If you’re stuck in a creative rut, email marketing examples can spark fresh ideas and reignite your inspiration.
The best examples go beyond just looking good — they show you how to connect with your customers on a deeper level. By blending personalization, smart segmentation, compelling copy, and eye-catching visuals, these emails get clicks, drive website traffic, and make an impact.
Successful email campaigns go beyond the basics of selling and create genuine connections with customers. They recognize and reward loyal subscribers while warmly welcoming new ones. By addressing customers at every stage of their journey, these campaigns showcase ongoing value, build trust, and inspire long-term loyalty.
Ready to up your game? Take a look at this list of our favorite email marketing examples in 2025.
Increase your ROI with successful email marketing campaigns powered by Omnisend
An email marketing campaign is the distribution of a coordinated series of emails. These are sent out to achieve specific business goals, such as develop customer relationships and increase sales.
There are many different types of email marketing, such as welcoming new customers, inviting a loyal audience to an event, or sending out an order confirmation.
Email marketing keeps you in regular contact with potential and existing customers via email. It’s a powerful and cost-effective tool for establishing your brand identity, nurturing better relationships with customers, and growing your business.
The best email marketing software will enable you to automate your email campaigns. This way, you can always send the right message to the right people at the right time, building trust and relationships with your audience, and making sales on autopilot.
You can also use email marketing to support your business’s growth by employing data-driven analytics to monitor your email campaigns’ performance. This allows you to tailor and personalize your emails, responding to the preferences of different segments of your audience.
Effective email marketing campaigns
Successful email marketing examples will use a number of strategies to effectively capture audience attention and support business growth.
Best practices include:
Consistent demonstration of business value
Email personalization
Data-driven strategies
Clear calls to action (CTAs)
Engaging and responsive visuals
The best email marketing examples work to keep a business at the forefront of its audience’s mind while consistently demonstrating the value and purpose of its products or services. If you send your subscribers emails containing fluff or filler content, you’re more likely to face unsubscriptions.
By personalizing emails and tailoring them to specific audience demographics, you’ll better meet your audience’s needs. What’s more, you’ll also build consumer trust in your brand and improve customer engagement and business growth.
You should harness and drill down into the data provided by your email marketing software. There are a number of metrics or key performance indicators (KPIs) you can use to gauge the measurable success of your email marketing campaigns. These include your email open rates, click-through rates (CTR), conversion rates, and unsubscribe rates.
Best email marketing campaign examples
1. Welcome emails
Brand: Baking Steel
Subject line: 🤔 Does it live up to the hype?
Goal: Welcoming a customer into the business community
A welcome email is the first digital communication a new customer will receive from your business. It should welcome them into the community, offer inspiration, and encourage them to make their first purchase.
The best welcome emails have high open and conversion rates because they work to establish a customer relationship and invite them to interact.
In this welcome email, Baking Steel immediately demonstrates the value of its product to its audience, differentiating it from the competition. The CTA is clear and concise, and the email’s tone is friendly, working to establish a rapport with new subscribers. Its use of appealing visuals also supports the overall message.
2. Onboarding series
Brand: WeWork
Subject line: More than just a pretty space
Goal: Introducing and acquainting new customers with the business’s products and services
Onboarding email sequences are strategically scheduled emails sent to a new user. Once the initial welcome email is sent out, an onboarding email further introduces new subscribers to a business, familiarizing them with its offerings and services.
The best onboarding email marketing examples are engaging and educating, with the ultimate goal of converting customers.
This example from WeWork uses strong visuals and a punning subject line to introduce the brand’s identity. By identifying the various ways WeWork can benefit its users, the email emphasizes its present and future value to new members.
3. Abandoned cart recovery emails
Brand: Chatters Salons
Subject line: Don’t miss out! Get it before it’s gone…
Goal: Persuade customers to return and complete purchases
The recipient (Sheeza) is addressed in the email body, personalizing the message.
The text is clear and goal-oriented, reminding the customer that they didn’t complete the purchase and encouraging them to finish the checkout process.
The bold body text works cohesively with the subject line and clear CTA to incite a click-through and purchase, supported by the message that the items are being held until checkout is complete.
4. Product launch announcements
Brand: Pipcorn Heirloom Snacks
Subject line: We’ve brought a NEW Twist to the snack game!
Goal: Encourage subscribers to buy the new product
Email campaigns can support the launch of a new product and entice subscribers to click through and buy the new product by using all the tools in a digital marketer’s arsenal.
