Email marketing has picked up new responsibilities over the past couple decades. No longer just a medium for sending blanket newsletters to everyone, email can be tapped for more targeted outreach, nurture, and remarketing support.

In fact, according to Campaign Monitor, there are 12 types of emails you should be sending:

  • Welcome email
  • Email newsletter
  • New product announcement
  • Promotional email
  • Testimonial email
  • Tip & training email
  • Replenishment email
  • Upgrade email
  • Survey email
  • Re-engagement email
  • Abandoned cart email
  • Transactional email

Reading through the list, you probably recognize some of these from your own inbox. Indeed, there are many roles of email marketing — so many functions they perform in our everyday lives — that it can be easy to overlook their inherent value.

In this article, we take a fresh look at the various roles that modern-day email can fulfill as part of your marketing strategy. You will take away new ideas to engage your customers and help satisfy your business objectives.

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Role #1: Outreach

Email is an excellent channel for outreach, whether you want to bump your brand awareness or stay in front of existing subscribers. For example, a monthly newsletter can help you communicate the latest tips, trends, or updates about your organization or industry. A one-off email announcing a brand-new service or limited-time offer is the perfect opportunity to reach out to customers who want to stay informed.

Another fine example of outreach is the survey email, where you ask recipients to answer questions about their experiences, opinions, and thoughts related to your business or industry. This is a great way to learn more about your customers and inform key business decisions.

Role #2: Affiliate

With affiliate marketing, your business gets referrals from a third-party website or company that advertises your services or products on your behalf. Email marketing serves a critical role in this relationship, as it not only introduces potential customers to your company but also communicates the values and benefits of becoming your customer.

Role #3: Nurture

Once you have existing subscribers and customers, it’s important to maintain those relationships. Whether you are speaking to a potential buyer or long-time loyalist, the role of email marketing in this case is to nurture them along — and far beyond — their customer journey.

Examples of nurture-based emails include those with testimonials, case studies, or use cases. You might also see companies use email marketing to send replenishment reminders, upgrade opportunities, or tips and tricks for their products or services.

Role #4: Remarketing

Yet another important task for email marketing: remarketing.

Sending remarketing emails is a priority for companies that want to keep existing customers engaged and recover potential lost sales from those who haven’t yet made a commitment.

Become One of The Highest Paid Digital Marketer

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Become One of The Highest Paid Digital Marketer

This includes everything from connecting with people who already purchased from you in the past, to those who added items to their cart but left without purchasing — also known as cart abandonment. (Here’s a look at emails specifically for cart abandonment.)

Looking forward to leverage email as a marketing tool to drive more traffic, sales, and conversions? Check out the Advanced Email Marketing Course now.

In Conclusion

Email plays a part in many aspects of marketing, from the very first stages of brand awareness to engagement after the conversion. If you want a deeper look at the role of email in digital marketing, be sure to check out Simplilearn’s Email Marketing Certification Training. In this course, you will master advanced email marketing techniques and strategies, learn how to draft an email, and develop expertise in creating effective advertisements that build brand awareness, customer trust, and brand loyalty.

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

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