One of the most effective email campaigns, a welcome email series can educate your customer on your services, and get them interested in your product. Welcome emails can be peppy, warm and fun….and generally receive higher than average click rates and conversion rates. Send an introduction and several follow ups, so that you can build up a relationship with your new subscriber.
A campaign that promotes a brand in a progressive or unified manner can create brand interest, and make customers realise important aspects of your product or services offerings. However, make sure that the mails have something unique to say, as several versions of the same kind of email may very often be sent straight to a spam folder.
Seasonal campaigns kick off the festival season during major holidays. Father’s Day, Valentine’s Day, Black Friday sales…these are the kind of marketing campaigns that can have hype created around them. Start your promotions well before the D-Day and build up expectations. A follow up would also be appropriate after the event is over.
Emails that have been triggered by specific user actions can sometimes hit all the right spots and prompt further action. For instance, a customer may have clicked on a link but not opened up the new page. They may have downloaded content, or responded to a survey and not followed through. Their behaviour can prompt triggered emails that have a high success rate.
These emails are sent out as a follow up to a purchase, and enquire about whether the customer is happy with the product, or would like to write a review, for instance. The email could possibly give tips on the right use of the product, maybe even suggest a recipe that could be created using the product. Such emails build up customer loyalty and create lasting relationships.
With social media being all the craze now, these emails could be sent out to urge customers to connect on a social media page. For instance, if a customer has purchased a dress, the email could be asking them to post a picture wearing the dress on Facebook or Twitter. Further engagement could be made in the form of inspiring contests and discount offers on future purchases.
A newsletter is a regular form of communication between you and your customers. By keeping them in the loop regarding product or service updates, educating or entertaining them, you can keep the lines of communication open and make sure that they remember your brand. Blogs are another great way to keep in touch.
Customers who have put some items into their cart, but not followed through with the payment as they may have been distracted otherwise, can get a reminder email that is triggered by their action. Such emails usually get higher responses, as the customer would possibly have been in genuine need of the item and would be glad of the reminder.
Subscribers who are inactive and have not acted on previous emails for over several months can possibly reconnect with you over re-engagement emails. Such emails have the potential to be annoying, so make sure that the offer you put out there is enticing enough to keep these customers from unsubscribing. If these emails do not have the desired effect, you should remove the mailing addresses from your database.