Not all acquisition emails are created equal, and some will be much more effective than others at getting your users to perform certain actions on your site. However, no matter what you’re trying to get them to do, there are four distinct types of acquisition email that every startup should use at one point or another in their lifecycle: the welcome email, the follow-up email, the triggered email and the customer retention email. Let’s break down each type and go over some examples of how and why you’d want to use each one in your business!
Introduction
Email marketing is one of the most valuable channels for marketers, and it’s not hard to see why. It’s a low cost, high-yield channel that can be used for anything from promotion and sales to customer service, generating leads and nurturing prospects. The only problem with email marketing is that it can feel like a daunting task when you’re still getting your bearings in the world of digital marketing. Where do you start? What are the best practices? And what should you send out first?
Welcome Email
Your welcome email is one of the most important messages you can send your new subscriber, so make it count. Use this opportunity to introduce yourself and give them a reason to keep reading (i.e., share a link, ask them a question). Social Media Follow-Up: Keep up with your potential customer by tweeting at them or friending them on Facebook. Chances are they want to know about any specials or upcoming events you may have in store for them! New Product Announcement: Inform customers that you have something new for sale, including information about its features and why it’s better than what they already have.
Reactivation Email
We’ve all been there: you sign up for a service and then forget about it. A re-activation email is the perfect way to remind subscribers that your service exists, and get them back on board before they cancel their subscription. If you have a free trial, this is the email you should send. It should say something like: I hope you’ve been enjoying your free trial so far!
Thank-You Email
Digital marketing is a vast landscape and creating an email list can be the first step in building it. However, you need to do more than just create a list if you want your company’s emails to generate engagement. To get started, make sure you include a thank-you email after someone subscribes. This personalized touch not only allows you to show that you appreciate their support but also sets them up for future engagement with your brand.
What they all have in common
All four types of email marketing have one thing in common: they all want the recipient to do something. Whether that be get a quote, sign up for a newsletter, download an e-book, or make a purchase. The difference is the type of incentive you offer and where you promote the incentive. For example, when you send out an acquisition email through social media channels like Facebook or Twitter, you may offer exclusive discounts that can only be accessed if the recipient clicks on your link. When sending an acquisition email with a time limit, such as a promotion ending at the end of this week, you may offer lower prices or free shipping as an incentive. If you’re sending an acquisition email after someone has registered for your website but not yet purchased anything, there are two strategies. One strategy is to remind them about products that would interest them based on their registration information; another strategy is to provide coupons/discounts to incentivize them into purchasing something now rather than later.