What is email marketing?

Email marketing is a powerful tool for acquiring, engaging, and retaining customers to help your business thrive. This page describes four types of email marketing: email newsletters, acquisition emails, retention emails, and promotional emails.

Email Newsletters

Email Newsletters are some of the most common and popular forms of email marketing. Use email newsletters to provide your subscribers with timely, expected, and helpful updates from your brand. Include thought leadership or how-tos, announcements about your product or service, insider-peeks into your business, or any other engaging content that adds value to your subscribers’ inboxes.

Effective email newsletters help you:

  • Deepen your relationships with subscribers.
  • Increase retention and engagement.
  • Strengthen subscriber loyalty and their likelihood to recommend you.


Use Marketing Campaigns’ Unsubscribe Groups to easily honor the subscription preferences of your users.

Acquisition Emails

Leverage acquisition emails to drive trial and signups among those who have opted into your emails but haven’t yet converted. Send compelling offers or information to show them the value of becoming a paid or active customer.

Acquisition emails are a good way to:

  • Move leads through the conversion funnel faster.
  • Focus your acquisition efforts on users who have expressed interest in what you offer.
  • Grow your business and drive revenue.


Create a custom field for “Customer Type” in Marketing Campaigns so you can easily segment by whether a user is paid or active.

Retention Emails

Advanced email marketers use retention emails as a powerful way to keep hard-won users or customers active. Send a special message to subscribers who haven’t opened an email from you lately, perhaps including a special offer or requesting feedback.

Strong retention emails help you:

  • Proactively reach out to at-risk users.
  • Increase retention and engagement.
  • Show customers you value their business.


Create a segment in Marketing Campaigns based on when a recipient has last opened an email from you to target less engaged users.

Promotional Emails

Create promotional emails to drive sales or signups or to announce a new offering or a special sale that will entice your audience. Promotional offers are also a great way to encourage existing customers to try something new.

High-impact promotional emails are a great tool to:

  • Reward engaged subscribers with special offers.
  • Drive new product or service adoption.
  • Cross-sell existing products into your customer base.


Use A/B testing to optimize engagement and conversion.

SendGrid Marketing Campaigns Makes it Easy

Email marketing is a powerful way to increase retention, engagement, and revenue. We designed Marketing Campaigns to be easy to learn and efficient to use so that you can achieve results quickly.

Marketing Campaigns offers:

  • Powerful, yet simple segmentation to reach the right audience.
  • A flexible, intuitive campaign builder that reflects your preferred workflow.
  • Clear statistics that are actionable and not overwhelming.
  • SendGrid’s proven deliverability, scalability, and support.
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