Lead Generation

15 types of marketing emails you should definitely be sending

Mara Calvello
Mara Calvello

Using marketing emails to keep in touch with your customers is a crucial part of your business. Are you sending the right message?

You want your customers and prospects to remain interested regarding all things your organization brings to the table and look forward to hearing the latest and greatest of what you have to offer. 

A great way to stay connected is to find your way into their email inbox, sending relevant messages without being spammy, which means:

  • Only sending relevant emails
  • Not over-sending, or blasting your entire audience
  • Using email to tactically advance prospects through the pipeline
Richardson would probably not be a good email marketer.

15 types of marketing emails 

There are so many different ways you can reach a lead, prospect, or a new customer in their inbox. Here are the 15 most common types of marketing emails to incorporate into your email strategy.

1. Welcome email

It’s always a good feeling to gain a subscriber. Someone out there in the universe who wants to know more about your product or services. Sending a welcome email to that person is a way for your organization to introduce itself. Doing so will either educate them about your brand, allow them to learn more about your products, or simply build some familiarity with a new fan.

Here’s your chance to get to know them a little better, too. You can ask them some questions about themselves, like their birthday or location, and even ask that they select preferences for how often they’d like to hear from you. 

No matter how you package it, just make sure to avoid making a bad first impression. 

2. New content announcement

When your business has something fresh and exciting to share, do so in a new content announcement email.

Whether it be a new product, sale, coupon, webinar, conference, eBook, the list goes on and on… but whatever it may be, be sure to spread the news. This type of email will describe and promote the offer with call-to-action links sending customers to a targeted landing page where they can learn more. 

Make the actual content of the email brief with the CTA to learn more large and visible, so it can’t be missed.

3. Event invitation

When your organization is about to host something exciting, be sure that your subscribers get a chance to RSVP yes. With an event invitation email, you’ll want to get readers excited about registering for your new event, so be sure to highlight what makes this one so exciting and different from all the rest.

It goes without saying that the email should also include any important details about the event, like the date, time, price, and agenda.  

4. Email newsletters

Businesses of all shapes, sizes, and industries send out newsletters to their customers so they can stay top of mind. Whether you’re using this type of marketing email to send out new content from your blog or sharing general news about your company, they can be a great touch-point with your subscribers as you nurture them for the long haul. 

Keep the format simple and relatively the same each time you send your newsletter, so your readers can get accustomed to what to expect every time one enters their inbox. And don’t forget an eye-catching subject line to entice them to read more.

5. Product update email

Depending on your organization and the products you sell, there may come a time when you need to send your customers an update.

A product update email can be a tricky one to send because customers don’t necessarily find them to be interesting or thought-provoking. Because of this, make them short, sweet, and straightforward. List out the basic details to keep customers up-to-date on any changing features or functionality of your product. 

If tons of updates are around the corner, don’t spam your readers with a series of product emails every other day, and consider sending a roundup email highlighting everything they need to know in one email. 


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6. Dedicated send email

A dedicated send email is an email your organization will send to a specific group of people that subscribe to your business. For instance, when you’re hosting an event, like a conference or webinar, you may want an announcement to only those who have registered or signed up. 

Essentially, these emails won’t be to your complete list of subscribers, but only to ones that are in need of the information your email includes.

7. Co-marketing email

Got an exciting partnership lined up? If so, send a co-marketing email. Co-marketing is when two or more companies partner with one another for a promotion, event, or task, as a way to leverage and gain from the audience of another company to increase their customer base. 

Whether it’s an announcement regarding hosting a webinar or conference, or pairing up for a hybrid product launch, the email blast will go out to customers of all parties involved. Because of this, make sure the email clearly states all details regarding the partnership with each company -- especially if the partnership is with a company that’s more popular or more widely known than yours.

8. Seasonal campaign

‘Tis the season to send a… seasonal campaign. 

Whether it’s Valentine’s Day, the Fourth of July, Father’s Day, or Thanksgiving, your company may be running a specific promotion or special centered around a certain holiday. These types of email campaigns should have build-up before the event, so all subscribers know what to expect.

