Understanding The 3 Intentions Of Email Marketing
Understanding The 3 Intentions Of Email Marketing
Sweet, sweet email marketing. Before we get into the nitty-gritty let me provide you with a couple of stats about email marketing to give you a reason to pay close attention to what I say in this blog post.
According to Oberlo, for every $1 businesses spend on email marketing, they can expect on average a $42 return, making it one of the best investments for a business to grow its revenue. They also mention that “Email continues to be the main driver of customer acquisition for small and midsize businesses”. The best part is consumers want to hear from their favorite brands. According to Statista, 49% of consumers say they would like to receive promotional emails on a weekly basis. Now that I have your attention let's get into it.
The role of email marketing is to help you move a customer from one stage of the customer journey to the next.
There are 5 main stages of the customer journey:
Awareness
Consideration
Purchase
Retention
Advocacy
It is important to keep these stages in mind while you are creating each email marketing campaign. What stage is the customer at and what is the next stage you have to take them to?
The next thing to focus on is what your intention behind each individual email is. What result are you trying to achieve with this email?
There are 3 main intentions when it comes to email marketing:
Relational emails
Transactional emails
Promotional emails
Each of these emails has a different purpose. You have to be very clear about the specific outcome you are trying to achieve before you start writing your email. With this email, are you trying to build a relationship/trust with this customer or are you trying to sell something to them?
Relational Emails
Relational emails:
Relational emails are extremely important, they are meant to provide value to your customers and improve the relationship/trust they have with you. Before you ask your customers to do something, you have to make sure that you have given them something of value.
Relational emails work great because not only are you giving them something but you’re getting them to take a baby step before you get your customers to take your desired action. The more your customers engage with your business the more likely they are to continue doing so. The goal of relational emails is brand awareness, lead generation, retention, loyalty, engagement, and nurturing.
Some examples of relational emails are:
New subscriber welcome
Newsletter/ blog article
Contest announcements
Webinar confirmation
Surveys and review requests
Social updates
Transactional Emails
Transactional Emails:
Transactional emails are triggered as a response to an action that a customer has taken. Similar to relational emails, transactional emails are meant to improve your relationship with the customer. The goal of transactional emails is to improve customer service, brand awareness, lead generation, retention, and loyalty.
Some examples of transactional emails are:
Order confirmations
Purchase receipts
Shipping notifications
Account creation
Return confirmations
Password reminders
Unsubscribe confirmation
Promotional Emails
Promotional Emails:
Most businesses focus only on promotional emails, and although they are important, they don’t work nearly as well if you don’t start with relational and transactional emails. Promotional emails are exactly what they sound like, they are meant to promote some sort of offer to your customers.
Some examples of promotional emails are:
Promotional content
New lead magnets
Sale announcement
New product release
Webinar announcement
Trial offer
Upgrade offer
Summary:
In conclusion, email marketing is not something that your business should overlook. It takes time to figure out what works best for your specific business, but it is definitely worth the effort.
Too often businesses write their emails without thinking of the specific intention behind the email, or they don’t release how effective it can be. The key is not just to focus on the sale but focus on the relationship/trust you are building with that customer.
Think about it this way, if you see a good looking guy/girl for the first time, do you walk up to them and ask them to marry you? No! Of course not. You introduce yourself, buy them dinner, ask them out, then when the time is ready you get down on one knee and ask them to marry you. It works the same way with email, you introduce yourself and your business, give them something of value, nurture your relationship with them, and when the time is right you ask for the sale.
“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 on 1 channel”
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