Brands are trying to communicate with consumers constantly 24/7. Whether customers are browsing their favourite social media sites, shopping online, or looking through their inbox, they see thousands of brand messages – and this is a fact right? 

Keeping in touch with your customers is an important part of running a successful business, but sometimes it can be difficult to decide what to send in them as marketing emails. To help you address this issue, here are four different emails your brand or business may consider sending to customers.

  1. Information Emails
  2. Product Update
  3. Digital Newsletter (Newsletter Emails) 
  4. Transactional Emails
  5. Behavioural Emails 

Some best practise and a few point to consider for email marketing?

  1. Don’t forget to follow spam guidelines
    1. Don’t use false or misleading information in your header
    1. Don’t use tricky or misleading subject lines
    1. Hide the fact that you are a company advertising your business
    1. Don’t conceal the location of your company
    1. Don’t send email to customers with an option button to opt-out
  2. Marketing emails are not one-size-fits-all for all brand or industry. What works for one business example an ecommerce might not necessarily work for a higher education institution or industry.  
  3. Frequency of emails – Sending too much emails to customers for example 3-4 emails daily from a brand.

Informational Emails

Informational emails are normally focused on a specific offer, such as an upcoming sale or event or a new product announcement. It’s always best practice to include a clear Call to Action (CTA) to guide the reader to click and go to a dedicated landing page for the offer.

Product Update Emails

These emails are alerts to your customers about a new product or service, or an update to an existing product amendments. It’s always a good practice to keep these emails simple and straight to the point. 

New improved (Headphones)

Email Newsletter

These are one-off communication that can be used to send promotional messages, important account information, product updates, and more. It should be sent regularly, maybe weekly or monthly, and they typically include a summary of recently created content. It is good practise to make your newsletter visually appealing and creative by including good imagery with each title or description. Keep it short and sweet!

On good benefit of newsletter emails is it helps build brand recognition and awareness.

When creating an email newsletter, it’s vital to consider a variety of factors, including the following:

  • Content length
  • Type of information
  • Placement of images and text
  • Design elements
  • Call to Action Button (Buy Now, Learn More, Sign Up, Book Now etc.)

Transactional Email

Transactional email is a method of customer communication in which automated, real-time messages are sent to users through email after a specific action has been performed within an application or website. One of the main goals of sending transactional emails is to instantaneously connect and communicate valuable information to customers at key moments of the customer experience.

Whiles newsletter emails are sent to large groups, transactional emails are sent to one person at a time based on an behavioural action – such as opened email, clicked on a link, submitted a purchase, book and buy now button. 

Below is an example of a transactional email after a purchase

An example of Activation Emails

Below are some examples of transactional emails known to have a significant impact on customer relationships:

  1. Account creation and activation emails
  2. Welcome and on-boarding messages
  3. User invitations and shares
  4. Security and account alerts
  5. Password resets and two-factor authentication
  6. Purchase receipts and shipping notifications
  7. Legal notices

These transactional emails provide essential information to customers and help them successfully manage websites, applications, or software-as-a-service (SaaS) products.

Benefits of Transactional Emails to the Customer Journey 

It’s clear that transactional emails are important throughout the user lifecycle and when implemented correctly, can significantly improve customer engagement, retention and conversion.

Account creation emails, on boarding welcome messages, password resets and notifications, and other types of transactional emails are perfect opportunities for organizations to communicate with customers and should be seen as opportunities to build stronger relationships.

Behavioural Emails

Behavioural emails are automated email sent to recipients based on their actions and behaviour. These emails are sent after a user interacts with a business on social media, the company’s website, email, and other channels.

In a nutshell, Behavioural emails are targeted messages based on a user’s behaviour and boils down to personalisation.

Benefits of Behavioural Emails

  • They help increase customer engagement and sales.
  • By getting to know your customers and creating buyer personas, you can tailor your emails to be relevant to where customers are in the buying cycle.

Below is a list of 10 types of behavioural emails you can automate

  1. Welcome/On boarding
  2. Cart abandonment
  3. Recommendations
  4. Product review requests
  5. Replenishment/re-orders
  6. Password renewal/reminders
  7. Free Trial expiry
  8. Cross-selling
  9. Purchase anniversary renewals
  10. Re-engagement

In conclusion, your brand emails should not only be visually appealing, but they should also be valuable to your customers.  Focus on sharing the key information in the most appropriate format depending on the type of email you’re sending – and the audience you’re sending it to.