Top Email Marketing Campaign Examples to Inspire Your Strategy

The modern inbox is overflowing. With an average of over 120 emails received daily, most marketing messages are deleted without a second thought. This isn't because email marketing is ineffective; it's because most campaigns fail to connect. They lack strategy, personalization, and a clear value proposition, ultimately blending into the digital noise. Success isn't about having the flashiest design or the biggest discount. It's about understanding customer psychology and delivering the right message at the perfect moment.

This guide moves beyond generic advice to dissect the anatomy of high-performing campaigns. We will analyze eight standout email marketing campaign examples from brands like Airbnb, Spotify, and Patagonia. For each one, we will break down the specific strategies, psychological triggers, and tactical execution that led to their success. You won't just see what they did; you'll understand why it worked and how you can replicate those principles in your own efforts.

These examples demonstrate that whether you're welcoming a new subscriber or re-engaging a dormant customer, a strategic approach is non-negotiable. Mastering the fundamentals is crucial before attempting more complex segmentations or automations. To avoid common pitfalls and ensure your campaigns succeed, delve into essential B2B email marketing best practices that boost ROI. By the end of this article, you will have a clear blueprint for crafting emails that not only get opened but also drive meaningful action, turning your subscribers into loyal customers. Let's explore the campaigns that got it right.

1. Airbnb's Personalized Travel Recommendations

Airbnb has mastered the art of turning user data into compelling, highly personalized email marketing campaigns. Instead of sending generic newsletters, they tap into a user's specific activity on their platform, such as past bookings, saved wishlists, and even browsing history, to curate emails that feel less like marketing and more like a personal travel concierge service. This data-driven approach is a prime example of how personalization can transform a standard email into a powerful conversion tool.

The core strategy is to anticipate the user's next move. If a user recently viewed listings in Lisbon, they might receive an email titled, "Still thinking about Lisbon? These spots are getting a lot of attention." This creates an immediate connection and reignites their interest, making the path to booking feel natural and intuitive.

Strategic Breakdown

The effectiveness of Airbnb's strategy lies in its sophisticated segmentation and automation. They don't just personalize content; they personalize the timing and trigger for each email.

• Behavioral Triggers: Emails are often sent in response to specific user actions, such as abandoning a booking process or creating a new wishlist. This ensures the communication is timely and highly relevant.
• Data-Driven Suggestions: The algorithm analyzes a user's travel style. Someone who frequently books rustic cabins will receive different recommendations than someone who prefers modern city apartments.
• Visual Storytelling: Every email is visually stunning, using high-quality images of destinations and properties. This emotional appeal is crucial for a travel brand, as it helps the user imagine themselves in that location.

Key Insight: Airbnb's success demonstrates that effective email marketing isn't about what you sell, but how you sell it. By framing recommendations as helpful suggestions based on user preference, they build trust and drive engagement.

Actionable Takeaways for Your Business

You don't need Airbnb's budget to replicate this strategy. The principles are scalable for businesses of any size.

1. Leverage Customer Data: Start by tracking basic user behavior. Use data like past purchases, viewed products, or abandoned carts to create targeted email segments.
2. Implement Trigger-Based Emails: Set up automated emails for key actions. A "we miss you" campaign for inactive users or a "you might also like" email after a purchase can significantly boost engagement.
3. Focus on Visuals: No matter your industry, use compelling imagery that showcases your product or service in an appealing way. Let your visuals tell a story.
4. Craft Compelling Subject Lines: Use personalization in your subject lines. A simple "[Customer Name], we found something you might like" can dramatically increase open rates.

2. Spotify's Year in Music Wrapped Campaign

Spotify's annual 'Wrapped' campaign has redefined what it means to use data in email marketing, transforming individual listening statistics into a global cultural event. Instead of a simple summary, Spotify creates a vibrant, personalized narrative for each user, highlighting their top artists, most-played songs, and unique listening habits. This campaign is a masterclass in making data feel personal, emotional, and, most importantly, shareable.

The core strategy is to celebrate the user's individuality. The email serves as a gateway to a full, interactive experience, presenting data points like "minutes listened" or "top genre" as badges of honor. This fosters a sense of personal connection to the brand and triggers a massive wave of organic social sharing, making it one of the most powerful email marketing campaign examples today.

