As promised in the previous article, we continue the list of the 9 types of emails that any company wishing to promote its business online, especially through email marketing campaigns, should send.
5. Advice email (help email)
The purpose of such an email is to offer help and guidance to customers regarding the product or service you provide to your clients. At the same time, it will also give your company greater authority in the field and build trust among consumers.
The difficulty level of creating such an email is quite high because a more extensive text must be developed, beyond choosing some interesting and, above all, useful tips or topics.
Therefore, to create such an email, we must choose topics of interest to our subscribers, such as, for example, tips related to installing a product purchased from us (in the case of sanitary items, for example), cleaning and caring for leather products, washing certain textiles, etc.
To have the desired effect, such an email must be customer-centered and focused on their needs. The customer must see that we are there for them, to help and answer any problems or questions they may have. Therefore, such a message must also include information on how we can be contacted.
6. Educational email
Although similar to a newsletter, the educational email is more extensive and focuses on delivering information that educates and familiarizes customers more and more with the brand and services. The information adds value to the company through the connection it makes with the website itself. Traffic from these emails is directed to the site, specifically to the blog, where it can generate interaction and interesting discussions. Such emails can also encourage consumption by providing information about other uses beyond the classic ones for the respective products. It cannot be applied to many products but is worth trying.
If done discreetly, such a message can also contain more commercial information, such as a promotion or campaign currently underway. This should occupy a secondary place in the body of the email and be relevant, as much as possible, to the respective subject.
7. Order renewal email
The purpose of such an email is, of course, to remind people that it is time to restock or reorder products they have already purchased from us. Although it does not fit all businesses, the idea can be adapted and applied almost everywhere. It fits very well, for example, in the case of office supplies, stationery, pet food and supplements, dietary supplements for people, food (if regularly ordered from an online store), cosmetics.
In such a message, the call to action is important. Taking care not to fall into spam filters, it is more than necessary to include an invitation to place a new order on the site with a simple click. We can also moderately add new relevant products associated with the initial product or daily offers.
Another thing to consider when creating such an email is reminding the old order. This is, in fact, the starting point. You bought these products on this date, and now it is time to order them again. This way, the customer remembers exactly what it is about and is more easily prompted to "action".
The invitation to order should be accompanied, discreetly, by the benefits of placing a new order: avoiding office problems caused by lack of printer toner or paper, maintaining a mini stock of medicines for pets, avoiding various inconveniences caused by running out of frequently used products.
8. Testimonial email
This is also a promotional email but is based on what satisfied customers have said about your products or services. Although it may take a little longer to gather such "praise," once collected, they add value to the product and brand. Inserted in the body of the email alongside the referenced product, these testimonials attract attention and provide credibility. However, the message must be accompanied by well-chosen images, additional information, and attractive graphics that please the eye and are also easy to navigate. It is therefore quite difficult to create, but done well and without abuse, it is a very good method to attract attention and increase public trust.
9. Survey/research email
This type of email is the hardest to create because it involves not only creating the email itself but also the questions for the survey to be applied to subscribers.
The first hurdle for this email is to convince each person to answer the questions. Therefore, you must include a few elements in the email:
- The purpose of the study, what is intended to be found out by subscribers completing the questions
- The approximate duration of the survey (to have a better chance of receiving answers, this time should be as short as possible but sufficient to find out what interests you)
- What benefits the person who chooses to spend 5-10 minutes answering questions might have (this can be a virtual benefit, such as improving their own experience on the site, or a material benefit, which may consist of a product available on the site or a discount on the first order)
- A link as easy to access as possible for each subscriber, properly highlighted. This link should lead directly to the survey, which should start automatically.
To conduct a successful study that collects the necessary information from a sufficiently large number of respondents, a few simple rules must be followed: formulating clear, short questions; including varied questions, both closed and open, without offering too many options; limiting the number and time of questions; specifying the total time and the remaining time until the end of the survey.
