9 Email Marketing Types to Grow Your Business- Email marketing is a great approach to foster relationships, engage new clients, and boost revenue for your company.
In fact, 74 percent of email marketers believe it is the best distribution channel for their content, and studies show that for every dollar invested in email marketing, $42 is typically returned.
You can keep your subscribers interested and your open rates high by delivering a variety of various types of emails. In this post, we’ll go over why diversity in email marketing is important, as well as nine different email formats you can utilize to help develop your business and engage your subscriber base.
How sending different types of emails keeps your list active and engaged
Email marketing, unlike social media platforms, does not rely on ever-changing algorithms to ensure that your message reaches your target audience. As long as you don’t land up on an email blacklist, once a subscriber opts in to your email list, they’ll receive the content you provide on a regular basis – Email Marketing Types.
Given the likelihood that your customers and sales prospects will view your material, it’s critical that your emails are engaging and resonate with their various demands. Many marketers rely on recurring forms of email marketing templates to keep in touch with their list on a regular basis.
While sending the same style of email to new consumers works well for informing and captivating them, sending the same type of email to existing clients will cause them to lose interest. Your open rates will drop and individuals will begin to unsubscribe if they feel they are receiving the same type of material on a regular basis with little added value.
You’ll be more likely to acquire new subscribers, execute lead nurturing, and produce sales from your list if you send a mix of announcements, company news, product or service suggestions, and transactional emails.
Nine types of emails to grow your business and engage your list
Here are nine different types of emails you can send to your mailing list to keep them interested and engaged in your company.
1. Welcome email
One of the most often opened and read emails you’ll ever send is a welcome email. This is due to the fact that you’re chatting with newly engaged clients who are eager to connect.
The content of your welcome email(s) should acquaint prospective subscribers with your brand, set expectations, and pique their interest in joining your inner circle.
Also, within a welcome email, it’s not too early to offer a discount or promote a certain service. When compared to other promotional email kinds, welcome emails can create up to 320 percent more income, so you can definitely use the high open rate from your first email to make a targeted sale.
Your welcome email’s content, as well as whether it’s part of a bigger email marketing campaign series, is determined by your brand messaging, target audience, unique product or service offers, and content marketing strategy and goals.
Follow these best practices when writing your welcome email, regardless of your industry:
- Thank your subscribers for joining your mailing list. This demonstrates gratitude and humility, as well as a personal greeting and importance to your new consumers.
- Define the value of your emails. Exclusive content, early access to new products or services, or exclusive pricing and promotions are examples of this. By letting your readers know what’s coming next, they’ll know exactly what they’ll get in exchange for keeping subscribed.
- Set realistic goals for yourself. You can achieve this by informing them of the types of information you’ll send and how frequently you’ll send it. This will assist to develop anticipation and get your readers used to a regular schedule, such as a weekly email or a monthly roundup of new products or services that are trending.
- Request that they go to the next phase. You should encourage your consumers to take prompt action, whether it’s filling up their online profile, whitelisting your domain, or signing into their account. This will allow you to engage your new customers or leads with your product or service before the novelty of something new wears off.
You’ll be able to start your relationship off on the proper foot if you include these aspects. Here’s an illustration:
Components of importance:
- Appreciation for the brand. The email begins with a beautiful picture that expresses gratitude in an on-brand manner.
- Frequency of communication It states that they will provide regular updates as well as unique deals.
- Value is communicated: It reminds the subscriber that they will get the greatest pricing if they stay on their list.
- The following is the next step: It includes a call to action for the reader to take next.
- Check out our guide to creating welcome emails for more amazing examples.
2. Discount or special promotion email
This is an email that you send to subscribers as a “thank you” for joining your email list and includes a discount, coupon, or another special offer. Emails with special offers have a high open-rate.
Although not all company models feature sales and discounts, it’s a good idea to send out a unique offer that’s only available to email subscribers on occasion to make them feel special and thank them for sticking with your brand.
The discount or special offer should, in theory, stimulate sales and support. To ensure the success of your special offer email, include a sense of urgency or scarcity in the offer to encourage your subscribers to act quickly and avoid missing out. Here are some examples of how to accomplish it in the subject line and preheader content of your email:
- Today is the last day of the sale.
