Types of email marketing

[Music]
hi there i'm going to provide you with
some knowledge that will bring you one
step closer to becoming the best email
marketer you can be
in this upcoming section we'll equip you
with the skills required to craft
successful emails you'll explore what
goes into successful emails and i'll
show you examples of eye-catching copy
keep in mind the content in your email
will change based on what you hope to
achieve for your brand
there are all kinds of email types that
achieve different things so
i'll start by introducing you to the
common types of email used in email
marketing campaigns we'll start with
acquisition emails which are used for
acquiring new customers
then we'll talk about welcome emails the
emails you send to welcome new clients
and introduce yourself as a brand to
them then newsletters
these are the emails you use to tell
stories or fill clients in on any
relevant offers or anecdotes from within
the company
after that we'll discuss promotional
emails
these are sent out when you want to let
customers know about current sales or
offers
finally there are retention emails these
are the emails that will help you keep
your customers coming back
and you'll get plenty of practice
crafting emails so that you'll be ready
if you ever have to create email
marketing campaigns on the job
these next few lessons will involve lots
of learning are you ready to get started
meet me in the next video
[Music]
i mentioned previously that different
email types will accomplish different
goals for your company let's look at one
of those email types now as a company
it's very likely that one of your main
goals is to gain more customers
so what is the strategy for acquiring
customers how do brands get people
interested enough to take action
how do brands turn a potential customer
into an existing customer
the answer to all of these questions in
email marketing is acquisition emails
acquisition emails are exactly what they
sound like they are emails sent to
acquire or bring in new customers and
they're integral to the growth of a
company
to relate this back to our coveted
marketing funnel think of acquisition
emails as part of the awareness section
this is the portion of the funnel where
you are trying to create buzz around
your company do your market research and
grow your brand by acquiring new
customers
one secret to a good acquisition email
is giving your potential customers
something before they even know they
want it and i don't necessarily mean it
has to be a material item although you
can offer items like downloadable guides
product catalogs pdfs or free trials
you can give them an indirect compliment
or some positivity just something that
makes them feel good
you can also provide them with some new
or educational information or you can
offer a glimpse into what your product
will give them
another aspect of acquisition-based
email marketing that can make all the
difference between a successful campaign
and an unsuccessful campaign is copy
sometimes in acquisition emails a
company is speaking to someone who is
already interested but hasn't fully
committed to the product yet
but more often than not the emails are
being sent to brand new recipients who
have never come in contact with your
brand before
using witty unique and inclusive copy
can be a huge difference maker
email copy refers to the text in your
email and subject line so taking these
factors into consideration what does an
effective acquisition email look like
let's go over some great examples
this email from a social media based
photo and video editing company is
offering a tutorial on how to make
attention-grabbing social media videos
this is a great example because right
away you can see that they're offering
something new to their potential
customers
they've included specific details on how
the audience might use topics like
seasonality and mood to create more
engaging posts it's short and straight
to the offer
their email copy is light and vibrant
and the use of the line spring into
action with video at the top is a play
on words
they are urging customers to both take
advantage of a new season and take quick
action with their video posts
next up this cosmetics company offers an
interactive email that invites customers
to match products to suit their own skin
care needs by making the email
interactive this company gives potential
customers valuable information that
feels personalized just for them
and an offer to help them act on what
they just learned by making a purchase
this email is effective because they use
a clear call to action throughout the
whole message
the banner at the top of the page offers
customers 10 off if they shop for one of
these products now and there's a small
shop now button below each item in the
body not only are they getting a
discount they're also getting a mini
skincare lesson
and finally the subject line that went
along with this email read our number
one most asked question and acts as a
teaser encouraging interested parties to
click in and find out if it's a question
they've had themselves
this is a great tactic for getting
people to open your emails which brings
them one step closer to being a customer
there you have it that's a brief
introduction to acquisition emails and
there are lots more to explore
[Music]
so far we've spent some time getting
acquainted with acquisition emails now
we'll look at a different type of email
the welcome email welcome emails are
emails that are sent out to brand new
customers or subscribers
think of a welcome email as a virtual
first impression you make with someone
if you were to welcome someone into your
home for the first time how would you do
that
you might offer them water or a snack
if you were hosting your first ever
meeting at your workplace you'd choose
the conference room most suited for your
