If you’re new to email marketing, you are probably stuck in a pit of a one-way conversation with your potential leads. It means sending a message and receiving no feedback of any kind from the recipient. The outright disregard for which types of email to send screams amateur—and this needs to stop right now!In this blog article, we will reveal the three types of emails to send to raise brand awareness so you won’t come back to that old-fashioned, linear communication that all newbies out there do.
3 Types of Email Marketing Campaigns and the First Stage of the Marketing Funnel
There’s a step-by-step procedure to closing that deal. And it all starts with identifying different types of emails to send in each stage of the marketing funnel.The marketing funnel has various stages: awareness, interest, consideration, intent, evaluation, and purchase. As a small business owner, everyone starts at the awareness stage. Here, your job is to raise brand awareness until your leads are knowledgeable enough about your business and move to the next stage.Do you want to nail the first stage of the marketing funnel? You need different types of emails to have a good start. So, what are the different types of emails to send at the awareness stage? Here are our top recommendations for you.
Welcome emails
Suppose you already have your email list. Your first big task is about to begin. That’s initiating the first contact with your leads who voluntarily submitted their emails on your website.We understand that having a bulk list of new email subscribers could feel overwhelming. But don’t let this prompt you to make rookie mistakes. That’s sending random emails without clear intention.How can you get off to a good start? Well, why don’t you begin with welcome emails to delight your new email subscribers?One of the most important emails you’ll ever send to subscribers is a welcome email. After all, it’s the email that either makes or breaks their first impression of your brand.Take note that 74% of new subscribers expect to receive a welcome email. That said, failing to send a welcome email means losing a potential customer.Sometimes, visiting your website is not enough for prospects to understand your business. Hence, you need to introduce yourself through a series of welcome emails.
How to get started with welcome emails?
Introducing yourself is absolutely essential to the success of your email marketing strategy. But bear in mind that introducing yourself is not enough. You also need to get your leads engaged.Similar to dating, saying your name won’t get you date invites. Do you want to date your long-time crush? Make them contact you with the number you provided.We know this will be a tough start, especially if you’re wooing someone with divided attention. But here are tips we can share to help you start with welcome emails:
Start with saying thank you
Send a thank you message within 48 hours of your new subscribers signing up. The more immediate your response is, the better engagement you’ll get.Try using first-name personalization to thank your new subscriber. Using a subscriber’s first name can help you get their attention and boost engagement.
Introduce your business
This is an excellent opportunity to explain to subscribers what your brand is all about. Remember, by signing up, they’ve already indicated that they’re interested in your company.Pique their interest by telling them your story, sharing your company values, and emphasizing your brand’s personality.
Set the right expectations
Your welcome email is an opportunity to show your new subscribers what’s coming up in the future. Make it clear to them that you intend to send emails at weekly, biweekly, or monthly intervals.Moreover, take a moment to remind new subscribers why they signed up in the first place. Also, inform them of the benefits of being on your mailing list.
Start with saying thank you
The term “whitelisting” refers to the process of asking a subscriber to add an email address to their trusted sender’s list, contacts list, or address book. Whitelisting ensures that your emails to subscribers don’t get filtered to spam.So, how will you do this? First, provide instructions on how your subscriber can whitelist you in your welcome email. Also, emphasize the benefit of doing so. For example, your subscribers will not miss an important email or special offer from your business.
Here’s an example of a good welcome email. Huckberry’s welcome email provided information about the community that new users have just joined, as well as a mix of product promotions and engaging email content.
Behavioral emails
Now that you can get your subscribers engaged with your business, it’s time to differentiate your marketing emails.Unlike in welcome emails, you’ll not be sending duplicate emails to all your subscribers. Instead, you’re now going to create emails specific to the action or behavior of your subscribers.How will you do that? Let behavioral emails do the work for you. But what are behavioral emails?Behavioral emails refer to the practice of sending automated, targeted emails to your subscribers based on their interactions with your business across multiple channels, such as social media, email, and your website.
