Introduction
In email marketing, experts often classify campaigns into five main types:
- Indoctrination
- Engagement
- Ascension
- Segmentation
- Re-engagement
This five-stage framework was popularized by marketing expert Ryan Deiss (founder of DigitalMarketer and author of Invisible Selling Machine), who outlined it in a 2014 blog post. Each campaign type corresponds to a different stage of the subscriber journey – from a brand-new signup to a dormant customer – and together they form an “Email Marketing Machine.” In this post, we’ll explain each type, give a concrete example and an outline to follow for creating it, and share key stats, best practices, and tips. (B2B and B2C marketers can apply these concepts interchangeably; the examples will cover both contexts.)
Indoctrination Emails
Example: A newly-registered user for a cloud storage service receives a welcome email from Apple iCloud. Indoctrination campaigns (often called welcome series) are sent immediately after someone subscribes or signs up. Their goal is to welcome and educate the new subscriber about your brand, reinforcing that they made a good choice joining your list. For instance, a software startup might send a 2-3 email series: an initial thank-you and brief intro, followed by content that highlights company values or top features. Indoctrination emails should:
- Welcome and introduce new subscribers to your brand.
- Reinforce the benefits of being on your list.
- Set expectations (what kinds of emails and how often they’ll receive).
- Tell them what to do next, e.g. explore a resource or check out your home page.
- Showcase your brand voice and personality.
Outline:
1. Subject line: Friendly greeting (e.g. “Welcome to [Brand]!”) that reminds them why they signed up.
2. Body: Thank them and briefly explain who you are and why your brand matters. Include a clear statement of what value they’ll get (e.g. exclusive content, special discounts).
3. Expectations: Explain how often you email and what topics they’ll hear about.
4. Call to action (CTA): Encourage a small next step (e.g. “Visit your dashboard” or “Check out our most popular guide”).
5. Signature/Branding: Use your logo, brand colors and voice throughout so the email feels cohesive.
Best practices: Write in a warm, personal tone and keep content concise. Include one clear CTA per email. Mobile-optimize your design (over 80% of emails are opened on mobile) and use brief paragraphs and buttons that are easy to tap. Don’t push a sale too early – instead focus on building trust.
Engagement Emails
Example: After downloading a whitepaper, a lead gets this HubSpot email offering a relevant webinar. Engagement campaigns are triggered by a subscriber’s action and are designed to move them closer to a conversion. For example, if a webinar attendee downloads a guide on SEO, you might send a follow-up email series promoting your SEO training course. These emails are interest-based and should prescribe the next logical step based on what you know about the subscriber.
Outline:
1. Trigger: Identify a subscriber action (e.g. clicked a link about topic X, made a small purchase, or signed up for an event).
2. Subject line: Reference that action/interest (e.g. “Next steps on [Topic]” or “Since you downloaded [Guide]…”).
3. Body: Acknowledge their action and offer something relevant (a product, a deeper content piece, a webinar, etc.) that fits their interest. Use social proof or benefits to persuade.
4. CTA: A clear call (e.g. “Get started,” “Register now,” or “Read the full article”).
5. Follow-up: Plan a short sequence (2–3 emails) that builds urgency or additional value (like a reminder or testimonial).
Best practices: Ensure your offer truly matches the lead’s interest – otherwise you risk annoying them. Reference their previous action explicitly to personalize the message. Keep the ask appropriate: don’t push for a purchase if they’re still just learning about you. Use one primary CTA button and include secondary text links for safety. Test subject lines and button copy. According to benchmarks, triggered emails like these average around a 45% open rate, higher than generic newsletters.
Ascension Emails
Example: A customer who just bought a basic WordPress theme receives an upsell email from StudioPress offering a theme bundle. Ascension campaigns target customers right after a purchase (or conversion) to encourage them to buy more or upgrade. The idea is to “ascend” buyers to higher tiers of value. For instance, if someone buys a monthly subscription, you might email them with a special offer to upgrade to an annual plan, or add-on services. Ascension emails should:
- Thank them for their purchase and reinforce the positive choice.
- Offer a logical upsell or cross-sell (a related product, premium version, or service).
- Use social proof or success stories to justify the upsell (e.g. “80% of our members eventually upgrade”).
- Include a strong CTA (e.g. “Upgrade now and save 20%”).
- Make timing clear: Send soon after the initial purchase, when excitement and goodwill are high.
Outline:
1. Subject line: Reference their recent purchase (e.g. “You might like this too…” or “Upgrade your [product] experience”).
2. Body: Express appreciation (“Thanks for being a customer!”) then introduce the next offer. Focus on benefits (“Get [advantage] with our premium plan”) not just features.
3. Proof: Include a testimonial or number (“Join 1,000+ users who upgraded”).
4. CTA: Prominent button linking to the upsell page (consider adding a limited-time discount to encourage quick action).
5. Conclusion: Close with a reminder of how easy it is to upgrade or the deadline of the offer.
Best practices: Don’t be pushy: ensure the upsell genuinely adds value. Keep the email concise, with one main CTA. It’s often effective to send 2–3 emails in an ascension series, gradually increasing incentive (e.g. first email invites, second reminds of limited time). Use order data to personalize (mention the product they bought). Also ensure formatting is clean and mobile-friendly. Many companies find that ascension series significantly increase customer lifetime value.
