great email copy.

Emails are an ideal medium for creating emotional resonance with customers. Here, Warby Parker plays into people’s self-expression needs by engaging their subscribers on the occasion of the company’s annual report. 

Read more about how to use email marketing to get customers to love you.

Here’s an interesting tactic from Mention, the media monitoring tool, taking a proactive approach to inactivity. They throw in some loss aversion to spur people to action with the message: act now, or lose your account.

Check out more retention emails that keep customers coming back for more!

Did you know that comedian Louis C.K. is also a great email marketer?

The best emails feel personal, as if the writer is a friend, speaking directly to you. It’s no wonder, then, that Louis’s regular-guy stage persona translates so well to email — and at the end of the day, gains him fans and sales.

Find out more: 5 Email Marketing Lessons from Louis C.K.

Sharing your most basic beliefs, concepts or attitudes sets you apart from the crowd.

The writing app and productivity space is extremely crowded, but BlankPage zooms in right away on its mission in its welcome email: to reach your writing goals and write more than ever before.

Read more about the benefits of framing with vision in your welcome emails!

StatusPage.io focuses on key features in their onboarding drip campaign.  

In the past, StatusPage.io had included case studies and links to blog posts in their drip series. But switching to feature-focused emails made more sense. 

Learn how this tactic more than doubled StatusPage.io’s trial to paid conversion rate.

15Five’s winback emails for its lost trial leads are personalized, crisp, and helpful. The content doesn’t focus on the company but on the recipients and how they can be more successful at their job.

Learn how you can get back in touch without coming off as selfish or desperate and reengage trial users for SaaS and subscription businesses.

Don’t forget the power of humor to create brand affinity.

Take this OkCupid email telling me to check out a certain stone cold fox named Juno during the winter storm this past year. It was a funny, entertaining little email that got me to click through to the site and like the brand a little more for the experience of the joke.

Find out more ways to get your customers to love you.

Ello’s welcome email shares its philosophy to build trust — one of the core assessments your new customers make in their purchasing decision.

Learn more about when you should send purpose-driven instead of product-driven emails

The great win-back email

This winback email from Crate & Barrel combines the persuasive tactics of:

• The incentive - 20% discount
• Time scarcity - limited time offer
• Loss aversion - don’t miss out on what’s new & exciting!

Learn more about how to win back customers.

(Click here to see the full email.)

Here’s an “app abandonment” emails from branded.me, a tool that makes a customizable website based on your LinkedIn profile. Tyler from customer support offered personal help and guidance after noticing that I haven’t completed a key action — publishing my site — with a message 3 and 14 days after the “abandonment.”

Retailers get a bad rap for their email frequency, so much so that the rest of us may overreact by shying away from communicating about our product at all. Marketers and businesses also get caught in the acquisition part of the job — that all you have to do is simply reach people with the intention to buy your wares to make the sale.

But if you’re not sending any type of “abandoned app” emails, you’re very likely abandoning your customers. Leaving people to their own busy, distracted devices after they’ve expressed initial interest by signing up for a trial or take a look around is a missed opportunity to help them follow through.

Read more about what SaaS businesses can learn from cart abandonment emails