email design case study

In terms of the interview structure, I recommend categorizing the questions in a way that the answers flow into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.

Open with the customer's business.

The goal of this section is to generate a better understanding of the company's current challenges and goals, plus how they fit into the landscape of their industry. Sample questions might include:

• How long have you been in business?
• How many employees do you have?
• What are some of the objectives of your department at this time?

Cite a problem or pain point.

To tell a compelling story, you need context that helps match the customer's needs with your solution. Sample questions might include:

• What challenges and objectives led you to look for a solution?
• What might have happened if you did not identify a solution?
• Did you explore other solutions before this that did not work out? If so, what happened?

Discuss the decision process.

Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes.

Sample questions might include:

• How did you hear about our product or service?
• Who was involved in the selection process?
• What was most important to you when evaluating your options?

Explain how a solution was implemented.

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

• How long did it take to get up and running?
• Did that meet your expectations?
• Who was involved in the process?

Explain how the solution works.

The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

• Is there a particular aspect of the product or service that you rely on most?
• Who is using the product or service?

End with the results.

In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

• How is the product or service helping you save time and increase productivity?
• In what ways does that enhance your competitive advantage?
• How much have you increased metrics X, Y, and Z?

It’s a smart idea to send a copy of your interview questions to your subject ahead of time so they can prepare strong answers and collect the numerical data you need from them.

10. Lay out your case study format.

When it comes time to take all of the information you‘ve collected and actually turn it into something useful, it’s easy to feel overwhelmed. I always do, but I also know that it works out in the end, so I just jump on in and work it through.

So where should you start? What should you include? What's the best way to structure it?

It‘s important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study.

They can be very visual, which you’ll see in some of the examples we've included below, and can sometimes be communicated through video or photos with a bit of accompanying text.

Here are the sections I’d suggest, and I'll cover these in more detail after #11 below:

• Title. Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
• Subtitle. Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
• Executive Summary . A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
• About the Subject. An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
• Challenges and Objectives. A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
• How Product/Service Helped. A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
• Results. A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
• Supporting Visuals or Quotes. Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
• Future Plans. Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
• Call-to-Action (CTA). Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible.

Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

11. Publish and promote your case study.

Once you‘ve completed your case study, it’s time to publish and promote it.

Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

But there are still other ways to publish and promote your case study. Here are a couple of ideas.

Lead Gen in a Blog Post

As stated earlier, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF.

To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client‘s success and asking readers to fill out a form with their name and email address if they’d like to read the rest in your PDF.

Then, promote this blog post on social media, through a Facebook post or a tweet.

Published as a Page on Your Website

As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people to it from your homepage with a “Case Studies” or “Testimonials” button along your homepage's top navigation bar.

The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.

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Showcase your company's success using these free case study templates.

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Case study email templates

A great way to convince potential customers that your company can solve their problems is by providing real-life examples. Case study emails can do this by being the social proof that showcases how your customers use your products or services and what results they get. That could be driving sales, increasing productivity, or improving customer service, just to name a few examples.

How is a case study defined?

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Use our fully customizable pre-sale email templates to spark your potential and existing customer's interest in your sales campaigns.

Use our customer email templates to invite users to join your customer portal, reset their password, provide feedback, and more.

Email still remains one of the major customer service channels for a huge number of consumers. Check out our free customer service templates.

The article discusses the importance of email in sales and marketing with a potential return on investment of up to 4400%. Ready-made email templates for different occasions like sales introduction, prospect follow-up, loyalty programs, and customer birthday offer emails are featured. Reminder email templates for trial expiration, renewing subscription, and overdue payments are also discussed. Survey email templates, including tips for gaining customer feedback, and examples of bad email practices with tips for writing effective business emails are included as well.

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17 Customer Success Email Templates for Every Use Case

Deliver Faster Support Right From Gmail

Table of contents.

While multi-channel support is a norm today, 77% of customer teams still use email to build and nurture customer relationships. Sending contextual and relevant emails at the right touchpoints in the customer’s journey improves customer retention.

But sending emails with the appropriate intent at the right time can be time-consuming. So, you can use our free AI email writer to generate original content within minutes.

In such cases, it is quite helpful to have a few customer success email templates ready to be used.

We’ve listed 17 amazing customer success email templates to help you improve your customer experience. But, before we jump into it, let’s first understand the importance of customer success emails.

Table of Contents

Why are customer success emails important.

An important aspect of building lasting customer relationships is engaging your customers in meaningful conversations. And effective, well-timed customer success emails are an integral part of these conversations. Emails can be used to educate and update your customers, improve product adoption, upsell, and even prevent churn. All of which, ultimately impact the revenue.

Also Include a professional email signature template in your email to establish a positive association between yourself and the company you represent

9 Benefits of Customer Success Email Templates

Customer success email templates are a powerful tool that brings consistency, efficiency, and personalization to your customer communications while saving time and ensuring a seamless customer experience. Here’s what they can help you achieve:

17 Customer Success Email Templates + Examples to Engage with Customers

Now, let’s get down to business!

If you don’t have the professional to work on email designs, that’s absolutely fine. You can start with the simple, clear and concise customer success email templates shared below to drive meaningful conversations with your customers.

1. Onboarding email template

Successful onboarding is a crucial part of the customer experience. In fact, a well-planned customer onboarding strategy helps customers realize the value of your product, thereby improving customer retention.

Here’s a customer success onboarding email template you could use.

Subject: Welcome to [Company Name], [Customer Name], Let’s get started! Hi [Customer Name], Starting tomorrow, we’ll send you a daily tutorial for the next 4 days, focusing on different aspects of [Product Name]. These tutorials will help you gain confidence in using the features effectively. Here’s a sneak peek at what you can expect in the tutorial series: Day 1: [Tutorial Title 1] Learn the basics of [Important Feature] and how to get started. We’ll walk you through the essential steps to set up and navigate the feature smoothly. Day 2: [Tutorial Title 2] Discover advanced techniques and best practices for maximizing the benefits of [Important Feature]. We’ll cover key tips, strategies, and real-world examples to help you achieve remarkable results. Day 3: [Tutorial Title 3] Dive deeper into [Important Feature] with an exploration of its advanced functionalities. We’ll demonstrate how to leverage these advanced capabilities to take your experience to the next level. Day 4: [Tutorial Title 4] In our final tutorial, we’ll address frequently asked questions and provide expert insights to troubleshoot common challenges and optimize your use of [Important Feature]. Feel free to apply these concepts to your [mention customer’s use case] . If you have any questions or need further assistance, our dedicated support team is here to help you every step of the way. Best regards, [Your Name] [Your Title/Role] [Company Name] [Contact Information]

When drafting a customer onboarding email, you need to ensure that you are hitting three important components:

Gmail’s onboarding email does an excellent job at checking off the above pointers.

Here is why it works:

2. Welcome/Introduction email template

The welcome email is your first contact with customers after they sign up for your product. Naturally, you want to keep your email information light at this stage and use friendly language to establish quick rapport without distractions.

Highlight your product’s value proposition and keep things super simple and straightforward while guiding your user to their first Aha! moment. Use branded color schemes and include images and logo designs showing your product in action. 

You can use this welcome email template to initiate a successful customer journey.

Subject: Welcome to [Company Name]! Let’s get started. Dear [Customer’s Name], We’re thrilled to have you join us. We are fully committed to delivering an exceptional experience right from the beginning. In the next 24 hours, your dedicated customer success manager will reach out to you to help you set up your account seamlessly and integrate necessary systems, if any. Meanwhile you can access our comprehensive <hyperlink your knowledge base here> resources to learn how to make the most of our platform. Please be assured that our 24×7 support team is always on standby to assist you with any questions or challenges you may have. We’re glad to have you onboard and excited about what lies ahead! Best, [Your Name] [Your Title/Role] [Company Name] [Contact Information]

Take a few pointers from Playbuzz:

Here’s why it works:

Over 10,000+ teams use Hiver to build stronger customer relationships. See How Hiver Works.

3. Pro Tips/Best Practices email template

At this stage, the user has taken their first steps and used your product. But there may be times when they feel lost or overwhelmed with your product features, especially if you have a slightly more complicated product or service.

In such cases, it is a great idea to send users product setup emails to proactively help move them past friction points and provide them with relevant suggestions that help them get more value from your product, increase customer satisfaction, and prevent customer churn.

Here’s a template you could use when you want to offer pro tips on an important feature. It’s assumed here that the said feature will help you create filters, export data and automate tasks. Feel free to tweak it to suit your use-case.

Subject: Pro Tips: How to Get the Most Out of [Feature name] Hi [Customer Name], I know you’ve been using it for a while, but I think you might find these tips helpful. Tip 1: Use [feature name] to create custom filters. One of the best things about [feature name] is that you can use it to create custom filters. This means you can quickly and easily find the information you need. For example, you could create a filter to show all leads that have been generated in the past week. Tip 2: Use [feature name] to export data. [Feature name] also makes it easy to export data. This means you can share data with your team or with other applications. For example, you could export a list of leads to a spreadsheet or to a CRM system. Tip 3: Use [feature name] to automate tasks. [Feature name] can also be used to automate tasks. This means you can save time and effort by having the app do things for you. For example, you could automate the process of sending follow-up emails to leads. I hope these tips help you get the most out of [feature name]. If you have any questions, please don’t hesitate to contact me. Thanks, [Your Name]

Slido’s product setup email does an excellent job encouraging users to take the next steps and provides subtle help and suggestions.