Product launch emails should combine engaging subject lines with compelling messaging, strong CTAs, personalization, and appealing visuals.
This one from Pipcorn Heirloom Snacks uses eye-catching visuals and interesting fonts to capture a subscriber’s attention. It also concisely introduces the new product, outlining its characteristics in an engaging way.
5. Seasonal promotions
Brand: Starbucks
Subject line: Psst…🙋♀️Pumpkin Spice Latte is available exclusively for Starbucks Rewards members! 🍂🍁
Goal: Reward loyal customers with sneak-peak seasonal benefits and promotions
Promotional emails build existing customer loyalty through rewards and discounts to increase sales.
Seasonal promotional emails are a popular option to celebrate specific occasions and introduce the relevant products and services for that period.
This seasonal promotion email from Starbucks strategically combines exclusivity and desirability to offer loyal customers sneak peek rewards.
By promoting a must-have product in advance and positioning email subscribers as having access to insider knowledge, Starbucks leverages loyal customers during a busy and desirable time of year.
6. Upsell emails
Brand: Grammarly
Subject line: 👋 Just until tonight: $75 for a year of Premium
Goal: Convince free business users to upgrade to a premium subscription
Upsell emails should persuade existing customers to purchase more of a product or service. They’re a great way of driving revenue by increasing order value.
This B2B upsell email campaign from Grammarly is clear and concise, with a simple but streamlined design. This ranks among the best email advertising examples by including a limited-time offer that incites customer action.
Two CTAs are straightforward and decisive, complementing the design and colors of the email. The benefits of a premium subscription are plainly advertised in language that’s to the point and accessible.
7. Cross-sell campaigns
Brand: Amazon
Subject line: Your Amazon.com order #650-65000050-650000
Goal: Suggest related products to a customer’s confirmed order
Image via Really Good Emails
Why we like this example
Cross-sell email campaigns promote goods or services related to a customer’s past purchases — such as recommending a notepad when a customer buys a pen.
This email from Amazon suggests “bargain recommendations” that relate to the confirmed order. Both items are clearly advertised, and quick links make it easy for the customer to purchase.
8. Re-engagement emails
Brand: Busuu
Subject line: Hit reboot on your learning with 50% off 🤖
Goal: Re-engage subscribers with low interaction rates
Feedback request emails are designed to give a business insight into a customer’s experience of the business.
By asking for a loyal subscriber’s honest feedback, a survey email can improve the customer experience and satisfaction, as well as offer companies the chance to implement actionable responses.
The subject line of this email from Grind is immediately compelling, demonstrating the potential reward for participating in the email survey.
Strong visuals complement the email copy, which is clear and straight-talking. The CTA immediately follows the text and is prominently distinguished from the rest of the email.
10. Newsletter emails
Brand: Shopify
Subject line: Ready to start a t-shirt business?
Goal: Share valuable insight with existing email subscribers
A newsletter is a great email marketing example of how to use storytelling through graphics and text in order to engage, inform, and interest subscribers.
Although newsletters might advertise products, they’re typically used to build brand awareness and identity, increase audience engagement, and nurture relationships with subscribers.
This email from Shopify shares a t-shirt business idea alongside other trending resources to pique a reader’s interest and encourage them to click through and read more.
The visuals are colorful, and the newsletter’s design is cohesive and appealing.
11. Thank you emails
Brand: brooklinen
Subject line: Not a marketing email
Goal: To communicate thanks to its audience
Image via Really Good Emails
Why we like this example
A thank you email affords the chance to build connections with customers, encouraging loyalty and repeat business by nurturing an ongoing relationship.
Successful thank you email marketing examples will use both the subject line and the email’s content to engage its readers.
Although the subject line of this thank you email might specify that it’s not a marketing email, it’s still part of a broader email campaign designed to build a relationship with loyal subscribers.
Sharing a recently published article to email subscribers serves as a strategy by which the business can indicate its wider success — a form of social proof.
This reinforces a rapport and sense of subscribers being part of an in-the-know group of insiders, as well as offering the business a chance to sincerely thank its audience.
12. Event invitations
Brand: Retail Global
Subject line: You’re invited to the eComm Party of the YEAR!
An event invitation email is a great way of targeting a niche audience, promoting an event to them, and encouraging signups.
From sharing essential information to securing RSVPs, an event invitation email should strategically use a captivating subject and opening line, a clear email layout, and a compelling CTA to inspire customers to sign up for an event.
