Vancouver realtor accused of making threats!!

A Vancouver realtor has been accused of threatening a local businessman after he denounced her for encouraging a bidding war on a house she is trying to flip for a client – in a deal he worries could lead to tax evasion.

The man says he was frightened for his life.

He reported the May 2 incident to the real estate industry regulator and Vancouver police, which are both investigating. He gave The Globe and Mail a recording of a threatening call – from a number connected to Layla Yang, a licensed realtor from Re/Max.

In the recording, a woman he said had identified herself as Ms. Yang warns him in Mandarin: “I’m telling you – people above me are from Harbin [China] gangs. Gangsters, right? You don’t fucking want to be alive.” That call was followed immediately by another, also in Mandarin, from an unidentified man, also recorded. That caller repeatedly demanded to know the businessman’s address and told him, “You have lived for too long.” The Globe had the recordings translated.

The Globe agreed not to name the alleged victim because of his fears. Ms. Yang declined to talk about any of this.

The incident reveals a dark side of the palpable tension in Vancouver over out-of-control house prices. In this case, the businessman says he believes shady practices and speculation in the real estate industry are hurting the Chinese community.

The man said the episode began when Ms. Yang’s assistant, Mo Tao, phoned him to promote a west-side house in which he had expressed an interest. Ms. Yang had just listed it for $4.28-million, however, he said Ms. Tao told him that price was just a low-ball enticement to start a bidding war. He claims she told him he must offer at least $1-million more to be competitive, which he found offensive.

“I had no interest in playing this game, with multiple offers. I told her, you are crazy. You can’t play a house like stocks. A house is to live in,” said the man, who claims he simply wanted a new home for his family.

“I called her back and told her, I don’t like your style … you are making Vancouver unlivable and unacceptable.”

Ms. Tao said she recalls the businessman lost his temper and began yelling at her, and she did not understand why.

“He is just saying some bad words back to me – and I got really upset and I hung up the phone. Then a couple of minutes later, he called me back again,” said Ms. Tao, who is also a licensed realtor. “I said … how can I help you? And he just kept saying some bad words to me.”

Ms. Tao said she felt threatened and reported the incident to Ms. Yang. The businessman said Ms. Yang called him two hours later, and he recorded part of that exchange.

The multimillion-dollar house is near Point Grey, one of Vancouver’s most popular areas for foreign investors and speculators. Records show Ms. Yang sold it once already this year – for $4.42-million. The new MLS listing classifies the home as owner-occupied. However, the buyer relisted it for sale with Ms. Yang just five days after taking possession. Sales records show the same investor flipped at least one other home last year, making a quarter-million-dollar profit in three months.

The businessman reporting the threats said he is concerned the owner will flip the newly listed property too, then claim it as a principal residence to avoid paying capital-gains taxes.

He said he told the realtors he expected them to apologize for trying to get him to “play their rigged game.” He said he warned that if they did not, he would report their activities to the Canada Revenue Agency.

His phone records indicate the first threatening call came after 10 p.m., from a number used by Ms. Yang’s sister. Ms. Tao confirms Ms. Yang was with her sister that night. The alleged victim says the caller identified herself as Layla Yang, but he did not record that part, because her call was unexpected. Before warning him about her gangster connections, the woman in the recording says, “I’m telling you – don’t … cause me troubles,” possibly a reference to reporting her to the tax authorities.

“To threaten my family and my safety is unacceptable,” said the man, who adds he was in shock. He again compared the activity to trading on the stock market. “I was just telling them my true feelings … if you play stock games, you should pay taxes.”

Ms. Yang’s office sent several text messages to The Globe explaining why she would not comment. “We suggest you contact police not Layla Yang office for this matter. Layla Yang is fully engaged in business day and night and thank you for contacting and trusting our team! We have to dealing with our other business now.”

“Let’s make a Hollywood movie out of this! Pls contact police as needed.”

The alleged victim said he called 911 soon after the calls on the Monday night.

“I was awake the whole night … but they [police] didn’t come,” he said, adding that a Vancouver police constable came by the next night. “I told them, when you don’t come for 24 hours, I could be killed already.”

