Top 32 Email Marketing Series for Ecommerce—With Examples!

So, how many email marketing campaigns do you need to set up??

Endless…!

You have a database of people who’ve opted into your ecosystem. They already get your promotional emails and sales offers, but what else can you send to keep them engaged?

Don’t worry! Today we’ll discuss the types of email campaigns you can send to support and grow your revenue. Here, in this blog, we’ve figured out the …… emails you should send to your shoppers as an eCommerce brand. Because email marketing still holds a special place in brand communication. 

Specifically, we’ll focus on strategies to increase email frequency without boring or annoying your subscribers, all while maximizing revenue.

So, let’s start the list of email marketing campaigns you should have for your ecommerce business.

What are the Best Email Marketing Campaigns for eCommerce?

1. Account Verification 

It’s one of the first emails you’ll send after someone signs up, and it’s super important. Why? It confirms their email address, and that’s why has a 100% open rate.

These emails are kept simple so that shoppers can easily find those links and complete the registration process. 

Here’s an example.

Now, some brands also prefer a code verification system like Nike. They simply send the code to the email address to confirm the user stays on the same page.

Here, the thing to note is that there’s always an expiration time associated with the verification link or code—whichever method you use!

2. Welcome Email 

First impressions matter, and a welcome email is your brand’s handshake with a new subscriber or customer. So, these emails are sent immediately after the newsletter subscription.

Here’s an example for your reference:

Welcome emails are also among the most opened and clicked emails, with open rates averaging 50%-60%. This makes them an ideal opportunity to provide value, introduce key benefits, and even drive initial sales.

You can also send a welcome email after the customer has completed the registration process. But, that would be a little different than the earlier one.

Let’s see the example and identify the difference.

3. Abandoned Cart Email Series

We all know that people abandon their online shopping carts a lot—almost 70% of the time, in fact! These emails act as gentle reminders, encourage customers to revisit their carts, and provide incentives or reassurance to close the sale.

Why do they work? Because they show your customers that you care and want to help them complete their orders. Plus, they’re proven to bring back sales that would otherwise be lost.

When to Send an Abandoned Cart Email Series?

• Email 1: Send this 1-2 hours after they leave their cart. Just a simple reminder that they still have items waiting.
• Email 2: If they don’t respond, send another one 24 hours later. Add a little urgency or offer an incentive, like a small discount, to motivate them.
• Email 3: Send this 48-72 hours after the first email. Add a bigger incentive (like a larger discount) and create urgency with a “last chance” message.

Tip: You can make your emails personal by including the product name and images. This helps remind customers why they wanted the item in the first place.

Let’s look at an example of an abandoned cart email.

The goal is to make it super easy for them to pick up where they left off. And trust us—this works wonders for boosting sales!

4. Abandoned Search Emails

Sometimes people browse your website, search for something specific, and leave without taking action. An abandoned search email is personalized to re-engage those visitors by reminding them of what they were interested in. 

It’s a way to bring them back and help them find what they need, increasing the chance they’ll come back and make a purchase.

Here’s an example of how this email looks like.

They’ve already shown interest by searching, so sending a personalized email keeps your brand at the top of your mind and nudges them toward making a decision.

5. Order Confirmation 

The moment someone completes a purchase, they need reassurance that everything went through smoothly. An order confirmation email acts as that comforting “receipt” in their inbox, showing them all the details and setting clear expectations. It’s also a great opportunity to express gratitude and keep them excited about their purchase.

Timing is key—it should land in their inbox while the excitement of buying is still fresh.

You can also add a little extra charm—maybe a note about how their purchase makes a difference or a sneak peek at related products they might love.

6. Shipping Confirmation 

Shipping confirmation emails are the “it’s on the way!” moment that customers eagerly await. They provide reassurance and keep your customers in the loop about their purchase’s journey.

Once an order ships, customers naturally want to know when they can expect it. This email builds excitement while minimizing inquiries about order status. 

A good shipping confirmation email includes a friendly update, tracking details with a link to follow the shipment’s progress, and an estimated delivery date. 

Here’s an example:

You can also use this opportunity to share helpful tips for using the product once it arrives or suggest complementary items they might need.

