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Emails: use cases

In today's world, emails have become an essential communication channel, crucial in personal and professional contexts. With their versatility and effectiveness, emails are utilized for various purposes, such as marketing campaigns, sales outreach, customer service, and more. This article will explore the significance of emails in modern communication and examine their diverse applications.

We will discuss the two primary types of emails, which are promotional and transactional.

Use cases of promotional emails

Promotional emails promote a product or service and drive sales, brand awareness, and leads through email marketing campaigns. They come in various forms, including newsletters, special offers, discount codes, and product announcements. And all, essentially, aim to encourage the recipient to take action, such as visiting a website or making a purchase.

1. Marketing

Email marketing campaigns are designed to promote a product or service and drive sales. With the ability to segment customer email lists and personalize messages, email marketing is still one of the most highly effective means to reach out to a business’s target audience.

Key approach: create precisely targeted, personalized campaigns that resonate with your customers.

2. Sales

Sales emails are designed to encourage the recipient to take a specific action, such as making a purchase or signing up for a service. With the right messaging and targeting, sales emails can be highly effective in driving business revenue. Promo code campaigns are one type of sales email that can encourage recipients to purchase or take advantage of a special offer.


Key approach: make an offer that is highly desirable and difficult for recipients to refuse.


3. Abandoned Basket and Shopping Intention

These emails are powerful promotional tools that leverage personalized product recommendations and exclusive discounts to remind customers of products or services they showed an interest in but did not complete the purchase of.

Key approach: increase sales and help businesses recover lost revenue by prompting customers to take action and complete their purchases.

4. Retention

Retention emails are designed to keep users engaged and active with an app or service, with the ultimate goal of retaining their loyalty over time. These types of emails can be used to remind users of the app's benefits, provide personalized content or product recommendations, offer rewards or incentives, or encourage users to connect with other users or engage with the app in a specific way.

Key approach: help increase customer retention rates and ensure that users continue to find value in the app or service over time.

5. Information Sharing

With newsletters and other email content, you are promoting the brand or the company. Emails can be used to share information with a large group of people, such as an announcement, a newsletter, or a company-wide update. With the ability to track opens and clicks, businesses can also gauge the effectiveness of their communication.

Key approach: share interesting information with a large audience.


6. Social

These emails encourage customers to follow a company on social media platforms. They can include links to social media pages and calls to action to follow or engage with the company on social media. Social emails can help businesses build their social media presence and connect with customers more formally and personally.

Key approach: help businesses build their social media presence and connect with customers in a more informal and personal way.


Use cases of transactional emails

Transactional emails are sent in response to a specific action the recipient takes, such as a purchase or registration. These emails aim to provide the recipient with information about the action they took and can include details like order confirmations, shipping notifications, and account updates. Transactional emails are generally not promotional, although they may include some branding and calls to action.

1. Onboarding

These emails are designed to welcome new customers and provide them with the information they need to get started with a product or service. They can include tips, tutorials, and other helpful resources to help customers get the most out of their purchases.

Key approach: help users quickly understand the benefits and value of your product or service.


2. Order Confirmation

These emails are triggered by a specific action taken by the customer, such as placing an order, and serve to confirm the order and provide details such as order number, shipping information, and estimated delivery dates.

Key approach: provide clear and detailed information to build trust and reduce the likelihood of any issues or misunderstandings.


3. Sending updates

These emails are designed to give customers important updates about a product or service, such as changes to features, pricing, or policies. They can help keep customers informed and engaged with the company.

Key approach: provide clear and concise information about changes in your product or service.

4. Opt-in strategies

This type of email is used to confirm a recipient's subscription to a mailing list or other types of communication. It is not promotional but serves as a confirmation of the recipient's intent. Send a double opt-in email after registration/newsletter list subscription.

Key approach: make the opt-in process easy and transparent and ensure subscribers have actively chosen to receive your communications.

5. Gathering customer feedback

These emails are designed to solicit feedback from the customer about their experience with a product or service. They are transactional and are not promotional.

Key approach: encourage customers to provide feedback and improve the overall customer experience.


Emails have become essential to modern communication, serving various purposes such as marketing, sales, customer service, internal communication, and information sharing. It's important to note that the categorization of emails into promotional or transactional may vary depending on the nature of the business and the email's purpose. Some emails may even have elements of both categories, making it necessary to evaluate the content and goal of each email to determine where it fits. With their versatility and efficiency, emails are a valuable tool for businesses and individuals. Both types of emails are important in email marketing to drive engagement, build customer relationships, and increase sales.