7 E-commerce Email Flow Examples to Increase Sales

The ROI for email marketing in e-commerce is 45:1, according to Litmus. That’s $45 for every dollar you spend. In case you’re not seeing this result, let’s turn it around. 

In this article, I will show you 7 automated email flows for e-commerce that are generating great customer engagement. You’ll see 12 examples from awesome brands, what’s their secret sauce and how you can replicate the success.

What are the benefits of email marketing automation for e-commerce?

Generally speaking, email flows improve engagement and relationships with your customers. But if we dissect them one by one, here’s how they affect your ROI.

1. Email flows improve customer engagement 

Who are you more likely to engage with? A brand that only contacts you when you place an order or one that regularly sends emails—without overwhelming you—about new products, special offers, or just to check in? It’s no secret, everyone appreciates a personalized touch and something that’s tailored to them.

In 2013, Harry's, a small startup with just 12 employees, wanted to build a customer base quickly. 

They launched an email marketing strategy, starting with a referral program that got them 100,000 email addresses through a viral, low-cost campaign before their product even launched.

Then they implemented email automation flows targeting key customer interactions—cart recovery, product praise, and stealth promotions. This increased customer engagement at critical points and built a strong customer foundation from the outset.

Why did the strategy work so well?

• Automated emails triggered by customer actions kept the brand relevant and engaged customers at critical moments
• E-commerce email marketing automation allowed scalability, reaching more customers without extra costs
• Analytics from email responses provided insights and helped refine strategies and focus on what works
  

2. Email flows improve customer relationships

Offering exclusive deals, asking for feedback, and reminding customers about left items in a cart establish your brand as attentive. 

Take Sephora’s example. They’re one brand with an active e-commerce email marketing strategy. They send personalized product recommendations and reminders to customers. Their emails also include exclusive offers for “Beauty Insider” members, adding value through birthday gifts and special discounts. This not only increases customer engagement and sales but also strengthens loyalty.

Sephora’s responsive email strategy is so effective that Beauty Insider now contributes to 80% of their total sales.

3. Email flows lower acquisition costs and give high ROI

Higher engagement and loyalty translate to higher conversions and higher ROI for you. 

• Automation minimizes the need for manual intervention
• Targeted emails, specifically triggered and responsive ones, are more cost-effective than broad, non-targeted emails
• E-commerce email flows transform potential sales into actual sales, as seen in Harry and Sephora's example
• Email marketing automation gives you the insights you need to refine strategies
• High engagement and loyalty improve customer lifetime value and customer retention, reducing the long-term costs associated with acquiring new customers

A good example is SeoulBox, a Korean snack company that saw a 287% increase in revenue growth from emails alone by implementing a strategic mix of automated email flows. They used welcome emails, abandoned cart reminders, re-engagement campaigns, and post-purchase follow-ups (tailored through segmentation and personalization). 

This campaign resulted in email marketing accounting for 41% of their total revenue. Plus, they tripled the revenue per person on their email list, achieving an impressive 200% growth.

7 proven e-commerce email marketing flows

Here are seven e-commerce email flows with examples we love. They’re creative, unique, and have that extra ‘oomph’ that makes you click. 

1. Welcome emails 

Welcome emails—with an average conversion rate of 3.7%—set the tone for your brand. As your first point of contact with customers, make it count. Their engagement level is usually quite high at signup. 

You can use this opportunity in a number of ways: encourage new subscribers to take some sort of action, give them a reason to visit your website, offer some educational content like tips or a guide, or give them an offer they can’t resist. 

For example, Whistlefish’s welcome series email flow strikes the iron while it’s hot! It hooks new subscribers with a time-sensitive 20% discount on their first order.

Why it works:

• It starts with a compelling 20% discount on your first order, using a time-sensitive offer to convert new subscribers into paying customers
• The bright colors and floral design are visually appealing and on-brand for Whistlefish, a company that specializes in art and design
• The copy is concise but impactful. It directly highlights the benefits to the customer and gently nudges them to take advantage of the offer

How to replicate it:

• Start with a strong incentive like a discount on the first purchase. This immediate value pushes new sign-ups towards their first transaction
• Use your brand colors, clear images, and a layout that’s easy to navigate on both mobile and desktop
• Clearly state what new subscribers get, whether it's a discount, exceptional product quality, or excellent customer service. Make these benefits clear and use clear CTAs to guide subscribers
• Create scarcity and urgency with time-sensitive offers to motivate quick responses

To set up my welcome email, I could use Gameball and the setup will look like this. Depending on whether I have a mobile app or not, this doesn’t have to be a welcome email. I could also send it as a mobile notification.

