10 Great Examples of Welcome Emails to Inspire Your Own Strategy

We’ve all heard how important it is to make a good first impression. Show up late for a job interview?

That’s a bad first impression. Eat a ton of garlic and forget to brush your teeth before a first date? Also a bad first impression.

It turns out that the “make a good first impression” principle holds true not only in face-to-face encounters, but in email interactions as well.

When you send a welcome email to a new blog or newsletter subscriber, or to a new customer, you’re making a first impression on behalf of your brand. To help ensure you’re making the best first impression possible, we’ve rounded up some examples of standout welcome emails from brands big and small.

Pro Tip: Use HubSpot’s free email marketing software to easily create a high-quality welcome email sequence like the ones featured below. 

free welcome Email Template to send to customers

As you’ll soon discover, each example below showcases different tactics and strategies for engaging new email subscribers. Let’s dive in.

10 Examples of Standout Welcome Emails

1. Virgin America

Type of welcome: Get Started

Virgin America welcome email with a red CTA to get started

A welcome email is the perfect medium for introducing folks to the characteristics (and eccentricities) that make your brand unique.

For Virgin America, that means putting the “I love you” hand symbol front and center. This small gesture signals to the recipient that the folks atVirgin America really care about their customers. The playful accompanying copy, “Welcome aboard,” and casual call-to-action, “Grab a seat,” also help to position Virgin America as a hip, fun-loving brand right off the bat.

2. Food52

Type of welcome: Get Started

Food52 welcome email with a gray CTA to get started

Sometimes the tiniest of elements in a welcome email can speak volumes about a brand. And when it comes to Food52’s welcome email, their preview text at the top of the email, “We brought snacks,” definitely accomplishes this.

Also known as a pre-header or snippet text, preview text is the copy that gets pulled in from the body of an email and displayed next to (or beneath) the subject line in someone’s inbox. So when you see Food52’s welcome email in your inbox, you get a taste of their brand’s personality before you even open it.


Food52’s welcome email also does a good job of building trust by putting a face (make that two faces) to their name. As soon as you open the email, you see a photograph of — and welcome message from — the company’s founders.

3. Monday.com

Type of welcome: Video

Monday.com welcome email with a link to watch a video by CEO Roy Man

From the subject line to the conversational tone in the email body, the welcome email above keeps it friendly and simple so the focus stays on the introductory video inside.

Monday.com is a task management tool for teams and businesses, and the welcome email you get when you sign up makes you feel like the CEO, Roy Man, is talking directly to you. The email even personalizes the opening greeting by using the recipient’s first name — this is well known for increasing email click-through rates (especially if the name is in the subject line).

The closer you can get to making your email sound like a one-on-one conversation between you and your subscriber, the better. If you have just so many details you need to inform your new customer of, follow Monday.com’s lead and embed them in a video, rather than spelling them all out in the email itself.

4. Kate Spade

Type of welcome: Thank You

Kate Spade welcome email with orange envelope graphic saying thank you

Let’s face it: We, the internet-using public, are constantly bombarded with prompts to sign up for and subscribe to all sorts of email communications. So as a brand, when someone takes the time to sift through all the chaos in order to intentionally sign up for your email communications, it’s a big deal.

In order to acknowledge how grateful they are to the folks who actually take the time to subscribe, Kate Spade uses a simple — but effective — tactic with their welcome emails: They say “Thank You” in big, bold lettering. And by placing that “Thank You” on an envelope, Kate Spade recreates the feeling of receiving an actual thank-you letter in the mail. (The 15% off discount code doesn’t hurt either.)

5. Lyft

Type of welcome: Get Started

Lyft welcome email with pink CTA to get started

If there’s an ideal “attitude” that welcome emails should give off, Lyft has got it.

The company’s simple but vibrant welcome email, shown above, focuses entirely on the look and feel of the app, delivering a design that’s as warm and smooth as the lifts that Lyft wants to give you. At the same time, the email’s branded pink call-to-action draws your eyes toward the center of the page to “Take a Ride” — inviting language that doesn’t make you feel pressured as a new user.


