The abandoned cart email that tries too hard.
The welcome message that misspells your name.
The newsletter you’re sure you never subscribed to.

They all end up in one place. The trash folder.

A poorly structured, off-brand, or outdated template can quietly drag down even your best campaigns.

We signed up on 16 Shopify websites across skincare, food, health, and apparel to test their email flows firsthand.

And we found some gold.

And that is on top of insights from the 50,000+ stores that have trusted PushOwl to handle their email marketing.

The goal? Create e-commerce email flows that convert without reinventing the wheel or writing everything from scratch.

Should You Be Relying on E-commerce Email Templates?

Email templates save time, reduce errors, and keep your brand consistent. 

In our study of over 44 billion emails sent between January and December 2024 by 80,000+ Shopify stores, we found that customers unsubscribe from marketing emails when:

Irrelevant or cluttered templates often drive unsubscribes more than frequency or “sending it on the wrong day.”

10 Plug-and-Play Email Templates Used by Top Shopify Brands

Here are 10 e-commerce email templates you need to set up for your Shopify store:

Welcome Email Templates

When a potential customer creates an account on your website, you can onboard them immediately with a warm welcome email. 

But it cannot be just a bland welcome email. Remember to pair it with something of value.

Example: Drunk Elephant, a popular Shopify brand in the skincare niche

What works: A welcome discount code as the headline hook and subject line, which simply states “15% off,” and leading with bold, branded “hello” messaging, followed by informal and simple copy.

Why it works: The email feels like the beginning of a conversation and a relationship with the customer. The playful color palette, the aesthetic product image, and friendly copy signal the brand’s personality (fun, clean, and modern). The email sets a great first impression, which is the goal of a welcome email.

With our pre-built welcome templates, you can match Drunk Elephant’s warm tone without writing a single subject line from scratch.

Example: Babylist, a Shopify-powered baby gift registry brand

What works: Stacking value in a skimmable manner through crisp copy and visual cues.

‍Why it works: Babylist’s welcome email highlights its USP (a central registry connected to platforms like Etsy and Amazon), gives its customers a welcome gift (free samples), and links to helpful informational content (FAQ links and editorial guides). It’s not overwhelming despite having so much information.

Share your founder's story in the welcome email to instantly humanize your brand.

Abandoned Cart Recovery Email Templates

When a customer puts something in their cart, you are competing with:

• Products from other companies
• Potentially negative reviews only
• Distraction and doubt

…or just a distraction in the form of a doom-scroll that makes them forget about your website.

Your cart abandonment email needs to be helpful and just persuasive enough to bring them back without being pushy.

Example: Rainn, a sustainable children’s clothing brand

What works: Leaning into brand values instead of a price drop

Why it works: Rather than offering a discount, Rainn’s email reminds shoppers of the brand’s sustainability mission. It reframes the purchase as a meaningful action by focusing on what its (environmentally conscious) customers care about most.

Example: Honest Paws, a CBD supplements brand for dogs and cats

What works: Emotional copy (the subject line is “Your pet deserves the best” and the headline is “Their health routine is waiting”), social proof, money-back guarantee

‍Why it works: The email copy triggers the shopper’s sense of responsibility towards their pets, thus tapping into care-driven urgency. The money-back guarantee addresses purchase anxiety. The review adds social proof while the plug about the subscription signals more benefits.

Zane Bolen, the Head of Global Marketing at ECPI University, suggests the following ACR flow:

“When someone adds a product to their cart, we validate the email first by sending it through ZeroBounce using a webhook. If it’s valid, we send an abandoned cart email. If they don’t buy, we wait a day and check again. If there’s still no purchase, we send another email with urgency [triggers] or a reminder about limited stock. If there’s still no purchase, we drop them into a re-engagement list for later.”

The above flow has been quite fruitful for Bolen’s clients. “This setup cleaned the list in real time and improved open and click rates. Removing bad emails boosted cart recoveries by 32%.”

Steal PushOwl and Brevo’s high-converting abandoned cart templates

Flash Sales Email Templates

Flash sale emails can often feel spammy or overly pushy, unless you make them value-first, rather than salesy. Offer support and clarity, not just urgency.

Example: Manscaped, a men’s grooming Shopify brand

What works: Including a visual comparison matrix to simplify decision-making, along with the discount front-and-center, and a dark premium-looking color palette.

Why it works: Manscaped doesn’t stop with announcing the sale. It offers a scannable comparison box, allowing customers to easily identify which product best matches their needs. This reduces decision fatigue and brings them closer to adding a product to the cart.

