In the world of email marketing, some campaigns stand out more than others, making us click "buy now" without hesitation. But what exactly makes an email campaign memorable? Is it the timing, the offer, or the personal touch that makes you pull out your wallet? In this blog, I’ve gathered insights from 28 marketing experts and business leaders who share their most unforgettable email campaigns of 2024.

Unleash Your Inner Zen With Baahtcha

This year, I received an email from Baahtcha that really stood out to me. The subject line was, "Unleash Your Inner Zen with Baahtcha Matcha," which immediately piqued my interest because of the promise of tranquility and health benefits associated with matcha. The email was beautifully designed, with calming green tones and imagery that highlighted the purity and quality of their matcha. They included a special offer for a matcha starter kit, which was perfect for someone like me looking to incorporate matcha into my daily routine without the guesswork of choosing individual products.

What made me click 'buy now' was the educational aspect of the email. Baahtcha not only promoted their product but also educated me on the health benefits of matcha, like its antioxidant properties and how to properly prepare it. They included a simple recipe for a matcha latte, which was timely given my recent interest in healthier morning beverages. The combination of the educational content, the aesthetically pleasing design, and the convenience of the starter kit offer made it an easy decision to purchase, especially since it felt like they were guiding me through my matcha journey.

Henry Timmes, CEO, Campaign Cleaner

Holiday Promotion With 60% Savings

The best email campaign I had received this year was for a recent holiday promotion. I rarely make impulsive purchases so looking back, everything about the email was perfect -- especially from the perspective of an email marketer.

The subject and preview copy was short, and communicated the offer clearly, thus spurring me to open the email. The 60% savings offer itself was fantastic, and with the offer only being valid for a few days it was clear that I had to take action ASAP. The timing was also perfect, because I had just gotten off of work and received the email while I was checking my phone.

Kar Lo, Email Marketing Specialist, Lo Marketing Company

VIP Access To Limited-Time Collection

The best email campaign I saw this year came from a fashion brand I subscribe to. What made it stand out was not just the timing, but how they combined personalization, urgency, and value into one cohesive message. 

The campaign was an exclusive, members-only pre-sale for a limited-time collection. What grabbed my attention was the subject line, which read, "Your VIP Access: 24-Hour Early Access to Our New Collection - Don't Miss Out!" This immediately sparked a sense of exclusivity and urgency.

The offer itself was compelling, but what really made me click "buy now" was how the brand used personalized recommendations based on my previous purchases. They included a curated selection of products that were similar to items I had bought before, making the email feel tailored to my tastes. 

It wasn't a generic mass-email pitch; it was like they were speaking directly to me. The personalization made me feel valued as a customer, and the curated selection helped me visualize how the new collection would fit into my existing wardrobe.

Timing also played a huge role. The email arrived in my inbox at just the right moment-I had been eyeing their new collection for weeks, and when this email dropped, it felt like a perfect match for my interest. The combination of the limited-time offer and personalized approach made the email feel like a special opportunity, not just another marketing message.

Ultimately, the success of this campaign wasn't just about the offer or timing alone. It was the smart blend of urgency, exclusivity, personalization, and relevance that made me feel like I couldn't pass up this chance. I clicked "buy now" because it felt like a tailored experience designed just for me, and that sense of personalization made me more confident in my purchase decision.

Georgi Petrov, CMO, AIG MARKETER

Exclusive Coffee Mix For Devoted Customers

An email campaign from a subscription coffee company providing a temporary discount on a new seasonal mix was the greatest one I saw this year. It was unique because it combined exclusivity, urgency, and personalization. The email included a personalized recommendation based on my past purchases, underlined that this mix was only accessible to devoted customers like me, and stressed that the offer was time-sensitive (with a countdown clock). It felt like a one-of-a-kind chance because of the compelling urgency created by the well-designed graphics, obvious call to action, and exclusive offer. I was compelled to click "buy now" not just because of the discount but also because it gave me the impression that I was receiving something unique.