Then, depending on what kind of a reward I want to give, I need to create a trigger that will be activated once the first order has been placed. Additionally, if I only want to activated for users who have signed up and nobody else, this is how I would set it up.

Finally, if I want to send additional communication that they’ve unlocked the 20% discount or add a specific link to take them, the process is equally simple. Welcome email series - done!

✅ Take action: Blend your personalized welcome email with rewards your customers can’t resist. Launch your first campaign for free - no card required.

2. Retention and RFM emails 

Existing customers make more purchases than new ones. So, regular (and personalized) retention email flows are a must. These engaging e-commerce email flows keep your brand top-of-mind and increase the lifetime value of your customers. 

Remember, your loyal customers spend more on average compared to new customers. That’s why 89 % of U.S. marketers use emails for customer retention.

RFM segmentation lets you group customers on their purchasing behavior. For example, it would be awesome for your business if you could automatically identify important groups like high-value customers or at-risk customers so you can run targeted email campaigns to increase retention and reengage them.

Here’s how RFM segments work in Gameball, but obviously these can be customized any way you see fit.

JetBlue sends celebratory emails to customers on special occasions like anniversaries. These emails express gratitude and encourage engagement by offering incentives like free in-flight meals if the customer books a flight ticket.

Subject line: It's our one-year anniversary!

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Why it works:

• It acknowledges the customer's relationship with JetBlue, making customers feel valued
• It uses casual language to create a friendly and approachable vibe
• They use light-hearted jokes that make the customer recount positive past interactions
• They offer free in-flight meals to encourage responses

How to replicate it:

• Send personalized offers for memorable occasions like birthdays or holidays
• Be smart with your copy. Keep your email light and fun to humanize it
• You can also include quizzes or polls to make emails more interactive and learn more about customer preferences

Many companies use RFM segmentation for better targeting. But Missguided is winning at e-commerce email marketing. Just look at this engaging retention email for shoppers who haven't been to their store in a while. 

Why it works:

• The email sets a friendly and slightly humorous tone, making it feel more like a chat between friends than a formal corporate message
• The phrase "and now you don't even browse anymore" shows that the brand noticed their absence
• The offer of "FREE next-day delivery" is a strong incentive to encourage immediate action
• Simple calls to action like "Let's try again" and "Treat yourself," along with the email's minimalist design, focus attention on the message and prompt the customer to re-engage

How to replicate it:

• Go beyond just using the customer's name; personalize your messages based on their previous behaviours, preferences, and purchase history
• Use data to craft content that resonates with their interests and past interactions.
• Use themes or narratives that customers can relate to, like "missing you" or "let's reunite," to humanize your brand
• Instead of generic discounts, give offers that are perceived as high value, like free next-day delivery, exclusive access to new products, or discounts on their favorite items. 
• Create urgency with time-bound offers, for example, "Offer ends in 24 hours"
• Make CTAs big, bold, and easy to find. Use contrasting colors to make them stand out from the rest of the email

3. Abandon cart emails

Reminding customers of products they’re already interested in converts 2.7% of the time - on average. It’s one of the best-performing e-commerce email automation strategies because it's highly targeted and personalized. 

Almost all e-commerce companies send out abandon cart emails, but we’ve found an example that really hits the mark.

Look at this relaxed email from Nordstrom. It’s definitely an email I’d respond to.

Best abandon cart email flow example.

Why it works?

• We love the tone it sets with the subject line, “Still thinking it over?”. It’s gently persuasive without being pushy
• They clearly offer to help, which is also very considerate
• They offer easy returns and free shipping "all the time," which can tip the scales for shoppers
• A subtle hint at urgency by noting, "Our popular looks go fast," suggests the items are both prestigious and in high demand

How to replicate it?

• Highlight benefits that address your customer’s needs and speak directly to them
• Include a clear call to action for customer support in your emails. Ensure that customers know how to reach out for help, whether it’s through a chatbot, email, or phone
• Highlight your customer-friendly policies. For example, if you offer free shipping or easy returns, make these benefits clear and compelling in your emails
• Use phrases that suggest limited availability or time-sensitive offers to create a soft urgency

1. Set up a system to highlight limited stock or limited-time offers associated with the items in the cart
2. Leverage the loyalty points system to offer customers extra points for returning to their cart and completing their purchases

4. Complete-the-challenge emails

Emails that challenge users are engaging with a capital E. When we’re given a specific challenge, it motivates us to participate. Plus, people are more likely to complete a task if they see that they have already made progress.

Many companies are now using gamified email flows to engage customers.

For example, Fitbit offers personalized weekly challenges to keep users active. Participants earn badges and celebrate milestones while maintaining their engagement with the company. 

