The 13 Essential Types of Emails Explained Simply

With so many email types to choose from, email marketing can feel overwhelming, but it remains one of the most cost-effective marketing channels, offering an impressive ROI. It’s a powerful tool you can use to promote your business, project, or initiative.

In this guide, we’ll break down the 13 essential types of emails in a simple way. You’ll get a clear overview of the different types of emails, making it easy to decide which ones are right for your goals.

What Are the Different Types of Emails?

Here, we’ve compiled the most widely used and effective email types that businesses commonly use for their email marketing campaigns. Let’s check them out!

1. Welcome Emails

When a new subscriber joins your email list, welcome emails serve as your digital handshake – a critical first contact that goes beyond a simple subscription confirmation. This first message is a golden opportunity to establish trust, showcase your brand’s personality, and create a connection with your newest subscribers.

These initial communications also serve as an opportunity to build credibility. Customers expect welcome emails shortly after joining an email list (usually within 24 hours). Plus, welcome emails generate significantly higher open and click rates compared to the standard email campaigns.

Note that welcome emails can be categorized into two primary subtypes: a one-time introduction to the brand, which provides an immediate snapshot of who you are and what you offer, and an onboarding email series that guides new subscribers through a more comprehensive, multi-step journey of getting to know your brand, products, or services. These approaches differ in their duration of engagement, allowing you to tweak your initial communication to your marketing objectives.

Here’s one really good welcome email from the chocolate manufacturer Hotel Chocolat. It opens with a catchy, personalized subject line: “Mark, a world of chocolate happiness awaits 🍫” and combines all effective elements for a welcome email. Its minimalist, modern email design features a clear call to action (CTA), high-quality images, and concise yet engaging copy.

The personal note from the company’s CEO adds a thoughtful touch. Additionally, to incentivize new subscribers to make a purchase, the company has offered a 15% discount and placed it at the top of the email header. Notice that they’ve also included images and links to their key products to further prompt people to make a purchase – a smart approach you could also try in your welcome email campaigns.

2. Newsletter Emails

Newsletters are the core of many email marketing strategies, offering a consistent way to connect with your audience. These emails deliver regular updates about your business, share news, milestones, upcoming events, provide helpful tips, or offer educational content tied to your niche.

They’re not just informative, they’re also a way to remind subscribers why they joined your list in the first place. But their purpose goes beyond selling – newsletters can help you keep your audience engaged during the quieter moments between promotional campaigns.

Newsletters are typically sent weekly, biweekly, or monthly, helping you keep the balance between staying present in your audience’s inbox and avoiding the “unsubscribe” button. The best newsletters feel personal and conversational, as though they’re written with the subscriber in mind.

Check out this newsletter by Creative Mornings and take inspiration from their tactics to improve your own newsletter. It has several effective elements that make it well-designed and informative. First, it has a clear and engaging thematic focus. The content of the email is insightful and educational in an accessible way.

The creators have used an eye-catching header image that aligns with the surreal theme, plus the overall layout is clean and modern, making the newsletter easy to scan. The relevant content and call to action encourage readers to engage and support their community.

3. Curated Content Emails

Curated content emails are similar to newsletters – think of them as a focused bulletin designed to inform and educate. Unlike newsletters, which usually share a mix of updates specific to a business, curated emails spotlight news, articles, and other relevant content from both in-house and third-party sources that are relevant to your audience.

These emails often showcase your own insights alongside carefully selected resources from across your industry. The goal? To position your brand as a trusted expert while keeping your audience engaged with useful, topic-specific information in your field, even when you’re not actively promoting products or services.

4. Sales Promotion Emails

Sales promotion emails are designed to drive sales and spark immediate action from your audience. These emails are focused on promoting specific products, services, or special offers that create a sense of urgency and excitement.

Promotional emails have a clear goal: to convert subscribers into customers or to entice customers to buy more. They typically feature eye-catching announcements about sales, discounts, exclusive deals, or limited-time offers that compel recipients to take action. Here are some of the most common subtypes of promotional emails.

Product Launch Emails

Designed to generate initial sales for new offerings, these emails usually introduce new products with special pricing. The goal with them is to create an incentive for subscribers to be among the first to try your new product or service. A good approach is to offer exclusive early-access discounts to boost initial sales and reward your most engaged email subscribers.

