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Not all types of email marketing campaigns are equal.
Some are perfect for building trust, others for making sales, and some are great for keeping your customers informed.
If you choose the wrong type of email for your business, you could end up wasting time and money—and even lose customers.
That’s why it’s so important to send the right type of email at the right time.
In this article, I’ll help you figure out which type of email marketing is best for your business.
You’ll learn how to match your emails with your goals and audience to get the best results.
When it comes to email marketing, there are two main types to focus on: newsletters and automated emails.
Each type serves a specific purpose, and knowing how they work can help you craft a strategy that delivers results.
Let’s break them down.
Newsletters are regular email updates sent to your subscribers to keep them informed and engaged.
They often include company updates, helpful content, promotions, or industry insights.
Unlike other email types, newsletters are less about making immediate sales and more about building a long-term relationship with your audience.
Goals: Build trust, educate, and nurture your audience over time.
Frequency: Weekly, monthly, or quarterly, depending on your content strategy.
Examples:
Newsletters are ideal for businesses that want to stay visible and offer consistent value without overly focusing on sales.
They help keep your brand top-of-mind while establishing you as a trusted resource.
Automated emails are highly personalized messages sent based on customer behavior or a pre-planned schedule.
They are designed to send the right message at the right time, ensuring timely and relevant communication without manual effort.
Automated emails can be broken down into two key types:
Goals: Automate repetitive tasks, nurture relationships, and drive conversions.
Examples:
Automated emails save time, ensure consistency, and help create highly personalized experiences.
They’re perfect for scaling your efforts while maintaining a one-on-one feel with your audience.
Start with the big picture.
Ask yourself: What do I want my emails to achieve?
By understanding your primary goal, you can focus on the email type that aligns with your desired outcomes.
Your audience is the heart of your email strategy, so your emails should match their preferences and habits.
The better you understand your audience, the more relevant and effective your emails will be.
Each industry has unique email marketing norms that guide what works best.
For example, what drives results in retail might not resonate for a professional services firm.
That’s why researching what works for others in your space can save you time and improve your outcomes.
Learning from your industry’s proven strategies can help you tailor your email campaigns for maximum success.
Email marketing doesn’t have to be overwhelming, but it’s important to work within your resources.
Start by considering these key questions:
Working within your capacity ensures consistent, high-quality email campaigns without overburdening your team.
Once you’ve chosen your email type-test it, measure the results and adjust as needed.
Here’s how:
For example, a subscription box company might see higher retention rates with automated onboarding emails that guide new users.
Meanwhile, newsletters could be effective for upselling add-ons or exclusive deals.
By analyzing results and making adjustments, you’ll create email campaigns that deliver the best possible outcomes.
Choosing the right type of email marketing depends on your goals and audience.
Newsletters are perfect for staying in touch with your entire audience, sharing updates, stories, and valuable information over time.
Automated emails are ideal for nurturing leads, onboarding customers, or sending timely messages triggered by specific actions.
By identifying what works best for your business, you can create campaigns that strengthen relationships, drive sales, and build brand loyalty.
But the real magic happens when you use both together:
Ready to take your email marketing to the next level?
Download our free guide, “The 6 Emails Every Business Should Send.
Inside, you’ll learn:
Start building smarter email campaigns today!