Email Marketing Examples: 15 Real Emails, B2C and B2B

Target: "Thanks for joining Target Circle 😊"

• Preview text: "You just unlocked exclusive discounts, Target Circle Rewards and so much more."
• What's in it: A welcome line, then two how-to blocks. "Shop deals online" explains finding deals labeled Target Circle and applying them before checkout. "Shop deals in store" says to open the Target app's Wallet tab and show the barcode at the register. Below that sit four benefits (rewards, member sales events, a birthday discount, extra savings for verified groups) and a row of everyday products with prices.
• Why it works: The member's next question is "how do I use this?" and the email answers it for both places they shop. Concrete instructions ("go to the Wallet tab") make the membership usable on the next shopping trip.
• What to copy: Write your welcome email around the first action a new subscriber must take to get value, and give the steps for each channel they use.
• Source: Really Good Emails archive, archived August 24, 2026.

Eight Sleep: "Why members stopped waking up hot*"

• Preview text: "Member stories, plus up to $400 off your Pod purchase*"
• What's in it: A thin banner announcing the Labor Day sale, a hero headline ("Cool enough to stay asleep") with a "Save up to $400" button, and two five-star member quotes. One reads: "My bedroom has always been the hottest room in the house. I used to wake up multiple times. Now, I sleep through the night." A strip of four reassurances follows (30-night trial, free shipping and returns, a 5-year warranty that a footnote ties to buying Enhanced Autopilot, and financing), then detailed offer terms.
• Why it works: The subject line promises a story, and the body delivers two. The footer spells out the terms, including the September 13 end date and which bundle earns the full $400, and adds "Individual results vary and may not be guaranteed."
• What to copy: Promise proof from customers like the reader in the subject line and deliver it next to the offer, then remove purchase risk (trial, returns, warranty) next to the call to action. State the offer terms plainly.
• Source: Really Good Emails archive, archived September 9, 2026.

DoorDash: "We saved this DashMart cart for you."

• Preview text: "You left some great stuff behind."
• What's in it: A friendly guess at the interruption ("Maybe you're double checking a recipe, or maybe you got lost in the aisles"), a $10 discount on orders over $35 with a code, and three lines that address grocery-delivery worries: time saved, fresh groceries, and in-app chat with the courier about replacements. The "Return to Cart" button appears twice.
• Why it works: The email names likely concerns about letting someone else shop for groceries (freshness and substitutions) and answers them, and the incentive has a clear threshold.
• What to copy: List the two or three objections buyers raise at your checkout and answer them in the reminder. Repeat the return-to-cart button after the reassurance.
• Source: Really Good Emails archive, archived December 12, 2025.

MasterClass: "Did you forget something?"

• Preview text: A riff on "forgot something" that lists "Purse, wallet" and ends "your subscription to MasterClass."
• What's in it: A playful opener ("We saw you checking us out, but then you didn't check out, so… is it us?"), a "Finish signing up" button, and four benefit blocks: lessons under 15 minutes with a 30-day risk-free trial, guided Sessions, multiple profiles on one account, and streaming on any device.
• Why it works: For a subscription, hesitation can be about commitment. The email restates the 30-day risk-free terms and shows how the product fits a busy day.
• What to copy: For SaaS or subscription signups, put your trial or refund terms in the reminder, because those terms are what the hesitant visitor needs to read again.
• Source: Really Good Emails archive, archived December 4, 2025.

Figma: "An inside look at how we build at Figma"

• Preview text: "The real stories behind what shipped"
• What's in it: A masthead with the issue number (No. 18), a short editor's note titled "Show your work," and four numbered stories: how the brand studio built a visual identity for its Config 2026 conference, how building nested folders changed the way an engineer, designer, and product manager see their roles, how a designer pitched and shipped shader tools, and how a researcher used AI to make sense of the data behind Figma's AI sentiment index. It closes with "The last word" and an illustrator credit.
• Why it works: Every story is about people and process, which fits a design audience. The numbered format and the one-line summaries make the issue easy to scan.
• What to copy: Give your newsletter a name, an issue number, and a fixed structure, then write each item as one line of context plus one link.
• Source: Really Good Emails archive, archived September 9, 2026.