To make a bold statement with your new product, take inspiration from the email below by Nissan. It has a sleek and modern design that aligns well with Nissan’s brand identity. The prominent display of their new model along with the bold caption “THE ICON HAS ARRIVED” immediately grabs attention and creates a sense of excitement around the new vehicle.

The personalized greeting adds a nice custom touch and the copy effectively highlights the key features of the car, encouraging the reader to be one of the first to experience the vehicle.

Discount and Sale Emails

With this type of email, you can inform subscribers about significant product or service price reductions, or highlight store-wide sales events. Again, focus your content on the key features your subscribers will get, how they will benefit them, and the value of the deal.

For reference, check out this sale email from Ren. It effectively promotes a 20% off sale on their product line. The design is visually appealing, with clean, minimalist styling and high-quality product imagery. The copy is concise and highlights the key benefits of their products to the customer.

The email also incorporates a strong call to action with the “Shop Now” button, making it easy for customers to take advantage of the limited-time offer. We highly recommend you also place a visible CTA when you feature a discount. The inclusion of a free gift with purchase as Ren did in their email, further incentivizes customers to buy.

Seasonal Email Campaigns

Seasonal email campaigns capitalize on holidays or special events to create themed content and time-sensitive offers. With these emails, you can use the natural excitement and anticipation surrounding specific times of the year, such as Black Friday, Cyber Monday, Christmas, Valentine’s Day, and the back-to-school season.

The key is to create a sense of relevance that resonates with your audience’s current mood, and of course, shopping mood. Seasonal emails can take many forms – exclusive holiday campaigns with discounts, themed content deals, and more.

Steal some nice ideas from this stylishly crafted email by Ridge about their Cyber Monday sale. This holiday gift catalog showcases several effective marketing tactics. They have a short and sweet subject line: “🎁 Holiday Gifting Made Easy.” The clear call to action to “shop early, stress less” and the time-sensitive Cyber Monday sale create a sense of urgency.

Highlighting key product features like “premium materials” and “lifetime warranty” helps establish trust and value. The diverse product selection, including kits and men’s rings, caters to different customer needs. Overall, the design is visually appealing and the copy concisely conveys the product’s benefits, making this an engaging holiday marketing email.

5. Re-engagement Emails

Imagine subscribers who once eagerly opened your emails but have now faded into silence. We all have those moments! Re-engagement emails are what can bring them back. The goal is to reconnect with audience members who haven’t interacted with your content for some period, preventing them from completely dropping off your list.

Re-engagement emails should remind them about the value of your brand, often accompanied by a special deal or other incentive.

To create an effective re-engagement email, focus on emotional connection and clarity just like Spotify did below. Use a compelling subject line like their “We miss you…” that sparks curiosity or sentiment. Pair this with a conversational tone that acknowledges the customer’s past experience and invites them back warmly. Eye-catching visuals, like vibrant illustrations, can make the email memorable and engaging. Finally, include a clear call to action and a time-sensitive offer, such as a discount.

6. Drip Campaign Series

Drip campaigns, also known as email automations, are email sequences sent automatically over time, designed to deliver the right message at the right moment. They are used for different purposes – onboarding new customers, educating potential leads, or nurturing them through a sales funnel. Each drip email is timed and crafted to gradually build engagement. Let’s take a look at some of the most popular subtypes of drip campaigns.

Lead Nurturing Emails

Lead nurturing emails are designed specifically for potential clients who have shown initial interest in your product or service but haven’t yet made a purchase.

Your goal with it is to offer content that provides value, and gently guides prospects through their decision-making journey. For this purpose, lead nurturing campaigns are usually structured as a series of emails, gradually addressing the leads’ pain points.

These emails might include educational content, case studies, helpful resources, or tutorials on how your product works.

Customer Onboarding Series

The onboarding series aims to help new users smoothly transition from signing up to successfully using your product or service. They guide customers step-by-step through the setup process, offering additional tutorials or useful tips to ensure that they quickly start using your product or service and see its value.

As we mentioned in our Welcome emails section, a customer onboarding series usually begins with a warm welcome email. Then, you could add a clear call to action to get started, such as logging in, completing a profile, or exploring key features. The next emails may feature tutorials, best practices, or answers to common questions to keep users on track.

