Ryonet Blog

The 3 Types of Marketing Emails You Should Be Sending

Over the past 18 months, I’ve managed close to a million email sends specific to the screen printing industry.  Despite some popular new age belief, email is still the channel generating the highest ROI for marketers (VentureBeat). According to a study by the Direct Marketing Association, email marketing yields an average 4,300% Return On Investment for businesses in the United States.

“Sounds great!” you say, “I’m signing up for MailChimp now and will start blasting all my customers right away!” …slow your roll there, Sparky. First and foremost is understanding what types of emails you should be sending, and outlining a specific strategy behind each one. So let’s cover the 3 types of emails your company should be utilizing, in the order of importance for each.

1. TRANSACTIONAL

Transactional emails are the emails you usually expect to get after a purchase with your receipt, a shipping confirmation, creating an account, password resetting, support tickets. These are all emails you typically expect whatever system you’re using to handle automatically, and most do – but are you customizing them to maximize their potential? The average revenue per transactional email is 2-5x higher than a standard bulk email (Experian Benchmark Report). Although the primary message in transactional emails should be strictly information exchange, it doesn’t hurt to sneak a secondary marketing message in there to re-engage your customers with additional “exclusive” types of offers.

2. RELATIONAL

These emails generally follow through on a promise that you have made to your subscriber such as an eBook delivery, weekly newsletter, subscriber confirmations, exclusive promotions, discount codes, etc. This is an email that keeps you front of mind with your customers and helps them progress through their Customer Journey to become engaged and excited about your brand with the ultimate goal of making them a repeat customer and potentially an advocate for your brand. The rule of thumb I try to follow with relational emails is GIVE FREE VALUE. Whether it’s a tutorial video showing how to overcome a common problem or a blog post outlining email marketing 😉

3. PROMOTIONAL

This is often the type of email most people think about when they hear the term “Email Marketing.” This can be a broad range of content from special sale announcements to new product releases, case studies, and special gated content. These are the emails that really T up a sale (no pun intended), but will generally have lower open and click through rates due to the “salesy” feeling they typically give off (eg: That company that has a sale for 40% off every other week).

Remember, email is not the end all be all marketing communication channel, but it’s a huge player in the game as 66% of consumers have made a purchase online as a direct result of an email marketing message (Direct Marketing Association). Companies using email to nurture their leads generate 50% more sales-ready leads at 33% lower cost (Hubspot).

Stay tuned in to our blog for more on how to build your own email marketing strategy from the ground up and maximize your potential online.

If you’re interested in more cool tips on building your screen printing empire, check out our eBook series: Building Your Own Screen Printing Business.

 


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5 comments

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  • Thank you for sharing such a nice information, it will really help me out in writing future mails.
    Keep up the good work. I have bookmarked this page for future references.

    Cheers!!

  • This is timely info, Josh – thanks! After ISS Ft. Worth seminars we decided we needed to venture into this area…have made a contact list consisting of customers and including local Chamber members – trying to figure out the next step. Is it okay to email to these guys or do we need to ask permission first? Should we do a weekly, bi-weekly newsletter and have a monthly “sales” pitch included in newsletter? Include surveys/questions that draw people in? Can we only use photos of our products, or are there generic photos we can insert in the email? (We noticed pictures of Einstein in a sample email from another site – is that okay or do we need to license everything?) How much time should be invested in this (we have a small operation). Looking forward to part 2 – hope it’s soon!

    • Absolutely Mary, glad it is helpful. Depending on the size of that client list, it might be best to reach out individually with that personal touch but use somewhat of a templated message for each. Hubspot has some great sales templates for this type of follow-up (https://www.hubspot.com/sales/crm-ready-sales-email-templates).

      If you’re going to be sending “bulk” marketing emails though it’s best practice and required by most ESP’s to actually get confirmation from those contacts that it’s ok to send them emails, otherwise you can get flagged as spam and not show up in their inbox anymore 🙁

      For email cadence, I think a weekly or bi-weekly newsletter is a good start, but similar to the old sales adage “ABC,” I like to “ABT” – Always Be Testing. Figure out what works best for your client list for frequency. Do people stop opening them when you send too much? Are they staying engaged? Your ESP should give you stats on open rates, click through, and detailed heat maps of which links in the email people click the most which give you a good idea of what interests them too so you can start to cater to that need more.

      There are a lot of “stock photo” sites that you can usually find to use in your emails, I like adobestock.com

      Time investment is tricky and very specific to each business, but for a small business I would start with 3-5 hours per week in learning and executing some email campaigns and scale up from there as needed.

      Hope this helps!

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