Which Email Types Have You Setup Already?
I love email marketing. If you made me choose, hands down, I'll always choose email over social media. And I'll always choose website (the house) over email. The house always wins.™- Danny Ocean.
I've covered the welcome sequence in the past, and I would like to cover some of the other emails you can set up with your ESP (email service provider). Any of the ones you've heard of work fine - Klaviyo, Active Campaign, Campaign Monitor, ConvertKit, Mailerlite, Flodesk, Sendinblue, Sendfox, Aweber, Infusionsoft, Emma, Mailchimp, Vertical Response....
Here's the Cliff's Notes version of each type of email listed below:
Transactional - Exactly just that. You bought something or paid for a service; you receive a receipt/confirmation email. You may also get sent some Tips and a Feedback request.
Newsletter - That's what this is! A regular email that gets sent to most or all of your subscribers.
Announcements - When Elon Musk says he's buying Twitter, that's an announcement-worthy email (to Twitter's shareholders...).
Curated content - Do you get a ton of emails from the same company? Kohl's loves to send me daily emails about stuff, and I can control what they send me: Kohl's Cash updates, sales on kid toys, general updates about my account, etc. You curate each email to cover a particular topic or issue.
Special offer - Exactly that. This can be a promo offer. It can be something that comes up after 10 emails to a subscriber. "You've opened 10 of our emails, we want to reward you with a BOGO."
Abandoned Cart - When a shopper puts an item in their cart and then closes the tab, it's tracked, you can retarget, and send them an email about that item. It could include a 20% OFF promo to get them to convert, or it could be just a reminder that supplies are limited and they should hurry.
Confirmation email - Confirming that a person really did subscribe to their newsletter. Pretty much all ESPs require a double opt-in so your outgoing emails aren't flagged as spam.
Progress - When a person is taking an online course or using a SaaS product, there's a progress bar report or results-they've-achieved-thus-far report you can send them. For example, I get a daily email of the number of unanswered social posts through Agorapulse (social management tool).
All this being said, the most important email is the welcome email sequence. 45% of first-time purchases by new subscribers happen within 24 hours of sign-up. When someone signs up for your email, what do you send them first?
Here are some ideas.
You don't have to include all of these in one email. You can create a welcome sequence with multiple emails that go out every day for one week or every few days.
Now that you have some ideas - go forth and send me your email signup form so I can see what you’ve done!
👖BITS & PIECES👖
This has happened to many women I know and I’m quite tired of doctors not listening to their patients.
I’m Chinese American so I never got a bat mitvah or quincenera, but maybe a Menopause Party is in my future!
Lia Haberman’s got me thinking about group chat vs regular ol’ social posts or search. I have a handful of group chats going and I wonder if we are going to have more of these. If these social algorithms depress posts from people and brands you follow, then where else can we find that info or content? It’ll have to be group or search or deliberately going to a brand or person’s account. That’s time consuming for the user.
Have you thought about creating a group chat for your brand? Have you done it? Does it work for you? Any best practices or lessons you want to share? Ping me so we can learn together!
"Education is transformational. It literally changes lives." - Condoleeza Rice
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