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 mail.
  • 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

Source: 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 item.

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

Source: Milled

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 hurdles 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

Source: 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 email.

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 CTAs.

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

Source: 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 recommendations.

 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 purchases.

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

Source: 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 templates.

The post 8 Essential Emails to Increase Your Ecommerce Conversion Rate appeared first on Campaign Monitor.

Holiday Ecommerce: How Popup Offers Can Win Black Friday and Cyber Monday

The online holiday shopping—and spending—season is here, and revenue expectations are even better than in 2018. 

Last year, holiday ecommerce accounted for $122 billion in November and December, according to Internet Retailer. A strong economy and positive consumer sentiment have analysts such as eMarketer predicting upwards of $135 billion in ecommerce spending in 2019.

“Cyber Monday is once again expected to be the biggest online shopping day in history, with a total that could approach—or even surpass—$10 billion. Black Friday, Thanksgiving, and ‘Cyber Tuesday’ should also rank among the leading days for the season,” explains Andrew Lipsman of eMarketer.

If you’re an experienced ecommerce shop, then you’ve probably already started your email marketing campaign plans and are ready for Black Friday, Cyber Monday, Giving Tuesday, and all the other online commerce that happens from Thanksgiving through Christmas.

Need a fresh approach to your email campaigns this year? Check out “5 Unconventional Email Campaigns to Run This Holiday Season.”

If you’re just prepping your store and inventory, you’re in a rush to get everything working so you can move your products and take advantage of the uptick in web traffic and sales.

But are you ready and able to use all the ecommerce and email marketing tools in your toolbox?

Why should you use popup offers on your ecommerce website?

In simple terms, online commerce is incredibly competitive this time of year. You don’t have a lot of time to capture consumer attention and convert them into customers. Luckily, popups are an effective way to do just that.

According to a study of more than 1.7 billion popups, the top 10% highest-performing popups averaged a 9.28% conversion rate.

When used well, popups are an excellent way to capture email leads, share coupon codes, ask for opt-in to newsletters and loyalty programs, and help move inventory during this special money-making time of year.

Popups can also stop visitors from exiting your site before they’ve acted or remind them that they abandoned a shopping cart. Because once a visitor is gone, they might not come back.

“Some popups see conversion rates as high as 50.2%. But the average conversion rate of the very best popups was 9.28%. To put that into perspective, if you get even 150 visitors per day to your site, you’d have 418 signups in a month,” writes Sean Bestor of Sumo.

How are website popups used?

As email capture tools, popups can help grow your newsletter lists or upsell products or overstocked inventory. But during the holiday season, they’re frequently used to promote discounts or remind consumers about free shipping, buy-one-get-one offers—and to emphasize the timing and urgency of these deals.

Next, we’ll explain the best ways to use popups this holiday season, such as:

  • Focus your popups on the discounts and deals you want visitors to use.
  • Capture emails from consumers right before they exit your site.
  • Communicate key information that’s relevant to specific segments of your customers.

Popups shine the spotlight on deals and discounts consumers want on Black Friday and Cyber Monday.

Let’s be clear: During the holidays, and especially on major online shopping days like Black Friday and Cyber Monday, consumers expect deals and discounts.

So there’s no need to hide these deals. Popups are perfect tools for quickly communicating your best offers and getting consumer emails as part of the trade-off.

Here’s an example from Legacybox, a company that digitizes old photos, film, and video.

Legacybox Cyber Monday Website Popup Examples

Source: Really Good Popups

This popup’s easy-to-understand language gives clarity about its 50% off discount in exchange for a consumer’s email. The popup is branded with old photos and film—and maintains the branding of Legacybox’s website.

Its simplicity is effective.

Legacybox also uses the form box that says “continue without 50% off” to remind visitors that they’re passing up a good deal by not giving up an email address. It’s a quick way to find out who is not interested in receiving emails.

Use popups before a visitor exits your ecommerce site for good.

