15+ Effective Ecommerce Email Marketing Examples to Build Your Funnel

Key Takeaways

Email Strategies, a Holiday Gift!: Explore how tailored email strategies for holidays can enhance sales for ecommerce businesses. Ensuring specific campaigns cater to both new and repeat customers can significantly impact success.

Email Blues? Check Your List Twice!: Maintaining a clean email list boosts deliverability, ensuring your messages reach their intended audience. Regularly updating and pruning lists optimizes engagement and conversion rates.

From Emails to Ecommerce Empires!: Learn from 62 experts' insights on creating an effective ecommerce email marketing strategy that drives sales funnels and fosters customer loyalty, turning online stores into customer havens.

Automation, Your New Best Friend!: Marketing automation can transform potential customers into brand enthusiasts. By streamlining processes, brands can cultivate repeated engagement and build lasting relationships with their audiences.

Thrive with Cozy Cat Cottage Spill!: Even niche brands like Cozy Cat Cottage can leverage email marketing to grow. These personalized campaigns ensure products reach and resonate with target audiences, increasing overall brand exposure.

The holidays are upon us.

And if you didn't already get a volley of orders during Black Friday and Cyber Monday, it's time to take a long, hard look at your email marketing strategy for your ecommerce business.

But what types of emails should you be sending? Do emails look the same for new customers and repeat customers? How do you keep a clean email list to boost deliverability? What does a successful email marketing campaign even look like?

Need expert help selecting the right tool?

With one-on-one help, we guide you to your top software options. Narrow down your software search & make a confident choice.

Get free tool advice

I’ve asked 62—yes, you read that right—62 ecommerce store owners, marketing specialists, and email experts to spill the beans on driving the sales funnel and boosting customer loyalty through a rock-solid ecommerce email marketing strategy.

You’ll find examples of best practices in action, hear directly from experts who’ve turned their online stores into hubs for loyal customers, and learn how marketing automation can make potential customers into brand super fans.

Why Email Marketing Matters for Ecommerce Brands

Email isn’t dead. There, I said it. (Again.)

Imagine an ecommerce brand called “Cozy Cat Cottage,” specializing in, you guessed it—cozy things for cats. Think croissant-shaped cat beds, mini igloos, and sushi-shaped organic catnip toys.

Now, let’s put this into perspective: 

• 92% of online adults still use email. That's millions of potential customers who might be interested in pampering their feline friends.
• Globally, there are approximately 4.5 billion email users. That's a lot of people eagerly awaiting news about flash sales, exclusive offers, and heartwarming stories about rescued kitties.
• And here’s the kicker: 68% of consumers actually prefer to receive brand communications via email. Maybe it's the sense of control, and the ability to read messages at their leisure without feeling rushed to respond. Or maybe we just really like getting those personalized email subject lines with our names in them. This means Cozy Cat Cottage can send out delightful newsletters filled with adorable cat pictures and exclusive discounts on those sushi-roll catnip toys.
• According to ZeroBounce, 88% of email users check their inboxes multiple times a day. Cozy Cat Cottage has several prime-time slots to wow its email subscribers almost every day. ‘Nuff said. 

You’re probably thinking, “Sure, these numbers are great, and more power to Cozy Cat Cottage. But how exactly does this help me?”

Enter: The email marketing funnel

The email marketing funnel is a strategic framework that uses email to guide potential customers through the different stages of their buying journey, from initial awareness to loyalty and beyond. 

Email marketing helps you guide them through each stage. 

But you don’t want a leaky funnel—where leads start coming in and then drip out before they reach the final stage: making a purchase and becoming a loyal customer.

Think of it like this: you wouldn't want to spend time filling a bucket with water only to discover it has holes.

A solid email marketing funnel makes sure that your leads are nurtured and guided to conversion, therefore, maximizing your ROI.

And we’ll get into the specific ecommerce email marketing examples for each stage in a hot minute. 

Top Tools for Creating Better Email Marketing Campaigns

Let's be honest, nobody has the time to write, design, and press “send” on individual emails for every subscriber.

But with the right email marketing platform, you don't have to. 

These powerful tools are like having a whole team of email experts working behind the scenes, automating your campaigns, personalizing your messages, and optimizing your results.