Khurram Mir, Founder and Chief Marketing Officer, Kualitatem Inc

Gear Up For Your Weekend Adventure

Outdoor Voices email campaign. Outdoor Voices is a limited-edition activewear collection brand. I loved their email campaign because it showcased a perfect blend of urgency, personalization, and compelling visuals. I received the email on a Thursday evening, aligning with their customer's weekend planning habits. Everything about the email was exceptional, starting with a unique subject line that read, "Gear up for your weekend adventure - limited stock!" The subject line created urgency and relevance. The email content featured high-quality lifestyle images showcasing the products in real-world use coupled with a benefit-driven copy. A progress bar subtly indicated dwindling stock, which reinforced scarcity. What made the email even more impactful was their hyper-personalization strategy. The email recommended items based on purchase history, making it feel tailored and thoughtful. The well-timed nudge truly felt helpful rather than pushy. In fact, it convinced me to purchase a fall jacket. The email demonstrated the power of aligning timing, relevance, and emotional appeal to drive conversions.

Patrick McDermott, CMO, Max Cash

Humorous And Honest Approach By Peak Design

"Listen, Peter. You're an adult. You can make your own decisions. Like buying the stuff you were browsing the other day." That's the line. It came from Peak Design, tucked inside a harmless subject line: "Your gear is waiting...". I laughed so hard I forgot to be offended. It was funny, honest, and just self-aware enough to call me out without being annoying. It wasn't pushy. It wasn't boring. It was direct and dripping with personality. They didn't beg or bribe me to buy. They made me laugh and respect them in the same breath. So, yeah, I clicked. I bought. And I'm still laughing about it.

Peter Lewis, Chief Marketing Officer, Strategic Pete

Meal Delivery Service With Hyper-Personalization

One of the most memorable email campaigns I saw this year came from a meal delivery service. What made it unique was its ability to create a hyper-personalized experience that genuinely spoke to me as a customer not just about convenience, but lifestyle.

The subject line was simple but intriguing: What's for Dinner Next Week? It pulled me in immediately because it wasn't a generic offer, it felt like a practical question I'd already been asking myself. Inside, the email showcased a curated selection of meals based on my previous orders, complete with vibrant images, prep times, and detailed nutritional benefits.

The real hook was the integration of a time-sensitive, exclusive perk: Order in the next 24 hours and get a free dessert added to your box. This wasn't just about urgency; it felt like a thoughtful reward. Combined with the convenience of one-click reordering, it removed any friction in the decision-making process.

What stood out most was the level of care in personalization. It wasn't just an email; it felt like the company anticipated my needs and made it as easy as possible to say "yes." It's a great reminder of how email campaigns can succeed by focusing on value and simplicity rather than overwhelming offers.

Reilly James Renwick, Chief Marketing Officer, Pragmatic Mortgage Lending

Personalized Offer With Perfect Timing

I've seen my fair share of email campaigns over the years. But there was one this year that really stood out, and it wasn't just because of the offer, it was the entire strategy behind it. Here's what made it work.

It was from a brand I've purchased from before but wasn't actively shopping with at the time. The campaign was a limited-time offer, but what made it really compelling wasn't just the discount, it was the personalization and timing.

When I opened the email, it was clear they knew exactly who I was and what I liked. The subject line was personalized with my name, and the content inside was tailored to products I had previously browsed. It wasn't just generic, "Here's a 10% discount!" Instead, it felt more like, "We've noticed you've been checking out these items. Here's 20% off to make them yours." This kind of personalization really hit the mark for me. According to a report by SmarterHQ, 72% of consumers only engage with personalized messaging, which shows just how effective it can be.

It arrived at the perfect moment. I had recently searched for a similar product on their website, so the timing was spot on. They hit my inbox exactly when I was in the decision-making phase, without being too pushy. It felt more like a reminder than a hard-sell, which made me more willing to pull the trigger. Research shows that emails sent in the right context and timing can increase conversions by 30% or more.

The email created urgency with a countdown timer, but it wasn't overly aggressive. The key was how they balanced the urgency with value, showing that the deal was exclusive and time-sensitive, but still offering a solid discount on a product I was genuinely interested in. This type of offer increases conversion rates by 14% on average, according to a study by Campaign Monitor.

It wasn't just about the price, it was about the relevance and timing. The campaign felt tailored to my needs, and the combination of personalized recommendations, timely delivery, and urgency pushed me to click 'buy now'.

