Fashion Email Marketing: 32 Workflow Ideas (With Real Examples)

Fashion eCommerce will be a global size of $1,1031.1 billion by 2027 = business is booming again.

Also, third-party cookies are going = ads will become less successful = emails will become twice as important.

And who will win? The stores that send amazing emails - based on shopping journey (NO mass emails).

Here's a look at the kind of fashion emails you can send to:

New subscribers

First-time buyers

Seasonal buyers

Loyal customers

Cart abandoners

Idle shoppers

Email Marketing Examples For Apparel Stores

NEW SUBSCRIBERS

1. Level up your welcome emails with gamification

Who says welcome emails have to be boring? Inject some fun into your onboarding process and watch new subscribers stick around. Adding a playful element makes your emails not just another message in their inbox but something they look forward to.

Some ways to implement it are:

• Spin the wheel: Offer a chance to win discounts, free shipping, or exclusive perks

• Interactive quizzes: Ask subscribers to take a quick “Find Your Style” quiz. Not only does this engage them, but it also helps you tailor future recommendations based on their preferences

• Countdown challenges: Introduce a limited-time offer, such as a 24-hour flash sale for new subscribers

‍Pro Tip: Always offer rewards that align with your customer’s preferences. A 10% discount feels meh, but “10% off your first cozy sweater” feels tailored—and irresistible.

2. Highlight the best inside perks

New Epsilon research indicates 80% of consumers are more likely to make a purchase when brands offer personalized experiences. That’s a lot of ROI for just being welcoming.

Fashion powerhouse Nasty Gal nails this by spotlighting benefits for new sign-ups, like early access to sales, exclusive discounts, and sneak peeks at new arrivals. It’s the perfect way to say, “You’re in the know now.”

Other ways to pave the engagement path:

• Membership benefits rundown: Break down what makes your subscribers special—VIP-only offers, first dibs on collections, or loyalty points
• Insider content: Share styling tips, fashion trends, or behind-the-scenes stories that only subscribers get to see
• Tiered rewards: Introduce them to a loyalty program, teasing milestones like free shipping after three purchases or birthday surprises

You might like: 40 Discount Email Templates (& Examples) for eCommerce Stores

3. Help them take action

When shoppers join your email list but haven't made a purchase, it's your chance to nudge them off the fence.

Some good ways to do this are:

• Offer decision paths: Give them 2-3 clear options that cater to different shopper motivations. Think "Shop Bestsellers," "Explore New Arrivals," or "Join the Rewards Program"
• Incentivize actions: Sweeten the deal with limited-time discounts, free shipping, or exclusive loyalty points for first-time buyers
• Provide visual cues: Use buttons or icons for each action to make the choices visually engaging and easy to click

Pro Tip: Make sure the CTAs align with your subscribers’ current stage in their journey. For newcomers, action steps should focus on exploration and small commitments rather than big purchases. For instance, "Start Your Style Quiz" can feel less intimidating than "Shop the Look".

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4. Guide them towards what’s most wanted

Unlike existing customers, newcomers on your fashion email list are more likely to convert when you tell them what other customers are picking—check out how fashion brand Net-A-Porter does it in their eCommerce email strategy:

Additionally,

• Highlight bestsellers: Use phrases like “Most Loved” or “Fan Favorites” to spotlight high-demand items
• Incorporate social proof: Pair recommendations with real customer reviews or star ratings to add credibility
• Seasonal favorites: Feature items trending during the current season, such as winter coats or spring dresses'

FIRST-TIME BUYERS

1. Find an interesting way to say thank you

Considering that 58% of users check their email first thing in the morning, your note of gratitude could be the first thing they see that day. So why settle for bland when you can sprinkle in some personality?

To implement this:

• Add a personal touch: Address customers by their first name and mention what they purchased. A line like, “Thanks, Sarah, for snagging the perfect cozy sweater!” makes all the difference

• Throw in a bonus: A small incentive, like a discount on their next purchase or free shipping, makes your thank-you even more meaningful

• Show off your brand personality: Use playful language, branded visuals, or an unexpected twist that mirrors your brand’s vibe. For instance, a chic fashion store could sign off with, “Here’s to strutting into your day with style!”

J.Crew, for example, packs charm and character into their thank-you emails, ensuring shoppers feel seen and appreciated.

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2. Get ‘em to follow you on social

With 70% of shoppers likely to recommend their favorite brands on social media, nudging your first-time buyers to follow you is a strategic move.

