Resources Hub » Infographics » 12 Types of Emails You Must Use (Infographic)

If you’re looking to explore different types of emails, this infographic may be just the resource to help. The right email can re-engage subscribers, drive traffic, and increase revenue.

Read on to learn about email types and how you can use them to accelerate your campaign success.

Every type of email infographic from Campaign Monitor

What are the different types of emails?

Welcome Email

  • Welcome emails are introductory messages outlining your company. They’re sent to new subscribers.
  • Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns. (Invesp)
  • Welcome emails have a 91.43% open rate. (
  • 79% of welcome emails are double opt-in. (Sumo)
  • Welcome emails have a 26.9% click-through rate. (Campaign Monitor)
  • Welcome emails on average generate up to 320% more revenue per email than other promotional emails. (Invesp)

Email Newsletter

  • Email newsletters inform your audience of the latest news, tips, or updates about your company or industry.
  • 83% of B2B marketers use email newsletters for content marketing. (Content Marketing Institute)
  • Greentech Media found their newsletter readers spent 80% more time on the site. (
  • Ads in opened newsletters receive ~2x the clicks of ads on corresponding websites. (Content Marketing Institute)
  • NYT’s newsletter-readers consume 2x as much content as non-readers, and they’re 2x more likely to become paid subscribers. (

* Pro-tip: Write a newsletter for brand awareness, but give it a new name: Brands see an 18.7% decrease in open rates when the word “newsletter” is used. (Adestra)

New Product Announcement

  • Product announcements promote new products that might be of interest to specific customers.
  • 63% of customers like it when manufacturers offer new products. (Nielsen)
  • 81% of online shoppers who receive emails based on previous shopping habits are somewhat likely to make a purchase. (eMarketer)
  • The average order value of an email is at least 3x higher than that of social media. (McKinsey)
  • For purchases made due to a marketing message, email has the highest conversion rate (66%) when compared to social and direct mail. (DMA)

Promotional Email

  • The primary focus of a promotional email is informing potential customers about your product or service.
  • Personalized promotional emails had 29% higher unique open rates and 41% more unique click-through rates in 2013. (Experian)
  • 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. (MarketingSherpa)
  • Including a CTA button instead of a text link can increase conversion rates by up to 28%. (Campaign Monitor)
  • A message is 5x more likely to be seen in email than on Facebook. (Radicati)

Testimonial Email

  • Testimonial emails provide customer testimony for why a company or product is valuable.
  • Customer testimonials and case studies are considered the most effective content marketing tactics by the majority of B2B marketers. (Pardot)
  • Customer testimonials have the highest effectiveness rating for content marketing at 89%. (Social Fresh)
  • One study found customers spend 31% more with businesses that have good client testimonials. (Statista)
  • Product-specific review content drives search traffic and keyword rankings. (BigCommerce)

Tips and Training Email

  • Tips and training emails provide helpful content, like articles and videos, to educate subscribers.
  • 47% of leads view 3-5 pieces of content before they consider buying. (Designrr)
  • 59% of marketers say inbound marketing (e.g. content and email), produces higher-quality sales leads than advertising. (Ironpaper)
  • 87% of buyers give more weight to content that’s shared by an industry influencer. (Weidert)
  • Content marketing costs 62% less than traditional marketing and generates ~3x the leads. (Content Marketing Institute).

Replenishment Email

  • Replenishment emails (or re-up emails) remind customers to reorder or resubscribe after a certain period of time.
  • Replenishment emails have an average open rate of 50-60%. (Emma)
  • Replenishment emails have an average click rate of 40-50%. (Ometria)
  • Replenishment emails have a conversion rate between 10-15%. (SmartMail)

Upgrade Email

  • Upgrade emails provide information on a company’s next level of service or pricing tier.
  • ~40% of consumers would visit/purchase from a store more often if they knew more about their points status. (3Cinteractive)
  • Only 21% of loyalty program members are prompted to use the program. (Bond)
  • A Yale study showed similar items with similar prices are unlikely to be purchased, but if the price differs, 67% of consumers are more likely to buy. (MarketingDesks)

Survey Email

  • Survey emails encourage customers to complete a survey, allowing the company to collect user preferences.
  • People are more likely to respond to email surveys than online, phone, or in-app surveys. (SurveyAnyplace)
  • You can improve your survey response rate by 10% just by omitting the word “survey.” (SurveyAnyplace)
  • In one study, 52% of respondents said they would not spend more than three minutes on a survey. (OpinionLab)
  • 86% of customers are more likely to participate in a survey to make a difference in the world. (Vision Critical)

* Pro-tip: For best results, make your surveys short and impactful, and call them something other than a survey.

Re-engagement Email

  • Re-engagement (or win-back) emails appeal to cold subscribers and encourage them to re-engage with a brand.
  • An average email list decays by 25% every year. (Email Monks)
  • The #1 reason for subscriber disengagement is: receiving too many emails. (Smart Insights)
  • 45% of recipients who received re-engagement emails read subsequent emails. (Email Monks)
  • It costs 6-7x more to acquire a new customer than to retain one. (Zylotech)

Abandoned Cart Email

  • Abandoned cart emails are sent to shoppers who leave the website before completing a purchase.
  • Over 75% of shoppers leave sites without completing their purchase. (Barilliance)
  • 25% of shoppers abandon a cart because the item or the total cost is too much. (Annex Cloud)
  • More than 40% of cart abandonment emails are opened. (Moosend)
  • 50% of recipients who engaged with transactional emails completed their purchase. (Moosend)

* Pro-tip: Consider offering a discount in your abandoned cart emails.

Transactional Email

  • Transactional emails provide confirmations and updates on purchases and downloads.
  • Transactional emails are considered to be the most important by email recipients. (Smart Insights)
  • Transactional emails can boost revenue by 33%. (Smart Insights)
  • Subscribers spend more than 14.8 seconds over transactional emails—185% more than the average email. (Email Monks)
  • Transactional emails get 4-8x more opens and clicks. (Avari)

Every type of email is a little different, but now you know the various types of marketing emails, plus statistics to help you with each.

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