Example: Blogilates, a fitness apparel brand by creator Cassey Ho

What works: Leading with a personal story before talking about the sale (while also keeping the sale as the highlight with the subject line, which says “25% off yoga mats!”

Why it works: The email builds strong brand affinity with a story about dupe culture and AI misuse, two issues that plague the modern shopper. This creates emotional investment in the brand and signals that it’s value-first. The flash sale is revealed after the short story.

Remember: With PushOwl + Brevo, you can schedule your flash sale emails and web push blasts in one dashboard: no switching tools

Back-in-stock Email Templates

Back-in-stock alerts are crucial for leveraging high-demand items.

Example: Fashion Nova, a women’s fashion brand

What works: Combining a back-in-stock alert with a bold BOGO offer in a visual-first email with two distinct CTA buttons.

Why it works: The minimalist messaging, with a prominent “FREE” headline, keeps the focus on re-engagement. The two distinct CTAs for standard and curve collection signal the brand’s commitment to size inclusivity. 

Example: Ceremonia, a haircare and fragrance brand

What works: Showcasing third-party validation through multiple press mentions with a high-FOMO subject line (“Your Must-Have Perfume Set is back in stock!”)

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Why it works: The product was out of stock due to its virality, and the email effectively communicates this. With mentions in New Beauty, Elle, and other publications, Ceremonia is turning a restock update into a credibility builder. For the trend-conscious consumer, the opportunity to try out a product everyone is talking about before it’s out of stock again creates a sense of urgency.

‍A little tweak: Personalize the back-in-stock alert based on the customer’s browsing history. Don’t just send mass back-in-stock alerts.

Review Request Email Templates

After you deliver a product to your customer, your work is over, right? Wrong! It’s the right time to ask them for a review. Something to add to the social proof on your website, sure, but also to engage in an actual conversation with the customer about how you can improve your product.

Example: Graza, an artisanal olive oil brand

What works: Humorous headline, simple CTA followed by actual value while requesting a review, and fun illustrations and color palette

Why it works: The email reiterates the brand’s tone (warm, casual, and funny) while also offering actual value post-purchase (olive oil recipes). By including olive oil-forward dinner inspiration at the end, the email rewards the customer for simply opening the email, even if they don’t leave a review. It’s an example of low-pressure nudges done well.

Example: Torrid, a clothing brand

What works: The short and impactful headline, followed by an image of the product the customer purchased, for which they can leave a review.

Why it works: The review request email is reward-driven. It also reminds the customer of what they bought, thus reducing friction for them.

Time it right: Don’t send this email immediately after delivery; give the customer time to use the product.

Re-engagement Email Templates

Warm leads are better than cold leads, right? When old customers have not ordered from your Shopify store in a while, it’s time to re-engage and retain them with some gentle and value-packed nudges.

Example: Kosas, a Shopify skincare brand

What works: The brand’s email features on-brand colors, highlights the clinical results of its hero products, links to videos showing the products in action, and plugs in a quiz to drive personalized product recommendations.

Why it works: Re-engagement doesn’t have to start with discounts. Kosas focuses on education and relevance. It reminds customers why (and how) the product works. The quiz brings back a sense of discovery, providing inactive customers with an easy way to receive personalized assistance.

Example: Hiya, a kids’ vitamin brand

What works: The email uses hard-hitting stats to trigger parental concern. The soothing color palette keeps the message in focus. It also addresses common pain points and concerns customers may have while using the product with simple visuals.

Why it works: The email educates the customer without overwhelming them with product benefits. It identifies a specific problem (high sugar consumption, with other vitamins as a potential contributing factor), thereby prompting the customer to consider a better alternative. The parent feels informed and empowered, which increases trust in the brand and motivates them to switch.

‍Proven Move: One re-engagement email may not be enough; use a systematic Shopify email sequence of at least three emails.

Get 3 retention emails that win customers back from PushOwl and Brevo

Holiday/Seasonal Email Templates

Seasonal campaigns, such as Christmas and Black Friday, are your chance to show up where customers already are: thinking about gifts, deals, and year-end rituals. A good holiday email should feel timely and festive, while also being relevant.

Example: Sleep Doctor, a Shopify brand specialising in sleep solutions and accessories

What works: Sleep Doctor ties its promotion with Fourth of July colors, while also offering a personalized discount based on browsing behaviour.

Why it works: The seasonal theme captures attention, and the personalized discounts increase conversion potential..