This email worked because it wasn't just a generic offer. It made me feel like the brand understood me, and the timing was perfect. In the end, it's a reminder that personalization, relevance, and thoughtful timing are key to converting an email into a sale.

Chris Bajda, E-commerce Entrepreneur & Managing Partner, GroomsDay

Asana's Useful Email Update

One of the best email campaigns I saw this year was Asana's update about working with Outlook and Gmail. It stood out because it was so useful. Turning emails into tasks without leaving your inbox really helps save time. The email was clean, easy to understand, and had clear buttons to connect right away. It felt helpful, not pushy, which is enough for anyone to take action.

Another great one was DocuSign's email about e-signature security. Instead of just selling, they answered a common question - "Are electronic signatures safe?" They explained their security clearly, which made me trust them more. Both emails were simple, useful, and focused on solving real problems, which is why they worked so well.

Even Fusdahl Hulleberg, Chief Marketing Officer, Recharge Health

Personal Story From Independent Brand

The best email campaign I saw this year wasn't flashy or packed with discounts - it was deeply personal and made me feel seen as a customer. It came from a small, independent brand I had purchased from before, and instead of pushing a generic sale, they shared a story about the artisan behind one of their products. The email was simple but heartfelt, with a photo of the person crafting the item and a short note about what inspired them. I remember being drawn in because it wasn't just selling a product - it was connecting me to the journey behind it. What made me click "buy now" wasn't the product itself but the feeling that I was supporting something meaningful. The timing was perfect, too - it landed in my inbox during a week when I was searching for thoughtful holiday gifts, and this email felt like it aligned with the values I wanted to express through my purchases. For me, this campaign stood out because it wasn't transactional; it felt like a conversation, and it reminded me why I cared about the brand in the first place. That emotional connection made all the difference, and it's something I think about when crafting my own campaigns.

Sachin Puri, Chief Growth Officer, Liquid Web

Personalized Book Recommendations

This year, an email campaign from a small online bookstore really caught my attention. The highlight wasn't a massive discount or flashy graphics, but its personalized book recommendations based on my past purchases. They used data intelligently, presenting me with lesser-known titles by my favorite authors and introducing new ones that matched my reading habits. This level of personalization felt like a thoughtful friend suggesting books, rather than a pushy sales tactic. What made it exceptional was the strategic timing aligned with a seasonal reading challenge the bookstore was running. They offered a small incentive - a free ebook for completing the challenge after purchasing a suggested book. The subtle gamification tapped into my competitive side, making the purchase feel like participating in a community event rather than a solitary transaction. Leveraging purchase history for personalized recommendations can significantly boost email engagement. This approach requires analyzing customer data to craft messages that resonate uniquely with each recipient. Going beyond general personalization like using names, focusing content on user preferences makes it compelling. Creating a sense of community or challenge around a product can also entice action, turning a simple email into an interactive experience.

Casey Meraz, Owner & Digital Marketing Expert, CaseyMeraz.com

48-Hour Flash Sale On Vacation Packages

The best email campaign I encountered this year was a 48-Hour Flash Sale from a travel company offering discounted vacation packages. What made it stand out was the combination of urgency, timing, and personalization.

The subject line-"[My Name], Your Dream Destination Awaits- Limited Time Only!"-instantly caught my attention. It felt tailored to me, which piqued my curiosity. The email content featured a vacation package to a destination I had recently searched for, leveraging my browsing history to make the offer more relevant. The deal was irresistible: 30% off, free cancellation, and bonus travel credits if booked within two days.

The email's layout was simple yet effective, with a countdown timer at the top creating urgency and a bold "Book Now" button for an easy call to action. The campaign landed in my inbox at the perfect time-when I was actively planning a trip-which pushed me to act.

This campaign highlighted how well-executed personalization, paired with strategic timing and a sense of urgency, can drive results. It wasn't just about the discount but the seamless way it aligned with my needs, proving how powerful targeted marketing can be.

Noel Griffith, Chief Marketing Officer, SupplyGem

Storytelling From Artisan Leather Goods Brand

The best email campaigns I saw this year weren't about flashy discounts or perfectly timed sales—they were about a deeply personal connection. One campaign from a small artisan leather goods brand stood out because it told a story instead of selling a product.

