Types of Emails: When to use what
Types of Marketing Emails
- For a one-time offer.
- Includes sales, discounts, and premium rates.
- Keep these direct and get to the offer instantly. The copy should be directly persuasive for conversion.
- Used to drive regular engagement and remind your leads, prospects about your brand.
- The content for these can vary depending on the brand
- Grammarly sends “Weekly Writing Insights” to its users that have details about the users writing performance, common errors, and some articles from the Grammarly blog.
- Medium sends in blogs with customized reading preferences to its subscribers.
- Emails that you get while interacting with a brand, are transactional emails.
- Everything from Sign up to Reset Password emails is transactional emails.
- Keep them short, to the point, and with clear next steps or action to be taken.
- Emails that you send to drive a particular behavior.
- These include Referral emails, Customer feedback emails, or Subscription renewal emails.
- Keep the tone of these emails persuasive and focused on the “why”- why should the customer take that action.
- Define clear CTA and don’t ask them to do two things. For instance, either ask them to refer you or renew their membership. Not both.
Lead nurturing emails
- These help you make a lead into a customer.
- The content of these emails should be informational and persuasive.
- Ideally, talk about your brand, your product, and clear all doubts that might be preventing them to make a purchase.
- You can experiment with a long-form copy in these emails.
- Always talk to the receiver in these emails. Try to personalize them as much as possible.