Email Marketing (2)
EMAIL TYPE #2: RELATIONAL EMAIL
These deliver value to your customers by providing free content and information, such as subscriber welcomes, newsletters, blog articles, surveys, social updates and more. Relational emails may not make an offer or sell a product or service directly, but they are designed to build relationships with the customer by adding value upfront. For example, when your email subscriber receives a piece of high-quality content in your e-newsletter, he or she is interacting with your brand in a deeper and more meaningful way.
Companies that use email to nurture leads generate 50% more sales-ready leads at 33% lower cost.
Here are 8 types of relational emails you can use to get these results for your own business:-
1. WELCOME EMAIL
This email should be sent immediately to every new contact. It introduces them to your brand and tells them what to expect, including the benefits of being on your list and the value you intend to provide.
2. NEWSLETTERS / BLOG ARTICLES
Whenever you create content, you should use email to distribute it to your subscribers. These emails can be short and simple, introducing your topic and providing a link to access it.
3. GATED CONTENT DELIVERY
Gated content is valuable information that isn’t freely available online. To access the information, you must “pay” with either your email address or a social share. Typically, lead magnets and opt-in offers are free in exchange for the visitor’s email address.
This automated email delivers the content that was requested, successfully concluding that transaction. But as with transactional emails, there’s lots of room to creatively increase their value.
4. WEBINAR / EVENT CONFIRMATION
This type of email is both relational and transactional. You’ve asked someone to block off some time to put you into their schedule. They’ve committed to you. You need to confirm that commitment.
That’s the transactional side of things. You need to send them a confirmation email that spells out the date and time of your webinar, plus any other pertinent information.
But you also want these emails to be relational—because people prioritize time they’ve set aside for their friends. As with gated content, webinar or event confirmations give you the chance to prove that you can be trusted to deliver what you promise. If you develop a reputation for following through on free transactions, it’s easy to believe you’ll be trustworthy in paid transactions as well.
5. SOCIAL UPDATES
Update your followers on changes in your company or your product. This can help you build excitement as well as prepare them for what’s coming up.
6. REFERRAL REQUEST
After any positive interaction with your subscribers, it makes sense to ask for a referral. Think of a new purchase, resolution of a problem, or just a friendly email with a kind word.
7. CONTEST ANNOUNCEMENT
Contests build excitement and attract new subscribers. Your current email subscribers should be the first to hear the news, though. After all, they’re probably your most avid fans.
8. SURVEY
Surveys can help you learn more about your customers’ interests. It can also help you segment them so your offers will be precisely targeted to their needs.
Relational emails, regardless of why they’re being sent, should be “human” rather than scripted. And they should always provide value. Remember to spell out the next steps and encourage people to take those steps right away.
EMAIL TYPE #3. PROMOTIONAL EMAIL
A promotional email is an email sent to inform the email list of your new or existing products or services. Promotional emails are intended to get the word out about special offers, limited-time deals, or exclusive content.
The goals of a promotional email include speeding up the buying process, creating new or repeat customers, or encouraging contacts to take some type of action. Conversions are typically purchases, but can also be downloaded, scheduling a call, registering for an event, or some other action.
According to the Direct Marketing Association, 66% of consumers have made a purchase online as a direct result of an email marketing message. Promotional emails are a powerful growth tool.
So let’s talk about the 8 types of promotional emails you should be sent:-
1. PROMOTIONAL CONTENT
Promotional content is content that’s perceived as valuable to your audience while it generates sales for you.
This type of content shouldn’t be overused but balanced with relational content, it’s a good way to engage your subscribers.
2. SALES ANNOUNCEMENT
Sale announcements get more engagement than any other type of email. If you want to make a bunch of sales, have a sale.
3. NEW GATED CONTENT
Gated content aims to attract new subscribers, but existing subscribers are likely to want it as well.
4. NEW PRODUCT
Your goal as an email marketer is to take new subscribers through the value journey, transforming them into promoters.
Why?
Because promoters are hyper-responsive and typically want everything you produce. That being the case, you should always be producing new products to support these
“hyper-buyers.”
Now let’s talk about the difference between broadcast and triggered emails.
WHEN TO SEND EACH TYPE OF EMAIL
Email service providers allow you to send emails in one of two ways:
● Broadcast emails are sent manually to your entire list or a segment of your list. They work well for promotions and content emails.
● Autoresponders are set up in advance to be delivered when someone performs a triggering action. Most of your email marketing should be automated.
