14 Varieties of Emails to Use in Your Advertising

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Not sure what types of emails to send to your audience? Here are 14 common types of email marketing to inspire your own messages.

You heard the advice – send personalized, targeted emails, welcome subscribers to your list, identify customer milestones and celebrations, and so on. But did you know that there are different types of email that can help you with all of these things?

In fact, there are 14 different types of email that you can send to your subscribers. And while you don’t have to send every type of email, this list will help you figure out the types of emails that are right for you and your business.

14 types of email marketing:

  1. Transactional emails
  2. Welcome emails
  3. Maintenance emails
  4. Promotional emails
  5. Combine emails and newsletters
  6. Reintegration emails
  7. Storytelling emails
  8. Send emails
  9. Targeted emails
  10. Challenge or course emails
  11. Cart abandonment emails
  12. Start email
  13. Milestone email
  14. Survey email

Transactional emails

A transactional email is a type of email that contains information about a transaction between a customer, customer, or user and the sender. The purpose of these emails is not to market prospects or customers, but to provide a receipt for an action taken or a submitted request.

Examples of transactional emails include order confirmations and receipts, shipping notifications, subscription confirmations, password reset emails, account creation and update emails, and more.

But that doesn’t mean transactional email has to be boring. Take this transactional email from the sneaker company Allbirds, for example. Not only does this email add to the brand’s personality, it also reminds customers of their mission for animal welfare and sustainability.

Photo courtesy of Really Good Emails

Welcome emails

A welcome email is a type of email that automatically greets new subscribers when they join your list. The purpose of a welcome email is to build a strong relationship with your new subscriber.

Welcome emails are the first email in a larger welcome campaign – which is simply a series of automated emails delivered to your new subscribers during the first few days of their subscription.

These emails should give new subscribers a warm welcome and thank them for adding themselves to your list, setting expectations about the type of content you are sending, incentivizing you if you offered one, and all of them Send information they need to know about your business or company.

Bonus points for confirming the value your new subscribers will get by being added to your list or purchasing your product, such as the Casper mattress company.

Example of a welcome emailPhoto courtesy of Really Good Emails

Related: Write confirmation and welcome emails that people love

Maintenance emails

A maintenance email is an email that helps a prospect go through the marketing funnel – from initial engagement to conversion and endorsement.

Nurture emails are automated and generally tied to a lead magnet – something you give people when they subscribe to your email list. Nurture emails contain targeted content based on the downloaded lead magnet. The aim is to encourage potential customers to become customers.

Maintenance emails should contain valuable content or exclusive offers like discounts.

Related: Email Automation 101: How To Use Email Marketing Automation

Promotional emails

Promotional emails are one-time emails – or broadcasts – sent to an audience of prospects or previous customers promoting a product, service, or limited-time sale. The goal of this type of email is to make it easier for subscribers to convert into customers. Promotional emails can also be used to invite subscribers to an event or webinar.

Check out this promotional email from Freshly promoting their summer sale. They did a great job showing how much money customers save up to their fourth order.

Combine emails and newsletters

Newsletters are a type of email that every type of business, including creators, bloggers, small business owners, and more, regularly sends to subscribers.

Newsletters can contain company updates, new blog posts or podcast episodes, relevant articles, or curated news from reputable sources. They can help you establish thought leadership and develop relationships with subscribers by sending valuable content.

If you have a blog or a podcast, you likely have an RSS feed too. A tool like AWeber can automatically paste your content into an email without repeating your efforts.

See how:

Here is an example of the AWeber blog digest newsletter. Every week we send out 3 blog articles, event invitations, bonus tips, motivational quotes and more.

Example for a Weber newsletter

Reintegration emails

Sometimes subscribers stop opening and reading your email. That’s fine – it happens to everyone. But that doesn’t mean these subscribers are a lost cause.

Re-engagement emails can help remind your inactive subscribers of the value you offer them and encourage them to give your emails another chance.

Resy restaurant reservation app sent its inactive users a re-interaction email reminding them how to use the app to find restaurants to eat.

Reintegration emailPhoto courtesy of Really Good Emails

Professional type: Are subscribers still not interacting with your messages after you send a re-interaction email? It may be time to unsubscribe them from your list (which is good for your email marketing).

Storytelling email

Storytelling emails are a different type of email – while the goal of many emails so far has been to drive sales or re-engagement, storytelling email helps build your brand story and build deeper relationships with it Build your subscribers.

That’s because stories help people connect with one another. Stories build emotional connections and let readers find similarities between themselves and you.

Writer and entrepreneur Ramit Sethi often incorporates stories into his daily emails – both his own and those of his successful clients. Listen:

Storytelling email type

Targeted emails

Targeted email involves segmentation – the process of dividing your list of subscribers into categories based on demographics, previous purchases, interests, or recent interaction with your email.

For example, if you sell clothing, you can send a targeted email with hats promotions to a segment of customers who recently bought a hat.

Related: 23 ways to tag and segment your subscribers in AWeber

Challenge or course emails

Do you want to add to your email list? Do you have any knowledge that you would like to share with your audience? Then running a challenge or an email course may be the way to go.

Email challenges and courses can be used as a lead magnet or even a paid digital product. The idea is to deliver a lesson daily, weekly, monthly, etc.

Below is a course campaign template that you can upload directly to your AWeber account to use as a starting point for your own email course.

Email course campaign

Get the campaign

Cart abandonment emails

Have you ever put something in your shopping cart and then failed to complete a purchase? This is called abandoning the shopping cart. And smart email marketers send out shopping cart emails to remind their customers that they’ve left something behind.

Abandoned cart emails optimize sales. Take abandoned cart emails to the next level by offering a discount on the product your subscriber viewed. This can lower the buying barrier and your subscriber will likely feel good about your brand after receiving such a personalized offer.

See how Food52 drew attention to a subscriber’s abandoned cart in this email.

Abandoned Cart EmailPhoto courtesy of Really Good Emails

Start email

Introductory emails are used for a very specific purpose: to announce the launch of a new product, service, feature, or offer.

This type of email is one of the best ways to let interested subscribers know about things that could help them achieve their goals. You can also announce your launch in advance on your website or landing page and allow visitors to sign up for early updates.

Milestone email

Celebrate the successes, birthdays and anniversaries of your subscribers with a milestone email. This type of email builds brand affinity by recognizing customer loyalty and significant achievements.

At AWeber, for example, we want to recognize our customers’ subscriber growth – we know it takes a lot of hard work to build your subscriber base, and we want to help our customers celebrate those milestones.

To this end, we send milestone badges recognizing subscriber growth milestones that customers can share on their social media profiles.

Milestone email

Survey email

Finally, survey emails can give you insights into your subscribers so you can create content that will resonate with them. Collecting feedback through a survey email is one of the best ways to get real feedback, collect testimonials as social proof, and engage your subscribers.

See how Ritual uses a survey email to prompt subscribers to fill out a short survey.

Survey emailPhoto courtesy of Really Good Emails

Grow your business with email marketing

No matter what types of emails you send to your audience, any of them can help you achieve your goals.

Are you ready to send with AWeber? Get AWeber for Free Today!

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