In its principle, it is simple. In its execution, it is powerful.
But what is email marketing, really?
Email marketing uses the tools of email to deliver brand-promoting messages. It could be a product promotion, a reminder email for an abandoned online shopping cart, or even a simple greeting. When effectively executed, they are beautiful lead-nurturing tools. When ineffectively executed, they will be deleted or unopened. Worse, their respective brands can be forever linked with frustration.
Sounds bad, because it is. But don’t worry– a little understanding goes a long way. So, let’s ask the right questions:
What are the different forms of email marketing?
First up, we have transactional emails. They’re usually triggered by an action on your website, or in your store. The most simple transactional emails are “thank you for purchasing” emails. A little add-on is the customary “you might like these” suggestions. Perhaps it’s suggesting further products based on that purchase– done by email of course. In fact, email is one of the most useful lead-nurturing tools, for new and existing customers.
And that lead nurturing can start before they’ve even made a purchase.
Perhaps someone created an account on your online store. Perhaps they left a few items in their cart but didn’t actually go purchase. Email marketing is your ideal vessel to push that interest into a sale. You can always set up “did you still want this?” triggers, especially effective if you pair them with, “free shipping on this order!” or “20% off today!”.
And then we have the two kinds of email newsletters: the direct and the indirect.
Direct is when the sales message is explicit:
“We’re having a sale!”, “We’ve got new products on offer!”, “Book now for School Holidays!”.
Indirect is, predictably, more subtle. It’s not a direct offer– it’s more about fostering relationships. They remind your consumers of expertise and, in doing so, build trust. Many brands do this by sending thought-leadership articles, but that’s not the only way. Consider engaging, creative content marketing– everything from tutorial videos to recipes. Think about what your consumers will find useful, and what will build brand favour.
So what is email marketing? It’s one of the most underestimated marketing tools out there. It’s also one of the most versatile: one medium– one trillion possibilities. Working with us, you know we’ll always be looking for more. Be number one-trillion-and-one! Fill in the form below?