Mini guide Email marketing: 3 formats for 3 different objectives
Posted: Tue Dec 03, 2024 6:16 am
Email marketing is a marketing strategy that uses electronic mail as a tool to communicate commercial messages, company information, or news about products or services to a list of email addresses of customers and leads.
It is considered a direct communication tool and represents the strongest and most intimate contact that a company can establish with a potential customer because it is based on “one to one” communication , that is, personal and exclusive communication.
The only way to correctly apply an email marketing strategy , avoiding SPAM and being immediately deleted, is to send emails exclusively to people who have given permission to receive commercial and informative emails. These contacts must give their consent to be included in a mailing list .
Today's marketing is very different from the sales techniques used until a few years ago, all companies must base their strategies on permission marketing and an inbound marketing strategy that allows them to enter the lives of users through a relational and emotional approach, gaining their trust.
Through email marketing, you can attract new visitors, build brand awareness , convert visitors into leads , and build a relationship with them to convert them into customers who, in turn, can become brand promoters.
3 Email Marketing Formats for 3 Different Goals
There are three main email marketing formats to apply based on the different objectives to be achieved: transactional emails, DEMs and newsletters. Each of these types allows you to achieve a specific marketing objective.
1. Transactional Emails
Transactional emails are “service communications” that contain important information for the user regarding their purchases or actions they have performed on the website. These types of emails allow you to obtain very high opening rates because they contain important information for users and it is in their interest to know the content of the emails. Example of transactional emails:
Welcome email : “ Hi [username] welcome to our community .” In welcome emails it is advisable to include a special offer available only to new members.
Confirmation email : “ Thank you for your order [username] we will let you know as soon as your package is shipped ”. It is possible to insert up-selling or cross-selling practices and propose to the user to purchase a new service or product consistent with the purchase just made.
2. Direct Email Marketing (DEM)
DEMs are mainly used for commercial activities and represent advertising estonia whatsapp number data 5 million emails through which to send users promotions, discount codes and exclusive offers. DEMs are used to encourage customers to purchase the company's products or services by using a direct communication channel and it is possible to customize the offer based on the user's characteristics. Here are some examples of DEM emails:
Promotional emails (discounts and special offers) : this is a type of personalized and segmented email, useful for increasing sales and reaching a specific group of customers.
Seasonal Promotional Emails : This is a branched email type used during holiday and seasonal changes. These emails are usually sent before the event and followed up shortly after, they are highly recommended for retail because they can increase sales by up to 20% .
3. Newslette
Newsletters are a type of informative email , used to update customers on company or industry news. They must be sent periodically and must contain valuable content .
When applying an inbound marketing strategy , it is highly recommended to send newsletters that contain useful and free resources , information, guides and industry news. Through these emails, you can create a regular appointment with users, improve brand credibility and increase traffic to your website.
In all the types of emails mentioned, it is important to apply a well-defined creative strategy , which is based on some fundamental elements:
Copy : the email text must be accurate and consistent with the images and context within it;
Visual : it is essential to take care of the graphic side of emails, from color to images. The latter must attract the user's attention and must be consistent with the context;
Tone of voice : the tone of voice is a corporate characteristic that is applied in all textual content used in the blog, landing pages, social networks and emails. It must be recognizable and consistent with the type of audience to which it is communicating.
Call to action (CTA) : they represent a call to action and are essential within emails because they allow you to increase traffic to your site and send the user directly to the desired page.
It is considered a direct communication tool and represents the strongest and most intimate contact that a company can establish with a potential customer because it is based on “one to one” communication , that is, personal and exclusive communication.
The only way to correctly apply an email marketing strategy , avoiding SPAM and being immediately deleted, is to send emails exclusively to people who have given permission to receive commercial and informative emails. These contacts must give their consent to be included in a mailing list .
Today's marketing is very different from the sales techniques used until a few years ago, all companies must base their strategies on permission marketing and an inbound marketing strategy that allows them to enter the lives of users through a relational and emotional approach, gaining their trust.
Through email marketing, you can attract new visitors, build brand awareness , convert visitors into leads , and build a relationship with them to convert them into customers who, in turn, can become brand promoters.
3 Email Marketing Formats for 3 Different Goals
There are three main email marketing formats to apply based on the different objectives to be achieved: transactional emails, DEMs and newsletters. Each of these types allows you to achieve a specific marketing objective.
1. Transactional Emails
Transactional emails are “service communications” that contain important information for the user regarding their purchases or actions they have performed on the website. These types of emails allow you to obtain very high opening rates because they contain important information for users and it is in their interest to know the content of the emails. Example of transactional emails:
Welcome email : “ Hi [username] welcome to our community .” In welcome emails it is advisable to include a special offer available only to new members.
Confirmation email : “ Thank you for your order [username] we will let you know as soon as your package is shipped ”. It is possible to insert up-selling or cross-selling practices and propose to the user to purchase a new service or product consistent with the purchase just made.
2. Direct Email Marketing (DEM)
DEMs are mainly used for commercial activities and represent advertising estonia whatsapp number data 5 million emails through which to send users promotions, discount codes and exclusive offers. DEMs are used to encourage customers to purchase the company's products or services by using a direct communication channel and it is possible to customize the offer based on the user's characteristics. Here are some examples of DEM emails:
Promotional emails (discounts and special offers) : this is a type of personalized and segmented email, useful for increasing sales and reaching a specific group of customers.
Seasonal Promotional Emails : This is a branched email type used during holiday and seasonal changes. These emails are usually sent before the event and followed up shortly after, they are highly recommended for retail because they can increase sales by up to 20% .
3. Newslette
Newsletters are a type of informative email , used to update customers on company or industry news. They must be sent periodically and must contain valuable content .
When applying an inbound marketing strategy , it is highly recommended to send newsletters that contain useful and free resources , information, guides and industry news. Through these emails, you can create a regular appointment with users, improve brand credibility and increase traffic to your website.
In all the types of emails mentioned, it is important to apply a well-defined creative strategy , which is based on some fundamental elements:
Copy : the email text must be accurate and consistent with the images and context within it;
Visual : it is essential to take care of the graphic side of emails, from color to images. The latter must attract the user's attention and must be consistent with the context;
Tone of voice : the tone of voice is a corporate characteristic that is applied in all textual content used in the blog, landing pages, social networks and emails. It must be recognizable and consistent with the type of audience to which it is communicating.
Call to action (CTA) : they represent a call to action and are essential within emails because they allow you to increase traffic to your site and send the user directly to the desired page.