Email marketing campaign?
That is the dream of every email marketer. We all want to deliver the best content to our email subscribers. We want them to open and consume our content or take the desired actions.
Sadly, this is not always the case. We all know email marketing has a high ROI but what kind of email marketing campaigns can you send to your list to achieve this?
I recently wrote about 4 types of headlines that are useful for email marketing success.
Today, we shall discuss 5 major email marketing campaigns which you can start sending to your list to increase your ROI and marketing efforts.
5 Types Of Email Marketing Campaign To Boost Your ROI
1. Indoctrination Email Marketing Campaign
So what is an indoctrination email marketing campaign all about? This is the welcome set of emails you send to new subscribers to your list. These emails are designed to engender your brand to your new subscribers.
It tells them what they should expect from you. It should further give them guidelines on what they need to do to get the biggest benefits from you and your brand. They often consist of:
- An introductory email,
- Benefits they will reap from you,
- What they should expect,
- What they need to do ( like whitelisting your email address so that it does not get stuck in the spam folder,)
- Offer them some of your best content (free) to oil their lips,
- Note that this campaign should be at most 1- 3 emails.
2. Engagement Email Marketing Campaign
After the indoctrination emails, you can now position the subscriber based on their interest in your business. The primary purpose of this campaign is to convert your customers into buyers based on their interest (the lead magnet they opted in for)
If they opted into your list, it means they have some trust for you and your brand. Do not ruin it!
There are 2 questions you need to ask yourself
- What is the next step I want them to take?
- Are they ready to make that big move?
At this level, you need to analyze and determine if they are available to make a move. Nurture and build a robust relationship with them by offering valuable content (never forget why they opted in)
You can also offer discounts and coupons to move them to the buying stage.
3. The Ascension Email Marketing Campaign
These campaigns are triggered after a customer, or your email subscriber makes a purchase. They are designed to start a Value Loop and turn a one-time buyer into a multi-time one.
What the heck this the Value Loop Concept?
This concept… in a nutshell is to maximize buyers frequency and lifetime value. For every 100 consumers of an offer, some percentage of them would have bought more had you made them an additional offer. That rate depends on;
- The offer you make,
- How you describe it (copywriting),
- The “temperature” of the traffic.
This will assist you to convert a one-time buyer to a multi-time one.
(ssshhhhh…. I hear this is the money making section, you did hear this from me ?)
At this stage, you already know that they love your brand.
You need to wow them and make them crave more for your products!
How do you do that? Never take your customers for granted!
Offer them an upsell, product or service that will compliment what they bought already but at a higher price.
4. Segmentation Email Marketing Campaign
Segmentation, email marketing campaign, are one of those that you can dare to send to your entire list. It is designed to help you further segment your list depending on the interest of your subscribers.
Signing up is a powerful signal of intent to buy. Send them emails until they do ~ Dela Quist #EmailMarketing #quote #DigitalMarketing Click To Tweet
You want your prospect to raise their hand (open, click or opt-in) and show interest in the services you render.
It can be in the form of promotions which you need to study and find out those who click, open and take actions.
It can be;
- A blog post or lead magnets,
- Special offers or promos,
- Webinars and meetups.
You should be able to pick out those who select or click through certain areas in the email and put them on the appropriate list for better follow up.
5. Re-engagement Email Marketing Campaign
Are you worried that many of your subscribers do not open or read your emails?
The re-engagement campaign is going to be your friend. This campaign is used to call out to inactive subscribers and get them excited about you and your brand.
This is where patience and excellent marketing skills come into play. It is intended to:
- Call out to inactive subscribers,
- Encourage them to read your emails,
- Remind them of the benefits and what they are missing,
- Reduce complaints and increase deliverability.
Note that, there are several reasons why your subscribers stop engaging with you.
So Why Do They Become Unengaged?
- Engaged with a competitor,
- Too many emails,
- Changed email address,
- Only opted for the freebie,
- Irregular email frequency,
- Boring content.
Having this in mind will assist you to craft a killer campaign to re-engage with those who have not opened your emails for the past 30- 60 days.
What if that doesn’t work?
