The most crucial factor in your emails is the structure. A cluttered and unintuitive structure might instantly kill the attention of your subscribers.

Hence, use the inverted pyramid design.

Using the inverted pyramid structure means putting the most important information at the top of your email and progressively providing less critical details as you go along.

This approach ensures that even if your reader only skims the first few lines, they get the essential message.

Inverted pyramid eCommerce email structure

For example: You're announcing a sale.

Headline: "Flash Sale: 50% Off All Items Today Only!"

Introduction: "Take advantage of incredible savings on our entire inventory. This offer is valid for 24 hours only, so act fast!"

Supporting details: "Enjoy exclusive deals on top brands like Nike, Adidas, and more. Plus, free shipping on orders over $50."

Finally, you can end with a strong call-to-action (CTA) to drive conversions.

2. Zero down to one goal

Nobody wants to spend time figuring out what to do next.

A good email should guide the readers to the final goal.

Zero down to one primary objective and design your email content around that goal.

Example 1: If your goal is to promote a new product launch, your email should center entirely on that product, highlighting its features, benefits, and a clear CTA such as "Shop the New Collection Now."

Example 2: Suppose your objective is to boost newsletter sign-ups.

Headline: "Join Our Exclusive Community"

Body text: "Be the first to know about our latest products and special offers."

CTA: "Sign Up Today."

This singular focus not only makes it easier for the reader to understand what you want them to do but also increases the likelihood of them taking that specific action.

3. Copy should be more about shoppers and less about you

A brand that serves its shoppers > a brand that flaunts.

Hence, tailor your copy to address their needs, desires, and pain points.

Example 1: Instead of saying, "We have a new range of summer apparel," say, "Upgrade your summer wardrobe with our stylish new arrivals that keep you cool and comfortable."

Make your emails resonate with the shopper by highlighting benefits and solutions.

Example 2: If you’re promoting a sale, instead of "We are offering a 20% discount on all items," try, "Save 20% on your favorite styles and enjoy more for less!"

Example 3: Instead of "Our new running shoes have advanced cushioning," say, "Experience unmatched comfort on your runs with our new cushioned running shoes designed for your ultimate performance."

Also read: Build an eCommerce Brand without Splurging: A Founder's Guide

4. Create a sense of exclusivity

People love feeling special and part of an elite group.

Use language that makes your subscribers feel they are getting access to something unique and not available to everyone.

Example: Let's say you want to give early access to some customers.

Headline: "Exclusive Early Access for Our VIP Customers!"

Body text: "As a valued member of our community, you’re invited to shop our new collection before anyone else. Enjoy an exclusive 24-hour preview and be the first to own our latest styles."

Further, highlight limited availability through supporting text: "Hurry, this offer is only available to our top customers and items are limited. Don’t miss out on your chance to shop these exclusive deals before they’re gone!"

CTA: "Start Shopping Now – Your VIP Access Awaits!"

Creating exclusivity in eCommerce emails

5. Don’t just sell–give value

Instead of focusing solely on sales pitches, offer useful content that addresses your customers' interests and needs.

Example 1: If you run a skincare eCommerce store, include tips on maintaining healthy skin alongside your product promotions.

Headline: "Top 5 Tips for Glowing Skin This Summer"

Body text: "Discover the secrets to radiant skin with our expert tips and see how our new summer skincare range can help you achieve your glow goals."

Additionally, consider offering exclusive content, such as how-to guides, style inspiration, or insider knowledge that is relevant to your audience.

Example 2: Suppose you sell home decor products, you could share an email with:

Headline: "Transform Your Space: 10 Easy Home Decor Ideas."

Body text: "Learn how to create a cozy and stylish living room with our top decor tips and see how our latest collection can bring your vision to life."

This approach not only positions your brand as a helpful resource but also subtly promotes your products in a way that feels more organic and engaging.

6. Invoke reciprocity

Reciprocity is a psychological trigger where people feel compelled to return a favor when they receive something valuable.

To leverage this, start by offering something genuinely useful to your customers without asking for anything in return.

