More free time. More chocolate. More email? Yes, yes, and not quite. If you’re kicking off an email program, or are newer to email marketing, you may be feeling overwhelmed with all the email possibilities.

It’s ok. You have to start somewhere. But that doesn’t mean starting everywhere. Below are four common and effective marketing emails types to keep in your email toolbox as your email program starts to grow.

1. Welcome Emails

The welcome email welcomes new recipients into your “tribe” whether you market sophisticated software systems or socks for cats. Sending a personal and polished welcome email establishes a genuine connection between the sender and recipient. The welcome email establishes relationship tone and sending expectations and is the perfect chance to humanize your brand.

To brush up on some more in-depth tips for writing awesome welcome emails, check out Email Marketing 101: The Welcome Email which breaks down best practices for creating a welcome email as well as showcasing some stellar welcome email examples.

2. Newsletters

An email newsletter compiles any new or selected content into one email your reader can scroll through at their leisure. Ease into this form of email. Crafting quality newsletters usually consumes more time than you initially plan for.

Between design, copy, and approvals, you cannot just “throw together” a good newsletter. Schedule enough time to create and get your newsletter approved, and be considerate of other invested parties’ time.

Send your newsletters on a regular basis, and at a pace that makes sense for your business and without overwhelming your recipients. Keep your readers in mind, and you’ll be less likely to turn them off. Read more about newsletter basics here.

3. Promotional and Discount Emails

If your company is running a sale or promotion that’s valuable to customers, then you should certainly share it with your email list. Sounds simple enough, but it’s easy to mess this one up and overwhelm your list.

Promotional emails (aka sales-y) historically experience less than average engagement rates. According to SendGrid’s Email Benchmark Report which breaks down email engagement rates by industry, e-commerce and daily deal emails comprise some of the highest send rates, but produce the lowest engagement rates of any industry.

Once you decide to send promotional emails, monitor this form of email closely and measure each email’s engagement levels. If they continue to drop, it’s time to reel in the number of promotions you have and focus on providing fewer, but higher quality emails.

 4. Reengagement Campaigns

It can be hard to accept, but sometimes your emails are bothering recipients, and pushing them closer to unsubscribing to your emails–or even worse–reporting your emails as spam (ouch). A reengagement campaign provides these recipients and an option to a) continue receiving emails if they indicate they would like to or b) still do nothing and ultimately be removed from the email list with no action on their part.

When is it time to down-subscribe or try to re-engage? Watch Unread Mail, SendGrid’s video blog series, Unread Mail’s take on the reengagement email to learn about how to send an effective reengagement email campaign.

If recipients don’t respond to the reengagement email, it’s time to part ways. Don’t feel defeated if this happens because it happens to EVERYONE. Your email list will come away healthier, more engaged, and more respected with the Internet Service Providers (ISPs) that decide whether or not to deliver your email in the first place.

Ready for Send-Off!

If you’re ready to start sending, but looking for a deeper dive into email marketing strategies and specific email types to kick off your program, download SendGrid’s Email Marketing 101 Tips, brimming with advice on email marketing strategy, writing welcome emails, and setting appropriate recipient expectations.

Kelsey Bernius
As a senior content marketing manager at SendGrid, Kelsey oversees the SendGrid Delivery blog. Her downtime is dominated by either her mountain bike or skis (depending on current weather forecast)–and mixing up a salty marg afterward.