fbpx Skip to main content

Emails you should be sending to your audience

By 8th February 2024No Comments21 min read
Emails you should be sending

Think ‘customer email communication’ and what usually comes to mind? Promotional blasts and order confirmations, right? While those have their place, email is a powerful tool capable of so much more. It’s a direct line to your audience, a chance to build relationships, nurture trust, and even educate and entertain.

Ready to unlock the full potential of email marketing? Let’s dive into a treasure trove of email ideas you can use to connect with your audience on a deeper level.

Key Takeaways

  • Email marketing is more than sending occasional offers or order confirmations.
  • Effective email strategies can educate, engage, build relationships, and encourage interaction with your audience.
  • Email segmentation, analytics, deliverability, and conversion optimisation are essential for success.
  • Personalisation and continuous iteration based on feedback and performance analysis are crucial.
  • Start implementing these email marketing techniques to see a positive impact on your business.

In this blog post, I’m going to give you a list of email ideas that you could send out to your audience. These are not just random emails, but strategic ones that serve a specific purpose and benefit both you and your subscribers. Whether you want to increase your sales, grow your brand, or simply connect with your customers, these emails will help you achieve your goals.

Educational Emails: Delivering Value to Subscribers

Educational emails are a fantastic way to provide value directly to your subscribers. By sending informative and helpful content, you can establish yourself as an industry leader and build trust with your audience. Educational emails are an integral part of any successful email marketing strategy, as they help engage subscribers and nurture relationships. In this section, we will dive into the importance of educational content and how it can benefit your email marketing efforts.

Why are educational emails important?

Educational emails serve as an opportunity to educate and inform your subscribers about your products, services, or relevant industry topics. By providing valuable insights, tips, and knowledge, you position yourself as an expert and gain credibility in the eyes of your audience.

The types of educational emails you can send

There are several types of educational emails you can utilise in your email marketing campaigns:

  1. Tutorials and guides: Step-by-step instructions and tutorials help your subscribers learn how to use your products effectively. By including screenshots or videos, you make the learning process easier and more engaging.
  2. Tips and best practices: Provide insights, tips, and best practices related to your industry. This type of email content offers valuable advice and helps your audience improve their knowledge and skills.
  3. Case studies: Share real-life examples and success stories to inspire your subscribers. Case studies demonstrate how your products or services can help solve common problems and achieve desired outcomes.
  4. Industry news and updates: Keep your subscribers informed about the latest trends, news, and developments in your industry. Sharing relevant and timely information positions your brand as a reliable source of industry knowledge.

When crafting educational emails, it’s essential to keep your content engaging and valuable. Here are some best practices to consider:

  • Know your audience: Understand the needs, interests, and pain points of your subscribers. Tailor your educational emails to address their specific challenges and provide solutions.
  • Keep it concise and scannable: Use clear and concise language, keeping paragraphs and sentences short. Break the content into sections with subheadings, bullet points, and numbered lists to make it easily scannable.
  • Use visuals: Incorporate relevant images, infographics, or screenshots to visually enhance your educational emails. Visual elements can help illustrate concepts and make your content more engaging.
  • Personalise your emails: Add a personal touch to your educational emails by addressing subscribers by name and segmenting your audience. Personalisation creates a sense of connection and increases engagement.

Educational emails are a powerful tool in your email marketing arsenal. They allow you to provide value to your subscribers, establish yourself as an authority, and nurture relationships with your audience. By incorporating educational content into your email campaigns and following best practices, you can enhance engagement, build trust, and drive success in your email marketing efforts.

Story-Based Emails: Connecting with Your Audience

Story-based emails are an incredibly effective way to connect with your audience on a personal level. As humans, we are naturally drawn to stories. They engage our emotions, capture our attention, and leave a lasting impact. By incorporating storytelling into your email marketing strategy, you can create a deeper connection with your subscribers and drive engagement.

