Email newsletters are an effective tool that helps increase sales, strengthen reputation, and achieve other important business goals. In this article, we will tell you what types of email newsletters there are and how to choose them correctly depending on different marketing strategies.
Tasks that email marketing solves
Email marketing remains a powerful and effective tool for achieving business goals. Despite the spread of social networks and instant messengers, email newsletters are still an indispensable channel of communication between companies and their audience.
With the help of email newsletters you can:
- Increase sales : promote products and services, stimulate repeat purchases and increase the average bill.
- Attract new customers : introduce potential audiences to the brand and its offerings.
- Build trust and loyalty : Maintain ongoing communication with customers by providing them with valuable and relevant content.
- Collect feedback : Conduct surveys and research to understand customer needs and preferences.
- Increase traffic to online platforms : redirect users to a website, blog or social media pages.
Benefits of Email Newsletters
Reasons why most companies use email newsletters:
- Versatility: They are effective for any area of business.
- Variety: Different types of emails help you achieve different marketing goals.
- Flexible settings: database segmentation, personalized emails, and personalized recommendations. However canada email list 12 million contact leads allow you to tailor your mailing to any audience and achieve high results.
- Transparent statistics: newsletter sending services show key metrics that show email open rates, clicks on links, and so on.
- Saving time: it’s not just about the speed of creating a mailing, but also about the quick return on it. Compared to multi-day advertising campaigns, the effect of a sent letter comes many times faster.
Types of email newsletters
Mailings are divided into types according to different criteria:
- purpose of mailing;
- frequency of sending;
- the degree of audience segmentation and the presence of personalization;
- audience type.
With modern approaches such as audience segmentation, automation and content personalization, email newsletters can provide a higher effect than other marketing tools. This allows not only to increase efficiency indicators but also to save time and resources.
By purpose of mailing
The choice of mailing type depends on the marketing goals.
If the goal is to demonstrate brand expertise, increase customer trust and attract audiences to online resources (website or social networks), then content mailing will be the optimal solution.
Content mailings
Content mailings provide users with useful information without directly selling products or services. Their main goal is to captivate recipients, establish trusting relationships, and emphasize the brand’s expertise. Thanks to this, when a client has a need, he will first remember the company and contact it.
Examples of content materials:
- Reviews of current trends in the industry.
- Collections of useful articles or resources.
- Manuals, guides and checklists.
- Cases and success stories.
For example, the content marketing agency “Sdelaemm” sends weekly newsletters to subscribers – digests with cases and articles:
If you send emails too often or, on the contrary, extremely rarely, mailing services may consider them spam. The main requirement for the content of content emails is that they should clearly and concisely answer the recipient’s question “Why should I read this?” You can specify the frequency of content mailings in advance and emphasize that they will only be useful.
Selling mailings
If the goal is to sell goods or services. Otherwise working on seo consultations requires using various sales mailings are used. They encourage the sale of certain goods or services. They contain a specific offer – with price, terms, discount size, etc.
A sales letter should interest the recipient and clearly state the offer. If it is a long text of a whole page about how important toothpaste or washing powder is to people, it is unlikely to collect many sales.
For example, in the Skysmart online school newsletter, the recipient sees a specific offer – a 40% discount on all courses and lessons, the list of which opens after clicking on the button:
If it is important to send emails after a certain event occurs, trigger emails are suitable.
Trigger mailings
Trigger mailings are launched when a pre-set trigger event occurs, which serves as a reason for sending. The sender decides which trigger to choose for sending, depending on the marketing strategy and goals of the company. Examples of triggers:
— the client makes a purchase and accrues bonuses for it;
— the appearance of a discount on goods that the client purchased;
– processing the client’s return, etc.
If you need to increase the popularity of the application, a trigger mailing with an offer to download it will help. The trigger will be the buyer placing an order through the site, that is, without the application.
If the goal is to inform the audience about important events, increase the customer focus of the service and customer loyalty, transactional mailings will help.
Transactional mailings
Transactional or service mailings are created for the convenience of recipients. This is a subtype of trigger mailing. Since shopping data where the events that are significant for the client are:
— placing or paying for an order;
— the subscription to the service is about to expire;
— transferring the order to the courier service, and so on.
The main requirement for a service mailing is that it should be clear from the first lines what it is about. To ensure that the client does not miss an important letter in a string of messages, you need to indicate the key idea directly in the subject.
Reactivation letters
This type of mailing helps to reactivate recipients who have stopped interacting with the company’s emails.
Not only do they increase sales and loyalty, but they also improve the domain’s reputation by increasing email open and click-through rates.
To create a reactivation mailing, you need to analyze the recipient’s history of interaction with letters. For example, if he followed links to products from promotional mailings but did not place an order, he was probably not attracted by the price. In this case, you can offer the recipient a limited-time discount to encourage them to buy.