Have you ever received an ecommerce email that nearly made you click “Buy Now” without hesitation?
That’s the power of great email marketing campaigns.
As someone who’s been on both sides of the email game – crafting marketing emails and eagerly opening them as a consumer – I can tell you that mastering this marketing channel can be a game-changer for your ecommerce brand.
It is an established fact that email marketing offers a staggering ROI. For every dollar spent, you could see returns of $36 to $40.
But achieving this isn’t always easy. That’s where learning from the best email examples comes in.
In this comprehensive guide, we’ll explore 20 ecommerce email examples that have proven their worth in the competitive world of online retail.
Whether you’re just starting your online store or looking to refine your ecommerce email marketing strategy, these examples will give you the inspiration you need to take your email campaigns to the next level.
Let’s jump in and find out what makes these awesome ecommerce emails tick!
Lead Nurture Emails
First up, let’s talk about lead nurture emails. Did you know that brands with effective lead nurturing can reduce their acquisition costs by 33%? When I was first starting out in ecommerce email marketing that’s a stat that caught my attention. Lead nurture emails are crucial for building relationships with your email subscribers and guiding them towards that first purchase.
1. Welcome Email Sequence
Your welcome email is like a digital handshake – it sets the tone for your entire relationship with a new subscriber. Get it right, and you’re on your way to turning that subscriber into a loyal customer. Get it wrong, and… well, let’s just say I’ve seen welcome emails that made me hit ‘unsubscribe’ faster than you can say “spam.”
Example 1: Welcome Email from Brooklinen
Why It Works:
I remember receiving this welcome email from Brooklinen and feeling like I’d just been invited to the coziest club in town. Here’s why it worked so well:
- The personalized greeting made me feel valued. It wasn’t just “Dear Customer,” but “Hey [My Name]!” – small touch, big impact.
- Their mission statement gave me a clear idea of what the brand stands for. In a world of endless bedding options, Brooklinen positioned itself as my go-to for comfort and quality.
- The clean design was like a breath of fresh air in my cluttered inbox.
- That discount code? It was valid for two weeks. This gave me time to explore without feeling pressured, but also created a gentle urgency.
Pro Tip: Include a limited-time discount code in your welcome email, but give it a reasonable expiration date. In my experience, 7-14 days works well. It creates urgency without making the customer feel rushed. Remember, the goal isn’t just to make a quick sale – it’s to start a lasting relationship. Think of it as a first date – you want to impress, but not come on too strong!
Example 2: Welcome Email from Glossier
Why It Works:
Glossier’s approach is quite different from Brooklinen’s, but its equally effective. It reminds me of that cool friend who always knows about the latest trends before everyone else:
- The minimalist design perfectly aligns with their brand image.
- By emphasizing community, they make you feel like you’re joining something bigger – a community.
- The brief introduction to their philosophy helps you understand what sets them apart. In a saturated beauty market, this clarity is refreshing.
- Like Brooklinen, they offer a discount for first-time buyers. But notice how they frame it as a “gift” rather than a discount? That’s smart psychology at work.
In my early days of marketing, I made the mistake of focusing solely on products. But I quickly learned that people don’t just buy products; they buy into brands and communities.
Pro Tip: Make your subscribers feel part of something bigger than themselves – a community. This not only builds a deeper connection but also encourages brand loyalty.
2. Re-engagement Email Campaign
Now, let’s talk about a challenge every email marketer faces: list decay. On average, email lists decay by 22.71% each year. When I first saw this stat, I nearly choked on my coffee. That’s almost a quarter of your list disappearing into the void every year!
But don’t panic. That’s where re-engagement emails come in handy.
These campaigns involve a series of emails designed to reignite interest and get subscribers to engage with your brand once again.
Example 3: Re-engagement Email from Birchbox
Why It Works:
Birchbox’s reactivation email is a masterclass in re-engaging dormant subscribers. It reminds me of running into an old friend and picking up right where you left off:
- Personalized product recommendations show they know their customers. It’s like saying, “Hey, we noticed you liked this before. Check out what’s new!”
- The special discount coupon provides a clear incentive to come back. But notice how they don’t lead with the discount? It’s a sweetener, not the main course.
