By Kelly Forst June 18, 2024
You’ve heard the recommendation — ship personalised, focused emails, welcome subscribers to your checklist, acknowledge buyer milestones and celebrations, and so forth.
However do you know there are several types of emails that will help you do every of these issues?
You don’t have to make use of all of them, however let this checklist provide help to discover one of the simplest ways to succeed in your viewers. Listed here are 15 varieties of advertising and marketing emails for each function.
Overview: 15 varieties of advertising and marketing emails
1. Transactional emails
These emails goal to not market to prospects or prospects, however to supply a receipt of an motion taken or request submitted.
Examples of transactional emails embrace order confirmations and receipts, delivery notifications, subscription confirmations, password reset emails, account creation, and extra.
However that doesn’t imply transactional emails need to be boring. For instance, try this transactional e mail from the sneaker firm Allbirds. This e mail infuses the model’s persona whereas reminding prospects about its animal welfare and sustainability mission.
2. Welcome emails
The aim of this e mail is to kick off a powerful relationship.
Welcome emails are the primary e mail in a bigger marketing campaign. A welcome marketing campaign is a sequence of automated emails that get delivered to new subscribers over the primary few days of their subscription.
These emails ought to thank readers for becoming a member of your checklist, set expectations round the kind of content material you’ll ship, ship your incentive, and ship any data they should find out about your or your enterprise.
Bonus factors should you reaffirm the worth your new subscribers will obtain from becoming a member of your checklist or buying your product. The mattress firm Casper exhibits us an amazing instance of this.
Associated: Welcome e mail campaigns: Find out how to onboard new subscribers
3. Nurture emails
A nurture e mail helps a prospect transfer by the advertising and marketing funnel, from preliminary engagement to conversion.
Nurture emails are automated and usually tied to a lead magnet — one thing you give to individuals once they subscribe to your e mail checklist. These kinds of emails embrace focused content material primarily based on the lead magnet they downloaded. The aim is to encourage prospects to transform to prospects.
Nurture emails ought to embrace useful content material or unique affords like reductions.
Associated: Electronic mail automation for novices: See the right way to get higher leads to much less time
Promotional emails are one-off emails or broadcasts despatched to an viewers of prospects or earlier prospects. These kinds of advertising and marketing emails goal to advertise a product, service, or limited-time sale. It makes it straightforward to transform subscribers to prospects.
Promotional emails may also invite subscribers to an occasion or webinar.
Try this promotional e mail from Freshly, selling their Finish of Summer season sale. They did an amazing job showcasing how a lot cash prospects save as much as their fourth order.
5. Digest emails and newsletters
Newsletters are a kind of e mail that any enterprise, together with creators, bloggers, small enterprise house owners, and extra, sends subscribers repeatedly.
Newsletters can embrace firm updates, new weblog posts or podcast episodes, related articles, or curated information from respected sources. They may help you identify thought management and construct a relationship with subscribers with useful content material.
Plus, if in case you have a weblog or a podcast, you might have an RSS feed. With a device like AWeber, you may robotically put your content material in an e mail with out replicating your efforts.
Watch how:
Right here’s an instance of AWeber’s buyer publication. Every week we ship high-value content material, our most up-to-date three weblog articles, bonus suggestions, and extra.
6. Re-engagement emails
Generally, subscribers cease opening and studying your emails. That’s okay — it occurs to everybody.
However that doesn’t imply that these subscribers are a misplaced trigger. Re-engagement emails may help you remind your inactive subscribers in regards to the worth that you just supply them.
Restaurant reservation app Resy despatched their inactive subscribers an e mail reminding them the right way to use the app to seek out eating places to dine at.
Professional tip: Are subscribers nonetheless not participating along with your messages after sending a re-engagement e mail? It could be time to unsubscribe them out of your checklist.
