Understanding Marketing Emails Type and How To Run It Effectively

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Understanding Marketing Emails Type and How To Run It Effectively


No matter what your company size is, frequently engaging with customers is really an important fact that any business can’t be negligence. It’s not all about making SALES, SALES and SALES. A thriving business is the one that cares about customers’ voice, customer’s needs and how they engage with the brand’s updates.


 Although creating an email marketing strategy can be challenging for start-ups and small business owners because of time insufficiency, costly hiring process to get industry expert or lack of funds, etc. 


Don’t worry! We are here to lend a hand.


In this article, we will share with you all types of marketing emails you need to know and how to run it effectively. It’s important to understand the types of marketing emails that you send to clients or followers. The key to success in email marketing is employing the right type of email at the right time. 


After reading this article, you may get some ideas of important Do’s and Don’ts when creating a successful email marketing plan. Let’s dive right in and get some useful email marketing tips which may help improve the open rate.


    Promotional emails

    Promotional emails simply are emails you send to customers on your email list with the purpose to trigger sales. In these emails, businesses usually offer promotion codes, vouchers or special discount for:


    • an end of year special sales, clearance sales or season sales. 

    • a grand opening

    • new product release 

    • event announcements

    • trial offers


    A survey unveiled that nearly 66 per cent of consumers have made a purchase as a direct result of an email marketing message and promotional emails work. Now, you know that promotional emails are great for lead generation, retention, loyalty, engagement, nurturing, sales, and upsells. 

    Promotional emails should be part of any email marketing strategy. The problem here is that many businesses use promotional emails as the only part of their email marketing strategy, so they miss out on opportunities to relate to customers in diverse ways that are often more effective.

    Relational emails

    The different between promotional emails and relational emails is that they deliver value to your customers instead of boosting sales. Relational emails provide free contents and useful information such as new subscriber welcome emails, weekly or monthly newsletters with company announcements and public events, weekly blog articles with tremendous resources, guides and tips, online webinars, and more.


    The sole purpose of relational emails is to build and maintain strong relationships with the customer by adding value upfront. Imagine that after you subscribe to a website design and graphic design blog, only 1 second later you receive a private key to access premium online training class only for subscribed members. Don’t you think it’s amazing! 


    Remember, when your subscribers receive a piece of high-quality content in your email newsletters, they are interacting with your brand in a more meaningful way.

    Transactional emails

    Is transactional email same as promotional email, as they are both about the transaction?


    Not really!


    Transactional emails happen after a successful promotional email. When you send out your promotional emails to customers on your email list, if the email design is catchy and the content is persuasive, your customers may make the purchase via your website. Voila! Your email marketing plan works. Remember, the key to success in email marketing is sending the right type of email at the right time. 


    So, after the purchase happens, there must be a confirmation email with the purchase detail sent to your customers together with confirmed shipping address and a refund policy if applicable. This kind of emails is called “Transactional emails”


    Some example of transactional emails are:


    • receipts emails

    • follow-ups emails

    • cart abandonment emails 

    • shipping notifications

    • account creation and product return confirmations

    • support tickets

    • password update reminders

    • unsubscribe confirmations


    These emails reengage customers who have engaged with the business in some ways such as visit the business’ website, register for new products release emails, opt-in for newsletter emails or making a purchase at a nearby brand. Transactional emails will give the customer ideas of the voice behind your brand and impress your customers with meaningful and engagement emails.


    If you want to have a +1xx,xxx subscribers list and have a high conversion rate, then what are your answers for these below questions:


    • Do you quickly follow up and deliver what you promised to customers? 

    • Are you having systems in place that give your customer true value?

    • Do you listen to and respect your customers’ wishes?


    The number of your subscribers on the mailing list and current active customers is the correct and straightforward answer for your business.


    A quick recap of transactional emails, they bring good customer service experience and help tell customers about your brand. In addition, transactional emails also help generate leads, increase customer retention and loyalty, increase engagement with customers and obviously help with sales. Yet most businesses rarely use transactional emails properly, mistakenly assuming that promotional and relational emails are more effective. Transactional emails are really important if you are running an e-commerce store, learn more about how to increase customer engagement in e-commerce to win over your competitors online.

    Do’s and Don’ts in Email Marketing

    Some important Do’s and Don’ts when creating a successful email marketing plan:


    • Never buy third party emails. Learn more about Spam Act 2003 to make sure your business is complying with the law when running marketing email and to understand well your responsibility toward user privacy.

    • Never spam your subscribers with continuously and repetitive marketing email. It’s annoying, and you know it.

    • Always clarify in your marketing how you have your customer’s email address and reason for your connection.

    • Give your customers an option to opt-out (aka unsubscribe) your mailing list


    Now, you have got some ideas about how many types of email are there and ways to run your email marketing campaign effectively. If you are still struggling on how to create a perfect marketing plan then you can try our Marketing Plan Generator Tool or contact us to start discussing on your upcoming email marketing projects. 


    We are always here to help!


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