Emails are considered to be one of the best forms of digital marketing. Marketers use emails to communicate with their customers and potential customers. With email marketing, it is easy to track the interactions with your audience. You can also measure the effectiveness of your campaigns through click-through rates and unsubscribe behavior. In this article, we will discuss the various types of email marketing projects that you may require and the approach you should take to make sure that your emails are effective and engaging.
Types Of Marketing Projects
Depending on your resources and the scope of your project, you may choose between several types of email marketing project options. Here are the most common ones:
1. Email Marketing Campaign
If you have a small team and you are looking to increase engagement with your audience, consider launching an email marketing campaign. With this type of project, you will need to plan out a series of emails that you will send to your audience. You will need to decide if you want to send these emails manually or if you want to use an email service to do it for you. In order to ensure the highest open rates and engagement, you should use a tool such as Benchmark to collect and analyze email marketing metrics such as open rates, click-through rates and conversion rates. If you have an existing customer database, you may choose to use that to target your audience. Otherwise, you may want to consider using a tool such as Mailchimp to build a targeted list of users.
2. Product Or Service Announcement Email
An announcement email is usually used to notify your audience about a new product or service that you are launching. You can also use this type of email to communicate other important news related to your industry such as sales, discounts and upcoming events. This is one of the simplest and most popular types of email marketing projects because all you need is a product or service and you can launch a campaign quickly. You should send out a series of these emails periodically to keep your audience informed about what is new and exciting. You can also use email marketing to communicate with your audience about the importance of using your products or services or to encourage them to adopt new ones. The great thing about this type of email is since it is short and to the point, it can be easily scanned and opens quickly. You should make sure that your product description is concise and easy to understand and that it will catch the attention of your audience. You should take into consideration that not all of your audience will want to hear about your new product or service. Ensure that you have something useful to say and that your message doesn’t come off too much like an ad. In addition to product or service announcements, you can use email to communicate a discount code or special offer for a limited time only. Sending out a few of these types of emails can be very profitable.
With a newsletter, you can keep your audience informed about what is happening within your industry and provide them with valuable information that will help them make meaningful decisions. Newsletters are similar to emails in that they are short and to the point. However, you will need to set the frequency of the newsletter to ensure that your audience gets the information that they need without having to subscribe to every single update. Consider using a service such as Feedly to collect and aggregate content such as blog posts, news articles, etc. that you want to include in your newsletter. You should send out a newsletter periodically to keep your audience informed about what is new and exciting. In addition to industry news, you can use newsletters to provide your audience with quality content that will enhance their experience on your site. You should make sure that there is value in the information that you are disseminating and that your audience can relate to what they are reading. If you are looking to engage your audience and increase site traffic, consider using a tool such as Growthoid to track the results of your newsletter efforts. Just remember that creating a great newsletter takes time and effort so don’t expect to send out a professionally designed layout every week and have it look like it was done by a pro.
4. Event Announcement Email
An event announcement email is used to notify attendees of an upcoming event that you are organizing. You can use this type of email to communicate with your audience about an industry conference, trade show, keynote speech or anything else that you are organizing. It is a good idea to use a service such as Eventbrite to manage all the details of your event. Once the event is over, you can use the results of the event to your advantage. For example, you might want to send out a series of emails to your audience to encourage them to come back and visit your site again or to gain valuable insight from those that came to your event.
5. Reminder Email
A reminder email is similar to an event announcement email except that you are notifying your audience about a particular topic that you are repeatedly reminding them of. For example, if you are sending out a series of emails about the importance of winter season travel and you want to remind your audience about the upcoming winter holiday, you may want to use a service such as Transmute to set up a series of automated emails that will remind your audience about winter holidays and destinations.
Now that you have a better idea of the types of email marketing projects that you may have had in mind, let’s discuss the general approach that you should take towards making your emails effective and engaging.
1. Email should be individual
Your emails should be individualized. This simply means that you should not use a boilerplate text when you are communicating with your audience. Make sure that your emails contain valuable information that will help the reader and that they are easy to understand. In addition, you should take the time to customize the emails to fit the target audience. For example, if you are sending out a sales email to a specific group of individuals, you should take the time to make sure that the language and the style of the email are appropriate for that audience. Remember that your emails are a reflection of your brand so make sure that they match the overall feel and tone of your website. Another important factor to consider is that not all of your audience will want to hear from you. You should try to tailor your emails to reach only those individuals who are most likely to be interested in your message. In other words, you should put yourself in your audience’s shoes and think like they do. You can use a tool such as Personify to easily split your list of contacts into groups based on their interests. For example, you may want to create personas for your male and female audience and then target the persona that you think will be most interested in your product or service. In addition to creating interest groups, you can use personify to find the most relevant emails for each of your personas.
2. Keep it simple
Keeping your emails concise and easy to understand is essential for ensuring high engagement rates. In order to do this, you should avoid using lengthy, complicated sentences. Instead, you should opt for simple language and easy to understand sentences. In addition to being easy to understand, your emails should be short. If you are writing an email to inform your audience about a new product or service, keep the information concise. In general, emails with shorter content have higher open rates than emails with longer content. Keep this in mind when creating your next set of email marketing messages.
3. Test different styles
Email templates are really just a starting point for creating an engaging email. You should not always use the same approach to engage your audience. To determine which one is the most effective, you may want to consider experimenting with several styles and seeing which one gets the highest open rate. For example, take a look at the success that LinkedIn’s sales team had with their emails.
“We used to use templates that were very cookie cutter. We would send them out to 500+ people and they would all look the same,” Jennifer Doudna, social media strategist at LinkedIn, told Business Insider. “Then we tried a few different approaches, trying to see what resonated with our audience more.” Now, LinkedIn’s sales team sends out a mixture of both automated and manual emails, incorporating some of the best practices that they learned along the way and bringing in the charm of their brand. This kind of personalized, multi-channel approach is what makes them stand out.
Tips For Increasing Open Rates
Since emails are one of the best digital marketing tools available, it is not difficult to find advice on how to increase your open rates. Here are some tips from HubSpot that you may want to consider: