How to create a client-catching follow up email template for an ecommerce store

12.25.2018 no comments

Every ecommerce business operates in a highly-fierce market, where acquiring and retaining customers gets more and more difficult as new players enter the arena. Some of them invest heavily into sophisticated marketing strategies to capture customers’ attention and drive sales. But what if your budget is limited? Here is where ecommerce follow-up emails get into a game.

Follow up emails for an ecommerce store are an absolute must in the modern digital world as they provide a robust leverage for customer engagement, retention and loyalty. These automated emails are usually sent to potential buyers or existing clients who have taken specific actions on the ecommerce website. Starting from order confirmation to abandoned carts and product reviews, it is vital to nurture any customer interaction with your store, reaching out to them regularly to keep the dialogue alive.

Email marketing is undeniably one the primary tools used in the ecommerce field as it is a) effective, and b) cost-efficient. Email marketing campaigns revenue reaches up to 21% of the companies’ overall revenue, resulting in $44 ROI on every dollar spent, according to a recent research.  And given the fact that follow up emails tend to have a better response rate than the first email, a smart approach towards follow-up emails is exactly what you need to succeed.

In this article, we take a look at the elements of an effective follow-up email template to help you build a great follow-up strategy that will meet and exceed your expectations. Sounds interesting? We promise it is!

Clear From Field

Do you know that 43% of readers report an email as spam based solely on the sender’s name or email address? People get dozens of emails every day and in case they see a message from someone unknown or suspicious, they will most probably hit the ‘spam’ button. In view of this, we highly recommend paying attention to the ‘From’ field of the follow up email you’re about to send. You can feature your company’s name or – what’s even better – a real person as the email sender, so that your subscribers know for sure who is trying to reach out to them.


Eye-Catching Subject Line

A subject line or a title are one of the most important elements of an email as they actually convey the reason of your communication attempt. 35% of people decide to open an email after reading the subject line, so you cannot mess up with this one. The subject line of your message should be relevant and descriptive, yet short and compelling to encourage the recipient to continue reading. Depending on your target audience and the purpose of your follow up email, you can go creative and, for example, use emoji in the subject line to make it a little bit more fun and interesting and increase the open rate.

Correct Pre-header

The email pre-peader is a short summary of the email content that goes after the subject line and gives more details about the topic. The pre-header plays an important role for creating an effective follow up email as it supports the subject line and increases the chances of getting subcribers’ interested. Since it is usually added by the mailing system automatically based on the first paragraphs of the email copy, it sometimes can look really weird and random in the subscribers’ inbox. So check it properly before sending and try to add the key concept you want to convey (i.e. terms and conditions of a new deal, the discount amount, etc.) within the first 35 characters of the text.


Personalized Greeting  

It’s all about personalization now. Prospects will more likely ignore your email if it is not directed specifically to them. And, truth to be told, it is just rude to leave an email without a proper greeting. Be sure to mention the subscriber’s name keeping the required level of formality (it can be Hey John or

Dear Mr. Harthwick). This will help you not only pay the subscriber’s attention to what follows next in the message, but also express your attitude and, ultimately, good manners.  

Short Email Body

Less is more! That’s the motto of a good email body, as nobody likes long-reads full of unnecessary information – people simply don’t have time for that. Industry experts suggest keeping the email body under 200 characters to increase the response rate. You should include essential and relevant content only, ensuring the email is truly useful for the reader. It’s also a nice idea to highlight the most important aspects in bold or a different color to make it easier for the reader to grasp the key things.


Call-to-Action Trigger

The main purpose of a follow up email is to get a certain reaction from the recipient and, moreover, get it quickly. Thus, your email template should have a clear, obvious and catchy call-to-action. Please note, it’s only one CTA button we are talking about. Bombarding your subscribers with multiple action triggers will cause nothing but their confusion and irritation. Do they need to click over to an order tracking service? Do they need to check out a new product page? Help your readers to understand the next step and they will be more likely to take the required action.


Social Media Buttons 90% of social media users have used social networks to communicate with companies. So, do not forget to add quick links to your social profiles into the email template. Your recipients probably do not know all the communication channels available to reach out to you. This way your subscribers will be able to choose their preferred way to keep in touch with you, while you might get a bunch of new followers on social media.


Visible Unsubscribe Link

Nobody wants to lose a subscriber and we hope that you will not experience that with your customers. However, some of them may no longer find your content relevant. Thus, you have to give them the freedom to opt out of your follow-ups by providing an easy option to unsubscribe at the bottom of the email. Not only it shows that you respect your customers’ decision, but also give you a yet another motivator to keep your emails as interesting and useful as possible.


Wrapping up The follow up emails strategy requires continuous optimization and improvement in order to be effective and yield fruitful results for the ecommerce business owners. With the ever-changing customers’ behavior and new technologies emerging daily, the inbox of your subscriber becomes harder to conquer. Online retailers who employ the best email marketing practices are the ones to succeed in the battle for customers. If you have Magento-based online store you may try Magento 2 Follow-up email extension by Aitoc to help you complete this challenging mission.  

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