9 emails for E-commerce that cannot be missing from your strategy

9 emails for E-commerce that cannot be missing from your strategy. Despite the ever-evolving landscape of digital marketing, there’s something timeless about the effectiveness of email marketing, especially for online businesses. Email campaigns still play a lead role in e-commerce. Be it exclusive deals or friendly nudges about product launches, emails make it seamless to engage, inform, and connect with your audience. 

But, creating a successful, best email campaign goes beyond the content—it involves thoughtful consideration of when and at which stage of the buyer’s journey each email should be deployed. You can’t send a welcome email while your customer is considering buying a product. Only a promotional email can make sense. It’s about understanding your customer’s journey, anticipating their needs, and delivering the right message at the right time. 

To help you navigate this, here’s a guide to the 9 best e-commerce emails for your email marketing strategy. 

9 Must-Have Email Campaigns for Your E-commerce Strategy

Here are the 9 e-commerce email marketing best practices. This helps to deliver the right message at the right time, aligning with your audience’s needs and purchasing journey.

1. Abandoned Cart 

Have you ever noticed that more items tend to be in carts or wishlists than make it to the checkout in the e-commerce world? It’s like there’s this whole untapped potential waiting to be unlocked. So, here’s the opportunity for us as the e-commerce email marketing team: it’s abandoned cart email time! 

Abandoned cart emails are like friendly reminders inviting your email list to come back and 

BluCactus - 9 emails for E-commerce that cannot be missing from your strategy - Email Marketinggrab the items they left behind in the shopping cart. These email campaigns help to reel customers back in after a near-miss purchase.

Now, when to send these emails? Hit the first email shortly after cart abandonment, usually within a few hours. Later, experiment with different time intervals to find the optimal sending time for your audience.

And what content to include in these emails?

  • Clear product info – names, images, prices. 
  • A compelling call to action is a must, of course.
  • If there are discounts or free shipping offers, make sure to shout about them. 
  • Trust signals, like secure payment options and return policies to reassure customers.
  • Create a sense of urgency by incorporating limited-time offers or showcasing the availability of the items in their cart.
  • Ensure that your emails are mobile-friendly, as many users may check their emails on mobile devices.

By following these e-commerce email marketing best practices – turn those abandoned intentions into successful transactions. 

2. Feedback Emails


BluCactus - 9 emails for E-commerce that cannot be missing from your strategy - Email Marketing


For your e-commerce business, knowing your customer’s experience is like having the ultimate guide. Why? Well, getting the lowdown on how they shop, what they like, and what might’ve tripped them up—it’s like having a roadmap to make their next visit better.


Here’s where feedback emails come in. They are a key part of after-sale activities, playing the crucial role of your digital ears on the ground. They’re not just emails; they’re your direct line to the customer’s thoughts and insights.


About timing – don’t just ask for thoughts immediately after an interaction. Instead, wait for the perfect moment when the thoughts and experience are still fresh in your customer’s mind. 

Content to include in your feedback email campaigns:

  • Open-ended questions like, “What did you enjoy most about your experience?”
  • Feedback prompts like “Is there anything we could improve to make your next experience even better?”
  • Testimonial showcase highlighting positive testimonials from other customers
  • Offer an incentive or discount as an appreciation for completing the feedback survey


3. Re-engagement Campaigns

When it comes to e-commerce, having customers engaged is necessary. But let’s be real – not everyone’s glued to their inbox. Some might miss out or temporarily disconnect from the brand. To tackle this, include recovery emails in your email marketing strategy – a savvy solution to re-engage those lost connections.


Timing matters as well — finding the right moment to re-engage inactive customers without being intrusive. For sending recovery emails, capitalize on events like product launches, sales, or special promotions. These

BluCactus - 9 emails for E-commerce that cannot be missing from your strategy - Email Marketingoccasions provide a genuine opportunity to re-engage customers with exciting offers. You can also leverage key milestones in the customer lifecycle, such as anniversaries or subscription renewals.


Key elements to include in this email strategy:

  • Address the customer by their name and reference previous interactions or purchases – Customisation is a must!
  • Gently acknowledge their recent inactivity or absence
  • Entice the customer back with exclusive discounts, promotions, or early access to new products. 
  • Showcase new or popular products based on their previous purchases
  • Include reassuring language about the quality of your products or services
  • Include a clear option for customers to opt out or adjust their email preferences

By combining these elements, you create a recovery email that is not only appealing but also speaks directly to the customer’s needs, increasing the likelihood of re-engagement.

4. Cross Selling and Up Selling Emails


BluCactus - 9 emails for E-commerce that cannot be missing from your strategy - Email Marketing

We see inboxes flooded with “You Might Also Like” or “Complete Your Look”. Well, those are cross-selling emails, suggesting additional products that complement your recent purchases or browsing history.

