5 Email Blast Examples from Small Businesses & What We Like About Them

When it comes to engaging modern consumers, few platforms have more power than email. According to the research firm Radicati, by 2019, there will be an estimated 2.9 billion email users globally. Statista reports that at the same time within the United States, there will be more than 251.8 million. This means that email provides a reliable means of reaching prospective customers.

For every $1 people spend on email marketing, they profit an average of $44 according to Campaign Monitor. It makes sense, therefore, that WBR Digital found that that 80 percent of retail professionals vote email marketing to be their biggest asset in customer retention. Forrester Research also tells us that customers who purchase through email spend a reported 138 percent more than those who do not receive email offers.

Brands that want to create these valuable, high-powered email campaigns need to study what customers want to see and what engages them. One of the best means of learning can be looking at what other companies have done to create highly effective email campaigns. We have put together 5 fantastic email blast examples that capture great ideas for different points in the buyer’s journey.

What makes email effective?

Email provides such incredible value for brands because customers want to see it. Adestra reports that 73 percent of millennials identify email as their preferred means of hearing from businesses. Email messages allow them to communicate with brands while on the go.

Segmented email campaigns also provided a higher level of effectiveness than sending everyone the same message. These campaigns offer brands the chance to offer greater degrees of personalization. Brands can select the messages that they want to send based upon who the recipient will be and where they are on the buyer’s journey.

Customers appreciate personalization. They feel as though brands care about them and their individual issues. This is why MailChimp found that segmented email campaigns receive a 14.64 percent higher open rate as well as a 100.95 percent higher click-through rate than non-segmented campaigns.

Email provides the most return for organizations when they understand the desire of customers to receive personalized communication. Targeting the interests of actual prospects in their buyer journey, taking mobile compatibility into account, and creating campaigns that can engage users will boost business ROI.

Outstanding email blast examples we can learn from

Encouraging purchases

Once someone has signed up for your email list, you already know that you are one step closer to getting them to make a purchase. Your main focus now will be to generate interest and demonstrate value. You want to show customers that you understand their needs and you will provide their solutions.

Cook Smarts

Cook Smarts also has developed a noteworthy email campaign that businesses should pay attention to. This brand sends out regular emails to people interested in cooking.

These emails tend to be very involved, containing multiple points of interest. There will be recipes for those interested in trying something new in the kitchen. They also offer ‘how-to’ advice as well as tips. These emails provide an excellent example of demonstrating expertise with the prospect.

For a customer to make a purchase, they need to trust you. Customers today have countless businesses across all sectors trying to earn their attention and their investment. These choices means that modern customers will scrutinize their decision-making process to find the organization that they can trust. Demonstrating to your readers that you have the knowledge and insight they want will help establish this trust.

The emails also tell readers that you want them to succeed. People do not get charged to receive these emails, full of helpful advice and new recipes for the kitchen. Customers realize that you care about them and their success, which helps to further breed trust.

Another interesting feature of the Cook Smarts email blast examples is the ease with which it can be shared with friends or family. The emails have built-in capabilities that allow you to share the tips and advice with others.

This feature encourages increased engagement with the email. It also makes it easy for the brand to build their email lists. People will receive the information in the email from a trusted friend or family member. This encourages them to check out the email content for themselves. If they find it useful, they will then become more likely to become a subscriber to your email list as well.

Incorporating ideas from these email blast examples into your own email strategy:

Successfully building such an engaging email blast requires understanding who your customers are what what they want to see. Promoting content that fits best with a segmented email list will help you boost interest.

You also do not want to neglect the value of sharing. Make your email easy for people to promote to others. Buttons for them to share your information on social media or send the content to a friend will encourage increased engagement. It can also help you build your email list.

Continuing engagement after a purchase

Once someone has made a purchase from your organization, it can be tempting to walk away from them and focus more on to the next prospect. This would be a big mistake. According to the Harvard Business School, an increase of just 5 percent in customer retention can boost profits by 25-95 percent.

This means that the moments after a customer makes a purchase are critical. Your actions here will help to determine the direction of your relationship. If a customer leaves the transaction thinking highly of your brand, it is more likely that they will return.

Some email blast examples focus on this portion of the buyer’s journey.


You likely have several different types of automated emails that go out to your prospects at various points. For example, you might have one to welcome them to your email list, others to engage them in stories of interest.

Most businesses also generally have a standard email they send out to customers to thank them after they make a purchase. Since this email comes after the purchase has been made, and money has already changed hands, many brands neglect the potential that this email holds.

Using the post-transactional email to your advantage can further nurture your relationship with the client. You can keep them engaged with the brand. You can help them get the most out of the product or service they purchased from you.

Charity:water presents an excellent example of taking advantage of this opportunity, so we wanted to include it as one of our email blast examples. After someone makes a donation, they receive regular updates about where their money goes and what the charity can accomplish.

