Email marketing should be a part of your inbound marketing strategy. It’s one of the best ways to reach and connect with subscribers, customers, readers, and so on.
Email marketing is a direct marketing through digital means. It’s better than other direct marketing because it’s permission-based. This means the individual on your list willingly gave you his email address so you can send him messages.
Just like writing articles and blog posts, emails have different formats to use.
Below are the top 5 formats.
1. The Welcome Email
This is the first email you will send your new subscriber . . . and it should be sent automatically upon signup.
The Welcome email sets the tone for what’s to follow. It’s the place to let the subscriber know what to expect and how often he can expect it.
Keep it short and sweet and conversational. You might also include one or two testimonials in it as social proof.
2. The Information (Educational) Email
To me, this is the most important email you send. The reason is because it’s your information emails that will cement your relationship with your subscribers. This is how you’ll distinguish yourself as an authority in your field and as the ‘go to’ person for help and guidance.
This type of email will build trust. Your subscriber will associate you with reliable, helpful, and updated information.
Some marketers consider the ‘information’ and ‘educational emails separate, but I think they’re too similar. Their purpose is to inform, to help.
Note: The Newsletter Email may also be considered a separate email and that may be the case, but I incorporate these three formats into one.
If you want to make a distinction between your information emails and newsletters, the newsletter may be more about telling your subscribers about updates to your business and/or add some personal tidbits here and there.
3. The Promotional Email
This is an email that every business, big, small, or home, should be taking advantage of. It’s purpose is to let subscribers know about what you have to offer. It should be short and sweet, and motivational enough to entice subscribers to make a purchase.
Important points to this type of email are to include some kind of urgency in the message. You might let the subscriber know that it’s time sensitive. Or, it may be a one-time-only offer.
4. The Lead-to Emails
These emails are similar to the Promotional email, but it’s more focused. It’s designed to lead your subscribers to your site to take a particular action.
Maybe you’re offering a webinar or workshop and want to bring your subscribers to an information and signup page.
These emails should be on the short side and be motivating, starting the CTA process before the subscribers get to the site. This is to help with conversion once they get on the site.
You might also use the lead-to email may to lead the subscriber to an About page to remind everyone what you and your business is about.
5. New Product Email
This is as the name implies, it’s to introduce a new product or service that you’ve added to your business.
An important feature to this email is a ‘good’ image’ and powerful description.
You want to make the product or service look and sound enticing enough or helpful enough that it will prompt the subscriber to take action.
Along with these five top email formats, there are also:
Testimonial – reinforces your value to your community.
Product Advice – gives tips on how to use a produce.
Survey – lets you find out what your subscriber is thinking about – what they want/need.
Reorder – reminds the customer that it’s time to reorder.
If you haven’t used all these email message formats yet, get started today.
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This article was originally published by Karen Cioffi at: