Getting a new email subscriber is the height of your relationship with a customer. It's what happens next that determines how long that "honeymoon phase" - where they actively interact with your emails and your website - will last.

In a recent survey, when customers were asked why they would unsubscribe from emails, most of them said they were getting too many irrelevant and repetitive emails in their inbox. So if you're sending lots of emails about sales without much substance, then we're sorry to tell you that it's not the customer that caused the break-up, it's you.

So what's the solution?
Put your customers first when sending out email communications. Strike a balance between promotional and educational emails. Not only will it help you maintain a better relationship, but you may notice that some of your non-promotional emails perform better than your discount-only emails.

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Before you start, though, you need to make sure you have your basics covered, and that begins with a professional email address. Not only will it build trust and credibility, but it acts as a great branding opportunity. For example, is long and kind of spammy looking. However,,, are more sophisticated, allow you to segment your audience, and make it easy for them to reach out to you.

For retail and e-commerce businesses, where building online credibility is key, new domain extensions such as .store make it possible to have a brandable and relevant domain name that comes with a professional email.

This article highlights five high-performing email types grouped by their importance that you should consider sending to your customers. What’s exciting is that most of these emails can be automated, freeing you up to work on building your business.


1. Abandoned cart emails

Around 70% of carts get abandoned, costing e-commerce businesses $2 - $4 billion dollars every year. The good news? Statistics also say that abandoned cart emails have an open rate of around 45% and, on average, they convert almost 11% of those lost sales.What that means is that for every $10,000 left in a cart, you can win $1,700 back with an automated email.

What should your abandoned cart email say?
In a survey conducted, it was noted that 55% of users abandon their cart when they are hit with unexpected cost, such as shipping. Tackle this problem by including an offer of free shipping in your email.

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2. Order confirmation emails

At their core, order confirmation emails share important information such as the order number, product name, shipping date, tentative delivery date, and a receipt. These are one of the first categories of emails that a brand automates. More often than not, these emails are purely transactional when they can be so much more.

Based on findings published by Conversio, the order confirmation email open rates are at a massive 70%. You have the attention of the shopper and the opportunity to turn that one-time buyer into a repeat customer.

What should your order confirmation email say?
Besides sharing the basic information, give your customers reassurance about the great choice that they’ve made. And if you’re confident about the product and its reviews, then use your order delivery confirmation email to ask for a referral. Referral marketing builds social proof, and when your customer’s audience sees them sharing a positive word about your business, they will be more inclined to buy from you.

3. Welcome emails

Welcome emails are a brilliant opportunity to make a great impression and set the tone and expectations for your relationship. They have 4x the open rate and 5x the click-through rate compared to standard sales emails.Despite such wonderful numbers, a lot of brands don’t send them - which gives a serious leg up to the brands that do.

What should your welcome email say?
Welcome emails are great to set the right expectation from the get-go. Will you send these emails daily, weekly, or monthly? Will they feature exclusive discounts or new products? Be specific, helpful, and build anticipation.
These emails are also a great time to start segmenting your subscribers based on demographics, geography, interest or product preferences. It gives you an opportunity to make your emails more relevant.

Photo by NeONBRAND / Unsplash

4. Newsletter emails

Wouldn't it be amazing if customers came directly to you when they needed to shop instead of going somewhere else or comparing prices? That’s where your newsletter comes in handy.

A newsletter is a chance to build and maintain a spot in your customer’s consciousness. When done well, newsletter emails build a sense of loyalty and community. It is also a great opportunity to connect with your repeat customers. This target group usually comprises only 8% of e-commerce site visitors, but they are responsible for 40% of all revenue.

What should your order newsletter email say?
A newsletter accomplishes two major tasks: sell to those who are ready to purchase and remain top-of-mind with those who aren’t. One of the ways to accomplish this feat is to pair valuable content with product information.

For example, a newsletter can highlight the following three components:
● A fresh blog post that offers tips and tricks - without selling anything
● New arrivals or best sellers in your store that week/month
● Current promotion with a special discount code

5. Re-engagement/win-back emails

The cost of maintaining an existing customer is much less than acquiring new ones. That’s where win-back emails come into the picture. Moreover, since you already have some data about your subscribers, segmenting and personalizing the message becomes a lot easier.

What should your re-engagement email say?
When sending re-engagement emails, it is important to note that sending just one email might not do it. According to statistics, while about 24% of your dormant subscribers open the first email, 40% open it thereafter.
Be careful and don’t send too many emails or you may end up in the spam prison.

It’s also important to keep the timing and messaging specific to the customer. For example, if your newsletter is sent monthly, you might want to wait for 3 to 4 months of inactivity before you send the win-back email.


Be active in your communication but also maintain pace and timing. Like any personal relationship, email marketing also takes a bit of time and nurturing. Create a good mix of your messages and keep surprising your customers to build a long-term, loyal bond.

Get a professional email address with your custom domain at Rebel. Your email address is free for the first 3 months, and then only $0.99 per month after that.