(gentle synthwave music) - Oscar Wilde famously said, talent borrows, genius steals. Don't know what that means, but in this video, we're gonna show you 20 great examples of email marketing campaigns that you can borrow from, steal from, whatever you decide to do. Check out the links below for more email inspiration, and you already know what to do, like, subscribe, hit the notification bell, so you can stay up to date on everything that we're doing over here on the HubSpot YouTube channel.


I'm gonna clue you in on a tiny little secret. (camera zoom buzzing) 


There are many kinds of marketing emails your company can send to boost brand awareness, nurture leads, and generate sales. The first one, is the most common of them all, the newsletter. How common? Well, 81% of B2B marketers say their most used form of content marketing is email newsletters.


Newsletters are emails that are sent out at a regular frequency, usually anywhere from daily to monthly, depending on your business and your audience. The key is to make sure the content always offers up something valuable for your subscribers. Retail trading giant Robinhood sends out its Daily Robinhood Snacks email to keep its users up to date on the latest financial news that could affect their investments.


While Zillow hits inboxes weekly with house recommendations in your area. Hold up, three bed, two bath and a yard? (coins tinkling) ♪ Ooh ♪ Once we hit that falsetto, you know that the deal's good, you know what I'm saying? (gentle synthwave music) But not every business offers the quantity of content needed for a weekly newsletter.


That doesn't mean a newsletter isn't valuable. Opening Act is a non-profit committed to advancing arts equity for students of color. Its monthly newsletter showcases events, educational information, and news from the students they serve. And that newsletter drives (coins tinkling) significant donations to the non-profit.


And what if your business just doesn't generate enough public information for a regular newsletter? Like, you're an accountant or a podiatrist? What do they even do? Probably would be great to know about that in a newsletter actually, you should, someone should make that. Well, then a great way to get into the newsletter game is by aggregating relevant content that is interesting to your audience.


The Hustle Daily is a business and tech newsletter with over 1.5 million subscribers. They got that big by thoughtfully summarizing the day's biggest stories with tons of links to sources that let the reader learn more, if they choose. Being a good curator is one of the most valuable things you could offer your subscribers, and they'll thank you with great open rates.


After newsletters, the type of marketing emails you should probably see most often are lead nurturing emails. (soft funk rock music) The best lead nurturing emails are personalized messages that relate specifically to how the subscriber engaged with you in the past. For example, in this email, the CEO of Zapier, Wade, points out to the subscriber, Mike, that he hasn't actually set up any of the integrations or automations that the service offers.
(02:36) Wade then recommends to Mike some of Zapier's most popular functions to get started. Secret number two for you, in this video. Wade didn't send that email. Shocker, am I right? Leader nurturing emails are most effective when they're automated to send, when a user does something on your site. HubSpot's email marketing tools let you set up these sorts of sequences with ease.


Sometimes with lead nurturing, you've gotta play the long game. Users often start researching purchases like a new car months before they're ready to buy. This email from cars.com reminds users of a previous search they conducted, then gently nudges them to keep looking. Lead nurturing can also happen after a subscriber becomes a customer.


This is called retention, and it's another place you can use the user's actual experience, to keep them engaged. This email from SMS marketing service Postscript shows the user vital metrics like the number of new subscribers, the monthly spend, and my favorite, (cash register ringing) the total amount of revenue.


The next type of email is transactional emails. Like the name suggests, transactional emails are triggered when the user hits various parts of the purchasing process. The most common are confirmational emails. Airlines do this really well, like this one from Delta. It not only confirms the ticket purchase, but also provides links to information that could be needed before your flight.


Maybe where the nearest In-N-Out is, if you're going to California. They don't do that, but they probably should include that in emails, that would mean a lot to me, personally. It also encourages you to sign up for Lyft Rewards, something you're likely to wish you had done before you order a ride when you land.


E-commerce confirmations are also essential for letting customers know that their order did, in fact, go through. This confirmation email from United by Blue knows that the first thing the customer will want after placing an order is the delivery status. It also confirms the order and the shipping info. Confirmation emails have some of the highest open rates, up to 60%.


Despite the excellent open rate, confirmation emails also have incredibly low order rates. This can be improved by including cross-selling opportunities like the classic, you might also like, section. I mean, you might also like it. I don't know, it's worth checking out, you know what I mean? Remember that the success rate of selling to a customer that you already have is 60 to 70%, while the success rate of selling to a new customer is only 5 to 20.


Another easy sales conversion path is cart abandonment emails, (chill hip hop music) which can recover up to 10% of otherwise lost revenue. This cart recovery email from Rudy's turns up the urgency by telling the customer that their free shipping is about to expire. And there are two more kinds of marketing emails that we're gonna to talk about.
The first is welcome emails. Again, the name is very self-explanatory, but that very first email you send to a new subscriber is a huge opportunity. That's because welcome emails have an exceptionally high open rate, 50% or better. So what should you do with this one unique opportunity? Absolutely blow it. That's my recommendation.


Don't do that. If you're in retail, how about offering a quick discount code or free shipping? Welcome email is a great time to ask users to set their preferences, delve into your content, download your app, or start streaming or a free side of chips. But no matter how good your email game is, sometimes subscribers just drift away.


(breath whistling) (pieces lightly chiming) Goodbye. See you later. And unlike undoing Thano's snap, sometimes there's just nothing you can do to get them back. I love this email from Vans Warped Tour, that appeals to the nostalgia of great times in the past. And Lowe's wants you to know all about the improvements they've made while you've been gone.


So, there you have it. 20 great email marketing campaigns that you can make your own. Ready to try it out a technique you just learned? Well, why don't you drop a link in the comments to share your results with us? If you want more examples of excellence in email marketing, download our free Email Newsletter Lookbook from the description below.


Until then I'm gonna be looking for your emails and you can best bet that my open rate is gonna be 100% for you. And if it isn't, I'm sorry, I'm just, I lied to your face and that's not okay. Until next time. (chill hip hop music) It's as simple as one, two, buckle my shoe, three, four, emails.