Engagement and retention teams are always looking for new and innovative ways that they can nurture the leads, engage with their potential and loyal users, build relationships, and grow their sales numbers.
Email Marketing is always the most favourite channel for Engagement and especially for Retention teams.
I am sure you know all the possible reasons. It’s cost-effective, Environment-friendly, Scalable, Personalized, Segmented, and Customised communication to each user.
In this blog, we are covering the Types of Email Marketing that will be helpful for you to achieve your Email Marketing goals.
Types of Email Marketing for User Engagement and Retention
1- Transactional Emails
Types of Email Marketing: Transactional Emails are very critical for any and every brand as this is the first time when users register or do a transaction with the brand. The Transaction emails are critical for users too as they are expecting say OTP or Password reset link.
These sets of emails are supercritical which matters most. Account creation emails are one of the most common messages that eCommerce and SaaS businesses send out. It’s important to land a user inbox in less than 5 seconds.
Use Cases for Transactional/Trigger Emails
- Welcome Emails
- Order Confirmation Emails
- Thank you emails.
- Password resets
- Tracking details
- Delivery Confirmation Emails
- Feedback Emails
- Product review Emails
- Security Emails
- Payment Confirmation
- Verification Emails
- Account Activity Emails
- User Invites
- Policy Update
- Shipping Tracking
- Subscription Notification
Do you know Transactional emails 8x more opens and clicks than other emails and can generate 6x more revenue?
2- Informative Emails
Types of Email Marketing: As the name suggests Informative emails are the emails which share the relevant information with the subscribers.
For example – A BFSI brand is sending an email to their entire users regarding the upcoming IPO, An Education portal is sending an Email regarding the JEE Exam, An E-learning platform is sending an email regarding the last day of application submission.
The objective of informative email is to engage with the user at the right time with right information to the right set of Audience.
3- Customer Loyalty Campaigns
Types of Email Marketing: This campaign is the most important for any brand as they are engaging with their existing customers and the objective is either to join their loyalty program or provide the benefit to the loyalty program users.
Examples of Customer Loyalty Emails
- User Anniversary Email
- Brand Anniversary Email
- Milestone Email
- Reward/Point Redemption Email
- Surprise offers Email.
- Special shopping Window Email
- How to use the Brand’s product
- Achievement emails
- Resources
- Contests
4- Awareness campaigns
Types of Email Marketing: Awareness campaigns are designed to spread positive awareness which is important for society/ customers/ Users. For Example – COVID awareness Campaigns, CSR Activities Campaigns, Special theme-based campaigns, and more.
Also Read- 10 Best Tips to Improve Email Deliverability in 2024
5- Email Newsletters
Types of Email Marketing: Email Newsletters are subscribed by the User with an aim of getting regular updates from the brands.
This helps brands to build a strong relationship and brand building.
6- Promotional Emails
Types of Email Marketing: Promotional Emails are sent to promote a product or service. The aim of promotional email is Brand Awareness and to sell the product and services. Brands can also send Upsell and Cross-sell emails with the objective of increasing conversions and boosting retention rates.
7- Reply-Based Emails
Types of Email Marketing: Brands want to engage with their users and for this they use reply-based emails, quiz campaigns, Job-opening related emails, spin and win, and more.
8- Abandoned cart emails
Types of Email Marketing: Abandoned cart emails are kind of trigger emails which are sent to the users who have added the products to the cart and left. These are the reminder kind of emails to encourage users to make the final purchase.
Customers who receive automated abandoned shopping cart emails are 2.4x more likely to complete their purchase.
9- Re-engagement emails
Types of Email Marketing: Brands want to engage with their users with almost every customer. Sometimes the customer had a bad experience for some unavoidable reason.
Brands used to send high discount offers so that the user can re-engage with the brands. These campaigns are usually sent to Dead segments.
10- Win Back Emails
Types of Email Marketing: Win-back emails are targeted to dormant users who are not engaging with the brands. The aim of these campaigns is to bring back the users to the brand Application or Website and take repeat orders or services.
11- Survey emails
Types of Email Marketing: Survey emails are sent to get customer feedback about the products or services they opt for. The emails help the Brand to calculate the NPS (Net Promoter Score).
NPS score measures customer loyalty by looking at their likelihood of recommending a given business.
There are a few more kinds of emails such as Engagement Emails, Retention Emails, Replenishment Emails, Renewal emails, and more.
Some Challenges In Email Marketing for Brands
- The most critical part is how the brand is drafting the email campaigns?
- Are they sure about their Infrastructure?
- Does the brand know the IP status?
- Does the brand monitor the spam rates?
- Are you confident about the Contact list?
- Do you have confidence regarding the activeness of the email contacts?
Further brands must focus on Quality and Eye-Catching Images, Short and Intuitive subject lines as per Gmail Best Practices, and include better CTA and Tracking links.
We at EnR, work with multi-industry brands and help them to achieve their Email Marketing Engagement and Retention goal.
Reach out to us at hello@enrcloud.com to get our Email Consultancy in case you are facing any challenges in your email marketing strategies.
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
