8 Essential Emails to Increase Your Ecommerce Conversion Rate

Email is a vital tool for connecting with your customers to
increase your ecommerce conversion rate.

  • Over
    3 billion people
    use email worldwide.

  • Fifty-nine percent of consumers
    prefer to receive marketing
    material through email over other channels like text and direct
  • Sixty-nine percent of customers prefer to hear from brands post
    purchase through email over other channels.

Plus, email marketing gives you plenty of insights, tools, and
automation features to connect with your audience on a deeper
level. Unlike social media, you have full access to all the email
audience analytics you need to personalize your messages.

Read on to discover some of the essential automated emails for
boosting your ecommerce conversion rate, along with some statistics
and examples.

Automated emails to increase your ecommerce conversion rate

Email makes it easy to create automated campaigns based on
triggered events, so you can connect with your customers with
relevant content at the perfect time. To increase your ecommerce
conversion rate, the following emails are essential.

1. Welcome email

Nailing down your
welcome email strategy
is essential to starting the
conversation on the right foot because they deliver a staggering

91.43% open rate
, on average—four times the average rate of a
standard campaign.

Start out with a conversational tone, links to your best-selling
products (with images), and a coupon to encourage a purchase.

Lush knows that their products are visually stimulating, so they
made sure to include a small selection of their top items inside
this welcome email. Plus, the videos help new subscribers
understand more about what Lush is all about as a company.

Increase your ecommerce conversion rate with a welcome email, Lush example

Source: Really
Good Emails

Good Eggs gets right to the point in this welcome email. Warm
images show their product in action, while a sweet $25 off and free
gift entice subscribers to make a purchase.

Good Eggs increase ecommerce conversion rate with welcome email example

Really Good Emails

2. Replenishment email

If you sell any consumable goods, replenishment emails are vital
for keeping your customers out of the arms of competitors.

Not every customer is comfortable subscribing to replenishment
programs that automatically charge them and send out the product.
However, they may be more likely to replenish on their own through
your brand if you give them a nudge at the perfect moment, which
can increase your ecommerce conversion rate.

Chewy understands. The ecommerce pet store sends customers an
email just as they suspect products are about to run dry based on
either the customer’s past behavior or standard lifespan of the

Notice how every item in this email is personalized, based on
purchases the customer has made through Chewy, along with a few
additional suggestions.

Chewy increase ecommerce conversion rate with replenishment email


3. Abandoned cart email

Statistics say that up to 70% of all shoppers who add items to
their cart won’t follow through with the purchase.

While it’s important to remove all
that may be weighing down your mobile checkout
process—like registrations and long drop-down menus—email is
also important for reining in those previously lost causes.

Consider your subscriber’s specific state of mind as you
design your abandonment emails. We’ve found
that including social proof with embedded reviews can increase
ecommerce conversion rate from abandonment emails by 12%.

Saatchi included a discount coupon here to push customers over
the edge. A little discount can go a long way to recovering those
abandoned carts.

Saatchi increase ecommerce conversion rate abandonment email

Really Good Emails

You could also take a more subtle approach to abandoned carts
like Canopy did here. The customer received a personalized email
about products they’ve previously viewed or added to their cart
that are now on sale.

Canopy increase ecommerce conversion rate abandoned cart example

Source: Really
Good Emails

4. Transactional email

When someone makes a purchase, sets up an account, completes a
return, or resets their password, they’ll receive a transactional

Emails like these tend to have
8 times higher open rates
and engagement rates, so optimizing
the transaction experience is critical to increase your ecommerce
conversion rate.

Ulta gives in-store shoppers the option to receive an email
receipt, which the makeup giant attaches to the email in a Google
Doc, so they can fill the body with a survey button and other

Ulta increase ecommerce conversion rate transaction email

5. Re-engagement email

You don’t have to wait to send re-engagement emails until
after your loyal customers disappear. Keep their attention in
between purchases and away from competitors with personalized
product recommendations and content.

Amazon always sends awesome personalized engagement emails. The
customer in question had just browsed low-cost workout supplements
and had purchased this brand in the past, so Amazon sent her
personalized recommendations.

