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Email marketing is a digital marketing strategy based on sending emails to a specific audience, whether from a customer contact database or leads generated through other strategies.
There are several types of emails to include in your strategy. You may be used to receiving promotional emails, but product promotion is not the only type of content you can use. Even an email confirming a purchase can be part of your email marketing.
Newsletters
Newsletters are one of the most traditional email marketing formats. For some experts, they were also the leading format in 2020.
Literally translated, newsletter means news bulletin. But you can think of a newsletter as the periodic (daily, weekly, biweekly, etc.) delivery of messages centered around a particular topic. By sending them regularly, this format helps keep people connected to the brand and well-informed.
Some brands choose to provide only an introduction to the topic in the newsletter and direct users to their blog, while others include all the content in the email itself, with just a few links to their channels.
A good example is YOUPIX Ideas, YouPix's newsletter, which provides data and insights about the influencer market. The emails feature a text with reflections, as well as a curated selection of links called “Rapidinhas” for those who want to read more.
Blog updates
Blog updates can be considered a type of newsletter. However, they specifically deliver the latest blog posts from your brand to users.
They are designed for people who enjoyed your content and don't want to miss any more posts. Often, signing up to receive blog updates is the first action they take to get to know the brand better. So, it is an opportunity to show that the brand has value to offer them.
Promotional emails
Promotional emails are the most common. Their purpose is to promote the sale of products and services. Therefore, they usually have a more commercial approach, with offers, prices, and discounts, as well as direct links to the purchase page. The goal is to sell.
Editorial emails
Editorial emails present the company's point of view on a particular topic. They are often signed by the CEO or business owner.
Their purpose is neither to sell nor to promote anything. Their function is closer to branding, as they strengthen the brand image by showing how it positions itself on a particular event or controversial topic.
Transactional emails
Transactional emails are messages that users receive when they make transactions or register on the brand's website. Examples include newsletter registration confirmation emails, e-commerce order confirmation emails, and abandoned cart emails.
The focus of these emails is to provide the information the user needs. It may be just a simple message, but you can also take advantage of the opportunity to offer content or a deal that makes sense at that moment.
For example, if it is a welcome email after registration, you can offer introductory content to new users. If it is an order delivery confirmation email, you can suggest products that complement their purchase.
Nurturing flows
A nurturing flow is a series of emails automatically sent in sequence following a user action. These flows are used during the lead nurturing stage so that leads can deepen their knowledge of a particular topic and move further down the sales funnel.
Suppose a user fills out a form to receive an ebook about digital marketing. Since they have shown interest in the topic, the company can send a series of emails that deepen the lead's knowledge of digital marketing and, at the end, offer content or a deal that helps them move further down the funnel or even become a customer.
Surveys
If you have direct contact with consumers, you also have an excellent opportunity to get to know them better. Therefore, email marketing can also be used to collect data through surveys.
This can be done, for example, after a purchase (satisfaction survey) to build your persona profile, understand the market, and serve many other purposes.
