4 Types Of Email Marketing Your Business Should Be Using


Written by Luke Glassford

4 types of email marketing

We can all agree that promoting your brand and services is an essential part of business development.

New business owners often believe they must pay for marketing campaigns that are simply too costly and so often overlook this step.

Instead, start-ups should consider email marketing because, if done right, it can be a very cost-effective way to advance your business.

What is email marketing?

Email marketing is a form of direct and digital marketing you can use to connect with your customer. It is a powerful tool that can help you acquire, engage and retain customers if done correctly so that they become loyal followers rather than one-time purchasers.

It is a way to educate your audience about your business, highlight new services and products, act on a particular offer, sign up for an event or incentivize customer loyalty.

However, it's not as straight forward as it appears and will not work without a strategy. All emails should be strategic, with a longer-term goal in mind.

But before you even decide on your first campaign, you must collect customer details and get their permission to contact them with promotional messages.

Is email marketing really that effective?

Instinctively, many small businesses today believe that the best way to market themselves is to promote their brand newer channels like social media and paid search. Of course, this is important, and finding the right followers will help your business succeed, but it is still not the most effective way to market yourself.

While many people use various social media platforms throughout the day, you would need to use multiple streams to target everyone. Therefore, finding the most effective platform will take time, research, and resources.

On the other hand, 99% of email users check their email every day, making it the most common online activity in the UK, according to DMA. This means it guarantees a high reach at a low cost. In fact, the ROI (return on investment) for email marketing in the UK is estimated at £42 for every pound spent.

However, according to the same study by DMA, 59% of email users also believe that most email marketing they receive is irrelevant. To bridge this gap, we must have a strategy in place to connect and engage with our audience.

Making the most of email marketing

Each day, inboxes are flooded with emails that will never even be opened. People glance over the subject line and make an impression about the relevance of your email within seconds before deciding to skip over/discard it.

Therefore, before any communication is sent out, you need to consider what it is you want to achieve and how you will persuade your customer to open the email you've sent. This makes the subject line of your email even more important than its content.

Along with a solid subject line, you also need to make sure that you select the correct email marketing campaign for your chosen goal. Potential customers will only buy into your business if they find it valuable, so sending out emails that lack direction will not help you build relationships or grow in revenue.

Four types of email marketing that actually work

1. Welcome Emails

When you have a new subscriber to your email list – which could be a new customer or anyone who has chosen to give you their email address – the ‘welcome’ email you send is possibly the most important email you will ever send them.

While these subscribers are individuals that have subscribed to being contacted via email, it shouldn’t mean your very first communication is sales oriented.

Welcome emails should be used for telling your story and introducing your company. showcasing to them why they should become a regular reader.

Include a welcome message, tell them about you, perhaps add a video message or direct them towards a blog or website where they can find out more. Reassure them that they will not be bombarded with unwanted emails and that their personal information will remain secure. In a digital age where cybercrime is at an all-time high, you will be surprised how successful this comment could be for your business and brand.

Only after all of this should you add a call to action. Perhaps add a question they need to respond to or offer a gift/discount with no strings attached to say thank you.

2. Email Newsletters

This is one of the most popular emails to send customers, as newsletters are the perfect way to continue nurturing your audience and keep them informed.

Many people believe that they should only send an email as part of a marketing campaign. They are, however, also a fantastic way to demonstrate your industry knowledge, highlighting your expertise and your value.

It is vital to add value to your subscribers, so think about creating engaging, noteworthy content, including announcements and how-to guides alongside mentions of your products and services.

If you retain subscribers, you will know that your newsletters are effective and can build that relationship further with them, especially if they engage with you on the topics. This will only strengthen your relationship.

It is also important to remember to design a newsletter that is easy for your audience to scan, highlighting the key points or topics and not overwhelming them with too much information. If it appears too spammy, with lots of sales dialogue, chances are people won't want to continue reading and will ultimately unsubscribe to your emails and brand.

3. Retention Emails

These are the emails that many businesses forget to send.

Reach out to subscribers who you may not have heard from in a while, or send out an email to all asking for feedback on what you could do differently.

Keeping the lines of communication open is key to the success of any small business, and therefore reach out and ask people what they would like to see from your newsletters if there is something that your business can do for them.

You have succeeded in winning the customer's attention in the first place, and with so many new businesses popping up all the time, you also need to work hard to keep them.

Think also about sending seasonal emails out - for example, Easter, summer holidays, Halloween, and Christmas - and offer a discount or something special for that particular season.

This may also be the space to promote your other social media platforms, perhaps offering a free gift or a specific promotional offer to all those who sign up.

4. Promotional Emails

Business owners often say these emails are the hardest to send but also unintentionally send them all the time.

These emails promote sales, offer new products, and request customer sign-ups for new services. They are meant to encourage and reward new and existing subscribers, but they often come across as spammy and too salesy.

Transactions should be made through these emails, targeting your audience directly. However, promotional emails should always be targeted to the specific needs of your subscribers. Consider asking customers for their preferences during one of your newsletters or retention emails, and make sure that you only send promotional emails to match their needs. This is not a one email fits all scenario and should be carefully crafted and delivered, unlike a newsletter that can be sent to everyone on your subscription list.

As previously mentioned, the key to all email marketing is clear direction; therefore, before sending any at all, come up with a strategy and plan that will work for you and your needs. Make sure that you allow for change when needed to reflect the feedback that you have been given by those reading them.

If your business needs help with developing and implementing an effective email marketing strategy, get in touch with us today to arrange an consultation call:

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Written by

Luke Glassford

Marketing Director at Gambit Partners