20 email marketing examples to copy and adapt to your business
Subject line, preheader, copy and button for each email, plus what makes it work
Quick answer: A good email marketing example has a clear subject line, a preheader that complements it, short copy with a single idea and a button with a specific action.
Here are 20 complete examples, from welcome emails and newsletters to abandoned cart, re-engagement and B2B emails, ready to copy and adapt.
Have you ever opened the editor to prepare a campaign and found yourself staring at a blank screen?
It happens to almost everyone. You know what you want to achieve, but not how to start the email, what to put in the subject line or how much text is too much.
That’s why email marketing examples are so helpful. Not to copy them word for word, but to see how an email that works is structured and adapt it to your situation.
In this guide you’ll find 20 complete email marketing examples. Each one includes the subject line, preheader, copy and button, plus why it works and how to apply it to your business.
They’re designed for real businesses: online stores, academies, consultancies, clinics, software companies and non-profit organizations. The brand names are made up so you focus on the structure, not on who’s sending it.
For eight of them you’ll also see a Mailrelay editor template with the same approach, so you don’t have to start the design from scratch.
What makes a good email marketing example
A marketing email that works always has the same elements, even when the goal changes. If you understand each one, writing your own will be much easier.
| Element | What it does | Tip |
|---|---|---|
| Sender | Tells the reader who’s writing to them | Use your brand name or the name of someone on your team |
| Subject line | Decides whether the email gets opened | Between 30 and 50 characters, with a specific promise |
| Preheader | Completes the subject line in the inbox | Don’t repeat the subject line: add a detail or a reason |
| First line | Hooks the reader and gives context | Get to the point and talk about the reader, not about yourself |
| Body | Explains the idea or the offer | One idea per email and paragraphs of one or two sentences |
| Button (CTA) | Drives the action | A verb and a benefit: “See my discount” beats “Click here” |
| Footer | Builds trust and complies with the law | Company details and a visible unsubscribe link |
Keep in mind that most people read their email on their phone. A responsive design and short copy are worth more than any embellishment.
The 20 examples at a glance
The email marketing examples are grouped by when they’re sent: on arrival, periodically, to sell, automatically, and in services or B2B.
| No. | Example | Email type | Goal |
|---|---|---|---|
| 1 | Welcome with discount | Welcome | First purchase |
| 2 | Welcome that introduces the brand | Welcome | Build a relationship |
| 3 | Getting started with software | Onboarding | Activate the user |
| 4 | Tips newsletter | Newsletter | Provide value |
| 5 | News newsletter | Newsletter | Drive traffic |
| 6 | Weekly roundup | Newsletter | Keep the habit going |
| 7 | Product launch | Promotional | Sell what’s new |
| 8 | Offer with a deadline | Promotional | Sell with urgency |
| 9 | Black Friday early access | Promotional | Get ahead of the competition |
| 10 | Christmas campaign | Seasonal | Sell in season |
| 11 | Abandoned cart | Automated | Recover sales |
| 12 | Review request | Post-purchase | Get reviews |
| 13 | Cross-selling | Post-purchase | Increase average order value |
| 14 | Birthday greeting | Automated | Build loyalty |
| 15 | Reactivation | Automated | Win back subscribers |
| 16 | Webinar invitation | B2B | Generate leads |
| 17 | Appointment reminder | Services | Prevent no-shows |
| 18 | Satisfaction survey | Services | Measure and improve |
| 19 | Case study | B2B | Convince with proof |
| 20 | Thank-you with impact | Non-profit | Retain donors |
If you’d like to understand first what each family of emails does, you’ll find the full classification in our guide to types of email marketing.
Welcome and getting-started email marketing examples
The first email is the most opened of the entire relationship. It’s the moment to confirm the subscriber made the right choice and give them an easy first step in your email marketing.
1. Welcome with discount: natural cosmetics online store
Hoja Verde sells natural cosmetics online. It wants new subscribers to make their first purchase within a few days.
