Before you dive into more practical details such as creating an email marketing strategy, or best practices for writing marketing emails, let’s first check some basic concepts about email as a marketing channel.
What is Email Marketing
Email marketing is a social channel commonly used for sending updates, promotions, advertisements, offers, educational content, and other marketing or non-marketing material straight into the recipient’s inbox.
You can use email marketing on its own but it can also be used in conjunction with other marketing channels.
Let’s check some quick some examples of cross integration.
Cross Channel Integration with Email
- Social media can cooperate with email by promoting or incentivizing your lead magnet on social media to increase email subscribers.
- Remarketing by targeting Google ads campaigns to subscribers that open your emails.
- Using geo-location features and email marketing data to trigger emails based on subscribers’ locations.
Types of Email
Virtually, you can send subscribers an email about anything. But from a marketing perspective, you can categorize all emails into categories.
Let’s briefly check all of them and what they mean.
1. Announcement email: depending on the information about your audience you can send relevant updates such as your next webinar, your next sale, next event, etc.
2. Product update: email about your new products, new prices, product updates.
3. Newsletter: a summary of your latest blog post or latest content offers.
4. Event invitation: inviting subscribers to your event or an event you are attending to.
5. Social media update: informing your subscribers about your latest social media posts or even ask their help to share your polls or content.
6. Internal update: when you inform your subscribers about the latest changes in your company such as new employees.
Types of Automated Email
An automated email is usually sent after the user has completed a specific action such as new member welcome message. The most common examples of automated emails are the following.
1. Welcome email: usually sent to new email subscribers.
2. Onboarding email: are to help the subscriber take the next action such as trying a free trial or how to find out more about your product, company, etc.
3. Confirmation email: usually sent when a user registers for a future offline or online gathering such as an event, a webinar.
4. Form response/thank you email: when a person completes a form and following that he receives the reward following the completion of the form.
5. Abandoned cart email: when a customer has items in their cart and you sent a notification, or suggest similar items, or even offer a limited time discount.
There are two main types of opt-in permissions. Nowadays, the double opt-in is the standard option.
You are actually legally required by the email opt-in laws for you as a marketer to provide a double opt-in subscription when collecting emails.
Although that might seem a downer, it is not really so. Having users manually confirming their subscription proves that they trust you sending them emails.
As for now, that is all you need to know about email marketing. Although apparently a straightforward marketing channel, it does require a thoughtful approach if you want to fully take advantage of it.
I have prepared a number of posts to help you with your email marketing journey. In this post, for example, I talk about the 7 types of email subject lines.