So you’re a small business trying to figure out a way to get the best return on your money from a digital marketing campaign… what’s a good place to start? One of the most common but most effective practices is an email marketing campaign.

But what is email marketing? Email marketing is a simple concept. It is sending a commercial message to a group of people via email. Sounds easy enough but understanding different types of email campaigns can help your business grow online.

The following are examples of types of popular emails marketing campaigns.

• Email newsletters- This is one of the most popular and common types of email marketing campaigns. These emails are usually send to a target group and provides helpful knowledge and tools. You want the emails to have engaging content that builds a relationship with subscribers.
• Acquistion emails- These emails will focus on creating attractive offers and informative content to an audience that have opted to receive emails from your site but have not yet converted into customers. It helps target potential customers and grow business and help build revenue.
• Retention emails- These emails help keep the lines of communication open. Sometimes subscribers stop paying attention to content so retention emails put them in a place of action by requesting feedback from them or making an offer for them to act on.
• Promotional emails- These emails are designed to encourage your target base to want to make a purchase. This is done through exclusive offers, new product information and various other services to subscribers.

If you want to acquire, engage or retain customers, email marketing is an effective and, at times, a cost efficient way to not only reach existing customers but also potential customers as well. Knowing your target base and keeping a clean email list is essential for the success of a strong email campaign.