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eCommerce Marketing

How to Create an Email that Converts Readers to Shoppers (& 4 killer store examples)

How to Create an Email that Converts Readers to Shoppers (& 4 killer store examples)

by John Larkin

John runs the blog here at eCommerceLift and is a verified Shopify Expert. Interested in an initial growth consultation? Click here

7 years ago

How to Create an Email that Converts Readers to Shoppers (& 4 killer store examples)

Emails can go one of two ways. They can either bring joy to a customer's inbox or be negated to the spam folder. Of course you want your customers to be excited to receive your newsletters and emails but sadly most are just seen as a nuisance.

To help you to build emails that bring the most value to your customers we are discussing why email marketing is so great for your brand, what kinds of newsletters and emails you should be sending and the brands you should take inspiration from.

Why should I bother with email marketing anyway?

You may be thinking why bother? You may have tried email marketing in the past and it failed, you might think it’s too old school or just don’t see the value in it for your store. Well, I may have a few facts that could convince you otherwise.

Email marketing is one of the most lucrative forms of advertising as 44% of email recipients made at least one purchase last year based on a promotional email. even more impressive  is the fact that people who buy products marketed through email spend 138% more than people that do not receive email offers (Convince & Convert). It also has an impressively high ROI as it’s been stated that for every $1 spent, $44.25 is the average return on email marketing investment. (Experian).

Additionally, it keeps your customers engaged with your brand and acts as a constant reminder that you are still around ready for them to come and shop.


If not done right email can be a bit of a fail for your brand if not done with consideration. It’s been reported that 21% of email recipients report email as Spam, even if they know it isn’t. This stat shouldn’t be a turn off. Instead it should be taken a lesson as you need to build email campaigns that bring value for customers rather than just take up space in their inbox. 

Emails you should start sending right now!

With everything that is going on in your store, it can be difficult to decide what to send to your customers. You don’t want to email them with uninteresting content but you also want to keep them informed. Here is what we think are the best email types to send:

1. Product Updates

If you have an exciting product launch or an update in your stock email is the perfect way to let your customers to know about it. It can be a fun and engaging way to build customer awareness and remind them to come back to your store.

In your product emails, having details about your products, when you are launching, product favourites and prices all can be shown. They are enticing and get customers reading and clicking.

Email Inspiration: Hem

Hem is a beautiful furniture store selling both designer and custom furniture (built on Shopify). Their items are simplistic yet chic and their emails reflect this. To launch their latest collection hem sent out an email that aimed to build awareness and draw customers in. These were thoughtfully tailored emails that reflected the brands image. It included pictures of the new collection and a call to action of shop now to lure customers in.

Extra content is also used to engage with fans and motivate them to click including staff favourites from the collection which shows more visually stunning pictures of their furniture adds to the appeal. They also had an added reminder that the brand makes custom furniture to keep customers in the loop of what the brand offers. It’s effective and gets customers intrigued about what Hem has to offer. 

2. The Community Nurturer

Emails aren’t just for showing off your brands products; they also help to nurture a relationship with your customers. Sending out newsletters can be used as a way to connect with customers and turn them from window shoppers and one time customers to loyal fans of your brand. 

Email Inspiration: Apartment Number 9

Men’s clothing brand Apartment Number 9 have used their emails to build a connection with their customers and nurture a relationship with fashion conscious males looking of the latest style news. To do this they send out a collection of their articles from their online magazine named “The Bulletin”. It connects with customers, encourages them to engage with the brand and offers real value. 

3. The Thank You Email

One big drive for customers to subscribe to a mailing list is the appeal of an exclusive offer. Customers expect to perks for receiving your emails so why not reward them?

Sending exclusives to customers such as promotions, early access, inside information and coupons is something that will benefit both you and your customer. It will increase click-throughs on your emails and make customers buy more from your store.

Email Inspiration: Chinese Laundry

Women’s shoe store Chinese Laundry know the value of rewarding their customers for being part of their email subscription list.  When a new person signs up to their subscription list they receive a welcome discount to thank them for signing up. It’s a simple yet effective strategy to keep customers sweet and encourage sales. 

4. The Announcer 

Announcing exciting information about your company or activities you are doing should be a major priority for your store. Customers want to be informed about events and keep up to date with your brand and email them the details is a welcomed entry in their mail box. 

Email Inspirations: ASOS

ASOS are an eCommerce fashion retailer that have exploded and become the market leader. It’s clear to see why as they are the queen of email marketing. They constantly keep their customers in the know about their brand. 

They are particularly fond of sending sale emails which are incredibly tempting and contribute to a huge amount of traffic to their site. They are fun, bright and connect with customers in an incredibly successful way. 

Tips to Make the Perfect Email

Finally to ensure that your emails deliver their full potential there are a few tips that can help you have a successful email marketing campaign.

1. Personalise: Emails that are personalised are far more likely to be read than generic ones so do your best do make them as bespoke as possible. Address your customers by name in your email and make it as personal as possible.

2. Keep it simple: Don’t write long, babbling paragraphs that serve no purpose. Rather just put the bare minimum so that customers don’t feel overwhelmed by text.

3. Visuals: Making your emails as visually attractive as possible. Using images and have a clear layout can be a real decider for customers as to whether to read our mail or not.  

4. Call to Action: Don’t forget the reason for your email. You want customers to click through and visit your store so include a call to action that gets them to do this or else your campaign will be a waste of time.

5. Don’t go it alone: Unless you are a designer don’t go it alone. There are so many great online resources that help build amazing email campaigns so use them. It will make a real difference for your success.

Do you use email marketing for your brand? Did it connect you with customers? Let us know. 


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