What Types of Emails You Should Be Sending

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I'm Jade Scarfone.
A digital strategist and transformation catalyst, merging a decade of corporate systems mastery with a profound journey of self-discovery. From navigating the high-stakes world of banking to making waves in high-ticket affiliate marketing, I'm now dedicated to empowering entrepreneurs through strategic digital innovations. 

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If you’ve been following me for a while you would know how much I swear by email marketing. And today I want to elaborate on what types of emails you should be sending in your business. Emails are such a powerful form of communication. Especially when you are wanting to grow a powerful personal brand presence.

Emails are such a powerful form of communication. Especially when you are wanting to grow a powerful personal brand presence. So here's some examples of what types of emails you should be sending to get the best results.

Many people just rely on their social media following, but as I’ve said in the past, this is just borrowed real estate.

If you’re still not sold on the importance of emails read my earlier post about why building an email list is important for your personal brand.

So if you really want to nurture and connect with your potential clients, you need to be sending emails.

But in order to truly be successful with your email marketing you need to have some kind of strategy and plan in place. And you need to be consistent.

So that’s why I want to go more in depth into what types of emails you should be sending.

When I speak to my clients and audience, a lot of them say the reason they don’t send emails is because they just don’t know what to say. Or they feel like they have to be too professional so they just can’t do it.

Let me bust that myth. We’re not sending corporate emails to senior management. We’re sending friendly emails to potential clients. Emails that will build a deeper bond. And further strengthen our know, like, trust factor.

So you don’t need to be a different person at all. However you speak on social media, should be exactly how you speak in your emails. That’s your brand voice. And that consistency will form trust and recognition with your audience.

Before I talk about what content to write in your emails I wanted to talk about the two different types of emails.

Depending what email service provider you’re using, they may refer to these differently. But it’s always the same concept, and all platforms should allow you to send these two types of emails.

What I’m referring to is autoresponders and newsletters (also referred to as broadcasts).


These are set to automatically go out whenever someone opts into a certain list. So whenever someone opts in to get one of your freebies, signs up to be notified whenever a new piece of content lands etc. you can have your system set up to automatically email them.

If you’re not sure what I’m talking about or how to actually get people to join your email list. Check out my recent blog post where I shared my top lead magnet ideas to grow your email list.

That way, even if you’re not around, they’re going to get a reply from you right when they’re taking action. It’s great practice for you to have an automated welcome email going out to instantly thank them, welcome them, and nurture them.

Because these are automated emails, they’re more generic. So no mention of dates, holidays etc. as that could cause confusion.

If you really want to make the most of the power of automation this is where you could get really clever and have an ongoing sequence of automated emails that get sent out over a number of days.

Depending on what products or services you offer, will determine whether a long series of automated emails will work or not.

For example, when I was promoting affiliate products, the content rarely changed so I had a series of about 30 emails getting sent out over 60 days after the person opted into my email list. This way, even if I wasn’t sending regular newsletters, the person would be hearing from me regularly, right at the start which is when they’re most primed to buy.

So it looked a little something like this:

Now that I’m more service and course focused, it doesn’t make as much sense to have such a long automated sequence. So I generally have 4-5 emails going out over the space of 2 weeks and then people get moved to my general email sequence where I send regular broadcasts out to them.

You can test and tweak to see what suits your audience and business.


These are real time emails that are sent one time. You write it, you hit send, and that’s it. However, if you find a newsletter that converts really well, you could always add it to your autoresponder sequence if it makes sense to. This way you’re getting more out of that piece of content.

Most people will be on your list for quite some time before they decide to work with you. So if you just sent 4-5 automated emails and then they never hear from you again, they’re likely to forget about you.

This is why sending regular newsletters is crucial to your successful email marketing strategy.

Set a day – whether it’s weekly, fortnightly, monthly or even daily. And be consistent in when you email.

Ok, now that we know the difference between newsletters and autoresponders let’s take a look at the different types of emails you could send.

What types of emails you should be sending…

1. Welcome Email

At the very least, you should have one welcome email in your autoresponder sequence. Then, you could either move your new subscriber straight to a general list where they receive your regular newsletters. Or you could keep them in an automated sequence for longer.

But the most important thing is to make them feel welcome. Let them know a bit about you and what they can expect to hear from you. Give them reason to stick around and look out for your future emails.

2. Value Content

A great way to build the know, like and trust factor with your audience, is to provide them with loads of free value. For example, you could send a Tuesday tip out each week where you share a valuable lesson, or a great tool you’ve discovered.

This will quickly position you as an expert in your field and people will want to keep coming back and opening your emails because they’re learning so much from you.

3. Repurposing Your Content

If you have a weekly piece of content that you put out – like a blog, podcast, YouTube/IGTV video. Your emails are a great way to repurpose that content and let your list know why it would be valuable to go check out the content.

It’s a simple way for you to have something to say to your list each week. And it’s a great way to get more eyeballs looking over your content. Your social media content is only being shown to about 3% of your audience, whereas emails have a much higher chance of reaching every person you send it to, so this will help with engagement and relationship building as well.

4. Promo Emails

Launching a new product, have spots opening up in your team, hosting a webinar, having a special promotion or sale? Let your audience know.

But the key is to ensure you’ve warmed your list up with lots of value beforehand. If you only ever contact them when you have something to sell, they’re going to get bored of you pretty quickly.

But if you’re in touch regularly with valuable content. Then when you send a promo email it will be much more well received.

5. Personal Stories

This is my favouriteeeee kind of email.

I got really good at email marketing when I was living in Bali because I was out and about every day. So I would go out in the mornings and then I would come home and just share my experiences in an email. And I did this basically every day. It was a great way to really build a strong relationship with my audience when I was first building my business, and thanks to this process I would get sales every single day in my affiliate business.

I’m not saying you have to send emails every day. But if something interesting happens, it’s definitely worth sharing with your list. Just the same as you would on social media.

I do the same now. I talk about where I’m living, working, take them behind the scenes etc. And I truly believe this is the most powerful way to really connect and get the know, like, trust factor with your audience.

If you’d like some examples of some of my top converting story emails grab them right here.

6. Celebrating Milestones

Depending on the kind of business you have, you may be in a position to collect details from your audience like birthdays or other special dates. This is a great way to send them a warm and personalised email on a day when they’re feeling extra happy.

They’ll feel the love and be more likely to pay attention to you in the future.

Final tips

If you’re really struggling with your emails, something I always found useful was to subscribe to other people’s lists that you look up to and see what you like and dislike about what they do.

Pay attention to things like:

  • What subject lines catch your attention?
  • Which emails do you laugh at?
  • What ones do you take action on? etc.

This will help you to get a better understanding of what your audience will probably react well to as well. Now the key here is not to copy, or compare, or end up signing up for ALL the freebies and getting totally overwhelmed.

It’s simply research. And if you don’t like someone’s emails, unsubscribe from their list.

Above all when it comes to your emails. You ultimately just want to be relatable.

Did you find this post useful? I’d love to know how many of these types of emails you’re sending..

Jade xo

I hope you got lots of value out of this article. As usual, if you like what you’ve read feel free to like, comment, or share. Your time reading my posts is greatly appreciated. 

Emails are such a powerful form of communication. Especially when you are wanting to grow a powerful personal brand presence. So here's some examples of the types of emails you should be sending to get the best results.

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