If you are running online email marketing campaigns, chances are you are already using the popular newsletter format, which usually are sent out monthly or every couple of weeks. The trouble is far too many of us stop right there and don’t use any other type of email campaign, and that’s a big mistake!
Let’s look at 4 types of email, other than newsletters, that you can use to connect with your subscribers.
#1 Informational Emails
Informational emails are not very long and generally, they do not require any action by the subscriber. They are simply there to convey a message and provide information to the recipient. Examples of informational emails include “happy birthday or other milestone type” messages, course ending reminders, or webinar reminders.
#2 Educational Emails
Educational emails are very popular with recipients because they help to solve a problem or answer a question. You can send educational emails any time you have new content, a popular blog post, or any other educational information that matches your subscribers. This becomes even easier when you take the time to segment your list of subscribers, so that you send the right content to the right people.
#3 Lead Nurturing Emails
This type of email is one of the least used or when it is used it is often incorrectly used. It takes a lot of time and effort to take a lead and move people through the entire sales cycle. By implementing lead-nurturing emails, you able to help that process along without having to invest a lot of time. Start by setting up various nurturing campaigns with six to eight nurturing emails in each and schedule them to be sent over a period of time. Between 60 and 90 days are popular time frames for this type of “campaign” depending on the type of product or service offered. Each email message should be short and packed with content-rich information with the goal of getting the reader to respond to a specific call to action that will eventually lead them to make a purchase. Note: there should be only one call to action per email.
#4 Promotional Emails
This type of email, is important to get right. If you don’t, you may find a large number of unsubscribes or people simply deleted your message with no action taken. Sending too many promotional emails may also result in annoying your target audience/recipient. The only time you should use this is when you have a new product or service, a special deal going on, or a special event coming up. You should not use this more than a couple of times a month.
What types of emails do you use in your email marketing campaigns? Which are the most effective? Which have little or no response/results? Do more of the former and less of the latter.
Test, Test, Test. That is really the only way to know if your emails are effective or simply being ignored.
Want more email marketing ideas? Check out our latest Tips Sheets: 27 Email Marketing Tips to Grow Your List (12 pages).
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