Explore the most effective types of email marketing campaigns and learn how to leverage different emails to engage your audience.
December 4, 2023
7 Types of Email Marketing Campaigns for Effective Engagement
This article outlines different types of campaigns that you can use in your email marketing strategy. Drawing from the successes of our clients, we will offer strategic insights on email timing and targeting, as well as tailoring different types of campaigns to elevate sales and streamline your marketing expenditure.
The primary goal of newsletter emails is to remind your audience about your company and enhance subscriber loyalty. The content of these newsletters can vary widely, but the key is to ensure it’s useful and engaging for the client. This could include a range of materials such as news updates, articles, video tutorials, or digests — brief summaries of content with links to full versions.
When to Send Newsletter Emails
To avoid bombarding customers with multiple, potentially irrelevant newsletters, sports store Decathlon segments its audience based on interests and purchase history to send newsletter campaigns tailored to each segment. This results in relevant and useful content for all recipients — for instance:
After purchasing a bike from Decathlon, customers receive informative newsletter emails on bike maintenance
Customers that have expressed interest in horseback riding are sent a regular newsletter tailored to this interest — the same approach is used for other sports
Promotional, Discount, and Special Offer Campaigns
Video software company, Movavi, sends out promotional emails at multiple occasions throughout the the year, which includes seasonal campaigns such as Spring, Summer, and Valentine’s Day sales:
A Valentine’s Day campaign for Movavi’s subscribers
When to Send Promotional Campaigns
Regular promotional emails, like monthly discounts, need to be balanced carefully. Overdoing these types of mails can dilute your brand’s value and lead to a discount-driven customer base. The frequency of these emails should be tailored to match the buying habits of your customers, ensuring that each promotion feels special and valuable. For example, you could send out monthly promo codes to most of your customer base, excluding frequent buyers who are likely to purchase without this incentive.
Instead of a single email, effective reactivation typically involves a sequence of messages. This multi-step approach is crucial as it allows for a nuanced re-engagement strategy, helping avoid unnecessary discounts for customers who might only need a gentle reminder about the brand’s offerings. The sequence can include a mix of emails: showcasing best-selling products, offering promotional codes, sending reminders about current offers, and even delivering content that adds value to the customer’s experience. Tools like mind map software can be invaluable in mapping out and visualizing these email sequences.
When to Send Reactivation Campaigns
For instance, Blossom Flower Delivery uses a two-step reactivation campaign with a promo code and reminder to motivate customers to visit the website and make a purchase:
The first email presents customers with a promo code and a selection of new bouquets
The second email is sent 5 days later, reminding customers that their promo code expires in 2 days
In addition to offers, welcome emails can provide helpful information, such as links to popular products, FAQs, app download links, or tutorials about using your services or products. This informative approach helps new subscribers feel supported and valued, fostering a sense of connection right from the start.
When to Send Welcome Campaigns
Health food store Pinemelon, for example, has developed a “Welcome” communication flow with multiple branches, where email content varies based on whether the customer has made their first purchase and subsequent purchases after that.
The first Welcome email provides new customers a $15 discount on their first order, highlights the brand’s local-first approach, and offers a selection of product recommendations
Customers who did not place an order are sent another email with a promo code for 20% off, along with product recommendations and more info on the benefits of shopping with Pinemelon
Given their informative nature, transactional emails are usually free from promotional content. Their primary aim is to update customers, as opposed to serving as a marketing tool. This means they are also sent to customers who have opted out of marketing emails. If you decide to integrate marketing content into transactional emails, careful consideration is necessary to avoid reaching those who have unsubscribed from promotional messages.
An example of an order update email from optic shop REKS
When to Send Transactional Campaigns
The key to transactional emails is their immediacy. These types of emails should be set to dispatch automatically and instantly, regardless of the time. This responsiveness is vital as customers expect these updates without delay. For instance, a customer making a restaurant reservation online anticipates an immediate confirmation to finalize their plans — a delayed response risks a change in their plans, highlighting the necessity of prompt and accurate transactional emails for customer satisfaction and retention. Similarly, customers placing an online order tend to expect a confirmation email relatively soon after their purchase.
Milestone emails celebrate significant events in the customer’s journey or relationship with your brand. These types of email campaigns are an excellent way to foster personal connections and show your customers that you value and recognize their loyalty. Milestones can include anniversaries of a customer’s first purchase, their birthday, or even the anniversary of them subscribing to your newsletter.
When to Send Milestone Emails
Blossom Flower Delivery uses various milestone campaigns to remind customers to place an order for a birthday or anniversary gift. These emails are sent a few days before the occasion to ensure customers have enough time to place their order:
An example of a campaign sent to customers who purchased a birthday bouquet a year ago
This campaign is sent to customers who ordered flowers for a special occasion a year ago
Abandoned Cart/View/Order Emails
Abandoned Order emails address instances where customers begin the checkout process but do not complete the payment. This could be due to various reasons, from technical issues to second thoughts. Emails targeting this group focus on resolving any potential obstacles, offering assistance, or providing gentle reminders to complete the transaction. They can also reassure customers about security measures and return policies to build trust and encourage the completion of the purchase.
An example of a series of emails addressing an abandoned order
When to Send “Abandoned” Emails
Jewelry brand German Kabirski, for example, uses automated campaigns in Maestra to send abandoned view and cart emails:
This campaign is sent to customers who browsed items on the website and did not add anything to their cart
This email is part of an abandoned order flow with multiple emails for customers who have added items to their cart without completing the checkout process
Tips on Launching an Effective Email Campaign
- Start with basic campaigns that immediately generate profit. Initiate your email marketing with fundamental yet profitable strategies such as welcome sequences, abandoned view reminders, abandoned cart notifications, and reactivation emails. These basic tactics often result in immediate gains by addressing key customer behaviors and decision points.
- Collect extensive customer information for personalized campaigns. The more you know about your customers, the more tailored and effective and engaging any type of email campaign can become.
- Analyze and adapt competitors’ successful strategies. Keep an eye on the tactics employed by competitors or businesses with similar models. Don’t hesitate to adapt successful strategies for your campaigns. Remember, what works for one business may not work for another — and that’s perfectly normal. Learning from the market can provide valuable insights for shaping your own campaigns.
- Use discounts and promo codes strategically to preserve margins. Avoid offering discounts and promo codes to all customers as it can erode profit margins. Instead, target segments that are more likely to churn or offer mass discounts sparingly, such as no more than once a month. This approach ensures that offers remain exciting and valued, rather than expected and undervalued.
- Generate hypotheses and test email campaigns on selected audience segments. Continuously generate new ideas and test them on different audience segments to identify the most effective tactics. This iterative approach allows for fine-tuning your strategies based on actual customer responses and behaviors, ensuring that your campaigns are continuously optimized for maximum impact and efficiency.
For more campaign ideas, check out our detailed guide with 7 essential automated communication flows for B2C companies.