15 Email Marketing Campaigns for Ecommerce Store

Apr 17, 2024 - By Camilla Mackeviciute

Turn strategy into action
Don’t leave your perfect strategy untapped. Unlock its potential with Sender and see your sales explode.
Get Started For Free

According to Neilsen Norman Group, most website visitors will leave your site within the first 10-20 seconds if you don’t have a great value proposition. 

And even if you have a great product and an exciting value proposition, the average user will stay for 4-5 minutes before they are off to your competitor’s website. That means you must have a great hook and engagement strategy that captures attention and converts them into followers in a world with an increasing attention deficit. 

In this blog post, you’ll learn the basics of building a powerful ecommerce email marketing strategy to hook, engage, and convert visitors into existing customers. Let’s start by learning what ecommerce email marketing is!

What is Ecommerce Email Marketing?

There are more than 12 million ecommerce websites globally. It’s quite a competition out there. 

Naturally, you need something to convince people to buy from you. Nowadays, you can’t simply rely on TikTok and other social media alone. And email marketing constantly proves to be a viable alternative in this scenario.

According to the latest ecommerce email marketing statistics, welcome, abandoned cart emails, and personalization can skyrocket customer engagement and conversion rates. In fact, you can: 

Email marketing is the way to go if you want to make your ecommerce business profitable. The reasons vary from being able to nurture leads personally to hyper-targeting using customer segmentation and more.

You’d think that ecommerce email marketing should be complicated since it’s so beneficial. The truth is, it can be super simple, especially with features that most ecommerce email marketing tools offer.

With Sender, it’s simple, quick, and affordable. Do everything from capturing leads to nurturing them within one dashboard – starting at the price of a pizza.


Now that you know the ‘why’ behind launching your first campaign, let’s look at a few campaign types and ecommerce email ideas you can plan quickly when starting an online business. 

15 Ecommerce Email Marketing Examples

Ecommerce emails come in all shapes and forms, from ecommerce transactional emails and automated email campaigns to ecommerce email sequences. Let’s look at the most popular ecommerce email examples from successful brands:

Welcome Email Template

Welcome emails are a great way to start a relationship on the right foot. Think of it as a chance to create a solid first impression. Think of welcome emails as a part of your user onboarding process that will compel them to try you out. Take the following email by Tea Collection, for example: 

Image source: Tea Collection

Notice the vibrant color theme with a discount coupon highlighted right on top. This tells that the brand cares about the new signup and wants them to try the product. The subject line (Welcome to Tea! Get 20% off) and preheater text is equally compelling. 

Key Takeaways

  • Use a vibrant and inviting color theme; 
  • Offer value upfront (discount offers, exclusive deals, or downloadable); 
  • Showcase your offerings in your welcome email. 

Abandoned Cart Emails 

People live busy (and distracted) life and sometimes forget to check out because of the Insta notification or an important call. Your abandonment cart emails should remind them to check out. Take this engaging email example by Varley: 

Image source: Varley

The email’s subject line – ‘Quick, before it’s gone is an excellent example of creating a FOMO + urgency effect all at once. The simplistic email design with an exclusive offer and an option to talk to customer care are definitely impactful. 

Key Takeaways

  • Use urgency to your advantage; 
  • Keep the email design simple with a spotlight on abandoned products; 
  • Give the option to connect with customer care in case of queries; 
  • Share your exclusive deal or offer in case they want to come back and buy from you. 

Stop worrying if your email looks good on other devices. Sender offers free responsive templates that look good on any screen!


Order Confirmation Emails

Order confirmation emails reassure the customer that everything’s okay – they are sent straight after the order is placed. These emails are a great way to create an impression that you pay attention to detail and set expectations correctly. Look at the following order confirmation email from Harry’s: 

Image source: Harry’s

The subject line (‘Introducing your shave plan’) and the header are good examples of how you should introduce things to your buyers. The email also has shipping details and a special ‘tutorial-type’ blog to ensure the product lasts longer. 