colleagues
you'd make sure it was big enough
comfortable enough and you may prepare
some kind of presentation right
in the same way that you would be very
thoughtful about welcoming someone into
your home you'll want to be thoughtful
about sending your welcome emails
welcome emails fall into the
consideration bucket of our marketing
funnel
remember
this is the section of the funnel where
users have already elected to subscribe
to your marketing emails so they are
looking for more information
by clicking subscribe these customers
have decided they want to receive
additional information on your business
this is a great time to nurture your
leads by sending goods or services that
your potential customers would be
interested in purchasing
so when you're creating your welcome
emails ask yourself what do you want
people to know about you
which aspects of your business's
identity feel like they absolutely must
be included a good welcome email
includes a conversational and inviting
tone and a brief summary that tells
customers what makes your brand unique
or tells your brand story
welcome email should also include a call
to action
in case you are not familiar a call to
action is a concise instruction that
tells the customer what to do next these
can be anything from statements telling
customers to buy a product or even just
a subtle button in an email that says
get started and sends users to a landing
page where they can create an account on
your website
whether or not your call to action is
subtle or more direct will depend on
what your subscribers engage with more
often
companies will send welcome emails to
thank first time subscribers or
customers who have purchased a product
they also may send a welcome email when
you download their app encouraging you
to use the app for the first time
sometimes companies will send a welcome
email to encourage people to buy a
product by including a discount code
let's explore an effective welcome email
to give you a better idea of what they
include
this example email from a kitchenware
company is exactly what a welcome email
should be like
for starters it offers incentives like a
free shipping code right at the top
they know you're more likely to click
the shop tableware button now that
they've presented you their customer
with a free shipping code
this is a great tactic
then the email includes a letter about
the company's background straight from
the founder
not only does this add a personal touch
but it makes the email copy feel
conversational and inviting especially
when in the note from the founder where
the founder mentions their company's
goal to make all meals feel special
the email is concluded with a few calls
to action as you are prompted to follow
them on social media and shop in their
online store
there you have it
now you know that a good welcome email
includes a conversational and inviting
tone a brief summary that tells
customers what makes your brand unique
or tells your brand story and a call to
action
meet me in the next video and we'll talk
about another type of email
[Music]
we're still moving along on our journey
into the various types of email
marketing so far we've learned about
acquisition emails and welcome emails
in this video i'm going to share one of
the most effective types of emails with
you
the almighty newsletter
a newsletter is an email sent to
subscribers on a regular basis
containing news and informational
content relevant to the company and of
interest to subscribers
newsletters are a great way to advertise
your product build up trust and show
your expertise
create lasting relationships with your
customers and inform and educate them
newsletters fall into several buckets in
the marketing funnel because they exist
at many stages of marketing campaigns
newsletters can fall into the
consideration stage when readers are
still getting to know your brand the
conversion stage when they've decided
they like your brand and want to support
it
and the loyalty stage when they keep
coming back for more products and
content
they're an incredibly versatile aspect
of email marketing
to really use newsletters effectively
you'll want to make sure you're being
thoughtful in the creation of your
newsletter
newsletters should include only relevant
content that you think your readers will
enjoy
recall that at this point in your
campaign you've done the necessary
research on who your audience is so you
have this information
newsletters should also include mentions
of trending topics pop culture or
current events so that the content feels
informed and fresh
and they should always include catchy
clever writing that makes them stand out
among the dozens of emails your readers
get every day
we won't get into design too much but
that is another important aspect of an
effective newsletter you want something
clean that feels on brand for your
company
let's expand on those concepts for a
moment
when it comes to including relevant
information think about whether you have
big news coming from your company
are you launching a new product or
service is there a new update from your
company that your subscribers would want
to know about and of course your
newsletter content doesn't always have
to be strictly about your company
maybe you are a wellness company who
sells products that relate to mental
health
you can include external resources like
articles featuring anxiety reducing
breathing exercises from reputable
therapists or specialists
there will sometimes be cases where you
don't necessarily want to drive traffic
to other sites so just be thoughtful
about what you do include
some of the best newsletters out there
include articles that don't try to sell
a product and instead include articles
relevant to subscribers lifestyles
while you're including that relevant
information be sure to cover trending
topics in your newsletter consumers