Type of welcome: Offer

IKEA welcome email with offer to join free membership

It might not be the most beautifully designed email on this list, but that doesn’t mean IKEA’s welcome email isn’t effective.

Instead of going for the hard sell (e.g., “By stuff now!”), or explaining what it is they do (which is something IKEA probably assumes most people already know), IKEA uses its welcome email to turn folks onto its other, lesser-known programs and content channels. For example, there’s a call-to-action right at the top that explains the value of its member benefits program. There are also prompts to visit their design blog and to contribute to their collaborative “Share Space” site.

Of course, if you’re not interested in any of that stuff, IKEA’s welcome email also makes it easy for you to simply log in and start shopping (there’s a login field right up top).

7. Michaels

Type of welcome: Offer

Michaels welcome email with offer of 20% off an entire purchase

The Michaels approach to the welcome email borrows elements from both Kate Spade and Virgin America. In addition to expressing gratitude to the folks who took the time to sign up, Michaels uses its welcome email to showcase the brand. And the company does a great job: The lengthy email feels like one big arts and crafts project, complete with paint, yarn, and chalkboards.

Another standout feature of this welcome email is that Michaels makes it immediately clear what value its future email communications are going to provide. After thanking subscribers, there’s this nice bit of copy that sums it up:

“We’re going to send fun stuff like DIY tips and tricks, invites to in-store events, and exclusive deals and coupons.”

8. Sphero

Type of welcome: Hello

Sphero welcome email with BB-8 Star Wars Droid saying hello

Sphero’s welcome email might in fact be the cutest one we’ve seen recently — and it was sent from a galaxy far, far away.

If you purchase a bluetooth-controlled BB-8, the friendly Droid from Star Wars, it was probably made by Sphero. And if it was, you’ll have an email similar to the one above waiting in your inbox when you activate your new rolling companion.

This email’s subject line is what qualifies it for this list — “A little Droid told us you wanted our emails.” By cleverly personifying the product, and being somewhat candid about its email marketing newsletters, Sphero develops a relationship with their recipients through the product you just bought from them.

Besides showing you how to use your new BB-8 Droid with your smartphone, all this welcome email wanted to do was say hi — just like BB-8 himself.

9. InVision

Type of welcome: Video

InVision welcome email with link to watch video

When you sign up for InVision’s free prototyping app, the welcome email makes it very clear what your next step should be: using the app.

To facilitate this action, InVision’s welcome email doesn’t simply list out what you need to do in order to get started. Instead, it shows you what you need to do with a series of quick videos. Given the visual, interactive nature of the product, this makes a lot of sense.

10. Drift

Type of welcome: Get Started

Drift welcome email with link to get started

No fancy design work. No videos. No photos. The welcome email Drift sends out after signing up for their newsletter is a lesson in minimalism.

The email opens with a bit of candid commentary on the state of email. “Most people have really long welcome email sequences after you get on their email list,” Dave from Drift writes, before continuing: “Good news: we aren’t most people.” What follows is simply a bulleted list of the company’s most popular blog posts. And the only mention of the product comes in a brief post-script at the very end.

If you’re trying to craft a welcome email that’s non-interruptive, and that’s laser-focused on adding value vs. fluff, this is a great example to follow.

Editor’s note: This post was originally published in April, 2016 and has been updated for comprehensiveness.

16 Awesome Email Marketing Campaigns & How to Run Your Own

Consumers love connecting with brands via email, and it’s a channel that continues to provide ROI. In fact, for every $1 spent on email marketing, marketers receive an average of $42 in return (HubSpot State of Marketing 2020). 

Not only is email not dead, but 78% of marketers have seen an increase in engagement on this channel over the course of the last year. As we strive to connect with our prospects and customers and provide them with value, our email marketing campaigns must resonate.

Create a new, on-brand email signature in just a few clicks. Get started here. (It's free.)

