Email marketing is a powerful tactic to communicate with customers and prospects regularly. You can easily convert visitors into leads and paying customers with the right strategies.
In addition to the fact that email marketing is an excellent lead generation technique, it’s also an effective customer engagement technique that helps you build relationships with your existing customers.
In this blog, let’s look at how businesses use email to grow their business. We’ll also share relevant email marketing templates and tips to help you get started.
What Is An Email Marketing Campaign?
An email marketing campaign includes a series of messages sent out over a specific timeframe with personalized content to grow brand awareness, drive customer engagement, and turn subscribers into customers.
The definition of an email marketing campaign states that it’s a series of emails sent to potential and/or existing customers to grow your sales revenue.
According to Content Marketing Institute, 76% of B2C marketers use email for organic distribution marketing. Even in B2B industry, 81% of marketers using email newsletter campaigns for maximizing customer engagement.
Types of Email Marketing Campaigns
Launching email marketing campaigns are one of the best use cases of marketing automation.
You can use them to nurture leads, improve conversions, promote your brand, and create brand awareness. If you’re still confused about what is an email marketing campaign, here are four types of email marketing campaigns that will clear some air:
Lead Nurturing Email Marketing Campaigns
Lead nurturing emails help keep your customers engaged and increase the chance of making a purchase. These email campaigns nurture leads who know your brand and products but have yet to make a purchase.
Lead nurturing emails can be triggered by a user’s activity on the site, visiting a page, abandoning the cart, or clicking a button.
You can send these emails to keep your customers and leads engaged with your brand and remind them of what you’re selling. One example of a lead nurturing email would be an autoresponder campaign that triggers when someone abandons their cart.
Revenue-focused Email Marketing Campaigns
Revenue-focused email marketing campaigns focus on moving users through the sales funnel. They’re similar to lead nurturing campaigns, but the core goal is to increase your sales conversion rate and get more people to take action.
Revenue-focused email marketing campaigns help boost sales for one particular product or service, usually the ones with high gross margins or seasonal value.
You can use revenue-focused email campaigns to promote the sale of a particular product on your website. You can also use these campaigns to introduce new products or to promote special events.
Traffic-focused Email Marketing Campaigns
Traffic-focused email marketing campaigns are designed to increase your website traffic. These campaigns ask subscribers to visit your website and then use a combination of different marketing tactics to ensure that they remain engaged and convert into paying customers.
Traffic-focused email marketing campaigns are often split into three parts — pre-engagement, engagement, and conversion.
First, you make subscribers aware of your company and products; then, you use freebies and giveaways like free reports, quizzes, or discount coupons to generate interest and drive traffic to the website. Finally, they show subscriber’s your product’s value and expect them to make a purchase.
Awareness Email Marketing Campaigns
Awareness email marketing is an effective strategy for increasing brand awareness among users. It lets your users know about special offers, upcoming products, and other updates on your company. They are the perfect way to remind customers about your brand and increase the probability of sales and conversions.
The purpose of awareness email campaigns is to educate the recipient about your brand, product, or service and encourage them to take action.
An awareness email campaign may be sent out to customers who have just signed up for your email list but are not yet ready to purchase. They may also be sent to customers who have already purchased a product or service from you and generally contain a call to action (CTA) to entice people to take action.
6 Best Email Marketing Campaign Examples (Including B2B)
Email campaigns are a great way to build trust and develop long-term relationships with your target audience. They can be a powerful tool for building a loyal customer base and making sales.
But if you’re a newbie in the email marketing industry and need help figuring out where to start, we’ve curated the best email marketing examples for inspiration. They’re so good that they’ll leave you wondering what took you so long to create one.
Welcome Email Template
Welcome emails are one of the oldest marketing tactics, but they still perform exceptionally well. They allow you to show your appreciation for the user when they sign up for your service or newsletter.
In addition to making a great first impression, welcome emails encourage users to check out your offerings. Here is an example of a great welcome email campaign by Food 52:
Image source: Food52
Look at the fine details of the email — particularly the pre-header. Notice the “We brought snacks” at the top of the email.
Now, look at the subject line:
A clever hack, isn’t it? It sure does grab attention instantly. So simple yet so good!
- Keep your welcome email short and simple;
- Pay attention to the pre-header;
- Give instant value in the form of a discount code or special offer.
Fun fact: did you know that 74.4% of consumers expect a welcome email?