The email wasn't sleek or over-polished. Instead, it featured a heartfelt letter from the founder, recounting their journey to sourcing ethically made leather in small villages in Italy. Accompanying this story was a short video showcasing the craftspeople at work, each piece made by hand with visible care. There was no hard sell, just a quiet invitation to "own a piece of this legacy."

What got me clicking "buy now" wasn't the timing or even the offer—it was the sense of being part of something bigger. The campaign resonated because it tapped into my values and made me feel like more than a customer. It turned the email into an experience, not just a transaction.

At Design Hero, I always tell clients that it's not about bombarding people with urgency or deals; it's about authenticity. The campaigns that win are the ones that make people feel seen, valued, and part of a story worth investing in. That's what converts.

Nicholas Robb, Design agency for startups, Design Hero

Interactive Content From Away Travel

The best email marketing campaign I saw this year was from Away Travel, a luggage brand known for its sleek design. The campaign stood out for me because of its impeccable storytelling that was perfectly paired with visuals and timing. The email was sent mid-fall when most people plan holiday travel. Instead of leading with a discount, the email opened with a relatable narrative: "Your travel suitcase deserves an upgrade before your next adventure." What made it truly click-worthy was its interactive content. The email included a simple "Build Your Perfect Trip Kit" quiz that allowed you to select your travel destination, trip length, and packing styles. The brand recommended specific luggage and accessories based on the provided answers. I loved the level of personalization because it felt thoughtful and added a layer of fun. The email also had a message of urgency embedded subtly. The message read, "Order your luggage now to ensure it arrives before your holiday getaway." The call-to-action was coupled with a limited-time 15% discount for first-time buyers.

Vladislav Podolyako, Founder and CEO, Folderly

Home Fitness Gear With Personalized Story

The best email marketing campaign I saw this year came from a premium home fitness gear brand. Two things made it stand out which caught my attention - the offer and the hyper-personalized storytelling approach they implemented. The email opened with a dynamic subject line that referenced my recent browsing history: "Ready to Level Up Your Home Gym?" The email content seamlessly blended user testimonials with product benefits tailored to my unique fitness goals which they had inferred from my past purchases. The kicker was the timing of the email. The campaign dropped on Thursday evening just as I was planning my weekend workout schedule. The email offered an exclusive 48-hour discount and free shipping which created a sense of urgency that pushed me to click the "buy now" button. I really loved the balance of personalized content, emotional appeal and well-timed exclusivity. The brand understood the behavior of its target audience and made an effort to meet them at the perfect moment.

Dan Ben-Nun, Founder & CEO, Adspace

Human Touch From eCommerce Platform

An eCommerce platform's email was just two sentences: 'Miss us? We missed you.' Below it was a GIF of their customer support team waving at the camera. It was so refreshingly human that I opened it twice just to smile. The simplicity worked because it was completely unexpected. I revisited their website purely because of that email's charm.

The GIF of the waving team worked because it was so ridiculously human. It wasn't an offer or scarcity play - it just felt like kindness. Seeing smiling faces in my inbox stood out against robotic pitches. It reminded me of their brand's warmth, and that's what clicked. I didn't think twice - I felt welcomed back into their ecosystem.

Marc Bishop, Director, Wytlabs

Exclusive Reward For Loyal Customers

The best email campaign I saw this year was from a boutique clothing brand that nailed both timing and personalization. The subject line read, "You've earned this-Your exclusive reward inside," which immediately caught my attention. I clicked because it felt personal and tailored, like they genuinely appreciated my loyalty.

What sealed the deal for me was the content. The email featured items I had browsed before but hadn't purchased, paired with a limited-time 25% discount and free shipping. I think the combination of the exclusive tone, the urgency of the offer, and the relevance of the products made it irresistible. They also included a countdown timer that created a subtle sense of FOMO, which definitely nudged me toward clicking "buy now."

The timing was perfect, too-it hit my inbox on a Friday afternoon, just as I was planning weekend shopping. The thoughtful blend of personalization, timing, and urgency really made this campaign stand out. Thanks for the opportunity to share!

