An email marketing strategy is a tool in a complete digital marketing strategy. The goal of this tool is to send emails to prospects and current customers at every stage of their buyer’s journey.
There are many different types of email that you can implement. Depending on your industry, you may also want to incorporate a few different types of email marketing strategies.
Email Marketing Strategies
Welcome emails
The welcome email is the email you send to a subscriber within 24 hours of being added to your list. You take the time to tell them a little about your company and thank them for subscribing. This is an opportunity to please your new contact. Give them a discount code or a free download that they weren’t expecting.
Offer email
Another way to excite or engage with a customer or potential customer is by sending an offer email. With the right customer relationship management system like HubSpot, you can automate this email to trigger when a customer hasn’t made a purchase in a while.
Newsletter
If you are constantly introducing new products or services, or are a public speaker, consider receiving a newsletter. By making your readers aware of upcoming events before they hit your website, you can improve customer loyalty.
Blog post memories
If you blog frequently, make sure your readers don’t miss out on what you post. You can reinforce this by reminding them to check out your latest blog and video content once a week or once a month.
The SOAP sequence
The SOAP sequence consists of a series of email messages that are used to warm up new prospects, leads, and email subscribers. SOAP sequence emails focus on building a relationship with your new prospect, instilling trust, and generating interest in your brand and / or product.
The survey email
Are you trying to figure out how to improve a product or service? Who better to ask than your current customer base! Send a survey email asking for input. You should make sure to ask specific questions and keep the overall survey short to get the most feedback.
The free gift email
For certain industries, this is a great way to let your customers know that you care about them and that you are paying attention. Send them an email about their birthday.
Lead nurturing email
Lead emails are aimed at those who have not yet made a decision to buy from your brand. The main goal of a lead nurturing campaign is to keep in touch with subscribers and encourage a purchase by keeping them informed about the benefits of your goods or services.
You can provide valuable content and get the maximum ROI from your campaign. Match the content of each email to the recipient’s place on the buyer’s journey.
Email Marketing Strategy Best Practices
Regardless of the email marketing strategy you choose, you want to make sure that you are using best practices. It’s always best to use segmentation on your email lists. Segmentation allows you to send relevant emails to the right people at the right time. Emails written to a customer at the beginning of the buyer’s journey are different from those in the later stages. Likewise, the product or service someone is interested in can determine how you communicate with them and what content you send them.
General email marketing best practices include:
- Integration of personalization in every email
- Spend time creating subject lines that will entice customers to open emails
- Customize emails with emojis, pictures, and videos if applicable
- Make sure emails have working links, correct spelling, and correct grammar
- Track analytics emails to see open rates, popular days, and times to read and unsubscribe
When considering where to put your marketing efforts, there is one more thing you need to consider in your email marketing strategy. You own your email marketing list while social media is managed and monitored by the platform owners.
The rules, algorithms, and functions of social media change on a whim, and you have very little control over who sees your posts. You have a much better chance of making sure the emails you send end up in the inboxes of your email subscribers as they have asked to receive emails.
Email marketing is an important and effective strategy that every business should include in their digital marketing strategy. If you need help implementing an email marketing strategy, get in touch. Our experts are happy to discuss a tailored strategy for your business goals.