Here’s why it works:

4. Upgrade email template

Customer success teams use upgrade emails to drive free trial and premium models. When done right, these emails convince prospects to convert into paying customers—or upgrade from a free plan to a paid one.

To write an effective update email template, you need to:

You can also provide your customer support email address or link for the user in case they have any additional questions about upgrading.

Here’s an email template you can use to convince customers to upgrade to a paid plan.

Subject: Upgrade your [Product Name] account to continue accessing premium benefits Dear [Customer’s Name], Thank you for trying out [Product Name] during your free trial. With only [X] days left in your trial period, we encourage you to upgrade to a paid plan and elevate your experience. Here’s why it’s worth it: 1. Unlock Premium Features : Gain access to exclusive features that enhance productivity and streamline your workflow. 2. Enjoy Unlimited Usage : Say goodbye to usage limitations and enjoy the benefits of unrestricted access. 3. Priority Support : As a paid customer, you’ll receive priority assistance from our expert support team. 4. Future Enhancements : We’re continually improving our product, and as a paid customer, you’ll have early access to new updates and enhancements. Upgrade your account now by clicking [upgrade link] or reach out to our support team at [contact information] for assistance. Please note that your trial period ends in [X] days. Don’t miss out on the premium benefits that await you! Best regards, [Your Name] [Your Title/Role] [Company Name] [Contact Information]

Take this email from Zapier, for example.

5. Case study email template

93% of consumers say online reviews influenced their purchase decisions. 

You can leverage this behavior by using case studies to convince potential customers that your company can solve their problems. Think of it as a detailed social proof that showcases how your current customers use your products or services and the results they achieve through them.

How to write a case study email template?

To start, make the case study the entire focus of the email. Write a short copy highlighting the results of using the product or service and what insights the recipient can hope to get after reading it. 

Here’s an case study email you could use:

Subject: How [Existing User] Overcame [Painpoint] Hi [Lead Name], [Existing User] is a [industry] company that was struggling to [challenge]. They were using [previous product/primitive method], but they weren’t seeing the results they wanted. After switching to [Your Product], [Existing User] was able to see a [increase] in [metric]. They were able to do this because: [Your Product] is easy to use. [Your Product] is scalable. [Your Product] provides excellent customer support. To read the case study, simply click the link below: [Link] Best, [Your Name]

Niice is one of the few brands that do case study emails really well.

6. Customer feedback email template

Businesses constantly talk about offering personalized customer experiences. One of the facets of offering a personalized experience is to listen to your customers. Customer feedback allows you to capture the VoC (Voice of Customer),identify your customer’s challenges, what they like about your product, what they’d like to improve, and more.

A great way to collect feedback is by sending out well-designed customer feedback emails from time to time.

While designing a customer feedback email, it is good to keep these pointers in mind.

Here’s a simple customer feedback template you could use.

Subject: What Can We Do Better? Hi [Customer Name], We’re always looking for ways to improve, and your feedback is essential to our success. Here are a few questions that I’d like to ask you: 1. What do you like about our product? 2. What could be improved? 3. What features would you like to see added in the future? Your feedback is confidential and will only be used to improve our product. Thank you for your time and consideration. Sincerely, [Your Name]

Take this example from Algolia.

Deliver Empathetic Service at Every Turn. Boost Customer Satisfaction with Hiver

7. Renewal Reminder Email Template

A renewal reminder email template is an email sent to customers to remind them that their subscription is about to expire. The goal of this email is to encourage customers to renew their subscription so that they can continue using your product or service.

Here’s a simple renewal reminder email template you could use.

Subject: Your subscription to [Product Name] is set to renew automatically Hi [Customer Name], We wanted to remind you that your subscription is up for renewal soon. Renewing your subscription ensures uninterrupted access to our platform, enabling you to maximize the value it brings to your business. Renewal Details: – Expiration Date: [Expiration Date] – Plan: [Plan Name] – Cost: [Renewal Cost] To renew your subscription, simply visit your Account Dashboard > Settings > Payment. If you have any questions or need assistance, reach out to our team at [contact information]. Thank you for choosing [Company Name]. We appreciate your continued support and look forward to serving you in the next subscription period. Best regards, [Your Name]

Fathom is an alternative to Google Analytics. Here’s the message they send when it’s time for your renewal.

8. Testimonial Request Email Template

Testimonial request email templates are a great way to gather positive feedback from your customers. These templates can be used to request testimonials from customers who have had a positive experience with your product or service.

When writing a testimonial request email template, it is important to be clear and concise. The email should include the following information:

The email should also be personalized to the customer. This means addressing the customer by name and mentioning something specific about their experience with your product or service.

Sure, here is a short testimonial request email template for a customer success team with an incentive:

Subject: Request for testimonial + 2 months of free Elite Plan Hi [Customer Name], I’ve been working with you for the past [X] months, and I’m so glad to see how much you’ve accomplished with [product name]. You’ve really taken to our product/service, and I’ve seen how it’s helped you overcome [mention customer’s pain point]. I would be honored to feature your testimonial on our website and in our marketing materials. Please let me know if you have any preferences regarding these. As a token of my appreciation, I’d like to offer you a 2-month free trial of our Elite Plan. This is our most premium plan, and it includes all of the features and benefits that we offer. I know that you’re already a satisfied customer, but I think you’ll really love the added benefits of the Elite Plan. Here are a few questions that would help me write your testimonial: 1. What were your goals before you started using our product/service? 2. How has our product/service helped you achieve your goals? 3. What are some specific examples of how our product/service has helped you? 4. What would you say to other potential customers who are considering using our product/service? I would also be happy to record a video testimonial with you if you prefer. Your testimonial would be greatly appreciated. Please let me know if you’re interested in providing one. Thank you for your time. Sincerely, [Your Name]

This email works because it is personalized, specific, and offers an incentive.

9. Customer Milestones Email Template

Customer milestones are an important opportunity for customer success teams to show their appreciation for customers and to celebrate their successes. By sending a personalized email to the customer, customer success teams can highlight the customer’s achievements and show how their product or service has helped them succeed.

Some examples of customer milestones that customer success can celebrate include:

Here’s a simple template you could use to congratulate your customer for their milestones.

Subject: Celebrating your 2023 Milestones with [Product Name] Hi [CustomerName] Congratulations on a remarkable milestone with [Product Name]! By leveraging our solutions, you saved [X] hours and increased efficiency by [X]% this year. Your achievements have inspired others in our community. As a token of our appreciation, we have upgraded your account to our premium package for [X] months free of charge. Enjoy the added features and resources to fuel your continued success. Thank you for trusting us on this journey. We look forward to celebrating future accomplishments together. Sincerely, [Your Name]

The Spotify Wrapped email campaign is a great example of how to celebrate customer milestones.

The campaign sends personalized emails to users highlighting their listening habits throughout the year. This is a great way to show appreciation for customers and celebrate their successes.

Here’s why this works

10. Subscription Cancellation Email Template

Subscription cancellation email templates are a great way for customer success teams to reach out to customers who have decided to cancel their subscription. These emails can be used to:

Here’s an email template you could use to let your customers know that their subscription has been canceled.

Subject: Confirmation: Your Subscription Has Been Cancelled Hi [Customer Name], I want to confirm that your subscription to [product or service] has been canceled. Your account will expire on [date]. I understand that you may have decided to cancel your subscription for a number of reasons. I would be grateful if you’d like to share your feedback with me. You can do so by replying to this email or by visiting our [feedback form]. In case you’ve changed your mind, you can always reactivate your subscription by visiting the “Payments” section of the “Accounts” tab in your profile or by contacting our customer support team at [mention support email]. I want to thank you for being a valued customer of [product or service]. We hope that you enjoyed using our product or service, and we wish you all the best in the future. Sincerely, [Your Name]

The Basecamp “Subscription Cancelled” email is an effective way to communicate with customers who have canceled their subscriptions.

11. Customer Referral Program email template

Customer referral programs or affiliate programs or can prove to be valuable to your customer success strategy.

Offering an affiliate program can incentivize your most loyal customers to continue spreading the word about your SaaS tool, and may even convince skeptical/non-buyers to continue exploring your tool. 

This win-win situation will also ensure that your customers have a longer lifetime value, as they explore different use cases of your tool. People in your affiliate program will also be actively involved in offering feedback and ways to improve your tool, creating a customer feedback cycle that allows you to align customer success with product development.  Here’s an example you can use to encourage your customers to refer your product to others.