We like this one because it immediately captures recipients’ attention and clearly relays information about the event.
The email’s overall design thematically aligns with the event itself, with a strong use of visuals and colors. Credibility is inferred by reference to the sponsors and supported by the use of their branding.
13. Lead nurturing emails
Brand: Holo Taco
Subject line: Want a Free Gift on Your Birthday? 👀🎁💅
A lead nurturing email is sent out to customers who have shown high intent to purchase your goods or services but haven’t yet done so.
It works to build relationships with these leads, keeping them engaged with and interested in your business until they’re ready to buy. In other words, these emails work to move customers down the sales funnel.
Successful lead nurturing marketing email examples should be personalized to each recipient (lead). This will foster a more connected dynamic and encourage continued engagement.
A lead nurturing email won’t succeed unless it makes customers feel rewarded and valued, which this example from Holo Taco successfully achieves.
By asking customers to enter their birthday, the company is promising more personalized future communication and rewards. The color scheme is fun, and the techy graphics and visuals contribute to the overall aesthetic.
14. Limited-time offers
Brand: Barnes & Noble
Subject line: Limited Time Special Offer
Goal: Encourage subscribers to take advantage of a time-limited discount
Image via Really Good Emails
Why we like this example
An email advertising a limited-time offer will include details of a special offer valid for a specific period of time. This special offer can include everything from a discount or deal to a unique gift with purchase.
A limited-time special offer should always operate from a condition of urgency. In other words, it needs to emphasize how time-sensitive the email discount or incentive is.
This encourages customers to make quick purchasing decisions — clicking through and completing checkout before the window closes — to drive business sales.
This Barnes & Noble email clearly outlines the limited-time special offer while directing a reader’s attention to the CTA.
The “items selected for you” section works to cross-sell related products, recommending potential goods the discount could be used on. Including individual CTAs underneath each suggestion makes click-throughs as easy as possible for subscribers.
15. VIP exclusive offers
Brand: Pendleton Whisky
Subject line: VIP, Welcome to the Pendleton Whisky Family!
Goal: Outline the benefits of being a VIP customer
Image via Really Good Emails
Why we like this example
You can use your email marketing to reward long-term and loyal customers with exclusive offers for business VIPs.
By offering special discounts and perks or even providing rewards like free shipping and early access to new products and services, you’re nurturing greater customer loyalty for an already highly engaged audience.
This increases the likelihood of higher-value purchases and nurtures ongoing customer relationships.
This email from Pendleton Whisky clearly outlines the advantages that VIP customers can benefit from.
Visuals and text combine to create a distinctive brand image and identity, with multiple CTAs included to encourage more click-throughs from customers.
16. Content highlight emails
Brand: AllTrails
Subject line: Visit national parks for free on Sunday, August 4th🌲
Goal: Give subscribers knowledge about wider website content
Image via Really Good Emails
Why we like this example
A content highlight email should encourage engagement with existing website content. Although this type of email isn’t intended to drive conversions, the best examples will aim to cultivate better audience relationships and demonstrate the business’s ongoing value.
This example uses a seasonal event (the Great American Outdoors Act) as a reason to send a content highlight email.
By specifying an exact date and linking its content to a wider context, the email emphasizes its timeliness and value to readers.
Images and text combine with strong CTAs to invite readers to click through and engage with website content.
17. Order confirmation emails
Brand: Athletic Greens
Subject line: Thank you for your order!
Goal: Confirm a product order and provide shipping details
Image via Really Good Emails
An order confirmation email is an automated transactional email sent to a customer once they’ve completed a digital purchase.
It should provide details like the order and shipping confirmation, as well as delivery information. You should aim to use an order confirmation email to answer any questions a customer might have post-purchase.
Why we like this example
In this email, clear instructions are provided about what a customer can expect and when, with order details clearly outlined.
We particularly like how this order confirmation reinforces brand identity and product value by emphasizing the customer’s investment in their health.
Plus, the footer indicates the company’s social responsibility, providing a clear CTA to encourage customers to click through.
18. Anniversary or birthday emails
Brand: The Sill
Subject line: It’s our birthday — here’s a gift for YOU! 🎁
Goal: Encourage sales by offering anniversary incentives
Image via Really Good Emails
An anniversary email is a message sent to customers to coincide with a significant event. That could be the business’s birthday or a number of years since a customer’s first purchase.
Anniversary emails are designed to foster an ongoing relationship with audiences, reminding them of the business’s value and thanking subscribers for their part in its success.
