Email marketing has come a long way since Gary Thuerk, a marketing manager at Digital Equipment Corporation, fired off the first mass email in 1978, which led to his being dubbed the Father of Spam.
In order to accomplish that, of course, the right approach has to be taken. To aid you, I will highlight three important types of email marketing that you should definitely use to earn the attention of your customers and prospects.
1. Email Newsletters
The email newsletter is one of the most effective types of email marketing, and for good reason: They are an ongoing channel for communication with your readers. Done well, an email newsletter will help build brand recognition and awareness.
On the flip side, it takes a lot of effort to create an email newsletter that is worth reading. In its creation, you will have to consider a variety of factors, such as length, type of information and placement of images and text. Every audience is unique, which means every marketer needs to experiment with different strategies.
Here’s an example of an excellent email newsletter by MOO.com:
Design? Beautiful. Relevant image? Yes, and visually attractive to boot. Attractive headline? Consider my attention caught. Clickworthy blurb? Take my click now.
2. Transactional Emails
Email receipts, invoices, billing statements, order confirmations â¦ these are examples of transaction emails. They are triggered by user behavior, but other than simple personalization, they are not targeted to individual users.
Does that sound boring? In actuality, transactional emails present a fantastic opportunity to turn a routine email into a path back to your website. Email receipts, for example, are a low-hanging growth hack. After all, they do have high open and click-through rates, according to a study done by Experian.
Customers engage with transactional emails such as order, shipping and return/exchange notifications at a much higher rate than they do with promotional and branding-focused campaigns. It is clear from the total open rates that customers open transactional emails repeatedly. The exceptionally high open and click rates underscore the opportunity for companies to cross-sell products and services to highly engaged customers through transactional emails.
Customers want these emails. It’s up to you to implement calls to action, branding and readability.
BarkBox does a great job of using their shipping confirmation email to persuade the recipient to give a âDoggoneâ great gift to their family and friends:
Another common transactional email that has enormous potential is the shopping cart abandonment email. Given that the average shopping cart abandonment rate is 67.45%, there’s a lot riding on that particular email. Fab does an excellent job of convincing customers to come back and buy stuff:
A simple click on âStill want it?â and you’re sent straight back to your shopping cart to make the purchase. It’s automated, it’s efficient and it’s highly effective.
3. Behavioral Emails
Behavioral emails are the future of email marketing. This advanced method of marketing sends targeted messages based on a user’s behavior.
Simply put, what behavioral email boils down to is this: personalization. By getting to know your customer intimately and creating buyer personas accordingly, you can tailor your emails to be relevant to where customers are in the buying cycle. Or as John Watton, senior director of marketing at Silverpop, puts it:
âWe have to think about behaviours and the customer’s desire to buy. It’s not about their company or demographic, it’s about where they are in the buying cycle.â
Here’s a list of 10 types of behavioral emails that he suggests marketers should automate:
- Browse abandonment
- Product review requests
- Password renewal/reminders
- Trials (e.g., free trial of a product)
- Purchase anniversary renewals
These are the next level of transactional emails. Email marketing software like Vero allows marketers to automatically trigger emails when customers click buttons, scroll down a page, read an article or watch a video. And that’s just the beginning. As you collect more data about a user, the emails can get more and more personalized, greatly increasing the chances that customers will engage with your website and buy products or services. For SaaS businesses, behavioral email marketing opens never-before-seen opportunities for upselling and converting clients and prospects.
Amazon is the king of behavioral marketing. Here’s an example of a highly targeted email promoting a sweepstakes that was triggered by viewing a product page.
How are you taking advantage of user data to create better and more effective emails? Let us know in the comments.