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Email is one of the most effective ways of reaching consumers. An email marketing campaign is simply a coordinated series of email messages used to communicate with potential and current customers.
So-called ad blindness has made it so that many people skim right past most traditional advertisements, while others use browser plug-ins to avoid seeing ads entirely. Email marketing gives you the opportunity to reach people directly in their inbox, and well-crafted email campaigns can help you build long-standing, valuable relationships with your customers. But not all campaigns are created equal, and it takes different types of messages to achieve different goals. Here are five types of email campaigns you can implement in specific circumstances.
1. The Welcome Campaign
When you add a new subscriber to your mailing list, it’s a good idea to introduce yourself. Connecting early with new subscribers is key to establishing a positive association and building a relationship, but you don’t want to scare them off with overly aggressive marketing. In your first email, welcome your new subscriber, explain a little about what your company can do for them, and invite them to connect with your company on social media. A follow up to this is an email requesting some essential information from your new subscriber, like their birthday, how they learned about your company, and what messages they’d like to receive. The welcome campaign can set the tone for your future interactions with the consumer, so put some thought into the image you’d like to convey.
2. The Holiday Campaign
Planning campaigns around holidays is a good way of keeping your marketing grounded in concrete units of time. Emails themed around holidays let your readers know you’re not just randomly spamming them. You can use holidays like Father’s Day and Valentines to encourage readers to buy your product or service for a loved one, while Black Friday and Cyber Monday are times when people are in the right mindset to make a purchase. Start your campaign ahead of the actual holiday, and emphasize the link between the products or services you’re selling and the spirit of the celebration. Also, include a strong call-to-action, so people know they need to act soon.
3. The Newsletter
A newsletter isn’t really a campaign since it’s not limited to a particular time or type of consumer. However, if executed properly, it can be a continuous source of referrals to your website, as well as nurturing relationships with customers. Plan your newsletter with less of a focus on sales than your other campaigns. Instead, be informative, interesting, and entertaining. Your newsletter is a chance to improve your brand’s image and establish positive associations in the customer’s mind, rather than giving them the hard sell. Use your newsletter to keep subscribers updated on what your company is up to, and on broader industry news.
4. The Re-Targeting Campaign
Re-Targeting is a type of automated campaign that’s become popular in recent years as marketers try to maximize conversions. The campaign might be triggered by an abandoned cart, meaning the customer in question came close to purchasing a product but changed their mind before completing the conversion. Re-targeting campaigns can offer discounts to encourage customers to complete their purchase or provide more information to help guide them into the desired action. These emails have a proven track record of improving conversion rates. An added benefit: since readers often interpret these situationally—specific emails as personalized and unique (even if they’re automated), they also do a lot to build rapport with customers and implant positive associations with your company.
5. Limited-Time Promotions
Time-sensitive promotional emails include an offer that will expire soon. This offer could be a discount that will be available for a limited time or a limited availability product or service. The subject line for time-sensitive emails needs to be clear about the time sensitivity of the offer so readers will know to open it immediately.
Email marketing can sometimes be tricky. You want to strike a balance where you are regularly engaging your customer without overloading his or her inbox to the point that they unsubscribe. Varying your messages with these different types of campaigns is a great way to keep things exciting and keep your customers engaged.
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