What is Email Campaign? Definition & Examples

Simply put, email campaign is set of steps a company takes within a specific period of time to driving traffic to website, sourcing leads, creating brand awareness and sale.

When you use CRM tools for email marketing, they organize data into particular sets of key metrics that can be used for your campaigns. What is an email campaign? It can be based on place, age group of people, gender-oriented, and more. Every marketing manager of every brand wants to smoothly navigate the journey of feeding content when a new prospect has shown interest in your products to make them a potential customer. An email campaign works for every step.

According to research at Gartner, 44% of Chief Marketing Officers consider email marketing essential to their overall digital marketing strategy, allocating nearly 8% of their entire digital marketing budget.

We have divided the journey of customers by giving an email campaign example for each of them. These steps are equally important.

8 Email Marketing Campaign Examples are:

1. Welcome Email Series: 

What is email campaign? Welcome Email is an opportunity to create amazing first impression! Don’t just say hello, but set a pillar for lasting relationship. Set automated trigger for emails to be sent immediately after someone signs up for your list.

Thanks them for joining and introduce your brand. Offer them any promised incentives upfront to build trust. Use intriguing subject lines, give a personalized touch to your marketing emails.

You can also request them to email service provider add you to their ‘safe senders’ list so they don’t miss out on important information. Focus on giving them a comfort zone first rather than directly moving on to marketing in the first Email. Ask them the problems they are facing, and assure them that you will help.

2. Product Promotion Campaign

When the welcome Email has designated its purpose, it’s time to move to product promotion. As a brand you either launch new products or improvise the old ones depends on your field of business. Though your existing products are what defines you, hence this campaign is all about highlighting the specific items or collections to drive sales.

However, before doing that, Best Email marketing tools can be of great help. It will collect all the information, give you an idea of who your customer actually is, what are the problems they are facing, what were they searching on internet before coming in contact with your brand.

The products that you send via Email should be touched up with personalized subject lines and content. It should be visually appealing. The subscribers should get excited about what you are offering. Capture attention immediately with high quality images or even GIFs.

Write short and attractive description  that are deviated towards benefits, not just the features. Include clear and prominent CTA buttons that makes it easy to purchase. Create an urgency, flash sales, discounts and limited time offers.

Highlight customer reviews or testimonials to build trust and social proof. You can also create customized bundle promotions to reward customers for purchasing multiple items.

3. Newsletter Campaign

A newsletter campaign is prominent to become a trusted friend to your subscriber. You are offering something valuable: consistent, curated content that informs and engages them.

We can call it a digital magazine at a virtual doorstep. Do not add anything extra or make it too much. Stick to the point. Include helpful tips, exclusive content, etc.

The goal of this campaign is to make your subscribers look forward to opening your newsletter because they will get something useful out of it.

Campaign tip:

90% educational and 10 % promotional

Send newsletters consistently to establish familiarity. Subject lines should be creative to ensure opens. A great newsletter positions your brand as a go-to resource, fostering loyalty and driving long-term customer engagement.

4. Holiday Campaign

You can be all creative for holiday email campaign, like mixing up the art part with customer centric tactics. Don’t just go for holiday theme on ads, connect by understanding customer’s values.

Give out special offers, discounts or bundled deals that are built exclusively for the holiday season. Redesign your online presence with festive visuals and themes that feel appealing to the emotions associated with the season.

Your marketing team should schedule the content for Email, like including contest, giveaways or interactive posts that encourage participation and sharing.

For example, ’10 Days of Christmas’ Sale can be arranged with different deal each day, by creating offers that are value for money.  Use videos that showcase your products. Of course you have to personalize the message in a storytelling format.

Align your brand with a cause by donating a portion of holiday sales to charity, which resonates well with customers who prefer to shop with brands that give back.

5. Re-Engagement Campaign: 

It takes a lot of hard work to convert a prospect into a potential customer. You cannot afford to lose customers if you want to build a global brand. Hence, re-engaging is very important.

It focuses its marketing efforts on encouraging inactive users, customers or subscribers to resume activity with a website or mobile app. Breath a new life into active customer relationships.

But how to do that?

Use AI in email marketing, it will organize and present the data. Now you have the list of users who are slipping away so they are your target audience.

Create re-engagement emails to stay relevant to where users were in their journey and ask them reason of being dis-attached. If users leave during a trial, offer promotional emails about them benefits and reminders about the expiring trial.

Trigger FOMO by highlighting what they have missed, it can be new features, UI updates, or add-ons.  Offer them incentives to return to your app. It can be rewards, discounts, or exclusive content.

Personalize landing pages and offers to address why customers may have canceled or stopped engaging, showcasing how your product or service has evolved to better serve them.

Use A/B testing to determine which incentives or offers are best suitable with your customers and continuously optimize your campaigns based on insights gathered from customer interactions.

6. Cold Email Campaign:

“What is email campaign all about prospects who have never interacted with your brand but have the potential to buy from you? Well, this campaign is for customers who are unaware of your brand.

First define your target audience by identifying the pain points through research. Create quality email list with accurate contact information for decision makers.

Avoid purchasing generic email lists! Be clear and concise, explain why you have tried to communicate with them by talking of their issues. Offer them value by providing relevant information and use bullet points.

A strong, direct call to action that creates urgency will be great. Once you receive any response, immediately separate out the list. Oh wait! Actually you don’t have to do it, because CrmOne’s ‘Aeri’ can automate this task easily using ‘Smart list’ feature.

7. Feedback and Survey Campaign:

Call it a different customer perspective or something else, but accept feedback with an open heart. Understand it and work positively.

Businesses can ask subscribers for feedback and encourage them to fill out surveys. This way, they can better understand customer preferences and pain points.

To start a successful feedback campaign, first set a clear goal. Decide what you want to learn from your customers. This will help you decide who to target and what questions to ask. 

Use different ways to gather feedback, like in-app surveys, Email, website pop-ups, and social media marketing. Timing is key. Ask customers for feedback after they buy something or talk to customer service.

Analyze the feedback to identify trends and prioritize areas for improvement. Create actionable plans from these insights. Then, share the changes with customers. Show them that their feedback matters.

8. Abandoned Cart Campaign

‘Hey, you forgot these………’ send this with the list of products the customers have abandoned.

An Abandoned Cart campaign is an automated strategy. It helps recover lost sales from customers who added items to their online shopping cart but didn’t finish the purchase.

Note: Studies show that sending the first Email one hour after abandonment can lead to an average conversion rate of 16%.

There are three emails for this campaign:

• The first goes out one hour after abandonment.
• The second is sent one day later.
• The third follows three days after abandonment.

These emails should include an itemized list with clickable URLs to remind customers of what’s in their cart.

Use the customer’s first name and mention the specific products they left behind. Also, consider offering incentives like free shipping or discount codes. This can help hesitant customers feel more confident. But use these offers wisely to protect your profit margins. 

Create unique discount codes. This way, you can track redemption rates and see how effective your offers are.

In a nutshell

Your products define your company’s goals, but your email marketing strategy and tactics are what people will remember forever. Email campaigns are not solely for sales but also to build a brand image with clear content and high-quality but simple graphics.

You don’t have to fill up the inboxes with spam complaints but pre-plan the campaigns. What is email campaign? Go step by step as mentioned above. Do not rush it! Just because a customer isn’t replying to your Email, doesn’t mean that you have send the follow-up immediately. Wait for the right time. Hence, using CRM is recommended, because it will let you know the right time to send emails to increase open rates thereby increasing conversion rates.

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