Email is one of the best tools you have for growing your business.
In fact, email marketing offers one of the biggest returns on investment (ROI) available. Think about this: for every $1 you spend, you can expect an average return of $36−$40. That makes it the star player for driving real results.
Marketers appreciate that email performance is easy to track and measure, giving you clear data to work with. By developing solid messaging and using reliable templates, you can easily begin expanding your customer base.
This guide will walk you through eight essential email categories that support business growth. We've included a practical, ready-to-use template in each section so you can start seeing results immediately.
1. Welcome New Subscribers
It’s a special moment when someone subscribes to your mailing list. They’ve initiated a relationship with your brand, and if you play your cards right, it could be a long and mutually beneficial relationship. But make no mistake: First impressions count.
What’s more, welcome emails have an open rate of 68.6% so it’s a smart idea to include a special discount, a link to best-selling products, or a quick introduction to your brand's story.
Okay, but can they make you money? Heck, yeah! Welcome emails, on average, make 3x the transactions and revenue per email over regular promotional emails.
Welcome Email Template Examples
Here's an example of a simple and effective welcome email from Lonely Planet that new subscribers receive after signing up.
This email does a great job of reaffirming the benefits of being a subscriber, saying “We deliver our most inspiring articles and travel tips to your inbox.” Then, they bring it home with an exclusive subscriber discount code. As a new subscriber, what’s not to love?
In this next example from exercise bike workout company Peloton, the email aims to lead subscribers further along the buyer's journey by offering to help them find the instructors that are right for them.
They do this by inviting the new subscriber to "Take The Quiz."
It's short, simple, and benefits the recipient.
The "Welcome" Email Template
Subject Line: Welcome to [Business Name]
Body: Hi [Subscriber's Name],
We're thrilled to welcome you to the [Business Name] community! Each [Email Frequency], you'll receive [Email Features] to [Key Benefit].
Plus, to thank you for subscribing here's a discount code to receive [Number]% off your first [Business Name] order!
[Call-to-Action]
What the Email Template Looks Like in Action
2. Follow Up Abandoned Carts
Did you know that nearly 70% of online shopping carts are abandoned? That's a huge amount of potential revenue slipping through your fingers right at the finish line.
It seems like a shame to lose a customer when they were so close to buying, but the good news is you don't have to accept this loss. You can actually recover a significant portion of that lost revenue.
One of the most effective ways to bring those customers back is with a well-crafted cart abandonment email.
Abandoned Cart Email Template Examples
Here's a great example from dog and pet supply store Doggy Loot:
This email provides the names, images, and prices of the items that the recipient left in their cart. Underneath, the call-to-action “Restore My Cart” makes it clear that it’s easy to complete the purchase.
But the real power of this email lies in how it injects urgency through scarcity. Note sentences such as “Items added to your cart are almost sold out,” “Hurry, don’t let these deals run away,” and “Fetch your items before it’s too late!” And Doggy Loot’s personality shines through in the email. From the image of the dog to phrases like “Fetch your items,” and “Lots of licks.”
Adidas begins this next example with the title, "Is Your Wifi Okay?"
This is a great way of relating to a younger audience always on the hunt for a good wifi signal. It also cheekily hints that the Gazelle Silhouette shoe is so good, that bad wifi must be the only reason the recipient didn’t buy it…
The email then hits the recipient with some social proof in the form of reviews (more on this below). Next, Adidas addresses a concern the shopper might have. In this case, if they don’t like the color of the shoe, they can easily customize it.
The Abandoned Cart Email Template
Subject Line: Don't Worry, We've Got You Covered
Body: Hi [Recipient's Name]!
We know life can be crazy and it can be easy to forget about your shopping cart â even when it contains amazing items.
So we've saved your items, and they're still waiting for you. Your cart contains:
[Item Image, Title, and Price]
Complete Your Purchase with [Number]% Off Today
Complete My Order
Questions? Email us at [Sales Email Address].
What the Email Template Looks Like in Action
3. Follow Up with New Customers to Land Repeat Sales
You just landed a new customer. Now’s the time to sit back, relax, and order another drink, right? Nope. This is when you can make real money. Re-engaging an existing customer is much cheaper than acquiring a new one.
What’s more, repeat customers spend 67% more than new customers. This is why smart businesses focus on “back-end” revenue.
“Front-end” revenue comes from the first orders your customers make. “Back-end” refers to all the additional purchases a customer makes over their lifetime.
New Customer Email Template Examples
In this example, ProFlowers immediately followed up a first purchase with a discount code:
Instead of sending a dedicated email, you could also include an offer like this in your purchase receipt email which is more likely to be opened than a standalone ‘welcome back’ email.
The New Customer Email Template
Subject Line: [Recipient's Name], a welcome gift from us to you
Body: [Recipient's Name], we wanted to thank you again for your recent purchase — we're thrilled to officially welcome you to the [Business Name] family!