Subject: Refer a friend and get a $50 voucher! Hi [Lead Name], We’re offering a $50 voucher for the first person who signs up for our product through your referral link, and a $100 voucher for each subsequent person who signs up. We know that word-of-mouth is one of the most powerful ways to grow our business, and we’re grateful for your help in spreading the word. If you know anyone who would benefit from using our product, please let them know about our referral program. They can simply click the link below to sign up: [Link] When they sign up, they’ll be able to enter your name as their referral source. We’ll then send you a $50 voucher for your next purchase. And if you continue to refer people, you’ll earn a $100 voucher for each subsequent person who signs up. If you have any questions or need further assistance, our dedicated customer support team is here to help. Feel free to reach out to us at [contact information]. Thank you for being a valued customer and for considering participating in our customer referral program. Best regards, [Your Name] [Your Title/Role] [Company Name] [Contact Information]

Ranktracker offers a very generous lifetime 20% affiliate commission and this is their email:

Additional resources you may like: 1. 10 Email Templates for your Customer Support team 2. Write Awesome Customer Service Emails: Best Practices + Templates 3. 7 Gmail Templates to Improve Customer Experience in 2023 4. 10 Live Chat templates for your Customer Support team

12. New feature email template

Users receive tons of emails every day. If you want to get customers excited about your latest feature, you need emails that successfully pique your customers’ interest and get them excited about what you’re offering.

While the general idea is to make the new feature email template a concise reflection of your brand and its offering, here are a few additional pointers to keep in mind:

Here’s a simple email template you could use to promote your new product/service.

Subject: Introducing [New Product/Feature] that solves [Painpoint] Dear [Recipient’s Name], I’m excited to announce the launch of our latest offering: [New Product/Feature] <add link to feature page/blog post>. Designed to [specific benefits], it is our answer to [customer pain points/challenges] and represents a significant milestone in our commitment to providing innovative solutions. Here’s how you’ll benefit with [New Product/Feature]: [Highlight Key Benefit 1] [Highlight Key Benefit 2] [Highlight Key Benefit 3] [New Product/Feature] is available on Pro and Elite plans. Click here <insert pricing page link> if you wish to upgrade and avail this feature. Feel free to reply to this email or reach out to support at <insert support team’s email> for any clarifications. I look forward to hearing from you soon! Thanks, [Your Name]

This email from Yoto is an excellent example of how to do a product feature launch right.

13. Win-back email template

Win-back emails let you re-engage with inactive contacts who have made purchases or signed up for your email list but have stopped opening your emails. They get people to interact with your emails and CTAs again, which, considering it’s five times more costly to get a new customer than to retain a loyal customer, is a significant advantage.

A great win-back email can work on its own, but we recommend building a strategically-timed sequence that includes targeted messages for best results.

Here’s a simple follow-up email template you could use.

Subject: [Your Product] is still here for you. Hi [Lead Name], I noticed that you stopped using [Your Product] after your free trial ended. Is there anything I could do to help you get back on track? Here’s a reminder of the great things [Your Product] can do for you: [Benefit 1] [Benefit 2] [Benefit 3] I’d be happy to set up a time to chat with you and answer any questions you have. Or, if you’d prefer, you can just reply to this email and let me know if I can help you sort out any challenges you may faced during the trial. Thanks, [Your Name]

Look at how Teespring absolutely nails win-back emails.

14. Webinar invite template

Sending out thoughtfully-crafted webinar invites will help you maximize attendees while simultaneously promoting your business and image authenticity. This strategy is both helpful for email marketing as well as customer success.

When drafting a webinar invite, ensure it answers the classic Ws and H (Who, What, When, Why, and How). This includes:

Here’s a simple template you could use to invite users and leads to your webinar.

Subject: Join Our Exclusive Webinar: [Webinar Title] Dear [Recipient’s Name], We are excited to invite you to an exclusive webinar hosted by [Company Name]. This is a valuable opportunity to gain insights and expand your knowledge on [topic of the webinar]. Title: [Webinar Title] Date: [Webinar Date] Time: [Webinar Time] Duration: [Webinar Duration] Registration Link: [Webinar Registration Link] Add to Your Calendar: Gmail | Outlook | iCal You will learn valuable strategies, best practices, and practical tips to achieve [desired outcomes or goals]. These include: [Key takeaway 1] [Key takeaway 2] [Key takeaway 3] This interactive session will also include a live Q&A segment where you can directly ask our experts any questions you may have. Should you have any questions or need further information, please feel free to reach out to us at [contact information]. See you at the webinar! Best regards, [Your Name] [Your Title/Role] [Company Name] [Contact Information]

Take some pointers from this webinar invite from Teachable.

15. Book a Call Email Template

SaaS businesses use these emails with the intention of converting non-paying customers to paying ones. Successful book-a-call templates usually play on high personalization and humanization of the brand. It’s important to have this email written on behalf of a direct representative, for example from your customer success managers or a subject matter expert. 

Of course, you need to also add a clear CTA that links directly to a booking page so that it’s easy for customers to get the support they need. Here’s a call-scheduling email template that you can use:

Subject: Let’s Set Up a Call to Discuss Your Needs Hi [Lead Name], My name is [Your Name] and I’m a [Your Title] at [Your Company]. I’m reaching out because I was interested in learning more about your business and how we can help you achieve your goals. I saw that you downloaded our [Product Name] ebook, and I wanted to see if you’d be interested in setting up a call to discuss your needs in more detail. During our call, we can talk about: 1. Your business goals 2. The challenges you’re facing 3. How our products and services can help you overcome those challenges I’m available to chat on [Date] at [Time] or [Date] at [Time]. Please let me know if either of those times work for you. If not, feel free to block my calendar on Calendly. I’m happy to work around your schedule. I look forward to hearing from you soon. Thanks, [Your Name]

Take this email from Shipyard.

16. Promotional email template

Brands have the superpower to create a sense of suspense and intrigue whenever a new product or service is just about to be launched.

You can always announce such launches, run a good advertising campaign for them, and finally, as soon as the intrigue reaches its peak, send out effective emails announcing the come out of the promised product or service.

Subject: Black Friday Sale: Save 50% on Your First Year with [Product Name]! Hi [Lead Name], Black Friday is just around the corner, and we’re excited to offer you a special deal on [Your Product]. For a limited time, you can save 50% on your first year of subscription. This is a great opportunity to try our product and get a practical experience of how it can help you optimize your [insert customer use-case]. Your Product] will help you: [Benefit 1] [Benefit 2] [Benefit 3] To learn more about our Black Friday sale, simply click the link below: [Link] You can avail this offer till [Insert Date and Time] Feel free to reply to this email or reach out to the 24×7 support team at [Insert Support Team email] for any queries. Thanks, [Your Name]

This strategy is also perfectly integrated into one of the most popular streaming services – Netflix’s email marketing. A seemingly casual, simple promotional email has an attachment of a poster of the TV series, the second season of which was eagerly awaited by thousands of people.

17. Follow-up email template

Did you know follow-up emails typically get a better response rate than the first email? But this only works when you have a good follow-up email template.

A good rule of thumb is to lead with value. Inform customers how your business can help them and improve their existing routine. Speeding things up, automating processes and tasks, and giving free limited-time access to your product are common value-driven benefits.

Here’s a simple Follow-up email template you could use.

Subject: Just checking in I’m writing to you today to follow up on our conversation from [date/day]. I wanted to see if you had any further questions about [product or service]. I’m also happy to answer any questions you may have about our pricing or how our product can help you achieve your goals. If you’re ready to get started, I’d be happy to set up a time to demo our product. Alternatively, if you’re not quite ready to move forward, that’s okay too. I’d just like to keep you updated on our product and see if there’s anything else I can do to help. Thanks, [Your Name]

Another approach to customer follow-up is giving users a gentle reminder about what they can do with your product à la Miro.

Level up your customer success emails with Hiver

Sending well-timed, thoughtful, and engaging customer success emails is a tried-and-tested way to make customers feel respected and cared for. Not only does it help you win their trust, but it also paves the way for building long-term relationships with your customers that will ultimately improve your business’s bottom line.

Hiver allows you to craft personalized emails and save them as templates with a single click. You can organize different email templates into folders and easily share them with your team. What’s more, you can make your emails visually appealing by embedding relevant images into your email templates. And without having to write a single line of code! Hiver’s email templates are a great way to save repetitive work, improve turnaround time, and elevate your customer success emails.

Deliver stellar customer support right from Gmail

What Is Customer Happiness? 10 Practical Ways to Keep Customers Happy

Here are 10 effective strategies for driving customer happiness and reducing customer effort in support interactions.

Impact of The Great Resignation on Customer Experience

The Great Resignation caused a massive staff shortage in the economy. We explore its ramifications on customer experience in...

Case study: How a leading email design agency improved email development with Stripo

About the better creative agency, challenge: choosing the best email builder tool.

• Solution: How Stripo is integrated into agency’s workflow

Results: Benefits and strong points of working with Stripo

Top 5 stripo features with examples from the better creative agency, future plans and new developments, wrapping up.

Graphic design teams that work heavily on email marketing designs are particularly picky with their production technology stacks. The right tool can be a force multiplier, but the wrong tool can hurt the quality of designs and output speed.

Ivona Djordjevic at The Better Creative Agency dives into how Stripo became an instrumental part of their email marketing design workflow, helping deliver high volumes of great email designs to clients quickly.

The Better Creative Agency focuses exclusively on email design and development. This narrow focus was quite intentional and was born from a specific “scratch-your-own itch” need.

The problem

The Better Creative Agency was originally part of Essence of Email , a full-service strategic email marketing agency. Essence of Email realized early on that many of its clients needed both strategy and execution, namely, emails designed and launched for them .

