Everyone knows about e-mail marketing.
But there are many different types of e-mail you can send, depending on your objective.
Here’s an overview of the types of messages that could help you achieve your objectives.
1- Promotional offers
If your primary objective is to build brand awareness and position yourself as an expert in your field, while selling more products, then promotional offers have their place in your e-mail marketing strategy.
The information can primarily relate to your own business, for example if you’re launching a new product designed in-house, or celebrating a key event.
Ideally, your e-mail should include one (and only one) “call to action”, clearly indicating what you’re offering (duration of the offer and products involved, etc.).
In all cases, opt for clarity: your informative message should be direct, and if an action is expected, written and visual elements should highlight it.
2 – Product updates
Are you offering new products in your catalog, such as complementary accessories or a new, more modern version of a product your customers have already purchased?
You can talk about it, as long as you don’t inundate your customers with e-mails.
For effective e-mail marketing, it’s best to limit this type of e-mail and space them out over time.
If they’re purely informative and don’t contain any promotional offers, make sure the customer learns something useful about the products they already own.
3 – Newsletter or magazine in electronic format
Do you have a lot of informative content about your business?
Whether you offer goods or services, it may be a good idea to offer a regular newsletter, or a downloadable pdf magazine.
Be careful, however, as regular publication means you need to have enough content to feed your sections.
Before getting started, ask yourself whether you have a realistic editorial calendar in place, and who can ensure that it will always be respected.
These forms of content form the basis of e-mail marketing.
But as we’ll see shortly, there are many other possibilities if you want to vary the form of your communications and thus bring your brand identity to life.
