Email marketing is a powerful way for you to connect with potential customers and persuade them to buy from your small business. The people on your mailing list have already signed up to get more information from you, and now you have their contact details registered with the best CRM software.
So how do you capitalize on this interest and turn them into paying customers? It is a delicate process. You need to balance your email marketing strategy with the right campaigns and the right messages in order to keep people engaged. We can help.
In this article, we’ll explore some proven email marketing examples and techniques you can use to generate leads through your marketing funnel and get them to buy. You will be able to create strong email campaigns, understand the types of emails you need to send, refine your messaging, and discover the best marketing tools and software to achieve your goals.
Let’s get into it.
Understand the context of your email marketing
Before going into the details, it’s helpful to understand how email fits into your overall marketing strategies and campaigns. We recommend that you read our previous guides, as they will provide useful context and understanding.
Email marketing is a great addition to your other marketing channels like ads and organic marketing. Start by familiarizing yourself with Marketing 101 and find out what these other channels are. Next, it helps to create comprehensive marketing strategies, as they will inform your approach to email marketing.
Marketing funnels are a critical part of connecting with and persuading potential customers to buy, and we’ve covered how to do this with each of the major marketing channels. Email is a middle and lower funnel marketing channel.
Here, we’ll assume that you already have some techniques for getting people to sign up for your mailing list, through lead magnets, incentives, and other means.
Email marketing campaigns and examples
An email marketing campaign brings together several factors so that you can communicate with the right people in the right way at the right time. Here are some of the areas you’ll want to cover, along with a few examples.
Define the goal of your email marketing campaign
Each email marketing campaign should have a separate objective, normally based on what you want the campaign to achieve. This goal should be closely aligned with your overall business goals and marketing strategies. An email campaign can serve many purposes, but be careful not to try to overdo it with each campaign.
Examples of Email Marketing Campaign Goals
- Promote your business and brand to create positive associations
- Share useful information and educational content with your audience to build trust
- Drive traffic to your website by directing readers to useful resources
- Nurture leads over time to drive them to buy your products and services
- Encourage purchases with special offers, discount codes and other techniques
Decide what success looks like and track your email metrics
Once you’ve set a campaign goal, you can define how you measure its success. You can use this information to set benchmarks and make improvements to further optimize your campaigns.
Examples of email metrics
- Email open rate: The number and percentage of people who opened and read your email
- Email click rate: The number and percentage of people who clicked on a link in your email and arrived on your website
- Email conversion rate: The number and percentage of people who took a desired action on your website after clicking
Email automation software will help you track all of these factors and can be integrated with your website analytics to track areas like conversion and revenue.
Understand who your audience is and the right approach and tone of voice
You need to identify your audience so that you can communicate with them in the right way. It involves analyzing who you’re trying to appeal to and creating marketing personas. Then you can choose an approach for your email that communicates with your audience in an engaging way.
When considering the right approach, try to put yourself in your reader’s mind. Think about what they would like the most. Take a look at the previous and future emails they’ll receive and choose the email style to complement the entire campaign.
Examples of email approaches and styles
- Visual: Extensive use of images to enhance visual appeal and grow your brand
- Interactive: Embedded links to audio, video and other interactive content
- Informational: Useful information that informs and educates the reader
- Support : Guides the audience through possible solutions using your products and services
- Authoritarian: Position your business and brand as leading experts in your industry
- Promotional: Encourages customers to buy your products and services
Create an email campaign calendar for the messages you send
Most email campaigns are referred to as “drip” campaigns because they send messages over time. This trickle-down information flow keeps you top of the list with your readers and allows you to build on previous messages, branding and goodwill.
This means that you need to schedule the messages you want to send, at a frequency that is appropriate for your audience. You’ll want to vary the content so that you don’t overemphasize one thing in particular, but you still support the overall goals of your campaign.
Think about the right combination and timing of your emails to lead readers to the desired actions, and set the schedule accordingly.
Write the specific emails you send to your audience
Finally, you’ll want to create your email messages, which we’ll cover in detail below.
Email Marketing Messages and Examples
Your emails are at the heart of a successful campaign. There are dozens of different approaches you can use to optimize your posts, and we’ve listed some of the most common examples below.
Examples of email approaches to create emotion
- Generate curiosity and intrigue the audience by using questions and suggestions in the subject lines of emails
- Make your readers laugh by using wit and humor in your posts
- Personalize messages and create authenticity based on information from your mailing list and CRM
Examples of email approaches to boost recognition
- Reinforce brand recognition by developing strong and unique images that you can share in your emails
- Theme your emails around specific events and seasons
- Share news and updates from your industry that affect your products, services or customers
- Use different layouts, designs, images and interactive elements for messaging
- Try animation and other techniques for a catchy result
Examples of Email Approaches to Building Trust
- Show contemporary knowledge by using pop culture to give your emails a different twist
- Build trust by providing top-notch guides and resources that answer questions and problem-solve
- Follow up on successful purchases, providing additional information, support and advice
Examples of Email Approaches to Boost Sales
- Encourage readers to buy your products using discount codes and incentives
- Inspire urgency in sales emails with limited time offers
- Vary your “calls to action” to see what drives the most clicks and purchases
Examples of email approaches to optimize all messages
- Test different titles through split testing and other techniques to optimize open rates
- Open your emails on a variety of devices to make sure they read and display correctly
- Try out different tones and approaches to your messaging, to see what lands
- Experiment with different parts of your audience’s ‘buying journey’ and tailor the message at each step
Once you’ve developed your campaign, experimented with your messaging approaches, and written your posts, it’s time to automate your email marketing.
Automating your marketing will save you a lot of time, allow you to plan your campaigns and messages, and track responses and actions. Marketing automation will work with your CRM software to manage all of your marketing, email, and other channel campaigns.
Our pick of the best email marketing and automation software includes:
- Hub Spot: HubSpot provides a full suite of CRM, sales, customer service, and marketing software, including email automation, workflows, and tracking.
- Mailchimp: Mailchimp offers a wide range of messaging and automation features that will engage customers and drive interaction with your business. You can design engaging emails, build your mailing list, manage your campaigns, and execute your strategy.
- Constant contact: Constant Contact is one of the building blocks of email marketing services, enabling business owners to create unique email marketing campaigns to reach their customers.
- Zoho campaigns: Zoho Campaigns offers a wide range of newsletter templates that are visually appealing to clients and clients alike.
All of these tools provide plenty of email templates and examples to help you create the perfect marketing messages and campaigns.
We hope this guide provides you with some helpful techniques and inspiration for connecting to your mailing lists, interacting with leads, and generating sales.
Further reading on marketing
If you’re looking to learn more about marketing, including how to automate functions between companies or in general, take a look at our how-to, which answers the following questions: what is digital marketing; what is marketing automation; and what is B2B marketing automation.