Strategic Breakdown

The genius of Spotify Wrapped lies in its ability to blend data analytics with emotional storytelling and gamification. It's an anticipated annual tradition that users look forward to, creating immense brand loyalty.

• Data as a Personal Story: The campaign reframes raw data into a compelling narrative. It doesn't just say you listened to 10,000 minutes of music; it contextualizes it, telling you what percentage of other fans you out-listened for a specific artist.
• Engineered for Virality: Every aspect, from the bold, colorful graphics to the easily digestible stats, is designed for sharing on social media platforms like Instagram and X (formerly Twitter).
• Gamification and Exclusivity: By presenting listening habits as achievements (e.g., "Top 1% of Listeners"), Spotify gamifies the experience. The end-of-year timing creates a sense of occasion and exclusivity.

Key Insight: Spotify proves that your own customer data can be your most compelling marketing content. By turning analytics into a personalized celebration, they generate unparalleled organic reach and reinforce user loyalty.

The following summary box visualizes the core concepts that make Spotify's Wrapped campaign a success.

This visualization highlights how personalized stats, social sharing, and gamification work together to create an unforgettable user experience.

Actionable Takeaways for Your Business

You don't need Spotify's vast data infrastructure to apply these principles. The focus is on celebrating your customer's journey with your brand.

1. Create a "Customer Year in Review": If you're an e-commerce store, show a customer their top-purchased categories or how much they saved in sales. For SaaS, highlight their most-used features or key achievements.
2. Design for Social Sharing: Create visually appealing, bite-sized graphics that customers will be proud to share. Ensure the call-to-action to share is prominent.
3. Build Anticipation: Don't just drop the campaign. Use teaser emails in the weeks leading up to the launch to build excitement, just as Spotify does.
4. Make Data Surprising: Uncover a fun or unexpected insight from their data. A simple stat like, "You're one of only 50 people in your city who bought this product," can make a customer feel special.

3. Dollar Shave Club's Humorous Onboarding Series

Dollar Shave Club (DSC) redefined the relationship between a brand and its subscribers by injecting a heavy dose of personality and humor into their email marketing. Instead of sterile transactional messages, DSC built an onboarding series that entertains, educates, and reinforces their irreverent brand identity from the very first interaction. This approach is one of the most effective email marketing campaign examples for turning a mundane purchase into a memorable brand experience.

The core strategy is to make the customer feel like they've joined an exclusive, witty club, not just subscribed to a razor delivery service. Emails with subject lines like "Your Razor Is Lonely" for cart abandonment or welcome messages titled "Let's get you nice and lathered up" immediately set a casual, engaging tone. This builds a strong rapport and makes subscribers genuinely look forward to opening their emails.

Strategic Breakdown

Dollar Shave Club’s success hinges on its unwavering commitment to a unique brand voice. They use humor to disarm the customer and make product education feel like a conversation with a funny, clever friend.

• Consistent Brand Voice: Every email, from the welcome series to shipping notifications, is written in the same witty, slightly absurd tone. This consistency builds brand recognition and loyalty.
• Entertainment as a Goal: DSC prioritizes entertaining the reader, not just selling to them. This makes their marketing content feel less intrusive and more like valuable content in its own right.
• Benefit-Driven Humor: While the copy is funny, it always ties back to a clear product benefit. They use humor to explain why their blades are great or why their "One Wipe Charlies" are a game-changer.

Key Insight: Dollar Shave Club proves that a strong brand personality can be a powerful marketing tool. By making customers laugh, they create an emotional connection that transcends the product itself, fostering exceptional loyalty.

Actionable Takeaways for Your Business

You don't need a team of comedians to inject personality into your emails. These principles are adaptable for any brand willing to be a little different.

1. Define Your Brand Voice: Before writing a single email, clearly define your brand's personality. Is it witty, nurturing, authoritative, or quirky? Ensure this voice is consistent across all communications.
2. Make Onboarding an Experience: Your welcome series is your first impression. Use it to introduce your brand's personality, set expectations, and provide value beyond just a confirmation of subscription. This is a crucial step when you build your email lists.
3. Balance Humor with Clarity: If you choose to use humor, make sure it doesn't obscure the primary message or call to action. The goal is to enhance the message, not distract from it.
4. Test Your Jokes: What's funny to you might not be funny to your audience. Test humorous subject lines and copy with A/B tests or small focus groups to gauge the reaction before a full-scale send.

