Email marketing is an important marketing tactic. Unless you have purchased a database of contacts, the majority of people of your email marketing list will be existing or potential customers. Therefore, the primary function of email marketing campaigns is to gain repeat business or convert those leads. The other benefits to using email marketing are:

  1. Improve brand and customer relationship.
  2. Promote and grow your business.
  3. Educate your audience.

Listed below are examples of e-shots and campaigns covering 10 different categories. Take a look at each of these examples and observe how these businesses are rather efficiently able to retain and build their email lists and, in turn, grow their business.

1. Local Events Your Contacts Might Be Interested In:

If you have a local event coming up, an email bulletin is a great way of sending invites to all of your customers. The following are some local event newsletter samples to take inspiration from.

Local Events Email Newsletter Example 1

This is an example of an invitation to a local seminar on digital communication. It has an attractive design with a dual color theme. The headline is simple and self-explanatory, followed by a short description and details about the event.

They also include a link to 'Forward to a friend' on the right, instead towards the bottom of the email, to avoid the user from scrolling further.

Local Events Email Newsletter Example 2

This local business has also managed to design a simplistic design for a newsletter, with just one graphic that is relevant to the event. The heading text is kept straightforward and short. Below the heading is the time and day mentioned in contrasting colors. This email also has no distracting elements and it is focused on the local event alone.

Local Events Email Newsletter Example 3

This newsletter doesn't contain a graphic but has managed to make the fonts very stylish and attractive and cleverly mimics a festival poster Highlighting the names of top chefs and the event details in red below easily renders the message to the target audience in the least time possible.

Local Events Email Newsletter Example 4

This local events email newsletter example is rather overcrowded with information. However, they have sectioned the various information systematically making it easy to read and interpret.

Unless absolutely necessary you must avoid extra information on the newsletter and provide a link to a separate landing page containing any additional information that you wish to include.

2. Promotional offers campaign

Who doesn't love a deal? We are sure most of your customers will have signed up receive emails from your business to ensure they don't miss out on the special deals you offer. Whether the deals are for a specific holiday or for a certain week or month, they need to be highlighted prominently in your email newsletters.

Let's look at some inspiring samples below:

Promotional offers example email-1

This is an example of a special daily deal email newsletter that shares information in a rather minimalist yet organized manner. It does not use long sentences or short paragraphs, instead it just uses words that are essential to summarize the event details. A very straightforward email that although has a lot of information but is focused on the daily specials alone and does not seem overwhelming to the reader.

Promotional offer examples email-2

This is a special weekly deal email newsletter that describes a last minute discount in the title, thus creating a feeling of urgency among the readers. The two images used give readers a visual representation of what's in store. They have tried to minimize the text in the main area of the newsletter and encourages interested readers to '(see more below)'.

Promotional offers example email-3

This is yet another example of a special deal newsletter that is targeted towards a holiday sale of online sewing classes. The top portion of the email looks more like a webpage, with the navigation and the social media buttons and graphics. It is immediately followed by a quick introductory paragraph about the course which is then followed by the course details.

Although the course details are set towards the bottom of the newsletter, the box displaying the 'holiday sale' in the format of an online ad drives the readers' attention towards it.

Promotional offers example email 4

This is an example of a free shipping deal for a holiday weekend of Martin Luther King Jr. Day. The newsletter has almost all the navigation options of the web landing page. There is more than one call-to-action in the email such as buying gift cards, join MyKmart community, learn more about great deals of the day and many more.

The main call-to-action, however, is to shop using the given coupon code and avail free shipping on orders more than $60. We know it is the main CTA as the fonts that describe it are prominently sized and placed in the email.

The only drawback of this type of an email newsletter is that it easily loses focus of the reader. There are just too many CTAs to consider and the user who is probably reading this email on a mobile may not click even one of them.

3. Coupons To Boost Low-Sales Period

Other than special deals another actionable way to boost your sales is to offer coupons to your shoppers. By offering special coupon codes to them and personalizing your emails to make them feel privileged to receive this coupon you encourage them to make a purchase. Your email subscribers are also probably on your list to receive email newsletters for coupons.

Let's take a look at a few examples:

Coupon Email Newsletter Example 1

Coupon Email Newsletter Example 1

This coupon email newsletter example contains a coupon that is defined as a 'super exclusive VIP' offer thus making the reader feel privileged and important. The actual discount text '15 percent off' is the biggest and the most prominent in the email. The image used occupies one half of the newsletter while the text the other half. This ensures graphics and images are not placed between the text.

They also explain how to redeem the coupon in-store in simple words. Finally, there is one call-to-action that helps the user find the store. Overall this newsletter is neatly planned and the various elements of the email are placed in a sequence that generates interest in the reader eventually. The email newsletter looks a lot like a webpage with the navigation links on the top and bottom.