Start a win back campaign and send them emails with headlines like:
- I want you back (make sure you have relevant content to convince them on this)
- I have a gift for you (hopefully, you have a gift for them)
- May I unsubscribe you ( Hoping it does not get to this point)
- Is this goodbye (Yep, it can get to this stage)
This is the last and final straw and if it does not work…
I hope that you did enjoy this series today and most especially get some value on how to upgrade your email marketing campaign strategy and increase your ROI from it. As always, I am excited to read your comments and feedbacks.
Wow, Apolline! I never even knew there were different kinds of email marketing campaigns. This is definitely food for thought as to how to revamp mine!
I am glad you do Susan. Let me now how it goes.
So many great tips here, Apolline. I really need to work more on my email list and you’ve given me some great ideas.
I am happy to help in case you have further questions.
Apoline,
I didn’t know there were differ types of email and I read about ROI, but this was a true learning experience for me. An excellent article wih providing some great ideas . Thank You!
Lori English
Aww, this make me happy Lori! I am glad I introduced you to something new. I hope it helps you reinforce your email marketing strategy.
So many great tips here, Apolline! I have this on my to do list, but am reticent in starting, Your tips have given me much food for thought!
Fantastic information. It is helpful to get this all organized in the beginning so you don’t lose your list. Giving valuable information is important. Love your site!
This is great information. I agree that you should never take a customer for granted.
Thank you. I haven’t started this yet and your tips help me with focus.
I never realized there were so many different kinds of campaigns. I don’t currently have an e-mail list which is why I’m sort of clueless when it comes to this stuff!
I love these examples. Newsletter and I’ve done a few of these but I didn’t know they actually had a name so I learned a good bit from this article.
I was thinking about what I should be doing with my list of subscribers to my site. Not that I am looking to sell them on anything, this does make me think about where I am going from here. Thank you for all of the good advice.
I’m cracking up over the goodbye ones. Lol. They are hilarious. I ‘m going to try some out.
Great tips! I am at the beginning of my blogging journey so this will help me in the future. Thanks for posting!
I haven’t use this campaign because personally I felt kind of annoyed with lost of email popping in my inbox. Am not a market for this kind of campaign, so I don’t use it for my brand. Social media is much better on me.
I have been building an email list and sending out emails relevant to my business and what they signed up for…..etc. I have seen ‘campaigns’ in the auto responder but didn’t quite get it. Thanks for shedding lotsa light over here.
I have an emailing list but I haven’t really done too much with it… great ideas and tips!!
Wow this was very interesting to read ! I haven’t thought about have a subscription service yet but these techniques would be useful when I do.! Thanks!
I don’t have a mailing list and I’m not sure if I’d make one as I simply don’t have the time to be writing a webpage for it, I’m happy with the WordPress function I have. Great blog post and thanks for the recommendations
These are EXCELLENT ways of email marketing that are sure to help with boosting your ROIS! Thanks Apolline for sharing as I will be referring back to this post (this is a very weak skill for me)
thanks for these ideas. I do have the welcome email series in place but I can see that more is required of me for maintaining my clients.
I need to work on my email list as well. These are really great tips that I believe I can implement with my blog. I try to find a balance between keeping my readers engaged and not sending too may emails. Thanks so much for this!
Wow, Apolline. I didn’t know there were all these types of email campaigns. Makes perfect sense though. I have a welcome email series in place for my more recent lists but definitely need to add more and do a clean up.
Good tips…probably I am still a bit irregular with emails…I still do not have a very big list of subscribers.
I like the idea of the re-engagement email. This is something I going to look into move closely. Great overall advice as well.
This really breaks it down to make it so easy. Thanks for this. I can see where I need some of these but not all since I don’t sell a product / service. That’s really helpful to me.
This is a great segmentation of the different purposes of email marketing. It is indeed something to go back to the drawing board before moving forward and doing any action. I am glad you have blogged about this.
I love blog posts and lead magnets. Lately I find the time to create content is a job in of itself.
Increase the rate of chances to have the best social marketing with the use of these tips. Great tips!!
Thank you too!