So you've got your email list you worked so hard to build. Great! Now you are probably wondering how to manage this email list. What exactly do you tell your subscribers? What do you send them? There isn't necessarily a set blueprint to follow. However, there are certain emails you should always consider when having a mailing list. You can develop your own email strategy but consider these alternatives. Whatever your cause may be, make sure you implement these 7 types of emails for your mailing list:
1. Welcome Email
This is definitely not an optional email to send to your subscribers. This is probably the most important type of email for your mailing list overall. It is the very first impression they receive of you and your company. Usually in the form of an automated message, the welcome email is basically a thank you for signing up for your list. Whatever eye- catching strategy you used to attain their email, make sure you take the time in placing an automated email message thanking your new subscriber for signing up. From the very beginning you want to make your new subscriber feel like they are a part of something caring. Make them feel like they are a part of a community and most especially, be that friend that they need in the niche you specialize in. If they signed up for your list, that means they find value in you. Therefore, a quick way to show that you appreciate them is to show value back to your subscriber and sending them a welcome email.
2. New Content Email
This the email where you promote and describe a particular offer. There are several things to keep in mind when sending this type of email to your subscribers. First of all, these are emails where you should be careful in the way you approach. By showing new content, you are practically selling to your audience whether it be a product, service or just an idea. You are asking for your subscriber to invest into your new item that you are promoting.
Having said this, you should structure your email in the form of a copy. Writing great copy is a whole other strategy you should master if you have not done so yet. Copy writing is a great skill set to have as an email marketer so keep that in mind. When writing your copy, make sure to keep it short and sweet. However, be specific enough so you are able to convey the offer's value. If your copy is too short without explaining how the new content will add value to the subscriber, then you have just shot yourself in the foot and your whole campaign will fall short.
Remember to add a call-to-action button or link below your copy. Make sure it is big and clear and easy to find for your subscriber to take the next step. A larger button on the bottom of the email is highly recommended.
3. Product Updates
Product updates you want to be careful with. Imagine sending out multiple updates to your subscribers who purchased a certain product. How many updates can a product go thorough? In some cases, companies are constantly updating their products making small changes to them. Changes so small that it truly is not worth sending to your list. For the most part, people don't like receiving product update emails. However, you want to keep your customers happy and updates with new changes to their purchases. So then how do you do this and find a medium?
The easy way to go about this question is to simply send product updates in bulk. If your products get updated several times within a month, compile all of the updates onto one email and send it all as just one email. There is no need to send an email per update. This will anger your subscribers and they may begin to unsubscribe to you. Therefore, make sure you understand your products very well and send bulk updates accordingly. Make sure you don't send too many product update emails and make sure you don't take too long to inform your customers either. Don't send them an update to a product way too late because this will also make them upset.
4. Newsletter of Digital Magazine
What this refers to is basically for those who have blogs on their sites. A blog is basically a digital magazine and you can collect subscribers on your blogs through your site as well. When you write a new article, you can send your list an update that there is a new blog addition to your site. However, there is a certain strategy to this as well. Remember that for every email you send, you want to be intriguing and captivating.
When sending an email for a blog update, keep these traits in mind:
- Use images paired with the headline so it is visually appealing
- Very brief summary or short introduction of article
- Don't paste entire article. Have a call-to-action to read more (Looks more presentable)
Usually, the 3 bullet point formula stated above is used when you are sending bulk blog posts to your subscribers. Same idea as the product update emails mentioned above. If you are constantly writing blog articles, try to minimize the amount of times you email your list for new posts. If you are writing many blog posts, try sending them in bulks of 5 or 10 posts. In this scenario, pairing an image with a headline with a short summary and a "read more" call-to-action button works best when sending many blog posts in one email. Remember to keep it visually easy to digest. If you send an entire page of email with an entire blog post, your readers will most likely get intimidated by the volume of text and will click back or erase the email.
5. Event Invitation
Another common type of email to send to your list are event invites. Whether your organization hosts invitations or simply attends a larger convention, sending invites to these gatherings adds a sense of community for your customers. When you create community, you become closer to your audience. Therefore, being able to reach your audience properly for these events is crucial! What you need to keep in mind when sending event invites include:
- State the reasons why your subscribers should participate the event
- Use visuals to make the event appealing
- Since money is usually involved to attend events, keep your copy short and explain exactly why your even is mind-blowing and how your subscribers will miss out by not attending.
You are asking a lot by expecting your subscriber to physically attend an event. Therefore, make sure you are very convincing and let them understand what value they will gain from it.
6. Co-Marketing Emails
These are emails sent out when for instance two or more companies have organized an event, promotion or something of mutual benefit. The greatest benefit here is if your organization is partnering with a much larger organization. Therefore, this email would help you build credibility by simply mentioning the larger entity. An example of just that is say having a local super market have a promotion with a guest celebrity for only 3 hours. The super market will benefit greatly by sending out this co-marketing email to their mailing list.
When actually writing out this type of email, make sure you include logos of the companies you are partnering with. One big mistake would be to leave them out because you are not giving that company the credibility it deserves and you are also not visually engaging your subscribers with this other company. Simply writing the name of the company is not enough. Logos work out wonders since most people today are more receptive of images versus text.
Also make it clear that this offer or event is a result of a specific partnership. Again, you must include any information of your partners so you allow them to gain from your subscriber list. Your partnering company would usually do this as well. The benefit here is mutual because both companies gain exposure from each other's clientele list. Always keep your copy clear and brief and make logos visible.
7. Confirmation or Thank You Emails
Last but not least, confirmation or thank you emails are very important to automate. Similar to welcome emails yet different. A welcome email, as previously stated, is only used when your subscriber signs up for the very first time. However, throughout your relationship with your subscribers, they may be other things or applications that you may possibly have them fill out. Even a purchase should be followed by a thank you email.
The purpose of the thank you email is to provide your end of the promise to your receiver. You are acknowledging and appreciating the fact that your subscriber has actively performed a certain action. This makes your subscriber feel special and it reminds them that you care about them. Imagine how careless you would come off if your subscriber purchases something from you and they get no thank you whatsoever. A thank you goes a long way!
Wrapping Things Up!
It is important that you have an outline of email strategy to send to your list before you even begin to collect email addresses. You want to be ready to go once those emails start coming in. Take the time if you haven't done so yet to make a blueprint for an email strategy. Write down all the possible types of emails you see yourself sending to your subscribers. The 7 examples presented here are merely suggestions. Some more important than others but as stated before, there is no exact outline to follow. As long as you put your customers first and always add value, you will create the proper email strategy for your business!
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