When it comes to email marketing, storytelling is a powerful tool that allows you to communicate your brand’s values, vision, and mission in a compelling way. It enables you to share your unique story and create a genuine connection with your audience.

There are various storytelling techniques you can utilise in your emails to captivate your subscribers. One approach is to share personal anecdotes that resonate with your readers’ experiences. By opening up and sharing your journey, you create a sense of authenticity and relatability. This helps to build trust and establish a stronger bond with your audience.

Another storytelling technique is to use customer success stories. By showcasing how your product or service has positively impacted the lives of your customers, you create a narrative that inspires and motivates your audience. These stories provide social proof and demonstrate the value of your offerings, ultimately driving conversions.

Creating Compelling Story-Based Emails

When crafting story-based emails, it’s important to keep a few key principles in mind. Firstly, make sure your stories are relevant to your audience’s interests and pain points. By understanding their needs, you can tailor your narratives to deliver maximum impact.

Additionally, focus on creating a clear and concise narrative structure. A well-structured story has a beginning, middle, and end, with a clear purpose and message. Keep your emails concise and engaging, ensuring that every word contributes to the overall story you’re telling.

Lastly, don’t forget to include a call to action (CTA) within your story-based emails. Whether it’s directing your readers to a specific landing page, encouraging them to make a purchase, or inviting them to share their own stories, a well-placed CTA helps drive the desired action from your audience.

Story-based emails have the power to captivate your audience and create a lasting impression. By incorporating storytelling into your email marketing strategy, you can forge a deeper connection with your subscribers and inspire them to take action.

So, the next time you’re planning your email campaign, consider the power of storytelling. Craft compelling narratives that resonate with your audience, highlighting your brand’s values, and customer success stories. Don’t be afraid to open up and share your own journey. By leveraging the art of storytelling, you can create a truly memorable email campaign that connects with your audience and drives results.

Conversational Emails: Building a Relationship

Building a conversational tone in your emails helps foster a strong relationship with your audience. When you communicate with your subscribers in a conversational manner, it creates a sense of authenticity and connection. In this section, we will explore the benefits of utilising conversational emails in your email marketing strategy and how they can enhance engagement. I will also provide you with examples and strategies for creating conversational emails that resonate with your subscribers.

The Benefits of Conversational Emails

Conversational emails have several advantages for your email marketing efforts. Firstly, they help to establish a genuine and personal connection with your audience. By adopting a conversational tone, you create a friendly and approachable image that encourages your subscribers to engage with your emails.

Moreover, conversational emails can break through the noise of traditional promotional messages. By delivering your content in a conversational style, you differentiate yourself from other marketers and provide a refreshing change for your subscribers. This can lead to higher email engagement and increased interest in your brand.

Creating Engaging Conversational Emails

Here are some strategies to create conversational emails that resonate with your subscribers:

  1. Know your audience: Understand the interests, preferences, and pain points of your subscribers. This knowledge will help you tailor your emails to their specific needs and craft a more conversational tone that will resonate with them.
  2. Use personalisation: Address your subscribers by their name and establish a one-to-one connection. Personalised emails make your audience feel valued and enhance the conversational experience.
  3. Tell stories: Incorporate storytelling into your emails to evoke emotions and create a personal connection. Share relatable anecdotes or success stories that align with your audience’s interests or challenges.
  4. Ask questions: Encourage your subscribers to engage with you by posing questions in your emails. This fosters a conversational atmosphere and invites them to share their thoughts, opinions, or experiences.
  5. Use conversational language: Write your emails as if you’re talking to a friend. Avoid overly formal language and jargon and adopt a friendly and approachable tone throughout your email copy.

By implementing these strategies, you can create conversational emails that build a genuine relationship with your audience. Remember, the key to successful conversational emails is to provide valuable content while maintaining a tone that is relatable, friendly, and engaging.