Subject line: Welcome to Hoja Verde: your 10% off is now active
Preheader: It’s in your code, valid for 7 days.
Hi Marta,
Thanks for joining Hoja Verde. We’re glad to have you here.
As a welcome gift, you get 10% off your first order with the code HOLA10.
If you’re not sure where to start, our customers usually begin with the rosehip serum or the facial cleansing kit.
Button: Use my 10%
Why it works: it delivers what the form promised, the code is visible at first glance and the recommendation removes the doubt about what to buy.
How to adapt it: swap the discount for whatever makes sense for your business: free shipping, a sample or a guide. You’ll find more ideas in the welcome email.
2. Welcome that introduces the brand: online language academy
Lingua Viva teaches English classes by video call. It doesn’t want to sell in the first email, but to explain who it is and what the subscriber will receive.
Subject line: I’m Laura, and here’s what you’ll be getting
Preheader: An English tip every Tuesday, in under 3 minutes.
Hi Pablo,
I’m Laura, founder of Lingua Viva. I’ve spent 12 years helping adults lose their fear of speaking English.
Every Tuesday I’ll send you a short email with a useful expression, a common mistake or an audio clip to practice with.
To get you started, here’s our guide to the 50 most used phrases in a work meeting.
Button: Download the guide
Why it works: it puts a face to the brand, sets expectations (what, when and how long) and delivers something useful from day one.
How to adapt it: write as a real person on your team and state clearly how often you’ll be writing. That way you reduce unsubscribes and spam complaints.
3. Getting started with software: invoicing app
Facturo is an invoicing program for freelancers. This email goes out three days after sign-up if the user still hasn’t created their first invoice.
Subject line: Your first invoice, in 2 minutes
Preheader: We’ll explain it in three steps, no jargon.
Hi Javier,
We noticed you haven’t issued your first invoice with Facturo yet. That’s normal: at first it’s hard to know where to start.
Just add your client’s details, choose the item and click “Issue”. Numbering and VAT are calculated automatically.
If you get stuck, reply to this email and we’ll help you.
Button: Create my first invoice
Why it works: it’s sent based on what the user has done (or hasn’t done), it focuses on a single task and offers human help.
How to adapt it: identify the action that makes a customer stay with you and create an email for each step people tend to leave unfinished. It’s the foundation of lead nurturing.
Newsletter examples for your email marketing
A newsletter isn’t a brochure: it’s a regular appointment with your list. If every send adds something, your subscribers will look forward to it.
Asesoría Norte sends a monthly newsletter to freelancers and small businesses. Its goal is to be remembered when they need an accountant.
Subject line: What you need to file before October 20
Preheader: Plus a trick to make sure you don’t miss any deductions this year.
Hi Ana,
This month brings the end of the third quarter. Here’s a summary of which forms you need to file and the deadlines.
We’ll also tell you about three expenses many freelancers forget to deduct that can save you money on your tax return.
If you’d rather we did it for you, you can book a free 15-minute call.
Button: Read the quarterly summary
Why it works: the subject line mentions a date the reader is worried about, and the sales pitch comes at the end, as an option, not as the focus of the email.
How to adapt it: find the questions your customers have each month and turn them into the topic of your send. If you don’t know how to get started, follow our guide to creating a mailing.
Librería La Esquina sells in its shop and online. Every two weeks it shares what’s arrived and what its team recommends.
Subject line: 5 books that kept us up at night this month
Preheader: Plus the date of the next book launch in the store.
Hi Lucía,
These are the new releases we’re recommending most in the store. Each one comes with a note from whoever read it.
On Thursday the 16th at 7:00 p.m. we’re hosting a book launch with the author of “La casa del faro”. Free entry until full capacity is reached.
Button: See the recommendations
Why it works: it sounds like a trusted bookseller, not a catalog. And it combines online sales with a reason to visit the store.
