E-commerce Email Examples
Last updated: September 25, 2026
These e-commerce email examples cover the core emails every online store needs: the welcome series, abandoned cart reminders, order confirmation and shipping updates, review requests and win-back emails for lapsed customers. Each comes with a subject line, preview text, full body copy and the trigger or timing to use, ready to build as automated flows.
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Welcome Emails
Sent right after someone subscribes or creates an account. They introduce the store, deliver any signup offer and answer the questions that stop a first purchase.
Welcome With First-Order Code
Subject:
Welcome to [Store name]. Here's [discount] off
Preview:
Your first-order code is inside, plus what to expect from our emails.
Hi [first name], Thanks for joining us. As promised, here's [discount] off your first order: [discount code] It's valid for [number] days and works on everything except gift cards. What you can expect from us: one or two emails a week with new arrivals, restocks and early access to sales. No daily blasts, and you can change how often you hear from us anytime. [Start Shopping] Glad you're here, [Store name]
Send immediately after signup, within a minute or two, while the new subscriber still has your site open in another tab.
Our Story and Bestsellers
Subject:
Why we started [Store name]
Preview:
The short version of our story, and the three products people start with.
Hi [first name], We started [Store name] because [origin story in one sentence]. That's still the reason behind every product we make. If you're wondering where to begin, these are the three products most new customers start with: [product name]: [one-line reason] [product name]: [one-line reason] [product name]: [one-line reason] Your welcome code [discount code] is still active until [date]. [Shop the Bestsellers] Thanks for reading, [Store name]
Send two days after the first welcome email, and only to subscribers who haven't placed an order yet. Buyers move to the post-purchase flow instead.
Shipping, Returns and Help Guide
Subject:
The practical stuff: shipping, returns, sizing
Preview:
Everything people ask before their first order, answered in one place.
Hi [first name], Before your first order, here are the answers to the questions we get asked most: Shipping: orders ship within [number] business days, and delivery takes [number] to [number] days Free shipping: on orders over [amount] Returns: free within [number] days, no questions asked Help choosing: reply to this email and our team will recommend something No bots, no ticket numbers. Just people who know the products. [Browse the Store] Here to help, [Store name]
Send four days after signup to subscribers who still haven't ordered, since shipping costs and returns are common reasons first purchases stall.
Abandoned Cart Emails
Triggered when a shopper adds items to the cart and leaves without paying. A short sequence over two to three days brings back buyers who were interrupted or unsure.
One-Hour Cart Reminder
Subject:
You left something in your cart
Preview:
We saved it for you: [product name], ready when you are.
Hi [first name], Looks like you were in the middle of something. Your cart is saved, exactly as you left it: [product name], [size or variant], [price] If you got interrupted, it only takes a minute to finish. If you had a question about sizing, delivery or anything else, just reply and we'll answer today. [Complete My Order] See you back soon, [Store name]
Send one hour after the cart is abandoned, with no discount. Stop the sequence as soon as the customer completes an order.
Objection-Handling Cart Follow-Up
Subject:
Still deciding? A few things that might help
Preview:
Free returns, real sizing help and delivery by [date] if you order today.
Hi [first name], Your [product name] is still in your cart. If something's holding you back, maybe one of these helps: Not sure about the size? Our fit guide has measurements for every size. Worried it won't work out? Returns are free for [number] days. Need it soon? Order today and it arrives by [date]. And if it's simply not the right time, no problem. We'll keep your cart saved for a week. [Return to My Cart] All the best, [Store name]
Send 24 hours after abandonment to anyone who didn't return after the first reminder. Swap in the reassurance that matters most for your products.
Final Cart Reminder With Offer
Subject:
Your cart expires soon, plus free shipping
Preview:
We're holding your items until [date]. Shipping is on us if you check out by then.
Hi [first name], We can only hold carts for so long, and yours expires on [date]. Here's a little nudge: complete your order before then and shipping is on us. The code [discount code] is already applied to your cart. [product name], [price] After [date], your items go back into general stock, and popular sizes may not be there next time. [Check Out With Free Shipping] Thanks for considering us, [Store name]
Send 72 hours after abandonment, and only to carts above your average order value, so you're not training every shopper to wait for a discount.
