Module 6: Types of Email Campaigns
Introduction
Not all emails are created equal! In this module, you’ll learn about the different types of email campaigns businesses use to reach, engage, and convert their audiences. Each type has a different goal and tone—from welcoming new customers to reminding them about items left in their cart. Knowing which type to use (and when) helps you build stronger relationships, increase sales, and keep your brand top-of-mind.
Let’s dive into the most common and effective types of email campaigns.
Newsletters
What They Are:
Newsletters are regular updates sent to your subscribers to inform, educate, or entertain them. These emails typically include news, blog posts, tips, behind-the-scenes content, or company updates.
Purpose:
To stay connected with your audience and build long-term trust.
Example:
A fitness coach sends a weekly newsletter with:
- 1 tip for staying active
- 1 healthy recipe
- A link to her latest YouTube video
Pro Tip:
Consistency is key. Whether you send once a week or once a month, stick to a schedule your audience can expect.
Promotional Emails
What They Are:
These are emails sent to promote a product, service, or limited-time offer. They aim to generate sales or leads by encouraging immediate action.
Purpose:
To drive sales, clicks, or sign-ups.
Example:
An online fashion brand sends a “Flash Sale – 50% off for 24 hours!” email to all past customers.
Pro Tip:
Use a clear call-to-action (CTA) like “Shop Now,” “Get the Deal,” or “Buy Before It’s Gone.”
Transactional Emails
What They Are:
These are automated emails triggered by a specific action your customer takes—like making a purchase or changing their password.
Purpose:
To confirm or facilitate a transaction.
Example:
After ordering a book, you receive an email:
Subject: “Your Order is Confirmed – Shipping Soon!”
Pro Tip:
Even though they’re functional, transactional emails are great opportunities to add a personal touch or promote related products.
Welcome Sequences
What They Are:
A series of emails sent automatically when someone subscribes to your email list. These emails introduce your brand and help build a connection with the subscriber.
Purpose:
To make a great first impression and guide new subscribers.
Example:
A software company sends 3 welcome emails:
1.Welcome and brand story
2.Product tour
3.How to get the most value from the tool
Pro Tip:
Offer a special discount or free resource in your welcome email to encourage the first purchase.
Abandoned Cart Emails
What They Are:
Emails sent to shoppers who added items to their cart but didn’t complete the purchase.
Purpose:
To recover lost sales by reminding or encouraging users to complete their order.
Example:
“Still thinking it over? Get 10% off if you complete your purchase in the next 24 hours!”
Pro Tip:
Add product images and a direct “Return to Cart” button to make it easy to complete the sale.
Re-engagement Campaigns
What They Are:
Emails sent to inactive subscribers who haven’t opened or clicked your emails in a while.
Purpose:
To reignite interest or say goodbye if they’re no longer interested.
Example:
“Hey, we miss you! Here’s 20% off your next order if you come back.”
Pro Tip:
Keep the message light and positive, and offer a quick way to unsubscribe for those who are truly done.
Summary (Before Real-Life Example)
• Newsletters keep your audience informed and connected regularly
• Promotional emails focus on time-sensitive offers and sales
• Transactional emails provide confirmations and updates automatically
• Welcome sequences introduce new subscribers to your brand
• Abandoned cart emails recover lost sales by reminding customers
• Re-engagement campaigns win back inactive subscribers
Real-Life Example: Your Small Bakery
Let’s continue our bakery story to see how all these campaigns come to life:
You run a small bakery with both in-store and online customers. You’ve been collecting email addresses through a signup sheet at the counter and a subscription box on your website.
Here’s how you use each type of campaign:
Newsletter
Every Friday, you send a newsletter featuring:
• A new pastry recipe
• A short baking tip
• A sneak peek of the weekend’s menu
Subject: “This Week’s Sweet Surprise + Chef’s Secret Tip!”
This keeps your customers engaged and looking forward to Fridays.
Promotional Email
For Valentine’s Day, you send a special promo:
Subject: “ 2-for-1 Chocolate Cupcakes – This Weekend Only!”
You include a colourful image, limited-time offer, and a “Pre-order Now” button.
Transactional Email
When a customer orders a birthday cake online:
Subject: “Your Order is Confirmed – We’re Baking Your Cake! ”
The email includes order details, pickup instructions, and a thank-you message.
Welcome Sequence
A new subscriber from your website gets:
1.Welcome email: “Thanks for joining! Here’s 10% off your first order.”
2.Meet the Baker: A short story about how you started the bakery.
3.Menu Highlights: Your bestsellers and how to pre-order.
Abandoned Cart Email
Someone selects a batch of cookies online but doesn’t check out.
Subject: “Still Craving Those Cookies? ”
You offer a 10% discount and include a photo of the cookies in their cart.
Re-engagement Campaign
You notice that Maria, a once-regular customer, hasn’t opened emails in 3 months.
Subject: “Maria, We Miss You – Here’s a Special Treat ”
You include a personalized message and a coupon for a free pastry with her next order.