Allan McNabb, VP, Image Building Media

48-Hour Flash Sale On Notebooks

The best email campaign I saw this year was by a niche stationery brand offering a "48-hour flash sale" on premium notebooks. The subject line—"For the ideas you can't afford to forget"—was compelling and timely. It stood out because of its sharp focus on emotion and exclusivity. Timing was perfect: it landed in my inbox on a Monday morning when I was planning my week and feeling productive. The deal was irresistible: 30% off, free shipping, and a bonus pen for orders above $50.

This campaign worked because it blended urgency with personalization and relevance. The minimalist design, highlighting only three benefits, made it easy to digest. It wasn't just about the notebooks; it was about the promise of better ideas. I clicked "buy now" because they showed that the real value isn't the product itself—it's what it helps you achieve. That's the genius of good marketing: it aligns with human moments.

Dionne Jayne Ricafort, Marketing Manager, CSO Yemen

Scarcity Marketing By Tesla

The most compelling email campaign I encountered was from Tesla, promoting their new Cybertruck. What made it outstanding wasn't just the product - it was their masterful execution of scarcity marketing. The initial email landed at 6 AM, announcing the delivery event. Each follow-up email showed remaining reservation spots decreasing, creating genuine FOMO. The campaign's power came from its transparency - real-time updates on reservation numbers and delivery windows. As both a tech investor and marketer, I appreciated how they balanced urgency with authenticity. No artificial countdown timers or inflated scarcity tactics. Just clear communication about limited availability backed by actual data. The clincher? A final email highlighting early adopter benefits, including exclusive features. This combination of authentic scarcity and real value made the decision compelling.

Harmanjit Singh, Founder and CEO, Origin Web Studios

Blind Date With A Book

A local bookstore's campaign promoting "Blind Date with a Book" caught my attention. The email showcased wrapped books with enticing descriptions and no titles revealed. The mystery and clever concept turned a simple product into an exciting experience. This unique idea coupled with excellent visuals made it utterly compelling.

The "Blind Date with a Book" campaign stood out because it turned shopping into fun. The mysterious descriptions piqued curiosity and added excitement to an otherwise ordinary purchase. Its creativity and simplicity created an emotional connection with the concept. The offer was engaging enough to make clicking feel like unwrapping a gift.

For the bookstore campaign, it was the novelty of the "Blind Date with a Book" concept. Its timing around Valentine's Day made the offer even more appealing. The affordable price and playful mystery created an easy, guilt-free purchase. It was a clever blend of marketing, fun, and thematic relevance.

Jason Hennessey, CEO, Hennessey Digital

Genuine Scarcity In Sold Out Event

The best email campaign I saw this year was for a "sold out" event. I joined the waitlist, and a day later, I received an email saying that one seat had become available and I needed to act quickly to grab it. Initially, I hesitated and waited a few days before clicking the link, only to find the seat was gone. It wasn't just a marketing tactic: it was real. That authenticity made all the difference. A few days later, when another seat became available, I didn't think twice and purchased it immediately. What stood out was the perfect combination of exclusivity, urgency, and genuine scarcity. It created a sense of trust and prompted me to act when the next opportunity arose.

Rizala Carrington, CEO, MyGrowthAgent.com

Mystery Tackle Box With Gift Card

An email campaign from a tackle subscription box company stood out to me this year. They offered a mystery tackle box for half the price but with a twist-they teased that one lucky buyer would win a $500 gift card to their store. The design was fun, with a spin-the-wheel animation built into the email, creating a sense of anticipation. The combination of a great deal, interactive content, and the possibility of a bigger win made me purchase on impulse. It was a clever way to turn a standard promotion into an engaging experience.

Wesley Littlefield, Marketing Manager, Anglers

Nisolo's Practical Holiday Discounts

One of the best email campaigns I saw this year came from Nisolo. They hit my inbox with a compelling offer: big discounts on their products, paired with clear, actionable dates to ensure delivery before Christmas. It wasn't just the discounts that grabbed my attention—it was the sense of urgency and practicality. They told me exactly what I needed to know: "Order by this date to get it in time.

The email was clean and focused, with bold visuals showcasing their best products and a simple CTA that made it easy to shop. The timing was perfect—it landed right when I was thinking about holiday gifts. The combination of the deadline, the discounts, and the ease of ordering created a sense of "act now or miss out," which pushed me to take advantage of the deal immediately.

