Most organizations think that email marketing is all about sending the newsletter. In fact, there are 12 different types of marketing email you should be sending.
By the way, what you call a newsletter is actually one of the most ineffective marketing tactics marketers use today.
In this post, I’ll be sharing 12 different types of marketing email you should be sending from your email marketing software.
Before anything else, let’s step back and look at the bigger picture. There are two broad categories of emails that you can send: one-to-many and one-to-one.
One-to-many emails, sometimes called informational emails or campaign-specific emails, are types of email you send out to a lot of people. It’s what you’re probably most familiar with. Newsletters fall under this category of emails.
One-to-one emails are also called transactional emails. They are only sent after a certain action and/or behavior. A password reset request or an order confirmation from an e-commerce store are examples of transactional emails.
Now that that’s out of the way, let’s look at the different types of marketing email you should be sending.
12 Different Types of Marketing Email
1) Product / Service Update Email
A product/service update email is the type of email that 99% of organizations send out. They (wrongly) call this a newsletter.
It’s an email about their product/service. Most of the time, its main message is a sale or a promo.
Black Friday sale, Christmas and holiday sale, year-end-sale — all these are specific examples of this type of email.
Like I said in other posts, there’s nothing wrong with it — unless, it’s the only type of email you are sending.
The newsletter is a roundup of your blog posts.
It is NOT a salesy email.
It is educational in nature.
Newsletters are used to deliver content to your reader’s inbox. For example, I am subscribed to the newsletters of WordStream, HubSpot, Jon Loomer, MailChimp, Copy Blogger, Close.io, and a whole lot more.
I subscribed to them because I want their content, WANT to read it. I look forward to it.
I learn from it.
If your readers are not excited about reading your newsletters, then most probably they are not educational content. So, please. Stop calling them newsletters.
This is actually one of the most ineffective email marketing tactics that is so prevalent today.
3) New Content Announcement Email
The content announcement email is an email that I have not seen any Philippine company do (except for the one that I’ve implemented it on).
It is an email sent to your list that invites them to download and/or access the new content you just created.
Content, in this case, is a “big piece” of content. It’s not a regular blog post or article. It is something more significant.
4) Event Invitation
As the name suggests, this type of email is an invitation to an event. It’s usually a one-time send; but for those who engaged, e.g. pre-registered to the event, they get sent more information.
For example, you might announce a webinar to your mailing list. From there, those who register get reminder emails 24-hour before, 1-hour before, and 15-minutes before the actual webinar.
5) Dedicated Send
This email is sent to a specific segment in your list about something.
The webinar reminder email I listed above is an example of a series of dedicated send emails.
You can use this for webinars, events, conference attendees, etc.
6) Co-marketing Email
This type of email is when two or more organizations send an email promoting the other one to their respective email lists.
Most of the time, these organizing are related and complementary to each other. For example, a marketing agency and a social media scheduler partnering together to promote a webinar they will be hosting together.
7) Social Media Send
This type of email isn’t exactly an email but it’s done inside any social media that allows messaging.
LinkedIn is where this is most likely to occur.
You can also group messaging apps/channels here. For example, Viper, Whatsapp, Telegram, and Slack allows you to send broadcast messages.
In a way, it’s a one-to-many messaging but uses another platform instead of email.
8) Internal Updates
Email marketing is not limited just your prospects and customers.
Internal update emails are usually used by big organizations for announcements like corporate events, policy changes, etc.
Usually, HR and IT are the groups that send these types of email. But don’t stop there. It’s best to keep everyone updated on what’s happening around the organization — quarterly sales, new products lined up, what the executives are working on, etc.
9) Confirmation Email
A confirmation email is a type of one-to-one email that summarizes a conversation and/or activity that the user just made.
If you bought from any e-commerce stores like MNLGrowkits and Galleon, you would have received an order confirmation email immediately after purchasing. That’s a great use of this transactional email.
Another instance this is used is during customer service chats. Upon finishing the ticket (assuming you provided your email), it will send you the transcript of the conversation.
10) Thank You Email
A thank you email is a type of email that gets sent right after a certain action. Most of the time, this is when a person filled out a form on your landing page to access a marketing offer.
Others call this a form submit kickback email (which is too long in my opinion).
There are two ways you can use thank you emails:
- To deliver the promise or your marketing offer; or,
- To give additional information about the marketing offer
For example, if you download the white paper I made, you will receive a thank you email that has a link to the thank you page. That page is where you can access the white paper.
If you’re hosting a webinar or event, of course, you can’t deliver on your promise right away. So, your thank you email should contain information about the webinar or event — date, time, topic, etc.
11) Welcome Email
A welcome email is exactly what it is — an email (or series of email) that welcomes the new subscriber into the email list or community.
The purpose of the welcome email is to be helpful or give added value. It’s not a place to sell.
For example, I recently signed up for the My Copy Blogger community. It’s copyblogger‘s curated list of content and topics that guide you through their entire content. They have thousands of articles and podcasts. If you jump right in I’m pretty sure you’ll be overwhelmed with information. That’s also the main reason they made that community.
Take note that this welcome email is for a specific action only. In the example I gave, it’s a welcome email series to the My Copy Blogger community.
In your case, you could set up a separate welcome email for new subscribers to your list, new trial sign-ups, etc. (hint: personalization and segmentation)
12) Lead Nurturing Email
Lead nurturing emails are undoubtedly my favorite among these types of marketing email. Why? Because it’s so easy to do yet no one does it.
Lead nurture emails are designed to supplement your sales process by providing helpful information at the right time.
If you use some marketing automation tools, you already have access to this. All you need to do is create them.
Think about it this way: your sales process is driven by stages (usually called sales stages or pipeline stages). If you defined what each stage means properly, you’d have identified which information you need at each stage.
For example, if you only have a name and email, they would most likely be only at stage 1 only. But if you know what they want to buy, their budget, and their timeline, they might already be at stage 6 of your sales process.
Lead nurturing emails supplement this sales process by sending these people educational content that will help them decide better (thus, faster) by giving them the information they need even before asking.
So, What Are You Going to Do Now
Using these 12 different types of marketing email will differentiate you from everyone else.
Based on experience, it’s so easy to follow what everyone else is doing. And, because the bar is so low, a simple change will immediately catapult you to the front.