Beyond just saying thank you and making audiences feel special, anniversary emails can also offer product updates, exclusive offers, and insight on a business’s next steps.
Why we like this example
This email from The Sill combines a conversational rapport with humor to outline the business’s appreciation for its subscribers.
A time-sensitive reward code is offered to incentivize readers to click through and boost sales, and details of a celebratory event are also provided. CTAs are clear and well-situated in the email, too.
19. Social proof emails
Brand: Figlia
Subject line: Press knows best
Goal: Increase brand awareness and authority by including customer or press reviews
Image via Really Good Emails
There are different kinds of social proof, including customer testimonials, reviews, details about awards, and press mentions. All of these demonstrate your expertize and value to loyal and new customers.
Social proof emails can increase your follower count and attract new audiences, as well as strengthen engagement with existing subscribers. This all increases conversions and raises your brand profile.
Why we like this example
Figlia quotes multiple press articles alongside strong images to emphasize the product’s cross-sector appeal. By highlighting the media that has reviewed the product, the email also cultivates a greater sense of the brand’s identity and aesthetic.
20. Referral program emails
Brand: Going
Subject line: Get real money for helping your friends travel 💰
Goal: Incentivize existing customers to refer others
Image via Really Good Emails
A referral email will offer an incentive to existing customers to share a business with their contacts.
This incentive can be anything from an offer, gift, or discount provided when a new customer makes a purchase, providing a mutual benefit for both parties.
In essence, referral program emails turn existing customers into brand advocates. They allow businesses to find future leads with challenges, needs, or preferences similar to those of an existing customer base.
Why we like this example
This email from Going immediately clarifies the rewards of referring. Clear CTAs are provided to send subscribers through to the main website.
The three steps of referral are also clearly described through the use of both text and visuals. This combines with the three ways of referring a friend to make the process as easy as possible for email subscribers.
How do you create an email marketing campaign?
Now you’ve seen our top email marketing examples, you can follow these steps to create a successful email marketing campaign yourself:
1. Define your campaign goals
By knowing what you want to achieve, you’ll be better placed to create a campaign that meets those targets. Common objectives include building brand awareness, generating leads, and increasing website traffic.
2. Outline your target audience
Outlining your audience allows you to personalize content to meet the specific pain points of your audience and segment emails according to different demographics. Audience personalization and segmentation will ensure that you’re targeting an engaged, interested audience within a particular niche. This reduces the risk of unsubscriptions if customers feel they receive excessive emails that lack value.
3. Build your campaign
Time to flesh out your campaign using templates, subject lines, images, and copy (text). With Omnisend you can create beautiful, data-driven email campaigns that drive customer engagement.
4. Send or schedule
From there, specify the audience segment that will receive your email and either send or schedule your campaign. Establish a consistent sending frequency that your audience will come to know, and maximize email deliverability.
Best practices for email marketing success
There are a number of best practices for creating a successful email marketing campaign.
You can enhance your audience segmentation through A/B testing to establish what customers best respond to in your email campaigns. A/B email testing provides granular insight into successful marketing strategies, ensuring you deploy the strategies that audiences most respond to.
Be sure your email campaigns are optimized for various devices. A responsive design should compress images without compromising quality and make use of alt text for accessibility and improved search engine visibility.
And, of course, you should always track and monitor your emails. With Omnisend, you benefit from in-depth analytics that provide insight on the measurable success of your campaigns.
Conclusion
Studying successful marketing examples from other businesses can help you implement tried-and-tested strategies with actionable insights. By employing the best practices for a successful email marketing campaign alongside our step-by-step guide, you’ll be well-placed to expand your business in 2025 and beyond.
An email marketing tool like Omnisend can support the success of your email marketing into the new year. From welcoming new customers with an automated welcome email sequence to winning back lapsed subscribers and everything in between, Omnisend will help you nurture customer relationships and drive more conversions.
FAQs
What are the four types of email marketing?
The four primary types of email marketing are transactional, informational, promotional, and newsletter emails. Each of these four types of email marketing serves a purpose, working to acquire, engage, and retain customers.
What is the most popular email marketing?
The different types of email marketing are all popular in their own ways. For example, customers appreciate transactional emails for peace of mind, informational emails when they’re helpful, and newsletter emails when they make them aware of upcoming sales. Of course, promotional emails are often the most popular when they include special offers and discount codes.
Elevate your 2025 email marketing campaigns with Omnisend
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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