You might be a diehard fan of social media producing appealing content daily. Having garnered an impressive number of followers and scored high in engagement rates, you might be under the impression that you are doing enough to keep your audience up to date. And you have rightly good reasons to believe so. After all, social media are a great lead generator, but if you solely rely on posts and ads, you might miss the mark at communicating with your audience more personally. Writing emails is probably the most significant writing you will have to do yourself or outsource to get the word about your business out to the world. So here are 5 types of emails every business should send to keep your audience engaged. Ready to connect, engage and increase awareness? Get those broadcast emails in your communication strategy:
The highlight of the email is the benefit the subscriber is going to get. Unlimited access, archive resources, tips, and recommendation delivered to their inbox as a premium customer, and access to all other types of content your business generates – podcasts, videos, infographics non-subscribers would otherwise not have. Do not miss out on the opportunity to make your subscribers feel special. Pamper them with unique content they subscribed for. And you will see the payoffs soon. Welcome emails have the highest open rate of all emails a business can produce. 9 out of 10 subscribers will open them, compared to only 2 out of 10 in case of standard newsletters. They have the potential to make that stunning first impression that will keep your subscribers looking out for more content to come their way. No wonder why welcome emails are the type of email every business should send.
Newsletters are more than just updates. You should send them regularly with juicy content that includes news, blog snippets, tips, recommendations, new products, anything that you deem your subscribers should know about to increase conversion and their loyalty. The upside of the newsletters is that you can customize them to your audience’s likes through A/B testing and segmentation. You will keep your audience crave for more if you get the right messages to their inbox. Social media do not fully offer such a possibility.
Giveaways and special editions are good reason enough to craft ad-hoc emails. And it is improbable your subscribers end up vexed with them – after all who doesn’t find gifts, invitations to networking events, and contests more engaging than another pushy email?
It is unavoidable not to jump on the bandwagon of any celebration along the year and convert it into a theme of your email. Halloween, Black Friday sales or Christmas have become an omnipresent motif of emails businesses use as a a lead-converting tool . Each festivity represents a great excuse to send yet another promo, discount coupon or a new product launch announcement. Use a theme to your advantage, don’t let your subscribers wait any longer for some exciting news!
Last call emails
Those data-supported emails, respond to observed trends in their customers’ online behavior. Actions they have or have not taken so far – to influence their decisions and prompt them to act. They often include an additional perk, just for the sake of covering all possible angles and winning that final yes. Last call emails are usually segmented, targeting selected groups of subscribers. But they may also reach a broader spectrum if the campaign in question failed to yield enough feedback. This type of emails is indispensable in the array of emails every business should send if you want to capture fence sitters’ attention.
If your audience finds image-based emails too flashy, they will likely find a crisp story more riveting. Business consultants and coaches have mastered the art of getting people glued to their screens while reading a familiar-sounding story. The chances of them clicking on the link increase compared to other ways of framing a call to action. And this precisely is what storytelling achieves. So next time you start boasting about the highlights of your product, find a more enticing attention grabber. Tell a story your audience will feel identified with and you will surely lure them in.
Shake things up
And wow your audience with diverse content and build on the types of emails every business should send. It is not only about surprising your audience with unexpected timing- the variety in form is alluring too. So if you are an expert in storytelling, it is worth weaving into your stories videos or infographics. They add that compelling look and win over those reluctant to read big chunks of text. As studies suggest, our brains process images 60.000 times faster than text. It would be short-sighted to solely rely on text to put your content across.
If the prospect of writing emails is overwhelming, it is good to start with these 5 types of emails every business should send. You can keep building on them as you get to know your audience’s the tastes and likes, but you should not miss out to include them in your communication plan at the onset of your digital journey.