While these marketing emails are especially beneficial to retail organizations, anyone can send them! Just be sure you start ending these emails early enough to ramp up the excitement, stick to a theme (pink for Valentine’s Day!), and use urgency regarding the date of the specific holiday. 

9. Post-purchase/confirmation email

Any time I make a purchase… If I don’t receive a confirmation within 60 seconds, I start to get nervous. Whether it’s a flight purchase, tickets to a concert, or something as small as buying a new book, I always want to know my purchase has been confirmed.

Your customers are the same. They don’t want to worry about their purchase being processed somewhere out in cyberspace. Because of this, be sure to send a post-purchase or confirmation email to your customers once they’ve made a purchase. 

Be sure the subject line is clear and concise, and keep the content of the email to a summary of the purchase, including a tracking number, the total amount the customer spent, and estimated shipping date. The design can be simple, too, and may include a CTA for the customer to track their purchase.

10. Form submission/thank you email

Similarly, whenever a new prospect, lead, or customer fills out a form on your website, don’t leave them hanging. 

Make sure they receive a kickback email automatically after submitting a form, sometimes referred to as a “thank you” email. These emails should have a clear CTA for customers with minimal content. Simply thank the individual for signing up and include any link or information that was promised after sign-up.

11. Cart abandonment email

An abandoned cart email should be sent to your customers when they put various products or items in their shopping cart and then leave your website without making a purchase. 

This type of marking email should remind customers of the items within their cart and will usually also include some sort of discount code to entice the customer to return to your website and complete the purchase. 

This is your chance to showcase why the customer should come back to your website and click Buy.

12. Re-engagement campaign

Are your subscribers ghosting you? Send them a re-engagement campaign. In this email campaign, consider asking for feedback regarding your products or services as a way to bring your business back to their minds. You can also send them a promotion that may pique their interest. If they engage, you’ll have fresh feedback and may have even made a purchase.

If they unsubscribe, don’t fret. At the very least, your engagement rates may improve when you weed out those who just aren’t interested anymore, allowing you to clean up your email list and focus on those who actively engage with your content.

See also: 8 Winback Email Templates to Help You Recover Lost Leads

13. Lead nurturing 

How well do you know your leads? If your answer is “not very well”, lead nurturing emails can help get you there. These emails are essentially a connected series of emails for a specific purpose, full of useful content to the reader.

These can be used to promote any number of things, from a new blog post to an upcoming webinar, and even a discount your organization is offering.  Whatever the case may be, these have a main purpose of promoting or informing leads about what’s happening within your organization. 

14. Connect via social campaign

Follow us on Twitter! Connect with us on LinkedIn!

No matter what kind of social media platform you’re looking to grow, a social campaign can boost your follower count with the aim of asking customers to engage with you elsewhere. 

These emails can include a trending hashtag you’d like customers to use when posting pictures of them using your product. When new tweets, comments, or followers begin to appear, don’t forget to engage with your connections! It’s a great way to take your relationship to the next level. 

15. The post-purchase drip campaign

Last but not least is another tried-and-true marketing email campaign… the post-purchase drip.

The goal of these emails isn’t necessarily to sell anything new, but simply to follow-up after a customer has made a purchase. These can be used as a way to build brand loyalty, ask for feedback, or entice a customer to leave a review on items they purchased. 

It can also feature tips on how to use the item they purchased or entice a customer to post a picture of their purchase on social. No matter what the content says, these emails are a great way to build trust with your customers and encourage them to come back for more.

Ready, set, send

No matter what kind of marketing email you’re sending, it’s a great way to connect with your customers. Take the time to ensure these emails reflect your brand, have a snappy subject line, and make your customers feel appreciated. 

And if you're still looking for email marketing inspiration, check out 28 Experts Share Their Best Email Marketing Tips, or the enormous Guide to Writing Much Better Marketing Emails, written by the Sell to Win Staff for marketers just like you.


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