Contrary to what some people may say, marketing email is NOT dead. Using email marketing is still one of the most effective ways to grow your business, and it's the best way to build relationships with your subscribers that are rooted in real human connection and that encourage them to work with you when they're at the right spot in the Customer Value Journey.
But not all email campaigns are created equal. To use email marketing to it's fullest advantage in your business, you need to have a marketing strategy that incorporates a variety of different types of emails.
In this blog post, we will go over 9 different types of marketing emails that you need to have in your funnel and how they can be used to nurture relationships with your readers and encourage them to take action.
Marketing Email Type #1: Awareness Emails
Awareness emails are the first type of email you need in your funnel. These types of emails let people know who you are and what you do. They can be informative, fun, educational, or entertaining! When it comes to awareness emails, timing is everything. Your goal is to capture people's attention when they're most open to hearing from you – which means crafting a message that's both interesting and engaging.
Marketing Email Type #2: Nurture Emails
When it comes to marketing emails, nurture campaigns are all about building relationships with potential and current customers. This type of email focuses on sharing your origin story, mission and values, and providing content that is relatable to your reader. The goal is to give your readers value without asking for anything in return. By nurturing these relationships, you will also build trust with your readers, which will encourage them to work with you the next time they're in need of your product or service.
Marketing Email Type #3: Educational Emails
Educational marketing emails show your readers how you can help them solve a problem or improve their life in some way. These marketing emails teach something new, whether it’s a helpful tip, an interesting fact, or a step-by-step guide. That doesn't mean they need to be dry and boring, but they should provide your readers with some new information that can help them in some way. By teaching your readers something new, you'll not only capture their attention, but also show them that you're an expert in your field. And when they see you as an expert, they're more likely to trust you and do business with you in the future.
Marketing Email Type #4: Product/Service Promotion
Product/Service Promotion emails highlight the features and benefits of your product or service in order to encourage people to take action and purchase what you’re offering. Promotional emails can also be used to keep your customers engaged by providing them with exclusive content, deals, and coupons. Showing your customers that you value their business will help keep them coming back for more!
Marketing Email Type #5: Re-Engagement Emails
These marketing emails encourage a dormant subscriber to take action (even just by opening your email) in a proactive attempt to warm them up prior to a launch or promo period. Don't be afraid to reach out to the people on your list who haven’t interacted with you in a while. You can also use these emails to offer them something new or give them a special discount on your products and services.
Marketing Email Type #6: Thank You Emails
It’s often said that it costs more to acquire a new customer than it does to keep an existing one. This is why it’s so important to show your appreciation for your customers and let them know how much you value their business. A simple “thank you” goes a long way in building relationships and keeping people engaged with your brand.
You can use thank-you notes in marketing emails, on social media, or even in physical mailings. However you choose to do it, make sure you take the time to express your gratitude to your customers. They’ll appreciate the gesture, and you’ll be more likely to keep them as loyal fans of your business.
Marketing Email Type #7: Ambassador/Referral Emails
These marketing emails encourage raving fans to share your amazingness with their audience sometimes (but not always) in exchange for a commission or referral perk. You can incentivize your customers to share your emails with their own networks. This word-of-mouth marketing can be extremely powerful, and it doesn't have to cost you a lot of money.
Marketing Email Type #8: Transactional Emails
These marketing emails give direction and information about a process or action. For example, confirmation of a sale, reminder of an upcoming payment or explanation of "next steps" in your buyer journey. By sending clear and concise transactional emails, you can provide helpful information and build trust with your customers. Plus, transactional emails often have high open and click-through rates, so they're a great way to encourage repeat sales from customers who already love you.
Marketing Email Type #9: Win-Back Emails
This type of marketing email is a great way to encourage past buyers or members to repurchase your products and services. They're different from a re-engagement email because they're designed to encourage a purchase through an incentive, not just to re-engage. Win-back emails typically offer a discount or other type of incentive to encourage people to come back and buy from you again. This can be a great marketing strategy if you've had customers who haven't purchased from you in a while.
The emails I’ve outlined in this article should help you nurture relationships with your readers and encourage them down the path to purchase your products and services when they're ready.
Are you ready to put these tips into action? You can download my free Nurture Sequence Swipe files or my Re-Engagement Email Swipe files to get started incorporating these 9 types of marketing emails into your email funnel.
Use all of them where it's appropriate in marketing strategy, and don't be afraid to insert your unique brand, voice and personality into ALL types of your marketing emails!