The bottom line for every type of email that you are sending is value. Your brand can get so much from every dollar that you spend on email marketing. Experts approximate an average return of 3000% from email marketing.
Therefore, you need a solid email marketing strategy if you are a savvy marketer. Most businesses are already using email marketing as part of their strategy. You should be willing to supercharge your strategy and get amazing results from your brand.
The secret is to make sure that you send the right messages to your audience. If not, you will begin to report a high subscription rate. The worst case is when you get a high number of subscribers reporting your mails as spam.
This article looks at the seven types of effective emails you should be sending. We will go ahead to explain why each of these emails is powerful.
According to a survey from Clutch, the most popular types of email are newsletter. Close to 83% of businesses have been sending this type of emails. Marketers send these emails consistently and most brands prefer to send them on weekday mornings.
In most cases, the emails can contain content from the company website or blog. It also has links that are curated from other sources or both of them.
Newsletter emails can also have upcoming webinars or emails, company news, or any other updates. Whether you curate or create your newsletter content, it should be relevant and valuable to your target audience.
- Standalone Emails
Even though newsletter emails are the most popular, they don’t lack some drawbacks. If you send multiple blurbs or links in an email, you will make your main call-to-action weak.
The subscriber may click on the first one or two links in your email and never come back to the others. The other possibility is skimming your email and moving on.
Therefore, if driving a specific action is your main goal, you’d rather go for a standalone email. Some of the actions may include read my latest blog post, buy this product, or sign up for this webinar.
The emails are only dedicated to one topic and puts the call to action at the center and in front. The content cannot divert the attention of your readers. There is a high possibility of the audience taking the action you want from them.
- Lead Nurturing
Lead nurturing emails refer to series of related mails that you send over a period of several weeks or days. The idea is moving leads through your funnel and then converting them into customers. All this takes place through a series of useful content.
Apart from increasing the conversion rate, these emails also help in increasing the level of engagement. HubSpot states that the click-through rate of lead-nurturing emails is at 8%.
The email sequences will also help your team to save a lot of time. Once you set up your series and it is successful, it will bring qualified leads to your sales team with minimal effort.
If your business has any kind of e-commerce component, there is a high possibility that you are sending transactional emails. Some of these emails are confirmations and receipts. The open rate of transactional emails is 8 times that of the other types of emails.
However, you could not be making maximum use of these emails. Because you have the attention of your reader, it is a great opportunity for sharing product recommendations and personalized content. The purchasing habits and prior behavior of users will show you what they are interested in.
- Milestone Emails
Campaign Monitor reports that birthday emails are some of the most effective messages to send to your target audience. It has a higher transactional rate of 481% more than promotional emails. It makes them to be one of the most effective email marketing tools in the market.
The other milestones that you can celebrate are your company anniversary or the sign-up anniversary of your subscribers. When you combine this with a special offer or promotion, these emails drive more conversations and clicks.
- Plain Text Emails
If you have been sending fancy-formatted emails only, it is worthwhile to try text-only messages. HubSpot says that people tend to prefer emails that are heavily designed with many images. However, simpler emails that have less HTHM won out in every A/B test.
It shows that the click-through and open rate of HTML emails tends to be lower. It correlates directly to the number of HTML elements that are included in the messages. It could be due to email programs like Gmail filtering promotional emails from main inbox to different tab.
Users will not be able to view such emails. Plainer emails are the best for feedback request, survey, blog content, and event invitations.
Even if you are not sending out text-only messages, simplify the emails and include less images. Such an action is sufficient to boost your click-through and open rates.
- Mobile Optimized
According to Clutch, 90% of marketers state that it is crucial to optimize emails for the mobile devices. However, only 59% of enterprises include optimization in their email marketing efforts.
In 2016, for instance, over 50% of emails were opened on mobile devices. The number continues to grow at a very fast pace.
If the email does not look good for the device or is hard to read, 71% of the readers will delete it. To add on this, 16% of the users will unsubscribe from the email.
It is good for marketers to focus on both segmentation and personalization. However, it is surprising that some of them don’t focus on mobile. Both personalization and segmentation are important strategies in email marketing.
Even if you have great email marketing content, it will be meaningless of you don’t optimize it for mobile. Some people will not bother reading it while others will opt out altogether. These are not the results you wish to get from your email marketing efforts.
These tips will help you to make your email marketing strategies more fruitful. Understand the various types of email marketing and learn to use them for your business.