Campaigns 4
Email marketing campaigns are simply marketing campaigns that are distributed through the email channel.
This type of campaign is often used for the following:
User onboarding
Generating traffic
Lead nurturing
Sales promotion
Newsletters
Cart abandonment (example shown below)
The great thing about email marketing is it uses an owned marketing channel to communicate with a “qualified” audience - i.e., people who know your brand and gave permission for direct communication.
Another great thing about email marketing is you can fully automate it by creating workflows engaged (or stopped) based on specified triggers. For example, clicking a link in the email or putting together a list of clients who abandoned their carts. So an email workflow can look something like this:
1. Product marketing campaign
Product marketing campaigns are used to introduce a product (or a product feature) into the market.
They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.
This kind of campaign should stem from your go-to market strategy.
But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).
1. Product marketing campaign
Product marketing campaigns are used to introduce a product (or a product feature) into the market.
They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.
This kind of campaign should stem from your go-to market strategy.
But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).
2. Sales promotion campaign
Sales promotion campaigns are short-term initiatives used to stimulate demand for a product or service.
The goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers, coupons, etc. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.
As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn’t meet its sales quota. Yet running these campaigns too often has its downsides: discounts can devalue a brand and make it harder to sell products/services at regular prices in the future.
An alternative to offering discounts is increasing the value of a product. For example, you can add more products to make a bundle, offer some freebies, or provide free shipping.