Email marketing is a twisty game. First, it is hard for you to even get people to opt in to your email list and then it becomes difficult to make them read your emails. It is an endless cycle of challenges coming a business marketer’s way and there is practically no end to it.
So what is it that the subscriber wants to read?
Definitely not the same email.
Here’s taking a look at the different types of emails you should be sending to your subscribers, but probably aren’t.
Why do you need different types of emails?
Imagine being sent the same old weekly newsletter over and over again. Your subscribers might read it once, but eventually will lose interest and stop even opening them – let alone bothering to read if there’s anything different.
When your content is not differentiated enough, you seem repetitive in nature and no one wants to know the same thing. A typical internet user is actually looking for more and more information that adds value to his interests – not the same information because now he already knows of it!
Now you can’t just endlessly keep adding value to your subscribers. There are going to be times when you need to sell a product or nudge them to share something in their circles – all these emails are different and your subscribers need to be prepared to receive them.
This calls for finding the right balance between value based emails and emails that sell something.
Tipping more towards one will only result in more unsubscribers and a shortened email list.
Mixing in different types of emails every time you reach out to your subscribers is a great way to keep them engaged with your business. The more they appreciate mails from you, the higher will be your open and click through rates, which eventually lead to higher sales.
What are the different type of emails you should be sending to your subscribers?
Here’s taking a look at some of the email types that your subscribers are silently expecting and you probably aren’t delivering:
1. A welcome email
When someone does something for you, like even open the door, you tend to thank them. Or when someone comes to your house, you welcome them. Then why treat your subscribers or your customers any different?
A welcome email is a good way to touch base with your subscribers and start the conversation. Send them a quick welcome email to thank them for subscribing and let them know what to expect from you in the future. This way you establish their faith and in a way, reassure them that they will be getting only value from you.
2. A weekly newsletter
An email that a subscriber automatically expects from your business, is a weekly newsletter. While this might seem like a common time, it is the consistency that actually matters. There are still many business marketers who aren’t consistent in sending out newsletters to their subscribers – they push out an email every now and then, once in two weeks or a maybe a month.
But the truth is, if you really want your subscribers to read your newsletters, you need to turn it into their habit. And that only comes when you consistently reach out to them. So set a schedule to push out newsletters every week based on your industry. Let them understand the pattern you follow to get in touch with them.
3. An offer email
Let’s face it, who doesn’t like receiving a special offer in the inbox from a business we have recently shown interest in, interacted with or purchased from. These are common emails that just about every subscriber expects – although not so visibly!
Send over a special offer to your subscribers to reinforce the value you will be adding to them going forward. For that matter, you can use this as an incentive to even encourage more of your website visitors to join your email list with a campaign like this:
4. A survey email
Surveys are often hard to conduct in the digital world. While your audience is active almost all the time, very few of them are willing to spare the time to answer even a few questions. But when you conduct a survey via email with an intuitive interface, your readers are more likely to participate.
Remember, ask only what’s important to you and the subscriber. The aim is to understand what the subscriber thinks, in order to optimize your marketing approach – even if it means asking how he would rate your weekly newsletter from 1 to 10!
6. A free giveaway
Just like a special offer, subscribers love being mailed about giveaways. If your business sells a product or a service, it is important to know that not all of your audience will be willing to purchase from you instantly. In this case, you need to look at ways to encourage them to try your offering or get it for free.
A quick email about a giveaway you’re hosting and how the subscriber could win the prize, is a great way to boost business engagement and conversions as well.
7. A knowledge base
These refer to the value based emails. Emails that are solely targeted at educating the subscriber and not driving him towards any kind of action. The idea here is to establish yourself as the go-to source of information for the subscribers and help build an authority in your niche.
Sharing blogs on trending topics, insights into your industry and more that will eventually help your subscribers to make informed conversion decisions, will help your business get a following that opens and even reads through your emails every time.