Inbound marketing is an ongoing process as marketers meet buyers in whatever stage of the journey they’re in. Keep in mind that not everyone is ready to buy from you at this exact moment

That’s why email is such an important channel. 

Through email, you’re able to stay top-of-mind by providing communication to their personal inbox, and you can do it at scale with marketing automation software.

1. Identify your goal for the campaign.

Figure out the outcome that you want:

  • Is it to clean up your list?
  • Promote a new product?
  • Follow-up from an abandoned cart event?
  • Stay top of mind with your audience?

Different email campaigns will have different outcomes, requiring different tactics to get there. Once you determine the purpose of your campaign, you can then create the targets you want to hit. Include specific metrics in your goal so that you can determine if your campaign was a success based on quantitative data.

2. Put yourself in the shoes of the buyer persona.

After you’ve identified the outcome and the goals you want to hit, you now need to strategize how to get your buyer persona from A to B. Some things to ask yourself might include:

  • How did they subscribe in the first place?
  • What matters to them?
  • How can this campaign provide value?

3. Build a targeted list and define enrollment criteria.

You know who you’re targeting and what you want them to do. From there, you must build the segment. Thinking about your buyer persona, what properties do they all have in common? How does your CRM describe those properties?

Your software is smart, but it’s not smart enough to automatically know which recipients you’re sending to. Will the recipients receive the emails at the same time, or is there certain criteria they have to meet before they are enrolled in the sequence or campaign?

4. Determine the timeline you want the campaign to run.

You may be running a seasonal campaign that only requires one or two emails, or you might be building a long-term top-of-mind nurturing campaign. Tailor the length of your email sequence to the length of the buying cycle and stage the persona is at in the buyer’s journey. In other words, deliver the right message at the right time.

5. Plan your emails and follow-ups.

Over the course of the campaigns timeline, you may want multiple touch points. You may also even consider follow-ups based on the actions that each recipient takes. Plan these emails out, outlining the core message and take-away for each email.

6. Write click-worthy subject lines.

The subject line is the gate keeper of the rest of your email. Your buyer persona will not be exposed to your content unless they first click the subject line. With that in mind, use this precious real estate for copy that compels them to read further. You can do that by:

  • Piquing their interest
  • Promising value
  • Opening a loop (that will be closed in the body of the email)
  • Using your unique voice to start the conversation
  • Use personalization

7. Create your brand assets.

Intentional and well-placed imagery can increase click-through rates, so put thought into not just what you want to say but how you want to say it, using visuals to support your message.

8. Include clear calls to action.

Don’t confuse your email contacts by providing too many options. For each email you send, there should be a single action that you want the reader to take. Then, in clear, direct language, instruct them to take that action and set expectations for what will happen when they do.

9. Always provide a way for them to opt out.

People who don’t want to read your emails don’t belong on your list. Keeping them only skews your bounce rate down and increases the number of people marketing your emails as spam. Besides, according to CAN-SPAM guidelines, you should always provide a way for them to opt-out of email if they no longer want to receive communications from you. Typically, this opt-out link lives in the footer of each email you send.

10. Monitor your metrics.

As the campaign runs, take notes. Are your open rates and click rates what you expected? What went well vs. not well? Are you on track to hitting your goals with the campaign?

The more you pay attention to the data, the more you can understand what’s working and what’s not for your audience, leading to more effective campaigns in the future.

16 of the Best Email Marketing Campaign Examples

If you’re reading this, you probably have an email address (or two, or three …). In fact, you’ve probably been sending and receiving emails for years, and you’ve definitely received some questionable deliveries in your inbox.

Whether they were unexpected, uninformative, or had a subject line tHaT wAs fOrmAtTeD liKe tHiS, we bet you didn’t hesitate to direct them towards the trash, right?

While email has managed to stand the test of time, many marketers have failed to update their strategies since its inception. So to ensure you’re sending modern emails that warrant some of your recipients’ precious time and attention, we’ve compiled a list of effective email examples to inspire your next campaign. 

