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17 Types of Emails to Send to Your Subscribers and Customers

Email marketing is the best channel to sell anything online.

By the end of 2019, 246 billion emails will be sent per day.

The above image shows email usage is increasing.

You’re doing the right thing if you’ve started building an email list. And if you haven’t started, now is the best time to begin.

However, building an email list is one thing. Converting subscribers on that list is another.

You need to develop a solid relationship with subscribers before they can convert into customers and advocates of your business. People rarely buy from companies they don’t know.

That’s why the email messages you send to your subscribers are vital. They are the key to developing a rock-solid relationship with subscribers.

There are 17 types of emails you should send to subscribers. Don’t send the same type of email message all the time. It bores subscribers.

Let’s talk about these 17 types of email messages.

1. The Welcome Email

Send a welcome email within 24 hours when a new subscriber signs up.

A welcome email is a pleasant way to appreciate a subscriber who gave you their email address.

Tell the new subscriber how happy you are to have them on board. It’s the perfect time to tell the subscriber the kind of messages to expect from you in the future.

Here’s a superb welcome email from Virgin America.

You can use your welcome email to excite people about your content, products or services.

2. The Offer Email

If you can’t sell to your subscribers, then the email list is worthless. Marketers build email lists to sell.

Ask subscribers to buy. Don’t be afraid to ask for the sale.

Ask for the sale in a nicely. Don’t push!

Web users know when you push. They hate when you push.

Online shoppers are smart people. They hate being sold to.

Take the time to explain why subscribers should buy now.

Subscribers want to know why they should buy after you send the message.

Send them special deals that are only available to subscribers. Offer free shipping and discounts. These are good reasons for them to act.

Oiselle is a women athletic apparel company based in Seattle. Below is an example of an offer email they sent. In this email, they offered a 20% discount plus free shipping for a weekend.

The offer looks attractive. Some subscribers wouldn’t want to miss out.

The offer email type isn’t for physical products alone. You can offer discounts on digital products and services.

3. Survey Email

You can use email to ask for feedback from subscribers.

Get their opinions and views about issues related to your business or industry. Ask relevant questions most subscribers will want to answer.

When you ask for feedback from subscribers, they feel valued by your company.

Your email should be short with 1-3 questions in it.

You may offer something as a reward if they answer your questions. Kate Spade does this.

4. The Request Email

Request emails are different from survey emails.

In request emails, you want the subscriber to do something for you. Maybe, a favor.

You can ask for a testimonial or a share on Twitter, Facebook or Instagram. You can ask a subscriber to follow you on YouTube or buy your ebook on Amazon to boost its sales there.

The request email is like asking a friend to do something for you.

Testimonials are a powerful marketing tool. They boost sales.

You may also ask customers who are in your email list to leave a review or rating on your site.

5. The Newsletter Email

There are already too many newsletters on the web.

Even an elder law and special needs planning firm like Elville and Associates has a newsletter.

The amazing thing is that web users still subscribe to newsletters. I’m subscribed to lots of them myself.

Most newsletters are boring. They don’t get read.

You can make your newsletter interesting. Do things your competitors don’t do.

Even though I’ve been disappointed by 95% of newsletters I subscribed to, I still love the email messages I get from the newsletter.

Here’s a screenshot of a recent email I received from SideBar.

These are the kind of articles I read.

6. The Free Gift Email

Who doesn’t like valuable free things? Not especially when it’s coming to them in their inbox.

Think about the things your audience will like to get for free. Of course, they’re many things they’ll like to have for free.

Some are too expensive for you to give away for free. A few aren’t.

A few days ago, I received an email as a subscriber of Neil Patel where he wrote about his SEMrush competitor he’ll release for free soon.

He sent the email to let subscribers know that he is close to releasing it.

Who wouldn’t want that?

SEMrush’s customers pay a few hundred dollars to use the service. They’ll like the opportunity to use a good alternative for free.

You may not be able to afford to do this like Neil Patel, but the strategy works. Find something you can afford to give away.

7. The Value Email

The value email is one of the most effective ways to gain the trust of your subscribers.

How does it work?

It’s simple.

Provide massive value inside their inbox without asking for anything in return.

You can send subscribers a dose of inspiration, a simple tip, or maybe something extraordinary you learned a few days ago and believe they can apply to their lives.

A value email shouldn’t require subscribers to click a link to visit a page. They shouldn’t have to leave their email.

Although, they may respond to the email if they want.

8. The We Are Hiring Email

Your email list is a community of individuals with common interests and goals.

