Of Email Newsletters
- Too Many Call-To-Actions: Due to their format — usually long pieces of information — newsletters can be overwhelming as they contain multiple calls-to-action. However, you can solve this problem by placing the most important information at the top of the email with clear call-to-actions.
- Layout Design: With newsletters, the layout becomes a much more complicated task than with dedicated email sends. You’ll have to spend some time deciding on the right placement of images and text, alignment and prioritization of information. This is where A/B testing comes in to play.
2. Transactional Emails
Sometimes referred to as ‘triggered emails’ or ‘automated emails’, Transactional email is a method of customer communication in which automated, real-time messages are sent to users through email after a specific action has been performed within an application or website. For instance, if you book a flight, you receive your itinerary via email, along with vital flight information.
Examples of transactional emails include password resets, purchase receipts, shipping notifications, and legal notifications. These emails often contain valuable information that is critical to the customer experience.
When implemented correctly, transactional emails can have very high user engagement rates.
Advantages Of Transactional Emails
- Very High Engagement Rates: Recipients anticipate transactional emails because they help them complete an action. That is why they open them and click on them. Take advantage of this dynamic and include a highly customized call-to-action to leverage the on the fact that the subscriber is fresh and very actively engaged with your email communication.
Disadvantages Of Transactional Emails
- Creates An Obstacle: Sometimes the idea of taking yet another action discourages contacts from completing their activity altogether because it seems to them like they are jumping through hoops.
3. Re-Engagement Emails
If your email engagement rate is low and a significant portion of your mailing list is inactive, you should send out a re-engagement email in order to re-establish contact and goodwill. Requesting customer feedback is an excellent way to bring your business back to their minds, and if they respond, it’s a win-win; they’re again actively aware of your business, and you’ve got fresh feedback to work with for improving processes and marketing tactics.
And even if they end up unsubscribing, there is a bright side: Your email engagement rates will improve overall, and your email reputation will see a boost among internet service providers (ISPs).
Advantages Of Re-Engagement Emails
- Turning A Loss Into A Win: According to Active Campaign, turning an inactive subscriber into a customer is 5 times cheaper than acquiring a brand new customer.
- Clean Up Your Lists: Worst case scenario is that your re-engagement emails doesn’t reel these prospects back in. The silver lining is that no matter what the outcome of this send, you’ll be able to clean up your email lists.
Disadvantages Or Re-Engagement Emails
- Do Not Disturb: If a contact has become unengaged once before, maybe they don’t want to be contacted again. Sending a re-engagement series is definitely worth it because we all have to shoot our shot to win new business, but be sure not to pester your prospects again if they’re not ready to partner up.
4. Welcome Email Marketing
Initial contact with potential customers typically finds them unready to do business with you. In my experience, only about 25% of leads that come in are immediately ready to by (it doesn’t matter if your items are cheap or expensive), while about 50% of leads are qualified customers but not yet ready to buy. Nurturing, therefore, is very important when trying to get your leads to buy from you.
Welcome emails show better engagement rates (opens and click-through) when they offer a personal touch and introduce your business and what you do without pushing on sales! sales! sales! Don’t introduce your product or service before you’ve built a relationship. Simply work on giving off a good first impression — one that shows that you know what you are doing and your expertise — and pave the way for future contact.
Advantages Of Welcome Emails
- The Beginning Of A Business Relationship: When you send your first welcome email to a prospect, it’s the first step in forming a relationship. When done correctly, this will be a positive experience for them and will leave them more receptive to future emails. In fact, subscribers who read an initial welcome email will read 40 percent more content from a sender over the subsequent 180 days, provided your content remains relevant.
- Boost Metrics: Welcome emails have higher open rates and click-through rates than standard marketing emails. This can be a good way to kick start your email marketing metrics for the better and avoid your emails going to spam or promotions folders.
Disadvantages Of Welcome Emails
- Risk of a Terrible First Impression: Welcome email marketing campaigns are the first communication you have with a potential customer. If you don’t get it right in the beginning, you can waste any chances of converting the customer:
- Make sure you have your emails tested on all ESP’s (email service providers)
- Check your links and landing pages for bugs/errors/outdated information.
- And mostly, ensure any personalization is working fine.
5. Lead Nurturing Emails
A lead nurturing email campaign is an automated, personalized, email campaign that marketers use to take users on a journey that may impact their buying behavior.
These campaigns are automated, meaning they’re created using email automation technology that sends scheduled blasts to potential customers based on their interactions with your business.
But the beauty of lead nurture email campaigns is their customized nature, built using data, analytics, and user behavior research. This information allows marketers to create personalized campaigns that are targeted and engaging, encouraging high-quality leads that take the next step through the sales funnel.
Advantages Of Lead Nurturing Emails
- It’s Timely: You need to use lead nurturing campaigns to take advantage of the dynamic between subscriber recency and CTR. What that means is that if you have a new lead, don’t wait to contact them!
