23 Email Marketing Examples That Drive Results in 2025

Email marketing is a rewarding engagement tactic as it helps you convert visitors into leads and paying customers. It helps you build relationships with your existing customers. So should we be surprised that 41% of marketers claim email is their most effective marketing channel?

In this blog, let’s look at how businesses use email to succeed. We’ll also share relevant email campaign examples and tips to help you get started. Let’s dive in!

What is an Email Marketing Campaign?

An email marketing campaign is a well-coordinated effort where marketing emails are sent out in a series of related emails. The main goal of these campaigns is to get recipients interested, whether that means buying something or introducing new products.

While there are many different elements that define successful email marketing campaigns, attention-grabbing subject lines and clear calls-to-action can make a real difference. Personalization and smart timing help boost open rates and conversions, too.

Understanding the 3 Types of Email Campaigns

Before diving into specific examples, it’s worth understanding the three core types of email campaigns you’ll encounter. Each serves a different purpose in your marketing strategy, and the most effective brands use all three in harmony. Let’s break down each of one:

Manual Email Campaigns (Batch) 

Manual email campaigns are one-time sends created and scheduled by your marketing team. Think newsletters, seasonal promotions, product announcements, or flash sales—anything that goes out to a segment of your list at a specific moment.

When to Use Them:

• Announcing limited-time offers or sales;
• Sharing company news or product launches;
• Sending holiday or seasonal campaigns;
• Distributing newsletters or content roundups.

Characteristics:

• Sent to a defined audience segment all at once;
• Require manual creation, scheduling, and list selection;
• Timely and tied to specific dates or events;
• Performance depends heavily on timing and subject line optimization;
• Best for campaigns where relevance is time-bound rather than behavior-driven.

Automated Email Campaigns (Triggered)

Automated emails are pre-built sequences triggered by specific user actions or behaviors. Once set up, they run on autopilot—delivering the right message at the right moment based on what a subscriber does (or doesn’t do).

When to Use Them:

• Welcoming new subscribers or customers;
• Recovering abandoned carts or browse sessions;
• Nurturing leads through drip sequences;
• Re-engaging inactive subscribers;
• Celebrating customer’s birthday or anniversary.

Characteristics:

• Triggered by user behavior (signup, purchase, inactivity, etc.);
• Highly personalized and contextually relevant;
• “Set it and forget it”—runs continuously once built;
• Typically higher engagement rates than batch emails;
• Requires initial setup but saves significant time long-term.

Transactional Emails

Transactional emails are automated messages triggered by a specific transaction or user request. Unlike marketing emails, their primary purpose is functional—confirming an action, delivering information, or providing account updates.

When to Use Them:

• Order confirmations and shipping notifications;
• Password resets and account verification;
• Receipts and invoices;
• Subscription or booking confirmations;
• Account activity alerts.

Characteristics:

• Expected by the recipient (highest open rates of any email type);
• Legally required or functionally necessary;
• Focused on clarity and utility over persuasion;
• Often exempt from unsubscribe requirements;
• Opportunity for subtle branding and cross-sells without being pushy.

23 Best Email Marketing Campaign Examples

Successful email marketing campaigns are a great way to build trust and nurture long-term relationships with your target audience. They can also be powerful channels for building a loyal customer base.

If you’re wondering what successful (and beautiful) campaigns look like, check the best email campaign examples we’ve compiled. Your inspiration for the best email templates might be among them!

1. Seasonal promotions — Sender
2. Welcome email — Food52
3. Promotional emails —Headspace
4. Newsletter emails — Goodreads 
5. New arrivals email — Forever 21
6. Product launch email —Clay
7. New article emails — DocuSign
8. Feedback email — National Express
9. Follow-up email — Revue
10. Onboarding email — Grammarly
11. Nurturing email — Framebridge
12. Event reminder email — General Assembly
13. Re-engagement email — Animoto
14. Abandoned cart email — ASOS
15. Product promotion email — Fast Times Skateboarding
16. Thank you email  — Austrian Airlines
17. Post-Purchase Nurture Series — Bellroy
18. Personalized email —  Trustpilot
19. Order confirmation emails — Airbnb
20. Referral/Refer-a-Friend Emails — Cometeer
21. Abandoned Browse Emails — Sometimes Always
22. Social Proof Emails — Figlia
23. Upsell/Cross-sell Emails — Dollar Shave Club

1. Seasonal Promotions — Sender

Campaign Type: Manual | Best for: Ecommerce, Retail

Seasonal email marketing campaigns—a staple of effective ecommerce email campaigns—help brands tap into the excitement and positive vibes of holidays and seasonal shifts. Whether it’s Valentine’s Day, Halloween, or that time when winter starts giving way to spring, these moments offer great opportunities to drive sales and increase or encourage engagement. 

