By Kelly Forst August 3, 2021
Not certain what varieties of emails to ship your viewers? Here are 14 frequent varieties of e-mail advertising to encourage your individual messages.
You’ve heard the recommendation — ship customized, focused emails, welcome subscribers to your checklist, acknowledge buyer milestones and celebrations, and so forth. But do you know there are differing types of emails to enable you to do every of these issues?
In reality, there are 14 differing types of emails to ship your subscribers. And when you don’t have to ship each sort of e-mail, let this checklist assist you determine the kinds of e-mail that works for you and your enterprise.
14 varieties of e-mail advertising:
- Transactional emails
- Welcome emails
- Nurture emails
- Promotional emails
- Digest emails and newsletters
- Re-engagement emails
- Storytelling emails
- Broadcast emails
- Targeted emails
- Challenge or course emails
- Cart abandonment emails
- Launch e-mail
- Milestone e-mail
- Survey e-mail
A transactional e-mail is a sort of e-mail that features details about a transaction between a buyer, consumer or person and the sender. The goal of these emails isn’t to market to prospects or prospects, however to present 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 replace emails and more.
But that doesn’t imply transactional emails have to be boring. Take, for instance, this transactional e-mail from the sneaker firm Allbirds. Not solely does this e-mail infuse the model’s persona, it reminds prospects about its animal welfare and sustainability mission.
A welcome email is a sort of e-mail that routinely welcomes new subscribers once they be a part of your checklist. The goal of a welcome e-mail is to kick off a powerful relationship along with your new subscriber.
Welcome emails are the primary e-mail in a bigger welcome marketing campaign — which is solely a sequence of automated emails that get delivered to your new subscribers over the primary few days of their subscription.
These emails ought to warmly welcome new subscribers and thank them for becoming a member of your checklist, set expectations across the sort of content material you’ll ship, ship your incentive in case you provided one and ship any data they want to find out about your or your enterprise.
Bonus factors in case you reaffirm the worth your new subscribers will obtain from becoming a member of your checklist or buying your product, just like the mattress firm Casper.
A nurture e-mail is a one which helps a prospect transfer via the marketing funnel — from preliminary engagement to conversion and advocateship.
Nurture emails are automated and customarily tied to a lead magnet — one thing you give to individuals once they subscribe to your e-mail checklist. Nurture emails embrace focused content material based mostly on the lead magnet they downloaded. The aim is to encourage prospects to convert to prospects.
Nurture emails ought to embrace precious content material or unique gives like reductions.
Promotional emails are one-off emails — or broadcasts — despatched to an viewers of prospects or earlier prospects to promote a product, service or limited-time sale. The aim of this kind of e-mail is to make it straightforward for subscribers to convert to prospects. Promotional emails will also be used to invite subscribers to an occasion or webinar.
Check out this promotional e-mail from Freshly, selling their End of Summer sale. They did an incredible job showcasing how a lot cash prospects save up to their fourth order.
Digest emails and newsletters
Newsletters are a sort of e-mail that any sort of enterprise, together with creators, bloggers, small enterprise homeowners and more, ship to subscribers with common frequency.
Newsletters can embrace firm updates, new weblog posts or podcast episodes, related articles or curated information from respected sources. They will help you determine thought management in addition to construct a relationship with subscribers via sending precious content material.
Plus, you probably have a weblog or a podcast, chances are high you’ve got an RSS feed. With a instrument like AWeber, you possibly can routinely put your content material in an e-mail with out replicating your efforts.
Here’s an instance of AWeber’s blog digest newsletter. Each week, we ship 3 weblog articles, occasion invites, bonus ideas, motivational quotes and more.
Sometimes, subscribers cease opening and studying your emails. That’s okay — it occurs to everybody. But that doesn’t imply that these subscribers are a misplaced trigger.
Re-engagement emails will help you remind your inactive subscribers in regards to the worth that you simply provide them and encourage them to give your emails one other likelihood.
Restaurant reservation app Resy despatched their inactive customers a re-engagement e-mail reminding them how to use the app to discover eating places to dine at.
Pro tip: Are subscribers nonetheless not participating along with your messages after sending a re-engagement e-mail? It could also be time to unsubscribe them out of your checklist (which is a good factor on your e-mail advertising).
Storytelling emails are a distinct sort of e-mail — whereas the aim of many emails to this point has been to drive gross sales or re-engagement, the storytelling e-mail helps construct your model story and construct deeper relationships along with your subscribers.
That’s as a result of tales assist individuals join with one another. Stories construct emotional connections and let readers discover similarities between themselves and also you.
Author and entrepreneur Ramit Sethi incessantly incorporates tales into his each day emails — each his personal tales and people of his profitable prospects. Check it out:
Targeted emails contain segmentation — the method of breaking your subscriber checklist into classes based mostly on demographics, prior purchases, pursuits, or latest engagement along with your emails.
For occasion, in case you promote attire, you possibly can ship a focused e-mail selling a sale on hats to a section of prospects who lately bought a hat.
Challenge or course emails
Want to develop your e-mail checklist? Have information that you really want to share along with your viewers? Then working a problem or e-mail course could be the method to go.
Email challenges and email courses can be utilized as a lead magnet or perhaps a paid digital product. The thought is to ship a lesson each day, weekly, month-to-month, and so forth..
See beneath for a course marketing campaign template that you could add proper into your AWeber account to use as a place to begin on your personal e-mail course.
Cart abandonment emails
Have you ever added one thing to your purchasing cart after which not adopted via on a purchase order? That’s referred to as cart abandonment. And sensible e-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 stage by providing a reduction on the product that your subscriber was taking a look at. That can decrease the barrier to buy and your subscriber will probably be ok with your model after receiving that sort of customized provide.
See how Food52 referred to as consideration to a subscribers’ deserted cart in this e-mail.
Launch emails are used for a really particular goal: to announce the launch of a brand new product, service, characteristic or providing.
This sort of e-mail is one of one of the best methods to let subscribers find out about issues that would assist them obtain their targets. Plus, tease your launch forward of time in your web site or touchdown web page and let guests join early updates.
Celebrate your subscribers’ successes, birthdays, and anniversaries with a milestone e-mail. This sort of e-mail builds model affinity by recognizing buyer loyalty and main accomplishments.
For occasion, at AWeber, we like to acknowledge our prospects’ subscriber development — we all know it takes rather a lot of laborious work to construct your subscriber base and we would like to assist our prospects rejoice these milestones.
To try this, we ship milestone badges recognizing subscriber development milestones that prospects can share on their social media profiles.
Finally, survey emails can provide you insights into your subscribers so you possibly can create content material that resonates with them. Gathering suggestions through a survey e-mail is one of one of the best methods to get real suggestions, spherical up testimonials to use as social proof and interact your subscribers.
See how Ritual makes use of a survey e-mail to ask subscribers to fill out a brief survey.
Grow your enterprise with e-mail advertising
No matter what varieties of emails you ship to your viewers, any of them will help you accomplish your targets.
Ready to begin sending with AWeber? Get AWeber for free today!