Setting up email marketing campaigns for small businesses can be a challenge. Your company's emails need to be strategic and engaging. You want your customers to stay interested, whether they are looking to buy or not. Sometimes marketing can be easy as sending emails. Rather than sending out generic emails, you want to create targeted and personalized emails. Part of that is understanding what the next best action is for a given consumer. Here are 8 different email marketing campaigns for growing your business and keep customers interested.
You get one chance at making a first impression, and in today's world this is usually done via email. Welcome emails give businesses the opportunity to reach out, thank customers, and set the tone for the brand experience. A welcome email goes out after customers first engage in your business in some way. There are many reasons to send a welcome email.
Send email after customers:
Welcome emails are good email marketing campaigns to a new subscriber. Review your subscriber list every so often and send out a bulk email. This email should focus on introducing the personality and values of your brand. Welcoming your new customers to your brand is a chance to explain how everything works and how they can get set up. Welcome emails are the first email your new customer should receive from you. This is the first time customers will be receiving emails from your business, so make it count for it be an effective email marketing tool.
Pro Tip: Be clear about what the customer should expect next. For example, if this is a newsletter, tell them what will be in it and when the next one should arrive. If it is a purchase email, tell the customer about the shipping process and how to check tracking updates.
A promotional email campaign email can be two things. The first is the more standard marketing strategy that fills up people’s inboxes. These email campaigns usually get deleted or end up in a spam folder. It is important in these emails to try and pull your customers in. Most likely, they get these emails from many businesses. Focus on saying something different than all the other businesses. Another kind of promotional campaign emails is a time-sensitive promotion. These offer a discount or a limited time offer for your customers. Time-sensitive promotions tend to reach people well. If a customer has been thinking about a product/service, they can’t resist the discount.
Pro Tip: Use this type of campaign in conjunction with other email nurturing campaigns. You are trying to build a relationship with the customer and if the only time they hear from you is when you are asking them to spend money... you'll soon end up in the spam folder.
Seasonal campaigns are a type of promotional email that work in favor of many brands. They introduce new products, directed towards the change in the seasons or holidays. These are great as people tend to spend more money close to the holiday. If you are already planning on sending out a holiday email, include your promotion in this. Seasonal campaigns get customers interested in new aspects of your brand. It draws their attention to new products or services.
Pro Tip: Seasons can be more than holidays. If you are an accountant, then Tax Season should prompt a campaign. Back-to-school season, wedding season, snow season, road-trip season -- there are many times throughout the year that consumers will be looking for deals.
An automated response email should be set for when a customer fills out a form for a quote or other request. This automated email lets them know it was received and what they should expect for follow up. Autoresponder shows responsiveness and sets expectations. Use this email marketing campaign to provide other useful content about your business. It should be both informative and quick to read, so that you maintain the customers attention.
Pro Tip: Set a timeline. Automated responses are just confirmation that something happened, but usually you still need to deliver on a promise. Let the customer know exactly when they can expect you to follow up.
A post-purchase email should happen from right after, to a couple days, after a sale. An order confirmation email is a good email example. It is a great time to ask for reviews on both the product and your service. Reviews are critical for standing out on most social media platforms. They allow for your brand to continue to improve and grow.
Pro Tip: Many companies take the approach of bailing on customers after a purchase is made. The post-purchase email is a great time to show that you are committed to the relationship by surprising and delighting the customer. As an example, you could thank them for the purchase and include a video detailing how a product or service works. This added touch shows you care about their satisfaction.
Lead nurture campaign emails contain targeted content based on each customer. Someone downloads a freebie, like a how-to guide, and then these emails expand on this topic further. This allows you to build authority and convince the prospect of your expertise. Lead nurturing will send customers a complementary offer based on how they responded. It targets customers based on what niche of your brand they have an interest in. It sets them up to continue to engage as you are sending them what you know they like.
Pro Tip: Keep score. Lead scoring is a way to know when you should send an offer to a prospect. A simple way of keeping score is to add a point when you give something of value to the customer and subtract a point when you ask them for something (like making a purchase). Only ask for something if their score is three or higher.
Re-engagement emails are emails sent out to customers who have become inactive. Send emails to people who have not opened an email from your business in a few months. The purpose of this email marketing campaign is to get customers back. Sending an engaging email should grab their attention. It should also offer them the option to unsubscribe from your email list if they are no longer interested. Then you are not wasting branding on those who are not engaging. This will also help you keep track of your unsubscribe rate. If they are still interested, it will get them involved in your brand again.
Pro Tip: If there is ever a time to drop the template and be a human, this is it. Never underestimate the power of sending a personal email. Knowing that a business owner reached out to you personally for feedback and to engage you does wonders.
An upsell email is an email that attempts to get the customer to make larger purchases. Upselling can be tricky as you don't want them to feel you only value them for their money. The hard part is getting the customer. Target loyal customers and once you have them, you want to ensure that you maintain the relationship. Offering additional services encourages them to continue purchasing things. Be sure to add personalization by relating it to recent purchases. By recommending similar things with personalized emails, you can build trust.
Pro Tip: Use your data. Just because someone bought running shoes doesn't mean they want weights... but they might want a pair of socks. Look and see what items or services consumers either buy in conjunction or sequentially. Chances are that pairing those make sense and could be the start of a smart upsell campaign.
Final Tip: Every business is different and not all these campaigns will work for you. However, the best email marketers have multiple campaigns running at the same time to ensure that customers are being contacted regardless of where in the funnel they are. Consider how one campaign will feed into the next based on what the customer has shown you and you'll be well on your way to maximizing the relationship.
Need help setting up your next campaign? Let us know.
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