Types of Emails You Can Send.

Once you decide to start sending email next you'll need to decide the best type of email to send. Think of it like a delicious box of chocolates...

Photo by sooji min on Unsplash

Which will you choose? And which will your subscribers enjoy the most? In this post we'll take a look at real world examples of the types of emails you can send to your subscriber list, like:

• Newsletters

• Product launches

• Promotions/Discounts

• Inventory Updates

• Transactional 

Newsletters:

One of the most popular choices, newsletter style emails are the more friendly, informational style of email you can send to subscribers. Have you seen our post on the anatomy of a good email? Newsletter emails follow the format -- spoiler alert: all good emails follow the template!

Let's take a look at this example from Windrush Farm.

From a Subject Line that teases the content inside to the use of copy, photography and links in the Body of this email this is a great example of a newsletter. They're communicating a story without a hard sell, sharing information to educate their subscriber (i.e. the sheep shearing process) and finally referencing the transactional element of the business with the upcoming workshop dates.

Product Launches: One of the main reasons we might choose to use email at all as a marketing channel for business is to speak directly to subscribers when we have a new product or service they could benefit from learning about.

Let's look at this example from Pawpear.

In this email Pawpear is communicating a new collection launch and incorporating elements of the Newsletter, referencing a recent news story linking to the topic of the email (letter writing) which softens the 'sales' of the product launch and humanizes the brand for the subscriber.

**Pro Tip: Only sending emails -- like Product Launches or Promotions -- when you have something you want to sell is a fast way to be disappointed by the channel! It's important to send consistently and diversify your type of email but always remember that you are operating a business so while you may be sharing a personal anecdote you can (within reason) link to a product or service you're proud of and most importantly, you feel provides value to your customer or client!

Promotions/Discounts:

Who's kidding themselves? Email marketing as a channel for your business isn't just a tool for connecting with your subscribers and building community -- though that it is uber important! -- but it is also how you can engage directly with your customer/client base or potential customer/client base. That's where promotional or discount emails come into play.

Let's take a look at this example from S'more'a'licious.

This is a great example of personalization and promotion. In this email Smore'a'licious are contacting their subscribers with a special offer. In the Subject Line they tell the reader what the email is about and using copy they explain the offer, followed by suggested products to consider. This is a simple, well regarded format of email and when done properly -- i.e. links and not sent too often -- can 'convert' or drive action from subscribers.

Inventory Updates:

Whether you're sending inventory updates automatically or manually, they are a great way to get in touch with subscribers who were otherwise interested in a product/service that was momentarily unavailable but which is now 'back in stock' for purchase.

Let's take a look at this example from Naked Bakes.

Inventory update emails don't have to be a headache. They can be simple, short and sweet --- and not just in the case of delicious company Naked Bakes! You may recognize Naked Bakes from our post on the elements of a good email. In this example let's talk about how they use those elements (i.e. visuals, header/hook, CTA) to convey a stock update for the subscriber. There's a clear visual, the copy is clear and the action or next step for the subscriber is clearly delineated with two CTA buttons.

Transactional :

Transactional emails veer into the automatic realm of email marketing but don't think that just because you're mass-sending your abandon cart, order fulfillment or review request emails that you don't have room to customize the copy or images with your branding!

Let's take a look at these emails from Forager and Velo Coffee.

Skincare company Forager sent this 'Order Shipped' email to update the subscriber that their purchase had been dispatched. Why does this email matter? It tells the subscriber where they are in order completion from order to delivery. It's a nice way to keep in touch -- even if it's automatically -- with your customer after they've made a purchase to show that you appreciate their choice to support your business by following the professionalism of order confirmation and order shipped transactional emails.

But what happens after the order arrives with the customer? You might ask them for a review!

Velo Coffee were another brand that we shouted out in our anatomy of a good emailpost for their use of sender name, subject line and preview text. Now we want to take a look at their transactional review email. Velo do a nice job of personalizing an automatic email here with a section of copy referencing the most recent order and offering -- really, welcoming -- any feedback on the process that the customer might have for the team. You'd be surprised what happens when you ask your subscribers for feedback. Don't forget that they are your best market research tool!

Summary:

While there are several types of email you can send as a brand/business (newsletter, product launch, promotion, inventory update, transactional) you should also keep your subscriber front of mind and write the messaging -- and offer! -- for them.

Get in Touch:

Have a question about email marketing? Write to us at liz@litirmarketing.com