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Three Email Message Types You Can't Afford to Ignore

by Karen Talavera  |  
June 17, 2011
  |  10,563 views

In this article, you'll learn...

  • Three types of email messages to include in your campaigns
  • How to keep your emails interesting and engaging
  • Tips on boosting engagement, conversions, and loyalty via effective email messaging

It's easy to bore your customers to death with email. Just send them the same type of message repeatedly, and you'll succeed.

We email marketers are often guilty of sending e-newsletters—and little (or nothing) else. And though a newsletter absolutely has a place as a staple in your email marketing program, it should be far from the only type of message you send your customers on a regular basis.

After your email newsletter (which can be issued weekly, bi-weekly, or monthly, depending on how much content and activity you have), I recommend weaving these message types into your email marketing stream at regular intervals throughout the year:

  • Announcement, alerts, and reminders
  • Helpful educational content
  • Triggered up-sell and down-sell offers

1. Announcements, Alerts, and Reminders

Every event, product launch, sale, or new venture you conduct should have email associated with it. Anything with a looming date—especially an event—deserves registration or deadline reminders. Don't be shy about frequency. Most marketers are actually not sending enough of these types of messages.


Enlightened e-marketing tip: The perennial wisdom, "Tell them it's coming, tell them what it is, then tell them again," applies here. So, for each significant launch, event, or offer, plan a three-part series that (a) gives your audience a heads-up as to when your initiative will "go live," (b) tells them when it's official, and (c) reminds them before it's over or expires.

2. Helpful, Educational Content

This type of email message is probably the most underused by all marketers, save independent professionals (e.g., accountants, attorneys, doctors, consultants, authors, and speakers). Don't be the friend who calls only when he needs something—that is, the company that sends email only when it needs sales.


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Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.

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  • by Jeb Stone Mon Jun 20, 2011 via web

    Karen, this is a great list for helping marketers organize their thoughts around different types of initiatives that might work for them. I'd like to add one more item to the list:

    4. Provide customized product or content recommendations to your users!

    Selloscope makes it easy for marketers and merchandisers to offer personalized content and recommendations in email campaigns, increasing conversion, retention, and LTV. Email marketers can receive recommendations for individual users directly into a spreadsheet! http://www.selloscope.com

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