Pro Tip: Don’t be afraid to experiment with different approaches in your reactivation emails. I’ve seen great results with emotional appeals, humor, and immediate incentives.
Remember, A/B testing is your friend here. What works for one audience might fall flat with another. Let the data guide your strategy, but don’t be afraid to inject some personality.
Promotional Emails
Moving on to promotional emails – the staple food of e-commerce email marketing. These email campaigns drive sales by offering subscribers time-sensitive discounts to make a purchase. They often can take various forms such as: offers, upsell/cross-sell emails, new product announcements, and holiday-themed campaigns.
Let’s look at some standout examples in this category.
3. Offer Emails
Whether it’s a percentage discount, free shipping, or a buy-one-get-one-free deal, these emails should be crafted to boost sales by generating excitement and urgency.
Example 4: Offer Email from Everlane
Why It Works:
I’ve always admired Everlane’s approach to promotional emails:
- The minimalist design aligns perfectly with their brand aesthetic.
- The bold headline makes the offer impossible to miss.
- The countdown timer creates a sense of urgency that’s hard to ignore.
Pro Tip: When crafting offer emails, clarity is key. Make sure the benefit to the customer is front and center. And don’t underestimate the power of urgency – tools like countdown timers can significantly boost click-through rates and conversions.
4. New Product Announcement
New product announcement emails can be an integral part of a broader marketing campaign to build excitement and anticipation. The key is to implement it effectively and this is where Apple shines.
Example 5: New Product Launch Email from Apple
Why It Works:
Apple’s product launch emails are the gold standard in the industry:
- The sleek design and high-quality images make the new product the star of the show.
- Concise copy emphasizes key features and benefits.
- There’s a sense of exclusivity that makes you feel like you’re getting insider information.
Example 6: New Product Launch Email from Nike
Why It Works:
Nike takes a different approach that’s equally effective:
- Action shots of the product in use help customers envision themselves using it.
- Quotes from athletes lend credibility and excitement to the launch.
- The emphasis on performance and innovation aligns with Nike’s brand values.
Pro Tip: For new product announcements, consider including testimonials or reviews to build credibility. If you’re targeting your most loyal customers, an exclusive pre-order discount can be a great way to reward their engagement and drive early sales.
5. Holiday-Themed Promotional Emails
Holiday-themed emails are a popular way to capitalize on the festive spirit and drive sales during peak shopping seasons.
Example 7: Holiday Email from REI
Why It Works:
REI’s holiday emails stand out for their focus on values rather than just products:
- Instead of pushing sales, they often encourage outdoor activities, aligning with their brand mission.
- This approach not only drives sales but also strengthens customer loyalty.
Pro Tip: Use holiday-themed emails to reinforce your brand values. It’s not just about selling – it’s about connecting with your customers on a deeper level.
6. Cross-Sell and Up-Sell Emails
Cross-sell and up-sell emails are powerful tools for engaging existing customers and increasing the average order value for e-commerce brands. These emails are sent based on the customer’s purchase history as well as browsing behavior.
Let’s take a look at some of the best examples in this category.
Example 8: Cross-Sell Email from REI
Why It Works:
I am a big fan of REI’s cross-sell emails due to their emphasis on product bundling. For example, after a customer purchases hiking boots, REI might send an email recommending related items like hiking socks, water bottles, or trekking poles. The suggested products are relevant and complementary, making it easy for customers to see the value in purchasing additional items.
Example 9: Up-Sell Email from Dollar Shave Club
Why It Works:
Dollar Shave Club’s up-sell emails use humor and straightforward messaging to encourage upgrades. For instance, when a customer subscribes to a basic razor plan, they might receive an email offering a premium version with additional features. The emails demonstrate the benefits of upgrading, such as a smoother shave or a longer-lasting blade make it far more palpable and compelling.
Pro Tip:
For cross-sell emails, focus on suggesting items that naturally complement the customer’s purchase. For up-sell emails, emphasize the added value or premium features of the higher-end product. Personalization and on-brand aesthetics can make these emails even more effective.
Engagement Emails
Engagement emails keep your customers connected with your brand, ensuring that you remain top of mind when they’re ready to pull the trigger. Let’s take a look at a few inspiring examples.
