Email marketing is when businesses use email to promote their product or service. It is a type of direct marketing, which means the company communicates with the consumer without the help of an intermediary.
Email can be used to build relationships with leads, convert prospects, and ensure existing customers have a great experience. Here are some examples of email marketing and different types of emails that you will recognise from your inbox.
- Welcome email series: When a customer first interacts with a company, the business will typically send an automated series of emails explaining more about the organisation and its product. For example, a tech company that offers a free software trial will send informational links to help the customer get maximum value from the tool. Towards the end of the trial, they may send emails focused on converting the person into a paid customer. These emails are highly targeted based on the offer the customer interacted with.
- Email newsletters: Newsletters are general emails sent out on a regular basis. They will typically contain company updates and links to blog content or other material the recipient may find interesting. Newsletters are a low-cost way to stay in contact with many people. When a customer interacts with something in one of these emails; for example, if they download an eBook, the business can put them onto a more targeted email sequence.