Email Types in Your Ecommerce Email Marketing Strategy in 2021

Best Email Types to Include in Your Ecommerce Email Marketing Strategy:

Email marketing is an essential part of owning and running a business. The most effective email marketing strategies inspire buying behavior, inform customers about important events, and keep loyal fans engaged with a brand. However, when entrepreneurs successfully purchase email launches for their businesses, they find it very difficult to determine what content to send to customers. Below are the most common types of email that successful e-commerce companies use in their email marketing strategy.

1. Welcome email

A welcome email is the first electronic correspondence your customers receive from your company. These emails are sent when a customer subscribes to your mailing list, creates a subscription form on your website, or creates an account when placing an order. Welcome emails show your appreciation and enthusiasm for a customer on your list and ensure they are appreciated.

2. Release the emails

Abandoned emails are sent when the customer starts buying related stocks but eventually leaves the site.

• Abandoned emails are triggered when a customer sees certain categories or product pages in your store but does not add anything to their cart.

Abandoned cart emails are triggered when a customer adds items to the cart but leaves the site without completing the purchase.

Either way, posting an email reminds the customer of the great products they’ve seen on your website, giving them an incentive to become a paying customer.

3. Confirmation email

Confirmation emails are sent after a customer completes a specific action on your website, usually with an order.

• The purchase confirmation email is triggered when a customer completes checkout and your store receives the order request.

• Confirmation emails are sent when you complete the customer order and the products listed in the email.

• Delivery confirmation email, while not essential, adds an extra level of customer service by letting you know that the courier has left the product.

This type of email keeps customers informed of order status at every stage of the process and keeps them engaged in the process and excited about the arrival of their products.

4. Feedback and evaluation by email

These types of emails are usually sent shortly after the order is completed to request important information about your products and services.

• Feedback email encourages customers to comment privately on product quality or the order fulfillment process so that improvements can be identified.

• Emails encourage customers to leave a product review on the store’s website or the company review on an external review site.

By sending this type of email, you indicate that you want to get the most out of your business and its products, which will improve your brand reputation.

5. Enter your email address

An additional email address reminds customers that they have purchased a consumer product so they can use it when they are ready. This type of email is not relevant for all types of businesses, but for those selling products that require constant repurchases, it can lead to a significant increase in repeat sales. Even less organized customers will appreciate the reminder before the product runs out, so they don’t miss it for too long.

6. Promotional emails

Promotional emails inform customers that they are looking for an offer or a way to save so they can purchase items at a discount.

• Seasonal promotional emails are sent when your company sells during a specific time of year, such as a vacation or event (such as back to school).

• Promotional subscriber emails are exclusive offers available only to customers on your email list, giving them a sense of importance and value.

• Sales emails are sent when specific items are for sale or if your company does not have seasonal sales on the site.

With the associated savings, this type of email typically leads to most conversions, increasing overall sales volume, even if revenue per item is lower.

7. Product-Based Emails

Product-based emails inform customers about the different types of products your company sells.

New incoming emails inform customers about products you’ve recently started selling and it might not be the last time they visit your site.

Return emails notify customers when a popular item that was previously out of stock or that they have already viewed is for sale.

• Cross-sell/upsell emails are personalized emails that analyze past customer purchases and recommend products that complement or enhance them.

Customers who receive this email will have a good idea of   what your business has to offer, so whether you’re ready to buy now or in the future, your store is the first.

8. Informational Emails

Information emails teach customers the basics that go beyond product offerings but are still relevant to your business.

• An email promoting a company notifies customers when they experience a major change, such as new shipping costs or product enhancements.

• Educational resource email provides customers with information on the best use of products and industry-specific information.

• Corporate newsletters provide customers with a mix of weekly or monthly resources with informative articles, announcements, sales, and more.

This email engages your customers with your business and positions you as an industry expert they can trust.

9. Move the emails

Resend or reset email if a customer hasn’t made a purchase from your business in a while. These emails often include an incentive, such as a small percentage discount, to encourage customers to buy from you again. If the customer has completely forgotten about your business or had a great experience, this email gives the customer a chance to give you a second chance or remember their initial enthusiasm for your brand.


Email marketing is not available to everyone. So be aware of your email statistics after sending specific emails. If your open, click, or conversion metrics aren’t good for a particular email, consider whether changes are needed or your audience just isn’t interested in that type of email. Overall, however, your eCommerce store can build a loyal customer base that is enthusiastic and engaged with your brand by incorporating these types of emails into your email marketing strategy.

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