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Pepperdine | Community

Email Types


The following outline defines the differences between the various types of email marketing communications. Your email purpose will aid in the identification process of your email type, and vice versa. Understanding the different email types will also assist with the strategic planning process for email, in general.

For clarification on your email type, please contact Arwa Sutarwala.

Marketing Communications Newsletter

An informative and commercial message used to share, or promote, news or events in an effort to build a community's brand. Copy should act as a teaser with relevant content and action words, stories, features or events should be found on the website or blog. Recipients should have the ability to unsubscribe from this type of communication.

Marketing Solicitation

An explicit commercial solicitation for to a targeted audience. The consumer goal is to promote a specific product, service or experience like an event. A commercial email is applicable to any fee-based or free event. Copy should act as a teaser with relevant content and action words, stories, features or events should be found on the website or blog. The availability must be available for recipients.

Follow-Up Communications

A standard communication containing information related to the sale or registration, this type of message will host details such as receipt of payment or event registration confirmation details; such as directions, dates of specifically targeted communication. These types of communications are categorized as transactional. Unless in the promotion of a product, service or experience; if this is the instance, then the email is considered commercial, and the individual must have the opportunity to unsubscribe from the opportunity.

Communication requesting engagement in a feedback survey should clearly outline the basic purpose of the study, the level of confidentiality, the deadline for the desired survey completion, and access to the survey itself. The linked content should be related to the request for action. This is also considered commercial and it is also best practice to provide an opt-out, or unsubscription, for recipients of these types of message requests.

Formal Letter

A formal communication on behalf of an individual or entity. If on behalf of an individual, this should be a public figure who is relevant to the matter at hand, providing a relationship to the message and the audience. This communication should have a clear and concise statement related to a public matter, directing back to a website for a complete story, or press release, or for related resources. Keep formal communications concise and to a single subject matter. These types of communications are typically considered transactional. However, if a service of any type is offered, or projected as available for use or there is a 'call to action' for engagement; the communication is therefore considered commercial and should have an opt-out feature for the recipient.