Grocery eCommerce Email Marketing: 28 Incredible Examples

Ever wondered how different emails can be for grocery stores? As it turns out: a lot. Here are 28 powerful examples of grocery store emails that you can use for your eCommerce grocery store.

Let’s go! 

28 Powerful Grocery Email Marketing Campaign Examples 

1. Send a solid welcome incentive (like a discounted ‘Meal Plan’)

Brand: Shef (previously Umamicart)

Subject Line: Welcome to Shef! 👩‍🍳

Preview Text: To our Umamicart friends, we're so glad you're here!

👉 Key takeaway: 

• Avoid cramming your grocery store’s welcome emails with conflicting goals – instead, make sure shoppers are clear on the deals. Nearly 45% of all grocery shoppers sign up for grocery emails because they want promotions. Thus, your next email can be about how the “Meal Plan” works – and why it’s better for savings than a one-time order

Do read: 15 Incredible Examples of Welcome Emails (eCommerce)

2. Change your onboarding emails according to a subscriber’s lifecycle

Brand: Carnivore Club

Subject Line: Delicious meats coming your way.

👉 Key takeaway: 

• Remember to loop in new shoppers from your retail points as well. To do this, you must have cell numbers mapped to your email subscriber database. The next step is to cross-reference with your in-store data regularly (bi-weekly works best) and create a list of new subscribers to send an opt-in SMS with a link to your landing page

Do read: 7 surefire ways to grow your email list in 2024

3. Send emails in the subscriber’s language

Brand: Loisa

Subject Line: What’s 🔥 in our cocina

Preview Text: Sofrito, tostones, yuca fries y más! ­ ­ ­ 

👉 Key takeaway: 

• Consider translating product names for certain grocery categories that aren’t traditionally used in US households. Remember: nearly 76% of all shoppers like seeing product descriptions in their language. For example, if you sell Asafoetida (a gum resin traditionally used in Indian cooking), simply introduce it as “hing” in your emails

Do read: 25 Tips to Increase Sales Through Email Marketing (+ Amazing Examples)

4. Create a live cook off

Brand: Good Ranchers

Subject Line: Our Hosted at Home Livestream is TONIGHT! 👨‍🍳

Preview Text: At 6:00pm CST, we'll be cooking Marry Me Chicken with celebrity guest Adam Busby! ­

👉 Key takeaway: 

• Be specific about what subscribers can expect out of your live streams. Note how Good Ranchers lets subscribers know what they’ll be missing out on by leaving key details like the recipe (down to the measurements), along with “tips.” This helps keep audiences engaged and build a bit of FOMO

5. Hit the replenishment head-on

Brand: Aspen Clean

Subject Line: ⏰ Your 15% off is almost gone!

Preview Text: Special offer. Dish Soap Refill ­ ­ ­ ­ ­ ­

👉 Key takeaways: 

• You can turn your grocery store’s emails into product launch emails. All you have to do is send different versions of the email – one to subscribers who’ve previously purchased the product and the ones who haven’t

• Only offer recommendations that relate directly to the item that needs replenishment. For example, if you are reminding shoppers to buy eggs again, remind them to stock up on parsley, chives, and onions as well

• Consider following up with an option to update subscription preferences, to subscribers who don't engage with your replenishment emails. Offer options for adjusting delivery frequency, quantity – or request support

Do read: Writing Replenishment Emails That Convert

6. Send weekly “just for you” newsletter

Brand: Kroger

Subject Line: Juicy Deals in Your Weekly Ad 🍓 | SAVE $2 Each on 3+ | New Field & Vine Berries

👉 Key takeaways: 

• Consider using your stock levels to create ‘daily-deal’ newsletters. 71% of grocery shoppers want ‘low everyday pricing’, compared to weekly ad specials (Drive Research)

• Personalize your grocery store’s newsletters with custom offers based on:
  • Order value and frequency: for example, if it’s about frequent shoppers, offer bundle deals on frequently bought products PLUS delivery/curbside discounts
  • Time as a subscriber: offer digital coupons for unlocking free products to non-converting yet engaging customers
  • Engagement level: send a ‘re-engagement’ coupon code for subscribers who haven't made a purchase or opened an email in six months (or more)

• Don’t make all your coupon codes email-exclusive. Instead, make sure they are redeemable on your website as well as in-store (in case you do have one)

Do read: eCommerce Newsletter: 20 Ways To Stand Out And Actually Drive Sales

7. Help customers prep for seasonal celebrations

Brand: Momofuku

Subject Line: Introducing: Home Cooking Essentials Bundle

Preview Text: The perfect gift for the biggest Momofuku fans ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­

