9 emails that every marketing expert should send

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According to the Direct Marketing Association, email marketing offers the highest return on investment of any marketing tactic, with no less than $45 for every dollar spent!

With great reach and excellent encrypted conversion at a minimal cost, it’s easy to see why email marketing is a tactic you can’t ignore.

This guide covers nine types of email that any modern marketing manager should send.

  1. Welcome Email
  2. Newsletter
  3. Product Announcement
  4. Testimonials
  5. Tips & Training
  6. Reminder
  7. Upgrading
  8. Survey
  9. Reconquest

Welcome email

It’s always a good idea to send an email to your new customers or subscribers.

These are people who have demonstrated a clear interest in your product or service and are giving you reasonable space to convey your message.

However, before you do so, don’t forget to thank them for their purchase or subscription.

A friendly tone 

Welcome emails need to be energy-conscious and easy to read. You’re welcoming a new person into your virtual world, make sure to be inviting and warm by adopting a friendly tone.


Offer an advantage

Becoming a member usually comes with a privilege of some sort. Give your new subscribers a welcome gift such as a discount, a reward or a benefit such as access to exclusive content.

Inform them about the next steps

Increase their interest in your product or service by informing them of how they could benefit from it. Provide links to tips, training, user groups, surveys, and customer support.



Regular newsletters are a powerful way to keep people informed of the latest news, events, and promotions. It’s also an excellent way to get your customers and prospects to interact with your site. If you’re still working on growing your newsletter audience, you could look into ways to build your list quickly.

Create a plan

It can be a challenge to create content for your newsletters.  Prepare content in advance, so you always have it on hand for when you are short on time.

Instant content

People tend to filter and sort their email, so insert a small preview of the information in your newsletter: Header sections in bold followed by two or three sentences. This will make it easier for your readers to target the relevant content.



Don’t just offer a list of general news. Offer a variety of media – videos, images, screenshots, guides, how-to manuals and more.

Announce a new product

Your current clientele is an exceptional lever for new income.

Inform customers when you have new products available. Your customers have already shown interest in your products, so it’s likely they’ll help you spread the news via social networks and word of mouth.

Stay focused

The goal here is to generate excitement for the new product. Direct people to your website to learn more; at this point, call them to activate a purchase or subscription.

Insert images or screenshots

Unless you have an incredibly loyal audience, telling people that you are offering something new is not enough. Attract them with compelling images or screenshots that will spark their interest.


Examine your links

To maximize sales and revenue from your marketing emails, be sure to direct people to a specific page on your site. The latter must display all new arrivals and easily accompany customers in a purchase process.

Testimonial E-mail

Customers learn a lot from other customers. Testimonial e-mails provide customers with new ways to use products and tips for success. They let people know why your customers appreciate your product.

Requesting permission

It is essential to obtain consent from your customers to use their quotes, comments, and photos. Don’t forget to ask for permission before sharing a customer review of your product or service through e-mail.


Fine-tune your design

These emails are more fun and less formal, so you want them to stand out. Highlight the best quotes you can find, add images and use a friendly tone.

Create a track

Keep in mind that you want your customers to learn something; if they do, they will probably want to learn more. So be sure to include a link to additional testimonials, case studies, and tutorials.

E-mails of Tips and Training

You want your customers to take full advantage of your products and services, so make it easy for them to learn and improve.

Focus on content

Offer practical content. You have to give your subscribers something that will help them solve a problem or improve: proactive, reactive tips or a combination of both.


Vary your formats

Remember not everybody has the same learning style. Therefore, you should vary your content formats. Create videos and graphics, write a how-to guide, and find an expert for a Q & A section. Be creative!

Regular mailings

Since these emails provide useful content, your subscribers should receive them at regular intervals. Why not send a “Tip of the Week” or a “Monthly Case Study”.

Reminder Email

Don’t let people forget about your product or service. It’s not hard to send reminder emails to your customers to remind them that it’s time to place a new order or renew their subscription. Automate reminder emails – and don’t forget to schedule a follow-up alarm.

Be clear and concise

The purpose of this email is strictly to encourage your customers to order your products or renew their membership. Therefore, you want to make this process as simple as you can for them.  Be sure to include call-to-action buttons that are clear and precise.


Keep in touch

Once a customer has made a purchase, nothing guarantees that they’ll buy again. So, offer them something in return. You could even offer a discount or a benefit to boost an order or a subscription during a specific period.

Mention previous uses or purchases

It is good to include the detail of the previous orders to facilitate the ordering of the same products. Alternatively, use this opportunity to promote new products; if their use is maximum, perhaps they are ready for an upgrade.

Upgrade email

When your customers know the value of your product, they may be tempted to upgrade to another product or service. Send an email outlining the benefits of a new product or service and invite them to try it out.

Start with a trial period

Once your customers try out the upgraded version of your product or service, it’s likely that they won’t want to downgrade.

Include testimonials

Customers want to validate their decision to upgrade, so post quotes from your other satisfied customers who have taken this step.

Be brief

Customers do not necessarily appreciate being “solicited” when they are already customers. So, make sure that the email is concise and that a link directs them to more specific content adapted to their particular situation.

Survey Email

Surveys help collect valuable information, used to improve your products and your customer experience.

Be open. Develop a survey to get the data you want, then prepare an email and send it. Remember to include some incentive to encourage your subscribers to respond.

Include an incentive

If you want a customer to take the time to complete the survey, give them a reason to do so. It could be a discount on their next order, a code for a free delivery or a participation in a contest.


Your email should contain a link or button that directs the customer to your survey. Moreover, without question, the survey should take only a few minutes to complete. Get feedback. Offer surveys that allow anyone to express themselves on their mobile devices.

Even better, make the survey part of your email!


Give an explanation

 Explain to your customers why you need this information. Customers will be more likely to respond if they understand why you’re asking.

Winback email

The email targets customers who haven’t purchased for some time to win them back.

Giving inactive customers an exclusive offer they wouldn’t typically receive gives them an additional incentive to return to your website.

Automate everything

Do not waste time manually sending your email. Provided you have information such as the last purchase date of the customer; it’s easy to set up an automated campaign that sends an email within a particular time after their latest purchase.

Include enticing images

While it’s handy to offer subscribers a 20% discount on their next purchase, they don’t necessarily have an immediate need for your products. Encourage them to purchase your products by providing beautiful images that could stimulate their desire to buy.

On your marks, ready, send!

Email Marketing is a recognized way to attract and retain customers.

Get started now with these nine types of emails that will help your business attract and retain customers. Organize and grow your email marketing list; communicate in the moments that count most… it’s the key to success!

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