8. An exclusive content email
Continuing on the point above, it is important to make the subscribers feel that they are going to get the most out of opting in to your email list. While you consistently add value to your readers by sharing knowledge bases, it is also a good idea to make them feel special by granting them access to exclusive content – content pieces that are not just available to the rest of your website visitors.
For instance, Statista offer deep insights into industry trends across the B2B and B2C spheres. But their subscribers get access to even deeper insights than a general visitor. It doesn’t just make the existing subscribers feel more valued, but also encourages the others to join their email list.
9. A launch email
Are you launching a product, service or a new website anytime soon? It is time to uprise your subscribers about it! Those who opt in to your emails are people who have interest in what your business does and what it has to offer, so it is only fair to give them a sneak peek into what’s headed their way – before anyone else, of course.
A quick launch email that lets them know what to look forward to, gives them an idea on when they would be able to experience it, is a great way to keep them engaged with your business. The more they know how you’re improving for them, the longer they stay loyal to your business.
10. A cart abandonment email
This one is probably that one email type we’re all aware of – as marketers and consumers, both. These are emails that are aimed at reminding the visitor about what they have left behind and how they should come back to it. The idea is to create a sense of urgency in the message so that they are encouraged to go back to the website and complete the transaction.
For instance, here’s an email that reminds the visitor of what he added to the cart but did not purchase and also creates a little urgency by letting him know that it is going out of stock soon.
11. A restock email
Continuing on the type above, a restock email refers to a mail sent to the subscriber based on his previous purchases, nudging him to reorder the items – of course, this entirely depends on what he has purchased and the timing needs to be perfect. Like the grocery you bring in every month!
For instance, most subscription boxes of products use this email. Although they’re aimed at notifying you of the new box coming your way, they can also be used to encourage the subscriber to add more products to it.
12. A celebration email
Are you celebrating something in-house? Maybe your one year anniversary or a milestone that you just achieved? Don’t keep it to yourself and celebrate it with all your subscribers. Let them in on your accomplishments and how you plan to go higher in the future – maybe even thank them for being an active part of your growth!
For instance, if it is your one year anniversary of running the business, you could actually send out a happy email about it or offer a special discount to your subscribers and customers.
Alternatively, you could also celebrate things like their birthdays or anniversaries if you have that data with you.
13. A customer loyalty email
Like we said, those who do show some faith in your business and opt in to your email list, should be valued. Use your email marketing campaigns to run a customer loyalty program. Keep your existing subscribers and customers engaged with programs that encourage more interaction with your business or a little more involvement from their end.
It is 10X easier to retain an existing subscriber or customer, than try to acquire a new one via various marketing campaigns.
14. A feedback email
Feedback is a very important aspect for businesses. It lets you know what the subscribers or customers think about your offerings – positive and negative, both. It lets you know where exactly you’re lacking, what they expect and how you can make the experience even better the next time.
For instance, after every purchase made on Amazon, I get a quick email from them asking for feedback on the product I purchased. The timing of the email is well scheduled. I receive in just a day after the product is delivered to me.
15. A thank you email
Just like the welcome email, it is sometimes important to thank your subscribers or customers too. After all, they are the reason your business has grown so far in its industry. While a celebration email might cover a little aspect of this email, including a sole thank you email in your strategy isn’t such a bad idea.
Let your subscribers know how thankful you are to them and take the opportunity to touch base or start a conversation with them.
16. A recommendation email
About 60% of internet users expect businesses to understand their needs or preferences based on the interactions made so far. This level of personalization in terms of email comes in the form of recommendations. These are subscribers who want to know of similar products, services, content and more around themes they have shown interest in before.
Since the recipient knows that the email contains more of what he has been looking for or what would add more value to him, he is more likely to open, read and even convert on this type.
Internet users are often skeptical about sharing their contact information with businesses. But when they do, they expect some value out of the same and not be spammed. This is why it is important that your business identifies the right frequency of emails to subscribers and also the type of emails that they are more likely to engage with.
Understand your audience better and keep changing content maintaining high value, to get higher open as well as read rates for your email marketing campaign.