If a company wants to communicate with a customer, the best way to do so is via email.

According to Hubspot, 86 % of consumers would like to receive promotional emails from companies they do business with at least once a month (15 % prefer to receive daily emails). Emails are the fastest way to announce a sale, share company news or remarket to past customers.

What is email marketing?

Simply put, email marketing refers to the use of email communications in a marketing strategy to achieve specific business objectives.

Emails can be used to generate sales, improve customer engagement (i.e. newsletters), acquire customers, build brand awareness and reward customer loyalty.

The most effective email marketing campaign is planned by modality, audience and objectives. Campaigns to onboard new customers, re-engage inactive customers or drive customers from lead to conversion have unique objectives and approaches.

Types of email marketing campaigns

Newsletters

Newsletters are effective in keeping your customers tuned in to your brand. They usually contain an introduction, description and image links that inform customers about new products or services, industry news, important announcements or any changes in your business that you want to convey.

Welcome Messages

These emails are generally sent to first-time customers after online registration, but are also used for sales generation, lead follow-up or brand awareness. A welcome message generally works best when combined with a special offer to generate further customer interest or action.

Anniversary or birthday messages

This campaign increases customer retention and loyalty. This type of email highlights important milestones for the brand or customer and is often accompanied by a special promotion or discount code that they can use.

Limited time offers

This email campaign is used to target customers in sales, especially those who have purchased similar items or who have not completed their purchase. These emails also come with promotional codes or discounts that expire within a certain period of time.

Abandoned trolley emails

Again, for those involved in e-commerce, sending an email about an abandoned cart can encourage customers to complete their purchases. These emails can be automated messages that ask the customer to complete their purchase within a specific time period.

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