Healthy Mummy also uses email flows that include challenges to boost customer engagement.

Why it works:

• All vital information is highlighted, like the pricing at the top, so you instantly see important elements
• The email clearly outlines the benefits of joining the challenge. It also has multiple clear CTAs to motivate and guide the user toward taking the next step
• Offering a free tool kit acts as an incentive to join the challenge
• Before and after images provide visual proof of the effectiveness of the program.

How to replicate it?

• Use email flows to gather insights and create challenges around the interests of different groups of customers
• Set up a points system where customers redeem points for discounts or special offers.
• Offer extra rewards for sharing their participation on social media with a referral program, which you can turn into a game with Gameball
• Send follow-up emails to remind customers of the ticking clock on the offer

When it comes to these types of campaigns, get creative. Let your customers earn points for purchases, reviews, social shares, participating in different activities… all of the actions that can be redeemed for discounts or exclusive offers.

For example, here are some of the best-performing and most-used rewards from the Gameball users.

✅ Take action: Launch your rewards  program and use gamification techniques like badges, levels, leaderboards, and personalized communication to motivate customers to buy more. Start your first campaign for free - no card required.

5. Double points emails 

People are more likely to shop when they get extra points. Many of the world’s most successful loyalty programs offer birthday rewards, with some brands offering double-point days as a bonus perk. 

Have a look at this double points email from WoolBox. 

Why it works:

• The clear headline immediately communicates the main offer and draws attention. Multiple CTAs give people more opportunities to click
• Product options reflect customer past behavior like searches and past buys
• Provides details about various deals, helping customers understand the additional benefits
• Encourages customers to create a free rewards account or sign in to their existing account, giving easy access to the promotion and reward tracking

How to replicate this?

• Use bold headlines and create urgency using clear and catchy copy
• Add multiple CTAs to increase clicks
• Use customer data to suggest precise products and show your best deals and discounts.
• Highlight your bestsellers to influence decisions making
• Test different designs and offers to see what works best and use analytics to monitor and improve your email campaigns

I love it when businesses partner to make for a wholesome customer experience. For instance, WoolBox can collaborate with companies offering complementary products such as crochet hooks, knitting needles, or crafting magazines. For every purchase over a certain amount, customers could earn rewards redeemable for these third-party products. 

6. Abandon cart emails

Reminding customers of products they’re already interested in converts 2.7% of the time - on average. It’s one of the best-performing e-commerce email automation strategies because it's highly targeted and personalized. 

Almost all e-commerce companies send out abandon cart emails, but we’ve found an example that really hits the mark.

Look at this relaxed email from Nordstrom. It’s definitely an email I’d respond to.

Why it works?

• We love the tone it sets with the subject line, “Still thinking it over?”. It’s gently persuasive without being pushy
• They clearly offer to help, which is also very considerate
• They offer easy returns and free shipping "all the time," which can tip the scales for shoppers
• A subtle hint at urgency by noting, "Our popular looks go fast," suggests the items are both prestigious and in high demand

How to replicate it?

• Highlight benefits that address your customer’s needs and speak directly to them
• Include a clear call to action for customer support in your emails. Ensure that customers know how to reach out for help, whether it’s through a chatbot, email, or phone
• Highlight your customer-friendly policies. For example, if you offer free shipping or easy returns, make these benefits clear and compelling in your emails
• Use phrases that suggest limited availability or time-sensitive offers to create a soft urgency

• Set up a system to highlight limited stock or limited-time offers associated with the items in the car.
• Leverage the loyalty points system to offer customers extra points for returning to their cart and completing their purchases

7. Upselling and cross-selling emails 

Upselling pushes a more expensive or upgraded product. To be effective, you need to understand your buyer's mindset and create content that directly appeals to their desires. 

Harry’s is a great example of this with their smart, targeted copy. Their emails subtly promote new and improved products, offering a superior experience without feeling pushy. 

Why it works?

• The copy emphasizes customer feedback and product testing, building trust and showing that the products were developed with the customer in mind
• Clearly outlines the benefits so the customers can see the value of upgrading
• Ties back to the brand’s mission: "We started Harry’s to make shaving better. It just got two times better."
• A strong CTA with a clean and simple design—like a freshly shaven face, I might add

How to replicate it?

• Emphasize customer feedback and involvement in product development
• Clearly state what the product has to offer like how it benefits the customer. Don’t just list features; make the connection
• Share how the new product fits in with your brand’s mission and values
• Personalize the products on customer behavior and preferences
• Get your timing right. For example, if you're offering a better version of a product your customer just bought, wait until they are likely to need a refill and send the email then

Cross-selling emails feature timely and contextually relevant offers, introducing complementary products that a shopper might not have considered. It's like a garden center employee recommending the right fertilizer and tools to go with the plants you just purchased.