Why is it important for you to send behavioral emails?
Well, this type of email helps you understand your customers’ preferences by examining user behavior. You can also gain valuable insights into improving your product and customer service.For example, you learn that a customer has a product left in the shopping cart, you can send an email prompting them to check it out. Or better, try to send a limited-time discount for them to purchase it.Remember always to align your emails to your user’s behavior. You’ll never target the general audience. So, take advantage of behavior emails to get closer to the right audience.
How to get started with behavioral emails?
Among all the types of email content out there, behavioral emails are something you have to take seriously. Don’t sleep on the user’s behavior which you can use as a stepping stone to nurture your leads.Do you want to have a crack on writing good behavioral emails? Here are tips for you to get started.
Track user’s behavior
Among all the types of email content out there, behavioral emails are something you have to take seriously. Don’t sleep on the user’s behavior which you can use as a stepping stone to nurture your leads.Do you want to have a crack on writing good behavioral emails? Here are tips for you to get started.
Track user’s behavior
First, study the activities of your potential customers on your website or social media channels. Take note that you can’t send great behavioral emails if you’re unfamiliar with the various behaviors that can be used as triggers.
Send a targeted email
Learned that a user has been viewing your service pages multiple times? Then, send them a reminder that you have, for example, a free service trial. Make sure to include a strong CTA to get them started.
Ask for feedback
Learned that a user has been viewing your service pages multiple times? Then, send them a reminder that you have, for example, a free service trial. Make sure to include a strong CTA to get them started.
Here’s a good example of a behavioral email. Patagonia determined the crucial actions a user might take. They remind users via email to purchase a product that has been left in their shopping cart. It’s a fantastic opportunity to boost sales and customer loyalty.
Relational emails
It’s enough that you only communicate with the people who have interacted with you. What if no one’s visiting your website? That said, you should also try to reach out to your subscribers who have yet to respond to your emails.The easiest way to encourage subscribers to start a conversation with you is to provide value. You can do this through the help of sending relational emails. But wait, what are relational emails?Relational emails add value to your subscribers by sending them free content and information such as newsletters, blog articles, surveys, social updates, and more.Everyone loves to be in a win-win situation. Give your potential customers valuable content, and for sure, you will get them into your sales pipeline.
How to get started with relational emails?
Again, you’re reaching out to people who are not responding or, worse, not interested in your business. Don’t worry! A relational email offering valuable information can move the needle. Here’s what you need to get started.
Determine the right value
Begin by asking yourself, “How am I going to meet the needs of my subscribers?” This will assist you in developing content that your customers will find helpful.Is it email newsletters, blog articles, e-books, free webinars? Decide on which is more useful and which one will yield the highest ROI.
Send your most valuable content
Once you have already made up your mind with your valuable content, send it to your email list. Remember that your content must offer insights and solutions to address your customer pain points.Also, your goal here is not only to get a response. Your main goal is to nudge leads to research more about your business. When they have accumulated enough information about your product or service, there’s a huge chance they will move into the consideration stage.
Get them involved
Is your strategy not working? Perhaps it’s not on you to decide which content is more valuable to your audience.That said, ask your subscribers about the types of email content they find useful, as well as any questions they have about your business. Then, make use of those responses in your email content.
Here’s a good example of an email with great value from Sephora. They sent customers a video tutorial that teaches them how to achieve a specific makeup look. Simultaneously, they also promoted a new line that is featured throughout the video tutorial.
Outsource Email Marketing Services with KDCI
Are you now confused about which types of emails to send to your new email subscribers? Or maybe you want to kick-start your email marketing campaign today? A lot of help from experts like us would be good for you!Our company, KDCI, offers full-service digital marketing solutions perfect for SMEs. In addition, we have email marketing experts ready to help you run email marketing campaigns and convert cold leads into buying customers.Get your FREE consultation today with our experts by clicking the button below!Contact Us