👉 Key takeaways: 

• Take all kinds of subscribers into account when creating holiday emails for your grocery store. For example: not all subscribers may be cooking on the 4th of July or Christmas – which is exactly why Momofuku features a gift guide

• Consider using the early access angle here to show that subscribers seeing the email are getting holiday pricing. Make sure you’re highlighting the savings as well as the benefit of avoiding holiday crowds 🙂

Do read: Best-Performing Holiday Email Templates for eCommerce (+ Brand Examples)

8. Drive signups to your loyalty program with pre-orders

Brand: Fly By Jing

Subject Line: VIPs 🤝 FREE top secret sauce

Preview Text: Don't miss your chance! ­ ­ ­

👉 Key takeaways:

• Consider offering flash one-day incentives like ‘Order today – Get 6X Loyalty Points’ to loyalty program members. While exclusive access is the cherry on top, flash discounts can help you convert even the most latent subscribers

• Instead of trying to get shoppers to shop for more items, consider focusing on getting repeat orders. This will help increase customer retention all while increasing customer lifetime value (this metric matters more for grocery stores)

Do read: 19 Customer Retention Strategies that Actually Work (for eCommerce)

9. Offer hyper-targeted recommendations with helpful tips

Brand: The Fish Society

Subject Line: Boost Your Wellness 🐟 Aim for 3 Weekly Fish Portions

Preview Text: Order By 2pm For Next Day Delivery! ­

👉 Key takeaway: 

• Create segments out of product interactions – or your quiz flow. Remember: online grocery shoppers shop online because they want the exact opposite of the in-store experience. Three out of four grocery shoppers seek more personalized nutrition, while more than 55% will pay a premium for foods that contribute to their health goals

Do read: 20 email personalization templates (examples from great brands)

10. Use browse abandonment emails to recommend products

Brand: June Shine

Subject Line: Hey hey window shopper

Preview Text: Stop dreaming and take a sip. ­ ­ ­

👉 Key takeaway: 

• Other than tracking what products a subscriber views, base recommendations on a subscriber’s activity. The goal here is to diagnose what the shopper may really need. For example, if a subscriber:
  • Views multiple products in the same category: they may be suffering from choice paralysis 
  • Clicks FAQs on browsed products: needs clarification regarding product/policies 
  • Spends less than 30 seconds: didn't find product interesting enough, may need a nudge to try the product in-store (note the example above)

Do read: Browse Abandonment Emails: Epic Examples, Tips, & Subject Lines

11. Send a ‘heads up’ cart abandonment email

Brand: Javy

Subject Line: You left something behind 🛒

👉 Key takeaways: 

• Offer mystery incentives with your cart, if there are multiple items in a subscriber’s cart. This makes sure shoppers actually do complete the purchase – while giving you room to customize the offers – so that you can increase the average revenue per visitor (here are some amazing ways to increase ARPU)

• Send your cart abandonment follow-ups quicker than usual. Consider using modes like SMS or WhatsApp. Use messaging like “your free gift is waiting with your cart” 

Do read: 40 Abandoned Cart Email Examples That Actually Win Back Lost Customers

12. Roll in the green with evergreen content from your customers 

Brand: Sweetgreen

Subject Line: Feeling hot, hot, hot

👉 Key takeaways:

• Always bring in content from your socials. It helps you connect with your audience while building solid social proof (here are some solid ways to use UGC for your store)

• Loop in an aspect of gamification with a leaderboard. Note how Sweetgreen shows exactly what the challenge will look like – along with a clear outline of the reward ‘a chance to win a $1000 gift card’

13. Show purchasers what happens once an order is placed

Brand: Mistobox

Subject Line: MistoBox magic is happening!

👉 Key takeaway:

• Treat your confirmation emails like a primer about your brand’s process. Note how Mistobox shows exactly what happens with the order along with important information like the delivery date and address information

Do read: 29 Brilliant "Post-Purchase Email" Examples (+ How to copy them)

14. Show them how to stay on top of savings with your winback emails

Brand: Thrive Market

Subject Line: We’re here to save you money on groceries

Preview Text: Rejoin Thrive Market & start saving

👉 Key takeaways:

• Avoid overselling your winback emails. Instead make a solid offer (like the $90 worth of FREE groceries) along with live support options

• Consider experimenting with gamified progress bars to make them keep up their ‘savings streak.’ Offer incentives such as a free gift or a ‘$XX OFF, if ordered by XX/XX” type offer