4. Charity: Water's Storytelling Impact Campaigns

Charity: Water has revolutionized nonprofit email marketing by shifting the focus from sterile statistics to powerful, human-centric storytelling. Instead of simply asking for donations, their campaigns build an emotional bridge between the donor and the mission. They achieve this by sharing compelling narratives about the individuals and communities whose lives are transformed by access to clean water, creating a tangible sense of impact for every contributor.

The core strategy is to make the donor the hero of the story. An email might detail the daily journey of a young girl to fetch water and then follow up months later with a project completion report, showing her at the new well. This narrative loop provides transparency and emotional closure, reinforcing the value of the donor's contribution and encouraging long-term loyalty.

Strategic Breakdown

The power of Charity: Water's approach comes from its unwavering commitment to authenticity and transparency, which fosters deep trust with its audience. They demonstrate, rather than just state, their impact.

• Individual-Centric Narratives: Campaigns often center on one person's story. This makes a massive global problem feel personal and solvable, empowering the reader to believe their contribution matters.
• Donation Transparency: They pioneered the "100% Model," where private donors cover operating costs, so every public donation goes directly to water projects. Their emails consistently reinforce this, showing exactly how funds are used.
• Closing the Loop: Donors receive specific updates about the projects they funded, complete with GPS coordinates, photos, and community testimonials. This "proof of impact" is a cornerstone of their retention strategy.

Key Insight: Charity: Water proves that emotional connection is the most valuable currency in marketing. By focusing on authentic stories and radical transparency, they build a community of advocates, not just a list of donors.

Actionable Takeaways for Your Business

This storytelling approach is highly adaptable for any brand looking to build a deeper connection with its customers, not just nonprofits.

1. Humanize Your Brand: Tell the stories of the people behind your product or the customers who use it. A testimonial or case study presented as a personal journey is far more compelling than a list of features.
2. Show, Don't Tell: Use high-quality, authentic visuals to support your narrative. Instead of just saying your product solves a problem, show a customer's life before and after.
3. Create a Narrative Loop: If a customer makes a purchase, follow up with content that helps them get the most value from it. Share success stories from other users to reinforce their decision and build community.
4. Embrace Transparency: Be open about your processes, your mission, and even your challenges. This authenticity builds trust that can turn one-time buyers into lifelong brand loyalists.

5. Grammarly's Educational Value-Add Campaigns

Grammarly has brilliantly positioned itself not just as a tool, but as an indispensable writing partner. Their email marketing strategy moves beyond sales pitches, focusing instead on delivering genuine educational value. By providing subscribers with writing tips, grammar lessons, and personalized performance insights, they build a relationship based on expertise and trust, making the product a natural part of the user's growth journey.

The core of their approach is to demonstrate the product’s value through helpful content. An email might offer a short lesson on the difference between "affect" and "effect" or provide a personalized report on a user's writing habits. This makes Grammarly’s emails something users look forward to, solidifying brand loyalty and showcasing the power of the premium version without a hard sell.

Strategic Breakdown

Grammarly's success is rooted in its content-first approach, where the product is the solution to the educational points being made. This strategy is executed through powerful personalization and consistent value delivery.

• Data-Driven Personalization: Emails often include weekly writing stats, highlighting a user's productivity, vocabulary diversity, and most common mistakes. This hyper-personalization makes the user feel seen and motivated.
• Value-First Content: Campaigns are built around useful information, such as industry-specific writing guides or seasonal content like "Back to School" writing tips. This positions Grammarly as an authority in communication.
• Subtle Upselling: Premium features are seamlessly integrated into the educational content. An email might explain a complex grammar rule and then mention how Grammarly Premium can automatically correct it, making the upgrade feel like a logical next step.

Key Insight: Grammarly proves that one of the best ways to sell a product is to teach your audience something valuable related to it. By consistently empowering users to become better writers, they create loyal advocates who see the tool as an investment in their personal and professional development.

Actionable Takeaways for Your Business

This educational approach is highly adaptable for any business that relies on expertise.

