Email marketing can be used for branding, engagement, acquisition, retention, direct sales, reactivation, generating traffic, and getting referrals, making it one of the most versatile tools any business can use to grow their business.
But it’s important to understand why we use email marketing. Interestingly, it’s not for profit or growth. The outcome of strategic email marketing is indeed profit and growth, but the purpose of email marketing is to move your customers from one stage of the "value journey" to the next.
The goal of email is to assist and expedite a customer’s movement from one stage of the value journey to the next. Email marketing is more than broadcasting an email every time you publish a new blog post. And it’s more than sending email alerts when you have a promotion or sale.
To master email marketing, you need to understand the types of emails you’ll use, their timing, and the different campaigns you’ll use to connect with your subscribers.
The Types of Emails You’ll Use in Email Marketing
There are three types of emails that you’ll rely on as an email marketer. 1. Transactional – to provide customer service. 2. Relational – to engage subscribers and nurture relationship with them. 3. Promotional – for generating sales.