{"id":58502,"date":"2022-10-02T19:17:37","date_gmt":"2022-10-02T19:17:37","guid":{"rendered":"https:\/\/mailrelay.com\/?p=58502"},"modified":"2026-10-25T15:14:42","modified_gmt":"2026-10-25T15:14:42","slug":"5-email-marketing-templates-inspired-by-examples-created-by-top-startups","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2022\/10\/02\/5-email-marketing-templates-inspired-by-examples-created-by-top-startups\/","title":{"rendered":"5 email marketing templates inspired by examples created by top startups"},"content":{"rendered":"\n

“Come on, it’s time to get to work,” you tell yourself. And you sit down at your computer, focused and determined to prepare your next bulk email send.<\/p>\n\n

To write direct, persuasive copy.<\/p>\n\n

To launch an email marketing campaign that strengthens your relationship with your customers or drives sales.<\/p>\n\n

And at that moment, inspiration strikes\u2026 or it doesn’t.<\/p>\n\n

It doesn’t? No problem. There’s no need to keep thinking until smoke comes out of your ears.<\/p>\n\n

Finding that magic touch your email campaign<\/a> is missing doesn’t have to be so complicated.<\/p>\n\n

Sometimes the best way to move forward is, as Newton would have said,<\/p>\n\n

“Standing on the shoulders of giants.” <\/strong><\/p>\n\n

Or, put another way: by looking at what others with more experience than you have done before. And by asking yourself questions.<\/p>\n\n

    \n
  1. What kind of emails do email marketing geniuses send?<\/li>\n\n\n\n
  2. What do they do well, and how could you apply it?<\/li>\n\n\n\n
  3. What can you learn from their copy? And from their sales tactics?<\/li>\n<\/ol>\n\n

    That’s exactly what we’re going to do in this article, thanks to some really good newsletter examples<\/a>.<\/p>\n\n

    We’re going to learn by looking at email marketing done right. We’re going to follow their lead. And we’re going to give you 5 email templates inspired by two top startups: Asana and Buffer.<\/p>\n\n\n

    Email format: parts and sizes<\/h2>\n\n

    Before you copy the templates, it’s worth being clear about what format an email should have. Almost every email that works follows the same structure, from top to bottom:<\/p>\n\n

      \n
    1. Sender:<\/strong> your brand name or the name of someone on your team. It’s the first thing people read in their inbox.<\/li>\n\n\n\n
    2. Subject line:<\/strong> a short sentence that tells readers what they’ll get by opening the email.<\/li>\n\n\n\n
    3. Preheader:<\/strong> the text shown next to the subject line. Use it to complement the subject line, not to repeat it.<\/li>\n\n\n\n
    4. Header:<\/strong> your logo or a simple image that identifies the email.<\/li>\n\n\n\n
    5. Body:<\/strong> the message, with short paragraphs and a single main idea.<\/li>\n\n\n\n
    6. Button or call to action:<\/strong> what you want readers to do, clearly visible.<\/li>\n\n\n\n
    7. Footer:<\/strong> your details, a link to your social media and the unsubscribe link, which is mandatory.<\/li>\n<\/ol>\n\n
      \"The<\/figure>\n\n
      \n

      Create your email with the right format<\/strong><\/p>\n\n\n\n

      Choose a template in the Mailrelay editor, adapt it to your brand and send it without knowing any HTML.<\/p>\n\n\n\n

      \n
      Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

      Recommended sizes<\/h3>\n\n
      Element<\/th>Recommendation<\/th><\/tr><\/thead>
      Email width<\/td>600-640 px<\/td><\/tr>
      Text size<\/td>14-16 px in the body, 20-24 px in headings<\/td><\/tr>
      HTML size<\/td>Under 102 KB (if it’s larger, Gmail clips the message)<\/td><\/tr>
      Images<\/td>Compressed, with alt text, and never the whole message as a single image<\/td><\/tr>
      Button<\/td>At least 44 px tall, so it’s easy to tap on mobile<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
      \"Email<\/figure>\n\n