The best part? There’s a seasonal angle to take advantage of all year round!

While it takes some planning and might feel a bit overwhelming at first, it can lead to impressive results. For example, a survey found that 68% of shoppers pay more attention to brand emails during the holidays—with certain occasions (looking at you, Black Friday) boosting website visits by up to 20%*.

By using this email template, you’ll be able to craft a marketing campaign that’s perfectly tailored to the holiday or seasonal event you’re aiming for, matching the mood and expectations of your target audience.

• The heartfelt message resonates with recipients by tapping into the emotional significance of Mother’s Day;
• The seasonal context creates a timely reason not to pass on such an offer, further boosting engagement with highly relevant content;
• Including a highlighted discount code adds value and encourages conversions without feeling overly salesy;
• It strengthens brand-consumer relationships by blending promotional content with appreciation, making subscribers feel valued.

What Makes ‘Seasonal Email Campaigns’ Effective

Seasonal promotion emails are opportunities not to be missed because they align with plenty of holidays and events spread throughout the year, usually leading to more sales. Each one presents a unique opportunity for businesses to meet customer spending habits and increase engagement.

For instance, when the spooky season comes, it’s the perfect time for ecommerce and brick-and-mortar brands to promote Halloween costumes and season-themed décor. Of course, not every seasonal event will suit your brand like a piece of puzzle, but a well-timed discount paired with a cheeky animated GIF can go a long way in encouraging conversions.

2. Welcome Email — Food52

Campaign Type: Automated | Best for: All industries

Fun fact: 74.4%* of consumers expect a welcome email.

You wouldn’t want to miss such a chance to engage subscribers, would you?

Welcome emails series are one of the oldest marketing tactics, but they perform exceptionally well—so well, in fact, that welcome emails rock 83.6%* open rates. Welcome email examples show your appreciation for new subscribers when they sign up for your monthly or weekly newsletter.

Here is a welcome email template by Food 52 that welcomes new email subscribers:

• The email is sent immediately after the subscriber signs up, ensuring the best possible customer’s experience from the get-go;
• The tone of the email is very warm and welcoming;
• The preview text “We brought snacks” immediately grabs attention;
• The email is written as a personal letter from the brand’s founder, which adds a personal touch.

What Makes ‘Welcome Email’ Campaigns Effective

Welcome emails hit differently because they catch people at peak excitement, like greeting someone who just walked into your favorite coffee shop. Unlike promotional emails that sometimes feel (too) salesy, most people expect welcome messages. 

The magic behind a well-crafted brand introduction email is in timing and authenticity. With the right visuals and a warm, sincere greeting, you can turn your first direct interaction into a memorable moment—one that feels welcomed, and not just tolerated.

3. Promotional Emails — Headspace

Campaign Type: Manual | Best for: Ecommerce, Retail, SaaS, Entertainment

Promotional emails are marketing emails that inform your audience about a running promotion or offer. Send such an email to promote limited-time offers, exclusive deals, and seasonal or holiday promotions. Here’s a promotional email template example from Headspace:

• The image reinforces the benefits of Headspace – enjoying a calm mindset;
• The whole email reflects a positive, friendly vibe, supporting the positioning of the brand’s personality;
• The layout is simple and with a single communication;
• The offer is alluring—subscribers can get an extra discount if they sign up fast;
• The element of urgency in the subject line is subtle and effective. 

Pro tip: A/B test your subject lines before finalizing the best one—even small changes can drive those click-through rates through the roof.

What Makes ‘Promotional Email’ Campaigns Effective

The best promotional emails work because they offer insider treatment – exclusive discounts, early access, or limited-time perks that make subscribers feel special rather than sold to. Just like a VIP pass or a discount if you’re a regular, promotional emails tap into the desire to get what subscribers want while making them feel in-the-know.

Success, like in all good things, comes down to timing and targeting. Swimwear promotions in May feel relevant. In December? Not so much. The trick is creating urgency without getting too clickbaity and pushy.

4. Newsletter Emails — Goodreads

Campaign Type: Manual | Best for: Media, Publishing, B2B, SaaS, Education

If you’re anything like us, nothing beats getting a well-crafted newsletter. While media outlets use them mostly to recap top stories of the week, commerce brands have adapted this classic email format to nurture the relationship with current customers. Instead of hard-selling, these brands deliver exclusive, high-value content that has subscribers’ interests in mind.