1. Identify Your Expertise: What can you teach your audience? A coffee company could send brewing guides, while a fitness app could offer weekly workout tips.
2. Use Data to Educate: Leverage user data to provide personalized insights. An e-commerce store could show a customer how much they've saved in the last year, reinforcing the value of shopping with them.
3. Create Tiered Content: Develop content for different skill levels, from beginner to advanced. This ensures you’re providing value to your entire audience, regardless of their familiarity with your niche. Many of these educational sequences can be automated; you can learn more about marketing automation for small business to see how it can be applied.
4. Integrate Your Product as the Solution: Don’t just educate; show how your product or service helps apply that knowledge. Frame your offering as the next step in their learning journey.

6. Patagonia's Environmental Activism Campaigns

Patagonia has revolutionized purpose-driven marketing by integrating its environmental mission directly into its email campaigns. Instead of focusing solely on product sales, their emails often prioritize activism, sustainability education, and calls to action that empower their community. This approach builds a fiercely loyal customer base that connects with the brand on a level far deeper than consumerism, making it a stellar example of a values-led email marketing campaign.

The core strategy is to treat subscribers not as customers, but as partners in a shared mission. An email might lead with a documentary about a threatened ecosystem or a petition to protect public lands, with product features taking a secondary role. This unconventional tactic proves that building a brand identity around shared values can be more powerful than traditional advertising.

Strategic Breakdown

Patagonia’s effectiveness stems from its authentic commitment to its cause, which permeates every email and builds unparalleled trust. They successfully balance their mission with commerce, often linking products to the causes they support.

• Mission-First Content: The primary message is almost always about environmental action. Emails detail specific policy issues, share sustainability reports, or feature stories of grassroots activists, making the brand a source of information and inspiration.
• Concrete Calls to Action: Each email provides clear, tangible steps for subscribers to take, whether it's signing a petition, donating to an environmental non-profit, or learning how to repair their gear instead of replacing it.
• Subtle Product Integration: When products are featured, they are framed within the context of sustainability and durability. The infamous "Don't Buy This Jacket" campaign, for example, used a product to start a conversation about conscious consumption.

Key Insight: Patagonia proves that a brand's mission can be its most effective marketing tool. By prioritizing purpose over profit in their communications, they have cultivated a community that is willing to invest in their products because of what the brand stands for.

Actionable Takeaways for Your Business

While not every company can be Patagonia, the principles of value-driven marketing are universally applicable.

1. Define Your Core Values: Identify a mission beyond making money. Whether it’s community support, education, or sustainability, find a cause that aligns authentically with your brand.
2. Integrate Your Mission into Content: Don't just send promotional emails. Share stories, educational content, or updates related to your mission. Make your subscribers feel like part of a meaningful movement.
3. Provide Actionable Steps: Empower your audience to get involved. This could be as simple as sharing a resource, supporting a local charity, or participating in a community event.
4. Be Authentic and Consistent: Your commitment to your values must be genuine and reflected across all your business practices, not just in your emails. Inconsistency will quickly erode customer trust.

7. Amazon's Behavioral Trigger Campaigns

Amazon is a global titan of e-commerce, and its email marketing engine is a masterclass in automation driven by user behavior. Instead of waiting for a customer to return, Amazon’s system uses sophisticated behavioral triggers to send highly relevant and timely emails based on specific actions. This approach transforms the inbox into an extension of the shopping experience, guiding users back to the platform with compelling, personalized nudges.

The core strategy is to make every email feel like a helpful, logical next step in the customer's journey. Whether it's a forgotten item in a cart, a product a user viewed, or a consumable that might be running low, Amazon's emails anticipate needs and remove friction from the buying process. This makes it one of the most effective email marketing campaign examples for driving repeat purchases and customer loyalty.

Strategic Breakdown

The power behind Amazon's email strategy is its intricate system of automated triggers and deep data analysis. Each email is a direct response to a customer’s interaction, ensuring maximum relevance and impact.

• Action-Based Triggers: Emails are deployed automatically for key actions like cart abandonment, product searches, or viewing an item multiple times. This immediate follow-up capitalizes on the user's active interest.
• Predictive Recommendations: The system analyzes browsing history and purchase data to power its "Customers who bought this also bought" emails. This not only aids product discovery but also increases the average order value.
• Lifecycle and Replenishment Prompts: For consumable goods, Amazon sends perfectly timed reorder reminders, turning one-time purchases into recurring revenue streams.

Key Insight: Amazon proves that relevance at scale is achievable through automation. By linking every email to a specific user behavior, they create a personalized communication flow that feels assistive rather than intrusive, consistently driving conversions.