In its quest to find the best arrangement to fulfill its email design needs, the Essence of Email team tried many combinations, such as:

• on-demand freelancers;
• “all-you-can-eat” design services;
• design agencies.

Ultimately, the best results came from developing an internal, email-specific design team. The issue, though, was that the design production team’s ideal workflow and structure operated very differently from those of the email marketing strategy team.

The agency structure that became the best for problem-solving

So, in 2021, they decided to spin the email design services off as a separate business, and The Better Creative Agency was born. This allowed for achieving optimal service quality across both agencies, as Essence of Email focuses heavily on strategy, while email design needs are easily handled by The Better Creative Agency.

The team has since grown to 11 people:

• 2 senior designers;
• 6 junior designers;
• 2 quality assurance testers;
• 1 creative director.

As we bring on new clients, we also hire new designers since we really pride ourselves on quality over quantity. Ivona Djordjevic, The Better Creative Agency

The team creates email designs for promotional campaigns, flow emails (automation), blog emails, and onboarding sequences, as well as nurture, post-purchase, and themed campaigns.

The agency’s primary clients fall into two categories:

• Brand internal marketing teams that want to speed up production, increase click-through rates, and freshen up their designs.
• Other digital agencies and email marketing agencies, such as BellCurve and ForestCityDigital, that want to outsource their email design production to achieve faster turnaround times, consistently high quality, and cost efficiencies.

About 60% of customers are from the eCommerce industry; the rest include B2B and SaaS brands/agencies. Currently, the company handles the email design needs of 20+ regular customers, with more onboarded daily.

After the agency focused on email design and development in 2021 as their main priority, the team began choosing tools to help make all their processes efficient and build high-quality emails.

They already had experience with standard drag-and-drop editors provided by various ESPs, and the main difficulty they faced was the built-in editors’ lack of functionality to create attractive and diverse emails.

Moreover, being email marketing platform-agnostic, the team required a consistent tool to easily export email designs to different client email platforms.

Therefore, the main criteria for the tool they were looking for were:

• a robust set of email design-oriented features;
• a tool that helps actively improve design quality;
• ease of access and teamwork;
• flawless integration with major email marketing platforms.

Solution: How Stripo is integrated into agency’s workflow

After an exhaustive search, the agency selected Stripo in January 2021 and has used it ever since.

We’ve explored some other builders to see what they’ve done since 2021, but none have really matched Stripo’s level.  Ivona Djordjevic, The Better Creative Agency

The initial tests of the tool were quite promising. The Stripo editor interface was quite intuitive, which made getting started with creating emails straightforward. The team decided to integrate Stripo into their core email design workflow.

Over time, the team has developed a knowledge base of manuals, documentation, and training videos to help new designersrapidly master the Stripo tool.

Agency workflow for email design

The design production workflow is critical for delivering high-quality email designs quickly and at scale.

Here’s a map of the current workflow:

Definition phase

The key to optimal result for client is to lock in a detailed creative brief for the email during the definition phase. This saves a lot of work during the later revision rounds because the first drafts of the email design will be much closer to the intended result.

This approach helps to solve problems such as a client receiving a different design than they expect at the beginning of the collaboration.

Clients fill out a template design brief, which is reviewed by the agency’s creative director or senior designer. If the brief is sufficiently clear and thorough, it is passed to the design phase with internal commentary. If not, clarification may be requested from the client.

Production & revision phase

The designer then initiates work on the first draft in Adobe XD, a popular graphic design tool. After it’s finished there, the designer replicates the visual design inside Stripo. The robust feature set of Stripo makes this step easy, bridging the gap between the raw email graphic design and an optimally coded email.

After the draft is complete in Stripo, it goes through a design review round when it is checked for alignment with the creative brief. This is followed by a quality assurance (QA) review round, which checks for syntax issues and includes thorough checks for rendering, accessibility, dark mode, and mobile optimization using Email on Acid (EoA).

By the way, Stripo is integrated with Email on Acid , and you can check and preview your emails right in our editor. This is convenient and allows you to speed up the creation of emails even more since all verification is performed immediately after creation.

A senior designer also performs a design review after the QA check to make sure everything makes sense design-wise. Once everything goes through, the draft is passed over to the client for feedback.

Stripo is well integrated into this process because during the review rounds, the Stripo link is passed along internally and through to the client. 

Finalization phase

After full client approval of the draft Stripo email design, the email undergoes a final round of QA checks and is then exported from Stripo.

The many integrations Stripo has with popular email marketing platforms make this process very simple. The agency primarily works with Klaviyo and Omnisend but has also worked with many other email platforms, such as SendGrid and SendPulse.

The export is usually as easy as clicking “Export” and selecting the pre-integrated ESP. This function optimizes the code (minimizing the email size) while preserving the quality. The email appears as a similarly named template inside the client’s ESP.

Sometimes, exported variants of the email design accommodate A/B split testing.

Finally, the client receives a final test preview sent directly to their email and a notification that the email is fully loaded and ready to be scheduled!

Here’s an example of a finished email campaign design:

(Source: Email by The Better Creative Agency)

Such a workflow process allows each participant to accurately understand their tasks at each stage of development and be effective. Thanks to this, the team produces over 400 email designs each month, with each designer creating 3–4 emails daily.

Important note from the Stripo team

By the way, for agencies working with many clients in Stripo, convenient storage of all your created emails is possible. Stripo allows you to create several projects and store all the emails there. At any time, you can access them, reuse them, etc.

Projects allow you to organize your work across different customers. They are like folders, with the opportunity to have various settings. In addition to regular email template storage, you can invite other participants to your projects for further collaboration and customize project settings to reduce the time required to create email templates.

After integrating Stripo into their workflow process, The Better Creative Agency team experienced a boost in click-through rates (CTRs) and overall improved campaign results, mainly due to the variety of content and layouts they could use and experiment with.

We improved the email quality significantly just by increasing the number of things we can do design-wise, and improvements in click rates also followed. Ivona Djordjevic, The Better Creative Agency

Stripo has also saved the team a lot of time by easily replicating raw email designs with high fidelity.

Key benefits of using Stripo

• The code editor is really easy to access — a huge plus.
• The mobile version is better optimized than any other ESP. 
• Most email marketing platforms’ native email builders have a couple of steps you have to go through just to upload an image, while in Stripo, you can drag it straight from your computer to the editor. In short, these features help speed up production.
• Stripo has many more options for formatting copy and text.
• The “hidden on mobile” feature works well with Klaviyo and other ESPs.
• Having the separate, modular layout blocks of “Block>Container>Structure>Stripe” is incredible, as it gives you many options to customize each design element.

Here are some Stripo features that The Better Creative Agency likes the most.

1. Separate rounding corners on structures.

(Source: Email design by The Better Creative Agency)

2. Background images for each part operate separately, so live text can be inserted on top of an image. The Better Creative Agency team is so impressed by its simplicity and quality.

Here’s another example of this feature:

3. The slider for the size of the container inside a structure instead of just having a set 50/50 or 25/75.

In this example, you can see how to make a custom container size in the Stripo editor.

This is an example of 50/50, which could serve as a comparison.

Here’s an example with different custom container sizes.

4. Great mobile formatting of live blocks and containers.

Here’s an example using mobile alignment, line spacing, and padding.

5. Rollover effects in product blocks.

  Here’s another example of using rollover effects.

To date, The Better Creative Agency has primarily worked within mainstream email design frameworks. In the near future, they plan on ramping up implementations of AMP and Google Annotations as those features become more supported.

Here are some key points that have helped The Better Creative Agency become a leading email design agency and made Stripo an essential part of their email design workflow:

• task setting by the client through a brief that includes all the critical information for the designer;
• a well-thought-out production workflow design in which everything is sharpened to get an excellent result;
• Stripo’s robust feature set that makes it easy to implement the design in Stripo after working with design tools;
• Stripo features, such as rounded corners, rollover effects, mobile formatting, and others, have enabled the creation of outstanding email designs right in the Stripo editor;
• an easy way of getting client approval because the Stripo link is passed along internally and through to the client during the review rounds.

As a result, all these points have helped speed up the creation of large volumes of high-quality email designs and make the best designs for the agency’s clients.

28 Email Examples to Inspire Your Email Marketing Strategy [CASE STUDY]

• October 27, 2022

Email examples are all over the web, and it’s no secret that a comprehensive  email marketing strategy  can significantly impact your online business.

But as your shoppers are inundated with numerous emails daily, you’ve got to make your messages stand out. After all, around  200 billion emails  are sent and received every single day!

To help you out, we’ve compiled 28 inspiring email examples that cover each part of the sales funnel from the moment a shopper opts in all the way through to post-sale.

We’ve collected email examples that span the entire online sales process including examples of:

• Welcome series
• Browse abandonment campaigns
• Cart abandonment campaigns
• Transactional (order confirmation) emails
• Post-purchase campaigns
• Retention campaigns
• Newsletters and promotions

Use the sales funnel to the left to navigate through each campaign type and view these inspiring email examples and our pro critiques to help implement your next email marketing campaign.

