Top Email Content Types That Drive Engagement Insights from an Email Marketing Firm

In a world of constant digital noise, grabbing attention in the inbox has never been more challenging — or more important. Whether you’re running a campaign in the retail, tech, or automotive sector, the effectiveness of your email marketing strategy hinges on the content you deliver.

But what kind of email content actually gets opened, read, and clicked?

Successful email campaigns are driven by content that speaks to the right audience, at the right time, with the right message. From welcome series to educational content and interactive emails, knowing what formats truly engage users is key — whether you’re a small business owner or part of a global email marketing firm.

Here’s a breakdown of the most effective types of email content that consistently drive engagement across industries, including niches like automotive email marketing.

1. Welcome Emails: First Impressions That Set the Tone

The welcome email is your first chance to make an impression — and statistically, it’s the most opened type of marketing email.

A strong welcome email can:

• Introduce your brand values

• Share what users can expect from future emails

• Offer a discount or freebie as a thank-you

• Invite users to connect on social media or explore your website

In automotive email marketing, this might mean thanking a new customer for subscribing, offering a service discount, or providing a guide to car maintenance. The goal is to create immediate value and build trust from day one.

2. Educational and How-To Content

Educational emails are designed to inform rather than sell. They work because they offer value without asking for anything in return — positioning your brand as an expert.

Examples include:

• Step-by-step guides

• Maintenance tips

• Industry news or insights

• How-to videos

For an email marketing firm working with clients in technical or automotive sectors, this content builds credibility. For instance, a how-to guide on choosing the right tyres or tips for maintaining a hybrid vehicle could perform well in an automotive email marketing campaign.

3. Product Recommendations and Personalised Offers

Personalisation is a major driver of email engagement. In fact, personalised emails can deliver transaction rates up to 6x higher than generic ones.

By using data like purchase history, preferences, and behavior, you can tailor content to match a user’s interests. This works especially well in eCommerce and automotive email marketing, where product or service recommendations can directly reflect a customer’s needs.

For example:

• “Based on your recent oil change, here’s when to book your next service”

• “Customers who bought this also considered…”

• “We’ve picked these upgrades just for your model”

These types of personalised emails not only improve engagement but can significantly boost revenue as well.

4. User-Generated Content (UGC)

Trust is the cornerstone of engagement, and few things build it like content from other customers. Including user-generated content in your emails shows social proof, making your offers and brand more relatable.

This can include:

• Customer reviews or testimonials

• Photos shared on social media

• Case studies or success stories

An email marketing firm working with a dealership, for example, might include photos of happy customers picking up their new cars or spotlight a customer review of a recent service visit.

UGC also reduces the pressure to constantly create new content and encourages deeper community interaction.

5. Interactive Content

Static emails are great — but interactive elements can take engagement to the next level.

This type of content might include:

• Polls and surveys

• Image carousels

• Quizzes

• Countdown timers

Interactive emails encourage recipients to click, respond, and engage within the email itself. For example, a quiz on “Which car suits your lifestyle?” or a poll asking “What’s your favourite feature in your new vehicle?” adds a playful element to automotive email marketing while collecting useful data.

Professionals in email marketing jobs are increasingly learning to integrate interactive features using tools like AMP for email, allowing for better user experiences without needing to visit a landing page.

6. Seasonal and Limited-Time Promotions

Urgency and scarcity are powerful psychological triggers. Emails that focus on seasonal offers, flash sales, or limited-time discounts tend to see higher open and click-through rates.

Key examples:

• “End of Financial Year Sale – 3 Days Only”

• “Book Your Summer Tune-Up and Save 20%”

• “Last Chance to Claim Your Bonus Gift”

This tactic works particularly well in industries with recurring services or high competition — like automotive email marketing. However, it’s important not to overdo urgency tactics, as they can fatigue your audience if used too often.

7. Re-Engagement and Win-Back Campaigns

If your subscriber list includes people who haven’t opened or clicked an email in a while, a re-engagement campaign can bring them back into the fold.

Effective re-engagement content includes:

• “We Miss You” messages

• Special reactivation offers

• Options to update preferences or reduce email frequency

For example, an email marketing firm may run a campaign offering a 15% discount to customers who haven’t serviced their vehicle in over a year, reminding them of the value and benefits of staying engaged.

8. Event Invitations and Updates

Whether it’s an in-person sale event, webinar, or product launch, emails that inform subscribers about upcoming opportunities help deepen the relationship and encourage in-the-moment engagement.

This is particularly useful for brands offering test drives, in-store events, or new product launches in automotive email marketing. Including calendar links, RSVPs, and reminders improves participation and keeps your brand top-of-mind.

how to get better email engagement