Example 1: You could offer a free downloadable guide.

Headline: "Download Our Ultimate Holiday Gift Guide for Free!"

Body text: "Get expert recommendations and gift ideas for everyone on your list. Our guide makes holiday shopping stress-free and enjoyable."

Additionally, you can offer exclusive discounts or free samples to make customers feel valued and more likely to reciprocate.

Example 2: You can create and send offers to your loyal customers.

Headline: "Exclusive for You: 20% Off as Our Thank You!"

Body text: "As a thank you for being a loyal subscriber, enjoy 20% off your next purchase. Use code THANKYOU at checkout."

This gesture not only shows appreciation but also creates a sense of obligation to make a purchase.

7. Implement anchoring

Anchoring involves presenting a higher-priced option first, which sets a reference point, making subsequent prices seem more reasonable by comparison.

Example 1: You're promoting a new line of luxury watches,

Headline: "Discover our exclusive Platinum Series Watch for $1,200."

Follow this with the promotion of a more moderately priced option: "Or choose our Classic Edition Watch for only $450, offering timeless elegance at an unbeatable value."

Example 2: You want to use anchoring in your eCommerce email copywriting for discount promotions.

Body text: "Originally priced at $100, now available for just $60! Save 40% on our best-selling item."

Here, the original price serves as the anchor, making the discounted price appear significantly more attractive.

Example 3: You can create bundled offers to enhance the anchoring effect.

Body text: "Get our complete skincare set for $150, originally valued at $220 when purchased separately. Enjoy premium care at a fraction of the cost."

8. Utilize the “But You Are Free” technique

This method involves making a request or suggesting an action, and then emphasizing that the recipient is free to choose otherwise. This reduces resistance and makes the recipient feel in control, increasing the likelihood that they will comply.

Example 1: You’re promoting a sale.

Headline: "We’re offering 30% off all items this weekend."

Body text: You’re free to browse our collection and find what suits you best, but you are free to skip this offer if it’s not for you."

Example 2: A follow-up email after a customer has shown interest but hasn’t completed a purchase.

Body text: "We noticed you left some great items in your cart. Completing your purchase now will get you free shipping, but you are free to check out later or remove items if you’ve changed your mind."

By incorporating this language, you respect the customer’s freedom of choice while gently nudging them towards the desired action.

You should also read: 30 Best Email Marketing Examples In eCommerce (2024)

9. Use the endowment effect in your copy

The endowment effect is a psychological phenomenon where people value things more highly simply because they own them or feel a sense of ownership.

Example 1: Using the endowment effect to create a sense of ownership before the actual purchase.

Body text example 1: "Your new favorite outfit is just a click away,"

Body text example 2: "Imagine yourself in our luxurious cashmere sweater – it's waiting for you in your cart."

Example 2: Offering risk-free trials or satisfaction guarantees to make customers feel like they already own the product.

Body text: "Try our skincare range for 30 days risk-free. If you’re not completely satisfied, return it for a full refund. We believe you’ll love the results!"

This technique helps customers visualize the product as theirs, increasing their attachment and the likelihood of completing the purchase.

Endowment effect in eCommerce email copy

Also read: 21 Proven Ways to "Prevent" eCommerce Returns (+ Smart Handling ideas)

10. Deploy the foot-in-the-door method

This technique leverages the psychological principle that once people commit to a small action, they are more likely to agree to a larger one.

Example: You could start by encouraging email subscribers to download a free guide or sign up for a newsletter:

Body text: "Get our free 'Top 10 Summer Fashion Trends' guide delivered straight to your inbox. Just click here to download."

Once they’ve taken this initial step, follow up with a more significant request, such as making a purchase or signing up for a loyalty program: "Thanks for downloading our guide! As a token of our appreciation, enjoy 15% off your first purchase. Click here to shop now and use the code WELCOME15 at checkout."

By first asking for a small commitment, you create a sense of engagement and investment from the customer, making them more likely to respond positively to subsequent, larger requests. This method can effectively nurture leads and convert them into loyal customers, gradually building a stronger relationship with your brand.

