Informational Email Marketing Campaigns
Complex products or services require informational email marketing campaigns.
These email campaigns will provide information to the consumer about your service, its benefits and how well you can fulfill their needs. Businesses who have a longer sales process where a customer must research the right fit and the decision to buy takes a few weeks or more, use informational email marketing to remain in their mind as the most viable option.
Use a per-built email marketing automation that triggers when a potential client is added to a list. This will trigger a series of emails that will simply inform the consumer of various benefits you offer during the purchase decision cycle.
Product Push Email Marketing Campaigns
eCommerce business focus on pushing products through email marketing campaigns.
If a consumer has purchased a product on your eCommerce and provided their email during signup, sending them emails about new products and product specials will either increase sales or keep their interest in your brand. If your products are not repeat purchases, keep track of the products a customer has purchased and do not advertise that product to them anymore. Track which products a consumer is interested in by either tracking page visits or using their forgotten shopping cart and promote those products directly to them via email.
Branding Email Marketing Campaigns
High price and high quality branding focus on providing an experience.
When your brand is all about exclusivity and high-end values, don’t push products to your customers via email, especially not with price promotions. Instead, demonstrate the value of your product or service through rich-media such as high quality photographs and branded videos. Send these to your customers and show off your brand style. Let the consumer make the connection between their lifestyle and your brand, if they see a fit they will purchase, simply to be a part of your company culture.