What makes an email campaign impossible to ignore in 2025?
I asked the same question. So, I decided to dig deep and find out what actually works in 2025.
I analyzed 99+ email marketing examples and identified the top-performing ones. I’ve gathered these examples based on my own content marketing experience, insights from clients, the community, and top search queries.
So let’s cut through the fluff and figure out how you can up your email marketing game!
Goal: Inform, educate, and engage subscribers to drive website traffic and nurture leads.
Let’s look at a newsletter from Grammarly. It leads with a bold, visual headline that introduces readers to the ‘5 Steps’ of the writing process. It shares quick tips with easy links to learn more with no hard sell. This is a great example of staying useful without overemphasizing the product too much.
Subject line: A concise and personalized subject line is a key pillar of a great email. For example,
- “3 Smart Ideas to Try This Week.”
- “We Almost Didn’t Send This…”
Email content: Include strong but not overpowering visuals, a clear CTA button, infographics, and skimmable sections. Ensure consistency in the color palette and mobile-friendliness.
Actionable tips:
- Prioritize storytelling and strong copywriting to enhance the reader’s interest.
- Feature a big CTA button to attract users.
- Leverage A/B testing to identify the best email format.
Email template:
| Subject line: 3 best resources to help you with [specific use case]. Hi [First name], Last week, three [product name] users reached out with questions about [specific use case]. While we solved their doubts immediately, it made us pause and think. If three users reached out, dozens more would be silently working through it. So we gathered our best resources to help you navigate the [specific use case]. Check out our recent blog post, which addresses the [specific use case] and provides a step-by-step tutorial that could save you [X number of hours]. It’s only a 5-minute read. [Blog link] Feature of the week: In case you missed it, [feature name] is built into the [product name] and it helps you navigate the [specific use case] by [brief feature description]. [feature link] A founder’s story: How [Niche-specific founder] tackled the [use case] and achieved [specific results] in just [X time]. [Story link] Reader favorites this week: [Story one + link] [Story two + link] [Story three + link] Want more such stories, product tips, or fewer stats? Tell us what you’d love to see next! [Feedback link] Follow us on [LinkedIn], [Twitter], and [Instagram]. —The [company name] Team |
Welcome email
Goal: Introduce your brand, greet new email subscribers, and start a dialogue based on what you already know about your ICPs.
Here’s a welcome email example from Loom. It instantly creates a human connection by adding a personal video from the CEO. It then walks you through the product’s value using clean visuals, scannable copy, and two tailored CTAs for Chrome and Desktop users. So, no matter where you want to use Loom, you know the first step.
Subject line: Craft a warm and inviting subject line. For example,
- “Welcome to [Your brand or SaaS name]”
- “Welcome, Your Journey Starts in One Click!”
Email content: A successful welcome email focuses on building trust and guiding subscribers on their next steps. This can include mentioning your brand’s purpose, testimonials (use sparingly and rely on personalization), and a CTA, like “Start Exploring.”
Actionable tips:
- The user should receive the welcome email immediately after hitting “Sign up.”
- Specify expectations about email frequency, updates, and resources. Ideally, you’ll have a preference center where users can choose the type of email they get.
- Feature links to your brand’s social media and landing page.
Email template:
| Subject line: Welcome aboard, [First Name]. Let’s get you set up. Hello [First Name], Welcome to [Company Name]. We’re excited for you to use [product name]! To get you started, here are a few helpful links: [Setup guide] [Company blog] [How-to videos] Most of our users prefer to log in and explore the features firsthand. Feel free to try that and see how things work for you. If you have any questions, don’t hesitate to contact us at [email address] or call us at [contact number]. Here’s what’s next. You’ll receive weekly tips, product news, and helpful resources straight to your inbox before anyone else. Just enough to stay useful, never too much. Want to choose what you hear from us? You can set your email preferences anytime [settings link]. We look forward to hearing from you soon. Warm regards, [Your name] [Your Position] [Your Company Name] |
Thank you email
Goal: These are transactional emails that express gratitude for a specific action, reinforce customer relationships, and confirm orders.
