Email Marketing

7 Customer Loyalty Email Examples That You'll Love

Build a lasting relationship with your customers


Wajeeha Gull


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When it comes to engaging customers, email marketing campaigns are the way to go. They allow businesses to communicate the right information, address client concerns, and strengthen relationships.

Reaching prospects through well-written messages continues to be a great avenue for generating customer loyalty. That's exactly why marketers write professional emails dedicatedly; statistics show that 33% engage their target audience through weekly campaigns.

Also Read: Email Copywriting: The Dos and Don'ts Explained

Once you've acquired and converted solid leads, the next step is to create loyalty. If you are a business eager to retain clients for the long run, check out our selection of outstanding email examples that make a lasting impact.

Professional email examples to inspire your marketing efforts


Canada's largest entertainment loyalty program, Scene+, boasts over 10 million members in the country. That's a big number, and if you're wondering how Scene was able to amass such a massive member base, just take a look at their sales email.

Scene+ celebrates 'No Excuses' on September 27th every year - the premise of this day revolves around the company's core value proposition - encouraging members to make more memories by investing in different forms of entertainment. So, when people buy tickets to a movie or eat at a participating restaurant, Scene+ earns more sales.

email examples by Scene+

email examples Scene+ 2

This reminder email is built around a catchy template, clearly establishes a time frame, and also includes a solid subject line that reads: 'Recipient_name, your offers are waiting! (Spoiler Alert: they’re EPIC)'. 

To top it off, the message is straight to the point and highlights the brand's personality. 

email examples Scene+ 3

The added countdown creates a sense of urgency. According to a report published by Experian, emails that accurately convey urgency enjoy 59% higher transaction-to-click rates.

Moreover, the email format is such that it highlights the company name and logo several times throughout the email body. Also, notice that all the headers and CTAs are in capital letters. Other bits of important information are of a different color to grasp the reader's attention.

Similar to other formal email examples, Scene+ doesn't skimp on the 'boring' bits. It just places this information tactfully to ward off potential legal issues.

In true 'professional email template' fashion, the fine print is tucked below the main email copy. This portion includes general terms and conditions as well as links to Scene's main website landing page, contact details, event calendar, and more. 

email examples of fine print below email

As a business exploring different ways of writing emails without having to exclude boring legal information, this one might be your best bet. You can even take it one step further and insert a link to a blog post here.

Hudson's Bay

Professional email templates are often recognized by their adherence to the sender's brand personality. A successful business understands that drastic deviations from its core element will have a negative impact. This is exactly why most business email templates stick to a standard color palette and follow similar structures (more or less).

Let's dive into one of the promotional emails sent by Hudson's Bay - a popular luxury goods chain in Canada.

email examples Hudson's Bay

From the beginning, it is strikingly obvious that the email template is intentionally colored with down-to-earth tones and thus, in line with the brand's luxury image.

The most important aspect of this email message is the discount percentage in thick black font, as well as the promo code in bold letters. Whereas, the expiry date tied to the promotion is tactfully placed at the top in a smaller size and thinner font to not take away attention from what truly matters.

Unlike a lot of emails beginning with 'Hi [Name]', Hudson's Bay tackles personalization differently. For one, the recipient's name is neither featured in the subject line nor included elsewhere throughout the email body.

While that might seem like a red flag, let's not forget that all formal email writing examples aren't the same. Hudson's Bay adds plenty of flair to boost customer relationship building. The wording reminisces of a formal letter with 'For our best customers only' as the subject line to sway recipients. 

There is also no traditional email sign-off like 'Best regards' or 'Best wishes', instead, the recipient is 'thanked' early on in the email.

Overall, this is one of those email messages that strike the balance between short and sweet. Keeping in mind that Hudson's Bay operates onsite and online, two CTA buttons are placed at the bottom. 

One, 'Shop Now', redirects the recipient to the company's landing page, whereas, the other renders a printable coupon for in-store customers. Both of these allow the customer to gain access to Hudson's Bay's on-sale products.

