More than 4 billion people use email globally. That's about half the world's population which explains why we're all bombarded with email every day—it’s a key way we communicate with each other.
This is also why email remains an effective channel to reach customers and prospects, including younger consumers. A 2022 Statista survey revealed that 79% of Millennial respondents in the U.S. and 57% of Gen Z respondents like when brands contact them by email.
With that in mind, email marketing is arguably one of the first marketing strategies you should use to promote your business. Before you start your own campaign, check out the 29 email marketing examples in this post for some inspiration and insights into what will make it a success.
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Why should I try email marketing?
Email marketing is a highly effective digital marketing strategy that involves sending promotional content to interested consumers via email. Implementing email marketing can serve multiple valuable purposes for your business, either via small business marketing or something more large-scale:
Branding: Provide information-packed emails that support and elevate your brand. You could tell a customer story, explain how you manufacture your products or elaborate on your business's origin or purpose.
Engagement: Encourage engagement by welcoming new subscribers, requesting feedback, celebrating milestones or announcing events.
Traffic generation: Drive traffic to your website through incentives, announcements and invitations.
Sales: Drive sales through special-offer notifications, loyalty-point updates, abandoned-cart reminders and other promotional communications.
Conversion: Solicit signups to a course, platform or event with free-trial offers, renewal reminders and bundling opportunities.
"My best email marketing tip is to integrate your emails into your entire work process. For instance, my emails contain sections that leverage my 15+ years of experience as an SEO consultant. Another section links out to another complimentary web property serving SEO job listings. I also push to connect with as many of my subscribers on social media to further build a relationship. This allows all facets of my business to be integrated into this email and my marketing efforts." - Nick LeRoy, Author of the SEO for lunch newsletter
The most common email marketing KPIs are open rate, click-to-open rate (CTOR), clickthrough rate (CTR) and unsubscribe rate. Make sure you establish KPIs for any email campaign before launching it so you can assess its performance.
29 email marketing examples
01. Wix
Type of email marketing: Roundups
Why it works: Roundups are newsletters that contain a list of resources, tips or other content that's useful to your subscribers. You can turn anything into a listicle and even pull information from your own website (e.g., “our top 10 posts about ethically sourced ingredients”) or from external sources (e.g., “5 resources for financing your small business”). This email from the Wix Blog teases three new articles, aiming to make it extra convenient for our subscribers to keep up with the latest headlines.
Subscribe to the Wix Blog newsletter to get emails like these to your inbox.
02. Yam
Type of email marketing: Welcome
Why it works: Welcome emails are automatically deployed when someone signs up for your service, subscribes to your email marketing, creates an account on your website or makes a first-time purchase. They present an opportunity to introduce your brand to customers, upsell or cross-sell and initiate the process of building a long-lasting relationship with new shoppers. In this example, jewelry brand Yam shares that it’s a Black-owned, sustainable brand. Yam further incentivizes new subscribers to try out its jewelry with a 10% first-timer’s discount.
03. Beaten Path Co.
Type of email marketing: Discount
Why it works: Promotions are hard for customers to resist, which is why it’s common for businesses to offer a discount in exchange for their email address. You can tie a discount email to things like seasonal events, business-specific occasions and customer purchases. Outdoor clothing company Beaten Path Co. uses a promotional email to drum up interest on the same day that Amazon kicked off Prime Day (July 11), when consumers are already jumping online to snag the best deals.
04. Bonsie
Type of email marketing: Thank you
Why it works: Saying thanks is not only polite; it can also be an effective marketing tool. Thank-you emails can help you connect or reconnect with customers. Moreover, you can use thank-you emails to invite potential customers to engage more with your business, as babywear brand Bonsie does in its email. Bonsie generously offers 12% off on all future orders (knowing time is of the essence, given its products are reserved for newborns and new moms), and uses friendly copy to reinforce its bond with its shoppers.
05. Chappelle & Co.
Type of email marketing: News announcement
Why it works: Use news announcements sparingly and send them when there is something truly newsworthy to share about your company. They should have an enticing email subject line about a compelling bit of news. For example, the subject line for this email from Chappelle & Co. was “August workshops now live.” You can enhance their appeal with eye-catching images (as Chappelle & Co. did with the colorful graphic), infographics or video clips. These differ from product news updates and newsletters in that they highlight something about the company as a whole rather than focusing on a specific product or service.
