If someone asked me what I thought about email marketing ten years ago, I would have rolled my eyes and walked away. If someone asked me the same question five years ago, my eyes would have rolled and I’d chuckle. Today, when someone asks me that same question, I have a lot to say. Like, a lot.
What is email marketing?
Anytime a company sends out an email, aside from order confirmations and direct responses to customer questions, it can be considered a form of email marketing. It’s a simple form of marketing that is easily tracked and can take many forms. Here’s five different ways to take advantage of email marketing for your company.
Newsletters
What better way to keep people informed about what is going on than through a newsletter? It can be a structured template with certain elements updated every month or week, depending on how frequently you send it out, or more of a free-form, personal letter—whatever is on-brand for you.
Promotions and campaigns
Here’s your selling component. This type of email typically has a one-time offer for your customers like a time-sensitive discount, free add-on, downloadable content, or a product or service you’re only offering for a limited period of time. Again, these are easily trackable, letting you know if your marketing efforts are worth the effort you’re putting into that channel.
Triggered
This isn’t what you think! Triggered isn’t used in a bad context here, but rather a more literal form. These types of emails are triggered by customers’ behavior or actions on a website or a previous email. This can include filling in a form, downloading something, or any series of actions that meet certain criteria. These aren’t exactly transactional like sending a receipt or tracking updates, but rather customer service based. If someone is visiting your website, but they want to download a free ebook you offer, that can be sent in an email. They access the information on your page, but are then redirected to their email.
Welcome
Your welcome email is the first email communication your company has with a customer. This is usually part of a larger sequence of onboarding emails that help your customers and prospects get to know your brand and learn how to get the most from your products of services. Here, you can get the introduction out of the way, as well as let them know next steps and allow for engagement with you.
Thank You
Similar to the Welcome email, this message is used to show your appreciation for a sale, sign-up or direct contact. You’re creating a connection with the customer, and this will help build brand trust as you continue to work together. This could be part of an invoice or receipt email, or it could stand alone. Some of the best emails I’ve received from brands are personalized emails sent just to say thanks for supporting their small business. My yoga instructor sent me an email after my first session thanking me for attending and offering me a discount on my second class—and you better believe I went again.
Learning the ins and outs of email marketing can be hard to navigate.
Luckily, the marketing team at Rooted Web took the time to do this research for you. Let us help you discover if email marketing should be an integral part of your marketing strategy!
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