5 Key Email Marketing Types Everyone Should Know
This will break your misconception
Anirban, can you do email marketing for me?
Yes, sure. Tell me more.
I want to get leads with targeted campaigns.
So, do you want cold emailing?
Yes, I am not sure, what I want but I want clients.
Well, here are the conversations I had with an internet fellow.
The guy thinks email marketing only means cold emailing.
No, boss, it is not.
Today, we will understand the 5 types of email marketing.
No more fluff, let’s get down to business.
1. Engagement Emails
This is my favourite type of email marketing.
When you want to build a relationship with your subscribers, this works the best.
Email newsletters are the best way to achieve the connection you want with your subscribers.
Here, we focus more on educating and making them aware of the product/service so it stays on top of their minds and decreases friction when we send them into the buying state or any sort of transaction.
Now, here is one important section I would love to address, which is
Re-engagement emails
Re-engagement emails are all about connecting with inactive people.
So many people give their emails and forget or don’t open the emails.
I love how Duolingo does it
I was learning German and progressing super quickly. However, I got the content from the internet because I couldn't find my emails.
2. Promotional
Promotional emails are used to promote your service or product, but that doesn't mean you should ask them 100 times to buy it.
But this is also a promotional email
Instead, you will make them aware and then try to sell to them. Sales is not just about making sales; it’s about making them aware and helping them as a ‘friend.’
The moment you become a salesperson, you will lose your prospect.
But, if you ask me the best way to send promotional emails, I will tell you about story-based selling. (Yeah, you can call it storyselling)
What do I mean by this? I mean telling them a story they can relate to and then finding a sweet spot to introduce your offer.
Let me give you 2 ideas:
A. Let’s say you sell kids’ toys. Who are you making them for? Of course, kids, but who makes the decisions? Their parents.
So, you need to tell those parents how happy their kids will be with the toys. Now find a story to address and voila.
B. Another example might be this from Kevin 👇
3. Transactional
The best examples of transactional emails are Amazon and Flipkart
The mail you get after any commercial transaction you make with any company or brand
The best thing is, it is customized according to the action you made.
Let’s find an example from my email.
4. Nurture Emails
One of the most important ones to consider in Email Marketing is in the engagement email we make them aware of the ‘product’ or ‘service’ but in the case of nurture email, we try to move them from consideration to the decision stage.
How does that work?
5. Welcome/Onboarding Emails
We use this kind of email for the post-purchase face.
Let's say you join a coaching program.
Once you pay the fees, they will send you an email mentioning everything about the program curriculum and how they will deliver it, along with any other information you should know.
It is not only about services, it might be any SaaS, like this
But wait Anirban, you started your rant with cold emails. Where are they?
Oh, wait a second, don’t get mad at me. (I’m a nice guy, be nice to me too, please?)
Before I talk about cold emails, I want to ask a small question: why do we send cold emails?
Umm, the reasons might be:
A. To ask for something, like a job or to pitch your service.
B. To invite someone, like to a podcast or for a collaboration (though it happens professionally).
The emails (90% of the time spammy) you get daily or the messages in your social media inbox (they are cold DMs) come under A.
So, we can categorize it under promotional email.
As here, you are asking for something (yes, pitching is asking too, right?).
We often make a lot of mistakes by sending random cold emails, but that can be overcome with proper research, which we will discuss another day.
In the case of B, it is more professional, and we make the same mistake here too.
The people you are inviting have little time, and you need to value them, otherwise, they will not open up and will send your email straight to the bin.
Well, that’s it. Thanks for giving it a read. I appreciate your time and energy.
I will come up with a lot more things. Till then, bye 👋
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