15 Types of Emails you can Send to Retain Customers

Summra Ahmad
Summra Ahmad

Last updated on

October 13, 2023

They say that emails are a marketer’s best friend. Needless to say that email marketing is an effective way to build long-lasting relations with clients and potential customers to increase sales. According to various studies, 74% of marketers use emails as a medium of distribution channel.  All marketers need to do is create an email list, use different types of emails and build quite an appealing email design.

Sending a different mix of emails gives the subscribers a chance to engage and of course, the open rates skyrocket too. 

In this blog, we will discuss the major types of emails you can use to your own advantage, improving marketing efforts for the business. 

But first, as a marketer, you need to answer this question first.

Why do you Need to Use Different Types of  Emails?

It’s a common misconception that email marketing is a deadbeat. What you don’t know is that emails are one of the most effective ways to convert a prospect into a lead. 

But an ineffective email marketing campaign can have an opposite reaction from your customers. It can happen if the emails are sent too frequently or infrequently. 

For instance, sending a week-old newsletter email over and over again will do you no good. Your email subscribers will stop opening the emails even before converting as a lead. 

If you want to improve your open rate the content differentiation between the emails is important. An ineffective email campaign loses good value. So the email marketer must be willing to spice it up with a variety of emails. 

Hence you need to use different types of emails to improve sales. 

Build your Email List 

It’s obvious why you need to use different types of emails now. Before we start discussing the types of emails, you need to create a perfect email list. 

There are more than one ways to build your email list, sadly not all of them are as effective. Some can turn out to be an inflated list or result in abandoned emails. 

Such email lists do not have much chance to grow your business. In the worst-case scenario, you can get flagged or even blacklisted as a spammer (oops!). 

Email marketing mistakes are possible. You must eliminate any flukes that may increase the chance of abandoned emails. You can avoid a rapid unsubscribed list by keeping the focus, intent and purpose, frequencies, etc. 

The more diversified the span of email list you have, the better conversion is expected. Therefore you need to create multiple types of emails in your email marketing strategy. 

Using an effective email marketing strategy can help reduce bounce rates. Mailmunch is an ideal pick for any small business looking to grow its business with a definitive list of email subscribers. Use our different types of fully responsive and optimized free email templates to put the email list to good use.

Different Types of Emails to Use 

It’s the dream of every marketer to knock out their customers with an effective email campaign. No matter what your email strategy looks like, you need to be able to differentiate content into various types of email. 

It’s more than just a casual message to a customer.  It’s about time you create engaging emails for the target audience. 

Following are the types of emails that can help you increase email subscribers, and boost the conversion rate too. 

1. Welcome Emails

Imagine a digital welcome doormat. That’s what a welcome email is. Customers expect a welcome email once they sign up on a new page. It’s time to make the first impression last. At this stage, customers are easy to engage. 

You also need a welcome email to;

  • Create brand awareness about the product and company 
  • Celebrate the reader 
  • Even offer a discount
  • Showcase the most popular products etc. 

Take a look at what Slack did for a welcome email.

Welcome email by Slack 

Email subscribers receive the welcome email within 24 hours. Your welcome email should simply thank the subscriber for signing up for your mailing list. 

Welcome emails show better click-through rates especially when they offer the personal touch without slathering the new subscribers with a sales pitch. So do not hesitate to spend time creating the first amazing email. 

You need to nail the welcome email or else you could end up blowing the deal. 

2. Lead Nurturing Emails 

To reach the target audience it is important that you keep the buyer persona in mind. Or your emails will remain stranded in the inbox unopened. 

Lead nurturing emails are a series of emails with a coherent purpose and useful content. These emails inform your customer about current events happening within the company. You can launch a new email campaign with the lead nurturing email that helps to qualify leads and push the customer down the sales funnel

Here’s how a lead nurturing email looks like. 

Lead Nurturing Email

These emails are used in B2B to sell products with a longer sales cycle. 

Lead nurturing emails to allow you to’; 

  • Focus content on user’s behavior driving them down the funnel 
  • Convert prospects into customers and existing customers to repeat customers 
  • Free relevant information (like tips) for engaging prospects etc.  

You can play with different types of emails to nurture leads and build a stronger bond with your customers. 

3. Promotional Emails 

One of the most common types of emails in email marketing is promotional emails, which is why it's important to include valuable content like the "15% off" offer. 

You can highlight the product or service by adding the discount offer or promo code in the subject line. Then add relevant information about the product or service you are selling. The art of persuasion begins with scarcity i.e. limited time offers. Make an exclusive offer to customers they cannot deny. 

Here’s how Mailmunch intrigued its customers with the Black Friday sale offer.

Promotional email by Mailmunch 

Also known as Special offer emails, promotional emails are used on a regular basis with the purpose of driving sales. Some of the promotional email examples are; 

  • Regular offers 
  • Campaigns
  • Special sales events 
  • Coupons 
  • Subscribed content about the company like product emails etc. 

