Types of email campaigns you should know
How to use email marketing to make a lot of money?
With the rise of social media, independent sellers of cross-border e-commerce have tried social media marketing and online celebrity marketing in recent years. However, for independent sellers, email marketing is still an effective marketing channel to establish contact with consumers, attract potential consumers, and promote new products or promotional activities. Statistics show that the average seller gets a $51 return on investment for every $1 spent on email marketing. Email marketing has the highest ROI compared to other marketing channels.
So, how should we use email marketing to maximize user conversion?
According to email marketing experts, they believe that it is important to know the type of email marketing and the type of email marketing campaigns before starting your email marketing.
Types of email
Email marketing can be roughly divided into three categories by content: transaction emails, promotional emails, and retention emails.
- Transaction emails: These emails are usually sent during check out and other purchases and are usually key messages with strong functional attributes, such as order confirmation, receipt, and order shipping emails.
- Promotional emails: These emails are designed to promote promotional offers or new products and services. They are usually sent before festivals or events, for example, black Friday promotions, invitations to try new products, subscription coupons, etc.
- Retained email: this kind of mail is triggered by actions taken by consumers. For example, retention mail will be triggered when consumers abandon the purchase, a welcome email will be triggered when consumers register and subscribe, and repurchase wake-up will be triggered when consumers do not return after a certain period.
In general, the first two types of mail belong to group mail, while retained mail belongs to trigger email. Mass mail is one of the basic links of independent website operation, which stimulates consumers to return to the store through pushing order information and store activities. Trigger email is a tool for maintaining customer relationships, and its content is designed for specific conversation purposes.
6 typical Email marketing campaigns
- Welcome email
Welcome messages are trigger messages and are usually sent after the user has registered for activation. It can promote members who have not placed orders after registration to buy, transforming potential customers.
First impressions count, and for new subscribers, the welcome email you send is often their first interaction with your company after they are opt-in. When used properly, a welcome email can vastly outperform other promotional emails. In fact, according to Smart Insights, welcome emails have 320% more revenue each email than other promotional emails, in addition to an 86% lift in unique open rate, and a 196% lift in unique click rate.
Therefore, in addition to the welcome message, you should also highlight your service features (such as free delivery, in-store/online return, contact information, etc.), to facilitate consumers to build memory points and deepen their impression of the brand service. The welcome email also reveals the social platform operated by the brand, helping to divert traffic from independent sites to social media, which is conducive to expanding the brand's online influence.
- Order confirmation email
Why is the order confirmation email important?
Many inboxes are jammed with promotional emails, newsletters, and other email marketing campaigns. Most of these messages were deleted within two seconds. However, order confirmation emails are an essential part of business activities. They may not directly affect conversion rates, but they can increase (or eliminate) brand loyalty. They are information that customers want and expect to receive because they contain valuable information. Studies have shown that confirmation emails outperform bulk marketing emails in terms of open rates, click-through rates, viewing time, and revenue.
- Order confirmation assures your customer
Not everyone who visits your site is going to be your client. A key part of the transformation is building confidence in the company through trust badges, secure connections, references, and other tools. Customers need to know that your business is legitimate, and once you have their credit card information, they can trust you not to rip them off.
- It gets customers excited about their purchases
Once the customer has proof that the order has been placed and that you are committed to fulfilling it, their anxiety will ease. Now they can review the confirmation and focus on the finer details. Moreover, the order confirmation email is more like a kind of proof, constantly reminding customers that the goods already belong to them and satisfying their desire for possession.
- Redemption email
By guiding consumers to review the order again, the recall email can effectively reduce the abandonment caused by non-price factors and increase the probability of purchase.
Classic abandon, salvage email layout.
The top is equipped with a promotional picture highlighting the brand style, which can attract consumers to continue reading; The middle part lists the products in the order to evoke the memory of consumers. With relevant product recommendations at the bottom, if in line with consumer preferences, it can effectively stimulate return visits.
- New product email
Through email reminders, brands can give timely feedback to consumers on new products, and establish a good user experience and communication channels.
Each new product reminder email is not the same, businesses can be based on their brand style.
However, be sure to set up sending emails ahead of time. Usually, the product can start to warm up one week before the official launch, which can not only increase the sense of expectation of users but also lay the traffic foundation for new products.
- Promotion email
The study showed that more than 50 percent of respondents make monthly purchases through marketing emails. Therefore, promotional emails can effectively increase visits to stores, attract orders, and increase conversion rates.
There are various types of merchant promotions, such as limited-time events (limited-time discounts, limited-time free shipping), limited-time discounts (exclusive discounts for subscribers), and so on.
For example, in a regular promotional email, a brand not only displays necessary information such as the scope of promotion and discount range but also adds a discount code that is available only to subscribers. This setting is convenient for merchants to track the source of orders and accurately evaluate the marketing effect when they return to the market at the later stage. In addition, just like the new product launch email, the promotional email should also be sent in advance to warm up the publicity. Everyone can according to their situation, reasonable design schedule.
- Reminder email
Reminder mail can cover a wide range of content, including coupon expiration reminders, order reminders, member points reminders, and so on.
Reminder emails can effectively wake up silent customers, maintain customer relations, avoid loss, cultivate the loyalty of old customers, and promote the subsequent second purchase.