What types of emails should you be writing as a digital marketer, copywriter or online business owner? Do all emails follow the same flow and format? How do you build relationships, create engagement, and get conversions with email marketing? Today we’re answering all that and more!
We all know already that one of the most important things you should do when you start up any business or brand is to start building your email list. But wait… Once you start getting emails and permission to actually email them, what are you actually supposed to do? When should you send emails? What should the emails say? Are there any unspoken email marketing rules you should follow? Why have an email list if you’ve already got sick numbers of followers or subscribers? Isn’t email marketing dead?
Wow, slow down!
Despite the fact that it is getting harder and harder to land in your prospect’s primary inbox these days, email marketing is still one of the most powerful ways to communicate directly with your audience. Here are some statistics to prove! According to OptinMonster, 92% of online adults use email and 61% of consumers prefer to be contacted by brands through email. That’s not all – 99% of users check their email every single day (some as many as 20 times a day!) And, 58% of users check their email before they even check their social media or the news when they wake up in the morning.
So yes, in case you had any doubts at all, email marketing is still hugely important for businesses. It is the best way to consistently grow your brand, nurture new leads, create engagement, and have profitable launches. While social media is an awesome complimentary marketing strategy, you do not wanna put all of your eggs in one basket. In a world where the algorithm is ever-changing, landing in your subscribers inbox is still a tried and true method.
So today, we’re breaking down the seven types of emails you should be writing as a digital marketer, copywriter or online business owner.
1. Autoresponder Email
First we have an autoresponder email. So this is a broad term used to describe any email that’s sent automatically in response to a user action. So think of that email (or sequence of emails) you get from a business after you purchase, subscribe, or opt in for anything. “Day 0 Autoresponders” are the emails sent out immediately after a lead signs up to your list, usually in exchange for a lead magnet or a high-value promise.
Day 0 Autoresponders are typically short, sweet, and friendly. In this type of email you wanna let your subscriber know where they can grab their freebie, how it will help them, and how they can use it. Also, because this is often the very first email correspondence you’ll have with your new lead, you want these emails to set the tone of your brand voice and experience, making your subscribers feel welcomed and part of the crew. You would then write a different autoresponder email for every single one of your free offers. Remember, the goal of this type of email is to nurture your leads on autopilot, deliver the value they asked for, and provide a memorable brand experience.
2. Indoctrination Email
Indoctrination emails are designed to get new leads from a problem-aware into a solution-aware state. They’re sent shortly after subscribers join your email list and get your Day 0 Autoresponders. So these emails should ultimately make them feel like they’re part of something bigger, by building rapport and getting the audience to trust and believe in your mission and solution. Ultimately, indoctrination emails help to nurture a relationship with your list, encourage engagement, and turn your leads into fans!
3. Abandoned Cart Email
So this is an email or a series of emails sent to a prospect after they left your shopping cart without making the purchase. So depending on you, you can do this in a single email or a series of emails. Typically the first is a short and sweet reminder letting them know that they forgot to complete your purchase, along with a link back to where they left off.
Now, if you want to send multiple emails, your abandoned cart email could turn into a sales recovery sequence. So after that initial friendly reminder, you could follow up with another where you give them a more direct reminder, using gentle scarcity to sway them to buy now, rather than later. Then you can send them another where you include a reminder of the bonuses and any other limited time offers to play up that desire and scarcity a little bit more.
Lastly, if they still haven’t purchased, you could then follow up and end the sequence with an alternative offer. Such as something cheaper that they might enjoy instead. Now this is one of those emails you should be writing but a lot of brands don’t do. A well-written cart abandonment email can recoup 30% of your lost customers and result in a 64% increase in revenue!
4. Sales Email
Speaking of sales, the fourth email is a sales email. This is the big one because it is all about getting that money! The number of emails included in a sales campaign will vary depending on the product, the business, and ultimately what the end goal is with the campaign. So you could have anything from a quick one-day promo, all the way up to a weeks-long launch.
The sweet spot though is somewhere between six to 10 emails for a launch of a new product or service varying in length and format. At the very least, you want one to announce the launch and introduce the product, of course. You’ll also want to share the benefits and how the product can help your prospects. Then, you want to convey incentive and scarcity. In other words, why they should buy now. It’s also a good idea to follow up with one that showcases social proof and build authority, help overcome objections and encourage prospects to get off that fence. And then perhaps one final email to communicate the last chance. Then of course you can sprinkle in more content to extend the length and life of a campaign.
Remember, the goal with sales emails is to convert your prospects into customers, and your customers into repeat customers!
5. Affiliate Email
Affiliate email is an email or a series of emails written for the purpose of promoting another brand’s products or services to a list of your subscribers. Now, listen, affiliate partnerships are true win-wins when done right. Our advice for affiliate marketing though, is to only promote brands and products that align with your own values. Because once you recommend a brand or business, your reputation is on the line by association. So remember, the goal with any affiliate email is to create interest, generate clicks, and ultimately yes, make the sale. Clicks hold a lot of weight in affiliate marketing, so make sure your emails are click-worthy in a major way!
6. Re-engagement Email
Next we move on to the re-engagement email. So this is an email or a series of emails sent to inactive subscribers. It is sometimes known as a reactivation campaign or a win-back campaign. So with this type of email, you’re nudging those sleeping beauties to see if they’ll re-engage with you and your content. So remember, the goal here is to get inactive subscribers to open up and click your email!
7. Content Email
Finally, we have the content email. This is an email or series of emails written for the purpose of providing educational, inspirational, or entertainment value. Content emails are often called newsletters and your users can start to expect to receive them which is really, really important in building rapport. So if you are selling anything online it is really important to mix up those sales emails where you’re asking for something with some content emails where you’re giving something. Remember, it’s a good way to lose subscribers if all you’re doing is selling, selling, selling!
Content emails come in all different shapes and forms, but at the very least they should always have a hook, a teaser, and call to action. And bonus tip – always include a juicy P.S. line to keep your audience hooked! A little rule in email writing is that people tend to remember the first and the last thing that you write. So subject lines and P.S. lines are very important. Remember, the goal is to keep your audience engaged and build rapport by providing real value!