1. PayPal

There are a couple things we love about this email example from PayPal. Not only is the opening copy clever and concise, but the entire concept also reflects a relatable benefit of using the service. Think about it: How many times have you been in a situation where you went out to dinner with friends and then fussed over the bill when it came time to pay? By tapping into this common pain point, PayPal is able to pique the interest of its audience. 

paypal email that reads "good food. good friends. good way to split the bill" and a call to action below that reads "learn about sending & receiving money"

2. ModCloth 

Great companies are always evolving, and your customers expect to experience change. What they don’t expect (because too many companies haven’t lived up to this end of the bargain) is to be told about those changes. That said, this email from ModCloth serves as a refreshing change of pace. If you’re going to change the way you communicate with a lead or customer, give them clear, fair warning so, if they aren’t on board, they can make the necessary adjustments to keep their inbox clean.

modcloth email that reads "we're making changes to our email program" with the option to change email preferences and promotional material underneath

3. Tory Burch

Did you see that? Did you see it move? Pretty cool, right? This small bit of animation helps to separate this email from Tory Burch from all of the immobile emails in their recipient’s inboxes. They also leverage exclusivity by framing the promotion as a “private” sale. Often times, this type of positioning makes the recipient feel like they’re specially chosen, which encourages them to take advantage of the special opportunity they’ve been presented with. 

tory burch email with animation with curtains that pull back to reveal text: "tory burch online only private sale up to 70% off"

Inspired by these examples? Check out HubSpot’s free email marketing tool and start creating your own campaigns.

4. Zipcar

This example sample comes courtesy of my coworker who started signing up for Zipcar, got busy, and had to abandon the form. As a result, the email calls her back to the website with some lighthearted copy that nudges her in the right direction, and also reminds her of the value of using Zipcar — being economical and helping the planet.

If your site visitors are abandoning shopping carts or landing pages, use your email marketing in this way to remind them they have some unfinished business on your website!

zipcar abandonment email that reads "your wheels are waiting. yoo hoo. just another friendly nudge to say that zipsterhood is right around the corner." Below, there's a link to finish the application.

5. RunKeeper

RunKeeper makes an effort to reengage lost users with this friendly, informational email. By highlighting their app’s most recent changes and benefits, the copy works to entice recipients to give the app another chance. Small inclusions like the “Hi friend” greeting and the “You rock” closing makes the content feel welcoming and less aggressive. 

runkeeper elite email that reads "hi friend, runkeeper elite is looking pretty fresh these days and we'd love for you to give it another try" with details on what has changed and a call to action to "renew elite"

6. Litmus

Here’s another great example from Litmus of animation being used to create more interesting email marketing design. Unlike static text, the swipe motion used to provide recipients with a look “under the hood” of their email tool is eye-catching and encourages you to take a deeper dive into the rest of the content. Not to mention the header does an excellent job of explicitly stating what this email is about.

litmus email with animation that reveals code behind an image underneath a headline that reads "share emails and inspect code - ever wished for an easier way to share emails? Tried in vain to see how that responsive design works under the hood? now you can"

7. Loft

This email from Loft aims to demonstrate their understanding of your crazy, mixed-value inbox. In an effort to provide you with emails that you actually want to open, Loft asks that their recipients update their preferences to help them deliver a more personalized experience. This customer-focused email is super effective in making the recipient feel like their likes, dislikes, and opinions actually matter. 

loft email example that reads "happy inbox, happy life - we want to send you the style news that you can actually use. all you need to do is manage your preferences." in an attractive vertical layout

8. UncommonGoods 

You’ve heard it a million times (and a few thousand of those times may have been from us): You should create a sense of urgency with your calls-to-action. That’s what makes a lead take action, right? Well, this email from UncommonGoods succeeds in creating a sense of urgency by focusing on the value of acting now. 

