10 Best Email Examples For E-commerce For 2017

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It’s that time of the year where we look back on the last 12 months and make all sorts of resolutions. If one of your resolutions is to nail your sales and marketing emails, then I have a treat for you. I’ve put together 10 of my favorite e-commerce emails from 2017 and analyzed what makes them effective. Take a look and get inspired for your next year’s worth of emails. And do set up a Magento 2 SMTP extension to make sure the emails reach customers' inbox.


Product: Language education;
Email Type: Seasonal;duolingo-email-exampleWhat better way to kick off a list of 2017 e-commerce emails than with a New Year’s email? In this example, Duolingo use short, simple text to get their point across. They also highlight a popular part of the holidays (New Year’s resolutions) and tie it in with their service (learning a new language).
Action: Is there a seasonal link to your product? Make the most of it in your promotional emails. Add some Magento 2 coupons to boost the offer appeal.


Penguin Magic

Product: Magic props and tutorials;
Email Type: Promotional;


The emails are plain text and may not look pretty compared to some of the other emails in this list, but don’t let that fool you. Instead, Penguin Magic use some powerful marketing principles to appeal to their target audience. All of their emails use social proof beginning and end: There’s a testimonial from a professional magician in the subject line, as well as more quotes from ‘living legends’ to finish off. Their emails also focus on benefits rather than features; we’re sold on strong reactions and effects to fool and delight even the pros, rather than getting caught up in the details of what the trick actually is.
Action: Have you got any testimonials and positive reviews for your product/service? Use the best ones in your sales emails to reassure your potential customers.


Product: Literally everything;
Email Type: Promotional;


You can’t have a summary of e-commerce emails without including one of the biggest e-commerce sites of all time. Amazon are the masters of the email, and most days there’ll be some message trying to persuade me to part with my money. By segmenting their customers, they make sure the emails are tailored to the recipients. For example, after having checked out noise cancelling headphones, the next day Amazon sent me the above email for related products.
Action: Customize your emails to your customers, based on their behaviors and preferences.

Ramit Sethi

Product: Financial Information Products;
Email Type: Apology;



Ramit Sethi has a great reputation for his emails, and I always find them worth reading as an example of persuasive copywriting. However, for this list I picked a recent example where he apologized for a previous email. He is completely transparent in what happened, why it happened, and how he is making sure it won’t happen again. He even included some of the negative responses he’d received:


When you make a mistake, it can be so tempting to carry on and hope no-one will notice. Even worse would be offering a half-hearted ‘I’m sorry you didn’t like something I did’ apology. Instead it’s important to treat your audience and your customers with respect.
Action: If you mess up, be completely transparent with your customers to maintain that relationship.

Salt Rock

Product: Surf fashion;
Email Type: ‘We miss you’;


Most sources claim it costs between 4 and 10 times as much to gain a new customer as keep existing customers? That’s why looking after people who’ve already bought from you is so important. UK surfwear retailer Saltrock try and tempt their customers back with this conversational email (‘Things aren’t the same without you’), with the headline being an extra £10 off.
Action: Don’t forget those customers who haven’t bought anything recently.


Product: Sportswear;
Email Type: Abandoned Cart;


With the average website losing 69% of their sales to abandoned carts, it’s important to have an email strategy in place to recoup some of those losses. In this example, Asics make the most of the opportunity to remind customers what was in their cart. They also address the reason the cart might have been abandoned (indecision) and shows their other best sellers, while also reminding customers of the free shipping.
Action: Implement an abandoned cart email strategy.

Shake Shack

Product: Food and Drink;
Email Type: Email List Welcome;


Most welcome emails are a wasted opportunity. Congrats, you’re now on our email list. Click here to go to the site. Meh. Shake Shack shakes up the welcome email from the very start, opting for ‘This is the start of a beautiful friendship’ rather than the typical ‘You’re now subscribed’. They follow this up with beautiful photos and highlighting some of the benefits subscribers can expect by being part of the ‘Shack Fam.’
Action: Make the most of any emails you send to engage with customers.

GMB Fitness

Product: Fitness instruction;
Email Type: Seasonal;


This email stood out from all the ‘Black Friday’ emails in my inbox as the only one not promoting some kind of sale. While everyone else was zigging, they well and truly zagged. Instead, they used the opportunity to share some of their best articles. The whole email effectively explains their brand, their philosophy, acting as a magnet for those who feel the same.
Action: Don’t limit seasonal emails strictly to promotions. Instead, look for opportunities to engage with your ideal customer.

Whisky Loot

Product: Whisky;
Email Type: Abandoned cart;


Here we have another abandoned cart email, but this time Whisky Loot use humor to grab the customer’s attention. Rather than settling for an average, standard email, the message is full of personality that stands out.
Action: Try a different tone of voice for your standard emails to reflect your brand and stand out.

Process Type Foundry

Product: Typefaces;
Email Type: Special Offer;


I’m a big fan of keeping your message as simple as possible. Here, The Process Foundry clearly spells out that their sale is almost over. The small print reminds readers they only have two sales a year, so it’s likely to be six months before you have this chance.
Action: Make sure the point of your email is clear, not buried in pages of fluff.

Whatever else you have to say about 2017, it’s been a good year for e-commerce emails. None of these examples settled for just saying ‘buy my product.’ Instead they took advantage of external, seasonal factors or internal customer behaviors to power up their message and increase their effectiveness. Use the same principles for your emails in the year to come.

Feeling inspired to get started on your next email campaign? Reply is a powerful email marketing solution, perfect for both inbound and outbound campaigns. Learn more about the features and sign up for a 14 day free trial today.