This can be a good factor in your e mail advertising and marketing. Unloading inactive subscribers will increase your open charge. When inactive individuals who wouldn’t open the message regardless aren’t skewing the speed, it makes it simpler to inform when your content material does (or doesn’t) resonate along with your lively viewers.
7. Storytelling e mail
Storytelling emails are one of many extra attention-grabbing varieties of advertising and marketing emails. The objectives of many emails to this point have been to drive gross sales or re-engagement. These emails assist construct your model story and construct deeper relationships along with your subscribers.
Tales assist individuals join. They construct emotional connections and let readers relate to you. Writer and entrepreneur Ramit Sethi continuously incorporates tales into his each day emails — each his personal tales and people of his profitable prospects.
Test it out:
8. Focused emails
Focused emails contain segmentation — breaking your subscriber checklist into classes. You may section primarily based on demographics, prior purchases, pursuits, or latest engagement along with your emails.
As an example, should you promote attire, you may ship a focused e mail selling a sale on hats to a section of shoppers who not too long ago bought a hat.
Associated: Electronic mail tags for advertising and marketing 101: Understanding tagging and segmentation
9. Problem or course emails
Electronic mail challenges and e mail programs generally is a lead magnet or perhaps a paid digital product. The concept is to ship a lesson each day, weekly, or month-to-month.
See under for a marketing campaign template you may add to your AWeber account. Use it as a place to begin in your personal e mail course.
10. Cart abandonment emails
Have you ever ever added one thing to your procuring cart after which not adopted by on a purchase order? That’s known as cart abandonment. And sensible e mail entrepreneurs ship cart abandonment emails to remind their prospects that they left one thing behind.
Cart abandonment emails optimize gross sales. Take deserted cart emails to the following stage by providing a reduction on the product that your subscriber was . That may decrease the barrier to buy and your subscriber will doubtless be ok with your model after receiving that sort of personalised supply.
See how Food52 known as consideration to a subscriber’s deserted cart on this e mail.
11. Launch e mail
These kinds of emails are used for a really particular function: to announce a brand new product, service, or function.
Launch emails are top-of-the-line methods to let subscribers find out about issues that might assist them obtain their objectives. Plus, tease your launch forward of time in your web site or touchdown web page and let guests join early updates.
12. Milestone e mail
Rejoice your subscribers’ successes, birthdays, and anniversaries with a milestone e mail. This sort of e mail builds model affinity by recognizing buyer loyalty and main accomplishments.
As an example, at AWeber, we like to acknowledge our prospects’ subscriber progress. We all know it takes a whole lot of arduous work to construct your subscriber base and need to assist our prospects have a good time these milestones.
To do this, we ship milestone badges that prospects can share on their social media profiles.
13. Survey e mail
Survey emails can supply perception so you may create content material that resonates along with your subscribers. Gathering suggestions through a survey e mail can also be top-of-the-line methods to spherical up testimonials to make use of as social proof.
See how Ritual makes use of a survey e mail to ask subscribers to fill out a brief survey.
14. Privateness coverage updates
Emailing subscribers about updates to your privateness coverage might not appear essential to your advertising and marketing technique. Nevertheless, transparency and knowledge safety are an enormous precedence for a lot of conscientious customers.
Even in case you are not legally required to take action, these updates strengthen belief in your model. Simply hold it direct and informative. In contrast to transactional emails, the place you may assert model identification, these are strictly enterprise.
15. Inspiration/academic emails
Encourage or present prospects new methods to get pleasure from your services or products. These kinds of emails supply free suggestions and concepts in a single message.
For instance, should you promote jewellery or attire, put collectively a fast type information for the season. It might probably work with nearly something you supply so long as you might be exhibiting readers the right way to get the profit you’re showcasing.
Are you leveraging several types of emails?
It doesn’t matter what varieties of emails you ship, they provide help to accomplish your objectives. Attempt a number of several types of emails this month and watch as your viewers falls into place.
Prepared to start out sending with AWeber? Get AWeber totally free as we speak!
