Types of email campaigns

The following are the most common types of email campaigns: 

• Acquisition emails are sent out to acquire new customers before they start considering the brand. Acquisition emails fall into the awareness section of the marketing funnel because they engage potential customers. Typically, an acquisition email provides something for free such as a downloadable guide, free trial, or other educational material.

• Welcome emails are sent out to brand new customers or subscribers. The welcome email most commonly exists within the consideration stage of the marketing funnel because it encourages deeper engagement and specific actions.

• Newsletters are sent to subscribers regularly. They contain news and informational content relevant to the company and of interest to subscribers. Newsletters are versatile campaigns because they can fall into several funnel stages. Newsletters fit in the consideration stage when potential customers are getting to know your brand. They are part of the conversion stage when customers have decided they like your brand and want to support it, and they fit the loyalty stage when customers keep coming back for more products and content.

• Promotional emails are sent to inform subscribers of new or existing products or services. Promotional emails usually fall into the consideration and loyalty buckets of the marketing funnel because they encourage subscribers to take some kind of action.   

• Retention emails are sent to a current customer with the intent of keeping them as a customer. This type of campaign fits into the loyalty portion of the funnel.