11. Appeal to their emotion and nostalgia

Emotionally charged eCommerce email content resonates on a deeper level, prompting readers to feel more attached to your brand and products.

Example 1: If you're selling holiday decorations, you might evoke warm memories with your copy.

Headline: "Remember the magic of decorating the tree with your family?

Body text: Bring those cherished moments back to life with our handcrafted ornaments, designed to capture the spirit of the season."

Nostalgia can also be a compelling tool for promoting products.

Example 2: If your eCommerce store sells retro or vintage items, craft your email to remind customers of fond memories associated with those products.

Headline: "Relive the joy of your childhood with our collection of classic toys."

Body text: "Rediscover the fun and share these timeless treasures with the next generation."

12. Explore different formats of email copies

One effective format is the storytelling email, which involves sharing a narrative that highlights the benefits of your products in a relatable way. This format creates an emotional connection and shows your product in real-life scenarios.

Example: "Meet Sarah, a busy mom who found the perfect solution to her hectic mornings with our quick and nutritious breakfast kits. Read her story and discover how you can simplify your mornings too."

Another format to consider is the listicle email, which presents information in a concise and easy-to-digest list. This format is visually appealing and ideal for readers who prefer skimming through content quickly.

Example: "Top 5 Must-Have Items for Your Summer Wardrobe," with each item featuring a brief description and a call-to-action button.

Additionally, you can use the educational email format, where you provide valuable information or tips related to your products.

Example: "How to Choose the Perfect Running Shoes: A Buyer’s Guide" can include tips on what to look for, followed by product recommendations.

A third effective format is the testimonial email, which leverages social proof by showcasing positive feedback from satisfied customers.

Example: "Hear from Our Happy Customers: Why They Love Our Eco-Friendly Products," can include short testimonials with photos of customers and their purchased items.

By diversifying your email formats, you cater to different audience preferences, keeping your eCommerce email content fresh and engaging, and driving higher engagement and conversions.

Different formats of eCommerce copywriting

13. Establish a sense of connection

One effective way to do this is by using the word "we" to create a sense of unity between the brand and the shoppers. This inclusive language makes customers feel like they are part of a community or a shared mission.

Example: "Together, we can make sustainable choices. Our new eco-friendly collection is designed with both style and the planet in mind."

Using "we" in your copy can also highlight shared values and goals, further strengthening the bond between your brand and your customers.

Example: "We know how important comfort is to you, and that's why we’ve created our new line of loungewear – to help us all feel cozy and relaxed at home."

This approach not only makes your communications more personable but also reinforces a sense of partnership, making customers feel valued and understood.

Language and words that help in email copies

14. Keep the theme constant

Ensure that every element of your email reflects a unified message or campaign.

Example: You are announcing a summer sale.

Subject line: "Summer Sale: Brighten Up Your Wardrobe!"

This sets the expectation and aligns with the email content.

Body: Include vibrant images of summer clothing and accessories. Highlight specific products that fit the theme

Body text: "Get ready for sunny days with our exclusive summer collection."

Supporting text: "From breezy dresses to stylish sandals, find everything you need for a perfect summer look."

CTA: "Shop the Summer Sale Now and Enjoy 20% Off All Items!"

By keeping the theme constant throughout the email, you create a cohesive and engaging experience that encourages customers to take action.

Also read: 38 Insanely Powerful Online Promotion Ideas For eCommerce

15. Make choosing you obvious

To make choosing your eCommerce store obvious, your email copy should highlight the customer's problem and present your products as the perfect solution.

Example: Identifying a common pain point to grab attention.

Headline: "Struggling to Find Comfortable Summer Shoes?"

This immediately addresses a problem many customers face and sets the stage for your email content.

Body text: "We know how frustrating it can be to find stylish yet comfortable shoes for the summer. That's why we've curated a collection of breathable, cushioned sandals designed to keep you looking great and feeling comfortable all day long."

Support with specific product recommendations: "Our bestsellers include the Breezy Walk Sandals and the Comfort Plus Flip-Flops, both featuring ergonomic designs and moisture-wicking materials."