How to adapt it: sign the recommendations with names from your team and always add a specific plan (an event, a date or a limited edition).
6. Weekly roundup: travel blog
Mochila Ligera publishes routes and travel tips. Its Friday newsletter rounds up the best of the week.
Subject line: Your long-weekend plan: 3 getaways less than 2 hours away
Preheader: Plus the trick to finding cheaper flights in November.
Hi Sergio,
This week we published three weekend routes from Madrid, with a budget and recommended accommodation.
And in the tips section, how to use price alerts without driving yourself crazy.
Button: Choose my getaway
Why it works: it turns the week’s content into a plan for the reader. The subject line answers a question they’re asking themselves at that moment.
How to adapt it: don’t just include a list of links. Group them around an idea that’s useful to the subscriber and choose your send day carefully; our guide on the best time to send email marketing will help.
Promotional email marketing examples
In email marketing, a sales email works best when it explains why now. Something new, a deadline or exclusivity gives the reader a reason to act.
7. Product launch: specialty coffee roaster
Café Origen roasts coffee in small batches. It’s launching a new coffee from Ethiopia and wants its subscribers to try it first.
Subject line: It’s here: our first coffee from Ethiopia
Preheader: Notes of blueberry and chocolate. Only 300 bags.
Hi Carmen,
We’ve spent a year looking for this coffee. It comes from a cooperative in Yirgacheffe and we roasted it just this week.
It has notes of blueberry and dark chocolate, and it’s great as filter coffee or in a French press.
There are only 300 bags. Once they’re gone, it won’t be back until the next harvest.
Button: Try the Ethiopian coffee
Why it works: it tells a short story, describes the product with sensory details and explains why the quantity is limited.
How to adapt it: give your list preferential treatment with every new release. You’ll find a complete plan in our guide to product launches.
8. Offer with a deadline: fashion store
Algodón y Lino sells clothing made from natural fibers. Its end-of-season sale lasts five days.
Subject line: Last 48 hours: up to 40% off linen
Preheader: The most popular sizes are selling out.
Hi Elena,
The summer sale ends Sunday at midnight.
There are only a few left of the linen shirts and trousers you loved most this year, with up to 40% off.
Shipping and your first return are free.
Button: See what’s left in my size
Why it works: the urgency is real (there’s a date and time), the discount is in the subject line and the copy removes the fear of getting the size wrong.
How to adapt it: don’t make up deadlines. If the offer lasts a week, send the announcement at the start and a reminder on the last day only to those who haven’t bought.
9. Black Friday early access: electronics store
TecnoHogar sells small home appliances. It opens its Black Friday deals a day early for its subscribers.
Subject line: Your Black Friday starts today (for everyone else, tomorrow)
Preheader: A 24-hour head start to choose at your own pace.
Hi David,
As a subscriber, you get access to our deals a day before anyone else.
Robot vacuums, coffee makers and air fryers with up to 35% off, while stocks last.
The link only works for you until 9:00 a.m. tomorrow.
Button: Get in before anyone else
Why it works: it rewards the subscriber with something nobody else has. In a week when everyone is sending offers, a head start stands out.
How to adapt it: use segmentation to give access only to customers or to those who have opened in recent months.
10. Christmas campaign: artisan bakery
Obrador Dulce makes artisan roscones and turrones. It wants its customers to place their Christmas orders before the slots fill up.
Subject line: Reserve your roscón before December 20
Preheader: This year we’re making 30% fewer so we don’t compromise on quality.
Hi Rosa,
Christmas already smells of butter in the bakery.
This year you can order your roscón with cream, truffle or no filling and choose your pickup day. If you reserve before the 20th, we’ll give you a free box of polvorones.
Button: Reserve my roscón
Why it works: it gives a clear date, explains the reason for the scarcity and adds a gift for ordering early. And the first sentence has a warm, very seasonal tone.
