Common Types of Email Marketing Campaigns

April 9, 2021 | email marketing

Not all emails are created with the same purpose. In fact, there are various types of email marketing campaigns. As an email marketer, it’s important that the type of email you use matches the reason why you’re sending out your email. If you don’t know your why, then you’ll never maximize on your email marketing efforts. 

There are countless reasons why a person may send out targeted email lists. Some reasons are more common than others, especially in business. Here, you’ll learn about some of the most common types of email marketing campaigns. With this knowledge, you’ll be able to figure out which types of email best fits your why and your company’s needs. 

1. Email Newsletter

Newsletters are one of the most popular and up-and-coming types of email. The purpose of an email newsletter is to inform your readers about the latest news, information, tips, deals, and updates about your product, service, or company. 

There are few limits when it comes to the level of creativity that a person can have when making an email newsletter. This is due to all the current email marketing platforms available right now. Thus, whether you choose to make your email newsletters through Hubspot, Mailchimp, or some other email marketing platform, you’ll have access to a variety of email marketing tools and templates to make your company’s email newsletter your own. 

That said, you should make sure that your email newsletter contains content that matches your why. In doing so, you’ll hit the goals that your email newsletter is trying to hit. For example, if the goal of your email newsletter is to increase the sales of a certain product or service, you should make sure that the type of email newsletter that you send out includes positive information about that particular product or service. Such an email newsletter should also include any updates or deals on the product or service that you’re promoting. 

How To Make a Newsletter That Works 

It’s also important to engage readers with your email newsletter. One way to do this is to make sure your email newsletter has quality content along with images and graphics. Another way to do this is to provide links to your company’s social media accounts within the digital newsletter. 

Another goal that all email newsletters should have is to grow in subscribers. To achieve this goal, email marketers must consistently deliver quality digital emails to individuals that have given them permission to email them. 

Make sure that every person within your email marketing list is a person that gave you permission to email them. People can give you permission to email them by actively subscribing to your email newsletter or performing some other action online that causes them to knowingly be added to your email list. Making sure that the individuals that you email your newsletter to gave permission for you to email them is important because sending out emails to individuals that didn’t give you permission to do so prior can be an illegal offense. 

Optimization Is Key 

Use A/B testing to test to see if you’re on the right track in achieving your goals. A/B testing is the process of sending two variations of the same email out to see which version performs better. 

When performing A/B testing on an email newsletter, only change one specific detail within the email. That way you can tell whether or not that detail positively or negatively impacted the email’s results. 

The amount of times that you send out an email newsletter depends on you and your company’s needs. The type of email newsletter that you’re sending out can also impact how often the newsletter gets administered. For example, if you’re sending out an email newsletter that gives out regular updates on your company, products, or services, you may want to send it out every week or so. Email newsletters that are only for new subscribers, on the other hand,  should only be sent out to a person once when he or she subscribes. 

2. Welcome Email

Welcome emails are the types of email that congratulates individuals for subscribing. Thus, these types of emails only get sent out once. 

Although a welcome email usually only gets sent out to subscribers once, this type of email content is still very important. This is because it’s the first impression that your email is making to a subscriber. Therefore, it’s best to make welcome emails light, fun, and engaging. 

Some people like to ask their subscribers a few questions within their welcome emails. That way email marketers can gather the information that will help them place new subscribers into the appropriate email contact lists. 

The full email marketing contact list should be divided into segments based on different criteria. That way, it’s easier to send out targeted, effective marketing campaigns.

3. Announcement Email

Announcement emails are the types of email that email marketers send out to inform subscribers of a new message or update about a company, product, or service. More often than not, announcement email marketing campaigns are positive. 

Examples of things that companies often announce through an announcement email are information on new products, company special events, and sales and pre-order opportunities. Announcement emails inform subscribers on how they can benefit from your company, product, or service.

4. Invitation Email

An invitation email informs people of an event that they are invited to attend. Invitation emails are important because they are inexpensive and efficient. 

An invitation email also gives email marketers the opportunity to personally inform a multitude of people about exciting company news. In other words, an invitation email gives you the opportunity to further engage with subscribers. 

