In order for a business or organization to thrive, it needs to stay in touch with its customers and prospects. Email marketing is the most effective tool for staying top of mind and ahead of competitors, and it’s important to know the six types of emails that deliver success.
Successful marketing campaigns can empower people to take immediate action from making a purchase, signing a pledge, to taking a survey. The statistics show many of us favor email as a communication tool and welcome the daily or weekly communication we receive from the brands, businesses and organizations we know and love. Spammers need not apply.
Your emails should be visually appealing, relate to your audience, and optimized for mobile. An understanding of your subscribers’ needs is also important. If the content is relevant to them, the return on your time developing an email campaign will result in increased revenue and repeat business.
Email marketing delivers the highest ROI (about $44 per dollar spent, on average) of any digital marketing tactic. (SEO is second, and banner ads have the lowest ROI.) (Mark the Marketer)
Here are six types of emails that help you deliver success:
What’s new with your business or organization? Keep everyone updated through a newsletter. Topics to consider include upcoming events, a recap of a past events with photos, current promotions or sales, new hires, new products or services, and any recent media attention brought to your brand. You may even just want to send out an email with one message such as a holiday greeting, special announcement, press release, or letter from the company executive.
The key to creating a great newsletter, especially if you have a lot of announcements, is to make it easy to read and attractive. Constant Contact’s Toolkit offers a variety of newsletter templates.
If you’re offering a product or service promotion, you could create an email with the information and also offer coupon codes for an in-store discount. Your customers can print the coupon directly from the email. It will encourage new customers to sign up for emails, drive traffic to your website, and give you a bigger and more receptive customer base to send news and information.
You can also offer online coupons that are trackable, redeemable and sharable through email, the web, and social media. Whatever kind of promotion you’re running, email marketing is a great way to spread the word.
3. BLOG POST
In order to build buzz for your blog and increase readership, you should be actively promoting every post, via an email. inBLOOM sends weekly emails to our contacts highlighting our latest blog posts. We give a brief overview of the post, include the main image hyperlinked to the post and provide a call to action such as “read it here.” In Constant Contact, we keep track of our open and click-through rates, also taking note of which blog topics attract the most interest.
4. EVENT ANNOUNCEMENT / REGISTRATION
Event announcements commit people early. Before you send out an email with online registration, you can send an event announcement or save-the-date to let people know the who, what, where and when, so they can plan on attending. Constant Contact offers several templates for this purpose. Sending an event announcement to your contacts is the most important way to promote your event, along with social media promotions, print and online event calendars and advertisements.
Online registration for an event saves a lot of time and keeps you organized. It’s convenient for both you and your guests. Through Constant Contact’s online registration, all responses are organized as received. What’s great about the online registration is that it’s available 24/7 so if someone decides they want to register at midnight, they can do so. And it also means that you can log in and manage the event at any time. All the information you need is collected in one central location so you can stay organized, which is key to planning any successful event.
5. SURVEY / FEEDBACK
Turn your communications into conversations: send online surveys through emails or social media to get feedback and segment your audience. In Constant Contact, you can create surveys with a customizable survey template that includes sample questions or you can start with a blank survey. Surveys will give you ideas for new products and services, and provide you with a deeper understanding of what it takes to satisfy and keep your valued customers.
If you’ve just hosted an event, send out a thank you email to those who attended. Create a survey to get feedback on key insights such as the event venue, timing, food, entertainment, interests, and demographics. You can also include a newsletter sign-up, so those not subscribed have the chance to opt in.
Looking to get rates and reviews for your online listings sites? Ask, and you will receive! Constant Contact has both feedback and review email templates to keep things simple for you. If you have you’re on any business listing sites, such as Google, Bing, Yahoo or Angie’s List, you can share a direct link to the listing page. You can also ask your customers to share feedback and experiences with you in order to improve your customer service.
Through email marketing, you can promote your organization’s fundraising campaign and collect donations instantly. Constant Contact has an email template where you can create a donation page, linked through a third party service provider, to raise money for your cause. There is a fee for this service, but that’s pretty much the norm with any online fundraising tool.
Set a default donation, goal amount, and most importantly, let people know why you’re raising money. You can share your donation campaign on Facebook, Twitter, and LinkedIn.
As a Constant Contact Solution Provider, inBLOOM is offering a 60-day trial so you’ll be able to get hands-on experience with the email marketing software. You are now able to email up to a 100 contacts during the trial.
Co-Owner, Marketing Rival. I enjoy nurturing the exciting relationships that grow a business or nonprofit. At Marketing Rival, we create, package, and share marketing and public relations campaigns that attract and engage audiences.
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