All types of companies can use email marketing, which allows direct interactions with customers, building relationships and driving sales. Emails, however, are often not as effective as you might think. The most effective email could depend on subscriber’s interests, habits, and levels of brand interaction. In this article, we will dive deeper into which types of emails would work best for each type of subscriber.
1. The Brand New Subscriber
Email Type: Welcome Series
First impressions matter. Once a prospect opts in to your email list, you should treat them like a valuable person in the first place. A streamlined welcome series is an excellent beginning.
Begin with a welcome email to thank the subscriber and assure them that they made the right choice. This initial interaction should be professional and uplifting and sets the tone for subsequent interactions.
Send follow-up emails that tell more about your brand. These may include anecdotes about your mission, values, and what subscribers will get. If you want to make it even more appealing, add a coupon or discount for their first purchase. By doing this, you make new subscribers feel valued, educated, and motivated to spend more time with your brand.
2. The Engaged Subscriber
Email Type: Personalized Content
Your email list is the blood of your business. These people read your emails, have an interest in your brand, and have likely bought a few items. Personalised content is the key to this engagement.
Segmenting based on clicks and purchases makes it easy to make your emails resonate with the people who receive them. You can send them personalized product recommendations based on past purchases, special promotions for the products they frequent, or content based on their interests, such as blog posts or guides around their hobbies.
This targeted approach will not only increase their affinity with your brand but also build their loyalty. When customers are offered content that is relevant to them, they’ll be more likely to continue reading your emails and making purchases.
3. The Occasional Buyer
Email Type: Re-Engagement Campaign
Periodic buyers represent an interesting problem. They are users that have purchased from you once and might not be actively interacting with your brand. In order to renew their curiosity and make them come back for more, re-engagement campaigns are critical.
Let’s start by reminding them of your brand and any new products or services that they missed since their last interaction. Use compelling headlines and appealing images to entice them back. Use a one-time offer or top-selling items to make things feel like it’s time.
It can also pique their interest with informative posts. Sending them how-to videos, product reviews, or advice about their old purchases can help them understand how your products make their lives better. As long as you highlight the advantages of your product, you can reactivate their interest and get them to buy again.
4. The Loyal Customer
Mailing format: Discounts and Promotions.
Customer loyalty is the crux of any company. They’ve continually supported and trusted your brand so it’s important to appreciate what they’ve been doing. One of the best ways to celebrate these customers is with discounts and loyalty schemes.
So why not personalize emails that showcase their dedication to your brand? Send them exclusive deals or previews of new lines and let them see new products first. Personalised thank-you notes for loyalty are another way to reinforce this bond. Mark their birthday or anniversary with specials to reinforce their participation and loyalty.
When you offer the kind of exclusivity you desire to your most valuable customers, you build a community for your brand and create a sense of ownership and loyalty over time.
5. The Inactive Subscriber
Email Type: Win-Back Campaigns
Every email list is going to have its fair share of dead leads, subscribers that never looked beyond the last e-mail and who no longer care about your brand. Reaching these subscribers is an important first step to sparking interest and conversion.
A win-back campaign is a great way to reinstate these subscribers. Start with catchy subject lines that engage their attention. Your posts should simply point to them, acknowledge their missing you. Even consider adding a small survey so that you get a handle on what their disengagement reasons are and then use this information to shape future marketing strategies.
An offer of a special deal or a reason to come back to your brand can revive their interest. Show them what they have been missing, new products or events and welcome them back. This is about getting them to reminisce on why they signed up in the first place and giving them a way back in.
6. The Event Attendee
Email Type: Post-Event Follow-Up
Attendees at events are a particularly powerful way to connect with you because they’ve already expressed interest in your brand by attending an event. A thoughtful follow-up email after the event can reaffirm their good experience and keep your brand on their radar.
Your follow-up email should include highlights from the meeting, including key messages, highlights, and pictures. Offering exclusive content, such as webinar recordings or presentation slides, makes their experience worthwhile and offers them another reason to return to your brand.
Inviting feedback in the form of surveys not only makes people feel important, but it gives valuable feedback to future sessions. This follow-up isn’t just about sealing the deal; it’s about creating a community and making guests want to know more about your brand.
7. The Advocate
Email Subject: Referral & Ambassador Program Call-Outs Advocates are the backbone of your brand. They promote your products and services openly to others, so they can be powerful resources for your campaigns. Provide advocates with sneak peeks into new products or features, and sign them up for referral or ambassador schemes. When you give them personalized referral links or social media templates, it will give them the ability to spread their enthusiasm through their networks, creating more leads for your company.
Conclusion:
Email marketing has a tremendous impact on businesses large and small. Emails should appeal to various subscribers, depending on their interests, habits, and degree of interaction with your brand. Knowing the best emails for each type of subscriber, you can design conversion-focused email campaigns to grow relationships with your subscribers. Send a welcome email, promotional email, ed-tech email, transactional email, or re-engagement email and be sure to personalize it, add value, and provide a bold and obvious CTA.
