Email marketing is an excellent way to grow your business.
But to increase your revenue with it, you must master the art of sending emails to your new customers.
Only well-balanced communication will convert customers into repeat customers, and this varies depending on the type of emails you send.
So, you’ve already taken the first critical step toward launching your email marketing program by building your customer list, and now you need to work on retaining your customers and making them buy more of your products.
But, how exactly you can do that?
If you’re stuck on what to send or how to keep your customers engaged, don’t worry — we’ve highlighted seven emails your company should send regularly.
But before we get into that, let’s understand what email marketing actually is.
What is email marketing?
Email marketing is when you send a commercial email message to your “email subscribers” — people who have signed up for your email list and given you explicit permission to send them emails.
Email marketing is used to inform, drive sales to your eCommerce store, and create a brand community (e.g. with a newsletter).
Modern email marketing has moved away from mass mailings that are one-size-fits-all and instead focus on consent, segmentation, and personalization.
Why is email marketing important for e-commerce businesses?
Email marketing is one of the oldest online marketing tactics, and it still holds the top spot in the marketing mix of the majority of entrepreneurs.
In an age when people are bombarded with promotional offers and commercial campaigns everywhere, the inbox is the last refuge of peace and solitude online.
If you can send meaningful emails to their inbox, you will have established a strong relationship that will almost certainly lead to future sales.
It is a tool that allows you to create a seamless, interconnected, and uninterrupted buyer’s journey.
More importantly, email marketing allows you to connect with leads, customers, and past customers without spending a lot of money.
It’s your chance to speak directly to them in their inbox at a time that works for them.
7 emails you need to send:
A welcome email is a new customer’s introduction to your brand.
These emails frequently have the highest open rates of any type of marketing email, so your goal is to capitalize on the increased attention and introduce your brand to new customers.
Make it clear to your subscribers about your brand, products, and mission. You can find some great email templates used by the biggest brand as inspiration.
You can also provide them with a brief tutorial on how to use your product in the text, a video, a link to the knowledge base, or even by scheduling a consultation with your support team.
Thank your new customers for purchasing and reaffirming their decision to become customers.
Inform customers about what they can expect from your brand.
That is precisely what the welcome email accomplishes.
The transactional email
Transactional emails, unlike marketing emails, are not intended to make a profit.
Their primary function is to notify users of changes to their accounts, the status of a purchase, shipping updates, and so on.
Let’s go over some best practices for this type of email.
Purchase confirmation email
The first email a customer should receive is a purchase confirmation email.
This gives a surety to customers that their order was successful and they would get the product soon.
The follow-up emails could include shipping information and delivery updates.
It also severs a couple of purposes for the brands:
These messages are used by brands to eliminate incorrect email addresses or addresses entered inadvertently.
Sending confirmation emails aids in the maintenance of a clean mailing list and the reduction of spam complaints.
Email notification of free trial expiration
For a SaaS business, It is critical to notify customers about the end of their free trial period before it occurs.
This is especially true if the trial does not include auto-renewal.
That’s where free trial expiration emails come in, an automated email that will help you retain customers.
The formula is straightforward: notify subscribers of the trial’s expiration, explain what it means, outline the options for paid plans, and instruct them on how to switch to a paid plan and continue using your service.
The upsell email
Upselling is a sales technique used to persuade a buyer to spend more money by purchasing something more from the business.
For Saas companies, it’s usually an upgraded or newer version of what they were already considering.
One critical aspect of upselling is that it functions as a substitute — a much better version of the option.
As a result, it influences customers’ purchasing decisions because they believe they are not overspending.
There are several occasions when an upsell email should be sent. It occurs either before or shortly after the order is placed. That is completely dependent on your marketing strategy.
Sending them to upsell emails after their order has been placed is a common way to re-engage with them later.
However, sending an upsell email once the customer has used your product for a couple of days happens to be much more effective.
The feedback email
Email feedback is the process of gathering reviews and feedback about the product.
More often than not, the email includes a link to a brief feedback survey questionnaire, or it includes an embedded survey that is sent to the targeted audience.
Respondents can thus open the survey and answer the questions objectively, or they can answer the questions by responding to the email, depending on the surveyor’s preferred method of delivery.
The promotional email
A promotional email is sent to your email list to inform them of new or existing products or services.
Promotional emails are used to spread the word about special deals, limited-time offers, or exclusive content.
A promotional email’s goals may include expediting the purchasing process, acquiring new or repeat customers, or encouraging contacts to take some type of action.
Conversions are typically purchases, but they can also be downloads, phone calls, event registrations, or other actions.
The newsletter email
A newsletter is an excellent choice for businesses that promote their services and products through content marketing.
Multi-topic emails collect the best articles, videos, or podcasts and deliver them to subscribers’ inboxes regularly.
The primary goals of newsletter email campaigns are to engage with customers regularly and to increase traffic to a website or blog.
To achieve these objectives, make your newsletter interesting, well-structured, visually appealing, and personalized.
Future readers can choose which topics interest them when they subscribe.
Brands send articles to subscribers based on the categories they choose, their viewing history, and the editor’s choice.
The various recommendation sources are differentiated, and the email structure is simple, making the newsletter easy to read.
The newsletter is visually appealing because of the eye-catching images that accompany each section of the email.
The special offer email
A special offer email advertises a tempting discount or gift. These campaigns encourage readers to buy as soon as possible.
Give your subscribers a great deal, and add a time limit to your offer to make it more appealing.
Don’t go overboard with the copy; keep it brief but powerful. Segment your recipients and personalize your emails; if a cat owner receives a discount on dog food, no matter how appealing the offer, they will not buy it.
Email marketing can be a powerful tool for increasing your ROI and building long-term quality relationships with customers.
The types of emails you send have a big impact on whether email marketing makes or breaks your business.
In your email marketing efforts, use a wide range of email types. You should not only sell through them, but also inspire, engage, and provide an exceptional customer experience.
Send marketing emails to persuade your readers to buy your product or use your service. Newsletters and lead nurturing emails can be combined with announcements, special offers, reactivation messages, and other messages.
Send transactional emails, such as order and subscription confirmations, shipping status updates, free trial expirations, and so on, to improve user experience with your service. By including additional options in these messages, you can increase profits and retain customers.