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About 87% of B2B content marketers use email to engage their audience. Moreover, organizations can leverage this advertising channel to drive website traffic and sales. A well-executed email marketing strategy would allow your business to reach more customers, raise brand awareness, and grow at a faster rate.
A good starting point is to study the different types of email campaigns out there. Consider your business and marketing goals, as well as your budget and target audience. Try to diversify and customize your messages, track the results, and then adjust your strategy as needed.
For example, you could send welcome emails to new subscribers, followed by informational emails revolving around your products or industry.
Re-engagement emails, on the other hand, would allow you to learn more about your subscribers and get their attention.
Interested to learn more? Let’s take a closer look at the primary types of email campaigns and how to use them for maximum impact.
The Welcome Message
First, consider sending a series of welcome emails to new subscribers. Think of it as an opportunity to engage prospective clients and tell them more about your brand.
Ideally, send out a welcome email within 24 hours after someone joins your list.
Share relevant information about your business and include links to your company’s mobile app or social media pages. You may also reward new subscribers with discount codes or special offers.
Nurture Your Leads
A staggering 80% of new leads fail to convert. While it’s great to grow your list, you must also nurture new subscribers and give them a reason to choose your brand over others.
One way to nurture leads is to segment your target audience and deliver highly personalized messages. The whole point is to build lasting relationships and turn potential customers into buyers.
Try to find out more about their needs and wants. Next, use this information to customize your emails and deliver relevant, valuable content.
Focus on the reason they joined your list, such as their interest in entrepreneurship or small business growth.
Get Customers to Take Action
The main goal of email marketing is to get customers to take action. You may want them to download eBooks or reports, buy your products, reach out to your team, and so on. That’s where promotional emails come into play.
For best results, send out promotional emails that resonate with your target audience. Remember to add a clear call-to-action so that your subscribers know what you expect them to do.
Try to slightly change the content for each customer group. Consider including a special offer, discount codes, or free upgrades for those who take action within the next few hours.
When used right, promotional emails can increase brand loyalty and drive sales. As one of the most effective email marketing strategies, it may also improve customer retention and build awareness around your products.
Send Out Transactional Emails
When you make a purchase, sign up for a webinar, or download an eBook, most sellers will likely send you some sort of confirmation.
For example, if you book an online coaching session, you’ll receive an email that confirms the date of your booking. This is called a transactional email and can be used for:
- Account signup confirmations
- Delivery status updates
- Shipping confirmations and further details
- Updates on payments, trial periods, orders, account status, and more
- Two-step verifications
- Password resets
Transactional emails are often necessary.
If, say, someone tries to pay for a product, but his debit card doesn’t have enough funds, it makes sense to send him an email addressing this issue.
This type of email also keeps consumers engaged with your brand and allows you to upsell or cross-sell related products. Moreover, it’s an opportunity to re-engage buyers and address their concerns in a timely manner.
Engage Potential and Existing Customers
Speaking of customer engagement, consider setting up a newsletter campaign to keep your subscribers in the loop.
Along with blog posts and social media content, email newsletters are the most popular types of content among B2B marketers. They’re more widely used than videos, case studies, eBooks, and white papers.
About one-third of B2B marketers send out email newsletters to nurture their leads. This type of content allows you to share expert insights, industry news, product updates, and more.
Think of it as a way to inform, educate, and engage your audience while building brand awareness.
The best part is, you can let your creative juices flow. Newsletter campaigns leave more room for flexibility than other types of email campaigns.
For example, you can format your newsletter as a digital magazine, tell your brand story, or launch a series of courses on relevant topics.
Take Advantage of the Holiday Season to Grow Your Business
Coca-Cola, Puma, Nike, and other top brands invest millions in seasonal email campaigns. The same goes for B2B companies, which use this strategy to reconnect with their clients and increase sales.
For starters, plan things out ahead of time.
Study the customer journey, come up with a strategy, and set clear goals for your campaign. Promote holiday sales early and give subscribers a glimpse into your offering.
Ideally, draft personalized subject lines and segment your audience so you can deliver relevant content to each group. Use video content to show the human side of your company.
Remember to thank your customers for their loyalty and support.
Leverage the Different Types of Email Campaigns
Now that you know more about the different types of email campaigns go ahead and experiment.
Focus on those that are most appropriate for your products or services and align with your goals. Always keep your customers in mind and deliver quality content that addresses their individual needs.
So, are you ready to set up your first email marketing campaign? Or perhaps you want to improve existing campaigns? Try Vertical Response for free, or contact us to find out more!
© 2022, Chris Duncan. All rights reserved.
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