6. Customer Loyalty Emails
Customer loyalty emails are designed to reward repeat customers, fostering long-term relationships that can drive repeat purchases and advocacy.
Example 10: Loyalty Program Email from Sephora
Why It Works:
Sephora’s loyalty program email is the epitome of personalization and value. The email acknowledges the customer’s recent purchases and outlines the reward points they’ve accumulated. It also highlights the benefits of the loyalty program, such as exclusive access to sales and special gifts.
Pro Tip:
Personalize loyalty emails by referencing the customer’s purchase history and showing them how close they are to the next reward. This creates a sense of progress and inspires further engagement.
Example 11: VIP Email from Sephora
Why It Works:
Sephora’s “Beauty Insider” program is highly effective in making loyal customers feel valued. These emails often include exclusive discounts, early access to sales, and personalized product recommendations. The design is luxurious and conveys the exclusivity. Sephora also includes CTAs that encourage VIPs to redeem their points and gain access to special events.
Pro Tip:
Make your VIPs feel valued. You can personalize these emails by referencing the customer’s purchase history or reward points. Offer exclusive benefits, such as early access to products, special discounts, or invitations to special events.
7. Newsletter Emails
The goal of newsletter emails is not just keeping your audience informed but also give them an opportunity to explore your products. Let’s take a look at Patagonia’s e-commerce newsletters to see this in action.
Example 12: E-Commerce Newsletter from Patagonia
Why It Works:
Patagonia’s e-commerce newsletter is a prime example of how to engage customers with both content and commerce. The email typically includes a mix of content, such as stories about environmental initiatives, new product releases, and tips for outdoor adventures. Each section is clearly segmented, making it easy for readers to find what interests them most. Patagonia balances promotional content with value-driven messaging, reinforcing its brand values while subtly encouraging purchases.
Pro Tip:
Newsletters can be boring and adding variety will keep your subscribers engaged. Include a mix of content such as product updates, educational resources, customer stories, and company news to build community and foster trust.
8. Educational Emails
Educational emails are a great way to build trust and establish your brand as an industry leader. REI does a great job at sending such emails.
Example 13: Educational Email from REI
Why It Works:
REI’s educational emails are informative and conversion-focused. For example, REI might send an email titled “How to Choose the Right Hiking Boots” to subscribers who have shown interest in outdoor gear. The email includes a detailed guide on factors to consider when buying hiking boots, such as material, fit, and intended use.
Pro Tip:
Deliver real value with your educational emails. Showcase how your product or service can solve specific problems for your audience. Incorporating product recommendations within the educational content can help guide readers toward making a purchase while still providing value.
9. Re-Engagement Emails
Re-engagement emails aim to rekindle interest and encourage inactive subscribers to return. These emails are sent to customers who haven’t interacted with your brand for a while. Let’s take a look at one of the best examples in this category from Adidas.
Example 14: Re-Engagement Email from Adidas
Why It Works:
Adidas excels at using re-engagement emails to bring inactive customers back to their online store. The email features eye-catching visuals of new or trending products, reminding the recipient of what they’ve been missing. Clear and compelling CTA makes it a strong re-engagement email overall.
Pro Tip:
You can personalize re-engagement emails with data-driven content, such as past behaviors or previous purchases. Offering a small incentive, like a discount or free trial, can also help bring back inactive users.
Transactional Emails
With an average open rate of 80-85%, transactional emails are a great way to build that initial connection. These emails include order confirmations, shipping notifications, and feedback requests. They offer an excellent opportunity to enhance the customer experience and encourage further engagement.
10. Order Confirmation Email
Order confirmation emails are an opportunity to reinforce your brand’s reliability and keep the customer informed about their purchase.
Example 15: Order Confirmation Email from IPSY
Why It Works:
I love IPSY emails simply because every email delivers a unique experience. IPSY’s order confirmation email goes beyond just the boring order details. It builds excitement and anticipation with its cheesy copy and vibrant colors. Can you see another amazing email experience?
11. Shipping Confirmation Email
Shipping confirmation emails reassure customers that their order is on the way and at the same time, they are a great opportunity to engage with your customers. Warby Parker does this in a masterful way. Let’s take a look.
