4 Types of Marketing Emails To Increase Your Conversion Rate

4 Types of Marketing Emails To Increase Your Conversion Rate

Email is a powerful communication tool and email marketing is used by many different companies to stay in touch with leads and customers. By 2023, the number of active email users is predicted to reach 4.3 billion

But even though sending out emails can be a great marketing strategy, it doesn’t always work as well as the sender hopes because of a few important factors.

One of the biggest goals of email marketing is to convert customers, a goal that isn’t easy to achieve. If you want to increase conversion rates, you need to re-think the types of emails you’re sending, as some have a much higher conversion rate than others.

Welcome emails

The word "Welcome" against a black background

Never underestimate the power of a good introduction and the importance of making a good first impression. Welcome emails are a great way to introduce your business to a new subscriber and start building a relationship with them.

Welcome emails have a 91.43% open rate, so you can be sure that nearly all of your recipients will read them. As this email is the first communication you will have with your subscribers and customers, you need to work hard to make a good first impression.

Here are some tips on how you can create the perfect welcome email:


Personalization is one of the main aspects of a good email marketing campaign, as subscribers appreciate when companies take the effort to personalize their messages. Even if you don’t know a lot about them yet, even including their first name can be very effective.

Show gratitude.

You can build brand loyalty and humanize your brand with two simple words – thank you. Show gratitude to your new subscribers for putting their faith in your business and express how much you appreciate that.

Introduce your business

There are millions of businesses out there, so make sure you stand out in your subscriber’s eyes. Tell them what your business is about, what kind of products and services you offer, and finish off with an interesting story about the business to connect with subscribers on a deeper level.

Provide contact information

You can’t expect a response unless your subscribers know how to contact you. Aside from your email address, leave links to social media channels so your subscribers have more than one way of contacting you.

Email newsletters

A hand holding letters

If you want to always stay at the top of your subscriber’s minds, you need to send out email newsletters. This type of email is used as a tool to educate subscribers about the business and products, but also to show relevant graphics, the company’s passion projects, and employee profiles.

Newsletters are perfect for developing ongoing communication and retaining satisfied customers while also collecting valuable insight. They also build brand awareness and allow you to repurpose contact from previous blog posts.

There are a few key things you need to keep in mind when creating a newsletter:

Determine your goal

A big issue with many newsletters is that they’re cluttered and unfocused because the sender doesn’t have one specific goal. The content you put in your newsletter depends on the CTA you ultimately want to lead your subscribers to.

Balance out your content

While newsletters should have promotional content, your main purpose should be to educate readers. Create interesting and engaging content your subscribers will look forward to reading every week or month while limiting promotional content to only 10%.

Write creative subject lines

If you write dull subject lines, your subscribers probably won’t be excited to open your email and read what you have to say. For each newsletter you send, create a unique and engaging subject line that is relevant to the content in the email.

Use minimal design and copy

The best way to avoid a cluttered look in your newsletters is to have enough white space and write concise copy. Remember that the main point isn’t to keep your subscribers reading your email all day long. Know what you want to say, and do it in as few words as possible.

Lead nurturing emails

A cellphone showing "1 new message" and emails

This type of email requires more effort but it also brings better results. Lead nurturing is all about developing relationships and to do that, you need a good strategy and a great outreach automation tool. This tool will allow you to send mail merge campaigns, set up follow-up emails, and personalize them.

A lead nurturing campaign consists of a series of tightly connected emails that are full of useful content and have one coherent purpose – to turn a lead into a faithful customer. Automation is great for these emails because it cuts down on time while still creating successful email campaigns.

To create a good lead nurturing campaign, you need to:

Define buyer personas

Know who your target audience is and what kind of content would appeal to them.

Create multiple types of emails

The best lead nurturing emails are informative and promotional. Inform leads about your company’s news and innovations and promote anything from your newest products, blog posts, as well as special discounts.

Follow the lead’s journey

During lead nurturing, people go through all stages of the purchasing funnel, and you need to adjust the type of email you send them based on their position in the funnel. The further down the funnel they go, the more you can promote your products.

Re-engagement emails

A pink post-it note with the words "Contact us" written on it

If you notice that your subscribers aren’t as active as they used to be, you need to re-establish contact and remind them that you’re still there. You can do this with a well-worded re-engagement email that allows you to bring back subscribers who may have lost interest in your business.

No matter how a subscriber responds to your re-engagement email, it’s good for your business. If they decide to re-engage, your response rate will rise again. If they decide to unsubscribe from your mailing list, you will have the chance to clean the list up and focus on dedicated subscribers.

One important thing to remember is that you should never pester or bore your subscribers with re-engagement emails. It’s good to try your luck with one or two of these emails, but if it’s obvious that a customer isn’t interested anymore, just leave them alone and remove them from your mailing list.

Final thoughts

Getting an email subscriber to convert isn’t as hard as some marketers believe. All you need to do is know which types of emails have the highest chance of converting them, fill them with interesting content your subscribers want to see, and use apps to optimize your email marketing.