What’s the Best Type of Email to Use for Outreach?

What's the Best Type of Email to Use for Outreach?

The best type of email to use for outreach is the right email for the right lead sent to their inbox at the right time. Essentially, the best kind is the one that works best for your specific campaign or audience. What works will vary from industry to industry along with your intention.

There are dozens of types, hundreds of templates, and infinite strategies and combinations.

When it comes to a successful outreach campaign, there is no single answer that will work best for everyone. Which is why we decided to write today’s post. Below you’ll find a complete list of email types and which work best in different situations.

Types of Emails – Breaking It Down

Emailing can be a delicate process. Not necessarily the act of emailing, but knowing who your audience is and what kind of email they can receive can affect everything about your approach.

You don’t show up to your mom’s birthday party and scream “Happy Anniversary”, right? You don’t show up to that event with balloons that say “Happy Valentine’s Day”. It’s disrespectful.

All of these things have the potential to be connected. We like to think sales and marketing both are all about hitting the right person at the right time with the right message. But for today’s post, we’re going to take a slightly different approach.

We’re going to analyze if the recipient’s email itself will have an impact on the performance of your campaign.

Personalized VS. Generic – Alt

When emailing someone, consider using a personal email address. Even if it’s Gmail, your name at Gmail is going to give off a better vibe than salesguy@gmail.com.

When a webmaster sees an email from jonroberts@gmail.com with a subject line that says “content for yoursite.com”, that webmaster may get the impression that they know you or maybe even done business together previously. Granted, upon opening the email, they’ll know they haven’t. 

However, you’ll increase the odds your effort will be read. Now, this doesn’t mean you should intentionally try to trick site owners. That’s going to have a negative impact on whether or not they reply. But make it just personal enough for them to be curious.

As veteran internet marketers, we have sent out thousands of emails over the years. And one aspect that has worked well for all of us is using a personal email. These tend to get a much higher response rate. Yes, these emails can be hard to find, but they are worth the effort.

That’s why here at EmailFox, we prioritize finding personal emails over generic ones. Try us for FREE.

Personal Email VS. Domain Based

Before sending out your email, you must find the best email address for the recipient. Every website has a contact box, and your research may very well lead you to use that box or a generic company email address.

You want to avoid that whenever possible. 

Instead, hunt down the email the webmaster uses multiple times a day. Chances are high you’ll have more success if you can find their personal email rather than using the actual website.

Their contact boxes are spammed and bombarded by marketers all day long, and many of these messages will be ignored. If you put in the time and effort, you can track down the best address for them and increase the odds of getting a response.

The Value of Role-Based Email Addresses

Role-based email is a system where users are assigned specific roles in an organization, and each role has its own email address. For example, a company may have a sales@address, customer service@address, and info@address.

This allows people to send emails to the appropriate department without having to know the individual email addresses of the people who work there. It also helps to keep communication organized and makes it easier to track conversations.

Role-based email can be used in any organization, but it benefits large companies with many employees. It can help to keep things fair as well. You won’t run the risk of one salesperson getting all of the warm leads just because they’re the one person on the team that likes to take a working lunch.

Generally speaking, these emails are not the best to use for an email marketing campaign as they are automated or not always manned by a single person. There’s also a high chance these systems are super sensitive to any sort of promotion and you run the danger of your email being marked as spam. So it’s best to avoid using these types of emails whenever possible.

Personalized VS. Generic

When it comes to email outreach, personalization can make all the difference. A generic email is more likely to be ignored, while a personalized email has a much better chance of getting noticed.

Of course, crafting a personal email can take a bit more effort than simply firing off a generic message. But the extra effort can pay off in terms of better results.

Research the recipient and learn about their specific interests when writing a personal email. Make it about them. What can you do for them? And how can you do it better than anyone else? In addition, avoid coming across as too salesy. The goal is to build a relationship, not pitch a product (at least not in the very first message).

It Should Have a Purpose

Any successful marketing campaign starts with a clear understanding of the desired outcome. The same is true for outreach campaigns. Before reaching out to potential customers or partners, you must know what you want to achieve.

Are you looking to generate leads? Get a backlink? Drive traffic to your website via an affiliate link? Once you know the purpose of your campaign, you can develop messaging and strategies designed to achieve that specific goal.

Without a clear purpose, your email outreach efforts are likely ineffective and could do more harm than good (to you and your brand). So take the time to establish a clear goal for your campaign, and you’ll be well on your way to success. Here are some ideas to help get you started.

Internet Marketing

If you’re an SEO or doing any kind of internet marketing, you want to make sure your message is unique. Website owners are getting dozens (if not 100’s) of emails every day asking for a backlink or a guest post. So try and stick out from the crowd by doing extra research (like getting the first name of the recipient, the blogs they follow or something else very personal to them). This will make you immediately stand out from the crowd. But don’t stop there.

In addition, try to offer something valuable in exchange. For example, you could offer to promote them or their brand on your social media accounts. Everyone likes a little exposure.

You could also offer to mention them on your site’s blog or monthly newsletter.

Basically, you want to offer something tangible to the recipient for them to actually take any action.

