What is E-mail Marketing?

Updated: Aug 9, 2020

Email marketing is a type of digital marketing strategies simply sending the commercial messages, typically to a group of people, using email. In email marketing, every email sent to a customer could be considered as email marketing. It includes using email to send information about a product, Newsletters, advertisements, business requests, solicit sales or donations. Email marketing strategies usually used for brand awareness, product launches/updates, newsletters, transactional emails, etc. This usually used to send email messages with the purpose of heightening a merchant's relationship with customers, gaining customer loyalty and grow the business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads(Affiliate Marketing).

Email marketing is further categorized into three major types:

1. Email Newsletters

The email newsletter is used for communication that can be used to send promotional email messages, Welcome emails, Important account info, product updates, and more. If executed rightly, email newsletter campaigns will help grow brand recognition and awareness.

In creating an email newsletter, it’s great to consider a variety of factors, including:

  • Email body content

  • Type of information

  • Images and text to be used

  • Email Template

  • Call to Action

Every single customer is unique and important, so it’s crucial to experiment with different formats and grow that audience so that the sales will grow eventually.

2. Transactional Emails

Email invoices, receipts, billing statements, and order confirmations are included in transactional emails. They are typically autogenerated emails triggered by user behavior.

Transactional emails are important as they can generate leads and high click rates on your website or blog. Email receipts, for example, generate high open and click rates.

Customers engage with transactional emails that's why it has the highest open and click rate than any other email marketing type, it includes order, shipping, and return/exchange information at a much higher rate than they do with promotional and branding-focused campaigns. It is clear from the total open rates that customers open transactional emails repeatedly also it indicates that the customer has an interest in your brand or services. The exceptionally high open and click rates underscore the opportunity for companies to cross-sell products and services to highly engaged customers through transactional emails.

It is very essential to send transactional emails if you serve a paid service or sell products and customers want these emails. It’s up to you to implement calls to action, branding, and readability.

3. Behavioral Emails

Behavioral emails are targeted messages based on a user’s behavior and creating a targeted audience based on their interests in products and services. after that, we only send such personalized emails to those particular customers. The targeted audience is very important because later on, we put such customers into repeated buying cycles and generate more sales and profit.

We have to think about behaviors and the customer’s desire to buy. It’s not about their company or demographic, it’s about where they are in the buying cycle. – John Watton, Silverpop

Here’s a list of behavioral emails you can automate:

  1. Welcome/Onboarding

  2. Browse abandonment

  3. Recommendations

  4. Goods review requests

  5. Survey and feedbacks

  6. Replenishment/re-orders

  7. Password renewal/reminders

  8. Free Trial expiry

  9. Cross-selling

  10. Annual renewals

  11. Re-engagement

It takes time to generate a targeted audience as it is not a one day process. Categorizing and segmenting customers as per their needs and interests will result in higher sales and more profit but like it is said it is a slow process.

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