9 types of email marketing campaigns

In this article, you will find out 9 types of email marketing campaigns as well as some examples and tips that will help you implement them in your digital marketing strategy.

Whether you're new to email marketing or already sending out marketing emails every week, you know that emails are one of the best sales channels. But smart marketers are always on the lookout for new ways to build relationships and increase their income.

Should you feed your subscribers with weekly newsletters? ...

Are dedicated mailings (stand-alone emails with an offer) better to optimize your sales funnel and marketing? ...

What about email summaries? ...

These are all questions marketers ask themselves when choosing the right format to achieve their marketing goals. email marketing.

In this article, we go over the different types of email marketing campaigns you can send and their respective advantages and disadvantages. This information should help you make an informed decision on how to choose the most suitable type of email and use it.

Let's start!

1.- Welcome emails

The first contact with prospects usually finds them unprepared for doing business. In fact, research shows that only 25% of prospects are ready to sell immediately, while 50% of prospects are qualified but not yet ready to buy.

Parenthood is therefore essential to bring your potential customers closer to the buying stage. This makes this type of email marketing campaign essential in any strategy.

Welcome emails have better open and click-through rates when they offer a personal touch without messing up the sales pitch.

Don't introduce a new product or service until you've established a relationship. Just work to make a good first impression, one that illustrates your knowledge and experience in the industry, and sets the stage for future contacts.

Benefits of welcome emails

The start of a professional association

When you send that first welcome email to potential prospects, it's the first step in building a relationship.

When done correctly, it will be a positive experience for them and leave them more receptive to future emails. In fact, subscribers who read a first welcome email will read 40% more content from a sender over the next 180 days.

Improve your email marketing metrics

Welcome emails have higher open and click-through rates than standard marketing emails. This can be a good way to improve your email marketing metrics.

Disadvantages of welcome emails

Bad first impressions

A welcome email is the first communication you'll have with a potential buyer, and if you don't get it right early on, you may lose any chance of making a deal.

2.- Newsletters by mail

Many companies and organizations send newsletters by email to be a priority for their recipients.

Email newsletters are used by most industrial companies as the basis of their email marketing program, as they are great tools for informing customers and prospects about your business and displaying employee profiles, the company's passion projects and relevant graphics.

Before going into the essential details of creating email newsletters, you will need to determine your goal. What do you want your email newsletter to accomplish? ...

You may want to nurture your existing contacts and become the first brand they think of when they need a product or service in your area. niche. Or your goal could be to increase the exchange of information to attract new people to your list.

When setting your goal, think about what metrics you can use to track your progress.

The importance of having a good CRM

Newsletters are ideal not only for marketing prospects, but also for feeding your existing customers with company news and events, product announcements and requests for comment ...

Such ongoing communication will help you retain satisfied customers and gather valuable information about them, so be sure to use a CRM marketing and a tool like GetResponse to send your emails and track metrics.

For example, if your goal is to drive traffic to specific pages, you will need to closely monitor click-through rates (CTRs). A CTR measures the number of times someone clicked on the link versus the number of people who viewed the link.

What types of links do they click most often? Can you sell them something more? Which email subject lines have a high open rate? What time of day is it best to send an email? ...

Without a marketing CRM and / or a platform like GetResponse, these questions go unanswered and are in fact one of the biggest pitfalls faced by industry marketers and marketers.

Recommended reading: The 5 best email marketing platforms.

As you work on your newsletter design and content creation, keep your goal in mind and make sure you work on it by prioritizing the layout and placement of calls to action.

Benefits of mailed newsletters

Brand awareness

Like newspapers, newsletters create a certain anticipation among readers. Whether it's a daily newsletter or a weekend communication, readers get used to receiving it. So, if you plan to send out email newsletters, make sure you send them out regularly.

If readers enjoy the content, they will likely continue to subscribe to the newsletter. Developing a habit among your email subscribers allows them to recognize your brand and associate it with a positive sentiment.

Reuse content

Newsletters usually contain information that you have already posted. Many companies do quick summaries of their most popular blog posts and links to their newsletter articles. This way, they return subscribers to the company's website and engage them with more company content.

Miscellaneous content

Email newsletters give you the freedom to include different types of content in a single email that may be important to your organization ...

For example, the same newsletter might contain a popular blog post, a new deal, an announcement of an upcoming event, discount information, and a link to a survey. There might even be a video embedded in the email.

Disadvantages of mailed newsletters

Diluted call to action

Due to their format, lengthy information gathering, newsletters can be overwhelming with multiple calls to action.

If you include a series of mailers or abstracts of articles, there are de strong chances that the attention of your recipients will be diffused through this information rather than on a specific element ...

You can of course remedy this by prioritizing the most important information at the top of the newsletter and including a clear call to action after / next to each block of text.

Design

With newsletters, designing becomes a much more complicated task than with sending out dedicated emails. You will need to spend some time deciding on the correct placement of images and text, alignment and prioritization of information. This is where the A / B Testing.