Last, but not least. Do not pester a recipient. You certainly do not want them to mark your email as SPAM and lower the reputation of your email. We recommend a maximum of two emails in total (1 initial email and 1 follow up email). And always include an unsubscribe link in all your outreach campaigns.


A newsletter effectively keeps your customers and leads updated on new products, services, or company news. It should be sent regularly to keep your subscribers engaged and informed, but it should also have a clear purpose to prevent readers from becoming overwhelmed with information.

When writing a newsletter email, always include a call-to-action that encourages readers to take action. This can be anything from signing up for a webinar to downloading a whitepaper. It’s a great way to help drive traffic to your website and social pages.

You Can Nurture Leads

Lead nurturing emails build relationships with prospects over time. These emails should be sent at regular intervals and should focus on providing value specific to the reader’s interests.

When sending lead nurturing emails, try to keep them conversational and personal. People don’t want to feel like they’re being sold to, so design your emails to engage the reader and not just push your product or services.

Promote Products and Services

Promotional emails promote sales, discounts, and other offers. These should be sent sparingly to avoid overwhelming your subscribers.

When writing promotional emails, clearly state what the offer is and how it can benefit the reader. Additionally, a good promotional email should include a strong call-to-action and a sense of urgency to encourage people to take advantage of the offer.

Celebrate Milestones

Milestone emails celebrate achievements or special occasions with your customers. These could include anniversaries, birthdays, or milestones like reaching a certain amount of followers on social media.

You can also celebrate company milestones. Or even business ones. Tell all of your best customers if you just hit your ten-year mark with the company. Tell them it’s been an honor working with them. They really will appreciate it.

Additionally, be sure to include offers that are appropriate for the occasion.  For example, if you’re celebrating a customer’s anniversary with your company, you may want to offer them a special discount. This can be a great way to show your company’s appreciation and encourage repeat business.

The Power of Surveys

Survey emails gather feedback from customers or leads. They allow companies to better understand their target audience and identify improvement areas.

It’s a way for you to say, “Hey. We appreciate your business. We’d like to know more about your experience if you have the time.” If the customers like how you do things and will probably use you again, they’ll likely let you know. But keep in mind, the opposite is also true. If the experience was poor, they will unload on you.

But surveys truly are a way to keep customers engaged without having to promote or sell anything. It’s one of the few times where everyone involved comes away with a win.

Clearly explain the purpose of the survey. Include a survey link so people can easily access it. Also, explain how the survey data will be used and offer an incentive, like a discount or coupon, to encourage people to participate.

Don’t Hesitate to Sell

Sales emails introduce potential customers to your offerings. These emails should be brief and informative, highlighting the benefits of your product or service.

They’re great for top-of-the-funnel campaigns, such as signing up for a free trial or scheduling a demo. Be sure to include visuals like images and videos to capture the reader’s attention.

Big Client? Dedicate an Entire Email to Them

Dedicated emails deliver customized content specifically for the recipient. It should be hyper-personalized and relevant, offering valuable insights or tips to help readers achieve their goals.

An email like this is likely going to someone you’ve done a lot of business with in the past. You should know exactly what they want and how they want it and deliver it.

Asking for Sponsorships

Sponsorship emails solicit donations or sponsorships in exchange for promotional benefits. When writing sponsorship emails, make sure they’re persuasive and clearly explain the benefits of becoming a sponsor. 

These types of emails can be time-sensitive, so great copy and a clear CTA are of the utmost importance.


Transactional emails confirm purchases or send receipts. These automated emails should be brief and informative, providing customers with all the necessary information about their transactions.

While this type doesn’t usually involve the sales or marketing teams, it’s more of a customer service thing, it’s still a good idea to familiarize yourself with the style and format in case a client or customer contacts you with a question.

When writing transactional emails, include all relevant details, such as transaction numbers and shipping dates.

Welcome Emails

Welcome emails introduce yourself and your company to new contacts. These emails should be short and sweet, presenting your company and its mission in an engaging way. You should still have a call-to-action that encourages people to take the next step in their journey, such as signing up for a free trial or subscribing to your mailing list.

By using welcome emails, you can begin the relationship-building process and give new contacts a good first impression of your company. So make sure to include them in your email outreach strategy for maximum effectiveness.  

Re-Engage Past/Former Customers

Re-engagement emails interact with people who have been inactive for a period of time. These emails should be brief and include relevant visuals such as images or videos.

These emails are an excellent opportunity to apply a survey to discover why people are no longer using your products or services. 

Thank You Emails

Thank you emails express appreciation and gratitude to customers after a purchase or other transaction. These emails should be heartfelt and sincere, showing genuine appreciation for the customer’s business.

Follow-up Emails 

Send follow-up emails after someone has already received an email from you (whether it’s a cold or a warm email). These emails aim to remind the recipient that you exist and encourage them to take action.

Referral Emails 

Referral emails are when you want to ask someone for a referral or an introduction to someone else. These emails should be tailored to each recipient and explain why you’re asking for their help. A great example is when you tap into your personal or professional network to find leads.

Nurture Emails 

Nurture emails are sent to leads over time to stay top-of-mind and build relationships with them. These emails typically include helpful content, such as blog posts, case studies, and webinars. They’re a valuable resource in your toolkit, but be careful. Too many will get on people’s nerves and turn your hot leads to ice.