Quick Announcements
Often called postcard emails, these are simple, brief announcements you might want to make informing your customers of a special offer, a popular new product or quick fire sale.
These types of emails are typically restricted to a single call-to-action and should be easy for the recipient to scan in a few seconds. Here is an example of a quick announcement in action.
Catalogue Emails
A catalogue based email is fairly self explanatory, being an electronic version of a print brochure listing particular products, with the primary goal to encourage customers to purchase.
Email Newsletters
The primary purpose of an email newsletter is to build upon the relationship you have with your customers. Of course, this might (and should) indirectly result in an increase in sales, but the focus should be on providing relevant, useful content your subscribers might be interested in.
Often the content isn’t directly related to your products either. For example, an online grocer might send a monthly newsletter featuring a few recipes, a story on the benefits of organic produce and a column with exercising tips. To get the creative ideas flowing, here is a quick example of great looking email newsletter.
Press Releases
If you have a list of media contacts that have given you permission to contact them, email press releases can be a great way to attract news coverage. Of course, there are a number of services that can distribute your press releases to the media, but maintaining your own list of media contacts can be a great way to send targeted, personalised press releases only to those contacts who will be interested.
One size does not fit all
When considering which types of email to send to each of your clients, it’s important to remember that you don’t need to take a one-size-fits-all approach. Some clients will be happy to receive email newsletters as opposed to one-off announcements, while the reverse might apply to others.
The best thing about email is that it’s so measurable. You can try a newsletter to your clients for a month or two and then look at the results. Mix up the topics you cover to see which garners the most interest.
Try a different layout for each issue. As long as you stick to the expectations you set for your subscribers, use your creativity to find what works best for you!.