Coupon Email Newsletter Example 2

Offering a coupon to your past customers who have not made a purchase for a long time is another successful strategy to retain customers and increase sales. This email newsletter example illustrates in a very simple manner how to get your past customer's attention using a coupon email newsletter.

The email contains a simple heading, a highlighted coupon, details about the coupon and a call-to-action that brings them up to speed on what other customers are popularly purchasing. Rather than using a generic CTA like Shop Now, the CTA  used in this example inculcates a sense of curiosity in the readers to check out what others are shopping on the site.

Coupon Email Newsletter Example 3

This email is targeted at those who have abandoned a cart on an online shopping site. If you are a local business with an online shopping site, you can re-target shoppers who have abandoned cart with a coupon email newsletter as this one. The email uses a graphic of a human finger pointing at the coupon that clearly brings the reader's focus towards the direction of the finger.

It is also a nice little touch to tie a ribbon on the finger indicating that they are gifting you the coupon. The email although has main navigation menu on the top, the body is solely focused on the coupon and its related details.

4. Reviews Of Happy Clients

When you get a positive review from your clients, you need to share it with your list. This helps you improve your relationship with all your customers who have subscribed to your list. Although, your list did not primarily subscribe for this particular information, it often helps to know that you are in the good books of shoppers just like them.

Shown below is an example of one such email newsletter that lists customer's positive reviews in an unique way.

Newsletter Example Sharing Reviews Of Happy Clients

This is a neatly designed email newsletter where the products are displayed along with pink ribbon-shaped strips containing user reviews. against that particular product. The reviews are also associated by the name of the reviewer. Here you not only promote popular products on your site but also share happy reviews from your customers to make your readers feel confident about making a purchase with you.

Newsletter Example Sharing Reviews Of Happy Clients Example 2

If your business occasionally gets a review, you can also display the single review in the complete newsletter. This example does exactly the same and does not include any other distracting element.

Newsletter Example Asking For Reviews

If you do not have any reviews to showcase yet, send an email requesting for a review of a service/product recently purchased as shown in the example above. If your local business operates offline you can collect email addresses of your customers and ask them to leave you a review via email.

5. Product Announcement Newsletter

If you have a new product or service, announcing it via an email newsletter its the perfect way to spread word about it digitally. Get inspired by some of the following examples of product announcement newsletter examples.

Product launch Example 1

Barnes and Noble sends this email newsletter to announce the new releases along with the announcement of a discount on them. The email sure does look like a full-fledged web-page overloaded with a lot of information. However, the focus is on discount and the book that is newly released. The discount is again made prominent towards the end of the newsletter alongside two call-to-action buttons.

Product Announcement Newsletter Example

This is Apple's example of a product announcement newsletter that includes snapshots of description of the newly released product shown in the form of a news article. They have involved ample of white space to keep the newsletter interesting and readable with graphics on alternate sides.

Product Announcement Newsletter Example 3

This is a new feature announcement newsletter that first showcases an image to represent the message visually. The title is straight-forward and says what the email is about. The paragraph following the title is a quick description that contains two call-to-action in the form of links.

One of those link CTAs is repeated as a button CTA in green below. It is a simple newsletter that does not lose focus or have any distracting element. It works fine in saving the reader's time.

Product Announcement Newsletters Example 4

This product announcement newsletter is very similar to the previous example. They have a picture of the actual team working on the product. This is followed by a description with a CTA and a button CTA towards the bottom. This newsletter is also focused on the new product alone.

6. Promotional Email Newsletters

Promoting your services and products is the primary aim of most businesses as they want readers to convert as much as possible. However, not every newsletter should be a promotional one or you risk losing your email subscribers. So, let's take a look at a few promotional email newsletter examples that, although aren't sent frequently, are effective enough to generate a higher conversion rates, the one time they are sent.

Product Promotion Email Newsletter Example

This is a simple example of a promotional email newsletter where they send the users a rather focused email on one category of products. Such emails are targeted and do not overwhelm users with a wealth of information about all the available products.

They have retained their navigation tabs from website into the email newsletter for the users who would like to explore. However, the main body is focused only on women's boots and links to the various categories in women's boots is given in a two line description followed by links to boot brands.

The newsletter does not have any other distracting elements and uses a lot of white space while also keeping it short.

Promotional Newsletter

This particular example uses minimal text and takes the aid of appealing visuals to explore. This email newsletter is perfect for their target customers, who are looking for holiday destinations but not sure which one to choose. The rest of the information is concealed away in links that are perfect call-to-action for interested users.

Promotional Email Newsletter Example 3

This is an example of a promotional email newsletter that promotes an upcoming sale. A business benefits with a well designed special deal newsletter, as we have discussed earlier. But by sending a simple pre-sales email helps to prepare users for the sale thus helping in boosting your user traffic, offline or online.

