The Many Roles of Email Marketing

Role #1: Outreach

Email is an excellent channel for outreach, whether you want to bump your brand awareness or stay in front of existing subscribers. For example, a monthly newsletter can help you communicate the latest tips, trends, or updates about your organization or industry. A one-off email announcing a brand-new service or limited-time offer is the perfect opportunity to reach out to customers who want to stay informed.

Another fine example of outreach is the survey email, where you ask recipients to answer questions about their experiences, opinions, and thoughts related to your business or industry. This is a great way to learn more about your customers and inform key business decisions.

Role #2: Affiliate

With affiliate marketing, your business gets referrals from a third-party website or company that advertises your services or products on your behalf. Email marketing serves a critical role in this relationship, as it not only introduces potential customers to your company but also communicates the values and benefits of becoming your customer.

Role #3: Nurture

Once you have existing subscribers and customers, it’s important to maintain those relationships. Whether you are speaking to a potential buyer or long-time loyalist, the role of email marketing in this case is to nurture them along — and far beyond — their customer journey.

Examples of nurture-based emails include those with testimonials, case studies, or use cases. You might also see companies use email marketing to send replenishment reminders, upgrade opportunities, or tips and tricks for their products or services.

Role #4: Remarketing

Yet another important task for email marketing: remarketing.

Sending remarketing emails is a priority for companies that want to keep existing customers engaged and recover potential lost sales from those who haven’t yet made a commitment.

This includes everything from connecting with people who already purchased from you in the past, to those who added items to their cart but left without purchasing — also known as cart abandonment. (Here’s a look at emails specifically for cart abandonment.)

Looking forward to leverage email as a marketing tool to drive more traffic, sales, and conversions? Check out the Advanced Email Marketing Course now.

In Conclusion

Email plays a part in many aspects of marketing, from the very first stages of brand awareness to engagement after the conversion. If you want a deeper look at the role of email in digital marketing, be sure to check out Simplilearn’s Email Marketing Certification Training. In this course, you will master advanced email marketing techniques and strategies, learn how to draft an email, and develop expertise in creating effective advertisements that build brand awareness, customer trust, and brand loyalty.