Are you looking for a way to take your email marketing strategy to the next level? If so, you’re not alone.
Email marketing has an impressive 4,400% ROI, making it one of the best ways to grow your small business. The thing is, business owners and marketers often struggle with mastering their various email campaigns.
Once you start gathering leads and sending out emails, things can get confusing. It’s hard to determine which emails are producing positive results for your business. As a result, some marketers take the “throw everything at the wall” approach and overwhelm their subscribers.
If you’re in this position, don’t worry. We are going to explore several types of emails all business owners should send their customers. These emails will result in more people engaging with your messages, which means there’s a good chance they will come back to your website.
Let’s start by focusing on the first email you’ll want to send to every new subscriber.
Welcome Messages
Imagine signing up for an email list and not getting an email from the company until two weeks later. If you’re like most people, you would hit the delete button and move on with your day. You never want to put your subscribers in this position.
The best way to keep new subscribers engaged with your business is to send a welcome email. When people give you their email address and name, they want to receive a confirmation message that lets them know what to expect next.
So, if someone completes an email signup form in exchange for a lead magnet, you should include the piece of content in your welcome email, along with what the users can look forward to receiving in the future.
Believe it or not, welcome emails have an open rate of 82%. It’s hard to think of another type of email that sees that much engagement. Your introduction email is the best opportunity you’ll have to establish rapport with your new subscriber and give them a reason to open your next message.
Event Invitations
If you’re like many online businesses, you have regular events across your website and social media. The best way to maximize your signups for events like webinars, contests, and live streams is to reach out to your email subscribers.
In many cases, the people subscribed to your email list are your most dedicated fans. They are genuinely interested in your products or services and would likely enjoy the opportunity to attend one of your events.
You have to make an effort to connect with users if you want them to engage with your emails and shop on your website. When you promote a free event, you’re offering value to subscribers, which could also encourage them to open new emails from your brand.
We recommend creating an email series that announces the event. Start by sending out an email a week or two in advance so you can start building excitement and get people to sign up. You can then send out emails 48, 24, and one hour before the event. These messages will remind users that wanted to attend but forgot to register.
Similarly, if some subscribers missed your other emails, a simple reminder could be just the thing to bring in a handful of last-minute registrations.
Relevant Offers and Content
Next, let’s talk about the importance of sending our relevant offers and content. When people subscribe to your list, encourage them to fill out a couple optional questions about their interests and pain points.
You can use this information to segment your audience and deliver highly-relevant content and offers. Research shows that by personalizing the subject line alone, business owners saw 26% more opens when compared to generic emails.
Further data reveals that a whopping 60% of consumers subscribe to email lists solely to receive promotional material. If you can show these users relevant content that helps with specific pain points or goals, you can count on them sticking around to read more emails and buy more products.
One simple way to look at this situation is from the eyes of an online pet supply store. This type of store would likely segment their users based on the animals they own, which can be determined by their order history or form information. You wouldn’t want to send a dog owner a bunch of articles and promotions about cat products, right?
Ask questions on your forms and in your emails that you can use to personalize the offers you send to subscribers. You’ll find that when people receive information relevant to their lives, they are much more likely to read what you have to say.
Satisfaction Surveys
The final type of email we are going to discuss today is satisfaction surveys. A big part of getting your marketing strategy right is making sure you’re meeting your audience’s needs. Satisfaction surveys are an excellent way to see what users think of your products and brand.
When creating a survey for your subscribers, you can do a few things to get more value from this tool. First, we suggest limiting your questions to less than 10. Most people don’t have the time to sit through an 80 questions satisfaction survey and will likely close your email before they finish.
The key to getting the most value from your satisfaction survey is to ask diverse questions. Don’t focus on one product, page, or design. Instead, create a survey that asks broad questions and allows subscribers to type out their response.
You’ll find that when people can say exactly what they mean, you can learn a lot about where you can improve. For instance, if someone rates your website design a 0 out of 10, you have no idea how to improve, right? Now, imagine if someone wrote a 200-word response about issues with your payment page. Once you see the problems people are running into, you can fix them. A 0-10 rating system without context does not give you enough information to make changes to your website or products.
Over to You
As you can see, there are plenty of options when creating emails for subscribers. Every business and the connected industry is a little bit different. You should experiment with each of these emails and measure your results.
The best way to improve your success rate is to see how people react to your messages. Don’t be afraid to make small changes and try again later if one of your emails see a lackluster response late.
Building a highly-engaged email list is a time-consuming process but one worth pursuing. Use the tips offered here today to build stronger relationships with your new leads, and you can expect to see more sales and engagement through email.