Example 16: Shipping Confirmation Email from Warby Parker
Why It Works:
Warby Parker also uses this opportunity to remind customers of their return policy, adding an extra layer of customer service. Their shipping confirmation email is informative and engaging. The email not only provides the tracking number and estimated delivery date but also includes fun, branded messaging that makes the experience even more personal.
Pro Tip:
You can use the shipping confirmation email to communicate your unique brand value and build a deeper connection.
12. Feedback and Survey Emails
Feedback and survey emails are valuable tools for gaining insights into your customers’ experiences. These emails encourage customers to share their thoughts on your products or services, helping you identify areas for improvement.
Example 17: Feedback Email from Warby Parker
Why It Works:
Warby Parker’s feedback emails are simple, direct, and effective. After a customer receives their new glasses, Warby Parker sends an email asking for feedback. The email features a clear, single-question survey, such as “How do your new glasses feel?” with a 1-5 rating scale. This straightforward approach makes it easy for customers to respond quickly, and Warby Parker can then use this feedback to refine their products and services.
Example 18: Survey Email from Slack
Why It Works:
After a purchase, Slack sends an email asking customers to rate their experience with the seller, the product, and the overall platform. The email usually starts with a friendly prompt like “Help Us Improve!” and includes a link to a short survey.
Pro Tip:
Keep surveys short and to the point to encourage higher response rates. Use visuals that remind customers of their purchase, and consider offering a small incentive, like a discount or entry into a giveaway, to further motivate participation.
Essential Emails
Essential emails are crucial for a well-rounded ecommerce email marketing strategy. The examples we are going to talk about are abandoned cart emails and browse abandonment emails.
13. Abandoned Shopping Cart Emails
Abandoned shopping cart emails are sent to customers who have added items to their cart but didn’t complete the purchase. You can make these emails very effective using the examples below.
Example 19: Abandoned Cart Email from Casper
Why It Works:
One of the best in the industry, Casper’s abandoned cart emails are simple, effective, and perfectly on-brand. Casper often includes customer reviews and a sense of urgency with phrases like “Act fast before it’s gone!” Additionally, they may offer a discount or free shipping to further incentivize the purchase.
Pro Tip:
Incorporate on-brand messaging and urgency in your abandoned cart emails. Include images of the items left in the cart and a clear CTA for customers to complete their purchase.
14. Browse Abandonment Email
When a customer browses products on your site but doesn’t make a purchase, a browse abandonment email can remind them to complete the purchase. The browse abandonment email from Nordstrom is a perfect example in this category.
Example 20: Browse Abandonment Email from Nordstrom
Why It Works:
Nordstrom’s browse abandonment email is personalized and visually appealing. It shows the exact items the customer viewed, along with relevant product recommendations. By providing personalized recommendations, Nordstrom increases the chances of conversion.
Pro Tip:
Include product reviews, stock levels, or limited-time offers to create a sense of urgency and encourage the customer to make a purchase.
Final Thoughts
As we’ve seen, effective ecommerce email marketing is both an art and a science.
It’s about finding the right balance between promotion and value, between brand voice and customer needs. The examples we’ve explored today showcase some of the best in the ecommerce business, but remember – what works for one brand might not work for another.
The key is to take inspiration from these examples and adapt them to fit your unique brand and target audience. Test different approaches, analyze your results, and continuously refine your strategy. Email marketing is not a “set it and forget it” tactic – it’s an ongoing conversation with your customers.
As you implement these strategies, you’ll likely see not just better email marketing ROI, but also higher click-through rates, more sales, and a more engaged and loyal customer base. And isn’t that what we’re all aiming for?
Remember, every email is an opportunity to strengthen your relationship with your customers and guide them through their journey with your brand. Make each one count.
I hope this guide serves as a helpful swipe file for your future email marketing campaigns. By implementing these strategies and continually optimizing based on your results, you’ll be well on your way to email marketing success.
Have you tried any of these strategies? What’s been your experience with ecommerce email marketing? Share your thoughts and experiences in the comments below – I’d love to hear from you!
Want to know which other automations you can set for your ecommerce store? Here’s our guide on ecommerce email automation.
If you need help managing your email campaigns, then get in touch with our ecommerce email agency.
