Here are 14 different types of emails that can help give you a big boost to your email.
- Welcome Emails— These are the automated responses an organization sends when a new subscriber joins an email list. Welcome emails have among the highest open rates of all types of emails, so be sure your welcome emails make a great first impression of your organization’s email-marketing program. These emails are a huge opportunity to upsell, build credibility and trust, and enhance your brand. According to a 2012 study by Silverpop, one-third of U.S. online retailers fail to send a welcome email. This is your chance to have the recipient white-list your email as well as to improve your deliverability and stand out from your competition!
- Educational Emails— These types of emails should help solve a problem or answer questions that an organization’s subscribers may have. A good opportunity to send educational emails, for example, is to highlight new content on your website or to share an interesting article or blog.
- Order Status Emails— For companies with e-commerce sites, this series of emails keeps customers informed about the status of their orders and typically includes order confirmation, shipment confirmation, shipment tracking, delivery confirmation, and receipts.
- Shopping-Cart Abandonment Emails— Typically set up as a series of trigger messages, shopping-cart abandonment emails encourage users to come back and complete the purchases they started at a company’s e-commerce site. If you have a shopping cart and aren’t doing recovery emails, you’re missing out on a huge opportunity.
- Reorder Emails— If your company sells a product that needs to be reordered regularly, such as vitamins or ink cartridges, you can use a reorder email program to remind customers before they run out. Coming up with an effective reorder email strategy for your products/services could result in a significant boost in sales and revenue.
- Reengagement Emails— At FulcrumTech, we recommend running regular reengagement campaigns to help maintain a “clean” email list by identifying and keeping only those subscribers who are truly interested in hearing from your organization. Reengagement emails are sent to inactive subscribers—those who haven’t opened or clicked on an email in 6 months or more.
- Birthday/Holiday Emails— Sending birthday or holiday wishes to your subscribers is a great way to keep your organization top of mind. And because of the fantastic targeting, these emails tend to get a remarkable response. To send birthday wishes, you would have to collect date of birth information on your sign-up or subscriber profile forms. By also including a special offer or coupon in these emails, you can help boost interest and possibly new sales, as well.
- Anniversary Emails— Celebrating a subscriber’s anniversary for joining your email list is another excellent opportunity for keeping your company top of mind and encouraging sales.
- Newsletter Emails— Sent on a regular basis—such as monthly, bimonthly, or quarterly—newsletter emails are a great way for organizations to reinforce their industry expertise, build loyalty and engagement with subscribers, as well as grow a list of qualified prospects and customers.
- Sales Announcement Emails— If your company has a new product/service or a special promotion based around a product line, send out an email—or a series of emails—to announce the news and help pique customers’ and prospects’ interest.
- Cross-Sell Recommendation Emails— Use customers’ purchase histories to create email campaigns with information about other products you sell that they may be interested in purchasing. For example, if a customer recently bought a smartphone, you know he or she may also be in the market for such accessories as cases, covers, and screen protectors.
- Event Emails— With these emails, you can create a comprehensive email campaign around your events—including webinars, presentations, and conferences—to help build interest and encourage participation.
- Website Affinity Trigger Emails— When a subscriber clicks through to your website, you can use the information collected about his or her activity to send emails with relevant content to match the interests indicated at your site.
- Lead-Nurturing Emails— This type of email helps you move a lead through your sales funnel, while cutting the amount of time required by a sales team to educate prospects about your services and products. Lead-nurturing emails should be short emails with the main purpose of driving prospects to take action on your website.
How much value is there in adding one or more of these type of emails to your organization’s current email-marketing program? Getting the best results from each email campaign requires a comprehensive strategy, effective implementation, and continual improvement of a number of components that work together to deliver against your campaign goals.