Email Marketing: 10 Emails You Should Be Sending

1. Welcome Emails 

These emails are a great way to begin an email relationship with a lead/prospective customer. Since many beginning leads are not quite ready to purchase or commit yet, a welcome email to kickoff the new email relationship is a great non-invasive icebreaker that establishes trust between the company and the recipient. Research also shows that welcome emails have higher open rates and click-through rates than standard marketing emails. This can be a good way to start your email marketing metrics for the better.

2. Email Newsletters 

Email newsletters are a great way to remind recipients of your presence. They are perfect tools for educating prospects about your business, products, services, and company goals. They are also useful for existing customers, to highlight different products and provide them with content that can remind them to place more orders or purchase more services. Newsletters are also a great way to advertise current and upcoming sales and promotions.

3. Dedicated Emails 

These emails are also known as “standalone emails”, and are used to simply highlight one product, event or offer. Dedicated emails help you set up the context to introduce the main call-to-action. Unlike newsletters, dedicated emails can focus on really driving results for one call-to-action, because there is just one message and one goal. They are often sent to an entire email database, and are particularly useful if you have a new product that you would like to push, or an exciting event that you believe will gain more attendees because of the email blast.

4. Lead Nurturing Emails 

Lead nurturing is an inbound marketing tactic about understanding your leads’ needs and timing. It is about sending a closely connected series of emails with a coherent purpose, full of useful content and based on interests the individual customer has. Because of the individualization of these emails, lead nurturing offers more advantages to each person than just a regular email blast.

These emails can be set up automatically, that if the customer clicks on a certain link or shows interest in a certain product, they will then receive a certain series of emails that are tailored to them. These targeted emails, when constructed and administered correctly, are more likely to produce sales and interactions from prospects or clients due to their individualized nature.

5. Sponsorship Emails 

If you want to reach a new and different audience and gain leads, you can try sponsorship emails with display ads. This usually works by you paying to include your ad in another vendor’s newsletter or dedicated email. These email campaigns are one component of a paid media strategy, including pay-per-click (PPC), display advertising, mobile advertising, affiliate advertising, and more. Though these ads cost money and may need to be designed specially to fit in with the vendor’s requirements, these ads are highly targeted and often highly beneficial.

6. Transactional Emails 

These are messages triggered by a specific action your contacts have taken, and enables them to complete that action. For instance, sometimes to receive results from an online test or game, or read articles on a news site, you must first create an account on that site and receive a transactional/thank you email. Because the customer is sure to open these emails, it is a great opportunity to include other advertisements, deals, products or services for the prospective customer to see.

7. Re-Engagement Emails 

These are emails to send out when someone from your subscribed client list has become inactive. A great way to do this is to ask for feedback regarding your newsletter or a previous interaction or transaction. If they respond, not only do you have a re-engaged customer, but you also have more information and feedback to use later when evaluating what’s working and what’s not. These are often the last-effort emails sent before a lead becomes “dead” or “cold,” and can be the catalyst of reviving a lead you may have otherwise disposed of.

8. Brand Story Emails 

Is there a personal story behind your brand? Do you have a company video you’d like to share? Since most marketing emails are all about swaying the customer to do or purchase something, an eye-catching story-telling email might be a welcomed change of reading material for someone browsing through their emails while waiting in line. These emails can help the prospect or customer to have a better understanding of the brand, feel more connected to the company, and feel more of an incentive to know more. They could also trigger an emotional response that will affect brand loyalty.

9. Video Emails 

In the era of Youtube, and scrolling by Instagram and Facebook posts, video clips are much more welcomed and effective than long pieces of text. People simply prefer to interact with videos. Studies show that consumers are more likely to purchase a product seen in a video, and retain information provided in a video than by other means. And in this age of multiple jobs, multiple distractions and multi-tasking, it’s much easier to put on a video and listen to your information rather than have to sit down and stop everything else you’re doing in order to read. Emails with this type of marketing statistically do better than their non-video counterparts.

10. Review Request Emails 

Legitimate and good reviews have become a priceless commodity in the world of marketing. As our population settles into the online way of shopping and interacting, online reviews have become the new word-of-mouth. The savvy shopper does their research before buying, and as long as you have a substantial amount of good reviews under your belt (and minimal bad ones), your product will have a much higher success rate. As many satisfied customers don’t remember to leave their review after purchasing, sending out emails that ask for reviews is a perfect way to remind them to do so.