Email Marketing
Email is nowhere near “dead”—and if you know how to use it, it will help you exponentially grow your business.With that in mind, in this article, we’ll review the basics of email marketing, including the methods, the metrics, and who on your team should own email marketing.But first, let’s look at the role email plays in a growing business.
THE ROLE OF EMAIL MARKETING
Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating them into your marketing automation efforts.
It can be used for branding, engagement, acquisition, retention, direct sales, reactivation, generating traffic, and getting referrals, making it one of the most versatile tools any business can use to grow its business.
But it’s important to understand why we use email marketing. Interestingly, it’s not for profit or growth.
The outcome of strategic email marketing is indeed profit and growth, but the purpose of email marketing is to move your customers from one stage of the “value journey” to the next.
The goal of the email is to assist and expedite a customer’s movement from one stage of the value journey to the next.
METHODS OF WELL-EXECUTED EMAIL MARKETING
Email marketing can help you build relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit.
You can even segment your emails and target users by demographic so you’re only sending people the messages they want to see most but, remember, it’s more than sending email alerts when you have a promotion or sale.
To master email marketing, you need to understand the types of emails you’ll use, their timing, and the different campaigns you’ll use to connect with your subscribers.
TYPES OF EMAILS IN EMAIL MARKETING
There are three types of emails.
● Transactional – to provide customer service.
● Relational – to engage subscribers and nurture relationships with them.
● Promotional – for generating sales.
In this article, we will only cover email type 1 i.e. Transaction Email. Email type 2 and 3 will be covered in our next blog. So, lets begin….
EMAIL TYPE #1: TRANSACTIONAL EMAIL
These are the emails that get sent out by automated systems, confirming actions taken by your prospects and customers. While most transactional emails are templates provided by the marketing systems we use, the average revenue per transactional email is 2x to 5x higher than standard bulk email.
Here are the 8 types of transactional emails you can use:
1. ORDER CONFIRMATION
Order confirmation emails have a higher open rate than any other type of email. That makes sense if you think about it: the recipient has just given you money and wants to verify the details of their purchase.
This email confirms the purchase, sets expectations, and finishes the transaction. The customer is excited about their purchase—which means it’s a great time to add an offer or ask for a referral.
2. PURCHASE RECEIPTS
Receipt emails, like confirmation emails, have a high open-rate, but they’re rarely leveraged for growth.
3. SHIPPING NOTICES
Another email that excites your customers is your shipping alert email, telling them their purchase has been shipped and when it will arrive.
There’s not usually anything in this email that could expedite the customer journey. But you’ve just reminded your customer of their purchase, renewing their excitement about getting it in the mail.
4. ACCOUNT CREATION
This email goes out when you create an account for new purchases, providing customers with their login information. As with most transactional emails, this email is rarely leveraged. But getting access to a closed group is a bit like getting a present. Your customers are feeling excited and happy.
5. RETURN CONFIRMATION
If you sell physical products and someone requests a return merchandise authorization, this is a fantastic time to make them an offer or
give them a coupon. While they aren’t happy about the product they’re returning, they can get excited about your excellent customer service.
Your goal here is to re-engage customers, perhaps by offering a different product that would fit their needs better or by providing a coupon code.
6. SUPPORT TICKETS
Support ticket follow-up emails allow you to add tons of value. If someone received great support, you can easily ask them to share their experience or extend their happiness by giving them a coupon.
7. PASSWORD REMINDER
Most password reminder emails contain little more than a link:-
8. UNSUBSCRIBE CONFIRMATIONS
This email is a standard automated email. But what if you could figure out an offer that would be appropriate for these emails?
You see, with email, Small tweaks can have very big effects.
Think about the emails you have already sent. As you’ve seen, a lot of them are system-generated, which means they contain nothing more than generic messages.