Welcome Email Series Examples

You successfully convinced your shoppers to subscribe to your email list. Now what? The  Welcome Email  is the perfect message to introduce new opt-ins to your brand, build loyalty from the get-go, and encourage a quick first purchase.

According to this infographic from SmartInsights, Welcome Emails can generate 320% more revenue than regular promotional emails in addition to achieving impressive open, click-through, and conversion rates.

Enjoying this content? Join the other 5,473 eCommerce business owners.

Fab – Highlight Your App

Email Example Critique: Fab does a great job highlighting perks such as free shipping and returns in addition to making it easy for new subscribers to set their email preferences off the bat. Showcasing the Fab app makes it easy for shoppers to download Fab for their smartphones, building continuity and cross-device engagement.

Related:   The Anatomy of a Perfect Welcome Email

Karen Millen – Boost Your Brand

Email Example Critique: This welcome email from British designer Karen Millen has nice imagery and branding. The only question is, is it enough to encourage shoppers to make that first purchase?

Target – Push Your Discount Program

Email Example Critique: It’s no secret that Target has always done a fantastic job at branding. In this welcome email, the focus is on value and discounts positioning the REDcard front and center which boasts free shipping and 5% off every purchase in addition to clearance items promoted directly below.

Michael’s – Display Your Discounts Smartly

Email Example Critique: This welcome email makes a nice attempt to let new subscribers know what they can expect to see in their inbox, however placing the discount below the fold may not be the best use of email real estate.

Welcome Email Key Takeaways

• 74.4% of shoppers expect to receive a welcome email when they subscribe. [ source ]
• People that read at least one welcome message tend to read more than 40% of their messages from the same sending brand during the next 180 days. [ source ]
• Welcome emails tend to average open rates that are 50% — 86% higher than newsletters. [ source ]
• Use welcome emails to show shoppers who you are and why shoppers should buy your products. Make it easy for them to complete that first purchase by emphasizing special offers and unique selling points that are hard to ignore.

Welcome emails can generate 320% more revenue than regular promo emails #ecommerce #emailmarketing CLICK TO TWEET

Browse Abandonment Email Examples

Send  browse abandonment emails  to shoppers who view your homepage, category, product, or site search pages yet never made their way to your cart page. Browse abandonment campaigns can be personalized to match the behavior of your shoppers which makes them especially effective at driving traffic back to a site and converting more sales.

Since around 95% of eCommerce traffic never even makes it to the cart page, browse abandonment emails can be especially effective at generating up to 80% of the revenue that comes from your lifecycle email marketing campaign.

J. Crew – Category Browse Email

Email Example Critique:  This is an example of an email that would be sent to a shopper who viewed the “shirts and tops” category on J. Crew. Nice, high quality imagery plus related categories displayed below. The only thing missing from this browse abandonment email is personalized recommendations from the browsed category to increase the changes of this abandoning shopper actually returning.

Fresh Photos – Product Browse Email

Email Example Critique:  This is an example of an email that would be sent to a shopper who browsed specific products yet did not add any of them to a cart or purchase. The product images with the number of other shoppers who bought the same product is a nice touch but might be more effective if placed above the fold.

Calvin Klein – Site Search Email

Email Example Critique:  This is a great example of an email that would be sent to shoppers who searched for the terms “shirts” and “dress shirts”, displaying product recommendations related to their search in the hopes to bring that shopper back to complete a sale.

Illy – Homepage Browse Email

Email Example Critique:  This is an example of an email that could be sent to shoppers who browsed the Illy site but never got any further down the sales funnel. It’s nice that Illy is offering a discount at the bottom of the email, and their placement of social icons at the bottom of the email is smart. The top of the email, however, is a bit busy for an email that’s focused on directing shoppers to make a purchase.

Browse Abandonment Email Takeaways

• Use the on-site behavior of your shoppers to personalize browse abandonment emails and get them back to your store after they’ve left without completing a purchase.
• Make sure to always match the frequency and tone of your emails to the level of purchase intent a shopper has exhibited towards a particular product.
• Display  personalized product recommendations  to give shoppers more buying options and increase CTR by over 30%.
• Keep calls to action simple and direct matching the behavior of each shopper for best results.

Personalized product recommendations can increase CTR by over 30% #emailmarketing #ecommerce… CLICK TO TWEET

Ghurka – Large Product Image + Personal Tone

Email Example Critique:  This cart abandonment email from Ghurka has a nice personal touch coming from an actual person at the company plus the large, high quality product imagery is on-brand and great for CTR.

2. Dyson – Less is More

Email Example Critique:  This cart abandonment email example from Dyson is simple and direct. When it comes to cart abandonment emails, sometimes less detail is more effective.

3. Doggy Loot – Create a (Friendly) Sense of Urgency

Email Example Critique:  This cart abandonment email from Doggy Loot is cute and on-brand. The tone expresses urgency without being too pushy. The cute dog and language to match helps achieve the balance.

4. Urban Outfitters – Mention Shipping Offers

Email Example Critique:  Urban Outfitters has a strong brand and email design to match. The only thing is that the cart display is so far down on the email, it’s questionable whether shoppers will click through and return to their carts. The saving grace of this email is that they highlight their “free shipping on orders over $50” policy which addresses on of the top reasons for cart abandonment in the first place: shipping costs.

Cart Abandonment Email Takeaways

• Display the actual products left behind in each shopper’s cart to make it easy for the shopper to come back and complete the purchase.
• Create a sense of urgency with the tone of the email to encourage shoppers to act fast.
• Think about what prevents shoppers from completing a purchase and tackle those issues, like shipping and customer service call outs, within your cart abandonment email to put shoppers at ease.
• Keep the focus on returning to the cart so that shoppers don’t get distracted with other, less lucrative calls to action.

Transactional Email Examples

These are the one-to-one emails containing information that completes a transaction or process completed by your shopper.  Think: order confirmation and shipping confirmation emails. Because these emails are sent to shoppers who have just purchased on your site, they offer you, as a merchant, the opportunity to leave a lasting impression on the recipients that can even lead to additional conversions.

Although confirmation emails tend to be one of the least developed customer touchpoints in the sales funnel, they boast an average CTR of 12 to 20% which is around 5x the rate of bulk mailings.

Confirmation emails outperform bulk mailings 5 to 1 #emailmarketing #ecommerce CLICK TO TWEET

Philosophy – Display All the Right Elements

Email Example Critique:  This order confirmation email from Philosophy may look jam-packed with info, but it’s got all the right components to both satisfy the shopper’s need for critical post-purchase information and offer multiple opportunities for the shopper to come back to the site and hopefully complete an additional purchase.

Amazon – Make it Easy For Your Shopper

Email Example Critique:  Amazon definitely gets it right with this order confirmation. Related product recommendations encourage the shopper to buy more, and the “track your package” button makes it easy for the shopper to keep tabs on the purchase.

Kickstarter – Encourage Social Sharing

Email Example Critique:  This Kickstarter order confirmation email is great because it uses social sharing to encourage buyers to promote the product when the purchase is fresh in their minds.

Warby Parker – Build Trust Through Simplicity

Email Example Critique:  Totally on brand, this order confirmation email from  Warby Parker  found on  ReallyGoodEmails.com  is unique with its super clean layout and large text. Presenting order information clearly builds trust, which is key.

Transactional Email Key Takeaways

• Clearly display all the order and shipping information shoppers need to know they can trust that their order is safe.
• Since the purchase is freshest in the mind of your shoppers at this point, use confirmation emails to upsell or cross-sell shoppers by displaying related product recommendations that match their purchase.
• Transactional emails have 8x more opens and clicks than any other type of email and can generate up to 6x more revenue. –  [source]

Post-Purchase Email Examples

Post-purchase emails help generate repeat purchases and build brand loyalty by helping your customers reconnect to your brand. Send these emails to follow up recent purchases while your store is still fresh in your shoppers’ minds.

Repeat customers tend to spend 500% more than new customers , and although they make up only 8% of site traffic they account for around 40% of your revenue.

Zulily – Referral Program

Email Example Critique:  Zulily is all about their referral program with this post-purchase email. They make it easy for shoppers to share by including a total of 5 different ways to click through and invite friends in addition to incentivizing shoppers with credits.

Pottery Barn Kids – Related Product Recommendations

Email Example Critique:  This post-purchase email is a great example of how you can continue the sales process post-purchase. Pottery Barn Kids takes a personalized approach by offering product recommendations that are related to a previous, recent purchase.

Returning customers tend to spend 500% more than new customers #ecommerce #onlineretail CLICK TO TWEET

Mark & Spencer – Ratings and Reviews

Email Example Critique:  Ratings and reviews can really impact your business. This post-purchase email is a terrific example of how you can ask your customers to rate and review recent purchases while the sale is still fresh in their minds.

Sephora – Social Sharing

Email Example Critique: This post-purchase email from Sephora is awesome because it gives shoppers multiple options to share and save their beauty picks on social media plus it offers helpful, pro-inspired content to establish Sephora’s brand as a true industry leader.

Post-Purchase Email Takeaways

• Re-engage recent customers while your brand is at the front of their minds with post-purchase emails.
• 88% of consumers trust online reviews as much as personal recommendations, and 72% of consumers say positive customer reviews make them trust a business more, according to  Profitero .
• Use a friendly tone thanking shoppers for their recent purchases.
• Don’t be afraid to ask shoppers to share their purchase on social media or submit a review. Shoppers like to help brands they love.