      Plain text or HTML?<\/h3>\n\n

      HTML lets you use images, colors and buttons, and it’s the usual format for newsletters and promotions. Plain text looks like a personal email: it works well for follow-up and support emails, or in B2B campaigns where you want to sound approachable. The templates in this article work for both formats.<\/p>\n\n

      How to use the email templates<\/h2>\n\n

      The instructions for using these email templates<\/a> are as simple as the instructions for eating an Oreo (in case it’s been a while since you had one: twist, admire and eat).<\/p>\n\n

      Basically, it’s a matter of copying, pasting and adapting the content to the needs of your bulk email and your email marketing software<\/a>. But there are a couple of things to keep in mind.<\/p>\n\n

      Each email template includes variable text, that is, parts you’ll need to fill in with the specific details of your product or service. You’ll recognize them because we’ll use this format:<\/p>\n\n

      [example of variable text]<\/strong><\/p>\n\n

      And after each template, we’ll always show an example with the variables filled in. So you can get a more precise idea of what the final result will look like.<\/p>\n\n

      If you want to make a more personalized campaign, you can edit the rest of the text too, not just the variable parts. Feel free<\/em>. It’s your choice.<\/p>\n\n

      That said, we recommend reading the final content of the email several times\u2014out loud if possible\u2014to make sure the result sounds natural.<\/p>\n\n

      So, without further ado, let’s get started.<\/p>\n\n

      Email marketing templates inspired by Asana<\/h2>\n\n

      Email template #1: the educational one<\/h3>\n
      \n
      \"Email<\/figure>\n<\/div>\n

      Example of an educational email from Asana<\/em><\/p>\n\n

      Yes, a bulk email can be one of the best ways to announce your next promotional campaign.<\/p>\n\n

      But an email marketing campaign<\/a> can pursue goals beyond generating immediate sales.<\/p>\n\n

      And educational emails are a clear example.<\/p>\n\n

      By helping your audience solve their problems, you’re helping yourself<\/strong>. And there are a thousand ways to do it: with an explainer video, a mini-course, a guide or ebook, an infographic\u2026<\/p>\n\n

      Look at how the Asana team does it in the example email.<\/p>\n\n

      Marketing and creative teams work hard to tell compelling stories, yet the process to get there can be chaotic. <\/em>This free, 15-minute course helps you identify pain points within your team’s work and offers strategies for how to fix them.<\/em><\/p>\n\n

      They focus on a recurring problem for their users and invite them to a free mini-course where they’ll learn strategies to solve it.<\/p>\n\n

      A great way to build their brand, stay top of mind, position themselves as experts and, along the way, communicate that they’re the perfect solution to their audience’s problems.<\/p>\n\n

      And this formula can be replicated for any kind of product or service, because whoever your audience is, they’ll always have problems.<\/p>\n\n

      And if you lend them a hand, they’ll pay attention to you.<\/strong><\/p>\n\n

      All you need is valuable content that solves one of their problems in a concrete way. The more closely that pain point is related to your product or service, the better.<\/p>\n\n

      It may seem like a lot of work, but keep in mind that you don’t always need to create something from scratch. Often, you can adapt or reuse pieces you’ve published in the past.<\/p>\n\n

      Do you already know what content you’re going to use? Now it’s time to create the email campaign and give it an educational, selfless touch.<\/p>\n\n

      \n

      For that, you can use this template.<\/p>\n\n\n\n

      \n

      Hi Name<\/strong>,<\/em><\/p>\n\n\n\n

      [Your audience’s pain point: describe it clearly and directly]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

      That’s why at [Company]<\/strong><\/span> we’ve created this [format of the educational content: video, course, ebook, resource, etc.]<\/strong><\/span> that will help you [solution to the pain point described at the beginning]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

      What are you waiting for?<\/em><\/p>\n\n\n\n

      [CTA (call to action: watch the video, go to the course, read the ebook)]<\/strong><\/span><\/em><\/p>\n\n\n\n

      Sign-off<\/strong>,<\/em>\u2026<\/strong><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

      It’s a super simple email template based on the classic problem-solution sales formula:<\/p>\n\n