06. Cherry & Mint
Type of email marketing: Call-to-action email (CTA)
Why it works: CTA emails motivate the reader to do something, so you should utilize them when you have a specific goal in mind. You could encourage them to book a free demo, download a coupon or check out your blog. This CTA email from Cherry & Mint encourages subscribers to “shop now” with colorful CTA buttons and high-quality product images. Keep your emails succinct and focused on the CTA. They work best after the customer has received two or three messages from you and you've already begun to establish trust.
07. Grove Collaboration
Type of email marketing: Replenishment reminders
Why it works: Send replenishment reminders to existing customers who may be running low on an item or subscription. These should be straightforward reminders without too many bells and whistles. The idea is to keep your brand top-of-mind for customers and make it easy for them to restock or renew their subscriptions. This email from Grove Collaboration not only suggests that the recipient places another order of three-ply toilet paper, but it also recommends that they check out a few other tree-free paper products.
08. Jetblue
Type of email marketing: Company update
Why it works: A company update can include things like product information, interesting news and planned events. They're also great for announcing new hires, informing recipients about relevant business changes (e.g., “we've moved”) and keeping subscribers informed about policies and capabilities (e.g., "now offering pet sitting services"). In this example, JetBlue boldly announces that its popular rewards program is getting a makeover to include “more choice, more perks, more value and more of our award-winning service.”
09. New Balance
Type of email marketing: Product spotlight
Why it works: As shown in this clean, minimalist email by New Balance, product spotlight emails focus on a single product. They can include detailed descriptions, origin stories, customer testimonials and reviews. They're not transactional, at least not entirely. They allow you to showcase one product that you’re particularly proud of, or give customers a better sense of your unique offerings.
10. Aritzia
Type of email marketing: Branding
Why it works: Branding newsletters are great for sharing your stories and ideas with customers. They play a crucial role in clarifying and defining your brand by focusing on topics in which you possess expertise and firsthand knowledge. In this email marketing example, Aritzia sets itself apart by discussing the work they do to uphold its commitment to sustainability. They used cut-out art to catch the reader’s attention and framed the message in The 5 Love Languages to make their message stand out.
11. Skims
Type of email marketing: Launch emails
Why it works: Launch emails are great for creating buzz around a new product line or service, as Skims does with this email introducing its new Skims Glam line. As shown in this example, these emails offer an opportunity to gauge interest and solicit pre-orders, allowing you to better plan and prepare for a successful launch. You can also use launch emails to reconnect with past customers, reminding them of your business and introducing them to exciting new offerings.
12. National Geographic
Type of email marketing: Free trials
Why it works: For subscription-based businesses or recurring business models like cleaning services or dog walkers, free-trial emails can entice prospects to give your offerings a try. They allow new customers to test your product or service before making a purchase or committing to a long-term subscription. National Geographic, for instance, invites new readers to enjoy one month of Nat Geo magazines for free and uses its email to showcase three trending stories. Additionally, free-trial emails can allow existing customers to sample new offerings without any obligation.
13. Rent the Runway
Type of email marketing: Exclusive-offer emails
Why it works: Sometimes a customer just wants to feel special. An exclusive-offer email reinforces this message by letting them know they’re getting something unique. Take this email, for example: Rent the Runway offers 30% off its rentals in honor of the recipient’s birthday.
Keep in mind that these offers don't have to be all that exclusive; you can customize them based on customer segments. While the offer itself may be broad, tailoring the email content to the target segment adds a personalized touch. Say that you’re having a store-wide sale—you might change the header image according to each segment’s buying history to create an “exclusive” feel.
14. Fandango
Type of email marketing: Order confirmation
Why it works: Ah, the tried-and-true order confirmation email. These are automatically sent to customers after they’ve completed an order on your app or website. Their primary purpose is to confirm that you received their order. As such, they contain key information like order number, items purchased, payment method used and order amount. This detailed information reassures the customer about the accuracy of their purchase and provides an easy reference for future inquiries or issues. As in the example above, order confirmation emails can apply to everything from product orders to movie ticket purchases. Order confirmation emails like Fandango’s play a crucial role in enhancing customer satisfaction and building trust in your brand.
15. Remi
Type of email marketing: Shipping notifications
Why it works: Automated shipping notifications let customers know when their purchase is dispatched and provide them with tracking information. You can get away with sending a single update, but many eCommerce businesses, like Remi, send multiple emails to give customers ongoing insight into the progress of the order, from purchase to delivery. This reassures the customer that their order is on its way and helps them anticipate the exact date of arrival so they can plan to be available for pickup, if necessary. By providing regular updates, you enhance the customer experience, instill confidence in your shipping process and foster customer loyalty.
