E-Commerce Email Marketing: 11 Must-Have Emails to Send

Maybe you want to get your email marketing campaigns off the ground. That way, you can entice e-commerce site visitors to become loyal customers.

You can do this by building on a contact list and ensuring that you are sending valuable content. But what should that valuable content be?

Luckily, you do not need to look farther. We have listed 11 ecommerce email marketing tips to help you get started.

1. Welcome Email

You only have one shot in impressing potential customers. If you don’t have a memorable introduction to email subscribers, your follow up campaigns won’t be, as well. 

A welcome email should be an integral aspect of your email marketing campaign. That’s because it drives three times the transaction and revenue per email than any other promotional mailing. 

Its function is to thank subscribers for joining your list and provide expectations of what’s to come. When done right, it can simplify the overall sales process. 

2. Thank You Email

Sometimes, we often forget to say thank you. Even if we do, sometimes, we hardly mean it. 

However, thanking your subscribers goes beyond saying “thank you” for making a purchase. It’s all about recognizing them as they’re the reason why you’re in business. 

While it’s relatively easy to get caught up with your business’s day-to-day affairs, thanking your customers can also go a long way. 

That said, think of ways to pay it forward to the people who have made your company what it is today. 

3. Cart Abandonment Email

Maybe your subscribers have added something into their carts. But while proceeding to the web checkout, something diverts their attention. 

The reality is that customers tend to abandon their carts without batting an eyelid. 

Baymard Institute data reveals that 69% of e-commerce visitors tend to abandon their shopping carts, with 61% citing the costs as the main reason. 

The fact is that you can’t always convince shoppers to finalize their orders by sending a cart abandonment email. However, what you can do is to make an effort to learn why they didn’t complete their order in the first place. 

Once realizing that insight and feedback, you can work on your customers’ checkout process in the future. 

4. New Product Announcement Email

If you have a new product coming out, then one of the first people to know should be the ones on your email list. 

When launching a new product or receiving a new inventory, don’t expect people to find it when visiting your site. It would help if you were proactive, letting your subscribers know all about it. 

It’s also a great way to build buzz when talking about a new product before it will go on sale. 

Using reliable web analytics, you can decide what new products to launch. It also lets you know to whom you can promote your products to ensure immediate ROI. 

You can achieve 60-70% more conversion success if you’re selling to an existing customer, versus 5-20% if you’re selling to a new one. 

It is undeniable that selling to your existing customers is one of the quickest ways to boost your sales.

5. Sale Notification Email

If you’re planning to run a sale, then your subscribers need to know. 

After all, it’s probably one of the main reasons why they signed up for your site in the first place. Thus, it would be best to give what your customers want. 

6. Shipping Confirmation Email

Apart from buying great products, your customers want certainty. Thus, sending shipping confirmation emails, gets rid of the guesswork for your buyers. It can be as simple as letting your customers know that their product is now in a fulfillment center in California.

This also means that you need to work with a reputable third-party logistics company. They can help you store and manage your inventory. The same thing goes with picking, packing, and shipping your products. They can also handle refunds and return for you.

Thus, you only need to coordinate with your preferred 3PL company and handle customer orders and feedback. The cool part is that 3PL companies are scalable and enable you to ship your products internationally.

7. Re-engagement Email

People tend to have different options when it comes to shopping. They could be interested in something new and then gradually forget what they like about your products. 

That said, re-engagement emails can act as a powerful tool to win the hearts of your customers back. 

Sending re-engagement emails usually involves sending your customers an offer that’s too good to pass up or a discount. You can send these to visitors who haven’t visited your site in a while or bought from you. Then, you can convert these visits into sales. 

Here’s how you can make this work for you: 

  • Offer a discount, free product, or a chance to win new items. 
  • Come up with a witty copy or an appealing product image.
  • Start with a “how are you?” or “we miss you” message that will surely catch their attention. 
  • You can try A/B testing to check on re-engagement offers or tones that work best with your target customers. 

8. Up-Sell and Cross-Sell Email

You’ve probably come across the term upselling, as well as cross-selling, its close relative. 

If you aren’t, here are some quick reminders:

  • Upselling is inviting a prospect to purchase a more expensive item so that you can boost their average order value.
  • Cross-selling, on the other hand, recommending a related or complementary product. 

On average, a repeat customer is likely going to spend 67 percent more in months 31-36 of their shopping relationship than months 0-6. 

Therefore, there’s no surprise that e-commerce brands tend to upsell their products to people who have already made a purchase. 

9. Exclusive Discounts Email

You can make loyal customers keep on coming back to your store over and over again with a loyalty program. 

Remember that repeat customers are the bread and butter of your business, helping it grow. 

So, one of the quickest and easiest ways to create a committed following is to provide a unique loyalty club for your most engaged customers. 

10. Customer Survey Email

A customer survey email is usually an email sent to your customer to provide feedback after making a recent purchase. 

This is an excellent way to have an insight into your target market. You can give your customers a gift in return, like a 20% discount for their next purchase. That way, you are showing your appreciation and enticing them to continue doing business with you. 

Ideally, you should send this email any time after the sale. However, this is most effective after the customers receive the product, and the experience is still fresh from their minds. 

11. Birthday Emails

Everyone wants to feel appreciated, especially during their special day. That’s why you need to send birthday emails to your customers. 

People will spend more on birthday emails than they would usually spend on an average promotional email. 

Birthday emails tend to bring in 342% more revenues than other promotional emails as well. So, it’s something that you shouldn’t miss out on in your email marketing arsenal. 

With the importance of email marketing in building customer retention, there is no denying that it will be here to stay. Hence, it would be best to make email marketing part of your promotional efforts. Doing so will ensure that you keep your customers engaged and loyal to your brand.

Heron Nelson

Heron is a business blogger with a focus on personal finance and wealth management. With over 7 years of experience writing about financial topics, Heron has established herself as a trusted voice in the personal finance space. She has a deep understanding of financial concepts and strategies, and is able to explain them in a relatable and actionable way for her readers.