Key Takeaways

  • Be direct and clear about order number, shipping dates, and key information; 
  • Introduce them to other offerings (or upsell) within your order confirmation email; 
  • Use a simple yet powerful subject line. 

Shipping Confirmation Email

Another step in reassuring customers that everything is going great is shipping confirmation emails sent when the order is already underway. Usually, these emails inform the customer when they can expect their shipment and remind them of the order details. Take a look at the example from Haoma:

Image source: Haoma

The brand manages to nicely fit all the order information in a single email: the shipment details, tracking link, and what’s included in the order. The receiver understands what it is about in a single glance and can track their order in real-time.

Key Takeaways

  • Be straightforward with your subject line – “A shipment from order #XXX is on the way” is perfect; 
  • Remind the subscriber about the order contents to avoid any misdirections; 
  • If possible, include a live tracking link so the reader can stay updated on the delivery progress 

Delivery Confirmation Email

The third-in-line email after an order has been placed is a delivery confirmation email informing the customers that their orders have been successfully delivered. While not necessary (most of the time, the customer already knows as they have the order in their hands), it can still be valuable. 

The customer may not have gotten the delivery and should have looked around it. Or they have complaints about the order and need to know whom to contact. It’s precisely what Laird had in mind when they created its email:

Image source: Laird

Laird’s email begins on a high note – it’s time to be happy as your order has been delivered! However, it has other important components too – informing the customers that they should go looking for their parcel if they haven’t actually received it and contact information if they don’t find it. 

Key Takeaways

  • Inform that the email is about successful delivery already in the subject line; 
  • Include all the order details the customer could possibly need; 
  • Give contact details in case something went wrong with the order. 

Review Request Email

Once 1-2 weeks after order delivery has passed, don’t miss out on an opportunity to get to know how the customer liked the product – send them a review request email. 

These emails provide invaluable information on how you can improve your products or what customers liked in your productions that others could too. Here’s a good example of a review request email from Evergreen Juices:

Image source: Evergreen Juices

Evergreen Juices sends its review request 2 weeks after the order has been delivered – the right time when a person has already tried the products and could tell about its benefits (or lack thereof). 

What makes this particular email stand out is that the brand refers to trying out the products as becoming a part of a wellness community and asking to review the experience rather than the product.

Key Takeaways

  • Ask for the review when the experience is still fresh in the customer’s mind; 
  • Thank for buying from you so that the customer would be more willing to leave a review; 
  • Make the CTA clear and stand out so even the readers who usually skim the email will see it. 

Re-Engagement Emails

No matter how good you’re at emails and creating a solid value proposition, some subscribers would stop buying from you, not open your emails, or engage with you after a point. It’s when special ecommerce email marketing campaigns come into play – re-engagement emails.

Here’s a re-engagement emailer from Netflix: 

Image source: Netflix

The email tries to lure inactive users into subscribing to the paid plan of Netflix. The header – Let’s reunite, along with an inline form to rejoin, is an excellent attempt at reducing the number of steps it takes to return. 

Key Takeaways

  • Make it easy for customers to come back to your brand; 
  • Remind them about the reason why they loved you in the first place; 
  • Try to create an interactive emailer, which simplifies conversion into an active subscriber. 

Cross-Selling/Upselling Emails

Upsell and cross-sell emails are a great way to increase customer lifetime value and boost customer loyalty. These emails are sent after a purchase is made and, as the name suggests, upsells or cross-sells something.

Upsell emails try to persuade users to buy a more expensive or premium version of the product they have already purchased. In the meantime, cross-sell emails offer related or complementary products based on customers’ recent purchases. 

For example, if a person bought a laptop, they might receive an email promoting a more powerful computer or a cross-sell email offering laptop accessories like a mouse and headphones. 

