Email types

There are different types of emails, and the ones you end up creating matter. If you aren’t sending emails your audience finds relevant, they’ll disengage and possibly unsubscribe altogether, which can affect your deliverability over time. An effective email marketing strategy goes a lot deeper than just a casual message to your email lists once in a while to let them know you’re still around. If you want to create emails that engage, delight, and convert, you need to be diversifying your efforts with emails that span a range of formats, purposes, and frequencies. This includes creating emails that cater to the various email lists in your arsenal. 

So avoid rapid unsubscribes and uninterested audience members. Below are ten essential types of marketing emails you should be incorporating into your email strategy and why they’re beneficial for not only you but your email subscribers as well.

1. Welcome Email

A welcome email is so successful because customers are expecting it when they sign up and because they’re excited about your brand. This is when first impressions really count and when your customers are most engaged, so spend time and resources on creating an amazing first email.

Some brands take it a step further and offer a welcome discount. This is one of the best ways to make sure you don’t lose your subscriber and to gently nudge them along the purchase funnel.

2. Newsletters

Opt-in email newsletters are crucial for building brand awareness and loyalty and a great opportunity for marketing teams of all sizes to increase engagement with their audience. Whether you send newsletters weekly, monthly, or just once a quarter, use them to provide a round-up of your most recently published content, as well as a place to highlight any new promotions, offers, or events.

Think of your email newsletters as hubs that can direct subscribers to other valuable digital resources. A well-done newsletter will drive more traffic to your website, grow your social media community, and increase your sales. Not too shabby for what some consider to be the most basic form of email marketing.

3. Content Marketing Emails

There are various types of emails that fall under this category, but they all have one objective – to provide value rather than sell a product or service.

Content marketing emails are geared toward educating customers. For example, a fashion retailer might send trend alerts with styling advice, or a bookshop might send a round-up of book reviews. Here are some other kinds of content marketing emails:

• Ebooks
• Blog post roundups 
• Members-only information

Content marketing is a great way to build affinity for your brand and humanize it. Let’s face it: no one wants to be sold to all the time. By offering value, you show that your priority as a business is not just making a sale but also building a long-term relationship with your customers.