While your content strategy and style will be unique, there are three types of email campaign types that are universally effective. This approach creates a varied campaign cadence that fosters engagement, drives traffic, and ultimately increases conversions.
- Snackable content
- Traffic driving events
- Conversion driving promotions
Real customer story: How &Bam drove conversions for their client’s new product launch:
Curious what this strategy looks like for a real, live customer? Katherine is a Senior Account Strategist and Data Analyst at &Bam, a Klaviyo Master Elite Partner specializing in email and SMS marketing strategies. Let's see how she used this approach to drive conversions for a compression wear client.
1. Snackable content:
Many underestimate the benefits of compression wear. The &Bam team addressed this by showcasing user-generated content highlighting how compression wear helps with pain relief. &Bam featured customers who found relief by wearing compression gear, proving its effectiveness in different situations.
2. Traffic driving content:
Leveraging customer interest, &Bam ran a back-in-stock promotion. After showcasing the benefits of compression wear, they created a sense of urgency by promoting their limited stock. This encouraged customers, now aware of the advantages, to secure their own gear before it sold out.
3. Conversion driving promotions:
&Bam capped off their campaign with a launch of a new product. This generated excitement among their existing customers and further fueled the "scarcity mindset" they created. By highlighting the limited availability of the new product, they encouraged customers to act fast and secure theirs before it sold out.
Grow conversions without impacting margins:
To achieve the no-makeup makeup look, you actually need, well, makeup! SWAK saw this trend and saw an opportunity to dispel the myth that makeup means cakey. Here is how they did it:
1. Snackable content:
Twice a month, SWAK sent bite-sized campaigns on maximizing their lightweight products. Think "3 Steps to Glass Skin" tutorials and blog posts highlighting blemish-busting ingredients.
2. Traffic driving content:
SWAK monitored those engaged customers and sent them weekly emails showcasing new clean and lightweight collections, like the one you see here. They even bundled products across brands and shared collaborative partnerships with natural makeup influencers.
3. Conversion driving promotions:
With their audience primed, SWAK strategically promoted their natural products with a major summer sale. Each customer received a free makeup remover kit with each purchase, ensuring customers could maintain clear skin to complement their natural makeup look.
Beantown doubles down on impact with their back to basics campaign:
Faced with competition from a large coffee chain, Beantown, a local coffee shop known for its ethical practices, launched a "Back to Basics" campaign to solidify their brand identity and customer loyalty.
1. Snackable content:
Beantown first sent an email campaign with a blog post highlighting key questions to consider about ethical coffee sourcing. The blog content went beyond environmental impact to explore fair labor practices on coffee farms, emphasizing Beantown's commitment to both ethical sourcing and supporting small businesses.
2. Traffic driving content:
The campaign featured a CEO email titled "The Beantown Promise," detailing the company's coffee-making process, from bean sourcing to creating popular blends. This email included a strong call to action (CTA) showcasing Beantown's best-selling blends and flavor profiles, driving traffic to their website to explore additional offerings like lattes and pastries.
3. Conversion driving promotions:
To address expiring food items and reduce costs, Beantown implemented weekly sales and promotions. This strategy not only minimized waste which furthered their commitment to protecting the environment, but also generated marginal profits, maximizing their return on investment.