Here’s how Kristin Marquet, founder, and creative director at Marquet Media, uses MailerLite: 

I use email marketing software like MailerLite to build automated email sequences that guide shoppers through the sales funnel. 

For example, I create welcome series emails introducing new subscribers to the brand, followed by nurturing emails sharing product benefits, customer reviews, or educational content. 

I also use abandoned cart reminders automatically triggered when a shopper leaves items behind.

And Kristin isn't alone. The best email marketing platforms empower businesses of all sizes to:

• Craft stunning emails in minutes. Create professional-looking emails that reflect your brand with drag-and-drop editors, pre-designed templates, and customizable elements.
• Segment your audience for targeted messaging. Deliver content that resonates with subscribers based on their interests, purchase history, or engagement level.
• Automate your email marketing campaigns for maximum efficiency. Set up automated email sequences to send when specific actions are taken, such as a welcome email, reminders of abandoned carts, or follow-ups after purchase.
• Track your performance and optimize for success. Keep an eye on metrics such as open rates, click-through rates, and conversion rates. Make use of this data to refine your strategy based on what's working.
• Scale your efforts as your business grows. Manage increasing volumes of subscribers and emails with ease.
• Maintain a clean email list. Because your email can't reach your audience if it isn't delivered.

So, if you’re in the market for reliable email marketing software, here are our top 10 picks:

1. 1. Omnisend — Best for audience segmentation tools
2. 2. Salesforce CRM — Best for automated features
3. 3. CRM Creatio — Best for no-code editing
4. 4. BigMailer.io — Best for agencies and franchises
5. 5. Campaigner — Best for email and SMS marketing
6. 6. ActiveCampaign — Best for targeting the customer lifecycle
7. 7. SendGrid — Best for multichannel marketing campaigns
8. 8. Drip — Best for ecommerce businesses
9. 9. Mailchimp — Best for beginners
10. 10. Keap — Best for lead nurturing

Show More (5)

15+ Ecommerce Email Marketing Examples: Optimize Your Funnel for Conversions

You're about to get an exclusive peek behind the curtain of what makes email a successful marketing channel.

Remember how I surveyed 62 experts for this guide? Well, they had a lot to say. 

Here's what you can expect in this action-packed section:

• A breakdown of each stage of the funnel and its goals.
• The metrics you need to be tracking to refine your email marketing strategy.
• Hand-picked, expert-backed best practices for creating high-converting emails.
• Real-life examples of emails that work—some straight from my own inbox!

Awareness stage email campaigns

The awareness stage is all about clarity. Potential customers need to quickly grasp who you are, what you offer, and why they should care. 

You're not necessarily pushing for a sale just yet; you're focused on building brand awareness, generating interest, and establishing a connection with your audience.

What’s your goal during the awareness stage?

To introduce your brand to potential customers and pique their interest. You want to make a memorable first impression to:

• Capture their attention. Make them notice your brand and remember your name.
• Showcase your value. Clearly communicate what you offer and why it's relevant to them.
• Spark curiosity. Make them want to learn more about your products or services.

What metrics should you be tracking during this stage?

• Open rate: Are your subject lines enticing enough to get those emails opened?
• Click-through rate (CTR): Are readers clicking on the links within your emails to explore your website or learn more?
• Website traffic (from email links): Are your emails driving traffic to your website?
• Social media engagement (if applicable): Are your emails encouraging readers to connect with you on social media?

Let's explore some email content ideas that can help you make a splash in the awareness stage.

Welcome emails

A welcome email is the first email a new subscriber receives after joining your email list or making a purchase. 

It's your chance to make a positive first impression, introduce your brand, and set the stage for a valuable relationship.

Welcome emails can include a variety of content, such as:

• A warm greeting and personalized message.
• Your brand's story and values.
• Special offers or discounts.
• Links to valuable resources or content.
• A call-to-action to encourage engagement.

Here’s one by Fenty Beauty from my inbox: 

Subject line: “Welcome to the Fenty fam 💕”

Note how the brand includes a clear call-to-action (CTA) for every single one of its offerings without overwhelming the reader: I can avail my discount code, create an account, get my foundation match, and follow Fenty on their social media accounts all in one, long email. 

