9 Emails Every Marketer

Should Be Sending
Contents

⁰⁰ Introduction 3 ⁰⁶ Re-up email 9

⁰¹ Welcome email 4 ⁰⁷ Upgrade email 10
⁰² Email newsletter 5 ⁰⁸ Survey email 11
⁰³ New product announcement 6 ⁰⁹ Win-back email 12
⁰⁴ Testimonial email 7 ¹⁰ Ready, set, email 13
⁰⁵ Tips and training email 8

9 EMAILS EVERY MARKETER SHOULD BE SENDING 2


⁰⁰ Introduction

Email marketing has the

highest ROI for any marketing
tactic with a whopping $38 for
every dollar spent.1
With a wide reach and enviable conversion
numbers, all at a low cost, it’s easy to see
why email marketing is a marketing tactic
you can’t ignore.

With all that potential, you’ve got to be

taking advantage. In this guide we cover
9 emails that every modern marketer
should be sending.

1. Venturebeat 2015, Why Email Marketing is Still

in Style — and Thriving

9 EMAILS EVERY MARKETER SHOULD BE SENDING 3


⁰¹ Welcome email
A welcome email
to new customers
and subscribers is
an easy win.
You’ve got a captive audience in
the form of people who’ve clearly
taken an active interest in your
product or service, plus you’ve got
a reasonable amount of space to
get a few tips or messages across.
But first thing’s first: be sure to
thank them for coming aboard.
Keep it casual
Welcome emails should be energetic
and easy to read. You’re bringing a
new member into your virtual world,
so make it warm and inviting by
using a conversational tone.
9 EMAILS EVERY MARKETER SHOULD BE SENDING
Give a perk
Membership has its privileges,
right? So give your new
subscribers a welcome gift
like a discount, reward, or perk
of some sort (even in the form
of free content like this guide).
Give them some next steps
Reinforce their interest in your
product or service by letting them
know how to take advantage
of it. Offer links to tips, training,
user groups, surveys and
customer support.
SAN DIEGO CHARGERS →
The San Diego Chargers use
this email to welcome subscribers
to their newsletter list and as
an added bonus, provide a
first purchase discount code.
4

⁰² Email newsletter

Sending regular email newsletters is a powerful way

to keep people up-to-date with the latest events,
news and promotions. It’s also a great way to drive
your customers back to engaging with your site.

Create a plan Mix it up

It can be a challenge to create
content for your email newsletters,
and those due dates always seem
to sneak up on you. Be sure to
have a planning calendar ready
to plug content in as needed.
Don’t just offer a laundry list of
news. Offer varied media – videos,
images, screenshots, guides, how
tos, and more. Need help? Check
out this list of 50 Ideas for Your
Next Email Newsletter.

Make it snackable BUZZFEED →

People tend to skim and scan BuzzFeed is focused on telling

their emails, so include bite-sized
chunks of info in your email
newsletters: bold section headlines
with 2-3 sentences of copy. That
way it’s easier for them to find
content that’s relevant.
stories that people want to share,
communicating to their customers
through 15 newsletters, like Food,
DIY, and Music.

9 EMAILS EVERY MARKETER SHOULD BE SENDING 5


⁰³ New product announcement
Your existing
customer base can be
an exceptional driver
of new revenue.
Let them know when you’ve
got new products available.
They’ve already proven their
interest in your offerings and the
best evangelists will even help
you spread the word via social
channels and word of mouth.
← JAYBIRD
JayBird uses this email to
announce their latest product,
Comply Foam Ear Tips and
drive visits to their online store.
9 EMAILS EVERY MODERN MARKETER SHOULD BE SENDING
Stay focused
The goal here is to build
excitement about new product
availability. Drive people to your
site to learn more; there you can
use a call to action to purchase
or subscribe.
Include images or screenshots
Unless you have an incredibly loyal
audience, just telling people you
have something new isn’t enough.
Entice them with compelling
images or screenshots to spark
a desire to see the full range.
Consider your links
To maximize the sales and
revenue you get from your email
marketing, make sure you drive
people to a specific page on your
site that shows them all the new
arrivals and gives them an easy
path to purchase.
6

⁰⁴ Testimonial email
Customers can learn a
great deal from other
customers. Testimonial
emails are an easy way
to facilitate that.
This type of email can offer
customers new ways to use
products, tips for success, and
an overall “temperature check”
of your user base.
Seek approval
Securing the express approval
from customers to use their
quotes, feedback, and photos
is important.
9 EMAILS EVERY MARKETER SHOULD BE SENDING
Consider your design
These emails are more fun and
less informational, so you want
something that stands out.
Highlight the best quotes you can
find, include eye-popping images,
and create an energetic tone.
Create a path
Keep in mind that the goal is for
customers to learn something; if
they do, they might want to learn
more. So be sure to include a link
to additional testimonies, case
studies, and tutorials.
DROPBOX →
Dropbox uses this email to
showcase three new industry
leaders that use their service
and the benefit they get from
using it.
7

