Launch an online presence that makes it simple to attract, win, and serve clients

B12 uses AI and experts to quickly set up your website, scheduling, payments, email marketing, and more.

Get started for free
Built in tools to grow your business

The different types of marketing emails you should be sending

27 July, 2023 · 5 min read·Email newsletters
The different types of marketing emails you should be sending
Discover the various types of marketing emails you can send to improve engagement and conversion rates. Learn how to optimize your email marketing strategy with this comprehensive guide.

Marketing is a critical component of any business's success, and email marketing is one of the most effective methods to achieve growth. By sending targeted and personalized messages to a customer's inbox, businesses can reach their targeted audience with ease. In this blog post, we will take a closer look at the different types of marketing emails that businesses should send to improve their engagement and maximize their campaign's returns.

Email marketing is a digital marketing method that involves using emails to promote a product or service. It is a cost-effective, personalized, and measurable way to reach the targeted audience. Studies show that email marketing has a high ROI, and it's a powerful tool for customer acquisition and retention. With email marketing, businesses can build brand awareness, generate leads, and convert leads into customers.

Marketing emails come in different types, and knowing which type to send and when can be challenging. In this blog post, we will explore the different types of marketing emails you should be sending, such as promotional emails, transactional emails, newsletters, behavioral emails, and how to optimize them for maximum engagement and returns. We will show you how to create effective emails that customers will want to open and read, leading to increased engagement, loyalty, and sales. So sit back, relax, and let's dive in.

Definition of Email Marketing

Email marketing is a form of digital marketing that involves sending commercial messages to a group of people via email. In other words, email marketing is the practice of reaching out to a targeted audience with relevant promotional information to persuade them to take a desired action. Email marketing has been around for a long time, but it remains a valuable tool for businesses of all sizes.

Importance of Email Marketing for Businesses

Email marketing is an essential component of modern marketing strategies, and for good reason. Email marketing is cost-effective, efficient and has a high return on investment. It is estimated that for every dollar spent on email marketing, businesses can expect a return of $38. In addition, email marketing allows businesses to connect with customers directly, build strong relationships, and promote brand loyalty.

Marketing emails are a powerful tool for businesses to engage customers, build brand awareness, and drive sales. By creating targeted and personalized messages, businesses can effectively reach their target audience and inspire action. Email marketing allows businesses to nurture relationships with customers, keep them informed about new products and services, and stay top-of-mind when it comes time to make a purchase.

If you are not taking advantage of email marketing for your business, start now. With the right strategy and tools, email marketing can be a powerful tool to help you reach your business goals. In the following sections, we will look at the different types of marketing emails you should be sending, and how to make them work for you.

Promotional Emails

Promotional emails are a type of marketing email that is designed to promote a product, service, or event. These emails are often used to drive sales or generate leads. To effectively use promotional emails in your marketing campaign, it is essential to follow these best practices.

Personalize your emails

Make sure to personalize your emails by using the recipient's name and addressing their pain points. This will increase the chances of the email being opened and read.

Use eye-catching subject lines

Your subject lines should be intriguing, concise, and action-oriented to encourage the recipient to open your email.

Include a clear call-to-action

Make sure your email has a clear call-to-action (CTA) that urges the recipient to take action, such as "Buy Now" or "Sign up Today." The CTA should be easy to find, and the message should be concise and straightforward.

To create effective promotional emails, review some examples of successful email campaigns from your industry. Take note of what works and what doesn't, and use this information to inform your email marketing strategy. By doing so, you can effectively use promotional emails to drive sales and generate new leads for your business.


Newsletters are an excellent way to keep your subscribers informed and engaged with your brand. This type of marketing email typically includes company news, industry insights, and product updates. Subscribers typically sign up for newsletters voluntarily, making it easier to target your audience effectively.

Creating Engaging Newsletters

To create an effective newsletter, consider the following tips:

  • Use a clear and concise subject line that accurately reflects the content of your email.
  • Use a layout that is easy to scan, with clear headings and subheadings.
  • Include a mix of text and visual content, such as images and videos.
  • Use personalization to make your emails feel more personalized and relevant to your subscribers.
  • Include a clear and compelling call-to-action (CTA) that encourages subscribers to take action.

Examples of Effective Newsletters

Companies across various industries have been successful in engaging their subscribers through newsletters. For instance, Nike's newsletter includes a mix of news, exclusive collection previews, and athlete features, which appeals to its athletic and fashion-conscious subscribers. Another example is TheSkimm's daily newsletter, which provides a concise and witty summary of the day's news, making it ideal for busy professionals who want to stay informed.

Metrics to Track

To gauge the effectiveness of your newsletters, track the following metrics:

  • Open rates: The percentage of subscribers who opened your email.
  • Click-through rates (CTRs): The percentage of subscribers who clicked on a link within your email.
  • Conversion rates: The percentage of subscribers who completed a desired action, like making a purchase or filling out a form.
  • Subscription rates: The percentage of new subscribers who signed up for your newsletter.

With these metrics, you can see how well your newsletter is performing and make necessary adjustments to improve engagement.


