Retailers! - Are You Sending These Emails To Your Customers?

greyscale image of laptop and hands typing with colorful images of goods to purchase coming out from the screen

You have under 10 seconds of “read time” to communicate your message and drive your reader to take action! EVERY SINGLE ELEMENT of your email must be of value. When strategically constructed, the following types of emails can have an enormous impact on a retailer’s bottom line. 


A welcome message should be the first email your customer receives from you. Use this email to let them know what types of content they’ll be receiving. Consider providing some type of “welcome discount code” to encourage them to start shopping. 

Note: People often want to provide as much information as quickly as possible. Don’t inundate your customers with your business’ life story in the welcome email.


Most retailers are sending newsletters, but not as successfully as they could be. Don’t struggle to come up with whatever content you can find for “weekly” or “monthly” newsletters. Instead, send these emails when you have content that’s going to be very useful to your customer. 

Note: It’s extremely important to make emails personalized. Tailor the content based on what you know about the customer whenever possible.


When you’re running a major sale/promotion, one email is never enough. Always send a second email with an added element of urgency in both the subject line and the body. A reminder can produce half of the response again from an audience which did not interact the first time.

Note: Place the call-to-action button at the top of your message. It’s much less effective buried within your content or at the bottom. Don’t send a second reminder email to customers that did respond to the first email. This could make those subscribers feel unimportant/ignored. 


These emails target customers who abandoned after adding items to their basket. On average, 75% of carts are abandoned, and 20% of those who are sent cart recovery emails can be recovered. Businesses that leverage a Cart Recovery Program can expect 5% of their online sales to come form this.

Note: Time is of the essence! The first email should be sent within 1 hour and 2 additional emails should be sent over the next 1 to 3 days.


All retailers will have a large amount of one-time purchasers. The enormous amount of data you collect about your customers can have a huge impact on your bottom line - if it’s put to good use. Previous purchases and browsing provides the perfect opportunity to recommend products that are likely to be of interest to your customer. This has been proven to have a favorable impact on ROI, customer retention, and customer loyalty.   

Note: Send this email out shortly after the first purchase. Include a personalized message and a second purchase incentive.


Reviews not only help with conversion rates, the frequent, fresh content also increases your SEO. Good review request emails will obtain reviews from 10-15% of customers after they purchase.

Note: Prompting reviews will make all the difference with this. Leaving it completely up to the customer will result in limited responses. Offer your customers pre-written reviews to select from with the option to customize/develop. This increases your reviews and still allows existing and potential customers to read different experiences.


This email is to stimulate those customers who have not made a purchase with you in several months or years. Since you’re only reaching customers who are not buying, increasing your discount can be a strong incentive in a winback email. Offering them the most attractive deal is well-worth it for the opportunity to turn them into a loyal customer.

Note: Send this email when there are no clashing promotions. You don’t want to risk confusing customers. Be extra thoughtful with this email and spend the time to really make it rewarding for both you and the your customer. 

“Segmentation, personalization, recommendations, and the inclusion of custom database fields in email copy drive 360% higher conversion than generic email with a personalized salutation.”