Take a look at the cross-sell email email by Timberland: 

Image source: Timberland

The email opens on a relatable note and shares what can be exciting for the user. It’s contextualized based on recent purchases and shares complementary products that might be relevant for the recipient. 

Key Takeaways 

  • Always share personalized shopping recommendations within cross-selling and upselling emails;
  • Follow up with cross-sell or upsell recommendations within 1-2 weeks to capitalize on the positive experience with previously purchased products; 
  • Provide an incentive or discount coupon, if possible. 

Win-Back Emails

Win-back emails are an attempt to bring attention back to your brand. Most consumers forget about your brand after a while. A win-back campaign helps remind them about you and is a great chance to register repeat sales. Take the example of this win-back email by Sunbasket: 

Image source: Sunbasket

The email copy with a subtle tone of ‘nostalgia’ and ‘craving’ is on-point. The header ‘cook with us again’ aims to remind the reader about the joy of using the brand’s product. The exclusive offer with a contextual is an excellent attempt at encouraging the user to click the link. 

Key Takeaways

  • Remind them about the reason why they signed up in the first place; 
  • Add an exclusive or no-brainer offer to come back; 
  • Use contextual CTAs and email copy to encourage clicks. 

If you’re interested in more win-back email campaigns, check out these 10 We Miss You email template examples & subject lines.

Feedback/Survey Emails

Surveys are a great market research tool to know what your customers want. And what’s a better way to know what they want than asking them directly? Survey emails are meant to gather insights, like the following email by ryka: 

Image source: ryka

The email is refreshing, thoughtful, and on-point. It also shares a special incentive – $10 off on the next purchase for everyone who completes the survey. 

Key Takeaways

  • Incentivize survey responses by sending a discount voucher or coupon code to successful respondents; 
  • Be clear and upfront about what the survey is about; 
  • Have an engaging email copy + CTA to encourage readers to participate in the survey. 

Discount Email Template

Discount emails are promotional emails where you share information about your ecommerce store’s latest sales or discounts. Look at the following example by Nine West: 

Image source: Nine West

The email headline and subject line’s reference to a limited-period mystery sale creates a FOMO appeal. The straightforward CTAs with contextual email copy encourage users to check out the deals on the website. 

Key Takeaways

  • Add a FOMO appeal to your subject line and email header; 
  • Use smart copywriting to persuade users to click your CTAs; 
  • Share ‘exact’ discounts or deal offers within the emails; 
  • Add terms and conditions, if any, within the footer of the email. 

Also read: 10 Flash Sale Email Examples

Thank You Email

Your customers are the greatest in the world and deserve appreciation. Show it by sending them a thank you email. Whether after placing an order, leaving a review, becoming a loyal customer, or just because, the receivers of a warm ‘thank you’ will feel seen and valued. 

Don’t tell us you wouldn’t wish to get this email from Wonder Valley:

Image source: Wonder Valley

Wonder Valley didn’t need any special occasion to send its thank you email. The brand simply wanted to thank its customers for supporting their business (and continue to do so). It turned out to be an excellent way to make the customers feel that their choice was right and to remind them about the benefits of the brand’s products.

Key Takeaways

  • Be clear on why you’re thanking your customers; 
  • Use a thank you email as an opportunity to ensure that customers were right for choosing your products; 
  • Dedicate the ‘thank you’ from a real person to make it more genuine;
  • Add an incentive like a discount or offer to motivate customer retention.

Recommended Products Email

Ever get those emails saying, ‘Hey, we found more things you might like’? Those are product recommendation emails that work wonders to lure customers back. They look at what a customer bought before and what they’re into, then suggest other stuff they might like. That’s why they usually reach the inbox right after a purchase – to keep the customer hooked!

Here’s a great example from Skillshare:

Image source: Skillshare

Skillshare frequently suggests new courses tailored to each user’s interests to ensure ongoing engagement and subscription renewals. Yet, a simple but effective approach sets their recommendation emails apart – they provide insight into why these particular courses are highlighted.