Pro Tip: A thank-you email constitutes a transactional email only if it’s prompted by a specific user action like making a purchase, booking something, or upgrading a service. If it’s a thank-you email sent with a bulk promo campaign, it’s not transactional.
Let’s look at LinkedIn’s thank you email, for example. It tells them exactly what they’ve paid for and guides them to modify the purchase if necessary. This autonomy gives the customer certainty about their decision.
Subject line: Write an appreciative and straightforward subject line. For example,
- “Thanks, [Recipient name]! Your Order Is Confirmed.”
- “Thank you for upgrading to [Tier/Plan Name].”
Email content: Keep the email copy focused on the customer’s action. Use branded visuals and provide a summary of their action. For instance, on purchasing, mention the order ID, the amount paid, the expected delivery date, and the discount applied, if any.
Also, inform them about the next steps, such as “Track Your Order” and “Share Your Experience.”
Actionable tips:
- Automate thank-you emails for prompt delivery.
- Monitor engagement and refine accordingly.
- Provide value with a referral discount, upcoming trends, and a feedback request.
Email template:
| Subject line: [Product name] is yours! Thank you for choosing us. Hi [first name], Thank you for your purchase! You can access [product name] now and find your invoice attached to this email. Here’s a detailed product guide for you to get a headstart: [product guide link] As a token of appreciation, we’d like to offer you and your friend a [X% discount] on your next purchase. [Referral link] If you have any issues logging in or need support, feel free to reach us at [email id] or call us at [contact number]. Thank you for being a part of the [company name] community! Warm regards, [Your name] [Your Position] [Your Company Name] |
Lead nurturing email
Goal: Guide the prospect through the sales funnel.
Here’s a fitting example of a lead nurturing email from G2. Firstly, it motivates the subscriber with the header, ‘I’m rooting for you!’ and encourages an action with the CTA ‘Complete your profile’.
But then it quickly shifts the focus to something more exciting, like comparing stacks and getting customized updates. This pivot makes it feel less like a chore and more like something useful. It’s a smart move as it keeps the reader engaged and leads to action.
Subject line: It should be a targeted, value-based, and personalized email subject line. For example,
- “Let’s Build on What You Started”
- “Still Interested in [Product]? Let’s Talk.”
Email content: The three pillars of effective lead-nurturing content are educational, supportive, and informational. Avoid sales-driven content and include testimonials, social proofs, community highlights, and tailored recommendations.
Keep the layout easy to scan and the structure visually appealing with a strong CTA.
Actionable tips:
- Share webinar links and detailed guides about pricing and discount codes.
- Feature real quotes and short summaries.
- Leverage drip sequences and behavior-triggered emails.
Email template:
| Subject line: You’ve explored [product]. Here’s what customers ask next. Hello [First name], Glad to see you exploring [product]. Most people have a few questions at this stage, and that’s totally normal. Here’s a quick round-up to help you figure things out at your pace: – A short webinar where [speaker] walks through key features and use cases of [product]: [webinar link] – A case study of how a team used [product] to [achieve specific result]: [case study link] – Helpful ‘How-to’ guides from our blog to answer your burning questions: [Blog link] I’d be happy to hop on a quick call if you still need clarity. Just a friendly chat to understand what you’re looking for and whether [product] fits your needs or not. Hit reply and we’ll find a time that works for you. Warm regards, [Your Name] [Your Position] [Company Name] |
Promotional email
Goal: Drive immediate action, such as making a purchase, claiming an offer, or enrolling in live events through bulk email.
This example by DocuSign wastes no time. Its bold headline and clean design immediately spotlight the offer. By framing it as a rare, time-limited deal and highlighting monthly and annual plans, it nudges action without needing to hard sell.