Check out how this company has broken down the onboarding process. The email provides a clear three-step process to guide users through publishing their first book using Lulu’s platform. It also includes links to helpful resources, such as a video tutorial, a blog post, a checklist, and a guide to support users through potential challenges. Their message is action-oriented and also includes a limited offer to encourage taking the next step.

7. Transactional Emails

Transactional emails are triggered by a user’s action such as a purchase or a registration. While their primary purpose is administrative such as confirming a purchase or shipping details, they’re also an opportunity to enhance the user experience. By crafting these emails in your brand’s unique tone of voice, you can maintain consistency and leave a positive impression. Let’s see some examples of transactional emails.

Order Confirmations Emails

Order confirmation emails are sent immediately after a customer places an order in your online store. These emails reassure customers that their transaction was successful while providing important details about their purchase.

Typically, they include the order number, product details, prices, delivery address, payment summary, and sometimes a downloadable invoice. Because customers expect these emails, they tend to have high open rates, making them a must.

Shipping Updates Emails

Shipping emails provide essential details like shipping confirmation, estimated delivery dates, and tracking numbers, ensuring that customers can monitor their orders at every stage. While practical in nature, shipping updates can also reflect your brand’s personality and tone of voice.

Password Reset Emails

We’ve all been there – forgetting a password or facing a potential security concern that locks us out of an account. Password reset emails are the key to resolving these moments efficiently. They usually include a clear link or instructions for resetting the password, as well as a way to report the email if the user did not request the reset.

While these emails are straightforward, it’s important to keep them concise and clear, making sure users understand their password hasn’t changed yet and that action is required. A clear reset link should be prominently displayed.

Here’s a nice, unconventional reset password email by Lingo. They use bold colors that align with their brand palette, a friendly illustration, and a calming, concise caption.

8. Event-Triggered Emails

Event-triggered emails are highly personalized messages sent automatically in response to specific user actions or milestones. These emails are tailored to a customer’s behavior, such as signing up, abandoning a cart, or reaching a key milestone like a birthday or anniversary. Let’s see some examples.

Abandoned Cart Emails

Abandoned cart emails remind users about the items they’ve left behind in their online shopping carts. Sent within 24 hours of cart abandonment, they act as a gentle nudge to complete the purchase.

These emails often feature images of the forgotten items, paired with persuasive messaging that reignites the customer’s interest. They might also include social proof, such as reviews or ratings.

For a successful abandoned cart email, take cues from Loftie’s approach. Start with a relatable subject line, like “Still not sure?” to empathize with the customer’s hesitation. Reinforce your product’s value with emotional messaging, such as “You deserve better sleep,” paired with a clear incentive like a discount offer. Use inviting visuals that reflect your brand’s purpose. Add trust-building elements, like third-party testimonials or reviews, to provide social proof and reduce hesitation.

Upsell/Cross-Sell Emails

Upsell and cross-sell emails are another subtype of event-triggered emails that leverage customer purchase history and interactions to recommend additional or improved products. Upsell emails suggest upgraded versions or premium alternatives to products a customer has already purchased while cross-selling emails pair complementary items that enhance the original purchase.

Milestone Emails

These are triggered emails that celebrate your customers’ or subscribers’ unique journeys and achievements, making the recipient feel seen and appreciated. They could mark a birthday, an anniversary of membership, or highlight their year’s achievements, simply showing that your business values individual customer experiences.

Milestone emails are characterized by a high level of personalization. You can send out milestone emails regarding clients’ most-listened music genres (like Spotify’s Wrapped), total fitness miles, shared rides, or membership duration.

Use an enthusiastic and warm tone that makes the recipient feel truly special and more connected to your brand.

If you’re looking to create milestone emails, take a cue from Grammarly’s approach. First, use data visualization to clearly showcase user progress, such as key metrics or milestones. Create a clean, visually appealing design that doesn’t overwhelm users. Try crafting original email copy, similar to how Grammarly provides an overview of their customers’ productivity, mastery, and vocabulary growth.

9. Survey & Feedback Emails

Survey and feedback emails are a powerful tool for businesses to gather valuable insights directly from their audience. These emails help companies understand customer experiences, preferences, and potential concerns, which can be used for business improvements and to refine customer satisfaction.

To incentivize more people to participate, you might offer a small reward such as a discount code, entry into a giveaway, relevant helpful content, or a promise to share the results of the survey.

