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There are three types of email marketing campaigns that are really effective at connecting with customers, keeping them engaged (opening emails) and buying from you. Implementing these, if done right, can add to the bottom line of your business by keeping those customers you love to serve coming through the door.
Writing emails can be daunting for some but it’s worth the effort. For some of these campaigns, emails only need to be written once but can be sent over and over to connect with your clients and get them used to hearing from you.
A study of 1,000 small business owners, found that email marketing was ranked as the second most effective medium for building brand awareness. Hubspot, 2019
Creating an introductory email sequence is a great way for your customer to get to know you and your business. This is often done off the back of providing something of value that is free - a checklist, sample, ebook, discount, or coupon - in exchange for their name and email address.
It’s from this point that you want to engage with them and make it personal, fun, useful or whatever is on-brand for you and your business.
The second type of email campaign is one that nurtures the relationship. This is generally referred to as a nurture email campaign or nurture email sequence. In this type of email, you’re not asking them to buy anything. You’re building a relationship.
You can use this type of email campaign to educate customers, make them laugh, provide them with an insight into your business, celebrate a holiday or something else that creates a connection between you both. The key is to make it valuable. It doesn’t have to be long - it can actually be pretty short. But you want them to remember you’re out there and continue opening emails from you.
The third type of email campaign that you want to have is the promotional campaign. This is focused on products, sales, events or whatever it is that you want to suggest your customer buy or take part in.
For this type of email campaign, it’s great to use the email as news about the sale or product and then send them off to a webpage or product page for the actual sale. Making this time-sensitive is a great way to get them to click through to what you’re promoting.
Once you understand the different types of emails you want to send, the question is how often do you need to or want to send them? This is where you can create your email strategy.
Introductory email campaigns are clear - they go at the beginning. It’s great to start with one introductory campaign but there doesn’t need to be only one. You can create a few for different lead magnets, offers or subscription forms to test conversion rates.
Following this, you need a clear strategy for combining your nurture campaign and promotional campaigns. How many nurture emails will you send before a promotion? This will really depend on your business. A general rule of thumb is 3 nurture emails for every promotion.
We recommend combining your email strategy with your overall content strategy and using these types of email campaigns to best benefit your unique business. Keeping in touch with your customers will keep them coming back and they’ll remember you and your brand when they need something you provide.
Ready to get writing? Contact us if you want help or to get this done quickly.
