There is no doubt that email marketing is one of the most effective and essential strategies to generate leads and sales. And choosing the right type of email to send is the crucial factor to make your marketing strategy work.
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If you have been sending emails to your potential customers and still can’t see any progress, maybe you have been sending the wrong types of emails. It could be that your intention is just right, but you sent an email that has the exact opposite effect on the recipient’s decision.
Different Types of Marketing Emails
Knowing the types of email marketing is the best way to have a successful email campaign. So, we are here to provide you the information about the different types of email marketing and their pros and cons.
Welcome emails will be your customer’s first impression of you and your business. And usually, it will be the basis of the recipient if whether they want to continue doing business with you or not.
It’s crucial because, according to some research, only 25% of your leads are in the buying stage while 50% are still undecided. Therefore, your welcome email should lead and encourage them to stay with you until they are ready to make a purchase.
Pros of Welcome Emails
Build Bridge Between You and Your Prospect
It is your initial contact with your potential leads, and it is your chance of building harmonious relationships with them. Welcome emails usually bridge the connection between you and your customer. So, it is important for you to give your best shot when constructing your welcome emails.
The best way to engage your potential customers is to avoid overwhelming them with your sales pitch first. That’s the fastest way for them to click the unsubscribe button. Instead, try to gain their trust by telling them about your business, your organization, and let them get to know you.
Cons of Welcome Emails
As I’ve said, this type of email is crucial because it might be the cause for you to lose your potential lead. If you have put off a bad first impression, it will be hard for you to turn the table.
Newsletters are like your way of updating your customer about the upcoming events, deals, and new products of your company. It’s the best way to keep your relationship with your target leads. That’s why most businesses include email newsletters on their email marketing campaigns.
Moreover, it is not only a great tool to lead your prospect up to their buying stage but also for your existing customer. Newsletters allow you to nurture and inform them about the events, announcements, and news about your company. It’s like telling them that they are still valuable to you and your industry.
One advantage that newsletters bring to most businesses is the opportunity to increase their exposure to prospects. The more engaging your newsletters are, the more people would anticipate it until they get used to receiving it.
Most of the time, people love sharing information that they thought would be helpful for other people as well. So, if your newsletters are made of valuable knowledge that is worth sharing, they will surely do. In that case, you’ll be gaining more exposure and more new subscribers.
Another pro of including newsletters in your email campaign is the fact that you will have the freedom to diversify your content. You can include here summaries of your blog posts or deals and many more. It will help you drive more traffic to your site.
Usually, newsletters are long-from emails that contain lots of information. It might be overwhelming for your recipients, especially if you are bombarding them with this kind of email.
Moreover, most of the time, newsletters can be confusing for your customers or prospects especially if you fill it with lots of call-to-action. What do you really want them to do? Stay with one action that you want your prospect to take. Yes, it is good that you are giving them information that they might need, but you need to stick with one call-to-action that corresponds to your marketing goal.
When you have a new offer or product, or you are planning to hold an event, a stand-alone email is an appropriate type to send. Because in Stand-Alone emails or also called dedicated emails you just need to include information about one offer.
Since these emails are just dedicated to one offer, it will also include a single focused call-to-action. Therefore, you will also have one focused goal, which can be easier to achieve and to track.
Sending dedicated content will give you less chance to include other information about other offers since it will just be centered on one message and goal.
Lead Nurturing Emails
Knowing your target reach and their needs are one of the factors that are really important when it comes to email marketing strategies. And when you understand their needs, it will be easier for you to nurture them through sending emails.
You can send them to lead nurturing emails that are focused on promoting useful offers to your target. You can use this type of email to encourage them to attend webinars, download eBooks, or check out new offers.
You can send lead nurturing emails using an automated system that will save you time. Once you set it up and scheduled when to send it, the bot will do its job to send the mail when new subscribers signed up.
Since these emails are automated, sometimes marketers often forget to track their progress. Moreover, it’s not as powerful as dedicated emails because it is programmed to schedule fewer emails to your segmented recipients.
Transactional emails are usually emails that are triggered by a particular action of your leads or customers. For instance, when someone signed their email for a free eBook, the transactional email includes the information on how someone would get their free eBook.
One of the advantages of a transactional email is its high click-through-rate. Obviously because these are anticipated emails by your customers or prospects when they complete certain actions.
Sometimes, transactional emails can be an obstacle for the recipient to continue completing their activity. Since they will perform another action, it sometimes discourages them.
These types of emails are very essential for your email marketing and for you to optimize because they will help you create an effective marketing campaign.
Noting the advantages and disadvantages of every type will give you an edge to generate more leads and sales in the future. Remember that successful email marketing is also focused on sending the right type of email to the right type of audience.