Email Tactics for More Relevant Messaging
Generated by Klaviyo AI
These B2C email examples show how brands use customer data, timing, education, storytelling, and creative offers to make messages more relevant. They span welcome, promotional, abandonment, post-purchase, seasonal, and customer story emails.
- Personalize with data: Preferences, browsing behavior, purchase history, and link clicks can support more relevant segmentation and outreach.
- Match lifecycle stages: Welcome, abandonment, and post-purchase emails address different customer needs throughout the buying journey.
Your customers are overwhelmed by their inboxes.
But it’s not so much that people don’t want to hear from you. It’s that they want your email marketing efforts to reflect their preferences and their relationship with your brand.
When brands tap into customer data to send well-timed, personalized campaigns and flows, the difference is clear.
These 35 email marketing examples from Klaviyo customers can help spark some fresh ideas for your newsletters, email automations, and campaigns. All of them demonstrate how personalization leads to better, more relevant content.
1. Little Sleepies’s community-building welcome email
Email marketing type: welcome email
Your welcome email series should do at least one of 4 things:
- Introduce your brand.
- Showcase your products.
- Feature offers to drive purchases.
- Gather more customer data to personalize future interactions.
Little Sleepies, a kidswear company, nails all of these in this email marketing example. The founder immediately builds trust by introducing herself and her children to emphasize that she knows what it’s like to be in her audience’s shoes.
The email combines this personal connection with a welcome discount and a link to join a VIP group, showing that Little Sleepies isn’t just selling PJs—they’re also creating a community for busy parents.
Finally, the welcome email asks subscribers for a phone number to sign up for text message alerts. The best email automation strategies actually take an omnichannel approach, meaning your email messages are part of an owned channel ecosystem that includes text messages, WhatsApp, and push notifications.
2. Cuyana’s minimalist trust-building welcome email
Email marketing type: welcome email
In this email marketing example, apparel brand Cuyana uses a minimalist welcome series with clean design and thoughtful product storytelling to communicate the brand’s “less is more” philosophy. They number each email in their welcome flow (similar to a magazine issue), setting clear expectations about what’s to come, which starts the relationship off on the right foot.
Cuyana also weaves high-quality lifestyle photography into their email, helping customers envision their products in everyday settings while also showcasing their craftsmanship and quality.
If you have the product shots but need help with copy, you can ask an AI marketing agent to create your welcome flow from product images alone. This is especially helpful for image-heavy welcome flows, where you want a solid offer built around your products in action.
3. Tecovas’s origin story email
Email marketing type: company update email
Company updates help keep customers informed about how your brand is doing, which strengthens brand affinity and shows you care about customer feedback. In this email marketing example, handmade boots and accessories company Tecovas celebrates their 10-year anniversary with a recap of how far they’ve come as a brand.
By sharing their backstory, Tecovas establishes a more personal connection with their customers. This tactic not only creates more loyalty, but also keeps their brand top of mind for customers the next time they make a purchase in their category.
4. Graza’s email newsletter for foodies
Email marketing type: newsletter
Olive oil brand Graza combines product education with lifestyle content in this engaging email newsletter format. Knowing their audience is eager for meal inspiration, they feature recipes from food experts and chefs that showcase their olive oil.
The emails offer immediate value, giving subscribers compelling reasons to open them week after week. This approach helps Graza products become a part of their subscribers’ daily cooking habits, making them must-haves in the kitchen.
5. Fishwife’s playful product education email
Email marketing type: product education email
Tinned seafood company Fishwife takes a playful approach in this email marketing example by showing 9 different ways to use their anchovies.
This type of visual education is a powerful way to communicate product use cases during the consideration stage. If subscribers are on the fence about buying, an email like this may give them the information they need to make a final decision to purchase.
6. Sult’s retro product education email
Email marketing type: product education email
Beverage brand Sult stands out with this MS Paint-inspired product education email. It’s an eye-catching image because it’s unpolished, with product shots set inside an MS Paint interface and an appropriately scrawled headline. This is part of the education: rather than spend money on an agency, the brand says they spend it on high-quality ingredients.
