Email Inspiration: Standout Campaigns from January

One of my favourite things to do in my email training courses is to break the ice by asking delegates about their favourite emails. I love hearing how a campaign made a real impact on them - because as marketers, we don’t often get to see the other side of our work.

Dissecting emails like these is a great way to learn what works (and what doesn’t). Breaking down even the smallest of details can spark new ideas and fresh inspiration for your own email marketing.

So I’m starting a monthly blog series where I spotlight some of my favourite emails from the past month. Whether it’s clever personalisation, engaging storytelling, or a standout design, these are the emails that caught my attention.

This month, I’ve picked two emails that showcase simple design and persuasive copywriting that led me to take action. Let’s dive in!

Bloom & Wild

Subject line

"You're one of my favourites now"

First Impressions

• An intriguing subject line that appealed to my ego and made me wonder "what makes me a favourite?"

• This coupled with a from name "Aron at Bloom & Wild" felt personal and direct

• The plain text nature of the email continued the personal feel

• A concise email that required minimal effort to read and had a clear call to action

Why it works

Like any great email, its impact comes from a combination of elements - but that doesn’t mean it has to be complicated. That’s exactly what I love about this email from Bloom & Wild.

Personalisation and Automation

This uses several elements of personalisation.

• Amount of purchases - this email acts as a milestone marker: "you've brightened someone's day 5 times with us now"

• Post purchase - it was triggered automatically, shortly after the delivery of my 5th purchase

• First name - using my first name teamed with a casual "Hello" makes this email feel familiar and personal

Copy and Tone

The language is my favourite element of this email. It's in-keeping with the warm and bright tone of the brand.

What makes it more effective is how it couples with personalisation and timing. At this point the customer has just made someone's day with a flower delivery, likely experiencing a boost of "feel-good" hormones. Receiving a message that includes phrases like “we’re lucky to have you” and “special treatment”, combined with personalisation, reinforces a sense of appreciation and exclusivity. It’s a clever way to make the recipient feel valued and rewarded for their purchase.

Finally, it's signed off by the CEO and Co-Founder of the company. This adds the sense that leadership are across everything the company does and they understand the importance of strong relationships with customers. It stops the message from feeling generic and adds weight to the importance of my loyalty.

Design

The choice to go with a plain text email works well in this circumstance. It feels like it comes from a friend or someone I know and that's echoed in the warmth and casual tone of the copy.

At only two paragraphs long, it's easy to read and gets to the point quickly. The CTA is right at the end of the main copy and even as a simple text link, has standout because nothing else detracts from it.

If I was to suggest a change, I'd put the word "Interested?" and the CTA in a new paragraph at the end to give added emphases.

Key takeaways

Good emails don't need to look complicated. But that doesn't mean that a lot of consideration and work hasn't happened behind the scenes. This email relies on linked up data sources to fire off a timely automation coupled with considered copywriting.

That's not to say that design isn't important. But I want marketers to see how plain text emails can be used to pack a punch while also benefitting from better deliverability.

NHS Blood and Transplant aka Blood.co.uk

Subject line

"Urgent update on blood stocks"

First Impressions

• An appropriate application of urgency within the subject line enticed me to open

• The use of my name followed by the bolded statement "Your blood is needed urgently" grabs my attention

• The serious tone of the email is emphasised by keeping design elements simple

• As an existing donor, this appealed to my sense of responsibility

Why it works

I always caution marketers in their use of urgent language because when over-used it loses its impact. But this is a perfect example of when urgency is absolutely appropriate. It adds value by encouraging the recipient to open the email, read it and take the action being asked of them. It also reflects the seriousness of the content.

Personalisation

• Blood type - the recipient's blood type is referred to throughout the copy and coupled with facts to help reinforce the importance of this email

• Donor number - this is unique to the recipient and can be a handy reference when booking an appointment

• First name - addressing me directly is appropriate when using other personal information such as blood type

Copy and Tone

What makes this email so effective is that it speaks directly to the recipient’s role in helping solve an immediate problem. It’s not just about donating blood in general - it’s about responding now when stocks are low.

The choice of language such as: "urgent update", "needed urgently" and "save lives", reinforces the critical nature of this email. It adds immediacy to the message while also connecting directly to human emotion and motivation - of course we want to help people, or course we want to save lives!

The urgency is balanced with important facts that provide context as to why it's important to donate blood right now. This helps authenticate the request and gives more opportunities for the reader to relate to why things might be difficult right now e.g. busy Christmas and winter illnesses.

This is another example of signing off an email from someone on the leadership team, which adds credibility and authority to the message. The phrase "Thank you for your lifesaving support" reinforces the recipient's critical role - emphasising that they are, quite literally, a lifesaver.

Design

While not a plain text email, it mimics elements of a personal email by not interrupting the main message with any complex elements other than a call to action button. The placement of the CTA button is good as it's "above the fold" i.e. the recipient won't have to scroll to see it.

The bolding of the question prior to the CTA button draws the eye in, allowing the reader to know what's being asked of them and the purpose of the email without really needing to read the rest. The use of personalisation here also helps capture their attention.

Room for improvement

This email is doing a lot and it might benefit from being stripped back or from some restructuring of the copy and design hierarchy. For example:

• Font in the CTA should be bigger than the body copy to give it visibility. While the red button helps with this, using capitals or at least a font size bigger could improve click-throughs

• The social media "get in touch" section is nicely designed but the bold red text can detract from the CTA’s importance, giving the social media links undue prominence. Adjusting the design here could help keep the focus on the main message.

The copywriting is clunky in areas and it's a shame some of the personalisation elements are a little lost. For example:

• Starting the sentence with "A positive" made that sentence a little hard to read as it wasn't immediately clear this was a reference to blood type. Starting with "Your blood type" could work better and feels more personal

• Those bottom paragraphs could have their own section with a heading that reinforces why A+ blood donations are so important right now. Adding this type of structure would make the content easier to digest while providing a personal angle on why this recipient needs to donate.

Key takeaways

Urgency is powerful - but use it wisely. When used sparingly and in the right context, urgent language can be highly effective in driving action. Overusing urgency, however, can diminish its impact. Marketers should carefully assess when it’s appropriate to create a sense of urgency to encourage an immediate response.

Clear, actionable CTAs are key. Having a prominent, easy-to-find call-to-action (CTA) is essential for guiding the recipient towards the desired action. Ensure that the CTA is above the fold, stands out visually, and is simple to understand.

Strong emotional appeal can improve response rates. Tapping into human emotions, such as the desire to help or make a difference, can motivate recipients to take action. In sensitive or time-critical situations, framing the message to connect on an emotional level can significantly boost results.

Think about your email hierarchy. Simple, clean layouts with a clear structure allow the content to shine and improve comprehension. Avoid distractions that might draw attention away from the key message or CTA.