7. Delivery Confirmation 

“Your Package Has Arrived!”

It feels like the doorbell for your order delivery. It also confirms that the package is in the right place, even if they are not physically present to receive it. This is especially important in the case of delivery to homes, offices, or shared spaces where the customer might be away. 

In addition to just confirming receipt, these emails can also be an opportunity to enhance customer engagement by encouraging recipients to share their thoughts on social media or leave a review of their purchase. You can combine this or send a separate email for customer feedback—we’ll discuss this in more detail.

8. Customer Query Auto Response

Customer queries are unavoidable! And one thing shoppers universally dislike is waiting too long for a response. 

That’s where an auto-response email steps in to save the day! While it doesn’t provide an immediate solution, a well-crafted auto-response reassures your customers that their inquiries have been received and are being addressed.

A good auto-response email acknowledges the customer’s query, outlines the next steps, and provides an estimated timeframe for a more detailed response. Let’s look at a good example below:

From the shopper’s perspective, this quick acknowledgment shows that their concerns are important to you. It prevents frustration, keeps them engaged, and reduces the chances of them seeking alternatives. Adding a friendly tone and a touch of empathy—like “We know your time is valuable”—makes the interaction more personal.

9. Product Review or Survey Request 

Many people forget to add reviews to their websites, yet reviews are one of the most significant factors influencing conversion rates. While you can talk about how great your business and product are, people value customer opinions more because they come from an authentic source. 

Potential customers want to know if the product fits well, matches its description, and is worth buying. Asking for a review about 7 to 9 days after the purchase allows enough time for shipping and for customers to try the product. 

If they like it, they’ll leave a review for your product. You can also add a link to the survey regarding anything that matters (like the shopping experience, or how they came to know about your products). In return, you can offer loyalty points, gift cards, or even a discount coupon.

Here’s an example:

Plus, more reviews mean higher conversion rates, and as more customers vouch for your product, word-of-mouth marketing will kick in.

10. Upsell or Cross-Sell Email

This email aims to re-engage customers who haven’t returned for a second purchase. Once a customer makes a purchase, you can introduce them to complementary or higher-value products that enhance their original purchase.

For example, if someone bought running shoes, you could upsell them a premium pair with advanced features or cross-sell matching accessories like socks, water bottles, or gym bags. 

The key here is to understand your customer’s preferences and buying patterns so you can offer them relevant products. To make the offer even more amazing, you can offer a discount or a limited-time deal. 

This type of email works well for any business that sells a range of related products, including apparel, beauty, electronics, and more.

Here’s an example:

11. Wishlist Reminder 

When a customer adds a product to their wishlist but doesn’t buy, it’s important to follow up.

A wishlist reminder email is a great way to rekindle interest from potential customers who may have browsed your site but didn’t make a purchase. These emails can remind them about items they’ve saved and motivate them to complete their purchase. 

You can personalize the email by including the specific item they’ve shown interest in, along with a friendly reminder and perhaps a small incentive, like a limited-time discount.

To make these emails even more effective, try to create urgency, such as “Don’t miss out – this item is popular and selling fast!” or “Your wishlist is waiting for you. Complete your purchase today!”. This encourages customers to act before they forget or change their minds.

This could be the perfect example!

12. Replenishment Reminder 

This is an important email because it helps boost repeat sales by reminding customers when it might be time to reorder a product they previously purchased. It is designed to target customers who have purchased consumable or repeat-purchase products, such as beauty items, supplements, or cleaning supplies. 

This email reminds customers that it’s time to restock a product they’ve previously bought, and it’s a great way to generate repeat sales.

The best timing for this email is when customers are likely to need a refill. For example, if a product typically lasts 30 days, sending a reminder after about 20 to 25 days can be effective. To make this email even more exciting, you can offer a small discount or free shipping to incentivize the purchase.

13. Back-in-Stock Email

This mail is sent to the shoppers who showed interest in a product but couldn’t purchase it due to its unavailability. These emails let customers know that the item they wanted is now back on the shelves.

Back-in-stock emails can significantly boost conversions, as notify the potential customers who have already shown interest and are more convicable to buy when the product is available.

