Are you launching an email marketing campaign but have no idea what email types convert? This article will learn about the most common email types used by top eCommerce brands to boost sales.

Email marketing offers an average return of $42 for every $1 spent. Achieving high ROIs comes from sending the right email to the right audience at the right time. A great email strategy allows you to convert customers at every stage of the buyer’s journey.

1. Welcome email

Open rates for welcome emails are high because customers have just signed up and are actively looking for an email from your brand. This is the perfect opportunity to capitalize on customer attention by providing an exciting offer. Initiate a great relationship with your customers by offering a discount for their first order.

The welcome email requires a delicate touch— you do not want to give the impression that email will be used to hound your customer for a sale. How hard of a push you can make with the welcome email depends on your value before capturing their email address and the value within the welcome email.

As a rule of thumb, try to give value upfront and then promote your offer. This format in the welcome email sets the standard for later emails, encouraging customers to open emails from your brand. This format can help establish a healthy open rate for your entire newsletter series.

Be straightforward in the welcome email by telling subscribers what they can expect from the newsletter series. If you intend to showcase your products, let your customers know this. Deceptive email marketing will not win quality customers. You will be pleasantly surprised by how much goodwill you can build by being transparent.

2. Abandoned cart emails

Are more customers than you would like to abandon their cart halfway through the checkout process? An abandoned cart email might be the trick to steer customers back to their digital shopping cart.

Abandoned cart emails receive an open rate of around 50%, and a third of the clicks lead to sales. Rather than completely canceling their purchase, most people get distracted or put their purchase off for a later date. The reminder sending them back to their shopping cart can result in a healthy conversion rate.

Here Are a Few Proven Email Marketing Strategies That Work When Sending Out Abandoned Cart Emails:

  • Create a sense of urgency: Creating a sense of urgency increases the likelihood that customers will complete the checkout process right away. Create urgency by showing an expiration date of the sale period or the product stock count. A low stock count is a great way to create a sense of urgency for the customer as they do not want to miss out on the product.
  • Highlight a product: Choose a product from the shopping cart that has benefits you could highlight. Include a product image and the reviews if it has generated a good response. Social proofing products is a great way to increase the fear of missing out.
  • Offer a discount: Add a discount coupon to provide a real incentive for coming back and completing the purchase. A smaller profit is better than no profit, and providing an attractive offer builds loyalty with the customer.

Abandoned cart emails can be automated, which makes this a scalable email marketing strategy. Emails can be triggered after a specific time period has passed—it could be 24 hours or 48 hours. You can also send more than one email to remind customers of their incomplete checkout process. It may take a few reminders before you get the sale.

In addition to automating the email, you can automate the email template to showcase the best product. This could be based on the sales volume and/or customer review score.

3. Newsletter email

The newsletter email is arguably the most popular type that every online business should send frequently. A newsletter email can contain a wide range of information—anything from tutorials to the latest news. However, do not make the mistake of sending bland newsletter emails that subscribers have seen before or do not care about. Ensure that you offer high value with each email, giving your customers a reason to keep reading and opening emails from your brand.

Here are a few ideas for what to include in newsletter emails:

  • News: Whether this is new products or news related to your industry you can be a news source for your customers. Providing news for your customers saves them time and effort and builds trust.
  • Product tutorials: From niche products to more general items, tutorials make great content for newsletter emails. Highlight an alternative use for the same product, or show how complementary products can improve Giving customers ideas on how to use your products more effectively and efficiently can provide organic ways of cross-selling.
  • Entertainment: It is good practice to make the goal of your newsletter entertainment occasionally.  You could highlight a recent meme circling within your niche or funny stories of customers using your products. Making your customers laugh is a great tactic for increasing brand trust and customer satisfaction.

These are just a few common ideas for newsletter material, but you should experiment with your own content. Consider utilizing repurposed content from other marketing channels. For example, break down a video in one of your emails or take snippets of an article from your blog. These are quick and easy ways of creating great content without reinventing the wheel.

4. Special offer email

Emails containing special offers receive high open rates, especially when they have a catchy subject line. It is important to create an intriguing offer instead of being deceptive. Customers hate clickbait subject lines that under-deliver within the email—your subject should indicate the offer and the content of the email should match.

The special offer should be clear and to the point. If you are offering 20% for a particular product category, then clearly state that. In fact, create a big infographic that shows off the products on discount and the price reduction size. Subscribers will know exactly what they are getting from the offer and be more likely to click. Confusion leads to hesitation and hesitation causes customers to take their business elsewhere.

Consider adding an element of personalization to your special offer emails. Utilize buying history to determine what products each subscriber is most likely to buy. Marketing and customer relationship software can harness the data for this approach.

5. Birthday emails

A common practice today is to send out birthday emails. Most provide no real value other than the birthday wishes which is really a wasted opportunity. Use the birthday email to provide something to the subscriber on their special day this could be an exclusive discount or a free sample.

Providing a tangible offer on your customer’s birthday is a great way to build customer relationships. Small gestures at the right time can place you in their top-of-mind when they are ready to buy. Birthday offers can also be scaled based on how much business the customer has done during the last year. It is a way of rewarding customers for shopping with your brand.

Final Thoughts

The five email types above are proven ways to boost sales and improve communication with the customer. Send emails often to keep your business on your customer’s minds. People want to buy from a brand that nurtures them along the buyers funnel instead of catching a quick sale.

However, do not limit yourself to the email types above—there are many more email types for you to explore. Check out what your competitors are doing by becoming a customer of their brands. Identify what elements are missing from their email campaigns and add them to your own. When done well, email is an affordable marketing solution that offers a tremendous return on investment and adds great value to your customers.

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