Writing an effective newsletter that doesn’t give readers any fresh ideas to hover over that troubling “Unsubscribe” button is a form of art. Check out this simple yet engaging email campaign from Goodreads for inspiration:

• It maintains brand consistency and core brand values while keeping its audience in mind;
• Its visual and no-fluff newsletter takes less than a few seconds to finish, before getting to its CTA (“See all the winners”);
• It taps into readers’ curiosity to see if their favorites made the curated list, or even claimed the “Best Book of the Year” title.

What Makes ‘Newsletter Email’ Campaigns Effective

Think of newsletter campaigns like hosting a chat with your current subscribers over a cup of joe. Newsletters work because they nurture relationships instead of just pushing sales.

Similar to regular blog posts, what makes them stick is consistency and value. People subscribe to newsletters because they want to stay informed, entertained, or even inspired every week. 

5. New Arrivals Email — Forever 21

Campaign Type: Manual | Best for: Ecommerce, Fashion, Retail, Beauty

Effective email campaigns entice customers to act. And what’s a better incentive to act fast than announcing a new collection? Sending a new arrivals email is a great tactic to engage if your audience is fast-moving and trend-conscious. 

Use contextual CTAs linking to the product pages to close sales in such emails to make them more effective. Here’s an effective marketing campaign example by Forever 21:

• The email has personalized recommendations for all the new things at their online store;
• It’s also highly visual, with high-quality images immediately catching your gaze;
• The limited-time promo code encourages customers to take action;
• The star ratings tell the users that, though the products are new, they are equally loved by shoppers with similar tastes.

What Makes ‘New Arrivals Email’ Campaigns Effective

New arrival emails tap into something primal: a combination of FOMO and the excitement of discovery. They work because they make subscribers feel like insiders getting first dibs on the latest and greatest.

The psychology of new arrivals email campaigns is that people don’t just want new products—they want to be among the first to have them. These campaigns create urgency without being pushy. Plus, they satisfy our natural curiosity about what’s next.

6. Product Launch Email — Clay

Campaign Type: Manual | Best for: SaaS, Tech, Ecommerce, Consumer Electronics

Share about the latest updates, upcoming promotions, media features, or any other information via an announcement email. You can also plan an announcement email marketing campaign to share updates about new feature development, release a new app, or simply announce a fresh sale.

Look at this successful email campaign example from Clay:

• This marketing email sample shares about its product launch in an engaging way;
• It urges subscribers to support them by checking out their Product Hunt listing;
• The simple email copy with a big, clear CTA button clearly states the intention of the email with just a glance.

What Makes ‘Product Launch Email’ Campaigns Effective

Product launch emails work because they tap into our natural excitement about new things and exclusive access. They transform a simple product announcement into an event that subscribers want to be part of.

The key is building anticipation without overselling it. People want to feel excited about what’s coming, not overwhelmed by marketing speak. 

7. New Article Emails — DocuSign

Campaign Type: Automated | Best for: B2B, SaaS, Media, Publishing, Education

New article emails inform subscribers about your website’s latest blog or article. Such emails are used to generate traffic and boost online engagement. Such emails are automatically sent every time you publish a new blog post. Look at this email marketing example by DocuSign:

• The curated content highlights the latest blog post and what it means for them as a reader;
• It has a bold header announcing the new post’s topic and a clear CTA;
• The post-script message also makes the reader curious about the previous post.

What Makes ‘New Article’ Email Campaigns Effective

‘New article’ email campaigns are your brand’s way of saying, “Hey, we’ve written something we think you’ll want to read.” They work because they position you as a helpful resource rather than just another company trying to push another sale.

The magic happens when your content actually helps people solve problems or learn something new—valuable content strengthens brand reputation as a trusted source.

8. Feedback Email — National Express

Campaign Type: Automated | Best for: Travel, Hospitality, Ecommerce, SaaS, Services

Feedback emails are a time-tested way to turn first-time buyers into loyal customers. Not only do they help you better understand customer satisfaction, but they’re also a great chance to throw in a discount in exchange for their time—which often leads to repeat use of the services. Now that’s what we call a win-win.

Take a look at this simple yet effective feedback email example by National Express:

• This feedback email uses a clear, eye-catching CTA (“Complete our survey”);
• It uses an Amazon voucher as an incentive to reward you for taking the time, enhancing the customer’s experience by showing appreciation;
• It respects your time by setting honest expectations (“no longer than 5-10 minutes”).

What Makes ‘Feedback Email’ Campaigns Effective

Customer feedback email campaigns work because, instead of talking at customers, you’re asking them to talk back. People appreciate it when brands want to hear their thoughts, especially when you can offer them something in return. Opinions matter, but so does a nice treat for taking the time to share them.

The timing is everything, though. Catching someone within days of a purchase or conversion means their experience is still fresh and they’re more likely to share honest insights. 

