Email Marketing Types and Misconceptions

Oct 23, 2021

The convenience of quickly sending electronic messages to anyone without hassle has benefited many businesses. It became a channel in reaching out to customers for brand awareness and even soft selling. This channel is known as email marketing.

Email marketing is considered underrated among the many forms of direct marketing. It works with a mailing list, and people included in the mailing list can be potential and loyal customers. It enables the business to inform them about the new product launches, discounts available, or other services they might be interested to know.

Types of Email Marketing

To dig deeper about the subject, these are the four types of email campaigns:

1. Newsletters

Email newsletters are popular email marketing campaigns. They work for various purposes, depending on what you want to offer to the audience. It can be educational industry topics. It can also be entertaining and inspiring. Newsletters help you connect with your subscribers, increase brand awareness, and move forward to the sales funnel.

2. Acquisition Emails

Acquisition emails intend to convert subscribers into customers. Through informative and attractive offers, it brings the sales leads to conversion. It often works when the leads have expressed their interest in availing of your products or services.

3. Promotional

Promotional emails serve as the type of campaign that intends to sell and upsell. It aims to increase signups, endorse new products or services, and drive more sales. Marketers sometimes include exclusive offers or discounts on their content.

4. Retention Emails

Retention emails are vital in reconnecting with customers who have been interacting with your brand for quite some time. These emails keep your hard-won customers in touch with your business.

Common Misconceptions About Email Marketing

Let us look at the five myths around email marketing:

1. Email marketing is a dead channel

Much like Twitter tagged as a dead platform, email marketing also received this remark for years. However, these speculations turn out wrong. At present, both channels are certainly not obsolete but thriving.

As for email marketing, statistics show that they are far from extinction:

  • Campaign Monitor: email gains 3800% ROI and $38 for each $1 spent
  • McKinsey: at new customer acquisition, email is 40 times more effective than social media
  • Vero: rewarded with a 450% conversion increase since the improvement of their email campaigns

2. Short subject lines are ideal

“Keeping it short and simple” is a common mantra for marketers. Conciseness always works. Regarding emails, shorter subject lines go favored as they don’t get cut off. Recipients will be able to read everything in one scan.

This case is similar to the title length of articles for SEO. Marketers believe that content titles should be short to avoid truncation. Yet, it only affects the reading experience, but it doesn’t impact ranking.

Likewise, the subject length proves trivial to the readership. The affecting factor that marketing should focus on is email personalization. Readers prefer personalized emails.

3. Send emails in the day or time where engagement is high

Marketers identify the best time of the day and day of the week where the user engagement is high. This approach gives them insight into the ideal period to send emails for better responses from the audience.

This type of data is part of analytics (found in all social media platforms), and it undeniably works. However, email operates differently. Some of the digital metrics websites present varied data about click rates of email. What does this prove?

High email engagement doesn’t come from these “ideal time or day.” Marketers have the responsibility to perform multiple tests for their campaigns. Then, if necessary, adjust the marketing approaches based on the findings.

4. Unsubscribes are detrimental

High subscription serves as bragging material for marketing. More subscribers mean a better impression of your website. On this concept, unsubscribes seem to signal the inefficiency of email campaigns.

On the contrary, it helps your marketing strategy. It narrows down your target customers. And so, it means removing subscribers that won’t avail of your services. In short, it pushes for less spending on subscribers that don’t matter. It also creates the right cluster of audiences for your brand.

For this reason, HubSpot manually removed 250,000 people from their blog and sent fewer emails.

5. Email marketing automation is costly and highly technical

Marketing automation seems highly technical and costly to manage. The truth: you can find many affordable email automation tools online. These tools make your email marketing easier with the best results. A Forrester study backs up this claim. The study says that sales pipeline contribution goes up 10% through email marketing automation.

Is email marketing already a part of your strategy? If not, you should start capitalizing on this channel for additional branding and, more importantly, revenue.