Actionable Takeaways for Your Business

You don't need Amazon's infrastructure to implement a trigger-based strategy. The core principles can be applied to any e-commerce business.

1. Set Up Abandoned Cart Emails: This is the most crucial trigger. Remind customers what they left behind, include product images, and provide a direct link back to their cart to complete the purchase.
2. Implement Browse Abandonment Flows: If a user views a product multiple times but doesn't add it to their cart, send a follow-up email featuring that item. This can recapture lost interest.
3. Use Post-Purchase Cross-Sells: After a customer makes a purchase, send an automated email suggesting complementary products. This is a simple way to encourage a second sale.
4. Monitor Your Sender Reputation: Triggered campaigns send a high volume of emails, so it's vital to maintain good sending practices. A strong sender reputation is a key part of what is email deliverability, ensuring your automated messages reach the inbox.

8. Grammarly's Weekly Writing Insights

Grammarly has transformed a functional product into an engaging, must-open weekly email by gamifying user progress and delivering personalized performance reports. Rather than sending generic product updates, Grammarly provides a data-rich summary of a user's writing activity, including metrics like productivity, mastery, and vocabulary. This approach brilliantly reinforces the product's value and makes users feel accomplished, turning a simple email into a powerful habit-forming tool.

The core strategy is to make data personal and motivational. By showing users how many words they wrote or how many unique words they used compared to other users, Grammarly creates a subtle sense of competition and achievement. This personalized snapshot serves as a consistent reminder of the tool's utility, encouraging ongoing use and solidifying brand loyalty.

Strategic Breakdown

Grammarly's campaign is a masterclass in using user data to foster engagement and demonstrate product value. The strategy hinges on personalization, positive reinforcement, and clear calls to action.

• Data-Driven Personalization: Each email is unique to the user, showcasing their specific writing statistics from the past week. This makes the content inherently relevant and valuable.
• Gamification and Social Proof: The reports include comparative data, like "You were more productive than 85% of Grammarly users," which taps into our natural desire for achievement and social validation.
• Subtle Upselling: While the primary focus is on user value, the emails often include a gentle nudge towards their premium features, framed as a way to unlock even more writing potential.

Key Insight: Grammarly proves that email marketing can be a value-add service in itself. By delivering personalized insights that help users track their progress, they build a powerful retention loop that keeps their product top-of-mind.

Actionable Takeaways for Your Business

You can apply Grammarly's principles even if you don't have a data-heavy SaaS product. The key is to find ways to show customers the value they've received from your brand.

1. Create Personalized Summaries: If you run an e-commerce store, send an annual summary of a customer's purchases. For a service-based business, you could highlight milestones or progress made.
2. Incorporate Gamification: Use badges, progress bars, or leaderboards to make interactions more engaging. Show customers how they compare to others to motivate action.
3. Demonstrate Value, Don't Just State It: Instead of just saying your product is useful, use data to prove it. A simple "You've saved X hours using our tool" is far more impactful.
4. Frame CTAs as Next Steps: Guide users toward deeper engagement. Grammarly’s call to "Unlock Premium" feels like the next logical step in a user's improvement journey.

Email Marketing Campaigns: 8 Key Examples Comparison

Campaign Title	Implementation Complexity 🔄	Resource Requirements ⚡	Expected Outcomes 📊	Ideal Use Cases 💡	Key Advantages ⭐
Airbnb's Personalized Travel Recommendations	High – requires sophisticated data collection and dynamic content creation	High – ongoing analytics and creative resources	High engagement and direct bookings driven by personalization	Travel and Hospitality – personalized recommendations	Strong emotional connection and visual storytelling
Spotify's Year in Music Wrapped Campaign	High – extensive data infrastructure and yearly innovation	High – data engineering and creative design	Massive viral social buzz and platform engagement	Music streaming – annual data storytelling campaigns	Creates anticipation and showcases data capabilities
Dollar Shave Club's Humorous Onboarding Series	Medium – consistent brand voice and creative execution needed	Medium – copywriting and campaign development	High open and click-through rates, strong brand loyalty	E-commerce – brand personality and humor-driven onboarding	Differentiates brand with humor and engagement
Charity: Water's Storytelling Impact Campaigns	Medium to High – requires field documentation and narrative crafting	High – photography, reporting, and storytelling resources	Increased donor retention and emotional connection	Non-profit – cause marketing and donor engagement	Builds deep emotional ties and transparency
Grammarly's Educational Value-Add Campaigns	Medium – requires subject matter expertise and personalized content	Medium – content creation and personalization	Builds trust and user engagement with educational value	SaaS/Education – educational content marketing	Positions brand as expert and builds trust
Patagonia's Environmental Activism Campaigns	Medium – mission-aligned content with authenticity required	Medium – content creation and community management	Strong brand loyalty and community around shared values	Outdoor Apparel – values-based marketing	Differentiates via authenticity and values alignment
Amazon's Behavioral Trigger Campaigns	High – sophisticated automation and real-time triggers	High – technical infrastructure and data systems	Increased conversion rates and customer lifetime value	E-commerce – behavioral automation and remarketing	Scalable automation reducing lost sales opportunities