January 4, 2018
January 26, 2018
December 15, 2017
January 8, 2018
I can't set up smtp to work with gmail. Can you help?
Alina Bragina
February 10, 2018
Hi, thanks for using our extension and for the question. Pity you've come up with the issue. Actually, the <a href="https://amasty.com/magento-smtp-email-settings.html" rel="nofollow">Magento SMTP module</a> supports Gmail. Please, check if you have allowed the usage of the 3d-party apps. Also, the issue may come from the security limitation. In case you haven't changed some security settings, you may face the problem. You can find the solution <a href="https://support.google.com/accounts/answer/6010255?hl=en" rel="nofollow">here</a> or leave a <a href="https://support.amasty.com/index.php?/Tickets/Submit" rel="nofollow">ticket</a> for our support team to view the problem in details. Cheers!
AOL Tech Support
August 25, 2018
The email examples which you have given is helpful for us which I have used in my AOL Tech Support e-commerce business.
Eve Hunt
January 21, 2019
Hello! This is my 1st comment here so I just wanted to give a quick shout out and tell you I genuinely enjoy reading your articles. Can you suggest any other blogs/websites/forums that deal with the same subjects? Thanks for your time!"
Alina Bragina
March 25, 2019
Hi Eve, thanks for reading us and for dropping us a line here! One of the same-themed ones is in our plans for the future months. Also, you can subscribe to our newsletter (at the blog top menu) and receive all the useful posts in a digest dispatch once a month. I hope that helps!
Victoria Tegg
March 30, 2019
I am sure this paragraph has touched all the internet viewers, its really really pleasant post on building up new webpage
Alina Bragina
April 3, 2019
Hi Victoria, thanks for the kind words, it's very nice to hear and sounds like an inspiration for the whole team!
March 29, 2019
These examples are great I must say. Though I am new in the e-commerce site and I was actually in need of all these to know. That’s a great work done by you thank you.
Alina Bragina
April 3, 2019
Hi Annie, thanks for your kind feedback! We're always happy when one of our tutorials helps merchants solve their problems faster. Maybe there's something else we can help you with, share your thoughts below and we'll see what we can do with it.
Adam Smith
June 11, 2019
Quite a fine article it is, thanks for the share..
Alina Bragina
June 18, 2019
Hi Adam, thanks for reading us!
Yukti Arora
August 16, 2019
Really very good explanation about email marketing and i read your complete blog i found something new here so thank you again and keep posting and update with new things. and please can you share some more tips about email marketing.
Polina Litreyeva
August 23, 2019
Hello. We are glad to be helpful. We'll try to see if we can write more about email marketing in future articles.
MLA Web Designs
September 5, 2019
That's why eCommerce brands have their undeterred focus on creating awesome email newsletters.
Polina Litreyeva
September 13, 2019
Hello! Yes, you are right. Thanks for reading!
Tayyaba Fatima
September 16, 2019
nice article.
Polina Litreyeva
September 16, 2019
Thanks for reading! We are glad to be useful!
Chaitanya Gandhi
September 18, 2019
This blog is very good for e-commerce which connects email marketing. The use of email marketing is very good and helpful for online business. Thanks for giving this fantastic blog.
Polina Litreyeva
September 19, 2019
Hello there! Thanks for your feedback. We are glad to know the article was helpful for you.
Freddy Joe
October 1, 2019
Have to say, a well-written article and yes selection of the right email template is critical in the overall success rate of the email campaign.
Polina Litreyeva
October 4, 2019
Hello, Freddy. Thanks for your comment! We are happy that our article was interesting to you.
Party Hall Booking
November 11, 2019
Really appreciate you sharing this article post.Much thanks again.
Polina Litreyeva
November 16, 2019
Hello! Thanks for your feedback!
December 24, 2019
Nice post and I really appreciate your hard work. Blog commenting is also a best medium to share our views. Nice article you have shared.
Polina Litreyeva
December 27, 2019
Hi, Frank! Thanks for sharing your feedback!
The qualityproduct
September 28, 2020
Really awesome blog...Thanks
Alina Bragina
September 28, 2020
Hi there, thanks for reading and commenting!
Priya Mathur
March 8, 2021
Hello mam, Email marketing is really very effective to drive traffic to the site and here i found effective tricks about emails so thank you mam for sharing such kind of blog content.
Vladimir Derachits
March 9, 2021
Hi Priya, thanks for your feedback! We are happy to be helpful and share our experience.
laxmi kumari
March 16, 2021
hello, Amazing content you have shared about email marketing after reading this I understood very clearly because your method of giving knowledge is awesome with examples. keep posting
Vladimir Derachits
March 16, 2021
Hi laxmi, thanks for sharing your opinion! We are glad to know that the article was useful to you, and we are also glad that you liked our way of providing information.
Next G Education
April 13, 2021
I loved your blog post and the way you have written.
Vladimir Derachits
April 19, 2021
Hi there, thanks for your feedback! We are glad to share our experience and are glad that you liked our writing style.
Paul Brown
December 30, 2022
A site needs to optimize for whatever their users are on and they need to test on multiple devices. I believe the experience doesn’t have to be identical, but the design and abilities companies give a user should be seamless. The best argument against responsive design is if the business does not need to optimize for anything other than desktop. I think we both agree to that, correct? It really all depends on what the business needs are and who the user is. Yet, this isn’t necessarily a case against responsive design. Responsive design is one solution to mobile, not “the” answer.
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