Question-Based Emails: Encouraging Interaction

Asking questions in your emails is a powerful way to encourage interaction and gather valuable feedback from your audience. Incorporating thoughtful questions into your email marketing strategy can not only increase engagement but also provide insights into your subscribers’ preferences and interests. In this section, I will discuss the importance of incorporating questions into your email campaigns and share effective strategies for using them.

The Importance of Questions

When you ask questions in your emails, you create an opportunity for your audience to actively participate in the conversation. By encouraging them to share their thoughts, opinions, and experiences, you establish a sense of connection and show that their input is valued. This sense of involvement can foster a deeper relationship with your subscribers and increase their loyalty to your brand.

Types of Questions

There are various types of questions you can ask in your email campaigns to engage your audience effectively. Consider using:

  • Open-ended questions: These encourage subscribers to share their thoughts and ideas, providing you with valuable insights.
  • Multiple-choice questions: These allow subscribers to choose from predefined options, making it easier for them to provide feedback.
  • Yes or no questions: These enable subscribers to give a quick response, making it convenient for them to engage.

Using Questions Effectively

While incorporating questions into your emails is essential, it’s equally important to use them strategically to generate meaningful responses. Here are some tips for using questions effectively in your email campaigns:

  1. Be specific: Frame your questions in a way that focuses on a particular topic or aspect of your business.
  2. Keep it concise: Avoid lengthy questions that may confuse or overwhelm your subscribers. Keep your questions clear and to the point.
  3. Provide context: Give your subscribers relevant background information or context before asking a question to ensure they understand its purpose.
  4. Personalise the experience: Tailor your questions to different segments of your audience to make them feel more relevant and engaging.

By incorporating well-crafted questions into your email campaigns, you can encourage your subscribers to actively participate and provide valuable feedback. This not only strengthens the relationship between your brand and your audience but also helps you gain insights to improve your email marketing strategy. So, don’t be afraid to ask questions and engage with your subscribers!

email marketing

Feedback Emails: Improving Your Email Marketing

Feedback emails are a valuable tool for improving your email marketing efforts. Gathering feedback from your audience is essential for refining your strategies and ensuring the success of your email campaigns. In this section, I will explain the importance of collecting feedback and exploring different methods to obtain valuable insights from your subscribers.

The Power of Feedback

Feedback is a powerful resource that can provide valuable insights into your audience’s preferences, interests, and needs. It allows you to determine what elements of your email marketing strategy are working well and identify areas for improvement. By actively seeking feedback, you can align your campaigns with your subscribers’ expectations, increasing engagement and boosting the effectiveness of your email marketing efforts.

Methods of Collecting Feedback

There are several methods you can use to collect feedback from your audience:

  1. Surveys: Create surveys that allow your subscribers to share their thoughts, opinions, and preferences. Keep the surveys concise and focused to encourage maximum participation.
  2. Feedback Forms: Include a feedback form in your emails, giving subscribers the opportunity to provide their input easily and conveniently.
  3. Direct Replies: Encourage your subscribers to reply directly to your emails with their feedback, enabling a more personal and immediate communication channel.

By offering multiple avenues for feedback, you increase the likelihood of receiving valuable insights from a range of subscribers, ensuring a more comprehensive understanding of your audience’s needs and preferences.

Using Feedback to Enhance Your Campaigns

Once you have collected feedback, it’s essential to put it to good use. Analyse the feedback you receive and adapt your email marketing strategy accordingly. Look for trends, common suggestions, and recurring themes to identify areas for improvement. Use the feedback to:

  • Refine your content: Tailor your email content to better meet your subscribers’ expectations and interests.
  • Optimise your email design: Use feedback to improve the visual appeal and functionality of your emails.
  • Personalise your campaigns: Incorporate feedback to deliver more relevant and targeted messages to your audience.

By actively incorporating feedback into your email marketing strategy, you can make informed decisions that enhance subscriber satisfaction, increase engagement, and drive better results.

