5 Emails Every Ecommerce Marketer Should Consider Sending and What to Include in Them

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Email marketing is the most powerful marketing channel for driving sales besides increasing engagement & building brand loyalty. Not only that, it’s effective because it earns highest ROI too.  As per stats, “For every $1 spent, $44.25 is the average return on email marketing investment”.  But, not every marketer is utilizing email marketing to its fullest potential, which means they are not just missing an opportunity to touch base with their customers with targeted & relevant messages, but are also leaving money on the table by missing out a lot of sales.  As per research, “customers who come to businesses via email tend to shop more and spend more”.

Here are few emails which every marketer should be sending to boost their conversion rates and increase engagement. And unlike other mails, your customers will simply love getting them.

1. Browse Abandonment Email

What:  An email sent to a prospect based on his browsing behavior after he has left your site without completing the conversion goal you have set for him/her.

When to send:  Triggered shortly after they have left your site.

Why: To bring the prospect back to your site and complete the transaction.

Two Tips to Create a Browse Abandonment Email

  • Convey the point in your subject line:  As per stats, “33% of email recipients open email based on subject line alone”.Use your subject line to tell the recipient what is in it for them and give them a reason to open the email.
  • Include few more suggestions in the email:  Be sure to include few relevant items to encourage them to explore further and send the first email within 24 hours of abandonment.



  • Highly engaging and relevant because it’s based on your prospect browsing history.
  • Gives you a reason to gently nudge them without looking sales at all.

Here is an example:

Subject Line: Your recently viewed items


2. Wishlist on Sale Email

What:  An email sent to inform prospects that an item they have added in their wishlist has went on sale.

When to Send:  As soon as the item desired item goes on sale.

Why:  Boost your engagement and revenue by showing your email as a helpful customer service message.


Two Tips to Create a Wishlist on Sale Email

  • Keep it Concise:  You don’t have to include a lot of copy.  State clearly that the wish listed item is on discount and create a sense of urgency by saying that it will not last for long. 
  • Include image and reduced price of the product:  Adding picture of the product will increase the chances of people clicking on it. Also, include both the original and markdown prices to show customers how much they will save and incite them to take the desired action.



  • Unlike the promotional emails, these emails make good business sense and your customers are likely to keep them enabled.
  • Allows you to effectively use the customer data and target people on the basis of their product choices rather than pitching them left, right and center.

Here is an example:

Subject line: Hurry! Items from your Wishlist are now on sale



3. Back in Stock Email

What:  An email sent to inform prospects that an item which was out of stock earlier is back in stock.

When to Send:  Send the email as soon as the item is back in stock.

Why: When a product is out of stock in your online store, there’s a good chance that your customers will go elsewhere to find it. Rather than losing these customers permanently, alert them when the item is back in stock to encourage sales.


Two Tips to Create a Back in Stock Email

  • Keep it focused:  The main focus should be the back in stock item and call to action.
  • Make it sales ready:  The email should be primed for purchase as at this stage there is not much for them to do than completing the purchase.



  • These types of emails have a higher conversion rate.
  • Remind customers to purchase the product that they couldn’t buy earlier due to unavailability.
Here is an example:
Subject line: Hurry! Items from your Wishlist are back in stock

4. Reorder email

What:  An email sent to remind customer to repurchase product(s) that needs regular reordering such as sanitary items, cosmetics, or food supplements etc.

When to Send:  Few days before the product is expected to run out based on its estimated product life, or when you are offering any discount on these consumable products.

Why: To encourage customers to come back to the site for a repeated purchase.


Two Tips to Create a Reorder in Stock Email

  • Make it time sensitive:  If you’re offering a discount, include a time limit to encourage customers to act quickly.
  • Remind them the benefits:  Encourage them to reorder by telling them why it is a good idea. Also, include their past purchase history to make it look more personalized and relevant.



  • Provides you an opportunity to convert one time customers into repeat buyers.
  • Increase customer loyalty as these email look more like customers service email rather than the promotional one.

Here is an example:

Subject line: Your last order should run out soon, reorder today!


5. Review Email

What:  An email that invites customer to post review of the item(s) they have recently purchased.

When to Send:  Few days after the consumer made a purchase.

Why: These emails helps build trust, brand loyalty as well as to engage customers.


Two Tips to Create a Review Email

  • Keep it Simple:  The review email should be designed in a manner that submitting review takes less than five minutes and the submission process should not take more than few clicks here and there.
  • Include Social Sharing Buttons in the Message:  This will encourage them to share their ratings on these platforms.



  • It will help you in boosting your revenue from follow on purchases.
  • Gives you one more reason to stay connected, build your brand awareness and engage customers.
  • Product review emails are like online testimonials that can drive more referrals your way.



Besides all of these emails use the customer data to craft campaigns which are relevant and highly targeted and will help you keep your brand top of mind.

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