8 Emails to Launch Engagement
So we’ve already discussed why email marketing is one of the BEST ways to develop a relationship with your customers. It provides control and ownership over your strategy, timing, messaging, and theoretically… access to over 4 billion email accounts worldwide. We also talked about how to build your list and the importance of delivering incredible value with each email outreach. But what is the road map? How do you plan content that moves your subscriber through the proverbial sales funnel towards a purchase?
Here are 8 types of emails you want in your arsenal to launch community engagement. Use these as your foundation and stack your email marketing program from here.
The Welcome Email. This is the email you send to new subscribers only once - within 24 hours of subscribing to your list. Welcome them, thank them for joining, and tell them what they can expect from you. Maybe that’s your charitable organization’s monthly newsletter, skincare tips and tricks from your cosmetics company, or updates on new products and seasonal sales from your local hardware store. Be sure to infuse this email with a little bit of your brand personality and character by weaving your unique voice and style throughout the content.
The Offer Email. Offer emails advertise special deals, promotions, sales to your subscribers. This type of email launches from time to time and not necessarily on a set schedule. It should be paired with specific offers that you have mapped out in your business plan, like holiday sales. This type of email is all about making an enticing offer and getting the CLICK so the value must be communicated clearly and immediately with a call to action that grabs the reader’s attention and has them hungry for more.
The Rate / Review Email: From time to time, plan to send a review or survey email that invites your customer into a conversation with your business. This could be automated to launch a few days or weeks after a purchase, requesting feedback on your service or product. This is a genuine way to engage in a two-way dialogue with your customer to improve your offerings. Use the information you get to improve your products, service, and marketing. Keep the request as quick and easy as possible. If you’re asking for more than a few clicks, consider offering an incentive for their participation, like a discount on their next purchase.
The Newsletter. The newsletter is everyone's go to email plan, but if you're going to start a newsletter, make sure it’s not just to check the box. Your newsletter, like every email, should serve a specific purpose for both your customer and your business. Whether it’s educational or entertaining, it must always provide value. A drop in value could have your readers wandering towards that dreaded “unsubscribe” button. Before planning a newsletter, think long and hard about the type of content that will be valuable to customers and the frequency at which your customers want to consume it. Map out a plan for 6 months’ worth of content before you make your decision to launch.
The Big Announcement Email. Announcement emails should be paired with a new product, promotion, anniversary, or event that your subscribers are uniquely interested in. Make sure you’re not just letting them know because you think the news is important – it has to be important to them. Give this email a VIP feel and remind your subscribers they're on the inside. You might even consider planning in advance to build suspense, giving them a heads up that something big is about to launch. Pique their interest and keep them engaged with exclusive content.
The Reorder Email. The reorder email is a staple for businesses offering a routine service or consumable product. Think dentists, accountants, vitamins, cosmetics. (Personally the reorder emails I get for my contact lens subscription is the only thing that separates me from potential calamity.) Have your reorder email stocked and automated to launch in a CMS workflow.
The Abandoned Cart Email. This one is as straightforward as it sounds, and essential for product based businesses. Did one of your subscribers or members view a product or leave it in their cart? A gentle reminder email could bring the purchase front of mind. Like the reorder email, this one is plug and play depending on the purchase, and can be easily automated. Consider throwing in a small discount or incentive if it’s been a few days – 10% off can move the needle. Just don’t be too persistent. Keep it to 3 reminders max.
The VALUE Email. This email may be the most important key to building that trust factor with your audience. The value email educates, informs, and earns trust with no strings attached. Think about your audience’s challenges and problems, then offer guidance and solutions as they work on solving it. If you're an accountant, offer tax prep tips and tricks that help your clients get ready throughout the year. If you sell cosmetics, provide beauty tips and tricks. By helping your customer out, they will perceive you as a thought leader. You’ll slowly build your relationship and move them towards the sale.