- Discounts only available to subscribers
- Get first dibs on a new offer.
- There are only a few slots available.
- The first 50 people to register will receive a free gift.
- Have you seen our last-minute specials? It’s not too late…
- Ends on the 15th of April: Now is the time to shop.
Here’s an example of a Headspace special promotion email:
Components of importance:
- Opens with a certain discount or promotion. They instantly emphasize the crucial offer of a 40% discount on your first year.
- The user is informed about the worth of the product. If you buy in, they promise you’ll “improve compassion, positivity, and make new friends.”
- Provides a reason for the reader to take action. By specifying an expiration date for the deal, the reader is aware that they only have a limited amount of time to take advantage of this enormous discount.
3. New offer – Email Marketing Types
The debut of a new product, a limited-edition release, a special promotion, an impending event, or the chance to pre-order a product are all examples of new offer emails.
Your subscribers should be the first to hear about any new product or service you launch. Because email subscribers are some of your most engaged customers, sharing it with them is a terrific way to express your gratitude for having them on your mailing list.
Do the following three items when composing an announcement email:
- Make the elements of the deal clear so that your readers understand what you’re talking about.
- Explain the new product’s features and benefits to them so they can see how it fits into their needs and why they should be interested.
- Finally, provide a call-to-action (CTA) that explains what they should do next if they’re interested.
Even if your new product or service won’t be available for a few weeks, you can still use your email list to generate buzz and curiosity. You could, for example, allow people on your email list to pre-order or join a waiting list. Teasers can also be included in video trailers, product previews, and other interactive material.
Instead of sending a single email when releasing a new offer, it’s ideal to email your list about it multiple times to build up anticipation. You may use this announcement drip email marketing sequence to ensure that your audience is interested in and enthused about your new product or service.
- Email 1: Inform them that something new is on the way and ask if they’d want to be notified.
- Email 2: Specify what’s coming and ask if they’d like to get updates in the future.
- Email 3: Provide further information and a call to action to the segmented list of those who expressed interest. This could include joining a waitlist, pre-ordering, or enrolling early to save their seat.
- Email 4: Send an educational email about your new offer and how it might benefit your subscribers. Inform them that the official launch email will arrive in their inbox the next day.
- Email 5: Announce the deal and invite them to join, purchase, or engage in any other way.
Segmenting your list based on new offers is a great approach to learning more about the types of offers that your various client groups are interested in.
Here’s an example of a compelling new offer email from Casper, a mattress company:
Components of importance:
- In easy English, introduces the new product. There’s no ambiguity here: this is a dog mattress. It’s a simple design with no distractions from the essential message.
- With intriguing copy, it entices. They communicate in a personable tone that appeals to their dog-obsessed audience.
- Adds social proof to the equation. Their award-winning engineering staff, sleep studies, and world-class testing is highlighted.
- There is a call to action included. They offer subscribers to try out the mattress and buy it.
4. Newsletter emails
Email newsletters are the most effective technique to perform lead nurturing and develop a relationship with your audience of all the different varieties. Creating a newsletter that people actually read, on the other hand, can be an effort in and of itself.
It’s a good idea to do some market research before sending out a newsletter. Examine your industry to determine if newsletters are prevalent, and if they are, discover more about what they contain and how frequently they are distributed.
Trying to cover too much ground in an email is a common mistake made by marketers. This may accidentally overwhelm your busy readers, causing them to skim or ignore the email entirely. It’s better to keep your newsletter focused on a single niche issue that your subscribers are interested in. You can experiment with the type of content you post once you’ve decided on a primary theme.
Here are some useful links to include in your newsletter:
- Infographics or data that are useful
- Insights or industry news
- Videos, blogs, or other information relating to the product
- Locations and hours of operation on a map Event invitations or recaps
- Announcements of new products
An entertaining newsletter can be a useful marketing tool for reaching your goals, whether it’s to improve sales, retain clients, or assist lead nurturing.
