It doesn’t matter how much you enjoy your work—working in the same format or topic can send you into an inspiration slump. That’s why I sometimes take to reading illustrated children’s books to see what an anthropomorphized toaster and his friends can teach me about creating a narrative throughline in a blog post.
More recently, I took to my inbox—along with the inboxes of other folks at Zapier—to find inspiration for fresh email marketing ideas. Here are the ones that stopped me mid-scroll and made me want to click.
Table of contents:
Email marketing examples at a glance
Category | Key takeaway | |
|---|---|---|
Welcome (B2C) | Ask new subscribers to reply or move your email to Primary to boost deliverability. | |
Welcome (B2C) | Meet new users where they are emotionally (instead of jumping straight into features). | |
Welcome (B2C) | Link to self-serve resources so new users can get started without contacting support. | |
Welcome (eCommerce) | Lean into your brand voice from email one. | |
Welcome (eCommerce) | Pair strong product imagery with a prominent discount while first-impression momentum is fresh. | |
Welcome (eCommerce) | Use social proof and social media CTAs to build trust and grow your audience across channels. | |
Opt-in confirmation | Repeat the CTA in the subject line and the body. | |
Opt-in confirmation | Keep your confirmation email simple. | |
Product education | Use an infographic to pair each product with a specific pain point so you educate and sell at the same time. | |
Product education | Treat text-heavy emails like mini landing pages. | |
Product recommendation | Include the product name and a visual so subscribers instantly reconnect with the item. | |
Product recommendation | Frame a restock as a limited, in-demand event and let scarcity do the selling. | |
Product recommendation | Use purchase history to identify gaps, and then recommend a short, curated product list. | |
Seasonal / holiday | Pair a curated gift guide with a timely discount tied to a relevant moment. | |
Seasonal / holiday | Get limited-edition seasonal products on customers’ radars early with a pre-order email. | |
Re-engagement | Use on-brand cheekiness to cut through inbox noise. | |
Re-engagement | Pair a strong visual with a well-timed discount to pull lapsed subscribers back in. | |
Re-engagement | Send a benefits reminder with an incentive to claim those benefits. | |
Abandoned cart | Remove a friction point (like shipping costs) and make the CTA unmissable. | |
Abandoned cart | Use genuine scarcity messaging to encourage hesitant shoppers to act. | |
Order confirmation | Use your confirmation email to surface a relevant next step while purchase excitement is fresh. | |
Order confirmation | Add small branded touches to turn a routine receipt into something that reinforces your brand. | |
Feedback request | Lead with a clear incentive and make the value exchange obvious from the start. | |
Feedback request | Embed a rating tool directly in the email to avoid drop-offs. | |
Feedback request | Encourage feedback with a personalized message, as well as a coupon. | |
Loyalty & rewards | Make referrals easy by leading with what both parties get, backed by social proof. | |
Loyalty & rewards | Send periodic points balance reminders. | |
Product launch & update | Show a new feature in action rather than just describing it. | |
Product launch & update | Leverage media coverage in your emails; a recognizable logo lends instant credibility. | |
Product launch & update | Use animated visuals to give subscribers a real feel for a new location or space. | |
Event marketing | Answer when, where, and how to sign up immediately; keep everything else secondary. | |
Event marketing | Help attendees preview and plan their agenda to reduce no-shows. | |
Event marketing | Feature a real past attendee front and center. |
Welcome email marketing examples for B2C
When someone joins your email list, you’ve got one shot to make a stellar first impression. An automated welcome email series is one of the most impactful ways to onboard new subscribers and set expectations for what kind of content they’ll receive from you.
1. Link in Bio
Type: Welcome email (B2C)
What works:
The welcome email includes links to the most popular past newsletters, giving new readers an easy on-ramp to the best content.
The final call-to-action (“Respond to this email with a ‘Hi!’ or simply move this email over to ‘Primary'”) improves email deliverability by training inbox algorithms to treat future sends as wanted mail.
