Do you want to make email marketing one of your core revenue-generating channels, but don’t know where to begin?
We get it.
There are many types of marketing emails you can send, and with so many options available, it’s easy to get overwhelmed.
In this episode, we're talking about 7 key emails you should be sending to your subscribers. If you're looking for ideas to get started, tune in!
Want to dive deeper? Read about these 4 types of marketing emails in detail:
Create beautiful email signup forms, coupon boxes, and pop-up surveys for your store with Getsitecontrol.
Do you want to make email marketing one of your core revenue-generating channels, but don’t know where to begin?
We get it.
There are many types of marketing emails you can send, and with so many options available, it’s easy to get overwhelmed.
In this episode, we're talking about 7 key emails you should be sending to your subscribers. If you're looking for ideas to get started, tune in!
Want to dive deeper? Read about these 4 types of marketing emails in detail:
Create beautiful email signup forms, coupon boxes, and pop-up surveys for your store with Getsitecontrol.
Hi,
You’re listening to Getsitecontrol Insider – a monthly podcast featuring marketing tips for ecommerce brands.
In this episode, we’re talking about marketing emails. If you want to use email marketing more actively, but don’t know where to start, stay tuned.
We’re about to review 7 types of emails you can send to your subscribers to get more sales.
Of all marketing channels, email has the highest ROI. But you probably already know that. The question is, where do you get started?
There are many types of marketing emails you can send, and with so many options available, it’s easy to get overwhelmed.
So let’s talk about each type of email, one by one.
First and foremost: Abandoned cart emails
An average abandoned cart rate for retail websites can be as high as 81%. In the UK, that’s more than $24 billion in lost sales annually.
Abandoned cart emails can help you recover some of these sales. They remind potential customers about the products they left in the shopping cart and incentivize them to finish the purchase.
If there is such a thing as a “low-hanging fruit” in the ecommerce marketing world, this is it. After all, the people who leave products in their cart are almost ready to purchase.
More importantly, abandoned cart emails generate incredible results. Their average open rate is over 40% and the conversion rate is over 24%
To get started with abandoned cart emails, you need to do:
The next type of emails you want to be sending is welcome emails
A welcome email introduces a customer or subscriber to your brand.
By welcoming a customer to your brand, you can develop a connection with your audience and stand out from the generic competition that focuses on promotions and sales.
Most importantly, welcome emails work. They see an average 91% open rate and 26% click-through rate, which sit higher than the industry benchmarks.
Welcome emails can be sent as a one-time message or a sequence of messages.
In the first welcome email, you start by greeting the customer or subscriber. You can share some of your company's background, its people, and its value proposition. You also want to set expectations for what they can expect to get from your company.
In the following emails, you continue to send relevant information about your products, such as tutorials or case studies. At some point, you may even include a welcome discount for the first purchase to incentivize sales.
Email type #3. Seasonal emails
A seasonal email promotes a marketing campaign around a specific season or holiday. Some examples include:
Some companies also use seasonal changes to send this type of email – for example, when they change their products or collections from one season to another.
An email marketing campaign of this nature should include several emails that lead to the date, depending on the event. In the beginning, you want to send around one email per week. As you get closer to the date, send two or three emails per week, and on the final date, send one or two more emails. This is a common practice for online retailers during Black Friday and Christmas, two of the largest shopping days in the Western world.
Make sure both the subject line and content relate to the seasonal change — because that’s the reason why you are messaging them. In the email, you can give a special discount on your products, either to liquidate your stock or celebrate the date.
Number 4. Promotional emails
A promotional email advertises a specific product or a set of products.
In a sense, this email type is similar to a seasonal email, except that the former relates to a specific date. In contrast, a promotional one celebrates a date the retailer deems important.
For example, you may want to celebrate your foundation date or a launch of a new collection with a unique, aggressive sale.
Promotional emails are the most common type of marketing emails used by companies. And they are also popular among recipients. According to a recent survey, 86% of consumers would like to receive promotional emails at least monthly and 61% would like to receive them weekly.
You can use a promotional email campaign to get rid of unsold stock, boost your cash flow, and hit your KPIs (especially when it's closer to a quarter-end).
Promotional emails usually give purpose to the campaign by including purchase incentives, such as discounts and free shipping. Companies also use scarcity signals like countdown timers and limited quantities to boost the promotions.
Next come post-purchase emails
A post-purchase email shows the appreciation a company has towards its new customer.
Post-purchase emails matter because they improve the customer experience. Great customer experience can increase the chances that the customers will become loyal over time.
Some examples of post-purchase emails include:
In one way or another, all of these ideas focus on making sure the customer is happy with the purchase. For example, we know you don’t want any returns, but unfortunately, some people will need one; helping them do so will create goodwill, making the customer more likely to consider you in the future.
Your post-purchase campaign can include one to five emails distributed over one to two weeks. You can also use this sequence to further introduce the customer to your brand, products, and best practices.
Email type number 6. Loyalty emails
A loyalty email fosters the recipient’s preference for your brand over the competition — in other words, loyalty.
Often overlooked, loyalty emails help companies retain customers long-term.
In turn, companies can expect to see higher lifetime customer values and lower marketing spending.
A loyalty email usually promotes a loyalty program where customers get rewards for different actions, such as:
If you don’t have a loyalty program yet, fear not – you won’t need to create it by yourself from scratch. Whether you’re using Shopify, WooCommerce, or any other platform, there are apps that will help you set up a rewards program without any technical skills. All you’ll need to do is promote it!
The last email type we’re going to talk about is win-back emails
A win-back email re-engages past customers or subscribers who have stopped buying or opening your emails.
An average ecommerce business can have up to 66% of inactive email subscribers. Although they are often ignored, that’s a costly reality.
By trimming an email list from inactive subscribers, you can save money on your email marketing software. And most importantly, if you succeed at reactivating them, you can actually increase sales too.
To create a win-back email, you need to focus on catching the recipient’s eye by using a click-worthy subject line. Many retailers do so by offering an incentive, like a discount or a gift. For example, Adidas offers inactive subscribers a 15% discount to bring them back to the store – while Netflix simply says “Come back!”
A win-back email campaign often consists of three to five emails spaced a few days. You want to use these emails to remind subscribers about your products and value proposition. You can even share any news they may have missed, like a new product launch.
After the campaign is over, you will need to delete the subscribers who didn’t get or open your emails.
Part of the reason why these seven types of marketing emails work is because they have a clear purpose, making them relevant to the subscribers. Whether your email is promotional, informational, or educational, they provide value.
When crafting an email (or sequence), you must put yourself on your subscribers' feet. Remember, they receive dozens of emails per day. Your email has to stand out and give them something they want.
When you’re ready to start planning your next email marketing campaign, make sure to test your subject lines at least a few times until you find one with the best performance.
Plus, you can analyze results by the time of the day and optimize your campaigns so that your recipients get the emails in the best time possible.
That should be enough for helping you get started,
Thank you for listening,
Until next time!