One of the most daunting goals of an ecommerce email marketer is to improve email performance. What can often feel like a zero-sum game between database subscriptions and conversions, finding the right balance that engages your subscribers without pushing too many away is a challenge. But in 2020, engaging your audience digitally is crucial.According to a Tagalys report, 81% of ecommerce businesses say that emails help in customer acquisition and better subscriber engagement. But going beyond the typical sales email, marketers can use technology to create a more natural and synergistic set of email triggers. Even more, these brands are using user-generated content to create authentic, timely, and relevant messages that resonate with the audience no matter the point in the customer journey. When used well, UGC combined with these ecommerce email templates will help boost conversions, and more importantly, build community with your database. The first step in the customer email lifecycle is the welcome email. is the very first email that a subscriber should receive as soon as they sign up or purchase from your store.

1. Welcome Email

As the name suggests, welcome emails must greet the subscriber and express gratitude for signing up (or making the first purchase). In this email, Cotopaxi introduces itself as a brand to its newest subscriber. The hero image features a Cotopaxi product prominently displayed in order to entice the viewer to shop. In the header, they have included links to different parts of their website, as well as outlined how to register for promotional texts, so as to ensure that every subscriber sees this in the first fold itself and can take action without scrolling through the next fold. In the second fold, Cotopaxi has introduced their brand with a short statement about their philosophy and shared their email address and phone number so that the prospects can easily reach out to them. Lastly, they have encouraged their subscribers to share their Cotopaxi adventures with them on social media, which can help the brand build up their User Generated Content (UGC).

2. Promotional Email

The most popular type of email is the promotional email. But even with a compelling offer, many messages fall flat. This email incorporates personalization and timely UGC by highlighting people's work from home outfits.

The header image clearly conveys the purpose of the email--to advertise the current sale going on. It is followed by compelling copy that emphasizes the discount offer with a CTA that prompts the subscribers to avail the offer and redirect them to the same landing page. The email also includes UGC that not only adds to the visual appeal of the email but also makes the subscribers feel part of the brand’s community.

3. Cart Abandonment Email

Cart abandonment emails can help you recover lost customers and yield higher revenue. With the help of these emails, you can remind subscribers to complete the purchase. It also gives you a chance to ask the prospect if they had to abandon the cart because of a technical error.  

Above is one of the finest examples of cart recovery programs. ASICS sends out a series of two cart abandonment emails. The first email is deployed 24 hours after the cart abandonment while the next one, after 48 hours. It not only works as a reminder to complete the purchase but also helps in upselling by highlighting relevant product recommendations. Pro-tip: Want to boost engagement on these emails? Use UGC!

4. Product Recommendation Emails

Also known as an upsell email, this email helps the customer 'complete the set' or discover products related to their original purchase.

Product recommendations go a long way in getting conversions for an ecommerce store. Amazon, one of the leading ecommerce companies, uses AI algorithms to send out product recommendations according to the previous purchases by the subscriber. Although Amazon doesn't use UGC in this email, UGC can be a great way to help someone discover new products that are already recommended by their peers.

5. Stock Replenishment Emails

After your customer purchases an eye shadow palette, it is a great idea to send them a stock replenishment every so often to remind them of your brand and make them want to purchase the product again.

Not only will it increase brand credibility and make the customer feel valued, but it will also help you in increasing your conversions. It’s a win-win for both parties. Above is an email template from Morphe that gently nudges the subscriber to purchase eyeshadow by showing the many different looks other users have found, using the same product. While this tactic is especially useful for cosmetics, it can also be applied creatively to other brands as well!

6. Re-engagement Emails

It’s equally important to win back dormant customers and get them to buy from you again – this reduces the cost of acquisition of new customers and lowers the barrier to entry. Maui Jim sets a nice example of a re-engagement email template by luring the inactive customer with the compelling user-generated content featured at the bottom of the email to encourage customers to shop the look.

Alternatively, you can also share any updates that the subscribers might have missed during the time they were disengaged from your brand.

7. Feedback Email

When someone purchases from a brand, feedback emails make them feel extra special and can increase brand affinity. HYLETE nails this tactic by highlighting the recent purchase and asks the customer to upload a picture of themselves wearing the purchase. This also helps boost the UGC that the brand then has access to.

Email marketing isn't a necessary evil, it's a valuable point of contact for marketers to connect with individuals who have opted into the brand's story. With good email practices and these unique templates, emails can build strong brand communities.

‍Kevin George is Head of Marketing at Email Uplers, one of the fastest-growing email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.