12 of the Best Email Marketing Examples You've Ever Seen (And Why They're Great)

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March 5, 2015 // 8:00 AM
of the Be t mail Ma keting
xample Yo 've ve Seen
(An Why They' e G eat)
Written by Lindsay Kolowich | @lkolo25
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MARKETING / 3 days ago
12 of the Best Email Marketing
Examples You've Ever Seen
(And Why They're Great)
MARKETING / 1 day ago
Is Personalization Creepy? 6
Experts Weigh In
At one point or another, we all need inspiration to do our jobs better. It
doesn't matter whether you're a marketing veteran who has navigated
through years of changing technology or a newbie fresh out of college -- we
all need examples of outstanding content. It helps us get through creative
ruts, make the case to our boss for experimentation, and improve our own
marketing.
Most of the time, inspiration is easy to find because most marketing content
is publicly available. You can scour the internet or go on your favorite social
network to see what your connections are talking about.
But there's one marketing channel that is really, really hard to find good
examples of unless you're already in the know: email. There's nothing casual
about it -- you usually need to be subscribed to an email list to find great

examples of emails. And even if you're subscribed to good emails, they are
often bombarding you day after day, so it's hard to notice the gems.
Because it's so difficult to find good email marketing examples, we decided
to do the scouring and compiling for you. Read on to discover some great
emails and get the lowdown on what makes them great -- or just keep on
scrolling to get a general feel for each. However you like to be inspired is
fine by us!
And for more help creating effective emails,
download our free guide to awesome email
newsletters.
12 Examples of Effective Email
Marketing
1) Warby Parker
What goes better with a new prescription than a new pair of glasses? The
folks at Warby Parker made that connection very clear in their email to my
boss. The subject line was: "Uh-oh, your prescription is expiring." What a
clever email trigger. And you've gotta love 'em for reminding you your

prescription needs updating.
Speaking of which, check out the clever co-marketing at the bottom of the
email: If you don't know where to go to renew your subscription, the
information for an optometrist is right in the email. Now there's no excuse not
to shop for new glasses!

2) charity: water
When people talk about email marketing, lots of them forget to mention
transactional emails. These are the automated emails you get in your inbox
after taking a certain action on a website. This could be anything from filling
out a form to purchasing a product to updating you on the progress of your
order. Often, these are plain text emails that email marketers set and forget.
Well, charity: water took an alternate route. Once someone donates to a
charity: water projects, their money takes a long journey. Most charities don't
tell you about that journey at all -- charity: water uses automated emails to
show donors how their money is making an impact over time. With the
project timeline and accompanying table, you don't even really need to read
the email -- you know immediately where you are in the whole process so
you can move on to other things in your inbox.

3) BuzzFeed
I already have a soft, soft spot for BuzzFeed content (70 pictures of dogs in
their Halloween costumes, anyone?), but that isn't the only reason I fell in
love with its emails.
First of all, BuzzFeed has awesomely written subject lines and preview text.
They are always short and punchy -- which fits in perfectly with the rest of
BuzzFeed's content. I especially love how the preview text will accompany
the subject line.
For example, if the subject line is a question, the preview text is the answer.
Or if the subject line is a command (like the one below), the preview text
seems like the next logical thought right after it:
Once you open up the email, the copy continues to be great. Just take a look
at that glorious alt text action happening where the BuzzFeed logo and first
image should be. The email still conveys what it is supposed to convey --

and looks great -- whether you use an image or not. That's definitely
something to admire.
Without images:
With images:

4) Canva
The beauty of Canva's emails is in their simplicity. When they come out with
a new design concept, they let their email subscribers know by sending an
email like the one you see below. Each one gives a brief description, shows
a preview, and then encourages the reader to try it themselves. My
colleague Niti (who's an email marketer herself) is a huge fan of their emails
-- in fact, she says Canva's emails have some of the best tie-ins to a product
that she's seen in any email campaign.

5) Birchbox
The subject line of this email from beauty product subscription service

Birchbox got my colleague Pam clicking. It read: "We Forgot Something in
Your February Box!" Of course, if you read the email copy below, they didn't
actually forget to put that discount code in her box -- but it was certainly a
clever way to get her attention. And the discount code for Rent the Runway,
a dress rental company that likely fits the interest profile of most Birchbox
customers, certainly didn't disappoint.

6) Cook Smarts
I've been a huge fan of Cook Smarts' "Weekly Eats" newsletter for a while.
The company sends yummy yummy recipes in meal plan form to my inbox
every week. But I didn't just include it because of its delicious recipes ... I'm
truly a fan of its emails. I love the layout: Each email features three distinct

sections (one for the menu, one for kitchen how-to's, and one for the tips).
This means you don't have to go hunting to find the most interesting part of
its blog posts -- you know exactly where to look after an email or two.
I also love Cook Smarts' "Forward to a Friend" call-to-action in the top-right
of the email. Emails are super shareable on -- you guessed it -- email, so
you should also think about reminding your subscribers to forward your
emails to friends, coworkers, or heck, even family!

7) Dropbox
You might think it'd be hard to love an email from a company whose product
you haven't been using. But Dropbox found a way to make their "come back
to us!" email cute and funny, thanks to a pair of whimsical cartoons and an
emoticon. Plus, they kept the email short and sweet to emphasize the
message that they don't want to intrude, they just want to remind the
recipient that they exist and why they could be helpful. When sending these
types of email, you might include an incentive for recipients to come back to
using your service, like a limited-time coupon.