Join our Newsletter

Stay in the loop! Discover what’s new in the world of ecommerce.

Your email*

This field is hidden when viewing the form

First Name

This field is hidden when viewing the form

Last Name

By submitting this form, you agree to receive our newsletter, and occasional emails related to The Ecomm Manager. For more details, please review our Privacy Policy. We're protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Email

This field is for validation purposes and should be left unchanged.

Brand story and education emails

In these emails, you go beyond an introduction to explore what your brand stands for. 

They're a potent combination of storytelling and valuable information, designed to build trust, foster connection, and position your brand as a go-to resource for your audience.

Here's how to make them shine:

• Share your origin story. What problem were you trying to solve? What inspired you to start your business? What obstacles did you overcome?
• Highlight your mission and values. What are your core beliefs? What impact do you want to make in the world? Authenticity builds trust.
• Showcase your personality. Inject your brand's unique voice and style into your emails. 
• Provide valuable content. Offer educational resources, tips, tutorials, or insights that are relevant to your audience's interests and needs. Position yourself as an expert they can rely on.
• Connect with your audience on an emotional level. Share stories that resonate with their values, aspirations, and challenges. Make them feel seen and understood.
• Include a clear call-to-action: Encourage readers to learn more, explore your products, or engage with your brand on social media.

Two Brother Organic Farms is a certified family-run organic farm that sells homegrown Indian food products like clarified butter, jaggery, and moringa powder. 

Here’s how they position themselves as the leading source of “India’s Favorite A2 Ghee”: 

“Getting to know you” surveys

These interactive emails are a great way to learn more about your subscribers and customize their experience. 

Think of them as a friendly chat where you can learn what they like, want, and need.

“Getting to know you” surveys can gather valuable information, personalize your email marketing, and strengthen your relationships with your subscribers. 

Here's how to make them engaging and effective:

• Keep it concise and focused. Don't overwhelm your audience with a lengthy questionnaire. Stick to a few key questions that are relevant to your brand and their interests.
• Make it fun and interactive. Use a conversational tone, incorporate visuals, and consider using interactive elements like multiple-choice questions or rating scales.
• Offer incentives. Encourage participation by offering a discount, exclusive content, or early access to new products in exchange for completing the survey.
• Explain how you'll use their data. Be transparent about how you'll use their responses to improve their experience and personalize their interactions with your brand.

See how Graza does this:

Subject line: “WE'LL TRADE YA”

They ask for you to participate in a short survey in exchange for 12% off on your next purchase. They get your preferences, and you get a discount. Win-win.

Content roundups and email newsletters

The roundup email is a curated collection of your best content, arranged in an engaging and fun way. 

They’re like a digital magazine, showcasing your top posts, best products, step-by-step guides, and social media highlights.

Here are a few tips to create fantastic content roundups and newsletters:

• Curate high-quality content. Don't just throw any old link in there. Select articles, blog posts, videos, or other resources that are truly relevant, informative, and engaging for your audience.
• Showcase your own content (strategically). Promote your latest blog posts, product updates, or company news, but don't make it all about you. Balance self-promotion with valuable third-party content.
• Include a variety of content formats. Keep things interesting by mixing them up with text, images, videos, GIFs, and even interactive elements like quizzes or polls.
• Make it visually appealing. Use a clean and organized layout that is easy to scan and navigate. Consider using headings, subheadings, and bullet points to break up the text.

Blue Bottle did a special leap day roundup to honor the once-in-four-years phenomenon and also shine a spotlight on their bestsellers:

Subject line: “Our Leap Day Roundup”

Consideration stage email campaigns

The consideration stage is where the real wooing begins. 

Your potential customers know who you are, but they're still on the fence. They're comparing prices, reading reviews, and weighing their options. 

This is your chance to swoop in with charming emails that showcase your products, build trust, and nudge them closer to a purchase.

What’s your goal during the consideration stage?

To position your brand as the best solution and nurture them towards a purchase decision.

