BADREP / GUIDES / ESP INTEL

Mailgun Email Examples — which brands actually use Mailgun

Every Mailgun-sent campaign we track. Subject lines, hooks, offer patterns — on the record.

Mailgun is primarily a transactional ESP (developer-focused) but also handles lifecycle and marketing sends for brands that prefer API-first infrastructure. Owned by Sinch since 2021. Often paired with a separate marketing tool, with Mailgun handling deliverability infrastructure.

200 emails analyzed45 brandsLatest: 2026-06-11
● THE PATTERNS

What brands actually do.

200
emails analyzed
from 45 brands
22%
personalized
merge tags + dynamic content
24%
emoji subjects 📨
avg subject: 35 chars
4%
with GIFs
motion in the inbox

Most-used hook types

  1. 01Bold Claim30%
  2. 02Story17%
  3. 03Problem16%
  4. 04Direct Offer11%
  5. 05Question10%

Most-used copy frameworks

  1. 01Story-led38%
  2. 02Other24%
  3. 03PAS24%
  4. 04Feature-led6%
  5. 05List/Tips2%
● FEATURED EXAMPLE

A real email from Rich Bitch Conjure.

Rich Bitch Conjure email: VIPs only: two oils, one root, $10 off (code inside)Open in the Vault →
June 11, 2026Promotional

VIPs only: two oils, one root, $10 off (code inside)

Cleo or Jezebel? Either way, he is paying for it.

HookBold Claim
FrameworkStory-led
FunnelBOFU
AwarenessProduct-aware
Offer$ Off
ESPMailgun
Takeaway

VIP-exclusive flash sale for two luxury Hoodoo conjure oils (Cleo Honey and Jezebel Honey) infused with Jezebel Root, offering $10 off with code SPENDDAT for VIP customers only.

● BEST PRACTICES

2 rules for email emails that convert.

What actually works — pulled from analyzing real send data, not from generic copywriting blog posts.

01

Best for transactional + developer use cases

Mailgun's strength is API-first transactional delivery — signup confirmations, password resets, receipts. Most marketing teams pair it with a separate marketing ESP for campaigns.

02

Strong deliverability infrastructure

Mailgun's deliverability tooling (validations, IP warming, suppression management) is mature. Brands often use Mailgun as the SMTP backbone behind a more user-facing marketing tool.

● 12 RECENT SENDS

The latest emails from across the catalog.

Real sends, recent dates, real subject lines. Click any thumbnail to see the full email inside the vault.

Jun 11·Tim Kummerfeld
Buying a boat is a better investment than 25% of restaurants
Jun 11·Hope For Today
Maybe I Do: Part 1 || Mark 10:1-12 | June 11
Jun 11·AdAstra
Forget Shamrocks and Ladybugs. Luck Hides Elsewhere
Jun 11·Marisa Peer
PODCAST: Cut the drama: Sara Al Madani's rules for freedom
Jun 11·Vitality
What If It Was Never The Symptom?
Jun 11·The Life Coach School
Why I did it.
Jun 11·California Psychics
Today's Libra horoscope
Jun 11·InkBond
Dad would actually love this 😂
Jun 11·Mental Money
10% sold - 3 days left to Enter 🎟️
Jun 11·Peak Flow Academy
Stop making random people rich...
Jun 11·Focus Forward
All you want is for your kid to find their way
Jun 11·Fuller Weekly
The investigation that sparked change for lesbian patients
Unlock 187+ more — $19/mo →
● TOP BRANDS IN THIS SAMPLE

Most-tracked brands.

California Psychics
18 emails →
Mental Money
18 emails →
Peak Flow Academy
16 emails →
AdAstra
15 emails →
Vitality
15 emails →
Marisa Peer
10 emails →
Velocity
10 emails →
Tim Kummerfeld
8 emails →
● SUBJECT LINE PATTERNS

Subject lines we noticed, verbatim.

Six standout subject lines from six different brands in this sample. Real subject lines — these landed in inboxes.

  • 01VIPs only: two oils, one root, $10 off (code inside)
  • 02Buying a boat is a better investment than 25% of restaurants
  • 03Maybe I Do: Part 1 || Mark 10:1-12 | June 11
  • 04Forget Shamrocks and Ladybugs. Luck Hides Elsewhere
  • 05PODCAST: Cut the drama: Sara Al Madani's rules for freedom
  • 06What If It Was Never The Symptom?
● COMMONLY ASKED

Questions marketers ask.

What makes a good email email?
A good email email is on-brand, fast to comprehend, and points to a single next action. The collection above shows what brands across our index actually send. BadRep classifies each one across 20+ dimensions so you can filter by hook type, copy framework, ESP, funnel stage, awareness level, and offer type.
What hook types do brands use for email emails?
The dominant hook types across this sample: Bold Claim (30%), Story (17%), Problem (16%), Direct Offer (11%), Question (10%). These are surfaced live from real sends — not from copywriting blog posts.
Which ESPs do brands use to send email emails?
Top ESPs in this sample: Mailgun (100%). ESP detection comes from infrastructure signals (return path, DKIM, List-Unsubscribe), not self-reporting.
What's the average subject line length for email emails?
Across this sample, 35 characters. 24% include at least one emoji. 22% show personalization signals (merge tags, dynamic content, or first-person framing).
Where can I see more email email examples?
BadRep indexes every email from every brand we track and classifies it across 20+ dimensions. The collection on this page is the public-facing slice; subscribers see the full vault with filterable search, raw HTML, and brand-level aggregations. $19/month, cancel anytime.

45+ brands. 200+ email emails.
Inside the vault.

Filter by hook, framework, ESP, funnel stage — search every send. $19/mo. Cancel anytime.

Get the Vault — $19/mo