8) Paperless Post

When you think of "holiday email marketing," your mind might jump straight
to Christmas, but there are other holidays sprinkled throughout the rest of the
year that you can create campaigns around.
Take the email below from Paperless Post, for example. I love the header of
this email. First, it provides a clear call-to-action that includes a sense of
urgency. Then, the subheader asks a question that forces recipients to think
to themselves, "Wait, when is Mother's Day again? Did I buy Mom a card?"
Below this copy, the simple grid design is both easy to scan and is quite
visually appealing. Each card picture is a CTA in and of itself -- click on any
one of them and you will be taken to a purchase page.

9) Stitcher
Humans crave personalized experiences. It's science. When emails appear
to be created especially for you, you feel special -- you’re not just getting
what everyone else is getting. You might even feel like the company sending
you the email knows you in some way, and that they care about your
preferences and making you happy.
That's why I love on-demand podcast/radio show app Stitcher's
"Recommended For You" email. I tend to listen to episodes from the same
podcast instead of branching out to new ones. But Stitcher wants me to

discover (and subscribe to) all the other awesome content they have -- and I
probably wouldn't without their encouragement.
I think this email is also quite a brilliant use of responsive design. The colors
are bright, and it's not too hard to scroll and click -- notice the CTAs are
large enough for me to hit with my thumbs. Also, the mobile email actually
has features that make sense for recipients who are on their mobile device.
Check out the CTA at the bottom of the email, for example: The "Open
Stitcher Radio" button prompts the app to open on your phone.

10) Turnstyle Cycle
When I got this email from spin studio TurnStyle Cycle, I felt like I was
reading an email from a good friend.
Design-wise, they kept it simple: a branded header followed by plain text
and a simple footer. But the copy was what caught my eye. It's friendly, yet

sincere: "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.
The only thing missing here was a CTA button directed at the class
schedule; but otherwise, the genuineness of the email copy really stuck out
to me and made me feel close to the brand.

11) Poppin
Your customers want to hear from you about exclusive deals and other ways
they can save money. Offering coupons and discounts via email can be an
effective tool for both customer acquisition and customer loyalty. I think office
supply vendor Poppin did a great job with this email where they offer a 15%
off promotion. The bright, bold colors and soft fonts match their cool, modern
branding, and the design is simple with four distinct calls-to-action. Plus, I

don't know about you, but I always love a good pun.

12) Drybar
Sometimes, the best emails have the simplest designs. Design-wise, this
email takes the cake. It's super easy to scan, making it easy for you to
digest what it's about. The copy is simple but clever and aligns perfectly with
their brand. And they are telling you exactly what you need to know about the
new product; nothing more, nothing less. Because this email is about driving
awareness of a new product rather than converting someone to become a

lead or customer, that's all you really should be noticing. So hats off to
Drybar for using design to better communicate its message!

These are just some of our favorite emails. Who sends you emails that
you love? Share your favorites in the comments, and we'll check them out
for future posts like these.
Editor's note: This post was originally published in October 2013 and has
since been updated for accuracy and comprehensiveness.

Topics: Email Marketing
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disheartening. Even if you've found someone with ideal experience and
tremendous potential, a candidate who struggles in the interview can leave
too many open questions to accept.
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How to Set Up Multi-Product Ads on
Facebook [Quick Tip]
In June of last year, Facebook announced a new ad format called "multi-
product ads" that caught the attention of many Facebook advertisers. This
new format was designed to do three things: generate more website
visitors, drive better conversion rates, and improve remarketing results.
Quick movers were able to make the most of the new ad format using the
Facebook Ads API, but others had to wait for Facebook to fully incorporate
the format into its advertising product.
›

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5 Ways to Squeeze the Most Use out of Your
Content Offers
Written by Jessica Plunkett
You’ve heard the expression “don’t reinvent the wheel.” The same is true for
content – don’t reinvent it, repurpose it.
Start with a white paper, guide or ebook that you’ve written to support a
product or service that you sell. With this one piece of content, you can
easily repurpose content five times through different channels. Here's how!
Read More
17 Inspirational Quotes on Leadership &
›
›

Management From Daniel Pink
Written by
Most people have one approach when it comes to management and
leadership. To motivate their team, managers will resort to punishments or
rewards. They offer up fun prizes for the top performers and performance
plans to those at the bottom -- and hope that those incentives will make their
team produce top-notch results.
But that approach doesn't always work. People need to feel meaning in their
actions and jobs, not just consequences.
Read More
4 Mistakes People Make When Measuring
Brand Awareness (And How to Avoid Them)
Written by Adria Saracino
One of our main jobs as marketers is to acquire new customers. To
start acquiring them, we need to get our company name out there. Or as
marketers would say, "build brand awareness."
›

marketers would say, "build brand awareness."
The tough thing about brand awareness is that it historically has been a lofty,
fluffy goal that many executives don't value ... but it's actually a crucial
component of the buyer's journey.
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The Growth Show: How Shopify Grew 10X in
3 Years
On this episode of The Growth Show, HubSpot’s Mike Volpe and Meghan
Keaney Anderson sit down with Craig Miller, Chief Marketing Officer at
Shopify.
›
“When you call it a marketing team, no one knows for
sure what you're supposed to do. But when you call it a
growth team, everyone knows exactly what the goal is
and what you need to do everyday.
“
- Craig Miller

Read More
How to Make the Most of Your Content: An
Integrated Promotion Strategy for the
Modern Marketer
Written by Eric Murphy
The content marketing struggle is real; every marketer knows the difficulty of
serving up the right content to the right audience at the right time.
Unfortunately, it won’t be getting easier any time soon. The Content
Marketing Institute’s 2015 Reports show that 69% of B2C and 70% of B2B
marketers are creating more content this year than last year.
Consumers are already inundated with content everywhere they go, and in
an age of increasing adoption and production, brands are reeling in the
›

an age of increasing adoption and production, brands are reeling in the
wake of wasted content investments.
Read More ›

12 of the Best Email Marketing Examples You've Ever Seen (And Why They're Great)

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