In this particular example, the brand highlights the number of days left in prominent fonts in the center of the email newsletter. The email contains no more than two lines of text and a CTA that is quite enough for a pre-sale promotional email.

Promotional Email Newsletter Example 5

This is a promotional email newsletter example that is smartly designed as they have listed top ten products that will benefit the users. Most promotional email newsletters talk about the brands and their services/products. This email has used an user-oriented approach instead and tried to help users view the products as useful decor items in their houses. The colorful graphics help the users further visualize the various design concepts listed in the email.

They have also not used a lot of descriptive text and tried to save the users time by just stating what is necessary for the readers to know. Although there are multiple products and multiple call-to-action in the email, the simplistic and organized design does not make it seem overwhelming to the readers.

7. Email Newsletters That Create User Engagement

Sometimes businesses send email newsletters with soft call-to-action that does not necessarily lead to an immediate sale. By sending email newsletters that ask your users to connect to a fellow user or to explore and plan a future event with you, you are not asking much. But this in turn keeps them engaged with your brand and helps improve your relationship with them in the long run.

Let's take a look at a couple of examples:

Email Newsletter Example That Creates User Engagement

This email newsletter example encourages the user to engage with the brand for a future event. It says at the start of the email 'Crowds are gone. Sun is still shining. Find the perfect place for your fall escape.' The email content clearly has no intent into pushing the user towards making a sale. It is just mildly placing the idea of a future trip in to the user's mind and focuses on the call-to-action that encourages the users to 'Explore Trips For Fall'.

And if users are really interested, it also mentions a few destinations along with the prices just to give the user an idea of the costs, to encourage them to explore more. The email ends with a promotion about their Superhost badge, which although seems irrelevant, it does not distract the user from the main content as it is placed right at the bottom of the email.

Email Newsletter Example That Creates User Engagement Example 2

This next email newsletter example helps users connect with other users of the brand. This is something that normally social media sites offer to users when a new member or a new friend is added to a community. The email has absolutely no intention of creating a sale. It is just a simple email asking to Say Hi to a new user.

Another advantage of introducing new subscribers or users of your brand to your existing users is to showcase your brand's human reach. Humans easily connect with a brand knowing that other people like them. are also doing business with that brand, thus serving as an important trust signal.

Just a word of caution, do not overwhelm your users with such emails. Keep it limited to two or three emails in a month.

Email Newsletter Example That Creates User Engagement Example 3

This example creates engagement of the brand with the reader with a soft call-to-action that urges them to refer the brand to a friend. In order to further encourage this kind of an user engagement, they offer a 20 percent discount off the monthly bill to the user. And to make the referral process easier, they make an offer to the friend of the user giving them 50 percent off on their first month purchase.

This example of an email that creates user engagement not only keeps your user engaged with your brand but also brings in new users to you.

8. Customer Appreciation Email Newsletter

Whether you want to express gratitude towards your customers, thanking them for sharing your event information or referring your brand or just simply thanking them for making a purchase, you must absolutely compose an email newsletter for doing so. Customer appreciation email newsletters make them feel important and encourage them to future participate with your brand.

Take a look at some of the following examples.

Customer Appreciation Email Example 1

Being a local business, you can offer in-store coupons to your local customers as a sign of your appreciation towards their business. This is an email newsletter example of one such customer appreciation event sent out to past or existing customers. With highlighted discount figures and a prominent title that lets the readers know in no time what the email is about, this examples comes off as a no-nonsense, straightforward message to its readers. There is no graphics used, only attractive fonts and no more than two colors.

Customer Appreciation Email Example 2

This is yet another example of a customer appreciation event newsletter conducted by the business to express gratitude towards their loyal customers and offer them attractive deals. The email creates a sense of urgency when is states that the 'Goodie Bags' will only be offered to the first 50 customers.

The email newsletter design is equivalent to that of a invitation card with attractive graphic, attractive fonts and minimal text. They also use bullets to highlight the main offers for the loyal customers.

Customer Appreciation Email Example 3

This is a simple thank you email newsletter example by the brand to its customer reminding them the completion of a certain period of time together – one month anniversary in this case. If your business has an online community of users, you must definitely use this idea to keep your users connected.

In this example the brand has created a video to express their gratitude towards their users who have been around for a month with them. You can think of something relevant to your brand to offer to your customers instead.

The email newsletter is short and straightforward with a single CTA and no distracting elements.

Customer Appreciation Email Example 4

This is a very common email newsletter example that thanks customers for signing up for your email list. This is both a welcome email and a appreciation email. It is text-based and simple. Users generally do not expect a whole lot of visuals in such emails. Thus, this example serves as the perfect inspiration for such emails.