9. Follow-up Emails — Revue

Campaign Type: Automated | B2B, SaaS, Real Estate, Professional Services

Follow-up emails help engage and nurture your leads throughout the buying process. These targeted campaigns offer context, add value, and typically feature a call to action, such as requesting a callback or completing a survey.

Here’s an example of a follow-up email template by Revue:

• This follow-up email is automatically sent 2 days after the purchase, making it timely and engaging;
• The email has a clear layout and conversational tone what makes it look like a personalized effort;
• The contextual image adds another level of engagement to their follow-up game.

What Makes ‘Follow-up Email’ Campaigns Effective

Follow-up email campaigns work because they catch people at the perfect moment—right after they’ve taken an action but before they’ve moved on to something else.

Whether someone just made a purchase, downloaded a resource, or attended your webinar, they’re still thinking about you and your brand. The secret is providing value rather than just checking a box.

10. Onboarding Email — Grammarly

Campaign Type: Automated | Best for: Travel, Hospitality, Ecommerce, SaaS, Services

When a visitor signs up, joins a community, or buys something for the first time, a ‘getting started’ or onboarding email is sent. Such emails increase user delight by providing helpful information for onboarding successfully. 

You can use an onboarding email to educate users, introduce them to new features, get them to complete the signup process, or provide additional offers—a common workflow in B2B email marketing, particularly in SaaS. 

Here’s an onboarding email campaign example by Grammarly:

• The email does a great job of sharing the following steps and making them aware of how to use Grammarly;
• They’ve added an option to contact at the end of the email to reassure subscribers that they’re open to feedback;
• The new subscribers are also informed they can trust to get support whenever needed.

What Makes ‘Onboarding Email’ Campaigns Effective 

Onboarding emails work because they catch people at their most motivated moment—right after they’ve decided to try something new. Whether a lead just signed up for your software, courses, or joined your service, they’re excited to get started and figure things out.

The magic happens when you guide that initial enthusiasm into actual success. Instead of leaving new customers to wander around confused, good onboarding campaigns keep customers informed and sprinkle the journey with educational emails, which leads to nurtured relationships.

11. Nurturing Email — Framebridge

Campaign Type: Automated | Best for: B2B, SaaS, Education, Professional Services

Nurturing subscribers with email drip campaign examples isn’t all about sharing promotional content. It also involves adding value and helping your potential customers.

They’ll trust you more if you nurture leads by appearing helpful. Look at one of the better examples of a nurturing email template by Framebridge:

• The email is funny and also shares valuable information with the subscriber, improving the brand recall;
• Using email as a tutorial to hang frames is a nice trick to make subscribers remember to order frames for their walls;
• The CTA is placed strategically to attract clicks to their store.

What Makes ‘Email Nurturing’ Campaigns Effective

Nurturing email campaigns are a cornerstone of any successful email marketing strategy. Their power lies in turning potential leads into conversions through a mix of education and audience/email segmentation.

What sets effective nurturing email campaigns apart is email personalization. By leveraging current customers’ behavior, like sign-ups or browsing history, marketers can deliver relevant content that speaks directly to subscribers’ interests. In fact, 67%* of email marketers are investing more in highly personalized campaigns for this very reason.

12. Event Reminder Email — General Assembly

Campaign Type: Automated | Best for: Events, Education, B2B, Entertainment, Fitness

Many people sign up for offline or online events, yet only a fraction attend them. To help forgetful people, send event reminders by email. This will increase the turnaround ratio and push potential leads further into the buyer’s journey.

Here’s a great event reminder template from the Email Design Workshop:

• The email design is eye-catching and straightforward;
• Such newsletter design is optimized for mobile devices;
• It uses a clear layout with a self-explanatory header image and webinar details; 
• The support email mentioned at the end encourages the reader to contact in case of confusion, increasing trust. 

What Makes ‘Event Reminder Email’ Campaigns Effective

Event reminder emails work because they solve a universal human problem: we all forget things, especially when life gets busy. People want to attend events they’ve registered for, but between work deadlines and daily chaos, that webinar or workshop can easily slip their minds.

When it comes to event reminder emails, the timing is everything. Send them too early and people forget again; too late and they’ve already made other plans. Great event reminders feel helpful rather than pushy – they’re serving the recipient’s interests, not just trying to boost attendance numbers.

13. Re-Engagement Email — Animoto

Campaign Type: Automated | Best for: Ecommerce, SaaS, Subscription Services, Media

Send re-engagement emails, also called customer retention emails, to customers who were active before but aren’t responding to your email marketing campaign currently.

