Sending email marketing shouldn’t be seen as synonymous of promotional messages in mass only to generate more sales, even though this is one of the goals. Another important factor that should be taken into account is the relationship you will build with your customers and potential customers.

Investing in a good relationship with who is on the other side is critical to attract trust for your brand. For this, you should respect the frequency and the reading tastes of each one, sending relevant content without forcing it. Here are six examples of emails that take this issue very seriously while try to captivate the customer since the first message:

1) Welcome emails

This is the first contact with the new reader of your blog or the new customer of your company. It works as a handshake and, like every fresh new beginning, it should be warm and inviting. Besides, be brief and keep the email short.

• Welcome your customers;
• Thank them by subscription or purchase;
• Talk about your business;
• And be sure to indicate the frequency of the emails.

In addition, you can include bullet points about the content of each email, anticipating to the reader what he will find. Also remember to ask him to add you to the whitelist. So it will ensure your email marketing delivery.

2) Email alerts

Alerts are always welcome when you add something valuable to those who will receive them, since they are precise and informative.

They are well applied to travel agencies, for example, to warn about the weather forecast before the customers embark to their destination. They are also applied to send products. You can send an alert with the estimated time of delivery.

3) Newsletters

Newsletters can be used to send the latest blog posts or news about your company. The purpose is not selling, but inform through news or upcoming events.

In this case, it’s worth creating the habit to send emails in a daily basis so your customers will be expecting to receive your emails. After all, newsletters work as lunch meetings where you get the chance to stay in touch and strengthen the relationship with your brand.

4) Emails to repair errors

If you made a mistake, why not fix it? Errors can happen, so that’s all right to send an email marketing campaign with a broken link, for example, since you immediately transmit another message apologizing for this.

Another way to redeem yourself is to assume the mistake and say what you will do to fix the problem.

5) Educational and didactic emails

As in a couple relationship, the connection between your brand and your customers should cause good impressions to keep the other side drawn to you. Amaze your audience with content based on the participation of experts in their area of ​​expertise. This can bring more credibility than the CEO of the company itself.

So take every opportunity to amaze your customers and gain their trust through knowledge and expertise from those who know what to do and how to do.

6) Emails with “free” content

Who doesn’t like to earn content, knowledge and even gifts for free? If you have something to offer, let your audience know about it by email. If your business involves architecture and decoration or arts, give tickets for exhibitions. If you have a travel agency, you can promote a contest for fly tickets and/or accommodation in a trendy destination.

You can also give your readers a free consulting of a service that your company offers or even put eBooks, whitepapers and webinars available.

Conclusion

There are several ways to nurture the brand's relationship with your customers, and the email is one of the most powerful tools to keep that connection. We list six different types of messages that can help to gain the confidence of your customers. What is your strategy? Share it with us through the space for comments below or in our social networks.

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