By Kelly Forst June 18, 2024
You’ve heard the recommendation — ship customized, focused emails, welcome subscribers to your listing, 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 listing provide help to discover one of the best ways to achieve 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 embody order confirmations and receipts, delivery notifications, subscription confirmations, password reset emails, account creation, and extra.
However that doesn’t imply transactional emails must be boring. For instance, take a look at this transactional e mail from the sneaker firm Allbirds. This e mail infuses the model’s character whereas reminding prospects about its animal welfare and sustainability mission.
2. Welcome emails
The aim of this e mail is to kick off a robust relationship.
Welcome emails are the primary e mail in a bigger marketing campaign. A welcome marketing campaign is a collection 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 listing, set expectations round the kind of content material you’ll ship, ship your incentive, and ship any info they should learn about your or your small business.
Bonus factors for those who reaffirm the worth your new subscribers will obtain from becoming a member of your listing or buying your product. The mattress firm Casper reveals us an amazing instance of this.
Associated: Welcome e mail campaigns: Learn 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 customarily tied to a lead magnet — one thing you give to folks once they subscribe to your e mail listing. All these emails embody focused content material primarily based on the lead magnet they downloaded. The purpose is to encourage prospects to transform to prospects.
Nurture emails ought to embody priceless content material or unique presents like reductions.
Associated: E-mail automation for newcomers: 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. All these 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 also can invite subscribers to an occasion or webinar.
Take a look at this promotional e mail from Freshly, selling their Finish of Summer time 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 homeowners, and extra, sends subscribers repeatedly.
Newsletters can embody firm updates, new weblog posts or podcast episodes, related articles, or curated information from respected sources. They can assist you determine thought management and construct a relationship with subscribers with priceless content material.
Plus, you probably have a weblog or a podcast, you will have an RSS feed. With a device like AWeber, you possibly can mechanically put your content material in an e mail with out replicating your efforts.
Watch how:
Right here’s an instance of AWeber’s buyer e-newsletter. Every week we ship high-value content material, our most up-to-date three weblog articles, bonus suggestions, and extra.
6. Re-engagement emails
Typically, 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 can assist you remind your inactive subscribers concerning the worth that you simply provide them.
Restaurant reservation app Resy despatched their inactive subscribers an e mail reminding them the right way to use the app to search out eating places to dine at.
Professional tip: Are subscribers nonetheless not participating together with your messages after sending a re-engagement e mail? It might be time to unsubscribe them out of your listing.
It is a good factor in your e mail advertising and marketing. Unloading inactive subscribers will increase your open price. 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 together with your lively viewers.
7. Storytelling e mail
Storytelling emails are one of many extra attention-grabbing varieties of advertising and marketing emails. The targets of many emails up to now have been to drive gross sales or re-engagement. These emails assist construct your model story and construct deeper relationships together with your subscribers.
Tales assist folks join. They construct emotional connections and let readers relate to you. Writer and entrepreneur Ramit Sethi often incorporates tales into his day by 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 listing into classes. You possibly can phase primarily based on demographics, prior purchases, pursuits, or latest engagement together with your emails.
For example, for those who promote attire, you possibly can ship a focused e mail selling a sale on hats to a phase of consumers who just lately bought a hat.
Associated: E-mail tags for advertising and marketing 101: Understanding tagging and segmentation
9. Problem or course emails
E-mail challenges and e mail programs is usually a lead magnet or perhaps a paid digital product. The concept is to ship a lesson day by day, weekly, or month-to-month.
See under for a marketing campaign template you possibly can 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 referred to as cart abandonment. And good 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 subsequent degree by providing a reduction on the product that your subscriber was . That may decrease the barrier to buy and your subscriber will seemingly be ok with your model after receiving that sort of customized provide.
See how Food52 referred to as consideration to a subscriber’s deserted cart on this e mail.
11. Launch e mail
All these emails are used for a really particular function: to announce a brand new product, service, or characteristic.
Launch emails are among the finest methods to let subscribers learn about issues that would assist them obtain their targets. 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. One of these e mail builds model affinity by recognizing buyer loyalty and main accomplishments.
For example, at AWeber, we like to acknowledge our prospects’ subscriber development. We all know it takes plenty of laborious work to construct your subscriber base and wish to assist our prospects rejoice these milestones.
To try this, we ship milestone badges that prospects can share on their social media profiles.
13. Survey e mail
Survey emails can provide perception so you possibly can create content material that resonates together with your subscribers. Gathering suggestions by way of a survey e mail can be among the finest 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 could not appear vital to your advertising and marketing technique. Nonetheless, 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 maintain it direct and informative. In contrast to transactional emails, the place you possibly can assert model identification, these are strictly enterprise.
15. Inspiration/instructional emails
Encourage or present prospects new methods to get pleasure from your services or products. All these emails provide free suggestions and concepts in a single message.
For instance, for those who promote jewellery or attire, put collectively a fast model information for the season. It could work with nearly something you provide so long as you’re displaying 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 targets. 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 free of charge right this moment!