Here’s an example of a Ben & Jerry’s ice cream newsletter:
Components of importance – Email Marketing Types:
- Customers will appreciate it if you provide them with helpful hints. They highlight wonderful Ben & Jerry’s ice cream milkshake recipes as well as how to avoid freezer burn on your ice cream.
- They’re demonstrating their brand ideals. They also teach their audience about topics that are in line with their brand ideals.
- Create opportunities for sales. At the bottom, you’ll find information on how to connect and where you may buy anything nearby.
5. Survey email
Your email list contains some of your most engaged prospects, making it a goldmine for market research and survey responses. People on your email list can tell you what they liked, what they didn’t like, and what they’d like to see more of in the future. It may also disclose why customers have failed to make a transaction.
Thank your consumers for taking the time to take out the survey and explain that you’re sending it to better serve them in the body of the email. Make sure you give folks an idea of how long the survey will take so they can decide whether or not they have time to finish it. It’s also worthwhile to provide comments because it benefits you more than your reader.
Discuss with your team what information would be most useful to learn before sending market research or feedback emails. Doing so now will help you determine which questions to ask and who to contact.
If you’re searching for feedback on a new deal, for example, send a survey email to subscribers who have made a purchase. If you’re looking for ideas on how to improve current deals, people who haven’t purchased yet may be able to help.
The questions you ask will be determined by the information you want to get and your present business objectives. Here are some common questions to consider while conducting market research or conducting a feedback survey:
- For you, what problem does [the offer] solve?
- What do you plan to do with [the offer] in your life or at work?
- How well does [the offer] satisfy your requirements?
- What future features or modifications would you like to see?
- What about [the offer] do you like [the most/least]?
- Why did you choose our company above others?
- How likely are you to tell a friend about our company?
Here’s an example of an Airbnb survey request for market research:
Components of importance:
- Thank you. The email mentions the customer’s previous purchases and expresses gratitude for their continued patronage.
- Describe the goal. The email goes on to say that they’d welcome your comments and that it’ll help them and future guests make Airbnb better.
- Make it obvious that it is simple and quick. According to the email, the survey will just take three minutes.
6. Referral email
Referral emails are an excellent technique to increase your company’s word-of-mouth marketing. You may increase customer loyalty and attract new customers by asking previous satisfied customers to promote your business to their friends and family.
It’s important to note that referral clients aren’t the same as new consumers that come in on a regular basis. Because they are frequently suggested by friends, family, or another trusted source, referral leads convert 30 percent better than prospects produced through other marketing methods. Because they’re already lovers of your company before they buy-in, they’re more likely to buy more frequently and exhibit loyalty throughout the buying process.
Emails for referrals go well with emails for feedback. You can segment your list based on the findings of the survey and ask individuals who are likely to promote your brand to a friend to proactively mention your business to their network in exchange for a reward or enhanced status.
It’s best to mention the following crucial aspects in your referral email:
- Thank them for their great remarks or for their continued patronage.
- Tell them you’re looking for a recommendation.
- Highlight previous successes and favorable feedback you’ve received, if applicable.
- Make it obvious whether and how they will be rewarded if they successfully refer business to you (for example, 20% off your friend’s purchase).
- Provide a template or social sharing buttons to make it simple for them to spread the word.
Here’s a sample template for a service-based business:
Greetings, [Customer Name].
I’m thrilled to hear you’ve been pleased with the results of your work with [Your Company Name]. It’s been a pleasure working with you, and I’m glad you’re seeing benefits right away.
Because things are going so well, I was hoping you might know of any friends or coworkers who have similar needs and could benefit from our [product/service]. I’d be delighted to assist them in achieving comparable success.
We’d be delighted to give you 15% off your next purchase if you participated. Simply copy and paste the message below into a new email or social media post to quickly and easily spread the word.
I’m excited to hear what you have to say!
[Your Full Name]
7. Abandoned cart
Customers who add an item to their online shopping basket but leave before making a purchase will receive an abandoned cart notice. An average of 88 percent of online purchasing orders are abandoned or never completed across a variety of businesses.
Thankfully, if you have the correct website tracking tools and your customers are hooked into their accounts, you can send automated emails to remind them to finish their purchase, allowing you to recoup lost sales.