Newsletters are a type of marketing email that businesses send on a regular basis to their subscribers. They usually contain updates, promotions, and relevant news about the business and the industry. Newsletters can be an effective way to engage with your subscribers and keep them informed about your business.

How to Create Engaging Newsletters

To create engaging newsletters, you should first consider your target audience and their interests. Make sure your content is relevant and valuable to your subscribers. Use catchy subject lines to entice them to open your email. Include images and graphics to make your newsletter visually appealing. Use headlines and subheadings to break up the content and make it easy to read. Finally, include a clear call-to-action to encourage your subscribers to take action.

Examples of Effective Newsletters

Examples of effective newsletters include those that offer exclusive content to subscribers, such as insider tips, free resources, and special promotions. Brands can use newsletters to showcase their products and services, share industry insights, and build brand awareness. A well-designed newsletter can be an effective tool for customer retention and driving sales.

Tips for Newsletter Success

To ensure the success of your newsletter campaign, it's important to track your email open, click-through, and conversion rates. This data will allow you to analyze the effectiveness of your content and make improvements to future campaigns. Use A/B testing to experiment with different subject lines, content, and design elements. Finally, make sure your newsletters are mobile-friendly, as many subscribers access their emails on their smartphones and tablets.

Behavioral Emails

Behavioral emails are a great way to engage with your customers and move them further down the sales funnel. These types of emails are triggered based on the customer's behavior on your website or after interacting with a previous email.

Personalized Recommendations

One type of behavioral email is personalized recommendations. These emails use data from the customer's previous purchases and browsing history to recommend products or services that they may be interested in. Personalized recommendations can increase customer engagement and drive sales.

Abandoned Cart Emails

Abandoned cart emails are sent to customers who added items to their cart but did not complete the purchase. These emails remind customers of the items they left behind and encourage them to complete the purchase. Abandoned cart emails have a high success rate and can recover lost sales.

Re-Engagement Emails

Re-engagement emails are sent to customers who have not interacted with your brand in a while. These emails may offer a special promotion or highlight new products and services. Re-engagement emails can bring inactive customers back into your sales funnel and increase overall engagement.

Survey Emails

Survey emails are a great way to gather feedback from your customers and improve your marketing strategies. These emails can ask customers for their opinions on your products, website, or services, and can help you better understand your customers' needs and preferences.

In conclusion, behavioral emails are an effective way to engage with your customers and improve your marketing strategies. By using data to personalize emails and trigger them based on specific behaviors, you can increase customer engagement and drive sales. Abandoned cart emails can recover lost sales, while re-engagement emails can bring inactive customers back into the sales funnel. Survey emails can help you better understand your customers' needs and preferences and improve your marketing strategies.

Choosing the Best Types of Emails for Your Business

As a business owner, it's crucial to choose the appropriate types of email marketing campaigns that suit your marketing goals and audience. In this section, we'll highlight some essential factors to consider when selecting the best types of emails for your business.

Analyze Your Target Audience

Knowing your target audience is imperative when deciding which types of email marketing campaigns to use. Consider your subscribers' demographics, interests, preferences, and purchasing behaviors. By understanding your audience's needs and wants, you can send relevant and personalized emails that resonate with them, which leads to higher engagement and conversion rates.

Determine Your Marketing Goals

Your marketing goals will dictate the types of email marketing campaigns you need to use. If you want to generate immediate sales, you can run promotional emails. For long-term brand awareness, use newsletters. If you want to drive repeat business from existing customers, use behavioral emails. Therefore, it's vital to identify your marketing objectives to deploy the right email marketing strategy that achieves them.

Measure Your Success Metrics

Measuring success metrics like open rates, click-through rates, conversion rates, and revenue generated are essential to gauge the effectiveness of your email marketing campaign. Based on these metrics, you can analyze the types of email marketing campaigns that work best for your business and optimize them accordingly.

Continuously Test and Experiment

Email marketing is an iterative process that involves continuous testing and experimentation. Even if you have found the right types of email marketing campaigns, you should always test new ideas and strategies to optimize your campaigns further. It would help if you also experimented with the email length, subject lines, and emails' timing to determine the best-performing combinations.

In conclusion, selecting the appropriate types of email marketing campaigns is essential to achieving your marketing goals. By analyzing your target audience, determining your marketing objectives, measuring your success metrics, and continuously testing and experimenting, you can deploy a successful email marketing strategy that drives business growth and generates higher ROI.

Need help improving and scaling your business? <a href=">B12 is the all-in-one platform that enables you to look professional online and reach new clients. Launch an online presence in 30 days or less that includes scheduling, payments, email marketing, and more. Get started for free."

Attract, win, and serve more clients

Receive helpful resources directly to your inbox to help you succeed online.

Related posts

CTR vs. CTOR: Understanding email metrics
CTR vs. CTOR: Understanding email metrics

Spend less time on your website and more time growing your business

Let B12 set up your professional online presence with everything you need to attract, win, and serve clients.

Get started for free


© 2024 B12. All rights reserved.
PrivacyTerms of Service