When done well, these emails reduce churn rates, increase customer engagement, and, perhaps, help retain customers who are slipping away. Here’s a re-engagement email marketing campaign from Animoto:

• To re-engage inactive subscribers, Animoto asks a straightforward question – do they want to hear from the brand? 
• Their primary goal is to entice users to take an action;
• The CTA asks recipients to update their email preferences if they want to continue receiving emails (or not) by redirecting them to the preference center.

What Makes ‘Re-engagement Email’ Campaigns Effective 

Re-engagement emails work because they acknowledge what everyone already knows—people have checked out, and that’s okay. Instead of pretending everything’s fine, these campaigns address the silence directly with a simple question: “Do you still want to hear from us?”

The psychology here is fascinating. When someone hasn’t engaged with your emails for months, bombarding them with more promotional content just pushes them further away. But a genuine “we miss you” message? That can spark curiosity and remind them why they signed up in the first place.

14. Abandoned Cart Email — ASOS

Campaign Type: Automated | Best for: Ecommerce, Retail, Travel, Food Delivery

Customers often abandon their carts for several reasons – the website crashes, the process is complicated, or they get distracted. Abandoned cart recovery emails convert three times more than any other type of automated email marketing campaign.

Here’s an example of an abandoned cart email by ASOS:  

What makes it great?

• This effective abandoned cart email campaign has a clear call-to-action (CTA); 
• It says the stock is limited, so the chances of closing a sale, of making customers take immediate action, are even higher;
• The email is designed to make the abandoned cart item preview stand out.

What Makes ‘Abandoned Cart Email’ Campaigns Effective

Abandoned cart emails work because they catch people in that peculiar moment between “I want this” and “eh, maybe later”. We’ve all been there—adding items to our cart, getting distracted by a phone call or that rabbit hole of product reviews, and then completely forgetting about our intended purchase.

These transactional emails work because they’re not trying to convince you to buy something new—they’re simply reminding you about a decision you already made.

15. Product Promotion Email — Fast Times Skateboarding

Campaign Type: Manual | Best for: Ecommerce, Retail, Consumer Goods, Beauty

Product promotion emails invite users to try out your product or service at a discount and help generate additional sales for your brand. They typically include a call-to-action (CTA) to check out more product details on the website.

Here’s an example of a product promotion email:  

• The email highlights the product and its features right from the beginning;
• The informative product image is an attention-grabbing feature of the email;
• The use of product images in real settings influences the reader to think about how the product would look; 
• The CTA would compel most people to explore more details.

What Makes ‘Product Promotion Email’ Campaigns Effective

Product promotion emails work because they hit that sweet spot between “here’s something cool” and “here’s why you need it now”. Unlike general promotional emails that feel like digital billboards, good product promotions tell a story about how this specific item fits into your life or solves your problem.

The magic happens when you focus on benefits rather than features. Nobody cares that your headphones have “advanced noise-canceling technology” – they care that they can finally work in peace while their neighbor renovates their kitchen. The best product promotions make people think, “I didn’t know I needed this, but now I absolutely do.”

16. Thank You Email — Austrian Airlines

Campaign Type: Automated | Best for: Ecommerce, Hospitality, Nonprofits, Services

Your customers want to feel appreciated, and a ‘Thank You’ email is a great way to make them feel special. You can send an email thanking the customer for their purchase, engaging with your content/website, or for their loyalty. 

Here’s an example of confirmation emails with a ‘Thank you’ message by Austrian Airlines:

• This campaign thanks the flyer for their loyalty;
• It also provides a 25% discount on their next flying experience as a token of appreciation; 
• The email starts with the flyer’s first name as a personalization tactic;
• Opening with a heartfelt note compels to keep reading.

What Makes ‘Thank You’ Emails Effective

Thank you emails work because they catch people in that post-purchase glow when they’re genuinely happy about their decision. It’s that brief window where buyer’s remorse hasn’t kicked in yet, and people are excited about what they just bought. Timing here is everything—strike while the satisfaction is hot.

These emails feel different because they’re not asking for anything. Just a genuine “hey, thanks for choosing us” that makes people feel good about spending their money. It’s customer service disguised as marketing, which is softly nudging them towards a brand loyalty program, and when done right—it doesn’t feel like marketing at all.

17. Post-Purchase Nurture Series — Bellroy

Campaign Type: Automated | Best for: Ecommerce, DTC Brands, Luxury, Consumer Goods

Post-purchase nurture emails are a sequence of messages designed to keep your brand top-of-mind after a customer makes a purchase—whether that’s a first purchase or a second. 

Unlike a simple “thank you” or confirmation email, a nurture series extends the relationship by providing valuable content over time—think product care tips, usage guides, complementary product suggestions, or exclusive offers for returning customers.

