9 Types of email campaigns
Is your subscriber new, have they abandoned a shopping cart or have they not just been in touch for a while? There are several types of email campaigns driven to achieve different results. We curated a list of the 9 most used types of email campaigns we have.
PS: a campaign could include a single email or a series of emails.
Below are the types of email campaigns
1) The Welcome Email Series
Every time you meet a new client/lead, its only human to politely greet them and introduce yourself and get to understand what they do and vice versa. This type of campaign is intended to achieve exactly that. It helps you introduce your business to the new subscriber and get to know more about them.
By sending a series—three, four or five—you have the chance to build some familiarity with a new subscriber. You can also educate them on your brand promise when they’re most open to hearing from you.
Here are some examples of things you should have in your welcome series:
- Fulfillment and Introduction
- Invite them to your social media
- Get to know them
Taking too long to contact a new email subscriber can lead to higher spam scores simply because your subscribers forgot they actually signed up for your list. On top of that, welcome emails receive higher than average open rates, click-through, and generate more revenue.
If you put no other kind of email marketing campaign into action — use this one.
4 important facts to keep in mind when crafting your welcome email
- Wow your customers
- Showcase your brand
- Say thanks
- Give them a little gift
2) The Standard Promotional Campaign
This is the most common of the email marketing campaigns and probably the one most familiar to you.
Chances are you have a promotional email from a brand in your inbox right now…or a few dozen. In my experience as a consumer, these are often less strategic or systematic than we’d like to see.
It could be something as simple as buy 2 T-shirts from Woolies and get 1 free
Here are some things that can add spice to your traditional email promotion:
- Provoke emotion
- Add humor
- Leave them curious
- Give a free product
- Use slogans from popular music
- Use color, images and font that grabs attention
- Give a free product (Where possible)
3) The Seasonal Campaign
This focuses on holiday and festivities. It appeals to things like christmas holiday, independence day, Easter holidays and the likes.
Here are some things to consider when planning your season campaign:
- Know the holidays in the country you are promoting. This is a great way to segment your list.
- Start early. People are bombarded over the holidays so make sure you’re the first one to reach their inbox.
- Make sure the colors as well as the language matches the theme of the holiday.
- Give them an exclusive discount for the holiday. This is a critical reason why holiday marketing is effective.
- Use urgency. One of the main reasons email marketing works well is that they are for a limited amount of time.
4) The Triggered Email Series
With automated email marketing, you can have a user’s action trigger a series of targeted and relevant emails.
This relies largely on automation. As a beginner it may be hard to implement but nonetheless its still important. In case you need any help implementing this please feel free to reach us.
It relies largely on
- Campaign activity: an email is sent to someone who is part of a campaign list, opened a specific campaign, didn’t open a campaign, clicks on a specific link, didn’t click on a link.
- List management: triggers an automated email when someone is manually added to a list, or if they sign up to a list on their own.
- Workflow activity: triggers an email that sends after a subscriber receives, opens, doesn’t open or clicks on a link in the previous automated email in your series.
- Ecommerce: triggers an email that sends after a customer purchases any product, a specific product, hasn’t purchased a second product, abandoned a product in a cart or showed interest in a product from a previous email.
5) The Post-Purchase Drip Campaign
After someone buys anything from you it is important to thank them, show them how what they bought is used or even suggest other purchases. This is what this kind of email campaign is intended for.
This is an email series that is sent not to sell necessarily but as a simple follow-up to a purchase.
Let’s say I bought a new gadget for my kitchen. The savvy email marketer could use automated email marketing to send emails (triggered by purchase) that both reinforces my decision to make the purchase and builds brand loyalty.
For example, one email might give me tips on how to clean and care for the gadget. The next email could be a recipe using the gadget…and so on. From an emotional perspective, it builds trust and delight with customers because you’re delivering value after you’ve already made the sale. Yet each one of these emails is still a chance to up-sell and cross-sell.
6) The Connect-via-Social Campaign
This kind of campaign is intended to help crisscross your newsletter following to your social following. How can you get your subscribers to follow your other social pages.
These could be a series of campaigns to get your subscribers to follow your other networks.
7) The Newsletter
Although not technically a “campaign,” because it can go on indefinitely, a newsletter or digest—something that’s a regular communication between you and your list—is just smart email.
When you do newsletters right, they are not sales pieces that your audience is likely to grow tired of but rather emails that can do them a real service — keeping them in the loop on product updates, educating them and even just entertaining them.
Some of the most popular emails around are newsletters sent out by brands like theSkimm. But it’s not all give on your part. You benefit too by staying top of mind, building brand loyalty, and providing share-worthy content that potentially grows your audience.
8) The Abandoned Cart Series
This type of email campaign is intended to get users that abandoned a cart to resume purchase
These types of emails tend to offer an incentive, like, “Hey, you didn’t finish checking out. Here’s a 10% discount to encourage you to complete your purchase.”
This type of email series—like welcome emails—tend to have markedly higher open rates and conversions. However, they are more sophisticated for the beginner to take on, but should be on everyone’s radar for implementation.
9) The Re-Engagement Campaign
The re-engagement campaign is a series of emails sent to inactive subscribers.
Email list churn rate is about 25-30% per year. This is normal, people change emails, companies change names – it’s part of the industry. A re-engagement campaign attempts to battle this very fact.
Let’s say a segment of your list hasn’t opened an email in over 6 months. Your re-engagement campaign is an effort to either to either a) bring these subscribers back into the fold or b) determine if they can even be r-engaged and if not, cleanse your email list.
Why remove them from your list? Because they are dead weight, and by not opening or engaging with your emails, they can potentially affect your reputation in the eyes of the ISPs, and therefore your deliverability rate.
These are the 9 types of email campaigns. Dont forget to Subscribe for further content like this HERE