10. Event Emails

These targeted emails inform and excite potential attendees about upcoming events such as webinars, conferences, meetups, workshops, and similar. Craft an email message that is concise, informative, and compelling from the very first line.

Communicate the event’s unique value proposition in the beginning, and highlight the most significant benefit attendees will gain, whether it’s exclusive insights or networking opportunities. Include all necessary details such as the exact date, time, location, event link (if virtual), and straightforward registration info. Additionally, don’t forget to send follow-up reminder emails to keep the event top of mind and boost attendance rates.

11. Cold Emails (Outreach)

Cold emails are your first contact with a potential client who doesn’t know your business yet. These outreach messages introduce your company and open the door to a potential business relationship. Your primary goal when using them is to spark interest and create an opportunity for further conversation with the prospect.

Your success depends on understanding your target audience deeply. Who are they? What challenges do they face? The most effective cold emails are carefully researched and personalized, showing that you’ve taken the time to understand the recipient’s specific needs and context. This means avoiding generic, mass-produced messages and instead creating an original targeted message.

12. Thank-You Emails

Whenever relevant, use thank-you emails as they will help you build stronger connections with your audience. They show the human side of your brand, demonstrate good communication practices, and make customers feel valued. You can use them for various reasons – for a recent purchase, a new subscription, etc.

Below, Onyx Coffee Lab shows how you can create a short but sweet thank you email after a purchase was made by a client. The email is sent within 24 hours of the purchase, which is a great way to show appreciation while the experience is still fresh for the customer. Doing this, you not only make the customer feel valued, but you also keep your brand top of mind. The message below is warm and personal, highlighting the positive experience and ensuring that customers know their purchase matters.

13. Privacy Policy Emails

Privacy policy emails serve as official notifications to users, ensuring they are informed about important changes to your business’ terms of service. They help businesses maintain transparency and legal compliance.

Privacy policy communications should be clear, direct, and as short as possible. Avoid using marketing talk and legal jargon. Use simple, direct language that explains exactly what has changed and how it impacts the user.

To make it easily scalable, you can highlight the most important changes in a bulleted format. Remember that these emails are about building trust, not creating confusion.

Why Should You Send Different Types of Emails?

Each type of email plays a unique role, from nurturing customer relationships to boosting sales and building brand awareness. The right email at the right time can make all the difference. Understanding what each type of email is best suited for allows you to align your messages with your goals and engage your audience more effectively.

Before hitting “send,” take the time to clarify your email marketing strategy, though. Knowing your goals and audience will help you choose the right email formats and create campaigns that truly resonate. Yes, we’re talking less spammy, more awesome!

How to Send Marketing Emails Easy, Conveniently, and Fast

Successful email marketing isn’t just about crafting the perfect message, though! It’s about having the right tools at your disposal. Choose a reliable and user-friendly email marketing platform that simplifies your workflow.

To do this, the must-have features you need to look for are list-building and segmentation options, an intuitive email builder, and a library of ready-to-use and customizable templates. Mobile optimization is key, ensuring your emails look great on any mobile device. Perhaps most importantly, prioritize a platform with high deliverability rates. After all, the best-crafted email is useless if it doesn’t reach your subscribers’ inboxes! Last but not least, choose a platform that offers straightforward analytics and email metrics that help you understand and improve your campaigns.

Types of Emails FAQs

What Type of Email Is Best?

The best type of email depends entirely on your goal. A welcome email, for example, creates a warm first impression, while a promotional message or newsletter serves a completely different purpose as we explained above. To define which one will work for you, first define your specific goal.

How Many Types of Emails Are There?

Marketers generally use 10 to 15 core email types, including welcome emails, newsletters, drip campaigns, promotional offers, event invitations, and others. However, within these categories lie numerous subtypes, each tailored to specific goals and details, allowing for a more precise and impactful approach.

What Are the Different Email Styles?

Email styles range a lot – from formal business communications to friendly, conversational messages. The best style for your emails depends on your brand’s voice and the audience you’re addressing. Consistency is key though. For instance, a trendy fashion brand might opt for a playful, upbeat tone, while a healthcare provider would likely choose a reassuring and empathetic one. Remember, your email’s personality should reflect your brand’s voice, whether that’s warm and approachable or crisp and authoritative.