You want to:

• Highlight key features and benefits. Clearly explain what makes your product or service special and how it solves their problems. Think “magic wand,” not just “stick.”
• Build credibility and trust. Showcase those glowing customer testimonials, expert reviews, and impressive social proof. Let others do the convincing for you.
• Address potential objections. Anticipate their concerns (“Is it really worth the price?”) and provide clear, concise answers. Be the solution to their hesitation.
• Create a sense of urgency. Encourage them to take action with limited-time offers, exclusive deals, or a gentle reminder that good things don't last forever.

What metrics should you be tracking during this stage?

• Engagement with product-related content: Are readers interacting with product demos, videos, or other resources?
• Add-to-cart rate: Are your emails prompting them to add items to their shopping cart?
• Returning visitors: Do some recipients open and click through to consideration emails more often than others? If so, they're nearly at the bottom of your marketing funnel!

Here we turn browsers into buyers. Let’s explore some email content ideas that can help you seal the deal in the consideration stage.

Social proof emails

Humans are inherently follow-the-herd kind of creatures. 

We see a long line outside a bakery and assume the bread must be good (even if it's just average sourdough). We read a five-star review and instantly want that new MacBook (even if we don't need it). 

This groupthink, folks, is called social proof. And guess what? It applies to email marketing too.

Here's how to leverage social proof in your emails:

• Show off customer testimonials. Feature glowing reviews from satisfied customers, highlighting their positive experiences with your products or services.
• Incorporate expert endorsements. If you have endorsements from industry experts or influencers, flaunt them! Their credibility can boost your own.
• Highlight social media mentions. Share positive comments, reviews, or mentions from social media to demonstrate your brand's popularity and influence.
• Use data and statistics. Dish out (real) impressive numbers, such as “9 out of 10 customers would recommend us,” or “Over 10,000 happy customers.”

Here’s a clever email by Amama Jewels that places the customer reviews next to clickable product page images: 

Subject line: “There's nothing but love inside.”

USP and brand highlights emails

In a crowded market, great products aren't enough. You need to stand out from the competition and shout from the rooftops what makes your brand unique. 

These emails are your chance to shine a spotlight on your unique selling propositions (USPs) and the qualities that differentiate your brand from the rest. 

Think of it as your brand's “elevator pitch”—a concise and compelling summary of why customers should choose you.

Here's what to include in your USP and brand highlights emails:

• Highlight your unique features and benefits. What makes your products or services different and better? Do you offer unique ingredients, innovative technology, exceptional customer service, or a commitment to sustainability?
• Emphasize your brand values. What does your brand stand for? Do you prioritize ethical sourcing, environmental responsibility, or giving back to the community? What causes do you support?
• Use strong visuals. Capture attention with high-quality images or videos that showcase your brand's personality and unique selling points.

And speaking of painkillers, India Hemp Organics makes a very compelling elevator pitch for their cannabis products:

Product recommendation emails

Offer personalized suggestions based on their browsing history or past purchases. Show them you get them. 

Here's how to make them work:

• Gather data. Track your audience’s website activity, purchase history, and any preferences they've shared with you.
• Segment your audience. Group subscribers based on their interests and preferences to ensure your recommendations are relevant.
• Personalize your messaging. Use their name and refer to their past interactions with your brand to create a sense of connection.
• Showcase product benefits. Highlight how the recommended products will solve their problems or fulfill their needs.
• Include clear calls-to-action. Make it easy for them to learn more, view the product, or add it to their cart.

Grind does this swimmingly—with products “stacked” on top of each other and a clear, persuasive nudge towards making hay while the sun shines:

Subject line: “The loooongest day of the year ☀️”

A personalized product recommendation can boost engagement, drive sales, and foster a sense of discovery for your customers.

New product launch emails

Got something fresh and exciting to share? In the consideration stage, new product launch emails are perfect for introducing variations and upgrades. 

Your target audience already knows and (hopefully) likes you, so now it's time to show them what you've been up to.

Here's what to include:

• Highlight the “new and improved” version. Explain the new features, benefits, or variations of your product. What problems does it solve? How is it better than the previous version or your competitors' offerings?
• Create a sense of exclusivity. Make your subscribers feel like VIPs by offering them early access, exclusive discounts, or pre-order opportunities.
• Use high-quality visuals. Capture attention with stunning images or videos that showcase the product in action.

d’you, an Indian skincare brand, recently launched its new milky tonic toner (try saying that five times fast), and their email campaign is stunning, to say the least:

Decision stage email campaigns

This is it: the moment of truth. 