Take advantage of this opportunity by personalizing each invitation email. You can do this by including the subscriber’s name at the top of the email. You can also incorporate other personal information about the subscriber throughout each invitation email, such as the subscriber’s gender or location.  

To further engage with your audience through your invitation email, get creative. Choose the style of the invitation email based on your audience’s demographics and taste. 

5. Reactivation Email

Reactivation emails, or win-back emails, are the types of email that re-engage inactive subscribers. These types of emails are important because they help you retain your subscribers and upkeep your business. 

To re-engage with inactive subscribers, it’s vital that your reactivation email is creative. Your reactivation email should also be appealing to the eye, craftily worded, and filled with the right content. 

One best practice when forming a reactivation email is to create a stellar subject line. The subject line of a reactivation email needs to be stellar because a subscriber that is already inactive will likely not open the email unless it is. Therefore, make sure to make the subject line of a reactivation email shocking and engaging, while still accurately hinting at the content that will be inside of the email. 

It’s also a great idea to make the subject line of an invitation email funny and clever. Target the subject line based on the needs and desires of the demographic of the inactive subscriber. 

To re-engage an inactive subscriber, it’s also important to make the content within the reactivation email as engaging as possible. This means including visually appealing and witty images and infographics. Without engaging content, your inactive subscriber will likely continue his or her inactive ways, even after opening your reactivation email.

Other Considerations For Win-Back Campaigns

Prior to sending out a reactivation email, it’s also important to consider why the subscriber is inactive in the first place. Is the subscriber likely inactive because he or she has outgrown the demographic that this email targets? Is the subscriber inactive because your emails are too word-heavy and thus the subscriber no longer has a desire to open and read your emails? Are your subscribers inactive because your emails are being sent to their spam folders? 

Once you figure out what the reason is behind your subscriber’s inactivity, make the appropriate changes to the reactivation email. This will make it more likely that it won’t get ignored as all the others have. 

Many email marketers make the mistake of continuously emailing inactive subscribers. This is a mistake as it is just a waste of your time, money, and resources. Plus, having inactive subscribers will hurt your email rates. Thus, if an inactive subscriber continues to be inactive after being sent one or two reactivation emails, remove the inactive email from your contact list.

6. Holiday Email

Holidays create great opportunities to send out engaging email marketing campaigns. It also doesn’t hurt that the holidays are usually filled with company events, new products, sales, and more that you can send out email marketing campaigns about. That’s why the holiday email is one of the most common types of email when it comes to marketing. 

A well-crafted product, service, or brand campaign combined with a well-crafted holiday email campaign could do wonders for a company’s sales, branding, and PR. Christmas and Thanksgiving are some of the best holidays to capitalize on.

7. Testimonial Request Email

Positive testimonials from past users of your company, product, or service could help make your company wildly successful. To acquire some positive testimonials for your business, create a testimonial request email. 

A testimonial request email is exactly what it sounds like. It’s an email that requests a testimonial from individuals that have recently used your service or made a purchase from your company. 

Your testimonial request email can be conversational in style if you desire. You can also make your testimonial request email very professional in style by having it be sent by your company’s CEO. 

Whichever style you choose for your testimonial request email, just make sure to send it to a customer immediately after he or she finishes paying for your service or product. The less amount of time that passes in-between a person using your product or service and you sending out a testimonial request email, the more likely that the customer will actually send you back a testimonial. 

There are many more types of email marketing campaigns on top of the ones we just listed above. These are just some of the most common types of email that email marketing experts send. 

Discover The Type of Email Marketing Campaign That Best Suits Your Business’s Needs By Reading The Digital Intellect Blog

Here at The Digital Intellect, we are making a concerted effort to use more email marketing in the year 2021. This means learning about the different types of email marketing campaigns. This also means discovering what our company’s why is for sending out emails to our clients. That way, our emails will have purpose and agency. 

If you are also looking to incorporate more email marketing into your business, we advise that you too figure out what your why for sending emails out is and which type of email best suits your company and your clients’ needs. We also advise that you continue learning about email marketing along with us by keeping up with The Digital Intellect blog. Here we will continue to post informative blog articles on everything that new businesses should know about email marketing. 

To learn more about The Digital Intellect and the marketing services that we offer, feel free to contact us anytime. We would love to work with you!

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