These campaigns are used for a specific purpose, such as to promote a discount or special offer.

If you know your promotions and discounts long in advance, you can set them up to automatically send on a schedule. Otherwise, these campaigns can be created and distributed on the fly.

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If you have an eCommerce store, ideally you'll want to send automatic emails after someone makes a purchase on your website. Transactional emails are used for order confirmations, shipping status updates, tracking numbers, refund confirmations etcetera.

An abandoned checkout happens after someone adds an item to their shopping cart (after they provide their contact information), and they leave without making a purchase.

Recovering abandoned checkouts is a serious optimization priority. A simple email reminder can recover 8% or more of your abandoned checkouts, which can increase your revenues substantially. For more expensive purchases, a series of emails can be sent to nurture that lead over time.

Repeat customers are key to your profitability. The old adage that it costs 5 times more to acquire a new customer than it does to keep an existing one still holds a lot of water. Treat these people right by sharing exclusive offers and discounts. These are the same people you'll want to ask for a referral or review. After all, they're coming back for more.

Social proof is so important these days. Don't shy away from asking your customers to review your products or service. You'll be pleasantly surprised if you do. Most people are more than willing to give a good review if they're asked.

A newsletter campaign is used to inform. It can be used internally or externally. Typically, they're sent on a reoccurring schedule, the frequency determined by how much information you have to share.

You might share your latest blog or news articles, talk about product or service changes, or update your staff or customers about what's going on at your company.

A welcome email is used after someone subscribes to receive emails from your business. You can reply with one email or a series of emails, it's your choice.

This onboarding email might highlight the value of your business and the services you offer. Or maybe it's opportunity to share a series of articles you've written about a topic that's meaningful to the subscriber.

After someone makes a purchase on your website, one of the best things you can do is say "thank you". This is your chance to help reinforce their own decision to buy from you by going above and beyond. You can share additional information about their purchase and invite them to contact you with any questions or feedback about the product.

People drift apart and sometimes all it takes is a friendly message to bring them back into your sphere. Find out what their experience was like with your product or service and ask these people what you might do to win them back.