Retention Email Examples

Retention emails are sent to customers who may not have interacted with your brand in a while. Win-back campaigns and replenishment campaigns are powerful messages to get those shoppers back onto your site after some time has passed.

Follow up campaigns like retention emails can average an extremely high open rate of well over 40%. – [source]

Starbucks – We Miss You, Here’s a Discount

Email Example Critique:  Simple, straight to the point. We miss you, here’s a discount. Who wouldn’t want 15% off their coffee purchase?

Clinique – Replenishment Campaign

Email Example Critique:  This is an excellent example of a replenishment campaign that uses high quality imagery and multiple cross-sells.

Related:   The Anatomy of a Perfect Replenishment Email

Brickell – Refer a Friend Program

Email Example Critique: Brickell’s referral program email is a perfect example of how you can easily encourage your best advocates, your customers, to share your brand with their friends by simply offering a few bucks off their next purchase.

eBay – Rediscovery Campaign

Email Example Critique:  Another win-back campaign using a discount to re-engage with past customers. eBay does a great job of making it easy for customers to claim their discount by including detailed instructions for checkout (although it may seem obvious…).

Retention Email Takeaways

Acquiring a new customer is  10x more expensive  than selling to repeat customers so retention emails are a great way to get more bang for your buck.

Use win-back campaigns to offer dormant shoppers a special offer or discount making it easy for them to complete a repeat purchase.

Replenishment campaigns are perfect for increasing your customers’ lifetime value, based around the standard purchase cycle for your products or a customer’s individual average order frequency.

Newsletter & Promotional Email Examples

Newsletters and promotional emails are often considered a given when it comes to email marketing for eCommerce, and especially with Gmail filtering out promotional emails from the inbox, it’s critical to make your newsletters and promos stand out with captivating content for your shoppers.

Although newsletters and promotional emails tend to have a very low conversion rate , they can be extremely effective at building brand awareness and loyalty.

Yoyo – Large, HQ Imagery

Email Example Critique:  Awesome imagery and nice showcase of special offers related to shipping, delivery, and returns. The best sellers as product recommendations are a great way to offer shoppers multiple options.

iShop – Display a Testimonial

Email Example Critique:  Although buried below the fold, iShop displays a customer testimonial to help shoppers feel safe to complete a purchase.

Email Example Critique:  This promo email from Gainger is both informative and helpful by making it easy for customers to share products.

4. Southern

Email Example Critique:  In this promo email, it’s all about the brand and the fun(ny) tone.

Promotional Email Takeaways

• Get your shopper’s attention by starting things off with a deal or a giveaway.
• Establish your brand an industry leader by offering advice and helpful content.
• Include social media call outs to offer shoppers an opportunity to engage with your brand off-site.
• To make your newsletters and promos engaging make sure that your content is relevant and on-brand.

Check out these  email marketing tips and best practices to help you implement your next email marketing campaign.

About The Author

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9 Great Email Marketing Case Studies (and Counting)

• News and Updates Updated August 2020 Posted: August 2015

On this page

Transparency is hot right now, but not in email marketing.

You can see how many Twitter followers a brand has. Lots of businesses blog about their audience growth. And some newsletters share their subscriber count as social proof .

But no one talks about open and click rates, ROI or impact on the bottom line. It’s taboo in the email world.

That makes it really hard to find email marketing case studies. If you want inspiration for your own campaigns, there aren’t many options. You can:

• Read blogs like this one 🙂
• Dive into ReallyGoodEmails.com
• Sign up for newsletters and products to receive their emails

Other than that, all you can do is test your assumptions relentlessly.

We’d like to make it a little easier to read stories about great email campaigns so we collected some of our favorites. Here is the criteria for the case studies we included:

• They are real case studies, not a best practices pieces.
• They include quotes or data from the campaign creators.

That sounds simple until you start exploring the web for stories that meet those two rules. We’d like to add to this list so if you know of a great email story, let us know in the comments.

Together, these posts are long enough to be a book. So we turned them into one.

Download an .epub file

What Startups Can Learn from Watsi’s Wildly Successful Email Campaign

Read it | Share it | Save it

This story is too nuanced to accurately summarize but here’s a primer.

Watsi is the first non-profit to be part of Y Combinator. They crowdsource healthcare funding for people all over the world. To drive recurring revenue, they broke out their monthly donation feature into its own product and launched it separately.

They used email to source early feedback, used social proof to create buzz and built a personalized newsletter to keep users informed about their donations.

Here’s a snippet from this post:

Part of showing people what they’re getting is investing in communications where you aren’t asking for anything. Instead, you’re thanking people for their business or their participation. You’re acknowledging your end of the deal where you’re committed to delighting and surprising them. This is something that for-profit startups tend to neglect – the importance of not just sending a receipt for a purchase, but honing that interaction to make customers feel something more.

Email marketing is isn’t a channel – it’s one layer of a customer-centric company. This case study reveals how complex (and truly valuable) it is to use email to grow a business.

Building a Newsletter Welcome Series from Scratch

Help Scout’s signature flair is purpose .

As they considered how to welcome to new subscribers – and there are more than 51,000 – they knew that aligning business goals with a great experience was key. They pulled it off by ensuring each email sought to achieve a single, measurable goal.

Each of the five emails in the sequence is explained in detail, including the intended purpose and suggestions based on their own learnings.

How The Skimm’s passionate readership helped its newsletter grow to 1.5 million subscribers

Building a profitable business with email is very different than using email to build a profitable business.

Watsi, for example, uses email to support their product. In The Skimm’s case, the email is the product. When newsletters become a business, it’s worth paying careful attention to their strategy. (We detailed an example of this in our Death to the Stock Photo case study .)

The Skimm’s email newsletter reaches 1.5 million daily. That growth has been fueled by an intense understanding of their target reader and an community that is eager to help. There are more than 6,000 “ Skimm’bassadors ” actively spreading the word about this business.

There’s a lot to learn here but if you take just one lesson, let it be this:

The Skimm focuses on women ages 22-34 in big cities throughout the country. They are busy, they’re on the go. It’s a professional audience. And we looked at what they do first thing in the morning. Your alarm goes off, you grab your phone, and you read emails from friends and family first. It really made sense to us to introduce a product that fit in with that routine. And email is very much in the routines of the demo that we’re going after.

There’s no need to reinvent the wheel. Meet your target audience where they’re already active.

How to Gather 100,000 Emails in One Week

I hope you’re noticing a trend in these case studies: Pulling off a wildly successful email campaign isn’t easy.

Even when the goals are simple, the logistics tend to get messy. The smartest companies dig in anyway.

In Harry’s case, they used a landing page to gather 100,000 emails in the week leading up their launch. As a shaving company, they are competing against institutions like Gillette. The only way to outsell them is to out-maneuver them.

Harry’s drove traffic to a landing page, asked for a signup, then used a referral mechanism to incentivize people to share the product. Those who referred friends earned free products. They gave away a ton of free razors that week but it cost way less than broadcasting the upcoming launch on traditional advertising channels.

This post gets into the nitty gritty of driving the traffic, managing the flood of interest and actually delivering the free products.

The Art and Science of Turning Free Trials Into Happy Customers

If you’re a small startup, you’ll be able to relate to this story.

Alex Smith runs marketing at ContactMonkey . As a growing company with a small team, it became too difficult to onboard new customers one at a time. So Alex created a series of events in the application that trigger emails or pause existing campaigns.

The result was not only happier customers, but faster growth. Once the triggers were in place, ContactMonkey was able to guarantee that each customer received the right messaging at the right time.

This post shares the exact emails and triggers ContactMonkey uses to onboarding their users, along with some ideas for blurring the lines between CRM and email marketing.

The Science Behind Those Obama Campaign E-Mails

I think this line will pique your interest about Obama’s last campaign: “Most of the $690 million Obama raised online came from fundraising e-mails.”

The Obama campaign famously used a casual, conversational in tone in the email subject lines. The most famous subject line was simply “Hey.” Another – “I will be outspent” – raised $2.6 million on its own.

Source: Slideshare

This didn’t happen by accident. The folks behind the campaigns tested incessantly, sometimes playing with a dozen or more variations on a single email. Here’s one of the most interesting findings revealed by digital analytics directo Amelia Showalter:

…these triumphs were fleeting. There was no such thing as the perfect e-mail; every breakthrough had a shelf life. “Eventually the novelty wore off, and we had to go back and retest,” says Showalter.

They bottled lightening over and over through rigorous testing and exceptional copywriting. The viral effect was manufactured, not serendipitous.

What We Learned From A Week Of Prototyping A Newsletter In Public

When Buzzfeed began developing a daily email newsletter, the editors turned to Facebook for feedback. They shared their prototypes ( here’s an example ) with their own friends. They made each iteration of the newsletter public to ensure they could patch any holes before launch.

Interestingly, editor Millie Tran said the most useful part of this exercise was the intense focus on the product/market fit:

The most valuable thing about this exercise was that it allowed us to avoid getting too emotionally attached to any one idea early on and to keep tweaking and adjusting the product to be better.

