Email Marketing 101: 6 Emails To Send To Your Subscribers

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A survey conducted by The Manifest revealed that 69% of businesses include email marketing in their overall digital marketing strategy. Given the ubiquitous nature of email, it’s not surprising that the majority of businesses have email marketing strategies in place. That being said, some email marketing strategies are more successful than others. If you want your campaigns to be effective and stand toe-to-toe with the best in today’s email marketing landscape, here are six emails that you should be sending to your subscribers.

Welcome emails

Welcome emails are one of the most valuable emails in your entire email marketing arsenal. With this email, you can build loyalty and improve engagement. Compared to other emails you send, your welcome email is the one that’s most likely to be opened. In fact, the average open rate for welcome emails is 50%.

The welcome email is your first chance to make the best impression you possibly can to your new subscribers, so make the most of it. Take it a step further and use email marketing automation to effortlessly send a welcome email whenever you gain a new subscriber. This way, you only need to set up the email once, instead of having to send it manually each time a new subscriber joins your list.

Purchase Confirmations

Transactional emails such as purchase confirmations are opened eight times more than any other type of email and generate six times more revenue. This is because transactional emails are triggered by actions your subscribers have taken, which means the content is relevant to them. In the case of purchase confirmations, your customers expect these emails after making a purchase because they want to verify that did the right thing. They trusted you enough to make a purchase, so they want reassurance from you.

Sending purchase confirmations increases your credibility and lets your customers know that you can be trusted. Take advantage of your customers’ positive impressions by including offers of similar or complementary products in your purchase confirmation emails. You can also ask for referrals and provide your customer with incentives for referring a friend, family member, or colleague.

Shipping Notifications

Shipping notifications are another type of email that is highly relevant to the recipient. If your subscriber makes an online purchase, they’ll naturally want to receive a shipping notification to make sure that they entered they entered all details correctly including the item they bought, the quantity, and their shipping address.

Here are the best practices when sending shipping notification emails:

  • Personalize your email by including the customer’s name and other relevant information.
  • Set proper expectation by giving an estimated date of delivery.
  • Include an image of the item that your customer purchased.
  • Similar to purchase confirmations, shipping notifications also present an opportunity for you to suggest similar or complementary products.
  • And last, but certainly not least, provide your customer with the tracking information of the item so that they can track it in real time.

By providing these details, you increase transparency with your customer and make them feel secure about their purchase.


Sending reminder emails is an ideal way for you to connect with your customers and let them know of big events such as a store-wide sale or a popular item that is quickly selling out. Use subject lines that create urgency for your customers so that they take action and make a purchase.

You can also use reminders to refresh your subscriber’s memory of a significant event during their customer journey. For example, you can remind your customers of their very first purchase with you and entice them to make another purchase by offering irresistible discounts.

Birthday or anniversary Emails

Birthday emails are great for making your subscribers feel special. Coupled with the fact that birthday emails generate 382% more revenue per email than promotional emails, you’ve got a surefire way to not just boost engagement, but also drive your revenue through the roof.

When sending birthday emails, don’t stop at greeting your subscribers a happy birthday. Include a free gift or special offer in your message. It could be anything from an online voucher to a code for a unique code for a significant discount on their next purchase.

Re-engagement emails

According to Marketing Sherpa, businesses lose an average of 22.5% of their list every year. Database decay is an unavoidable truth in email marketing, but that doesn’t necessarily mean you can’t do anything about it. To re-engage your inactive subscribers, send them re-engagement emails. If a subscriber hasn’t made a purchase in a while, tempt them into making a purchase by offering an exclusive email-only discount. Alternatively, you can also give them something for free in exchange for doing something like following you on social media or referring a friend.

Wrap up

These emails are not just highly effective, they’re also surprisingly easy to set up and automate. By integrating them into your email marketing strategy, you can attract new customers, retain loyal ones, and increase your revenue in the process.