And, if you think that shoppers might have lost their interest in the product, you can also highlight the product’s key features, offer an incentive like a discount or free shipping, and share customer reviews to build trust.

Notifying them as soon as the product is back encourages them to act quickly, especially since they may have been waiting for it.

14. Price Drop or Discount Alert Email

A price drop or discount alert email informs customers about a recent reduction in price for a product they’ve shown interest in or have left in their cart.

For example, if someone browsed your site and viewed a specific item but didn’t purchase it, you can send an email letting them know the item is now available at a reduced price. You can further enhance this by adding a countdown timer or emphasizing limited stock to create a FOMO (Fear of Missing Out) effect.

Additionally, this email works well for notifying customers about general sales, exclusive discounts for VIP members, or flash sales. For example, phrases like “Your favorite item just got more affordable!” or “Don’t miss this exclusive deal on products you love” can grab attention and drive conversions.

Here’s an example:

15. Personalized Birthday Email

One of the most delightful ways to connect with your customers is by celebrating their special day. This email isn’t just about acknowledging their special day—it’s an opportunity to build excitement, encourage engagement, and ultimately drive sales.

This email series starts a few days before the customer’s birthday and can highlight special perks, such as:

• exclusive discounts, 
• freebies, 
• gift cards, or
• personalized recommendations (based on their preferences).

And, on their actual birthday, send the ultimate celebratory email with a time-sensitive discount code or a gift voucher they can redeem.

This strategy works wonders for increasing engagement and purchases because it leverages personalization and exclusivity. 

16. Holiday and Seasonal Campaign Emails

Holiday and seasonal campaigns are perfect for promoting exclusive offers, limited-time discounts, or seasonal product launches. This is an excellent opportunity to engage your audience with timely, relevant content that drives sales. These emails capitalize on the excitement and urgency of holidays, seasons, or special events.

Almost every eCommerce brand prepares strong email marketing campaigns for holidays like Christmas, Thanksgiving, and New Year, as well as seasonal events such as spring cleaning or back-to-school shopping. 

See here is the example:

One thing you need to take into consideration is that your shoppers will receive hundreds of these emails, so try to add personalization to your emails. Addressing your audience’s preferences or suggesting holiday gift ideas based on past purchases can make your emails stand out. 

17. Loyalty Program Updates

These emails inform your loyal customers about new perks, reward milestones, or changes to your loyalty program. Also, it encourages them to unlock new levels of loyalty rewards like early access to sales, free shipping, or double-point promotions.  For example, a message like, “You’re just 50 points away from a $20 reward!” can be very impactful.

You can take inspiration from American Girls’ reward points updates.

Bonus tip: You can also use these updates to highlight program success stories. Feature testimonials or profiles of top-tier members who have unlocked unique rewards, sharing how the program has enhanced their experience with your brand.

18. New Product Launch Email

It’s a common practice to introduce your newly added products or collections to your connections first. A new product launch email is all about building excitement and getting your audience curious about what’s new. 

To make it more effective, you can highlight the benefits and key features of your new product as done in the example below.

If your product has passed specific tests or examinations then you should also share it in your emails. Phrases like “Loved by our beta testers” or “A favorite among early buyers” can build trust and interest.

19. Educational or Value-Add Email

It’s all about building trust and positioning your brand as a reliable source of knowledge. This type of email can help strengthen your relationship with your audience by showing that you care about their needs and interests, not just making a sale.

Many brands share their blogs and tutorials regularly with their audience and keep readers engaged and encourage them to explore more of what you have to offer.

Here’s an example:

20. Referral Program Email

One of the biggest benefits of referral program emails is that they help you grow your customer base at a lower cost compared to traditional advertising methods. This type of email can be a powerful tool to expand your customer base and foster loyalty among your current clientele.

Since your current customers are doing the work of spreading the word, you save on marketing expenses while still reaching potential customers who are more likely to convert, as they come with a built-in trust factor from the referrer.

These emails also provide a straightforward way to engage your current audience and keep them involved. When customers receive clear, attractive referral program emails, it reminds them of the benefits they can gain by sharing your products.

Here’s how it looks like:

21. Clearance Sale or Limited-Time Offer Email

Shoppers eagerly wait for clearance sale!

