10 Types of Emails to Elevate Your Marketing Strategy



5e8c15d280dd187b0e4a4303 Carena Marchi Profile Pic Copy
Carena Marchi
Feb 9, 2021

Email marketing is a staple component of every marketer’s toolkit.


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

60236cc739eea865e46806c7 3XdXMnOECQ7HZ8BJYtCDA YM0YBgy3LthgH6IBnYR01nmxnjIDHm7gAQeytdGDi EXNTFtGStE5L698kGGl7An3czbq3gjj RkqrPXHM3z2AUBqTiZ5Jf8hhOBowEk6T5xeDFj T
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.


60236cc7868402046ed43143 LSW9kN3prGUFgpy7Ctukuy3Nw NVQScSFfwUztyqqcz8nDyAP0M5u3tlPEY0kCnu2tXUuwPY2KSC NO PPhSlpq94zWePN8ZnadE6Zm1tZhMUvy5c7zHleIMaf6uU Mla9QVowHb
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

60236cc8dcfdb79b223037e2 AZcqNAIOqaG8YTJxulzQarkuxvBMuZa5xcwBKSCvVhTTRjaMZuBg7wxNAoKAdq0HSObtLQiKEE3U0ExmKTxqjBZ WJpbrKJ08NKDAAYKoNKoCk6aXHwKx4SB5 OYKvlJb5EfWgkV
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

60236cc8850ccfc20b4c25a7 EEbQI6LBPrlNmZ ANRCwkMHJ28knFExiPCafIQ0fXzxhhz J3DghI3XvcOno6SXCczHvZ0ulzB7Zj2DUgl2nh2 Y363txb9yFxKjWdm IyU 1BzzgqOr0BvPjXwwSPDmizn6jmz0
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

60236cc8e49bce8a4205bff2 XqWNRegyMwjSr0ZLGce7 D1eng27WmAlIiWVsmV3I5W3uy 5SXAMJDSm7I7H8Sh2rhDJ15YIAZKOsb3kZqd LAo2ED VmkRiP2y FxTu5PiTV9ouhWq4ds02bOtAqNo93B KuinE
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

60236cc8d06a98f9258de6da CPx ZSpV4SPTCnmT3gJnZr1XU 6SqTuQsWJ81a6L IvrJLhUjj8pWsbGjZHld0oG2c8VG2s4aWPY0ZT0P 1LSb0ho1unDBcksdKLEHGXkwIpgBSgYO3Un5FFKvGGhZCTcvaWM3Of
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

60236cc83c79b3452bf4fd1b ARiYcODNQNkTxVLcm1avdSD4gFrEDZI1s9iYib1abnuhZ3X5X4Vyyc7wXWo0cypJBqpfRFPvgK2Gw4ZwHgQEzHmdlV KCcKcW5cdQ0AQdw3CLxOGkrU9p4LIXNaPMvzNN2d XHAr
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

60236cc8ee9f275737dcb27e  T4Fe5AAHwUSSp2gTVygtgaBkCxG R0GffdJfDlrLtVvIslYz5ncyCIJdA7s1EZCZIeo8RuQoWc1hd1LwaF8A3hS6bZcskX8B7z905SwgwjmfwnxT4f68EihAaa XJPCHD WhANY
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

60236cc9637559e6e84482ee I RKcdbtDbOKqEcfBOpSQA 1aRs3V9CYT23DXBAqT4c714iuaKTLYPxXzRMkEVUcByd0A1pjgFHIJisLCdAujBCMTJjl0qE7qV4AZEW7i6q230iuebCdSt0AmKtuN1MOHkyQ9Aqp
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

60236cc9ada8b43b8b75f04f VKCMOWUpUAs8YRg1f3QZeYbcjNsTYCg8jjkTwde0yg2NBfrW4Zh4Eq4kN4BRL1lLc1cLubuU 401ZawRis6otL8ApKimp0G4Rcp09orQrRpquczVSh8KrjmfoYatYbdh XuEp4u
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?


Watch an overview to learn how B2B marketing automation by Mirabel Technologies can help you increase traffic, optimize your funnel, drive more leads, improve conversions, and boost ROI — at a price you can afford!

A Beginner’s Guide to Email Marketing

A free white paper with tips and best practices to help make your email marketing efforts successful

Download it now

Ready to close more deals with less effort?

Try the Marketing Manager FREE for one month.

Request Free Trial