A look at what Email Marketing is

What is email marketing?

What Is Email Marketing?

Email marketing is sending commercial emails to a list of contacts who have given their express permission to receive email communications from you.

You can use email marketing to inform your contacts, drive sales, and build a community around your brand, like with a newsletter.

Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. ? This may sound time-consuming, but marketing automation does the heavy lifting for you.

Examples of different types of emails in marketing

Emails can be promotional, informational, or serve a specific purpose in the buyer journey.

Promotional emails

Promotional email example Clear

Email marketing campaigns are used to promote special offers, new product releases, gated content like ebooks and webinars, and your brand at large. A campaign could consist of 3 – 10 emails sent over several days or weeks. 

Promotional emails have a clear call-to-action — or CTA, for short. The CTA represents the specific action you want the reader to take, whether it’s visiting a page on your website or using a coupon to make a purchase. 

Your business’s sales and marketing rhythm should determine the frequency of this type of marketing email. ⏱️ During crucial periods like Black Friday, you may be sending multiple promotional emails in the same 24-hour period. During slower periods in the marketing calendar, there may be a few weeks between your promotional campaigns.

Informational emails

Newsletters: A newsletter, as the name suggests, shares news related to your business. ? Think: new milestones reached, new product capabilities, or to feature valuable content like case studies about your product. Sent at regular intervals — weekly, bi-weekly, monthly — newsletters help maintain consistent touch points with your email subscribers. 

But did you know newsletters don’t just have to be about ‘news’? As email expert Ann Handley says, focus on the letter aspect. Imagine you’re writing a one-on-one letter to your subscribers about something that interests them. 

Simply put, a newsletter is an opportunity to share insights, thoughts, tips – whatever brings the most value to your audience. 

Announcements: Email is the perfect way to inform customers of company announcements, new releases of a product, changes to the service, etc. ?

More often than not, email is the go-to channel for important messages. If there’s a glitch on your website, shipping delays, or an outage in your system/software, updating your contacts via email is the best way to maintain communication. It’s secure, instant, and can match the formal tone of even the most important announcements.

Re-engagement emails

Another important type of marketing email is the re-engagement email. As the name suggests, re-engagement emails work to reconnect with customers or subscribers who haven’t been active lately.

Take a look at this example from Shopify:

In this example, the re-engagement offer gives the customer the chance to provide feedback on Shopify’s platform.

Other options for re-engaging contacts include offering them a unique discount, sending them a birthday message and coupon, updating them on news about your product/service, and doubling checking their contact preferences.

source: https://www.sendinblue.com/blog/what-is-email-marketing/

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