Order Confirmation and Shipping Emails
Transactional emails sent from checkout to delivery. Customers watch for them closely, so make them clear, reassuring and useful beyond the order number.
Order Confirmation Receipt
Subject:
Order [order number] confirmed
Preview:
Thanks, [first name]. Here's your receipt and when to expect your order.
Hi [first name], Thank you for your order. We've received it and our team is getting it ready. Order number: [order number] Items: [product name] x [quantity] Total: [amount] Shipping to: [shipping address] Estimated delivery: [date] Spotted a mistake in the address or size? Reply within [number] hours and we can change it before it ships. [View Order Details] Speak soon, [Store name]
Send instantly when payment is confirmed. For orders paid by bank transfer or other delayed methods, send it when payment clears rather than at checkout.
Your Order Has Shipped
Subject:
It's on the way: your order has shipped
Preview:
Track it here. Expected delivery is [date] with [carrier].
Hi [first name], Good news: your order [order number] left our warehouse today and is on its way to you with [carrier]. Tracking number: [tracking number] Expected delivery: [date] Tracking can take up to 24 hours to update, so don't worry if it looks quiet at first. If you won't be home, you can choose a safe place or a new delivery day from the carrier's tracking page. [Track My Package] Happy unboxing, [Store name]
Send after the carrier's first scan rather than when the label is printed, so the tracking link shows movement when customers click it.
Delivered With Getting-Started Tips
Subject:
Delivered. Here's how to get the most from it
Preview:
Three quick tips for your [product name], and who to ask if anything's off.
Hi [first name], Your order was delivered today. We hope it arrived safe and looks as good as it did on screen. A few tips to get started with your [product name]: [tip one, such as first use or setup] [tip two, such as care or storage] [tip three, such as a common mistake to avoid] If anything is damaged or missing, reply with a photo and we'll send a replacement, no need to return the original. [Read the Full Guide] Enjoy, [Store name]
Send when the carrier confirms delivery, or three days after shipping if you don't get delivery events, adding tips for the specific product ordered.
Review Request and Win-Back Emails
Emails for after the first order: a review request once the product has been used, then win-back messages for customers who haven't returned in two to four months.
Post-Delivery Review Request
Subject:
Would you recommend your [product name]?
Preview:
Star rating right here in the email, a sentence or two if you have time.
Hi [first name], It's been a couple of weeks since your [product name] arrived. Would you tell other shoppers what you think? Tap a star rating below to start, then add a sentence or two if you have time. Mention how you use it, whether it matched the photos and anything you'd want to know before buying. Every review is published, whether it's five stars or one. [Rate Your Purchase] Thanks a lot, [Store name]
Send 10 to 14 days after delivery, and wait longer for products that take weeks to show results. Skip customers with an open support ticket.
We Miss You Win-Back
Subject:
It's been a while, [first name]
Preview:
A lot has changed since your last order. Here's the short version.
Hi [first name], Your last order with us was back in [month], and quite a bit has changed since then: [new product or collection] [improvement, such as faster shipping or a new size range] [restock of a product they bought before] No discount in this one, just a catch-up. If you want to reorder your [past product name], it's one click from your account. [Catch Up on What's New] Hope to see you soon, [Store name]
Send when a customer goes about 50 percent longer than your typical gap between orders, often 60 to 90 days, without buying again.
Last-Try Win-Back Offer
Subject:
Should we keep in touch?
Preview:
Here's [discount] off if you'd like to come back. If not, one click and we'll stop.
Hi [first name], We haven't seen you in a while, and we don't want to fill your inbox with emails you no longer want. So here are two options: If you'd like to come back, code [discount code] takes [discount] off anything you choose until [date]. If you're done with us for now, no hard feelings. Click the link at the bottom and we'll stop sending sales emails. [Use My Comeback Code] Either way, thank you, [Store name]
Send 120 days after the last order to customers who ignored the earlier win-back email. Suppress anyone who doesn't open it within 30 days.
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