It is vital nowadays that marketers include email marketing in their online communication strategy. No digital email marketing strategy can be without as it's a great way to generate conversions. There are several types of email marketing:
Types of email marketing |
Goals |
Target groups |
Time of sending |
|---|---|---|---|
Newsletter |
Inform, keep updated, create traffic |
Prospects, clients, followers |
Daily, weekly, monthly... |
Prospecting email |
Acquisition of new customers |
Prospects according to your needs |
Depending on the opportunities |
Promotional email |
Acquisitions, loyalty, boost sales |
Focus on certain types of clients/prospects |
Depending on company activities |
Loyalty email |
Get loyalty, boost sales |
Loyal customers |
After x sales or an X amount of expense |
Transactional email |
Important information about orders or payments |
New customers and current customers |
When opening an account, ordering, delivery, etc |
Specialized email |
Acquisitions, loyalty, boost sales |
Focus on certain types of clients/prospects |
Depending on the high seasons during the course of a year |
Retarget inactive readers |
Reactivation of inactives, retargeting |
Recipients who no longer open emails or interact |
After a certain period (cycle) |
Retarget ex-clients |
Retarget from inactive clients |
Did not buy in "x" time |
After a certain period (cycle) |
Email invitation |
Promote an event |
Depends on event type |
Between 1 and 2 months before the event |
Notification emails (trigger emails) |
Notify, increase loyalty |
New customers and current customers |
Depending on the client's actions (welcome email, birthday, abandoned cart, etc.) |
When we talk about email marketing, we often refer only to online newsletters campaigns. However, we should also talk about marketing automation. This consists of scheduling the automated sending of emails depending on a profile or action of the client or the recipient. For example, you can send a welcome email to each new subscriber or wish them a happy birthday, etc.
A successful online email marketing campaign has a base of qualified contacts, good targeting and target audience. The contacts who signed up for your campaigns are called opt-ins. This means that they have agreed to give you access to your data in order to receive emails from you. An opt-out link is required in every email, so you always give your recipients the ability to unsubscribe.
With high-quality address bases, it's more intuitive to customize your mass mailings and target your contacts to improve the impact of your campaign. When your contacts have the feeling that you address their individual needs, instead of sending a general email to everyone, that's when your numbers will begin to really be interesting.
Note that you should keep your contact lists updated to ensure the delivery of your future dispatches. For this, you need to remove bounces, incorrect and duplicate addresses and correct typing errors. An email marketing software usually allows you to manage your contact list just as a real CRM system would do.
To submit your campaigns, you must use an email marketing software that matches your needs. They will generally allow you to manage your contacts and recipient lists and also create responsive online newsletters (adapted for reading on phones and tablets) with the help of WYSIWYG HTML editors. These softwares also take care of the best deliverability possible using professional and secure routing servers with a reputation as a monitored sender. This way, you prevent your bulk sendings from ending up in the spam box.
An online email marketing software can give you access to a wide range of statistics about your sent campaigns: opening rate, click through rate, reactivity rate, conversion rate, etc. This lets you measure and analyze the results and ROI of your campaigns as well as improve their efficiency in the future. This will increasingly have a positive effect on your revenue.
Lastly, email marketing campaigns are an excellent digital tool for communicating with the public. But to truly succeed and achieve your goals, it is vital to learn more about email marketing and put all best practices into action.
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