Your potential customer has done their research, explored their options, and now they're teetering on the edge of a purchase.

What’s your goal during the decision stage?

To overcome any lingering objections, create a sense of urgency, and give them that final push to click “Buy Now!”

What metrics should you be tracking during this stage?

These are the top-dog metrics that will show you the effectiveness of your ecommerce email marketing campaigns. 

• Conversion rate: This is the big one! Are your emails leading to actual purchases?
• Revenue generated: How much revenue are your decision stage emails directly contributing to?
• Average order value (AOV): Are your emails encouraging customers to spend more per order?
• Abandoned cart recovery rate: How effectively are you recovering those almost-lost sales?

The decision stage is where the magic happens—or doesn't. Here are a few types of emails that can help tip the scales in your favor.

Abandoned cart email sequence

For those forgetful shoppers, it's like a gentle reminder. Whenever a customer adds items to their cart but doesn't complete the purchase, these emails get triggered.

Liquor Loot does an adorable abandoned cart recovery email saying “FINISH WHAT YOU CARTED” with a neat 20% discount code:

Don’t waste time manually creating these flows. Check out our list of the 10 hottest cart abandonment software on the market right now:

1. 1. Barilliance — Best for personalized triggered messages
2. 2. CartStack — Best for multichannel outreach
3. 3. OptinMonster — Best for personalized pop-up messages
4. 4. Moosend — Best for artificial intelligence
5. 5. Klaviyo — Best for customizable email templates
6. 6. Recart — Best for SMS tools
7. 7. Remarkety — Best for email marketing automation
8. 8. Privy — Best for small businesses
9. 9. Rejoiner — Best for retargeting campaigns
10. 10. Brevo — Best communication tools

Show More (5)

Cross-sell and upsell emails

These emails are all about maximizing customer lifetime value by encouraging them to purchase more—but only stuff that’s actually relevant to their purchase history and browsing data.

• Cross-selling suggests complementary products that enhance their initial purchase. For example, if they bought a camera, recommend a lens or a tripod.
• Upselling encourages them to upgrade to a premium version of the product or purchase a more expensive option. For example, if they're looking at a basic subscription, recommend a premium subscription with more features.

MacPaw does a really cute, subtle email rolling together a “get to know you” survey with other relevant products at a discounted price:

Subject line: “Just a thank you note ❤”

Discount and promotional emails

Everyone loves a good deal, right?

Here's the lowdown on discount and promotional emails:

• Write a clear and concise offer. Make sure the discount or promotion is easy to understand and prominently displayed. No hidden terms and conditions!
• Include a strong call-to-action. Use a clear and compelling CTA button, such as "Shop Now" or "Claim Your Discount."
• Personalization. Whenever possible, personalize the offer based on the recipient's past purchases or browsing history.

This one by Days Brewing Co. combines great email copy and sleek email design with a clear discount offer:

Post-purchase stage email campaigns

The confetti's settled, and the “thank you” page has loaded. But the customer journey isn't over yet. 

This is your chance to solidify the relationship, build lasting trust, and keep your brand top-of-mind long after the transaction is complete.

What’s your goal during the post-purchase stage?

To cultivate a loyal customer base, encourage repeat purchases, and turn those happy buyers into brand evangelists. You want to:

• Express gratitude and build goodwill. A heartfelt “thank you” goes a long way. 
• Reinforce their purchase decision. Reassure them that they made the right choice. Highlight the benefits of their purchase and set expectations for a positive experience.
• Provide exceptional customer service. Offer helpful resources, answer FAQs, and address any potential concerns. Be their go-to guide.

What metrics should you be tracking during this stage?

• Open rate: Are your post-purchase emails engaging enough to get opened? A catchy subject line is key!
• Click-through rate (CTR): Are customers clicking on your links to track their order, explore your website, or learn more about your brand?
• Conversion rate (for upsells, cross-sells, or repeat purchases): Are your emails driving additional sales or encouraging repeat business? Cha-ching!

