Your current client is fundamentally different from a potential one: he already buys from you. Even a former client is different from a potential one: he is familiar with the product and has bought it before. Only a potential client has no experience using the product. Therefore, communication with him should be different.
The most effective types of mailings to potential clients:
Welcome chain – 3-5 letters to get acquainted with your brand and products. The task is to introduce – who you are, what your mission is, what values you convey – and to tell about the benefits of the product for the client. The goal of such a chain of mailings: to inspire trust in the client so that he is not afraid to buy from you.
Abandoned Browse or Abandoned Cart Reminder Emails. Track user behavior on your website or app and set up automatic emails that will be sent to remind you that the customer has viewed a product or added it to the cart. This will help you avoid losing the customer at an important stage when they are almost ready to buy from you.
Reactivation emails. Users who have lost interest in your products or services, haven't visited your website or app for a long time, may simply forget about you. Therefore, you need to remind them about yourself by telling them what happened in your company or asking why the user doesn't come back. Perhaps there are some shortcomings in the processes that you can fix and smooth out the impression of the leaving client. From experience, clients often buy from reactivation emails.
Promotional mailings. To increase the likelihood of a purchase, add a special offer with a limited time and a call to action to the letter – a purchase.
Letters with a personal offer . Knowing the user's preferences and behavior, you can understand what can interest him specifically and choose a personal offer that stimulates the purchase.
Basic requirements for newsletter texts
Personalization: Address customers by name and use behavioral data to create relevant offers.
Concise and clear: the text should be concise and clear, without errors or difficult words that cause problems with understanding. The reader should easily understand the essence of the message and its benefits for themselves.
Call to action (CTA): clearly state what you want the customer to do. Use active verbs and create a sense of urgency so you can trigger an internal response, thereby increasing the chance of completing the target action.
Visual design: use dividers, lists and highlight text for better perception. Don’t forget to add pictures to show everything clearly to the client.
Letter templates for different purposes
Welcome letter
Subject: Happy Birthday, [Name]! A special gift for you
Hello, [Name]!
Thank you for joining our community! We are happy to welcome you and offer you a special offer - 10% discount on your first purchase. Just use the promo code WELCOME when placing your order.
Best wishes, [Company Name]
This template can be easily adapted to your company and added to be unique. But the following will remain unchanged:
greetings;
thanks for registration/joining/subscribing;
welcome bonus and your company name.
Happy Birthday
Subject: Happy Birthday, [Name]! A special gift for you
Hello, [Name]!
Happy Birthday!
On this special day, we want to wish you good malaysia business email list health and many joyful moments. And to make your holiday even better, we have prepared a special gift - [offer].
[Gift]: [offer details]
Valid until: [promotion end date]
We hope this day will be unforgettable for you! Thank you for being with us and wish you a great mood and good luck in all your endeavors.
Best wishes,
Team [Company Name]
Congratulations on March 8/February 23
Subject: Happy March 8th, [Name]! Special offers for you
Dear [Name]!
Congratulations on International Women's Day! May this day be filled with joy, love and attention from your loved ones. We want to pamper you and have prepared several special offers:
Your privileges will be valid from [date] to [date]. Don't miss the opportunity to give yourself a nice gift!
Best wishes and spring mood,
Team [Company name]
—
Subject: Happy Defender of the Fatherland Day, [Name]! Special offers for you
Dear [Name],
Happy Defender of the Fatherland Day! Thank you for your strength, courage and dedication. To celebrate this holiday, we have prepared special conditions for you:
They will be available until [date]. Spend this day with joy and pleasure!
The [Company Name] Team
Reactivation of "sleeping" clients
Subject: We miss you, [Name]! Come back and get a gift
Hello, [Name]!
We noticed that you haven't visited our store/website for a long time. We value you as a customer and miss you very much!
To make your return even more enjoyable, we offer you a [gift/free shipping/bonus] on your next order. Just use the promo code [PROMOCODE].
Your offer: [bonus description] 
Valid until: [date]We have updated our assortment, and you can find a lot of interesting things! We are waiting for you again!
Best wishes,
Team [Company Name]
Abandoned Viewing Reminder
Subject: Return to browsing! These items are waiting for you
Hello, [Name]!
You recently viewed these items on our site but didn't add them to your cart. We've saved them for you so you don't lose them:
Don't miss your chance to get them while they last!
[Button] Return to viewing
If you have any questions, our support team is always happy to help.
Sincerely,
The [Company Name] Team
Monthly digest
Topic: All the most important things for this month – a new digest for you
Hello, [Name]!
We've collected the most interesting things from the last month for you. Here's what you might have missed:
Company news: [short text about events]
New products: [new products or services]
Special offers: [information about discounts or promotions]
Useful articles: [titles or links to articles/tips]
Feedback from our clients: [interesting feedback]
[Button] Learn more
Thank you for staying with us! We are happy to share interesting news, useful materials and offers with you.
Sincerely,
The [Company Name] Team
Abandoned Cart Reminder
Subject: Oh, these items are waiting for you in your cart!
Hi [Name]!
We noticed that you left items in your cart. Don't miss your chance to complete your purchase and get free shipping until [Date]
Click on the link to complete your order: [Link]
Best wishes, [Company Name]
Limited offer
Subject: Exclusive offer only until [date]
Hello, [Name]!
We have a unique offer just for you. Hurry up to take advantage of it before time runs out!
[Offer Description]
Valid until: [date]
Don't miss out! These exclusive terms are only available to a limited number of customers.
[Button] Get your offer
If you have any questions, our support team is always in touch.
Sincerely,
The [Company Name] Team
Informing about new products
Topic: Meet our new products! Be the first to see them
Hello, [Name]!
We are pleased to announce that we have new products in our range, and we want to be the first to share this news with you! Be among the first to appreciate them.
[Name of new item 1]
Description: [short description of new item]
[Button] Learn more
[Name of new item 2]
Description: [short description of new item]
[Button] Open new item
Discover even more fresh offers on our website and choose what you like.
Thank you!
Team [Company Name]
Expression of gratitude
Subject: Thank you for being with us! Special bonus for you
Dear [Name]! / Dear [Name]!
We would like to thank you for staying with us! You are an integral part of our community, and we value your trust. As a thank you, we have prepared a small gift for you:
[Gift description]
How to use: [description of the method for receiving the bonus]
This is our little "thank you" for choosing us =)
Best wishes,
Team [Company Name]
Tips for Improving Your Newsletters
Use A / B testing. This is a testing method that involves using two texts: A and B versions, respectively.
Text A is sent to one segment of the audience, and text B is sent to another. And sometimes the same segments are selected to test which text they like better.
After the mailings are carried out, the results are analyzed, and then a conclusion is made: which version of the mailings was the most effective. Then it is used for the entire base.
Also, to ensure the reliability of the results, A/A/B tests are often used: 3 versions are sent, one of which is the control group.
Analyze your audience. Your audience may differ in age, gender, interests, social status, and other criteria. To create relevant emails for the interests of each audience group, you need to segment it - divide it into groups according to criteria that are important specifically for your business.
Segmentation will allow you to send different versions of your emails to different segments of your audience. This will make your emails more useful to recipients and increase their interest in them.
Adapt your emails for mobile devices. Make sure that your emails are displayed correctly not only on a computer, but also on a smartphone and tablet. This will make your emails accessible to all users, as some of them view emails from a mobile device.
