If you’re looking to explore different types of emails, this infographic may be just the resource to help. The right email can re-engage subscribers, drive traffic, and increase revenue.
Read on to learn about email types and how you can use them to accelerate your campaign success.
![Every type of email infographic from Campaign Monitor](http://www.campaignmonitor.com/wp-content/uploads/2019/05/Every-email-type-of-email-infographic.jpg)
What are the different types of emails?
Welcome Email
- Welcome emails are introductory messages outlining your company. They’re sent to new subscribers.
- Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns. (Invesp)
- Welcome emails have a 91.43% open rate. (Hive.co)
- 79% of welcome emails are double opt-in. (Sumo)
- Welcome emails have a 26.9% click-through rate. (Campaign Monitor)
- Welcome emails on average generate up to 320% more revenue per email than other promotional emails. (Invesp)
Email Newsletter
- Email newsletters inform your audience of the latest news, tips, or updates about your company or industry.
- 83% of B2B marketers use email newsletters for content marketing. (Content Marketing Institute)
- Greentech Media found their newsletter readers spent 80% more time on the site. (Parse.ly)
- Ads in opened newsletters receive ~2x the clicks of ads on corresponding websites. (Content Marketing Institute)
- NYT’s newsletter-readers consume 2x as much content as non-readers, and they’re 2x more likely to become paid subscribers. (Parse.ly)
* Pro-tip: Write a newsletter for brand awareness, but give it a new name: Brands see an 18.7% decrease in open rates when the word “newsletter” is used. (Adestra)
New Product Announcement
- Product announcements promote new products that might be of interest to specific customers.
- 63% of customers like it when manufacturers offer new products. (Nielsen)
- 81% of online shoppers who receive emails based on previous shopping habits are somewhat likely to make a purchase. (eMarketer)
- The average order value of an email is at least 3x higher than that of social media. (McKinsey)
- For purchases made due to a marketing message, email has the highest conversion rate (66%) when compared to social and direct mail. (DMA)
Promotional Email
- The primary focus of a promotional email is informing potential customers about your product or service.
- Personalized promotional emails had 29% higher unique open rates and 41% more unique click-through rates in 2013. (Experian)
- 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. (MarketingSherpa)
- Including a CTA button instead of a text link can increase conversion rates by up to 28%. (Campaign Monitor)
- A message is 5x more likely to be seen in email than on Facebook. (Radicati)
Testimonial Email
- Testimonial emails provide customer testimony for why a company or product is valuable.
- Customer testimonials and case studies are considered the most effective content marketing tactics by the majority of B2B marketers. (Pardot)
- Customer testimonials have the highest effectiveness rating for content marketing at 89%. (Social Fresh)
- One study found customers spend 31% more with businesses that have good client testimonials. (Statista)
- Product-specific review content drives search traffic and keyword rankings. (BigCommerce)
Tips and Training Email
- Tips and training emails provide helpful content, like articles and videos, to educate subscribers.
- 47% of leads view 3-5 pieces of content before they consider buying. (Designrr)
- 59% of marketers say inbound marketing (e.g. content and email), produces higher-quality sales leads than advertising. (Ironpaper)
- 87% of buyers give more weight to content that’s shared by an industry influencer. (Weidert)
- Content marketing costs 62% less than traditional marketing and generates ~3x the leads. (Content Marketing Institute).
Replenishment Email
- Replenishment emails (or re-up emails) remind customers to reorder or resubscribe after a certain period of time.
- Replenishment emails have an average open rate of 50-60%. (Emma)
- Replenishment emails have an average click rate of 40-50%. (Ometria)
- Replenishment emails have a conversion rate between 10-15%. (SmartMail)
Upgrade Email
- Upgrade emails provide information on a company’s next level of service or pricing tier.
- ~40% of consumers would visit/purchase from a store more often if they knew more about their points status. (3Cinteractive)
- Only 21% of loyalty program members are prompted to use the program. (Bond)
- A Yale study showed similar items with similar prices are unlikely to be purchased, but if the price differs, 67% of consumers are more likely to buy. (MarketingDesks)
Survey Email
- Survey emails encourage customers to complete a survey, allowing the company to collect user preferences.
- People are more likely to respond to email surveys than online, phone, or in-app surveys. (SurveyAnyplace)
- You can improve your survey response rate by 10% just by omitting the word “survey.” (SurveyAnyplace)
- In one study, 52% of respondents said they would not spend more than three minutes on a survey. (OpinionLab)
- 86% of customers are more likely to participate in a survey to make a difference in the world. (Vision Critical)
* Pro-tip: For best results, make your surveys short and impactful, and call them something other than a survey.
Re-engagement Email
- Re-engagement (or win-back) emails appeal to cold subscribers and encourage them to re-engage with a brand.
- An average email list decays by 25% every year. (Email Monks)
- The #1 reason for subscriber disengagement is: receiving too many emails. (Smart Insights)
- 45% of recipients who received re-engagement emails read subsequent emails. (Email Monks)
- It costs 6-7x more to acquire a new customer than to retain one. (Zylotech)
Abandoned Cart Email
- Abandoned cart emails are sent to shoppers who leave the website before completing a purchase.
- Over 75% of shoppers leave sites without completing their purchase. (Barilliance)
- 25% of shoppers abandon a cart because the item or the total cost is too much. (Annex Cloud)
- More than 40% of cart abandonment emails are opened. (Moosend)
- 50% of recipients who engaged with transactional emails completed their purchase. (Moosend)
* Pro-tip: Consider offering a discount in your abandoned cart emails.
Transactional Email
- Transactional emails provide confirmations and updates on purchases and downloads.
- Transactional emails are considered to be the most important by email recipients. (Smart Insights)
- Transactional emails can boost revenue by 33%. (Smart Insights)
- Subscribers spend more than 14.8 seconds over transactional emails—185% more than the average email. (Email Monks)
- Transactional emails get 4-8x more opens and clicks. (Avari)
Every type of email is a little different, but now you know the various types of marketing emails, plus statistics to help you with each.
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