Subject line: Highlight the urgency and exclusivity of the email. For example,
- Offer closing at midnight…
- It’s a weekend celebration
Email content: The content in these emails is generally benefit-driven to promote brand awareness and showcase the value proposition. Visuals should be bold and attention-grabbing, featuring product images, discount badges, or countdown timers. But use all these sparingly. For instance, you shouldn’t have discount badges and a countdown timer in one email. If nothing else, these can look tacky. And don’t forget to test to ensure high deliverability.
Actionable tips:
- Send tailored offers aligning with users’ preferences.
- Include time-sensitive CTAs, like “Offer Closes Tonight” and “Reserve Your Spot.”
- Optimize send times through A/B testing.
Email template:
| Subject line: Pay us less this weekend. Hello [First name], This weekend, we’re doing something a little special for just 48 hours. Why? Because you’re on our list, and we think that should mean something. Save 25% on all upgrades with the WEEKEND25 code. Bonus! Get a free 1-on-1 call with one of our experts on a [higher tier plan] purchase. Ready to save money? [Discount link] Offer ends Sunday midnight. Warm regards, [Your Name] [Your Position] [Company Name] |
Holiday & seasonal emails
Goal: Monetize consumers’ high interest during specific times of the year.
A fun example of that is DigitalMarketer’s Christman email. In this email, they simply express gratitude towards their subscribers and offer them a Christmas gift. But what makes it special is the image of an Elf on the Shelf toy sitting on their company logo. This little detail adds personality to a simple email and perfectly fits into the holiday theme.
Subject line: Aim to trigger the festive spirit of the target audience. For example:
- “Your Cozy Christmas Offer Is Here”
- “Hey [Recipient Name], Fall for This Valentine’s deal” (Best for B2C eCommerces)
Email content: Content should be festive, emotionally resonant, and themed around the particular season or occasion. Visuals include seasonal colors, like yellow for summer, and light-themed graphics.
Actionable tips:
- Include scratch cards, gift bundles, and emojis to make emails appealing.
- Leverage past holiday campaign results to avoid making the same mistakes.
- Outline return policy and shipping deadlines to enhance transparency.
Email template:
| Subject line: Here’s a New Year treat for you! Hello [First Name], [New year] is here, and we are just as excited as you are to get things moving. But before the hustle begins, we’ve got a few surprises to help you start strong. We’ve bundled up a special New Year pack. Just scratch the card and see what you get. It could be bonus features, extra credits, or even a free month of our bestselling tools! [Scratch and win link] Hurry up because this offer only lasts till 2nd January! Thank you for being part of our journey. We can’t wait to see what we build together this year. Happy New Year! Warm regards, [Your name] [Your Position] [Your Company Name] |
Milestone email
Goal: Celebrate a significant achievement, whether a customer’s or the company’s. Drive engagement by commending loyalty and shared success.
Here’s an example from Semrush, which stands out for its clever use of the branded term ‘Semrushversary’. This makes the milestone feel personal and memorable.
Subject line: Make it feel personal and celebratory. For example,
- ‘Look how far you’ve come!’
- ‘XY months of progress and counting. Here’s a gift for you.’
Email content: Keep it highly appreciative and celebratory. Visually, these emails should feature festive designs, graphics related to the achievement, and a clear, concise message.
Actionable tips:
- Personalize the milestone. Mention reference dates, actions, or usage data. For example: ‘100 designs created’, ‘6 months of daily practice’, etc.
- Add a reward or discount for their accomplishment and guide them towards new features or upgrades.
- Ask subscribers to share their achievements on social media for word-of-mouth promotion.
