In this article, we will cover email marketing, its benefits for enterprises, campaign types, and important tips that will help you strengthen your future enterprise email campaigns.
For many years, email marketing has been regarded as an important tool for promoting all kinds of businesses, and its popularity has been increasing. Various surveys have pointed out that one-third of marketers use email marketing to create promotional strategies and attract leads and other activities that influence brand success. But what about large enterprises?
It would seem that large companies are already large and that everyone knows about them. However, email marketing is never superfluous and will always lead to benefits, even to giants operating in specific niches. In this article, we will dive into the benefits of email marketing, the types of email campaigns that enterprises can use, as well as tips that will put your future email newsletters on the right path.
What is enterprise email marketing?
Let us start from the basics. Enterprise email marketing is a digital marketing strategy that uses emails as the main tool for promoting business services, conveying emotions, and generating brand awareness.
Email marketing is also an excellent tool for:
- gaining new leads and maintaining existing ones;
- announcing and revealing new products and generating buzz around them;
- driving traffic to other marketing activities;
- promoting custom content.
As a result, marketers have the ultimate marketing solution for vast promotional cases to drive sales and outperforming their competitors.
Enterprise email marketing. Is it worth it?
It is certainly a good thing to have a large number of email applications. But what about the benefits? Email marketing is also doing well in this regard, and statistics show that it is inextricably linked to the following figures:
- 77% of marketers noted an increase in email engagement over the last year;
- half of marketers stated that email marketing was the most impactful channel in their strategies;
- 87% of brands stated that email marketing was crucial to business success;
- gamified emails have an increased ROI of up to 300%;
- overall, email marketing ROI is generally $36 for every dollar spent.
Based on the above, the power of email marketing for businesses is proven not only by the numbers but by thousands of marketers from thousands of businesses worldwide.
Types of email marketing campaigns
What is the basis of email marketing for enterprises? The simple answer is that email campaigns are of different types and for different purposes. It is time to consider the campaigns that enterprises most often utilize in their marketing strategies.
Welcome emails
Welcome emails are vital for your email marketing strategy. They are the first emails that subscribers receive from you and set the tone for further relations and interactions. In the same way that each book has a unique cover that greets the reader, so do email campaigns and their unique ways of welcoming new subscribers with welcome emails. Aside from simply showing good manners, these messages should serve as reminders to customers of what it is that they have signed up for and what products or services they can get.
(Source: Template from Stripo)
Newsletters
Emails with your company news are a vital way to stay on the same page with your audience. These emails contain various news and updates related to your services. Are you changing the terms of delivery? Inform your audience about these changes in an email. Are you introducing a loyalty program? Inform your audience in an email. Has your popular product been updated, for example, in a new color? Well, you get the idea.
(Source: Email template from Stripo)
Promo emails
These are the cornerstone of email marketing, and no enterprise can do without them. All actions aimed at attracting an audience and profit-making are accompanied by promotion, and emails are one of the tools. New products, collaborations, events, and exclusive offers should be promoted with the help of emails, raising overall awareness, encouraging action (subscription, purchase, etc.), and increasing your profit.
(Source: DealTown)
Abandoned-cart emails
In sales contexts, you will often encounter situations where a product is stuck in limbo: the buyer has placed it in the cart but has taken no further action. It is high time to rescue this product with an abandoned-cart email. These emails are a polite way to hint at the buyer that their product still awaits them, thereby gently pushing them to complete the purchase.
(Source: Email Love)
Feedback-gathering emails
Net Promoter Score (NPS) is a metric that shows the extent to which your audience loves or hates your company. Therefore, it helps you to understand the level of customer loyalty and satisfaction with your services. NPS email surveys are not complete without asking questions such as “How likely are you to recommend us to a friend or colleague?” and then asking the person to answer that question on a scale of 0 to 10, where 0 means “unlikely” and 10 means “very likely.”