Nurturing Email Template
You’re dead wrong if you think that nurturing your subscribers is all about sending just promotional content most of the time. Avoid the mistake of sounding too pushy or cheesy.
Sincerely help your customers; they will trust you much more than if you’d choose to go down the sales road.
Just look at that email newsletter.
Image source: Framebridge
It’s funny, aesthetic, and promises to give some real value to the subscriber! If that does not improve the brand’s overall image, nothing does. The thing you should take note of is how the CTA is placed strategically to attract clicks.
- Add a strategic CTA to invite users to check out more about you or your product;
- Personalize the content based on the stage in the buyer’s journey;
- Educate your users and show them how you simplify their lives.
Abandoned Cart Email Template
Customers often abandon their carts without meaning to do so, for example, because the website crashed, because the process was complicated, or because the site timed out:
The statistics above are pretty eye-opening. Abandoned cart recovery emails really could earn you some extra cash. Just look at the following abandoned cart email campaign:
Image source: Asos
The email campaign is symmetrical and aesthetic and has a clear call-to-action(CTA). The most important thing is that the background is white, and the text is black, so the item preview will always stand out!
That’s just too much possible revenue to justify companies that need to take advantage of the abandoned cart workflows. It’s remarkably effective as a sales recovery tactic. According to Getelastic:
- 44.1% of all abandoned cart emails are opened
- 13.3% of them are clicked.
- A whopping 35.3% lead to purchases back on site.
- On average, each abandoned cart email is worth $5 in revenue!
Our suggestion is to recover your sales using the abandoned cart method and include in the email a voucher with offers like free shipping, 10% off the whole cart, or a free item. If the email exploits the scarcity principle – it says the stock is limited or the time to use the voucher is running out, the chances of making a sale are even higher.
The best part of this – it could be automated. Once you set it up, the emails will be sent automatically – you can relish the results.
Check how the cart recovery automation workflow looks:
- Have a minimalist design and play cleverly with the copy in your abandoned cart email;
- Appeal to the FOMO and remind them about what they’re missing out on;
- Add an additional incentive like a discount voucher, free shipping or something else.
Survey Email Template
Survey emails are a standard method of getting customer feedback and insights. They allow you to gain valuable insights into the behavior of your customers, which you can use to improve your product, create an advertising campaign, or refine your offer.
There are many types of surveys you can send via email. One of the most common surveys email types is asking your customers if they would recommend you to their friends or family, known as the Net Promotor Score survey.
The net Promoter Score (NPS) survey template asks this question to give you a quick look at what your customers think.
By using this template, you’ll be able to understand how happy your customers are and keep track of your company’s performance over time. Here’s an example:
If you were to include a link to a survey in an email, this would greatly benefit your business.
It’s always more expensive to acquire new customers than to keep your ones. You may be losing a portion of potential sales because you need to be made aware of the things irritating some people.
Feedback is essential in avoiding precisely this situation. If you were to send a thank you email to people that rated you 8-10 and a feedback form for those that rated it lower than 7, you would surely gain loads of new information. Use this information wisely – it’s essential in creating a word-to-mouth effect over time.
Event Reminder Template
Forgetting in the age of short attention spans is common. Instead, it’s a widely known internet phenomenon – tons of people signup for a webinar or event, yet a fraction of them attend it.
Help forgetful people out by sending them event reminders by email. This will help you increase the turn-around ratio and push potential leads further into the buyer’s journey.
Here’s a great reminder template from the Email Design Workshop:
Image source: General Assembly
The email design is eye-catchy and straightforward. You should also create something like that. If it’s too much work, customize a template and use email automation to your advantage.
- Create an eye-catchy and appealing design. Use a drag-and-drop builder to create the email design easily;
- Add details about the event, including date, time, and location (in case of an offline event);
- Schedule the reminders as automated drips at least a week before the event date.
Thank You Email Template
Your customers want to feel appreciated and appreciated. If you do so, they will keep coming back. So, to increase your chances of retaining your customers, you should always send a ‘Thank You’ email.
These emails are used after a sale or purchase to ensure that the customer knows they are important to you and the company. You can send an email thanking the customer for their purchase and/or completing a task on the website, like signing up for a newsletter.
Here’s an example of a Thank you email by Austrian Airlines:
Image source: Austrian
This Thank You email thanks the flyers for their patience and loyalty and provides a 25% off coupon on their next flying experience with the airline. Notice how the email has space for personalization and makes the subscriber feel special through a heartfelt note.
