Email marketing can be a really powerful tool for brands. There’s no way around it—consumers today are inundated with marketing messages from every direction. The old “interruption” model of advertising isn’t as effective as it was in the past, and that means brands need new strategies to reach their audiences.
But there’s a lot more to email marketing than just sending out a newsletter or two per week. There are different kinds of emails you can send based on how much personalization you want to include—and, inevitably, each kind will garner different results.
Here are five types of email marketing strategies that can be very useful for food and beverage brands:
A welcome series is designed to engage new subscribers right after they sign up for your list. Have a clear Call To Action (CTA), no one likes to read a sales pitch or be told why they should buy something, so focus on what makes your product or service valuable to them instead of on why you think it’s great.
This is one of the most popular types of email marketing. Newsletters are great for telling your audience about what’s new with your company and your products. They can be for new customers or current customers who want to keep up with what’s going on.
A promotional email is used to promote something specific, like a sale, a discount, or a new opening of your store. Discounts are a great way to get people to buy from you more often. Use them to reward existing customers or give new customers an incentive to buy from you.
Abandoned cart emails
If someone adds something to their shopping cart on your site but doesn’t complete their purchase, a timely reminder via email can help bring them back to finish the sale.
Upselling involves offering customers an item that complements one they’ve already purchased or just encourages them to buy more from you (e.g., “buy three products and get 25% off!”)
Email marketing is a great way to connect with your customers and let them know about new developments in your business. But the subject line of your email is the first aspect that catches their attention. It can be the difference between opening or trashing your email. It’s okay to mix and match different types of emails into your marketing strategy—you’ll probably want to do this so you don’t become predictable.