There are about 3 billion people on the planet.
But, roughly 205 billion emails are sent each day. That’s 2.4 million per second and 74 trillion per year!!
Considering how many businesses have active email lists, this means consumers are getting swamped with massive amounts of emails every single day.
Most of them end up in the trash bin, unread and completely ignored.
Now, if you’re like most business owners, you’re going to want to get the most return on investment possible for each email you send out.
So, let’s take a look at the five types of emails you should be sending, so you can make sure each message you send is worthy of opens and doesn’t go ignored by your list subscribers.
The newsletter is the most popular type of email, with the vast majority of businesses sending them out regularly.
These tend to be distributed on a consistent schedule, usually on weekday mornings, and will include content that supplements the company’s blog, some important events and announcements about the company (keep this to a minimum – it’s not as interesting to your readers as it is to you), and links to content from relevant third parties.
Regardless of whether you have unique newsletter content, or curate it from other sources, it needs to be relevant to the interests and needs of your readers.
If you’ve ever shopped on Amazon, you’ve more than likely been asked to rate the product you purchased and give feedback.
Customers are asked to give their opinion everywhere they go, from retailers to dentists. They are asked for feedback so often they tend to be unaware of how valuable it is to the business.
This is why it’s important to make it compelling enough that they WANT to provide feedback.
An alluring subject line like, “Special invitation from ___” will stand out in their inbox and make them want to see what they were invited to.
Once you’ve got their attention, personalize the body of the email by using the customer’s name in the greeting, mentioning the location of where the product was recently purchased, and using the name again in closing.
Personalization has been proven to improve both click-through and completion rates, because it doesn’t look like a mass email blast sent to everyone on your list. It makes it feel like it’s exclusively for them, and makes them feel special.
If there’s one thing consumers like, it’s when a brand makes them feel special.
This one is all about lead nurturing, and is typically a series of emails that go out over a certain period of time – usually several days or several weeks.
They’re all related, and serve as a way of moving leads through your sales funnel in order to convert them from readers to customers.
Not only does this help increase your conversions, but it also gives your engagements a boost. By including links back to your website content and strong calls-to-action, you can get people to interact with your brand without having to do much.
Automating this series of emails saves your team time, so you can nurture targeted leads with very little effort. Instead, you can focus on expanding your audience and getting more sales.
If you’ve ever shopped online, you’ve received this type of email.
If you have any type of commerce aspect to your brand, you’ve undoubtedly sent this type of email in the form of receipts and purchase confirmations.
Transactional emails are pretty straightforward, but they’re powerful enough that they have 8x the amount of clicks and opens than any other email type out there.
Don’t waste that opportunity, though!
Take time to include some personalized content, links to recent blog posts, or some future purchase recommendations to keep your reader coming back for more.
Did you know birthday emails have over 480% higher transaction rates than promotional emails? They also generate 342% higher revenue than the promotional emails. That’s right.
Think about it: How many times have you gone over to Starbucks to cash in on your birthday drink? How many times have you made a purchase because of a birthday discount from other places?
These emails WORK.
Milestones you can celebrate with your subscribers include their sign-up anniversary or even your own company/brand’s anniversary.
Combine these with an exclusive, limited time offer or promotion, and watch your clicks and conversions jump through the roof.
If you want to give your business a boost, you should be incorporating these five types of emails into your marketing efforts.
But, you have to do them the right way.
If an email doesn’t look good on your reader’s device, or if it’s too hard to read, your reader is more than likely just going to delete it. If it happens enough, they’ll probably hit unsubscribe.
With the constant evolution and growing popularity of mobile technology, it’s imperative you optimize your emails AND website for mobile.
You’re also missing out if you’re not investing in some sort of email marketing automation tool. Automate the menial tasks, and you can focus on growing your brand and running your business.
But, no matter what type of email you send – or how you send it – the bottom line is always going to be value.
Each email should provide as much valuable as possible to your audience, and demonstrate the importance of your brand. It should encourage interaction, and should be relevant to the needs and interests of your subscribers.
And because your user experience matters as much as the content, you want to make sure it’s easy for your readers to see your brand’s value through super easy-to-read, mobile-optimized emails.
What type of email do you find to be the most effective for your brand or company? Let me know in the comments below, or find me over at www.alexiapbullard.com