A Welcome Gift From Us to You
[Number]% Off
Your next purchase with promo code: [Insert Code]
Shop Now
[On-Brand Sign Off]
What the Email Template Looks Like in Action
4. Ask For a Review
Most people browsing your store will prefer to read an online review before making a purchase.
Why are reviews so effective? Because of something called “social proof,” which refers to the fact that people are heavily influenced by others. In other words, there’s security in following the crowd. Social proof reassures visitors that they’re making the right decision in buying from you. So you’ll want to ensure that you get as many positive reviews as possible.
Review Request Email Template Examples
Casper sends an email to customers asking them to review their products.
They lay their cards on the table by saying, “Help us out by writing a review. Your honest opinion will help other Casper shoppers make smart decisions.” It might not be the most compelling call-to-action, but that’s no bad thing.
Remember, you only want honest, positive reviews. So ask for them in an honest, positive way. It’s best to avoid incentivizing people in a way that might encourage bad, ambivalent, or unhelpful reviews.
Mountain Hardwear uses the same approach in their email:
They also list out the products purchased and provide a link to review each one. This allows customers to jump straight to the product they’re most inclined to review.
The Review Request Email Template
Subject Line: What do you think? Write a review
Body: Hey [Recipient's Name],
We hope you love your recent purchase. Once you've had a chance to get to know the product, we'd really appreciate it if you would write a review.
Customer reviews keep us constantly improving while helping other [Name for People in Niche] make the right choice.
Write a Review
It'll just take a moment, and we're really grateful for all the feedback we receive.
If you're not happy for any reason, please give us the opportunity to make it right before leaving negative feedback. Just reply to this email and we'll be happy to correct the situation immediately.
Thanks again for being our customer, we really appreciate having you onboard and we're always here if you need us!
[On-Brand Sign Off]
[Name of Real Person at Business]
What the Email Template Looks Like in Action
5. Re-Engage Inactive Subscribers
Let’s get real for a moment. Many of your subscribers and customers will lose interest in your business. They may still like and trust your brand, it could just be that time is short and something’s gotta give.
But don’t let it be your business. Instead, use a tactful re-engagement campaign to stay top-of-mind and center-of-heart.
Re-Engagement Email Template Examples
Here’s how Jack Wills re-engages inactive subscribers:
In this email, Jack Wills starts with a little humor: “Please say you miss us too!” Then, they’re completely upfront about their discount, saying, “As a little bribe, here’s a £10 off code.”
The Re-Engager Email Template
Subject Line: We miss you (so here's $10 offâ¦)
Body: Hey [Recipient's Name],
It's been too long and we've missed you! During our time apart, we've been busy â come and see for yourself and shop our new [Product Line]!
Plus, here's a little something to help us get back to being best friendsâ¦
[Offer]
Shop Now
Not interested?
If you want to say goodbye, for now, unsubscribe here.
What the Email Template Looks Like in Action
6. Gather Valuable Information
Knowledge is power. To improve you must learn what works and what doesn’t. And one way to do this is to simply ask your customers using a survey.
Let’s look at the difference between reviews and surveys. When asking for reviews, you’re trying to collect positive feedback to display publicly as social proof. But when emailing customers a survey, it’s the negative feedback you want most. This is because negative feedback provides a clear way for you to improve your business.
There are two main ways to survey your customers. You can ask them to answer set questions or use something called the Net Promoter Score. This is a single-question survey businesses use to measure customer satisfaction. Recipients are asked how likely they are to recommend your product or service on a scale of 1 to 10. Then, respondents are grouped as follows:
To figure out your net promoter score, just subtract the percentage of Detractors from the Percentage of Promoters. To understand whether your score is good or bad, you can compare it to this chart showing the average net promoter score in different industries. Whether people will recommend your product or service is a strong indicator of your customer satisfaction.
Plus, it's extremely simple to do.
Feedback Request Email Template Examples
Here's an example of a great net promoter score email from Tailor Brands. In this email, they ask customers to complete a three-minute survey in exchange for 50% off their next order.
Tailor Brands start with a bold, clear title that’s quickly followed by the benefit offered to the recipient. Then they go on to explain the deal, making sure to mention that it’ll only take three minutes.
Now, 50% for three minutes? That’s a good offer!
The Feedback Request Email Template
Subject Line: Share your thoughts for [Offer]!
Body:
We Want to Hear From You!
(And give you [Offer])
Do you have [Survey Time] to share your valuable opinion?
We're looking for ways to improve our [Subject of Survey] and we'd LOVE to know how you feel about [Subject of Survey].
As a thank you, we're offering [Offer] in return for your thoughts on how we can better serve you, and others.
Take the Survey and Get [Offer]
We really appreciate your input!
[On-Brand Sign Off]
What the Email Template Looks Like in Action
7. Connect During Timely Holidays
Holidays like Halloween, Easter, and Black Friday are great excuses to get back in contact with customers. It is the ideal time to remind them to check out a new range of products or introduce a timely offer your customers can’t refuse.
