One way to accomplish this is through the use of emails. They are an excellent way of reaching out to your audience, and using this form of communication will also help clients to get the sense that you truly care about their interests. But you should take note: sending emails is a science on its own, with a complex set of rules that may make or break your brand.
For instance, if you’re looking to make use of emails to reach your clientele, you should realise that the click-through and the opening rate will largely depend on the structure of the email itself. Further, these parameters should only be taken as a turning point and not as a finished job. The next course of action is making sure that the landing page is of good quality – if it is, then it increases the chances of converting a curious visitor into a loyal customer.
In this post, we’ll take a look at the different types of emails you can use to boost your brand and compel readers to give your business a chance. Adding emails to your marketing arsenal will help arm your website with a state-of-the-art conversion system. So, let’s begin, shall we?
- Welcome emails
One of the most important emails that can be sent is welcome emails. These emails help to leave a positive first impression on your new leads. Every time a new lead is added to your mailing list, your autoresponder service should automatically send a greeting to the new person on board.
They are paramount to preserving leads because welcome emails help to build trust. Unlike other forms of emails, welcome emails enjoy a high click-through rate, so you really can’t afford to miss out on this opportunity. A friendly welcome will go a long way in making clients feel appreciated.
- Expectations emails
After a customer has signed up for your newsletter and received a welcome email, it’s likely that they’re still not sure what’s going to happen. And this can be disastrous for your brand considering that uncertainty is not a big turn on when it comes to business. A lot of people lose interest if no expectations are set. So, since clients want to know what they’re getting into, sending them an expectation email would be a great way to notify them of future endeavours.
In these emails, you should detail what you will be sending to them in the future and a breakdown of what services you are offering. Such clarification will help your customer understand your brand better. Additionally, expectation emails can be sent separate from welcome emails, or a shortened version could be tagged onto the bottom of the welcome one.
- Standalone emails
Emails that aren’t sent to everyone are called standalone emails. This means that they’re not part of a series, nor do they require some previous knowledge. They’re usually centred around a one-time offer that is presented in a clear and explicit way.
If you’re including an offer in your standalone email, make sure that the content is enticing and that the subject directly relates to it. The text should also be on an image that presents an overview of the offer you’re trying to make. All the verbs should be in an imperative voice as well.
- Lead nurturing emails
When you’re sending emails to your customers, you need to take a break from the offers once in a while, and this requires lead nurturing emails. Such emails usually come in the form of a personalised message that tells the customer something, followed by a subtle call-to-action. No offers should be included within the text whatsoever.
The email can include an educational or interesting anecdote from your personal life or from the history of your company, and the hope is that it’ll lead to a closer relationship between you and your customers. This can be very useful in the long run.
- Digest emails
Digital marketers often do not send these kinds of emails. However, it may just be the thing that’s holding you back from achieving more conversions. Digest emails are the opposite of lead nurturing emails and even newsletters, and they usually contain small amounts of information, packed into links and lists.
They are called digest emails because the tired mind can easily take a look at the information presented and “digest” it. In the midst of a busy season, digest emails are a great way of ensuring that clients receive your message without them having to parse through a wall of text.
- Shopping cart abandonment emails
If a customer gives up on your offer or abandons their shopping cart, you should not abandon him as well. Instead, you should send a friendly email, asking the customer to tell you what went wrong and how you can fix it.
Chances are that something unpleasant happened. Asking your customers to open up could be a great way to improve your customer service as a whole, making sure that the same mistakes are not repeated again.
- Latest content alert emails
Many of your customers won’t have the time to browse your website and refresh it all day just so that they can read the latest content uploads. Instead, you should be the one bringing the content to them. This requires you to send your best posts via a mailing list.
Most websites actually generate most of their leads from such mailing lists. However, it’s important not to send every post as it may be deemed as spam by many. What’s best is to send these emails in a moderate fashion and highlight only your best content through a well-planned strategy.
