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7 Types of eCommerce Emails Every Shop Needs

ecommerce emails

Email remains an effective marketing tool that eCommerce shops can leverage. Statista estimates that by 2025, there will be 4.6 billion email users globally. It can bring excellent results, particularly for startups looking to broaden their reach. It helps businesses looking to drive sales, increase customer loyalty, and build a successful online store.

Email marketing can be an excellent way for businesses to reach their target audience, build relationships, and generate more sales. Furthermore, it has a high return on investment and can improve brand awareness and reputation.

Benefits of Email Marketing for eCommerce Sites

With the right approach, email marketing can be one of the most effective and cost-efficient marketing strategies for eCommerce businesses. Not only can email marketing help to increase conversions and revenue, but it can also help to build customer loyalty and trust.

Through email campaigns, eCommerce businesses can target a specific audience, build customer relationships, and create a lasting impression. With the right strategy and tactics, eCommerce businesses can benefit significantly from working with an email marketing agency.

Emails Your eCommerce Store Should Have

types of ecommerce emails

Source: Pexels

Writing an effective email campaign requires understanding the different types of email messages and the right time to use them.

Here are the seven primary types of emails an eCommerce site should use.

1. Transactional Emails

These are the outreach messages sent after a customer has made a purchase or completed an action on the site. These emails should be personalized and contain information about the customer’s purchase or action, such as order confirmations, shipping details, or thank you notes.

Despite having impressive open rates, they are one of the most overlooked aspects of email marketing. While they differ from regular marketing emails because they don’t have a call-to-action (CTA), transactional emails provide customers with information. 


Hi, {First Name}, 

Thank you for your order! We’ll send you another email when we’ve already shipped your orders.

{provide order details}

Happy to serve you!

{Name, Store Name}

The goal of the email is to send the order confirmation. However, it’s also an opportunity to cross-sell or upsell other products by adding purchase suggestions related to the item bought. 

2. Welcome Emails

Welcome emails are one of the most important types of emails an eCommerce site can send, as they can help to establish a relationship with new customers or introduce a new product or service. 

These email campaigns should have a message that resonates with your target audience. Messaging should be in a friendly and welcoming tone and should contain information about the site. It provides them with a guide on how they can explore your site. For example, your welcome email can include their login details and how they can turn on notifications for store promotions. 

3. Newsletters

Sending newsletters is an effective way for eCommerce sites to keep their customers informed, build relationships, and increase engagement. 

Regularly sending newsletters can help eCommerce sites boost sales and generate more repeat customers. It’s also a complementary email to support other marketing efforts, such as social media and referral programs.

4. Shopping Cart Abandonment Emails

A successful sale is when the buyer purchases the item from your store. It’s common to have consumers adding products to their carts but never checking them out. The average cart abandonment is at 68.8%, and it costs businesses trillions in lost sales. 

Shopping cart abandonment emails are a powerful way to win back customers who left their shopping carts without completing their purchases. Send them to remind customers of incomplete purchases, provide discounts or other incentives, or offer personalized recommendations. 

The golden hour to send these emails is at least an hour after the action. Afterwards, you can send two additional follow-up emails after. 

These emails generate significant revenue and boost customer retention while increasing customer loyalty and trust. You can use them to gather valuable data and insights into customer preferences, helping eCommerce sites better target their marketing efforts. 

5. Promotional Emails

These emails are a great way to inform customers about new products, special offers, and upcoming sales. These emails should be created with the customer in mind and targeted to specific customer groups or demographics.

There are various ways to use promotional emails, including

  • Announcing upcoming sales and events
  • Showcasing customer stories
  • Sharing special offers and discounts

By regularly sending promotional emails, eCommerce sites can increase website traffic, boost sales, and generate more repeat customers.

6. Re-Engagement Emails

Re-engagement emails are a type of automated email sent to customers who haven’t interacted with a website or eCommerce store in a while. These emails are designed to encourage customers to come back and make a purchase, and they usually contain personalized offers or other incentives. 

These emails boost sales, increase customer retention, and generate repeat purchases. Use it to capture valuable customer data and insights, helping eCommerce sites improve their marketing efforts. 

In addition, re-engagement emails strengthen customer relationships, build customer loyalty, and drive more website traffic. 

7. Survey Emails

An invaluable tool for eCommerce sites, survey emails help gain valuable customer feedback that can inform future product and service decisions. 

Here are a few ways to incorporate survey emails into your eCommerce strategy:

  • Identify the right customers to survey. Before sending out survey emails, carefully consider your target audience and what information you’d like to get from them.
  • Write an effective survey email. Craft a survey email that is concise and informative so that customers understand why they’re being asked to complete it. Explain the purpose of the survey and what you hope to learn from it.
  • Make the survey easy to complete. Maximize response rates by making clear instructions regarding how to complete the survey and a link to the survey itself.
  • Offer an incentive. Offering an incentive to those who complete the survey, such as a discount or free shipping, can help increase response rates.
  • Analyze the results. Once you’ve collected the survey responses, analyze the data and use it to inform decisions about future product and service offerings.

Key Takeaways

An effective email campaign for an eCommerce site requires understanding the different types of email messages and the right timing. Using these types of emails can help eCommerce sites reach a wide range of customers and effectively communicate important messages.

  • Transactional emails should be personalized and contain information about the customer’s purchase or action. 
  • Welcome emails should be written in a friendly and welcoming tone and contain information about the site. 
  • Promotional emails target specific customer groups or demographics.
  • Newsletters, re-engagement, and survey emails are excellent for engaging customers. 
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