When email recipients are bombarded by polished imagery every day, something rudimentary can be a way to differentiate. This is a great option for brands whose style allows for a more playful tone.
7. Tushy’s humorous objection-handling email
Email marketing type: product education email
In this email marketing example, bidet company Tushy tackles a potentially awkward subject with humor and clarity. The product education email uses a combination of witty headlines, educational statements, and myth-busting content to address cultural hesitations about bidets.
You can also offer product education like this through an AI customer agent that’s trained on your product data. When customers don’t need to wait for an email to get answers to questions about your products, it speeds up time to purchase for products that might require more information before making a decision to buy.
8. Taylor Stitch’s browse abandonment email
Email marketing type: browse abandonment email
In this email marketing example, clothing brand Taylor Stitch turns a product page drop-off into an opportunity to win back visitors. Sent automatically after someone leaves a product page, this browse abandonment automation opens with a discount code and:
- Showcases the product with premium photography
- Establishes brand expertise (10 years running)
- Removes purchase risk (free returns/exchanges)
9. Pulp & Press’s cart abandonment email
Email marketing type: cart abandonment email
The first time a potential customer visits your website, they might shop around and add items to their cart, all without making a purchase. That’s where a well-timed abandoned cart email comes in.
In this email marketing example, wellness brand Pulp & Press reminds customers which product they added to their cart, along with some hand-picked recommendations that might interest them instead.
With a subtle use of social proof, the brand reassures people that they’re making the right choice if they recover their cart. Pulp & Press removes uncertainty and encourages hesitant shoppers to take the next step.
If you want to get ahead of abandoned cart emails, you can reduce your dependence on them by introducing an AI customer agent to your website. AI agents that are trained on your product catalog can pop up when someone is about to exit without buying to answer any questions and remove doubt.
10. Brightland’s post-purchase thank-you email
Email marketing type: post-purchase email
Most post-purchase emails confirm order and shipping details. And while that’s effective, olive oil brand Brightland takes this approach a step further.
Brightland’s team sends a second post-purchase email: a letter from the founder toasting “good health and happiness.” This does two things: it humanizes the brand and builds anticipation for the new product by painting a vivid picture of what happens when the customer receives it.
11. ILIA’s quick post-purchase product tutorial
Email marketing type: post-purchase email
The first time someone orders a product, they might spend a lot of time figuring out how to make the best use of it. In this email marketing example, cosmetics brand ILIA removes that friction with a product tutorial.
The post-purchase email shows the customer that ILIA cares about their experience at every step. As a result, customers can immediately use the product once it arrives and get better results. And from the brand’s perspective, the quick tutorial, plus a CTA for complementary product suggestions, can help improve repeat purchases and retention rates over time.
If you want to extend this kind of product education to customer service, you can train your AI customer agent on product tutorial information. That way, if someone asks the agent a question about usage after they receive your product, they can access instant, detailed answers, personalized to the product they just bought.
12. Esmi’s mini case study email
Email marketing type: customer story email
In this email marketing example, skincare brand Esmi uses a real customer’s transformation story to drive more sales.
The email breaks down the customer’s daily skincare routine and includes real transformation photos, a customer quote, and a product catalog to redirect subscribers to the right product collection. This is a great example of how to show, not tell.
It’s easier to churn out user-generated content-led (UGC) emails like these when you’re centralizing reviews and UGC in one place. Make sure you’re collecting UGC in a CRM that’s integrated with your social media channels, so social mentions from your subscribers end up in their customer profiles. That way, it’s easy to repurpose UGC for emails like this one.
13. Bite’s invitation for customers to shop their dental routine
Email marketing type: promotional email
In this email marketing example, dental hygiene brand Bite bundles their products as a routine. It’s a great way to showcase their products as a collective, which can translate to revenue as higher average order value (AOV). When customers can see how products add value to their lives in relation to each other, they’re much more likely to purchase them as a bundle rather than as standalone items.
