Email marketing is one of the most effective ways for eCommerce brands to connect with their audience, build relationships, and drive revenue.
But let’s face it: keeping subscribers engaged with your email content is no easy feat! To succeed with email marketing, you need to send a diverse mix of content that speaks to your audience’s needs, interests, and behaviors.
In this blog, we’ll take you through 8 proven email content types to add to your email marketing strategy, helping you keep your campaigns fresh, your engagement high, and your marketing goals met. Plus, we’ll include some insider tips, examples, and tools to make your email game even stronger.
Let’s get started!
Email Content Type #1 — The Welcome Series
What It Is
Think of your welcome email series as the first handshake with your subscriber. It sets expectations and establishes trust, ensuring your relationship starts off on the right foot.
Why It Works
■ Studies show subscribers are most engaged within 48 hours of signing up
■ A well-crafted welcome email can boost open rates by as much as 50%
Tips for Success
■ Segment your audience: Tailor your welcome email content to match how the person signed up (e.g. If they signed up after a webinar, reference the webinar)
■ Create a multi-email series: Start with a warm introduction, follow up with an overview of your offerings, and end with a call to action (like visiting your website or social media)
■ Include a special offer: If you can, offer a discount or special offer in the welcome series, thanking them for signing up and showing your appreciation for their participation
Example
A fitness brand might send a 3-part welcome series that includes:
■ Email 1: A welcome message and highlight of brand mission/vision/values
■ Email 2: A free downloadable workout plan and information about workout services
■ Email 3: A 10% discount on their first purchase (valid for a limited time only)
Email Content Type #2 — Promotions and Offers
What It Is
Promotional emails are a staple in every marketer’s toolkit and a great way to boost sales (if they’re done effectively!).
Why It Works
■ Limited-time offers create urgency and encourage immediate sales
■ Discounts and free shipping can incentivize consumers to convert/buy.
Creative Ideas
■ Bundle deals: Encourage customers to buy more with bundled discounts (“buy more save more”)
■ Flash sales: Use bright, flashy countdown timers to create FOMO in your audience
■ Gamification: Make your promotions interactive, like spinning a virtual wheel for a random discount
Pro Tip
Don’t oversaturate your audience with promotions and sales. Space them out to give subscribers a break from sales content, and make sure they’re always combined with value-driven content that they actually care about.
Email Content Type #3 — Guides, Blogs, and Other Content
What It Is
Educational content positions your brand as an authority, proving your expertise in your industry while providing real value to your subscribers.
Why It Works
■ Educational content helps solve your audience’s problems (and educate them, too)
■ Blogs and guides can drive traffic to your website, especially with links to sales pages
How to Do It
■ Curate content: Instead of overwhelming readers with a long list of blogs, curate an email with 3-5 of your best, most relevant blogs or guidelines
■ Add a personal touch: Include a short note from your CEO, founder, or content team explaining who they are and why the content is relevant
■ Use visuals: Infographics or video summaries can make your content more engaging and easier to digest
Example
A SaaS company sends an email featuring their latest blog post, “5 Hacks to Improve Your Productivity,” with a CTA encouraging recipients to read the full article on the website.
Email Content Type #4 — Loyalty and Rewards
What It Is
Rewards are integral to building brand loyalty because customers who feel valued are more likely to stick around and become brand advocates.
Why It Works
■ Loyalty incentives and rewards encourage repeat purchases (especially when there are discounts or deals)
■ Loyalty and rewards programs promote emotional connections with your audience, fostering real, meaningful relationships
Examples
■ Points-based programs: Notify subscribers when they’ve earned points toward rewards, gently encouraging them to shop
■ Exclusive access: Offer your most loyal members early access to sales, new products, or members-only content
■ Celebratory emails: Send “Thank You” emails on loyalty-related milestones like anniversaries or birthdays
Advanced Tip
Use dynamic, point-focused content in your emails to show subscribers how many points they currently have and how close they are to redeeming rewards.
Email Content Type #5 — Newsletters and Announcements
What It Is
Sending newsletters regularly is a great way to stay connected with your audience while sharing updates and driving traffic to your website, too.
Best Practices
■ Establish a schedule: Sending weekly, bi-weekly, or monthly newsletters shows consistency and builds audience anticipation
■ Highlight key updates: Keep your newsletters focused, highlighting no more than 3 or 4 main points and key updates
■ Include interactive elements: Add polls, quizzes, clickable GIFs, or other interactive elements to make your newsletters more engaging
Example
A skincare brand uses their weekly newsletter to announce new product launches, share skincare tips, and spotlight recent customer testimonials.
Email Content Type #6 — Behavioral-Based Messaging
What It Is
Behavioral-based emails use data to deliver highly personalized messages, ensuring the right message reaches the right person at the right time.
Why It Works
■ Sending emails after actions like abandoned carts or browsing behaviors improves relevancy
■ Keeping your brand top-of-mind based on certain behaviors can increase open and conversion rates
Examples
■ Cart abandonment emails: Remind customers of the items or products they left behind, offering a discount if you want to sweeten the deal
■ Replenishment reminders: For consumable products, remind customers when it’s time to reorder (or offer automatic reorders!)
■ Milestone achievements: Congratulate subscribers for milestones like making multiple purchases or being subscribed for a year
Email Content Type #7 — Testimonials and Reviews
What It Is
Testimonials and reviews make highly effective email content because social proof is the best way to build trust and credibility.
Why It Works
88% of consumers trust online reviews as much as personal recommendations, so don’t overlook the power of reviews!
How to Use It
■ Feature a customer story, testimonial, or experience in a dedicated section of each email
■ Share star ratings alongside your top products, highlighting the best parts of the customer’s review
■ Include before-and-after photos if relevant to your industry (i.e. skincare or health-based products)
Pro Tip
Always include a CTA inviting readers to leave their own reviews. You can also incentivize the review by offering a discount or entry into a giveaway or contest.
Email Content Type #8 — Surveys and Feedback Requests
How It Works
Want to know what your audience thinks? Just ask! Surveys and feedback requests offer valuable insights that help you improve your products, services, and customer experience.
Why It Works
■ Surveys and feedback requests demonstrate that you value your customers’ opinions and are willing to ask for them
■ These types of emails also offer real customer data, giving you tangible, actionable ways to refine your marketing and offerings
Types of Surveys
■ Post-purchase feedback: “How was your experience with us?”
■ NPS surveys: “How likely are you to recommend us to a friend?”
■ Topic polls: “What kind of content would you like to see next?”
Pro Tip
Remember to keep surveys short, accessible, and mobile-friendly.
BONUS Section — 4 Advanced Tips for Success
1. Use A/B Testing: Test subject lines, content layouts, and CTAs to see what resonates best with your audience, then adapt based on the results!
2. Optimize for Mobile: Over half of all emails are opened on mobile devices making mobile-response, quick-loading emails a “must-have.”
3. Leverage Analytics: Consistently track metrics like open rates, click-through rates, and conversions to adapt and refine your strategy.
4. Experiment with Interactivity: Add elements like countdown timers, polls, or dynamic product recommendations to keep your emails fresh and exciting.
Wrap Up
Incorporating these 8 types of email content into your email marketing strategy will keep your audience engaged and help you achieve your marketing goals. But remember: the key to success is experimentation and continuous improvement. Use your metrics to identify what works and double down on those tactics.
Ready to take your email marketing to the next level? Start by incorporating one or two of these content ideas into your next campaign and watch your engagement soar like never before!