Posted by Bethany Handy ● June 6, 2016

7 Types of Emails to Incorporate Into Your Email Marketing Strategy

Nobody likes emails that are solid blocks of text.

In addition to a positive first impression, it will also help strengthen the message your emails try to convey.

Whether you base your emails on preexisting templates or format them manually each time, here are some essential types of emails you can incorporate into your marketing strategy. Let them inspire you.


  • Newsletter

Features a roundup of your best articles or stories, usually taken straight from your business blog. Since they require plenty of valuable content, newsletters are usually sent monthly or bimonthly. Newsletters may also curate content from relevant sources that are not your direct competitors, or feature voices from your community.

  • Content announcement email

An informative type of email, it announces and describes a new marketing offer you are making. It may include any type of digital content, whether it’s an e-book, report, case study, or a new blog, as well as free trials, special sales, or coupons.

A content announcement email usually ends with a conspicuous call to action that sends users to a relevant landing page. Whether this type of email is successful or not depends largely on the value of the offer it presents.

  • Dedicated emails

Manually crafted and highly personalized, dedicated emails target a specific section of your audience, or specific individuals. Whether they are intended for a particular group of customers such as loyal customers or high purchasers, participants to a small or exclusive event, or new members, dedicated emails work best when they are genuine and crafted with care. Promotional codes or special offers make them even more effective.

  • Product updates

Not everyone looks forward to emails that cover product updates, but they can help highlight major product updates as well as remind customers of specific products. That said, always think twice before sending product updates, and when you do send them, keep them short and simple.

  • Lead nurturing emails

These consist of a series of related emails that contain targeted content. For example, you may send a follow-up email to someone who has bought a particular product, downloaded a certain e-book or report, or commented on a particular post.

In other words, you try to connect with people who’ve shown interest in something you have to offer, in order to build a stronger business-customer relationship and possibly making them other proposals they may like.

  • Shopping cart reminders

If you run an online store, some customers may abandon their shopping cart before checkout. Using an automated system, it is possible to send them personalized reminders about the items in their shopping carts some time after they left your website, in the hope of encouraging them to return and make the purchase.  

  • Transactional emails

While not marketing emails in the traditional sense, transactional emails such as order confirmation emails, form submission Thank You emails, or Welcome emails for new users not only show users that you acknowledge their presence, but also give you the opportunity to share your social media links with them, by including social media buttons.

For best results, you will want to incorporate all of these different types of emails into your email marketing. Good luck!

Sales & Marketing Process Professional Evaluation

Choosing an appropriate format and visual design for your emails can make your email marketing more compelling.

Topics: Email Marketing