Effective email marketing involves more than simply sending emails to prospects. A great email marketing strategy sends the right message to the right audience at the right time to generate the right response. The key to success is answering those questions and giving your customers and prospects the email they appreciate receiving.
So, what does that look like in practical terms? Generally, we send four types of emails on behalf of our clients:
Value-Added Content – Typically these are email newsletters with articles that the majority of people will find helpful. These are not designed to generate direct sales. Instead, they create a touchpoint between the brand and the customer that is a positive experience. The goal is to have people read the content and respond favorably. For example, we may send a short tech tip oriented to homeowners or fun parenting ideas targeting parents and grandparents.
The parenting article won’t sell more roof replacements or new windows, but it will create a positive emotional response and provide value to the recipient.
Direct Sales Promotion – This type of email announces a specific sale or marketing promotion. It’s the email equivalent of advertising, and the goal is to spark interest in a product or service that directly leads to an appointment, an online sale, or foot traffic into your location. Sales emails work best when they are rare or at least time-bound. Examples include products that are on sale for a limited time (think monthly specials that change) or a service promotion that only comes once a year (think Spring cleaning offer).
We’re Thinking of You – This email is all about the personal touch and connection. It’s the birthday or anniversary email, the holiday celebration, or the “thanks for stopping by” message. These work best when they are personalized and don’t feel overly automated. Note, if you don’t have accurate customer data, skip the birthdays and anniversaries and focus on holiday celebrations, keeping different faiths and international audiences in mind.
Rally for a Cause – If you are involved in a community drive or charity, email can be a good way to help support the cause and show your audience that you care. This isn’t the time to brag, but if it fits with your brand, don’t be afraid to encourage support for your favorite cause.
Of course, there are additional types of email marketing. The key is picking the right message that goes to the right audience at the right time. If you’re not sure what is right for your business, get in touch with the pros at R2R Marketing.