He says the officer advised him to move to a hotel. Vancouver police refused to comment, because no charges have been laid. After The Globe contacted the police, the alleged victim said, two detectives called him in to give a video statement.

The businessman also complained to the Real Estate Council of B.C., the industry self-regulator. A lawyer from the council contacted him on Wednesday, asking for a copy of the phone recording.

“You complaint will now be assigned to a compliance officer here who will be in touch with you regarding the next steps to be taken,” reads the e-mail from the regulator.

The businessman said that, as a Canadian citizen, he thinks the authorities should take his complaint – and the manipulation and speculation in Vancouver real estate – more seriously.

“I am a residential buyer. I am not a stock buyer. I buy to live,” he said. “Even in China, the government it would control this. I am not sure why they don’t here.”


A Marketer’s Guide to Email Deliverability: How to Avoid Email Spam Filters

Marketers spend a lot of time drafting poignant email copy, designing wonderfully branded email templates, and crafting succinct and enticing email subject lines that get open and click-through rates skyrocketing.

But before hitting send, have you considered whether your subscribers will even get the opportunity to read your email?

No matter how legitimate of an email marketer you are, there are a host of things you may not even know about that can prevent your email from ever reaching someone’s inbox. With more stringent laws and increasingly sophisticated spam filters, it’s to your benefit to know everything that can affect your email’s deliverability.

Download our free guide to creating emails people actually click here. 

If steering clear of legal trouble isn’t enough to convince you, squeezing more ROI out of your email marketing efforts certainly should. Take a look at the things you should absolutely never do in your email marketing if you want your messages to be successfully delivered, and the things you can proactively do to increase your rate of email deliverability. (Take HubSpot’s free email marketing certification course to learn even more about email marketing best practices.)

29 Ways to Avoid Sending Spam Email & Improve Your Email Deliverability

What You Should Never Do

1) Don’t buy or rent email lists.

Yes, you can legally rent and purchase lists of people who have agreed to email communications — but it’s never a good idea. Not only is it a dirty email marketing tactic that goes against the Terms of Service for your email service provider, but these people don’t actually know you — and it’s likely they won’t even want your emails. In other words, there’s a good change they’ll mark you as spam. Plus, let’s be honest … high quality email addresses are never for sale.

2) Don’t scrape sites for email addresses.

Scraping websites for email addresses may seem like a fast way to build a contact list, but it’s bad for your business — not to mention illegal in many countries, including the United States, thanks to the CAN-SPAM Act.

3) Don’t email people who have bounced repeatedly.

Hard bounces are the result of an invalid, closed, or non-existent email address, and these emails will never be successfully delivered. Bounce rates are one of the key factors internet service providers (ISPs) use to determine an email sender’s reputation, so having too many hard bounces can cause them to stop allowing your emails in folks’ inboxes.

(Email deliverability is covered extensively in HubSpot’s free email marketing certification course, so check that out to learn more.)

4) Don’t use all caps anywhere in your email or its subject line.

Don’t yell at people. It’s not nice. Using all caps in your subject line might get the recipients’ attention, but probably not in a good way. Using all caps can really rub people the wrong way. It’s annoying and can seem spammy.

In fact, according to a study by the Radicati Groupmore than 85% of respondents prefer an all-lowercase subject line to one in all caps. 

Instead of using disruptive tactics like all caps to get people’s attention, try personalizing your emails, establishing relevancy, and using catchy and delightful language. (Read this blog post on how to write compelling emails for more tips.)

5) Don’t use exclamation points!!!!!

Another thing that can make your subject line and/or email look unprofessional and spammy? Exclamation points — especially a whole bunch of them in a row. And when 69% of email recipients report email as spam based solely on the subject line, you’ll want to stay away from triggers like this as much as you can.

Plus, when you ask punctuation to do a word’s job, it can really dilute your message. The next time you’re tempted to use an exclamation point in an email (or anywhere, really), use this flowchart, “Should I Use an Exclamation Point?”, as a gut check.

6) Don’t use video, Flash, or JavaScript within your email.

