15 Types of Emails You Can Send to Customers

Jamie Birt

Updated June 15, 2022

Published April 20, 2021

Jamie Birt is a career coach with 5+ years of experience helping job seekers navigate the job search through one-to-one coaching, webinars and events. She’s motivated by the mission to help people find fulfillment and belonging in their careers.

Email marketing is an essential part of a marketing strategy to create product awareness and boost sales. This marketing technique can identify prospective sales leads, build relationships with them and help convert them into paying customers. It’s essential to send different types of emails to maintain and develop long-lasting relationships with existing and new customers.

In this article, we discuss the various types of emails you can send to your subscribers to keep them engaged.

Why might you send different types of emails in business communication?

The different types of emails you send to your customers are essential to your email marketing strategy. While collecting emails is an important process that requires a lot of planning and time, the end goal is to convert these subscribers into paying customers.

Including various emails in your marketing campaigns ensures that customers do not get bored by seeing the same email content each time. When you send unique email content to your recipients, it not only boosts your sales but also inspires and keeps your customers engaged. This will help you deliver an exceptional customer experience and build a long-lasting relationship with your customers.

Related: 7 Post-Purchase Emails To Send To Your Customers

15 types of emails to send customers

Mixing in different types of email content every time you reach out to your readers is a great way to keep them engaged. When your email content is unique, it differentiates it from competitors and builds a lasting relationship with your subscribers. Here are some of the different types of email you need to be sending your mailing list:

1. Welcome email

You can send a welcome email to new readers after they opt-in or sign up on your email list. It’s one of the most commonly used email types to express gratitude and introduce your brand to new customers.

The open rates of welcome emails are usually higher, so your goal should be to create a visually attractive email that can create a long-lasting memory. Apart from greeting new customers, these emails should also give them an idea of what content to expect from your company in the future. The welcome emails also highlight key features, brief instructions on using your services and any other relevant information to help your new subscriber use your products or services.

Read more: How To Write a Welcome Email to a New Client (With Examples)

2. Newsletter emails

A newsletter email is a popular type of email that is sent out to subscribers on a regular basis. They often contain the latest information about your blog or company and any other updates that would be of interest to the subscriber.

The primary goal of a newsletter email campaign is to be in regular contact with your readers and boost your website or blog traffic. It can help you to convert your subscribers into paying customers. It’s important to ensure that your newsletters contain engaging, well-structured and personalized information to meet these goals.

Related: Complete Guide to Newsletter Marketing

3. Promotional emails

Promotional emails include discounts or other special deals to promote the company's products and services. These types of emails aim to motivate subscribers to make a purchase and convert them to paying customers.

When sending out promotional emails, it’s crucial to segment your email recipients and offer personalized content based on their preferences and needs. A promotional email can retain new as well as lost customers, so it’s important to be clear and specific about your goals.

Related: Q&A: What Is Email Marketing?

4. Special occasion emails

A special occasion email uses the opportunity to celebrate a milestone or a special occasion like a birthday or holidays. You can send the email not only on the special day, but also a few days ahead to increase the chances of purchase. So, the email should focus on a celebratory spirit in both the visuals and content. This kind of email campaign makes your readers feel special and helps differentiate your company from competitors.

Related: Best Email Design Practices and How To Use Them

5. Announcement emails

When you introduce a new product or service, release a new feature in your existing product or promote a new event, send an email to your subscribers to let them know and be a part of your brand. The goal of an announcement email is to provoke interest in something new offered by your company.

It’s a simple yet effective email that takes little time to set up and helps conjure up the excitement of your readers. To create an effective email, clearly state the announcement in the subject line and provide a brief description of your company's new product or services or provide information about an upcoming event.

Related: How To Write an Email Announcement (With Template and Examples)

6. Lead nurturing email

You can send a lead nurturing email to target users who haven't purchased anything from your company yet. The main goal behind these emails is to inspire your customers and encourage them to make a purchase by showing the benefits of your products or services. Your aim should be to convert readers into paying customers and ultimately to repeat customers.

To create a successful lead nurturing email, it’s essential to understand and give importance to a recipient's interest, needs and pain points. This will enable you to create valuable personalized content that will attract customers and help them get the maximum benefit.

Related: How To Properly Format a Business Email

7. Transactional email

Transactional emails are messages triggered as a result of a specific action done by your subscribers. You can send these emails to notify subscribers of any changes made to their account, provide subscription and payment confirmation and remind them of free trial expirations. The objective of these emails is to provide the required information to your readers. The click-through rates of these transactional emails are usually high because customers anticipate these emails as a result of a completed action.

Related: 31 Sales Email Templates To Help You Close the Deal

8. Survey emails

Survey emails allow you to receive valuable feedback from your customers. You can use these kinds of emails to ask questions about your current products or services and gather your customers’ opinions. These types of surveys are usually small enough for the customer to complete in a relatively short amount of time. 

Related: 40 Catchy Email Subject Lines for Sales Conversions

9. Free offer email

Much like promotional emails, a free offer email is a way to get your customers invested in your product or service by offering a gift for free. These gifts are often virtual downloads, such as white papers or software. Your customers may also feel inclined to stay subscribed to your email list if they know they can receive free products from it. 

Related: How To Create a Business Email Account (With 6 Methods)

10. Reorder emails

If you sell products that customers use on a regular basis, it may be a good idea to send reorder emails. This type of email prompts your customers to order more of your product, and you can send them on a regular schedule, such as every month. You can also include special offers in these kinds of emails. 

11. Anniversary emails

You can celebrate your customers by sending them an anniversary email as a way to thank them for staying subscribed to the list. You might send these kinds of emails annually. These emails are also helpful in signifying important milestones for the email list in general. For example, you can send an email to your entire list if it manages to reach a certain number of subscribers.

12. Abandoned cart emails

If a customer adds a product to their cart but doesn’t end up purchasing it, you can send an abandoned cart email to prompt them to finish the transaction. This type of email reminds them of the products they were viewing. Companies can even send these types of emails at different time frames, such as a few hours or a few days after the customer left the website. 

Related: 13 Abandoned Cart Email Examples To Win Back Customers

13. Confirmation emails

Confirmation emails are similar to transactional emails, except they usually don’t require any further action from the customer. You can use these types of emails as a confirmation that something has happened. You might send this type of email to confirm a purchase has gone through or that an item has shipped.  

Read more: How To Write a Confirmation Email (With Examples)

14. Progress emails

If you offer a service that customers use to learn or improve their skills, you might benefit from sending progress emails. These emails remind and congratulate the customer of the work they’ve achieved using your service. This can show them that you’re invested in their growth and that you appreciate them choosing your service. 

15. Review emails

Review emails prompt the customer to provide information about how they feel about your  product or service. These emails might ask them to do different things, such as writing a detailed review that will appear on the website or rating the product out of five stars. Having favorable reviews might then persuade future customers to buy your product. 


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