WHY PLAN CAMPAIGN EMAILS?
If you have a list of subscribers that you intend to send emails to, you really need to plan out your emails. Subscribers want value, and if they don't get it, they unsubscribe.
Focus on producing quality emails that people actually want to read and market to people the way YOU would want to be marketed to. Use segmentation for a more personalized user experience, personalization to encourage a sense of trust and familiarity, and compelling subject lines to entice subscribers to open in the first place.

Marketing Emails
An effective marketing email lets your subscribers know that you have something valuable to share with them. This can include a call-to-action (CTA) that points to a blog, gated content (requires them to fill out a form to get the content), to inform them of an upcoming event, etc. It is meant to be purely informative and to offer something subscribers would find valuable. It is of value to you, as a company, because it is nurturing leads to take next steps with you. It's putting your brand in front of their eyes and subtly encouraging them to engage with you.

Notification Emails
The purpose of notification emails is pretty straight-forward, and they can be internal or external. A tip I recommend for these is to automate them as much as possible. This is a capability made possible by workflows and it saves your team time and energy, allowing them to focus on more important matters. Think of email workflows as a well-oiled machine working for you in the background that contributes to better organization, communication, and can even prime your leads until they're ready to take steps to do business with you.
Nurturing Emails
These are perhaps some of the most important emails. You never want to let an opportunity go to waste, but rather capitalize on what you already know about the people you want to nurture into doing business with you.
If someone downloaded content from you about a specific subject, and you have reason to believe that they will find another offer valuable, send it to them. This can be done through a series of emails (via workflows is best) that guide them to other content and campaigns. The goal is to keep your company on the lead's radar by continually offering them content that takes them further along the buyer’s journey.
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