Email template:
| Subject line: You crushed it! Here’s a little something to celebrate. Hello [First name], Huge congratulations! You have officially hit [specific accomplishment] in just [X months]! That puts you ahead of [X%] of our users, a truly impressive feat. Thank you for being a valuable part of our [company name] community. We’re excited to see how far you’ve come, and this is just the beginning. To celebrate, enjoy one week of free access to [relevant feature] to enhance your journey. [reward link] If you’re loving the experience, here’s more good news. Use code LEVELUP20 to get 20% off your next purchase. Valid until [date and time]. Enjoy your reward and show off your win on social media. Don’t forget to tag us [@brandhandle] and use #[milestone tag]. To more milestones and bigger wins! Cheers, [Your name] [Your Position] [Your Company Name] |
Survey & feedback email
Goal: Collect insights about customer preferences, satisfaction, and challenges.
Let’s look at this survey email from Slack. It’s short and to the point. What makes it compelling is how the user feels handpicked, adding a touch of exclusivity. Since the email is transparent about the time commitment (7 minutes), customers are more likely to participate.
Subject line: It should have a polite tone and clear intent. For example:
- “Help Us Make [Product] Even Better”
- “We Value Your Feedback. Take Our Survey.”
Email content: Specify why you’re reaching out, what you need, and what’s in it for the recipient. An effective practice is to state the first survey question directly in the email to boost engagement.
Actionable tips:
- Offer a reward as an incentive to complete the survey.
- Set clear expectations about the survey length.
- Always thank the user after receiving feedback.
Email template:
| Subject line: We’re listening. Take the [product name] survey. Hello [First name], We are always trying to make [product name] better, but we can’t do it without your input. We are gathering feedback on [survey topic], and it will really help us if you could let us know your thoughts. It only takes [X minutes] and we are also offering a [Y% discount] on your next purchase at [company name]! Please click the link below to take part in this survey: [Survey link] Thank you for choosing [company name] and for taking the time to share your experience with us. Warm regards, [Your name] [Your Position] [Your Company Name] |
Re-engagement email
Goal: To win back inactive subscribers and potential customers through the email marketing funnel.
This example by Stadium uses expiring reward points to re-engage with the client. The message is crisp, non-pushy, and encourages the customer to go back to the platform again.
Subject line: Keep it personal and friendly with a hint of urgency. For example:
- “We Miss You! Here’s a Special Offer.”
- “Is This Goodbye?”
Email content: Inform them of what’s new and what they are missing. Use images and a clean layout to provide special offers, exclusive resources, and new products. Also, make them comfortable to share why they became inactive.
Actionable tips:
- Respect the user’s preference and feature a visible option to unsubscribe.
- A/B test multiple incentives to identify the one that drives re-engagement.
- Segment inactive audience based on:
- Subscribers who never engage
- Users who ghosted you
- Past customers who don’t purchase anymore
Email template:
| Subject line: Are you still interested in [product name]? Hello [First name], I hope this email finds you well. Our conversation about [product name] went quiet a little while ago. I am checking in to see if you are still looking for options or have found a different solution (which is fine). Since you had shown interest in [features], I thought you might find these new updates helpful: [Feature Update 1] [Feature Update 2] [Feature Update 3] Feel free to reply to this email or call me at [contact number]. I’d be happy to help you. If now isn’t the right time or you’d prefer not to hear from us, you can easily [manage your preferences here]. Warm regards, [Your name] [Your Position] [Your Company Name] |
Event invitation email
Goal: Maximize event attendees by encouraging recipients to enroll for the event.
Stripe’s invite stands out as a relevant example. Instead of only focusing on the speakers or the event itself, it highlights necessary details and emphasises what attendees will get out of it. This outcome-first framing makes the email more persuasive and actionable.
Subject line: It should be relevant, compelling, and must create a sense of inclusion among new customers. For example:
- “Save the Date! Join Us for [Event Name]”
- “It’s Happening! RSVP Now for [Event Name]”
Email content: Keep the body to the point, specifying the event’s date, time, location, and additional perks. Prioritize a brand-led layout with short paragraphs explaining the USP.
