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Email Automations
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Victoria Simpson

The role of email marketing in communication.

Communication is a vital part of all organisations and in light of the worldwide COVID-19 pandemic, communication has now become more important than ever before. Communication bridges the gap between individuals through the flow of information and creates a shared understanding between people. It involves the distribution of clear and concise messages, in a way that connects with the intended audience.

What role does email marketing play in communication?

Email marketing gives you the opportunity to connect with your audience and communicate a number of different messages, click here to read a previous blog containing the reasons why email should be your champion. There are a couple of different types of emails that can be used to communicate different things. Let’s take a look at a few of these.

Promotional emails – these emails are used to promote or sell your product or service. They give you the opportunity to share the benefits of your offering, grab your reader’s attention and ultimately assist in making a sale. When used correctly, promotional emails can have a positive impact on your sales. Although emails that sell your product may seem like the most important, these are not the only emails you want to be focusing on; your emails also need to provide value to your audience. 

The trusty ol’ newsletter – newsletters are used to inform your database of news relating to your business and industry. This is also the perfect opportunity to provide your database with additional value, such as blog articles, interesting video content and other information that may be useful to them. Remember to make sure your newsletter stands out in your readers’ inbox, we all get a ton of emails every day so standing out is more important than ever. You can read our tips for great email campaigns over here.

Automated emails – these are emails that are sent out when a user takes a certain action, which in turn then sets off a specific trigger, eg. when someone signs up to your newsletter and an automated welcome email is sent. There are a number of different triggers for automated emails such as a subscriber moving from one segment to another or even a date. Automated emails are so important because they allow you to engage with your audience on a more personal level by delivering timely and relevant emails that can ultimately drive revenue. 

Automated emails drive conversion rates 180% higher than batch emails – VentureBeat

Transactional emails – these are similar to automated emails with the difference being that these emails are triggered to be sent depending on the by actions taken by a user (an event) on your own website or application. You write the code for an event that needs an email to be sent, then use our API or SMTP servers to send this email. Transactional emails typically include password reset emails and abandoned cart emails. 

Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue. – Experian.

Read more about transactional emails here

All of these emails play an important role in communicating with your database. For assistance on creating and sending these emails, get in touch with us and let one of our dedicated account managers assist you.

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