The pandemic has changed the way businesses market themselves for the foreseeable future – perhaps forever – and it has shown how email marketing is more important than ever for reaching customers when face to face (or mask to mask) isn’t an option. Strategic email marketing remains effective for building customer loyalty, growing customer trust and/or boosting brand awareness.
We’ve shared posts in our Points of Interest newsletter about the importance of sensitivity, the right message at the right time and knowing your audience – but it shouldn’t take a pandemic to tell you to take those elements seriously.
What is email marketing?
Wikipedia has a great definition of the basics of email marketing: “The act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.”
Email marketing – OK good email marketing – builds and nurtures relationships. There are a few types of emails that do this (or attempt to do this): newsletters, behavioral emails and transactional emails.
What are the types of email marketing:
Many companies and organizations utilize a regular email newsletter, possibly monthly or quarterly, used to share product, service or company updates and news. This is the original “timed” email. They help keep companies top of mind for consumers, and many of them are sent to a general audience, meaning they’re not super-targeted based on purchase history or other actions a customer may have taken on a company’s website. Newsletters often get delivered to a company’s entire email database. However, depending on the depth of information, product offering or complexity of services, companies may have multiple versions of newsletters, where certain customers get Newsletter A, others get B, and some get C, and so on.
Savoir Faire utilizes newsletters for clients who have very specific service offerings, and they have been extremely helpful in sharing timely information directly related to service availability during the pandemic.
Drip emails are a bridge between newsletters and behavioral emails, as they involve a small amount of interaction and automation. An example of a drip email (which can be seen as the first/basic type of behavioral email) is, you provide your email to be on the waiting list for an upcoming asset, an e-book.
Once the brand has your email, you automatically get set up to receive countdown emails to build momentum around the release of the e-book, for example, one after three days, five days and seven days. On day three, you get an email saying, “Only one more week until the release – and here’s a sample of what you’ll find inside!”
The emails then “drip” into your inbox until you get an email with the actual asset to download. Drip emails are relatively simple to set up in a variety of marketing email platforms. The key pivot point from drip to behavioral emails is a marketing automation system or a sophisticated marketing email platform.
These emails are triggered based on actions visitors take on your website or within your company’s digital footprint. Behavioral emails are based on consistent patterns of behavior with a brand. If you download a specific piece of content (entering their email address in order to access the download), that email address goes to a designated list and automation begins.
Then, you click on a link to download an e-book, and this action triggers you to go into a different email workflow, because now you received two assets from the brand. Then, you visit one of the brand’s social media channels, you click on a link that takes you to a landing page on the brand’s site, and your “lead score” with the brand gets updated yet again. And you get targeted by different email workflows based on your interactions.
This is where automation can take over and help bear the brunt of knowing when and how to follow-up. You provide the programming and the system handles the routine. You learn what works and what doesn’t and you make adjustments based on the performance data.
For one client, we send a behavioral email based on analysis from past emails and segmentation of the database. Recently, we launched an email touting a new piece of content that we think recipients might want to share, based on past behavior (website pages visited, assets clicked, prior downloads, etc.)
For each new email, we pay attention to the subject line, a call to action, and edit for attention spans (think all killer, no filler). This email had a higher open rate and one of our best click rates ever for this type of email. The big win came with a conversion rate of more than 30 percent.
With this analysis, we also keep in mind this email touts a new piece of content, which likely helped opens, clicks and conversions go up. But, we’ll still consider this a win!
“Hey did you leave something in your shopping cart?” If you did, you likely got an email about it from a company you’ve either done business with or shared your email with. Transactional emails aim to cross sell, upsell, show you what others’ bought, and more. These emails trigger based on actions within an online store or through a purchase. These emails directly correspond to behaviors or interactions on sites that offer ecommerce.
There is a category of transactional emails that deal with the communication between a vendor and a customer post-sale as well. Emails such as order status, order updates, shipping notifications and order follow-ups are types of transactional emails that handle post-sale relations.
How do I know email marketing is still effective?
Hopefully this blog post demonstrates that it works well for our clients, but don’t just take our word for it:
- Email users will hit 3 billion this year, according to Radicati Group.
- For every $1 spent on email marketing, it delivers an average return on investment of $32, says The Data & Marketing Association.
- Despite the positive ROI, email was only 13% of company marketing spend on average in 2019, though it was attributed to 19% of sales (according to Sale Cycle) – so take advantage of tactics that others are ignoring.
This blog post answers the questions:
Newsletter emails, drip emails, behavioral emails and transactional emails are different varieties of email marketing Yes, email will be used by 3 billion people around the globe in 2020. Email marketing has a great return on investment. Email marketing accounts for 19% of sales, according to Sale Cycle.
What are the types of email marketing?
Is email marketing still effective?
Newsletter emails, drip emails, behavioral emails and transactional emails are different varieties of email marketing
Yes, email will be used by 3 billion people around the globe in 2020. Email marketing has a great return on investment. Email marketing accounts for 19% of sales, according to Sale Cycle.