Ready to make email marketing work for you? Whether you’re crafting your very first campaign or looking to level up your current tactics, you’ve found the perfect spot. In the fast-paced world of online education, your email strategy is more than just communication—it’s the bridge that connects potential students to your courses. We’ve gathered a collection of stellar email marketing examples, each one carefully tailored for online learning-focused creators.
From giving a warm welcome to announcing your latest course with enthusiasm, we’ve got you covered. Remember, a great email does more than just relay information—it sparks curiosity, builds connections, and boosts your enrollments.
This article is packed with effective email marketing campaign examples from real-life companies to show you how to captivate your audience at every point in their learning journey using email marketing campaigns.
So, grab your favorite coffee and settle in. Ready to turn your email campaigns into powerful tools for growth? Let’s get this show on the road!
24 Email marketing examples
Diving into the world of email marketing can seem overwhelming, but with the right examples and a clear strategy, you can significantly boost your course engagement and enrollments. Here, we’ll break down some key types of emails that can transform your communication strategy.
Welcome emails
Welcome emails are your first opportunity to greet new subscribers and set the tone for what’s to come. They’re key to making a stellar first impression and establishing how you’ll communicate. Using a friendly and appreciative tone makes newbies feel valued right off the bat and shows you’re glad they’re here.
Take Noah Kagan’s approach, for example. His welcome email is delightfully brief and encourages new readers to hit reply and start a conversation, making it feel like you’re chatting with an old friend.
Moz takes a slightly different tack by giving new subscribers a few links to wander through their resources at their own pace, perfect for those who like to explore on their own.
Switching gears to subscription services, Fubo’s welcome email is all about ease and accessibility. It gives new users everything they need to start enjoying their subscription right away, including straightforward instructions and a handy link to the help center if they bump into any questions.
LinkedIn Learning follows suit with a super user-friendly welcome, guiding new learners with engaging videos and free courses to get them hooked and learning without hurdles.
For online course creators, think about including something interactive in your welcome emails, like a quick video tour of your platform or a personal note from the instructor sharing their excitement about the course. It’s a warm way to invite new learners into the community and get them excited about the journey they’re about to embark on.
Course launch emails
Ready to roll out the red carpet for your new course? Launch emails are your spotlight moment, where you get to unveil your latest offering and get your subscribers as excited as you are. It’s all about creating a buzz and nudging your audience towards that sign-up button.
Take, for example, DIY’s ingenious approach to their pizza-making course. They’ve cooked up an email that’s as enticing as the aroma of fresh pizza! By inviting subscribers to become master pizzamakers through a series of engaging challenges, DIY captures attention and sparks immediate interest. Learning the secrets of perfect pizza dough and creative toppings becomes an adventure that’s hard to resist.
DIY’s use of vibrant yellow in their email plays brilliantly into the mix, evoking feelings of joy, energy, and warmth—perfect for getting subscribers excited about homemade pizza. This thoughtful use of color psychology enhances the overall appeal and connects emotionally with potential learners.
When crafting your course launch emails:
- Highlight unique content: Just like DIY emphasizes the fun and artistry of pizza making, make sure to spotlight what sets your course apart. Whether it’s exclusive content, unique learning methods, or access to expert insights, tell your subscribers why they can’t miss out.
- Use compelling design elements: Match the colors, fonts, and imagery to the theme of your course and the emotions you want to evoke, just as DIY did with their cheerful yellow.
- Incorporate social proof: Share stories or testimonials from those who’ve had a sneak peek, like beta testers, or include endorsements from reputable figures in the field to build credibility and intrigue.
Promotional updates
Promotional updates are your golden ticket to sparking interest and driving sales through well-timed offers. These emails are powerhouse tools that leverage the urgency of limited-time deals or seasonal themes to entice subscribers to act fast. Whether it’s a holiday special, a summer camp, or an end-of-season sale, each promotion is a chance to connect your courses with the current moment and the interests of your audience.