Example: Altitude Sports, an outdoor clothing and accessories brand

What works: Exclusivity through early access to Black Friday deals to email subscribers

Why it works: Scarcity and exclusivity are powerful motivators for buyers, especially during peak sales periods. The brand rewards its email subscribers with a head start, drives urgency (buy before the sale begins), and beats the flood of Black Friday emails the customer will eventually be subjected to, thus increasing chances of conversion.

‍We got you: Here’s a handy Black Friday-centric guide by PushOwl and Brevo that can help you prepare for all holiday email flows:

Newsletter Email Templates

Newsletters are an excellent opportunity to build brand recall without pushing a sale or spamming discount codes. The best newsletters deliver some kind of value first. It could be knowledge, inspiration, or entertainment. 

Example: Gymwear and fitness brand Blogilates

What works: Blogilates sends value-first newsletters with free monthly calendars, product updates, and personal anecdotes.

Why it works: The newsletter layers helpful content with personal storytelling. It keeps the community engaged even when there’s no sale or launch. The consistency (a workout calendar at the start of each month) builds trust and habit. Customers will eventually start looking forward to the email.

Example: The Sleep Doctor, which sells sleep accessories

What works: Their ‘Sunday Sleeper’ newsletter delivers weekly sleep insights, building long-term trust through content, not discount codes.

Why it works: By showing up every Sunday with helpful information, the brand positions itself as an authority on sleep. Newsletter emails like these foster long-term engagement and loyalty through their cadence and commitment to educating, rather than selling.

Smart send tip: Include questions in your Shopify newsletter templates for the subscriber to reply to; two-way communication can increase engagement, and also give you ideas for future newsletter editions

Post Purchase Email Templates

Once an order is placed, providing updates shows that your brand values transparency and timely communication. It also proactively reduces “Where’s my order?” support tickets. Once the order is delivered, you can close the loop with a final message that confirms receipt of the delivery. This series of emails will reinforce trust and reliability, which are two key drivers of long-term customer loyalty.

But your delivery or order confirmation email template doesn’t have to be just transactional.

Example: Athletic Brewing, a non-alcoholic beer brand

What works: Turning the standard delivery confirmation into a referral opportunity.

Why it works: The brand rewards the customers for spreading the word about its products. It works because it is subtle, low-pressure, and scalable.

Example: Forged Flare, a hand-crafted home decor store

What works: The email includes care instructions in the delivery confirmation email, and also gives ideas on how to display the ornament.

Why it works: The brand’s products require a bit more care since they are handcrafted. The email provides proactive guidance on common buyer concerns related to maintenance, demonstrating thoughtfulness.

Expert move: BTS videos! Brian Kroeker, President of Little Rock Printing, an e-commerce print shop, includes a BTS video of how custom prints are made. “It increased our review submissions by 22%. The personal touch and transparency built customer confidence,” he disclosed.

Loyalty Program Email Templates

An invitation to a loyalty program offers customers exclusivity and helps deepen their connection to the brand. It turns a one-time shopper into a repeat buyer by offering perks, early access, or rewards that feel personal and earned.

Example: Glow Recipe, a skincare brand

What works: A vibrant, benefit-driven loyalty program email featuring brand colors that explains the perks of joining ‘Club Glow.’ And a welcome gift for joining the program.

Why it works: The copy is straightforward, outlining the value of being a member and the benefits customers receive (coupons, free products, exclusive bundles), while also explaining how customers can earn points. The visuals reinforce brand identity.

Example: Immi, a ramen brand

What works: The playful, brand-aligned tone makes the opt-in fun, not transactional.

Why it works: The brand copy is casual and full of personality. The program feels more like a community rather than an SMS list-building tactic.

‍Steal this trick: Gamify the process of earning more points with progress bars and “levels.”

Download the only email templates you’ll ever need

Start With These 3 High-ROI Shopify Templates

While the 10 e-commerce email flows listed in the previous section are vital, we know that setting up all of them at once may not be viable for small Shopify brands, even with templates. 

So here are three you should definitely prioritize as part of your Shopify email automation toolkit, according to PushOwl’s study of email flows that brought in the most ROI for its Shopify clients:

• Welcome Email Flow: Use this to establish the tone, build trust, and set expectations.
• Abandoned Cart Recovery: Add urgency, proof, or guarantees to recover lost sales.
• Post-purchase Flow: Turn receipts into relationship builders.

The rest are “good-to-haves.” Want more template ideas?

Your Bonus Stack for Smarter Email Marketing

Jennifer Street, founder of Forged Flare, a handcrafted decor brand, suggests including a birthday template in your collection, which offers a gift or a discount along with the birthday wish. She also advises the inclusion of a browse abandonment flow for the “window shoppers” who haven’t added anything to their cart.

