Emails are a great way of communicating with your customers/clients.
If you don’t have it as part of your current marketing campaign, make sure you add it. And if you currently do but are seeing relatively low click through rates (CTR) from your current email campaigns, maybe it’s time to try something different.
There are lots of different types of email marketing so take let’s find the types that might work for you and your business.
Promotional Emails
These are your classic emails – an email that focuses on promoting your product or service with an offer, discount, or sale. Whether that is now or at an explicit time in the near future.
The best pieces of advice with promotional emails is to…
- Keep the promotion simple
- Ensure that there are relevant links to the product/service highlighted
- Put the promotion in the subject line of the email
Newsletter Emails
These emails are sent regularly – whether that is daily, weekly, monthly, or quarterly. The timing of newsletter emails can be whatever works for your company and email recipient, the key here is for the newsletter emails to be regular.
Newsletter emails can include content such as…
- Company/Product/Service updates
- Any current/upcoming events
- Snippets of latest blog posts
This type of email is typically best for current customers/clients, allowing you to stay in the mind of individuals who have invested time or money into your business. As a result it is a great way to remarket your offerings, keep them as a customer/client, and to encourage re-purchasing.
If you have a strong content marketing strategy and plan then creating newsletter emails are a breeze as you can re-purpose the content you have already created.
Learn more about content marketing here.
The best pieces of advice with newsletter emails is to…
- Keep the newsletter simple but interesting, don’t overwhelm
- Ensure that there are relevant links to any products/services/information highlighted
- Put the most important piece in the subject line of your email – avoid generic titles such as ‘Spring Newsletter’.
Lead Generating Emails
These are your high sales emails, ones that you send to your customers at specific stages in their purchasing journey.
Lead generating emails include…
- Welcome emails – usually best sent within 24 hours of signup
- Demo emails
- Sign up confirmation emails
- Abandon basket emails
Emails that help give your customers a nudge or prompt.
The best pieces of advice with lead generating emails is to…
- Keep it simple
- Include your contact details and paths
- Use the right language for your customer base – whether that be friendly or professional
Survey Emails
As the name suggests, these types of emails are all about collecting data.
Surveys can be embedded within the emails to make the access of them super simple for your customers/clients.
Surveys provided can be on broader topics such as a customer/client’s opinion on your business or industry, and it can also be a straight forward review of a specific product/service that they purchased/used.
The best pieces of advice with survey emails is to…
- Keep the email and survey simple
- Think about offering an incentive for completion – such as an entry into a prize draw
- Send a reminder email but otherwise leave it as it is, no one likes to be harassed for an email
Personal Emails
This last category is a chance for your business to connect.
This could be emails relating to…
- Birthdays – if you know your customer/client’s birthday then you could send them a birthday message and/or gift
- Celebrating customer/client milestones – if they have been a regular customer for x number of years, or have placed y number of orders, let them know and show your appreciation.
The best pieces of advice with personal emails is to…
- Ensure they are personal – get names and details right
- Keep the message simple
- Whilst you can include a small sales message if relevant, keep the overall message friendly and personal
Which email type is right for me?
Unfortunately, it really does depend on your customers and your business, there is no right or wrong answer. It is best to try, review, and adjust.
If you need help or advice regarding your email marketing, simply get in touch with the team here at Digital Nachos.
Published: 8th Jul 2026