Zendesk: "[First name], we just built an agent for you"

• Preview text: "Meet Specialized Agents: AI agents built for your business"
• What's in it: A two-sentence introduction, an "Explore Specialized Agents" link, a launch video, an invitation to a live demo and Q&A on October 1 at 10 a.m. PT, and two modules explaining the two product types (Industry Agents, starting with ecommerce, and Custom Agents).
• Why it works: It offers three levels of commitment: read the page, watch the video, or join the live demo.
• What to copy: Pair every B2B launch announcement with one dated, live event where prospects can ask questions.
• Source: Really Good Emails archive, archived September 15, 2026.

KAYAK: "We noticed you don't read our emails. 🥺"

• Preview text: "Maybe it's time to move on."
• What's in it: A self-aware breakup note ("We're not for everyone. And that's okay.") and "three reasons to give us the axe," each of which is a disguised benefit: frequent deals, relevant travel news, and a brand that doesn't take itself too seriously. Readers who want to stay need to do nothing ("You're all set"). Readers who want to go get a prominent "Unsubscribe (forever)" link.
• Why it works: The "reasons to leave" restate KAYAK's value in a voice people remember. Letting disengaged readers leave cleanly can also reduce spam complaints, which Gmail asks bulk senders to keep low.
• What to copy: Turn your sunset email's objections into benefits, make staying require no action, and put the unsubscribe link in plain view.
• Source: Really Good Emails archive, archived January 8, 2026.

Made In: "Your Order Has Been Delivered!"

• Preview text: "Your items have delivered, so get ready to cook!"
• What's in it: "Your order has arrived! What will you make first?", a cookware care guide (including seasoning for carbon steel), chef technique lessons, the order details, and support options for missing packages and returns.
• Why it works: It anticipates the two questions a new owner is likely to have on delivery day: how to care for the cookware, and what to do if something is missing. Answering both in a message the customer expects can head off a support request.
• What to copy: Keep the required information (order, items, support) and add the one piece of content that helps the customer succeed in the first week.
• Source: Really Good Emails archive, archived December 23, 2021.

Ninox: "Turn your data into something real"

• Preview text: "Two paths. Both lead to something great"
• What's in it: Sent after the user's first day, it splits into two paths. If you already imported data: build a solution with the AI builder, then try views such as Kanban and calendar. If you haven't started: create a table and import a CSV, or paste a sample prompt (a client and invoice tracker) into the AI builder. It is signed "Victoria from Ninox."
• Why it works: One email serves users at two different stages, and the sample prompt removes the blank-page problem. Alore's personalized email examples cover behavior-based tailoring in more depth.
• What to copy: Write onboarding emails as "if you've done X, do Y next; if not, start with Z," and include one ready-to-use example input.
• Source: Really Good Emails archive, archived July 27, 2026.

Asana: "Your Asana trial ended. What's next?"

• Preview text: "Pick an Asana plan to stay on track and keep work moving."
• What's in it: A short reminder that the user can "pick up where you left off," a "View plans" button, then two alternatives: contact sales or find a certified Asana partner.
• Why it works: The email gives a self-serve path and two human paths, so a buyer who needs approval or help choosing a plan still has a next step.
• What to copy: End every trial with one primary action plus a "talk to someone" option for buyers who need approval or help choosing a plan.
• Source: Really Good Emails archive, archived December 28, 2025.

Chargebee: "What AI hasn't changed"

• Preview text: "Building a system for iterative growth and monetization."
• What's in it: A long letter from co-founder and CEO Krish Subramanian. It opens with a report that The Economist is testing a separate, text-only version of its website for AI agents, argues that retention is the harder problem, and describes how Chargebee's retention product works. It cites two anonymized customer results and ends: "I'll read every single response to this email."
• Why it works: It reads as a point of view from a named executive, and the closing line invites replies, which turns a broadcast into a possible conversation.
• What to copy: Let a founder or subject expert send one opinionated letter a month, and ask for replies. One caution: the customer results are unnamed, so a named case study would carry more weight.
• Source: Really Good Emails archive, archived July 9, 2026.