By default, most email clients don’t allow the ability to view rich media like Flash or video embeds. Instead, use an image of your video player (with a play button) that links to the rich media on a website page.

As for JavaScript and other dynamic scripts, even if a spam filter allows your email through, most email clients won’t allow these scripts to function — so avoid using them altogether.

7) Don’t embed forms in your emails.

Forms aren’t supported in email across common email clients due to security risks. Instead, place a call-to-action button or a link to a landing page with a form in the body of your email.

(HubSpot customers: Learn how to add a call-to-action button to your emails in HubSpot here, and how to create a form for your landing pages in HubSpot here.)

8) Don’t include attachments to your emails.

If you want to send your recipients something like a PDF or a Word document, don’t attach the file to the email — otherwise your email could get blocked by spam filters. Instead, upload the attachment to your website and link to the file location in your email using an effective call-to-action button. This’ll minimize the chance of being blocked by spam filters and decrease the load time of your email.

(HubSpot users: HubSpot’s attachment tool in the email editor automatically does this for you. Simply highlight a bit of text or an image and click the attachment icon, and HubSpot will turn that text or image into a link leading to that attachment.)

9) Don’t use spam trigger words.

One of easiest ways to avoid spam filters is by carefully choosing the words you use in your email’s subject line. A good rule of thumb is this: If it sounds like something a used car salesman would say, it’s probably a spam trigger word. Think “free,” “guarantee,” no obligation,” and so on. (For more, look at this list of common spam trigger words.)

Instead of using these trigger words, be creative, interesting, and informative — without giving too much away. Some better ideas for subject lines include:

  • “Hi [name], ?”
  • “Did you get what you were looking for?”
  • “You are not alone.”
  • “Feeling blue? Like puppies?”

10) Don’t use a red font when drafting your emails.

Same goes for using invisible text, i.e. a white font on top of a white background. These are common tricks that spammers use, so it’s an instant red flag for spam filters.

In fact, people don’t like when marketers use irregular fonts, font sizes, and font colors at all in emails. In that same study by the Radicati Group, out of the top 10 objectionable email trends, four revolve around fonts. Over 60% of respondents considered it unacceptable for email marketers to use different font sizes, irregular fonts, and different font colors. Nearly 70% of respondents prefer fonts to be one size.

11) Don’t forget to use spell check.

According to that Radicati Group study80% of all respondents find spelling and grammatical errors the most unacceptable email offense. But spelling mistakes aren’t just unprofessional — they’re actually a spam trigger, too.

It’s easy for little spelling mistakes to slip by — especially when you’re self-editing. Read this post to learn the most common spelling and grammar mistakes so you never make them again.

12) Don’t jam pack your email copy with keywords.

Keyword-stuffing your emails means shoving as many keywords into your emails as you can. There’s a reason Google give a lower rank to webpages that are stuffed with keywords — and that’s because it’s harmful to user experience. No one wants to read content that’s optimized for a robot.

To make it more likely folks will open your emails and not mark them as spam, write your emails for humans, not robots. Copywriting that makes people want to take action is both simple and compelling. To make your writing sound more personable and relatable, use casual language, colloquial expressions, and even personal anecdotes.

I love the example below from Turnstyle Cycle (from our roundup of 12 great email marketing examples). The copy is beautiful in its simplicity. It’s friendly, yet sincere — especially with the following lines:

  • “We know you are busy and would hate to see you miss out”
  • “Please let us know if we can help accommodate in any way possible”
  • “Feel free to give us a call – we want to help :)”

Plus, they provided me with the exact details I needed to know — a reminder of what I’d signed up for and when, the expiration date, and a phone number to reach them. Check it out:


13) Don’t use an overwhelming number of images, or huge images.

Using one large image as your entire email, or too many images in general, tends to end up in recipients’ spam folders.

You’ll also want to make your image file sizes as small as possible without losing their visual integrity to prevent long email load times. (If you’re a HubSpot user, the email tool automatically compresses images in emails so they load faster. For non-HubSpot users, some good image compression tools include,, and

Not to mention, Microsoft Outlook doesn’t recognize background images, so you may want to avoid those and use a background color instead.