Key takeaway: If your product is a newsletter, ask new subscribers to reply or move your email to their Primary inbox. It’s a small CTA that can make a big difference in keeping you out of the Spam folder.
2. YNAB
Type: Welcome email (B2C)
What works:
The copy directly acknowledges that budgeting can feel intimidating and reframes signup as a fresh start. Naming the emotion builds trust with users who are already second-guessing themselves.
A “Quick Tip” callout prompts users to download the mobile app, giving them one easy next step without overwhelming them with a full feature tour.
Key takeaway: If your product addresses something stressful or personal, acknowledge that in your welcome email. Meeting new users where they are emotionally can be more effective than jumping straight into features.
3. Reclaim.ai
Email marketing type: Welcome email (B2C)
What works:
The email includes a list of quick tips designed to help users get the most out of their free trial from the start.
The email comes from Reclaim.ai’s cofounder Henry, which adds credibility and a human touch.
Key takeaway: Use your welcome email to link to self-serve resources—getting started guides, FAQs, or short tutorials—that set users up for success before they ever need to contact support.
Welcome email marketing examples for eCommerce businesses
If you run an eCommerce business, you might have a mix of curious shoppers who have actively subscribed to your email list or have been added after completing a purchase. Either way, it’s clear that these subscribers’ interests are piqued. So ride that momentum by throwing in a special offer or exclusive content.
4. The Mutt Dog
Type: Welcome email (eCommerce)
What works:
The email subject line (“So we hear you like dogs?”) and headline (“Welcome to our pack!”) immediately establish a playful, community-driven brand voice that speaks directly to the target audience. It feels like joining a club, not a mailing list.
The discount is framed as something the subscriber deserves, which makes the 10% off feel earned rather than generic.
Key takeaway: Your welcome email is a chance to show subscribers what your brand sounds like. If you have a strong voice and a clearly defined audience, lean into it from the very first email. Personality is what makes people want to stick around.
5. Summer Fridays
Type: Welcome email (eCommerce)
What works:
The email leads with a beautiful, full-width display of their skincare products, letting the visuals do the heavy lifting.
A clear CTA and discount code are included right away, giving new subscribers an immediate reason to convert while their interest is fresh.
Key takeaway: When a new subscriber is already excited about your brand, pair strong product imagery with a prominent discount in your welcome email to turn that first-impression momentum into a first purchase.
6. Krewe
Type: Welcome email (eCommerce)
What works:
Krewe uses its welcome email to showcase customer reviews, building trust and credibility before the subscriber has even browsed the shop.
The email also invites recipients to follow the brand on Instagram, turning a one-time email open into an ongoing relationship on a highly-engaged platform.
Key takeaway: Your welcome email doesn’t have to close a sale right away. Use it to build trust with social proof and grow your audience across channels, so you have more touchpoints to convert later.
Opt-in email marketing examples
When it comes to building an email marketing list, quality trumps quantity every time. One of the best ways to cultivate a high-quality email list is to use a double opt-in process when collecting new emails. In a double opt-in, the person who signed up receives an email asking them to confirm that they want to sign up. Subscribers will receive your emails only after they click the link in that confirmation email.
7. Google
Type: Opt-in confirmation email
What works:
The CTA is reiterated in both the subject line and the body of the email, so there’s zero ambiguity about what the reader needs to do.
By telling the reader they’re one step away from finishing (“Almost done”), it makes clicking the button feel like a completion rather than a commitment.
Key takeaway: Your double opt-in confirmation email has one job: get the click. Repeat the CTA in the subject line and the body, and resist the urge to add anything else.
8. Substack
Type: Opt-in confirmation email
What works:
Like Google, Substack keeps its confirmation email dead simple. The message is short, the ask is obvious, and there’s nothing competing for the reader’s attention.
The simplicity also reinforces trust. It looks and feels like a standard verification step, not a marketing play.
