Email Copy for eCommerce Sites: 19 Examples to Inspire You

Email Copy for eCommerce Sites: 19 Examples to Inspire You

Are you properly leveraging email marketing as part of your ecommerce marketing strategy? With 60% of people saying they have purchased something as a result of a marketing email, and with email marketing providing an ROI as high as 42X, ecommerce sites should be placing high priority on their email strategy.

On the flipside, do you ever struggle to come up with email copy for your eCommerce site? Y

ou put a lot of thought into the content and messaging that attracts customers, but writing effective emails to engage them further can be difficult.

Take a look at these 19 tried-and-tested examples from various eCommerce sites for some inspiration on how to compose emails for successful customer engagement so that you can start creating compelling emails today.

What Is Email Copy and Why Do eCommerce Sites Need It?

Email copy is any type of content used in emails sent to customers or potential customers. It can be used for a variety of purposes, including:

  • Introducing new products;
  • Offering discounts;
  • Promotions;
  • Sharing customer stories;
  • Testimonials, etc.

E-commerce sites require email copy to engage with their customers, build relationships, encourage loyalty, and ultimately increase sales. They can increase their business and ensure potential customers are aware of what they have to offer by crafting compelling messages and leveraging the power of email to reach customers.

When choosing copy for your eCommerce messaging, pay attention to avoiding plagiarism. It will demonstrate to your customers that you value each client and that each of your email campaigns is unique, rather than simply copied from a template library. They will be intrigued to learn what is inside your email copies.

19 Examples of Successful eCommerce Email Copy

Writing email copy is a difficult task that requires you to choose words that will appeal to your target audience. You can choose writing websites to help you, hire a writing assistant, or try to write them yourself personally or with your staff. Or you can simply copy and paste the following email copy examples as a starting point to help boost your eCommerce efforts:

1. Product Launch Emails

Product launch emails are a great way to introduce customers to your newest products and get them excited about the offerings. Include an attractive image of the product, along with information on its features, benefits, and price.

These emails should be written in an engaging tone that is sure to pique the reader’s interest. For example:

We are excited to introduce our new XX product. This breakthrough technology makes it easier than ever before to do (specify to do “what”). See all the features and benefits for yourself by clicking on the link below. Thank you so much for being part of our community – we cannot wait to hear what you think!

2. Discount Promotions

Discount Promotions

Discounts and promotions are a great way to encourage customers to make a purchase. Use email copy that is informative yet persuasive, informing customers of the promotional offer while also emphasizing its value.

If possible, include images or videos that show off the product to further convince customers to take advantage of the promotion. For example:

Introducing our limited-time offer! Get XX% off when you shop now. Hurry, this offer will not last long!

3. Customer Story & Testimonial Email Copy Example

Here is an example of email copy that highlights a customer success story to increase engagement and encourage further purchases. It showcases real people using the products, which helps to build trust with potential customers. For example:

We just love hearing about our customers’ successes! Take a look at Sarah’s story and how she was able to use XX products to achieve her goals. We know you can do the same – shop now for a chance to be featured in our next customer story!

4. Personalized Content

Personalizing content for customers is a great way to make sure that they feel appreciated and understood. These emails can include personalized product recommendations, special offers or discounts, tailored content related to their past purchases generated using your appealing writing voice, and more. For example:

Hey XXX! We noticed you were browsing our shoes section last week, so we wanted to give you a heads-up on our new arrivals. Check out the latest styles available now – we think you will love them!

5. Welcome Emails

welcome emails from nike

Welcome emails are a great way to start the customer journey on the right foot. These emails should thank customers for signing up, provide them with helpful information about the products or services you offer, and let them know what to expect from your eCommerce site in terms of customer service and support. For example:

Welcome to the XX family! To get you started, here is a special offer just for you. Plus, check out our blog for style inspiration, tips, and more!

6. Engaging Newsletter Content

This newsletter copy features a short and witty copy that engages readers and fun visuals to keep readers coming back for more. For example:

We have been busy doing up some new styles! Get your buzz on with our latest finds – perfect for summer!

7. Abandoned Cart Emails

Abandoned Cart Emails

Abandoned cart emails are a great way to remind customers of the products they may have forgotten about. These emails can include pictures of the products, a reminder of why they are interested in them in the first place, and helpful information on how to complete the purchase. For example:

We noticed you left something behind! Don’t forget about these amazing items in your cart. Click here to finish your order and get XX% off.

8. Customer Surveys & Feedback Requests

Asking for customer feedback is a great way to make sure that your customers are satisfied with the products and services you offer. These emails can include survey links, questions about customer experiences, or even incentives for providing feedback. For example:

We would love to hear your feedback! Take our quick survey and tell us what you think. As a thank-you, we will send you XX% off your next purchase!

9. Seasonal Content

Seasonal content is a great way to get your customers in the mood for shopping during special times of the year. These emails can include holiday-themed offers, helpful product suggestions, and more to make sure that customers are aware of all the great products available during different seasons. For example:

Summer is here! Get ready for sunshine and outdoor adventures with your friends and family. Shop now for fun and unique gifts that will make this summer even more special. Happy Summer!