If your products lend themselves well to a step-by-step process like this, your promotional emails may be ideal candidates for AI. Draft a brief that describes how people use your products together, and an AI marketing agent can create the copy and design for you.
14. Olipop’s email built around seasonal imagery
Email marketing type: seasonal email
Beverage brand Olipop makes a splash in this email marketing example with their caramel apple flavor of prebiotic soda to promote their fall product line. To amp up the visual appeal, they take a maximalist approach to their hero image and copy, featuring the product in front of a fall forest wonderland complete with whole apple trees covered in caramel.
If you want to experiment with something like this, an AI image editor can switch up your product shot backgrounds based on plain-language prompts. This kind of AI assistance is great for seasonal promotions that feature well-tested product shots that just need a fresh background to fit a holiday.
15. Bearpaw’s segmented product catalog email
Email marketing type: promotional email
Bearpaw is known for their comfortable footwear. At some point, Bearpaw may have asked subscribers to check a box on a form to indicate they prefer vegan products. If they checked “yes,” they likely would have received this email about Bearpaw’s vegan line.
This is a great example of how a brand can use data to personalize customer outreach. The more data you have about your customer’s preferences, the more relevant your emails will be. The potential is especially significant in a case like this one, when featured products are attached to personal values.
16. Garrett Popcorn’s well-timed promotion email
Email marketing type: promotional email
Garrett Popcorn sends strategic Friday emails, catching subscribers right when they’re deciding on weekend plans. The casual “No Plans, Just Snacks” message makes staying home feel like the best choice.
This is a great example of sending campaigns at the perfect time, when a subscriber is trying to make a decision. When you can catch people at inflection points like this, your message is immediately relevant and way less likely to clutter up an inbox.
If you want to experiment with email send times, ask your AI marketing agent to build a campaign and make creative suggestions on timing based on historical campaign data. When your AI marketing agent is built into the CRM that houses your customer data, you can expect better AI outputs and recommendations because they’re grounded in real insights.
17. Manly Bands’ data-collection email
Email marketing type: promotional email
In this email marketing example, wedding bands company Manly Bands uses personality-based descriptions to match products to people. They group the products into distinct personality types, like “The Spy” and “The Commander,” making it easier for subscribers to decide which product to buy.
By tracking who clicks on which links, the brand also collects meaningful data they can use to segment and personalize campaigns in the future, driving even more targeted sales. It’s a win-win for customers who expect personalized experiences and the brand that requires data to deliver those experiences.
18. Chamberlain Coffee’s flash sale email
Email marketing type: promotional email
Shoppers love flash sales. They’re the perfect opportunity to snag products they’ve been eyeing for a while. In this email marketing example, Chamberlain Coffee uses this strategy to drive immediate sales through a “random refunds” promotion, a tactic that turns a simple purchase experience into an exciting game of chance.
At the end, 5 lucky winners win back their entire order: a massive (and highly motivating) incentive for customers to place that next order.
If you’re looking to run something similar, keep in mind that an omnichannel approach is best for time-sensitive messages like flash sales. If your historical customer data shows that someone would be more likely to engage via text message, make sure you’re automatically reaching them there first with AI-powered channel affinity.
Channel affinity ranks each customer’s top channels in order of preference. Use these insights in segments and flows to increase revenue just by following people’s channel preferences.
19. Ride FRSH’s pop culture reference
Email marketing type: offer email
In this email marketing example, air freshener brand Ride FRSH uses pop culture references and memes to tackle embarrassment around bad odors.
What stands out to us about this email is the same-day free shipping: this incentive adds urgency to the purchase decision and offers a great deal for customers who may want to buy just one or two air fresheners but were maybe discouraged by shipping costs.
20. PrettyLitter’s Halloween promotion email
Email marketing type: seasonal email
Cat litter company PrettyLitter’s Halloween-themed promotional email purr-fectly balances seasonal fun with product benefits. This email, which features reviews from past customers, the benefits of the product, a promo code, and a free offer to drive action, is a great example of how you can layer multiple conversion tactics to build a compelling offer.
