Most eCommerce businesses know that email marketing is a vital part of their success. But what kind of emails should you be sending? And how often should you be sending them? Check out this post for twenty-five emails that you should be including in your eCommerce email marketing strategy. You’ll find everything from automated abandoned cart messages to promotional offers and event reminders. So what are you waiting for? Start drafting those emails!
What is an email marketing strategy for eCommerce?
Email marketing is a critical piece of an eCommerce marketing strategy. By building a list of subscribers and sending out regular emails, you can stay top of mind with your customers and keep them updated on your latest products and deals. To be successful with email marketing, it’s important to first build a strong list of subscribers.
You can do this by offering incentives for people to sign up for your email lists, such as exclusive discounts or early access to new products. Once you’ve built up your list, you need to start creating engaging and relevant content.
Your emails should provide value to your customers and encourage them to shop with you. Finally, it’s important to track your results so that you can continually optimize your email marketing strategy.
By monitoring metrics such as open rate and click-through rate, you can ensure that your emails are having the desired impact.
25 best eCommerce email marketing examples
You have the perfect eCommerce storefront. You’ve taken the time to create beautiful product images and helpful descriptions and set up a user-friendly checkout process. But there’s one thing missing – your eCommerce email strategy.
An email list gives you direct communication with your customers and can be a powerful tool for driving traffic to your site and generating sales. But where do you start? Here are 10 email ideas to help you get started with your eCommerce email marketing.
1. Automated abandoned cart email messages
Overwhelmed shoppers who abandon their carts are a familiar sight in eCommerce. In most cases, they’re not trying to be malicious – they changed their mind, got distracted, or ran into an issue with the checkout process. Whatever the reason, abandoned carts are a missed opportunity for retailers.
According to Finances online, the average cart abandonment rate is 79.8%. That means that for every 100 potential customers, nearly 80 will leave without completing their purchase. Automotive had the highest cart abandonment at 89.11%, and groceries had the lowest at 63.11%, according to statista.
An automated abandoned cart message is a pre-written email that’s sent automatically to shoppers who abandon their carts. These messages typically include a link back to the shopping cart so that the customer can complete their purchase and a special offer or discount to sweeten the deal. In some cases, automated abandoned cart messages can even be personalized with details about the products that were left in the shopper’s cart.
For example, if a shopper abandons a cart with a pair of shoes and a dress in it, the automated message could mention both items by name and include links back to each product page.
Privy claims that you can recover 20% of abandoned carts with automated emails.
Automated abandoned cart eCommerce email example
Hi, it looks like you were in the middle of shopping with us but didn’t finish your purchase. We want to make sure you get your items, so we’re happy to hold them for you. Plus, to sweeten the deal, we’ll give you 10% off your order if you complete it within the next 24 hours.
Click here to finish your purchase and apply your discount.
Tip: Need an email program to set up automated abandoned cart email messages? Check out Keap.
2. Timed product discounts
As any seasoned online shopper knows, there’s nothing quite like the feeling of getting a great deal on a purchase. And when it comes to email marketing, timed discounts are a tried-and-true way to drive conversions and boost sales.
By offering potential customers a limited-time discount on your products or services, you create a sense of urgency that can encourage them to take action. At the same time, timed discounts can also help to build brand loyalty by rewarding your best customers with exclusive deals.
Whether it’s a flash sale, holiday promotion, or simply a way to move old inventory, timed product discounts can effectively drive sales and traffic to your site. These discounts are typically offered for a specific period – usually 24 hours or less – and can be applied to a single product or your entire inventory.
To maximize the effectiveness of timed product discounts, it’s important to promote them through all your channels, including social media, your website, and email.
Automated timed product discount eCommerce email example
Hi [first name],
It’s that time of year again when the discounts are flying! To help you get a head start on your holiday shopping, we’re offering a special discount on all of our products. This deal is only good for the next 24 hours, so don’t miss out!
Just use the code “HOLIDAYSALE” at checkout to get 20% off your entire purchase.
Tip: Personalize your timed product discount emails by segmenting your list and only sending the discount to those most likely to be interested. For example, if you’re selling winter clothing, only send the email to those who live in cold-weather climates.
Keap is an email platform that does a great job with list segmenting. You can send a broadcast email to a particular list based on tags and other options.
3. Back-in-stock notifications
If you’ve ever gone to purchase a product online only to find that it’s out of stock, you know how frustrating the experience can be. And while there’s not much you can do to prevent products from going out of stock, you can take steps to make sure that customers are notified as soon as they’re back in stock.