How to do it right:

• Highlight social perks: Use text like, “Follow us for styling tips, exclusive drops, and behind-the-scenes sneak peeks!”

• Make It easy to click: Include bold, colorful icons for platforms like Instagram, TikTok, and Pinterest. Hyperlink them directly to your profiles

• Encourage user-generated content (UGC): Add a CTA encouraging buyers to share their purchases with a branded hashtag, e.g., “Post your #OOTD and tag us!”

Brands like Cusp by Neiman Marcus nail this by subtly yet effectively promoting their social handles in their emails.

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3. Highlight influencer recommendations

When first-time buyers see recommendations from influencers they trust you more.

Choosing the right influencer, matching them to your target audience, and aligning their suggestions with popular product categories can encourage repeat purchases.

How to replicate this approach:

• Showcase relevant influencers: Feature influencers whose style aligns with your brand. Use a relatable quote or highlight how they styled your product

• Incorporate dynamic recommendations: Pair influencer-backed items with tailored recommendations based on the buyer’s browsing or purchase history

• Add Social Proof: Combine the influencer recommendation with customer reviews or real-life photos to reinforce credibility

Pro Tip: Ensure the influencers resonate with your audience. Micro-influencers with niche appeal often drive higher engagement than celebrities, particularly for specific fashion subcategories.

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4. Discount chosen picks from browsed categories

When customers browse, they show interest, but it’s up to you to keep that momentum going. After a purchase, making it simple for customers to revisit the items they’ve looked at (and possibly forgot about) is an effective way to boost repeat purchases.

To implement this:

• Showcase browsed products: Use dynamic product blocks to display items they've clicked on or added to their wishlist, making it easy for them to pick up where they left off

• Offer discounts: Add value with time-sensitive offers or discounts on those specific items they've shown interest in, creating a sense of urgency

• Bundle complementary products: Group related items together (like a dress and matching shoes), and offer a discount for purchasing the full set

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5. Build a “connection”

Saying "thank you for your purchase" is nice, but going the extra mile to validate their choice can turn a simple acknowledgment into a memorable experience. When you show appreciation in a way that also highlights why they made a smart decision, you build a stronger emotional connection.

To implement this:

• Add a confidence boost: Reinforce that their choice was smart by mentioning product quality or styling options, like "Great choice—this piece is a wardrobe essential!"

• Include a personal note: Add a personalized message that feels tailored to their specific purchase, such as "You’re going to love how this jacket feels after a long day!"

• Promise future value: Mention how you’ll continue to meet their needs, such as "We’ll keep delivering stylish looks to keep your wardrobe fresh and ready for anything."

6. Roll out those exclusively online offers

The benefit of this is clear, especially when someone has bought for the first time and needs to buy again—another way to shake your email list up is to announce an “email only” offer.

To implement this:

• Create time-sensitive offers: Highlight that the promotion is available only for a limited time, making the offer feel urgent. For example, “48-hour only offer: extra 15% off on all sale items for email subscribers.”

• Keep it simple: Limit the conditions for the offer to increase the chance of conversion. A no-strings-attached discount or free shipping can work wonders

SEASONAL BUYERS

1. Recommend a high-value brand favorite

When dealing with seasonal buyers—those who only shop during peak times—it’s crucial to get your product recommendations right.

To get it right:

• Feature one hero product: Focus on one high-value product that’s likely to be a hit during the season, and highlight its unique qualities. Think of it as your “star of the season”
• Create FOMO: Use phrases like “limited stock available” or “back by popular demand” to create a sense of urgency

• Add social proof: If applicable, feature customer reviews or influencer endorsements to build trust and encourage conversion

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You'd also want to check out: How to Boost Fashion eCommerce Conversion Rate

2. Feature “comeback” bestsellers

If out-of-stock is a fashion eCommerce holiday marketing strategy to be leveraged, so is “comeback.”

In fact, the two can go hand-in-hand perfectly—and when you combine them to attract peak season shoppers, you have a winner.

To implement this:

• Highlight the return: Use subject lines like “Back in Stock” or “You Asked, It’s Back” to catch attention right away

• Create urgency: Indicate limited quantities or a limited-time offer to encourage quick action

• Add a personal touch: If possible, tailor the message to specific customers who have shown interest in the item before—whether through browsing or wishlists

Pro Tip: Make sure to cross-promote the return of bestsellers on your social media and website, not just in your emails. A multi-channel push can build excitement and increase traffic.

