10 Essential eCommerce Email Templates

March 19, 2018 - Holly CardeweCommerce email templates header

Writing is not something that comes naturally to everyone. But, as an online business owner,  you have no option but to become a jack-of-all-trades.

Want to increase your revenue and drive up critical metrics for your store without a large ongoing effort or increase in marketing spend? We’re going to make it ridiculously easy for you with these ten eCommerce email templates.

Why should you send better emails?

If you’re selling anything, you’re already sending some automated transactional emails. The problem is, you might be leaving easy money on the table. You can reclaim that money by changing the way you think about those emails just a little bit.

We’re not talking about a small amount of money, either. Let’s look at a few stats from Campaign Monitor:

  • Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue.
  • Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns.
  • Only 39% of online retailers send personalized product recommendations via email.
  • You are 6x more likely to get a click-through from an email campaign than you are from a tweet.
  • When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. –
  • Email marketing has an ROI of 3800%
  • 77% of ROI comes from segmented, targeted, and triggered campaigns.

Bottom line: There are a lot of sales and a load of revenue to be made, just from setting up some pretty basic email automation that will integrate with your store. You should do that because it’s a nearly free way to increase sales.

So now you know why you should be sending these emails, but how are we going to make it ridiculously easy for you? We’re giving you the top ten eCommerce email templates that you can copy and paste right into your email marketing solution today!

Must-have eCommerce email templates for every store

The email templates we’re specifically looking at are transactional or triggered emails. They are sent automatically when a customer or site visitor makes a purchase or performs (or doesn’t perform) a certain kind of behavior on-site.

These aren’t just general, mass email campaigns. They are related to the recipients’ interactions with you, so they will always be relevant You’ll get some of your highest open, click-through, and conversion rates from these emails.

There are a lot of tools that integrate with your eCommerce platform to make it easier to segment your audience and send effective emails. Our top 4 recommendations are dotmailer, MailChimp, Klaviyo, and SmartMail.io. They’re all built for eCommerce, giving you the power you need, combined with an easy-to-use interface.

Here’s a quick overview of what you’re going to accomplish with these:

Abandoned Cart Sequence

Abandoned Cart emails are sent when a known visitor (their visit is linked to an email address either through sign-up or purchase) adds something to their cart and then leaves the site. You are just going to give them a couple of little nudges toward coming back and finishing their purchase.

Purchase Confirmation

No matter what, you are going to send an email confirming that a purchase has been made successfully and giving the buyer a receipt. That’s a great time to make a relationship building touchpoint and to upsell/cross-sell. You should place accessories or other products that are frequently bought with the purchased item in a visual product feed.

*For the first-time buyers – Boy, that escalated quickly. These people are now giving you money in exchange for whatever you sell. Acknowledge that they are a new customer and welcome them to the family.

*Returning Buyer- With a second purchase, they are now a repeat customer. If you highlight that fact and thank them for coming back, they’ll notice.

Note: With either of these you can offer a small discount or something like free shipping. Either the first time to entice them to make a second purchase or after the second purchase to reward them for coming back.

Shipment Confirmation

When the order ships, tell them you shipped their purchase. Remind them what it is, and that you’re taking care of things. Give them a tracking number. Say thank you. You’re done.

Delivery Day Notification

Emailing buyers on the day that their purchase will arrive is a very nice touch. It’s also a good way to reduce returns and bad reviews. Give them any instructions they need with the product and an easy way to ask questions or get customer support.


After they’ve had their purchase a little while (1-3 weeks, depending on your product). Now it’s time to ask for reviews, offer other things they might want to buy, and say thanks one more time. People like it when you thank them.


When it’s been a little while since their last purchase, send customers a quick invite to shop around for something else they might love. Try to give them something of value, too. This is a great opportunity to deliver some free content that is helpful, entertaining, or educational.


When a customer doesn’t come around for a while, you can nudge them to remind them of all the good times you’ve had together.

New Sign-Up

These are the folks who have created an account on your site, but may not have made a purchase… yet. You’re going to let them know how much you appreciate them signing up and giving you permission to keep landing in their inbox.

But, what exactly should you write?

Now you know what kind of emails you should send, but what should you actually say? Here’s where we make it really easy for you. Just copy and paste these into your email integration, set the sending triggers, and start watching your dashboard for the conversions.

It’s always a good idea to tweak emails to fit your brand and tone of voice and personalize them to your target audience. You can use this exact text and get great results, but don’t forget to adjust subject lines and it’s highly recommended that your run some AB tests to figure out what type of emails get the best response.

The more you speak with a consistent brand voice, the more effective these emails will be at making your customers feel like you’re sitting down and personally sending them an email each and every time.

eCommerce email templates

Abandoned Cart Sequence







Post-purchase sequence









Non-sequence emails







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