The 7 emails every marketer should use

Most beginners in email marketing send a few newsletters from time to time, without realising that with this email strategy they are utilising only a very small fraction of their potential. The power of email marketing lies in the many different types of email marketing campaigns that can boost sales easily and at low cost.

How exactly? Megan from Newsletter2Go explains this in this article. Read on and discover the 7 types of emails every marketer should use.

1. Welcome emails

Automatic mailing.

Congratulations! A new subscriber has just registered to receive your newsletter. You can easily gather new subscribers using a sign-up form, which can be designed using virtually any newsletter programme. Using a code, you can then integrate the form into strategic locations on your website. Think of the sidebar, footer, at the bottom of a blog post and on the contact page.

A welcome email allows you to make immediate first contact with new recipients. By creating a personalised email, you show your new subscribers that you care about them. In the welcome email, you have the opportunity to explain what sort of content readers can expect in their future newsletters. A good welcome email can also include a discount code for their first purchase.

2. Promotional emails

Manual mailing.

These are the classic product newsletters. In this email, you can include information about new products, special offers (such as vouchers) or purchasing tips. Ideally, the recommendations should be dynamic and tailored to clients’ previous purchases.

To be as effective as possible, it’s best to avoid sending impersonal bulk emails. Instead, you can personalise your newsletters using bespoke modules. Think of a personalised subject line and a unique salutation (“Good afternoon, Anne” instead of “Good afternoon, Madam/Sir”). The content can also be customised, such as personally selected product recommendations or content based on the customer’s interests.

An A/B test helps to determine the ideal newsletter and sending frequency. Sending emails regularly is more effective than making sporadic contact. Regular mailings also help to keep your email list up to date.

3. Tips, tricks and studies

Manual mailing.

The most popular type of newsletter is often the educational email, in which you offer your clients tips and tricks (for example, in the form of blog articles, studies or white papers). With this type of email, you present yourself as an expert in your field and develop a strong brand image.

This type of email is effective across a wide range of sectors. A clothing chain helps shoppers choose the right outfits, whilst a software manufacturer uses video tutorials to make installation easier. Readers often really appreciate this sort of email.

4. Abandoned shopping basket emails

Automatic mailing.

Many purchases are never completed, even when the customer has already placed the products in their shopping basket. Often, abandoning the shopping basket is linked to time constraints, indecision, a lack of funds or criticism of the product. Many customers completely forget about the products afterwards and will be grateful when a reminder pops up in their inbox. Abandoned basket emails are highly effective for many businesses and effortlessly boost sales figures.

5. Birthday mailings

Automatic mailing.

Birthday emails are sent out daily to clients celebrating their birthdays. Recipients expect a gift on their birthday, which is why these kinds of emails must not be forgotten. Ideally, the emails should be personalised using the information available (age, surname, first name, purchasing behaviour, etc.). They should also ideally include a small gift, such as a discount code, personalised advice or an invitation to an event. Do you want to increase footfall to your physical shop? In this case, sending a mailing with the message that a gift is waiting for them in-store is the right strategy.

Birthday mailings are known for their high open rates and strong conversion rates.

6. Reactivation emails and reminder emails

Manual mailing.

After a few months of email marketing, you will see that different categories of customers emerge. Some customers will be more loyal and will return regularly to visit your website and make a purchase. Other customers will only make a single purchase and will not return to your business afterwards.

Don’t hesitate to reward loyal customers by offering them a small gift from time to time or inviting them to special events. Similarly, you can try to reactivate inactive customers after a certain number of months (for example, six months) by offering them a ‘welcome back’ discount.

7. Seasonal emails

Manual mailing.

Take advantage of festive occasions to organise specific campaigns, for example at Easter or Christmas. This type of campaign works well as customers are already expecting newsletters in their inboxes around this time of year. It is also often the perfect time when recipients need advice on choosing gifts for themselves or their loved ones.

When sending emails internationally, you mustn’t forget to segment your contacts in advance based on specific local circumstances. For example, your French clients will have no interest in a newsletter about Thanksgiving. However, this type of segmentation is easy to set up using newsletter software.

What sort of email are you planning to send soon? Traffic Today would be happy to help you with Reloadify or Spotler!