16. Bloomscape
Type of email marketing: Delivery confirmation
Why it works: Delivery confirmation emails are sent once the customer's order is delivered. They let customers know their package is waiting on their porch, in their mailbox or at a pickup location. Some retailers like Amazon even include a photo of the package as proof of delivery. In addition to the delivery status, you can include follow-up information like a link to a customer service page or your business phone number for those who need further assistance. Or, in Bloomscape’s case, you can provide extra instructions on how to care for the product—keeping in mind that order-related emails have some of the highest open rates.
17. Hoka
Type of email marketing: Abandoned cart email
Why it works: No one likes to feel abandoned. Luckily, online store owners have an easy way to recoup their losses—send an abandoned cart email like this one by Hoka. These emails, also known as cart recovery emails, are sent automatically when a customer leaves a website without completing a purchase. The purpose of these emails is to remind customers about the items left in their cart and make it easy for them to pick up where they left off. With an average conversion rate of 2.4%, they can be a good way to recover lost sales.
18. Arc
Type of email marketing: Feedback requests
Why it works: Customer feedback is invaluable for any business. It's a way to get unfiltered insights into what resonates with customers and what needs improvement. Use these emails to ask customers about their experience with your business, invite them to review what they purchased or find out what they'd like to see more (or less) of when it comes to doing business with you. Arc appeals to customers for their first impressions by sending this feedback request a week after purchase. The company notes that the survey will only take 30 seconds in case recipients are in a hurry.
19. Study Hall
Type of email marketing: Re-engagement
Why it works: Sometimes you have to work a little bit harder to win back inactive customers. A re-engagement email can rekindle an old flame by incentivizing past customers to return. Highlight something new and exciting about your business to capture their interest and curiosity. You can feature something you're proud of like a recent award, a new location opening or a heartwarming customer success story. Study Hall, for one, uses its re-engagement email to remind old subscribers of new content available on its site and to invite them to rejoin with a limited-time discount.
20. Extra Focus
Type of email marketing: Referral request
Why it works: Word-of-mouth marketing is a powerful thing, even in an era when online shopping dominates. Referral requests tap into this power by asking existing or past customers to recommend your business to a friend. These requests often include an incentive for the customer, such as discounts and free gifts. In Jesse J. Anderson’s referral request email, he uses eye-catching CTA buttons to direct the reader and offers benefits to incentivize them to share the Extra Focus newsletter with others.
21. Ahrefs
Type of email marketing: Explainers
Why it works: Explainer emails focus on one aspect of your business. SEO software company Ahrefs, for instance, uses an explainer email to provide tips on creating content that’s prime to rank well on Google. Readers don’t have to click off the email for the advice, though they have the option to if they want to explore more. These emails serve as a valuable tool to introduce your brand and showcase your expertise. By providing useful information that offers real value, explainer emails help build brand loyalty and strengthen customer relationships. Through these emails, you establish yourself as a knowledgeable authority in your field, fostering trust and credibility among your audience.
22. Sweetgreen
Type of email marketing: Product news
Why it works: Use product news emails to announce new products, updates to existing products or special promotions. Whether you offer tangible products or service-based solutions, product news emails are an effective means of keeping your audience informed. The key to crafting impactful product news emails is ensuring you have noteworthy news to share. Sweetgreen finds reason to send the above email, given that its new merch is created in partnership with a local farm that could use extra support.
23. SUAVS
Type of email marketing: Post-purchase check-in
Why it works: Sending a post-purchase email a week or two after a customer receives an order achieves a few things. Firstly, it's a great way to show you care after they’ve made a purchase. Secondly, it presents an opportunity to ask for a product review, a referral or a piece of feedback. Thirdly, you can offer advice about the product purchased or remind them about your rewards program to encourage more purchases.
A successful post-purchase email should primarily focus on the customer, providing useful information that enhances their experience. It should also incentivize them to return to your website for their next shopping journey.
24. Everlane
Type of email marketing: Customer testimonials
Why it works: You can either send customer testimonials as standalone emails or as complementary elements in other email types to incentivize purchases. Testimonials serve as powerful branding tools, instilling credibility that goes beyond what promotional emails can achieve. By sharing authentic customer experiences, testimonials connect your brand to real emotions, tangible benefits, core values and successful outcomes.
To make testimonial-based emails impactful, use Everlane’s approach and include one or more customer stories in their own words. You can also provide links to user-generated content that celebrates your brand like social media posts or YouTube reviews. Before sharing any of these sorts of testimonials, make sure to obtain permission first to ensure you’re not invading a customer’s privacy.
