Many small business marketers will initially engage with email marketing with the idea of sending a weekly or monthly email newsletter. While regular newsletters are an important component of any email marketing strategy and are especially useful in driving traffic to other marketing channels, they are not the only campaign strategy small business marketers can deploy.
These campaigns include:
1. The welcome email
In many ways, the first email you send to an individual subscriber will always be the most important one. The moment following a subscription via a sale or registration is when that subscriber is at their most engaged. That's why it's always a good idea to create and send every new subscriber a welcome email automatically triggered by their subscription.
Impossible welcomes its subscribers to the team with this colorful and delectable welcome email. From the top-down, they have a personalized “Welcome Smiles Davis” greeting, followed by a fun intro that incorporates their ethical mission statement. Their objective is clear: to direct their audience to the shiny yellow CTAs where they can learn more or find a store.
2. The upsell opportunity
When a customer makes a purchase, they share incredibly valuable information that can be used to create more targeted marketing campaigns. These campaigns will demonstrate that you are taking the time to understand your customers' needs and create the opportunity to build customer lifetime value. If an expensive acquisition marketing campaign influenced that initial purchase, that upsell marketing campaign could be your first step toward creating a profitable relationship.
Small business Dataprovider.com offers customers on free accounts the chance to upgrade to paid premium features. The email is designed to show customers the benefits of upgrading, with visual icons that lead the eye down to the CTA. Everything here moves the reader down the sales funnel to decisive action.
3. The sale
Approach with caution. While everyone loves a good deal, persistent discounting may reduce your ability to ever sell at full price again. Soif you are offering your loyal customers a discount, make sure you highlight these as "end-of-line" special offers or very occasional seasonal offers.
Bellroy emphasizes scarcity by putting the words “limited,” “rare,” and “last chance to buy” on the main headers. They want the reader to understand that deals like this don’t come around often. If Bellroy were to send this type of email out every month, their readers would lose trust in the brand and likely feel manipulated.
4. The newsletter
Nothing will drive traffic to your thought leadership content faster than an email newsletter. This is a great move for businesses hoping to position themselves as experts in their particular industry. A thought leadership campaign will take people from their inboxes to your latests blog articles, ebooks, whitepapers, webinars, podcasts, and videos.
The Mailjet team has spent years writing email marketing thought leadership content. This means our newsletters offer valuable insights to our subscribers, positioning us as authorities amongst email service providers. Small businesses can also be authorities within their industry by hiring skilled content marketers, working with freelancers, or guest writers.
5. The re-engagement campaign
Not heard from a client in some time? Don’t let them become strangers. Instead, how about reeling them back into your sphere of influence with a re-engagement campaign that reminds them how they value your business? The re-engagement campaign is also a vital component of your list hygiene strategy.
Language app Duolingo understands that its users often start off motivated when learning a new language, but their enthusiasm wanes as time goes on. A little bit of encouragement from an owl will be enough for some users to “get back on track.” By not being too imposing, readers may quickly brush aside the email instead of hitting that dreaded unsubscribe button.
6. The anniversary email
Have you ever worked somewhere where they remember your work anniversary? It’s nice, right? Customers also appreciate this kind of gesture and anniversary emails remind them of the longevity of their relationship with you. Why not throw in a free treat, a discount, or even a poem for good measure? After all, it is their anniversary!
Grammarly uses a potent mixture of personalization, upselling, and automation to create this anniversary email. Time together is often the best metric for a relationship, and Grammarly reinforces this with a birthday cake and a big number one candle on top. Now they have your attention, a heartfelt message offers you a “special reward.” It’s a masterstroke of email design that has undoubtedly converted some free users to paying customers.
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