Remember, gathering feedback is an ongoing process. Continuously seek input from your audience and adapt your campaigns based on their evolving needs and preferences. By leveraging the power of feedback, you can continually improve and optimise your email marketing efforts.

Email Segmentation: Targeting Your Audience

Email segmentation plays a crucial role in effective email marketing. By dividing your audience into specific groups based on their characteristics and behaviours, you can send them personalised and relevant messages. This approach allows you to tailor your email content to each segment’s interests, needs, and preferences, ultimately increasing engagement and conversion rates.

There are various segmentation strategies you can employ, depending on your goals and the data you have about your subscribers. Let’s explore some of the common segmentation criteria:

  1. Demographic Segmentation: This involves segmenting your audience based on factors such as age, gender, location, or occupation. For example, if you have an online clothing store, you might want to send separate emails to male and female subscribers, showcasing gender-specific products.
  2. Behavioural Segmentation: By analysing your subscribers’ past interactions with your emails or website, you can segment them based on their actions, such as purchase history, browsing behaviour, or engagement level. This allows you to send targeted emails that align with their specific interests or buying journey.
  3. Psychographic Segmentation: This segmentation strategy focuses on understanding your audience’s attitudes, beliefs, values, lifestyle, or interests. By knowing their preferences and motivations, you can create email campaigns that resonate with their unique psychographic profiles.
  4. Lifecycle Stage Segmentation: Segmenting your subscribers based on their stage in the customer lifecycle allows you to deliver timely and relevant emails. Whether they are new leads, first-time customers, or loyal advocates, tailoring your messages to their specific stage helps nurture the relationship and guide them through the customer journey.

“Email segmentation enables you to send the right message to the right people at the right time. By delivering personalised content, you can increase open rates, click-through rates, and ultimately, conversions.”

When creating segmented email campaigns, keep the following tips in mind:

  • Keep your segments manageable and specific to ensure effective personalisation.
  • Regularly review and update your segments based on evolving customer data and behaviours.
  • Craft compelling subject lines and email copies tailored to each segment’s interests and motivations.
  • Utilise dynamic content to dynamically populate emails based on the subscriber’s segment.
  • Test and analyse the performance of your segmented campaigns to optimise their effectiveness over time.

By adopting email segmentation as part of your overall email strategy, you can deliver targeted, personalised messages that resonate with your audience. This approach drives higher engagement, boosts conversions, and strengthens the relationship between your brand and subscribers.

Email Analytics: Tracking Performance

Tracking and analysing the performance of your email campaigns is vital for continuous improvement. As an email marketer, it’s crucial to understand how your emails are performing and identify areas for optimisation. By leveraging email analytics, you can gain valuable insights into your audience’s behaviour, engagement levels, and campaign effectiveness.

When it comes to email analytics, there are several key metrics you should track to assess the success of your email marketing efforts. These metrics provide valuable information about your campaign’s performance and can guide your strategy moving forward. Some of the essential email analytics metrics include:

  1. Open Rate: This metric measures the percentage of recipients who open your emails. It helps you gauge the effectiveness of your subject lines and overall email content.
  2. Click-Through Rate (CTR): CTR measures the percentage of recipients who click on links within your emails. It indicates how engaging your email content and call-to-action (CTA) are.
  3. Conversion Rate: The conversion rate tracks the percentage of recipients who complete a desired action, such as making a purchase or filling out a form. It allows you to assess the effectiveness of your email in driving conversions.
  4. Bounce Rate: The bounce rate measures the percentage of emails that were not delivered to the recipient’s inbox. It helps you evaluate the quality of your email list and identify potential deliverability issues.
  5. Unsubscribe Rate: The Unsubscribe rate indicates the percentage of recipients who choose to unsubscribe from your email list. It gives you insights into the relevance and value of your email content.

To effectively track these metrics and analyse your email marketing performance, there are various tools and techniques available. Email marketing platforms often provide built-in analytics dashboards that offer detailed insights into your campaign results. Additionally, you can utilise third-party analytics tools that integrate with your email marketing software to gain more in-depth data and visualisations.

