Email is one of the best marketing tools out there. It boasts an incredible return on investment (ROI) of up to $44 for every dollar spent, according to Campaign Monitor. Once you’ve read parts one and two of our Email Marketing Basics series and you have a handle on how to segment your brand’s email list, it’s time to put together campaigns that will help you make the most of email. Here are four types of email campaigns to consider.
Drip campaigns are a set series of automated messages that are sent to recipients who have taken a certain action on a website. They’re one of the best options if you want a campaign that’s effective but easy to set up, and they’re great for younger companies who are just starting to build their customer base. You can use a drip campaign to welcome new contacts, promote an upcoming event, or educate your audience on a popular product. The campaign will look the same for all recipients, so you don’t need to worry about analytics or personalization.
Nurture campaigns pick up where drip campaigns leave off. They contain highly personalized messages to customers based on their stage in the buyer’s journey. As a result, nurture campaigns require significant planning and a deep understanding of each individual customer being targeted by the campaign. A number of triggers can be used to plan a nurture campaign, like number page visits or duration of time spent on a specific page. These campaigns may take more up-front time investment, but they are a great way to engage customers, whether they just started considering your brand or have already made several purchases.
When it comes to email marketing contact lists, quality is more important than quantity. You want to make sure your audience is engaged with the emails your brand sends to them. One way to achieve this is through a remarketing campaign sent to recipients who haven’t interacted with your messages in a certain amount of time. For example, you may want to target a remarketing campaign at addresses that haven’t opened one of your emails in three months.
This type of campaign achieves two goals: First, it re-engages audience members who previously didn’t interact with your messages. It also cleanses your email list by allowing you to purge the contacts that are unresponsive to this campaign. Using a remarketing campaign will help you polish your contact list so you can better focus on serving your most engaged customers and leads.
The e-newsletter is a classic type of email, but it’s trickier to implement than it seems. It’s easy to fall into a pattern where the messages become uninteresting because the content isn’t relevant to the recipients. Further, designing newsletters can be challenging because it’s easy to load too much text into these messages. These issues, however, shouldn’t rule newsletters out from your email marketing strategy. They’re a good way to deliver diverse content to your audiences, which will keep them engaged. Newsletters are also great for industry-specific mailing lists or closely-knit communities. Just make sure to include strong content and be extra careful of your e-newsletter’s design!
There’s an art to email marketing regardless of whether your brand is just getting off the ground or you’ve been in business for years. Cosmitto handles all of these campaign styles and more. Think your business should add email to its marketing toolbox? Connect with us to find out how we can help!