By stating, ‘Because you’re creative,’ they pique the reader’s curiosity even further.

Key Takeaways

  • Use data on customer’s previous purchases and shown interest to recommend the products; 
  • Explain why these particular products are recommended; 
  • Add a separate CTA next to each product so customers can access it more easily.

Back-in-Stock Email

As the name suggests, these emails are sent when a product is restocked. However, there’s more to them than meets the eye. The message “back in stock” signals your customers that it’s a popular product they should get their hands on quickly (why else would it have been sold out?).

Athletic Brewing knows how to do these types of emails right:

Image source: Athletic Brewing

By cleverly revealing that its product has been restocked due to popular demand, the brand sparks curiosity about why it sold out initially, creating a sense of intrigue and urgency to try it. 

Moreover, the brand takes the opportunity to highlight the product’s key features and benefits, reinforcing the customer’s desire to purchase. This strategic approach not only rekindles interest but also effectively communicates the product’s value proposition, making it a highly effective ‘back-in-stock’ email.

Key Takeaways

  • Explain why the product is restocked beyond that it was sold out; 
  • Repeat the features and benefits of the product; 
  • Create a sense of urgency, mentioning that it might be out of stock again soon.

Replenishment Email

When it’s time to restock beauty or cleaning supplies, your customers might get a friendly nudge from you through a replenishment email. These emails are set up to automatically ping your audience when it looks like they’re running low or might need a refill soon. 

Usually, these emails are well-perceived as they work as gentle reminders to get more of one’s preferred products. Knowing this, Dollar Shave Club has mastered replenishment emails:

Image source: Dollar Shave Club

By sending a ‘time to restock’ email, Dollar Shave Club secures the sale and prevents customers from purchasing elsewhere. They take it further by reminding recipients of the product’s original benefits that initially persuaded them to buy.

Key Takeaways

  • Use data to determine the best time to send the replenishment email; 
  • Personalize the email for a bigger impact; 
  • Make reordering of the product as easy as possible;
  • Remind the product’s benefits, proving it’s a viable repeat purchase.

Ecommerce Email Marketing Strategies

If you’ve been thinking about growing your website for a while and searching for the best ecommerce email marketing strategies for inspiration, you’ve come to the right place. We’ve compiled some of the best email campaign strategies for you to get started quickly. Here, take a look: 

1. Create a Branded Email Design   

An email design reflects the brand you want to project to your prospects. It’s the face of your brand and the one thing that will connect to them. Make sure it represents your brand and conveys a sense of your company’s personality.

Your audience will identify your brand by how you present yourself and your business. A branded email design is a simple but effective way to create a brand recall. An effective design will help create a recall in the minds of your customers and make you memorable. 

Here are a few tips for creating a branded email:  

  • Use the same layout across all your email templates. ​This makes it easier to align your design with your brand and marketing messages.
  • Avoid unnecessary elements like vague infographics, stray illustrations, or flashy animation.

Designing a branded email with relevant components will help your new customers quickly identify and engage with your emails.

2. Always Use a Clear CTA  

The best ecommerce emails have a strong CTA. In other words, the email must tell your subscriber what they need to do after reading it. The CTA should move the reader further into the buyer’s journey. 

Let’s say you have an offer designed to convert a long-time subscriber into a paying. You can set up an autoresponder with an attractive deal or offer and a CTA to encourage customers to avail of the ‘one-time’ deal. 

You can also use a CTA to drive the subscriber to take another action within your email. For example, if you want them to read the latest blog, you can add a CTA that will take them to the appropriate section of your website.

Never leave them wondering what they should do after reading your email. 

3. Use Responsive Email Templates

Responsive email templates are the best way to create an awesome email experience. Not only do they look amazing across different devices, but they are also better able to adapt to the screen size.

They are a critical tool for ecommerce marketers to boost engagement as most people choose to check their emails on their smartphones nowadays.