For instance, this email from Barnes and Noble is a personalized book recommendation accompanied by a discount. It enhances on the shopping experience by suggesting relevant items and incentivizes the additional purchases with the discount offer.

Why it works:

• Everyone has a specific taste in books. By using analytics to a selection of books tailored to the recipient's interests, Barnes & Noble increases loyalty while boosting sales
• Time-sensitive discount offers create urgency and incentivize customers to take quick action
• High-quality images make the email visually appealing
• Free shipping for orders over a certain amount encourages customers to add more items to their cart to qualify for the benefit. It definitely works on me

How to replicate it:

• Use customer data and analytics to offer personalized product recommendations based on past purchases and browsing history
• Provide time-sensitive discounts or promo codes to create urgency and encourage quick action
• Promote additional benefits like free shipping for orders over a certain amount
• Include customer reviews or ratings in your emails to build trust and credibility

8. Thank you emails

Thank you emails have a high open-rate because they are more likely to have product recommendations, special offers, or helpful information. This makes them an awesome chance for your e-commerce brand to stand out.

Use them to invite customers for feedback, reviews, and surveys or to follow you on social media. 

Or you can also be cheeky like Glossier and make it fun.

Why it works: (And why I love it)

• The suggestion to "print it, frame it, and hang it somewhere important" for a receipt is unexpectedly playful. It adds a light-hearted touch, which is not typically seen in standard order confirmations
• The email uses informal language that mirrors casual conversation, making it feel more like a note from a friend than formal corporate communication
• A clear prompt for the customer to reach out if they have questions, concerns, or thoughts is quite thoughtful. They even added a direct contact email for easy access
• Including a specific team contact email instead of a generic customer service address personalizes the message
•  The email provides a clear list of the items purchased, which would definitely reduce my anxiety about an order

How to replicate it:

• Don’t be afraid to use creative or playful language to make standard communication more engaging
• Add high-quality images and a clear list of items to let shoppers see what they ordered
• Make it easy (and appealing) for customers to communicate with you
• Include interactive elements in emails to increase engagement. For example, include a video tutorial related to the purchased products or a clickable quiz

9. Goodbye email

A good goodbye email has stopped me from unsubscribing twice. If someone unsubscribes from your mailing list, it’s not the end. You still have one final chance to retain them. 

Here’s how you do it. This Paul Mitchel email checks all the boxes.

Engaging Goodbye email example from Paul Mitchell to retain customers. 

Why it works:

• First of all, because no one wants to cause sadness
• A circle of Paul Mitchell products shows the diversity of what they offer and serves as a visual reminder of their value. This can trigger positive past memories of past experiences
• The subject line isn't “Goodbye”. It’s “We hate goodbyes,” which is compelling and taps into customers' emotions. And because it evokes a sense of loss, it makes the customer reconsider
• A clear option for the recipient to continue receiving emails makes them feel in control of their interactions with the brand. It’s also a gentle nudge for them to opt back in if they want to continue the relationship
• A highlighted button, "KEEP THEM COMING," is positioned as an easy option for remaining subscribed
• Links to social media channels offer a subtle way to stay connected with the brand

How to replicate it:

• Brainstorm subject lines and content to emotionally engage your customer. Clearly express loss or appreciation. Use phrases like "Are we really saying goodbye?" or "Let's stay together!" to evoke emotions and make your customers think twice about unsubscribing
• Include creative visuals. Design an eye-catching graphic or add recently viewed products to your email
• Include a clear button for customers to adjust their email preferences. So, users can customize the frequency or type of emails they receive
• Propose exclusive perks for staying subscribed, like early access to sales or special members-only content
• Use the goodbye email as a chance to gather feedback. Include a brief survey link or a simple question in the email asking why they are unsubscribing 

Wrapping up

Email marketing is evolving fast—to meet consumer needs, and the right e-commerce email marketing software can help. 

They’re budget-friendly, help keep your brand top-of-mind, engage customers at the best time, and are easily scalable. Plus, they provide deep insights into customer preferences and behaviors, so you can optimize fast accordingly for better efficiency. 

Start with the most engaging and high-converting email flows: welcome emails, abandoned cart emails, and promotional emails. Use the email marketing automation examples provided here as a guide.

For an extra boost, integrate these e-commerce flows with your customer loyalty and rewards program to increase engagement and drive more conversions.

Increase repeat purchases and average order value. Increase loyalty among your customers. Try Gameball for free