- It’s Automated: Once you set up lead nurturing, emails are sent out automatically according to your schedule as new leads come in. This leads to a high return on a low investment. You might launch the campaigns and forget about them, but the emails will be doing the work for you, helping you qualify leads and push them down the sales funnel faster.
- It’s Targeted: Studies show that targeted and segmented emails perform better than mass email communications. Lead nurturing enables you to tie a series of emails to a specific activity or conversion event. You can craft your follow-up email based on the action a lead has taken on your website, thus showing that you are aware of their interests in the topic and what they might need next. Based on this information, lead nurturing emails can highlight reconversion opportunities that tie back to their earlier interests.
Disadvantage Of Lead Nurturing Emails
- Generates Less Impact: Lead nurturing cannot quite achieve the same buzz effect because it is programmed to schedule fewer emails to segmented audiences. So while there will still be sharing, you won’t see a huge spike in traffic and conversions on a specific day. Rather, the visits and leads will trickle in.
6. Dedicated Emails
Dedicated emails, or also known as stand-alone emails, contain information about only one offer. For instance, you can notify your target audience about a new service, or a discount that you are hosting.
Dedicated emails help you set up the context to introduce the main call-to-action. In this sense, they are similar to landing pages. Dedicated sends are generally used to reach out to your entire email database — a practice that is not necessarily efficient in optimizing conversions and minimizing unsubscribes.
While there are instances when all of your subscribers should be notified, such as a timely new offer or an unprecedented national emergency, in most cases you would want to segment heavily based on your subscribers’ different behaviors and interests.
Advantages Of Dedicated Emails
- Focused Call-To-Action: Unlike newsletters, dedicated sends can focus on really driving results for one call-to-action, because there is just one message and one goal.
- Easy To Build: Once you have your email template in place, building dedicated emails should be easy. You will generally grab some of the information already on the landing page, make a few edits to it and look for a solid subject line to go with it.
- Fast To Measure: Naturally, if you have one main message and call-to-action in your dedicated send, it will be easy for you to track progress. You can quickly check the email clicks, landing page views and conversions, and follow the long-term return on investment (ROI).
Disadvantages Of Dedicated Emails
- Sending To All You Contacts: The disadvantages fall into two main categories.
- The first is that your message can over-generalise and end up feeling irrelevant to some recipients – the way to mitigate for this issue is to work on your messaging and aim to have as much information as possible about your recipients as possible.
- The other issue relates to the chances of increasing your unsubscribes. Some of your customers may not fancy an irrelevant email and out out of future messages.
7. Sponsorship Emails
All the types of marketing email we have discussed so far assume that you are sending communications to your own email database. If you want to reach a different audience and gain new leads, you might want to try out sponsorship emails with display ads. A sponsorship usually entails you paying to including your information or advert in another company’s newsletter or dedicated email send.
Sponsorship email campaigns are one component to a paid media strategy, which could also include pay-per-click (PPC), display advertising, mobile advertising, affiliate advertising, etc. In this paid media universe you have the benefit of being super specific when describing the target audience you want to reach.
Generally, you’ll have to design your email copy or ad placement in alignment with the specifications listed by the vendor. Check if the partner has any size restrictions or image suggestions. Provide them with both the HTML and plain text version of the copy in advance.
The key element in sponsorship emails is to evaluate the vendor. Make sure you trust that they are a credible partner and they understand your manufacturing business needs (if you’re not already in a business relationship).
Advantages Of Sponsorship Emails
- Highly Targeted: The biggest advantage of sponsorship emails is that you can be specific in defining the segment you want to reach. Break down your target audience — number of employees, geographic location, their interests and challenges, etc.
- Exact ROI: There is a very specific investment in sponsorship emails — you know how much you are paying the vendor. Now you only need to track the results you are getting (visits, leads, sales) in order to determine what is your return on the cost you have paid. Knowledge of the exact ROI will help you fit it in your marketing budget and build accurate marketing reports at the end of the quarter.
Disadvantages Of Sponsorship Emails
- It’s Paid: Sponsorship emails are being sent to people who you haven’t earned as subscribers. They didn’t opt-in to your list. In this context, you have to pay in order to get content in front of them. Vendors offer different payment packages and here you enter the land of negotiation. The most popular option is paying a flat fee.
- Dedicated Resources: Sponsorship emails and management of the vendor relationship require a big marketing effort and tight control. In addition to brand synergies, you’ll also need to understand the data behind their emails. If your industrial business has a small marketing team, this type of email marketing can be difficult to execute.
Email Marketing Nurtures Leads To Customers!
These types of emails are a great way to diversify your content and experiment in your email marketing strategy. How are your emails faring? Check out your open-rates and click-through rates compare against others in the industry in this 2021 Marketing Benchmarks article.
Need help with your Email Marketing program and strategy? Contact us today to turn those prospects into customers!