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    9 Types Of Emails You Need To Be Sending

    A guy presenting on a big screen, another guy is with a laptop

    Written By Jason Rowse - Digital Marketing Expert

    Updated: 09/05/2021

    While 82% of B2B and B2C brands use email marketing, very few of them experiment with different formats, styles, and types of emails. 

    Explore the importance of different email types such as welcome emails, tutorials, product review requests, transaction notifications, testimonials, the launching of new items, newsletters, and messages crafted for inactive users or those who abandon carts.

    Welcome Emails 

    When one or more emails are sent within 24 hours to a new subscriber, it’s called a welcome email or email series. It outlines everything subscribers should expect from you in the coming days.

    Did you know welcome emails deliver open rates that are 4x higher along with 5x as many clicks? For instance, over 74% of email subscribers expect a welcome email and marketers can use this style to pave the way for impulse buying.  

    For example, adding a discount coupon if you’re a store owner can increase sales by 30%. When it comes to SaaS companies, the welcome email should include onboarding tips for the clientele.

    How To's And Tutorials 

    Also referred to as educational emails, this email format focuses on value-driven content unlike promotional emails or sales campaigns. It aims to educate customers by offering unique content, which in turn, helps them resonate with your brand values.  

    While educational emails don’t result in sales immediately, it can shape the purchasing behavior of customers for future purchases. 

    For example, if you own a self-improvement site, offering tutorials on meditation techniques via emails can engage the audience initially. Moreover, you can sell eBooks on the same subject afterward to segmented users. 

    Another example is a styling guide from a Boutique, which can trigger the purchase of clothes referenced from the guide later-on.  

    Customer Success Stories

    With over 92% of consumers influenced by testimonials when purchasing, this type of email template can bring the subscribers over the finish line. On top of it, stories from verified customers are 22x more memorable than facts. It works simply because potential customers usually trust advice from other users when buying online.

    While endorsement emails are created by collaborating with influencers, customer testimonials are generated from users anonymous to your contact list. For example, business owners can acquire such stories from Facebook posts, surveys, video interviews, and peer reviews via Amazon or Yelp.

    Emails For Inactive Customers

    If you’ve lost a connection with a number of subscribers over time, it’s important to reconnect with them before they forget all about you. The best email format for this type of problem is the re-engagement campaign. 

    For example, you can send a ‘thank you’ email when an inactive follower opens one of your emails. Another example is offering free gifts such as eBooks or worksheets to drive user engagements. 

    Alternatively, create several response-based emails automated for a week so that it stops only when the inactive follower responds or interacts.

    Cart Abandonment Emails 

    Did you know over 50% of emails sent to users who abandoned their carts resulted in purchases? Given that 69% of carts are abandoned on an average, imagine getting double the sales with an email. Truth be told, 75% of consumers who abandon their carts do so in the hope of returning later. 

    For example, recaptured 29% of abandoned carts and turned them into purchases with a three-stage email retargeting campaign. is another brand that increased checkout conversions by up to 65% by segmenting three types of subscribers.

    Review Requests 

    Regularly using customer reviews can increase sales up to 62% for every customer according to data collected by BigCommerce. Creating a review request via email to customers who’ve purchased from you is easy if you’ve ensured a good shopping experience for them. Say something like - if we’ve met your expectations, please take a moment to review us via this link.  

    For example, choose one of these to ask these after delivering the product:

    • ‘Did you feel beautiful?’ if you’re an online dressmaker
    • ‘Can you help other copywriting beginners with a review?’ for an eBook author

    New Items 

    Whenever you release a new product, send an email notifying your fans about it. You can also increase the excitement by including discount codes for your loyal subscribers. In fact, such a message can kickstart your sales because people who follow you expect and want content from you. 

    For instance, create an email that says ‘You’re the first to know’ when specifying products or links to make them feel special about the launch. 

    Another way to increase the engagement of email subscribers around product launches is by embedding countdown timers within emails with a CTA such as ‘Click here and be the first to know’. 


    While 83% of brands around the world run newsletter campaigns today, most don’t need it. Don’t make one just to send cliché generic messages because it will push your users to mark you as spam.

    In short, make use of this style of email only when you have a well-structured strategy and objective ahead of you. An example of such a creative newsletter is from eROI. They used a voting button at the bottom to improve reader interactions.

    Creative Receipts 

    Called the invoice message and transactional emails, this format is excellent for driving brand recognition if you add your logo or tagline. Although transaction emails sound boring, you can make them interesting by adding infographics, visual cues, links, and more. 

    While most start with ‘Thank you for your business’, you can rephrase as ‘Just sent you a cart full of love’, ‘You are now a part of the family’, or ‘Your dream shoes will reach you in 48 hours’.

    Bottom Line

    Out of the nine email types, welcome emails and transactional emails are mandatory. 

    Although newsletters are a choice, cart abandonment emails are a must. On the other hand, asking for a review and sharing customer testimonials via email are smart formats to reach new customers. 

    Ultimately, a carefully considered blend of emails will ensure the best results.