Exit popups monitor a user’s mouse behavior and appear whenever a visitor scrolls to exit the window, navigate to another page, or return to the previous page. By crafting a relevant lead-capture popup for your visitors, you can ensure you put the right offer in front of the right visitor at the right moment.

The following clever holiday example is from wine-subscription service Vinebox that markets its “12 Days of Wine” program, or what it calls “the world’s first wine advent calendar.”

Vinebox Email Sign Up Website Popup Example

Source: Vinebox

The company does everything it can to capture potential leads before they leave by keeping the copy simple, the interaction easy, and the focus on the upcoming holiday.

Additionally, the leading copy starts with empathy. It’s about your consumers. Do they need more time? The popup feels thoughtful.

Maybe consumers aren’t ready to buy right now, but they might be willing to keep thinking about it by adding to their holiday wish list—something many people do to track their gift ideas for themselves or family and friends.

An email can serve as a reminder for the consumer and can at least keep your product top of mind. This exit-capture measure is about being helpful in the moment rather than asking for a sale.

Use popups to inform specific segments of customers.

Sometimes you can use popups to relay important and meaningful information directly to specific groups or segments of your customer base.

For example, see how watch and accessories maker Fossil used popups to tell its Canadian customers that it now ships to them.

Fossil Winter Sale Site Popup Example

Source: Spiffykerms

Rather than frustrate visitors when they get all the way through the shopping experience to find out they cannot receive a product they want, the company used a popup to clearly state that Canada is now open for shipping products.

This popup is not asking for an email address. It’s letting the visitor know that Fossil recognized and filled a gap in its delivery service. The flag makes it clear who the message is for and the CTA is simply to “start shopping.”

Sometimes a popup is a simple, friendly way of making things easy for the consumer.

Take note: CM Commerce now has popups built-in.

One of our goals at CM Commerce has always been to help you eliminate unnecessary apps from your marketing stack and consolidate as much of your workflow as possible. That’s why CM Commerce remains the only email marketing automation solution that also enables ecommerce brands to collect and leverage product reviews and user-generated content.

With popups, we wanted to build something that would fit seamlessly into your current CM Commerce dashboard and workflow.

This shortcut will capture new leads or email subscribers via a popup and then immediately drop them into a welcome or nurturing workflow, where we have pre-built recipes ready to go.

Here’s a quick overview of the primary features available for popups today:

  • Create a new popup, link it to a mailing list of your choice, and activate it to start capturing new subscribers on your website immediately.
  • Popups can be triggered in two ways: after a certain amount of time spent on a website or based on exit intent (i.e., as soon as the visitor’s mouse scrolls outside of the browser window).
  • Capture as many metadata fields in custom properties for a subscriber as you want and then use that to segment and personalize your emails such as customer birthdays.
  • Easily edit the design of popups with our WYSIWYG editor, or use one of our pre-designed themes.

Wrap up

Because popups are so eye-catching and interactive, they’re effective tools of the trade. For some users, they feel like a nuisance or an interruption but if you harness a popup in the right context—especially during the busy, competitive holiday shopping season—your message can keep visitors interested, engaged, and informed.

Ultimately, popups convert visitors into customers. Popups can also be a positive reinforcement for your brand experience.


  • Popups are a great way to spotlight deals and discounts.
  • Use popups before a visitor exits your ecommerce site for good.
  • Use popups to inform specific segments of customers.

From welcome emails to re-engagement campaigns and beyond, we seamlessly integrate with your ecommerce platforms—Shopify, WooCommerce, and BigCommerce—so you’ll have all the features you need to exceed your goals.

CM Commerce features:

  • Pre-made conversion campaigns to recover revenue from abandoned carts
  • Follow-up segmented and personalized emails for cross-selling
  • Product reviews that spotlight your happy customers and build trust (and sales)
  • Automated feedback to increase repeat revenue
  • Ready-to-go templates or custom versions, coupons, and rewards with your branding
Try CM Commerce today for free.

The post Holiday Ecommerce: How Popup Offers Can Win Black Friday and Cyber Monday appeared first on Campaign Monitor.