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. Thank you for reminding me before it’s too late — I don’t want to be in the dog house because my gift arrived after Mother’s Day.

uncommon goods email that reads "don't you think mom would've liked a faster delivery?" along with shipping promotion that reads "send gifts home in time for mother's day"

9. JetBlue

Confession: We have a serious email marketing crush on JetBlue. And they continue to deliver their lovable marketing in this cheeky email campaign that aims to humorously reengage customers. Every element from the header, to the three witty points, to the actionable, contrasting CTA work together to create a lovable campaign that’s promotional without being pushy. 

JetBlue email that reads "it's our one year anniversary. we've been emailing for 365 days now" below, it reads "it's OK you didn't remember this one-year mile(high)stone" and "a traditional first anniversary gift is paper - hello plane ticket! but since you did forget it was our anniversary, this trip's on you"

10. Bonobos

It’s simple: If you want people to engage with your emails, give them a reason to do so. This clean, minimalistic, and easy-to-click email campaign from Bonobos creates an interactive experience that encourages the recipient to take action.

The structure of this email aims to cater to those who don’t have time to waste scrolling through pages of shorts that may or may not be in stock in their size. By providing a direct pathway to what they’re looking for, Bonobos creates a seamless online shopping experience.

bonobos email with a large image of a man in an adirondack chair above a headline that reads "select your size and get 25% off all shorts"

11. Amazon Local

This email from Amazon Local is short and sweet, with just one CTA: click through this email to tell Amazon what you like and dislike. That way, the deals they send you going forward can be more in line with what you’re likely to actually want. What’s wonderful about this experience is not just that they asked, but also how consistent the experience is from email to landing page. Take a look at the email below, and the landing page that follows.

amazon local email marketing that reads "you're one click away from personalized deals - improve your amazonlocal experience by telling us what you like and dislike."

Notice how the language in the email above, “like” and “dislike,” mirrors the language in the buttons below? This is a simple way to get feedback from your email recipients to provide more personalized offers in their inbox, thus increasing the chance of a high clickthrough and offer redemption rate.

amazon local deal preferences that reads "what kinds of deals do you like" along with a list of options that you can rate like, neutral, or dislike

12. Focus Pointe Global

Focus Pointe Global provides focus groups so regular businesses can get some meaty market research. While research is known for being a little complicated, this email is impressively simple. All of the information you need to know to determine whether you want to participate is called out in bold, and extremely short explanatory copy follows it.

What is the survey about? What do I get for taking it? How long will it take? Where can I begin? You can figure this all out pretty immediately. All emails should aim to provide such clear instruction.

focus pointe copywriting and cta email that includes section for topic, incentive, length, and spots available along with a cta email that reads "start survey"

13. Harpoon Brewery

My friends at Harpoon are so thoughtful, aren’t they? This simple, timely email really does feel like it’s coming from a friend, which is why it’s so effective. In an age of email automation, it’s easy for email campaigns to feel a little robotic. And while I’m certain that this email was, in fact, automated, it feels really human.

If you’re looking to strengthen the relationship you have with your existing customers, consider taking the time to set up a quick email like this to let them know you’re thinking of them. 

harpoon brewery email with a photo of the staff that reads "happy birthday carly from your friends at harpoon"

14. Bonafide

HubSpot customer Bonafide uses this email in one of its lead nurturing email series, and it’s a great example of a principle so many email marketers forget. Your inbox recipients don’t always remember who you are! 

Take a look at the callout in orange — the first paragraph of this email tells the reader why they are being contacted. With the amount of inbox overload we all suffer, reminders of this nature are critical to preventing deletions and unsubscribes. 

bonafide email that reads "you downloaded our step-by-step guide to internet marketing a while back and I wanted to follow up with you and see if you had any luck implementing any of the strategies contained in the eBook"

15. Rip Curl


That’s quite powerful, wouldn’t you agree? Rip Curl, an Australian surfing sportswear retailer, combines urgency and our psychological need to be part of something to create an email headline that jumps off the page. This positioning is designed to lead people to believe that there’s a “revolution” taking place and it’s their turn to get in on the action. At the end of the day, people want to be part of something that’s bigger than themselves, and this email aims to motivate them to do so by purchasing this sleek watch.

ripcurl email that reads "join the revolution - searchgps watch exclusive subscriber release" underneath a banner of a watch under water

16. J.Crew Factory

For many of us, when it comes to wrapping gifts, the struggle is real. J.Crew Factory recognized this problem, and then created this email to serve as a solution for those incapable of pulling off a Pinterest-esque wrap job: gift cards. The email offers up two different says to pick up a gift card — in store or online — in an effort to avoid excluding anyone. 

