Everything about emailing and why do we need it.
There are so many debates about email marketing that people claim that it is completely dead. However, is it really true? Does nobody use it anymore? To make your B2B sales marketing campaign effective and attract more leads, you may need to refresh your knowledge about emailing and its different types with your target audience. Here are the basic ones, but many people just forget about them.
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Emailing is one of the classics and proven tools in marketing that helps to keep in touch with the client and increase sales. In addition, emailing is the leader among other channels in terms of return on investment.
What is emailing, and why do businesses need it?
Email marketing involves sending emails to a database of specific recipients. If email marketing works successfully, it helps businesses increase conversion and revenue and helps customers get useful information or buy the right product.
What you can use email marketing for?
✅ build long-term relationships with customers;
✅ increase brand awareness;
✅ generate leads;
✅ promote products and services;
✅ promote useful content and build an image of an expert.
Email campaign performance indicators.
Email marketers use approximately 20 metrics to determine the success of an email campaign. We will focus on five main metrics: open rate, conversion, CTR, and bounce rate. They will help you quickly assess whether your email campaign is working as it should.
👉 Open rate: the rate of openings;
👉 Click-through rate (CTR): click-through rate;
👉 Conversion Rate: conversion;
👉 Unsubscribe rate: unsubscribe rate;
👉 Bounce Rate: bounce rate.
Different types of emails.
Depending on the purpose, there are several types of email campaigns:
informational
transactional
trigger
promotional emailing
reactivation
The same types of emails can be grouped according to the sending mechanics. Depending on how emails are sent, there are two types of emails: automatic and manual.
Automatic. You set up the template once, set the conditions, and then the email program sends the emails on its own without your participation. This category includes transactional, trigger, and reactivation emails.
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Manual. New content is prepared for each letter, and the mailing is done by an employee of the company on a separate database. These include commercial, informational, and sometimes reactivation.
Would you like to take a closer look at each category of emailing?
1. Information email.
Why are they needed?
Share useful information with the audience, build the image of an expert in the eyes of the client. This type of newsletter will increase brand awareness, build a loyal community around it, and increase traffic to the site.
What to send?
Digest. For example, if a company runs a corporate blog, you can collect several publications in one email and share them with subscribers. To make the subscriber interested and go to the blog, add a short description to each link and tell why the text is worth reading.
Longread. In fact, this is a full-fledged article, review, or interview, but in the form of an email. In the case of such emails, you need to work well with both the content and the layout because long texts are difficult to read and perceive.
In order to simplify the task for the reader, it is important to write a clear heading and subheadings; during a quick reading, they should form a coherent story. In addition, where appropriate, structure information into lists, add infographics and images.
When to send?
To keep people from marking these emails as spam right away, it's best to start small and gradually increase how often you send them if people like them. For starters, it is enough to send newsletters once a month. It would be good to replace them with commercial ones or combine these two types: organically weave the mention of the brand or product into the text.
What not to add: commercial offers; outright advertising.
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2. Transactional email type.
Transactional emailing is an automatic chain of letters. Each letter is sent by the system following a certain action. This applies to both the action on the part of the client and the action on the part of the business.
To build an effective email chain, you need to look at the customer journey on your platform. Examine what key events happen with visitors and write an email for each scenario.
Why do you need it?
to make the client understand that his action has received a response;
inform when and what the outcome will be;
tell what to do next.
When to send?
After the action: registration, purchase, subscription/ unsubscription, password change, phone number or email confirmation, product delivery, etc.
What to send?
The content of the email depends on the trigger itself, for example:
registration: a welcome email;
email confirmation letter with the email address;
purchase: a confirmation letter with the order number and a list of purchased goods;
delivery: a notification that the goods have been sent, with the invoice number and the expected delivery date.
3. Trigger emails.
The purpose of a trigger #email is to make the customer take some action. They are used to further motivate, upsell, or remind people about an uncompleted purchase.
Trigger emails also belong to the #automatic ones. You set the conditions for sending—triggers—and when the customer's behavior meets the condition, the #emailing service sends him the necessary message.
Each sphere has its own set of #email triggers. It all depends on the product, its usage scenarios, and how closely you track and analyze your customers' activity.
Here are some common triggers:
✅ abandoned cart: the customer added an item to the cart but did not pay;
✅ after a successful purchase: offer the customer similar products or those that they viewed/added to the cart but decided not to buy;
✅ if the user is inactive: registered but does not do anything further;
✅ regularly used the service and then suddenly stopped.
4. Promotional emailing.
We need them to announce that the company has a profitable offer for customers, to further their interest and motivate them to buy.
It includes information about promotions, special offers, seasonal discounts, and new products and services.
5. Reactivation emails.
We use them to engage and re-engage subscribers who stopped opening and reading your emails. Cleanse the database of inactive addresses. Uninterested people can add emails to spam or unsubscribe, and this spoils the reputation of your email domain.
In a reactivation email, you can write the following:
👉Ask if the subscribers want to receive your emails: we say that this is the last email and ask them to answer whether they want to continue receiving emails or not.
👉Give a benefit: remind them about your offer and send a discount or a special invitation.
👉Remind the subscriber that they can change their email settings, and give them a link to the page where they can do that.
It is important to add a catchy subject line to maximize the user's interest. Different methods will work here: joke, immediately offer a benefit, try to touch, play on fears, and catch the reader.
Here are some examples of topics:
"It seems to be goodbye. How did it happen?" an attempt to touch.
"Your discount coupon will burn today" – profit + fear of missing out on a good deal.
"We have an anniversary—10 unread letters. We give you a gift for this!" Danger + levity
"We started to worry about you. Are you all right?" to pop in with an unexpected question.
Remember that this method can be useful if the subscriber has not responded to your letters for several months.
No matter how fast the technologies and methodologies are developing, email marketing still remains a powerful tool, so while it is still a working tool, try to use it as much as possible to enrich your business.