Email marketing and Google Ads campaigns are two of the most popular types of channels that you can use to grow your brand, attract new customers, and reach your goals. They’re also even more powerful when they are used together.
By adopting a multi-channel strategy that uses Google Ads for acquisition, and email marketing for retargeting and retention, you can build a solid foundation for scaling your business further.
Read on to see how these two channels work in their own way and how they come together to be the perfect duo. We’ll also sprinkle in some common pitfalls to avoid with each channel and help you get started on crafting an email marketing and Google Ads strategy.
What Is Email Marketing?
Email marketing is a digital strategy that allows people and businesses to connect to their audiences through tailored and targeted emails that are sent straight to their inbox. You can use email marketing to promote your products or services, foster customer loyalty and increase awareness of their brand.
Alongside social media, and PPC, email marketing is one of the most effective digital marketing strategies to help businesses grow. By using data you’ve collected from people who have interacted with your business, you can craft targeted email campaigns designed to help you achieve your goals.
Email marketing software products, such as Klaviyo, help you to collect user’s email addresses that they’ve provided, collate segmented customer lists and manage subscribers.
Let’s dive into some of the most popular types of email marketing campaigns.
Types Of Email Marketing Campaigns
There are a variety of email marketing campaigns that you can utilise to help your business grow. We’ll take you through some of the most popular types and how you can integrate them into your marketing strategy.
Newsletters
Newsletter email campaigns can be used to communicate with existing customers and also to help acquire new customers.
For existing customers, newsletters are an effective way of communicating any new updates, useful information or the latest deals. Not only does this help with customer retention by offering customers content that they’ll find valuable; it can also boost repeat orders by getting customers to come back to your site to explore and purchase new products.
For potential customers, you might offer them an incentive to sign up to the newsletter, such as a discount code. Then, once they are signed up to your newsletter, you can send them regular emails to keep them interested in the brand and push them to take meaningful action (i.e. making a purchase).
The content for the newsletter can vary depending on your business and what you are wanting to promote, but we recommend keeping the content informative and valuable to the reader.
Since people are flooded with emails on a daily basis, people are more likely to open (and sign up) to newsletters when they are getting value from the content, instead of another sales-driven email.
Email Flows
Email marketing flows are a series of emails sent to a list of subscribers over a period of time. This allows you to provide tailored campaigns to retarget users and push them to take action. When a potential customer provides you with their email, or interacts with your business, flows can be an effective email retargeting strategy.
Receiving regular emails keeps your brand at the forefront of the user’s mind, drives them back to the site and, over a certain time frame, pushes them to take action. Although this might sound like a lot of work, email flows are automated, so once they are set up, they do the hard work for you!
This is where email platforms like Klaviyo are highly useful, as they allow you to build multiple flows, set parameters for who is put into the flow, and measure the flows’ success.
Email flows are effective for businesses that experience long conversion cycles, or have short conversion cycles, but rely on repeat customer business.
For example, if you’re an online ecommerce store and someone has added something to their basket, but not yet made a purchase, you might put them into a flow that sends them reminders to complete their purchase. After a while, you might send them a discount code to incentivise them further to complete their purchase. Or, you might email them with other products similar to what they had in their basket that they might prefer to purchase.