The 4 Types of Email Marketing and When You Should be Using Them

Email marketing is an excellent way to streamline communication with your customers. It is extremely efficient and can lead to increased traffic to your website and sales, however, only if it’s used correctly. There are dozens of different types of email marketing campaigns, but there are four that stand out the most when it comes to successful email marketing:

1. Promotional emails
2. Transactional emails
3. Email newsletters
4. Retention emails

Each of these types of email campaigns has been proven successful for many years for hundreds of businesses, big and small. At Bizbotweb, we offer to create email campaigns with you to understand which ones are the best for your business. Let’s take a look at what each of these are.

Promotional Emails

In this economy, everyone is always looking to save money in any way they can. What better way to help someone save money than by shooting them an email to let them know that they have an opportunity to save on products and services they love?

When to Use Promotional Emails

Timing is essential when it comes to promotional emails. You don’t want to bombard your market with overwhelming emails that will be deleted. You want to use promotional emails when:

• You’re promoting a product or service
• Releasing a new product or service
• Having a sale

Tips for Using Promotional Emails

When you use promotional emails, you can go as big or small as you want. You ultimately want to cater to what catches the eye of your target market. Some things you want to ensure to include are:

• A clickable subject line
• The percentage or dollar discount
• A price comparison for what it would cost regularly vs with the discount
• Links to informational and transactional web pages with a call to action
• When the promotion expires

You ultimately want your customers to feel like they’re in a special niche getting these promotions.

Transactional Emails

Transactional emails are essential for any business. They help your customers and market know that the purchase they have made is getting processed. It helps build trust between your customer and your business.

When to Use Transactional Emails

Transactional emails are very straightforward. Whether someone bought your product or booked an appointment online or over the phone, an email gets sent with the receipt and order acknowledgment You can also use them if they’ve abandoned their cart.

Tips for Using Transactional Emails

Transactional emails should always at least have a receipt with the purchaser’s name, order number, date, price spent, shipping address or date of service, and a summary of what was bought. The subject line should also be concise, no need for anything catchy. Additionally, some other things you can include in a transactional email are:

• Any discounts used
• Tracking options for products or an option to add a service to their calendar
• Future promotional offers or discounts

Email Newsletters

Newsletters are a fantastic method to reach out to your customers. They can encompass all types of marketing emails within one email, however often you decide to send them out. Email newsletters are a great way to repurpose new and older content as well as show off any promotions available.

When to Use Email Newsletters and How Frequently

Email newsletters can be used to regularly reach out to your market. You should use email newsletters when:

• You have important news or information to share
• Show off new products, services, offers, and events

How frequently you send out newsletters entirely depends on your market and how often you want to send them. Some newsletters are sent out daily, others get sent out monthly. You do, however, want to make sure they’re sent out on a predictable schedule.

Tips for Using Email Newsletters

When you have an email newsletter campaign, you want to make sure you have:

• A clickable subject line
• Something someone can read through within five minutes
• Graphics and images to make a reader scroll down through the email
• Set the goal with your newsletter if it’s news, a promotion, information

Retention Emails

The last successful type of email marketing that businesses use are retention emails. These are usually sent to keep customers engaged, whether it’s to recommend similar products or ask customers to provide feedback.

When to Use Retention Emails

The timing for sending out retention emails is essential. You first should decide what type of retention strategy you want to implement because these emails can get pretty overwhelming. These types of emails could be sent after a purchase or along within a monthly newsletter. 

Your goal with retention emails should be to allow customer loyalty and engagement.

You can also send them if it’s been a while since your customer has purchased a product.

Tips for Using Retention Emails

First and foremost, retention emails should be personalized, make sure you put the customer’s name in the email. You also want to recommend products based on their browsing history, and discounts, and allow them to give feedback.

Conclusion

While there are so many types of email marketing strategies, there are four major ones. Some of them may overlap, however, it’s ultimately up to you and your digital marketing agency to decide which strategies are best for your site.