What made it stand out was how well they balanced urgency with value. They didn't just say, "Here's a sale"; they gave me a reason to act now, backed by practicality. It was a perfect example of how understanding your audience's needs—in this case, holiday shopping timelines—can make an email campaign incredibly effective.

Kyle Morris, CEO / Founder, LawTurbo

Patagonia's Sustainable Gear Offer

An unexpected email from Patagonia made me click 'buy now' this year. They featured a limited-time offer on their sustainable gear, coupled with a short, heartfelt story about their environmental impact.

The subject line, "Your Gear Can Help Save Our Planet," was both clear and thought-provoking. Inside, they presented the offer as a way to invest in quality gear while supporting a cause. What made this work for me was the combination of their brand values and a well-timed sale, right before a hiking trip I had planned. The storytelling element was key in connecting me to the purchase.

Paul DeMott, Chief Technology Officer, Helium SEO

CoSchedule's AI Writing Tool Launch

As an experienced email marketer, one of my favorite recent email campaigns has been CoSchedule's. They started this effective email campaign to launch their new AI writing tool, 'Hire Mia.' Clear and simple copy communicated the benefits of the creation tool, with one great call-to-action for each category. This simplicity made it easy for recipients to understand and engage with the content, resulting in high click-through rates and conversions.

Jessica Shee, Tech Editor & Marketing Manager, M3datarecovery.com

McDonald's Grimace's Birthday Promotion

The best email campaign I saw this year was McDonald's 'Grimace's Birthday' promotion. This campaign celebrated the beloved character Grimace by offering a special meal that included a limited-edition purple shake. What made this campaign stand out was its interactive elements. The email included links to an exclusive Grimace-themed video game and merchandise, encouraging further engagement beyond just reading the email. Moreover, McDonald's incorporated a user-generated content aspect by inviting customers to share their favorite birthday memories on social media, pledging to donate to Ronald McDonald House Charities for each share. This increased participation and created a community and goodwill. The combination of nostalgia, interactive content, and a charitable component made this email campaign very compelling. It prompted me to visit a McDonald's location to try the new shake and participate in the celebration. The campaign's success was evident, as it generated significant buzz on social media and led to increased customer engagement.

Daniel Vasilevski, Director & Owner, Bright Force Electrical

Taco Bell's Limited-Time Burrito Offer

I've seen many email campaigns this year, but the best one so far was from Taco Bell. They sent out an email featuring a limited-time offer for their new menu item, the 'Double Steak Grilled Cheese Burrito.' The subject line was simple yet enticing: 'Your new favourite burrito is here.' Inside, the email showcased a high-quality image of the burrito, highlighting its key ingredients and the limited-time nature of the offer.

The combination of mouth-watering visuals and a clear, compelling call to action made it memorable. The email was personalised, arriving just before lunchtime, which was perfect timing. The straightforward design, with minimal text and emphasis on the product image, made it easy to understand the offer quickly. The 'Order Now' button was prominently displayed, making it convenient to make a purchase with just a few clicks.

This campaign was effective because it tapped into the customer's desire for new and exciting menu options, used personalisation to send the email at an optimal time, and made the purchasing process seamless. The limited-time aspect added urgency, encouraging immediate action.

Shaun Bettman, Chief Executive Officer, Eden Emerald Mortgages

Figma's Personalized Conference Promotion

The best email campaign I saw this year was from Figma during their annual user conference promotion. What stood out was how the email was highly personalized and value-driven. It highlighted not just the event but also specific workshops and keynotes tailored to my interests, like prototyping and collaboration tools.

The timing was impeccable—it arrived just as my team at Metana was evaluating design tools, making the content instantly relevant. The offer included early-bird pricing and exclusive access to beta features, creating urgency and additional value.

What sealed the deal was the design and tone. The email was visually clean, with engaging GIFs showcasing product enhancements, and the messaging was direct yet conversational. It perfectly balanced information and emotion, leading me to click 'Register Now' without hesitation. This campaign demonstrated the power of aligning personalization, timing, and a compelling offer to drive conversions effectively.

Harsha Abegunasekara, CEO, Metana | Tech Bootcamps