Email continues to be one of the most reliable marketing channels in 2025, but the way people engage with it has shifted. Consumers are quick to delete, skim, or ignore messages that don’t feel relevant, which means competition for attention is higher than ever.
That’s where studying real-world email campaigns becomes valuable. The best brands are testing new formats, refining subject lines, and designing messages that balance creativity with clear calls to action. In this guide, we’ll walk through examples that show what is working right now, from welcome sequences to seasonal promotions, and break down the strategies behind them.
#1. Welcome Emails That Build Trust
The welcome email is often the very first message a subscriber sees from you, which means it sets the tone for the relationship. When done well, it creates a smooth entry point into your brand and gives subscribers a reason to stay connected.
What to include
- A warm greeting that feels personal
- Clear brand introduction so they know what to expect
- Reason to keep engaging like a guide, discount, or community invite
Best practice for 2025
Personalize the subject line. A line like “You’re in! Here’s what comes next” consistently outperforms generic intros and gets higher open rates.
Need help writing compelling subject lines and copy? Master the fundamentals with these proven techniques: 9 Copywriting Tricks That Sell and 6 Copywriting Formulas for Email Marketing That Sell. These guides give you plug-and-play frameworks for every email type.
Inside the email
- Minimal design for quick reading
- One strong image that reflects your brand
- Single call to action (CTA) to drive focus
Pro Tip: Nova Express includes ready-to-use welcome email templates optimized for this exact structure. Customize in minutes with our drag-and-drop builder and AI subject line generator.
Real-world example
Airbnb’s welcome emails work because they keep it simple. They greet subscribers by name, show one eye-catching destination photo, and feature a clear button that says “Start exploring.” This design balances inspiration with action, which makes it easy to click.
✅ Why it works
Subscribers expect instant confirmation. Meeting that expectation with a thoughtful, well-structured welcome email reassures them that they made the right choice. And if you follow up with a short series, you can build even stronger loyalty.
Discover 5 Proven Welcome Strategies
Explore our guide, Best Welcome Email Examples, to see psychology-backed approaches in action. Learn from the techniques used by top brands like Ann Handley, Brew Tea Co., and Chicago Bike Club.
These five types of emails are not just separate tactics. They form the modern customer journey. Here is how they work together:
#2. Abandoned Cart Reminders That Convert
Cart abandonment is one of the biggest challenges in e-commerce, yet it’s also one of the best opportunities. In 2025, studies show that sending an abandoned cart email within the first hour can boost recovery rates by over 15 percent. The timing works because interest is still fresh and the customer is more likely to come back.
What to include
- Clear headline that acknowledges the forgotten item
- Product image to jog memory and spark desire
- Short persuasive copy focused on urgency or convenience
- Bold CTA button, such as “Complete Your Order”
Best practice for 2025
Add social proof to reduce hesitation. A short review, a star rating, or even a customer photo helps build trust. Some brands also layer in a small incentive like free shipping or a limited-time discount to move the decision forward.
Inside the email
- Simple design with the product front and center
- Copy that is brief but reassuring
- A clear path back to the cart with one click
Real-world example
Nike’s abandoned cart emails are memorable because they pair strong visuals with a headline like “Still thinking it over?” They show the exact product left behind, highlight reviews, and add a bold “Buy Now” button. Sometimes they sweeten the deal with free shipping if you check out within 24 hours.
✅ Why it works
These reminders feel like a nudge instead of a push. They reduce friction, ease doubt, and guide shoppers back to finish their purchase.
Want to automate your entire cart recovery strategy? Don’t rely on single one-off emails. Build a strategic sequence that includes multiple touchpoints, urgency triggers, and personalized follow-ups: Build Email Customer Journeys That Convert. A well-designed automation can recover 20-30% of abandoned carts without any manual effort.
#3. Seasonal Campaigns That Create Excitement
Seasonal promotions have always been reliable drivers of engagement, and in 2025, holidays like Halloween, Black Friday, and New Year’s sales stand out the most. Shoppers actively anticipate these events, which makes them more receptive to timely emails that highlight deals, inspiration, or fresh starts.
What to include
- Timely theme that connects with the holiday
- Strong visual elements that grab attention
- Offer that feels exclusive or limited-time
- CTA that is simple and direct
Best practice for 2025
Match your email design to the season while keeping clarity front and center. For Halloween, playful visuals like pumpkins or haunted houses make emails fun. For Black Friday, minimal layouts with bold contrast cut through crowded inboxes. And for New Year, messages tied to fresh starts and goal setting resonate most.
Inside the email
- Visuals that instantly signal the holiday
- Short copy that ties the season to your offer
- Clear CTA that encourages immediate action
Real-world example
Sephora’s seasonal campaigns are a strong example. For Black Friday, they use a sleek black-and-white design with one bold headline and a single “Shop Now” button. For the New Year, they pivot to bright colors and copy like “Start the year with confidence” while promoting skincare bundles. Each design is seasonal, yet always clean and focused.
✅ Why it works
Seasonal events give subscribers a natural reason to shop. When your email connects with that mindset and pairs it with a clear offer, your campaigns feel timely, relevant, and almost expected.
Ready-to-Launch Seasonal Campaign Ideas:
Looking for more holiday inspiration? Check out these proven seasonal templates and strategies:
🎄 Christmas Email Marketing Guide — Core strategies and ready-to-use templates for holiday conversions
🎆 The 10 Best 4th of July Email Campaigns — Independence Day promotions that drive mid-year sales.