typically have an interest in the latest
trends so to remain relevant throughout
the ebbs and flows of what is top of
mind to consumers at any given time keep
the content topical and fresh
your writing style and tone is a huge
part of whether or not your subscribers
feel connected to your brand
make sure the style and tone you write
in is not only catchy and on brand but
also genuine it should be clear that
your intent is to add value for your
subscribers in some way this is a huge
part of relationship building between
you and your base
are you writing a newsletter for a
hospital you'll want to use an on-brand
empathetic style to make them feel
comfortable
but if you're writing for a ride share
company you might get away with using a
more casual humorous style of writing
now i want to share an example of a
great newsletter with you this is a
furniture company's newsletter and it's
sent out bi-monthly let's talk about
what makes it effective this newsletter
accomplishes all of the things i
mentioned earlier it advertises the
company's products it shows the
company's expertise on furniture and it
creates a lasting relationship between
them and their subscribers because it is
sent out regularly and it informs and
educates their readers
in this example you can see a headline
that reads pull up a chair which already
sets an inviting tone the copy below
that refers to a current event that
forced many people around the world to
stay at home for an extended period of
time
then they offer a chair for each type of
subscriber
under the headline for the remote worker
they have an image of an office chair
and it links to a landing page where you
can purchase the chair under the
headline for the new family edition
there's an image of a soft rocking chair
for a baby's nursery
and under the headline for the poolside
lounger there's an image of an outdoor
lounge chair with a link to purchase
there are other types of chairs too but
you get the idea
they've done a great job advertising
their products and establishing their
expertise on the best chair for each
type of person
the copy below the chairs educates and
informs the readers on comfort levels
dimensions and more product details
and generally this newsletter is a fun
and interactive way to create buzz about
the furniture company's various chairs
if you are tasked with writing a
newsletter someday take your time and
really be thoughtful about what you hope
to give to your readers and remember
the aim is to advertise your products
build up trust and show expertise create
lasting relationships and inform and
educate your customers
i'll meet you back here shortly
[Music]
we've learned a lot about email
marketing so far we've explored
acquisition emails welcome emails and
newsletters and there's still so much to
learn
in this video we're going to talk about
another type of email promotional emails
promotional emails are emails that are
sent out to inform your subscribers of
your new or existing products or
services
there are countless reasons you may want
to send promotional emails maybe your
company is having a site-wide sale
maybe you like to celebrate your
customers birthdays by offering them 10
off of their order
maybe your brand is celebrating 5 years
in business
maybe you're launching a new product
contest or giveaway
maybe you're offering some kind of free
downloadable content for a holiday
regardless of the reason for your
promotional email the goals will always
be
speeding up the buying process
encouraging subscribers to take some
kind of action and or creating new or
repeat customers because of these goals
emails tend to fall into the
consideration and loyalty buckets of the
marketing funnel promotions give your
subscribers and or customers a reason to
keep coming back and in turn to purchase
something
since promotional emails can be packaged
in so many different ways there aren't
necessarily strict rules about what they
should entail or include however here
are some tips you can use to help guide
you as you craft a promotional email
keep the emails focused on the promotion
itself keep it concise and announce the
promotion in the subject line
your promotional email should focus on
the promotion itself rather than product
features or details
if there are additional product features
or details you hope to include
link to them so that your audience can
click through to a landing page and read
further
promotional emails should be concise so
keep the body of your email brief and to
the point
the body of your email refers to the
text in the main content of your email
a learner should be able to read your
promotional email in just a couple of
minutes besides your audience doesn't
need to read 1 000 words on your company
and its products or services because
they already have some interest in your
brand's products
and the body copy isn't the only thing
you need to consider
marketing studies show that 47 of emails
are opened based on their subject line
alone which means you should spend
considerable time crafting a subject
line
be sure to announce the promotion in
your subject lines this doesn't
necessarily mean the subject line always
has to say discount code for 20 off
inside but it should hint that something
special is inside and it should be
relevant to the promotion
including the promotion in your subject
line gives your audience an idea of what
to expect it can get them excited create
anticipation and ultimately lead to more
effective campaigns
so
what does a great promotional email look
like
this example from a grocery delivery app
is a great promotional email because it
follows the general rules i outlined
earlier there are no unnecessary details
about products or the brand itself the
focal point of the email is the banner
at the top with a code that gives you
free delivery on an order of scones