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You might like: Best-Performing Holiday Email Templates for eCommerce (+ Brand Examples)

3. Position those quantity discounts smarter

Peak season buyers will buy more with quantity discounts, quite naturally. You can increase this likelihood by segmenting the categories you feature for various audiences and the message you send out with your headline.

A good way to do this:

• Segment the categories: Tailor discounts based on the shopper's previous interactions, showing them offers relevant to the categories they’ve browsed or bought from.

• Use Catchy, relevant headlines: Your email subject line should immediately convey the value of the discount. For example, “Stock Up & Save—Exclusive Discount on Your Favorite Styles!”

• Offer tiered discounts: The more the customer buys, the greater the discount they get. This can be particularly powerful when combined with personalization, so they feel like they're getting an exclusive deal

Recommended reading: 23 Marketing Ideas For Online Fashion Stores (With Examples & Case Studies)

4. Highlight the most popular + affordable categories

When peak season shoppers are looking for value, it’s essential to spotlight categories that are both popular and affordable.

Do this by:

• Feature fast-selling categories: Identify the items that typically fly off the shelves during the season, such as holiday party outfits or cozy winter essentials, and put them front and center in your email

• Highlight starting prices: Show prices clearly at the beginning of each section to give customers an idea of the price range they’ll be dealing with. This transparency can increase conversion rates, especially for shoppers seeking budget-friendly options

• Use eye-catching imagery: Make sure to feature your top products with high-quality, engaging images that emphasize the affordability and desirability of these items

5. Make the shopping nudge small to draw attention

Peak season shoppers are overwhelmed with choices, offers, and endless emails. If your fashion email doesn’t cut through the noise, it risks being overlooked.

To implement this:

• Limit the choices: Instead of overwhelming your audience with a dozen product categories, feature just one standout item or collection that resonates with the season

• Use warm, non-salesy copy: Phrases like “Your winter wardrobe awaits” or “Just one click away from cozy” feel less pushy and more personal

• Simplify the CTA: A single, clear CTA button—such as “Explore Now” or “Treat Yourself”—keeps the focus sharp and the user journey streamlined

LOYAL CUSTOMERS

1. Tell them you’ve published their review

Many eCommerce fashion brands throw in reviews to drive customers towards purchases.

But imagine doing this in a non-transactional fashion email, targeting a loyalist who’s written a great review–gold.

To implement this:

• Personalize the email: Address the reviewer by name and mention the specific product they reviewed. For example, “Hey Jamie, your review for our Linen Blazer is live!”

• Celebrate their input: Frame the review as a valuable contribution. Lines like “Your words are inspiring others to shop smarter” make the customer feel important

• Include a gentle CTA: Suggest they explore other products they might like, or invite them to leave reviews for past purchases

2. Remind them what you both have is “exclusive”

Loyal customers love being treated like insiders. Offering them sneak peeks or early access to product launches is a surefire way to solidify their connection to your brand.

Do this by:

• Create a pre-launch event: Announce the launch of a new collection or product, inviting your loyal customers to shop it before anyone else

• Keep the email clean: Use a minimal design with a focus on the exclusivity message. A line like, “First look just for you” alongside a clear CTA button like “Shop Before It’s Public” works wonders

• Use a time-limited offer: Add urgency by specifying how long they’ll have early access. For example, “Available to you until midnight only”

Check out how Loeffler Randall does it, while staying simple and not cluttering it with too many elements:

3. Get those “X Days of Deals” rolling

The magic of a countdown email series lies in its ability to hook loyal customers with anticipation and reward them with daily surprises. By sending a unique deal or reward every day over a set period, you not only encourage repeat visits but also create an event-like buzz around your fashion brand.

Here’s how to get it right:

• Kick off with a teaser email: Start with an engaging announcement like, “7 Days of Style Deals Are Coming Your Way!” to build curiosity

• Tailor daily offers: Each email can focus on different product categories (e.g., Day 1: Accessories, Day 2: Dresses). Alternatively, rotate perks like discounts, free shipping, or bonus loyalty points

• Use visual countdown elements: Include a tracker or visual calendar in each email to maintain excitement and help customers plan their purchases

You might like: eCommerce Email Design: 25 Beautiful Examples (& Why They Drive Sales)

4. Offer them recommendations-with a twist

We say take the opportunity of telling loyalists of an out-of-stock product while recommending them similar styles—trust us, this one really works.

To implement this:

• Mention the OOS product briefly: Start by acknowledging their interest in the out-of-stock item. For example, “We know you loved [Product Name], and it flew off the shelves!”