What Every Small Business Needs to Know to Beat Cart Abandonment

If you’ve launched a new ecommerce business, you might feel overwhelmed by all the abandoned carts (i.e. the incomplete purchases) you see every day.

Luckily, abandoned carts happen to virtually all ecommerce businesses. So, while you certainly want to create a seamless checkout process, you can take solace in knowing that incomplete purchases are normal.

In fact, roughly 70% of customers fail to complete their purchases, according to 2019 Statista data.

Still, every ecommerce business should understand why abandoned carts happen, and they should have a strategy to convert those hesitant shoppers.

And a crucial part of that strategy is the implementation of an automated email campaign triggered by abandoned carts.

Why? Abandoned cart emails work. Businesses that send three abandoned cart emails drive 69% more sales than those that send just one. But your emails need to address the reasons that your shoppers left.

Oberlo Abandoned Cart Email Chart, Based on Omnisend Statistics

Source: Oberlo

Read on to learn why shoppers abandon their carts and suggest strategies that you can implement in an abandoned cart program to lure them back and convert them.

Abandoned cart facts you should know

But before we dive in on how to tackle cart abandonment, here are the five reasons why ecommerce shoppers most typically fail to finalize their orders.

Primary reason for digital shoppers in the United States to abandon their carts as of November 2018

Source: Statista

1. 63% percent of shoppers abandon their carts because of shipping costs.

Being online doesn’t change how people shop: In other words, online visitors roam. In a store, for instance, they might leave one display to browse another.

The difference online is that your shopper may leave the site altogether.

How do you get them back, especially if they’ve shown intent to purchase but were put off by your shipping costs?

Show the value of the products your visitors left behind.

Consider a series of emails that trigger your shopper to re-engage because your products are just that good. To do this, your email needs to get them excited about the items they left behind.

Use your messaging to provide details about specific features. Include distinctive and high-quality product images.

J.Crew uses this tactic in its abandoned cart emails.

J. Crew Cart Abandonment Email Example

Source: Really Good Emails

Something to notice here is the succinct wording that explains the products’ quality. Each description is a single line, but each shares a couple of key elements—for the sweater, “lambswool,” and for the shorts, “broken-in.”

Plus, there’s an offer shared in a different color and an italic font: “Now on sale.” Be careful about always giving a deal, however.

Here, the offer is distinct from shipping, meaning buyers won’t abandoned a cart in the future just to get a deal.

2. 46% of shoppers fail to convert at the purchase point because their discount code doesn’t work.

Everyone loves a discount—it’s why coupon sites are among the most popular online destinations. But if your customer enters a code and it fails—no matter the reason—it’s a key trigger that leads them to shop elsewhere.

Remind customers of the discounts they could enjoy.

Here’s the secret, though: Even if customers’ discount codes fail because they’re outdated, or you had a backend dev issue with your site when they were shopping, don’t leave it to chance. Instead, be straightforward and offer the discount again.

Make the messaging direct and simple, in the subject line and throughout your email. That’s how Uber Eats tackles it.

Uber Eats Discount Code Email Example

Source: Really Good Emails

The email’s main text offers the discount and reminds customers they still have discount options.

The email also provides a quick button to continue to purchase, and it spells out the code in a large font in a different color. Make your calls to action obvious, clear, and easy for your customers to use.

Another tactic Uber Eats uses in its email is to make sure its customers know how its ecommerce app works.

The email provides a simple 1-2-3 guide in case would-be buyers had additional issues. The steps are simple, commuincating that the app is equally easy to use.

3. 36% of shoppers abandon their carts because their orders will take too long to ship.

Shoppers often will question the ease and convenience of shopping online if it takes too long: Checking out and shipping should be quick for any purchase.

Automation becomes a critical component. It lets your site respond in near-real time when a cart is abandoned to break that chain of thoughts and to interrupt would-be customers from making their purchases elsewhere.

Use email messaging to create a sense of urgency.

One way to keep your wandering customers engaged with your ecommerce business is to use urgency in your email messaging.

This works particularly well with items that have extended shipping times.

