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Types Of Email Marketing Campaigns

Shanu Qurashi

5 | 12/08/2025

It often happens that we take things for granted. The person who has subscribed to your email doesn't need to be your loyal follower forever. Suppose you don't understand that subscribing to your email is just one part. In that case, you must also realise that if you want to maintain a relationship with them, stay in their mind, and keep reminding them of your business name, you will need to send them emails regularly.

However, it's also not possible to keep sending the same email repeatedly. It will irritate your user, and even if they don't want to, they will end their connection with you. And this is natural — even in personal life, if you keep telling someone the same thing over and over, they will get irritated, right?

In email marketing, it is extremely important to understand the types of emails and how to use them properly. Emails should be designed and sent at the right frequency so that your users do not get irritated. It shouldn't happen that once you've learned about all the different types of emails, you try to apply them all at once to your customer. That's not how it works.

Think of it like cooking — in the kitchen, we may have almost every item available, but that doesn't mean we put every single item into every dish. Instead, we add only the ingredient that is needed for that dish at that particular time. And the interesting part is, every item is added only when it should be added.

Knowing everything is excellent, but doing everything is not at all.

In email marketing, you need to clearly understand your business, your customer, and your product or service, along with several other things that you probably already know according to your business. After understanding all of this, you only need to create the necessary email marketing campaigns, or their series, or set up automation. But it's important to understand exactly what to set, when to put it, and why to place it.

What is an email campaign?

An email campaign is sending a specific series of emails to a particular type or group of people, and the purpose can be anything. Sometimes the goal of a campaign can be to generate leads, sometimes it can be to improve relationships with customers, or to promote a product. Sometimes, if a company is launching a new service, the goal can be to encourage that, or to inform the audience base that now this group of people will also get this facility. Campaigns are often used to achieve several objectives.

Welcome Email Campaigns

A welcome email is usually sent when someone interacts with us for the very first time. And always remember — first impression is the last impression. So, if today, when my customer or user has received my email for the first time, I can't make their experience a little special, then that's a problem.

Often, it happens that you have made a promise to your user somewhere — maybe on a landing page or in an ad — so you need to ensure that whatever you promised them, they actually receive it. Your user should not feel cheated.

You can provide them with a PDF guide, a short video course, or a coupon code — depending on what you promised.

Welcome emails should be sent to the customer immediately after signing up. And you should not forget to follow your brand guidelines and policies, whether it's the colour code, the font, or anything else — you must always maintain consistency in your branding.

Onboarding Email Campaigns

If there is a product that is new, or a service that my customer is not fully aware of, then it becomes my responsibility to put my customer into an Onboarding Email Campaign automation and help them completely understand how to use that product or service properly. It is important so they can get the best value and best output from the money they spent to achieve something specific.

Sometimes, adopting a new technology is not easy for a customer, or if it's something entirely new that they are using for the first time, it may not be possible for them to explore its full potential. It could be software, or it could be an electronic gadget. If you can create an email series to explain it to them and make their onboarding process easy, then not only will your customer be thankful to you, but they will also remember this experience and recommend your brand's product or services to others.

Newsletter Email Campaigns

Newsletter email campaigns are extremely important for any brand. Not only can you remind your customers about you, but at the same time, you can also tell them what's new that they need to know, or inform them about the latest updates.

Newsletter emails usually create a responsible and positive image of you in the eyes of your customers because you are regularly either giving them some new updates, or sometimes tips, which keeps your audience connected with you.

Promotional Email Campaigns

You might be surprised to know this, but no doubt, sometimes making sales can be quite a tough job. I have seen people getting stressed over product promotion. If I cannot show my product or service to the right audience, then I won't be able to sell it, and the result will be that I won't make any sales. Without revenue, running a company becomes impossible. So, what might seem like a small thing is not small at all — sometimes things work like a domino effect and, in the end, can destroy everything.

Here, I would like to consider promotional emails as one of the best email marketing practices, because you need to send these emails to your users in such a way that they are already an audience who just needs a little push to buy your product or service. And sometimes, by giving them a discount, a coupon code, a Black Friday sale, or some kind of limited-time offer, those people who were "ready to go" for the purchase will make their decision. Not only does your company earn revenue, but it also builds a new client or customer base — all thanks to an email marketing campaign method that is, in itself, so underrated.

Promotional emails often add additional revenue or sales to your pocket as if by magic. I have provided email marketing services to many of my clients, where I set up product promotion and software subscription promotion email campaigns, and the response was quite good.