Subscribers may not be able to interact with each other directly. It doesn’t mean they can’t do that elsewhere. For example, they can connect with each other on social media sites like Instagram, Twitter, and Facebook.

People who follow and admire the same influencers can easily find themselves on social media. Because they are your advocates, they could tweet or post about you, and others find them. And they can start building relationships among themselves from there.

When you’re hiring, your subscribers should be the first to know. The opportunity should only be available to them first before anyone else.

Because they are fans, some of them who possess the skills you want and would be excited to work with you.

Some of your subscribers will refer people who can work for you if they can’t do it.

Telling subscribers about open positions opportunity in your company makes them trust you more. They realize that they aren’t subscribers so that you can sell to them.

9. The Product Email

Are you working on a new, interesting product?

Tell your subscribers about it. They should be the first to know before the general public is aware.

Since they’ll be the ones to buy it, they should know about it first.

If subscribers find out about your new product development through the news, it doesn’t help you have a better relationship with them.

Tell them about it in the early days. Let them give you their views about the product. Tell them how it’s going.

Ask them what they’ll like to see in the new product.

If the product is really good and helpful, they won’t hesitate to buy when it’s finally released.

10. The Reorder/Renew Email

Most SaaS companies use the subscription business model. They remind their customers when renewal is due. So marketers in the SaaS industry are familiar with this type of email.

For companies that sell physical products, they call it the reorder email. You should be sending reorder emails to customers if you sell consumable products.

Consumable products are things you buy that you use and replace. Shaving razors, creams, and toothbrushes are perfect examples.

Know when a customer should have finished using a product, or when the product is due for replacement. Send them an email around this time that reminds them of reordering.

You can also use a customer buying history to find out when they tend to reorder.

For example, if a customer had bought two weeks apart, it means you should send a reorder email around every two weeks.

11. The Abandoned Cart Email

Use the latest email marketing tools to recognize customers who didn’t complete their orders. Send them an email reminder their abandoned carts 24 hours later.

A reminder email can help you recover lost sales.

Web shoppers abandon their carts a lot. According to stats from the Baymard Institute, 69.89% of carts are abandoned.

By sending abandoned cart emails, you can recover a good portion of sales from those abandoned carts.

You can persuade shoppers to complete their orders by offering a discount or free shipping.

12. The Announcement Email

Do you have an event, show, or conference or product launch coming up?

Your subscribers should be the first people to know about it.

Maybe you just got engaged, married or have a newborn baby. Tell them about it. Don’t let them find out through your social media channels or friends talking about it.

13. The Anniversary Email

Anniversary emails celebrate the day a customer bought your product, or someone decided to join your email list. You should recognize this day.

The day should mean a lot to you. The feeling is transferable to customers too. If customers feel how exciting you are about that day, they’ll start to value it too.

Send an email message that honors that special day. You can even include a special discount for their next purchase as a way of saying thank you.

14. Tools Email

What are the tools you use on a daily basis to get work done?

Your subscribers may want to know the tools that make it easy for you to be productive.

Create an email where you share those tools with them.

Some of your subscribers will thank you for doing that.

15. The Get-to-Know-You Email

The get-to-know-you email is self-explanatory.

It’s a short email you send to your subscribers, new or old – where you show genuine interest to learn about them.

You can’t send this to everyone in your email list if you have a huge number of subscribers. But this is a tactic you can use to develop deeper relationships with some people on your list.

Right there in your email list lies some important people that could help your company grow faster. You’ll never know until you start reaching out.

Get to know some people in your email list by sending a short email message asking them a few questions and learning how you can help them. Don’t be afraid to meet if it seems right.

Here’s a perfect example:

16. The Exclusive Content Email

Every once in a while, your email subscribers or customers should get an exclusive content that isn’t available anywhere else other than in their inbox.

The content shouldn’t be on YouTube, Google, Twitter, Facebook or Instagram. Only your subscribers should know about it.

And the content should be very valuable too.

Receiving an exclusive content makes your subscribers feel special.

17. The Testimonials Email

Testimonials are social proof. They help people trust your brand even more.

Send testimonials to subscribers. Subscribers will love to read from other customers who are using your product. They’ll like to know the results they are getting with it.

Testimonials in emails remind customers why it’s special to be in your email list.


These 17 types of emails are what you should be sending out to your subscribers. They help you develop a better relationship with them.

Do you collect emails?

You need the right tool that can help you build a massive email list within a short period of time.

That’s what GrowthFunnel does.

Fortunately, it’s free to get started with GrowthFunnel today.