Brand
Calendly
Subject line
RE: You’ve unlocked a 20% Calendly discount
Use case
Expand UserAbout this email
This email serves as a promotional reminder to encourage users to switch from monthly to annual billing by offering a 20% discount. The structure includes bold, compelling visual elements like images and buttons with calls to action, and multiple links directing users to activate the discount, visit help resources, or contact support. The tone is friendly and persuasive, emphasizing ease of transition and significant savings while providing support options to assist users.
Calendly journey
Why this works
**Why this works.** The subject line uses "RE:" to mimic a reply thread, which exploits existing conversation momentum and triggers open rates 30-40% higher than cold promotional subject lines. The pattern here is "fake the reply to borrow trust from prior interaction"; you can lift it for any expand user email where the recipient has already shown intent or engagement and you want to reactivate that momentum into an upsell action.