Back-in-stock notifications are exactly what they sound like automated emails that are sent to customers when a product they’re interested in becomes available again. These notifications can be set up to go out as soon as the product is back in stock or on a schedule (e.g., once a week or month).
In addition to helping you clear out old inventory, back-in-stock notifications can also help to increase customer loyalty and build trust with your audience. By letting customers know that you value their business and are working to keep them satisfied, you can create a positive customer experience that will keep them coming back for more.
Automated back-in-stock notification email example
Hi there,
We wanted to let you know that the product you’re interested in – the XYZ widget – is back in stock and available for purchase. We know how frustrating it can be to wait for a product you want, so we wanted to make sure you were the first to know.
If you’re still interested in purchasing the XYZ widget, head over to our website and use the code “WIDGET10” at checkout to get 10% off your purchase.
Thanks for your patience and we hope you enjoy your new widget!
Tip: To make back-in-stock email notifications even more effective, consider pairing them with a timed discount or special offer. This can help create a sense of urgency and encourage customers to act immediately.
4. Customer birthdays
Celebrating customer birthdays is a great way to show your audience that you care about them and appreciate their business. And while you could always send a birthday card through the mail, an automated email is often a more convenient (and cost-effective) option.
There are a few different ways to set up customer birthday emails, but the most common is to send a discount or coupon code on the customer’s birthday. This can be a percentage off their purchase, free shipping, or anything else that would be of value to your customer.
Another option is to send a birthday email with exclusive content, such as a special blog post or video. This is a great way to show your customers that you’re always thinking of them and working to give them the best possible experience.
Automated customer birthday eCommerce email marketing example
Hi there,
Happy birthday! We wanted to let you know that we’re thinking of you on your special day. As a token of our appreciation, we’re giving you a special treat: 20% off your purchase when you use the code “HAPPY BIRTHDAY” at checkout.
We hope you enjoy your birthday discount and look forward to seeing you on our site soon.
Tip: If you want to take your customer birthday emails to the next level, consider personalizing them with the customer’s name or sending a handwritten message. This can help to create a more personal connection with your customers and make them feel valued and appreciated.
Send Out Cards is a really cool platform that allows you to send physical cards and gifts to your customers (and they have great eCommerce integrations). If you’re looking for a way to make your customer birthday emails even more special, definitely check them out.
5. Order follow-ups
After a customer places an order on your site, it’s important to stay in touch and make sure they’re happy with their purchase. This can be done with a simple order follow-up email, an automated email sent after a customer has made a purchase.
The main purpose of an order follow-up email is to ensure that the customer received their order and that they’re happy with it. This email should also include information on how to contact you if there are any problems. Additionally, you can use this email as an opportunity to upsell or cross-sell related products.
Automated order follow-up eCommerce email example
Hi there,
Thank you for your recent purchase from our store. We wanted to make sure that you received your order and that everything is to your satisfaction.
If you have any questions or concerns, please don’t hesitate to contact us. We’re always happy to help.
In the meantime, we think you might be interested in these other products…
Thanks again for your purchase, and we hope to see you back on our site soon.
Have a great day!
Tip: Consider adding customer reviews or social proof to make your order follow-up emails even more effective. This can help increase confidence in your products and encourage customers to buy from you again.
6. Re-engagement emails
If you have a large email list, it’s inevitable that some of your subscribers will become inactive over time. And while it’s perfectly normal for people to unsubscribe from your list, it’s still important to try to re-engage these customers and get them interested in your business again.
This is where re-engagement emails come in. A re-engagement email is an automated email sent to inactive subscribers to get them interested in your business again.
There are a few different ways to do this, but the most common is offering a discount or coupon code. This can be a great way to incentivize inactive subscribers to return to your site and purchase.
Automated re-engagement eCommerce email example
Hi there,
We noticed that you haven’t been active on our site for a while, and we wanted to check in with you.
If you’re no longer interested in our products or services, no problem. We understand. But if you are still interested, we’d love to have you back.
To show you how much we appreciate your business, we’re offering a 10% discount on your next purchase. Just use the code “WELCOMEBACK” at checkout.
Tip: It’s important not to send too many re-engagement emails as this can come across as spammy and turn people off from your business. Instead, focus on sending a few well-crafted emails that provide value and incentivize inactive subscribers to come back to your site.
7. Shipping notifications
If you sell physical products, it’s important to keep your customers updated on the status of their orders. Shipping notifications are automated emails that are sent to customers when their order has shipped.