To build greater customer loyalty, clickable icons for the company's Facebook, Twitter, and Instagram pages are also added. Recent reports reveal that 78% of clients are likely to make a purchase when they have a positive interaction with a business on social media platforms.

Depending on where most of your leads come from, you can add links to encourage higher engagement on social media by fueling your omni-channel strategy.


When a business is seen contributing to the community or helping the planet, it isn't just a noble cause, it's a profit driver. The modern customer is largely concerned about the practices of its favorite brands. Millennials and Generation Z, in particular, will continue to buy from companies that align with a social cause.

A study by Harvard Business School reveals that 85% of people positively perceive a company that actively contributes to something they care about. Not to mention, 84% of these are likely to talk about a company's CSR practices in their social circle.

Simply put, not only should your business invest in social responsibility endeavors to gain new subscribers and nurture existing ones, but also make sure the target audience knows how your cause is benefiting personal lives.

While advertising on social media and e-commerce platforms is great, it's the bare minimum. Smart businesses know that they need to attach a customer motive to their CSR efforts.

SkinFix, a US-based clean beauty brand, does just that through email marketing. The following email clearly communicates that the company is donating 50% of the proceeds from the sale of a specific product package to a mental health organization for children.

email examples SkinFix

As a follow-up email for customers who have recently purchased from the brand, the message pushes the latter toward a repeat buy. Notice that a generous chunk of the template is devoted to a picture of smiling children to stimulate emotional appeal.

Another reason why this makes our list of worthy email examples is the subject line: 'You Shop. We'll Donate!'. Four simple words that seamlessly reflect business intent. 

In that, when a recipient finds this email in their inbox, assuming that the company has attempted to reach the right person, open rates are likely to be impressive. The CTA - 'Shop + Donate' - button reinforces this further, reminding recipients that their money will be used to help children.

Additionally, if you wish to include a lot of quality information in a business email message without overloading it with text, look closely at how SkinFix does it. 

Rather than spell out that the product bundle being offered maximizes value for money, a picture of two skin creams is included with $81 in a green circle right above a label that reads '$96 Value'.

At the bottom, in smaller text, SkinFix also includes its email address for recipients to raise a query or customer complaint.


A mediocre confirmation email template will only summarise the buyer's recent purchase. On the other hand, a superior confirmation email template will include personalized recommendations for the recipient.

Based on browsing history and past buying patterns, smart companies can suggest similar products that a customer might be interested in. This is especially useful to nudge customers in the right direction and remind them that other potentially favorite items are also available.

email examples Walmart

In this reminder email example, Walmart provides direct links to specific items, prompting the client to make more purchases on their next visit. This seemingly simple-looking email achieves plenty:

  • It removes the hassle associated with manually searching for products on Walmart's website

  • It displays product prices along with item pictures to hasten the buying process

  • It possibly introduces similar products that the customer might not previously know of

If you're wondering why Walmart hasn't included its business name in a noticeable font throughout the email copy, rest assured, it's not an error. 

While adding your business name is a rewarding practice, when you're as popular as Walmart, it's easy to get away with just adding the logo and matching the template's color grading to the latter.

Here, the header, along with other elements, is unmistakably blue with touches of yellow, similar to the brand logo.

It seems that Walmart understands that the key to customer loyalty isn't exaggerated flair, but sheer simplicity. Compared to other professional emails, Walmart's efforts are rooted in what the customer wants - low prices and easy access.

La Roche-Posay

We all love it when people wish us a happy birthday. We love it even more when they give us a present, but when they don't even know what the right date is, they can't possibly send any presents.

For businesses, knowing the customer's birthday means more chances to offer rewards that boost loyalty. But a lot of times, customers tend not to complete their account information. If your website enables guest checkouts, first-time buyers placing orders in a rush might not even register for an account.

This doesn't mean that you do nothing and hope for the next time someone completes their account information. Instead, you customize a catchy follow-up email template that asks the new subscriber to update their profile.