For instance, Melyssa Griffin effectively uses the urgency of a sale ending soon to encourage quick sign-ups, reminding subscribers that they don’t want to miss out.
Similarly, Apple’s offer of free AirPods with a computer purchase for college students creates an irresistible deal and ties the promotion to a specific season—back-to-school—making it highly relevant.
Codeverse takes this strategy outdoors with a vibrant email campaign for their summer camp. By sending out season-specific emails that align with their event, they capture the essence of timeliness. Their use of an early bird discount code serves as a time-sensitive incentive, pushing people to decide quickly and secure their spot at a lower price.
How to enhance your promotional emails:
- Design for navigation: Ensure your email design is clean and easy to navigate, allowing subscribers to quickly understand what’s on offer and what action they need to take.
- Clear and compelling CTA: Like Codeverse’s bright blue ‘Book Now’ button, your call to action should stand out and be easy to find. This single, bold CTA button can significantly increase click-through rates.
- Social media integration: Including social media buttons in your email offers an additional layer of engagement and helps build trust, as potential participants can easily visit your platforms to learn more about your community.
Recommendation emails
Have you ever opened an email and felt like it was crafted just for you? That’s the magic of recommendation emails. They’re like your personal learning guide, pointing you towards courses that spark your interest or fit perfectly with your career path. This approach is all about making your education journey smoother and more tailored, so you spend less time searching and more time learning.
Take Skillshare, for example. They’ve mastered the art of hitting the ‘you know me so well’ button. By analyzing the courses you’ve interacted with, they send targeted emails showcasing classes you’ll most likely love. These emails aren’t just suggesting any course—they help users find the perfect fit for their tastes and interests. And they don’t stop there—if you’ve completed courses before, Skillshare is ready with new suggestions to satisfy your learning appetite.
Udacity takes a slightly different approach by focusing on customer retention through their top-rated Nanodegree programs. Their emails are clean and concise, featuring a graph that shows which courses are popular and also includes real reviews from fellow learners. It’s like getting a recommendation from a friend who’s already in the know, making you more likely to dive back in and enroll.
Key elements of effective recommendation emails:
- Strong visuals: Use eye-catching graphics and images to grab attention. A vibrant CTA button in a contrasting color makes the next step pop out.
- Clear and concise messaging: Like Udacity, avoid clutter. A straightforward message that highlights the best courses or most relevant choices makes decision-making easier for subscribers.
- Personal touch: Insert phrases like ‘picks for you’ or ‘courses you’ll love’ to emphasize that these recommendations are curated with a personal touch.
- Social proof: Include links to customer reviews and ratings. Just seeing how many others have benefited can be a huge encouragement to enroll.
Newsletter updates
Let’s talk about how you can keep your community buzzing with excitement and engagement through the art of crafting compelling newsletter updates. Newsletters should be viewed as a dynamic platform to connect, share, and grow with your subscribers. They help you maintain a regular touchpoint with your audience, ensuring you stay fresh in their minds and integral to their daily lives.
For instance, take Partnero’s approach to launching a new referral program through their newsletter. They make it feel like an exclusive club, inviting members to join and benefit from spreading the word. It’s a clever way to keep existing customers engaged while expanding their reach.
Then there’s Seth Godin, who has mastered the art of personal connection through his newsletters. Reading his updates feels like you’re having a direct conversation with him. This personal touch transforms his newsletters from mere broadcasts into engaging dialogues that readers eagerly anticipate.
ICE Malta takes a slightly different but equally effective route by using their newsletter to share compelling case studies and testimonials. They highlight students like Paul, Emanuel, and Andreas, who have achieved their career dreams through ICE Malta’s courses.
These real-life success stories enhance social proof and deeply resonate with potential and current students by showing the tangible benefits of enrolling in their courses.