Transactional Email Campaigns

Imagine this scenario: when I go on Amazon and buy something, I receive emails for almost every kind of activity on my email ID — like account login, billing receipt, order processing, and even order updates showing where my product has reached.

I'm telling you personally, this is the real secret behind these brands becoming big — they have kept such transparency in their process, and with the help of technology, they have connected with their clients in such a way that customers don't even need to worry about what is happening. They can breathe a sigh of relief. Not only will this make your customer buy from you again, but they will also refer others to you. You can upsell or cross-sell only when you start sending essential detail emails to your customers.

Just think about it — when you are running an eCommerce business and trying to sell products, imagine what a great impression it will leave on your buyer if you can design such transactional email campaigns and serve your audience this way.

Abandoned Cart Email Campaigns

The world we live in today is full of distractions, and believe me, sometimes, while using a mobile phone, we switch browsing tabs without even realising it. It's not always necessary that a customer leave the product intentionally. Sometimes, it happens that your customer suddenly gets involved in some other tasks and, knowingly or unknowingly, even though they were just about to purchase — they had already added the product to the cart — they end up dropping out of the process. It is an excellent time to reach your potential buyer and remind them that this product is still waiting for them, and they can complete the purchase.

Sometimes, the price of the product can also be an issue. In such cases, you can offer a discount coupon in your abandoned cart email campaign to bring the user back.

Seasonal & Holiday Email Campaigns 

You need to understand one thing — whenever a festival is coming or a new season like winter or summer is approaching, there are huge chances that you can take advantage of this flowing river, so why miss the opportunity? It is the best time to remind your audience about you and offer them a holiday or seasonal sale discount to boost sales, thereby giving an additional push to achieving the monthly sales target.

None of the email marketing campaigns I am explaining here is underrated. You need to execute the right campaign at the right time, and that's it — job done.

You can even design such seasonal campaigns in advance and, according to your marketing strategy, make a list of all the important events, holidays, and seasons that matter to your audience. Prepare their designs beforehand. The significant advantage here is that you won't mess up, and you will find yourself standing firmly in terms of proper task management.

Event Invitation Email Marketing Campaigns

You need to understand one thing — self-promotion is not a crime. Whenever you need to engage your audience, who are most likely to convert, consider sending email campaigns about your upcoming events.

If you're hosting a webinar, event, meeting, or expo, this is the best way to remind your audience repeatedly.

You should not only create an email campaign for this but also set up a full automation where your presence pops up in their inbox at least 1 week before, then 1 day before, and finally 1 hour before the event.

Please don't hesitate to send these reminders, even if you fear they might unsubscribe. The more reminder emails you send, the more likely people are to join your event or webinar, which is not a bad thing and has no real downside.

Feedback & Survey Email Campaigns

Sometimes, our ego surrounding our products and services can eat away at our company. To effectively connect with your audience or users, you should engage with them in a way that makes them feel personally connected to you, and there is no better way to achieve this than through feedback emails.

Often, the response we expect does not match reality. In that case, I suggest offering your audience a reward to motivate your customers to take the survey. When you receive data in bulk, you will automatically get a sense of its significance.

That feedback data will tell you — for your company and your brand — where you are making mistakes and what things you can fix to make your products better. From my genuine experience, I can say that if a company fails to handle its consumers' or users' grievances properly, it doesn't take long to become the worst company in its segment.

Even if you don't want to offer coupons or discounts as a reward, you can offer some points that people can redeem in the future to purchase other new or different products from your company.

Educational Email Marketing Campaigns

Sometimes people don't like to listen to someone who only talks about their own benefit. Instead, they prefer those who speak about the benefit of others or their consumers. Always being salesy rarely produces great results — it only impacts your brand image.

You always have a golden opportunity to guide your audience about your product or services in such a way that they learn how to use them properly. Add a bit of educational flavour — always sending only sale, discount, or countdown emails is not the solution to every problem.

You should always add value to your audience's life. Once you do that, not only will your relationship with your audience improve, but many crucial metrics in your email marketing software, like open rate, click-through rate, and delivery rate, will also rise in a very positive direction.

Milestone & Anniversary Email Campaigns

It is one of the most underrated tactics that marketers avoid because it requires some technical work in the email marketing software. That's why marketers skip setting up milestone or anniversary automation campaigns — as they involve dynamically fetching date data to trigger the campaign.

From a personal perspective, I have noticed that I tend to remember brands that send me personalised emails on my birthday more than those that send regular promotional emails. As a marketer, you shouldn't think that people don't open your emails. People do check them — you need to be confident enough to proceed with setting up such automation workflows.