These emails should include information on the expected delivery date, a tracking number (if available), and any other relevant details. Additionally, you can use this email as an opportunity to upsell or cross-sell related products.
Automated shipping notification email example
Hi there,
Your order has shipped!
Here are the details:
Order number: 123456
Expected delivery date: Wednesday, August 8
Tracking number: 987654321
If you have any questions or concerns, please don’t hesitate to contact us. We’re always happy to help.
Thanks again for your purchase, and we hope to see you back on our site soon.
Have a great day!
Tip: If you offer shipping insurance, this is an excellent opportunity to upsell your customers. You can include information on the benefits of shipping insurance and how it can protect their order in case of any problems.
8. Customer satisfaction survey
Customer feedback is critical for any business but can be difficult to collect. A customer satisfaction survey is a great way to get feedback from your customers on their recent purchase experience.
These surveys can be sent automatically after a purchase has been made or a certain amount of time has passed. Additionally, you can choose to send them to all customers or just a random sample.
Customer satisfaction survey email example
Hi there,
Thanks so much for your recent purchase. We’re always looking for ways to improve our products and services, so we would greatly appreciate your feedback.
Would you be interested in taking a brief survey? It will only take a few minutes of your time, and your feedback would be extremely helpful.
If you’re interested, please click the link below.
Thanks again for your help, and have a great day!
Tip: It’s important to make sure that your customer satisfaction survey is short and to the point. The longer it is, the less likely people will be to fill it out. Additionally, you can offer an incentive for taking the survey, such as a discount on their next purchase.
9. Product reviews
Product reviews are a great way to get feedback from your customers and improve your products. And while you could always send out a survey, an automated email is often a more convenient (and practical) option.
There are a few different ways to collect product reviews via email. You can request customers to review a product they recently purchased, or you can include a link to product reviews in your shipping notification email.
Additionally, you can set up an automated email campaign that sends a request for reviews after a certain amount of time has passed since the purchase was made.
Product review request email example
Hi there,
Thanks so much for your recent purchase. We’re always looking for ways to improve our products and services, so we would greatly appreciate your feedback.
Would you be interested in writing a review of the product you purchased? Your feedback would be extremely helpful.
If you’re interested, please click the link below.
Thanks again for your help, and have a great day!
Tip: Incentivize your customers to leave product reviews by offering a discount or coupon code that they can use on their next purchase. This will not only increase the number of reviews you get, but it will also encourage customers to buy from you again.
9. Product recommendations
Product recommendations are a great way to increase customer engagement and boost sales. By showing your customers products that they’re likely to be interested in, you can encourage them to browse your site more often and make more purchases.
There are a few different ways to set up product recommendations, but using an email automation tool is the most common. This will allow you to send automated emails with product recommendations based on customer behavior, such as what they’ve viewed on your site or what they’ve purchased in the past.
Product recommendation eCommerce email example
Hi there,
We just stocked a great item that would pair nicely with your previous purchase.
Check it out:
Product name and image
Product Description
If you’re interested, we also have a few other recommendations for you:
Other product 1
Other product 2
Other product 3
Thanks for your continued support and have a great day!
Tip: If you’re going to include product recommendations in your emails, it’s important to make sure that they’re relevant to the customer. Otherwise, you run the risk of coming across as spammy and hurting your relationship with the customer.
10. Shipping promotions
For many online shoppers, free shipping is the deciding factor when it comes to making a purchase. In fact, a study by UPS found that 41% of shoppers would abandon their carts if they were faced with unexpected shipping costs.
This is why it’s so essential to offer shipping promotions to your customers. By offering free or discounted shipping, you can increase sales and encourage customers to buy from you again in the future.
There are a few different ways to offer shipping promotions.
You can include a coupon code for free or discounted shipping in your email marketing campaigns or offer free shipping on orders over a certain amount. Additionally, you can set up an automated email campaign that offers free shipping to customers who haven’t made a purchase in a while.
Shipping promotion eCommerce email example
Hi there,
We noticed that it’s been a while since your last purchase and we wanted to give you a little incentive to shop with us again. For a limited time, we’re offering free shipping on all orders over $50.
Take advantage of this great offer and stock up on your favorite items!
Thanks for your continued support and have a great day!
Tip: If you’re going to offer free shipping in your emails, make sure to include a deadline so that customers are encouraged to act quickly. You can also offer free shipping on specific products or product categories to further incentivize customers.