How to enhance your newsletters:
- Feature success stories: Like ICE Malta, include case studies or testimonials in your updates. Showcasing real students’ achievements can dramatically boost credibility and persuade more people to join your courses.
- Engage visually: Create custom images of the individuals behind the success stories. This adds a personal and relatable element that text alone cannot achieve.
- Interactive elements: Incorporate interactive features like polls, surveys, or invitations to participate in referral programs, as seen in Partnero’s strategy. These elements engage and make your subscribers feel they are a vital part of the community.
- Use hashtags: Integrate hashtags as part of your email campaigns to encourage social sharing and engagement. This can extend the reach of your newsletter content beyond your immediate audience.
Engagement emails
Engagement emails are designed to be your secret weapon for building stronger connections and sparking active participation among your subscribers. These emails are not just about sharing information—they’re about creating interactive and memorable experiences that resonate with your audience.
Take a page from Duolingo’s playbook. They excel at keeping their emails simple yet highly engaging. By focusing on establishing an emotional bond, their messages are direct and impactful. For instance, Duolingo sends timely reminders to subscribers, encouraging them to tackle the next language challenge or meet their daily goals. These emails are straightforward and designed to nudge learners back into the app without overwhelming them.
What really stands out is their use of clever email subject lines. They pique curiosity and boost open rates by asking a thought-provoking question or suggesting that taking action will be quick and easy. This approach is simple yet effective in drawing subscribers back into the learning process.
Key strategies for crafting engaging emails:
- Catchy subject lines: Like Duolingo, use subject lines that grab attention and provoke curiosity. A question or a playful challenge can make all the difference in whether an email is opened or overlooked.
- Interactive content: Incorporate quizzes, polls, or challenges to test your subscribers’ knowledge and skills. This makes your emails more engaging and personalizes the experience.
- Emotional connections: Use avatars or personalize your messages to create a more intimate and relatable feel. This helps humanize your brand and build a stronger emotional bond with your audience.
- Community highlights: Feature success stories or interviews with students who have excelled in their courses. Sharing these achievements can motivate others and foster a sense of community among your learners.
Educational content
Want to really enrich your subscribers’ learning experience? Educational content emails are your go-to. These aren’t just any emails—they’re power-packed with curated, valuable content that complements your main course materials and extends learning beyond the classroom.
For instance, fitness brands like Peloton are acing this strategy. They send out beautifully curated emails that motivate subscribers to practice their fitness routines at home and guide them in choosing the right gear, connecting with influencers, and cultivating new wellness habits. It’s about providing all the tools they need to succeed and stay engaged, directly in their inbox.
What makes these emails stand out is their design. Clean, crisp content previews allow recipients to quickly scan and latch onto topics that interest them, while relevant images give a clear idea of what each article involves. This visual clarity, combined with the consistent use of a single, clear CTA throughout the email, ensures that the message is seen and acted upon.
Here’s how you can create educational content emails that resonate:
- Curate compelling content: Just like Peloton, think about what articles, videos, or tips could genuinely benefit your learners. This could be anything from expert advice on specific skills to broader articles on trends in the industry.
- Keep design in mind: Ensure that your emails are visually appealing and easy to navigate. Use clean layouts and relevant images to help convey your message quickly and effectively.
- Consistent CTAs: Use a clear, consistent call to action throughout your email. Whether it’s to read more, watch a video, or download a resource, make it easy for your subscribers to know what to do next.
- Personalization: Tailor the content to fit the needs and schedules of your learners. Suggest a quick read with their morning coffee if they’re morning people. A video tutorial could be their late-night learning session if they’re night owls.
Cart abandonment emails
Ever noticed how sometimes, potential students fill up their carts but leave before the final click? That’s where cart abandonment emails come into play, turning near misses into successful conversions.
Take edX, for instance. They’re pros at nudging learners over the finish line. When a learner leaves a course in their cart, edX sends a timely email reminding them of what they’ve left behind and sweetening the deal with a 10% discount. They even boost the value by suggesting a course bundle, which often presents a better deal than individual purchases.