For some inspiration on creating a request email, take a look at how La Roche-Posay does it.

email examples La Roche Posay

What better way to make customers feel special than through a special discount on their birthday? This skincare brand offers the perfect solution.

It attaches a reward to an important event in the client's life, and thus, shows them that the brand cares about these details.

email examples La Roche Posay 2

Just like La Roche-Posay, you don't have to limit yourself to the question at hand. Scrolling down, we see that there's plenty besides the main CTA. The professional email template links to numerous pages of the e-commerce store.

There is even a button to view 'skincare tips & advice' which links to the website's blog post section. Similarly, you can do the same, or even link to a guest post.

Besides the brand's email signature and social media links, the template includes clickable contact details. On a mobile device, recipients need only tap the number to hop on a quick call with company representatives.


Customer feedback helps businesses discover useful tips to drive customer-centric decisions. But let's be honest, people don't really like filling out forms or answering questions when there's no catch to a request email.

Pulse reports that in cases where there isn't a highly valued motive for the recipient, or if the survey is poorly constructed, response rates can plummet below 2%. So, when you ask people for their opinion, make sure they want to give it.

Typically, companies will offer some sort of monetary benefit such as a gift card or a discount to get the ball rolling. But that, alone, isn't always enough to convince the recipient to take action.

A professional email message requesting responses must be worded and structured in a way that stands out. Also, subject lines should pique the reader's interest.

For instance, 'Earn a dollar for each answer' could be a suitable subject line if your survey has five questions and you're giving a gift card worth $5 in exchange.

Or, if the average time required to complete your survey is 7 minutes, perhaps the subject line could look like this: 'Give us 7 minutes, get $7'.

Here's Grammarly's take on writing emails effectively.

email examples Grammarly

It cuts right to the chase and doesn't beat around the bush. That's exactly what you should aim for as well. Just like the survey, your email copy should be precise. But it should also articulate how answering questions will help improve further experiences with the brand.

When recipients see that you're conducting surveys for their benefit - while also rewarding them in the process - your business can rake in higher response rates.


Among the various types of business email messages sent every day, abandoned cart emails have one of the highest open rates standing at over 40%.

This statistic is reason enough why companies invest in email marketing. It pays off to remind potential clients that there are items still waiting to be purchased.

Award-winning mattress company, Casper, puts it perfectly.

email examples Casper

'Come back to bed' is subliminally compelling, whereas the text underneath is clean and instructive. Of all the email examples we've discussed, the words used by this company are perhaps the most authoritative. 

But the CTA button hardly marks the end of this message. Casper sneaks in a convincing client review to put everything in perspective. 

After all, customers are likely to trust others like them rather than a business that, despite its best intentions, is vying for their money.

In case recipients want to help themselves to more customer reviews, they just need to scroll down and click 'Read more reviews'. 

So, whether you're an established business or a rising star in your industry, leverage social proof. 

Pro Tip: Consider embedding a Google Reviews widget into your email template.

Email writing for customer loyalty: Best practices 

Be it an introductory email or a promotional one, writing effective emails is all about checking the right boxes. We have analyzed our collection of the best email examples to identify essential dos and don'ts that businesses should be wary of. 

To boost your marketing efforts and propel your company to greater heights, follow these foolproof tips.

Always proofread the text

Nothing makes more of a bad impression than grammatical errors and spelling mistakes. Imagine putting weeks into coming up with a solid marketing strategy, only to turn away customers because that 'because' reads 'bcauze'. 

Not only do typos reflect badly on your brand, but they also pave the way for negative publicity. In today's world where almost everything is reshared as a meme, you certainly don't want your business to become a spectacle for public mockery. 

Not to mention, writing errors can convey the wrong messages, sometimes even offensive ones. For instance, 'better than your mom's cooking' makes perfect sense, but remove the last word and you get 'better than your mom'. Not so polite, now, is it?