Each industry has important holidays to celebrate, they are not just limited to the big events. Tailor your email content to your industry and you may find the secret to success. For example, if you sell yoga equipment you should send a holiday email on International Yoga Day on June 21st. Offer your customers 10% off purchases for 24 hours to celebrate the holiday and watch the orders come in.
Make sure that your email adheres to GDPR regulations if your subscribers reside in the EU.
Holiday Email Template Examples
Check out this Black Friday email by stock image and video company, Stocksy:
Stocksy clearly outlines the holiday they are celebrating and uses an exciting image to catch your attention. Their offer of 33% off until December 31st is reinforced by the price reductions and eye-catching images they use as you scroll down the email. Plus, they make it easy to forward the email to a friend right at the bottom, so more people can grab this offer.
The Holiday Email Template
Subject Line: It's [Holiday]! Get Excited With our Top Offers
Body:
It's [Holiday] and it wouldn't be right if we didn't celebrate in style. That is why we decided to give [Offer] to everyone today!
Don't miss out on this exciting offer, visit our website today. We have added some great things to our range since you visited last.
Shop Now
[On-Brand Sign Off]
What the Email Template Looks Like in Action
8. Update Customers With Newsletters
Customers, and brand supporters, like to receive information about your business without having to go look for it. Send newsletters to email subscribers to keep in contact regularly and pass on valuable information about your business and product range.
Newsletters are the most widely used email templates in marketing. But to have successful campaigns you need to make sure that the information in your newsletter is useful to those who receive them. Simply sending a summary of articles you published once a month is not helpful to any of your subscribers.
Newsletters should tell your potential customers of the value in choosing to buy from you. They can also highlight new products that existing customers might want to purchase. With this in mind a newsletter calendar could be a great way to plan ahead and ensure that your emails are valuable and useful to all your subscribers.
Newsletter Email Template Examples
Roadtrippers provide useful information to their subscribers every time they send out an email. They include niche advice on travel that will interest people who are just beginning their travel adventures, and also those who are more experienced.
Notice how they use striking photography with every article to draw people in, in an instant. Between the imagery and the well crafted titles, subscribers can't help but click through to their blog.
The Newsletter Email Template
Subject Line: May's Monthly Roundup: How to Solve this [Issue]
Body: Hi [Name]
[Issue] can affect many people. But it doesn't need to become a problem. In our blog this month we talk all about how to solve this in three quick steps.
Read Our Blog
What's more, we have a new [product] range that can really brighten up your day. Drop by our store to browse the colors we have on offer.
Browse Store
[On-Brand Sign Off]
What the Email Template Looks Like in Action
21 Email Template Tips for 2026
Here are some tips to bear in mind when customizing your email templates:
- Thank the recipient for subscribing.
- Reaffirm the benefits to being on your mailing list.
- Provide a way to further the relationship, such as a discount code, quiz, or simply by posing a question and asking them to respond.
- Inject your unique brand personality.
- Personality and humor will go a long way in this email.
- Consider adding an additional incentive like a discount or free shipping.
- Keep it short and snappy.
- Use scarcity when appropriate.
- Including a time-sensitive discount.
- Introducing them to your loyalty program.
- Featuring plenty of product images to compel the reader to revisit your website.
- Keep the tone light and friendly.
- Be open and upfront about your request.
- Encourage dissatisfied customers to reach out so you can resolve any issues and avoid negative reviews.
- Playful humor is important.
- Pack it with your brand's personality.
- Offer an incentive to re-engage buyers.
- Include an offer that's too good to refuse.
- Be absolutely honest about how long the survey will take to complete.
- Keep the focus on the benefits that the customer will receive in exchange for their time.
- Show appreciation.
Summary: Email Templates for Online Businesses
Email marketing can be extremely powerful. Not only does it usually yield a high return on investment, most email software solutions provide a host of analytics for you to review and improve your campaigns. Although you should share your best content and announcements regularly, the eight emails covered in this article are the foundations of your email marketing strategy.
Lastly, what works for some brands won't work for others. So make sure you test different emails and subject lines to craft the most effective campaigns possible.
Email Templates for Online Businesses FAQ
Why is email marketing considered such a valuable tool for online businesses?
Email marketing offers a very high return on investment (ROI), averaging $36−$40 for every $1 spent. It's also easy for marketers to track and measure performance, providing clear data to help expand the customer base and drive results.
Why are welcome emails effective?
Welcome emails have a high open rate (around 68.6%) and, on average, generate three times the transactions and revenue per email compared to regular promotional emails. They are effective because they capitalize on the first impression and often include a special discount or quick brand introduction.
How can a business recover lost revenue from abandoned shopping carts?
By sending a well-crafted cart abandonment email. Since nearly 70% of online carts are abandoned, these emails can recover a significant portion of that lost revenue, often by reminding the customer what they left and providing a clear call-to-action to complete the purchase.