What Types of Emails Should I Send?

Each of these email message types has its own unique advantages (and disadvantages)
To determine what messages work best, it is important to continuously test your ideas to determine what readers like and dislike
It’s up to you as a marketer to determine the messages that your Contacts would like to receive and then deliver them
The below list contains idea-starters to help you find new and exciting ways to incorporate email marketing into your company

Newsletters

Typically sent once a month, but can also be sent on a bimonthly or weekly basis.
Usually contains a brief updates on products or services, industry news, events, a helpful how-to article or a special offer.
Purpose is to deliver relevant content that Contacts will find informative, educational, or entertaining to build your relationship with customers or prospects.

Postcard Emails

Simple quick announcements that inform readers of a special offer, a new product or a last minute sale
Contain a single call-to-action
Must be easy for the reader to scan in a few seconds

Email Catalogs

Electronic versions of print catalogs usually only listing or promoting a small sampling of the products available.
Contains dozens of pictures with short descriptions and links underneath encouraging the reader to click the link to learn more and purchase.
Use this type of communication to showcase an inventory of hot new products
Eliminates distribution of expensive print catalog materials

Coupons

Email coupons are far less expensive than traditional coupon advertising because they require no production expenses or mailing costs.
Use email coupons to drive customers into your physical store
Encourage customers to forward coupons to interested friends or family members to get free “word-of-mouth” advertising

Event Invitations

Promote and inform your readers of special events you are having
No printing and postage provides a cost-effective means of reaching a large audience
Can be used not only to invite readers to an event like a store opening, but also to an online sale or to view improvements to your website

Press Releases/Announcements

Use this communication to distribute your latest company information such as new products or services or enhanced functionalities
These timely communications keep your customers well-informed and up-to-speed
If you have a list of media contacts that have given your permission to contact them, emailing press releases can be a great way to attract news coverage

Service Reminder

Notifies your customer when it is time for their next service
Provides courteous advance notification and keeps your Contacts actively engaged
Gives you the opportunity to also promote some of your other products and services
Great opportunity to provide a coupon or special promotion
Eliminates the need for expensive paper-based renewal communication

Education and Training

Provides Contacts with valuable information about advances in the field, new research or updated best practices
Provides Contacts an opportunity to engage with you on a more meaningful level
Encourages customers to adopt your offerings more easily for increased usage and satisfaction
Allows easy access to education and training materials

Email Marketing Resource Center