4 Types of High Converting Email Campaigns (With Examples!)


by Jerrik Neri  Whether you’re B2B or B2C, the point of email is to make sales and grow your business. On the one hand, you need to f...

by Jerrik Neri 

Whether you’re B2B or B2C, the point of email is to make sales and grow your business. On the one hand, you need to focus on your product, offers and overall sales funnel.
On the other, you need to turn your emails themselves into conversion machines!
In our last blog, 8 Steps to Drive More Sales With Email Marketing we briefly touched upon the importance of offering more value in your emails, and creating a high quality email autoresponder campaign.
In this blog we are going to drill down on creating those email campaigns, and have prepared 5 examples of emails campaigns that convert!

Welcome emails

Your welcome emails are crucially important. They have a very high open rate (an average between 50-60%) and an exceptional click rate (14.6% on average) In addition to that, this is often a prospect’s first interaction with your company and your chance to make a good first impression.

Welcome email example:

A well-crafted welcome email from Michaels.

High Converting Email Campaigns - Michaels
What we love about it: 

They really capture the spirit of a good welcome. Note the ‘Thanks’ for signing up, the reasons you will love being on the list and setting expectations of what will be coming soon. They also give a big, clear incentive to shop with them: a 20% discount and a CTA to ‘See what’s on sale’.

How it could be improved: 

If we were going to improve this, we would take out the double-CTA at the end. They create a little confusion at the end with two red buttons – one to pick preferences and one to check out sale items. It’s best to make a decision on what the primary goal for your email is and stick to it. If customers aren’t sure which to click, it’s possible they just won’t click, and you’ll miss that conversion.

Nurture campaigns

Nurture campaigns are your opportunity to engage with your recent subscribers. This is not a place to make lots of direct sales pitches. Your goal is to build a relationship, offer value, train readers to be excited to open your emails and tell your brand story.
A few light sales pitches are fine, but just don’t go over the top with it.

Nurture email example: 

This email from Harry’s Skin Care immediately engages the reader and splits them into two categories. Those who wash their face and those who don’t. They link directly to useful content, depending on which category the reader falls into.High Converting Email Campaigns -Harry's

What we love about it: 

This email engages everybody! You either wash your face or you don’t, and there’s content for you either way. Rather than making a direct sales pitch, Harry’s has found a way to speak directly to those who don’t use face wash and give them a list of compelling reasons why they should consider it. A great way to create compelling content in a niche many marketers would find it hard to create content for.

How it could be improved: 

Harry’s could add a little more copy to the teaser section of the articles, to really drive home why someone should click through and read the blogs. 

Newsletter emails

Newsletter emails are what help you stay in touch with customers and prospects when they are outside of your automated campaigns.
Use these emails to keep people engaged, updated on recent news and of course – to provide value and make offers. If you want to learn more, check out our blog post on how to write better newsletter emails.

Newsletter email example: 

Uber create simple, well-branded emails that clearly provide value and share information on recent offers.
High Converting Email Campaigns - Uber

What we love about it:

First thing to say about this email is how clean and simple it is. There’s no messing around. The introduction text is very short and it leads directly into a CTA which will catch the attention of everyone who checks the email, including busy people who scan rather than read. The branding is very clear, using the company colors and logo, giving the familiar ‘brand feeling’ that Uber users are accustomed to.
For people who want a bit more information, they provide a quick ‘How To’ and repeat the CTA again.

How it could be improved:

There’s little we would actually improve about this email. With newsletter emails it depends how often you are sending them out, and what your audience wants to receive. You’ll need to build more of a relationship before sending a direct offer like this, but if your list is warm already, then this is a perfect example of an offer email. Direct, to the point and value packed.

Re-engagement campaigns

Occasionally, interest in your emails will drop off and some people will stop opening your emails. When this happens, you can use re-engagement campaigns to try one last time to get readers interested in your content again. Remember, you’ll only make sales from your emails if people are opening them!
Re-engagement campaigns also work well for services and apps that are going unused. So if your customers and sign ups aren’t using your software, you can send them a re-engagement email, like this one from DropBox.
Note: if readers don’t respond to your re-engagement emails, you may want to clean your list to keep engagement high.


DropBox send emails to sign ups who aren’t taking advantage of their software.
High Converting Email Campaigns - Dropbox

What we love about it:
‘Come back to us’ emails need to have a certain level of cuteness and humor to be effective, and avoid being desperate and pushy. After all, the receiver has already displayed in some way that they aren’t really that interested. DropBox does a great job of that here, using cartoons to keep it light hearted. The short copy demonstrates they are respectful of the reader’s time.

How it could be improved:

If we were doing this email, we would add some kind of incentive to come back. Perhaps a discount if it’s an offer, or some kind of free tutorial, trial or any kind of bonus content that is hard to turn down.

Continue learning

These are just a few examples of email campaigns that can lead to more conversions. Want to learn more about creating your own high converting email campaigns? Check out our blog on the topic.
If you’re looking for a high-performance email marketing software that can handle all the above campaigns and more, then look no further than Sendlane. Sign up here for a free trial.




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#DIGITAL: 4 Types of High Converting Email Campaigns (With Examples!)
4 Types of High Converting Email Campaigns (With Examples!)
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