They’ve also included a map of the nearest store location at the end of the email to lower the purchasing barrier even further. 

j.crew factory email that reads 'if your wrapping looks like this, you may want to get them a gift card' with an image of a bad wrapping job barely concealing what's obviously a backpack

Clearly, marketing campaigns come in all shapes and sizes. Cultivate a healthy list, write great subject lines, deliver valuable content to your recipients’ inboxes, and you’re on your way to hitting your email marketing goals.

Editor’s Note: This post was originally published in May 2012 and has been updated for freshness, accuracy, and comprehensiveness.

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Originally published Jul 31, 2020 8:15:00 AM, updated August 02 2020


Email Design

Why Email Design is Important, and 12 Best Practices to Improve Yours

In 2018, there were over 3.7 billion email users around the world. By 2022, this number is expected to increase to 4.3 billion.

A group within that large number of users includes your business’s target audience, the people you want to market your brand, products, and services to via email.

To ensure your emails stand out and grab the attention of these target audience members, you must consider email design.

Click here to download our free lookbook that's packed with our favorite email newsletters.

What is email design?

Email design is the process of strategically designing and creating an email that resonates with your business’s target audience, specifically your current email subscribers and customers. The design should be attention-grabbing, aesthetically-pleasing, and on-brand so recipients recognize it’s from your company.

Why is email design important?

The average recipient spends about 1.1 seconds scanning an email prior to deciding whether or not they want to stay or abandon the message.

That’s why email design — design that makes your email organized, attention-grabbing, on-brand, and valuable — is so important to the success of your marketing efforts. It’s how you effectively keep recipients reading and interacting with your email content. 

Now you’re probably thinking: That sounds great, but how do I design my email to attract my target audience and keep their attention on my email?

To begin, keep these 12 email design best practices in mind.

1. Craft a strong subject line.

Your email subject line is the first thing anyone sees when you send them an email. It’s the brief statement that’s supposed to pique the interest of your recipients. It should capture their attention so they want to open the email and continue reading.

Your subject line should do three main things:

  1. Grab the attention of your readers in as few words as possible (less is more).
  2. Provide some sort of value and/ or information that makes them want to open the email.
  3. Summarize what recipients are going to read and/ or see once they open the email.

Here’s what a subject line looks like in your email inbox:

email subject line example

Here’s what a subject line looks like in your mobile device’s email inbox:

Email subject line on mobile

You can also review some of the best email subject line examples for more inspiration.

2. Write an attention-grabbing preheader.

Your email preheader is a preview of what the email is about, similar to the meta description of a web page. It’s the second thing recipients see.

Rather than rewriting the first sentence of your email, you can customize the preheader to provide an inside look into what your recipients are about to read in your message.

For reference, here’s what a preheader looks like in your email inbox:

email preheader example

Here’s what a preheader looks like in your mobile device’s email inbox:

email preheader example

3. Be concise.

Remember the statistic above about how you have about 1.1 seconds to hook your audience with your email? This is precisely why your email copy needs to be concise and straightforward.

Think about it this way: How many times throughout the day do you find yourself opening an email thinking, I can’t wait to sit down and take the next 5-10 minutes to really dive into this email in-depth!

If you’re anything like me, the answer is never.

Give email recipients the information they want and need from you without getting into the weeds. This will show them you value their time which has the potential to help you improve email subscriber retainment.

4. Keep your email on-brand.

When your email recipients open your message, they should know the email was sent from your company … meaning your email should be branded to the point that they don’t need to look at who’s sending the message to know it’s from your business.

