Just a couple hundred million to sift through, no sweat…
There are endless lists of email marketing examples, but here’s a question for you:
How many of them are good examples?
What makes them good?
It’s not all about the email design. It’s about what you want your customer to get from your emails:
- An answer to a question
- A way to solve a problem
Based on 2018 data, email marketing is ranked as the most effective marketing channel (beating out social media, SEO, and affiliate marketing).
That’s why we’ve gathered 20 jaw-dropping email marketing examples. And why we’ll show you exactly what makes them awesome.
This post covers:
- 20 email marketing examples – and why they increase conversions
- 5 email design tips you cannot forget (at least, if you want emails that work)
20 email marketing examples
Most businesses use email marketing to increase subscriber engagement (according to a study by Strongview).
Good to know. So, we just… do that?
To make it easier, here’s how other companies make their emails impossible to ignore.
Here are 20 of the best email marketing examples you’ll ever see:
- Rent the Runway
- Kayla Itsines
- Mack Weldon
- The Knot
- 1-800 Contacts
Typeform is a Barcelona-based online software company that specializes in online form building and online surveys. This is the re-engagement email they send customers who have stopped using their product.
Saying “I don’t want you to leave, please stay” isn’t enough.
People need a reason to actually stay (and this email gives them one).
Why did this person stop using Typeform? Maybe because…
- They don’t need the service anymore
- They need more advanced services
- They straight-up ignore most emails
People are going to need a little push before they log in again. Voila! Typeform offers new inspiration from its template gallery.
Come on, click it. You know you want to.
Headspace, an online healthcare company who specializes in meditation, wanted to know more than how their users were feeling about their Buddy feature. So they sent this survey email.
This email is upfront about what’s coming (and how long it will take).
Yeah, it’s a survey. But not boring.
No customer wants to do tedious work, let alone work that will take forever. So Headspace is careful to say that their survey is “super short.”
Add to that – a CTA that uses natural, interesting language. The survey is short and not boring, so more people will take it.
3. Rent the Runway
Rent the Runway, an online service that provides designer dresses and accessory rentals, understands the panic. And not only do they have all the goods, they make sure you know about them when it’s most relevant.
In this email, the subject line strikes you first.
DON’T buy….isn’t that counter-intuitive for a promotional email?
You have to click that, right? It’s not every day a company tells you to NOT buy their product. But then you get inside the email and it all makes sense…
- It uses a relatable reference (I do NOT want to be in a 27 Dresses situation)
- The alliteration of “renting is responsible” is memorable
- It gives product recommendations for every wedding event (so you have a different outfit for the bachelorette party, the rehearsal, and the wedding)
- The CTA “Just Makes Sense” (see what I did there?)
Interesting, conversational copy will get you more sales.
According to the First Impressions Email Marketing Study conducted by Ciceron, only 39% of brands send a welcome email.
But guess what – welcome emails have the highest open rate of any emails you send to subscribers (with a staggering 60% open rate)!!
Luckily 1Password, a password manager, digital vault, form filler and secure digital wallet, is not one of the 61% who doesn’t say hello to new list subscribers.
Don’t mind if I do.
Wake up and smell the coffee.
Hey you kids, get off my lawn!!
Take your shoes off and stay a while.
All of these are commonly used expressions. Why do they work in this welcome email example?
Because you’re talking to normal human people, and they like normal human language.
A lot of companies give a generic “welcome to [insert company name here]. Be different. Ya know, actually welcoming.
Tom Fishburne, creator of Marketoonist, once said “The best marketing doesn’t feel like marketing.” Don’t make customers feel like you’re marketing to them.
Everyone loves celebrating achievements. You can celebrate your customer’s milestones, like subscription anniversaries – and you definitely should. But you can also celebrate your own.
Here’s how Readdle, a mobile application development company, does it. See if you can spot the most important part of this email.
Did you spot it?
100 million. Dang. That’s a big number. Hard to miss, and definitely not one that you forget easily.
But really, this email is great because of this line – “This is an unbelievable milestone that wouldn’t be possible without you!”
Acknowledge your customers’ contribution to your success – it celebrates your success and makes them feel appreciated
Chew(-y) on this great example of a recommended product email.
What’s the most powerful word you can use in marketing?
(Hint – I just used it, and so does this example).
Ok, I’ll tell you. It’s “you.”
Wouldn’t it be weird if someone tried to talk directly to you, tell you what they think you would like, without using the word “you?”
In his book Pre-Suasion, Robert Cialdini explores how the word “you” is captivating. The things that hold your attention are things that matter to you personally.
Personalized marketing will never go out of style (or effectiveness). “You” is a really simple place to start.
7. Kayla Itsines Fitness
Kayla Itsines is an Australian personal trainer, author, and entrepreneur. She is the creator of a series of fitness ebooks titled Bikini Body Guides, and a meal-planning and workout app, Sweat with Kayla
This is one of the best email marketing examples on the list, for two reasons:
- Problem Agitation Solution
- Cross promotion
“PAS” (Problem, Agitation, Solution) is one of the most popular copywriting frameworks out there. In PAS, you highlight the reader’s problem by using the same words that they would use to describe it.
Here’s the line in this email:
“What you might not be loving is your sore and aching muscles, if you haven’t exercised in a while. I bet you are feeling less than amazing right now. Did you know that a foam roller helps to decrease muscle stiffness and cramps, removes cellulite, improves flexibility as well as improving blood flow to your muscles?”
Problem: What you might not be loving is your sore and aching muscles, if you haven’t exercised in a while.
Agitation: I bet you are feeling less than amazing right now.
Solution: Did you know that a foam roller helps to decrease muscle stiffness and cramps, removes cellulite, improves flexibility as well as improving blood flow to your muscles?
There you have it – problem, agitation and straight to a nice cross-promotional solution.
Cross promotion is a marketing tactic where you target the promotion another of a related product or service to your customers.
Fitness queen Kayla Istines (who has made a nice chunk of change off of me personally, by the way) uses PAS and a 10% discount to cross-promote a foam roller.
8. Mack Weldon
No matter what the email occasion is, focus on the audience, not yourself.
I know what you might be thinking: “But it’s OUR birthday!?”
Yes, but you aren’t trying to keep YOURSELF connected to your own brand. That’s what you are doing with your customers, and this is something that Mack Weldon understands.
That’s why the customers get all the presents. But don’t worry! With an email like this one you still do too (spoiler alert – you get the customers).
Top it all off with a party-starting CTA, this email is a customer appreciation winner.
This Michaels sale promotion email creates urgency in a simple and direct way.
“LAST DAY TO SAVE” is pretty cut and dry (and in a big font, pretty unmissable).
But take another look.
Clever rhymes are email catnip – as long as the message is still clear.
“Get it or regret it.”
I read this line out loud to myself three times.
The line is catchy. More importantly, it targets “loss aversion” (the idea that humans are likely to take action to avoid losing something).
This email reminds customers that they only have one last shot before they get stuck with regret.
Crafts make your house look nice. Regret makes you bitter. Would you rather get a pretty house or be bitter?