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Business Email Examples


By Exclaimer

According to email statistics reports by Radicati, it’s estimated that the average office worker receives around 125 business emails per day, and this figure is expected to rise. By the end of 2020, Radicati estimates that a staggering 306.4 billion business and consumer emails will have been sent and received per day.

But while billions of emails are sent every day, this doesn’t mean they are effective. In this guide, we aim to highlight the most popular types of business emails, how they can benefit your marketing strategy and, where possible, provide an example template to set you in the right direction.

Newsletter email

Newsletter emails are a very popular method of communication used in business marketing. They can deliver a variety of company news, recommendations, and announcements to your subscriber list while building brand authority and nurturing consumer relationships. Ideally, newsletters shouldn’t be overly self-promotional, but focus on delivering insightful and timely information.

How frequently you send out newsletter emails is a longstanding debate – but it’s important that the frequency at which they are sent suits your business and marketing goals. For example, if the services or information you provide are time-sensitive, then a weekly newsletter may work best. However, if you provide an expensive one-off service, then sending daily newsletters out to subscribers will overwhelm and annoy them.

Either way, it’s important to send out newsletters on a consistent basis and stick to your promises – customers who sign up for a monthly newsletter expect to receive the newsletter once a month, not every other month.

Newsletter emails are incredibly diverse, right through from their format to selling point, so they’re hard to epitomize with a single template. This being said, below you can find a simple B2C newsletter template we can pick apart:

Subject Line: Summer’s Nearly Here! Is your garden ready?

[Company branding with eye-catching header/design]

[Option to view in browser]

Hey [name]!

Summer is fast approaching so that means it’s time to plan ahead. Here’s a roundup of our favorite posts this month – everything from summer garden inspiration and cutting-edge garden tools, to design tips disclosed by the experts. Get your garden flourishing in no time, and with half the effort!

[Link to products page w/ image and description]

Looking to hone your gardening skills? Check out our video tutorials for the very best tips and tricks:

[Link to blog post 1 w/ description]

[Link to blog post 2 w/ description]

[Link to blog post 3 w/ description]

[Call to action that links to company services/products]

[Footer with social links, company information and a clear unsubscribe button]

While simple, this newsletter email succeeds on a number of levels:

  • It uses a clear and concise subject line – a lengthy subject line may be cut off in your subscribers’ inboxes. It’s best to keep them short, simple and to the point. You should also limit punctuation and be careful how you use emojis. Numerous tactics can be employed in the subject line, such as framing it as a question or being purposefully enigmatic, so it’s a good idea to test a few different variations and track the results.
  • It builds a sense of urgency – using time-sensitive phrases like ‘fast’, ‘over soon’, ‘quick’ and ‘limited’ will give readers the sense they’ll miss out if they don’t act quickly.
  • It has a clear goal in mind (drive blog engagement).
  • It knows its audience (gardeners/people who own a garden).
  • It doesn’t hide the unsubscribe button – hiding the unsubscribe button will frustrate customers and may result in your newsletter landing in the spam folder. It also breaches privacy rules as set out in GDRP (General Data Protection Regulation (EU) 2016/679).
  • It has an option to view in browser – the ‘view in browser’ feature ensures that the newsletter is visible for everyone, regardless of their setup or device. Make sure your newsletter is responsive and optimized for mobile, desktop and tablet.

Knowing your audience, business goals, and ensuring your newsletter has a defined purpose are all key to creating an effective newsletter email. These factors will help establish the look of the newsletter, the style of the subject line, the overall contents and tone of voice.

Another important tip is to use email marketing tracking software to monitor the results (subscribers gained, unsubscribe rate, open rate, etc.). You should also think about A/B testing different aspects of the newsletter to gauge what works best and to ensure you are driving as much engagement as possible.

Welcome email

A welcome email is the first email your business sends out to new subscribers, and so is a vital first step in forming a B2C or B2B relationship. Welcome emails allow new subscribers to become acquainted with the brand, while at the same time building consumer trust. A successful welcome email can lead to increased engagement and receptivity further down the line. They also need to be compliant with email marketing laws and legislation, particularly GDPR.

According to a study conducted by GetResponse, the open rate for welcome emails is a surprisingly high 82%, much higher than other types of business marketing emails.

Welcome emails are a type of ‘transactional email’ – an automated email that is delivered to subscribers who follow a particular action. One example could be signing up to a newsletter, downloading an app, setting up an account, registering for an event or more. Our email template covers nearly all grounds and can be tailored to fit your own situation, business and goals.

Subject line: Welcome to [company], [name]!

[Company branding with eye-catching header/slogan/design]

Hi [name],

Thanks so much for joining us, a big welcome from the [company] team! You’re now signed up to receive marketing communications from us.

We founded [company] because [company goals/values].

Now that you’re part of the club, you’ll be the first to know about all the latest special offers, blog articles, product features, events, freebies and much more! You can amend the type of emails you receive from at any time by visiting our preference center.

