Spend on a good strategy
Sending personalised content to your subscribers can increase engagement and build their relationship with your brand.
Sending irrelevant content to people is likely to result in high unsubscribe rates, so by being able to create lists based on geographical locations, life cycle stage, industry, language and job title, you’re able to exclude those who aren’t relevant, while still targeting the right people.
Email has an ability many channels don’t: creating valuable, personal touches – at scale.
With newsletters, the title gives it away. They are regular emails you send out to particular segments of your email list with the purpose of interacting and building relationships with leads and customers. Usually, newsletters are summaries of your recent content and announcements of updates. But if the shoe really doesn’t fit the foot, you don’t need a newsletter if it doesn’t work for your brand.
They’re triggered automatically when certain actions are performed, i.e. downloading content from a landing page or signing up for a free trial. For your nurture emails to be as effective as possible you should segment your audience so you can make sure your messages are highly targeted at each and every stage of the buyer’s journey.
Informational emails aren’t dissimilar to newsletters, the main difference is they are less regular, and tend to go out when you have something specific to announce or share. This can be anything from new content, product updates, co-marketing partnerships, upcoming events or event updates. Think of them as bigger announcements that merit their own showcase, rather than smaller updates that make up part of a newsletter.
The most common forms of transactional email occur when your prospect or customer performs a particular action. For example, signing up for your newsletter, buying a product or filling out a form. These emails are usually triggered once a prospect, lead or customer fills out a form on one of your landing pages. These are often thank you emails, but not exclusively so, they can also contain the content that has been redeemed from a form the prospect submitted.
Product Update Email
This type of marketing email may not be for every brand, but many companies choose to send regular product updates out to their customers, with the latest features. This kind of email tends to work best as a roundup when you have a few updates to include, rather than sending individual emails out each time you have anything new to tell your customers about – unless you have a massive new feature that everyone has been waiting for.