What is email marketing?

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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 recognize 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 organization 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.
  • Email reminders: Businesses send email reminders to customers who haven’t finished a task they started. If someone looked at a product on an eCommerce store but didn’t buy, the store can send an email reminding them to complete the transaction.
  • Transactional emails such as post-purchase emails: When a customer makes a purchase, businesses often send a series of emails telling them more about the product. Post-purchase emails are essential for increasing customer loyalty, for example, if your product is subscription-based as they increase the likeliness that the customer will find value in the service and keep paying. Post-purchase emails can also be used to upsell other or new products or run referral campaigns.
  • Nurture emails: Nurture emails provide prospects with targeted content based on the problems they are trying to solve. This could be links to blog posts, whitepapers, or video guides. The aim of these emails is to provide the prospect with useful information that keeps your company front-of-mind and ultimately turns the prospect into a new customer.
  • Cold emails: Businesses sometimes send cold emails to people they haven’t previously interacted with. These messages are typically the least effective form of email marketing. However, they may work in some types of B2B sales when they are highly targeted and sent from a personal account.
  • Promotional emails: Email marketers can use promotional emails to inform existing or potential customers about special offers, seasonal deals, or other sales promotions.

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