10 Examples of Successful Email Marketing Campaigns

By Rich Homer Saturday, January 18, 2020
As we all know, email marketing has become an integrated part of inbound marketing. An email marketing campaign aims at increasing communication between the brand and their customers so that companies can persuade customers to engage with them.

Everyday we receive many emails - whether from colleagues, friends and many channels that we subscribe before. So we are usually not comfortable with emails from other companies that are trying to appeal us and want us to connect to them.

However, there are many companies out there that have done very well at email marketing. Their campaign received wonderful results and leave us many valuable lessons to learn from.

So let’s go through successful email marketing campaigns to see how they can do it!
Email Marketing Campaigns

1. BuzzFeed: 'BuzzFeed Today' Newsletter

Firstly, BuzzFeed’s emails have amazing subject lines and preview text, which are always short and punchy and perfectly fit with other part of the content. For instance, the preview text will have an answer if the the subject line posts a question. Of the preview text will be the next logical thought if the subject line is a command like:

email marketing campaigns buzzfeed

Delivering awesome content while convey brand’s messages, emails campaigns of BuzzFeed has succeeded to pull people’s attention. All of the emails look great - whether they contain images or not. That’s what many marketers can learn from.

Email Marketing Campaigns -  BuzzFeed

2. PayPal

There are more than one thing I love about emails from PayPal. They have created very clever and concise opening copy, which helps to draw people’s attention right the moment they open their emails. Moreover, the entire concept of all emails always reflects a relatable benefit if customers use PayPal’s service.

Let’s think about this: What would you do in the situation when you go out to dinner with your friends and unfortunately fuss over the bill when it comes time to pay? Just by using PayPal’s common service, the problem will be solved. By touching this common pain point of people, the brand proves it has the ability to pique the interest of its recipients.

Email Marketing Campaigns - Paypal

3. Brooks Sports

When an female American athletes - Desiree Linden won the Boston Marathon in 2018, she became the first woman to win the award in more than 30 years. And this was a wonderful opportunity for her shoe and apparel sponsor to celebrate their long relationship and advertise for the products. They launched an email marketing campaign that focused on the Olympic marathoner's wonderful success.

Such email campaigns help companies to demonstrate their loyalties as well as add value to the products that their users have chosen. At the bottom of each email, there is always a blue CTA button reading: "See Desiree's go-to gear." Being worn by an America's legend, this product turns out to be the best to call action and their customers love it.

Brooks Sports took a good chance while the iron was hot and be sure that their emails would be opened and forwarded.

Email Marketing Campaigns - Brooks Sports

4. RunKeeper

RunKeeper is one of the brands that has succeeded in reengaging lost users through email marketing campaigns. By delivering friendly and informational emails, they let their customers know that their app has new useful features that are worth experiencing.

The content team skillfully highlighted the app's most recent changes and benefits, enticing customers to give their app another chance. By adding small inclusions such as "Hi friend" greeting and the "You rock" closing, they make the recipients feel being welcomed and the content feel less aggressive.

5. Uber

The simplicity of Uber’s emails is the main point that contributes to their success. Uber team inform email subscribers of deals and promotions with emails like the one you will see below. The description is very brief and paired with a very concise CTA, which is perfect for subscribers that are quickly skimming the emails.

What is more, the design of Uber’s emails is also consistent with its brand. Like its website, app, social media photos, and other components of the visual branding, Uber’s emails are designed with bright colors along with geometric patterns. All of Uber’s communications and marketing materials help to tell the brand's story. The consistency is one of the tactics that Uber has nailed so as to gain brand loyalty.

Uber Email Marketing Campaigns

6. Litmus

Litmus uses animation to create interesting emails. Dissimilar to static text, the swipe motion which is used to provide customers with a look "under the hood" of Litmus’s email tool is eye-catching and can encourage them to take a deeper dive into other parts of the content. Moreover, the brand creates excellent headers, which help to explicitly state what emails are about.

7. TheSkimm

TheSkimm's daily newsletter is another example of successful email marketing campaigns. With the clean design and short, punchy paragraphs, the brand can draw customers’ attention right the moment they open their emails. However, when it comes to emails, newsletters are not the only strength of TheSkimm. Let’s take a look at the subscriber engagement email below, which rewarded a fellow marketer for being a subscriber for two years, you will see how well they did it.

Emails that triggered by milestones, such as anniversaries and birthdays, are very fun to get, as who does not want to celebrate a special occasion? The good point of anniversary emails, particularly, is that subscribers are not required to input any extra data, and they can work for plenty of senders. Besides, businesses can modify the timeframe based on their business model.

In this email, the content team at TheSkimm took a step further by asking their customers if she would like to have the title of brand ambassador as she is a loyal subscriber. This would require her to share the link with many of her friends, of course.

Email Marketing Campaigns - theSkimm

8. Loft

The purpose of this email of Loft is to demonstrate their understanding of your crazy and mixed-value inbox. To deliver interesting emails that customers actually want to open, the brand asks their customers to update their preferences so as to help them provide a more personalized experience. This kind of email - customer-focused one - is extremely effective in entice customers to engage with the brand. They will feel like their engagements such as likes, dislikes, or opinions actually matter.

Email Marketing Campaigns - Loft

9. Mom and Dad Money

Do you think that you already know about the people who are about to read your emails? How much you know about them? And how much the knowledge come from research or assumptions? If you want to have the strongest buyer personas, you have to have insights into customers’ behaviour, which can be done through market research, surveys, interviews, and so on.

That’s what Matt Becker of Mom and Dad Money can do - and he even does it very well. Let’s take an example of one of the email sent from Mom and Dad Money. There is nothing special in this email, but that’s what make it stand out. You can feel like you have just received emails from a friend or colleague who are asking for a quick favor.

Not only is this email from Mom and Dad Money interesting, but his response to answers is even more awesome: A few days after the time you respond to the questionnaire, you will receive a long and detailed personal email from Matt Becker which say thanks to you for filling out the questionnaire and offers many helpful advice along with links to the resources that specifically cater to your answers. You will be extremely impressed by his communication skills, business acumen, and obvious dedication to his readers.

Email Marketing Campaigns - Matt Becker - Mom and Dad Money

10. UncommonGoods

Perhaps you have heard millions of time that you should create a sense of urgency with calls-to-action. That’s what will make your potential customers take action. And the email from UncommonGoods is successful in doing such an effort by highlighting the benefits of acting soon.

Instead of saying, "Order your Mother's Day gift NOW before Preferred Shipping ends!", this email asks, "Don't you think Mom would've liked a faster delivery?" Why yes, she would. You will feel like to thank them for reminding you before it is too late Nobody wants to be in the dog house as their gift arrives after Mother's Day.

Email Marketing Campaigns UncommonGoods

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