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 can assist you do every of these issues?
You don’t have to make use of all of them, however let this listing show you how to discover one of the simplest ways to achieve your viewers. Listed below are 15 varieties of advertising and marketing emails for each objective.
Overview: 15 varieties of advertising and marketing emails
1. Transactional emails
These emails intention to not market to prospects or clients, 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 must be boring. For instance, try this transactional e-mail from the sneaker firm Allbirds. This e-mail infuses the model’s persona whereas reminding clients 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 listing, set expectations round the kind of content material you’ll ship, ship your incentive, and ship any data they should learn about your or your online business.
Bonus factors if you happen to reaffirm the worth your new subscribers will obtain from becoming a member of your listing or buying your product. The mattress firm Casper exhibits us a terrific instance of this.
Associated: Welcome e-mail campaigns: onboard new subscribers
3. Nurture emails
A nurture e-mail helps a prospect transfer by way of 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 individuals once they subscribe to your e-mail listing. Most of these emails embrace focused content material based mostly on the lead magnet they downloaded. The purpose is to encourage prospects to transform to clients.
Nurture emails ought to embrace beneficial content material or unique gives like reductions.
Associated: Electronic mail automation for rookies: See the right way to get higher ends in much less time
Promotional emails are one-off emails or broadcasts despatched to an viewers of prospects or earlier clients. Most of these advertising and marketing emails intention to advertise a product, service, or limited-time sale. It makes it simple to transform subscribers to clients.
Promotional emails can even 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 a terrific job showcasing how a lot cash clients save as much as their fourth order.
5. Digest emails and newsletters
Newsletters are a sort of e-mail that any enterprise, together with creators, bloggers, small enterprise homeowners, and extra, sends subscribers usually.
Newsletters can embrace firm updates, new weblog posts or podcast episodes, related articles, or curated information from respected sources. They may help you determine thought management and construct a relationship with subscribers with beneficial content material.
Plus, if in case you have a weblog or a podcast, you’ll have an RSS feed. With a software 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 publication. Every week we ship high-value content material, our most up-to-date three weblog articles, bonus ideas, 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 may help you remind your inactive subscribers concerning 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 search 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 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 along with your lively viewers.
7. Storytelling e-mail
Storytelling emails are one of many extra fascinating 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. Creator and entrepreneur Ramit Sethi ceaselessly incorporates tales into his every day emails — each his personal tales and people of his profitable clients.
Test it out:
8. Focused emails
Focused emails contain segmentation — breaking your subscriber listing into classes. You may phase based mostly on demographics, prior purchases, pursuits, or current engagement along with your emails.
As an illustration, if you happen to promote attire, you possibly can ship a focused e-mail selling a sale on hats to a phase of shoppers who lately 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 is usually a lead magnet or perhaps a paid digital product. The thought is to ship a lesson every day, weekly, or month-to-month.
See beneath 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 purchasing cart after which not adopted by way of on a purchase order? That’s known as cart abandonment. And sensible e-mail entrepreneurs ship cart abandonment emails to remind their clients 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 taking a look at. That may decrease the barrier to buy and your subscriber will seemingly be ok with your model after receiving that type of customized supply.
See how Food52 known as consideration to a subscriber’s deserted cart on this e-mail.
11. Launch e-mail
Most of these emails are used for a really particular objective: to announce a brand new product, service, or characteristic.
Launch emails are the most effective methods to let subscribers learn about issues that would 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
Have a good time your subscribers’ successes, birthdays, and anniversaries with a milestone e-mail. The sort of e-mail builds model affinity by recognizing buyer loyalty and main accomplishments.
As an illustration, at AWeber, we like to acknowledge our clients’ subscriber progress. We all know it takes plenty of onerous work to construct your subscriber base and need to assist our clients have a good time these milestones.
To try this, we ship milestone badges that clients can share on their social media profiles.
13. Survey e-mail
Survey emails can supply perception so you possibly can create content material that resonates along with your subscribers. Gathering suggestions through a survey e-mail can be the most effective 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 necessary to your advertising and marketing technique. Nevertheless, transparency and information safety are an enormous precedence for a lot of conscientious shoppers.
Even if you’re not legally required to take action, these updates strengthen belief in your model. Simply preserve it direct and informative. In contrast to transactional emails, the place you possibly can assert model identification, these are strictly enterprise.
15. Inspiration/academic emails
Encourage or present clients new methods to take pleasure in your services or products. Most of these emails supply free ideas and concepts in a single message.
For instance, if you happen to promote jewellery or attire, put collectively a fast type information for the season. It may work with nearly something you supply so long as you’re 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 show you how to accomplish your objectives. Strive a couple of several types of emails this month and watch as your viewers falls into place.
Prepared to begin sending with AWeber? Get AWeber without cost immediately!
