You can use email marketing for generating traffic, direct sales, acquisition, getting referrals, branding, retention, making them a versatile tool for growing your business. While the desired outcome of email marketing is growth and profit, its purpose is to guide your target market with their value journey from one phase to the next.
Hiring an email marketing agency can help make this process easier for your business. Make sure to choose an email marketing service specializing in eCommerce so that you know you have the right people with the skills you need for your business.
Types of Email Marketing You Should Know
- Promotional emails. This is for generating sales. About 66% of consumers buy products online due to an email marketing message. This makes promotional emails an effective tool for business growth.
- Relational emails. This is for attracting people to subscribe and develop a relationship with them. Those businesses that use email marketing to nurture potential customers produce more sales-ready buyers by up to 50%.
- Transactional emails. This is for offering the best customer service. Typically, your automated systems send out these transactional emails to confirm your customers’ actions and leads.
When and Whom to Send Each Type of Email
There are two ways to send your emails;
- Autoresponders. You create these in advance and deliver them to those who do a triggering action. The majority of your email marketing should comprise automated messages, including content emails and promotions.
- Broadcast emails. You send these emails manually to a part of your list or your entire list. Broadcast emails are effective in content emails and promotions.
Automating and segmenting your emails will enable you to send highly relevant messages to your subscribers according to their priorities, needs, and interests.
Stages of Email Marketing
Indoctrination. This is a type of campaign that you send to your prospects and subscribers as a way to introduce your brand as well as establish expectations. Use indoctrination to welcome your brand’s subscribers and inform them of what benefits they can get from your brand.
Engagement. This is a message you send to your subscribers after performing a specific action. Use this phase to make a relevant offer to your target market and turn them into buyers. Suggest the next sensible and logical step according to their interests.
Ascension. This is a campaign that you use when making a relevant offer after performing a triggering action. This campaign is useful in accelerating and speeding up the value journey. Use this process to turn new customers into repeat buyers by nurturing them.
Segmentation. This is a promotional campaign that you send to your entire database manually. Its purpose is to segment your subscribers based on their interests. Use this phase to pique the attention of those subscribers who get stuck in the value journey.
Re-Engagement. This phase is useful in re-engaging those subscribers who have not opened your email within 2-3 months. You send out this type of email to call out those inactive people in your database and encourage them to engage with your messages again. What you can do is think of ways to make them excited and interested in your brand again.
Email marketing is not only about sending the right messages to the right people. Keep in mind that it is more effective if you have the assistance of an email marketing agency to work on your advertising campaign, content, engage new subscribers, nurture relationships, and many others. It would be an excellent decision to allow professionals to work with your email marketing.
Alison Lurie is a copywriter and content strategist. She helps businesses stop playing around with content marketing and start seeing the tangible ROI. She loves writing as much as she loves the cake.