As a business owner, deciding where to spend your marketing dollars isn’t a small decision. Investing your time and resources into something with a low ROI isn’t the way to do it. Choosing the right type of email marketing campaign is an affordable solution—giving you direct access to and engagement from your ideal customers.
You know that keeping existing clients and attracting new customers is critical to your success.
In this article we’ll review what an email marketing campaign is and 10 different types of email marketing campaigns to consider.
What is an email marketing campaign?
An email marketing campaign is a coordinated set of email messages, sent over a period of time and with one specific purpose. Email marketing is an essential component of a content marketing strategy. It involves using email campaigns to deliver content to subscribers in the hopes of building relationships and generating leads or sales.
Today’s email marketing has moved away from the old one-size-fits-all mass mailings and now focuses instead on content, personalization, and segmentation.
To use this strategy as part of your marketing, it is important to first understand your goals for the campaign. Your goals need to be clear, measurable, and achievable.
For example, instead of simply saying “I want to increase our engagement.”
Your goal needs to be specific and something like, “I want to increase our email open rates by 25% each month by using intriguing email subject lines and increase click-through by offering informative content and regular promotions.”
Overall, email marketing can be an effective way to engage with your audience and build relationships over time. By delivering targeted content that aligns with the interests of your subscribers, you can establish trust and credibility, leading to increased brand loyalty and potentially higher sales.
Email Marketing Campaign Types
Once you know who you are targeting and what your goals are, it’s time to decide which type of campaign fits best.
- Welcome emails. Done correctly, receiving a welcome email is a positive experience for a potential client and the first step in forming a relationship. Even better, subscribers who read an initial welcome email will read 40% more content from that sender over the next 180 days. With higher open and click-through rates than standard marketing emails, welcome emails can be a great way to start your audience relationships.
- Lead Nurturing emails. Making sure you have defined your buyer persona is extremely important when using this strategy. Lead nurturing is about understanding your target audience’s timing and needs. Your overall goal here is to use timely, automated, and targeted emails to guide your lead through the sales cycle, through to conversion and ultimately a loyal customer.
- Transactional emails. These are triggered by an action that your prospect has taken. The email you send them enables them to complete the action. These can be things like order download or access emails, password resets, order confirmation, or subscription renewals. Because the recipient anticipates the email, transactional emails have very high CTRs. Adding a highly customized CTA is a great way to leverage the fact that your lead is actively engaged.
- Re-engagement emails. Do your metrics show that a portion of your subscribed client list has been inactive? It may be the perfect time to send out re-engagement emails. A good way to re-establish contact and goodwill is by asking for feedback. A response will show that they are still aware of your business and provides you with fresh feedback you can use to improve.
- Brand story emails. What is the personal story behind your brand? Use emails to communicate your history to showcase your reputation and display your values and focus. These types of emails use emotion to help build audience connections.
- Video emails. Studies show that viewers retain 95% of a video’s message compared to 10% when reading text! You can leverage this video advantage by emailing things like a factory tour video, a company overview, or an employee or product spotlight. According to VidYard, marketers who use video grow revenue 49% faster than non-video users.
- Sponsorship emails. Also known as “email drops”, this strategy involves borrowing or renting an email address that is already connected to many contacts. Sponsorship gives you the opportunity to narrow your emails directly to the characteristics of your specific ideal audience—their interests, challenges, geographic location, etc.
- Review request emails. Ask and you get—don’t and you won’t. Reviews are often what sways a prospect one way or the other. A good way to collect reviews is by sending review request emails to your top and most happy customers. Want to give them an extra push? If it’s within your budget, it doesn’t hurt to include an incentive like a chance to win a gift card.
- Dedicated emails. Also called standalone emails, these contain information about only one offer. They are similar to landing pages in that they help you set up the context to introduce one main CTA. The sends of dedicated emails general and usually reach out to your complete database. These are usually quick to build, very focused, and easy to measure.
- Email newsletters. To stay “top of mind” of recipients, a lot of businesses and organizations send email newsletters. Whether you are looking to nurture your existing contacts with things like company news and product announcements or looking to increase sharing with easily transferrable content, so you attract new people to your list, defining your goal is important.
Create your automated email sequence template
With so many email marketing campaign options, and so many ways to reach out to your ideal audience, what are you waiting for?
Identify your ideal audience, pick your strategy, and start leveraging the low-cost advantage of email to beef up your marketing ROI.
Selecting an affordable, yet intuitive and robust, email marketing tool to setup and automate your email marketing campaigns is a key part of the email marketing equation and one of our top automation business ideas. There are many options on the market, however, we suggest ActiveCampaign. It’s affordable in comparison to other options, scalable and integrates with many other tools (like your WordPress website!).
Read up on automated email sequences and download our automated email sequence template for your lead magnet sales funnel. This is the same one we use for our clients in our 12-month digital marketing strategy service.