When we look at the different types of marketing e-mails and their advantages and disadvantages, Welcome e-mails appear first. These mails mean the first contact with potential customers. Looking at this first contact, very few of the consumers are actually ready for sale. These e-mails are very important in most segments that are not ready for sale. These e-mails can be used to bring potential customers closer to the purchasing stage. For these e-mails to work, they must have personal content and describe the brand, industry knowledge, and expertise concisely. Using these e-mails correctly is the first step in establishing a positive relationship with potential customers. They can be considered the first step of a business partnership. Another advantage is that welcome e-mails have higher open and click-through rates than standard marketing e-mails. This can be used to improve your e-mail marketing metrics. Similarly, a welcome e-mail can disadvantage the brand if not used properly. Since this e-mail is the first communication with a potential buyer, a small disruption or delay in this process may cancel the agreement.
Many brands, companies, potential buyers, and current customers send e-mail newsletters. These e-mail newsletters are a staple of e-mail marketing for most brands. These e-mail newsletters are very effective for informing, educating consumers about a brand, or conveying the brand’s projects. A brand that has decided what it wants to achieve from an e-mail newsletter at this point can use these newsletters exactly as it wishes. Helping to keep in constant communication with potential buyers and repeat customers, these e-mail newsletters can contribute to the advancement of a brand in many ways. When we examine these contributions, we first come across brand awareness. E-mail bulletins regularly cause readers to subscribe to the newsletter and recognize the brand if they like the content. At the same time, e-mail newsletters allow collecting different types of content that may be important to a brand in a single e-mail.
Dedicated e-mails, also known as private e-mails, contain only information about a particular offer. For example, a brand can inform its target audience about a new whitepaper published or invite them to a meeting on a new project they have implemented. That’s why dedicated e-mails are kind of like landing pages. That’s why custom submissions are often used to reach your entire e-mail database of a brand. Accordingly, dedicated e-mails create a motivating effect on consumers because they only have a message or a specific goal. Unlike newsletters, it is more result-oriented. Also, once a particular e-mail template is created, it’s easier for a brand to use it to convey a particular special occasion or important message. Finally, these e-mails also make it easier for brands to review and track their actions.
E-mails of this type are triggered by certain actions taken by potential buyers or regular customers of a brand. These are e-mails that convey messages that help complete these processes. For example, a consumer attending an online seminar organized by a company receives a transactional e-mail giving their login information to attend the seminar after completing a form. These e-mails are also frequently used on e-commerce sites. E-mails that confirm an order placed on such a site and provide shipping information and other details about that purchase are also included in such e-mails.
The name of this e-mail type reflects its purpose almost exactly. If a brand is sending out a lot of e-mails, if their e-mails are not relevant to the subscriber’s interest, if the brand’s subscribers’ inboxes are full of e-mails from other brands, or for some other reason, people may have stopped interacting with the brand. That’s why re-engagement e-mails are sent to win back these unengaged subscribers. E-mails are designed to get consumers re-engaged in a brand’s offerings. At this point, if a brand is selling a product or service, it’s often easier to re-engage with an existing customer than to find a new one, so the delivery of these mailings is crucial. From this point of view, re-engagement e-mails can definitely be considered a win-win situation. If your re-engagement e-mail from a brand manages to win back a subscriber, it’s a success. Thus, the brand’s subscriber list now has subscribers with which it interacts more. Conversely, even if re-engagement e-mails from a brand don’t win back every subscriber, it still counts as a win because brands can be comfortable deleting these non-returning subscribers.
Brand Story E-mails
This type of e-mail aims to take advantage of the audience’s emotional reactions by using a personal story belonging to a brand and conveying the brand’s purpose to customers and potential customers. A brand needs to use these e-mails to make its story clear and showcase its reputation from the past. Every business has a unique and different story to tell, so these differences can be used to sell. The most important advantage of this type of e-mail is an emotional connection with customers. A successful emotional connection can positively influence customers’ purchasing decisions. Also, emotional commitment can increase a customer’s loyalty to a brand.
Review Request E-mails
These e-mails are about reviews that are vital to any brand. Each review helps potential customers decide whether or not they want to buy from a brand. When e-mail subscribers purchase products from a brand, a brand needs to invite them to review the products and evaluate the results of those reviews. Brands can send a follow-up e-mail for this purpose. Along with these e-mails, subscribers are asked to review the recently purchased product. The important thing here is not to force anyone to give a positive review. It’s much more important for people to know that the reviews are genuine than if all reviews are positive.
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