Shoppers love the idea of getting something valuable at a lower price, and the words “limited-time” or “clearance” immediately catch their attention. It’s not just about saving money—it’s about feeling like they’re making a smart decision and beating the clock before the deal is gone.

This email is especially effective during peak shopping seasons or when customers are looking for bargains.

Additionally, clearance or limited-time emails help free up space for new inventory while converting potential browsers into buyers. They can also be an effective way to re-engage inactive subscribers, as the prospect of a great deal might reignite interest in your brand.

So, let’s take a look at the example.

22. Membership or Subscription Renewal Reminder

If you have a subscription-based business, then renewal reminders are a must-have in your email marketing strategy. These emails serve as a friendly reminder to customers about their upcoming subscription or membership expiration. They’re not just about retaining business—they’re about maintaining a seamless customer experience.

When done right, renewal emails highlight the value customers receive, like exclusive benefits, continued access to services, or loyalty rewards. They also offer an opportunity to upsell or suggest upgrades. Shoppers appreciate the heads-up and the ease of extending their membership without disruption.

Including clear renewal instructions, links, and any special offers—such as a discount for early renewal—can make the process effortless. 

23. Event Invitation 

 Whether it’s a product launch, webinar, workshop, or in-store gathering, you can use these mails to create excitement and encourage your subscribers to participate.

The importance of this email lies in how shoppers perceive it—it’s not just about attending an event but being part of something special. You can make your audience feel valued and included. Clear details like the event’s purpose, date, time, location (or link for virtual events), and an easy RSVP button are essential for maximizing attendance.

You can add personalization to connect with your audience on a personal level while promoting engagement and attendance.

Here’s an example of an event invitation email.

24. Personalized Recommendations 

Shoppers appreciate when brands make their decision-making easier. 

Instead of browsing endlessly, they’re presented with items tailored to their taste or needs. These emails are particularly impactful during key moments, like seasonal changes or right after a major purchase, offering complementary or upgraded options. It’s about creating a curated experience that feels thoughtful and valuable.

Personalized recommendation emails give more priority to customers’ preferences, making them feel seen and understood. You can use data like past purchases or browsing history, these emails suggest products or services that are most relevant to each individual.

25. Gift-Giving Guides

Many brands prepare articles on gifting ideas but you can also share these ideas using emails. This email is specifically created when you want to help your customers with gifting ideas. 

Whether it’s during the holidays, for birthdays, or other special occasions, these guides simplify the process by offering curated options based on themes, budgets, or recipient types (e.g., “For the Fitness Enthusiast” or “Gifts Under $50”).

Shoppers appreciate the guidance, especially when time is tight or inspiration is lacking. See how Good American has crafted its Gift-giving guide email.

26. Early Access Email

For shoppers, early access is about exclusivity and privilege. 

These emails grant a select group of customers a sneak peek or first chance to shop a new collection, product, or sale before it’s available to the general public. This is particularly appealing for high-demand products or limited-stock items, as it eliminates the fear of missing out.

From a brand perspective, early access emails help build loyalty. When customers feel like insiders, they’re more likely to engage with your brand long-term. This type of email is especially effective for VIP customers, loyalty program members, or email subscribers, giving them an extra incentive to stay connected.

Here is the best example of early access email by Boll & Branch!

27. Milestone Celebration Email

You know, how big brands celebrate their biggest days or special occasions. Whether it’s your company anniversary, a major sales achievement, or reaching a specific customer count, these emails allow you to share your success and show gratitude to your audience.

For shoppers, milestone emails create a personal connection with the brand. They’re reminded of the journey they’ve been part of and feel appreciated when you thank them for their role in your success. 

You can amplify the excitement by offering exclusive discounts, limited-time perks, or a giveaway as part of the celebration. Here’s an example below:

28. Mobile App Promotion

Many shoppers enjoy the ease of browsing and shopping directly from their phones, and the added incentives, like app-only discounts, make downloading the app feel like a reward in itself.

If you have a mobile app available for your eCommerce store, then you can inform your customers to get it and enjoy a seamless shopping experience. Your email should emphasize how simple it is to download and use the app, with links to the App Store and Google Play.