As we’ve written before, email is an extension of your product and should be treated with the appropriate care.

Buzzfeed also wrote a follow-up to this post about using email to test early versions of their mobile app.

Learning vs. Selling

This is a personal story based on my experience here at Vero. Last year, we created 14-step campaign to welcome new subscribers to the blog. The open rates were decent and we heard some positive feedback from customers about the campaign.

Then we nuked it.

Because it a) wasn’t helping us convert readers into customers and b) it wasn’t helping us learn about our readers. We replaced the entire campaign with a single email.

Tons of people replied and we’ve been able to shape our content and emails to match our readers’ challenges and needs. The lesson is here to create opportunities to learn before you try to sell your product.

The Most Successful E-mail I Ever Wrote

A single email can change a business.

Derek Sivers, founder of CD Baby, realized this after he created this masterpiece of a shipping confirmation email :

Source: Smashing Magazine

The email went viral. At the time, no one put any effort into their transactional emails . The personal touch resonated with a lot of people.

That one silly e-mail, sent out with every order, has been so loved that if you search Google for “private CD Baby jet” you’ll get over 20,000 results. Each one is somebody who got the e-mail and loved it enough to post on their website and tell all their friends. That one goofy e-mail created thousands of new customers.

Simon Schmid calls this finesse the “personality layer.” Here are a number of other examples.

A few more case studies from the Vero archives:

• TripAdvisor’s Unfair Email Marketing Advantage
• How Amazon Dominates E-Commerce with Email
• How Death to the Stock Photo Built a Profitable Business with Email
• Why Product Hunt’s Emails Are So Addictive
• Evernote’s Simple But Useful Onboarding Emails

And here’s a few suggestions from readers:

• How The New York Times gets a 70 percent open rate on its newsletters

Want to send more personalized mobile and email messages to your users?

Customer story.

How Vero helps Dribbble take full advantage of their customer data to improve personalization

Check out Vero , customer engagement software designed for product marketers. Message your users based on what they do (or don't do) in your product.

Consider signing up for a free trial. No credit card required.

Business growth

Marketing tips

16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

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People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

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This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

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My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

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Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

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In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

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GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

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Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

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Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

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I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

10. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} NVIDIA and Workday

The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

12. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Intuit and Twilio

Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

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Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

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Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

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The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

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I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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6 Practicable Email Marketing Case Studies to Inspire You

CEO Avada Commerce

Drive 20-40% of your revenue with Avada

We’d venture to say that transparency is hot right now, but not in email marketing.

Many brands show the number of their Twitter followers. They even blog about their audience growth and share their subscriber count as social proof.

However, no one talks about open, click rates, ROI, or impact on the bottom line. It seems to be taboo in the email marketing world. That makes it quite hard to find email marketing case studies.

We’d like to make it much easier for you to read stories about great email marketing campaigns, so we collected 6 practicable email marketing case studies . Below is the criteria for the case studies we compiled:

• They are real case studies, not best-practice pieces
• They include real data/ outcomes to impress you

Now, let’s explore!

1. Digital Marketer: increased open rates by 3X with subject lines

Is it possible to increase your open rates by 3X whenever you send a newsletter?

The answer is yes. Digital Marketer did.

A responsive, engaging email list of customers is the only bulletproof approach to building a sustainable business. If you only concentrate on Google and organic search, you may not be able to build a sustainable business.

Digital Marketer is considered one of the leading marketing blogs out there. The company boasts of making money once their emails arrive in recipients’ inboxes. However, they don’t do this only for the money - that would just drive email subscribers away.

Instead, they engage subscribers via email, teach them how to do a specific thing (i.e., increase Facebook ad conversions) and enhance trust.

Sending millions of emails per month helps Digital Marketer understand their customers and prospects. This allows the company to segment subscribers by interest, pinpoint the exact solutions they are looking for, and deliver awesome value that these subscribers will never find elsewhere.

As a result, they got impressive results with their email marketing campaigns . Just look at their statics:

We will analyze how Digital Marketer increased its email open rates by 3X right below:

1. Use proven email subject lines

Subscribers will not open all of your marketing emails, it’s the truth. Most of your audience are also subscribed to other email lists, too.

Therefore, you have to differentiate your email subject lines from the generic ones.

According to Richard Lindney - the author of the Digital Marketer case study - their successful email subject lines fall into one of the following four categories:

• Direct or benefit-driven
• Urgency or scarcity
• Proof or credibility
• Blind or curiosity

Let’s explore each of these subject lines!

1.1. Benefit-driven email subject lines

This type has only one purpose: to directly state the benefit that the recipient will get by opening the email. For example:

• Catch these email templates…
• Start building your landing pages for $1
• 7 ways to write blog posts that convert

1.2. Urgency or scarcity-based email subject lines

If there is a need to act right now - let’s say, a discount that expires in a few hours - you may want to use this urgency subject line style.

It communicates urgency and motivates people to act immediately. If recipients fail to act now, they will miss out on something great. And people don’t want to miss out.

Actually, the fear of loss is much more powerful than the joy of gain . That’s why urgency subject lines often outperform direct or benefit-driven subject lines.

Digital Marketer recommends using urgency or scarcity-based subject lines to get more opens. Some examples include:

• You’re going to miss this?!?
• 85% off sale ends at midnight
• Final Notice [just hours left]
• Closing down soon!

Related topic : 7 Artificial Scarcity Creating Methods

1.3. Proof or credibility subject lines

We know that you have results you can share with prospects, and many people or businesses have benefited from your products and services. That’s why you should apply proof/ credibility subject lines now.

You can simply speak about other people’s success in your email subject line . Craft it in a way that will get your recipients to believe those results are possible for them , too.

This type is best written as a case study. And don’t forget that case studies are one of the 15 types of content to drive traffic, sales, and revenue for entrepreneurs.

Below are some of the proof/ credibility email subject lines that helped Digital Marketer boost their open rates by 3X:

• This guy makes 6 figures per month?
• Mom of two “makes” $10K in 4 days
• 23,234 leads in less than 30 days

1.4. Blind or curiosity-based email subject lines

These email subject lines have a magic-like ability to make people open. After all, if you hint that you hold a secret, people will want to know it.

The curiosity gap is actually a robust copywriting technique that can dazzle your audience. It has been proved to lead to a 927% increase in clicks on a pricing page (Wow!).

Some of your recipients are lazy. If they get the idea behind your email, they will delete it or otherwise move on. Thus, use these subject lines to tease your recipients. Below are some typical examples:

• Just one last thing to say…
• Check out the letter inside…
• Why he paid Facebook $30,500
• 1,356,789 free clicks from…

2. Using Unicode symbols and personalization

2.1. Unicode symbols

To make emails outstanding, Digital Marketer suggests that you use Unicode symbols - emoticons, objects, etc.

Richard says that “ You should not overuse symbols in your subject lines, but don’t ignore them either. ” These symbols will add flavor to your email subject line. It might look funny, but humor is one of the common reasons why content gets opened, forwarded, and shared.

2.2. Personalization

People decide to join your email list, not because they love getting emails but because they feel they can benefit from them. According to a survey, 38% of responders opt-in to an email list to receive relevant emails that can improve their lives and business.

One of the most common methods to make your emails relevant is to personalize them. Now, let’s look at these two subject lines:

“ You will lose $3,000 in a week if… ”

“ John, you will lose $3,000 in a week if… ”

Obviously, the personalized version with the recipient’s name “John” will outperform the generic one. For more tips on personalization, please read our Complete Guide to Personalized Email Marketing for Business .

Note : To make personalization much easier, effective, and systematic, you should create opt-in forms to collect first name and email address, like AVADA Commerce does:

2. Dell: increased revenue by 109% with a GIF

Dell is faced with a unique problem.

The company was actually in the process of launching the XPS 12 Convertible Ultrabook, which is a laptop with a hinge design that enables it to transform into a tablet.

“ That sounds like a cool product. What is the problem, by the way? ” you may ask.

We will let David Sierk from the Email Strategy & Analytics department at Dell explain.

“ No one knows what a convertible is yet. It is not synonymous with products like the tablet is now or anything along those lines. ”

So, how did Dell solve this problem?

They innovated their way through the problem .

Instead of traditional email marketing tactics , Dell decided to create a GIF of the product that would complement their creative tagline, “ Go from dreaming to doing in a flip. ” The GIF showcased the convertible flipping from a laptop to a touchscreen tablet capable of running Windows 8.

This explained to customers exactly what the convertible was, as well as how it could impact their technological lives.

Besides, the GIF was paired with high-converting email copy:

“ XPS 12 Convertible Ultrabook - The power of an Ultrabook and the ease of a tablet combined into one beautifully designed machine. ”

“ Buy a select XPS 12 Convertible Ultrabook and get a $200 Dell Promo eGift Card to build your home entertainment system. ”

The results were really spectacular.

• 6% increase in email open rate
• 42% increase in click rate
• 103% increase in conversion rate
• 109% increase in revenue

Impressive, right?

So, what can you learn from this email marketing case study?

While some of you may think that the main message behind this case study is to start using more GIFs within your email campaigns , we disagree.