Cart abandonment isn’t just a missed opportunity—it’s a potential goldmine. These learners have shown they’re interested—they’ve practically walked up to the register. They just need that final nudge to make the purchase. This is your chance to re-ignite their interest and address any second thoughts they might have.
How to make the most out of your cart abandonment emails:
- Timely reminders: Send that first email within a few hours of abandonment. Strike while the iron’s hot to keep your course fresh in their minds.
- Clarify and reassure: Use these emails to tackle possible hesitations. Clear up any doubts about the course, offer additional information, or remind them of the benefits and outcomes of completing the course.
- Sweeten the deal: Like edX, consider offering a discount or other incentives. It could be the deciding factor that leads them back to complete their purchase.
- Personal touch: Personalize the message. Remind them exactly what they’ve left behind and why it was in their cart in the first place. “Hey, it looks like you left [Course Name] in your cart – still interested?”
Re-engagement emails
Noticed some of your learners haven’t checked in for a while? Re-engagement emails are your go-to tool to draw them back into the learning fold. These emails are crafted to remind and rekindle the excitement and connection your subscribers once felt towards your courses.
Consider how Masterclass does it. They tap into the allure of their unique offerings by featuring industry experts like Daniel Negreanu for their poker course. Just imagine getting an email showcasing a video clip of Negreanu in action—it’s not just engaging, it’s downright irresistible, especially for poker enthusiasts! By focusing on a niche segment and enhancing the email with bold colors like red and black, Masterclass captures attention and cements its brand identity.
Similarly, Mailchimp’s approach to re-engagement is all about highlighting what subscribers are missing. They gently nudge learners by outlining the benefits of completing their registration, effectively addressing any potential barriers with clear solutions and enticing offers.
Tips for crafting compelling re-engagement emails:
- Showcase unique content: Like Masterclass, use your platform’s unique selling points to lure back disengaged learners. Whether it’s a special guest webinar or an exclusive video, make the content hard to resist.
- Minimize text clutter: Use multimedia like video clips or vibrant images to break the monotony of text and boost engagement. A visual demonstration of what they’re missing can be very persuasive.
- Highlight benefits: Clearly list the advantages of re-engaging. From gaining new skills to exclusive access to content, let them know exactly what’s in store.
- Offer easy access: Include direct download buttons for your app or direct links to your courses to make the re-engagement as seamless as possible.
- Incentivize feedback: Engage them by asking for their opinions on what they’d love to see next, offering something valuable in return, like a chance to win free course access.
Upsell and cross sell emails
Upsell and cross-sell emails are fantastic tools for deepening your learners’ engagement and broadening their educational horizons. These emails are all about suggesting the perfect next steps for your learners, whether that’s diving deeper into a subject with a more advanced course or exploring related topics that complement what they’ve already learned.
Let’s take a cue from some of the pros in different fields. For instance, Sephora excels in personalizing its upsell approach. By using customized greetings and acknowledging the customer’s previous purchases, they make each communication feel tailor-made. When they offer exclusive discounts on new products to frequent buyers, it’s more than an upsell—it’s a thank you, making the buyer feel valued and understood.
Strategies for effective upsell and cross-sell emails:
- Personalized recommendations: Like Sephora, use data from past purchases to craft offers that feel personal. Mentioning the subscriber’s name and referencing courses they’ve completed can make your recommendations feel more genuine.
- Clear benefits: Always highlight the advantages of the upgrade or additional courses. Explain how these will help them achieve their learning goals or explore new interests.
- Incentives: Offering a special enrollment price or a package deal can make the decision easier. For example, after a learner completes a beginner’s course, you might offer a discount on the advanced course as a natural next step.
- Visual and interactive content: Incorporate appealing visuals or even short video clips like those used by Masterclass to capture interest and enhance engagement. These should showcase the value of the additional courses.
