Email marketing proves over and over that it is highly effective. More than 91% of consumers open their email on a daily basis and 58% of consumers check their email before doing anything else. Brands get a return on investment 42 times the amount they invest in email marketing. That being said, what is the right tactic for you to take on creating and developing an email campaign.
First of all, let’s explore and understand purposes for the five most used email campaigns. There are many different types of emails to send and sometimes it is hard to cut through the hype to understand which one (or ones!) might connect with your target audience the best. Creative Vortex synthesized the 5 most popular types of emails below:
- Promotional emails
- Newsletter emails
- Transactional emails
- Dedicated emails
The most common type of email, promotional emails main job is to tell consumers about your product or service. The role of a promotional email is to provide something, including coupons / discount codes, enter a contest, access to exclusive content, or the ability to register for an upcoming special event.
- Limited-time offers
- Exclusive deals for subscribers and/or customers
- Seasonal/holiday promotions
- Product launches
- New arrivals
- New subscriber/customer welcome offers
- Contests and giveaways
- Coupons or promotional events
The second most popular type of email, a newsletter provides a lot of informational content, including:
- Company updates
- Event information
- Promotional announcements
- Links to blogs
- Product or service tutorials
This type of newsletter is good for new and existing customers, but is often customized for either audience. It has more longevity than other email designs as people will save them to come back for more information. It definitely keeps your brand top of mind for consumers!
The transactional email gives readers the opportunity to either track a transaction or see packing/shipping progress that has already occurred. It can include:
- Order confirmation
- Shipping updates
- Return confirmations
The transactional email has a higher open and click rate from people because it contains critical information customers are highly interested in. They are closely branded, but don’t generally have a lot of images because the information is the most important part. Additionally, the email typically has a prompt and clear line to customer support.
These are usually informational and have a singular focus. A dedicated email may be used to let subscribers know about:
- New resources
- Company updates
- Special offers
- Virtual or in-person event registration
- Special activities or events
- New blog
- Event recaps
These emails have a very specific call to action, but can be diverse in subject matter. Visuals may be balanced between photos and videos and point people to longer form content, as well as social media.
Step up your email marketing outreach with an executable strategy! Getting the right mix of emails in front of current and potential customers will help you engage your audience, grow leads and strengthen relationships. Give Creative Vortex a call to get started on an email marketing strategy that will identify new opportunities, improve your targeting and streamline your messaging.