Segmentation Emails
Example: Marriott sends an email listing travel packages (beach, city, adventure, family) and asks users to click their top interest, so it can send more targeted deals. A segmentation campaign is a broadcast email sent to your entire list (or a broad segment) with the goal of learning more about subscriber interests. Essentially, you give recipients choices and then split your list based on their clicks or responses. For example, an online retailer might email all customers with product categories (“Shoes,” “Bags,” “Clothing,” “Accessories”) and use the click data to tag each subscriber for future targeted campaigns.
Outline:
1. Audience: Often sent to your full list or a large segment (e.g. “All Subscribers”).
2. Subject line: Pose a question or tease choices (“Which [Category] are you most interested in?”).
3. Body: Briefly explain that you’d like to tailor your emails. List clear options (can be text links or big buttons/images for each category). E.g. “What topics help you most? (Click one)”.
4. Interaction: Use unique tracking links for each option so your ESP can auto-tag the subscriber’s interest.
5. Follow-up: Immediately after, trigger tailored follow-ups to each group (e.g. send Product A offers to those who clicked “Option A”).
Best practices: Keep the choices limited (3–5 maximum) to avoid choice paralysis. Make each option’s CTA obvious and large (buttons or images). Clearly explain why you’re asking (“Help us send only the emails you care about”). Segmentation emails can dramatically boost engagement: segmented campaigns drive 30% more opens and 50% more clicks than non-segmented ones. Also, ensure each segment’s follow-up is timely and relevant, so subscribers immediately see the benefit of having self-segmented.
Re-engagement Emails
Example: LinkedIn sends a “We noticed you haven’t opened our emails in a while” message to inactive subscribers, offering to adjust preferences or re-subscribe. Re-engagement (or win-back) campaigns target subscribers who have become inactive (no opens or clicks for 1–2 months). The goal is to recapture their interest or gracefully clean your list. For instance, a retailer might offer a one-time discount to customers who haven’t purchased in 6 months, or a newsletter might ask inactive readers if they still want to receive updates.
Outline:
1. Segment: Identify inactivity (e.g. hasn’t opened in 60 days).
2. Subject line: Make it personal and intriguing (“We miss you, [Name]!” or “Is this goodbye?”).
3. Body: Remind them why they subscribed and mention what they’ve been missing. Offer an incentive or fresh content (“Come back for 20% off!” or “Check out what’s new”).
4. CTA: A clear button (e.g. “Reactivate my account,” “See what’s new,” or “Take me back”).
5. Final reminder: If using multiple touches, send 1–2 follow-ups. Promise they’ll be removed if they still don’t engage, to justify urgency.
Best practices: Keep the tone friendly and remind them of past value rather than blame them. Make the offer clear and appealing. Use only one CTA and avoid clutter. Strong re-engagement campaigns see 30–50% open rates, much higher than normal. If there’s still no response after 2–3 tries, it’s better to remove them to protect deliverability. Also, remind customers they can always re-subscribe later, to keep the exit courteous.
Other Email Campaign Types to Consider
Beyond these five core categories, marketers often use other email types:
- Transactional Emails: Order confirmations, receipts, shipping notices, password resets, etc. These are mandatory service messages, not salesy. They have extremely high open rates (~80–85%. Keep them concise and on-brand. You can subtly include related product recommendations, but the main goal is clarity and customer service.
- Newsletter/Content Emails: Periodic newsletters or content digests that provide value (blog posts, tips, news). These keep your audience engaged long-term. Use a single-column layout, one main theme per email, and one CTA (e.g. “Read More”). Segment if possible (e.g. separate B2B and B2C editions). Newsletter CTRs typically range from 2–4%, so focus on engaging headlines and mobile-friendly design.
- Cart Abandonment/Reminder Emails: For eCommerce, emailing people who left items in their cart can recover lost sales. For example, send one reminder 1 hour after abandonment, another after 24 hours, and a final after 72 hours. Use images of the abandoned products and a clear “Complete Your Purchase” CTA. Studies show three abandonment emails can drive ~69% more orders than just one, recovering up to 30% of lost sales.
- Lifecycle/Anniversary Emails: Triggers based on dates or milestones (welcome anniversaries, birthdays, subscription renewals). For example, sending a birthday email with a special offer can generate significantly higher response (one study found birthday emails drove a 481% increase in transactions compared to generic emails. Always personalize and make these feel special.
- Feedback/Survey Emails: After a purchase or event, ask for feedback (e.g. a Net Promoter Score or short survey). Keep it brief and mobile-optimized. You might offer a small incentive (“Get 10% off next order”) to boost response. Use the answers to improve segmentation and service.
Design and Implementation Tips
Across all email types, follow these design best practices: use a clear, branded template with one main CTA button above the fold. Limit each email to a single-column layout if possible and a single primary message. Write concise copy and use bullet points or subheads to break up text. Always include a preview text (preheader) along with your subject line. Optimize for mobile (over 80% of opens happen on smartphones, use large fonts, tappable buttons, and scale images properly. Include descriptive alt text for images. Personalize where you can (first names, tailored content) to increase engagement. And don’t forget compliance: always include a visible unsubscribe link and honor opt-outs immediately.
Sources
This framework of five email types is based on Ryan Deiss’s “Email Marketing Machine” approach. The examples, stats, and best practices come from recent industry research and reports and email marketing blogs. All performance statistics are from 2023–2025 sources to ensure up-to-date guidance.