Email Marketing – Effective Communication Types

Every Email must have the option of opting-out

Email should be sent only to prospects who have opt-in as a subscriber

Email has been long used to deliver promotional content to prospects and users electronically. Its very important to understand that this form of marketing drives results only if the individual whom you are sending email have opted in. However, you could send emails to organizations without opting in but you need to provide them with the option of opting out.

Email is one of the best ways to build a rapport with your prospects and maintain a healthy relation with customers to retain them. But this form of Marketing is not so easy, creating a campaign is easy but creating campaign that drives results need certain level of practice.

Types of promotional emails:

  1. Postcard Email: It’s short focusing on single product and is visible in the preview itself. The reader does not need to scroll to go through the content. It relies heavily on graphics and include the least amount of text possible.
  2. Catalog Email: It is usually larger containing the catalog of multiple products. Usually there is a photo and description for each product with link to the website. Plain text emails are lightweight and take very less time to load. However, Emails like postcard and catalog are graphic intensive and takes time to load which increases the chances that user closes the email before loading. Thus it becomes very important for us to restrict the amount of content in catalog too although the screen size restriction is not an issue here unlike postcard. The subscribers will be happy to receive the catalog email once a week if they are interested, so long as the products in the catalog we include in each email are different. The readers will lose their interest if they simply see the same products again and again so it becomes important to have unique products in different catalogs.
  3. Advertorial: is a paid product placement: an advertisement masquerading as an editorial, which features in a well-known email publication. A well-written advertorial—one that sounds genuine and is presented professionally—can be extremely effective and profitable. The banner space is priced according to the number of people who receive the email—a CPM or cost-per thousand model (where M is used because it’s the roman numeral for 1000)—or the number of readers who click on the banner—a CPC or cost-per click model.

Types of Emails to build relationships:

  1.  Short form Editorials: are quick, ongoing communications like the postcard but differ from them. The man purpose of these emails is to convey the editorial content unlike postcards which focus on promotional content.
  2. Email Newsletters: provide users with the insights of the thoughts and vision of your company. Companies include original content like their blogs, informative case studies into their newsletter which help them build a relationship with their prospect.
  3. Transactional Emails: provide information related to the product or service for which they have undertaken a transaction for buying a subscription. This informs them about the billing, changes in policy and pricing. These are an effective method to keep the customers updated.

Emails for Press Release and Media Outreach

Majority users check their email through smartphones
Emails should be mobile friendly and responsive

Reaching media using email is relatively better than any other option as it hardly costs anything and it could deliver the message timely. Email is the most natural way to send press release to journalists related to your industry. The old concept of press release which relied heavily on text is changing and now focus is shifting to HTML, fonts and colors. Also, incorporating the logo in the press release is essential to form a brand trust and let the reporters now who you are.

Another thing to note is that a mention in a publication that’s small but widely read in your industry niche can be much more valuable than an article in a widely circulated daily newspaper whose readers generally are not interested in your offering. Reporters look out for interesting news, so you should keep in mind that share a press release only when it’s something worth sharing.

Auto Responders as Triggers

Auto responders are messages that are triggered automatically without any intervention from the sender when the recipient undertakes any specific action. This type of email is sent in reply to an action taken by the recipient. For instance, almost all of you may have received  a ‘Thank You’ email after purchasing a product online. This email came as a response to the action of buying.

Alert Emails

Alert emails are very much similar to the auto-responders, but unlike auto-responders, they are triggered by a specific event to which the sender wants to draw attention. Like people receive emails from the companies they buy products from about their future sale, upcoming events etc. These kind of emails could be created in advance and could be sent out once the trigger event occurs.

Some companies ask their subscribers regarding the frequency (daily or weekly) at which they would like to receive updates. If you ask your readers about the frequency, then make sure you can deliver that because it adds an extra level of complexity. Another thing to note down is that there is no best type of email because the choice depends upon usage situation. The right combination of different email types will help you increase the engagement with your customers in a better way.