Building a substantial mailing list is only the first step towards being successful with email marketing. Once you’ve built a list, you need to engage with your audience by sending out content that they’re going to read and interact with.
Your email content strategy needs to be planned carefully. Subscribers will quickly get tired of reading and stop opening your emails if you’re sending out the same content every week. Likewise, if every message you send is focused on sales and offers nothing to the reader, you’re at risk of unsubscribes.
Don’t just send out emails for the sake of it – think about how you can provide value to your subscribers.
You can maximise your open rates and increase sales by making sure you send out varied content. This will keep your readers interested in what you have to say and allow you ample opportunity for sales conversions.
To keep your email content fresh and exciting, consider mixing it up with a variety of the following seven types of emails.
1. Welcome Email
If a new subscriber has made the effort to sign up to your list, don’t just ignore them. Show your appreciation by sending out a welcome email within 24 hours, thanking them for signing up and providing an overview of the type and frequency of emails they can expect from you on an ongoing basis.
A welcome offer such as a discount code or downloadable freebie is a nice way to say thank you and can help to increase your open rate for future emails.
2. Deals & Offers Email
A big reason why people sign up for mailing lists, particularly for online retailers, is to be the first to know about sales and deals and to have access to special discount codes and offers.
Providing subscriber-only deals is a great incentive to sign up to your list. This also helps your subscribers to feel like they’re part of an exclusive club.
Even if you don’t sell physical products, you can still offer bonuses to your list such as free training, or links to special “members only” content.
3. Useful Tips Email
Think about how you can help your readers with helpful insider tips and resources for your niche or industry.
Don’t assume you know what your readers want – take the time to ask them about the challenges they’re facing and address them with helpful content in a future email. This shows that the relationship you have with your readers is reciprocal and you’re not just sending out the content you want to send.
You can drive traffic back to your site by expanding on the points you make in your email in a blog post. By integrating your emails with your blog content, your readers can access the information they need and you’ll be publishing valuable SEO content.
4. Newsletter Email
A newsletter is the traditional content format to send out to subscribers. Many businesses still ask website visitors to “sign up for our newsletter” but you need to make sure the content is interesting and provides value to the reader.
A monthly newsletter can keep your business at the top of your readers’ minds and be a useful way to relay company updates, but always think about how you can provide content that’s genuinely engaging for your subscribers.
Think about including news snippets from your industry, interviews, and other interesting features that subscribers will be keen to read.
5. Special Events Email
If you’re planning a training session, webinar, or any other special event, make sure you tell your subscribers first.
This is a great way to build hype for upcoming events. It also helps to increase the open rate of future emails as well as the number of people engaging with the event itself.
Make sure your readers understand the benefits they’ll receive by attending your event and demonstrate potential outcomes to show what they can achieve (for example: “in this training session you will learn how to create content that ranks on the first page of Google and skyrocket your organic traffic.”)
6. New Products Email
Are you launching a new product? In the same way that emails can help to build hype for a special event, they can also build hype for an upcoming product release.
Product development news can also be a great way to gauge your audience’s opinion, gather feedback, and refine your offering.
By giving your subscribers a sneak peek into the development of new products, you make them feel invested in the process. This can help to really boost sales when it comes to the final release.
7. Request Feedback Email
Don’t forget to periodically check in with your subscribers and ask them how you’re doing and what you can do to improve.
Asking for a testimonial or a review shows that you value your subscribers’ opinion. It is also a good way to improve your SEO and sales conversion rate.
Don’t hide away your request in plain text – make it easy for your readers by having a clear CTA that links directly to a form.
Does Your Current Email Marketing Strategy Include These Content Types?
Your mailing list is a powerful asset. However, you can’t make the most of it unless you carefully plan your email marketing strategy to ensure your subscribers stay with you and stay engaged. Remember – you’ve invested time and effort into getting them onboard and you want to keep them there for as long as possible.
If you need help with your email marketing strategy or you’re looking for more tips on working with marketing automation, we can help!
Contact the team at Swift Digital today to find out how our platform can help to make your digital marketing campaigns a success. Call us on 02 9929 7001.