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In this article, we will tell you what types of mailing lists are and how, taking this into account, create content that will meet the needs and interests of the audience, involve it in communication, and, most importantly, work to attract customers.
For effective promotion using email, five main types of mailing are used: cold, selling, content, reactivation, and trigger.
Let's consider each of them in more detail.
1. Cold emails
Cold emails are used as one of the email marketing tools to find new customers. With their help, commercial offers, price lists, job invitations, and cooperation proposals are sent.
Cold emails help businesses:
• Expand base. An important task of such letters is to attract a potentially interested audience and thereby increase the client base.
• Contact the client at a convenient time for him. Letters do not require an urgent response and inclusion in dialogue, such as a call. The recipient himself chooses when it is convenient for him to read the letter and how much time to spend on it.
• Stay in sight. The letter is stored in the mail until the recipient deletes it. After reading, you can return to the letter at any time.
2. Sales emails
This is one of the most popular and effective types of newsletters. It includes letters informing, for example, about the sale of goods, discounts, the appearance of a new product, a promotion, etc. In this case, you work with an audience that is as loyal to you as possible. The main task is to communicate with the client and increase the number of targeted actions performed by him.
Sales emails are suitable for any type of business, be it an online store, a software manufacturer, or a brick factory.
3. Content mailings
Content mailings are not tied to specific actions but are part of a strategy for communicating with users. It can be a letter with an interesting article, advice, review, or breaking news. Content mailings are characterized by non-commercial content. Their task is to tell users on a regular basis about what might be of interest to them.
Basically, this type of mailing is suitable for information resources, advertising agencies, and forums. They can also be integrated into sales letters and get a good response from the audience, since with the help of useful content you can unobtrusively advertise your product and, therefore, sell it.
4. Reactivation emails
These are letters aimed at resuming or terminating interaction with the subscriber.
Reactivation mailings are usually sent to get the attention of subscribers, for example, during promotions or activities. This allows you to maintain the activity of the audience throughout the entire period of communication.
Also, such mailing can help to understand the need for further interaction with a user from whom there has been no activity for a long time. Such letters are sent in order to determine whether it is worth trying to return the client or is it better to say goodbye to an inactive user.
5. Trigger mailings
Trigger mailings are sent automatically based on certain conditions - the so-called triggers. Almost any event or user action can serve as a trigger. For example, a letter asking you to leave a review after the user has made a purchase or a congratulatory letter on the birthday of a registered user.
The content in such mailings may vary, as it depends on the trigger involved in sending.
Trigger mailings work great for eCommerce projects, and selling/service sites, as they contain a set of actions on the way to the final goal and additional actions on the site.
5.1. Transactional mailings
Trigger emails also include transactional ones, as they are automatically sent based on certain conditions. These letters are not advertising, as they do not contain a call to buy anything, but only inform the client: “Your order has been received”, “Payment has been completed”, etc. This means that the company can send them even to users who have not consented to commercial mailings.
Such letters have slightly different headers, and postal services treat them more loyally, less often sending them to spam. Transactional emails are opened and read by more than 70% of recipients, which is much higher than any other type of mailing. They are read even by those who are not subscribed to other messages. This means that you should not miss the unique opportunity to communicate with customers, even if you cannot offer them something directly. With the right approach, such letters can significantly increase the number of sales.
Several ways to engage subscribers in communication:
• Creating interesting and memorable content that can be shared on social networks.
• Use of referral marketing. For example, a message that a client can provide a discount on the company's products to his friends and get some kind of bonus from this (coupon codes).
• Content that brings the client back to the site. This could be a message about the end of the trial period or useful content about a product that the user has already purchased.
Do not miss the opportunity to once again interest subscribers and chat with them. You can significantly increase user loyalty, which in the future will increase the chances of them returning to the site and re-purchasing.