Email marketing can be an extremely efficient and effective channel for you if you do it well. In this article, we’ll cover the 4 types of email campaigns you need to be running.
1. Welcome Email
The welcome email, as it sounds, is the email welcoming new subscribers to your email list. This is something you’ll want to automatically go out when someone signs up and you can set this up on most email providers. This is a good opportunity to make a good impression with your newly acquired lead as they have just expressed interest by signing up for your email list. You can make a special offer to new subscribers, give something for free, or just give a friendly welcome here.
2. Abandoned Cart
This one can be a big moneymaker. Most people that begin checking out on a site end up leaving the site before checking out, aka abandoning their cart. Whatever the reason for abandoning their cart, they have expressed strong intent and interest in what you have to offer but did not go through with the purchase. These customers will generally convert at a very high rate relative to other groups because of how far along the conversion funnel they already were, so make sure you have a good abandon cart email on hand. You can offer some sort of discount or promotion, or just give a friendly reminder that they left something in their cart. Feel free to get creative here.
3. Reengagement Email
The intent of this campaign is to revive a dead lead on your email list. Say you have a large email list of 10K people and your open rate is generally 10%. Over time you might accumulate a list of thousands of people who haven’t engaged with an email in a while. A re-engagement campaign aims to find those groups of customers that are fading out and try to bring them back in, or reengage them. This group might be difficult to get so you may have to come out with a strong offer or promotion to get their interest back.
4. Post Purchase
The post-purchase email, as the name suggests, is the email sent automatically to customers after they have made a purchase. This will generally serve a very functional purpose of being a receipt and supplying additional information but it can also be an opportunity for marketing and leaving a great impression with your customers. There’s this great example I once heard about a post-purchase email that created thousands of new customers for a business because it was clever and creative and went viral. Here’s the email, courtesy of Tim.blog:
“Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Friday, June 6th.
I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year”. We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!"