Are you thinking of investing your resources in email marketing? Well, you have made the right choice.
- According to 78% of marketers, email engagements have increased tremendously in the past year.
- Email marketing has a generous ROI. You get $36 for every $1 spent.
- 44% of consumers are always on the lookout for branded emails.
- Emails can help you win back customers. Omnisend managed to reactivate customers or increase orders by 108% during a Black Friday sale.
These are a few statistics that prove the power of email marketing in meeting business goals.
Since marketing emails are written to influence purchase decisions, you might wonder which emails drive revenue without being pushy.
- Welcome emails
The first type of email you should use is the welcome email. This is for good reasons. When compared to other bulk promotions, welcome emails enjoy high open rates (four times the total open rates) and click rates (five times). This is because first-time subscribers are on the lookout for them.
These emails are sent when a website visitor signs up for your product offering or to receive promotional content, like newsletters. By signing up, subscribers are telling you they are interested in your brand and are giving you permission to communicate and engage with them.
Welcome emails can range from educating the subscriber about your product or offer, such as this email from Monday.com.
Alternatively, you can direct subscribers where to get useful resources like this example from Jira.
A few factors to consider when sending welcoming emails are to thank subscribers, show your offers, and offer an incentive like a case study or ask them what they like to receive from your brand.
- Lead nurturing emails
One reason we use email marketing campaigns is to get leads and turn them into paying customers. While getting leads may look easy, turning them into paying customers is an uphill task. Luckily, there is a solution: lead nurturing.
Lead nurturing campaigns are emails sent to subscribers to educate them about your offerings. Such emails can get you 4-10 more responses than using stand-alone email blasts. Their aim is not only to raise awareness but also to convince a customer to buy from you. Simply put: lead nurturing emails aim to influence the customer’s buying behavior.
What group of customers are ideal for lead nurturing emails? Those that have subscribed to your product but haven’t opened your emails and those that have quietly ghosted you. Here’s an example of such an email from Felina.
When using such campaigns, it is prudent that your emails have a personal feel and besides, consider offering subscribers a gift. You may add promotional content but aim to ensure the content educates and draws subscribers in or inspires them to consider your brand again.
For better results, always incorporate videos in your lead nurturing emails to improve their open rates and click-through rates. Studies show that including videos in emails can make you enjoy click rates north of 300%.
- Transactional emails
Transactional emails are sent to individuals that are engaging with your brand. These people are usually performing an action, such as completing a purchase or subscribing to an upcoming event. Because transactional emails are sent to one individual at a time, they allow you to personalize your messages to improve open rates. Let’s check an example below.[Source]
The most common type of transactional emails includes cart abandonment reminders, invoices, account updates, shipping confirmation, and receipts. This is one type of email you can use to improve open rates or click-through rates. Transactional emails such as cart abandonments have a 46.6% open rate and a 28.7% click-through rate. But here’s how to take advantage of transactional emails.
When sending a transaction email for order or purchase confirmation to a subscriber, include a link to other product suggestions, upgrades, or anything that may complement what they have just purchased.
- Promotional emails
Do you know that 49% of email users like receiving weekly promotional or branded emails, looking for offers and discounts?
Promotional emails are one type of email that can make (when sent at the right time) or break your email marketing campaigns (when sent as an email blast). In most cases, they are sent to everyone in an email list and marketers are most often looking to improve brand awareness.
One reason brands fail with promotional emails is sending the same generic email to every user on the email list. This won’t cut through the clutter in most inboxes. Remember that the average working person receives and sends on average 122 emails daily.
To improve the chances of your promotional emails landing in the inbox and not the spam folder, add some humor, provoke emotions, incorporate powerful subject lines, or give out discounts, like in the example below.[Source]
Besides, be keen on when to send promotional emails. Such emails are ideal during product launches, holiday seasons, seasonal sales like Black Friday, or upgrade announcements. Lastly, give some sense of urgency when using promotional emails. Let’s see an example for inspiration.[Source]
- Post-purchase emails
Once a customer has purchased a product from you, you can’t assume that they know how to use it. There is a chance they may need help, and this is where post-purchase emails come in handy. Such follow-up emails after transactional emails contain information on how to use a product or maintain it.
Post-purchase emails have incredible conversion and retention rates. For example, follow-up emails have a 0.7% conversion rate while digital receipts have a 1.4% conversion rate. Since it costs brands five times more to onboard a new customer than to keep one, post-purchase emails should be your number one tool for increasing and retaining customers.
Post-purchase emails reduce returns and complaints from customers that may result from poor usage. Besides, they help improve trust and keep you in constant engagement with the customers. You can as well use them to offer an upsell or cross-sell. Here is an example from ILIA.
- Survey emails
Another type of marketing email you should try is the survey email. Use survey emails when you have a hard time uncovering what customers love or hate about your product.
When sending survey emails, ask customers about your product offerings, the type of emails they want to see, or the content from your brand that they love. Check out this example from Ring requesting feedback on their Ring video doorbell pro.
The response you get from survey emails can go a long way in helping you improve your processes, boost customer happiness, and eventually grow your business.
There is a high chance that if you use these types of emails in your next and future email campaigns, you will generate the much-desired ROI that executives love.
As you do so, remember to maintain the right email etiquette such as not bombarding users day after day with your promotional emails and offering subscribers a chance to unsubscribe. Besides, A/B tests different emails to see which brings you the best results.