Turning Inspiration Into Action: Your Next Steps

We’ve journeyed through a powerful lineup of email marketing campaign examples, from Airbnb’s hyper-personalized travel suggestions to Patagonia’s mission-driven activism. Each case study, whether it's Dollar Shave Club’s masterclass in brand voice or Charity: Water's poignant storytelling, reveals a fundamental truth: successful email marketing is never just about selling a product. It's about building a connection, providing value, and creating a memorable experience.

The strategies employed by giants like Spotify and Amazon are not out of reach for your business. The core principles are scalable and adaptable. They prove that a deep understanding of your audience, combined with creative execution, is the true engine of email marketing success.

Synthesizing the Core Strategies

Across all the diverse campaigns we analyzed, several key themes emerged as non-negotiable pillars for high-impact email marketing. These are the strategic takeaways that you can apply to your own efforts, regardless of your industry or company size.

• Radical Personalization: Airbnb and Spotify aren't just using a first name token; they are leveraging user data to create emails that feel like a one-to-one conversation. This deep personalization is the new standard for cutting through inbox noise.
• Value-First Content: Grammarly doesn't just push subscriptions; it offers genuine educational content that helps its users become better writers. This approach builds trust and establishes authority, making the eventual sale a natural next step.
• Authentic Brand Voice: Dollar Shave Club’s onboarding series is a testament to the power of a unique, consistent brand personality. A strong voice makes your emails instantly recognizable and helps forge a loyal community around your brand.
• Emotion-Driven Storytelling: Charity: Water demonstrates that stories, not just statistics, are what move people to act. Connecting your brand’s mission to tangible, human impact stories can create an incredibly powerful and lasting bond with your audience.

Your Actionable Implementation Checklist

Feeling inspired is the first step, but taking action is what generates results. Use this checklist to translate the insights from these email marketing campaign examples into your next campaign.

1. Audit Your Data Integration: Can you access behavioral data like purchase history, browsing activity, or content engagement? Start by identifying one key data point (like a recently viewed product category) and build a simple triggered campaign around it, similar to Amazon's approach.
2. Define and Document Your Brand Voice: Is your brand’s personality funny, authoritative, empathetic, or minimalist? Write it down. Create a one-page guide with examples so every email feels consistent, echoing the success of Dollar Shave Club.
3. Find Your "Grammarly" Value-Add: What unique knowledge can you offer your audience for free? Brainstorm three ideas for a value-driven email series that helps your subscribers solve a problem, without asking for a sale.
4. Map Out a Key User Journey: Choose one critical journey, like new subscriber onboarding or post-purchase follow-up. Plan a 3-5 email series that guides the user, provides value, and reinforces their decision to connect with your brand.

Mastering these strategies is no longer optional; it's essential for sustainable growth. In a crowded digital landscape, the brands that win are the ones that treat every email as an opportunity to strengthen their relationship with the customer. To further enhance your email marketing efforts and delve deeper into best practices, explore a dedicated resource on email marketing. By focusing on personalization, value, and authentic connection, you can transform your email program from a simple broadcast channel into a powerful revenue and loyalty driver.

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Feeling inspired by these email marketing campaign examples but unsure where to start? The team at Frozen Crow Inc. specializes in translating complex strategies into actionable, results-driven campaigns for businesses just like yours. Request a free marketing audit today, and let us help you uncover the hidden potential in your email program.