• Curate similar styles: Offer a mix of products in the same style, category, or price range. Keep the list short (3-4 items) to avoid overwhelming them

• Personalize the pitch: Tailor the recommendations based on their previous purchases or browsing behavior for a more personalized touch

5. Use social proof to drive gifting

When you’re strategizing on your fashion eCommerce emails, there’s nothing called too much loyalty.

To implement this:

• Highlight bestsellers with testimonials: Showcase popular items with snippets of customer reviews. For example, “Voted as the coziest sweater by over 500 happy customers!”

• Create gifting guides from social insights: Use real-time data from social media trends or polls to highlight gift-worthy products
• Incorporate UGC: Include images of loyal customers using or gifting your products to build credibility and inspire others

eCommerce brand Everlane proves that surveying customers for their favorite gifts isn’t just important, talking about them in a fashion email is impactful:

6. Surprise ‘em early

As a fashion eCommerce brand, you’ll need to come up with ingenious ways to tell your most loyal customers there’s none like them.

To do this:

• Send early access invitations: Announce a new collection or a sale to loyal customers 24–48 hours before the general audience

• Include personalized gifts: Offer small perks like free shipping for their next purchase or a discount voucher tailored to their past buying habits

• Create exclusive experiences: Invite them to virtual styling sessions or sneak peeks of upcoming launches

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7. Make up for bad experiences

There will be times in the year when your website won’t work well (like during peak season) or when products will sell out faster during a particular deal.

To implement this:

• Offer apology discounts or free shipping: A simple gesture like a 10% discount or complimentary shipping for their next order can go a long way

• Send restock alerts: If a product they wanted sold out, notify them when it’s back, possibly with early access

• Personalize the apology: Address them by name, reference the issue specifically, and express gratitude for their patience

CART ABANDONERS

1. Warn them about selling out kindly

Cart abandoners often need just the right nudge to return, and a friendly warning about low inventory can do the trick without feeling too pushy. Framing it as helpful rather than urgent makes your email stand out in their inbox while creating a sense of urgency.

To implement this:

• Use phrases that guide, not pressure: Instead of “Act now or it’s gone!” try “We noticed these are flying off the shelves, and we’d hate for you to miss out”

• Highlight popularity: Mention if the item is trending or has limited stock, but keep it light

• Add a visual reminder: Include a compelling image of the item they left behind to reignite their interest

You should also read: Reducing Fashion eCommerce Cart Abandonment: 12 Proven Strategies

2. Hint at subsequent free shipping

For cart abandoners teetering on the edge of commitment, a subtle hint about future free shipping can push them over the line.

Get it right by:

• Future-oriented messaging: Instead of outright offering free shipping for the current purchase, hint at it being unlocked for their next order. For example, “Complete your checkout today, and enjoy free shipping on your next visit!”

• Layer the perks: Pair this hint with a reminder of any loyalty points or other cumulative benefits they’ll earn
• ‍Personalized add-ons: Reference their cart items with phrases like, “This dress is just one step away from free shipping benefits!”

3. Drive the “pangs” with emotional copy

What creates an impact is if your fashion email copywriting can make your shoppers imagine beyond the regular cart abandonment nudges.

Best way to about it:

• Create FOMO: Use lines like, “Your dream outfit is almost yours… but not for long!” paired with a subtle reminder of limited stock

• Make It personal: Reference their specific items, such as, “Imagine yourself in this stunning dress—it’s waiting just for you”

• Appeal to aspirations: Focus on how the item fits into their life: “From brunch to boardroom, this piece was made to turn heads—are you ready?”

You might like: 52 Cart Abandonment Email Subject Lines That Actually Work

4. Go beyond “hurry” to reflect urgency

Position it as a “reminder”While almost half of all the cart abandonment emails are clicked on, it’s undeniable that they have a pushy quality about it

To implement this:

• Subtle reminder: Instead of saying "Hurry, only 1 left!", try a softer "Just a heads-up, your favorite item is still waiting for you"

• Highlight availability: Mention, "Still available, but we can’t guarantee for long," to let them know there's still time, but they may not be able to hold off for too long

• Use non-urgent language: Focus on how the item fits into their lifestyle: "Whenever you’re ready, we’re here for you. This [item] will make a perfect addition to your collection"

IDLE SHOPPERS

1. Give them updates about what they’ve missed (+ a deal)

Idle shoppers need a little nudge to get back into the shopping groove. So, why not tempt them with updates on what's new since their last visit—fresh edits, product launches, changes to the website, and, of course, a tempting deal?