To create an even better experience, you can also personalize these emails based on past purchase history or wishlist items. To get wishlist data, offer a self-serve customer hub where shoppers can favorite items, manage their orders, and access customer service.
21. Grind Coffee’s well-timed outreach email
Email marketing type: seasonal email
Grind, a coffee delivery service, uses the switch to daylight saving time as an opportunity to point out that their customers’ allotted coffee-drinking window has just been extended. The witty message, “more daylight equals more time for coffee,” makes it, at the very least, a memorable touchpoint for people who might be considering a purchase.
22. Jenni Kayne’s digital lookbook email
Email marketing type: seasonal email
In this email marketing example, luxury apparel and home brand Jenni Kayne launches their summer collection by crafting a subtle summer narrative through carefully curated images and minimal copy.
While some brands might add more copy to explain the story behind the launch, Jenni Kayne’s email resembles a physical lookbook, making it easy for subscribers to envision the products in their homes. They also include multiple product types within the email so people can choose their own journey depending on their needs, driving more visits.
If you want to create an email like this and you have the product shots, you can ask an AI marketing agent to create a campaign from product images alone.
23. 100% Pure’s FOMO campaign email
Email marketing type: seasonal email
In this email marketing example, skincare brand 100% Pure transforms the 12 Days of Christmas into a 12-day Christmas email marketing campaign to drive more sales during the holidays. It combines urgency with a fear of missing out (FOMO) because the offer on day 1 is limited to, well, one day only.
The email includes 3 strategic elements:
- A clear explanation of the product and offer
- A few bundles to increase the average order value (AOV)
- A 60-day return guarantee to overcome hesitation
As a result, the email communicates everything a subscriber needs to know about the day’s offer, and what products they can try at a lower cost before they’re gone. They also limit the 12 deals to 24 hours each, encouraging subscribers to check their inbox every day to access more enticing offers. It’s a clever way to turn engagement into revenue.
24. Linksoul’s product-fit data-collection email
Email marketing type: product launch email
Potential customers want to know how a product works, how it benefits them, and what it looks like in action. In this email marketing example, clothing brand Linksoul answers these pressing questions with simple product imagery.
The email helps customers make confident purchase decisions, while also giving the brand valuable data about their fit preferences, potentially leading to better segmentation for future messages.
As sites of customer data, emails like this are a vital part of your CRM strategy. When data-collection emails are firing from the same place your brand houses your customer data, personalization at scale becomes automatic.
25. Red Dragon Darts’ 50th anniversary countdown email
Email marketing type: product launch email
If you’re building anticipation for a new launch, you’ll create more excitement with a countdown timer sent to your most engaged subscribers. It’s a great visual cue for people who are really invested in your brand.
This is exactly what Red Dragon Darts did to launch their latest collection for their 50th anniversary. Notice that they didn’t send the email too far in advance. 5 days is enough of a heads-up while keeping the launch top of mind.
26. July’s personalized Black Friday offer email
Email marketing type: BFCM promotion email
July, a travel bag company, recognizes that customers want to personalize their bags. Their Black Friday offer includes free personalization and 20% off if they bundle products together.
The magic lies in their simple story to explain the “why” behind the promotion. It makes the offer feel more like something you’re accepting from a close friend than a brand. It’s also an important reminder: sometimes text-based emails without images are the way to go.
If the brand were to take an omnichannel approach to this email, they could also use AI-powered channel affinity to send a shortened version of it via text message to people who are more likely to engage with the channel.
27. Filson’s seasonal legacy email
Email marketing type: seasonal email
Few brands can say they’ve been in business for over 100 years, but outdoor clothing brand Filson can, and they know exactly when to highlight that legacy. This email marketing example features a dramatic hero image and a bold headline saying, “We know winter.” This message resonates because it aligns perfectly with the brand’s value proposition: durable, time-tested gear built for harsh conditions.
