Guest blog: Four types of email every product manager needs to know

Guest blog from Campaign Monitor: Your role as a product manager entails taking on many various jobs. A few of your duties might include setting what features will go on your products, forecasting sales and promoting your products through various marketing channels. All these responsibilities boil down to one central goal: the success of your product via a high volume of sales.

To accomplish this goal, you use a variety of eCommerce tools. However, there is one tool you may not have considered: email. Email has a 4,400% ROI, so if your objective is succeeding through sales, then you definitely need to use email. How? Well, here are four emails to get you started.

1. Product announcement email

As its name implies, the purpose of a product announcement email is to announce the launch of a new product. Sending this type of email is a great way to promote your new product and provide your subscribers with information on how your product can help them.

Need some ideas for your product announcement? Take a look at this email from Jaybird.

(Source: Campaign Monitor)

What makes Jaybird’s email so short, simple, and effective?

– The company puts its new product front-and-center by placing a high-quality close-up image of it at the very top of the email.

– Below the image, there is short yet detailed copy that describes how customers will benefit from using the new product.

– After the product description, there is a highly visible call-to-action (CTA) button that provides readers with a clear step of what to do next: Buy the new product.

2. Marketing offer or promotional email

One of your most important goals is to drive success for your products through sales. With its high ROI, email marketing can definitely help you achieve this goal. Consumers like receiving promotional emails, so why not make the most of it?

Take this email from fashion retailer Topshop, for example.

(Source: Campaign Monitor)

In the email, Topshop makes use of the following:

– High-quality images of an influencer wearing their products;
– Benefit-focused product descriptions; and
– A clear call-to-action.

All of these elements are perfectly combined to entice readers to make purchases right away.

3. Purchase confirmation email

The success of your sales doesn’t stop at the buy button – you still have a lot of work to do, starting with the purchase confirmation email.

A purchase confirmation email is a transaction email that is triggered when a customer completes a purchase. It could be anything from a booking confirmation for a hotel room to a receipt for a concert ticket purchase, and it all depends on the type of products your company is selling.

When customers make a purchase on your website, they expect a confirmation, so you need to send one.

It goes beyond simply reiterating the fact that your customer made a purchase. When you send a customer a confirmation email, you improve your engagement with them because you make them feel at ease. You reassure them that there is no problem with their purchase. But most of all, you let the customer know you value them by thanking them for the purchase.

Here is an example of a great confirmation email from SXSW.

(Source: Campaign Monitor)

The email itself is pretty straightforward. It contains the details of the customer’s purchase and not much else. It doesn’t have fancy graphics or high-quality images, but its thank you message makes it stand out. The email addresses the customer directly and builds excitement with the statement, “We can’t wait to meet you…”

To make it easier to manage your customer’s purchases, you can use multi-channel eCommerce software. By using this tool, you can take care of sales orders, manage your inventory, and fulfill shipping requirements/

4. Feedback email

Want to develop stronger relationships with your customers and foster loyalty? Ask them questions and get their opinions on your products using feedback emails. By sending feedback emails, you let your customers know that you are concerned about making improvements to your products and that you value their input.

Check out this feedback email from Fiji Airways.

(Source: Campaign Monitor)

Fiji Airways understands they’re taking the customer’s time, so they eliminated fluff from the email. Right off the bat, the airline lets the customer know what the email is about and the reasons why they’re asking for the customer’s feedback. The call-to-action is prominent and direct, and when the customer clicks it, they know what will happen next. Fiji also sets proper expectations by telling customers how long the survey will take.

Keep the email above in mind when designing your own feedback emails.

Wrap up

These are the four most important types of emails you need to know about. No matter what type of products you manage, you can be sure that these emails will help you guide your business to success.

 

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About the author

Kaitlin Westbrook is a content writer for Campaign Monitor. She covers business, email marketing, and creative content.