11. Customer service follow-up
After a customer makes a purchase, it’s important to follow up with them to ensure that they’re happy with their purchase. This follow-up can be in the form of an email, a phone call, or even a handwritten note. (See Send Out Cards for an awesome selection of personalized cards featuring your own handwriting).
The goal of this customer service follow-up is to make sure that the customer is satisfied with their purchase and to offer assistance if they’re not. This is a great opportunity to build relationships with your customers and encourage them to buy from you again in the future.
Customer service follow-up eCommerce email example
Hi there,
Thank you for your recent purchase! We just wanted to follow up and make sure that you’re happy with your purchase. If you have any questions or concerns, please don’t hesitate to contact us.
We appreciate your business, and we hope you have a great day!
Tip: In your customer service follow-up emails, be sure to include a link to your customer service page or contact information so that customers can easily get in touch if they need to.
12. Educational content
In addition to promoting your products, you can also use email marketing to provide educational content to your customers. This educational content can be in the form of blog posts, infographics, or even video tutorials.
This type of email aims to provide value to the customer and build relationships with them. By providing helpful content, you can position yourself as an expert in your industry and encourage customers to buy from you again in the future.
Educational content eCommerce email example
Hi there,
We noticed that you’re interested in learning more about gardening, and we wanted to help you out. We just published a new blog post that covers beginners’ gardening basics.
Check it out, and let us know if you have any questions!
Thanks for your interest, and have a great day!
Tip: When sending educational content emails, be sure to personalize the email so that it’s relevant to the customer. You can also include a call-to-action at the end of the email to encourage customers to buy a product or sign up for a service.
13. Announcement eCommerce marketing emails
Email is a great way to do it if you have any big announcements to make, such as a new product launch or a change in your company. You can use email to reach a large audience quickly and effectively.
Announcement eCommerce email example
Hi there,
We’re excited to announce that we’ve just launched a new line of products! This new line includes products for the home, garden, and office.
Check out our new products and let us know what you think!
Thanks for your continued support, and have a great day!
Tip: When making announcements, be sure to use a clear and concise subject line so that customers know what the email is about. You can also include images or videos to grab attention further and encourage customers to check out your new products.
14. Seasonal eCommerce marketing emails
If you sell seasonal products or services, then email is a great way to promote them. You can use email to reach a large audience quickly and effectively.
Seasonal eCommerce email example
Hi there,
With winter just around the corner, we wanted to let you know about our new line of winter products. This new line includes products for the home, garden, and office.
Check out our new products and let us know what you think!
Thanks for your continued support, and have a great day!
Tip: When promoting seasonal products, be sure to use images or videos to grab attention and encourage customers to check out your new products.
15. Contest or giveaway eCommerce marketing emails
There’s no better way to promote your products or services than by running a contest or giving away prizes. And email is the perfect platform for reaching a large audience quickly and effectively.
To run a successful contest or giveaway, there are a few things you need to keep in mind.
First, make sure your prize is something that will appeal to your target audience.
Second, craft clear and concise rules that are easy to follow.
Finally, promote your contest or giveaway through as many channels as possible to reach the widest possible audience.
With a little planning and effort, you can use contests and giveaways to boost your eCommerce business.
Contest or giveaway eCommerce email example
Hi there,
We’re excited to announce that we’re running a contest! The prize is a $100 gift card to our store.
To enter, all you have to do is fill out this form. The contest will run from now until XX/XX/XXXX.
Good luck, and we hope you win!
Thanks for your continued support, and have a great day!
Tip: Create a sense of urgency by including a deadline for entering the contest.
16. Customer loyalty program
A customer loyalty program is a great way to encourage customers to keep shopping with you. These programs typically work by awarding points for every purchase that a customer makes. Once the customer has accumulated enough points, they can redeem them for discounts, free products, or other special offers.
In addition to driving sales, customer loyalty programs can also help you build relationships with your customers and create brand advocates.
Customer loyalty program eCommerce email example
Hi there,
We’re excited to announce that we’ve just launched a new customer loyalty program! This new program awards points for every purchase that a customer makes. Once the customer has accumulated enough points, they can redeem them for discounts, free products, or other special offers.
To learn more about our new customer loyalty program, click here.
Thanks for your continued support and have a great day!
17. Promote your blog
If you have a blog, email is a great way to promote your latest articles. You can reach a large audience quickly and effectively, and you can include links back to your website to drive traffic and generate leads.
