Email marketing remains one of the most powerful tools marketers have for building brand awareness, nurturing leads, and driving sales. But with so many types of campaigns and strategies, which ones truly stand out? Drawing from expert insights and standout examples, here are the top six email marketing campaigns that set the gold standard for success — campaigns you can borrow from or even steal to elevate your own email game.
1. The Consistent, Valuable Newsletter
Newsletters are the backbone of email marketing, favored by 81% of B2B marketers as their go-to content. What separates a great newsletter from an average one is consistency paired with value.
- Example: Robinhood’s “Daily Snacks”
This daily financial news digest keeps users informed about market trends that could impact their investments. - Example: Zillow’s Weekly Housing Recommendations
Offering targeted, timely property suggestions helps Zillow maintain relevance with its subscribers.
Even nonprofits like Opening Act use newsletters to not just inform but motivate donations by showcasing events and stories relevant to their mission.
Key takeaway: Whether daily, weekly, or monthly, make your newsletter a reliable source of information your audience looks forward to receiving.
2. Personalized Lead Nurturing Emails
Automation and personalization make lead nurturing emails especially effective. When messages relate to a subscriber’s past engagement or behavior, they become much more relevant and compelling.
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Example: Zapier’s Personalized Integration Recommendations
By referencing that a user hasn’t yet set up integrations, Zapier’s email offers tailored suggestions to get started — a subtle nudge that adds value. -
Example: Cars.com Reminder Emails
These emails recall a user’s previous searches and gently encourage continued exploration, acknowledging the long decision cycle in buying a car.
Secret: Lead nurturing emails often work best when automated and triggered based on user actions, maintaining engagement over time.
3. Transactional Emails with Upsell Opportunities
Transactional emails like order confirmations, shipping updates, or ticket purchases boast some of the highest open rates — often over 60%. Yet, many miss the chance to convert these engaged users further.
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Example: Delta Airlines Confirmation Email
Beyond confirming a flight, it includes links to helpful info and encourages sign-up for rewards programs, enhancing customer value. -
Example: United By Blue Order Confirmation
Along with order and shipping details, the inclusion of cross-selling recommendations (“You might also like”) leverages existing purchase intent. -
Example: Rudy’s Cart Abandonment Email
Using urgency (“Free shipping about to expire”) encourages customers to complete their purchase, recovering potentially lost revenue.
Pro tip: Don’t let transactional emails be purely informational—use them to deepen engagement and increase sales.
4. Engaging Welcome Emails
The very first email a subscriber receives offers a precious opportunity. Welcome emails often have open rates above 50%, providing a perfect opening to make a strong impression.
- Retailers can offer discount codes or free shipping to encourage an initial purchase.
- Marketers can invite subscribers to set preferences, explore content, or download apps to start meaningful interactions.
Don’t waste this moment — a well-crafted welcome email sets the tone for your relationship with each new subscriber.
5. Curated Content Newsletters for Niche Audiences
Not every business generates its own constant stream of newsworthy updates. In these cases, curating relevant content adds value and keeps audiences engaged.
- Example: The Hustle’s Daily Business and Tech Digest
By summarizing major stories with extensive links, it becomes a trusted resource for over 1.5 million subscribers.
Being a helpful curator means your subscribers recognize emails as a shortcut to staying informed without the heavy lifting.
6. Re-Engagement Emails That Appeal to Emotion
Subscriber disengagement is inevitable, but how you say goodbye or attempt a comeback can make all the difference.
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Example: Vans Warped Tour’s Nostalgia Email
This email appeals to fond memories in the past, building an emotional connection to encourage re-engagement. -
Example: Lowe’s Update Email
It highlights improvements made while the subscriber was away, opening the door for renewed interest.
Even if some subscribers never return, a sincere, thoughtful approach can keep your brand’s door open.
Final Thoughts
Each of these six email campaigns represents a different phase or type of customer engagement—from welcoming a new subscriber to nurturing leads, closing purchases, and rekindling dormant relationships. By studying and implementing these expert-picked examples, marketers can raise their email game and deliver campaigns that resonate and convert.
Ready to put these insights into practice? Start by testing one new email type today and watch your engagement rates climb!
For additional inspiration, consider exploring downloadable resources like email newsletter lookbooks and staying up-to-date with proven strategies from trusted marketing channels.
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