The 3 types of emails every business should be using

Email is one of the most commonly used tools for communication and marketing for most businesses but what are they? Let's explore them together.

Most business owners know that email is one of the most commonly used tools for communication and marketing in their businesses - this applies to both service-based businesses and eCommerce businesses. But did you know that there are different types of emails you can send to your customers?

In this blog post, I'll cover the 3 different types of emails, explain the purpose of each and give you some tips on when to use them. I'm hoping that by the end of this article, you'll have an idea of what to send your list next.

There are three main types of emails

  • promotional emails
  • editorial emails
  • transactional emails

1. Promotional emails

These emails are sent with the primary purpose of promoting a product, event or service. If you have a service-based business, these emails may include something as simple as a meeting request or a direct sales pitch. These emails usually contain time-sensitive special offers or discounts for a product-based business. 

The objective of a promotional email is very simple - get that conversion. For example, if you are an accountant, a conversion can be classed as "an appointment booked". We want to send these types of emails to leads, to get them to book that in that first appointment to hopefully turn them into lifelong clients. If you are an eCommerce business, it is usually an email to make the customer purchase your product. 

Some example subject lines for an eCommerce business could include:

  • "New arrivals now in store"
  • "Shop and save"
  • "Get ready for the sale of the year"
  • "Receive a free product with every purchase"

Some example subject lines for a service business could include:

  • "Minimise your taxes - book an appointment with us today"
  • "This week only, get your will done at $XYZ"
  • "Paying too much in interest rates? Book an appointment today"

Always remember to create a strong call-to-action (CTA) at the end of your emails. The CTA could be "Book an appointment today" and link it to your booking calendar, "Sign up today" or "Shop Now".

2. Editorial emails:

Do you have a publication you love reading? Or an industry magazine that you follow? I want you to think of editorial emails like your favourite magazines or publications.

These emails help:

  • set you apart from your competition
  • allow you to be seen as an industry authority
  • nurture your leads and also your clients

The last thing you want is to be known as that business or brand that only sends promotional emails. You WANT to also add value to your customers' lives. 

Send these editorial emails with the primary purpose of providing relevant information, updates, tips and tricks to your target audience. No sales pitch - just information sharing. These are the emails that build trust and people buy from people they trust. 

Another added benefit of editorial emails is that the right editorial content emails can help keep your IP and sending domain healthy which improves overall email deliverability. In other words, your emails get delivered to the inbox. 

The CTA that I like to use there is to get the reader to click through to the blog. Why? A click is worth a lot in the world of emails. It means that the reader is interested in your content and they are clicking through to read more. 

So, where does that click go to? It should go to your blog or somewhere on your website that is relevant to the content that you send out. Sending them to the blog/website has the added benefit of being able to retarget them through your other marketing efforts.

3. Transactional emails

As the name suggests, these emails are sent with the primary purpose of completing a transaction. They might contain order confirmations, shipping updates, a link to download a free ebook or guide or account statements. 

Transactional emails are often the key information about what the transaction is about. You can also add a bit of your brand's personality/flair to it. For an eCommerce business, you can add the order summary and perhaps a section at the end of the email to showcase other bestsellers. This could potentially lead to another sale. 

Email marketing is such a powerful tool that should be included in your business's or brand's marketing mix today. By understanding the different types of emails and their purposes, you can craft different messages that resonate with your audience, nurture them and drive sales - often automatically too. 

Are you ready to put these principles into practice?

Click here to book me for a call so we can discuss how I can help you create your next email automation and campaigns to get results. 

Did you enjoy this post? If so, please remember that we live in an abundant world so please share this with your business pals - I will be eternally grateful.


Jessie Goh's signature | Klaviyo partner | Keap Automation

P.S: Interested in working with me? Click here to book a quick chat with me.

Categories: email automation, email marketing