When it comes to creating behaviorally-targeted marketing emails, we could all use a little inspiration.
After all, there are so many potential actions a customer can take that would trigger an email – how do you decide which ones are worth investing the time to create? Below are some of our favorite examples from brands across a wide range of industries. In addition to the examples, you’ll also get invaluable tips on what makes them so appealing to the customer. Read on for all the details.
Onboarding Email Examples
Airbnb
Runkeeper
Kissmetrics
Asana
Cart Abandonment Email Examples
Pinterest
Chewy
Adidas
Upsell Email Examples
Men’s Health
Women’s Health
Dropbox
Spotify
Harry’s
Follow-up Email Examples
MeetEdgar
Airbnb
OptinMonster
Kickstarter
Pinterest
Codecademy
Bodybuilding.com
Upwork
Notification Email Examples
Slack
Redfin
Spotify
Netflix
Quora
Facebook
Trial Ended Email Examples
Avocode
Kissmetrics
Shopify
Onboarding Email Example
Onboarding is the process of getting a user or customer acclimated to your brand and product. Although it’s most often used in human resources departments to get an employee up to speed on company culture and processes, it can also be used in email marketing to help prospects become more comfortable with your product or service and more receptive to an offer.
Airbnb
Airbnb immediately tickles your travel fancy by showing you the average rate of places in a variety of cities that are perfect to visit in the fall. Whether you love the foliage of Vermont or the azure skies of New Mexico, you’ll be tempted to start clicking right away.
This is a great way for Airbnb and its hosts to make extra money during typical travel downtime. Since the summer rush is over, homeowners in popular areas may be looking for ways to keep up their earnings in the off-season. This onboarding email welcomes clicks with open arms while appealing to customers who want to avoid the summer crowds. The SuperHost mention also helps newcomers know what to look for when choosing a place, so they feel safer and more secure in their decision.
Runkeeper
Runkeeper is an app that helps you track and save your runs and other physical activity. But if you haven’t used the app or a fitness tracking device before, where do you start? Many people never take the time to start an activity even if they have the tools because getting started can be confusing and challenging.
RunKeeper’s onboarding email helps take all of the mystery out of logging fitness activities with this step-by-step example. Whether you decide to track and save your runs through the website or through the app, these simple instructions and the large call to action button will help make the process much simpler and easier to understand.
Kissmetrics
As an analytics and engagement platform, Kissmetrics requires a pretty extensive setup process – which makes onboarding crucial. There are a number of steps a user has to go through before they can really start using Kissmetrics and getting the full value out of it. The first step is installing the JavaScript. After a user does that, they receive this email:
They also include the progress bar, to see how far along they are in completing onboarding as well as the next steps they need to take.
Asana
Asana makes it clear how many emails the new will receive, and the CTA is unmissable – just click the Play button to get started.
Cart Abandonment Email Examples
Cart abandonment reminders are one of the most common types of behaviorally targeted emails. But that doesn’t mean they have to be bland or canned-sounding responses. Check out what these companies have done to make their cart abandonment emails more enticing to the recipients:
Pinterest always does a good job with their emails and this one is no exception. If you’ve pinned an item that’s for sale, but you ultimately don’t purchase it, Pinterest will notify you not only to remind you of the item, but when the price is lowered on it as well. So not only does the user get a reminder that one of their for-sale pinned items is still available, but that they can also get it at a discount — a win-win in the customer’s eyes!
Chewy
Sometimes the simplest, most direct emails are the best — and Chewy.com demonstrates this perfectly with their saved cart emails. Not only do they give you one-click access to view your cart, but also let you know how you can save by enabling autoship.
They further help seal the deal with mentions of free shipping when you spend a certain amount, 24/7 customer service, easy returns and a satisfaction guarantee. And should the user have any questions, there’s a fully staffed customer service toll free number ready to lend a paw.
Adidas
Adidas has a unique spin on how they handle their shopping cart. Rather than leaving you empty handed when the item you’re looking at is out of stock or otherwise unavailable, they’ll send you an order update when the item is back in stock. You can then choose to continue shopping or browsing. But rather than keep you waiting forever, this email notification only updates you if the item is found within two weeks.
Upsell Email Examples
But wait, there’s more! Upsell emails are designed to make you an irresistible offer. These brands have learned that the more enticing the upsell, the more likely you’ll want to take advantage of it. Each one of these brands has approached it in their own unique way, however, that fits in perfectly with their end conversion goals.
Men’s Health
This email comes from a Men’s Health online program called MetaShred. It’s a free day-by-day workout plan delivered by email. This email, sent on day 1, showcases not just the steps to take, but why you should do them. Each day a new muscle group exercise is sent via email, so the user is never left feeling bored or uninspired.
On the last day of the free workout plan, an upsell to MetaShred Extreme is provided. But rather than the focus being all about the paid program, the author of the course still focuses on providing value through tips and suggestions:
The free offer is essentially designed to give readers a taste of what the Extreme version is like — without the hard sell on the paid version. Every email is all about delivering value, which in turn makes users more comfortable with taking them up on the offer to the more extreme version after they’ve seen results from a week of following the free plan. In the reader’s mind, if this is what the free version is like, the paid one must be even better!
Women’s Health
Women’s Health magazine follows a more visually oriented approach – tempting users with a free issue first and foremost, along with a whopping 15 different guides on everything from eating better to better sex. When you load the free offer with other items of similar value, and no obligation to continue, people will often take the initiative to try things out — if only just to get the freebies.
However, what often happens is that the advice is helpful to the point where they’d like to continue receiving the magazine and learning even more tips — which in turn opens up the opportunity for even more upsells in the future.
Dropbox
This list would be remissed if it didn’t include a collection of emails from everyone’s favorite online storage service. And Dropbox doesn’t disappoint. When you first sign up, you’re encouraged to download the Dropbox app on your phone and computer:
But that’s only the beginning. Once you install Dropbox, you’re given the next step:
The user can continue following the guided tour online, but even after finishing the setup process, Dropbox still nudges the user to install it on multiple computers – without being intrusive:
As the user continues to work with the program, Dropbox will periodically send emails offering more space — either by referring friends, upgrading to the Business suite and so on. It only does this if the user’s existing Dropbox space is getting a little cramped, so these perfectly timed emails represent the perfect opportunity to gently guide the user from free to paid status.
Spotify
While Spotify receives the majority of their revenue from user subscriptions, they have another revenue channel – merchandise and concert sales. If you listen to any specific artist enough, you’ll receive offers when the artist goes on tour.
These emails are behaviorally triggered because the user listens to a particular artist and receives an email based on their listening history. This makes them very targeted as well.
Harry’s
Harry’s, the shaving company competing with Dollar Shave Club, sends this upsell email to customers.
Since Harry’s sells shaving products, this foaming gel is relevant to 100% of their customer base. So when they release a new shaving product, they can email their entire customer base and know there will be interest. Or, to behaviorally target them, they can be sent to customers who recently purchased, or may have purchased a shaver without a shave gel.
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