As cross-selling includes capitalizing on customers’ current interests, send these emails immediately after a purchase or when customers are browsing specific product categories.

And then there’s upselling. It goes beyond the basics; it introduces buyers to upgraded or premium options, improving the entire shopping journey.

The best time to send these emails is during the customer’s journey, highlighting the benefits of premium choices. This could be during product selection, in the cart, or even post-purchase for future considerations.

These tactics in your E-commerce strategy are ideal for both increasing your sales and profit. Also, they can generate frequent sales among those who are already your potential customers.


5. Promotional Emails For Special Dates

Seasonal email campaigns are a great way to make your brand more than just a choice; they transform it into the perfect fit for the occasion. Align your email campaigns with seasonal events and holidays. Whether it’s Black Friday, Christmas, or back-to-school season, tailor your messages and promotions to fit the occasion. This helps your brand stay toBluCactus - Person workingp-of-mind during key shopping periods.

Also, more than timing, make sure what you put in emails makes a real difference, especially during seasons when inboxes are buzzing. Here are the key content elements that can make your email marketing strategy stand out:

  • Relevant offers: Tailor promotions to the season—holiday discounts, summer specials, or back-to-school essentials.
  • Seasonal visuals: Embrace the season visually; let it snow for winter or bring in sunshine for summer.
  • Themed messaging: Craft messages that resonate with the season’s vibe, using language and tones matching festive cheer, holiday spirit, or back-to-school excitement.
  • Gift ideas: Simplify decision-making during gifting seasons by suggesting thoughtful and appealing gift ideas.
  • Event highlights: Ensure customers are in the know about special events or sales, be it a Black Friday blowout or a festive collection launch.

6. Product Recommendation Emails 


BluCactus - Person workingWhen your e-commerce visitors see a category of your products but have not purchased it, you can send an automatic email. Why? Because they are interested and just need a push to finalize their purchase. Your email may be the reason that ends up convincing them.


In this sense, you should take advantage of the opportunity and send emails shortly after the visits. This way, they will not lose impact and quickly remember that they have visited your site.


Another central point is that the automation of emails like these is necessary to implement an e-commerce strategy. Thus, this strategy will be adjusted to the needs of each visitor and their shopping experience. You can use many platforms for this action, although you can also seek the help of marketing professionals.


7. Welcome Email

Welcome email campaigns are a great way to ensure first impressions count.

BluCactus - Person workingWith these emails, you can introduce your brand, highlight key products, and provide exclusive discounts to encourage first-time purchases.

Welcome emails lay the foundation for a lasting relationship. The timely introduction and exclusive incentives boost the chances of converting a new subscriber into a customer. 

Remember – The first welcome email should hit the subscriber’s inbox promptly after they sign up, ensuring your brand is fresh in their mind.

Some essential tips on structuring your welcome email are:

  • Timely delivery of the email
  • Personalised greeting by addressing the subscriber by their name
  • Briefly introduce your brand and share a concise brand story
  • Include a clear and prominent call-to-action button
  • Confirm the subscriber’s decision to join your email list
  • Express gratitude for the subscriber’s interest in your brand

8. Emails as a Birthday Greeting


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Who wouldn’t love a brand that not only remembers but also celebrates with them? Sending birthday wishes to your email list is more than just a gesture; it’s a way of saying, “Hey, you matter to us.” 

With your email strategy, you can go the extra mile.

First, send a little offer, a special discount, and a gentle reminder to treat customers during the birthday month.

Then, on the big day itself, send an email and a reminder that today is all about them and the things they love.

These email campaigns best demonstrate the use of customer data for targeted marketing. 



9. Emails Confirming Orders, Shipments, or Tracking


BluCactus - 9 emails for E-commerce that cannot be missing from your strategy - Email MarketingIn a well-thought-out email campaign for e-commerce, this strategy cannot be missing.


It is important to have fluid communication between you and the user from the first moment they make a purchase. In this way, you can convey peace of mind and confidence so that the customer is sure that their purchase and dispatch request will be processed successfully.


This channel is the most suitable for providing any type of information that will be useful in the purchase process. You can add when it arrives, where it is picked up if the shipment has any cost, refund or return policies, and much more.


These emails benefit a large percentage of users because they work as proof of payment. That is why emails like these must be sent without delay, guaranteeing their delivery and confidentiality.


Want to discover must-have campaigns for your email strategy?

Want to discover must-have campaigns for your email strategy?


Ken Schreck BluCactus +1 469 206 5510

If you are looking for an email marketing agency to strategize your email campaigns, we at BluCactus Canada can help you.

Reach Us Now! Our team of email marketing experts will assist you with the strategic email campaigns, perfect timings, and resonating content. We offer top-notch email marketing services tailored to your business needs.

Contact us to make your e-commerce email marketing a huge success!

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