How To Use Nostalgia Marketing In Email Campaigns

“Yeah, those were the days,” said the old lady with short, golden hair and a flowered skirt, smiling through the doorway. Holding a cup of tea, she had just reminisced about the good old days, gazing at the other characters in the room through her pink-tinted glasses.

Only for twenty seconds, until she was gently ushered back to her room. It was too early for her to appear.

That was Nostalgia, one of the emotion-characters in Pixar’s Inside Out 2. She had rushed into a teenager’s mind, only to be reminded that her time would come later in life.

The adult audience laughed knowingly. Because we’ve all felt it; that powerful, emotional mix of joy, longing, and comfort that comes with remembering the past.

And as a content marketer, I took notes.

What Is Nostalgia Marketing?

Nostalgia marketing refers to the use of familiar, fond memories from the past to create a strong emotional bond between a brand, product, service, or event and its target audience. Top brands like Coca-Cola and McDonald’s have tapped into this marketing strategy to connect with consumers.

According to recent studies, nostalgic triggers, such as retro packaging, can significantly influence consumer behavior. This sense of comfort and familiarity often resonates with audiences, leading to more positive brand evaluations. Marketers use these moments to boost customer loyalty, increase sales, and enhance brand awareness.

Nostalgic elements can be integrated across all marketing channels, both online and offline, depending on the brand’s goals and the audience’s demographics.

For example, if you’re targeting busy millennials, social media and email campaigns are great means to remind them of their carefree days. Meanwhile, Gen X might be more moved by a commercial featuring music from the ‘70s, aired during a favorite TV show.

Why Nostalgia Marketing Works in Emails

Now, let’s move to a channel we know well—emails. Is there room for nostalgic stimuli in busy inboxes? Of course, there is. Let’s admit it, this channel is rarely predictable, so a different email approach can quickly stand out, giving the brand that brought it to life an extra edge.

So, when used thoughtfully, nostalgia in emails can:

• Build emotional connections: Cultural moments or trends of the past nurture a sense of familiarity and belonging.
• Stand out as a brand: This trip down memory lane can help you differentiate your brand from competitors, leaving a lasting impression on readers.
• Drive engagement: Subscribers are more likely to open, read, and click through this email, moved by nostalgic feelings and shared experiences.

Whether you’re launching a ‘90s product like Nintendo or writing a “back in the day” message, nostalgia can help you boost your email performance, if you find its secret ingredient.

How to Use the Power of Nostalgia in Email Marketing Campaigns

Would everyone respond to a “Come on Barbie, let’s go party” campaign theme? Probably not. Crafting a successful nostalgia marketing strategy takes more than a catchy throwback. It requires brainstorming, audience insights, and thoughtful planning.

Here’s a step-by-step guide to create a resonant, nostalgic experience:

1. Know your audience’s golden era

To trigger feelings of nostalgia, you first need to understand your target audience inside and out. For instance, Gen Z might be moved by the Wii or Disney Channel originals like High School Musical, while millennials are more likely to connect with early social media like Myspace or tech throwbacks such as Game Boys.

To uncover your audience’s golden era, ask yourself:

• What games did they play when they were young?
• What was pop culture like during their youth?
• What were the most popular music bands or songs at the time?
• What clothes and hairstyles were iconic?

You can also look for overlapping themes that spark positive memories across generations. For example, Polaroid cameras are embraced by both generations as a retro habit.

Where can you find that information? Use analytics and social listening tools to understand your target audience’s habits and interests. Keep an eye on current trends on TikTok and see what other brands are doing to get inspired.

2. Use visual elements that evoke the past

Your email should feel nostalgic at first glance. To achieve that, use retro-looking visuals, vintage color palettes, and grainy textures. You can also create GIFs that refer to different snapshots of the past or add old-school images based on the generation you’re targeting.

Here’s a nostalgic-themed email campaign from The Marigny announcing a collaboration with Molly Baz, a cooking influencer that mixes old and new harmoniously:

Subject line: Molly Baz x The Marigny = Drink What?🍷

To save time, use premade templates from popular email marketing services and tailor them to your needs using the drag-and-editor. You can easily include all your brand elements, including your logo, color palettes, and fonts.

Try Moosend for free

3. Write copy that sparks memories

Words can create worlds—and in our case, evoke memories. Adjust your copy and messaging to fit the nostalgic theme through powerful storytelling that aligns with your email design.

Even small additions can work wonders. Add a slogan, jingle, or reference to shared experiences from the past to trigger positive emotions. You can also open your email with a nostalgic subject line, such as “This Email Smells Like Teen Spirit 🎸” or “20 Years Later… Still Your Favorite” to create a sense of connection and curiosity.

Your call to action will ultimately shape your copy. Don’t lose sight of the email’s purpose just to sound nostalgic. Always align your messaging with your audience, and make sure your nostalgic cues resonate with them. Otherwise, you risk confusing rather than engaging.

4. Build campaigns around nostalgic themes

Need a compass to guide your nostalgia marketing campaigns? You can lean on recurring nostalgic themes, such as back-to-school or anniversary emails. These are natural opportunities to connect with your audience without sounding forced.

