Different Types of Email Campaigns That Convert Well
In a previous article we talked about 4 best practices for email marketing that are guaranteed to get you results.
Now, in this post, we are going to talk about different types of email marketing campaigns and how and when you can use them to grow your list.
Here are 5 campaign types you should definitely consider as part of your email strategy:
A welcome email can help get the relationship with your new lead off to a good start.
If it’s personable without being pushy, it can leave a great first impression.
In fact, research shows that subscribers who read a welcome email will read an average of 40% more content from the sender over the next 6 months.
If you want your contacts to think (and speak) highly of your brand, then a well-designed welcome email is a great place to begin.
Lead Generation Emails
These emails are typically designed to redirect people to a lead capture form, where they can enter in their information.
Of course, you’ll need to give your recipients an incentive to sign up for your list.
This incentive can be a free eBook download, an invitation to a webinar, or a report or something else of value.
It’s important to understand what the goal of your newsletter is before publishing it.
Do you want to increase brand awareness?
Do you want to drive traffic to a specific web page?
Do you want to position your brand as a thought leader in the industry?
Do you want to inform your audience about specific, time-sensitive news items (e.g., new tax regulations, or financial assistance programs with a deadline)?
Informative emails/newsletters can be very helpful in retaining top of mind and engagement with your prospects and clients.
Special Offer Emails
These emails are all about giving your prospects and clients offers that are too irresistible to ignore.
These offers can be invitations to webinars, virtual or in-person events, or free, no-obligation sessions about a particular topic like investment risk analysis or tax-minimization strategies.
The important thing for special offer emails is to time them accurately and to monitor their performance.
This way you get better with it.
Re-engagement emails are emails you send out to inactive contacts to turn them into active leads again. This type of email can be considered a “last-ditch effort” to win back a cold lead.
Stats show that it can be up to 5 times cheaper to turn an inactive contact into an engaged subscriber (and possibly a client!) again.
When sending out re-engagement emails, be sure to keep it short, conversational, and personal.
You can send a short message asking how they are doing, or if they need help with specific topics. For instance “Are you still looking for financial advice?”, “It’s been a while, hope you are doing okay.” etc.
Remember: the goal of re-engagement emails is not to sell to your prospects or cold leads, rather, it is to open up the lines of conversation again.
In summary, email marketing can be a powerful engine to drive engagement rates, leads, and new business.
When you deploy the right type of email, at the right time, to the right person, you’ll be able to move your prospect further along his or her client journey — and closer to your business.
This is exactly what the Cold to Gold Framework, developed by Snappy Kraken, is about.
It can help you 5x your return on investment in marketing, by being more deliberate in not just generating leads, but also nurturing them into clients.
Interested in learning more about this? Watch a demo here.