These emails help reduce buyer’s remorse, increase customer satisfaction, and ultimately drive repeat purchases. A well-crafted post-purchase nurture series transforms one-time buyers into loyal brand advocates, boosting long-term customer loyalty.

Here’s a fine example from Bellroy:

• Creates a sense of journey and intentionality, making the customer feel like they’re part of a thoughtfully designed customer experience;
• Warm, conversational check-in that feels like a friend asking how you’re enjoying something, not a brand demanding attention;
• 30 days is long enough to form real opinions but short enough that the purchase is still top of mind;
• Showing actual Instagram content demonstrates that real people love and share the product.

What Makes ‘Post-Purchase Nurture Series’ Effective

Post-purchase nurture emails work because they meet customers exactly where they are—excited about their new purchase but potentially unsure about what comes next. Instead of leaving customers to figure things out on their own, these emails proactively answer questions and provide guidance.

The magic happens when you treat post-purchase communication as relationship-building rather than just another sales opportunity. By focusing on the customer’s success with their purchase first, you create goodwill that naturally leads to repeat business. It’s the difference between a store clerk who disappears after the sale and one who follows up to make sure you’re happy with your purchase.

18. Personalized Email — Trustpilot

Campaign Type: Automated | Best for: Ecommerce, Streaming, Travel, Retail

If you’re still wondering what effective email marketing campaigns look like, consider personalized email campaigns. Including personalization in your email marketing strategy ensures that your customers receive tailored messages that resonate with their interests and preferences.

There are many ways to add a touch of personalization to your communication based on your audience’s preferences, behavior, demographics, and more. Here’s one of the personalized email marketing examples you won’t see every day:

• Trustpilot personalizes its emails based not on customer behavior but on its impact;
• Showing how many views and clicks the review garnered engages the user and motivates them to leave even more reviews;
• The email is also personalized with the recipient’s name.

What Makes ‘Personalized Email’ Campaigns Effective

Personalized emails work because they make people feel seen rather than just marketed. Think happy birthday emails, references to recent purchases, or product suggestions based on your browsing history. This creates this little moment of, “Oh, they actually pay attention!” 

The trick is walking the line between helpful and creepy. Good personalization feels like a thoughtful recommendation from someone who knows your preferences. Bad personalization feels like you’re being watched through your screen.

The difference usually comes down to using customer data to add value rather than just showing off that you have it.

19. Order Confirmation Email — Airbnb

Campaign Type: Transactional | Best for: Ecommerce, Travel, Food Delivery, Ticketing

Order confirmation emails are the bread and butter of email marketing. Confirmation emails have one of the highest email open rates because they confirm that an online purchase/booking was made, confirm shipping costs (if there’s any) and most importantly—reassure customers that everything is going smoothly. 

When it comes to order confirmation emails, Airbnb has one of the best email marketing examples:

• The first thing that meets the eye is the photo of the place you ordered and much anticipated words (“Your reservation is confirmed”) that allow you to relax;
• It packs all the most important information (e.g., check-in and check-out dates, host’s info) about your stay in just a few lines;
• It features a clear, can’t-miss CTA (“View your full itinerary”) that people can use for cancellation or to adjust the details of their order.

What Makes ‘Order Confirmation Email Campaigns’ Effective 

Order confirmation emails are the email marketing equivalent of a receipt that makes you feel good about spending money. They work because they hit people at the exact moment when they need reassurance that yes, their money went to the right place, and no, they didn’t just get scammed by some sketchy website.

These emails have a captive audience in the truest sense – people are actively looking for them. You just handed over your credit card info to the internet, so you’re definitely checking your email to make sure everything went through smoothly

20. Referral/Refer-a-Friend Emails — Cometeer

Campaign Type: Automated | Best for: DTC Brands, SaaS, Fintech, Subscription Services

Referral emails encourage your existing customers to spread the word about your brand to friends, family, and colleagues. These emails typically offer incentives to both the referrer and the new customer—a win-win that leverages your happiest customers as a powerful marketing channel.

Word-of-mouth remains one of the most trusted forms of marketing, and referral emails formalize this process by making it easy for satisfied customers to share their positive experiences with others.

Here’s a good example from Cometeer:

• The Cometeer campaign clearly explains the referral program with a simple, easy-to-understand value proposition (share with 2 friends, get 2 free packs);
• It uses a personalized referral link or code that makes sharing effortless;
• The design is clean and shareable, with social sharing buttons or copy-friendly referral links.

What Makes ‘Referral Email’ Campaigns Effective

Referral emails work because they tap into something more powerful than any ad campaign: genuine trust between friends. When your friend tells you about a product they love, you’re far more likely to give it a shot than if you saw it in a sponsored post.

