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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. 

 

  • Newsletter 

 

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. 

 

  • Transactional

 

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. 

Conclusion 

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. 

Does email marketing still matter or is it ranked among the traditional, outdated ways of marketing?

From the onset, let us make it very clear: email marketing still holds a lot of ground, is essential and must be given serious consideration by any business that looks into moving to the future. To put things into perspective, consider the following statistics.

Research indicates that 83% of B2B marketers active use using email marketing through eNewsletters to reach their target audience. However, whereas this data demonstrates quite a decent absorption of this technique in businesses, it is paramount to point out that it will work effectively for you if you are well equipped with skills to make it work. Below are ways to make email marketing work for your business.

 

  • Personalization

 

Email marketing is, of course, a concept that was borrowed from the traditional post office of the past century. What was, and still is, very unique about it was that its personalized nature.

For you to succeed in email marketing, personalization is Key. You cannot send blanket messages to people’s inboxes and expect a great response from them. However, when you personalize the message, addressing your target audience with familiarity, it becomes easier to form a bond. It also makes it easier to build a relationship and trust. This way, people can respond or react to your message and with time, your portfolio and audience grow. Personalization is about cultivating a relationship with the people that matter to you, in this case, your target audience

You can use an html email template builder to create and send personalized emails. This makes it easy for you to make send insert your message and saves you time.

 

  • Timing Is Key: Know when to send your messages

 

There is no written rule that dictates how often or frequently you should send emails to existing or potential clients. However, as a general rule, be consistent. At the very least, you need to send marketing emails at least once a month.

A number of factors, nonetheless, determine the frequency and general timing of your emailing campaigns. Key among them is the goods and services you offer. A law firm, for instance, might not have as much discount to offer as a gifts seller. Thus, a gift seller will capitalize on any accession and event all year round. The law firm, on the other hand, might limit its email strategy significantly.

Timing also includes the actual hours, day or night. One of the most common strategies is to send emails so that your target audience gives them priority as part of their schedule. This would mean having them delivered well before daybreak. The bottom line here is that you must keep your schedule and timing friendly to your target audience.

 

  • Brevity, Language and Formatting.

 

What provokes you to open an email from a stranger? What arouses your interest, catches your attention and you find the urge to open an email from an unknown person?

An email marketer must find a way to make his emails attractive and catchy so that the target audience will have reason enough to click open. This must also be followed by a language and flow that will keep them hooked to the end.

One of the biggest challenges in email marketing is accumulating enough contacts for your mailing list. It is even harder to maintain the few that are left subscribed to your emails when it is finally filtered out.

Writing an email copy that is “juicy” enough is a task that requires a lot of learning and professional approach and even the use of tools such as an email builder to make your work easier. Precisely, keep your messages brief, clear and straight to the point. Assume that your readers have very little time to spend on your emails and that you must make a sale if they give you only one chance to engage with them.

Formatting is also key to ensuring that your emails are read. Take care of elements such as font and font size, color and even the length of your letters. There is a lot of power in using html email builder as an assistance tool in your email campaign.

 

  • Choose Your Target Audience Wisely

 

Naturally, marketers will engage just about anyone in a conversation. Email marketers too have a tendency to accumulate and send emails to almost anyone they can reach out to. However, it is indeed a fruitless exercise to keep a list of subscribers who never actualize into a deal.

Engage in a cleanup exercise of your subscribers’ list once in a while. This way you will focus your message on those who need it and those who deserve it.

 

  • Make it Mobile Friendly

 

Smartphone intake has grabbed a good share of the tech gadget market and uptake is growing steadily. We are also seeing a shift through which mobile phones are becoming the first points of accessing information.

As you create email marketing campaigns, it is important to shape them in a way that makes them easily accessible on mobile phones. A recent study that included a whopping 27 billion emails showed that 55% of emails were accessed on mobile devices. This simply demonstrates that in the wake of growing smartphone and small device penetration, it is paramount to optimize emails for access on mobile phones.

 

  • Call Users to Action

 

This is a very important aspect of email marketing. What should your readers do after reading all that amazing content you have put out?

By the end of it all, you want them to take some action. Let them make a call, reply to the email or simply follow a link to more information.

A CTA becomes a point of engagement and a measure of the kind of response you receive. If a given number of people take the stipulated action, you are able to weigh the effects of your campaigns.

Conclusion

Email marketing is still an essential part of modern business marketing strategies. However, it is important for marketers to choose their models to keep a closer eye on what is happening around them. At the same time, combining several models will help you achieve the best results. This means that you must keep on learning and engaging various stakeholders at different levels. For instance, as millennials take over the global workforce and increase their buying power, marketers must create campaigns targeted at them.