Do read: 11 High-Converting Win Back Email Examples (+ Templates)

15. Use seasonal demand to drive demand for back-in-stock items

Brand: The Zero Proof

Subject Line: We’re running low on Oddbird Low Intervention 🔥

Preview Text: This is not a drill! ­ ­ ­ ­ ­ ­

👉 Key takeaway:

• While this email is fantastic at clearing excess stock, avoid using the word ‘clearance’ for your grocery store. Instead, subtly offer bulk deals on quantity, as Zero Proof does

Do read: 24 Best Back-In-Stock Email Examples (+Templates)

16. Offer special bundles on food-celebration days like National Hot Dog Day

Brand: True Story

Subject Line: Hot dogs on BOGO for one day only!

Preview Text: Get 6 packs of hot dogs FREE for Hot Dog Day

👉 Key takeaways:

• Use the element of surprise to drive opens. All you need to do is look out for thematic celebration days like:
  • National Ice Cream Day: July 21st
  • National Hot Dog Day: July 23rd
  • National Pizza Day: February 9th
  • National Donut Day: First Friday in June (June 6th, 2025)
  • National Chocolate Day: July 7th
  • National Avocado Day: August 31st
  • National Coffee Day: September 29th
  • National Cheese Lover's Day: June 4th
  • National Potato Chip Day: March 14th
  • National Pasta Day: October 17th

• Offer specific deals on ingredients – or day-specific bundles for the day. For example, you could partner with a vegan influencer to offer vegan bundles on World Vegan Day (November 1st)

Do read: 40 Discount Email Templates (& Examples) for eCommerce Stores

17. Trigger the ‘savings’

Brand: Doordash

Subject Line: Take $4 off 1 more Starbucks order.

👉 Key takeaway:

• Trigger emails on milestones that gratify the subscriber – like the ‘$’ value of savings achieved till date (or how far they are from a free gift). Remember: 48 percent of millennials said they don’t care which brand of grocery they buy, and will switch in favor of a better deal. Doing this lets you stay on top of their mind

Do read: 13 Triggered Email Examples That Actually Drive Conversions

18. Help shoppers prep for the school season

Brand: Lesser Evil

Subject Line: Back to School, Back to Snacktime

Preview Text: More than just popcorn: your school year's sidekick. ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­

👉 Key takeaways:

• Kids are picky eaters and parents are picky shoppers – sample boxes really help create irresistible value that parents will want to try out

• Always cover in-store intent. Nearly 68% of in-store grocery shoppers use home delivery as well – which essentially means your email may just be perfect for creating in-store decisions

Do read: Back To School Email Marketing: 24 Amazing Examples From eCommerce Brands

19. Curate a newsletter with a partner brand

Brand: The Home Edit + Daily Harvest 

Subject Line: Easy(!) Summer Meal Prep

Preview Text: Meet the MVP of our kitchens. ­ ­ ­ ­ ­ ­ ­

👉 Key takeaways:

• Find brands that share pain points – like home decor brands or indirect competitors (if you sell ice cream, look for chili oil brands). This helps you expand your subscriber base and bring in active customers

• Other than offering recommendations, curate meals for occasions/health goals/allergies. It’s worth noting that nearly two-thirds of all Gen X grocery shoppers like cooking new dishes. Here’s an example recipe idea: ‘easy gluten-free meals to create under 30 minutes’ 

20. Show how the product solves a problem

Brand: Oxo

Subject Line: You’ll never guess this stress reducer

Preview Text: You’ll get your hands wet, not dirty... 

👉 Key takeaways:

• Frame your subject line and preview text to address pain points – note the ‘you’ll never guess’ and ‘gets your hands wet....dirty.’ This creates intrigue, which in turn drives opens

• Use animated product images to make shoppers scroll. Note how the hero image shows each of the recommended products in action in the hero image

• Categorize grocery products into necessity and ‘nice to have’ categories. Note how the recommendations feature refills as well as upgrades

Do read: eCommerce Email Design: 25 Beautiful Examples (& Why They Drive Sales)

21. Create a challenge for your subscribers

Brand: Puracy

Subject Line: On your mark. Get set. CLEAN! 🧽

Preview Text: We're kicking off our 30-Day Cleaning Challenge. Are you in? ­ ­ ­ ­ ­ ­ ­

👉 Key takeaway:

• Adapt challenges to fit your store’s product categories – like a ‘30 days, 30 recipes’ challenge, or a ‘Shop under $100’ challenge. Your goals here are to educate your customers as well as incentivize them to participate

