1. Promotional campaigns Promotional campaigns
, as their name suggests, are those that are characterized by offering the subscriber a discount to redeem through a code in the e-commerce. They have a marked component of an offer about to expire to generate urgency in the recipient. If the recipient has the feeling reunion business email list that the promotion is getting out of hand because it has a certain duration or because there are limited units, a much more instinctive purchase reaction will be created in him. The following features are detected in this type of campaign:
Mention of the promotion in the subject
Promotion between 10% – 30%
Limited duration
Aggressive call to actions
Promotion redeemable through a code
Below we can see 3 examples of promotional emails from the Desigual brand . They are part of the same promotional campaign and were sent on different days. 2. Product campaigns In product campaigns , unlike promotional campaigns, the focus is 100% on the product. Therefore, the promotional element disappears and the focus is on presenting the product's attributes, suggesting uses and contextualizing it in the season . Among the elements that present this type of campaigns we would find:
New product presentation
Specific product categories or types
Trends and tips
Less aggressive calls to action
The Bershka email we see below would be a clear example of a product campaign. It focuses on a single item of clothing, shows it from different perspectives (with and without a model) and provides information of interest to the subscriber (prices, models, colors) so that he or she is aware of its existence in stores.
3. Brand campaigns Brand campaigns
, unlike the two previous ones, do not focus so much on the brand's products, nor do they seek the objective of getting a reaction from the subscriber that leads to a purchase in the e-commerce. In this case, the emails are more corporate and seek to impact the user's vision of the brand and its products . Normally they have the appearance of a product catalog where the essence of the brand is revealed in its purest form. In this type of campaign we would find the following elements:
Absence of prices
Absence of Call to Actions or if there are any, they are very passive
Clean and catalog-shaped aesthetics
More corporate than marketing objective
In this email from Mango that we see below, we can see how the aforementioned features are met. It has the aesthetics of a catalogue and the focus is not so much on the products, but on the type of brand that Mango is and what it offers.
4. Segmented campaigns
When we talk about segmented campaigns , we refer to those that are directed solely and exclusively to one or a few subscribers . They have the objective of getting reactions from the users who receive it . For example, segmented campaigns can be sent to each group of subscribers who are in each of the phases of a brand's Customer Life Cycle . So, for example, those who are in the reactivation phase would be sent a segmented campaign looking for a reaction of interaction with the brand. Another example would be remarketing emails , where we would look for a specific user to recover the cart that they left abandoned in the ecommerce. And a last example, which we can also see below, would be the case of birthday emails . Yes, these types of emails are also segmented campaigns and have a clear objective: to seek customer loyalty through an attractive discount or a gift.
In summary, we could say that segmented campaigns have the following characteristics:
Personalization
They incorporate elements that are 100% of the subscriber's interest
They look for a type of reaction in the user or group of users
5. Campaigns for special dates
Campaigns that are planned and sent when a special date is about to arrive are some of those that generate the most opportunities for brands. It is a widespread practice to take advantage of a special date on the calendar such as Valentine's Day , Kings' Day, Mother's Day... to carry out commercial campaigns and generate sales . Being in the minds of our subscribers when we know that a date is approaching when consumerism increases is extremely important. If we give them ideas and convince them that we have the right gift, we will be much closer to generating a conversion.
