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Types of email sendings

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types of emails

To establish contact with your audience, you may come up with various formats and types of mailings, which will utmost, communicate your message to the users depending on both your goals & their needs.

The type of mailing is always determined by the purpose that you are pursuing – that is, the actions you want your subscribers to get motivated by. Let’s check out what top mailings are there with examples & tips.

Top 5 mailing types you need to be sending to your email list

There’re at least top 5 types of letters you should apply to send to your customers:

  • Marketing emails

Marketing emails are the most common type of newsletters. The reason is to bring attention to subscribers to a certain product or service, warming them up & pushing them to buy it. You probably get them often, too. Most of them are far from ideal, however. 

At the same time, such mailings may also contain recommendations, advice, tips on how to get the most out of utilizing your product/service, etc. This inbound content is valuable; it will build your credibility as an expert in your field. 

Developing marketing emails may be art. So let’s focus on some practical tips for making awesome promotional emails:

 Pro Tips:

  • Describe your offers clearly and accurately.

The subscribers should not have the slightest misunderstanding or ambiguity, even if they only have time to read the first sentence. Your job is to get their awareness. 

  •  Create a sense of urgency or limited supply.

Make it clear that they need to act quickly – otherwise, they risk missing out on a great offer. To do this, never forget to indicate specific dates of discounts or report rapidly decreasing stocks in warehouses, etc. Use words that encourage active and dynamic actions: “Hurry up”, “call right now, etc”. 

  • Stay brief. 

Extra explanations and descriptions are not for commercial offers. Your proposal should be made up short and clear for better campaign results

  • Build your mailing logic. 

The chain of letters that you will send to the subscriber should have logic and never be the same. Each message should be a logical continuation of the previous one and set up the stage for the next one, etc.

  • Don’t send sales letters often.

From your own experience, you probably remember that advertising spam causes nothing but the desire to unsubscribe from annoying mailings. Therefore, adhere to the golden rule:

80% of letters sent should have no advertising, only on point information, and only the remaining 20% may be purely commercial.

For example:


Agree, it’s normal if the service you use after a while asks about your feedback on the updates, purchase details or something else and sincerely asks if it meets your expectations and so much more. Asana is an example of it.

  • Newsletters

To provide useful content, inform the subscriber is the main goal of newsletters.  There is a lot of news in your business. Let your audience know about your new webinar, article, or ebook – there are many options to engage the reader!

Pro Tips:

There will be some essential requirements for the newsletter:

  • Make it short

 Break your content into short, easy-to-read sections (text, images, and calls to action).

  • Structure the data. 

Think of the newspaper layouts: clear division of content, capacious and understandable headlines, catchy icons, and small photos. Logical structure, simple fonts, no more than 3 types, and nothing more!

For example:


It’s a great mail layout with clear blocks and a catchy heading

  • Feedback

There is no marketing without any feedback. Communication is the most important thing for the successful work of any company. Ask your customers to leave feedback on the company’s work or participate in a survey, etc. This will indirectly remind the audience about you, your products and services. In addition, feedback will help you improve your service level. Besides, why not use mailings to gather the data needed & useful for your future activities?

Pro Tips:

How to properly request feedback? Keep 3 working tips:

  • Explain to your subscribers how they will benefit.

The clients spend time answering questions – reward them with a discount, a useful lead magnet, or other content. Create a dedicated page with a form detailing how and why to leave a review, and what the subscriber will receive in return.

  • Indicate the purpose of the survey. 

You must explain to your customers why you need this information. Do you want to improve your business? Are you doing market research, etc?

  • Provide easy access to the survey. 

The link to the survey should grab attention and provide great UX. 

Take a look at the example below: the link to the survey is designed as a highly visible button at the end of the email:


  • Triggered mailing

Such mailing is tied to targeted actions (triggers) of clients. Have you put items in your shopping cart but haven’t bought them? – Receive a reminder email. Uploaded content? – Receive an email with a survey. Did you like the content? Have you bought a product or service? – Receive letters with useful information or a bonus for your next purchases. Etc.


One of the trigger email samples

  • Cross-mailing

If you often implement the concept of joint marketing, you apply sales referrals. That means that when you send promotions of your company, partner company offerings (related goods or services) are also advertised in letters. Thus, you get access to the audience of their subscribers, etc.

Sometimes this translates into serious strategic cooperation, sometimes – just a one-time joint event (for example, a webinar). Either way, this is a good opportunity to grow your subscriber audience, as well.

As a result, their audiences learn about the products and services of two companies at once. This is one of the main benefits of co-marketing and cross-mailing on that.


A traditional email with a referral link included

Pro Tips:

There are certain recommendations for composing emails for cross-mailing you should take into consideration:

  • Be sure to emphasize the event or offer 

It may be the result of cooperation with company X (especially if it is better known than yours);

  • Do it with clarity

For example, put the logos of your company and the partner company in the text of the letter, etc.

  • Make sure that both companies are mentioned in the letter: 

If you forget or deliberately omit the name of the partner company, this may lead to an unpleasant situation;

Also, do not forget to add themed photos or images to grab the audience’s attention post-event, or include creative that describe our offers better alongside CTAs and other useful links.


Mailings are often ineffective, not because they are sent too often or infrequently. It’s because of the lack of variety in their content. That’s why you should mind the basic email types and alternate them in your practice as per your marketing goal.

Follow a golden rule in email marketing. 

Use the 80/20 principle: 80% of emails with useful content, 20% of emails with sales.

By sending only one type of newsletter, you either annoy subscribers or don’t sell anything. Or even both!

Constantly monitor and take into account the reaction of subscribers to the letters. Depending on it, make changes to the mailing lists. Otherwise, the audience will simply get tired of you or end up disappointed. To achieve better results, do not neglect using top-notch mailing tools in your marketing campaigns.

Written by: Ira Byvalkevich