There are numerous ways to employ e-mail marketing to cater to your business needs. In this episode, you'll be introduced to the different levels of e-mail marketing - from the bare basics to the expert.
E-mail marketing can be done in a few different ways. Let’s call them levels.
Think of it as how you’d go from being a beginner to an expert in any skill. You start at the beginning and you work your way to the top. And through this masterclass, we’re going to take you through the 4 levels of e-mail marketing.
At the first level are basic e-mails.
Basic e-mails are the bare minimum that companies do to engage with their prospects or customers. These are typically sporadic or one-off e-mails. This could be welcoming new customers into your ecosystem, responding to a customer complaint, or just letting your contacts know you exist. Some businesses even wish their customers on their birthdays and anniversaries. Which is a nice touch right?
The second level in e-mail marketing are drip campaigns.
A drip campaign essentially means that a brand will send you value-add e-mails at regular intervals to try and build trust. You know the 30 different types of newsletters you’ve subscribed to that’s now filling up your inbox every week? That’s a drip campaign right there.
They’re also called “nurture e-mails”. Okay. Now just let that word sink in ....because it might just be the most important word in the life of an e-mail marketer. To nurture your audience is to take them from where they are at to where you want them to be. Which in most cases is getting them to buy something...or buy more of something.
Which brings us to the next level in e-mail marketing – sales e-mails.
These e-mails are focused on one thing and one thing alone- to sell. The sole purpose of these e-mails is to get the people in your e-mail database to buy something that you’re selling.You could give them a discount, a special price if they bring a friend along or maybe throw in something for free. As long as it gets them to take their card out and make that purchase.
Now coming to level 4 - personalised e-mails.
I mean this is the ultimate level in e-mail marketing.Thanks to advanced e-mail marketing tools you can now send highly customised e-mails to your audience based on how they’ve been engaging with past e-mails.If they open 5 in a row, you can tell that they’re probably interested.
They’re paying attention. Maybe ask them if they want to buy something? If they fail to open your e-mails, maybe change the subject line and try sending it again.The more personalised they are, the more likely it is that your contact will engage with your e-mails and eventually become a loyal customer.
And there you have it: the four levels of e-mail marketing. To do a quick recap, we talked about basic e-mails which are mostly one off e-mails. We spoke about drip emails which are meant to add value and are normally sent at regular intervals. Sales e-mails which are meant to, well, sell. And finally personalised e-mails, the most advanced level in e-mail marketing.