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The Kong Academy provides actional hints, tips and guides to making the most of your eCommerce store.

The types of email marketing messages

Kong Academy - How to sell online

Here we take an indepth look at particular topics of interest to beginner and established webstore owners.

The types of email marketing messages

Julian James

We know that email marketing is important for building brand awareness and engagement for your eCommerce business.

Now that you’ve built your email list, it’s time to think about who you’re sending your emails to – and what kind of emails they’d like to receive.

Identifying your audience

Do you have a target audience in mind already?

If so, you’ve probably built your brand’s voice, tone and appearance to suit them – and you can head straight on to crafting content that will stir their interests. 

If you haven’t defined your audience yet, now’s the time. Think about who you’d like them to be, and create a persona to reflect your ideal reader – their age, gender, income, personality, hobbies and more.

Doing this will help you figure out exactly who you’re writing for – and the kind of content they’d be interested in receiving.

Your email design, content and voice should all be carefully crafted with this customer persona in mind.

Why? The more targeted your emails, the better your conversion rate.

Selecting your email types

There are several different email types that you can send – and there’s no need to feel limited to a single type. If they’re relevant to your customers and will bring value to them in some way, then you’re good to go.

  • Lifecycle emails. These help build and maintain customer relationships, and are sent at the different stages of the customer lifecycle. Examples include “welcome” emails greeting new customers, “thank you” emails sent post-purchase, “come back to us” emails sent if the customer hasn’t shopped in a while, and “survey/feedback” emails gauging the customer’s satisfaction.
  • Promotional emails. These are great for product discounts and seasonal offers, as well as for giving your customers the heads-up about new products or upcoming sales – creating excitement and adding a sense of in-the-know exclusivity.     
  • Newsletters. Use these to keep your subscribers in the loop about company or product news, as well as for links to content updates such as blog posts or videos. Weekly or monthly newsletters are great for collating helpful brand content – and are effective for building brand awareness and trust. 
  • Order follow-up. According to eConsultancy, the open rate of order follow-up emails is roughly double newsletter open rates – in part because customers are more loyal if they’ve already purchased from you. Use these emails to solicit feedback, send out additional offers or discounts, or to entice customers back to your store. 
  • Special occasion emails. These are great for getting in touch during events such as holidays, birthdays or other special events. Acknowledging the event with a message is a great start, but adding a discount or promotional offer to these emails will boost conversions and brand loyalty.
  • Feedback emails. Use these to gather honest thoughts and testimonials about your brand – then feature any particularly glowing soundbites on your website and social media accounts to help build trust around your brand. 

When you’re selecting which types of email messages to send out, don’t forget to get out your annual planner.

Highlight key events, holidays and seasons that tie into your brand, and build an email marketing calendar with these in mind.

This way you won’t miss a key sales opportunity – and the result will be a well-rounded and effective long-term marketing campaign.

Once you’ve built your editorial calendar, it’s time to design the look and feel of your marketing emails. 

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