        \n
      1. You find the pain point<\/li>\n\n\n\n
      2. You describe it clearly so the customer (potential or actual) becomes aware of it and understands the consequences<\/li>\n\n\n\n
      3. Once you’ve created the need, you hand them the solution on a silver platter<\/li>\n<\/ol>\n\n

        Let’s fill in this email template so you can see how it would look.<\/p>\n\n

        In this example, the email is sent by an advisory firm for freelancers that wants to provide value to the future entrepreneurs in its audience.<\/p>\n\n

        \n

        This is what the filled-in template would look like.<\/p>\n\n\n\n

        \n

        Hi Mario<\/strong>,<\/em><\/p>\n\n\n\n

        [Becoming self-employed means stress and paperwork. A simple mistake on a form can turn into a fine of hundreds of euros]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

        That’s why at [Fiscalize]<\/strong><\/span> we’ve created this [free 1-hour course] <\/strong><\/span>that will help you [register safely, without making mistakes].<\/strong><\/span><\/em><\/p>\n\n\n\n

        What are you waiting for?<\/em><\/p>\n\n\n\n

        [Start the course right now!]<\/strong><\/span><\/em><\/p>\n\n\n\n

        Best<\/strong>,<\/em>Nuria, from Fiscalize<\/strong><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

        \"Example<\/figure>\n\n

        Email templates #2 and #3: the “Let’s celebrate World… Day” ones<\/h3>\n
        \n
        \"Email<\/figure>\n<\/div>\n

        Example of an Asana email for World Productivity Day<\/em><\/p>\n\n

        It doesn’t matter what industry you’re in or what you do\u2026 just as your audience will always have problems, there will always be a world day to celebrate.<\/p>\n\n

        (And an email campaign to remind your audience about it.)<\/p>\n\n

          \n
        1. Are you a copywriter? Prepare something for World Book Day.<\/li>\n\n\n\n
        2. Do you have an organic store? Take advantage of World Environment Day.<\/li>\n\n\n\n
        3. A pet food ecommerce store? Celebrate International Cat Day.<\/li>\n<\/ol>\n\n

          The point is to link your product or service to a timely date that’s relevant to your audience.<\/p>\n\n

          And with this you achieve two things:<\/p>\n\n

          1. Getting attention:<\/strong> information about what’s happening right now is always more relevant than timeless information. And that’s exactly why they’re more likely to open and read your email (remember to mention it in the subject line).<\/p>\n\n

          2. Creating a sense of belonging:<\/strong> by celebrating a date that matters to both of you, you can strengthen your connection with your (potential) customer, creating a sense of shared interests and closeness.<\/p>\n\n

          So there you have it: you have your audience’s attention and, with luck, you’ve made them feel part of your community or your project.<\/p>\n\n

          At this point, you can take the opportunity to guide them to a promotion on your website or to valuable content related to the topic you’re celebrating.<\/p>\n\n

          In this second Asana example, they take advantage of World Productivity Day. After all, the main benefit they sell is exactly that: increasing your productivity.<\/p>\n\n

          A large part of their audience is interested in everything related to this topic. Asana knows it, and that’s why they offer them a series of tips to be more productive on that day (and always).<\/p>\n\n

          Once again, a simple email marketing campaign, but one that deserves a round of applause, because it’s hard to be more relevant than that.<\/p>\n\n

          Let’s follow their example, but with two variations: one email template to promote some content related to the special date and another to run a sales promotion<\/a>.<\/p>\n\n

          \n

          Email template #2: celebrating “World… Day” with related content<\/p>\n\n\n\n

          \n

          Hi Name<\/strong><\/span>,<\/em><\/p>\n\n\n\n

          Did you know that today is World [relevant special date<\/strong><\/span>] Day?<\/em><\/p>\n\n\n\n

          This day is important\u2014to you and to us\u2014and we want to celebrate it together.<\/em><\/p>\n\n\n\n

          That’s why we’ve created [introduce content related to the special date<\/strong><\/span>].<\/em><\/p>\n\n\n\n

