{"id":34022,"date":"2017-03-09T08:14:17","date_gmt":"2017-03-09T08:14:17","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2017\/03\/09\/3-types-of-newsletters-for-your-email-marketing-strategy\/"},"modified":"2026-10-15T16:35:35","modified_gmt":"2026-10-15T16:35:35","slug":"3-types-of-newsletters-for-your-email-marketing-strategy","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2017\/03\/09\/3-types-of-newsletters-for-your-email-marketing-strategy\/","title":{"rendered":"Types of email marketing: 12 emails your business should send (with examples)"},"content":{"rendered":"\n
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Quick answer:<\/strong> There are 12 common types of email marketing, and they fall into three families: emails that add value (newsletter, content, news), emails that build trust (welcome, transactional, surveys, greetings, re-engagement) and emails that sell (promotions, launches, abandoned cart and post-purchase).<\/p>\n<\/blockquote>\n\n

When you start out with email marketing, it’s easy to stick to a single format. A newsletter every month and, every now and then, an offer.<\/p>\n\n

It works, but you leave a lot on the table. Your subscribers aren’t all at the same stage: some have just joined, others are deciding whether to buy, and others haven’t opened your emails in months.<\/p>\n\n

Each of those moments calls for a different email. In this guide you’ll find the 12 most widely used types of email marketing, what each one is for and a sample subject line to inspire you.<\/p>\n\n

You’ll also see how to combine them in your calendar without overwhelming your list, and which metric to watch in each case.<\/p>\n\n\n

What are the types of email marketing?<\/h2>\n\n

Types of email marketing are defined by their goal: to inform, to build a relationship or to sell.<\/strong> This table sums up the 12 most common ones:<\/p>\n\n

Email type<\/th>Goal<\/th>When to send it<\/th><\/tr><\/thead>
1. Newsletter<\/td>Stay in touch and add value<\/td>On a fixed schedule<\/td><\/tr>
2. Educational or content email<\/td>Teach and position yourself as an expert<\/td>When you publish a guide or a resource<\/td><\/tr>
3. News and announcements<\/td>Share changes in your business<\/td>When there’s something to tell<\/td><\/tr>
4. Welcome<\/td>Introduce yourself and start off on the right foot<\/td>Right after signup<\/td><\/tr>
5. Transactional<\/td>Confirm an action taken by the user<\/td>Instantly<\/td><\/tr>
6. Survey and feedback request<\/td>Get to know your customers and collect reviews<\/td>After a purchase or a service<\/td><\/tr>
7. Greetings and anniversary<\/td>Strengthen the relationship<\/td>On personal dates<\/td><\/tr>
8. Re-engagement<\/td>Win back inactive subscribers<\/td>After months without activity<\/td><\/tr>
9. Promotional and seasonal<\/td>Sell with an offer<\/td>During campaigns and key dates<\/td><\/tr>
10. Product launch<\/td>Introduce something new<\/td>Before and during the launch<\/td><\/tr>
11. Abandoned cart<\/td>Recover a sale<\/td>1 to 24 hours later<\/td><\/tr>
12. Cross-selling and post-purchase<\/td>Get a second purchase<\/td>Days or weeks after the purchase<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
\"The<\/figure>\n\n

You don’t need to use them all from day one. The usual approach is to start with three or four and add more once you see they work.<\/p>\n\n

The 3 main groups: emails that add value, build trust and sell<\/h2>\n\n

Before going through each type, it helps to look at them as three big families. Every email marketing strategy combines these three types of email:<\/strong><\/p>\n\n

Group<\/th>What it’s for<\/th>Examples<\/th><\/tr><\/thead>
Emails that add value<\/td>Your list reads your emails because they learn something<\/td>Newsletter, content, news<\/td><\/tr>
Emails that build trust<\/td>The subscriber gets to know you and trusts you<\/td>Welcome, transactional, surveys, greetings<\/td><\/tr>
Emails that sell<\/td>Turn interest into sales<\/td>Promotions, launches, cart, post-purchase<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
\"The<\/figure>\n\n

The most common mistake is sending only sales emails. If every email is an offer, your subscribers will stop opening them or unsubscribe.<\/p>\n\n