The following is a list of common reasons why consumers abandon their shopping carts:
- Additional fees, like taxes or shipping and handling, give them sticker shock.
- They did not believe it was a safe checkout page.
- They couldn’t find their desired method of payment.
- The checkout process was either complicated or had an excessive number of stages.
Follow this email structure to send a captivating abandoned cart reminder that encourages people to return to your website:
- Create a subject line that relates to their cart in a short and direct manner.
- Start with a few pleasant sentences reminding them that they haven’t checked out yet.
- Images and descriptions of the products they left in the cart should be added.
- Include a unique offer with their purchase, such as a discount, free shipping, or a bonus gift.
- Include a review, testimonial, or another form of social proof that is relevant.
- Finish with a checkout button or other call to action that returns them to their shopping cart.
- Send two to four abandoned cart emails and A/B test which style generates the most conversions.
Here’s an example of a Society 6 abandoned cart email that worked.
Components of importance:
- Email motivates people to take action. It informs the reader that their cart is ready to be picked up, but only for the next 48 hours.
- It provides a discount. Society 6 encourages people to return to their cart by offering a 30% discount.
- Visuals that are appealing. The visuals serve to remind the reader of the items they were looking at.
- Increases appeal while lowering danger. It claims that every purchase benefits an artist, which appeals to Society 6 customers. They also state their return policy, which serves to reassure customers that their purchase is risk-free.
- Social proof is a term that refers to the fact that The logos in the footer help to demonstrate that their offers are well-established, well-known, and well-received.
8. Exclusive content emails
Exclusive content emails are wonderful for creating relationships and providing insider tips, tactics, and resources to your subscribers. It demonstrates that you’ve given careful consideration to what they care about and how you can assist them.
Here are a few examples of exclusive content that may be of interest to your mailing list:
- Common procedures or practices checklists
- How-to information with step-by-step instructions.
- Freebies that are fun and relevant to your reader
- Behind the scenes and sneak peeks
- Summaries of industry news or reports that are useful.
- Calendar of carefully planned events or training sessions
- Organize a private online group or forum.
Your subscribers will know they can look to you for fascinating, relevant, and helpful material that relates to their lives and needs if you provide valuable exclusive content. Asana has created a compelling email that demonstrates how to produce content that engages your readers.
- A friendly message with some background. This email expresses empathy for the recipient and promises to share exclusive content that will assist them in meeting their goals.
- Curated, one-of-a-kind stuff. Because Asana is a project management and communication tool, this email is chock-full of useful advice that can assist a manager keep their team on track.
- Consider thinking beyond the box. Although Asana isn’t music software, they recognize that everyone enjoys a good playlist to listen to while working.
9. Reorder & upsell email
Reorder emails are a great method to re-engage prior clients with special offers you know they’ll enjoy. You can remind them that it’s time to buy again by sending them an email with an offer for something they’ve already purchased.
Upgrades, supplementary accessories, or other valuable goods that could improve their experience with their previous purchase can also be offered in reorder emails.
Dollar Shave Club, for example, enables subscribers to add-on to their purchases.
Components of importance:
- Date when the contract will be renewed. Despite the fact that Dollar Shave Club is a membership business, non-membership brands could nonetheless include a date when customers should expect to replace or replenish their purchase.
- When a customer is on the verge of making a purchase, you can upsell them. When people are already planning to make another purchase, they are more receptive to upsells.
- It makes recommendations for products that are similar to the one you’re looking at. You can help the customer explore possibilities they might be interested in and boost the purchase order by recommending particular products.
- The language is simple and informal. This gives the impression that changing their order is simple, so why not include something extra?
Final thoughts on Email Marketing Types
Growing your list while also keeping your current subscribers interested and engaged should be the goal of any email marketing strategy. You may keep the discussion going by sending various types of emails with varied and valuable material.
Your marketers should send out emails on a regular basis thanking your subscribers, adding value to their lives, soliciting their participation, and promoting your product or service.
Use Mailigen to send attractive emails that connect with your audience and produce sales for your business as an all-in-one email marketing solution.
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