Besides, the promotional emails allow the email marketer to; 

  • Sell the product online and offline 
  • Drive customers to offline destinations 
  • Use other mediums of interaction like SMS, mobile apps, etc. 
  • Offer personalized experiences 
Mailmunch is a powerful and complete lead generation email platform for customers looking to build email lists, generate leads, boost conversions and disseminate promotional messages with a fully customizable email marketing campaign. You can spin the wheels of your business fortune with us right away.

4. Progress Emails 

Why do you need the urge to get customer reviews after they dine out in your restaurant or use scales to measure the weight loss? 

Because progress is a high motivator! 

It’s the proof you need that a job is well done. To see that your products and services actually made a difference is a reason you need progress emails. For instance, Grammarly is a popular tool for professional writing. As a brand, they sure know how to track the progress of their customers using the Grammarly app. 

Down below is the progress report sent to the email subscribers.

Progress Email

Consider progress emails like a soft nudge or a warm hug for the customer to make them realize they are worth it. 

For instance, according to one study, participants lost more weight when they made their weight loss progress public compared to those who kept it private. In this way, the fitness coach sends a progress email to a customer who has been following a diet regimen. 

Sending a progress email on a regular basis is one of the best reminders for customers to make it through all stages of the product funnel. 

5. Transactional Emails 

So it’s good news your customer is taking action on your landing page. This triggers the transactional emails that help them to complete the action. 

For instance, if you want to sign in with Mailmunch, you need to give the login information to join. You will receive a confirmation email and a transactional email (thank you email). 

Transactional emails are also received on the confirmation of the shipment order you placed on an eCommerce site. 

Taking a particular action on a website can also lead to transactional email.

Below is the example of HelpScout. 

Transactional Email

So how does a transactional email benefit you? 

The click-through rate is high because the recipients anticipate receiving the transactional email once they place an order. It is high time to take advantage and include an engine call-to-action to leverage the subscriber. 

6. Marketing Emails  

A plethora of emails fall under this category but the objective remains the same - to sell the product or service

Marketing emails are meant to educate customers. For instance, if you are a fashion retailer and want to be notified of trends about seasonal apparel, the marketing email can consist of the 

  • Blog posts 
  • Member-only information 
  • Infographics etc. 

Festivities are the perfect time of the year to send marketing emails. Down below is a marketing email template, by Mailmunch,  that you can customize as you want. 

A minimal designed marketing email template by Mailmunch

Marketing emails help to build the brand’s affinity with the audience. You want to sell the product at all times but customers don’t always need to be sold to all the time. It would annoy even you right? 
So when creating the marketing email make sure that 

  •  You offer valuable content which is simple to the point 
  • The email has a conversational tone 
  • It offers helpful advice to customers
  • It’s personalized to let customers encourage to tweet about it etc.  

7. Milestone Emails 

A happy customer is a loyal customer. Chances are that you use a CRM. So you have the key information about customers like birthdays and anniversaries.

You need creative email campaigns that are highly personalized. Hence milestone emails come into play.  

Casper brings happiness with a milestone email for its customer

Why they’re great; 

  • A sweet reminder to your customers that you care about them.
  • Offers an attractive discount and code that can increase the click-through rate.
  • Comes with a 30-days validity so it gives plenty of time to show they are important to you and so on. 

So as a new subscriber becomes the customer, a milestone email highlights the information that plays a vital role in creating a stronger bond between the customer and company. 

8. Standalone Emails 

Also known as Dedicated Emails, they are created with the sole purpose of sharing the specific offer. 

For instance, you want to notify the customer about various types of email templates so you can add the link to the free email template library. This way you eliminate the chances of distraction and the customer lands on the desired page.

Take a look at the minimal design email template. 

A standalone email by BirchBox 

Some of the tried and tested benefits of standalone emails are; 

  • Focus on the “one” call to action. 
  • With a responsive HTML email template, you can build dedicated sends. 
  • Easy to track with one main message 

9. Announcement Emails 

Happy times calls for announcement emails. Let’s say you have a limited winter collection coming out, so the subscribers in your email list should be the first ones to know about it. 

A product announcement email is the first step to let the existing customer know about the upcoming product or service. 

It goes without saying that a 60-70% conversion rate is expected with these types of emails. So the quickest way to sell is to engage with the existing customer, offering them a solution they cannot refuse. 

 For instance, customers looking to get rid of nuisance in their inbox would love a feature that helps them filter irrelevant emails and typos. Keeping this factor in mind, Mailmunch launched a brand new feature “Advanced Email Validation” to improve the forms, pop ups, and landing pages! 

Customers will be able to correct typos in email addresses, reject free services emails, and much more. Or take a look at Quip offering a limited time option of pink electric toothbrush for its audience. Take a look below. 

An inside look of announcement email by Quip

Existing customers always expect an announcement email. For instance, it works wonders for clothing and apparel companies all too well. 

10. Anniversary Emails 

Why not thank your subscribers with anniversary emails? Celebrate the 1-year anniversary with a special promo code or you could also celebrate a milestone for your email subscribers in general. 

Mailmunch understands what a customer wants. With our library of 100+ responsive email templates you can avail the benefit of creating fully customizable anniversary emails and a lot more! As a lead generation suite we take care of your subscribers with professionally curated hyper-personalized email templates.

