Email marketing templates for all types of campaigns – WAU

Email marketing is a very flexible communication format. With it, it is possible to send messages in the most diverse formats, including images, links, text, colored fonts, bold, and so on… For this reason, many companies use email marketing at various times in their marketing strategies, to send contents ranging from promotions […]

Email marketing is a very flexible communication format. With it, it is possible to send messages in the most diverse formats, including images, links, text, colored fonts, bold, and so on …

For this reason, many companies use email marketing at various times in their marketing strategies, to send content ranging from promotions and offers to customer relationships.

If you think every email is the same, you are very wrong! We can divide the types of email marketing into 3 main formats:

  • transactional emails;
  • relational emails;
  • and promotional emails.

You need to keep these formats in mind when writing emails for your marketing strategy. After all, each fulfills different functions within their campaigns.

If you want to understand more about the differences between the three most important email marketing formats and check out templates that you can use to send at different times in your marketing strategy, read on!

Understand the 3 types of email marketing campaigns

As we already mentioned, email marketing is very flexible. If you take a quick look at your inbox now, you may notice that you receive emails from companies that communicate different messages with different formats.

An airfare promotion email, for example, is not done in the same way as an online purchase confirmation. And both are considered email marketing!

So that professionals working with email marketing can understand the fundamentals of each type of email, learn the best practices of each one and divide their marketing strategy accordingly, we divided email marketing campaigns into 3 main categories: transactional, relational and promotional.

Transactional emails

As the name implies, transactional emails are those that involve transaction processes between two parties.

When you make a purchase on the Internet, for example, you receive a series of transactional emails: one right after making the purchase that confirms the transaction, another when your product is shipped, and so on.

Examples of transactional emails are:

  • Transaction confirmation;
  • Receipts;
  • Delivery notification;
  • Confirmation of account creation;
  • Return confirmation;
  • Support ticket;
  • Password recovery;
  • Confirmation of email address.

Relational emails

This type of email campaign has as main objective the engagement of your contact base.

Relational emails focus on the relationship with your customers and potential customers, sending them content that will educate and generate value.

Your relational emails can contain:

  • Welcome to a new subscriber;
  • Newsletter;
  • Blog articles;
  • Webinar confirmation;
  • Opinion polls;
  • News;
  • Courses.

Promotional emails

Promotions and offers are one of the types of emails most often sent by companies to their consumers.

For this reason, this is usually the format most related to email marketing (but as you can see, there are several other types of email that can be sent by a brand!).

In addition to promotions and offers, a promotional email can also be one containing:

  • Launch of new products or services;
  • Launch of rich materials;
  • Dissemination of webinar;
  • Free trial period;
  • Upgrade offer.

Email marketing templates for each campaign type

Now that you understand the difference between promotional, relational and transactional emails, you may be wondering how to run each of these types of campaigns.

To make your life easier, we’ve made a template for each email format that you can adapt for your company the next time you launch a new product, send a newsletter or confirm a transaction!

Transactional email template: purchase confirmation

Before starting to execute your email marketing, it is worth paying attention to some good practices specific to each format. In the case of transactional email, the rule is keep it simple.

This type of email must be clear, objective and contain all the information of the transaction that has just occurred, so that your contact can check it whenever you want.

In addition, there is no need to include images or many graphic elements in the email template, as the focus is really on content of the message.

Use the following template when writing your transactional email:

Transactional Email Example

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Relational email template: Newsletter

Did you know that newsletters are the type of email most sent by companies? According to a Pardot survey, 66% of emails sent in email marketing campaigns are newsletters.

This format is very popular with brands that want engage your contact baseas it allows for easy content distribution while helping to build brand identity.

If you are going to start a newsletter strategy for your company, be sure to define three important points:

  • the frequency (weekly, biweekly or monthly);
  • the type of content that will be included (blog articles, rich materials, third-party articles, news, news);
  • and the tone of the newsletter (formal or informal).

We separate one real example from the Websites Are Us Community blog to use for inspiration when writing your newsletter.

Example Email Newsletter

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Want more examples of newsletters? Check out our article on the 9 best London newsletters.

Newsletter Guide

Promotional email template: Launching rich material

If you work with an inbound marketing strategy, you know that producing rich materials like ebooks or webinars is essential to educate your market, attract visitors to your website and generate leads.

But just as important as producing rich material is launching it, and email is one of the best channels for doing so!

For this reason, we chose to launch a rich material from Websites Are Us as an example of a promotional email for you.

Regardless of the purpose of your promotional email, it should always focus on the offer you are making, for example:

  • download material;
  • get discount coupon;
  • buy a product etc.

So, avoid distractions like unnecessary information or calling for other offers.

The template below is a real example of a promotional email that we use at Websites Are Us to launch rich materials.

Promotional Email Example

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As you can see, each type of email requires a different format and writing.

Therefore, it is necessary to identify the email marketing campaigns that your company sends and adjust its strategy according to the objective of each campaign.

Do you want to learn even more about how to have an incredible email marketing strategy, with campaigns that generate real results? Read our Email Marketing Guide!

email marketing glossary