6 types of email marketing to generate more results
Posted: Thu Dec 26, 2024 6:54 am
It is common to see business owners asking themselves: does email marketing still work? The answer is quite simple: this resource follows the lead at every stage of the sales funnel . Therefore, using different types of email marketing is essential.
Key takeaways from this article:
Newsletters are part of a content marketing strategy and are used to maintain constant contact with a potential customer.
Seasonal email is a type of email marketing sent on special dates and is a great action to strengthen customer relationships .
It is essential to have a lead nurturing strategy to move your leads along the purchasing journey.
The key is to segment your content according to your customer profile and the lead's buying stage, as with all types of email marketing. Find out who your best customers are in: Practical Guide | Guide on how to save time selling to your ideal customers
So, if you are asking yourself this question, our invitation is for you to change the question to:
What types of messages work?
How should they be prepared?
What are its effects?
In what context should I use each one?
This is another case in which the result depends much more on “how to do it” than “what to do”.
So, let’s check out the six types of email marketing (with examples!) that we’ve selected for you!
Types of email marketing for companies
1. Newsletter
Imagine a supplier with whom you negotiated and ended up not closing a deal. After some time, he makes a new contact seeking to reactivate the negotiation. Maybe you don't even remember him.
If instead, he asked to be included in the newsletter list, and sent you relevant and high-quality content, that same contact would be completely different.
newsletter-email-example
Click here to enlarge.
This is just one example related to a function of this type of email marketing, which can help you in different situations whenever the objective is to maintain constant contact with a potential client — even suppliers and your internal team.
To achieve good results, it is essential to have a tool that allows you to monitor certain indicators, such as the opening and click rate. But more important than these is identifying who clicked on which link.
2. Promotional email
A promotional marketing email is a means of promoting an offer, regardless of a discount — which is usually linked to the meaning we give to the term “promotion”.
It may be the case that you have the objective of promoting free content, a product that you want to prioritize or an event, for example.
Therefore, the key in this case is to segment the content according to the lead's profile and purchasing stage , as in all types of email marketing.
However, in this case, considering that the main objective of this action is conversion, following the turkey mobile phone numbers database right steps, this is a powerful digital marketing tool .
3. Seasonal Email
Seasonal email is a type of email marketing sent on special dates (Christmas, for example) to make your leads and customers feel remembered. It is a great action to strengthen your brand and get closer to them.
promotional-email-example
See larger image here .
In this case, opt for short texts and visual devices. Furthermore, creativity in your writing is crucial to the result. This is because you need to capture the reader's attention and create a positive impact.
4. Welcome email
A welcome email is the type of marketing email that a person receives when they provide their information and become a lead . It may seem unimportant and, depending on the format, it may end up sounding like a formal protocol.
But when it reinforces a good experience for your audience, it plays a fundamental role in the evolution of your leads in the customer journey .
With this action you are informing that the previous process went well and you have the opportunity to make the lead feel really welcome.
Keep in mind that it’s not enough for potential customers to access your database; they need to return. When you provide the right incentives, you naturally increase the chances of them moving forward in the process.
After all, that’s the main objective of nurturing your leads: to make them progress along the purchasing journey.
welcome-email-example
Click here to enlarge.
5. Email to inactive customers
The key points of the messages sent to inactive customers in this type of email marketing are: the right information, at the right time, at the ideal frequency and to valid emails.
Engaging inactive customers depends largely on the reasons that put them in this condition, and treating them differently according to the most common cases can greatly help with results.
For example, many types of services (such as consulting and software development) may be necessary during one period and dispensable during others.
In cases where the customer has become inactive for this reason, content related to the solution offered by the provider tends to arouse less interest.
Therefore, they will not help to keep this customer close until they need to negotiate again.
6. Email for e-commerce
This is a type of email marketing in which personalization has a more significant impact on results and in which it is necessary to pay even more attention to the deliverability of messages.
E-commerce companies usually have a varied and numerous product line. In addition, competition is active in digital communication.
Therefore, sending marketing emails with generic offers has little chance of success, and repeated actions of this nature tend to tarnish the brand's reputation. In some cases, it can even cause aversion.
email-ecommerce-example
Click to enlarge the image.
Most companies in the sector are aware of this and strive to combine the access data of each lead and customer in order to send offers related to the identified preferences. However, this is usually not an easy and perfectly executed task.
This is because it is not easy to accurately identify preferences, as they can change from one week to the next for a variety of reasons.
Therefore, it is important to constantly test the subject, content, layout, sending time and delivery frequency.
In this way, we continually improve the method used to combine this data and transform it into useful information.
Email marketing automation for companies
Marketing automation is a vast topic. In the case of emails, we could quickly summarize it by saying that it is a way of automating relationship processes with your leads and providing them with all the information they need to move forward until the moment of purchase.
The key is that the delivery depends on a customer action, that is, it is the type of action taken that determines the content that will be sent.
This ensures that, despite being automated, this initiative is personalized and, therefore, encourages engagement and lead conversion .
However, the message cannot be an automatic response, which, let's face it, is not really stimulating. Therefore, if the person has accessed a certain content, you can send material related to that identified interest.
The more complementary this content is and the better it helps the customer with the problem they are looking to solve with their interest in the research topic, the greater the likelihood that they will advance in the funnel.
If he continues to receive valuable material at each stage, he reaches the bottom of the funnel more naturally.
Finally, keep an eye on your email marketing indicators and make the most of A/B testing .