- Easy navigation: Ensure your email design allows easy navigation to course descriptions or purchase pages. Buttons for direct course enrollment, like “Join Now,” should be prominently displayed.
Feedback emails
Have you ever wondered what your students really think about your courses? Feedback emails are a powerful tool to find out just that. They’re essential for continuously improving your offerings and ensuring your learners are satisfied and excited about their educational journey with you.
Right after a student completes a course is the perfect time to send a feedback request. Why? Just like the person who forgot their salsa in a taqueria order might not care as much the next day, a student’s urge to share their experience diminishes over time. You want to capture their thoughts while the details are still fresh and their emotions about the course are at their peak.
The easier you make the feedback process, the more likely someone will actually leave feedback. Try creating a CTA button directly within the email, as in the example below.
Here’s how you can structure an engaging feedback email:
- Start with congratulations: Open your email by congratulating students on completing the course. This positive start makes them feel accomplished and appreciated.
- Politely ask for feedback: Transition into requesting their feedback. Be clear about why their input is valuable and how it helps improve the course. For instance, “We’d love to hear what you enjoyed and what we can do better. Your feedback helps us provide a better learning experience for you and your fellow learners.”
- Make it easy: Include a direct, user-friendly link to a survey or feedback form. Tools like SurveyMonkey make this easy and efficient. Ensure the form is straightforward and respectful of their time.
- Personal touch: Keep the tone personal and relatable. Let them know that their feedback will directly impact course improvements and that their opinion truly matters.
- Incentivize: To sweeten the deal, consider offering a discount on future courses or access to exclusive content if they complete the survey. This encourages feedback and helps maintain their engagement with your platform.
Celebratory emails
Celebratory emails are a fantastic way to make your learners feel special and appreciated. These emails help create moments that celebrate your learners’ milestones and achievements, reinforcing the positive impact of your courses.
For example, LinkedIn Learning excels at keeping their learners engaged by celebrating what they’ve accomplished. A pat on the back can go a long way in the learning space and keeping users interested.
Similarly, Pluralsight uses celebratory emails to summarize users’ monthly achievements. These digests applaud learners for what they’ve accomplished and provide insights into their progress and the next steps in their learning journey. This regular recognition and summary of achievements help keep learners motivated and aware of their ongoing development.
How to craft impactful celebratory emails:
- Personal touch: Start with a personalized greeting that acknowledges the learner’s specific achievement. Whether they’ve completed a course, reached a learning milestone, or their enrollment anniversary, make the message feel tailored to them.
- Detailed celebrations: Include details about their accomplishments, such as a brief summary of the course content or the skills they’ve mastered. This reinforces the value of their efforts and the tangible outcomes of their learning.
- Visual elements: Incorporate visuals or media related to their achievements, such as digital certificates of completion or video messages from instructors offering congratulations.
- Encourage further learning: Offer incentives like discounts or access to exclusive content as a thank-you for their dedication. For instance, include a promo code for their next course or provide early access to new materials.
- Clear call to action: Encourage continued engagement with a clear call to action. This could be an invitation to explore more courses, join a learner community, or share their achievements on social media.
Powering your path with email marketing
Think of email marketing as more than just a promotional tool—it’s a dynamic way to engage, educate, and inspire everyone who reads your messages. From the very first welcome to every milestone celebration, each email you send is an opportunity to strengthen your relationship with your learners. Armed with the strategies we’ve outlined—from leveraging powerful testimonials to incorporating rich educational content and celebrating big wins—you’re well on your way to creating an educational environment that resonates deeply and retains students.
The secret to successful email marketing is really understanding what your audience needs and consistently delivering it. With these insights and tactics, you’re all set to engage and grow your audience.
Are you ready to take your email marketing to the next level? Let’s make it happen with Thinkific’s new email marketing features! Learn more here.