Email marketing - One size doesn’t fit all

Posted by Henrik Madsen on July 3, 2008

To most people, the term ‘email marketing’ means sending out emails intent on one thing - selling. In fact, there are several different types of email communications you can send to customers, some of which are not directly sales related but can certainly contribute to building your business and your brand.

Postcard emails

These are simple, quick announcements informing customers of a special offer, a popular new product or one-off sale. These types of emails usually comprise a single call-to-action and should be easy for the recipient to scan in a few seconds.

e-Newsletters

The primary purpose of an email newsletter is to build your relationship with customers. Of course, this might (and should) indirectly result in increased sales, but the focus should be on providing the kind of interesting and useful content your subscribers are interested in.

Catalogue emails

This type of email is basically an electronic version of a real-world brochure featuring a selection of products, with the aim of encouraging customers to purchase.

Press releases

Emailed press releases can be a great way of attracting news coverage, if you have media contacts that have agreed to receive news from you in this form.

One size doesn’t not fit all

When considering which types of email to promote your business, it’s important that you don’t take a one-size-fits-all approach. Depending on your objectives, your email marketing campaign may be much more suited to e-newsletters than a series of postcard emails.

The best thing about next generation email marketing, like Generator iMail, is that it’s completely measurable and accountable. This allows you to, for example, try an e-newsletter for a month or two and then look at the results - opens, click-thru rates, unsubscriptions etc. Then try a different approach and compare results. Quite quickly you’ll find the size of email that fits you best.

 

Filed Under Email Marketing

 

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