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 show you how to discover one of the best ways to succeed in your viewers. Listed below are 15 forms of advertising and marketing emails for each objective.
Overview: 15 forms of advertising and marketing emails
1. Transactional emails
These emails purpose to not market to prospects or prospects, however to offer 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 should be boring. For instance, try this transactional electronic mail from the sneaker firm Allbirds. This electronic mail infuses the model’s persona whereas reminding prospects about its animal welfare and sustainability mission.
2. Welcome emails
The aim of this electronic mail is to kick off a robust relationship.
Welcome emails are the primary electronic 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 checklist, 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 enterprise.
Bonus factors if you happen to reaffirm the worth your new subscribers will obtain from becoming a member of your checklist or buying your product. The mattress firm Casper reveals us an important instance of this.
Associated: Welcome electronic mail campaigns: Easy methods to onboard new subscribers
3. Nurture emails
A nurture electronic mail helps a prospect transfer by means of 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 electronic mail checklist. A lot of these 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 worthwhile content material or unique affords like reductions.
Associated: Electronic mail automation for newcomers: See get higher ends in much less time
Promotional emails are one-off emails or broadcasts despatched to an viewers of prospects or earlier prospects. A lot of these advertising and marketing emails purpose 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.
Take a look at this promotional electronic mail from Freshly, selling their Finish of Summer season sale. They did an important job showcasing how a lot cash prospects save as much as their fourth order.
5. Digest emails and newsletters
Newsletters are a sort of electronic mail that any enterprise, together with creators, bloggers, small enterprise house owners, and extra, sends subscribers frequently.
Newsletters can embrace 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 worthwhile content material.
Plus, when you have a weblog or a podcast, you will have an RSS feed. With a instrument like AWeber, you may routinely put your content material in an electronic 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 in regards to the worth that you just supply them.
Restaurant reservation app Resy despatched their inactive subscribers an electronic mail reminding them use the app to search out eating places to dine at.
Professional tip: Are subscribers nonetheless not partaking together with your messages after sending a re-engagement electronic mail? It might be time to unsubscribe them out of your checklist.
It is a good factor to your electronic mail advertising and marketing. Unloading inactive subscribers will increase your open fee. 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 energetic viewers.
7. Storytelling electronic mail
Storytelling emails are one of many extra attention-grabbing forms of advertising and marketing emails. The objectives of many emails to date 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 individuals join. They construct emotional connections and let readers relate to you. Writer and entrepreneur Ramit Sethi steadily 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 possibly can section primarily based on demographics, prior purchases, pursuits, or latest engagement together with your emails.
For example, if you happen to promote attire, you may ship a focused electronic mail selling a sale on hats to a section of consumers 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 electronic mail programs is usually 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 to your personal electronic mail course.
10. Cart abandonment emails
Have you ever ever added one thing to your procuring cart after which not adopted by means of on a purchase order? That’s referred to as cart abandonment. And sensible electronic 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 degree by providing a reduction on the product that your subscriber was . That may decrease the barrier to buy and your subscriber will probably be ok with your model after receiving that form of personalised supply.
See how Food52 referred to as consideration to a subscriber’s deserted cart on this electronic mail.
11. Launch electronic mail
A lot of these emails are used for a really particular objective: to announce a brand new product, service, or function.
Launch emails are among the best methods to let subscribers learn 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 electronic mail
Rejoice your subscribers’ successes, birthdays, and anniversaries with a milestone electronic mail. This sort of electronic mail builds model affinity by recognizing buyer loyalty and main accomplishments.
For example, at AWeber, we like to acknowledge our prospects’ subscriber progress. We all know it takes numerous onerous work to construct your subscriber base and need to assist our prospects have fun these milestones.
To do this, we ship milestone badges that prospects can share on their social media profiles.
13. Survey electronic mail
Survey emails can supply perception so you may create content material that resonates together with your subscribers. Gathering suggestions through a survey electronic mail can also be among the best methods to spherical up testimonials to make use of as social proof.
See how Ritual makes use of a survey electronic 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. 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 hold it direct and informative. Not like transactional emails, the place you may assert model identification, these are strictly enterprise.
15. Inspiration/academic emails
Encourage or present prospects new methods to take pleasure in your services or products. A lot of these emails supply free suggestions and concepts in a single message.
For instance, if you happen to promote jewellery or attire, put collectively a fast fashion information for the season. It might probably work with virtually something you supply so long as you’re displaying readers get the profit you’re showcasing.
Are you leveraging several types of emails?
It doesn’t matter what forms of emails you ship, they show you how to accomplish your objectives. Attempt just a few several types of emails this month and watch as your viewers falls into place.
Prepared to start out sending with AWeber? Get AWeber without spending a dime right now!
