The Three Types of Email Marketing Campaign

Email Marketing is not as simple as creating compelling and creative newsletters. More importantly, it is a strong marketing campaign that considers the audience's needs and the business' goals. There are three types of email marketing campaigns to meet specific requirements of both ends and these are Drip Campaign, Triggered Campaign, and Transactional Campaign. Read through to find out the distinctions, purposes, and other important details of each campaign that every marketing specialist should know.

Drip Campaign

A set of pre-written messages sent out to targeted customers and prospects over a period of time. Drip emails are automated and fired based on a pre-defined time interval, user actions, or a combination of both. People refer to it as Drip Marketing because of the way information is sent out to subscribers – in small, relevant “drips”. There are several ways to deploy a Drip Marketing Campaign but the goal remains the same and that is to keep your users engaged with your product or service.

Creating a Drip Campaign helps deliver the relevant information at the right time because its content is tailored on how a subscriber interacts with your brand or where they are in the sales cycle. Hence, drip campaign nurtures and makes the flow of your sales leads continuous. By automating the process, you are able to spend less time educating the customers about your product and more time closing deals.

Listed below are 6 types of drip marketing emails.

1. Top-of-Mind
2. Educational
3. Re-engagement
4. Competitive
5. Promotional
6. Training

Triggered Campaigns

Triggered Campaign is also similar to Drip Campaign in the aspect of sending it out based on events taken by your subscriber's actions. Here are some of the most common B2B triggered email marketing types that we do for our clients:

1. Cart Abandonment
2. Satisfaction Survey
3. Recommended Product
4. Why Buy From Us
5. Inactive Customers
6. Rewards Program

Transactional Campaign

Like the first two campaigns, Transactional Campaign sends out newsletter to a customer based on an action they made on the website. Compared to the first two campaigns, Transactional Campaign is not dependent on pre-set timetable, not strategically sent to recipient lists, and not a sequence of emails. The actions can be directly taken like when a user signs up for your website and they receive a welcome email for it. An action in which they were the target of could also be accredited. For an instance, when User A leaves a comment on a blog and User B responds to the comment, then User A receives an email to notify her of this response.

The common misconception with transactional emails is that it is related to ecommerce or some financial situation. Always remember that the main goal of transactional email is to generate impressions and re-engage with your existing customers. In fact, Transactional Campaign is highly engaging and its open rates can reach 3x higher than commercial emails as customers are already expecting it based on the actions they took on your website. This email marketing campaign is a great strategy to grow your customer base as transactional emails deliver time-critical messages to the audience.

Before choosing the campaign that you think is best for your business, first you have to analyze each and every factor that can affect your marketing objectives, company goals, as well as your customers' needs, satisfaction, and behavior. At SCI Global, our marketing experts strategically plans and details these aspects to make sure we're executing the right email marketing campaign for our clients.