3.- Dedicated emails

Another very interesting type of email marketing campaign is dedicated emails, also known as standalone emails, which contain information about a single offer.

For example, you can let your target audience know about a new white paper you've published or invite them to attend an event.

Dedicated emails help you define the presentation context for the main call to action. In this sense, they are similar to landing pages.

Dedicated mailings are generally used to reach your entire email database, a practice that is not necessarily effective in optimizing conversions and minimizing losses.

While there are cases where all of your subscribers need to be notified, such as a timely new offer, in most cases you will strongly want to segment based on the different behaviors and interests of your subscribers.

Benefits of dedicated emails

Targeted call to action

Unlike newsletters, dedicated mailings can focus on actually generating results for a call to action because there is only one message and only one goal.

Easy to build

With your email template in place, creating dedicated mailings should be easy. Typically, you'll take some of the information that's already on the landing page, make some adjustments to it, and spend most of your time clarifying the issue.

Quick to measure

Naturally, if you have a main message and a call-to-action in your dedicated post, it's easy to track progress. You can quickly check email CTR, landing page views, and conversions, and track long-term ROI (ROI).

Disadvantages of dedicated emails

Less consistency

With newsletters, digital marketers Usually stick to a specific timeline. For example, you can create a weekly newsletter published on Tuesday morning. Or your business could send out a weekend newsletter that summarizes the information posted during the week.

With dedicated shipping, the planning is less clear and potentially less consistent. You can use dedicated emails when you've posted a new deal (and new products or services aren't always posted regularly).

Consistent content

Since dedicated mailings contain a message, it's difficult to include a mention about another campaign that might also be important to your business. Use the landing page your email links to to view other relevant information.

4.- Promotional mail for prospects

As a marketing tactic, lead development is all about understanding the nuances of timing and the needs of your leads. This is why it is important to define your customer avatar to effectively reach your target audience. Otherwise, your emails are neither opened nor deleted.

Lead nurturing offers a series of closely related emails with a cohesive focus and packed with useful content. In this context, lead development offers more advantages than just sending an individual email.

Promotional emails are multifaceted

They can be designed to promote any number of things, from marketing materials, such as blog posts, webinars, and eBooks, to discounted service offerings.

This type of email marketing campaign can also be used to let your customer know what's going on in your organization. You can even send these emails through an automated system, reducing time and manpower requirements.

Make sure you create different types of promotional emails to meet the needs of your users based on where they are in the marketing funnel. This ensures that you are delivering directly useful content to all potential customers, at the right stage in their buying process ...

The overall goal here is to guide them through the sales cycle to move them up the funnel and ultimately turn them into loyal customers.

Benefits of lead promotion mail

It's time

Study after study, email response rates decrease with the age of the potential customer.

You should use lead nurturing campaigns to take advantage of the dynamic between subscriber punctuality and CTR. This means that if you have a new potential customer, don't wait to contact them!

it is automated

Once you've set up lead nurturing, emails are automatically sent out on your schedule as new leads arrive. This leads to a high return on a low investment.

You can run email marketing campaigns and forget about them, but emails will do the job for you, helping you qualify leads and push them through the sales funnel faster. Do you see what we mean by the need for a CRM marketing platform? ...

Take a look at our article with 8 tools to make free email marketing.

It is led

Studies show that targeted and segmented emails outperform mass email communications.

Lead nurturing allows you to link a series of emails to a specific activity or conversion event ...

You can create your follow-up email based on the action a potential customer has taken on your website, demonstrating that you know their interests in the topic and what they might need next.

Lead empowerment emails can highlight retraining opportunities related to your past interests based on this information.

Disadvantages of lead development positions

UP Advertise your business

With dedicated mailings to your email database, you can generate interest around your brand.

If you are sharing a new product or service, there is usually an increase in engagement due to the simultaneous uploading and sharing on social media (especially if you have Facebook, LinkedIn, and Twitter share links in your email. ).

Lead nurturing cannot achieve the same buzz because it is intended to schedule fewer emails for targeted audiences.

So while it will always be shared, you won't see a huge increase in traffic and conversions on a specific day. On the contrary, visits and leads will filter.

Passive tracking

Since lead development is automatic and often overlooked by marketers after it's set up, it also tends to be underestimated.

Make sure your lead campaigns include unique tracking codes. Remember to review your marketing analytics frequently to gauge performance and demonstrate the ROI of your efforts.

5.- Sponsorship emails

All of the types of email marketing campaigns we've discussed so far are supposed to send communications to your own email database ...

If you want to reach a different audience and get new leads, you can try referral emails with display ads. A referral usually involves you paying to include your email in another vendor's newsletter or in a specific mailing.

Email referral campaigns are part of a paid media strategy, including pay per click ( PPC marketing), display advertising, mobile advertising, affiliate advertising, etc.

In this world of paid media, it pays to be very specific when describing the target audience you want to reach. These types of campaigns are called Classified