Email newsletters are dead

by | Sep 19, 2018

Mailchimp experts, email marketing agency

The email campaign started out life as an email newsletter. However this is dying out. You probably still see the olde ‘company news’ emails that go out, but they are now few and far between.

People are less saying… “Oh, it’s the first Wednesday of the month, it’s time to send our company newsletter out — let’s pull together all of our internal company news that nobody cares about and send as usual.” …and more saying… “We’ve got this really cool thing that people are going to love, let’s send a quick email about it.”

Here are some different types of emails we send for our clients, we hope it helps…

First let’s look at automated emails:

Automation workflows (approx 4 emails per series)

  • Welcome series (a must have — welcome them to your brand, cross-sell products)
  • Post-purchase series (split different messages for first time and repeat purchasers)
  • Cart abandonment series (bring them back to purchase)
  • Rewards (reward loyal subscribers)
  • Win-back / re-engagement series (to re-engage with dead-end subscribers)
  • Unsubscribe series (if win-back didn’t work)
  • Personal emails (birthdays, subscription renewals, anniversaries)

Now let’s look at the regular email campaigns (not newsletters):

Company emails (send approx 1 email per month)

  • News, events, award-winning, internal emails

Product emails (send approx 1 email per month)

  • Benefit highlights, feature highlights, launches

Sales emails (3 emails per sale opportunity (pre, present, post), hit around 12 events per year, which equates to approx 3 emails per month)

  • New Year
  • Valentine’s Day
  • Easter
  • St Patrick’s Day (UK)
  • Mother’s Day
  • Father’s Day
  • Independence Day (USA)
  • Memorial Day (USA)
  • Halloween
  • Veteran’s Day (USA)
  • Thanksgiving Day (USA)
  • Black Friday
  • Cyber Monday
  • Christmas
  • New Year’s Eve

Seasonal emails (equates to approx 1 email per month)

  • Spring
  • Start of summer
  • Back to school
  • Autumn / Fall
  • Winter
  • Christmas

Informative emails (designed to gather more data on your subscribers, such as their email preferences — send approx 1 email per month)

  • Educational — i.e. the 5 best, 10 ways to, top 7…
  • Blog posts
  • E-books and free giveaways (downloads)

Engagement emails (send approx 1 email per month)

  • Social engagement
  • Reply to this email / contact us
  • Review / feedback
  • Comment on xxx
  • Take a poll

If you need some help, get in touch with the team at MailNinja!