Donors see a timeline that allows them to witness how various projects progress. They get background information about the people their money helps. Donors to this charity do not have to guess about the uses for their money or whether or not their donation truly helped people.

This type of communication serves multiple purposes.

  1. It builds trust with the charity. People know where the money goes and they feel confident in the integrity of the charity.
  2. It keeps people engaged with the organization. The regular connection with the donor allows them to continually remember the good that this organization accomplishes.
  3. People receive regular reminders about the value of the organization. If they feel inclined to make a charitable donation in the future, they likely will turn to the one who has already demonstrated their trust and value. The name will be at the forefront of the donor’s mind.

Incorporating ideas from these email blast examples into your own email strategy:

Remember not to neglect people after they make a purchase from your brand. Your post-transactional emails can offer tips and ideas for customers about your product or service. You can offer free opportunities to learn more about the product or how to get the most out of their investment. Let customers know that you do not just view them as a number. Instead, you see them as a valued member of the team. You care about their needs and you want to make sure that you have exceeded their expectations.

Convincing previous users or customers to return

When an existing customer stops using the product or service, finding ways to re engage them can be very valuable for the bottom line. Remember that existing customers provide one of your strongest sources of revenue.


This email, produced by Dropbox, offers cute and clever messaging. The graphic communicates the point clearly, without taking up too much space. The text has also been designed for those briefly scanning the message.

People no longer engaging with your product or service may not have a lot of interest in communication from you. Your job will be overcoming this obstacle and showing them right away why this email will offer them value.

This Dropbox email uses bullet points to remind readers of the value the platform offers them. This information users can scan easily, allowing them to quickly remember why they had registered for Dropbox originally.

Readers also have the chance to click and relearn how to maximize their usage of the platform. Dropbox recognizes that some people may cease using the service because they do not fully understand the capabilities and value offered. To combat this reason for leaving, they offer links to refresher courses through the email.

Incorporating ideas from these email blast examples into your own email strategy:

To create an email that engages customers who have stopped using your product or service, focus on making a strong value proposition efficiently. Let people know what they will miss when they leave your brand.

Combat likely reasons for people leaving your brand, such as not understanding how to get the most from your offerings. Speak directly with former customers to learn why they were not satisfied with your company so that your emails can help to correct this error.

Enticing people to upgrade

The art of the upsell requires patience and insight into the customer’s needs. Whether you want a free trial partner to purchase or someone to upgrade to the next level of service, this type of email cannot be neglected. According to forEntrepreneurs, 70-95 percent of organizational revenue comes from upsells and renewals. Sending the right email for this stage of the buyer’s journey can result in visible growth for the organization.


Consumers trust product reviews 12 times more than they trust product descriptions that the manufacturer puts out, reports eMarketer. In other words, people know that brands will portray their own offerings in the most positive light possible. Instead of hearing from brands, they want to hear from other customers.

Brands refer to this phenomenon as social proof. Using other people to demonstrate the value of your product or service will encourage people to try it. The nightclubs that manage to get long lines outside their doors, the brands with excellent reviews on feedback sites: these are the businesses that demonstrate strong social proof.

Grammarly offers a proofreading program for people. When you write anything, from an email to a term paper, the program will watch for grammar and spelling mistakes. It helps people improve their writing.

The brand also offers a few different levels for customers to use. One email blast of theirs was sent specifically to those who had registered for a lower tier service. It promoted their premium services.

In this email they combined a number of fantastic characteristics:

  • They placed a time limit on the offer. This deal expired on an upcoming day, encouraging those who might be interested in this discount to act quickly.
  • The graphic on the page entices people with an interesting image that does not overrun the page.
  • The email made the value of the investment immediately obvious. With a strong headline like, “Proofread like a boss”, customers do not get lost regarding the value of the investment.
  • The text of the email is short. Just three sentences long, it entices customers to ‘move up the ranks’, offers the discount and why, and tells them how quickly they need to act.
  • Most importantly, the email offers social proof right in their email. It has embedded a tweet from a fan that further articulated their value and her love for the service.

Incorporating ideas from these email blast examples into your own email strategy:

Incorporate social proof into your own emails to demonstrate your credibility. You can use a tweet, like Grammarly did, or a Facebook post, a Yelp review, or anywhere else you have an incredible testimony. Stay away from dry, dull examples. Instead, look for humorous, catchy reviews that people will appreciate. Using a picture of the person who left the review adds an additional layer of personalization. Customers will feel as though this particular fan wants to tell them personally about why they should trust your organization.

An effective email campaign can return tremendous ROI for your organization. For you to effectively capture this potential, you want to look at email blast examples and find tips and tricks that you can incorporate into your own strategy. Remember that email can be used effectively throughout the buyer’s journey. Create emails that align with your customer needs and see how many of the email blast examples above you can incorporate into your own campaign.