There are many different kinds of direct email marketing messages that a business can send to subscribers. Emails can be promotional, informative, and/or inspirational, says Steve Adams, vice president of marketing for Protus, a provider of Software-as-a-Service (SaaS) communication tools for growing businesses and enterprise organizations.

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• Promotional emails focus on on-going sales, discounts, etc., that you are offering to customers. For example, around the holidays you may offer additional discounts. Make your customers aware of these promotions through your permission-based email marketing campaign.

• Informative emails offer advice, tips, and helpful information to customers who may be interested in knowing more about your industry, product, or service. For example, if you are in the automotive industry, you may want to offer advice to subscribers about 10 things they should do to prep their vehicle for the winter.

• Inspirational email marketing messages motivate subscribers to keep working toward their goals. For example, if you are a dietitian, you can send inspirational stories of what other clients are doing successfully as they work to lose weight.

You can mix and match targeted email marketing messages to discover what works best for your business and which messages hold higher interest with your customers/subscribers, Adams notes.

Also, be sure to keep the tone of your opt-in email marketing messages casual, Adams says. People will connect more with a brand they feel is “like” them, one that treats them as an equal. Your email messages to subscribers should be conversational rather than come across like something from a textbook. Think of how you would write an email to a friend. A similar tone should be used in your email messages. You trust your friends, right? Well, setting the same tone will create trust in your brand.

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