(Source: Email Template from Stripo)
We recently produced a full-fledged interactive NPS module that you can generate in minutes and place in your email. Check out our special article to learn more:
Reactivation emails
Over time, as your list grows, some of your audience will stop engaging with your emails for one reason or another. To ensure that your overall metrics do not drop because of this audience, reactivation emails can identify their status. A reactivation email is a polite way of hinting to the recipient that they have not opened your emails in a while and are still subscribed to you. If they open the email, this is a great sign, as you will have an active subscriber on your list again. If not, this person is most likely no longer interested in interacting with your brand and may need to unsubscribe.
(Source: Email template from Stripo)
Tips for establishing an effective enterprise email marketing flow
So far, we have covered the various types of email newsletters. Let us now make them more effective with these email marketing tips.
Grow and segment your email list
Without a full email list, only relatives and friends will be able to receive your emails. We therefore need a slightly larger audience, don’t we?
Collecting an email list is painstaking work that pays off in the long run. You collect subscribers to your email newsletters in various ways, such as in the following examples:
- sign-ups on the website and landing pages;
- exclusive content for subscription (articles, eBooks, etc.);
- webinars with registration;
- giveaways for subscriptions (discounts, promo codes, etc.).
Having collected the necessary audience using these methods, it must be segmented for better personalization of your email newsletters. It is worth dividing your audience according to basic criteria, such as the following:
- gender;
- age;
- location;
- recent actions on the website;
- recent purchases, and so on.
Doing all this will give you the necessary and transparent vision of the audience, which will help in creating email campaigns that will not only hit the mailboxes but also the minds of the audience, giving them what they really need.
Create an email template library according to your style
Emails are not only about information; they are also about style and emotions. The visual part of email newsletters is something that email marketers work on for a long time to ultimately combine the brand’s mood, the design code, and the necessary mood that they want to convey to the recipient.
To successfully run enterprise email campaigns, you need a whole library of templates for all occasions and possible campaign options.
Therefore, understand that creating such a library may take time. In addition, there is a chance that for some special cases, you will need to redesign the email (for example, swap content blocks so as not to stretch the email, etc.).
All this sounds complicated, but the process becomes much simpler if you use modules. Modules are universal elements of an email template (containers, structures, stripes) that help reduce the time it takes to create an email.
Strip allows you to save any template element that you create as a module and use it in other companies. In essence, you break each template into a set of modules, creating a library of modules. After that, you simply need to assemble the email as a constructor from these modules. That’s it! This approach speeds up the production of emails by almost two times.
We talked in more detail about modules and how they speed up the process of creating email campaigns in our special case:
Adopt personalization
Another approach that can boost your enterprise email campaign performance is the implementation of personalization. Email personalization is an approach to email marketing where each subscriber receives an email based on their personal information. It includes all the data that subscribers have shared with you or you can collect via third-party cookies: name, gender, age, country of residence, preferences, and so on.
As a result, you create unique emails tailored to each subscriber. We discussed the importance of email personalization with famous email marketing experts in our special article. Check it out to see the real power of this approach:
Embrace the interactive content
Interactive content in emails is now on the rise, thanks to its limitless capabilities of making engaging content for emails. Such interactive content can encompass everything from simple image carousels and NPC surveys in the email to full-fledged game mechanics, such as quizzes, puzzles, etc.
Such content not only makes emails stand out from those of competitors, but also significantly increases email marketing effectiveness. For example, our Valentine’s Day email, which contained an interactive puzzle, achieved CR four times higher than our standard email newsletters.
You can read more about this case in our dedicated article, where we detail the entire process of preparing this interactive email campaign:
In addition, we strive to make interactive content accessible to every email marketer, regardless of their level of technical knowledge. This is why we created our Interactive module generator, where anyone can generate interactive mechanics in a convenient interface and insert them into an email in a matter of minutes.
We regularly update our list of interactive mechanics, and you can try our generator right now and see for yourself that interactive mechanics are easy and simple.
Wrapping up
Email marketing is vital for enterprise promotion. Emails contribute to overall brand promotion, generate new leads and revenue, as well as allow enterprises to stay in touch with their audience. As a result, neglecting this type of marketing approach will cripple your overall marketing performance and brand success, as emails bring many benefits, and a great deal of email marketers vouch for their effectiveness.
It’s time to embrace email marketing for your enterprise, and Stripo will help you create emails to bring your email marketing to new heights.
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