On the other hand, if you only send content, you’ll have a loyal list but few sales. The balance lies in alternating them.<\/p>\n\n

Emails that add value<\/h2>\n\n

These are the emails that make your subscribers want to stay on your list. They don’t ask for anything in return: they inform, teach or entertain.<\/p>\n\n

1. Newsletter<\/h3>\n\n

A newsletter<\/a> is the email you send to your list on a fixed schedule.<\/strong> It can bring together your latest articles, tips, industry news or updates about your business.<\/p>\n\n

Its strength lies in consistency. If it always arrives on the same day, your subscribers get used to looking forward to it.<\/p>\n\n

Subject line example:<\/strong> \u201cThis week’s 3 ideas for selling more by email\u201d<\/p>\n\n

Tip:<\/strong> always open with the most useful content and leave promotions for the end. If your list is growing fast, try a shorter version with just three links.<\/p>\n\n

You’ll find the steps to create yours in our guide on how to create a newsletter<\/a>.<\/p>\n

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\"Editorial
\u201cEditorial news newsletter\u201d template from the Mailrelay editor, also available in the free account.<\/figcaption><\/figure>\n<\/div>\n

2. Educational or content email<\/h3>\n\n

It shares a specific resource: a guide, a tutorial, a template or a video. Unlike the newsletter, it focuses on a single topic.<\/p>\n\n

It’s the ideal email to show that you know what you’re talking about. And it paves the way for selling later on.<\/p>\n\n

Subject line example:<\/strong> \u201cFree guide: how to get your store ready for Black Friday\u201d<\/p>\n\n

Tip:<\/strong> end with a single next step, such as downloading a template or reading the full article. One button converts better than five links.<\/p>\n\n

3. News and announcements<\/h3>\n\n

Use it to share something that has changed: new opening hours, a feature, a service improvement or an award.<\/p>\n\n

Keep it short and make it clear what the change means for the subscriber.<\/p>\n\n

Subject line example:<\/strong> \u201cNew: you can now book from the app\u201d<\/p>\n\n

Tip:<\/strong> if the change affects how people buy from you or contact you, explain in one sentence what they need to do. Avoid internal announcements that only matter to your team.<\/p>\n

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\"Product
\u201cProduct news announcement\u201d template from the Mailrelay editor, also available in the free account.<\/figcaption><\/figure>\n<\/div>\n

Emails that build trust<\/h2>\n\n

These are the emails that build the relationship. Many are sent automatically when the subscriber does something.<\/p>\n\n

4. Welcome email<\/h3>\n\n

The welcome email<\/a> is the first one a new subscriber receives and one of the most opened.<\/strong> Introduce yourself, tell them what they’ll receive and how often, and give them a first reason to stay.<\/p>\n\n

If you want to go a step further, turn it into a series of two or three emails during the first week.<\/p>\n\n

Subject line example:<\/strong> \u201cWelcome to the community: here’s what you’ll receive\u201d<\/p>\n\n

Tip:<\/strong> if you promised a gift or a discount for signing up, deliver it in this email. It’s the best way to get the subscriber to trust what comes next.<\/p>\n

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\"Welcome
\u201cFitPulse onboarding welcome\u201d template from the Mailrelay editor, also available in the free account.<\/figcaption><\/figure>\n<\/div>\n

5. Transactional email<\/h3>\n\n

Transactional emails<\/a> respond to an action taken by the user: an order confirmation, an invoice, a password change or a shipping notice.<\/p>\n\n

They aren’t campaigns, but they’re part of the experience. A clear, well-designed transactional email comes across as professional.<\/p>\n\n

Subject line example:<\/strong> \u201cYour order 2045 is on its way\u201d<\/p>\n\n

Tip:<\/strong> use your own domain and your brand in these emails too. And make the most of the space with a useful link, such as order tracking or the help page.<\/p>\n\n

6. Survey and feedback request<\/h3>\n\n

Ask your customers what they thought of your product or service. You can use an NPS<\/a>-style question or ask for a review.<\/p>\n\n

The answers help you improve, and reviews help you sell to your next customers.<\/p>\n\n