How to adapt it: plan your seasonal campaign calendar in advance. The dates that sell the most are also the ones with the most competition in the inbox.
Create these emails with Mailrelay
Visual editor, templates and automations for welcome, cart or birthday emails. Start for free, no credit card required.
Automated email marketing examples
Automated emails are sent on their own when the customer does something. That’s why they arrive at the best moment and usually get better results than one-off campaigns. They’re the part of email marketing that works while you’re doing something else.
11. Abandoned cart: sporting goods store
Ruta Activa sells mountain gear. This email goes out one hour after someone leaves products in their cart without buying.
Subject line: Forgot something, Raúl?
Preheader: Your trekking boots are still waiting for you.
Hi Raúl,
You left the Cumbre GTX boots in size 43 in your cart. We’ll hold them for you for another 24 hours.
Remember that shipping is free on orders over €50 and you have 30 days to exchange them if they don’t fit.
Button: Complete my order
Why it works: it shows the exact product, sets a time limit and resolves the two concerns that most often hold back a purchase: shipping costs and size.
How to adapt it: set up a sequence of two or three sends and save the discount, if you use one, for the last. You’ll find all the details in the abandoned cart email.
12. Review request: furniture store
Casa Roble sells wooden furniture. Ten days after delivery, it asks the customer for their opinion.
Subject line: How are you liking your new table?
Preheader: Your opinion helps other families decide.
Hi Teresa,
A few days ago you received your extendable oak table. We hope it has already hosted its first family meal.
Would you tell us what you think? It’ll only take a minute and it really helps us improve.
Button: Leave my review
Why it works: it arrives when the customer has already used the product, it’s brief and it explains what their opinion is for.
How to adapt it: adjust the timing to your product. A garment can be reviewed after a few days; a course, once the student has completed the first part.
13. Cross-selling: photography store
FotoPro sells cameras and accessories. A week after a camera purchase, it suggests the accessories most often bought with it.
Subject line: 3 accessories to get more out of your camera
Preheader: Chosen by our team for your model.
Hi Iván,
We hope you’re enjoying your new camera. So you don’t run out of battery in the middle of a shoot, we recommend these three accessories.
A spare battery, a fast 128 GB card and a protective filter for the lens. All compatible with your model.
Button: See the accessories
Why it works: the recommendation makes sense for what they’ve already bought and solves a problem the customer is going to have soon.
How to adapt it: cross-reference your orders to see which products are bought together. It’s the foundation of cross-selling and upselling.
14. Birthday greeting: restaurant chain
La Brasa has four restaurants. It sends a greeting with a gift on each subscriber’s birthday.
Subject line: Happy birthday, Nuria! Dessert’s on us
Preheader: Valid for your whole birthday month.
Hi Nuria,
The whole La Brasa team wishes you a happy birthday.
To celebrate, we’re treating you to the dessert of your choice at any of our restaurants. Just show this email when you ask for the bill.
Button: Book a table
Why it works: it’s personal, it has an easy-to-use gift and it leads to an action (booking) that usually brings in more people.
How to adapt it: ask for the date of birth in your sign-up form and let the automation do the rest. You’ll find more ideas in the birthday email.
15. Re-engagement: recipe platform
Cocina Fácil sends recipes every week. This email goes to anyone who hasn’t opened any of its emails in the last 90 days.
Subject line: Shall we keep cooking together?
Preheader: If you’re no longer interested, we understand. It’s your call.
Hi Marcos,
You haven’t opened our emails in a while and we want to make sure they’re still useful to you.
If you’d like to stay, our 10 most-saved recipes of the year are waiting for you, all ready in under 30 minutes.
If you’d rather not receive any more emails, you can unsubscribe with one click. No hard feelings.
Button: I want to keep getting recipes
Why it works: it’s honest, it offers something of value and it leaves the door open to unsubscribe. That way you clean your list and protect your deliverability.
How to adapt it: if there’s no response after two or three attempts, remove those contacts from your sends. We explain how in the winback campaign.