To keep your email on-brand, consider using the following tactics:

  • Use a tone in your email content that complements your other branding and marketing materials (like your website and social media).
  • Incorporate the same colors and fonts that you use in your other branding and marketing materials.
  • Include your logo, a link to your website, links to your social media accounts, and calls-to-action (CTAs) relevant to your products or services. This is a great way to increase brand awareness and boost conversions.

5. Use the layout to enhance your email’s user experience.

Nobody wants to read a cluttered, unorganized email. Your email will appear too overwhelming and time-consuming to deal with, and you’ll increase your chances of abandonment.

Instead, organize your layout with user experience (UX) in mind — meaning, leave white space and strategically place your written and visual content in the email so it’s organized and easy to navigate. This will also improve your email’s professional, thoughtful feel, which ensures readers are able to find the information they want and need to enjoy their interactions with your business’s email content.

6. Personalize every email.

When you customize an email with your recipient’s name, the email feels more tailored, professional, and personal. This touch helps you foster a relationship between your business and email recipients. Additionally, it has the potential to help you humanize your brand and, in turn, improve email retention.

7. Incorporate unique visual content.

If your recipients and subscribers open an email and only see written content, it’s likely going to be difficult to hold their attention and keep them interested in your message. Include unique images, videos, GIFs, and animations to break up the written content. This is also a great way to complement your branding and enhance the purpose of your email.

Speaking of incorporating creative and unique visual content in your emails, let’s talk emojis.

8. Don’t be afraid to use emojis. 🧡

At first, emojis may seem like an unnecessary or unprofessional addition to an email. While this may be a fair assumption, it’s actually untrue. In fact, when you add emojis to your email subject line and/ or email copy, you can increase your open and click-through rates.

Note: When using emojis for marketing purposes, make sure you know the meaning and connotation of the specific one(s) you incorporate. 😃

9. Use a responsive design.

A responsive design means your email changes format to fit the screen it’s being viewed on, whether it’s on a desktop, laptop, or mobile device. Recipients will be able to read your emails with ease no matter where or how they’re viewing them. Responsive design enhances user experience and improves email subscriber retention.

10. Optimize your email with calls-to-action.

Calls-to-action (CTAs) are used to convert your email recipients — they may be used to get your recipients to follow you on social media, visit your website, or become paying customers. CTAs should be visible, enticing, and clearly show why they’re valuable to click. Additionally, you might choose to personalize your CTAs to tailor them towards specific recipients — this tactic has been proven to increase conversions.

11. Add an “unsubscribe” button.

Email marketing is highly effective as long as you’re providing relevant content to your recipients. The unfortunate but true reality of email marketing is that your recipients and customers change over time — in addition to various factors related to your business as you grow and evolve — making your content no longer relevant to some at different points in time.

For this reason, allow your recipients to leave (or unsubscribe from your emails) on a good note so they can remember your business in a positive light — who knows, they may need your email content, products, or services again in the future. To ensure these people are leaving on positive terms, simplify their lives with an easy-to-use and visible “unsubscribe” button.

Note: According to the Federal Trade Commission and CAN-SPAM Act, you’re legally required to include a “clear and conspicuous explanation of how the recipient can opt-out of getting emails from you in the future”. Meaning, that unsubscribe button isn’t an option.

If you need some inspiration, check out these effective unsubscribe pages.

12. A/B test your design.

Similar to most other marketing efforts, email design is an iterative process. You might determine you need to make changes and updates to get the most out of your email design. Whether it’s modifying your CTA, colors, font, or tone, don’t be afraid to A/B test designs to determine which one works best in terms of ability to convert, and resonate with, the highest number of recipients.

A great way to incorporate all 12 of these best practices is to use email design software. In fact, many of these best practices will come up naturally while you’re designing and planning your emails this way. Let’s take a look at some of the most common software options for email design along with a few of their features.

