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Marketing

10 Types of Emails to Elevate Your Marketing Strategy

by
Carena Marchi
on
Feb 9, 2021
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Email marketing is a staple component of every marketer’s toolkit. 

Why? 

Because email marketing inherently targets a global audience of over 3.9 billion email users, (with anticipated growth set to reach upward of 4.3 billion users by 2023). 

While your email list doesn’t (and shouldn’t) contain all 4 billions users, chances are you’re doing modern digital business with customers via email every day. 

That’s a smart move, because it brings your brand right to your audiences’ inboxes. Email marketing is a 24/7 strategy that allows you to showcase what you have to offer. It’s a must-have for every business, no matter the industry, size, or location. 

In fact, almost 9 out of 10 marketers use email marketing to distribute their content. 

With a number of different types of emails to capture eyes and clicks, you can execute different campaigns efficiently and effectively. In this blog, we’ll take a look at the most useful email campaign types and templates. We’ll also discuss go-to tools for you to use. 

Welcome Emails

Airbnb, a vacation rental agency, demonstrates a clean welcome email for new subscribers.

After someone signs up for your service/product or to receive emails from your business, a welcome email is the first impression you make. 

These welcome emails are extremely important, because they set the tone of your email messaging. It gives subscribers an opportunity to connect with your brand and encourage opens and clicks on future campaigns. 

It’s also important to note that welcome emails yield real results. Welcome emails have a 91% open rate. Their engagement rates are about 42% higher than any other email you send, so make it count!

Email Marketing Tip: Welcome emails serve as a great way to show customer appreciation. Consider sending a special offer upon sign-up as a way to show new subscribers what you can offer them, like a discount or free trial. 

Overall, welcome emails are a great way to say thank you for signing up, make a positive first impression, and show them that you value their subscription. 

Newsletters

Lumi, a packaging supplier, shows off a cutesy branded digital newsletter.

Newsletters are a great way to send out regular emails to your subscribers. Digital magazines or roundup newsletters are useful, because they remind subscribers about the value of your brand and product/service. 

If your brand creates content for a blog or starts a new social media account, you can use digital newsletters to curate and promote that content. They’re also great for sharing business and product updates.

Newsletters are also beneficial for your subscribers, because they share content that your audience finds valuable and interesting. This helps you nurture a more genuine and loyal subscribers. 

In short, newsletters help you engage with your subscribers on a regular basis with relevant and click-worthy content.

Special Offer & Promotional Emails

Le Tote, a personalized clothing subscription service for women, displays a special offer email.

Special offers and promotional emails give your marketing campaigns an extra boost. They’re some of the most effective forms of email marketing. This type of email marketing is so effective, because these emails are specifically designed to get your subscribers to act. 

Who doesn’t love an exclusive deal or special access to a secret sale? 

Promotional emails give you the chance to make your subscribers feel special. They’re opportunities to get people excited about what you have to offer. By sending out email-only promotions, your subscribers will undoubtedly increase engagement and open rates

Informational Emails

Spotify, a music subscription service, offers an example of an informational email.

Though this type of email campaign seems broad, informational emails provide new or updated information about your business and/or products or service. Some of the most basic informational email marketing campaigns include messaging that covers: 

  • Hiring announcements
  • Content initiatives
  • New partnerships
  • Branding
  • Upcoming events
  • Updates to privacy policies 

Implement an informational email campaign as part of your public relations strategy. These types of emails keep your subscribers up to date on the most important aspects of your business. 

Transactional Emails

Squarespace, a company that helps users build websites, sends transactional emails as an ecommerce business.

A transactional email is a one-to-one email that’s triggered by a specific action or series of actions. Examples of transactional emails include:

  • Order confirmations
  • Tracking information 
  • Shipping details 
  • Free trial expirations 
  • Invoices 

These types of emails are implemented using email marketing programs, like Mirabel’s Marketing Manager, that automate messaging.

