There are a lot of choices for email marketing these days. Blasts, triggers, drips, nurtures… What do they all mean?
- Email blast: This is the most traditional type of email marketing. It is a single email, sent to a select group of people, and is not based off of any previous action. There is no email prepared to be sent based off of interactions with the email.
- Triggers: An email trigger is always sent – or triggered – from an action. Your logic might say, for example: “If asset is downloaded, send follow up email.” They are a great tool for follow ups to previous engagements. A trigger is a single action as a result of one other action. It is not time based.
- Email drip: Drip marketing campaigns are similar to blasts, except email drip marketing involves more than one email. The original email is sent to a group of people and is not based off of any previous action. A drip campaign contains more than one email, however the subsequent emails are all based on time, not action. So each person in the campaign will receive the same series of emails at the same time, regardless of interaction.
- Nurture campaign: A nurture is a more complex series of emails. As with blasts and drips, the first email is sent to a selected group of people and is not based off of any previous action. The subsequent emails are based off of a combination of action and time. The logic could say, for example: “If Clicked, Send Follow-Up in 2 Days.” These rules could continue and can vary based on engagement, lack of engagement, and engagement type. Nurtures are the most complex type of emails and are the best tool for enabling sales to focus on the right prospects at the right time.
Each email type has its own place in your marketing mix. Where have you seen the most success?