Emails are a fundamental tool to communicate with your contacts and promote your business, with nearly 60% of B2B marketers saying that email is the most effective channel for generating business revenue, according to PR Newswire.
Although we live in the age of social media, influencer marketing and online advertising, email provides many forms of selling and lead nurturing, from newsletters to welcome series, and more.
So here are eight different types of emails you should start sending today.
👉 Watch Now: How To Turn 40% of your Cold Emails into Meetings8 Different Types Of Emails
1. Newsletters
Newsletters are a great form of email marketing, maintaining a relationship with a customer. Comprised of different topics, events or knowledge about a brands offering.
The beauty of a newsletter is that it can be anything a business wants it to be. There’s no rules, and can include anything from blog links, promotions, updates, webinars and so much more.
Sent on a set schedule (most businesses choose once a week), newsletters allow customers to keep updated and allow you to nurture prospects for future action.
2. Welcome Series Emails
Your welcome series emails are one of the most important pieces of communication you can have. Think of these as the first impression towards a lasting consumer relationship.
Welcome emails come off the back of a form fill, signup or opt-in for communications, so plenty of avenues for creating the right impression, so make sure to include some of the following for optimum results:
- Make it personal. If you can, use their name in the salutation to offer a friendly approach.
- Offer a general understanding of what should be expected, be that product offerings, updates and more.
- Entice with a welcome ‘gift’ such as a discount code, exclusive content or even a competition.
- Human sign-off. Gone are the days of corporate email signatures, make it personal by putting a name to the department sent from
3. Birthday Emails (Milestone)
Celebrating customers’ birthdays makes them feel special, strengthening relationships. Proven a hugely effective tool according to Experian, on average a 481% rise in transactions from milestone emails compared to promotional is seen.
The reason? Reward offering. Discount codes, free gifts, personalised messages from key stakeholders. A small price to pay to obtain purchases, click throughs and site traffic.
You don’t have to go big to see big return. If a customer is displaying interest in your brand, proven by initial signup, all they need is further reason to act on it. This tactic is also effective for other milestones such as sign-up anniversaries and weddings, depending on how much information you capture from your user.
4. Survey Emails
Feedback or gaining knowledge from your customers can be free and easy with survey emails.
Thoughts on products, offerings, brand reputation and more can be gained.
Surveys are crucial to understand the bigger picture, offering them in email format can also allow optional participation for customers too, without the notion of hassle. Ensure they are easy to digest.
Too long and you risk reduced completion rates, too short and you minimise the potential gold mine of knowledge gained.
Focussing surveys around a specific point or topic as opposed to general feedback is paramount to ensuring customers stay happy and businesses can gain actionable feedback.
Consider sending survey emails to a variety of contact lists, highly engaged in larger outputs but also considering newer, fresh contacts for a contrasting view.
5. Confirmation/ Follow-Up Emails
Following a transaction, registration or exchange of information, following up with your contacts is vital in increasing the chances of them flowing down your sales funnel.
Give customers a reassurance that processes have succeeded, their purchases have gone through or even that you just care!
Simple steps can lead to lasting impressions.
The structure of confirmation or follow-up can be as simple as a ‘Thank You for your request’ message, with further reading or links of interest to push them on their journey, ensuring the relationship doesn’t end at the point of first contact.
These emails are a great tool to automate off the back of forms too, with many automation systems enabling this, making it even easier to implement them .
6. Event and Webinar Emails
If you host events, webinars, conferences or talks for your business, event specific emails are a must to ensure users stay engaged prior to the big day.
Using event emails allows you to maximise opportunities with those interested in your events. These milestone emails act as a reminder to attend, but are also used to market further readings, tools and avenues of revenue gain.
Webinar emails also allow communication of the platform entry, passcodes and more. Meaning the more emails you send, the less chance a user has of missing the details needed to attend.
Using both email types you keep your contacts engaged, increase the chance for attendance and allow cross-selling of other products or tools every time.
7. Co-Marketing Emails
If your business undertakes business with other companies of the same or similar nature, why not consider co-marketing this relationship for mutual all-round gain?
Co-Marketing is when two or more companies partner for mutually beneficial tasks, events or promotions, leveraging audiences of each other to increase reach.
This relationship can be as simple as a brand offering, sister company or client, and is commonly seen in the likes of webinar, event or product offering format. It does however require mutual agreement of the output, which can sometimes be tricky.
The mutual gain is seen in the mentioning of both brands in both email lists during send, most of the time doubling reach, attracting new potential prospects with minimal effort.
8. Internal Emails
Believe it or not, the most important contacts in your mailing list are your own employees or co-workers, especially in larger businesses, so make sure you keep in touch.
Internal memos, newsletters or events should be circulated throughout the company, as a workforce that’s in the know has the power to prepare, suggest and improve on what’s being offered.
Joe Bloggs from accounting may have an innovative suggestion towards the latest marketing campaign, but without knowing its taking place, it’s a lost opportunity.
You don’t have to go big or fancy, think along the lines of simple, short and even plain-text, as long as the message gets across, your giving yourself the biggest chance.
Conclusion
Email marketing is a vast world full of different types of content to improve your businesses gain and goal numbers. Choosing which type of content to send to your lists is key and can mean the difference between a contact committing or leaving it to your competitors to snatch up.
So with that in mind, which of the email types mentioned above are you going to implement first to ensure your engagement levels see a rise? Whatever the answer, feel free to share your thoughts on the top offerings below!
