Emailing marketing is a long-term strategy that requires a lot of work and planning to execute well. Simply sending emails to your prospects or list won’t do the trick and will often end up being unsubscribed.
Instead of constantly boring your prospects with random emails, try using the 5 following email Types. These email types have been systematically proven to work very well in conjunction with any existing email campaigns and especially when combined with one another. For the sake of argument, we recommend you add these 5 types of emails into your campaign today for maximum effectiveness.
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1. The Autoresponders
When someone signs up for your email campaign or newsletter, you need to send them something more tangible than a simple “Thank you for subscribing” confirmation. You can still send the confirmation, but make sure you send them an Email followup (within the same day) with branded content. This enables both of you to confirm the email was entered correctly, and also give them something to chew on while they wait for your next email.
Purpose: The purpose of this email is to make sure you got the right email and also quickly remind the user who you are and what value you provide. If it’s an Ebook they were promised, then you better deliver that email quickly. If it’s more information, make sure it’s delivered promptly as well.
Goal: To have the user go through the email and click links inside. If you promised a PDF, insert a download link, don’t attach the actual PDF file. You want to be able to monitor your click-through rates.
Subject Lines: The subject line should reference clearly what it was that they signed up for. Don’t put your company’s name, mission statement, or anything ambiguous here. Be clear and concise so they recognize you and don’t throw you into the SPAM folder.
Cool Trick: If you want your prospect to move forward in your sales funnel, you can do that with the initial auto-responder by making 2 offers in the email. The first offer is the one they requested (ebook, info, webinar, access, etc). And right next to the initial offer, give them the 2nd offer. If they choose the 2nd offer or both, then they will proceed to the next stage in your sales funnel.
2. The Nurturing Emails
If you’re running a sales organization, chances are your sales reps need leads. And every single user on your email list can potentially be a lead. However, before they can become a potential lead, they must be nurtured. And the best way to nurture them is through a series of carefully written Emails that speak their language and shares information that’s relevant to them. You need to constantly stay on top of their mind and remind them you’re the expert. Make sure your series of Nurturing emails are informative, straight to the point, and well-timed. You don’t want to send one every day. Once a week or twice a month should suffice. Also, make sure you create several “Contact Points” so your sales reps know when a nurturing prospect is mature enough to be sold.
Purpose: To stay on top of your prospect’s mind, nurture your leads, and also alert your sales team when a prospect has matured.
Goal: To have prospects repeatedly see your emails and interact with it via clicking on Links to trigger additional emails.
Subject Lines: Your subject lines need to be gentle and not sales-oriented. So consider the following examples:
- Haven’t spoken in a while
- Thought you’d enjoy this
- Following up on our last conversation
Cool Trick: It’s helpful to have the responses from Nurturing Emails go to your sales team. If you have a sophisticated CRM or Lead management software, then make sure you fully utilize that feature. If you don’t have a fancy CRM then when sending Nurturing Emails, make the “From” Email actually from your sales department, so when your prospect replies, it goes directly to them.
3. Sharing Content Emails
These emails are pretty much the same as Nurturing emails and share a similar purpose, except their goal is to drive engagement and get your users to share your content or forward the email to a coworker or friend. This email is often VERY short, 2-3 sentences, and has a link to another popular article written online. You’re simply sharing a link/article with your prospect to let them know that you’re thinking of them. And hopefully, they will also share your link with other people as well. The link can be to a 3rd party article or another article YOU wrote.
Purpose: To promote the brand and drive user engagement.
Goal: To have the prospect interact with links and share content by forwarding.
Subject Lines: This is a very short email and often contains a LINK. The following subject line works well with these types of emails.
- Found this article very helpful
- Did you get a chance to read this yet?
- Thought you would enjoy this
4. Invitational Emails:
Invitation Emails are powerful for recruiting people to webinars, special campaigns, and events. If you’re hosting a networking event, these invitation emails are essential to your success. Many B2B events depend solely on Email marketing via Invitation Emails to drive attendance. And as much as 70% of all attendance can be expected to come from Email Marketing.
Purpose: To drive attendance and engagement.
Goal: To have your user register for an event or campaign.
Subject lines: Make the event and whatever the main draw is KNOWN in the subject. If you have a famous speaker, mention that person in the Subject.
5. Identifier Emails:
“The most successful emails for those new prospects entering our marketing funnel are the emails in which we offer a variety of content across the marketing stages to best identify where they are in a buying cycle.”
– Lizzy Braswell (senior marketing specialist @ Silverpop, an IBM company)
You can create several emails each one with a different service/offering, or have ONE email offering 3-4 services/offering. The Identifier emails are best given to new prospects in the beginning when you have no idea what best interests them. They will interact with the content/services that most interest them and once they interact with a specific Email/Link, they have been “identified” and will move forward on your sales funnel.
Purpose: To determine what stage in the buyers’ journey your prospect is in.
Goal: The goal is for your prospect to let you know where they are in their buying process and also what interests them by clicking on links in your identifier emails.
Subject lines: You want your subject line to be the identifier so they can quickly “identify” if it’s for them or not. Also, make sure your message is brief and include the Link in the 1st sentence if possible. You’re not looking for them to read much, you just need them to point themselves in the right direction.
Stage 1: No mention of your brand, or your keywords
- New research from LinkedIn
- Did you read this yet?
Stage 2: It’s OK to use your brand OR your keywords
- Case study on increasing sales by (your keyword)
- How (client) gained 300 percent ROI by using (your brand)
Stage 3: It’s OK to use both
- (your company) is the best at (your keywords)
- Forrester ranks (your brand) at the top of (your keywords)
Cool Trick: Gamify your email and turn it into an adventure! Create multiple Call To Actions in your email and let them choose their adventure/stage. This can be fun and also quickly identify your prospect.
There you have it, 5 new emails to dramatically boost your email marketing campaign’s effectiveness. Keep in mind that these emails work better together and if connected to one another. Test them out and experiment with them to see which combination works best for you.