“You have already paid to bring them to your site. Don’t let that traffic disappear without a follow-up,” Jennifer encourages.

Other email flows worth adding:

• New product announcements to keep customers informed
• Best-seller roundups to leverage popularity
• Upselling/cross-selling flows for increased AOV

How to Use Email Templates For Your Shopify Store

These tips can help you sharpen your Shopify email strategy, even if you're using templates to start:

Do: Pay Attention to the First Line of the Email

As Zane Bolen points out. “People preview emails before opening. That first sentence needs to hook them.”

He recommends ditching “You left something behind…” for something sharper like: “Still thinking about those wireless earbuds? Here’s what you need to know.”

It needs to hook the reader into opening your email. If the first line is vague, that email is probably going to be just another addition in their unread folder. Using the customer’s name, making a controversial statement, or alluding to something fun in the first line can help boost those open rates.

Do: Optimize for Viewing on Mobile and Other Devices

According to a 2024 Upland survey, 81% of emails are now opened on mobile devices instead of desktops. Ensure your emails are compatible across different device screens.

“Brands are advised to rewrite the wording using their voice and change images that suit [mobile devices], and finally test on a variety of devices prior to sending,” explains Caleb Johnstone, SEO Director of Paperstack, an Australian digital marketing agency.

If the email loads poorly on mobile devices, users are likely to ignore it.

Our free email templates by Brevo are fully responsive, which means you don’t have to worry about them getting warped on phone screens or other devices.

Send out your first email within minutes with our templates

Do: Talk Like a Human Who Actually Knows the Brand

Even if you are using ChatGPT prompts to write your emails.

Brian Kroeker suggests adding specific customer language to the copy, especially in high-impact portions like the subject line and headline. “Mining product reviews and support chats ensure our headlines and subject lines sound familiar and solve real concerns.” 

Your customers leave clues in all their communication; use them to take your templates to the next level.

Do: Add to the Pre-Built Email Templates

Your brand voice, unique CTAs, and audience-based messaging need to be in each marketing email. “Templates are a tool, not a strategy,” reminds Jennifer Street.

Do: Send the Email at the Right Time Using Intent-Based Triggers

You can have the most persuasive emails that follow all the rules, or email templates that reduce your effort by half. But it will all be redundant if you don’t send out the email at the right time to the right person.

Guess what? Brevo’s smart send tool allows you to personalize the time for each subscriber.

But how do you know what time to send an email to a subscriber?

That’s where intent-based segmentation comes in. Customer segmentation based on the interests, preferences, purchasing history, and other behavioral cues will help you send relevant emails just when the customer is primed to take the next step in their buying journey. Intent-based triggers could mean firing off a discount code when a customer shows interest in one of your products, either by adding it to the wishlist or to their cart (time to send that ACR email then!). Once you identify a trigger, you can send automated but personalized messages that match their interest in that moment to nudge a purchase.

Don’t second-guess what your customer wants; use Brevo’s segmentation tool

Mistakes to Avoid While Adding to Pre-Built Email Templates

Ensure that you are not diluting your email marketing flows by avoiding the following:

Don’t: Try To Sell in Every Email

For example, your post-purchase communication or birthday wish email may not be the best place to plug in a discount code or product recommendation. Instead, focus on providing value through thoughtful communication.

Don’t: Overwhelm Your Customers With Long or Emoji-Laden Subject Lines

Based on email performance data from thousands of Shopify brands using PushOwl, we found that:

• 40-43 characters is the sweet spot for subject line lengths
• An average of only 21% of the email subject lines contain emojis.

The takeaway? Clear and short beats wordy and overly visual.

Don’t: Send Too Many (or Too Long!) Emails

Sending daily email blasts to your customers is not an effective email marketing strategy. Keep your communication consistent, but intentional and not spammy.

Further, short emails win. Our attention span has now reduced to an average of ~40 seconds. Test if you can skim your email copy in that duration.

Don’t: Silo Email Communication

Make sure your messaging across SMS, push notifications, email, and even social feels cohesive, like it’s coming from one brand with one purpose. Repurpose and adopt an omnichannel marketing strategy.

Steal PushOwl and Brevo’s Email Templates

Whether you're looking for a Shopify newsletter template, a gift card email template, or a business welcome email template for a new customer, the right plug-and-play Shopify template can dramatically boost open and click-through rates.

Download our ready-to-use and proven-to-convert email templates, which are designed for Shopify brands looking to drive revenue without writing emails from scratch.

Steal these free Shopify marketing email templates here