28. Dermalogica’s annual bestseller lineup email
Email marketing type: holiday email
In this email marketing example, skincare brand Dermalogica uses seasonal promotions to help customers plan ahead of the holidays. They’ve bundled their best products from the past year, positioning them as the ultimate skincare set for the season.
What’s particularly nice about this approach is how it works for different types of customers. New customers get a curated introduction to the brand’s best offerings while existing customers might spot that one innovative product they missed earlier in the year.
To encourage further curation, an email like this could be a great invitation to wishlist items in a self-serve customer hub where customers also have access to your AI customer agent, so they can ask quick questions about the items they’ve earmarked for purchase later.
29. SABA’s VIP offer email
Email marketing type: loyalty program email
In this email marketing example, luxury fashion brand SABA turns a tiered loyalty discount promotion into a VIP offer.
The strategy here is twofold: they create desire through exclusivity, while using graduated spending thresholds to encourage members to purchase more. Segmenting subscribers by spending threshold is a great way to personalize a loyalty program and increase customer lifetime value.
30. Hismile’s mystery pack email
Email marketing type: limited-time offer email
In this email marketing example, oral care brand Hismile uses a time-based offer to incentivize subscribers to try a new collection through an “XL mystery pack.”
By guaranteeing access to an unreleased flavor in the XL pack, they create a VIP-like experience and encourage higher value purchases. But notice they also give people an out if they want it. If someone doesn’t want to try a new toothpaste flavor because they like what they like, there’s another CTA to buy the standard pack below.
31. Force of Nature’s decision tree email
Email marketing type: holiday email
Almost everyone has experienced decision overload while shopping for the perfect gift. To help their audience get over that barrier, Force of Nature creates a decision tree for their bundles to direct subscribers to the right package.
This interactive flowchart turns a seemingly complicated decision into a fun exercise, making it easier to take action. Subscribers can decide in seconds and then move on to the website or app to explore the bundles further.
32. Beekman 1802’s limited-time offer email
Email marketing type: product anniversary email
Customers won’t remember your brand or product anniversary, but that doesn’t mean you can’t include them in your celebrations. In this email marketing example, skin- and body-care brand Beekman 1802 combines a product’s launch anniversary with a limited-time offer to incentivize purchases.
The celebratory email includes 3 key elements:
- Social proof
- Product education
- A limited-edition bundle
By creating a sense of urgency and scarcity, current and potential customers alike are motivated to buy the bundle. It’s a smart way to turn the typical anniversary celebration into an unmissable shopping experience.
33. Balique’s simple summer email
Email marketing type: seasonal email
While beautifully designed emails serve an important purpose, text-based emails can be a simple way to connect with your audience like you would a friend.
This email marketing example from haircare and skincare brand Balique reads like it’s from a personal connection. The email starts with context on why they’re reaching out (it’s now summer!) and how the brand solves common skincare problems with relevant products.
Since they’re sending the message at the start of summer, Balique taps into their subscriber’s awareness of changing skincare needs. But beyond that, they also educate subscribers about the benefits of using seasonal products and include relevant offers to encourage them to try the new collection.
34. Grüns takes a risk with an irresistible sunset email
Email marketing type: sunset email
No one wants to send a sunset email, but if there were ever a great one to send, this would be it.
Wellness brand Grüns risks coming off as obnoxious, but they completely make up for it with an irresistible offer for lapsed customers: up to 29% off for life. They’re giving people a clear option to unsubscribe, but not before dangling a tantalizing reason to come back before the main CTA.
If shoppers choose to cash out on the deal, they’re probably more likely to forgive lines like “A little judgment” and “Helllooooo????”
Speed up your email marketing processes with Composer
Composer is your always-on AI marketing agent, built directly into Klaviyo B2C CRM. With Composer, you can create on-brand net-new emails in minutes.
Start with a goal, a brief, or something Composer uncovered in your customer and performance data. Composer can help build the audiences, flows, and campaigns across email, text message, and mobile push, using your brand and business context throughout the process.
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