Unfortunately, simply double-checking what's written doesn't guarantee perfect word flow and grammatical sense. When the company name is at stake, you must learn to proofread like a pro. 

Here are 3 winning strategies to ensure that the formal version of your email reads flawlessly:

Double check after taking a break 

Do not start proofreading a text you've just written, take a break first. An exhausted brain isn't great at identifying errors, even if they're right in front of it. More importantly, confirmation bias tricks the writer into reading what they think they wrote, rather than what's actually on the screen.

Use online tools 

Online tools like Grammarly make it easy to spot punctuation and grammar issues. Simply install a browser extension and watch as the software highlights writing issues as you type. Having said that, these technologies aren't perfect and will fail at capturing the context sometimes, especially when you've intentionally used slang. 

To make sure your creative efforts aren't autocorrected, manually go over the email's copy after fixing errors pinpointed by online tools. 

Ask others to proofread

Even the most accomplished writers need an extra hand. The whole idea behind this strategy is to let an unbiased mind give the text a go. From a business perspective, asking others to proofread for you can even generate useful customer insights. Because at the end of the day, you are writing as a company or its representative. 

Choose the right email template 

Email writing is just as much about words as it is about structure. 

Ideally, every business should be using a custom template designed to match their brand's personality. Client loyalty is the result of a series of sincere marketing efforts, and a visually appealing template does a great job of communicating consistency to the recipient. 

In simple words, your email template should look unique and reminiscent of your brand at first glance. This can be achieved through a standard header with the company name, specific colors that represent your logo, or even organization style.

However, customizing a template to achieve consistency doesn't mean that you stick to the exact same one for every email. In fact, every email communication should stand out - through the value it provides - from the rest. 

Naturally, a follow-up email that includes product recommendations, promotional codes, and general information can be longer, and of a different structure, than an introduction email. 

Write interesting subject lines

The first thing recipients see shouldn't be the last thing they want to read. Unfortunately, a lot of subject lines fail to grab attention leading to poor open rates. 

To come up with an awesome subject line every single time:

Keep it short, just not too short

Marketers aren't a big fan of long subject lines but that doesn't mean short ones are successful by default. According to research, optimal cold email subject lines are 60 characters long, at maximum. But if what you're trying to say requires a little more length, don't cut it at the cost of quality. 

Don't lie (No clickbait)

Clickbait subject lines might get you a higher open rate, but that's pretty much it. Making false promises through subject lines is a surefire way to bury your company's credibility. 

To make matters worse, the more egregious lies you tell, the more chances your emails will get marked as spam. So be honest, and don't give ESPs reasons to flag your email domain. 

Use numbers

If you're sending a promotional email, let the subject line spoil the mystery. For example, subject lines like '$20 off your next order' aren't just a great way to improve open rates, they also automatically enhance your brand's positioning when the recipient sees that there's an actual promo code in the email body. 

Experiment religiously

Before scheduling email campaigns, consider testing different subject lines. If your company has the budget, run A/B tests. Or simply ask your friends and family to give their input on which subject lines compel them to view the message inside. 

Include the customer's name

We're all used to emails starting with the 'Hi [name]' format - at this point, they are the norm. When things are expected, they aren't disruptive enough to capture attention. On the other hand, a subject line that starts with the recipient's name stands a better chance of eliciting a response. 

Imagine coming across a 'Hey 'name', guess what you're getting' in your primary Inbox. Won't you be, at least, a little curious as to what the email is about?

Write appropriate salutations

An effective email seamlessly resonates with the target audience and within it, the type of salutation used, plays a big role. 

B2C and B2B companies must devise distinct strategies to address their recipients. Even in the same business category, companies must ensure that they're speaking the language of their customer. 

Let's think of a business that sells audio devices to Gen Z. You can't possibly imagine starting with 'Dear Mr' when addressing such a demographic. On the other hand, an EdTech that sells supplementary courses to MBA executives can easily get away with the same salutation. 