⁰⁵ Tips and training email
You want your
customers to get
the most out of your
products and services,
so help them out with
simple ways for them
to learn and improve.
← RELEASD
Releasd uses this email to help
onboard their newest customers
with a 10 minute training to help
them be more successful using
the product from the start.
9 EMAILS EVERY MODERN MARKETER SHOULD BE SENDING
Concentrate on content
Helpful content is king. You need
to offer something that helps
subscribers solve a problem
or improve in some way. Tips
can be proactive, reactive, or
a combination of both.
Mix your formats
Our learning styles can vary so
switch up your formats. Create
some videos and infographics,
write a how-to guide and find
an expert for a Q&A column.
Be creative!
Send at regular intervals
Since these emails offer valuable
content, your subscribers might
want them at regular intervals.
Consider a "Tip of the Week"
or "Case Study of the Month"
type message.
8

⁰⁶ Re-up email

Don’t let your products or services go interrupted!

Sending an advanced email to remind customers
that it’s time to reorder or resubscribe is a no-
brainer. Automate this one—and be sure to set
an alert for a follow-up, too.

Be clear and concise Mention usage or purchases

The purpose of this email is strictly
to encourage your customers
to replenish a product or renew
a subscription, so make the
experience as simple as possible.
Include obvious call-to-action
buttons with clear copy.
Talk yourself up
Just because they’ve ordered or
subscribed before doesn’t obligate
them to do so again. So let them
know what value they’ll get in
return. You could even offer a
discount or perk for re-upping
in a specific timeframe.
Be sure to include what was
ordered in the past, so they can
reorder the same thing. Or use
this as an opportunity to upsell;
if they’ve maximized their usage,
perhaps they’re ready to upgrade.
BIRCHBOX →
Birchbox uses this email in an
effort get former subscribers
to visit their site and entice
them to discover beauty-junkie
approved items.

9 EMAILS EVERY MARKETER SHOULD BE SENDING 9


⁰⁷ Upgrade email
Once your customers
have learned the value
of your product, they
might be tempted to
move forward with the
next level of service.
Send an email outlining
the benefits of a new
product or service-level
to see if they bite.
← GRAMMARLY
Grammarly uses this creative
Mad Libs style email to offer
a discount on an upgrade to
their premium product.
9 EMAILS EVERY MODERN MARKETER SHOULD BE SENDING
Start with a trial
The try-before-you-buy
phenomenon works. Once your
customers get a taste of a more
powerful product or system, they
often won’t want to return to a
more basic one.
Include testimonials
Customers want to validate the
decision to upgrade, so include
quotes from other customers
who’ve been there before.
Keep it short
Customers don’t often enjoy being
“marketed to” when they’re already
bought in. So keep this email
concise and include a link to a
landing page with the harder sell.
10

⁰⁸ Survey email
Surveys help you
collect valuable
information you can
use to improve both
your products and the
customer experience.
Take care up front to craft a survey
that’s going to give you the data
you’re looking for then set-up
an email to send it out. Consider
including some kind of incentive
to encourage responses.
← GETFEEDBACK
GetFeedback uses this
email to send out their
latest survey to customers
and gain valuable insights.
9 EMAILS EVERY MODERN MARKETER SHOULD BE SENDING
Include an incentive
If you’d like a customer to take the
time to fill out a survey, you need
to offer a reason. Perhaps that’s
a discount on a future purchase,
a code for free shipping, or entry
in a contest.
Make it easy
Be sure your email contains an
obvious, clickable link or button
that leads to your survey. And
definitely make sure your survey
only takes a few minutes to
complete. GetFeedback offers
surveys that allow anyone to create
engaging, mobile-ready surveys.
Give a reason
Tell your customers why you
need this information. Customers
are more likely to help when they
understand the purpose.
11

⁰⁹ Win-back email
The win-back email is
a campaign you send to
customers who haven’t
purchased from you in
a while in an attempt to
get them to re-engage
with your products.
Giving dormant customers an offer
that they wouldn’t normally receive
gives them an extra incentive to
come back to your site.
Automate it
No need to spend time sending
these manually. As long as you
have information like the customers
last purchase date, it’s easy to set
this up as an automated campaign
that goes out in a given timeframe
after their last purchase.
9 EMAILS EVERY MARKETER SHOULD BE SENDING
Remove friction words
from your CTA buttons
Friction words are words that imply
the reader has to do something
that they don’t specifically want
to do—like download, claim, or
redeem. Instead use something
like “Take 20% off” to reinforce
that the reader is getting benefit
from the action.
Include mouth-watering images
Although it’s useful to offer readers
20% off their next purchase, they
may not have an immediate need
for your products. Encourage
them to at least click-through by
including beautiful images that may
stir their impulse buying habits.
NAU →
Nau uses this email to win-back
customers that haven’t made a
purchase in a while. They use a
promo code with a discount to
incent them to click-through.
12

¹⁰ Ready, set, email

Email marketing is a proven way

to attract and retain customers.

Get started now with these

9 email types that can help
your business attract and retain
customers. Curate and cultivate
your email marketing list well;
then watch the revenue rise.

9 EMAILS EVERY MARKETER SHOULD BE SENDING 13

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