Email marketing continues to be a powerful channel when used correctly. But if it’s in the wrong format, with the wrong message, sent at the wrong time, you can guess exactly where that email is headed.
To help avoid your message hitting the can, use these tips to determine the email format that best fits your email marketing goal.
6 Types of Email Marketing
1. Email Newsletter. Many business and organizations send email newsletters in order to stay top of mind for their recipients. E-newsletters are great for brand awareness and as an opportunity to repurpose content you are already using. Similar to newspapers, newsletters create a certain anticipation in readers. Whether it is a daily newsletter or a weekend communication, you get into the habit of receiving it.2. Email Digest. Email digests provide summaries of existing information and offer a snapshot of a specific time frame. Traditionally, digests highlight the most popular pieces of content that new readers will also gravitate toward. If your goal is to drive traffic to specific pages, a digest may be the way to go.
3. Dedicated Email. Dedicated emails, or also known as stand-alone emails, contain information about only one offer. For instance, you can be notifying your target audience about a new whitepaper you have released or invite them to attend an event that you are hosting. These should be used for a targeted audience, so when you can segment your subscribers’ different behaviors and interests.
4. Lead Nurturing Email. Lead nurturing introduces a tightly connected series of emails with a coherent purpose and full of useful content. By getting the timing, message and other details just right, you set yourself up for success. These are great for campaigns as you can target the message and audience, time it based on the online actions of your lead and automate when these go out.
5. Sponsorship Emails. If you want to reach a different audience and gain new leads, you might want to try sponsorship emails. You pay for including your copy in another vendor’s newsletter or dedicated send. These may work when you want to reach a different audience, but you must pay for it.
6. Transaction Emails. Transactional emails are the messages that get triggered by a specific action your contacts have taken and enable them to complete that action. For instance, if you are signing up for a webinar, you will fill out a form and then receive a transactional (thank-you) email, which gives you login information in order to join. You can also use this opportunity to provide another offer. Recipients anticipate transactional emails because they help them complete an action; however, sometimes the idea of taking yet another action discourages them from completing their activity altogether.
As you develop your email marketing campaigns, also remember that emails need to be accompanied by other efforts, such as trend analysis and metrics, search engine optimization, content creation, social media engagement and behavior-based nurturing to ensure you gain the full value of your digital marketing efforts.
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If you have questions on how to create a more effective email campaign or don’t know where to get started, Contact Marketing Essentials today at 419.629.0080.
