The Best Marketing Emails to Use for Your Small Business
Have you ever signed up for a business newsletter? What about receiving an email after you’ve abandoned a cart online? Or maybe you received a birthday email with a unique discount code?
If you’ve experienced any of these emails, you’ve been a part of an email marketing campaign!
An email marketing campaign for your small business can be critical to getting noticed and staying in people's minds. So which emails should you use? Keep reading to learn about the different types of marketing emails.
Welcome Emails
Welcome emails greet new subscribers when they join your mailing list. These can be a single email or span out a few emails to keep them engaged and excited. Your goal here is to welcome them and set expectations of what they can expect from you and these emails.
These emails are an excellent way for customers to get to know you and your business. By setting expectations and reaffirming the value of your product/service, you are showing them exactly who you are and why they should stick with you.
Nurture Emails
Nurture emails are a series of emails that persuade your subscribers to make a purchase. These emails help customers move through the marketing funnel and encourage them to convert. Make sure to mention why they are part of this email campaign. Did they download an ebook on your site? Fill out a form? Let them know so they can refresh their memory.
These emails usually include a lead magnet - something you offer people to keep them engaging with your business and gather their contact info. Maybe you have a checklist of the “Top 10 Stretches to Do Every Day” or a guide to help reduce stress.
Whatever it may be, make it something your customers are interested in. If your customers want health tips, sending them recipes for the best fudge-filled brownies may not be the best tactic. Pay attention to your customers' interests to ensure they receive the most helpful content.
New Content and Product Update Emails
New content emails showcase new products, ebooks, blog posts, and other content. These emails can get people excited about the new things happening with your company. Promoting your new products/services before they come out can create excitement and encourage customers to keep an eye out for them.
Sometimes products and services change, and it’s best to keep your customers updated so they can have the tools they need to succeed. Update emails give you the platform for just that. Keep these emails short, sweet, and straightforward, as customers may not find these types of emails interesting.
If you have multiple updates happening, you may want to send them a roundup of everything instead of individual emails. Too many update emails can be overwhelming and cause your customers to avoid opening them.
Promotional Emails
Promotional emails are one-time emails that promote a specific product or service or a limited-time sale. Promoting a single offer at a time is best, as giving the customer too many choices can leave them feeling confused. Make sure to describe what they’ll get with the offer and why they should cash in.
There are so many different things a business can promote like:
Sales
Coupons
Webinars and Conferences
Ebooks
Free Trials
And so much more
Special Occasion Emails
Birthdays, anniversaries, holidays, and customer successes are all examples of special occasion emails you can send to your customers. Recognizing and rewarding customers for their loyalty and achievements makes them feel special and valued. These emails can include a special discount, badges, or something fun for your customer to enjoy.
Include build-up emails for your major holiday campaigns as these are a bit bigger and can require more. Sending out one email may not be enough, however, so by sending build-up emails before your finally special occasion email, you build excitement.
Newsletters
Newsletters are emails that are sent regularly. They can include company updates, new blog posts, new podcast episodes, relevant articles, or any other news from other trusted sources. These can help you stay on your customer's minds and keep them coming back.
Not only can it keep you on their minds, but it also shows how knowledgeable you are about your industry and can help build their trust in you. Better trust means a better relationship between you and them.
Newsletters are also a great place to tell your story. Telling the story behind your brand can help create an emotional connection for your customers. It shows you’re human, just like them. For example, one of the newsletters we follow here at Small Hits is Peter Shankman. He creates his brand through stories and gives his customers something to think about. If you’re interested, you can check him out here.
Cart Abandonment Emails
Have you ever gotten an email along the lines of “Hey, there’s still stuff in your cart. Don’t forget to check out!”? This is an example of a cart abandonment email. These are emails sent to customers when they add products or services to their cart but never complete the purchase.
Your goal is to get them back and finish the sale. Offering a discount code can help entice them to convert and make them feel special and appreciated as well.
Thank You Emails
Thank you emails are used to thank your customers for filling out a form on your website. When customers download your ebook, checklist, walkthrough, or whatever else you promised, they fill out a form with their name and email. Getting their info then allows you to thank them for downloading and send them another copy. By linking the ebook or other content, customers can have a backup in case the one they downloaded gets lost or deleted.
Confirmation Emails
When you make a purchase online, do you wait for your confirmation email? I know I get nervous if I order something but get no information on it. I feel like I got scammed and worry if my money went to something trusted.
This type of email lets customers know their purchase has been confirmed, that their money is safe, and that you appreciate their business. These emails should be to the point and include things like:
The tracking number
The total amount spent
The product/service purchased
The estimated shipping date (with a link to track the package)
Reengagement Emails
Reenddgagement emails remind inactive subscribers of all the benefits of your product/service and encourage them to give you a second chance. Remind them of all the great things your emails can do for them and what they could be missing.
You can use promotions and surveys to get people engaged again. For example, you can send them a special code they can use to get 20% off their next purchase or a buy-one-get-one-free coupon to entice them. Or maybe you want to know what you can do better? Surveys are a great way to see what’s working and what’s not. They help you gather feedback and get insights into what your customers like so that you can create a better experience tailored for them.
The Post-Purchase Email
The post-purchase email is a follow-up email after someone has made a purchase. These emails are great for building loyalty and continuing engagement. With these emails, you can:
Ask for feedback on the buying process and the product/service
Ask them to leave you a review if they enjoyed their experience
Ask them to share your experience on social media
Give them tips on how to use the product or service better
Encourage them to work with you again in the future
By following up and staying on their radar, you’re giving yourself the best chance at success.
Transactional Emails
Transactional emails are simple emails sent out after a customer makes a purchase. These emails may not be exciting or engaging but are so vital for you and the customer. Any emails that provide proof of purchase or account information would fall into this category.
Some examples of transactional emails are:
Order confirmations
Receipts
Shipping notifications
Subscription confirmations
Password reset emails
Account creation information
Conclusion
Email marketing is vital in today’s marketing world, but not knowing which emails to send could end up hurting you more than helping. Using these types of emails with your customers can help you master your email campaigns and reach your goals in no time.
