EMAIL MARKETING
8 types of marketing email...
There is no one-size-fits-all for marketing email. The recipient, the occasion, and the content all influence the type of email you send. But broadly there are two categories of marketing email: manual campaigns and trigger campaigns.
Manual campaigns are done, well, manually. That is, you pull together a list of customers whom you want to message, and then email them all the same message.
If you use Square Marketing, we call these “blast campaigns.” In the Marketing section of your Dashboard, you can select the type of blast campaign you’d like to send, customize the design and copy, and determine which customer groups should receive it.
A trigger marketing campaign automatically sends email to individual users based on an action, inaction, or some other variable. These can be incredibly effective, in part because they are so personalized.
We’ve found that personalized automated email far outperforms one-off campaigns to your entire customer list. Open rates for automated offers with Square’s email marketing tool are 1.7 times higher than blast campaigns containing offers, on average. They also have a 2.3 times higher redemption rate within seven days of the email send date.
If you use Square Marketing, we call these “automated campaigns.” They’re sent to customers who meet the specific criteria for each type of email on an ongoing basis, after a one-time setup.
Transactional versus marketing email
To determine the types of messages you should be sending your customers (and prospective customers), you first need to understand the two main categories of email: transactional and marketing.
Transactional email
Transactional email is sent to a customer (or prospective customer) based on some action (or inaction). It aims to complete some type of transaction or process that the customer started with you, or notify your customer base of updates like system outages or a change of terms.A confirmation is a very common transactional email. And it’s sent as a courtesy to your customers when they’ve ordered a product, signed up for a newsletter, or registered for an event.
Marketing email contains a message or content that pushes a specific commercial purpose, whether it’s an upcoming sale or event or the announcement of a new line of products. Marketing email can be sent manually or it can be automated. Either way, the timing of those sends are strategic and deliberate.
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