Want to branch out from your “business as usual” marketing messages? Email campaigns have the power to yield $44 in ROI for every $1 spent. But to truly reap the benefits of email marketing, you first first have to create a strategy that will stand out from the clutter and motivate a person to take action. Here are some examples of the most effective types of targeted email campaign that drive results!
Email Type: Welcome Series
Audience Type: New leads
It’s only polite to introduce yourself to new email subscribers. You can give a message of thanks and share who you are, what you do, and how you can help them. This is a great opportunity to build trust and credibility right of the bat. If you promised an incentive upon signup, this is the time to share it. Or if you have a helpful resource that your audience might care about (in the form of a blog, video, whitepaper, etc) give it away for free in your welcome series.
Email Type: Post-Purchase Drip
Audience Type: New customers
Repeat customers are the low-hanging fruit of email campaigns – as they are about 25% more likely to shop with you again. Drip emails are there to help guide them back to making their second purchase. Thanks to automatic email marketing, you can trigger a series of targeting and relevant emails that follow up in increments after a purchase. Best of all, with Hubspot, every workflow you build can be tied to a clear goal, so you’ll always know if your emails are working.
Email Type: Seasonal Offer
Audience Type: Customer base / leads
People love offers, especially when they come free or discounted. Chances are you have a few season offer emails hanging out in your inbox right now. Which of those did you open and read versus ignore? You may have noticed that 90% of it is all about a catchy subject line that creates a sense of urgency. It should also be short, action-oriented and person. Need help writing a great subject line, click here.
Email Type: Newsletter
Audience Type: Industry
Yes, there are ways to create company newsletters that people will actually want to read. When done right, newsletters can be entertaining, interesting or resourceful to your audience while keeping them in the loop on company updates. Find a topic that people in your industry care about and make it your focal point. Keep in mind that this is where you want avoid self-promotion and instead demonstrate to people that your brand is authentic and compelling.
While these examples are a great place to start, keep in mind that what works best for some companies may not work as well for others. If you have questions about what type of email strategy would work best for your business, feel free to ask On-Target!.