What You Should Do

14) Do keep your email lists current & clean.

Even if your list is entirely built on valid opt-ins, you are at risk of being branded a “spammer” if you don’t practice proper email hygiene. Why? Because internet service providers (ISPs) base complaint rates on active subscribers, not total subscribers.

Also, expired email addresses can turn into SPAM traps, meaning that even if you acquired emails in a legitimate manner, the abandoned addresses that haven’t engaged in years may have morphed into spam traps. Hitting even just one spam trap can cause deliverability problems.

Expired email addresses can also turn into unknown users (bounces). If you hit unknown accounts at a rate higher that 5%, then ISPs are going to see you as someone who has really bad email hygiene. The result? They’ll make it harder for your emails to reach people’s inboxes, and your overall sender reputation will definitely drop — leading to even more trouble reaching people’s inboxes.

By keeping your email lists current and clean, you’ll decrease the likelihood people will flag your emails as spam. You can identify inactive subscribers and expired email addresses with metrics such as opens, clicks, or website activity.

15) See if you can reengage inactive or infrequently active subscribers.

“Graymail” refers to email people technically opted in to receive, but don’t really want, leading them to become less active or inactive altogether. Although it’s not considered spam, sending graymail is problematic because it can hurt the deliverability of your email overall. Tipped off by low engagement rates, ISPs and inbox providers may deliver email from known-graymail senders straight to recipients’ “junk” folders — so the email technically gets sent (and can even appear to have been delivered), but it’s not necessarily seen.

Keep track of your inactive and infrequently active subscribers, and develop re-engagement campaigns for contacts who have stopped engaging with your messages. For example, you could set conditions such as the length of time since their last form submission, website visit, or email click, triggering the email when it’s been a while since a contact last engaged with you.

In your workflow, you might try sending them an exclusive offer or coupon to get them excited about your company again. Or, you might ask them for feedback by sending out a quick survey to see what they would like to see in your emails. (Read this blog post for more ideas for launching an effective email re-engagement campaign.)

16) Do use double opt-in.

Double opt-in means that after someone subscribes to your email list, you send them a follow-up email with a confirmation link ensuring they actually want to receive email communications from you.

Users that have to confirm that they want email communications from your company are the ones that will fully read and engage with the emails they receive from your business. When you use double opt-in, your email lists will be much more qualified and your subscribers much more engaged. (HubSpot customers: Learn how to set up double opt-in in HubSpot here.)

17) Do ask your subscribers to add you to their address book.

Spam filters are more aggressive than ever — so much so that sometimes, the emails people value and want to read still end up in their spam boxes.

But most spam filters allow you to whitelist a sender by adding their email address to their email’s address book. When subscribers add you to their address book, spam filters will back off.

18) Do include a clear unsubscribe link and a physical mailing address in your email footer.

Allowing people to unsubscribe is important for list hygiene because anyone receiving your emails should actually want to receive them — otherwise, you’re just spamming them. But did you know that it’s illegal to not have a way for your recipients to easily unsubscribe in many countries, including the United States?

In your marketing emails, you must include a way for folks to unsubscribe from your email list, either by simply sending a reply email or by clicking no more than one level deep to reach a page from which they can unsubscribe. Which method you choose is entirely up to you, as long as the information is clear and easy to locate.

The most common place for these unsubscribe CTAs is in the footer of your email, so users tend to know to look for it there — which makes for a better user experience. Here’s an example from one of HubSpot’s emails:


In addition to the unsubscribe link, include a link to update subscriber preferences, which you can also see in the example above. That way, recipients can unsubscribe from just one type of email instead of all of them.

19) Do honor unsubscribes.

If someone unsubscribes, they must come off your email list. It’s the law. This should go without saying. Check out this list of effective unsubscribe pages to make the unsubscribe process a little more delightful for recipients.

This is where email marketing software that integrates seamlessly with your CRM comes in handy — because any unsubscribes are immediately processed and recorded in both the contact record and within the email software. (But if you’re removing unsubscribed addresses from your list manually, make it a top priority to process that request.)

20) Do use a familiar sender name.