Key takeaway: The simpler your opt-in email is, the more likely subscribers are to complete the confirmation.
Product education email marketing examples
Product education emails do exactly as the name describes: They educate your readers on how your products will benefit them. This isn’t the time to do a long-form spiel the way you would in a blog post (but you can link to the blog post). Instead, highlight the key benefits in a visually appealing and easily skimmable format.
9. Dr. Idriss
Type: Product education email
What works:
The email uses an infographic to map each product in the skincare line to a specific skin concern, making it easy for readers to identify which product is right for them without reading a wall of text.
Each product links directly to its shop page, so the path from education to purchase is seamless.
Key takeaway: Use an infographic to pair each product with a specific pain point so you can educate and sell at the same time.
10. Magic Spoon
Type: Product education email
What works:
The email has more copy than most, but it’s broken into clearly defined blocks that readers can scan quickly rather than read top to bottom.
On-brand graphics (like twinkling cereal) are sprinkled throughout to break up the text and keep the email feeling fun and visually cohesive.
Key takeaway: If your product needs more explaining than a single image can do, treat your email like a mini landing page. Give each benefit its own section so readers can grab what’s relevant and skip the rest.
Product recommendation email marketing examples
While product education emails are educational first and promotional second, product recommendation emails are the opposite—they explicitly suggest content, services, or products based on things like wishlists, past purchases, and other content they’ve interacted with on your site.
11. Salomon
Type: Product recommendation email
What works:
Since the email is triggered by a specific subscriber action (e.g., opting in to restock notifications for a particular product), the recommendation feels relevant, not random.
The email copy adds a subtle urgency nudge, motivating action without feeling like a hard sell.
Key takeaway: If you offer restock alerts, always include the product name and accompanying visuals so subscribers can instantly reconnect with the item they were interested in.
12. Fishwife
Type: Product recommendation email
What works:
Unlike Salomon’s personalized alert, this email goes out to a broader audience. But the copy frames the restock as a highly anticipated event, creating urgency and desire even for subscribers who didn’t know the product had been unavailable.
The vibrant, editorial-style visuals—an open tin staged with olive oil droplets and stars—make a simple pantry staple feel like a lifestyle product worth getting excited about.
Key takeaway: Position your returning product as a limited, in-demand item, and let the scarcity do the selling.
13. Knix
Type: Product recommendation email
What works:
This email targets an existing customer who purchased other Knix products but never bought bras, using that gap as an opportunity to cross-sell with a curated list of top-rated options.
The email recommends multiple products without going overboard, striking the balance between helpful and overwhelming.
Key takeaway: Use purchase history to identify what a customer hasn’t tried yet, then recommend a short, curated list.
Seasonal or holiday campaign email marketing examples
Holidays and seasonal changes give you another opportunity to send tailored email sequences to engage your audience. Whether it’s a curated holiday gift guide, a pre-order for a limited-edition product, or just a well-timed discount, these emails work because they tap into a moment your subscribers are already thinking about, giving you built-in relevance without having to manufacture it.
14. Type Books
Type: Seasonal email
What works:
The email’s curated gift guide is useful enough that readers might forward it to a partner or friend, extending the email’s organic reach.
A discount code tied to Small Business Saturday gives customers a timely reason to buy while reinforcing the shop’s identity as a local, independent business worth supporting.
Key takeaway: Send a curated gift guide to help your customers solve a problem (what to buy) while giving them a reason to buy it from you. Bonus points if you tie it to a relevant moment like Small Business Saturday to add urgency.
15. Chocolat de Kat
Type: Seasonal email
What works:
By releasing a limited batch of holiday Advent calendars and emailing about pre-orders in advance, Chocolat de Kat creates built-in scarcity and anticipation.
Offering free shipping for the first 250 customers adds a layer of urgency on top of the product’s natural scarcity, rewarding the most engaged subscribers who act fast.