Email Design Software

The following commonly-used email design software options each offer capabilities related to your business’s website design as well as marketing and sales efforts. Take a deep look at their features to make the best decision for your overall business goals and email design needs.

HubSpot Email Design Software

HubSpot’s email software allows you to create, design, personalize, and optimize all of your emails. You don’t need any IT or coding knowledge, and you can easily customize mobile-friendly emails and design them to complement your branding. The software allows you to A/B test various email designs to determine which optimization and design efforts are most successful among your recipients.

BEEPro Email Design Software

As a BEEPro user, you can design responsive emails in just minutes. Smart design tools provide you with a quick way to format your emails and ensure your layout complements your content. You can also customize and save various email design templates so your email messaging and branding stays consistent among specific recipients.

MailChimp Email Design Software

With over 100 templates offered, MailChimp allows you to customize your email design for your target audience. If you’re someone who does have coding experience, and you want to take your design a step further, MailChimp offers you the ability to code your template as well.

Stripo.email Email Design Software

Stripo.email requires no HTML knowledge to create and design professional email templates. All of their pre-made templates are responsive so readers can easily view them via any device. You can also sync your current email service provider (ESP) with the software to access all of your email information from a central location.

Chamaileon Email Design Software

The collaborative email builder Chamaileon gives you the ability to invite members of your team to provide input on your designs. The software ensures your emails will have a responsive design and automatically comes with over 100 pre-made templates to customize for specific recipients.

Now that we’ve covered email design best practices as well as the software you can use to assist in designing your perfect email, let’s take a look at some well-crafted examples to inspire your work.

Email Design Inspiration

Email design inspiration provides you with a better idea of what it looks like to combine the best practices we discussed above — these will help you effectively reach your target audience. In addition to the examples we’re going to review here, you can check out this blog post about 13 great examples of email design.

1. Starbucks Rewards Email Design

Starbucks customers and members —the people who have converted and signed up to receive company-related information and rewards — may have seen this email, or something similar, in their inbox:

email design example

The email complements all of Starbucks’ marketing materials and branding. There’s plenty of white space to separate the concise yet helpful written information that’s paired with artistic and visually-pleasing photos of their products.

The email includes a CTA to activate their email rewards offer, a link to their website to help drive traffic there, and an unsubscribe button for those who’d like to stop receiving Starbucks emails altogether.

2. Vital Proteins Email Design

Vital Proteins’ emails are sent to current customers as well as anyone who has visited their site and signed up for their email newsletter.

example of email design

Although this email design contains many images and a lot of information, it’s neatly organized so it doesn’t feel overwhelming to visitors. The email’s colors, font, and unique images are on-brand and feature the company’s products.

It includes an obvious and large CTA that redirects recipients to their Instagram page to increase their number of followers and enhance brand awareness. Lastly, there are buttons at the bottom of the email for unsubscribing, changing email preferences, and forwarding the message to a friend.

3. HubSpot Marketing Blog Email Design

HubSpot sends subscribers Marketing Blog emails every day. These include a few blog marketing-related articles to read and learn from. If recipients choose, they may also subscribe to HubSpot’s Sales Blog and Service Blog emails.

email design examples

The marketing blog email feature HubSpot branding so readers immediately know who the email is from and what it’s going to include. There are previews and short descriptions of what each blog article in the email is about as well as an interactive pop quiz.

The email has plenty of white space to ensure it doesn’t feel or look cluttered and includes a personal note from the marketing blog editor to humanize the email and foster a personal relationship between readers and HubSpot.

Get inspired with 15 free and downloadable email templates designed for marketing and sales with previously written copy to save you time.

Grow Better With Great Email Design

With great email design, you’ll grow better — meaning, you’ll reach and resonate with your audience members more effectively. Eye-catching and impactful emails will help you build long-lasting relationships and convert more people into paying customers and brand advocates. So, begin designing your emails while keeping the best practices and examples we reviewed in mind.

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Originally published Jul 15, 2020 7:30:00 AM, updated July 15 2020


Email Design