CTA: "Say goodbye to sore feet and hello to all-day comfort. Shop our Summer Comfort Collection now and enjoy free shipping on your first order!"

By directly addressing their problem and offering a tangible solution, you make it clear why choosing your store is the best decision.

Highlighting problems and solutions in eCommerce email copies

16. Use accurate numbers

Instead of vague phrases like "Big Sale," provide precise discounts and offers that convey immediate value.

Example: When announcing a sale.

Subject line: "Get 40% Off All Summer Apparel!"

Body text: "Hi [First Name], we’re excited to offer you an incredible 40% off on all our summer clothing items! Upgrade your wardrobe with our latest collection of dresses, shorts, and tops. This limited-time offer is valid until Sunday, so don’t miss out."

Highlight specific deals within the email, such as: "Grab our bestselling Floral Maxi Dress for just $29.99 (originally $49.99) or the Casual Linen Shorts for only $17.99 (originally $29.99)."

Conclude with a strong, number-driven call-to-action: "Shop now and save 40% on your summer favorites! Use code SUMMER40 at checkout."

By using clear numbers, you make the benefits of your offer unmistakable, encouraging customers to take immediate action.

Using clear numbers in eCommerce email copywriting

17. Personalize beyond just the name

To elevate your email copy and deeply connect with your audience, personalize beyond just using the recipient's name.

Incorporate details based on their browsing history, purchase behavior, and preferences.

Example: Let's say you want to send a back-in-stock email.

Subject line: "Your Favorite Skincare Products are Back in Stock, [First Name]!"

Body: "Hi [First Name], we noticed you recently viewed our anti-ageing serum. Great news—it's back in stock and better than ever! Plus, we've selected a few other skincare essentials we think you'll love based on your past purchases."

Follow this with personalized product suggestions: "Since you loved our Vitamin C Serum, you might also like our new Hyaluronic Acid Moisturizer for an extra hydration boost."

Enhance personalization with exclusive offers that cater to their shopping habits: "As a thank you for being a loyal customer, enjoy 15% off your next purchase with code LOYAL15. Don't wait—these products are popular and sell out fast!"

By showing that you understand their needs and preferences, you create a more engaging and relevant shopping experience, making them more likely to choose your store.

Personalizing product recommendations in eCommerce emails

18. Consider adding a P.S. line

It's often one of the most-read parts of an email, so use it to reinforce your message or highlight an important detail. For instance, if your main email content promotes a seasonal sale, your P.S. could emphasize the urgency of the offer.

Example: "Hi [First Name], we're thrilled to offer you an exclusive 30% off our new fall collection. From cozy sweaters to stylish boots, find everything you need to update your wardrobe. Use code FALL30 at checkout. Happy shopping!"

P.S. "Don't miss out! This 30% off deal ends this Sunday at midnight. Plus, enjoy free shipping on all orders over $50. Shop now and refresh your fall look!"

19. Use the bandwagon effect

To leverage the bandwagon effect in your email copywriting, highlight the popularity of your products and the actions of other customers.

This creates a sense of social proof and urgency, encouraging recipients to join in.

Example: If you want to add reviews to your email.

Headline: "Join Thousands of Happy Customers Loving Our Bestsellers!"

Body text: "Hi [First Name], over 10,000 customers have already upgraded their skincare routine with our Vitamin C Serum. Don’t miss out on what everyone’s raving about!" Include testimonials or reviews to add authenticity: "Our customers are thrilled with the results. Jane D. says, 'My skin has never looked brighter and smoother!'"

CTAt: "Join the community of satisfied customers and see the difference for yourself. Shop now and get 20% off your first order with code JOIN20."

Bandwagon effect in eCommerce emails through copywriting

20. Highlight immediate gratification

This approach not only highlights the immediate benefits but also creates an urgent, appealing invitation for customers to act quickly and reap the rewards without delay.

Example: Offers in your eCommerce emails.

Headline: "Enjoy Instant Savings and Free Shipping Today!"