Include your email signature

Just because your business name is added to the email template, doesn't mean you shouldn't include an email signature. While first impressions definitely matter, the way you end your email is equally important. 

Professional emails always wrap things up with a sleek email signature, not necessarily the age-old 'Best regards', which is often only suited to formal occasions. 

Modern email templates include the business name along with a trademark or copyright sign (if applicable) at the bottom of the message body. 

However, in B2B settings, the rules differ. Since in this case, company representatives are often engaging in serious discussions via email, it might be better for sign-offs to look like this:



Role/position (for example CEO, COO, etc.)

Company name

Never use personal emails

Customer loyalty and credibility go hand in hand. Any lapses in client trust can halt their journey and damage your bottom line. Verily, sending emails through a personal email address is a big no. 

Professional emails must look the part but when small businesses skimp on costs and use their Gmail accounts for communicating with the audience, it kills the process. Not only does this hurt customer perception, but it also raises the chances of ISPs and ESPs flagging your email as spam. 

Naturally, your company name should reflect in the email domain. 

Consider making bullet points

To avoid creating visual clutter, separate information through smart bullet points. Be it a company template or a standard cover letter, condense data such as product benefits into a short list. 

Stay away from lengthy paragraphs and long sentences that require a wide attention span. Customers in the digital era have been wired to skim through text and businesses that recognize this continue to take advantage of it.

Provide unique value

An entire email campaign shouldn't repeat the same things over and over. The main premise of each email should be unique.

In that, a reminder email and an introduction email should look visibly different. While slight information overlap builds connectivity, too much of it hurts the customer journey. 

Here's what an email campaign looks like.

Introduction email

Clearly highlight the company, its purpose, the type of products/service being offered, and how customers benefit from it. The second portion of an introduction email should include brief contact details and links to the website/e-commerce store.

Follow-up email

Slightly mention the first communication (reiterate past conversations, if need be), and offer greater detail on the main topic - this can be anything from the benefits of a membership program to product features.

Promotional email

Talk about an ongoing sale, include a promo code, or enable access to participate in a promotion. Promotional emails can mention an expiry date or a predetermined timeline to create urgency. 

Reminder email

Identify what the customer might be forgetting. In the case of an abandoned cart email, this should directly link to the company's order page on its website. As a bonus, reminder emails highlight why customers should reconsider making a purchase, signing up through social proof or a brief rundown of the offer's benefits.

Bottom line

It is crystal clear that email marketing is a viable way to nurture loyal customers. Whether to show appreciation or to build rapport, email extends plenty of legroom for businesses to take control of their narrative and work toward strengthening customer relationships. 

From leading international companies to local start-ups, email is a cost-effective way for all types of businesses to reach their goals. By taking inspiration from some of the most stellar email examples, you too, can write emails bound to convert and retain. 

However, building a loyal customer base is much more than that. It's also about creating an effective funnel, sending messages at the right time, ensuring a robust domain reputation, and shooting straight for the primary inbox. 

That's precisely why it is essential to rely on a robust email marketing service to streamline the process.  

GoCustomer includes all the necessary features like email marketing, domain warmup, A/B testing, AI-assisted writing, and much more.

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Reach more customers with your cold emails

Table of Contents

    In a nutshell

    A customer loyalty email is an email sent to people who are already purchasing from you or have already visited your website to remind them about your brand, encourage them to finish a purchase, or to create a stronger relationship with them by offering them rewards or advice.
    Bullet points can help you break up the text and make it less cluttered visually. It also enables the reader to skim the text and comprehend the information better.
    A follow up email is sent to prospects or customers after asking them to do something or giving them an offer to remind them to perform the required action.
    An abandoned cart email has the highest email open rates as it reminds customers that they were in the process of making a purchase and sometimes gives them discounts in order to encourage them to complete the purchase.
    Customer loyalty emails can include birthday discounts, cart abandonment emails, holiday emails, and emails showing specific products and services that the customer may like and want to purchase.
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