Types of Email Marketing Campaigns

Direct email marketing campaigns aren't launched in the heat of the moment; they're planned and calculated. These are the nine types of email marketing your company should use. However, don't consider this as the ultimate list. Each business is unique, so customise your plan accordingly

 

Discover how to send and optimise each form of direct email marketing campaign series:

1.     The Welcome Direct Email Marketing Series

Congratulations on your new subscriber. Consider for a moment that you've made a new friend or coworker; it's only courteous to introduce yourself. This is specifically the objective of the welcome email series. Although it isn't the most typical email marketing strategy, it is one of the most effective.

 You can create some familiarity with a new subscriber by sending a series of three, four, or five emails. When they're most receptive to hearing from you, you can also educate them on your brand promise.

 Here are some samples of what should be included in your welcome series:

a.       Fulfilment and introduction

b.      Inviting to social media

c.       Know more about them

 Simply because your subscribers forgot they joined up for your list, taking too long to reach a new email subscriber can result in higher spam scores. Furthermore, welcome emails had higher open rates, click-through rates, and income than standard emails.

 2.     The Standard Promotional Campaign

This is the most typical email marketing campaign and most likely the one you are most familiar with.

 You probably have a few dozen promotional emails from brands in your inbox right now. As a consumer, I've found that these are frequently less strategic or systematic than we'd want to see.

 They're like machine-gun fire, constantly appearing in inboxes with a rat-a-tat-tat repetition that never changes. That's not what we recommend; instead, think about these efforts thoroughly.

 Instead of sending 10 individual one-off emails to promote your items, why not plan a campaign that is progressive or unified in some way, with each email building on the previous and leading to the next?

 

3.     The Seasonal Campaign

The seasonal campaign is a spin-off of the promotional email campaign. You may most certainly launch a direct email marketing campaign around any significant holiday. From Valentine's Day through Father's Day, less well-known but nevertheless very effective ads. These email marketing strategies and campaigns might include a buildup before the event and a follow-up thereafter, giving you multiple chances to send an email.

 This is a crucial period for retailers. Holiday sales account for 20% of all retail purchases, according to surveys.

 

4.     The Triggered Direct Email Marketing Series

You can have a user's action initiate a sequence of targeted and relevant emails with automated direct email marketing.

 It's possible they clicked on a link in one of your promotional email series' mailings, added products to their basket but then bounced without checking out, downloaded content, purchased something, or completed a survey. Their actions "triggered" the drip campaign they are now part of in some way.

 According to statistics, triggered programmes produce over 75% of email revenue, as opposed to one-size-fits-all promotional campaigns.

 

5.     The Post Purchase Drip

This is an email series that is delivered as a basic follow-up to purchase rather than to sell. Assume you purchased a new appliance for your kitchen. The smart email marketer could employ automated email marketing to deliver emails (triggered by purchase) that reinforce your purchase choice while also building brand loyalty.

 One email, for example, can include instructions on how to clean and maintain the device. The next email could include a recipe for utilising the gadget... and so on. Because you're offering value after the transaction, it creates trust and joy with clients from an emotional standpoint. Nonetheless, each of these communications represents an opportunity to upsell and cross-sell.

 

6.     The Connect-Via Social Campaign

A social campaign is one that moves from email to social media and back to email. It's an email marketing campaign aimed at getting users to interact with their newsfeed. From Facebook to Instagram, you have a lot of possibilities with this one.

 Consider the kitchen gadget, for instance, a social campaign might invite users to pin photographs of recipes created with the gadget on Pinterest, share them on Facebook, or tweet them with a hashtag. The options are limitless!

 

7.     The Newsletter

A newsletter or digest—something that's a regular communication for both you and your list—is just smart email, though it's not strictly a "campaign" because it can continue on indefinitely.

 Whenever done correctly, newsletters are not sales materials that your audience will quickly tire of. But rather emails that may provide actual value to them by keeping them informed about product developments, educating them, and even entertaining them.

 Brand newsletters are some of the most popular emails out there. But it's not just about giving. Staying top of mind, developing brand loyalty and offering shareable material that can potentially grow your audience are all advantages.

 

 8.     The Cart Abandonment Email Campaign Series

Email marketing campaigns can be created from abandoned cart emails.

 These emails, like other automated campaigns, are sent in response to a user's actions—in this case, adding an item to a virtual shopping basket but not purchasing it. These emails usually include an inducement, such as "Hey, you didn't complete checking out. To encourage you to finish your order, here's a 10% discount."

 This form of email series, such as welcome emails, has significantly greater open and conversion rates. They are, however, more advanced for a newbie to tackle, but they should be on everyone's radar for implementation.

 

9.     The Re-engagement Campaign Series

A sequence of emails is sent to inactive subscribers as part of the re-engagement campaign.

 The annual asset turnover rate for email lists is around 25-30%. This is common; people's emails change, and firms' names change — it's all part of the business. A re-engagement effort is an attempt to combat this reality.

 Let's say you haven't sent an email to a portion of your list in over six months. Your re-engagement campaign is an attempt to either a) re-engage these subscribers or b) determine whether they can be re-engaged and, if not, clear your email list. However, deleting them because they do not open or engage with your emails would lay an impact on your ISP's perception of you. As a result, it would affect your deliverability rate.

Related Article: Why Hire an Email Marketing Company for Your Sydney Based Business