The psychology is straightforward: people love being helpful to their friends, and they love getting rewarded for it. A well-designed referral program transforms your most satisfied customers into enthusiastic brand ambassadors. The key is making the process dead simple and ensuring the reward feels genuinely valuable to both parties. Nobody wants to feel like they’re spamming their friends for a measly 5% discount.

21. Abandoned Browse Emails — Sometimes Always

Campaign Type: Automated | Best for: Ecommerce, Travel, Real Estate, Automotive

Abandoned browse emails target shoppers who viewed products on your website but didn’t add anything to their cart. These are customers in the early stages of the buying journey—they’re interested enough to look, but something stopped them from taking the next step.

Unlike abandoned cart emails (which target shoppers who were closer to purchasing), abandoned browse emails are softer touches that remind visitors about items they explored without being too aggressive about pushing a sale.

Here’s a fine, barrel-aged example from Sometimes Always:

• The email showcases products the customer previously viewed, creating a tailored, engaging experience with wine options they’ve already shown interest in;
• Phrases like “They’re going to disappear fast” create subtle urgency without being overly pushy, sparking curiosity without aggressive sales language;
• High-quality product images highlight the wines, making them look exclusive and visually appealing to rekindle customer interest;
• The “SHOP NOW” button invites action without pressure;
• Mentioning “very limited quantities” emphasizes scarcity, making the products more desirable and reinforcing urgency in a non-aggressive way.

What Makes ‘Abandoned Browse Email’ Campaigns Effective

Abandoned browse emails work because they catch people in that window of curiosity before they completely forget about your brand. We’ve all been there—scrolling through products on our lunch break, getting interrupted by a meeting, and never finding our way back.

These emails are effective because they feel helpful rather than intrusive. Instead of saying “BUY NOW!” they say, “Hey, remember these things you were interested in?” The trick is timing and tone. Send too quickly and it feels creepy; wait too long—they’ve already bought from your competitor. 

22. Social Proof Emails — Figlia

Campaign Type: Manual | Best for: DCT Brands, Beauty, Wellness, Hospitality

Social proof emails leverage customer reviews, testimonials, user-generated content, and popularity signals to build trust and encourage purchases. These emails showcase real experiences from real customers, turning your satisfied buyers into compelling evidence that your product delivers.

In a world where consumers are increasingly skeptical of traditional advertising, social proof provides the authentic validation people need to feel confident in their purchase decisions.

Here’s how Figlia, a non-alcoholic aperitivo brand, does their social proof marketing:

• Specific, descriptive excerpts feel authentic and give readers a vivid sense of the product experience;
• The warm, blush-toned photography creates a cohesive luxury aesthetic that matches the elevated press sources;
• Hands holding drinks make it easy to envision yourself enjoying the product;
• The email lets the press quotes speak for themselves without over-explaining;
• Mixing lifestyle (Vogue, GQ) with business (Forbes) and prestige news (NYT) broadens appeal across audience segments.

What Makes ‘Social Proof Email’ Campaigns Effective

Social proof emails work because humans are fundamentally social creatures who look to others when making decisions. When we’re unsure about something, we instinctively want to know: “What did other people think? Did it work for them?”

These emails are effective because they let user experience and industry insights do the selling. A brand saying “our product is amazing” feels predictable. A thousand customers saying it? Now, that’s just compelling. 

23. Upsell/Cross-sell Emails — Dollar Shave Club

Campaign Type: Automated | Best for: Ecommerce, SaaS, Subscription Services, Travel

Upsell and cross-sell emails recommend additional or upgraded products based on a customer’s previous purchases or browsing behavior. Upsell emails encourage customers to consider a higher-tier version of what they bought, while cross-sells suggest complementary products that enhance their original purchase.

These emails are powerful revenue drivers because they target people who have already demonstrated buying intent—they know your brand, they trust your quality, and they’re open to suggestions.

Here’s a great cross-selling campaign example by Dollar Shave Club:

• Catches customers right before their subscription ships, when they’re already expecting to spend money and adding items feels effortless;
• Casual, low-pressure language makes adding products feel like grabbing extras at checkout, not a sales pitch;
• Bright orange CTAs make impulse additions dead simple without leaving the email;
• Expands the cross-sell beyond immediate needs while reinforcing the brand’s lifestyle positioning.

What Makes ‘Upsell/Cross-sell Email’ Campaigns Effective

Upsell and cross-sell emails work because they meet customers at a moment of maximum receptivity. Someone who just bought running shoes is probably thinking about running gear. Someone who just purchased a camera might need a memory card or carrying case.

The key is making recommendations feel like helpful suggestions rather than sales tactics. Think of the best in-store shopping experiences you’ve had—the associate who noticed your style and pointed out the perfect accessory, or suggested the slightly nicer version that was worth the upgrade.

