Want to connect with new and potential customers? You’ll need to invest in one or more types of email marketing.
Email has proven to be one of the most lucrative content marketing channels in existence. In fact, research shows that email has a 3800% ROI, bringing in $38 for every $1 spent. Plus, no matter who your target audience is, chances are your consumers use email on a daily basis. In 2020, there were over 4 billion email users worldwide, a number that’s expected to grow to 4.6 billion by 2025.
Translation: Email should hold a cornerstone in your small business marketing strategy. Otherwise, you could be doing yourself — and your bottom line — a disservice.
When sending out your first email marketing campaign, it can be difficult to know where to start. Below, we dive into several types of email marketing campaigns every business owner should send to their audience.
6 Types of Email Marketing Campaigns Every Business Owner Should Send
Email marketing can help you educate, inspire, and deepen your connection with potential customers. But where do you start? Below, we share several types of email marketing campaigns to send to your audience.
1. Welcome Email Series
When developing email marketing strategies, a welcome series is the first type of email marketing campaign you should write.
Why? Because a welcome series is a subscriber’s first introduction to your company and sets the stage on what type(s) of content they can expect in the future. As the name entails, a welcome series is your opportunity to virtually welcome new subscribers to your email list, share thought-provoking pieces, and offer a high-level overview of your company. In this series, you could share:
- Most-loved content: After sending a confirmation email (i.e., confirming their subscription) share your most widely-circulated articles, recent press, or ebooks you’ve written in the past.
- Other ways to connect: Provide a quick snapshot of other ways to connect with your company, whether that’s dropping by your store, following you on LinkedIn, or checking your website for upcoming events.
2. Regular Email Newsletter
A newsletter offers a number of benefits for B2B and B2C companies alike. Within a newsletter, you can share recent company updates, new product lines, industry articles from third parties, or recently published blog posts or podcast episodes.
Your newsletter is your opportunity to foster a community online. Try to stick to a regular publishing schedule (such as bi-weekly, monthly, or quarterly) and follow an easily-digestible format, such as:
- Round-up: Create a Buzzfeed-style round-up of recently published posts, articles, or podcasts.
- Digital magazine: Have fun creating new themes each month. Provide a short introduction followed by different headers and bullet-point sections, such as company news, new products, or new app launches.
3. Promotional Emails
When it comes to ecommerce, marketing automation is one of the most powerful tools at your disposal. Lucky for you, there are different types of email marketing campaigns that can help drive customers to make online purchases.
You can create special coupon codes and send them to your audience to encourage a first purchase, or follow-up with a current customer to see if they’re interested in a complementary product. Here are a few promo templates to help get you started:
- Abandoned cart emails: If a potential customer adds a product to their online shopping cart but doesn’t check out, they may need an extra push to make the purchase. Send them an automated reminder about the products in their cart, or send them a special discount to push them over the finish line.
- Re-engagement emails: Do you have a customer who made a purchase six months to a year ago, yet hasn’t returned to the company? Send an email with the subject line, “We miss you! Here’s a special 20% discount” to encourage them to make a repeat purchase.
4. Milestone Emails
If you want to connect with new and potential customers in a fun way, send them a special note on a milestone event. For example, you can wish the individual a happy birthday, or you can say “happy anniversary!” one year to the date following their first purchase at your company.
Before you can send a milestone message, you need a marketing automation platform with the functionality to build custom fields. Then, you can create a field that can be custom-populated with the special date. From there, you can send:
- Birthday emails: Typically, a birthday email will be a transactional email, complete with a promo code to use during their birthday month.
- Anniversary emails: Send a special message on the anniversary of the first time a customer made a purchase from your company, thanking them for their support.
5. Lead Nurturing Emails
On average, it takes eight touchpoints before you convert a lead to a sale. If your sales funnel takes weeks, months, or even years to convert a new customer, you may want to send out a specific type of email marketing campaign called a nurture campaign.
A lead nurturing campaign brings subscribers through every step of the sales lifecycle, from brand awareness to making a purchase. This series of emails will cover:
- A company overview: At the beginning of your series, subscribers won’t be ready to make a purchase. Therefore, your call-to-action (CTA) might drive traffic to your homepage or about page to learn more about your company.
- Third-party research: Within a nurture campaign, you’ll want to provide proof that your product is superior to your competitors. Provide third-party research and/or articles, testimonials from happy customers, or case studies from recent projects.
6. Post-Purchase Campaign
Research shows that repeat customers spend 67% more than new customers. Therefore, once a customer makes a purchase at your online retailer, you want to ensure they’re satisfied with that purchase.
Immediately after making an ecommerce purchase, send an automated order confirmation with the customer’s receipt. Thank the customer for their support, and let them know when the product is scheduled for arrival. From there, you can build an effective email series with the following:
- Ask for a testimonial: Positive reviews can help drive new business. Send a survey to the customer, asking them if they’re satisfied with the product. If they are, ask them to review your business on Google, Facebook, Yelp, or your website.
- Send product updates: If a customer enjoyed your product, send them other products they might enjoy. This might include complimentary purchases or new updates for their existing purchase.
Send Different Types of Email Marketing Campaigns With Gumbamail
Email is one of the most effective digital marketing channels at your disposal. It allows you to educate new leads, re-engage former customers, and build a community online.
Email can help deepen your connection to your target audience, and there are different types of email marketing campaigns to do just that. With the right email platform, you can send nurture campaigns, welcome automation campaigns, or even a happy birthday blast.
To start developing your email marketing strategy, make the switch to Gumbamail. Gumbamail is the affordable, easy-to-use email platform that works with your existing Gmail account. Gumbamail comes with 800+ pre-designed email templates, an advanced metrics dashboard, and a built-in CRM system to create custom fields.
Ready to see how Gumbamail can help boost your conversions online? Download the free plugin today.