UPDATED 4/3/18

The design and code of all email modules have been refreshed. Read the release notes for details.

There are four main types of emails:

  • Buy
  • Read
  • Join
  • Notify

There are email modules tailored to each of these four types. Read on to better understand the distinction between each type.


Buy
Read
Flash sales, winbacks, cross-sells, add-onsEducational, motivational, tutorial, newsletters

Join
Notify
Webinars, conference invitations, tutorial sessionsService discontinuation, changes to account, outages

 

Which email am I sending?

 

 

 

 

 

Buy


Key voice and tone (V&T) attributes: straightforward and experienced

 

Primary purpose

Entice the recipient to buy.
(Or at least really think about it.)

Examples: Flash sales, winbacks, migration, other general promos

Things to know

Conversion isn’t likely to occur directly from an email, but not to worry.

The win for your email comes from its enticing, informative, and brief makeup. Give them enough to want to click the CTA or give us a call.

Design
  1. Primary module (PM) – Main selling point
  2. Secondary module (SM) – Customer benefit
  3. SM 2 – Other customer benefit(s)
  4. SM 3 – Other customer benefit(s)
  5. SM 4 – Other customer benefit(s)
  6. Footer – Required legalese, unsubscribe, and Intuit information

Since Buy me emails are marketing oriented, brevity, and clarity are essential.

Module use and footers change depending on the type of email. See modules for more information.

Resources
HTML for Buy emails

Read


Key V&T attributes: encouraging, experienced, clever

 

 

Primary purpose

Educate your audience and focus on the payoff of their learnings

Examples: Newsletters, new feature(s), tutorials, product updates, etc.

Things to know

Education is the primary goal of your email, with marketing taking a secondary role.

By showcasing and explaining how the customer is going to benefit, the need to “market” becomes redundant.

Design
  1. PM – Main customer benefit
  2. SM – Other customer benefits or need-to-knows
  3. Footer – Required legalese, unsubscribe, and Intuit information

Since Read me emails are less marketing oriented, they can be slightly longer if needed.

Module use and footers change depending on the type of email. See modules for more information.

Resources
HTML for Read emails

Join


Key V&T attributes: optimistic, encouraging, straightforward

Join me

Primary purpose

Invite recipient to take action by attending an event (live or online).

Examples: Conferences, webinars, training sessions, etc.

Things to know

Customers are immediately reluctant to attend an event.

To combat this, focus on a single call-to-action and emphasize why attending is going to have a positive impact on their business.

Design
  1. PM – Main customer benefit
  2. SM – Other customer benefits or need-to-knows
  3. SM 2 – Other customer benefit(s)
  4. Footer – Required legalese, unsubscribe, Intuit information, etc.

Since Join me emails balance education and information, they can be longer in order to better explain the benefits.

Module use and footers change depending on the type of email. See modules for more information.

Resources
HTML for Join emails

Notify


Key V&T attributes: experienced, straightforward, optimistic

 

 

Primary purpose

To notify about a critical happening with their account or service.

Examples: Service ending, changes to accounts, late payment, outages, etc.

Things to know

Users can’t unsubscribe from Notify me emails because of their critical nature. These messages must contain certain legal language in the footer.

CAN-SPAM laws require the messaging to be free of marketing jargon. Content should get straight to the point.

Design
  1. PM – Action occurring or needed
  2. Footer – Required legalese, Intuit information, etc.

Because Notify me emails contain required information, the length can vary widely.

Module use and footers change depending on the type of email. See modules for more information.

Resources
HTML for Notify emails

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