Email Newsletter Examples

1. Weekly Newsletter Example by Taylor Stitch 

Weekly newsletters are a great way to stay on top of your subscriber’s minds. Brands plan weekly newsletters to share new blog posts, the latest brand news, collections, product launch news, and exciting things planned for the week ahead.

Here’s an example of a weekly newsletter by Taylor Stitch: 

The newsletter reminds users about the upcoming summer season — warm weather and preparing for a wardrobe upgrade. The next section shares some outfit ideas for summer with a CTA to shop the products from the brand’s store. 

The contextual discussion about changing weather and summer collection fits the right image in the reader’s mind — they need something for summer, and the CTA entices them to check out the summer collection. 

Key Takeaways

• Use a common theme for the weekly newsletter; 
• Add contextual product links and CTAs to drive the discussion toward buying something. 

2. Monthly Newsletter Example by Apple

Sending a monthly newsletter is a great idea to keep subscribers engaged with the latest updates. In fact, maintaining consistency is one of the best practices for email marketing you should imbibe in your strategy. You can share the latest happenings, industry information, product updates, just like Apple did here:

The minimalist layout makes reading easier and will motivate readers to explore. The short snippets of text nicely condense all the most important information about the new product and entice readers to explore more on the brand’s website. 

Key Takeaways

• Send breaking news like product launches, important announcements, and brand updates via monthly newsletters to keep subscribers hooked;
• Focus on a single topic in your newsletter so as not to distract from the key information; 
• Break information into short paragraphs and supplement with images to ease readability.  

3. Blog Digest Newsletter by Refinery29

If you have a blog, a blog digest newsletter is an effective way to drive traffic to your website. By showcasing the newest or most popular articles, you arouse the readers’ curiosity and entice them to read more.

For instance, Refinery29, a digital media and entertainment website, uses a daily roundup to deliver curated content from its website:

This format is successful because it treats the email like a homepage—visually curated, scannable, and full of click-worthy news stories. 

It pulls the reader into a content journey. The bold visuals paired with compelling headlines trigger curiosity, while the modular layout makes it easy to browse and choose what interests them.

Key Takeaways

• Give your blog digest a distinct name to separate from other types of newsletters;
• For better readability, keep your layout simple and minimalist with lots of white space; 
• Add prominent CTA buttons to encourage readers to visit your website.  

4. Promotional Newsletter by Pangaia

As with any newsletter, ensure your promotional newsletters are relevant and valuable to the reader. 

For example, understanding that in the winter season, subscribers mostly shop for others than themselves (hint: Christmas), sustainable fashion brand Pangaia presented their sale as a good opportunity to shop for gifts:

However, it’s not all that makes this newsletter so special. The brand was also sure to include delivery details, ensuring the buyers would receive a perfect gift just in time for the holiday. They even suggest a plan B if the reader misses out on the sale and delivery window — a gift card they can receive immediately.

Key Takeaways

• Keep the email body brief, action-oriented and highlight key details;
• Ease the navigation by providing links to specific product groups;
• You can add additional information, but use reading hierarchy to ensure that the main focus is kept.

5. Educational Newsletter by Everyday Oil

Educational newsletters help you showcase your brand’s expertise and thought leadership. This builds brand credibility, makes your audience more likely to turn to you for advice, and builds a strong and loyal community in the long run. 

While often educational newsletters share how to get the most out of a brand’s products, it doesn’t mean you can’t go beyond, as natural cosmetic company Everyday Oil’s example shows:

The brand occasionally shares practical tips on everyday topics or mental health advice. While this doesn’t directly include their products, it creates a friendly and trustworthy brand image that’s likely to win over subscribers’ hearts (and entice them to shop).

Key Takeaways

• Share educational content that can somehow enrich your subscribers’ lives;
• To make the content relevant, address the seasonal topics or common pain points;
• Make the content easy to digest with illustrations and short paragraphs.

Conclusion

Email marketing might seem like a tough nut to crack at first. But with the right approach—and a few proven email marketing examples to guide you—it only takes some practice and fine-tuning before you start seeing real results.

When you have email automation tools like Sender at your disposal, you can adjust campaigns according to your budget and goals. Not only does this lead to better ROI, eventually it leads to happier subscribers. And at the end of the day, what’s more important than that?

---

Sources:

• https://cropink.com/black-friday-statistics?
• https://slideshare.net/bluehornetemail/bluehornet-consumer-views-of-email-marketing-2013-presentation-final
• https://www.getresponse.com/resources/reports/email-marketing-benchmarks
• https://www.statista.com/statistics/670633/e-mail-marketing-strategy-change-na/