Different images, positioning of each content within the message, changing terms and every small detail changed can make a huge difference in your results, but this is very difficult to deduce. Therefore, test different versions and use the ones that present the best results.
Key takeaways from this article:
Newsletters are part of a content marketing strategy and are used to maintain constant contact with a potential customer.
Seasonal email is a type of email marketing sent on special dates and is a great action to strengthen customer relationships .
It is essential to have a lead nurturing strategy to move your leads along the purchasing journey.
The key is to segment your content according to your customer profile and the lead's buying stage, as with all types of email marketing. Find out who your best customers are in: Practical Guide | Guide on how to save time selling to your ideal customers
So, if you are asking yourself this question, our invitation is for you to change the question to:
What types of messages work?
How should they be prepared?
What are its effects?
In what context should I use each one?
This is another case in which the result depends much more on “how to do it” than “what to do”.
So, let’s check out the six types of email marketing (with examples!) that we’ve selected for you!
Types of email marketing for companies
1. Newsletter
Imagine a supplier with whom you negotiated and ended up not closing a deal. After some time, he makes a new contact seeking to reactivate the negotiation. Maybe you don't even remember him.
If instead, he asked to be included in the newsletter list, and sent you relevant and high-quality content, that same contact would be completely different.
newsletter-email-example
Click here to enlarge.
This is just one example related to a function of this type of email marketing, which can help you in different situations whenever the objective is to maintain constant contact with a potential client — even suppliers and your internal team.
To achieve good results, it is essential to have a tool that allows you to monitor certain indicators, such as the opening and click rate. But more important than these is identifying who clicked on which link.
2. Promotional email
A promotional marketing email is a means of promoting an offer, regardless of a discount — which is usually linked to the meaning we give to the term “promotion”.
It may be the case that you have the objective of promoting free content, a product that you want to prioritize or an event, for example.
Therefore, the key in this case is to segment the content according to the lead's profile and purchasing stage , as in all types of email marketing.
However, in this case, considering that the main objective of this action is conversion, following the turkey mobile phone numbers database right steps, this is a powerful digital marketing tool .
3. Seasonal Email
Seasonal email is a type of email marketing sent on special dates (Christmas, for example) to make your leads and customers feel remembered. It is a great action to strengthen your brand and get closer to them.
promotional-email-example
See larger image here .
In this case, opt for short texts and visual devices. Furthermore, creativity in your writing is crucial to the result. This is because you need to capture the reader's attention and create a positive impact.
4. Welcome email
A welcome email is the type of marketing email that a person receives when they provide their information and become a lead . It may seem unimportant and, depending on the format, it may end up sounding like a formal protocol.
But when it reinforces a good experience for your audience, it plays a fundamental role in the evolution of your leads in the customer journey .
With this action you are informing that the previous process went well and you have the opportunity to make the lead feel really welcome.
Keep in mind that it’s not enough for potential customers to access your database; they need to return. When you provide the right incentives, you naturally increase the chances of them moving forward in the process.
After all, that’s the main objective of nurturing your leads: to make them progress along the purchasing journey.
welcome-email-example
Click here to enlarge.
5. Email to inactive customers
The key points of the messages sent to inactive customers in this type of email marketing are: the right information, at the right time, at the ideal frequency and to valid emails.
Engaging inactive customers depends largely on the reasons that put them in this condition, and treating them differently according to the most common cases can greatly help with results.
For example, many types of services (such as consulting and software development) may be necessary during one period and dispensable during others.
In cases where the customer has become inactive for this reason, content related to the solution offered by the provider tends to arouse less interest.
Therefore, they will not help to keep this customer close until they need to negotiate again.
6. Email for e-commerce
This is a type of email marketing in which personalization has a more significant impact on results and in which it is necessary to pay even more attention to the deliverability of messages.
E-commerce companies usually have a varied and numerous product line. In addition, competition is active in digital communication.
Therefore, sending marketing emails with generic offers has little chance of success, and repeated actions of this nature tend to tarnish the brand's reputation. In some cases, it can even cause aversion.
email-ecommerce-example
Click to enlarge the image.
Most companies in the sector are aware of this and strive to combine the access data of each lead and customer in order to send offers related to the identified preferences. However, this is usually not an easy and perfectly executed task.
This is because it is not easy to accurately identify preferences, as they can change from one week to the next for a variety of reasons.
Therefore, it is important to constantly test the subject, content, layout, sending time and delivery frequency.
In this way, we continually improve the method used to combine this data and transform it into useful information.
Email marketing automation for companies
Marketing automation is a vast topic. In the case of emails, we could quickly summarize it by saying that it is a way of automating relationship processes with your leads and providing them with all the information they need to move forward until the moment of purchase.
The key is that the delivery depends on a customer action, that is, it is the type of action taken that determines the content that will be sent.
This ensures that, despite being automated, this initiative is personalized and, therefore, encourages engagement and lead conversion .
However, the message cannot be an automatic response, which, let's face it, is not really stimulating. Therefore, if the person has accessed a certain content, you can send material related to that identified interest.
The more complementary this content is and the better it helps the customer with the problem they are looking to solve with their interest in the research topic, the greater the likelihood that they will advance in the funnel.
If he continues to receive valuable material at each stage, he reaches the bottom of the funnel more naturally.
Finally, keep an eye on your email marketing indicators and make the most of A/B testing .
Different images, positioning of each content within the message, changing terms and every small detail changed can make a huge difference in your results, but this is very difficult to deduce. Therefore, test different versions and use the ones that present the best results.