Actionable tips:
- Give a glimpse of networking opportunities and guest speakers, if any.
- Use graphics for creating urgency, like “Hurry, seats are filling fast.”
- Add visible CTAs that encourage recipients to take action, such as “RSVP Today.”
Email template:
| Subject line: Your seat’s waiting at the [event name]. RSVP today! Hello [First name], You’re officially invited to the [event name], a live virtual experience built for ambitious [ideal attendee persona 1] and [ideal attendee persona 2], just like you. Here’s what’s in store: – Learn about [specific topic] directly from [speaker name, title] – Get proven tactics to [achieve a goal] during our live Q&A – Connect with like-minded professionals in breakout rooms Here are the event details: Date: Thursday, September 12 Time: 6:00 PM EST Where: Zoom. We’ll share the link before the event. BONUS! Stay till the end to receive a free copy of [Speaker’s book] and exclusive resources. Spots are filling fast. Reserve yours now. [RSVP link] We’re looking forward to seeing you at the event! Warm regards, [Your name] [Your Position] [Your Company Name] |
Bonus: Product announcement email
Goal: Inform subscribers about new products and services.
Here’s an example of Atlassian’s product launch email. They introduce multiple Bitbucket features in one go, but it doesn’t feel overwhelming at all. It’s simply because the layout is clean, each feature is explained in one quick line without being too salesy, and there’s a separate CTA for each. It’s easy to scan and act on. Plus, it’s the friendly tone that makes it more inviting.
Subject line: Try to spark curiosity and trigger excitement. For example:
- “Be Among the First to Try Our Latest Innovation”
- “Big News! We Just Launched [Product Name]”
Email content: Introduce the new product or feature clearly, focusing on the benefits and how it solves a problem or adds value for the recipient. Feature high-quality images or videos of the product and maintain a visually appealing layout that matches your brand.
Actionable tips:
- Provide links to product documentation, demo videos, GIFs, and early access.
- Do follow-ups with reminder emails.
- Preview the email to ensure it is mobile-friendly.
Email template:
| Subject line: We built something cool and want you to try it first. Hello [First name], Say hi to [feature name], your go-to for [solving a specific problem]. Since you’re one of our power users, you get to access it for free for [X days] before it becomes paid for everyone! You will now be able to: [Benefit 1: Save time on…] [Benefit 1: Have more control on…] [Benefit 1: Be able to automate…] Find out everything else you can do with [feature name] in this feature guide: [feature guide link]. It’s already waiting for you inside your account. [Feature link] As always, feel free to contact us with any feedback or questions. We hope you have a great time! Thank you for choosing us. Warm regards, [Your name] [Your Position] [Your Company Name] |
How to send an email marketing campaign
If you haven’t started email marketing yet, now is the perfect time to introduce your product, pitch your services, or do a follow-up through email marketing tools.
Here’s the setup flow to help you get started with your first email marketing campaign:
Step 1: Sign up for Mailtrap
- Go to Mailtrap to create your free account.
- Click on “Sending Domains” and add your domain to verify it.
- Now, copy the DNS records provided by Mailtrap into your domain provider’s DNS records. (For example, if you use Hostinger, domain DNS records are managed under the DNS Zone Editor in the hPanel.)
- Then, click “Verify all”
Step 2: Import your contact list
Remove inactive subscribers and disengaged recipients before importing the contact list. After refining, follow these steps:
- Click on “Contact” from the menu available on the left side of the screen.
- Choose “All contacts” from the dropdown menu.
- Select “Import contacts” present at the top right corner.
- Feed the recipient list in CSV format and map the field for accuracy.
- Save the list.
Step 3: Create email templates
Mailtrap offers generative AI to create personalized copies and provides access to a free image library, improving email marketing campaigns.
- Navigate to the “Templates” tab.
- Customize your template using the drag-and-drop editor or HTML.
- After designing the template, press the “Save” button.
- Finally, click on “Send Test” to validate the template.
