Different types of email marketing
To a lot of internet users, the term “email marketing” automatically conjures up images of an email intent on selling. In actual fact, there are a number of types of email communications you can pitch to your customers, some of which are not directly sales related but can certainly contribute to their bottom line.
Often called postcard emails, these are simple, brief announcements you might want to make informing customers of a special offer, a popular new product or quick fire sale. These types of emails are typically restricted to a single call-to-action and should be easy for the recipient to scan in a few seconds.
The primary purpose of an email newsletter is to build upon the relationship you have with your customers. Of course this might indirectly result in an increase in sales, but the focus should be on providing relevant, useful content your subscribers might be interested in.
Often the content isn’t directly related to your products either. For example, a web agency might send a monthly newsletter featuring a few tips on Search engine optimisation or the benefits of search engine marketing.
Catalogue based emails are fairly self explanatory - an electronic version of a printed brochure listing particular products. The primary goal with catalog emails is to encourage customers to purchase.
If you have a list of contacts that have given permission to contact them, email press releases can be a great way to attract news coverage. Of course, there are a number of services that can distribute your press releases to the media, but maintaining their own list of media contacts can be a great way for you to send targeted, personalised press releases only to those contacts who will be interested.
Choose the right approach for your email template
When considering which types of email to promote to each of your customers, it’s important to remember that you don’t need to take a one-size-fits-all approach. Some clients will be much more suited to email newsletters than one-off announcements, while the opposite might apply to others.
The best thing about email is that it’s measurable. Try a newsletter for your customer for a month or two and then look at the results. Mix up the the topics you cover to see which gains the most interest. Try a different layout for each issue, using your creativity to find what works best.