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8 Informational Emails you can Send*

We can set all these emails up for you – just ask!

*There are several more types of ‘transactional emails’, which we’ll cover next month.

1. New Content Announcement Email
This is one you probably already know and love. Here you’d announce your upcoming sale, ebook, webinar, coupon, free trial etc. This email describes a single offer with a call to action that likely links to a landing page to collect leads. When compiling this email, one should keep the copy brief and to the point, and the call to action should be bold and clear, leaving no room for misunderstanding.

2. Product Update Email
Readers don’t always want to see these because they’re usually not as engaging as an offer email. Sent weekly or monthly, these emails should be kept simple as it’s often work for readers to learn about your new functionality. Rather than many individual updates, consider sending a collated list periodically. For each update include a headline, brief description, and an image that showcases the product or feature. You could also link each update to a custom page to make it very easy for readers to learn more about it.

3. Digital Magazine or Newsletter
These emails are used to send a roundup of stories or articles published weekly or monthly. Use an image paired with a headline, a brief summary or introduction, and a button for recipients to read more online.

4. Event Invitation
Email invites are instantaneous, and far cheaper than the print versions. They can be linked to online RSVP forms, as well as ‘reminder’ and ‘thank you’ emails – depending on how much you’d like to automate the event. Cut down on reams of text and use catchy visuals to show why your event will be awesome!

5. Dedicated Send
Send this email to a specific portion of your list, like a monthly welcome email to new subscribers, or an exclusive invitation to your VIP customers.

6. Co-marketing Email
Co-marketing is when two or more complementary companies partner together for a mutually beneficial event or promotion. They do this mainly to leverage each other’s audience to increase their reach, and to share the marketing costs. This arrangement can yield fantastic results and it’s worth keeping an eye out for interested parties!

7. Social Media Send
If you’re using LinkedIn Groups or Google+ Events, you’ll know all about these. They allow you to send directly to users’ inboxes without having to collect email addresses – therefore, use with care! You’re also at the mercy of copy alone, so format your text carefully. Leverage white space to make your email easy to read. Keep your paragraphs short, your sentences brief, and your thoughts clear. Optimise these emails for the scanning reader, and use bullets or numbers to deliver your main points.

8. Internal Updates
Don’t neglect a very important audience for your company: your employees. These emails are often less about beauty, and more about clarity. Arrange the information in a simple and helpful way, and highlight the most critical parts so the message is crystal clear to everyone.

Ultimately emails should be VALUABLE as well as visually appealing. Share the key information in its most appropriate format and make it RELEVANT to your audience!

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