Here’s an example below:

29. Customer Story or Testimonial Emails

People are naturally inclined to listen to peers and real users over the brand itself. Testimonial emails showcase real-life experiences and positive feedback from people who have used your product or service. Sharing these stories helps potential customers feel confident in their decision to buy, knowing that others have had positive experiences.

These emails can come in different forms, such as short quotes, detailed stories, or even interviews with satisfied customers. Including photos or videos can make these testimonials more engaging and relatable.

Here’s an example of Patagonia’s email.

30. Behind-the-Scenes Email

This is where you can give your audience an exclusive look at what happens behind the curtain of your brand. This type of content humanizes your business and builds a deeper connection with your customers by sharing the stories and processes that they don’t usually see.

These emails could include sneak peeks of how products are made, introductions to your team members, tours of your workspace, or even glimpses into the creative process behind new product launches. 

From a shopper’s perspective, behind-the-scenes emails make your business feel more transparent and approachable. People enjoy feeling like they are part of an exclusive group and appreciate the authenticity that comes from seeing the “real” side of a brand. 

To maximize the impact of behind-the-scenes emails, keep them genuine and engaging. Use photos or short videos to bring the content to life and add a conversational tone to your writing. 

31. Product Comparison

This is also an impressive way to retarget the shoppers and get them back to your eCommerce store. People often find it difficult to choose between similar options and ultimately wind off the purchase decision.

So, when you see shoppers can be torn between similar products or are unsure about which option best meets their need, you can help them by sending a mail that shows a side-by-side comparison of features, benefits, pricing, and use cases, you empower your audience to choose with confidence.

Here’s an example.

This email works especially well in industries where products have varying specifications, such as electronics, software, or beauty products.

32. Pre-order or Waitlist Emails

Pre-order and waitlist emails are a great way to engage your audience and make them feel involved and excited about what’s coming next. These emails let your customers know when a highly anticipated product or collection is available for pre-order or if they can join a waitlist to be among the first to know when it launches.

In addition to creating anticipation, these emails can help you gauge demand and plan your inventory accordingly.

Here’s how you can create such an email:

When crafting pre-order or waitlist emails, be sure to highlight the benefits of being an early bird and clearly explain how the process works. Keep the tone exciting, emphasize exclusivity, and make sure the email stands out visually.

The Success Key—Think Beyond the Sale!

Too often, businesses focus solely on pushing products and driving sales, overlooking the vast creative potential of email marketing. 

That’s the key—email marketing isn’t just about sales. It’s about nurturing relationships, engaging your audience, and adding value. And when you focus on that, the sales often follow naturally.

Let’s talk about how to break free from the “push-product” mindset. 

You have a database of people who’ve opted into your ecosystem. They already get your promotional emails and sales offers, but what else can you send to keep them engaged?

Here are some ideas:

• Share how-tos, tips, and tricks that position you as an expert, subtly including your products as part of the solution.
• Send heartfelt emails to loyal customers, thanking them for their support to build trust and goodwill.
• Highlight customer success stories to build credibility and inspire others.
• Personalize emails for specific customer segments, such as exclusive recipes for foodies or workout routines for fitness enthusiasts.

Authenticity is the foundation of effective email marketing. When you create content that genuinely aims to help your audience, they’ll feel it. Emails that focus on providing value—recipes, tips, advice—build trust over time. And trust often translates into sales.

For example, in industries like fitness or wellness, before-and-after stories are powerful. Pairing these stories with actionable advice can motivate readers while showcasing how your products or services make a difference.

Quick Recap!

It’s important to remember that email marketing is a long-term strategy. 

Every email you send should reflect your brand’s true purpose. If your intentions are sincere, your audience will pick up on that energy. And yes, there will always be a few subscribers who aren’t a good fit—that’s okay. Focus on the ones who genuinely appreciate your efforts.

It might seem straightforward, but the reality can be quite complex. Plus, keeping up with the latest trends, testing different approaches, and maintaining consistent communication can be a headache for you.

If you’re looking for a team that can make your email campaigns smarter, more effective, and tailored to your unique needs, we’re here to help. 

Let’s connect and prepare the best email marketing strategy for you!