Outreach: "AI follow-ups that save your reps time"

• Preview text: "Personalized outreach with AI at scale"
• What's in it: A short email. It opens with the cost of manual research ("Top reps spend 15–20 minutes researching a single prospect. Multiply that by 50+ each day"), lists three things AI follow-up does, and links to a guide.
• Why it works: A sales leader can read it in under a minute, and the first line states the problem as time per prospect. The call to action is a guide, a low-commitment step for an early-stage buyer.
• What to copy: Express the reader's problem as time or money per person per day, then offer content as the next step. Source your figure and check the arithmetic: 15 to 20 minutes for each of 50+ prospects is over 12 hours a day.
• Source: Really Good Emails archive, archived February 18, 2026.

Apollo.io: "50+ sales subject lines that actually convert"

• Preview text: "[First name], how Popl tracks 1M+ event badge scans."
• What's in it: A lead item offering 50+ sales subject lines and the frameworks behind them, a customer story about event-lead enrichment at Popl, a video comparing two AI assistants for prospecting, and a partner offer.
• Why it works: The lead item is a swipe file sales reps can use today, and the customer story shows the product in a real workflow without a hard pitch.
• What to copy: Lead a B2B newsletter with one practical resource, and put a customer story second.
• Source: Really Good Emails archive, archived September 17, 2026.

Front: "The four ways customer ops breaks (live Aug 27)"

• Preview text: "Four patterns, and how to tell which one is yours. Live Thursday, August 27."
• What's in it: A short note from "Matt at Front" naming four patterns that strain growing support teams, each with a label and one sentence: "The Load-Bearing Person. Everything routes through one person, and they can't take a vacation." It promises: "You'll leave knowing which one is yours." One "Save your seat" link follows.
• Why it works: Readers can recognize their own team in one of the four labels before they click, which frames registration as the next step in a diagnosis. The date sits in the subject line.
• What to copy: Turn your webinar's content into three to five named problems, describe each in one sentence, and put the date in the subject line.
• Source: Really Good Emails archive, archived September 28, 2026.

WGSN: "Join me: How do you grow when consumers want less?"

• Preview text: "LinkedIn Live | An Invitation from Clare Varga"
• What's in it: A first-person follow-up invitation from WGSN's lead author for its Future Consumer 2028 research, referring back to her earlier email. It names a consumer cohort ("The Restorers"), gives one signal each from beauty, fashion, and food and drink, and invites readers to a live briefing with category experts. A note under the button offers the recording to anyone who can't attend live.
• Why it works: The invitation shares part of the insight upfront, which shows the session will be substantive. The recording option captures registrations from people with conflicts.
• What to copy: Send event invitations from the speaker, preview one real finding, and offer the recording in the same email.
• Source: Really Good Emails archive, archived September 29, 2026.

Template

Subject: [Specific problem or outcome] for [role or team] [(date, if it is an event)]
Preview text: [One line that adds proof or the next step]

Hi [First name],

[TRIGGER] You [signed up for / downloaded / registered for / started a trial of] [thing] on [day], so here is [the next step / what we promised].

[PROMISE] [Role]s at [type of company] often lose [time or money] to [specific problem]. [One sentence on what this email helps them do about it.]

[PROOF] [Named customer or source] [specific result or finding], [link to the case study or data].

[FRICTION] [Answer the likeliest objection in one line: setup time, price, approval, or switching cost.]

[PATH] [Button or link text that names the action, e.g. "Save your seat" or "See the 3-step setup"]
Not ready yet? [Fallback: reply to this email, watch the recording, or see pricing.]

[Your name]
[Role], [Company]

[EXIT] [Unsubscribe link] | [Email preferences] | [Company postal address]