We think the best thing we can learn from Dell is the power of innovation .

The marketing team of Dell knew that simple text and images would not cut it. They also understood that linking to a Youtube video or some kind of product tour would likely yield a lower conversion rate. Hence, they tried to innovate their way out of the problem by using a GIF.

Do we recommend using GIFs in your email marketing campaigns?

Yes, absolutely. They are an amazing way to quickly convey your message and entertain readers.

However, if there’s one key takeaway from Dell’s success, it is that intelligent risk and innovation can lead to significant results.

If there is a marketing tactic that you’ve been dying to use but are afraid that it’ll eat dirt, give it a shot anyway. The worst that can happen is not that bad.

And who knows, you might even realize a 109% increase in revenue yourself!!!

3. Charity Water: increased donations by $800,000

Most companies, especially non-profit organizations and charities operate their email marketing campaigns under the “set it and forget it mindset.

After a donation or transaction has concluded, donors will often be sent to a thank-you page and receive a short “Thank You” email. This email generally does nothing other than to provide the donor’s transaction details, thank them for their purchase, and perhaps try and get them in on an upsell.

While there’s nothing inherently wrong with this approach, there is a better way.

Charity Water has been crushing it in their email marketing campaign by taking an unconventional approach to their follow-up emails. Rather than follow the traditional route, Charity Water has created an email marketing campaign designed to take their donors on a journey.

With any non-profit organization, there is a long road from the time a donation leaves the donors’ wallet to the time that the project is completed.

For starters, the donation has to be sent to partners in the field and used to source supplies, transportation, and permits for volunteers and staff. Then, projects can take from 6 to 18 months, depending on the scope and size of the work. And most non-profit organizations leave their donors out of this process completely.

But Charity Water didn’t do that.

The organization sends you regular email updates, which explain where to use your money and how much progress to be achieved on the project. They even show you photo updates from the project site, which country your donation is impacting, and regular information on progressions within the organization itself.

They make their donors a part of the story .

Perhaps the biggest takeaway that we’ve gleaned from Charity Water’s email marketing campaign is that you need to build a sustainable relationship with your audience through regularly connecting with and updating them.

You might think this will mean increasing the frequency of sending out emails.

However, things don’t stop there.

This is not just about delivering more emails and trying to sell them new products or services. It is about building an authentic relationship with customers for life.

We know that this seems a bit mystical and woo-woo, so let us give you a practical example of using this in your business. Suppose you’re running an online fitness company and you’re promoting the “8-Week Fat Loss Challenge 2.0.”

By learning from Charity Water, you could try out the following strategy:

At the beginning of the week, send one email presenting a challenge to all of your recipients (i.e., most weight loss, biggest athletic improvement, best diet, etc.)

At the end of the week, send a follow-up email showing the challenge winner and progress pics from other participants. Plus, finish the email with a tip or trick to help them get more out of your product.

After they’ve completed the 8-week challenge, send regular follow-up emails asking how they’re doing and providing exclusive free content.

This strategy will generate a deeper level of engagement with your audience and build a community around your brand. And if you execute it properly, it’ll lead to an increase in open rates, easy upsells, and lifelong loyalty.

Related topic : Email Marketing for Non-profits: The Essential Guide!

4. Dropbox: created a $10 billion empire

A trend that we’ve noticed among many of the A+ players in the email marketing game is that they’re reducing their focus on fancy copy and increasing their focus on generating incredible designs .

Of course, long-form copy works great for email marketing. If you run a company built around your personality, we recommend you focus on well-written email copy.

Nevertheless, suppose your company’s success isn’t contingent on your consumers buying into you as a brand leader. In that case, creating beautiful and straightforward designs to sell products is a good way to go.

Let’s look at a typical email marketing case study for this - Dropbox .

Dropbox is a wildly common online storage service that has skyrocketed in growth and become an empire worth $10 billion. That is worth almost as much as Snapchat and even more than the GDP of many countries!

Something that has made Dropbox outstanding for years and helps them reach their impressive wild levels of success is the great simplicity behind everything they do.

From the signup process to the navigation and layout of their website, everything runs simply. One of the most typical examples of this simplicity in action lies in their “ Baby come back ” email.

We know it seems like a stretch to actually appreciate a company for sending an email after someone has canceled their subscription. However, by combining poignant and straightforward cartoons with a tongue-in-cheek emoticon, as well as some very simple copy, Dropbox admirably accomplishes this goal.

Dropbox basically ignores its copy and focuses almost on the design of the cartoon. Their email copy is short and product-based, instead of the long-form, benefit-focused copy you see from most companies.

Implementing this concept is quite straightforward.

Step out on a limb with your upcoming campaign and focus on design instead of copy.

If you’re not the artistic type, consider hiring an outside contractor with a proven track record as well as an eye for design, who can help you develop a campaign that catches your customers’ eyes.

Try your best to limit your copy to 100 words or less, and let the images within the article speak for themselves.

5. Hammock: increased open rates by 48% with less content

The typical rule of blogging and sending marketing emails is that you will get more traffic and, ultimately, more revenue if you deliver more content. More emails and more posts mean more traffic.

Well, while this isn’t wrong, the reality is that most businesses really don’t care about traffic. They care about their revenue. They would take 10 visitors/ 5 leads over 50 visitors/ 2 leads any day.

That’s the thought process Hammock had in mind when they decided to stop sending too much email content. Hammock is a B2B company creating marketing content and media for its clients, and collaborates with them to develop content strategies. They reduced emails to once every 2 weeks and reduced email content to about 350 words per email. To bring focus to these changes, Hammock decided to rename it “The Idea Email.”

The results?

Hammock realized a 48% increase in open rates , but more importantly, a significant increase in their lead quality. The right customers started contacting them after reading their emails. And that is really the entire purpose of an email marketing campaign.

Be intentional with email content . The first thing that Hammock did was cut the copy down to 350 words, which was really difficult despite their dedication to a minimalist approach. They recommend focusing on cutting email copy down to make it more targeted and less about the product.

Test subject lines and assess necessary changes . Hammock writes 3 headlines for each newsletter, and all of them are tested for every send. Which one has the highest open rate in the first hour is applied for the rest of the list.

Establish a repeatable editorial process . Often, the writing process of Hammock is done by Lavey and Rex Hammock - the founder and CEO, and they ensure it is engaging. Once the article is written, it’s handed off to other members to edit. It’s essential that the process of developing the idea is repeatable.

6. Doggyloot: increase CTR by 750% by personalizing emails

“Personalized” emails don’t always have to target a person. Email marketers can “animalize” them and see amazing results.

That’s what Doggyloot did.

The marketing team at Doggyloot segments and personalizes their emails based on “doggy data,” not people data. For instance, subscribers receive emails customized to the size of their dogs. Someone with a Chihuahua is offered different products than someone with a Rottweiler.

With its dog birthday emails, Doggyloot got:

• Open rate: 28.1%
• CTR (click-through rate): 750% higher than the company’s average
• Contributes up to 16% of total daily revenue

Besides, we’ll describe some tactics Doggyloot used to power its campaigns. You can learn something useful here, for sure.

1. Collect new subscribers

Doggyloot’s homepage is dedicated to generating subscribers. Its headline and subheadline emphasize the value of joining their list:

• Headline: “ Daily deals for dogs and their people ”
• Subheadline: “ Discover chews, toys, treats, and more at up to 75% off ”

The first question is “How big are your dogs?” greets visitors as soon as they arrive in the sign-up process. Once they register, the website reveals current flash sales.

2. Personalize by “style”

Since it doesn’t make sense to offer a 10-pound bone to a 5-pound dog, Doggyloot segments its email lists into 3 groups:

• Small dogs (under 20 pounds)
• Medium dogs
• Large dogs (over 40 pounds)

The team uses this data to choose products for promotional emails. In a typical campaign, they send the same email template to every subscriber, and the products vary by the size of the dog. For instance, only the email for owners with a large dog will offer a 3-foot duck chew.

As a result, the promotional emails targeted to large dog owners have a CTR 410% higher than the company’s average.

3. Happy dog birthday email

Wishing someone’s dog a happy birthday seems bizarre, but not at Doggyloot.

As the company has the birthday of a subscriber’s dog, they schedule an automated email to send about 2 weeks before the date. This email features birthday-related products, treats, and toys under a “happy birthday” header.

4. Emphasize urgency to abandoners

The company earns amazing results with cart abandonment emails. By automatically reaching customers who add items to a cart and leave, Doggyloot earned an additional day’s worth of revenue per month.

This abandonment email reaches subscribers about 1 hour after they leave the website. It aims to win a sale with the following features:

More urgency . The subheadline mentions that the items in the shopper’s cart are “almost sold out.”

Clear CTA . Two large CTA buttons encourage recipients to “restore my cart.”

Product images . Products from the shopper’s cart are featured with a lower “Doggyloot price” and higher “retail” price.

Final thoughts

When it comes to creating a valuable and memorable experience for your email subscribers, there are some experts and case studies for us to learn from.

We hope these 6 practicable email marketing case studies have helped you a lot. Keep learning from the best till you become one of the best.

So, what is your favorite email marketing case study? Please leave a comment so that we can talk about it together. Thanks for reading and have a nice day!

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