In this article, you'll learn...
- Four email message types to include in your email marketing
- Five reasons you need variety in your email campaigns
- How promotional emails can be dangerous to your brand
One of my email seminar students recently asked, "I feel like the only emails my company ever sends are sales messages—like we're always asking people to buy, buy, buy. Should we supplement these with other types of email? And if so, what?"
Don't feel bad. Lack of variety in email marketing is a common dilemma for marketers. Businesses newer to email marketing or with fewer resources tend to gravitate first and only to promotional messaging, but there is plenty more you can and should communicate to your list.
Here are just four of many greetings to include in your message stream.
1. Email Newsletter
Whether it's weekly, bi-weekly, or monthly (I don't recommend less often than monthly), your e-newsletter is a fantastic email catch-all for many different types of content and messaging.
Include articles, useful tips, recommendations, testimonials, event information—and, yes, product offers and specials, too. It's a newsletter after all, so be sure you're weaving together not only what's new with your business but also what's new in your industry.
If you have an above-average perspective on developing practices, breaking news or trends, and legislation or inventions in your market, share that helpful information in the form of feature articles.
2. Personal and Holiday Greetings
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.