This week’s blog topic will address what is email marketing (with examples!).

Let’s start from square 1… what is email marketing exactly?

Email marketing is the use of email to promote services or products. Simultaneously, this channel allows your business to develop relationships with customers and prospects.

How are relationships built through email marketing?

Email marketing allows all-size companies to foster relationships with softer sell emails. Some content examples include education, product launches, and discounts.

Additionally, email marketing offers a direct line of communication to your customers. Like any relationship, recurring content helps explain who you are and what you’re all about.

What are some examples of email marketing?

There are several types of email campaigns, and chances are- you’ve seen most of these. Copywriters and marketing managers craft these emails to guide you through sales funnels. Some of which, are executed beautifully. Others…not so much.

So let’s answer and explore the question of what is email marketing– with examples!

1. Autoresponder

First, autoresponder emails are automatically sent when someone opts in. It is often a short email, welcoming someone to an email list, or delivering a discount/ freebie. It is also usually the first email in a series of many.

Here’s an example of one that I recently received for a Gmail program. The email includes a brief welcome and then goes into product features.

2. Onboarding series

Second, onboarding emails are a series of emails that introduce your prospects or customers to your brand. It may include your organization’s mission or features to subtly sell your product.

An onboarding series can range from three emails up to 20 and can vary based on product complexity.

The example I’m sharing is product-focused with an offer. But, service providers also use onboarding emails to build rapport with free content.

Regardless of what your business sells, a series like this will allow you to empathize with your community. Your content will show how you can help them… with your service!

Welcome- Email 1

Welcome gift- Email 2

Reminder, your welcome gift expires tomorrow- Email 3

3. Content emails

Third, are content emails. Above all, these have MANY shapes and forms. From weekly newsletters to video updates, these can focus on whatever you choose. Although these should offer value, content emails also need to create a need.

The below example does an excellent job of promoting free blog content like recipes. AND it subtly calls out paid fitness programs within the introduction.

4. Cart abandonment emails

Next, cart abandonment emails are common when you don’t go through with a sale. These are short and sweet with the sole focus of driving a sale. Alternatively, they can recap offers with additional scarcity and bonuses.

The below email focuses on the ease of purchasing- with it’s in stock and it’s ready!

The subject line of this email also noted, “Your cart is about to expire.” It’s a perfect example of scarcity and drives the customer to purchase while it’s available.

5. Re-engagement Emails

Another type of email is re-engagement emails. Re-engagement emails are sent with the goal of reactivating or winning back clients. This type of email works well for inactive subscribers- meaning they don’t open or click your emails.

The goal is to convince your prospects to open the email with the angle of, “Are you there?” or “Are you interested?”

6. Affiliate Emails

Last, affiliate emails are sent in partnership with a brand. Typically a company or personality-based brand will promote other products. These showcase product benefits and help create trust with your readers.

The below example is an example from a celeb dietician promoting an activewear brand.

PHEW! We’ve answered the question of what is email marketing WITH examples. There are many other types of emails related to cross-selling products, building trust, and promoting offers. But if you’re getting started, these basics provide a solid foundation.

Before you develop your own email series, it’s important to ask yourself a few initial questions.

Some questions include:

Looking for someone to write your emails for you?

I got you! I’m Lindsay- a freelance copywriter based out of Columbus, Ohio. Contact me to chat about all things copy and marketing!