You can create an email series like Throwback Thursdays and pair it with blasts from the past. This consistency will keep your subscribers engaged.

Plus, if you’re in eCommerce, you can combine this marketing tactic with promotions to boost sales. To promote brand loyalty, pair these campaigns with incentives such as discounts or early access to limited-edition products.

For example, a fashion brand could run a “Back to the ‘90s” campaign every Thursday in August, featuring retro-inspired pieces and a nostalgic playlist to match the vibe.

5. Highlight nostalgic product or content angles

Want to reintroduce beloved products from the past to your audience? Choose unique content marketing angles and narratives to guide your storytelling.

For example, use “then vs. now” stories to show how your products have evolved over time. This not only highlights innovation but also reinforces your brand’s history and longevity.

You can also share limited-edition throwback items that evoke a sense of nostalgia and serve as a shared legacy between your brand and your customers. Consider re-releasing popular classic items that long-time customers will appreciate, and new audiences will be excited to discover.

Check out this bold Mother’s Day campaign by Velocity: they re-engineered a classical 1971 model in pink to honor moms on this special day:

Subject line: A Pink Bronco for Mom? Now That’s a Power Move.

6. Segment your audience thoughtfully

Personalization is a key email marketing tactic that leads to higher conversion rates. If you want to target different audiences, instead of searching for a single narrative that will delight them all, send tailored content that resonates with each group.

You can easily implement this strategy using email marketing software with robust audience segmentation features. Define a clear goal for each email list you want to target and deliver visuals and copy that will truly move them.

Let’s imagine you want to create two different Super Bowl campaigns for older and younger audiences. For example, you can send Gen X and Boomers footage from top games from the 70s to 90s, and create a 2000s edition for millennials and Gen Z.

Can you think of an example that would apply to your industry?

7. Keep it authentic

Sometimes, if you don’t do enough preparation or misread your target audience’s needs or interests, you risk sounding irrelevant—or worse, cringe-worthy. Nostalgia works best when it’s genuine and successfully connects the past with the present.

So, avoid using forced references just because they’re trending again, especially if you haven’t found the right framework or context to deliver them. Instead, focus on shared experiences that spark emotion and align with your brand’s values. Otherwise, it might come across as a misguided rebranding attempt.

If you want to take a slower approach to this strategy, you can conduct A/B testing and compare nostalgic messaging with a more predictable email style or reach out to a small segment to see how they react.

Real-life Examples of Nostalgia Marketing in Emails

Let’s see a few inspiring nostalgic email campaigns from popular brands and why they work:

Taco Bell

Subject line: A craving for every decade 😍

Taco Bell created a limited time menu for every decade from the ‘60s to the ‘00s to give customers a little taste of the past.

Why it works:

• The subject line states the purpose of the email straight away, including an emoji for a creative touch.
• With phrases like “past faves are back in” and “let the nostalgia kick in,” they invite readers to indulge in that limited-time experience.
• They added delicious visuals and playful copy that tap into customers’ memories, making the campaign both fun and emotionally resonant.

Duvin

Subject line: Built for Beachin’ 👕

Duvin is a fashion brand that blends modern copy with retro design to promote their beach line.

Why it works:

• The humorous subject line aligns with the email content, leading to high open rates.
• The retro-looking product images are attention-grabbing, adding a surprising element to the campaign.
• They added a CTA button under each photo to prompt subscribers to check out.

Netflix

Subject line: Booking confirmation: Stranger Things: The Official Store

Netflix invited Stranger Things fans to a dedicated store to relive the 80s and feel like they’re a member of the series universe.

Why it works:

• The image at the top shows upcoming visitors a part of the store, which feels like entering a real-life video game.
• The copy is short, describing the unique nostalgic experience visitors will have.
• They included all the essential information each visitor needs, including a TICKET ID, to make the experience feel official and immersive.

Athletic Brewing

Subject line: Campfire Nostalgia: Lodge Life fireside brew is back! 🔥

Athletic Brewing re-released one of their brews and informed customers with this announcement email.

Why it works:

• They used the theme “Campfire nostalgia” to attract new customers and re-engage existing ones.
• Social proof in the form of customer testimonials helps convince new customers about its quality and taste.
• The yellow CTA buttons stand out and add a subtle sense of urgency.

Blush

Subject line: Yuppies: The 80s Are Back in Style!

The design brand Blush created a promotional campaign dedicated to the 80s.

Why it works:

• They showcased some of their top nostalgic designs to attract the right subscribers.
• They added additional resources to offer a more holistic customer experience.
• The copy helps readers navigate through the different email elements with ease and clarity.

From Nostalgia to Nowness

What makes you feel nostalgic at the moment? Is it the taste of an ice cream flavor, a video game you played when you were young, or a song you used to mumble from the back seat while your parents drove you on a road trip?

Whatever it is, remember that nostalgia is a bridge; it connects the past to the present in a way that feels both personal and universal. In nostalgia marketing, there are no gaps. Just moments waiting to be rediscovered and reimagined.

When done right, nostalgia doesn’t just remind people of who they were. It reminds them of who they are now, and why your brand still belongs in their story.