4 e-commerce emails you need to configure now!

Thanks to user-friendly platforms like Shopify, it has become completely possible to launch an E-Commerce website overnight. However, I’ve noticed an increasing number of clients forgetting to put in place some of the simple configurations—like setting up automated e-commerce emails, to ensure your customer gets the best possible online shopping experience from you.

Whether you use Shopify, Woo-Commerce, Zoey, Magento or a completely custom solution, the following outlines the 4 Emails you need to have in place BEFORE you hit the launch button!

Let's dive in...

 Order Confirmation

This may sound simple, but too often I see sites using generic templates or default text and imagery in their order confirmation messages. As one of the most important e-commerce emails, your order confirmation is a prime opportunity to reinforce your brand and build customer trust from the very first interaction after purchase.

All E-Commerce platforms provide the option to customise your order confirmation comms with customers. Here are a few things I recommend including:

• Your logo

• Contact information

• Brand colours in the design elements

Order confirmation e-commerce emails also give you the chance to showcase recommended products that complement the customer’s purchase. I highly recommend making use of this valuable screen real estate by including attractive product images, titles, and even prices—along with clear buttons like “View” or “Buy Now” to encourage repeat purchases.

Shipping Confirmation

Just like the Order Confirmation, this is one of the standard e-commerce emails that most platforms provide. However, it’s always worth checking that it's enabled and that it reflects your brand’s overall tone of voice.

At a minimum, your shipping confirmation email should include a tracking number once the order has been dispatched, along with a direct link for the customer to view up-to-date tracking details.

I also recommend adding a helpful note like: “Please allow up to 24 hours for your updated shipping information to be displayed”—since many couriers have a slight delay in syncing tracking data.

Be sure to:

• Include a link to your shipping policy for easy reference

• Offer a way for the customer to contact you in case the package goes missing

• Take advantage of this high open-rate e-commerce email by adding a promotional offer—like a discount code or alert about an upcoming sale

• Include a clear call-to-action button to drive further engagement

Account Confirmation

When a customer very kindly hands over their email address BEFORE they have made a purchase, it is a legal requirement in Australia to send a confirmation email. Too often people overlook the opportunity this little email provides. Yes, most E-Commerce platforms or CRM Platforms have default e-commerce emails in place for confirming an account, but take the time to personalise it to provide a fantastic introduction to your brand. Craft some clever wording, include brand colours and your logo, perhaps even include an incentive for them to confirm, such as a discount code if they proceed.

I recommend also include all your social media profile links - perhaps as icons, or small images across the button - so the customer can connect with you on their preferred platform.

Once your customer has confirmed, I would suggest having a welcome email sequence in place that is triggered automatically once confirmation is received. This would be 1 or 2 e-commerce emails providing an overview of the brand, it's history and perhaps sharing some testimonials from happy customers.

Abandon Cart Emails

If you have not yet read my blog post here I recommend popping over there now. In my blog post, I break down all the elements for creating a high converting Abandon Cart Email.

If you are not familiar with abandon cart emails, these generally arrive the same day you have added an item to the cart but NOT checked out. The purpose of this enticing little email is to remind the customer that they did not complete their checkout and to make it very easy for them to do so immediately.

It's also a great opportunity to showcase some related products and to convey some brand personality in the messaging. Check out my blog post here for some great examples.

Need Help with Maximising Your Online Store Conversions? Start with Optimising Your E-Commerce Emails

The next round of my Online Course is opening which includes an entire module on Facebook & Instagram Ads. For more details see my courses here.