Amazon increase ecommerce conversion rate re-engagement


Blue Apron gets right to the point with their re-engagement
email. A nice, comforting image sets the vibe and the copy
highlights benefits and features like saving time with 20-minute
meals and natural ingredients.

Blue Apron increase your ecommerce conversion rate with re-engagement example

Really Good Emails

6. Birthday email

Birthday emails are gold mines to increase your ecommerce
conversion rate.
They deliver

  • 481% higher conversion rates
  • 342% higher revenue per message
  • 179% higher unique click rates

Remember when we mentioned that 84% of customers want to feel
treated like humans rather than statistics? Personalized birthday
messages are the key to connecting with your subscribers.

If you can offer a free gift, go for it. If not, a nice discount
and some personalized messages or product recommendations will do.
Just make sure you help your subscribers feel special.

Not sure when your subscriber’s birthday is? Send out an email
like Brooks Running did to collect birthdays for future campaigns.
If they enter a year, you can also further personalize product

 Brooks Running birthday email to increase ecommerce conversion rate

When the time comes, take notes from Sephora here. They let the
subscriber choose from two free gift packages that she could redeem
either in-store or online. Who doesn’t love treating themselves
on their birthday? Sephora also hand-picked relevant splurge-worthy
products for this birthday email.


Sephora email example to increase ecommerce conversion rate with birthday email

7. Feedback requests

The fact is
90% of all customers
read online reviews before making a
purchase and 88% trust them as much as a personal recommendation,
so developing a feedback strategy is crucial to increase your
ecommerce conversion rate.

Not only that, but reviews help solidify brand loyalty among
current customers. If someone takes the time to write a review,
they’re more likely to return to your business for future

Bellroy sent this email 30 days post-purchase after the customer
had a chance to really get to know the item they bought. The
feedback request is simple: “How likely are you to recommend
Bellroy to a friend?”

Make the review process as simple as possible and don’t ask
too much from your customers, and they’ll be more likely to
complete the review. If you can collect the feedback directly
within the email without forcing the customer to navigate to a
landing page, even better.

Bellroy user review email template

Really Good Emails

8. Thank you email

You could (and should) include a thank you message with your
transactional purchase-related emails. However, you can also send
an individual email after a customer buys something or completes an
action that thanks them for taking the time to engage with your
products or site.

Hertz sent this email after the subscriber entered in a contest.
It includes a simple image and two CTAs encouraging the subscriber
to book or join their loyalty program.


Hertz email example to increase ecommerce conversion rate with thank you

AT-A-GLANCE knows that daily planners and calendars by nature
are kind of robotic and devoid of much emotion—but they don’t
have to be. With more and more companies offering lifestyle and
productivity planners, classic AT-A-GLANCE knew they needed to kick
their ecommerce marketing up a notch.

Look at the warm conversational tone in this promotional email;
it feels like a one-on-one personal message. Not only does it offer
a human touch with the VP of marketing’s signature, but it also
offers the subscriber a customer-only discount.

AT-A-GLANCE thank you email example to increase ecommerce conversion rate

Wrap up

Customers expect relevant content from ecommerce brands, with
giants like Amazon really setting the standard with their
personalized product recommendations. Fortunately, email makes it
easy to surpass these expectations and increase your ecommerce
conversion rate.

  • Include personalized recommendations based on abandoned carts
    or on-site browsing behavior.
  • Engage your customers and leads through each step of the
    journey with welcome and birthday emails.
  • Connect with once-loyal customers who vanish through
    personalized re-engagement campaigns.

With email, even small businesses can create customer email
journeys on par with the ecommerce giants.

CM Commerce offers awesome
built-in features
for supercharging your abandonment recovery
emails, like integrated reviews, pre-built recipes, and

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8 Essential Emails to Increase Your Ecommerce Conversion Rate

appeared first on Campaign Monitor.

Source: FS – Email Marketing Blogs!
8 Essential Emails to Increase Your Ecommerce Conversion Rate