You can use a drag-and-drop email template builder to create responsive emails quickly. Such templates will help you save time and avoid the hassle of promising an intuitive user experience across all devices. 

4. Run A/B & Split Tests 

A/B testing and split testing allow you to see how different combinations of subject lines, colors, copy, images, etc., perform and determine the winner in terms of conversions. It’s the best tactic to help you identify the best-performing email that engages your subscribers.

By running different versions of an email campaign, you can learn more about what works for your audience and which version converts the best. 

To run an A/B or a split test, have two versions of your campaign – one being the original and another with some element of your email changed. 

For example, if you’re running an ecommerce campaign, you can split-test different variations of your product images to find the best image that increases click-through rates. Similarly, you can split-test different subject line variants and preheader text to see which combination makes most users open your email.

5. Reward Your Loyal Customers

If your subscriber base has been built over time and is loyal to your brand, reward them for being valued customers with an incentive or special offer. This offer will encourage customers to open your emails and buy again when done well.

The key to successful customer loyalty programs is making them appealing, accessible, and valuable. Implementing an omnichannel approach is an excellent way to ensure you get the best results from your loyalty program. You can send regular SMS and emails throughout the week to make sure they avail of the incentive. 

When done well, rewarding will increase the chance your emails get opened and responded to, which is vital for converting prospects into loyal customers.

6. Send Sneak Peek Emails 

Sneak peeks are a great way to get customers excited before a big sale day. It gives you time to capture the customers’ attention and convert them into paying customers when the sale goes live.

Sneak peek emails often come as a surprise, and who doesn’t love surprises? For example, sending a glimpse of the upcoming Black Friday deals.

Here are a few ideas to send a sneak peek email: 

  • Add an offer or discount code within the email body; 
  • Share exclusive, behind-the-scene preparations as part of the email campaign; 
  • Create landing pages and direct your CTA to the landing page for customers to get more ‘insider’ info about your big sale. 

7. Send Emails Based On Customer Behavior 

Everyone loves personalized connection and attention, including your customers. So, your emails should always focus on sharing relevant stuff your customers are already looking for. 


Using behavioral triggers to schedule automated campaigns is a great way to improve your email marketing ROI. 

Triggered emails are sent automatically based on certain conditions or how customers interacts with your ecommerce site. They can send follow-up emails, set up cart abandonment reminders, or share limited-period offers based on customers’ previous actions. 

Such emails capture the attention of your potential customers, increase engagement, and encourage repeat purchases. You get brownie points for sharing relevant, on-time, and contextual information, increasing your brand value. 

Ecommerce Marketing: Key Takeaways

While we’ve covered most of the basics of ecommerce email marketing, there’s still much to discover. But before you lift off to your exploration journey, take the essentials with you:

  • Email marketing isn’t just an option – it’s a must-have for ecommerce success. It lets you connect with customers on a personal level, target them better, and ultimately, make more sales and profits;
  • Email marketing can pack a punch when it comes to returns. It can seriously ramp up user engagement, open rates, click-through rates, and conversion rates, bringing in more sales and customers;
  • Despite what you might think, ecommerce email marketing doesn’t have to be complicated. With today’s tools offering things like smart segmentation and automation, it’s easier than ever to get started with ecommerce email marketing campaigns;
  • When choosing your email marketing software, look for one that easily integrates with popular ecommerce tools like Shopify, Magento, and WordPress;
  • Successful ecommerce emails come in all shapes and sizes, from welcome emails to order confirmations. Each type plays a role in keeping customers engaged and coming back for more;
  • By using triggers based on customer behavior and personalizing your emails, you can take your ecommerce marketing to the next level, getting better results and happier customers.

Also read: 9 Elements of a 2023 Ecommerce Content Marketing Strategy

Premium capabilities Feels enterprise,
minus the price

All the features your business needs to acquire high-quality leads, grow sales, and maximize revenue from campaigns
using one simple dashboard.

Get Started For Free
shape 1
shape 2
shape 3