Further Reading: 10 Email Marketing Ideas for When You Need Some Creative Inspiration

10. Upsells & Cross-Sells

Upselling and cross-selling are great ways to get customers interested in buying additional products or services. These emails can include information on complementary products, promotional offers for related items, and more to make sure customers are aware of all their options. For example:

Upgrade your subscription today! Get XX% off your next box when you upgrade to our premium tier. Enjoy all the benefits of our premium box, including XX and XX.

11. Re-Engagement Emails

Re-engagement emails are a great way to get customers who have stopped shopping with you back on board. These emails can include special offers, updated product information, or even helpful tips or tutorials that will remind customers why they chose your eCommerce site in the first place. For example:

Have you tried (name product) yet? Our customers cannot get enough – they love the quality and comfort of our (name product(s), and more. Click below to experience it for yourself!

12. Shipping Confirmations & Updates

Shipping Confirmations & Updates

Shipping confirmations and updates are a great way to keep customers informed about the status of their orders. These emails can include details about when the order is expected to arrive, how much it will cost for shipping, what type of tracking information is available, and any other relevant information that customers need to know. For example:

Your order is on its way! We are so excited for you to get your XX items. Your estimated delivery date is XX. We will let you know if there are any changes.

Further Reading: 9 Types of Transactional Emails Every Marketer Should Know

13. Loyalty & Rewards Program Emails

Loyalty & Rewards Program Emails

Rewards and loyalty program emails are a great way to reward your loyal customers for shopping with you. These emails can include exclusive offers, discounts on products, relevant content related to their past purchases, or even points that can be redeemed for different items. For example:

Welcome to XX! Unlock exclusive deals and discounts on hundreds of items, plus get free 2-day shipping with your membership. Join now and start taking advantage of all the perks!

14. Referral Program Emails

Referral program emails are a great way to encourage customers to share your eCommerce site with friends and family. These emails can include incentives such as discounts or free shipping for successful referrals, helpful tips on how they can spread the word about your store, and other ways of showing appreciation for spreading the word. For example:

Refer a friend and you both get rewarded! Share your unique code with friends and family and get XX off your next ride. Your friend will also get XX off their first ride – it is a win-win!

15. Birthday & Anniversary Emails

Birthday and anniversary emails are a great way to make customers feel special. These emails can include personalized offers or discounts, content specifically related to the customer’s past purchases, and other ways of showing appreciation for their loyalty. For example:

Happy XX anniversary, (name brand) fans! We want to thank you for being part of our community over the years. Enjoy XX% off your next order when you use the code below.

16. Thank You & Appreciation Emails

Thank you and appreciation emails are a great way to show customers that you value their business. These emails can include discounts, exclusive offers, tailored content related to their interests, or even simple messages of gratitude for choosing your eCommerce site. For example:

Thank you for being part of our community! We appreciate your support more than you know. See all the features and benefits of our products for yourself by clicking on the link below.

Further Reading: The Definitive 5-Step Email Marketing Guide for Success

17. Post-Purchase Follow-Up Emails

Post-purchase follow-up emails are a great way to check in with customers after they make a purchase. These emails can include information on how to get the most out of their purchase, promotional offers for related products, or even helpful tips and tricks to ensure customer satisfaction. For example:

Thanks for your purchase! We hope you love your new XX. Don’t forget to sign up for our rewards program and get XX% off your next order. Click below to start saving!

18. Automated Reminders

Automated reminders are a great way to make sure customers don’t forget about important dates and events related to your eCommerce store. These emails can include reminders about special discounts, upcoming sales events, or other important announcements that customers need to be aware of. For example:

Don’t forget – you can now get XX% off your next purchase when you join our rewards program! Sign up today and start enjoying all the perks.

19. Event or Webinar Invitations Email Copy

This type of email copy encourages customers to attend a webinar or an event they are hosting by highlighting what they will learn and how it can help them. You can add some visuals with happy people or pets, while the copy focuses on the benefits of attending the webinar. For example, a webinar dedicated to pets:

Join us for an informative webinar on pet nutrition! Learn how to nourish your pet with healthy and delicious meals, as well as key tips for keeping your pet happy and healthy. Register today!

Further Reading: 10 Types of Email Marketing Campaigns You Need to Send to Your Customers and Prospects


By leveraging these email copy examples, you can optimize your eCommerce marketing strategy and ensure your customers are well-informed and satisfied with their purchases. From providing useful product information and sending out seasonal content, to offer exclusive promotions and rewards programs, these emails will help you build and maintain relationships with your customers in the most important marketing channel of all.

Further Reading: How to Leverage Ecommerce Email Marketing to Increase Your Sales (with 14 Examples)

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Author Bio

Lori Iverson is a freelance writer with a lot of experience. She mainly focuses on topics such as personal growth and motivation In her free time. Lori is a passionate dancer and painter 

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