The series of email marketing messages you send to your subscribers are what’s considered an email campaign. In this video social media strategist Megan Adams walks you through the different types of email campaigns that you may want to add to your email marketing strategy. Your email campaigns will differ depending on your industry, target audience and marketing goals so Megan provides a thorough overview of the different types of email campaigns you could create to engage your audience.
- The series of email marketing messages you send to your subscribers is what's considered an email campaign. These email campaigns are an important part to your marketing strategy. And the decision of what to send to your subscribers can be intimidating. Let's take a look at some standard email campaigns that I recommend businesses start with. These campaigns will differ, depending on your industry, target audience, and marketing goals. But this will give you a really good idea of what types of campaigns you can possibly create to engage your audience. First up is the email newsletter.
We just can't seem to escape them. Listen, I love newsletters, but very very few are all that effective. They are a great way to stay in touch with your customers but tend to be boring, contain too much content and often are slapped together at the last minute. But here's how you can make a great newsletter. Have a point and a purpose. And leverage your most popular content from blog posts. Let's take a look at an example The Hustle, who sends out a daily email. And this newsletter is really really great.
Here you can see the newsletter from The Hustle. And if I scroll down you'll see all the different articles that have been included. The thing is, their content is exceptional. And, because it's sent out on a daily basis it's highly relevant. Now newsletters probably aren't going to be worth your time creating and sending to different segments. So keep them simple and send them to keep in touch with your audience. And if you can provide as much context as possible, like The Hustle, then you'll be ahead of the curve. Next up is the dedicated email or the standalone email.
These guys contain information about just one offer and that makes them typically a lot more effective than the newsletter. Dedicated emails are typically about a new product launch or service you're providing. Keep them short, concise, and not spammy. I want to show you an off the wall example of a standalone email. This email is from Chubby's, and Chubby's is an online retailer of mens and womens shorts. So this email is basically mocking their July sale and is posing as an email from their accountant.
So it's saying, About those free gifts. And it's absolutely hilarious. Yes, I clicked on it and I took the bait and I loved it. So there's no denying that Chubby's has a lock on who they are and their brand. And they're able to communicate it really well through their email marketing. It's really well done because it's honest. This is a great example of a standalone email. And it's also a sneaky way of promoting their July sale. And do you want to know my favorite type of email campaign? Those are transactional emails.
Think Amazon or GoDaddy. And they use them brilliantly. These messages are triggered by a specific action your customers take. So, you break down and you buy that Amazon deal of the day and boom. You have 72 different emails from Amazon waiting for you in your inbox. But somehow, I don't ever seem to mind. Here's my latest Amazon order confirmation. So basically, these transactional emails help to keep your customer in the loop while they're keeping you top of mind. They're completely helpful.
Leave tracking information, you have a summary of your order, and you have another letting you know that your product has shipped. You don't view those Amazon emails as marketing emails but they are. Another type of transactional email the welcome email, is one I recommend every single business sends out. Every time a person subscribes the welcome email should be sent out automatically. This campaign is super effective because it's targeting a hot lead. Why not also add a promotion or a discount in that welcome email, as well. Hansel and Petal, the fictitious brand I set up for this example, do just that.
Let's take a look at this. Here you can see a test email I sent out myself for the Hansel and Petal welcome email. Notice at the bottom here the 25% off. So here I'm offering 25% off this customer's next order that's over $50. It also includes a clear call to action with a link to redeem it. This email will be triggered to be sent out when a new customer signs up for the list. Pretty much all email campaigns can fit into one of these categories that I spoke of.
What helps me crack email campaigns is understanding the different ways I can improve my customer's day. When you start thinking about your email marketing as communicating with your customer it'll start inspiring different ways you can touch base with them, and add value. Now at the end of the day all marketing really is about forming connections.
- Name the five email platforms and describe their different characteristics.
- Analyze the different types of data retrieved from email to create targeted campaigns.
- Use segmentation to offer promotions based on location or behavior patterns.
- Review data collected during A/B testing to maximize engagement.
- Apply effective strategies to create a welcoming, attention-grabbing subject line.
- Explain the difference between hard and soft bounces.
- Integrate social media by adding quick access buttons to emails.
- List the three email components that spam filters inspect.
Skill Level Intermediate
Q: This course was updated on 04/19/2018. What changed?
A: The following topics were updated: email marketing terms and rules, list management and maintenance, and campaign timing and frequency.