Transactional emails are very valuable, especially for ecommerce businesses. They allow you to communicate important information efficiently, setting up predetermined workflows for timing and streamlined organization. 

Email Marketing Tip: For these types of emails, invest in an email marketing automation tool. It’ll help you send out emails based on specific actions and leaves less room for manual error.

Re-engagement Campaigns

FabFitFun, a subscription box service for women, utilizes re-engagement emails for subscribers who opted out of their quarterly allotment.

No matter what industry you’re in, it’s important to understand that subscribers will unsubscribe. They might not be interested in your product or service anymore. Their inbox may be too crowded. Don’t take it personally.

With this in mind, try a re-engagement email campaign. Re-engagement emails gently remind subscribers why they signed up in the first place. Remind them why they should continue to engage with your content. 

This type of email campaign is also an opportunity to get feedback from former subscribers. Use this opportunity to ask them what they valued most about your emails and why they unsubscribed. If you gain helpful feedback, you can adjust your marketing strategy.

Review Requests

Camera Ready Cosmetics, a makeup brand, sends out review reminder emails to customers who made a recent purchase.

Use review reminder emails to engage with customers for feedback. These are arguably the most valuable email types you can send, because they allow you to understand what is and isn’t working for your customers. Like re-engagement campaigns, it helps you adjust strategies to meet customer needs and expectations. 

By encouraging your customers to write honest reviews, you’re able to engage your audience in a very individual way. It also helps your business, because recommendations are the most trusted source of buyer decisions. If they share their positive experience with others, this solidifies your product in the market.

Lead Nurturing Emails

Huckberry, an online store for men’s outdoor gear, shows off a lead nurturing email.

Lead nurturing campaigns help your leads make it further through the sales process. These highly-targeted email marketing campaigns consist of a tight-knit series of emails. These types of emails nudge users to make a purchase or fill out a form. 

These marketing emails are often effective because they pinpoint specific individuals based on where they’re at. 

Similar to transactional emails, these email campaigns are usually fully automated. The emails are automatically sent out according to a workflow, as you receive new leads. Ultimately, this helps you achieve high efficiency for little effort. 

It’s also important to note that lead nurturing emails get 4 to 10 times the response rate compared to standalone email blasts. Create a wide variety of lead nurturing emails to engage different audience segments, build a stronger connection with potential leads, and nurture them into happy, engaged customers. 

Social Media Messages

LinkedIn offers paid social media marketing in the form of direct messages for users.

Another type of email that may benefit your marketing strategy are those sent via social media. Mimicking direct messages instead of an email template, these social media “emails” are offered on platforms like LinkedIn InMail. They blended email marketing and social media messaging for every user

These platforms allow you to send copy-only or image-attached emails directly to users’ inboxes. It’s not as automated as other email campaigns and segmenting lists is non-existent. 

Ultimately, this kind of email messaging is useful for businesses looking to harness the power of social media and email marketing.

Storytelling Emails 

Hims, an affordable healthcare solution for men, demonstrates a storytelling email.

Storytelling emails showcase the emotional aspect of your brand. This kind of email campaign is a great way to connect with your subscribers on a cerebral level. It helps you stand out from the rest of messages in their inboxes.

When thinking about creating an email “story,” think about what makes your brand special. 

  • Is there a specific mission or set of values that intrigues your audience?
  • Is there a story that could help your audience understand your brand better? 
  • Do you have an interesting history to your brand that will captivate subscribers?
  • What’s your position on a certain issue? Are you standing up for social justice?

Remember: Every brand has a story to tell. When curating these storytelling emails, make sure what you say is unique. Show your audience how your company is special and, in doing so, subscribers will understand why they should invest long term. 

Marketing Different Types of Emails

All these different types of email campaign strategies help you target new and old subscribers, increase engagement, and connect with your audience. 

From first impressions to re-engagement requests, emails have the power to elevate your marketing strategy and take your brand to the next level.

Which types of email marketing campaigns will you add to your brand’s toolkit?

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