“Effective tracking and analysis of email analytics can unlock powerful optimisation opportunities, allowing you to tailor your content, design, and targeting to maximise engagement and conversions.”

By regularly reviewing and interpreting email analytics, you can make data-driven decisions to improve your email marketing strategy. Experimenting with different subject lines, email layouts, CTAs, and personalisation techniques based on the insights gained from email analytics can help you boost engagement and drive better results.

Remember, email analytics is an ongoing process. Continuously monitor the performance of your email campaigns, identify trends, and make iterative improvements. By leveraging email analytics effectively, you can optimise your email marketing strategy and achieve greater success in engaging and converting your audience.

Email Deliverability and Conversion: Maximising Success

Ensuring your emails reach the recipients’ inbox and convert into desired actions is crucial for the success of your email marketing campaign. In this section, I will explore effective strategies to optimise email deliverability and increase email conversions. By following best practices and implementing the right tactics, you can maximise the outcome of your email marketing efforts.

Improving Email Deliverability

When it comes to email marketing, deliverability is the key to reaching your target audience. Here are some best practices to improve email deliverability:

  • Build a high-quality email list: Focus on acquiring email addresses from engaged and interested subscribers. Avoid purchasing email lists.
  • Use double opt-in: Require subscribers to confirm their email addresses, ensuring authenticity and reducing the chances of spam complaints.
  • Segment your email list: Divide your subscribers based on their demographics, preferences, and engagement levels. This allows you to deliver more relevant content and increase engagement.
  • Regularly clean your email list: Remove inactive and unengaged subscribers to maintain a healthy and responsive email list.

Implementing these practices will help increase your email deliverability rates and ensure that your messages land in the recipient’s inbox.

Boosting Email Conversions

Converting your email recipients into customers or taking desired actions is the ultimate goal of your email marketing campaign. Here are some effective strategies to improve email conversions:

  • Create compelling subject lines: Craft attention-grabbing subject lines that pique the recipients’ curiosity and encourage them to open your emails.
  • Personalise your emails: Tailor your messages to the individual recipient, addressing them by name and incorporating relevant information based on their preferences and past interactions.
  • Focus on valuable content: Provide relevant and engaging content that offers value to the recipient. This could include product recommendations, exclusive offers, or industry insights.
  • Craft a clear call-to-action: Clearly state the desired action you want the recipient to take and make it easy for them to do so.
  • Optimise for mobile devices: Ensure that your emails are mobile-friendly and easily accessible on smartphones and tablets, as a significant portion of email opens occur on mobile devices.

By implementing these strategies, you can significantly increase the conversion rate of your email campaigns and drive the desired outcomes.

How to grow your business with email communication

These are just starting points. Get creative, personalise your tone, and experiment to find what resonates with your audience. By providing valuable content, fostering conversation, and building relationships, you’ll transform your email marketing from transactional to truly powerful.

So, ditch the one-dimensional approach and start sending emails that educate, entertain, and connect. Your audience (and your bottom line) will thank you for it!

We practice what we preach

This blog post just proved the magic of well-crafted emails! We explored diverse styles to educate, connect, and gather valuable insights from your audience. In addition to articles like this, we also send out a weekly newsletter called the Benchmark Bulletin. It has the very latest and best information that we have to share with you. This includes tips, advice, answering questions, sharing ideas and useful information for your business. To join the list, please use the form below:

We hate SPAM and promise to keep your email address safe. Here’s our privacy policy.

Close Menu

Ready to get in touch?

Benchmark Digitaland Offline Graphics
The Courtyard
Earl Road
Cheshire SK8 6GN

01625 505 924
  07961 434 338


Registered in England and Wales. Company Number 9822566. VAT number 225 3615 27.

Want to make an enquiry?

Please submit your details in the form provided and a member of our team will be in touch with you as soon as possible.




    Your Message