Since the beginning of Hugecity I have been creating weekly event emails to drive traffic back to Hugecity. I grew a email list to 6,000 using Mail Chimp and that grew to 80,000 when we switched to Mandrill. Mandrill was able to automate all of the learning that we had created using Mail Chimp.
We needed a way to regularly tell our users to come back to the site. The email is a glimpse into what they would see when they visited the site. We showed a list of events and the user could see if they had said they were going to attend, which events they favorited, and which events their friends were going to.