Email marketing is far from dead. Email remains one of the most profitable marketing channels, delivering an average ROI of $42 for every $1 spent. Yet, many retail brands fail to take full advantage of it – not because they don’t see its potential, but because they hesitate to use it properly.
Many eCommerce brands add an email signup form on their website but then never actually email their list. A shocking 60% of businesses collect emails but never follow up.
If someone subscribes, they expect to hear from you – ignoring them is a wasted opportunity
Some brands make promises like “We’ll never spam you”, which often translates to never emailing at all. But let’s be clear:
These are not cold contacts; these are people who have actively shown interest in your brand.
It’s like ignoring someone who walks into your store.
The key is relevance – sending valuable, engaging content that aligns with where they are in their buying journey.
49% of consumers say they want to receive promotional emails from brands they like at least once a week.
Ignoring your email list out of fear of annoying subscribers is a costly mistake. The right balance is not about sending fewer emails – it’s about sending the right ones at the right time.
That’s where these 5 essential email sequences come in. Let’s break them down.
1. Welcome Email Sequence
Your welcome email sequence is your first chance to make an impact – and if done right, it can significantly boost conversions. This sequence isn’t just about saying hello; it’s about nurturing the relationship and leading the subscriber toward their first purchase.
A well-structured welcome sequence typically spans 5-10 days and includes 3-4 emails that progressively build trust and urgency.
Optimal Welcome Email Sequence:
1. Welcome Email with Incentive (Immediate Delivery)
Subject Line Idea: “Welcome! Here’s Your Exclusive Offer”
Goal: Acknowledge the subscriber, set expectations, and deliver the promised incentive (e.g., 10% off or a free gift).
Content:
- Personalised greeting & brand introduction
- Clear reminder of their exclusive offer
- A strong CTA to shop now
- A simple, engaging email design to ensure high readability
Why it works:
- 74% of consumers expect a welcome email.
- Emails with a discount or promo code see 3x higher conversion rates.
2. Follow-Up Email: Bestsellers & Unique Selling Points (Day 2)
Subject Line Idea: “Need Inspiration? Check Out Our Bestsellers”
Goal: Nudge the subscriber toward their first purchase by showcasing popular products and unique product benefits.
Content:
- A curated selection of top-selling products
- Highlight key features & benefits that differentiate your brand
- Reinforce the value of their incentive
- A clear CTA: Shop Now
Why it works:
- 45% of first-time purchases from a welcome sequence happen within the first 48 hours.
- Customers are more likely to buy when they feel guided toward a well-loved product.
3. Social Proof & Trust-Building (Day 5-6)
Subject Line Idea: “See Why Customers Love [Your Brand]”
Goal: Overcome hesitations by providing authentic customer reviews and testimonials.
Content:
- Showcase top-rated products with customer testimonials
- Include user-generated content (UGC) if available (e.g., Instagram photos of customers using the products)
- If applicable, mention awards or trust signals (e.g., “4.9 stars on Google”)
- CTA: Still deciding? Here’s what others have to say
Why it works:
- 93% of consumers say reviews impact their buying decisions.
- Products with over 50 reviews convert 4.6x better.
4. Final Follow-Up (Hail Mary) – Last Chance to Redeem Offer (Day 10)
Subject Line Idea: “Still Thinking? Don’t Miss Your Exclusive Offer”
Goal: Give one final push for hesitant subscribers with a gentle nudge and personal touch.
Content:
- Reminder that their exclusive offer expires soon
- A friendly approach: “We noticed you haven’t claimed your discount yet – do you have any questions? We’re happy to help!”
- Optional: Add urgency with a countdown timer or an extra bonus (e.g., free shipping if they order within 24 hours)
- CTA: Claim Your Offer Now
Why it works:
- Reminder emails boost conversion rates by up to 22%.
- The personal, helpful approach increases engagement without feeling pushy.
Why This Sequence Works
This approach is strategic, not spammy. Each email has a clear purpose and moves the customer further down the buying journey.
2. Abandoned Cart Emails
Recover lost revenue with timely nudges. Abandoned cart emails remind shoppers about the products they left behind and encourage them to complete their purchase. Without these emails, you’re leaving money on the table.
We recommend sending two emails within 12-24 hours – one as a reminder and a second with an extra incentive (like free shipping or a small discount).
Why it matters:
- 69% of online carts are abandoned.
- Abandoned cart emails recover up to 18% of lost sales.
- Sending multiple abandoned cart emails increases conversions by 2.4x compared to a single email.
3. Review Request Emails
Leverage social proof to drive more sales. After a customer makes a purchase, follow up with a review request email. Reviews not only build trust but also increase conversion rates by up to 270%.
For best results:
- Send the email 5-7 days after delivery for fast-moving products.
- For high-ticket items, wait 14-21 days to give customers time to experience the product.
Why it matters:
- 93% of consumers say reviews impact their purchasing decisions.
- Products with more than 50 reviews can increase conversion rates by 4.6x.
4. Replenishment Emails
Boost retention with timely reminders. If your product has a natural repurchase cycle (e.g., coffee, skincare, vitamins, or art supplies), sending a replenishment email can keep customers engaged and drive repeat sales.
Time these emails based on average product usage cycles – for example, if your product lasts 30 days, send a reminder on day 25.
Why it matters:
- 56% of consumers say they prefer automated reorder reminders for essentials.
- Replenishment emails generate up to 60% higher conversion rates than regular promotional emails.
5. Birthday Emails
Make customers feel special while driving repeat purchases. Birthday emails add a personal touch and encourage subscribers to shop by offering a small gift or discount.
These emails work best when they include a clear offer, such as a 10-20% discount or a freebie, and should be sent a few days before their birthday.
Why it matters:
- Birthday emails have 481% higher transaction rates than standard promotional emails.
- They generate 3x more revenue per email than a regular marketing campaign.
Case Study: Geelong Coffee Roasters
Geelong Coffee Roasters successfully leveraged email marketing to scale their business. By implementing an irresistible sign-up incentive, we grew their email database by 384% in six months.
The impact?
16% conversion rate from email marketing campaigns.
A steady flow of repeat customers through well-timed replenishment emails.
This proves that a solid email strategy can significantly impact eCommerce success.
When to Send Regular Marketing Emails
Beyond these automated flows, you should consistently engage your audience with marketing emails. We recommend sending at least 1 email per month or every second month at minimum.
Start sending general marketing emails 15 days after a subscriber completes an automation flow to avoid overwhelming them.
These emails should include a mix of different types (hint: they shouldn’t all be salesy).
Is Your eCommerce Email Marketing in Shape?
If your eCommerce brand isn’t using these essential emails, you’re missing out on serious revenue opportunities.
Ready to build a high-converting email strategy? Let’s chat about how we can help.