There are undoubtedly many and varied reasons why users (and, therefore, companies) decide to implement Email Marketing strategies , given that it is -without a doubt- one of the most effective digital tools that we have today to both build loyalty and generate high levels of conversion.
But, without a doubt, if we are clear that we want to implement Email Marketing strategies in our company, we must also be equally (or even clearer) about the different types of campaigns that can help us achieve the objectives we pursue for our companies based on the needs we have at any given time.
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5 types of Email Marketing campaigns you should know
Newsletter
Promotional campaigns (pure emailing)
Automated and transactional shipments
Information campaigns
Seasonal campaigns
5 types of Email Marketing campaigns you should know
Newsletter
Generally, sending newsletters is one of the most commonly used methods by brands . Through them, quality content of interest is regularly offered to readers subscribed to the brand through prior consent.
There is no set rule for sending newsletters (far from it), and it will simply depend on your brand's ability to generate new content that is truly valuable to the user. However, it is important that once you have defined the frequency with which you will send newsletters, it is actually fulfilled: your brand's subscribers will get used to receiving emails every so often, and if - from one day to the next - they stop receiving them, they will surely become disappointed, gradually disengaging from your brand, as it stops generating interest in them.
Promotional campaigns (pure emailing)
The basic difference between an email and a newsletter, as we already mentioned in one of our previous articles , is essentially that the former focus primarily on generating sales .
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Typically, they include all kinds of promotions, offers and special discounts for users . In addition, it is not unusual to see products in stock, products about to be discontinued and with high discounts, or last-minute offers.
Since the goal of promotional campaigns is to generate sales, it will be very important that your emails have powerful CTAs (Call To Action), which are identified by color and message compared to the rest of the content of the message, since -in this way- you will better capture the attention of your subscribers and, possibly, you will be able to incite them more easily to take action and evolve in the conversion funnel.
Automated and transactional shipments
Sometimes, companies also carry out automated owner/partner/shareholder email lists mailings, which are those that are configured to be sent when the user meets a certain trigger. Some of these include, for example, registration on lists, the arrival of certain dates or behavior in previous situations, among others.
The goal of this type of campaign is not to put pressure on the user, since -in reality- you are reaching each and every one of them individually, but you will give each one their time to execute that trigger and, at the right time, you will generate greater engagement. Without a doubt, it is a great option to save resources, time and money in your company.
Transactional emails, on the other hand (despite sharing common points, such as being automated), are much more specific and crucial emails for the user , such as password recovery emails or purchase confirmation emails.
These types of emails (which we cannot classify as "campaigns") have high opening rates, since they contain extremely useful information for the user, and without it, they cannot continue in the life cycle of the company-customer relationship. Therefore, it is very important that you make sure that these last emails do not end up in the SPAM or junk mail folder, since many times they are not checked and can generate distrust and loss of engagement on the part of the user.
Information campaigns
Information campaigns are usually used when a company wants to communicate some kind of information to its subscribers on an occasional basis. For example, the creation of a new product, the delivery of a price or a renewal of the website, among many others.
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In this case, the main objective is to inform. Secondarily, it will also help position the brand to a greater extent, as well as generate a greater bond and engagement with your audience, by taking them into consideration and sharing news with them that will make your business grow and advance. In a way, you are making them participate, and that is something positive to be valued by subscribers. Remember that, when a user signs up and leaves their details to become part of your "clan", what they actually expect is for you to contact them and start creating strong bonds.
Seasonal campaigns
Finally, there is a final type of Email Marketing campaigns, which we have called "seasonal campaigns" and, as their name indicates, they are identified with emails sent on certain, very specific dates, when you know your customers will be receptive to reading them, such as Valentine's Day, Black Friday or Christmas, among other important dates.
Users will expect this type of campaign all year round, especially if you have accustomed them to one-off offers at specific times (such as sales), so - to avoid mistrust and a breakdown in the relationship with them - you should maintain a long-term strategy regarding seasonal campaigns.
