Internet Marketing Digital_marketing_for_dummies | Page 265

Understanding Marketing Emails
To start, it’s important to understand the types of marketing emails that businesses send.
The key to success in email marketing is employing the right type of email at the right
time.
Figure 11-1 shows the goals of three types of emails — promotional, relational, and
transactional — and how they’re used in marketing strategy.
FIGURE 11-1: The primary goals of each email type.
Promotional emails
Promotional emails present the leads and customers on your email list with an offer. The
offers could be promotional content, a gated offer like a white paper or webinar (see
Chapter 3 for more on gated offers), a brand announcement, product release, event
announcements, or trial offers, just to name a few.
Promotional emails are the most common marketing emails. This isn’t surprising. Because
66 percent of consumers have made a purchase as a direct result of an email marketing
message, we know that promotional ema ils work.
Promotional emails provide value and help tee up sales. They’re great for lead
generation, retention, loyalty, engagement, nurturing, sales, and upsells. They should
be part of any email marketing strategy. The problem is that many companies use
them as the only part of their email marketing strategy, so they miss out on
opportunities to relate to customers in diverse ways that are often more effective.