Let’s face it, inboxes can be chaotic. Overflowing with promotions, updates, and that newsletter you were meant to read two weeks ago. But among the clutter, there are a few brands whose emails you look forward to. Why? Because they’ve cracked the code: they’re not just sending emails—they’re building a community. And here’s the good news… You can do it too.
We’ve taken a look at some of the biggest names doing this right and broken down the lessons they offer on turning email marketing into a community-building superpower. So, let’s dive in!
It Starts with the Mindset: Sell Less, Connect More
If your email strategy is just “buy this now” on repeat, you’re not building a community. The best brands understand that their email list isn’t just a sales channel but a space to share stories, offer value, and start conversations.
Think of your subscribers like guests at a party. You wouldn’t just shout offers at them all night, would you? (We hope not!) Instead, you’d chat, make them feel seen, offer them a drink (or in this case, helpful content), and maybe show them something cool they hadn’t considered buying before.
1. Duolingo – Entertain First, Sell Second
Duolingo has taken the internet by storm with its snarky, slightly threatening green owl, and that same cheeky personality lives in their emails. Instead of a dry reminder to finish your Spanish lesson, you’ll get something like: “We’re not mad, just disappointed.” Or a meme. Or an inside joke only regular users would get.
The Lesson: Give your brand a personality and don’t be afraid to let it shine. Your emails shouldn’t sound like they’ve been written by a robot. When your community knows what kind of tone, humour, or aesthetic to expect, they feel more connected and they’re more likely to engage.
2. Glossier – Make It Feel Personal
Glossier doesn’t just sell beauty products—they make their community feel seen. Their emails are packed with user-generated content, personal product picks, and behind-the-scenes stories. When you get an email from Glossier, it feels like it was made just for you, even though thousands of people are reading the same thing!
The Lesson: Personalisation builds trust. Use data to your advantage—whether it’s segmenting by past behaviour, tailoring by preferences, or simply adding someone’s name. Bonus points if you feature real customer stories or testimonials for easy social proof!
3. ASOS – Make It Useful, Not Just Pretty
Sure, ASOS has stylish templates and great visuals, but their true power lies in how useful their emails are. From curated edits based on seasonal trends to smart recommendations based on what you’ve previously browsed, their emails feel like a helpful personal shopper rather than a generic sales pitch.
The Lesson: Think about the value you’re offering in each email. Are you solving a problem? Offering inspiration? Giving early access? If your email disappeared from someone’s inbox, would they miss it? (If the answer is no… it might be time for a rethink.)
Why Community-Focused Emails Work
At their best, email communities do three powerful things:
- Drive engagement – When people feel emotionally invested, they open, click, and reply.
- Build loyalty – A great email strategy makes people stick around, even between purchases.
- Fuel word-of-mouth – Happy subscribers share your content with others, doing your marketing for you.
And for marketers, it’s one of the few channels where you own the audience. No algorithm, no pay-to-play. Just a direct line to your most valuable fans.
A Quick Tip
If you want to build a community through email, consistency is key. That doesn’t mean sending more, it means sending better. Stick to a schedule, experiment with formats (think: behind-the-scenes, tips, user features, or even Q&As), and always invite your readers to hit reply or interact in some way.
Ready to Build Your Email Community?
If you’re tired of sending emails that don’t perform and want to create something your audience will love, we can help. Whether you’re starting from scratch or levelling up your existing strategy, contact our team to master your email strategy!