          So that [include the benefit of consuming the piece<\/strong><\/span>].<\/em><\/p>\n\n\n\n

          We hope you enjoy it.<\/em><\/p>\n\n\n\n

          Sign-off<\/strong><\/span>, <\/em>…<\/strong><\/span><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

          Let’s see how we could fill in the template.<\/p>\n\n

          \n

          In this email example, we’ll be an online coaching and personal development center.<\/p>\n\n\n\n

          \n

          Hi Irene<\/strong><\/span>,<\/em><\/p>\n\n\n\n

          Did you know that today is [International Day of Happiness<\/strong><\/span>]?<\/em><\/p>\n\n\n\n

          This day is important\u2014to you and to us\u2014and we want to celebrate it together.<\/em><\/p>\n\n\n\n

          That’s why we’ve created [a video in which our experts give you 20 keys to being happier today (and every day)]. <\/strong><\/span> <\/em><\/p>\n\n\n\n

          So that [you realize that happiness doesn’t depend on external factors like a good salary or finding the perfect partner. Spoiler: the key to happiness lies in how you face your day-to-day life]. <\/strong><\/span> <\/em><\/p>\n\n\n\n

          We hope you enjoy it.<\/em><\/p>\n\n\n\n

          Best<\/strong><\/span>, <\/em>Lin<\/strong><\/span><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

          \"Example<\/figure>\n\n
          \n

          Email template #3: celebrating “World… Day” with a promotion<\/p>\n\n\n\n

          \n

          Hi Name<\/strong><\/span>,<\/em><\/p>\n\n\n\n

          Happy World [relevant special date]<\/strong> Day!<\/em><\/p>\n\n\n\n

          This day is important\u2014to you and to us\u2014and we want to celebrate it together.<\/em><\/p>\n\n\n\n

          That’s why we’ve created a very special promotion: today only, you can [introduce the promotion and its terms]<\/strong>. So you can [include the benefit of taking advantage of the promotion]<\/strong>.<\/em><\/p>\n\n\n\n

          We hope you enjoy the day and the promotion.<\/em><\/p>\n\n\n\n

          Sign-off<\/strong><\/span>, <\/em>….<\/strong><\/span><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

          And now let’s see how this email template would look<\/p>\n\n

          \n

          following the example of the online psychology center.<\/p>\n\n\n\n

          \n

          Hi Irene<\/strong><\/span>,<\/em><\/p>\n\n\n\n

          Happy [International Day of Happiness]<\/strong>!<\/em><\/p>\n\n\n\n

          This day is important\u2014to you and to us\u2014and we want to celebrate it together.<\/em><\/p>\n\n\n\n

          That’s why we’ve created a very special promotion: today only, you can [book a completely free introductory session with one of our coaches]<\/strong>. So you can [finally achieve those personal or professional goals that have fallen by the wayside, with a professional to guide you]<\/strong>.<\/em><\/p>\n\n\n\n

          We hope you enjoy the day and the promotion.<\/em><\/p>\n\n\n\n

          Best<\/strong><\/span>, <\/em>Lin<\/strong><\/span><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

          \"Example<\/figure>\n\n
          \n

          Use these templates in your next campaign<\/strong><\/p>\n\n\n\n

          Paste the text into the editor, personalize each contact’s name and send up to 80,000 emails a month for free.<\/p>\n\n\n\n

          \n
          Start for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

          Email marketing templates inspired by Buffer<\/h2>\n\n

          Email template #4: the anniversary one<\/h3>\n
          \n
          \"Email<\/figure>\n<\/div>\n

          <\/p>\n\n

          And we continue with celebrations, but this time an anniversary.<\/p>\n\n

          In this email template<\/a>, we’ll take the opportunity to remind your users and\/or customers that they’ve been with you for a certain amount of time. And to thank them.<\/p>\n\n

          Think about it: each of your customers or subscribers is (or should be) important to you. After all, you work for them; they’re the reason you exist, right?<\/p>\n\n

          So you shouldn’t miss the chance to tell them, to explain to each and every one of them<\/strong> how important they are to you.<\/p>\n\n

