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Ways to communicate with your audience by email

There are so many ways you can communicate with your audience by email, but most are a mix of the following. If you haven't tried these before, we'd recommend you test them out.


A newsletter is a regular update on what’s been going on with your brand. This could be on a weekly or monthly basis and be a mix of all of the content you’ve put out, plus any news or promotions.

Examples: The Collective Hub and Rhythm & Vines


A letter is what would otherwise be a blog post, or article, but written to be sent to go straight to someone’s inbox. This way needs to provide constant and consistent value.  This strategy allows you to build a large amount of rapport with your subscribers because you provide content that provides value, say 52 times a year, and then mention one product.

Examples: Jen Carrington and Paul Jarvis (also a podcast)

Product push

Product push emails are common with retailers. It’s an email that is a series of products on offer, usually at a discount. This can be done on a collection basis, creating the lifestyle your subscribers wantan how your productif it fits with that, or it can be “hey, buy this”. If your segmenting comprehensive it can be “how were those shoes, would you like these socks?”

Examples: Glassons and Sephora

Welcome sequence

Introduce yourself and your team, your brand, your products, your services, or your office by email through an automated welcome sequence. Onboard your subscribers so they know what to expect. Send out exclusive content, a white paper, or a discount.

Transactional or event based emails

They may have clicked a specific link, they might have bought something from you. Trigger based emails are much more personal, so they can be very specific. You can send a sequence, or just one email, there’s no need to limit it, as long as it’s not getting into spam territory. You can suspend your other general marketing emails during this period to not overdo it.


For anyone who hasn’t opened an email recently, you can send them a reengagement email. You can create an “Are you still interested?” email, or simply unsubscribe them if they don’t click a link within the email in a certain amount of time.

Thank you

Whether they bought something, left a review, read your post, whatever they did to support you and your business, say thank you. You don’t have to give a discount, or freebie, although you can. A thank you from a brand is rare, so stick out and just say thanks.

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Each of these types of emails may or may not work for your business, but they are certainly something to try. The best way to serve your email subscribers is to use a mix of email styles, so each email is delivered with the right content in the right context.

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