Email marketing examples for services and B2B
In services and business-to-business sales, email helps build trust before selling. Buying cycles are longer and every email counts.
16. Webinar invitation: B2B marketing consultancy
Impulsa Consultores helps industrial companies sell more online. It hosts a free webinar every quarter.
Subject line: How a packaging manufacturer got 40 leads a month
Preheader: Free webinar on Thursday the 23rd at 11:00 a.m. (45 minutes).
Hi Alberto,
Many industrial companies have a website that doesn’t generate a single quote request.
On Thursday the 23rd we’ll walk you through a real case: the changes we made to a packaging manufacturer’s website and how it started getting 40 leads a month.
There will be 15 minutes of Q&A at the end, and we’ll send you the recording if you can’t join live.
Button: Save my spot
Why it works: the subject line promises a specific result, the copy gives the date, duration and format, and the recording removes the excuse of not being able to attend.
How to adapt it: send the invitation, a reminder the day before and another one an hour before. For events with registration, our save the date examples will help.
17. Appointment reminder: dental clinic
Clínica Sonrisa sends a reminder 48 hours before each appointment.
Subject line: Your appointment is on Tuesday the 14th at 5:30 p.m.
Preheader: If you can’t make it, reschedule with one click.
Hi Begoña,
This is a reminder of your checkup with Dr. Ruiz on Tuesday, October 14 at 5:30 p.m., at Calle Mayor 12.
If you need to change the time, you can do it with the button below. That way another patient can take the slot.
Button: Confirm or change my appointment
Why it works: the subject line already contains all the information, and the button makes it easy to let the clinic know about a change instead of not showing up.
How to adapt it: this type of message is a transactional email: it’s best sent from your booking system via SMTP or API, and kept separate from your campaigns.
18. Satisfaction survey: gym
Club Forma wants to know what its members think when they reach their first month.
Subject line: A quick question about your first month
Preheader: Your answer helps us improve the club.
Hi Alejandro,
You’ve been with us for a month now. On a scale of 0 to 10, how likely are you to recommend Club Forma to a friend?
Click the number right in this email. If you like, you can then tell us what you’d improve.
Button: Answer the survey
Why it works: it’s a single question, it can be answered from within the email itself and it arrives when the member already has an opinion.
How to adapt it: use the NPS question and write personally to anyone who scores below 7. It’s the best way to prevent a cancellation.
19. Case study: fleet management software
FlotaControl sells software for transportation companies. It sends case studies to contacts who have requested a demo but haven’t signed up yet.
Subject line: Transportes Ebro cut its fuel costs by 18%
Preheader: What changed in its routes in just three months.
Hi Mercedes,
Transportes Ebro had 35 trucks and no way of knowing which routes were costing it the most.
With FlotaControl, it started seeing each vehicle’s fuel consumption in real time and planning routes based on data. In three months, fuel costs dropped by 18%.
In the full case study, we tell you how they did it, step by step.
Button: Read the full case study
Why it works: a customer similar to the reader shares a measurable result. In B2B, proof is worth more than any promise.
How to adapt it: ask your best customers for permission to tell their story and send each case study to the segment that most resembles them.
20. Thank-you with impact: non-profit organization
Manos Abiertas distributes food in its city. At the end of the year, it thanks its donors with figures on what has been achieved.
Subject line: Thanks to you, we’ve served 12,000 meals this year
Preheader: See what your contribution has made possible.
Hi Francisco,
This year, thanks to people like you, we’ve served 12,000 meals and opened a second community kitchen in the San José neighborhood.
Behind every number there’s a family. In the video, we introduce you to some of them.
If you’d like to keep helping, you can become a member from €5 a month.
Button: Watch the video
Why it works: it makes the donor the hero, shows the impact with figures and people, and saves the new ask for the end.
How to adapt it: first send a thank-you email without asking for anything. When readers feel their contribution has made a difference, they’re more willing to give again.
