Email is one of the most effective advertising channels businesses can use to increase sales and traffic to their sites - 81% of B2B content marketers leverage email to connect with their audience. An email marketing strategy that's properly executed lets organizations connect with a greater number of potential customers, increase awareness around their brand, and drive growth.
If you're considering using email to engage your audience more effectively, it's a good idea to become familiar with the different kinds of email marketing campaigns you can use. You'll want to think about your marketing objectives, overall budget, and the types of customers you'd like to target as you formulate an email campaign.
It's important that you tailor and customize your emails, monitor your engagement, and adjust your strategy on an as-needed basis. You may, for example, want to connect with new subscribers by sending them a welcome email and a newsletter that educates them about your industry and the products you offer. Or, you may want to send re-engagement emails that let you gather information about your subscribers while also grabbing their attention.
Let's cover the different email campaigns organizations commonly use and how you can leverage them to obtain the best results.
Using a welcome message to new subscribers is a good first step toward crafting a complete email campaign for your business. You should think about sending new subscribers a few welcome emails that let you engage them and educate them about everything your brand has to offer. It is also a good time to consider sending your first email newsletter to connect with prospective clients, too.
It's best to send the first message in your series of welcome emails within 24 hours after a new subscriber gets added to your email list. You'll want to send out information critical to your business and offer your subscribers links to your social media pages and your business's mobile app. You can even offer special offers and discount codes to new subscribers as part of your series of welcome emails.
As many as 80% of new subscribers won't convert to paying customers, so you need to nurture your leads and prove to them that your brand is worth choosing over your competitors. It can be tempting to focus on growing your list of leads before doing this, but you may inevitably end up with a bunch of prospective clients who never end up purchasing any of your products if you forget to nurture your new subscribers first.
A good way to begin nurturing your leads is by sending personalized, tailored emails to your target audience. This allows you to create trusting relationships and convert prospective clients into repeat buyers. You'll want to learn more about your new subscribers' wants and needs and then use that information to personalize your messages to deliver content that's valuable to them.
Try to hone in on why your new subscribers joined your email list. What if, for instance, you were operating in the crypto industry and mainly focused on educating people about buying crypto and NFTs? In this case, you'd want to deliver highly personalized messages that key in on content relevant to purchasing cryptocurrency and non-fungible tokens and speak to the main interests of your subscribers.
At its core, email marketing aims to get your customers to take as much action as possible. To drive more action from your customers, you may consider encouraging them to download reports or e-books that your business has published, in addition to purchasing your products and connecting to your team. This is where promotional emails come in handy.
It's best to start sending promotional emails when you're sure they'll resonate with your target customers. It's important that these promotional emails include a call-to-action that's easy for your readers to find and makes it clear what you expect your customers to do once they reach it.
Remember that you need to customize the content of your promotional emails based on the groups of customers that you're sending them to. A good way to slightly modify your promotional email content is by adding discount codes, special promotions, and free upgrades that subscribers can claim if they take action within a certain amount of time after opening your emails.
Promotional emails are some of the best tools to drive sales and brand loyalty if you use them correctly. An effective promotional email marketing strategy can also increase your business's customer retention while generating greater awareness of your products.
A newsletter campaign is a great way to improve your overall customer engagement and keep subscribers constantly in the loop. Email newsletters, in addition to content such as social media and blog posts, are very popular when it comes to B2B marketing. Email newsletters are used more often than things such as case studies, white papers, and e-books, and as many as one-third of B2B marketers use them to engage their leads.
Email newsletters are particularly useful for educating your leads about your business's insights and news about its industry. If you wanted to dive deep into a complex topic such as obtaining personal loans, for example, you'd send your leads an email newsletter rather than a simple video or difficult-to-dissect case study. Try to approach newsletter campaigns as ways to educate your audience and establish awareness around your brand simultaneously.
One of the best parts about email newsletters is that they give you a good opportunity to get creative. Email campaigns offer much room to be flexible, especially compared to other types of campaigns. For example, you may consider formatting your newsletter as a digital magazine or using your newsletter campaign as a way to publish a series of courses that educate leads on a particular topic.
At the end of the day, it's important that you leverage the different kinds of email marketing campaigns to see which ones get you the best results. Don't be afraid to test campaigns and experiment with them to see which ones resonate with your target audience the most.
Focus on the types of email campaigns suited to the services and products your business offers. And don't forget that you should be connecting your customers through content that's valuable and relevant to their interests. Choose an email campaign that aligns with both your business's goals as well as the goals of your customers.
