3 Types of Emails Every Marketer Should Use

To be successful at email marketing, the prerequisite is to perform proper research. To this day, government, nonprofit and education email open rates top the charts, with automotive and aerospace, food and beverage, and retail being the lowest-performing industries.

What do you do if your business has tough competition and how do you improve open and CTR rates?

The simple answer is — make use of those emails you’re overlooking!

Statistics show the following:

• Average open rates stand at 17.8%

• Average CTO stands at 14.3%

• Average CTR stands at 2.6%

• Average unsubscribe rates stand at 0.1%

• Average bounce rate stands at 0.7%

Overall, you should focus on improving open rates and give some love to cart-abandonment emails.

Boosting Email Campaign Performance

Multiple factors contribute to open and CTR, the success of all of which relies on proper research. Defining an audience (and redefining it, as audiences change over time) remains the single most important factor in planning an email campaign. Make use of insights for the best results and couple it with a stellar SEO strategy to boost your brand’s visibility.

Finally, because people receive far too many emails, chances are, they might simply overlook yours. To prevent this from happening, pay attention to the following:

• The right timing (pay attention to different time zones)

• Stellar subject lines

• Optimization for mobile devices

Now, let’s take a look at the types of emails every marketer should use.

1. Cart-Abandonment Emails

Cart abandonment emails are too often overlooked, and they shouldn’t be. In most cases, there is a technical issue that prevents customers from following through with the purchase, so sending them an email inquiring about why they gave up the purchase is a simple and efficient strategy.

Easy, right?

2. Promotional Emails Based on Buying Patterns

Use insights to determine which products and services are trending, and make sure to create campaigns offering discounts on these.

Basically, this means you should offer sales on products the customer typically buys — make use of personalization for best results.

3. Informational Emails

Finally, create insightful informational emails discussing new features, or new products and services. By keeping your customers informed and updated, you’ll ensure that they’re up to date with the latest promotions and special offers.

Last But Not Least

Always brainstorm subject lines, as they determine the fate of your email marketing efforts. Make sure they are relevant and that the text body follows through. Ensure every email has an efficient CTA, and add the unsubscription button to prevent recipients from blacklisting your emails.

Most importantly, use those insights to your benefit. When used the right way, they will tell you all you need to know to attract and keep customers.

Angela Ash is an expert writer, editor and marketer, with a unique voice and expert knowledge. She focuses on topics related to remote work, freelancing, entrepreneurship and more.