- Keep the text short, focused, and warm in tone;
- Add images that show care, compassion, and gratitude;
- Provide a special offer or incentive when you’re thanking your subscribers.
Company Announcement Email Template
Announcements allow you to get in touch with people and keep them informed about your company. Announcements are a great way to drive engagement, get more signups, and build rapport with current customers.
You can share news about the latest happenings, upcoming promotions, media features, or any other information you want to communicate to your subscribers. You can also use an announcement email to tell them about a new product, release a new app, send a promo code, and more.
Look at this company email from Clay:
Image source: Clay
The email shares about their Product Hunt launch with subscribers, urging them to support them by checking out their Product Hunt listing.
The simple email copy with a big, clear CTA button clears out the intention of the email with just a glance. Something your announcements should do. They could’ve told them more about what to expect through the launch and made it more about the reader, though.
- Be straightforward and clear about what you bring for the reader;
- Write shorter paragraphs. Instead, encourage the subscriber to find out more by clicking your CTA;
- Try to make it about the subscriber instead of yourself.
How to Make an Effective Email Marketing Campaign?
The art of crafting a winning email campaign is a challenging task. You need to plan a million things — from your follow-up sequence to the subject line and writing a compelling email copy. So, if you’re serious about how to create an email marketing campaign, you should be mentally prepared to plan well in advance.
The most successful email campaigns are tailored to a specific audience, include a clear call to action, and use automation to deliver emails strategically at the right time. Here are seven things you must keep in mind during creation of an effective email campaign:
Build A Targeted Email List
A well-curated email list can boost the effectiveness of your email marketing. If your email list isn’t segmented correctly, your efforts will likely fail.
You should always strive to have the right tools that help you create and maintain a clean, segmented, and targeted email list.
You can use an email marketing tool like Sender to segment your email lists into custom groups like the one below to personalize campaigns and increase email marketing effectiveness. This will help you manage your email list, segment subscribers, create retargeting campaigns, and analyze metrics on the same dashboard.
Remember to always create campaigns after gathering a solid understanding of your customer personas and their needs. Then use email automation to create personalized emails relevant to each subscriber for better results.
Plan Your Email Follow-ups
Following up with an engaged audience can open up new revenue streams for your business. Always follow up with those who opened your initial campaign but haven’t interacted with you since.
You can follow up by either sending regular emails or scheduling automated campaigns for interested prospects. You can create a single, one-time follow-up email or go full out on an elaborate drip sequence.
Plan your email follow-ups based on the ticket size of your product or service and the time you want to invest in each. The more affordable a product, the simpler should be your follow-up sequence. The more high-ticket item, the more the need for multiple follow-ups in your email nurture sequence.
Use A Catchy Subject Line
An email campaign is successful when people open it and click on the link to view the message. Subject lines are the only part of the email that gets read without even opening.
Subject lines are an important part of an email campaign. They direct readers to click on the email and make the content easier to read. A good subject line helps grab attention, so always use a simple, catchy and attention-grabbing subject line.
You can even A/B test your subject lines before finalizing a subject line for your email marketing campaign.
A marketing automation tool like Sender helps you automate A/B testing of subject lines, leading to better results and more conversions.
Write an Effective Email Copy
If you’ve ever searched online about how to send business emails to your audience, you would have read paragraph after paragraph on the importance of email copy.
Copy is everything you write inside your email — right from the subject line to the header and the body text. Your copy should make an instant connection and grab attention. It should also clear out the value your subscribers will get upfront.
Always keep your copy simple, compelling, informative, and valuable to create engaging emails. Avoid using clichés or boring text. Wherever possible, personalize your copy with things your customers care most about.
Add A Clear Call to Action
Call to action or CTAs are important in your email campaigns. See them as the portals that will move your prospects further into the buyer’s journey. CTAs give subscribers a clear reason to engage. So, you should always spend enough time creating a contextual CTA.
Ideally, add only one CTA per email so that your subscribers understand what they’ve to do after reading your email. CTAs should always be clear and concise, directing users to the next step in the funnel.
- Email marketing campaigns are the best tool for boosting customer engagement;
- Use marketing automation tools to plan and execute your email marketing campaigns;
- Different types of email campaigns help move customers further into the buyer’s journey and increase conversions;
- Personalization and dynamic content help increase the relevance and effectiveness of any email marketing campaign.