Email marketing can be challenging for business owners. This is usually because these entrepreneurs manage a lot of tasks and wear many hats. Therefore finding the time to launch a compelling email marketing campaign can be difficult and time-consuming.
Not only does email marketing provide the highest marketing ROI compared to other channels, which makes it a must for any business if they want to increase sales. This means that sending the same old announcements and promos does not cut any longer. In order to engage your audience, you have will need a lot more than that. Below are some email marketing strategies that will keep your audience engaged and looking forward to hearing back from you.
Effective Email Marketing Strategies
Generally speaking, you will have two types of email marketing campaigns. Those that are meant to close the sale and another one meant to warm up and engage your potential customers. The latter have more a storytelling tone to them, when they are finally ready to buy or when your business has a special offer, subscribers will already have an active relationship with you even if they have never made a purchase before.
Engagement Emails are broken down into:
- Welcome Emails
- Tutorial & Tips Emails
- Customer Stories
- Brand Stories
- Re-engagement Emails
Transactional Emails are broken down into:
- Cart Abandonment Reminders
- Time-Sensitive Promotions
- Receipts Emails
- Sales Follow-ups
- Review Requests
Detailed Email Marketing Strategies
In this post, we are going to discuss engagement emails since our goal is to generate web traffic.
A welcome email is an automated message sent to new subscribers or customers to welcome them after they have subscribed to your offer or confirmed their email address. This is an important opportunity for you to set the right tone since this is the first interaction with your company. Because the welcome email is high-engagement, it also works as a great transactional email. Welcome emails have higher transaction rates and revenue per email than other transactional emails. Therefore offer discount offers so your welcome emails can double as transactional emails.
Tutorial emails are how-to instructional emails relevant to your business. Step-by-step, in-depth guides are incredibly valuable resources—and a great thing to send in your email marketing campaign. They are a superb way to introduce your products or services to your readers, especially if it is hard for them to visualize how your business can solve their problem. The tutorials can be in text or video format, they can also be short with illustrated tips. The email drip can end with a low-cost offer to get them to become clients without major financial risk.
People want to hear about other people who are doing well. Customer stories are some of the most convincing pieces of content you can produce. Create great case studies and share them in your email marketing. They can be created through interviews, get customers to share their favorite products, tips, and experiences with other subscribers, or simply by sharing their personal stories about their success with your product or service. You can also give tips to other customers on how you can help them get the same kind of success.
Brand Stories, unlike customer stories, talk about your brand. They are usually written by you or your team. Have you done something cool recently? Gone to an event, or done a cool launch or project at your business? Show behind the scenes! You can even show them how your products are made. People love a peek behind the curtain. A study published in the Journal of Brand Management found that customers who are exposed to a brand’s stories were more likely to describe the brand positively and pay more for their products.
Re-engagement emails are meant to win back customers that are inactive or uninterested. A huge number of emails hit your subscribers’ inboxes each and every day. With so much noise out there competing for their attention, it’s inevitable that a percentage of them will lose interest in and stop engaging with your email marketing campaigns.
Unfortunately the risk is not just that they do not read your emails but if your list stops engaging with your emails, the ISP providers will consider your emails low quality, not only damaging your reputation but affecting your deliverability rates sending future emails either to the promotional folder, or what is worse, the spam folder.
When done well, re-engagement emails can reduce list churn rates and boost incremental engagement. In terms of deliverability, re-engaging your inactive subscribers can enhance or at least help you maintain inbox placement rates for your emails. On average, 12-percent of recipients of re-engagement emails open and read the emails.