A full promotional e-mail guide
How can you develop content that satisfies the requirements and interests of the audience, communicate with it and, most importantly, attract customers? What types of emails are there? This post is a complete guide to emails for promotions. The NinjaPromo team will explain which of the many varieties are ideal for certain situations.
For efficient email marketing promotion, there are four main sorts of email: sales, content, reactivation and trigger. Let's look at each of them more closely.
Sales 1. 1. (Discount)
Sales emails are one of the most popular and effective methods of promotions. They include emails that alert the reader about specials and discounts and new product launches. You operate with an audience that is as loyal as possible with these emails. The main aim is to contact the customer and to increase the number of actions targeted.
For any type of company, including internet shops, software developers and manufacturers, sales emails are ideal. Emails might be regular or ad-hoc, depending on the marketing activities. They can be constructed according to the following scheme, for example:
Content 2. Content
Content emails are not connected to specific activities but are part of a strategy for communication. These e-mails may include a donation, a monthly digest of events or news, or a selection of popular or intriguing articles and books. Non-commercial material is normal for content emails and is intended to provide consumers with regular information about items that might be of interest to them.
These kinds of emails are mostly ideal for information resources, advertising agencies and forums. However, they may be integrated in sales emails and the target audience will respond well because you not only can offer things but also share important content with these emails.
The following approach can be used to build content emails:
3. Reactivate 3.
Reactivation emails to resume or terminate subscriber contact. It is quite tough to identify a definite audience that best suits this style. An audience must always be reminded of your brand. Brand coverage tactics should be identified when using reactivation emails to draw as many people as possible attention.
In two circumstances, reactivation emails are usually sent:
1. To lure the attention of subscribers back to your company, for instance during promotions or in limited time events. Reactivation emails keep the audience active throughout the communication period. In the first stage, for example, you bring the user to the landing page, where the contact details are left. You reactivate them after two weeks in the second phase of the promotion.
2. To understand the need for further interaction with people who have long not communicated with the organisation — for example, when the client has not purchased anything or viewed emails. Send a reactivation e-mail to assess if the inactive subscribers are worth "returning" or if it is preferable to remove it from the database and not waste time on it, because they are not the target audience.
You can utilise numerous informative reasons to reactivate users:
Trigger emails are automatically issued on the basis of particular terms – the so-called triggers. Almost any event or user activity may trigger — for example, 48 hours from the time the user entered the database, the birthday of the subscriber, the additional products that were subscribed to a shopping cart, but not bought them, etc.
Let's see the email trigger possibilities in more detail:
The content of such emails differs since it depends on the trigger included in a message, you may have previously recognised. Let's see two examples:
1. A buyer purchased a swelling boat. You can invite the user in the email to purchase boat accessories and to provide premium customer programmes. The goal of the email is to thank and sell the customer for the purchase.
2. Some things were looked at by the consumer, but nothing was bought. These products can be shown to the consumer again or comparable products. The aim is to maintain the interest of the user and to stimulate the purchase.
Trigger e-mails are an important aspect of e-commerce projects and sales and services sites, since they include a number of steps on the road to the end goal as well as additional measures to help triggers.
Trigger emails also contain transaction emails because they are transmitted automatically under specific conditions. They are rules-based e-mails – they don't fall under advertising because they don't include an appeal to buy something. You merely advise the customer that the order was received, the payment processed, the payment finished and so forth. Even those consumers who did not give their approval to promotional emails may be sent by the company.
Such e-mails have somewhat different headers, and mail servers treat them more easily and less commonly send spam folders. The essential thing to remember is to resist the tentation of putting any banners on these emails. That would turn it into a promotional email immediately. A user not subscribing to ads can complain about such an email.
The lack of advertising and urges to buy something diminishes marketers' interest in this form of e-mail considerably. Many of them believed they're not essential if you can't sell anything. Many organisations therefore allow the IT department write and deliver transaction messages, which produce dull plain messages.
More than 70 percent of recipients open and read transaction emails, which is far greater than the number of recipients that open any other kind of promotional emails, according to an internal study by Sendsay. Even individuals who are not subscribing to other types of messages open them up. Don't miss the unique chance to talk to customers even if you can't provide something directly to them. With the appropriate methodology, such mailings can raise sales dramatically.
How to get subscribers involved in transaction communications
Let's look at a couple of techniques.
1. Create intriguing material and include social media sharing buttons.
All professional platforms can integrate email sharing buttons. If there is a web version of the email, it can be shared as regular text on Facebook and other sites.
Instead of "thank you for the order," send a creative message to the customer. Then the customer will share his purchase with his friends, and social networks will provide you with a reasonably extensive coverage for new audiences.
2. Implement marketing referral.
Marketing referrals is comparable to word of mouth — customers provide recommendations and leave comments on their products and services. Telling the client can give her friends a discount on the products of the firm and receive a bonus itself will not directly call the consumer to buy something, therefore transaction e-mails are allowed.
3. Create content that enables a customer to return to the website.
Such an approach is suitable for companies offering online services, in particular those offering a free trial or subscription. When you send customers a description of the possible services that they have already purchased (or subscribed to) or instructions for further steps (without insisting on buying anything), such emails will fit into the strict framework of transaction messages and can even be sent to people who are not email-subscribed.
Even though you cannot offer goods or services directly through e-mail transactions, you may improve user loyalty with a competent strategy considerably. As a result, the likelihood of you buying something is steadily increasing. Do not miss the opportunity to interest and contact with subscribers repeatedly.
Correctly designed trigger emails do not end up with a high opening percentage in spam folders. How can you comprehend how and when you can use these triggers? You can find out about it from the book Email Marketing: From Idea to Sales. We will also explain the benefits of promoted emails, their role in marketing strategies, how to construct a database of email addresses, the segment of the audience, the effectiveness of emails and more!