25. Deliveroo
Type of email marketing: Introduction
Why it works: An introduction email should be one of the first a lead receives after submitting a form or completing an action on your website. These emails differ from welcome emails as they tend to contain more information about a business. The email should have a personal touch and express gratitude for the interaction. Keep the introduction straightforward and brand-centric, and make sure to include guidance for getting started on your website. This is your chance to make an impactful first impression, so keep it simple and (above all else) relevant. For example, this email from Deliveroo outlines the primary benefits of the recipient’s new account, sharing links so they can learn more.
26. The Cornell Lab
Type of email marketing: Education messaging
Why it works: About two or three days after sending out an introduction email, consider sending out an educational message (a.k.a., a “humble brag”) that highlights your brand's expertise. This email should focus on highlighting your brand's expertise and providing valuable information related to the prospect's interest. You can achieve this by sharing a summary and link to a relevant blog post, recommending a whitepaper, or showcasing a compelling case study. This educational email from The Cornell Lab, for example, not only demonstrates the knowledge of its staff but also repurposes content from its site, making the most of its resources.
27. Spectrum Mobile
Type of email marketing: Cold emails
Why it works: Cold emails are unsolicited and sent to prospects who may not know much (or anything) about a business. To maximize their effectiveness, make them personal and include a relevant, hard-to-refuse offer that’s aimed at piquing the recipient's interest. For example, this cold email from Spectrum Mobile offers two lines for the price of one.
Cold emails have the potential to generate revenue by expanding your customer base and attracting new business opportunities to your sales pipeline. When crafting these emails, focus on delivering value to the recipient and clearly communicate how your product or service can address their pain points or needs.
Remember that successful cold emailing requires respecting the recipient's preferences and privacy. Follow best practices, such as ensuring compliance with relevant anti-spam laws and providing a clear way for recipients to opt-out if they choose not to receive further communications.
28. Otter.ai
Type of email marketing: Free offer
Why it works: A free offer at the right time can supercharge website traffic and conversions. For example, offering free, two-day shipping through December can help you capitalize on the holiday shopping frenzy. Free offers are also effective for lead generation. You could offer a free trial of your product or service, a free email course to teach people about your services or an eBook that speaks to the needs and challenges of your target demographic. In this email, Otter.ai offers five months free on Otter Business to celebrate World AI Day. Tying the offer to a timely event makes the offer seem like a rare opportunity in order to urge the recipient to claim it.
29. Florence + The Machine
Type of email marketing: Contest/giveaway announcement
Why it works: Contests and giveaways are excellent email marketing tools for generating leads, growing your internal email list and increasing brand awareness. These emails should include details about the contest and the prize your subscribers stand to win. This email from Florence + The Machine emphasizes the prize of a free, signed vinyl and provides clear directions for entering the contest.
How to create an email marketing campaign
Creating an effective email marketing campaign involves careful planning, compelling content and strategic execution. Follow these steps to craft a successful campaign:
Define your goals: Determine the specific objectives of your campaign, such as generating leads, promoting a product or nurturing customer relationships.
Identify your target audience: Clearly define your target audience, considering their demographics, interests and preferences. Segment your list for personalized messaging.
Craft compelling content: Develop engaging email content that aligns with your audience's interests and your campaign goals. Use storytelling, visuals and clear calls-to-action.
Choose an email marketing platform: Select a reliable email marketing platform to manage your campaigns and subscriber lists.
Design attractive email templates: Create visually appealing email templates that reflect your brand identity and enhance the user experience. Ensure mobile responsiveness.
Personalize your messages: Personalize email content based on recipient data, such as name, location or purchase history, for a more relevant experience.
Optimize subject lines: Craft compelling subject lines that grab attention, pique curiosity and accurately represent the email's content.
Schedule and send emails: Schedule your emails to be sent at optimal times based on audience behavior and time zones. Consider A/B testing for subject lines and content.
Track and analyze results: Monitor key metrics like open rates, click-through rates and conversions to evaluate campaign performance and make adjustments.
Refine and improve: Continuously refine your email marketing strategy based on data, feedback and industry trends. Experiment with different approaches and content formats.
Email marketing campaigns FAQ
How to plan an email marketing campaign?
To plan an email marketing campaign, define goals, target audience and messaging. Segment your email list based on customer profiles. Craft compelling subject lines and content for your emails that will hook your target readers. Determine the sending frequency and schedule of your campaign. Integrate tracking tools for analytics to evaluate the success of your email marketing campaigns. Test emails before sending. Comply with regulations like GDPR depending on your location. Monitor results and refine strategies for future campaigns.
How to evaluate the success of an email marketing campaign?