Marketing emails are as old as emails themselves. Practical, low-cost, and easy technology are the chief tools of email marketing. Marketing emails offer flexibility and variety as well. It helps to solve different purposes. Since its first appearance in the 1970s, businesses have used email marketing heavily all over the world.
Many businesses use marketing emails daily. But many are not aware of certain structures and language that are used in a marketing email. We are going to look into the four most used marketing email types. We will also evaluate each based on its merits and demerits.
Components of a good Marketing Email:
Every good marketing email has certain common features. These features are true for any email, irrespective of what one uses it for.
- Actionable language
- Personalize where it is possible.
- Relevance to the primary subject
- Clarity, precise, and to the point
- Refer the reader in 2nd person
- Mention the benefits and advantages
Contrary to popular beliefs, marketing emails have to be professional and precise. One or some components mentioned above go missing frequently. A sender needs to include all the points for a professional marketing email.
Marketing emails may have common components but they vary amongst each other. Based on their purpose, different jobs or sales have different marketing emails. We will cover the four most important and commonly used types in email marketing. We will also discuss the merits, demerits, and the purpose each serves in particular.
Informational Emails
Informational emails are one-to-many emails that are mailed to break any information by the seller to the buyers. It is an efficient way to inform the customer about a new product launch. Businesses can also use it in cases of product updates, seeking confirmation, and other areas.
Merits:
Serves different purposes.
Equally effective for new product launches or an existing product update.
Can spread information for new events
Great way to provide internal updates to workers and clients alike
Demerits:
Can only send to only people who have subscribed
May get mixed up with other types of marketing emails.
Lack of obvious messages can lead to the mail ending up as spam.
Education Emails
Educational emails seek to educate and nurture the customer about a particular product. The content can be related directly or indirectly to the discussion.
While they sound similar to informational emails, educational emails are more explanatory. Educational emails are used for after-sales services. For example, an art company uses educational mail to inform the buyer how to use the canvas they bought.
Merits:
Educational emails have more explanatory power.
More like editorials than advertorials.
Customers do not treat it as a simple sales pitch.
Genuinely informative and attractive in the eyes of the reader (potential/actual client).
Demerits:
Elaborate, which can be a boon or a curse.
Sometimes can be mistaken for an informational email.
More effective for post-sales service.
Lead Nurturing Emails
Lead nurturing emails are the type of marketing emails that convert the leads into actual sales. When a customer provides their information, it becomes a lead. But it does not mean that the customer is ready to buy. Instead of a hard pitch, lead nurturing emails help to seal deals without appearing overly forceful.
Merits:
Establishes a relationship between the seller and the buyer.
Informational and softer approach.
Leaves the final decision-making in the hands of the customer.
Generate more sales at a lesser cost.
Demerits:
The softer approach takes a longer time.
A softer approach may sometimes appear less inducive.
Promotional Emails
The main task of a promotional email is to provide information that can lead to a potential sale. While it sounds similar to informational emails, promotional emails take a more direct approach. Promotional emails are a marketing email that tries to complete the deal by itself.
Merits:
Direct approach.
Great way to announce discounts and sales.
Quicker attention grabber.
Have clearer objectives.
Demerits:
The direct approach may be repulsive.
Lack of adequate information.
Email marketing is still a fruitful process of marketing. It is flexible, cheap, and simple. There are different marketing emails available. It is important to choose the correct type based on the task at hand. This helps to increase sales and results in better profit margins.