Because people are so inundated with SPAM, they hesitate to open email from unfamiliar senders. Make sure recipients can recognize you in your sender by using your brand name.

Better yet, send the email from a real person. Recipients are typically more likely to trust a personalized sender name and email address than a generic one. At HubSpot we found that that emails sent from “Maggie Georgieva, HubSpot” perform better in terms of open and clickthrough rate than emails sent from just “HubSpot.” (HubSpot customers: Learn how to personalize the “From” name and email address here.)

21) Do include your recipient’s name in the “To:” field.

This way, spam filters know that you do, indeed, know your recipient. Plus, personalizing your emails around your contacts can also be vital to their engagement with your content.

22) Do offer both an HTML and a plain text version of your emails.

Plain text emails are simply emails void of any formatting, while HTML (HyperText Markup Language) emails use formatting that let you design more beautiful emails with attractive visual components. By offering both a plain text and HTML version of a single email, you’re not only indicating your legitimacy to ISPs, but you’re also making your emails more reader-friendly.

Most email marketing tools will let you easily create plain-text versions within their email editor, so take those five extra minutes to create and optimize the plain-text version of your email. (HubSpot customers: Learn how to create a plain-text email in HubSpot here.)

Also, make sure the HTML version is properly coded: If there are broken tags in your HTML, the email provider and users might mark it as spam.

23) Do allow people to view your email in a web browser.

Even after every step is taken to assure proper email design, an email client can still display an email poorly. Include a link in every email to view the email as a web page. (HubSpot customers: Learn how to do this easily in HubSpot here.)


24) Include alt text in your email images.

Many email clients block images by default. This means that when someone opens your email, the images won’t load unless they click a button to show them or change their default settings. Adding alt text to your images helps recipients understand your message even if they can’t see the images.

This is especially bad if you use an image as a call-to-action. Without alt text, a “turned off” image will look like this:

When you add alt text to the image, recipients will still know where to click to complete the action:

This is what an image with alt-text looks like.

You can either edit the alt text in your email tool’s rich text editor (just right-click the image and edit away), or you can manually enter it in the HTML editor of your email tool like this:

<a href=”HTTP://YOURLINKHERE.COM“><img class=”alignCenter shadow” src=”YOUR CTA BUTTON IMAGE SOURCE HERE.JPG” alt-text=”YOUR ALT-TEXT GOES HERE“/></a>

25) Do keep emails short.

Too much copy is another red flag for spam filters. Not only that, but people generally like concise emails better. Everyone’s busy and their inbox is already full, so why make things worse?

One of the best ways to keep things short and sweet is to write like a human. Writing your email like you were talking to someone in real life makes it feel much more approachable and relevant. (Read this blog post on how to write compelling emails for more tips.)

If you do have to write a lengthier email, then break it up into multiple paragraphs. Giving visual breaks and composing the email with a clear introduction, middle, and conclusion will make it much easier on your reader.

26) Do test emails before sending them.

There are a lot of email clients out there these days that email marketers have to consider when creating emails. On top of that, we have to consider mobile users, too — after all, 53% of people read email on their mobile devices.

It turns out each of these clients displays emails differently. While it may be time-consuming to test out your emails for all email clients, you’ll want to test them for the ones your audience uses the most. According to Litmus’ research of 1.06 billion email opens, the top five email clients are:

  1. Apple iPhone’s Mail app (28% of users)
  2. Gmail (16% of users)
  3. Apple iPad’s Mail app (11% of users)
  4. Google Android’s Mail app (9% of users)
  5. Outlook (9% of users)

If your email marketing tool lets you, go ahead and preview what your email looks like in different email clients and devices that are popular with your audience. (HubSpot customers: Use our Preview in other inboxes feature to send a test email and see how the design of your email looks in each email client.)

You should also send out a test version of your email before you send out the real deal to ensure it’s working properly. (HubSpot customers: Learn how to test your emails here.)

27) Do get email sender accreditation from a third party.

Sender accreditation is a third-party process of verifying email senders and requiring them to follow certain usage guidelines. In return, you’ll be listed in a trusted listing that ISPs reference to allow certain emails to bypass email filters.