Body text: "Hi [First Name], imagine getting 20% off your favorite items right now, plus free shipping on all orders over $50! No waiting, no hassles—just instant savings and fast, free delivery straight to your door." Include eye-catching images of popular products and emphasize the ease of redeeming these benefits.

CTA: "Don’t wait to treat yourself. Use code INSTANT20 at checkout to get 20% off your order and enjoy free shipping instantly. Shop now and start enjoying your new finds today!"

Frequently asked questions

How can I measure the success of my eCommerce email copywriting efforts?

To measure the success of your eCommerce email copywriting efforts, start by tracking key performance indicators (KPIs) such as click-through rates (CTR) and conversion rates. These metrics provide insight into the effectiveness of your email content and how many recipients are taking the desired action.

Beyond these KPIs, pay attention to other engagement metrics like the unsubscribe rate and bounce rate, as they can indicate issues with email relevance or list quality. Conduct A/B testing to compare different email copy versions and determine which elements resonate most with your audience.

What are some common mistakes to avoid when writing eCommerce email copies?

When writing eCommerce email copies, one common mistake is the lack of personalization. Sending generic emails that don't address the recipient by name or consider their preferences can make the email feel impersonal and irrelevant. Personalization goes beyond just using the recipient’s name; it includes tailoring the content based on their previous purchases, browsing history, and preferences. For example, recommending products similar to what they have previously bought or viewed can significantly increase engagement and conversions.

Another frequent mistake is having a weak or unclear call-to-action (CTA). The CTA is crucial as it guides the recipient on what to do next, whether it's making a purchase, signing up for a newsletter, or taking advantage of a special offer. Ensure your CTA is clear, concise, and stands out visually in the email. Using action-oriented language like "Shop Now," "Get 20% Off," or "Discover More" can create a sense of urgency and motivate recipients to click through.

Overloading the email with too much information is another common error. Bombarding recipients with lengthy text and numerous product options can overwhelm them, leading to a higher likelihood of the email being ignored or deleted. Keep your email copy concise and focused, highlighting a few key products or messages. Use bullet points, subheadings, and images to break up the text and make the email easier to read.

Finally, neglecting to optimize for mobile devices is a significant oversight. A large percentage of emails are opened on mobile devices, and if your email isn’t mobile-friendly, you risk losing a substantial portion of your audience. Ensure your email design is responsive, with easy-to-click buttons and appropriately sized images and text. Testing your emails on various devices before sending them can help you catch any issues and provide a better user experience.

How often should I send promotional emails to my customers?

The frequency of promotional emails depends on your audience and the nature of your business. Generally, sending 1-2 promotional emails per week is a good starting point. It's essential to monitor engagement metrics like open rates, click-through rates, and unsubscribe rates to find the optimal frequency. If you notice a drop in engagement or an increase in unsubscribes, you may need to reduce the frequency. Additionally, segmenting your audience and tailoring the content to their interests can help maintain engagement even with more frequent emails.

How can I improve the click-through rate (CTR) of my eCommerce emails?

To improve the click-through rate (CTR) of your eCommerce emails, start by crafting compelling subject lines and preheaders that grab attention and clearly communicate the value of the email content. For example, a subject line like "Unlock 25% Off Your Favorite Items!" paired with a preheader such as "Hurry, limited time offer on top-rated products," can entice recipients to open the email.

Additionally, personalize your content to make it more relevant. Tailor product recommendations based on the recipient's past purchases or browsing history. For instance, addressing an email with, "Hi Sarah, we thought you’d love these new arrivals in Dresses," makes the email more engaging. Ensure your CTA buttons are clear, visually distinct, and use action-oriented language like "Shop the Sale" to drive clicks. Finally, optimize your email design for mobile devices to ensure a seamless experience, with touch-friendly buttons and a clean, single-column layout that’s easy to navigate on smartphones.

Final Word

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Reason: User experience issues that cause friction for visitors.

And Convertcart solves for exactly that.

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eCommerce Email Copywriting: 20 Game-Changing Tips

20 psychologically-driven eCommerce email copywriting tips

1. Make your emails inverted pyramids