Subject line example:<\/strong> \u201cHow was your experience? Reply in 30 seconds\u201d<\/p>\n\n

Tip:<\/strong> ask a single question in the email itself and leave the rest for later. The fewer clicks you ask for, the more answers you’ll get.<\/p>\n

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\"Feedback
\u201cWe want to hear your opinion\u201d template from the Mailrelay editor, also available in the free account.<\/figcaption><\/figure>\n<\/div>\n

7. Greetings and anniversary<\/h3>\n\n

A birthday email<\/a>, the anniversary of the first purchase or one year since they subscribed. They’re small touches that make customers feel valued.<\/p>\n\n

If you add a small gift or discount, they often drive sales too.<\/p>\n\n

Subject line example:<\/strong> \u201cToday is your day: there’s a gift waiting for you\u201d<\/p>\n\n

Tip:<\/strong> ask for the birthday in the signup form, as an optional field. That way you can automate this email and forget about it.<\/p>\n\n

8. Re-engagement email<\/h3>\n\n

It’s sent to people who haven’t opened your emails in months. Remind them what they get from your list, ask whether they want to stay and, if it fits, offer them an incentive.<\/p>\n\n

If they don’t respond, it’s better to remove them from the list. We explain how it works in our winback campaign<\/a> entry.<\/p>\n\n

Subject line example:<\/strong> \u201cShall we stay in touch? We miss you\u201d<\/p>\n\n

Tip:<\/strong> first define what an inactive subscriber means to you, for example six months without clicks. Cleaning your list improves your deliverability and your stats.<\/p>\n\n

Emails that sell<\/h2>\n\n

These are the emails that turn interest into sales. They work much better when you’ve already added value and built trust.<\/p>\n\n

9. Promotional and seasonal email<\/h3>\n\n

It presents an offer, a discount or a special campaign: sales, Black Friday<\/a>, Christmas or Mother’s Day.<\/p>\n\n

Make the offer clear in the subject line and the first line, and include a deadline if there is one.<\/p>\n\n

Subject line example:<\/strong> \u201cUntil Sunday only: 20% off the entire store\u201d<\/p>\n\n

Tip:<\/strong> prepare the campaign in advance and let your best customers know a day early. Feeling first in line is an incentive in itself.<\/p>\n

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\"Promotional
\u201cVinyl music offer\u201d template from the Mailrelay editor, also available in the free account.<\/figcaption><\/figure>\n<\/div>\n

10. Product launch<\/h3>\n\n

It introduces a new product or service. It works best as a short sequence: a sneak peek, launch day and a reminder.<\/p>\n\n

You’ll find ideas to prepare it in our product launch<\/a> guide.<\/p>\n\n

Subject line example:<\/strong> \u201cIt’s here: discover the new collection\u201d<\/p>\n\n

Tip:<\/strong> segment the people who have already shown interest, for example those who clicked on the sneak peek, and send them a more direct message.<\/p>\n\n

11. Abandoned cart<\/h3>\n\n

It is sent when someone leaves products in the cart without paying. Show what they left behind, answer questions about shipping or returns, and add a button to come back.<\/p>\n\n

It’s all explained in our abandoned cart email<\/a> entry.<\/p>\n\n

Subject line example:<\/strong> \u201cYour cart is waiting: can we help you finish?\u201d<\/p>\n\n

Tip:<\/strong> one to three emails is usually enough. The first one a few hours later; the last one with an incentive, only if your margin allows it.<\/p>\n

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\"Abandoned
\u201cAbandoned cart showcase\u201d template from the Mailrelay editor, also available in the free account.<\/figcaption><\/figure>\n<\/div>\n

12. Cross-selling and post-purchase<\/h3>\n\n

After a purchase, suggest products that go with what they already have: an accessory, a refill or an upgraded version. It is the basis of cross-selling<\/a> and upselling<\/a>.<\/p>\n\n

Subject line example:<\/strong> \u201cGet more out of your purchase\u201d<\/p>\n\n

Tip:<\/strong> wait just long enough for the customer to have used what they bought. Don’t recommend a refill the next day; wait until it’s about to run out.<\/p>\n\n