What email marketing examples that work have in common
If you go over the 20 examples, you’ll see the same decisions repeated. They don’t depend on the industry or the size of the company.
| Decision | What to do | Example from the list |
|---|---|---|
| A single goal | Each email asks for just one action | Appointment reminder (17) |
| A specific subject line | Figures, dates or a direct question | Case study (19) |
| A reason to act now | A real deadline, scarcity or an advantage | Black Friday early access (9) |
| Personalization | The name and something the reader has done | Abandoned cart (11) |
| The right moment | Send when the reader needs it | Getting started with software (3) |
| A human tone | Write like a person, not like a brochure | Welcome that introduces the brand (2) |
| A clear button | A verb and a benefit | Cross-selling (13) |
Personalization isn’t just adding the name. It’s talking about what the reader has bought, what they’ve viewed or where they are in their journey.
And copywriting matters as much as design. A simple, well-written email usually beats one packed with images.
How to measure whether your emails work
Each example has a main metric, and it’s not always the open rate. Choose the one that measures your goal before you send.
| Email goal | Main metric | What to check if it’s not working |
|---|---|---|
| Get it opened | Open rate | The subject line, sender and preheader |
| Get it read and clicked | CTR | The copy, the offer and the button |
| Get a purchase | Conversion rate | The landing page and the price |
| Keep the list healthy | Unsubscribe rate | Frequency and relevance |
Keep in mind that opens are becoming less and less reliable, because some email clients download images automatically. To make decisions, focus more on clicks and sales.
The best way to improve is to test. With an A/B test you can send two different subject lines to part of your list and go with the winner.
Common mistakes when copying email marketing examples
The most common mistake is copying the example without changing what makes it work: the context. An email that does well for a fashion store won’t necessarily work for a tax advisory firm.
Other common mistakes:
- using the same offer for the whole list instead of segmenting;
- making up fake urgency, which erodes credibility over time;
- cramming several goals and several buttons into the same email;
- forgetting the preheader and letting the email’s first line of text show instead;
- sending without testing first on mobile and in different email clients;
- emailing contacts who haven’t given their permission, without double opt-in or a visible unsubscribe link.
How to create these email marketing examples with Mailrelay
With Mailrelay you can prepare all 20 examples from the same dashboard. For campaigns, you have a visual editor, hundreds of email templates and an AI assistant that helps you write.
Automated emails, such as welcome, abandoned cart, birthday or re-engagement emails, are set up with automations. And transactional emails, such as the appointment reminder, can be sent via SMTP or API.
To measure each send, you have real-time statistics, with a click map and A/B testing.
With the free account you can send up to 80,000 emails a month to 20,000 contacts. If you have questions, support helps you via chat, ticket or phone on all plans.
Send your first campaign today
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Frequently asked questions about email marketing examples
These are the most common questions when preparing your first emails.
What is an email marketing example?
It’s an email a company sends to its subscriber list to inform, build a relationship or sell. A newsletter, a welcome email or a sale offer are all examples of email marketing.
What should a marketing email include?
A recognizable sender, a clear subject line and a preheader that complements it. Then, short copy with a single idea, a button with a specific action and a footer with the company details and the unsubscribe link.
What’s the best type of email to start with?
The welcome email. It’s the most opened, and it’s sent automatically when someone subscribes. After that, add a regular newsletter and, if you sell online, the abandoned cart email.
How much text should a marketing email have?
Just enough for one idea. For most campaigns, 50 to 150 words is enough. Content newsletters can be longer if each block makes sense on its own.
Where can I find free email marketing templates?
In most email sending tools. In Mailrelay you have hundreds of templates in the editor, also in the free account, and you can adapt them with the copy from this guide. For everyday emails, you’ll find more models in our email examples.
Jose Argudo
CMO of Mailrelay. Writes about email marketing, copywriting and conversion for small businesses and entrepreneurs.