Anniversary email templates are unique and lucratively enough to reduce the bounce rate of an email. You can showcase an awestruck email design to attract the customer offering more transparency.

Remember, anniversary emails are not restricted to customers only. Your employees also need appreciation and truth be told they want to be acknowledged too. So can you think of a better way instead of a work anniversary email? We are all ears!

Take a look at how Twitter wishes an anniversary to its user down below. 

Anniversary Email by Twitter

11. Newsletter Emails 

Sending newsletter emails is old news. Some believe it to be stagnant practice in email marketing. 

However, according to the survey by Nielsen Norman Group, almost 90% of people prefer to receive newsletter emails. Only 10% prefer social media. 

Newsletter emails help to; 

  • Build stronger relationships with customers 
  • Share any new pieces of information of company or industry 
  • Reinforce the brand’s goodwill 
  • Improves the product’s visibility
  • Send information as a blog newsletter 
  • Repurpose the content 
  • Creates anticipation in readers etc.

Here’s an example of what a newsletter idea can look like.

Newsletter Email

The biggest takeaway? The newsletter email is the foundation of the email marketing strategy. It’s a great way for educating customers and prospects about your business, products, and services in relatable graphics.  You can send a monthly or weekly newsletter to your customers. 

Remember the purpose of your newsletter before you get into the nitty-gritty design. Define your goal and think of the metrics you can use to measure progress. 

Spend some time to decide the right placement of the content (images and text) alignment and prioritization. You must conduct the A/B testing to ensure everything is working. 

12. Curated Content Emails 

Imagine the collection of high-quality content but relevant to the specific topic. The content pieces belong to one parent topic, or sometimes it is derived from other content used previously. 

To create curated content emails you need to focus on two things - topic and content. You choose the topic and decide what type of content you want in the email for which you need a checklist of questions; 

  • Does my target audience need a solution for the problem? 
  • Do I have enough data to support analysis?
  • Is the information reliable? 
  • Does my content offer a unique perspective?

If the answer to all of these questions is a YES, then the topic is worth the valuable content. You can cover advice on a topic, or create a collection of the best content related to emails and so on. 

Here’s an example of the curated content email.

Curated Content Email

13. Abandoned Cart Emails 

Cart abandonment is an experience every eCommerce store goes through. The beauty of abandoned cart emails is that it’s a gentle nudge to remind customers that they are close to making a final purchase.

Abandoned cart email is the only line of defense between closing the sale and losing the customer.  

Following is a clear example of what happens when an online window shopper doesn’t make a purchase. 

Simple and catchy cart abandonment email by Away

A customer goes online, adds something to the cart, and then just happens to walk away (that hurts by the way) which is why brands need abandonment emails. If onboard with this idea, these emails can;

  • Create a sense of urgency to buy the product 
  • Offer additional discount (give them a promo code) 
  • Add call to action buttons 
  • Have a direct link to the abandoned product and the product reviews 
  • Or even list the cart in the email itself! 

14. Confirmation Emails 

A customer’s inbox is usually filled with transactional email messages. When customers complete a specific action, they activate the confirmation emails. 

But why confirmation email? Because it; 

  • Focuses the list of subscription 
  • Confirms the purchase 
  • Confirms the shipping of the order 

Here is a good example of a confirmation email. 

WazeCARPOOL keeps their confirmation email pretty straightforward 

Confirmation emails are one of the most common types of emails that trigger a quick response from the customer. 

It’s an ideal opportunity to;

  • Increase the open rate of an email 
  • Stand out with creative content 
  • Engage and relate strongly with the existing customer. 

15. Review Request Email 

Customers are educating themselves these days. Research shows that at least 91% of people read online reviews and 84% of the total trust these reviews blindly. Online recommendations are the new word of mouth. 

Good but genuine reviews about your brand are a MUST. A customer buys something from your store. Ask them to leave a review. The more you learn about the audience, the better emails you can send them. 

Take a look at this review request email. 

Charlie Hustle Clothing Co. keeps it real with review-request email

The aim of a review request email is to;

  • Build confidence in your brand 
  • Unveil the customer’s pain points
  • Able to fill the missing gap about products or services 

And before the customer makes the final decision, 68% form an opinion about the product even before buying it. So if you don’t have the reviews online, it’s time to send some review request emails. 


The above-mentioned types of emails are a great way to lead and nurture your customers with an effective email marketing strategy. 

It is important to understand that you need to communicate with customers in the long run. Humans love attention and care. If a brand shows they care for the customer, they will fall in love with your responses no matter the number of abandoned carts! At one point they will be persuaded to make the purchase. 

Now that you understand the different types of emails, you want to be sending the right amount of email sequence to your subscribers.

Author Bio

Summra Ahmad

A bookworm and a pet nerd at heart, Summra works as Content Writer at Mailmunch. She loves to play with keywords, titles, and multiple niches for B2B and B2C markets. With her 3 years of experience in creative writing and content strategy, she fancies creating compelling stories that your customers will love, igniting results for your business.


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