Types Of Email Marketing

Types of Email Marketing: Choosing the Right Approach for Your Business

Thus, e-mail advertising can still be considered one of the most successful digital marketing platforms despite all the shifts in social media and other platforms throughout the recent years. More than forty percent of the world’s population sends or receives emails, and targeted email marketing investment yields $ 42 on average for every dollar invested.

However, as we have seen with most other marketing methods, there is no perfect method of email marketing. If the business owner wants to get the most out of their campaigns and reach their wider objectives in the shortest time possible, they have to ensure they select the right email marketing type. This article describes the most common forms of email marketing and the criteria for choosing between these methods.

Segmentation-Based Email Marketing

This strategy entails categorizing the subscribers using certain factors and then presenting relevant content and promotional items. Some possible ways to segment your subscriber list include: Some possible ways to segment your subscriber list include:

Demographic segmentation: Dividing subscribers by age, gender, location, etc. It will be possible to develop the emails for older subscribers, female subscribers, or subscribers from the specific city.

Purchase history segmentation: organizing subscribers by things they have purchased or websites that they have accessed on your platform. This allows you to offer different groups of users different products and share different content with them.

Engagement level: filtering the engaged subscribers that always open or click your emails from the least responsive ones. You can then sort the highly engaged list.

It enables you to offer a targeted value to subscribers depending on what they would wish to consume. This results in improved open rates, click-through rates, and conversion rates. The idea is that if you set up your segments properly, then you should be able to adjust your message, content types, and offers accordingly.

Content-driven emails

The best marketing strategy is content marketing, and the best place to implement this strategy is through email marketing. Sharing important and relevant content through the emails can help to foster trust in the brand, position one as a thought leader, and increase interest in the long run. Content-driven approaches include:

Newsletters: These may include articles, opinion pieces, tips, or case studies of a theme as a category of information. Newsletters are ideal for blogs, professional services firms, and other content-dense organizations.

Educational sequences: This approach aims at developing several emails as a sequence, where each teaches subscribers about some concept in a sequential manner. For instance, an accounting platform can have a sequence on getting finances audit-ready. These apply where the service is technical or complex and its delivery involves imparting knowledge.

Storytelling campaigns: Construct a story about your brand over a series of emotional emails that will be sent out at certain intervals. For instance, describe a customer experience and show how you can benefit the company. Storytelling is a way to reach out at the personal level.

Time- or Event-Based Emails

Some promotions are appropriate when relayed in certain moments or within specific occasions. Types of time-based approaches are:Types of time-based approaches are:

Drip campaigns: A set of premade, automatically spaced-out emails based on the goals such as onboarding, engagement, or re-engagement. For instance, an e-commerce store may use a 30- to 60-day onboarding sequence to walk a subscriber through the funnel and encourage repeat buys. These nurture leads towards conversion in the long run.

Triggered emails: These are the emails sent based on certain behaviors the subscriber exhibits, such as when he or she clicks a link, makes a purchase, or does not open emails after the third one. Employed to meet needs or solve issues at a convenient time. For example, an abandoned cart recovery email.

Holiday or seasonal campaigns: promotional emails associated with specific events such as Black Friday, summer holidays, back to school season, or Christmas. Time campaigns are relevant to the evolving subscriber needs.

The strength of time- or event-specific campaigns is being able to target timeframes where your consumers are most likely to respond to your marketing efforts. When delivered at the right time, these communications are opened and clicked through at a higher frequency.

Promotional Emails

Promotional e-mails, on the other hand, are directed towards conveying special offers, discounts, sales, and other strategic communication. Despite the fact that promotions may not offer as much value in the initial instance, they are useful for acquiring leads and sales. Types of promotional emails include:Types of promotional emails include:

Deals or coupon emails: Periodically, make use of such discounting strategies as percent off discounts, get one free offer, buy one, get a second half off, free gift with purchase, and others.

Flash sales: These are the emails sent based on certain behaviors the subscriber exhibits, such as when he or she clicks a link, makes a purchase, or does not open emails after the third one. Employed to meet needs or solve issues at a convenient time. For example, an abandoned cart recovery email.

Contests or sweepstakes: Opportunity for the subscriber to be in a position to get to win some prizes, cash rewards, or giveways for certain actions that the subscriber makes, such as sharing the page on social media or referring the page to some friends.

Promotions help in getting the subscribers to buy products they have already shown interest in buying, but they might need a little push. This is where the proportion of promotions to the value-driven content comes in so that your emails do not end up being considered spam.

Choosing the Right Approach

Which types of email marketing should you prioritize for your business then? Here are some quick pointers:Here are some quick pointers:

First of all, define your key purpose for using email marketing based on your overall business objectives. Is the goal to acquire customers, get them to interact with a business, convert them into paying customers, or retain them as customers, or is the goal something else?

Review the email subscriber personas or avatars. Understand which segments exist, their needs and preferences, average lifecycle stage, etc.

Gather information about your products or services, your brand character, and existing content or deals. Identify assessment types that are closest to what you already have.

To determine which types are favorable, examine competitor examples in your industry for proper references. No need to go back to the basics and redesign a wheel.

Select 2-3 types that are most relevant to the given purpose but include some difference and order in terms of awareness, consideration, and conversion-oriented messages. Test response rates.

Make continuous improvements based on factors such as open rates, click-through rates, and conversion rates. Are some segments overperforming? Underperforming? What can be done to optimize further?

Email marketing remains the most foundational type of digital marketing that most businesses engage in today. The overall email ROI influences the choice of types most appropriately based on the general business environment and available resources. Always try different types of tests until you find a sequence that corresponds to your sales funnel.