fresh from the grocery chains bakery
and if you decide to act on this offer
you just click on the button that says
order now and you'll be sent through to
make a purchase the subject line free
delivery on something sweet makes it
clear that there's some kind of
promotion inside the email let's review
quickly
when creating a promotional email you'll
need to make sure your email focuses
heavily on the promotion itself rather
than the product features
you'll want it to be concise and to the
point and you'll want to introduce or
tease the promotion in the subject line
so now that you understand the
importance of an effective promotional
email let's keep this momentum going
[Music]
so far in this section we've explored
acquisition emails welcome emails
promotional emails and newsletters so
what's next in this video we'll explore
retention emails a retention email is an
email sent to a current customer with
the intent of keeping them as a customer
retention emails are all about timing
when sent at the right time they can be
incredibly effective and if you commit
to sending them you can keep more of
your customers coming back again and
again
that's why retention emails fit into the
loyalty bucket of our marketing funnel
this is the stage where you're dealing
with active customers
the goal here will always be to keep
customers happy because if your customer
is happy your brand is happy there are
lots of types of emails that fit under
the retention category for instance if a
customer puts an item in their online
cart but doesn't purchase it that
company may send a follow-up email
this retention email is called a cart
abandonment email and it encourages
customers to purchase the item they left
behind
if after a customer does make a purchase
a company sends a follow-up email asking
for feedback on that customer shopping
experience that is also a form of
retention email
getting customer feedback is a great way
to make customers feel heard and it also
ensures any necessary improvements are
made
if a company notices certain users
aren't really engaging with their
newsletters or promotional emails they
may send a special offer to those
customers to encourage them to engage a
bit more
that also fits under the retention email
category regardless of what kind of
retention email you are sending there
are a few things to keep in mind when
you are writing them remember that the
goal is to keep current customers coming
back
there are a few things you can do to
ensure your customers come back
retention email should include
personalization a clear call to action
and a great deal of empathetic and
inviting language
you might be wondering what i mean by
personalization in email marketing
personalization means you get to know
your customers and tailor your emails
based on who they are
lots of email marketing tools allow you
to segment your list so that you can
develop content specifically tailored
for certain groups of people
we'll get more into segmentation later
but for now just know that segmentation
is the practice of categorizing contacts
by a predefined set of identifiers so
that each email feels relevant to every
subscriber
so
after you've segmented your mailing list
how can you develop that tailored
content
sometimes it will be as simple as using
their first name and emails and subject
lines a trick that email automation
tools will allow you to do
another great personalization tactic is
sending a follow-up email with tips on
how to use the product that the customer
purchased
it shows you care about each individual
customer and that you can anticipate
what their challenges and needs might be
be clear about what you are asking in
your emails by including an obvious call
to action are you hoping to get them to
buy again
maybe you can give them a discount code
are you sending an email out to existing
customers to tell them about the new
loyalty program that just launched
request that they sign up for it
perhaps one of the best ways to keep a
customer around is to help them feel
heard and supported
the same is true for loved ones
colleagues and anyone else we come in
contact with empathy is just as
important when it comes to a business to
customer relationship
using language like how did we do and
how is your experience helps a customer
understand that their opinions matter
and that just might result in them
coming back again
now please note that this type of
language may be best used in its own
email that you might send out just to
get feedback but you also may find that
adding how we're shopping with us at the
bottom of the email with a scale from 1
to 10 for them to choose from goes a
long way too
in addition to getting feedback make
sure to use thank you language to make
it clear you are grateful help them feel
appreciated because you are appreciative
of their business and they should know
that
let's look at an example of a good
retention email
this retention email from a vacation
rental and lodging site does a great job
at including the features we covered
for starters
it's personal because they've created
individualized highlights for every host
so when a customer clicks on the button
that says get your host highlights
they'll be sent to their profile to view
a highlight that is specific to them
they include a clear call to action
which is for the customer to click on
the button and go check out their
highlight
and finally the language this company
uses is incredibly inviting and shows a
great deal of gratitude
using phrases like we can't thank you
enough is a great way to show that your
business recognizes how lucky they are
to have each and every customer
so there you have it they've
personalized the email they've included
a clear call to action and they used
empathetic and inviting language all the
keys to an effective email
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