Choose one of the options below to start your journey:

[Link to resource 1 w/ description]

[Link to resource 2 w/ description]

[Link to resource 3 w/ description]

Have a question? Send us an email! We’re always happy to chat.

Best wishes,

The [company] team

[Footer with social links, company information and a clear unsubscribe button]

A subject line with a touch of personalization works nicely for welcome emails – this can be achieved quite easily by mentioning the name of the recipient. Other ideas for welcome email subject lines include posing a question, highlighting a special offer or immediately steering your subscribers towards a particular goal:

Personalized – Welcome to [company], [name]!

Question – You’re in! Ready to get started?

Offer – Welcome, [name]! Your 20% discount code awaits

Direction – Account confirmed! Here are the next steps:

Welcome emails vary, as mentioned, but it can be helpful to think of them in five basic parts:

  1. Thanks/greeting – greet the subscriber and thank them for signing up, for downloading the app, for creating an account, etc.
  2. Business goals/values – briefly outline your business mission/values.
  3. What the customer can expect – provide information about the type of content they can expect from you, the services and offers that are now available to them, etc.
  4. What the customer should do next – this can be anything from waiting for a follow-up email, completing their customer profile, navigating to useful resources, etc.
  5. Friendly goodbye – encourage customer feedback, share important contact information and link to your social channels.

While our email template is straightforward, it covers each of these points effectively. Some welcome emails may rely more heavily on design, some may direct users to resources and information, and others may center around gifts and coupons. Think carefully about which email style suits your business the best, and most importantly, how you can establish your brand personality and leave a lasting impression.

Promotional email

Promotional emails are commonly seen in business email marketing. While email newsletters typically spread educational or informational content, the ultimate goal of the promotional email is to raise awareness about a particular product or service. Some examples include:

  • Product sale
  • Product launch
  • Special offers/discounts
  • Giveaways/competitions
  • Seasonal gifts
  • Upgrading to a plan
  • Business event

Promotional emails are effective at generating conversions, facilitating the buying process, increasing awareness, and quickly delivering targeted messages. As with our other business email examples, they should use persuasive ploys, have attention-grabbing subject lines, and be crafted to suit your brand. Done right, they can be a valuable revenue driver.

Promotional emails can range from being quite minimalist to more information heavy, depending on the product/service you are marketing – but keep in mind that subscribers don’t want to hang around all day to read your email.

Below you can find an example of a promotional email that raises awareness of a sale. Be aware that having overly promotional messaging in subject lines can cause emails to be flagged as spam:

Subject line: Out of lipstick? Get 25% off this June!

[Company branding with eye-catching header/design]

LIMITED-TIME SALE: Offer ends July 31st

You’ll be glad to hear we’ve slashed the prices of all your favorite lipsticks – including [personalized product information]. Browse our range and look your best this season!

[‘Shop now’ call to action button]

[Selection of products from sale with original and new pricing, images and customer reviews]

[‘Shop now’ call to action button]

[Footer with social links, sale information, company information and a clear unsubscribe button]

We have spent time analyzing many promotional email examples, and nearly all of them are composed of six main parts to varying degrees:

  1. Company branding/header – clear company branding with eye-catching header/design.
  2. Call to action title – the main goal of the promotional email reflected in a call to action title, e.g. ‘Upgrade your account!’, ‘Save up to 50% this winter!’, ‘Subscribe today and save 50%!’.
  3. Description of product/service – information about the product or service.
  4. Call to action button – the button or link subscribers must click on to convert. Some examples of CTA text include ‘apply now’, ‘register here’, ‘upgrade now’ and ‘browse our collection’.
  5. Product/service image with information – an image of the product or service in question. This could be anything from the product on sale, the front cover/contents of a magazine, a gift card, a picture of the venue, etc.
  6. Footer with social links/clear unsubscribe button – social links, important contact information, important sale information and a clear unsubscribe button should be featured in the footer.

It’s important to get creative with your promotional emails, and tailor them to your strategy. Do you think the product speaks for itself? Then make product images the selling point of the email and reduce descriptive copy. Convincing subscribers to upgrade to a paid plan? Then consider focusing more attention on the benefits of upgrading than graphics. Think carefully about what your subscribers will value the most in your promotional email, and how to deliver this to them.

Our promotional email example represents an example of segmentation – an email marketing strategy whereby subscribers are divided into groups based on set criteria (e.g. demographic information). Our example targets shoppers who have purchased certain types of lipstick in the past. If segmentation is a feasible strategy for your business, it will allow you to create hyper-relevant campaigns for your subscribers. Personalization goes a long way and, according to a report by Epsilon, 80% of customers are more likely to convert if business emails are personalized.

We hope this guide has provided a good basis for creating your own business marketing emails.

Keen for more? Check out our guide on email signature marketing – a vital marketing strategy for businesses that mostly deal with plain-text emails.

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