Key takeaway: If you have a seasonal or limited-edition product, get it on customers’ radars early with a pre-order email. When the product itself is scarce, the email practically writes itself.
Re-engagement email marketing examples
Re-engagement emails are designed to recapture inactive subscribers who are in danger of unsubscribing (or churning). There are a number of approaches you could take to try to connect with them. The key is matching the tone and tactic to your brand. What works for a playful consumer app would feel strange coming from a heritage fashion label, and vice versa. The examples below show a few very different ways to win back lapsed subscribers.
16. Duolingo
Type: Re-engagement email
What works:
Duolingo leans into its reputation for boundary-pushing marketing with slightly passive-aggressive copy that playfully guilts the reader into opening the app.
Using progress or usage data in a re-engagement email can be more motivating than generic copy.
Key takeaway: If your brand voice allows for it, a little cheekiness can cut through inbox noise in ways that polite reminders can’t. Just make sure the humor is on-brand, or it’ll land wrong.
17. Levi’s
Type: Re-engagement email
What works:
Key takeaway: If “irreverent” isn’t in your brand’s playbook, lead with a strong visual and a clear incentive. Sometimes a well-timed discount is all it takes to pull someone back in.
18. ClassPass
Type: Re-engagement email
What works:
Like Levi’s, ClassPass includes an incentive, but it goes a step further by reminding lapsed users what they’re missing out on (“more reps, more stretch, more variety, more fun”).
The offer itself (1 month for $5) dramatically lowers the barrier to re-entry dramatically.
Key takeaway: Remind inactive subscribers what made your product valuable in the first place. The incentive gets them to click, but the benefits reminder is what gets them to stay.
Abandoned cart email marketing examples
There are a million reasons why people don’t click “Checkout” despite a fully loaded virtual cart. Maybe they needed to wait until payday and then forgot. Or the right option for their tastes was out of stock. Whatever the reason, an abandoned cart email is your chance to float back to the top of their inbox — and their minds. The best ones make it as easy as possible to pick up where the shopper left off.
19. Graza
Type: Abandoned cart email
What works:
The email displays the exact items left in the cart, so the subscriber sees what they almost bought and can jump right back in.
A free shipping code tackles one of the most common reasons people abandon carts: unexpected costs at checkout.
Key takeaway: Show the abandoned items, remove a friction point (like shipping costs), and make the CTA impossible to miss. The less work the subscriber has to do, the more likely they are to convert.
20. Te Koop
Type: Abandoned cart email
What works:
The email leads with a bold “Hurry! Limited Stock” headline, reframing the abandoned item as something that might not be available much longer.
Two CTAs bookend the product display, giving the subscriber multiple opportunities to click without having to scroll back up.
Key takeaway: If your products have genuinely limited inventory, say so. Scarcity messaging can be the push a hesitant shopper needs, especially when the item is already sitting in their cart.
Order confirmation email marketing examples
Every time a customer makes an order, you should be sending an email to confirm that their purchase went through. It’s one of the few emails your customers will actively look for in their inbox, which makes it a surprisingly high-engagement touchpoint.
Beyond the basics, like order summary and shipping details, it’s also an opportunity to guide customers toward their next interaction with your brand.
21. Autocamp
Type: Order confirmation email
What works:
The email keeps it clean: a quick thank you, the pertinent booking details, and nothing that distracts from the confirmation itself.
By offering something complementary (add-on experiences) to the main product (boutique hotel stay), it turns a transactional email into a revenue opportunity without feeling pushy.
Key takeaway: Use your confirmation email to surface a relevant next step—for example, an upsell, a how-to guide, or another reason to come back—while the purchase excitement is still fresh.
22. Magic Spoon
Type: Order confirmation email
What works:
Magic Spoon’s confirmation email design matches the rest of their marketing, which keeps the post-purchase excitement going instead of deflating it with a generic receipt.