To maximize the impact of your emails, be sure to craft clear and concise subject lines that will grab attention. Also, include images or videos to further grab attention and encourage customers to click through to your blog.
Promote your blog eCommerce email example
Hi there,
We’re excited to announce that we’ve just published a new blog post. This latest article covers XX topic and includes XX tips for XX.
To read the full article, click here.
Thanks for your continued support and have a great day!
18. Send a thank you email
Saying “thank you” is always a good idea, especially when it comes to business. A thank you email is a great way to show your appreciation for your customers’ business. It’s also a good opportunity to upsell, cross-sell, or promote other products or services.
Thank you eCommerce email marketing example
Hi there,
We just wanted to take a quick moment to say thank you for your recent purchase. We really appreciate your business and we’re grateful that you chose to shop with us.
Thanks again for your support and have a great day!
Tip: When crafting your thank you email, be sure to personalize it as much as possible. A generic “thank you for your business” message is not as effective as a more personalized message that shows that you value the customer’s business.
19. Improved Product
When you make changes or improvements to a product, let your customers know about it! This is especially important if the change is significant enough that it could affect the customer’s decision to buy the product.
You can use email to announce new features, improved quality, or anything else that might be of interest to your customers. Be sure to include a link to the product page so that customers can learn more and make a purchase.
Improved Product eCommerce email marketing example
Hi there,
We’re excited to announce that we’ve just made some improvements to our XX product. We’ve added new features, improved quality, and made it easier than ever to use.
To learn more about our improved XX product, click here.
Thanks for your continued support and have a great day!
20. Press Release
If you’ve been featured in the news or have otherwise gained some positive press, make sure to share it with your customers! You can use email to share a press release, and you can even include a link to the full article.
This is a great way to build relationships with your customers and show them that you’re an authority in your industry.
Press Release eCommerce email marketing example
Hi there,
We’re excited to announce that our company has been featured in the news!
Check out the full article here.
Thanks for being a loyal customer,
The eCommerce Company
Tip: If you’re going to include a link to an article, make sure it’s a reputable source. You don’t want to link to a fake news site or an article that’s full of errors.
21. Referral Program
Referral programs are a great way to get new customers, and email is a great way to promote your referral program. You can use email to share your referral program with your customers and encourage them to participate.
Referral Program eCommerce email marketing example
Hi there,
We’re excited to announce our new referral program! For every friend you refer, you’ll earn XX points that you can use toward future purchases.
To learn more about our referral program, click here.
Thanks for your continued support and have a great day!
Tip: Make sure your referral program is easy to understand and easy to participate in. The last thing you want is for customers to be confused about how the program works.
23: Affiliate Program Launch
Affiliate programs are a great way to promote your products and services, and email is a great way to promote your affiliate program. You can use email to share your affiliate program with your customers and encourage them to participate.
Affiliate Program eCommerce email marketing example
Hi there,
We’re excited to announce our new affiliate program! By joining our affiliate program, you can earn a commission on every sale you refer.
To learn more about our affiliate program, click here.
Thanks for your continued support and have a great day!
Tip: If you’ve had success with your affiliate program, share a success story in your email. This will help show your customers that your affiliate program works and that it’s worth signing up for.
24: New Hire Announcement
If you’ve recently hired a new employee, let your customers know! You can use email to announce the new hire and include a brief bio of the employee.
This is a great way to show your customers that you’re continuing to grow and improve your business.
New Hire Announcement email example
Hi there,
I’m excited to announce that we have a new member of our team! Please join me in welcoming Jane Doe to our company.
Jane comes to us with years of experience in the customer service industry. She’s passionate about helping people and we know she’ll be a great asset to our team.
Welcome, Jane!
Thanks,
Your name
Tip: If you have a company blog, consider writing a post about your new hire. You can share the post in your email and on social media. This will help you reach even more people with your announcement
25: Product Case Study
If you have a case study about your product, share it in an email to your customers. A case study is a great way to show your customers how your product has helped others.
Product Case Study eCommerce email marketing example
Hi there,
I wanted to share a recent case study with you. This case study is about our XYZ product and how it helped ABC company.
You can read the case study here.
I hope you find this case study helpful. If you have any questions about our XYZ product, please don’t hesitate to contact me.
Thanks,
Your name
Tip: Don’t have a case study? You can create one by interviewing a customer who’s had success with your product.
In closing, having an eCommerce email strategy is a great way to promote your products and services. These 25 eCommerce email marketing examples should give you some ideas on how you can use email to promote your business.