9. Survey/Feedback Email Newsletter

It is crucial to know what your customers think about your services and products. If you are not able to take their survey or feedback in-store, you can always send them an email newsletter. The good part about asking feedback via email is your users may be relaxed and at ease while taking the survey and can also give honest opinions.

Let's take a look at a few examples:

Survey Or Feedback Email Newsletter Example 1

This is a visually attractive survey email newsletter example that offers a certain discount to their users on their next order in exchange for their survey. The email retains the site's original main menu navigation on the top. This is followed by a space that is half shared by a happy customer image (relevant to the brand) and the next half that contains the main body content of the email.

The title of the email is a pun wherein the saying 'Pennies for your thoughts?' is literally fulfilled where the brand promises to give you 500 pennies for your thoughts about their brand.

The call-to-action CLICK HERE, however, is not highlighted in a different color. It would save the users' time if the CTA was shown in the form of a link or a button. They have also mentioned the time it would take the survey, which is important for the readers to know.

Survey Or Feedback Email Newsletter Example 2

This example is a lot similar to the previous one, only it does not use a happy customer graphic, the description is limited to a few important words and the call-to-action is distinct from the background color and text.

Survey Or Feedback Email Newsletter Example 3

Survey Or Feedback Email Newsletter Example 3

If you want to save your users' time and not direct them to a new page to take a survey you may send a simple email as this one. This email asks just one question to the user. Also, it is not always necessary to offer an incentive for a survey and feedback especially if your email newsletter is as simple and straight-forward as this one.

Survey Or Feedback Email Newsletter Example 4

This is another example of a survey email newsletter that does not offer an incentive to the users. Customers are sometimes happy to give you a survey even without an incentive. And if you want to avoid sending simple text emails, this can be a good inspiration for a minimalist design of a survey request email newsletter.

This example uses their brand mascot in the graphic along with a clear heading in the red background that requests for a feedback. They have two prominent call-to-action button, one leading to a short survey and one leading to their Facebook page. Since the user has been given two choices the company has more chances of receiving a response from the user. There are no distracting elements in the email, it is focused only on collecting user survey.

10. Educational Email Newsletters

These are the kind of email newsletters that help you establish authority in your industry. Giving away information for free is not limited to blogs alone. Email newsletters with educational content in fact seems even more personalized than a blog. The educational content can be in the form of advice or instructions to better use your product or services or general industry news and trends to keep the customers up to date.

Following are some inspiring examples of an educational email newsletter.

Educational Email Newsletter Example 1

Educational Email Newsletter Example 1

Subscribers love to collect useful information when it is related to your products and services or even otherwise. This example of an educational email newsletter is perfect for those looking for handy tips to take care of a designer handbag. The email body is focused on the tips and with just a two-liner introduction they start educating their users on the topic related to their products.

If the tips are a few, you can list all of them in the email without having the users redirect to a new page.

Educational Email Newsletter Example 2

This is a beautiful email newsletter example that educates its audience with tasty recipes and also gives useful tips towards the end. The newsletter starts off with a call-to-action 'forward to a friend' and a brief introduction about the Chef. The email is beautifully divided into sections and the next section gives a brief introduction about the dish but the recipe is hidden away in the CTA that the readers are encouraged to click. This is followed by a quick recipe related tip that is listed in full in the newsletter.

At the bottom of the email newsletter is a small preview of the previous newsletter recipe in case the reader missed the last email. This is a great email newsletter example with a whole lot of information systematically placed in small packets along with prominent call-to-action buttons.

Educational Email Newsletter Example 3

If you are a retailer of clothing and accessories you can gain inspiration from this email that gives ideas for a Halloween costume in the education email newsletter category. They use images instead of long descriptive text in order to educate their audience, the nine Halloween costume ideas that you see towards the beginning of the email.

It is then followed by a short paragraph that contains many CTA links such as candy, spooky decor, costumes and so on that are perfect to link to product pages, if you have an online store. The email has ample white-space and the graphics are presented in an organized fashion making the email easy to scan for the reader.

These were the ten main types of email newsletters local businesses can send their customers. With quality information and a good balance of useful and promotional email content, you can increase your email list, further enhancing your brand's reach.

Let's summarize some useful tips obtained from the examples listed above:

  1. Avoid overcrowding the email newsletter with text and images.
  2. Give distinct call-to-actions.
  3. Heading of the email must be clear and straightforward. The description must be kept as short as possible.
  4. Do not add distracting elements to your email newsletter. Keep it focused on the given topic.
  5. Use images relevant to the email content.
  6. Save your reader's time by arranging text and images systematically so that it is easy to scan and read.
  7. Avoid too many CTAs. Focus on one or two CTAs.

Has any specific email newsletter from your inbox inspired you lately?