Listing the products ordered reassures the customer they got exactly what they ordered, reducing post-purchase anxiety and support tickets.
Key takeaway: Adding small touches—like a branded email header or playful line of copy—can make a routine email feel intentional.
Feedback request email marketing examples
Email marketing can be a two-way conversation. While your emails should mainly serve subscribers, they’re also a direct line to your customers’ opinions, which makes them a powerful research tool. The trick is making it easy (and worth it) for people to actually respond.
23. G2
Type: Feedback request email
What works:
The email makes the value exchange clear immediately: your time for a tangible reward (a $10 Amazon gift card).
A forwarding prompt at the bottom extends the email’s reach beyond the original recipient—and offers the same $10 gift card incentive to whoever leaves a review.
Key takeaway: If you’re asking customers to do something that mostly helps you, offer something in return. Even a small incentive can dramatically increase response rates, especially when the ask requires real effort.
24. Branch
Type: Feedback request email
What works:
Like G2, Branch offers a financial incentive ($10 coupon toward a future purchase), but this one also drives repeat business since the coupon is redeemable on their own site.
The email lets customers submit their rating and feedback directly in the message itself, removing the extra step of clicking through to another page.
Key takeaway: Every extra click between your email and the feedback form is a drop-off point. If your email platform supports it, embed the rating or survey directly in the email to maximize completion rates.
25. Le Sweat
Type: Feedback request email
What works:
The email reads like a personal note from the founder who genuinely wants to know how they can do better. That human tone makes you want to respond—even without a financial incentive.
The customer is more likely to share honest, useful insight because the reasons for unsubscribing are fresh (the email was sent shortly after the subscriber cancelled).
Key takeaway: You don’t always need a coupon or gift card to get feedback. A genuine, human voice—especially from a founder or someone the customer recognizes—can be just as motivating. Save your incentive budget for cold asks, and lean on tone for warmer moments like cancellations.
Loyalty and rewards email marketing examples
Loyalty and rewards emails are a great way to make your customers feel valued and encourage them to stick with your brand. They can take different forms—like a referral program that rewards customers for spreading the word or a points balance update that reminds them they have something to spend. Either way, the goal is the same: keep existing customers engaged and give them a reason to come back.
26. Spot & Tango
Type: Loyalty and rewards email
What works:
The referral mechanic is simple: give friends 70% off their first order, get $50 in your account for every signup. Both sides benefit, which makes the email easy to share without feeling salesy.
A social proof banner and trust “badges” sit just below the referral CTA, giving the customer confidence that they’re making the best choice for their pets.
Key takeaway: A referral email works best when you make the customer look good for sharing it. Lead with what both parties get, and back it up with proof that the product delivers.
27. Nintendo
Type: Loyalty and rewards email
What works:
Telling customers exactly how many loyalty points they’ve earned (and how many are expiring) adds a subtle nudge to redeem them.
Familiar characters and playful visuals, like the coin-filled jars, make a routine balance update feel like part of the Nintendo experience instead of a run-of-the-mill transactional notification.
Key takeaway: If you run a points-based loyalty program, send periodic balance reminders. Customers who forget they have points can’t redeem them, and unredeemed points don’t drive repeat visits.
Product launch and update email marketing examples
Product launch and update emails keep your audience in the loop when something new is happening—like a new store location or a product launch. They’re not always about selling something directly, which is what makes them feel different from the rest of your email marketing. Done right, they make subscribers feel like they’re hearing the news first.
28. Adobe Photoshop
Type: Product launch and update email
What works:
The email headline is bold but concise, and the supporting copy quickly explains what’s new and where to find it, so readers don’t have to dig around.
The hero image does double duty: it’s a stunning AI-generated visual that also shows the Generative Fill interface in action, complete with a visible text prompt. Subscribers can immediately see what the feature does and what it produces.
Key takeaway: When announcing a new feature, show it in action rather than just describing it. A single image that demonstrates both the input and the output can communicate more than paragraphs of copy.