To implement this:

• Fresh updates: "You’ve missed out on these new arrivals!" or "We’ve added some exciting new pieces to our collection that we think you’ll love"

• Incentives: Add a discount or promo code like, "Here’s a special 10% off your next purchase—just because we’ve missed you!"

• Exclusive access: Give them access to secret sales or exclusive content they can’t find elsewhere, such as, "As a valued shopper, here’s an early access link to our new arrivals before they’re gone!"

2. Make the re-connect super relatable

What we mean is: put the idle shopper at the center of it all, give their preferences importance—that’s how eCommerce fashion brand Clarks wins back customers:

Here are some good ideas:

• Personalization: Start with a message like, "We thought you might love these," and offer curated picks based on their past browsing or purchase behavior

• Relevant content: Showcase products they’ve shown interest in or similar items to what they’ve purchased before

• Friendly tone: Keep the message casual and approachable. For example, “Hey [Name], we’ve noticed you’ve been eyeing our latest collection. Want to take another look?”

You might like: Re-engagement Email Examples That (Actually) Win Back Subscribers

3. Use a story to take them towards free delivery

It’s common for idle customers to give brands they’ve stopped engaging with, the royal ignore.

But if you can craft your fashion eCommerce email with the end objective of making them sit up and pay attention, nothing like it.

To implement this:

• Create a relatable hook: Something as simple as "Remember that item you loved last time? It's back in stock—and now with free shipping!"

• End with a CTA: Finish your email with a clear and compelling call to action that connects back to the story. Something like, "Revisit your favorites and enjoy free delivery before it’s gone"

4. Flank email preferences with a big sale announcement

It’s easy to just ask for email preferences when shoppers have been idle for a while, but when you throw a highlighted deal, chances of conversions just increase,

To implement this:

• Highlight the sale: Start with a prominent mention of the sale. Use bold text or eye-catching imagery to grab attention. "Huge Winter Clearance: Up to 50% off" should come before any request for preferences

• Ask for preferences with context: After drawing them in with the deal, introduce the opportunity to update email preferences. Something like, "Tell us what you want to hear about to unlock exclusive offers tailored just for you"

5. Leverage a gift card

Gift cards aren’t just a great way to encourage purchases—they also offer a clever way to increase conversions through the power of sharing. If you want to maximize the chances of your sale happening, offer the recipient the ability to share the gift card with someone else.

To implement this:

• Incentivize both giver and receiver: Instead of just sending a gift card, incentivize the giver. For example, you can offer the original recipient a discount for every gift card they share, and give the recipient of the gift card a bonus (like free shipping or a small discount). This creates a win-win situation that benefits both parties and makes the offer more compelling

• Add a limited-time element: Create a sense of urgency with a time-sensitive gift card offer. For instance, “Send a $25 gift card within the next 24 hours and get a $5 discount on your next purchase.” This could encourage quicker actions and boost conversions before the offer expires

5 great ways to add to your fashion eCommerce email list

1. Make your content differentiate you as a brand

This would include what kind of blogs you feature on your site, how helpful your product descriptions are and how well you break down your brand benefits.

2. Leverage a strong social proof game across your site

To grow your fashion eCommerce email database, just featuring product page reviews may not work. Instead, showcase select reviews in your gift recommendation pages, label images with specific words from reviews and make your social wall prominent & shoppable.

3. Drive sign-ups through your social channels

Feature a product discovery quiz in your Insta bio, use a gift finding guide during peak season or showcase an influencer’s blog while gating some part of the content there.

4. Strengthen your referral program

Make it quick, relatable and ensure the turnaround time & associated conditions are simple—one fashion brand that aces referrals is Girlfriend Collective—check out this quick example:

5. Come up with some great contest/giveaway ideas

Feature some bestsellers and ask your loyalists to tag X number of friends or announce a collective deal when an existing customers shares X number of email IDs with you—as long as you respect privacy and don’t spam potential shoppers, it’s likely you’ll convert well.

Recommended reading:

30 Amazing eCommerce Email Templates (from 6 industries)

32 Amazing Valentine’s Day Email Examples (eCommerce)‍

Top 20 lead nurturing emails in eCommerce

Fashion emails or iconic conversion drivers?

Most apparel eCommerce store owners don’t see email as a serious revenue stream.

Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”

BUT AT THE SAME TIME:

There are stores out there that drive 30%+ of their revenue from email marketing.

Engage can help you do the same - Book a free demo.

We’ll show you:

• workflows we can create for your store,
• proven ways to drive 30% or more $$ from email alone, and
• successful templates and strategies from your industry (and others).