28) Do monitor your sender reputation.

Your emails’ deliverability depends largely on your IP address’ reputation. If you’re sending email from an IP address with a poor reputation, your emails are far less likely to be successfully delivered to senders’ inboxes. lets you check on whether or not you are a blacklisted sender — something many unlucky email marketers aren’t even aware of.

29) Do stay up-to-date on changes in email sending laws, ISP behavior, and spam filter technology.

Email marketing is constantly evolving, and staying in the know helps ensure you’re always following best practices — and the law. Responsible and legitimate email marketers make a point of regularly reading up on email sending laws, ISP behavior, and spam filter technology. If you’re looking for more information, check in with your company’s legal department or a trusted lawyer to ensure you’re staying within the boundaries of the law.

What other techniques not included on this list do you use to increase your rate of email deliverability? Share with us in the comments.

Editor’s Note: This post was originally published in January 2012 and has been updated for freshness, accuracy, and comprehensiveness.

How to Shake the “Scaries” When Prospecting

We all know the feeling.

If you are in sales you are bound to feel a little scared sometimes to make that call or send that email. Even after prospecting for 10 years I still get scared sometimes.

Why all the fear? I realized something profound after a bit of reflection:

The only time I get the prospecting “scaries” is when I’m not 100% clear on why I’m calling someone.

If you have a rock-solid reason to reach out to a prospect, you won’t feel nervous or scared. Instead, I feel confident and excited — because I think I can help them.

Here’s how I learned to shake the scaries.

If you’re in sales today, it’s because you like to help people. And if you frame your prospecting strategy around your desire to help, you can’t go wrong.

Help yourself feel more confident when prospecting by asking yourself two simple questions before you reach out to a lead:

  1. Why am I working this contact/company?
  2. Why and how do I think I can help?

If you don’t have answers, put down the phone or delete the email draft, and do more research. Here’s a step-by-step guide to effective targeted prospecting and research in case you’re not sure where to start.

The worst thing is this thought popping into your head while the phone is ringing:

“What the heck am I going to say if they pick up?”

Stop. Back away from the phone.

Salespeople don’t have to dread prospecting. Ask yourself these two simple questions, and shake off those scaries once and for all.


12 Different Types of Marketing Email You Could Be Sending

The internet is swarming with tips, tricks, and suggestions about how to design beautiful emails. And while a lot of marketers seem to understand the basics — personalize the copy, make the call-to-action pop, segment your list, etc. — many still overlook an important component of effective email marketing: emails also need to have visual appeal.

Oftentimes, marketers do give a lot of thought to email design when it comes time to launch a campaign. It makes perfect sense: You have an awesome new announcement or event, and you want to kick off the campaign right with a darn good looking email.

Download our free guide here for more tips on creating emails people actually click. 

But what about the follow-up email? Or any email that may be included in an automated email workflow? It’s time to stop focusing on the design of just your biggest sends, and spend some time spiffing up all those other emails you’re sending.

Need some inspiration? Check out the email examples below.

12 Types of Email That Marketers Can Send

Informational Emails

Informational emails are one-to-many emails you can send to folks to bring them up to speed in regards to your latest content, product announcements, and more. Note: You should only send them to people who have opted in to receive emails from you.

1) New Content Announcement Email

This is one you probably already know and love. You know, the one where you announce your next sale, ebook, webinar, coupon, free trial … and the list goes on. This email is used to describe and promote a particular marketing offer — one single offer — with a call-to-action that links to a targeted landing page made for that specific offer.

When it comes to designing an email for a specific offer, the main component to keep in mind is the offer itself. You want the copy to be brief but descriptive enough to convey the offer’s value. In addition, make sure your email’s call-to-action (CTA) link is large, clear, and uses actionable language. You can also include a large CTA image/button underneath to make the action you want email readers to take crystal clear.


(Example: NextView Ventures )

2) Product Update Email

Product emails are tricky. People generally don’t want to receive these often, and they’re typically not as interesting or engaging as something like an offer email. That said, it’s important to keep these emails simple and straightforward.