You will receive an email at the address you used when singing up for the service. .
Note: The test email doesn’t support merge tags because the template can only be delivered to one email address.
Step 4: Launch the campaign
Mailtrap lets you schedule campaigns:
- Two weeks in advance
- Instant launch
- On a specific date
Follow these steps:
- Tap on “Email Marketing” present on the left.
- Select “Create new campaign” in the top right corner.
- Click “Continue” after filling up the details. You’ll reach the Design step from where you can choose the saved template.
- Choose the targeted email list and hit the “Confirm Audience” button.
Email marketing best practices
In the first place, marketing success depends on clear strategies and value-first content.
Based on my analysis of the best email marketing examples, I have listed below the best practices:
Take care of email deliverability
High deliverability means your emails are consistently landing in the recipients inboxes. Here’s what to do to keep it that way.
- Warm up your domain: If you are using a new or inactive domain, email recipients at low volumes. Increase the email volume gradually to build trust with ISPs and reduce the risk of being flagged as spam.
- Monitor sender reputation: Track engagement metrics like open rates, click rates, and spam complaints to check if your domain is blacklisted. Address issues immediately to maintain a strong reputation.
- Authenticate domains: Leverage SPF, DKIM, and DMARC authentication protocols to prevent email spoofing. Once set up, the domain identifies real emails, verifies senders, and ensures legitimacy.
Build a quality audience
A high-quality, engaged target audience is the foundation of successful email marketing.
- Use segmentation: Segment existing and new subscribers based on specific criteria, including demographics, purchase history, and engagement level. Send tailored messages to each segment to trigger their interests.
- Review subscriber list: Regularly update the subscriber email list by removing duplicates, bounce addresses, and inactive subscribers.
- Strategic list building: Add subscribers who voluntarily opted in to receive emails, ideally through double-opt-in frameworks. This ensures genuine interest and strong compliance with privacy regulations.
Note: Never rent or buy a list as they contain fake, invalid, and uninterested contacts, which leads to high bounce rates and compliance issues.
Provide relevant and personalized content
Delivering personalized content boosts engagement and drives conversion.
- Subject line: Hyper-personalized subject lines work like a charm! Optimize subject lines with the recipient’s name, friendly interactions, and interests. For example:
- “[Recipient name], we picked these just for you 👀”
- “Still thinking about wireless earbuds? Here’s 10% off 🎧”
- Personalized content: Track basic demographics, purchase history, cart abandonment rate, and past email engagement for effective personalization.
- Beyond personalization: Think differently and recommend products to upsell based on the user’s wishlist, product views, and past purchases.
Test email template
Before the launch, test your email template to deliver the best user experience. You can test your email template with Mailtrap:
- Sandbox environment: Mailtrap captures your test emails in a virtual inbox to identify technical issues.
- Spam testing: The platform examines your email’s content, subject lines, tonality, and structure to assign a spam score.
- Design testing: Mailtrap previews your email to validate its appearance in front of recipients and major clients. Through the preview, you can cite broken links, poor image quality, and layout issues to craft a good email.
- HTML support: With Mailtrap, you can identify inactive HTML and CSS that don’t work for certain clients. Make instant adjustments to widen compatibility.
Bringing it all together
The tips and tricks I covered in this blog post are driven by first-hand experiences and examples of email marketing. After in-depth analysis, one thing is clear that to execute a successful email campaign, you must master deliverability, personalization, and timing.
Optimize subject lines, promote behavior-based content, and send timely follow-ups to improve open rates. Implement the insights outlined in this blog to test templates, refine email strategy, and deliver value across marketing channels.
Looking for an exceptional email delivery platform? Visit Mailtrap.io today to deliver fast, increase inboxing rates, and access 24/7 expert support.
SEO description: I’ve collected and analyzed 10 best email marketing examples. Find out actionable insights to improve your own email marketing campaigns.