22. Drive referrals with incentives

Brand: Good Egg

Subject Line: Free delivery for new customers

Preview Text: Tell your friends to try Good Eggs! ­ ­ 

 👉 Key takeaway:

• Consider building your grocery store’s referral emails with the ‘free delivery’ incentive. 81% of grocery shoppers in the US cited saving time as the main reason for the U.S. Millennial shoppers to buy groceries online

Do read: eCommerce Referral Email: 10 Examples That Really Work

23. Offer unexpected upgrades to loyalty programs

Brand: Manuka Doctor (UK)

Subject Line: You've been Upgraded! VIP Site Unlocked 🔓

👉 Key takeaway:

• Make all upgrades time-limited to extend the effectiveness of this grocery email marketing tactic. It works wonderfully for converting engaging yet non-converting subscribers – or subscribers who have suddenly slowed down their purchasing frequency 

24. Run giveaway contests for holidays like Mother’s Day

Brand: Sunrise Flour Mill Inc.

Subject Line: Mother’s Day Baking Competition

Preview Text: Enter to win big! 🏆 ­ ­ ­ 

👉 Key takeaway:

• Consider syncing your social media strategy with your grocery email marketing strategy. Consider running giveaways and contests on ideas like:
  • dentify the ingredient contest
  • Show the weirdest way of using {product}
  • Most aesthetically pleasing grocery haul art
  • Find the secret product 
  • Raise awareness for {cause} giveaway

Do read: Mother's Day Emails: 20 Amazing Examples (eCommerce)

25. Update shoppers on policy changes 

Brand: Fulton Fish Market

Subject Line: Introducing free delivery nationwide! 🎉

Preview Text: Stock up and save big with frozen seafood!

👉 Key takeaway:

• Frame your emails to uphold your cause (food wastage is the cause for Fulton Fish Market). Note how they announce single portions – it’s worth noting that 27.6% of all U.S. occupied households were one-person households in 2020 (Census). Moreover, nearly 44% of grocery shoppers shopped groceries online, solely because it helped them avoid impulse purchases (usually seen in-store)

Do read: Turn boring transactional emails into cash cows: 10 proven ideas

26. Tell subscribers they missed out

Brand: Hello Fresh

Subject Line: You missed out…

Preview Text: Get started w/ 16 FREE MEALS + a free breakfast item!

👉 Key takeaway:

• Use microcopy along with visual cues in your emails (but make sure you don't overuse them). Note how Hello Fresh uses color contrast and arrows to drive the messaging home

Do read: 20 Powerful FOMO Marketing Ideas for eCommerce

27. Remind subscribers to leave reviews

Brand: Sambazon

Subject Line: 🌟 Leave a review on Açaí Bowls for 50 Reward Points!

Preview Text: Score points & redeem with Berry Good Rewards 💜 ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ 

👉 Key takeaways:

• Always include other reviews, when asking for reviews. This helps you prime reviewers toward a more positive angle, by creating a confirmation bias

• Follow up with how the product is doing for the user, if the review is negative (or there’s no reply). Also, consider adding an incentive on the next order to reduce customer churn 

28. Ask why they haven’t ordered yet

Brand: The Field Doctor

Subject Line: Hey, can I get your feedback?

 👉 Key takeaway:

• Use these questions to curate offers for subscribers that may just turn into purchasers. For example, you could tackle ‘I don't know enough about your brand’ with a re-introductory email. For this email, you can skip the format, and go 1:1 (and don't forget to remind there's still a discount for trying the brand)

Do read: Re-engagement Email Examples That (Actually) Win Back Subscribers

People Also Ask

How often should you send emails from your grocery store?

Most grocery stores send their emails daily – while some send one email every two days. 

However, the ideal frequency for your emails should be personalized to every individual subscriber. Here’s how you do it:

• For existing subscribers: send an email with a questionnaire on ‘how often they would like to hear from you’ – leave options for daily, weekly, and  ‘I would like some support’

• For new subscribers: have the option to update preferences – set it to weekly by default – but provide nudges like “sign up for daily deals like $XX on {product}”

Do read: How often should eCommerce stores send marketing emails?

What is the best time of the week to send a grocery newsletter?

However, the best time for sending grocery emails is on a Saturday between 3:00 AM and 5:00 AM (right before a shopper wakes up to create a grocery list).

According to Drive Research, Saturday from 10 AM to 1:59 PM is the peak time for grocery shopping. 

Do read: How To Improve Email Marketing "Click-to-Open" Rate in eCommerce

Before you hit send…

Most grocery 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 the grocery industry (and others).