Many companies choose to send weekly or monthly product digests to keep their customers or fan base up-to-date with the latest features and functionalities. And no matter how much a customer loves your business, it’s still work for them to learn how to use new features or learn why a new product is worth their investment.

Rather than inundating your contacts with a slew of emails about each individual product update, consider sending a sort of roundup of new updates or products periodically. For each update you list, include a large, clear headline, a brief description, and an image that showcases the product or feature. It’s also worth linking to a custom page for each feature to make it easy for recipients to learn more about it.

adobe-product-email.png(Example: Adobe)

3) Digital Magazine or Newsletter

Do you maintain a business blog for your company? Are you a magazine or media outlet? No matter which of these categories you fall into, many companies choose to send a roundup of stories or articles published weekly or monthly. And if you truly want people to read these email roundups, it’s critical that you share them in a visually appealing way.

Within these roundup emails, it’s a good idea to use an image paired with a headline, a brief summary or introduction, and a CTA for recipients to read more. This simple format will allow you to use visuals to attract the reader to each article while still giving you the ability to feature multiple articles — without sending a super lengthy email.


(Example: Skillshare)

4) Event Invitation

Email can be a great vehicle for promoting an upcoming event you’re hosting. But if you want to invite your contacts to an event and motivate them to register, it’s extremely important to clearly showcase why that event is worth their attendance.

A great way to do so is through visuals. A lot of events cost money to attend, and most cost a pretty penny. So if you want to attract registrants, cut down on the copy and show potential registrants why the event will be awesome.


(Example: FutureM)

5) Dedicated Send

Every now and then, you may want to send a dedicated email to a certain group of people. For example, if you’re hosting a conference or event, you might want to send a dedicated email just to event registrants to alert them of any new event updates they should be aware of (like in the screenshot above). Or if your business is community based, it might be a good idea to send a monthly email to welcome all your new members. 


(Example: INBOUND)

6) Co-marketing Email

Co-marketing is when two or more complementary companies partner together for some mutually beneficial task, event, or other promotion. The main draw of co-marketing is to leverage the audience of another company to increase your reach.

Sometimes the relationship results in a strategic announcement; other times it’s as simple as a joint webinar. Let’s use the latter for an example of how co-marketing emails work, and why they’re so beneficial: Let’s say you and another company decide to do a webinar together on a particular subject. As a result, that webinar will likely (pending your arrangements) be promoted to the email lists of both of your companies. This exposure to a list that is not your own is one of the key benefits of co-marketing partnerships.

When it comes to the email your business sends, make it clear that this offer or event is the result of a partnership with company X — especially if your co-marketing partner is particularly popular or impressive. To do this, you can adjust the company logo in your email to also include the other business’ logo. Furthermore, make sure your copy mentions both businesses, and create a custom graphic or image to visualize the offer or event.


(Example: HubSpot + Unbounce)

7) Social Media Send

Wait … what does social media have to do with email? Well, if you’re making good use of LinkedIn Groups or Google+ Events, email has everything to do with social media.

As the administrator of LinkedIn Group, when you send a LinkedIn Announcement, you’re directly reaching a LinkedIn user’s inbox. And when you create a Google+ event, sending the invite directly sends you into users’ email boxes as well. Without having to create lists or collect email addresses, you automatically have access to users’ email, but be sure to tap into these resources with care.

When it comes to these social media emails, you don’t have the option of using email software that allows you to customize the layout or add images. You’re at the mercy of copy alone. This is where leveraging white space is very important. Keep your paragraphs short, your sentences brief, and your thoughts clear. Optimize these emails for the scanning reader, and use bullets or numbers to deliver your main points.


(Example: CMI)

8) Internal Updates

Don’t neglect a very important audience for your company: your employees. Many companies, especially if they’re on the larger side, choose to send internal updates or newsletters to their employees to keep them in the know about the latest company information — whether it be new product updates, marketing offers, or events.

With these emails, it’s less about the beauty, and more about the clarity. The most important formatting tip for these types of emails is to arrange the information in a simple and helpful way. Once you’ve nailed your formatting, it’s simply a matter of highlighting the most critical information associated with each offer or update so its messaging is crystal clear to everyone.


