Email marketing has existed for quite some time. It has evolved and changed over time, yet it has remained effective and even grown in popularity. Email marketing is more popular than ever (though some misguided communicators claim it is dead). According to estimates, 64% of small businesses use email marketing to reach and persuade clients. If you’re a marketer for a small or new firm, you should learn how email may benefit you, whether you’re using it for lead generation, sales, lead nurturing, or customer retention. Email marketing is both cost-effective and precise, but which type should you use? Here are four different sorts of efficient email marketing you may use (with examples).

1. Email Newsletters

Email Newsletters are one of the most typical and popular email marketing campaigns. You can utilize an email newsletter as a small business to supply subscribers with useful information and resources. To add value to your subscribers’ inboxes, produce compelling material such as thought leadership, how-tos, and news about new services and products. To determine the effectiveness of your newsletter, consider whether the material helps subscribers create relationships, promotes retention and engagement, and strengthens subscriber loyalty. Remember that your email newsletter will only be as successful as your content.

As an example, consider The Hustle.

The Hustle executes email newsletters the correct way, and it’s probably one of my favorite newsletters out there. Newsletters that are 5 minutes or less long can be read. Nobody likes to spend more than 10 minutes reading a newsletter; the hustle understood this and chose to serve their audience with accessible news on the go.

2. Transactional email

Transactional emails are probably one of the least glamorous but most effective types of email marketing; they are sent to assist an expected transaction between a sender and a recipient. The transaction context differs; it could be a welcome email, a confirmation email, or even a cart abandonment email. A transactional email is intended to inform the customer of the recent action they have taken.

As an example, consider Virgin America.

One of the most crucial aspects of a transactional email is to explain exactly what the customer is getting into, which Virgin America does. The email not only welcomes the client to their list but also details all of the benefits of their subscription and what they may expect in the future.

3. Promotional Emails

Promotional Emails are an excellent approach for your small business to increase sales, signups, and new product offerings. The basic purpose is to persuade them to buy something. Offers in promotional emails excite and urge your target audience to purchase a new product or service. You must use promotional emails to reward active subscribers with unique offers, drive new items or services to subscribers, and cross-sell products to your customer base to get the formula perfect. Promotional emails, as opposed to transactional emails that tell customers about their order or account information, often serve the objective of converting subscribers into customers and customers into brand champions.

Julep is one example.

Exclusiveness is one of the most powerful leverage factors available to communicators. The feeling of belonging to a tiny group of affluent people has a significant psychological appeal. Julep makes excellent use of exclusivity by restricting its offer to members and newsletter subscribers alone.

4. Retention Emails

A Retention Email is a personalized and prompted message sent to an existing client in order to boost engagement, loyalty, and satisfaction. It helps to keep customers coming back. Consider retention emails for your small business if you have some experience with email marketing campaigns. Your small business can keep the channels of communication open by sending a message requesting feedback or an offer to subscribers who haven’t connected with your business or email campaigns in a while. Retention emails are an extremely effective email campaign tactic for keeping your hard-won consumers.

Starbucks is an example.

Starbucks is undoubtedly one of the most well-known corporations that uses retention emails well. In this email, Starbucks not only introduced a new product but also invited customers to sample it for 50% off. The use of barcodes is a fantastic technique to assure client ease.

Email marketing allows businesses to be more creative in their communication and expand their customer retention efforts. Using these various sorts of email marketing gives you a variety of alternatives for connecting with stakeholders, and how you do so can vary. With the expanding rate of the email marketing market, marketers can no longer afford to ignore it; even the big companies are adopting it, which speaks volumes about the value of email marketing.

Which of the four types of email marketing will you try first? Please let me know in the comments.