          (Not that you have to do it one by one\u2014that’s what bulk email platforms are for\u2014but you know how important it is to speak to them one-on-one)<\/p>\n\n

          What to celebrate? You have several options: one year as customers, one year since they signed up on your website or subscribed to the newsletter, etc.<\/p>\n\n

          And you don’t have to choose one or the other; you can combine them.<\/p>\n\n

            \n
          1. For those who’ve been customers for a year:<\/strong> send a thank-you email to improve the customer experience and strengthen the emotional bond.<\/li>\n\n\n\n
          2. For those who aren’t customers but have been subscribed for a year:<\/strong> send an email thanking them for their loyalty. If you want to strengthen the relationship without sounding salesy, offer them some premium content. If you want to use the moment to generate sales, offer them an exclusive promotion.<\/li>\n<\/ol>\n\n

            If you look at Buffer’s email example, they take the opportunity to strengthen the emotional bond with their users.<\/p>\n\n

            They do it by putting the spotlight on the people behind their team. Arielle and Kelly greet the customer directly (and you can even see them waving, because it’s actually a GIF).<\/p>\n

            \n
            \"Example<\/a><\/figure>\n<\/div>\n

            <\/p>\n\n

            But they also achieve that closeness by showing gratitude and humility:<\/p>\n\n

            “We feel so grateful and humbled that you’ve chosen us to play a small part in your social media success.”<\/em><\/p>\n\n

            It seems like a simple, informal email, doesn’t it? Well, notice how they highlight their own value in the very same sentence in which they show humility (to play a small part in your social media success).<\/p>\n\n

            That’s persuasive copywriting in action.<\/p>\n\n

            \n

            And we’re going to borrow it for our next email template.<\/p>\n\n\n\n

            \n

            Hi Name<\/strong><\/span>,<\/em><\/p>\n\n\n\n

            Time flies. Today marks one year since [include the event being celebrated. E.g. one year as customers, one year as subscribers, etc. ]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

            All of us here at [Company]<\/strong><\/span> feel immensely honored by your trust and\u2026 we just had to thank you!<\/em><\/p>\n\n\n\n

            T-H-A-N-K Y-O-U for choosing us to [include the main benefit of the product or service]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

            The words “thank you” aren’t enough, so we want to offer you something to celebrate: [include premium content + the benefit of consuming it]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

            Sign-off<\/strong><\/span>, <\/em>\u2026<\/strong><\/span><\/em>[Team photo or fun GIF]<\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

            In this case, we’ve chosen to congratulate those who’ve been customers for a year and we’ve added premium content as an anniversary gift.<\/p>\n\n

            But you can also easily adapt this email template to offer an exclusive sales promotion.<\/p>\n\n

            And if you don’t want to get into promotions or creating premium content, that’s fine. Skip this part and just say thank you.<\/p>\n\n

            \n

            Let’s see how this template would look filled in for an agency that offers web design and SEO services.<\/p>\n\n\n\n

            \n

            Hi Jose<\/strong><\/span>,<\/em><\/p>\n\n\n\n

            Time flies. Today marks one year since [we started working together]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

            All of us here at [Dise\u00f1andoo] <\/strong><\/span> feel immensely honored by your trust and\u2026 we just had to thank you!<\/em><\/p>\n\n\n\n

            T-H-A-N-K Y-O-U for choosing us to [increase your online visibility]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

            The words “thank you” aren’t enough, so we want to offer you something to celebrate: [a guide with 100+ hacks taken from real cases we’ve worked on. So you too can benefit from everything we learn from all our clients (and, of course, from you)]<\/strong><\/span>.<\/em><\/p>\n\n\n\n

            Have a great day,Marta<\/strong><\/span>, <\/em>[Photo of the Dise\u00f1andoo team saying thank you]<\/strong><\/span><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n

            \"Example<\/figure>\n\n

            Email template #5: the “upselling” one<\/h3>\n
            \n
            \"Example<\/figure>\n<\/div>\n

            Example of an upselling email from Buffer<\/p>\n\n

            Related posts<\/p>\n\n