Email marketing and different types of newsletters

According to, the term newsletter generally refers to a commercial or editorial email sent periodically to prospects or subscribers, among others. Depending on your objectives, and once the newsletter management software has been chosen and configured, you need to determine the types of emails to send.

The welcome email

According to SendinBlue, an effective welcome message should make the user want to discover your universe, encourage them to open future emails, and also guide them towards a first action on your website, such as making a purchase. This first email must present your brand’s universe well by highlighting your identity, adopting a quirky tone and your own style to convince your new subscriber. Personalization tags, such as the new subscriber’s first name, help to create a sense of closeness. If you are an e-tailer, you can, for example, send a discount or promotional code or offer free content or even downloadable goodies, such as e-books or music albums, to ensure a good first impression.

Periodic emails

Periodic emails are emails that are written and sent to your subscribers over time. They keep pace with your company’s ability to create new content. In the category of periodic emails, we can mention what is commonly called newsletters, which present your company’s news (new milestone, new feature or service) and/or highlight an example of how to use your products. There are also email campaigns, which are more focused on marketing and sales. A campaign may consist of three to ten emails over several days or even weeks. They correspond to a promotion or a strong marketing moment, for example, the launch of a new product.


Sending a regular newsletter can be used to promote products or services, inform readers about current events, highlight editorial content, build audience loyalty and generate recurring traffic to your site or blog. A newsletter must meet specific objectives and be part of an overall strategy. According to SendinBlue, to successfully create value-added content, you need to choose a set sending frequency (for example, once a week or once a month), select your best content and most interesting offers, define a recognizable tone, graphic identity and editorial line, and differentiate yourself from your competitors.

Email campaign

Emailing or email marketing refers to the sending of promotional emails to a large list of contacts (customers, prospects, etc.) for the purpose of prospecting, building loyalty or simply providing information. The collection of email addresses remains a fundamental aspect of implementing any email campaign strategy. By collecting contacts with the “double opt-in” (Bill C-28), you ensure that your prospects are interested in your products and services. This guarantees better open and click rates, fewer unsubscribes and spam complaints, and better deliverability. It can also be used to segment and qualify your contacts as soon as they sign up.

Automated emails

Automated emails are primarily a time-saver. They are personalized based on the information you have, but do not require someone to press the ‘send’ button every time. You define an email template, which is then sent directly, without human intervention, to your recipients based on conditions you have pre-set based on your priorities and objectives.

Transactional emails

A transactional email is an automatic message sent to a single recipient to confirm a transaction, among other things. Transactional emails therefore include all emails that need to be sent automatically and instantly following an action or event on your site, such as registration confirmation, order confirmation, notifications (delivery tracking, new message, etc.), password resets, invoices, receipts, etc.

Marketing automation

By definition, marketing automation refers in the broadest sense to the automation of marketing campaigns triggered by a set of predefined conditions and based on user behaviour. It is possible to automate the sending of emails, contact segmentation, lead scoring or lead nurturing. The automation is done through scenarios based on the user’s behaviour: for example, the sending of a follow-up email when the user abandons a shopping cart.

In conclusion, a well-structured newsletter contains at least four key sections: the subject line, the preheader, the name and address of the sender. The subject line is probably the most important element, because it will make your contacts want to open it. It should highlight your most interesting offer. The preheader is usually located just after the subject line and serves to give a first overview of the content of your email. It is also important to define a sender name and address that inspire confidence. The time and date of the newsletter should be scheduled according to your target audience for best results. Finally, it is imperative to analyze key performance indicators after each campaign for improvement. Here are some examples of statistics to follow: the open rate, the click rate, the unsubscribe rate and the bounce rate.

This article is part of the Digital marketing and eCommerce toolkit, an initiative offered as part of the free digital marketing and e-commerce consultation service for retailers of the City of Montreal.

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