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Create all these emails with Mailrelay<\/strong><\/p>\n\n\n\n

Newsletters, welcome emails, automations and transactional emails from a single account. Start for free, no credit card required.<\/p>\n\n\n\n

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Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

Which types of email each business needs<\/h2>\n\n

Not every business needs the same emails. These are good combinations to start with:<\/p>\n\n

Type of business<\/th>Types of email to start with<\/th><\/tr><\/thead>
Online store<\/td>Welcome, transactional, abandoned cart, promotions and post-purchase<\/td><\/tr>
Professional services<\/td>Welcome, newsletter, educational content and surveys<\/td><\/tr>
Software or SaaS<\/td>Welcome series, news, educational content and re-engagement<\/td><\/tr>
Restaurants and leisure<\/td>Newsletter, seasonal promotions and greetings<\/td><\/tr>
Training and courses<\/td>Welcome, educational content, launches and surveys<\/td><\/tr>
NGOs and associations<\/td>Newsletter, news, thank-you emails and seasonal campaigns<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

If you run a store, you’ll find all the details in the email marketing for ecommerce<\/a> guide.<\/p>\n\n

One-off campaigns or automated emails<\/h2>\n\n

Types of email marketing can also be divided by how they’re sent. Some you schedule yourself and others go out on their own when the subscriber does something:<\/p>\n\n

One-off campaigns<\/th>Automated emails<\/th><\/tr><\/thead>
Newsletter<\/td>Welcome<\/td><\/tr>
Educational content<\/td>Transactional<\/td><\/tr>
News and announcements<\/td>Abandoned cart<\/td><\/tr>
Promotions and seasonal<\/td>Greetings and anniversary<\/td><\/tr>
Product launch<\/td>Re-engagement and post-purchase<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Automated emails are set up once and work all year round. If you want to start with them, check out the email marketing automation<\/a> guide.<\/p>\n\n

How to combine the types of email in your calendar<\/h2>\n\n

What matters isn’t sending more, but alternating well.<\/strong> A good rule of thumb to start with is to send two or three value emails for every sales email.<\/p>\n\n

\"Email<\/figure>\n\n

Here’s what a month could look like for a small online store:<\/p>\n\n

Week<\/th>Campaign<\/th>Type<\/th><\/tr><\/thead>
Week 1<\/td>Newsletter with news and a tip<\/td>Value<\/td><\/tr>
Week 2<\/td>Practical guide on how to use a product<\/td>Value<\/td><\/tr>
Week 3<\/td>Newsletter + feedback survey<\/td>Value and trust<\/td><\/tr>
Week 4<\/td>End-of-month promotion<\/td>Sales<\/td><\/tr>
All month<\/td>Automated welcome, transactional, cart and post-purchase emails<\/td>Trust and sales<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
\"Example<\/figure>\n\n

Adapt the pace to your business. You’ll find more ideas in our guides on the ideal sending frequency<\/a> and the best time to send email marketing<\/a>.<\/p>\n\n

Which metric to watch for each type of email<\/h2>\n\n

Not all emails are measured the same way. This is the main metric for each one:<\/p>\n\n

Email type<\/th>Main metric<\/th><\/tr><\/thead>
Newsletter and content<\/td>Clicks and unsubscribe rate<\/a><\/td><\/tr>
Welcome<\/td>Clicks and first purchase<\/td><\/tr>
Transactional<\/td>Delivery and replies to support<\/td><\/tr>
Survey<\/td>Response rate<\/td><\/tr>
Re-engagement<\/td>Subscribers won back<\/td><\/tr>
Promotions and launches<\/td>Sales and conversion rate<\/a><\/td><\/tr>
Abandoned cart<\/td>Recovered carts<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

The open rate<\/a> is useful for comparing subject lines, but since Apple Mail Privacy Protection it shows inflated figures. Focus above all on CTR<\/a> and sales.<\/p>\n\n

Common mistakes when choosing types of email<\/h2>\n\n

The most common one is using the same type of email for everything.<\/strong> A newsletter doesn’t replace a welcome email, and a promotion doesn’t replace a survey.<\/p>\n\n

Other mistakes to avoid:<\/p>\n\n