29. Recreation.gov
Type: Product launch and update email
What works:
Recreation.gov uses a media feature as the hook for an email that’s really about promoting their app. The recognizable Today Show logo adds instant credibility and gives subscribers a reason to pay attention to a message they might otherwise skip.
The email pivots quickly from the media mention into a list of app features, making the update feel useful rather than self-congratulatory.
Key takeaway: When your brand gets media coverage, don’t just post about it on social—send it to your email list too. A recognizable logo from a trusted outlet can lend authority to whatever you’re promoting alongside it.
30. AutoCamp
Type: Product launch and update email
What works:
The email opens with an animated GIF cycling through four images of the new property, giving subscribers a virtual tour before they’ve scrolled past the fold. It’s a smart way to show off a physical space through email.
The “Things We Love” list highlights specific perks that help email subscribers picture themselves at AutoCamp. It moves the email from announcement to persuasion.
Key takeaway: When launching a new location or physical space, use an animated carousel or multiple photos to give subscribers a real feel for the experience, then list the standout details that make it worth visiting.
Event marketing email examples
If you use events, like webinars and conferences, to market your brand and reach new audiences, it’s a good idea to promote them over email. These types of emails usually take the form of a drip campaign, including an announcement and registration reminders to give audiences ample opportunities to sign up.
31. Zapier
Type: Event marketing email
What works:
A striking countdown visual makes the email feel time-sensitive the moment it’s opened, reinforcing that the conference is only days away.
The email includes the essential details (date, time, location) and a clear CTA (“Save your spot”) without burying them under paragraphs of copy. Everything a subscriber needs to decide and act is right there.
Key takeaway: Your event announcement email should answer three questions immediately: When? Where? And How do I sign up? Lead with urgency if the event is close, and keep everything else secondary.
32. Canva
Type: Event marketing email
What works:
The email includes a visual timeline of sessions organized by time slot, so registrants can scan the day at a glance and decide what’s worth their time before the event even starts.
Two CTAs let attendees engage at different levels of commitment: one is passive (“See recommendations”); the other is active (“Plan your agenda”).
Key takeaway: For events with multiple sessions or tracks, help attendees plan ahead. An email that lets people preview and prioritize the agenda reduces no-shows and increases engagement on the day.
33. ActiveCampaign
Type: Event marketing email
What works:
By featuring a real attendee with a quote about what she learned at a past event, the email reads like a peer recommendation instead of an ad.
The email opens by framing the event around subscriber pain points (saving time, personalizing outreach) before introducing the testimonial, so the social proof lands in the context of problems the reader already cares about.
Key takeaway: If you’ve run an event before, feature a past attendee front and center. A real person saying “this saved me a lot of time” converts better than any abstract promise about the event.
Automate email marketing with Zapier
Between welcome sequences, abandoned cart nudges, and the dozen other email types covered in this article, the list of what your brand should be sending can pile up fast. With Zapier, you can build AI-powered systems to handle end-to-end email marketing workflows that span thousands of apps.
Here’s an example of what that could look like in practice:
Capture customer data from anywhere—for example, Shopify purchases, on-site quizzes or forms, and Facebook Lead Ads—and unify it in your CRM.
Automatically segment customers in your email marketing tool based on real behaviors, like first-time purchase, high-value cart size, or product category interest.
When a shopper abandons their cart, use AI to generate a personalized message that references the exact products viewed, highlights relevant reviews or benefits, and adapts tone based on their segment.
Feed all engagement and conversion data back into your system so AI can continuously refine messaging and segmentation for better performance over time.
If you want more inspiration, discover more ways to automate your email marketing workflows.
Email marketing examples are everywhere
Constantly creating is tough, but you don’t have to go about it alone. Here are a few more places you can look to get out of that inspiration slump:
Related reading:
This article was originally published by Steph Knapp in August 2022. The most recent update was in March 2026.