🎒 Best Back-to-School Email Examples & Templates — Capture the back-to-school shopping rush.
👔 Free Father’s Day Email Templates— Turn this underestimated holiday into engagement gold.
☀️ Summer Newsletter Ideas + Free Templates — Keep audiences engaged during slower months.
Each guide includes proven examples, copy tips, and free templates you can customize in minutes.
#4. Re-engagement Emails That Win Back Subscribers
Every list eventually has subscribers who stop opening or clicking. Leaving them inactive is a missed opportunity because re-engagement emails can remind people why they signed up and spark new interest.
What to include
- Subject line that grabs attention, like “We miss you” or “Is this goodbye?”
- Personalized incentives, such as a discount or exclusive content
- Options to update preferences or choose email frequency
Best practice for 2025
Keep the tone light and approachable. Many brands use humor or playful copy to lower the pressure, while others focus on showing value with exclusive perks or sneak peeks.
Inside the email
- Headline that acknowledges inactivity directly
- Short copy that highlights the benefit of staying connected
- One clear CTA, either to redeem an offer or update preferences
Real-world example
Grammarly’s re-engagement emails use the subject line “Still want to write with us?” and then show a personalized snapshot of recent writing stats. This reminder feels useful, while the CTA to “Get back on track” makes reactivation easy.
✅ Why it works
These emails show subscribers that you value the relationship and are flexible. Even if some people unsubscribe, you improve list quality by keeping only those who want to hear from you.
Building a complete re-engagement strategy? Win-back emails work best as part of a larger customer journey. Learn how to create automated sequences for every stage: Build Email Customer Journeys That Convert.
#5. Newsletter Formats That Deliver Value
Newsletters are evolving quickly in 2025. Instead of long walls of text, most successful newsletters are clean, scannable, and built around a few key highlights.
What to include
- Strong header image or bold headline
- Short intro that sets the tone
- Two or three content blocks with clear links
- Consistent design that feels familiar each time
Best practice for 2025
Keep it focused. Some brands use newsletters like mini-magazines, curating a mix of tips, insights, and updates. Others center each issue around one theme to hold attention. Either approach works as long as the layout is consistent and predictable.
Inside the email
- Easy-to-skim sections with visuals and short copy
- Clear hierarchy that guides the eye from headline to CTA
- Design elements repeated issue to issue so subscribers recognize your style
Pro copywriting tip: Even the best newsletter design fails without compelling copy. Use proven techniques to make every section irresistible: 9 Copywriting Tricks That Sell.
Real-world example
Morning Brew is a great example of consistency done well. Its newsletters are short and focused, always following the same structure: a bold headline, a quick introduction, and curated stories with clear links. Because the format never changes, readers know exactly what to expect, which builds both trust and habit over time.
✅ Why it works
A strong newsletter creates anticipation. Subscribers look forward to opening it because it consistently delivers value in a format that is easy to digest.
How to Apply These Examples to Your Strategy
Examples are helpful, but results come from putting them into practice. Start by checking your own flows. Do you have a welcome series that builds trust? Are abandoned cart reminders going out quickly? Are seasonal campaigns planned with fresh creative?
From there, make small adjustments to your design and copy. Testing subject lines, button styles, or layouts often leads to meaningful improvements. Always track performance and build on what resonates with your audience.
Essential resources for implementation:
- What Is Nova Express?
- How to Start Email Marketing: Guide for Beginners
- How to Start Your First Email Campaign
- Mailgun Integration Guide
- Amazon SES Integration Guide
- 10 Key Metrics to Analyze Your Email Campaigns
- NotebookLM for Marketers
- AI Tools for Marketers
- Dan Kennedy’s Email Marketing Principles
- Nano Banana Pro: The Complete Guide for Marketers 2026
Most importantly, treat email as part of a system. The strongest campaigns are consistent, measurable, and aligned with a bigger strategy that keeps subscribers engaged week after week.
Final Thoughts
At the end of the day, great email marketing is about clarity, consistency, and execution. When your campaigns follow proven patterns, you save time and create messages that connect.
Nova Express is designed to help you succeed. With over 270 free, high-converting email templates and flexible pricing models to match any workflow, you can rapidly move from idea to launch. Create and send campaigns that are built to deliver exceptional results.
👉 Ready to launch your next high-performing campaign? Start with Nova Express today.
Inside Nova Express: drag-and-drop sections, live preview, and AI-assisted copy that helps you write faster and smarter. 👉 Explore Nova Express templates.
Thousands of marketers already use Nova Express to create email campaigns that work. Join them and signing up takes just 2 minutes.
Updated in 2026 to reflect the latest strategies and data.
About the author
Serafima Osovitny is a marketing manager at Nova Express. Passionate about turning complex marketing tactics into simple, actionable guides, she shares insights about email marketing and e-commerce. Follow her on Twitter: @OSerafimaA.
Thanks for sharing.
Very practical and easy to follow! I liked how it breaks down real email examples and explains why they work.
As a marketer, I’d say this is a strong, mature piece. It doesn’t try to impress with buzzwords; instead, it clearly shows how email actually works today, from the first touchpoint to re-engaging inactive subscribers. I especially like that the examples are woven into the funnel logic rather than standing on their own.