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Email campaign strategy relies on the concept that “different strokes for different folks” will allow marketing messages to hit (and resonate with) different buyers, differently. That’s why email campaign types are so important to understand and map out. The strategy often starts with one big question: What are the “different strokes”, or, email campaign types, and the “different folks”, or, types of contact in your funnel?
Here’s a guide to help you identify and create campaigns that fit into your multi-faceted email marketing strategy.
Email Type: Newsletter
An email newsletter campaign brings together multiple types of information in one email, for example: news/announcements, content/information, offers and deals. There are often multiple CTAs (Call to Actions), and a variety of information for the reader to consume. For this reason, email newsletter campaigns are often not sent as frequently as other campaign types.
- Goal: The goals of this email campaign type are pretty low touch – making sure that brands stay consistently top of mind, establishing brand recognition, and authority or credibility. Companies use newsletters to deliver an aggregate of recent content to subscribers, or as a touchpoint with customers, or even as a method of measuring audience behaviours (is our audience interested in offers, or are they more interested in content?).
- Funnel Phase(s): This email campaign type is used as a top of funnel tactic (low touch lead nurturing) or as a loyalty campaign for current/past customers.
Email Type: SME (Single Message Email)
Single Message Email campaigns are just that: one message, one goal. Unlike a newsletter, SMEs are focused messages with very clear CTAs. Thus, the goals (and even metrics) are totally different between these email campaign types. Single message emails can be used in both content or lead generation, or transactional functions. That’s where goal setting comes in.
- Goal: SMEs need one goal, but can serve many. Often, the goal is to send targeted content through a lead nurturing or drip campaign. The goal is to deliver the right content, based on performance or triggers, to the right people. A good example of this would be sending a piece of content, like an ebook, on a topic that the receiver has inquired about. Transactional goals ride the line of sales and marketing (but what doesn’t these days, right?) whereby the goal is to turn an opportunity into a deal. Examples would include sending personalized offers, or request for a call/meeting, etc.
- Funnel Phase(s): Top, mid and bottom of funnel campaigns would benefit from SMEs. The message and goal is clear, which makes t super simple to report on campaign results and make some adjustments where needed.
In both cases, form meets function. The format of the email campaign type serves the end goal, and that’s what you have to look at when deciding what type of email campaign to run. Clickback’s Email Lead Generation software will give you the tools to plan and create successful email marketing campaigns, whether newsletter or SME format. With advanced reporting and list growth technology, you can use your email campaigns to generate and nurture leads smartly.