Absence makes the heart grow fonder… or does it? When it comes to email marketing, a little absence can sometimes lead to disengagement. 

Let’s see what you can do post-purchase to keep your customers happy.

Order confirmation emails

These emails tell customers their order has been received and is being processed.

Their job is to act as a digital receipt and provide important information and notifications about the purchase.

Here's what to include:

• Express gratitude. Thank the customer for their order.
• Order summary. Provide a detailed breakdown of their order, including items purchased, quantities, prices, and total cost.
• Shipping information. Include the estimated delivery date, shipping address, and tracking number (if available).
• Billing information. Confirm their billing address and payment method.
• Customer service contact. Provide contact information in case they have any questions or concerns.

Here’s a sweet and simple order confirmation email I received today from Kaze Living:

Other transactional emails

Apart from the order confirmation emails, there are several emails that are triggered by specific customer actions or transactions and provide essential information related to their purchase or account activity. 

They often serve to confirm actions, provide updates, and build trust.

Transactional emails can include:

• Shipping confirmation emails. Notify the customer that their order has shipped and provide tracking information.
• Delivery confirmation emails. Confirm that the order has been delivered.
• Account creation emails. Welcome new customers and provide account setup instructions.
• Password reset emails. Help customers reset their passwords if they've forgotten them.
• Invoice and billing emails. Provide detailed information about invoices and payment transactions.
• Return or exchange confirmation emails. Confirm the receipt of a return or exchange request.

Amazon, unsurprisingly, nails these kinds of email templates:

Winback or re-engagement emails

Customers become inactive for various reasons—life gets busy, inboxes overflow, or maybe they simply haven't found a reason to engage lately. But that doesn't mean they're gone forever. 

Winback emails are your opportunity to reconnect with them and reignite their interest.

Here are a few tips to make your message stand out:

• Use strong action verbs. Instead of saying “Our new collection is available,” try “Discover our new collection!”
• Keep it simple and clear. Avoid jargon, complex sentences, and overly clever wordplay.
• Write a compelling subject line. Pique their curiosity without resorting to spammy tactics.
• Focus on brevity. Get to the point quickly and avoid overwhelming them with lengthy text.

Check out this engaging, non-intrusive email by online retailer RIND Snacks:

Loyalty program and referral emails

Loyalty programs are like VIP clubs for your best customers. It's a great way to reward repeat customers, get them to spend more, and build a stronger relationship.

For maximum impact, consider combining your loyalty and referral programs. 

For example, offer bonus points to loyalty members who refer their friends, or give referred friends a discount on their first purchase and an opportunity to join the loyalty program.

Here’s how Square does it—nice and clean:

How to Drive Action With Time-Sensitive and Event-Based Email Campaigns

The “four Ps” of marketing—product, price, place, and promotion—are all interconnected.

And in the world of email, timing plays a crucial role in that “place” element. 

• Flash sales and limited-time promotional emails are perfect for driving short-term sales, clearing out inventory, or promoting specific products.
• Seasonal and holiday emails capitalize on the excitement and anticipation surrounding holidays or special events.

It's about delivering the right message to the right person at the right time.

But simply sending an email at a specific time isn't enough. Your timing must support relevance. This means understanding your audience, their needs, and their expectations.

A Cyber Monday coupon sent on Cyber Monday afternoon is almost useless. 

How about the same coupon sent a few days beforehand, when shoppers are planning their purchases? That's relevant and valuable.

Here, make Big Data your friend. 

Understand your audience's behavior, preferences, and past interactions by using data-driven insights. This lets you customize your timing and deliver messages that are timely and engaging.

Send, Sell, Repeat

The magic isn't just about blasting emails into the void and hoping for the best. It's about being a little more, shall we say, intentional about it.

So, whether you're slinging cat toys that look like sushi or serums that promise eternal youth, remember this: the right email, sent to the right person, at the right time, can turn your inbox from a dusty rolodex into a money-making machine.

Ditch the “spray and pray” approach and embrace the power of the funnel.

Nurture those leads, build those relationships, and let marketing automation do all the heavy lifting for you. 

And hey, while you're at it, why not sign up for our newsletter for the latest expert ecommerce insights? We promise not to spam you with too many cat GIFs (maybe).