Harry’s, a men’s grooming brand, strategically uses a countdown timer in its emails to customers with abandoned carts.

Harry’s abandonment email reminder example

Source: Really Good Emails

Learn about Campaign Monitor’s Countdown Timer feature here.

The top signals the time left on a shipping offer with a specific window—in this case, tied to holiday delivery.

The email also clearly spells out the timing on the delivery, sharing with the customer when he or she must purchase by to ensure delivery by a specified date.

While this email relies on a highly desired holiday delivery date, you can use this tactic just as easily at any other time of year with clear messaging.

As a bonus email tease, Harry’s uses a clever postscript to encourage shoppers who might open the message after the deadline or who might want to make a purchase unrelated to a holiday gift.

In other words, give your customers options.

4. 30% of customers don’t convert if they have to re-enter their credit card information.

Customers leave when your site asks them to re-enter their credit card information, meaning your onsite user experience needs to be frictionless at every step.

If you don’t change how you gather payment information, or if your data shows card entry tends to lead to drop-offs even at the initial ask, you can directly target these customers through an abandoned cart email campaign.

Be direct in abandoned cart emails.

When it comes to credit cards and payments, don’t be cute or clever: Be clear and make it easy for your customers to complete their transactions with as few steps as possible.

This email from the customer engagement platform KISSmetrics gets right to the point.

Kissmetrics credit card reminder example

Source: Really Good Emails

The email states the purpose upfront and provides not one but three ways for the customer to finish the purchase.

The self-serve option is given the most prominence, using a hyperlinked blue button with a clear CTA: “Update Your KISSmetrics Credit Card.”

But the note also gives the customer the option to reply to the email or reach out to a second email address included as a hot link.

Always consider that your customers might like to interact with your business in different ways.

5. 25% of ecommerce customers abandon carts when asked to re-enter shipping details.

Having to re-enter shipping information might be the fifth item on our list of cart abandonment reasons, but if 25% of customers opt out, it should be high on your list of concerns.

Just think of the impact to your bottom line.

Abandoned cart email campaigns can achieve a 10% conversion. So, if you had 100 customers shopping, but 25 of them opted out, then 2.5 of those shoppers could be brought back into the fold.

Every sale counts.

Use abandoned cart email programs to convert.

You want to make your customers feel part of your ecommerce community, whether they make a purchase or not.

But, of course, you also want them to convert.

One way to be encouraging and make them feel welcome is to use an abandoned cart email campaign to keep them moving through the buying process.

Here’s a perfect example of that in an email from personal styling site Thread.

Source: Really Good Emails

The Thread email acknowledges that it might be a bit of a pain to become a new customer, but it then includes some value-add details about why it pays to keep going.

The message also uses storytelling to convey information about the business and shares that the would-be customer needs to add only a couple of more items to seal the deal.

Takeaways for beating the abandoned cart

A specific incentive to get your customers to return to their carts never hurts.

You can offer discounts or free shipping, but remember, you should also have a clear goal for your abandoned cart email program: getting your customers to complete their purchases and come back again.

Here are five methods you can use to tackle cart abandonment reasons:

  • Show customers the unique value of the products in their shopping carts.
  • Send a discount.
  • Use a series of abandoned cart emails to create urgency.
  • Be direct in abandoned cart emails that ask customers to provide payment information.
  • Use abandoned cart email programs to encourage your customers along the purchase process.

Wrap up

From welcome emails to re-engagement campaigns and beyond, we seamlessly integrate with your ecommerce platforms—BigCommerce, Shopify, and WooCommerce—so you’ll have all the features you need to exceed your goals.
CM Commerce features:

  • Premade conversion campaigns to recover revenue from abandoned carts
  • Follow-up segmented and personalized emails for cross-selling
  • Product reviews that spotlight your happy customers and build trust (and sales)
  • Automated feedback to increase repeat revenue
  • Ready-to-go receipt templates or custom versions, coupons, and rewards with your branding

Try CM Commerce today for free.

The post What Every Small Business Needs to Know to Beat Cart Abandonment appeared first on Campaign Monitor.