(Example: HubSpot Academy)

Transactional Emails

Transactional emails are one-to-one emails that are triggered by specific actions, such as completing a purchase or signing up for a newsletter. Note: You’ll need specialized software in order to set up transactional emails.

9) Confirmation Email

How frustrating is it to book a flight or register for an event and not receive an automatic confirmation email? I know that personally, every time I make an online transaction, I wait impatiently to see that my transaction was complete. After all, nobody wants to worry that they’re first payment wasn’t processed, only to click the payment button again and get charged twice.

What bothers me most about so many businesses’ confirmation emails are two things: when the subject lines are vague, and when the information I actually want to confirm isn’t immediately evident when I open the email. Confirmation emails should be just that — confirmation emails.

To avoid any confusion, keep these emails simple, with just a brief summary of the information your recipients would want you to confirm. Try not to fuss with the design, as they simply want to know that the action they took was completed so they can save the information, have peace of mind, and move on.


(Example: GrubHub)

10) Form Submission Kickback (Thank-You) Email

Whenever a prospect, lead, or customer fills out a form on one of your landing pages, a kickback email should automatically get triggered after their submission. Depending on the form, these kickback emails are often referred to as thank-you emails. These emails are mainly for the sake of fulfilling your promise to the user, and storing the information you promised them safely in their inbox.

How frustrating would it be if you downloaded an ebook, and then forgot where you stored the link to the PDF? Kickback emails solve that problem.

These automatic emails should make the CTA big and clear. Keep in mind that the CTA should link to the direct offer — NOT to the form. In these emails, simply thank the reader for their form submission, and give them what you promised, whether it be a link to the PDF of an ebook, instructions on how to activate their free trial, or the coupon they requested. Furthermore, don’t overcomplicate the appearance of these emails. The reader isn’t looking for additional information, but rather the offer or content they already know they redeemed.


 (Example: IMPACT Branding & Design)

11) Welcome Email

Another type of transactional email, the welcome email is the perfect option for thanking and providing more information to people who have signed up for your newsletter, product trial, or other offer.

The elements you include in a welcome email will depend on the specifics of what you’re offering. But in general, you can use the email to showcase your brand’s personality and to highlight the value that recipients can expect to receive. If you’re welcoming new users to a product or service, the welcome email is a great place to explain how everything works and what users need to do in order to get started.

Remember: First impressions are important, even when they happen via email. For more inspiration, check out this list of stellar welcome email examples.


(Example: Food52)

12) Lead Nurturing Email

Depending on the specific action a persona takes, you may want to enroll them in a lead nurturing campaign. Lead nurturing emails consist of a tightly connected series of emails containing useful, targeted content.

As their name suggests, these emails are used to nurture leads through the marketing funnel into a position of sales readiness. For example, let’s say you sent your list a marketing offer email. You might then set up a lead nurturing workflow that triggers another email about a complementary offer or piece of content to everyone who converted on that initial offer. The logic is simple: By identifying a particular group of contacts that you already know are interested in a specific topic, you and can follow up with more relevant and targeted content that makes them more likely to continue their relationship with you.

In your lead nurturing emails, it’s important to call out why recipients are receiving the email. For example, you could say something like, “We noticed you’re into [topic x] since you downloaded our [Topic X] ebook, and we thought you might want to learn more about [topic x] …” Once you’ve addressed why recipients are getting email from you, you can format your lead nurturing emails similar to the way you’d set up your general marketing offer emails.

Other very important considerations to make when crafting your lead nurturing campaigns are the planning, setup, segmentation, and timing of your nurturing emails.


(Example: HubSpot)

At the end of the day, your emails should not only be visually appealing, but they should also be valuable. Focus on sharing the key information in the most appropriate format depending on the type of email you’re sending — and the audience you’re sending it to.

After all, what’s the use of a crazy-beautiful email if it doesn’t provide any true value to the reader?

Know of any other types of email that should be on this list? Share them in the comments section below.

Editor’s Note: This post was originally published in December 2012 and has been updated for freshness, accuracy, and comprehensiveness.