The 10 Most Useful Email Formats for Online Stores

Have you ever received those cheese emails and messages from Zomato or Swiggy that caught your attention? What if we tell you it is not just a marketing gimmick or random message? Is this a well-planned marketing strategy?

These push notifications and emails are helping brands get noticed even if their customers are busy or not planning to buy from them. It's a smart move. In 2025, ignoring eCommerce email marketing in India means missing out on high-conversion templates.

That's why you need to implement these 10 most useful email formats for online stores & let the magic of email marketing fetch you higher returns!

10 types of emails for eCommerce businesses in India

1. Welcome Emails

We receive plenty of these emails when we sign up for a new website or when we are first-time visitors to an e-commerce site. If you are an Indian online store looking for email templates, the welcome emails have to be part of your list.

An attractive short welcome message for customers is the first step in establishing a link or communication channel between the company and the customer. In the welcome email itself, you can add sparkling elements to make the first-time web visitor a regular customer, such as a first-time discount or signing up to receive regular updates.

Sample Format:

Hi ___,

Welcome to the *STORE NAME* family! We're happy to have you as our esteemed customer. Thank you for being part of our community.

We are looking forward to making your first-time purchase experience memorable, so here's an exciting gift for you!

A special offer *DISCOUNT/COUPON CODE*

Explore our latest collections and find something you love: [Link to your website].

Stay tuned for exclusive updates, offers, and more.

Happy shopping!

The [Your Store Name] Team.

2. Order Confirmation Emails

The next item on the list of email marketing is an email confirming the order! E-commerce email marketing in India has shown great results in many online shops and showrooms, as they have used it in the right direction at the right time.

Timing is very important to make the entire email marketing strategy a hit.

Order confirmation emails are sent when a customer has successfully placed the order. This email is sent to communicate that the order has been registered with the company and has been placed successfully.

Sample Format:

Hi [Customer Name],

Congratulations! Your order has been placed successfully!

Your order #[Order Number] is confirmed!

The details are attached below! You'll receive all the updates on the app and via mail.

View order details:

Thank you for shopping with us!

3. Shipping/Tracking Emails

Once the order is confirmed, the next thing a customer looks forward to is getting constant updates about their order. Indian online stores should have a pre-designed email template that communicates about the order updates.

Updates can include details about orders being packed, dispatched, or out for delivery. Sometimes, based on the updates, the customers schedule their availability.

Sample Format:

Hi [Customer Name],

Great news! Your order (PRODUCT NAME) has shipped.

Tracking Number: 0000000

Tracking Link: ADD LINK

Estimated Delivery:

You can also view your order details here: [Order Link].

4. Abandoned Cart Emails

One of the 10 most useful email formats for online stores is an emailer for cart abandonment. Running an online business is no joke. There are highs and lows, and one has to be prepared for them. One of the ways of Abandoned cart recovery is to stay in touch with the customers by sending them emails.

In such emails, one can hype the product, support the customer's decision, or talk about similar high-moving or fast-selling products.

Sample Format:

Hi! Did You Forget Something? Your Cart is Waiting!

We noticed you left some items in your cart at [Your Store Name]. We wouldn't want you to miss out!

5. Promotional/Sales Emails

Talk about the sales. The more you talk, the better response you'll get! Promotional emails will help the e-commerce store stay connected with the buyers and lock sales in advance. For example, if the online store is planning to launch the EOSS - End of Season Sale, they can communicate about it in advance, and the customers can add things to their cart accordingly and order when the sale is live.

Sample Format:

Hi [Customer Name],

Get ready for some amazing deals! We are all set to make this Mother's Day special for all mothers with a flat 20% discount on all ranges of our products!

Link:

Use code [ABC] at checkout to redeem your discount.

It's a limited-period offer, don't miss out!

The [Your Store Name] Team

6. Newsletter Emails

This marketing tactic is being used by a lot of online business owners to communicate softly and indirectly about the brand. The emailer here will not talk about the sales or discounts but will provide some tips and news related to products and updates. It can include articles, blog links, videos, and more!

Sample Format:

Hi,

We can't wait to share an amazing update with you!

Now, you can use our products in multiple ways. We are sharing some tips and tricks for using our products in multiple ways.

Tips & Tricks:

Article/Blog Link:

7. Product Recommendation Emails

With Google Analytics and search engine data, online store owners can plan a smart move! They can understand the trends and analysis of a particular product and push buyers' decisions by recommending the same product to them.

Let's say that during winter, if winter creams are in high demand, the product recommendation mail can talk about the same, and the buyers will feel the urge to buy them.

Sample Format:

Hi [Customer Name],

Based on your recent purchases/browsing history, we thought you might be interested in these products:

Add Product Details:

8. Feedback/Review Request Emails

Customers feel valued when they are asked to share their feedback. Sending review request emails whenever any purchase is being made will help the company grow. They will understand what the points a customer likes about their products and what they don't like, etc.

Sample Format:

Hi [Customer Name],

We hope you're enjoying your recent purchase from [Your Store Name]! We're always striving to improve, and your feedback is invaluable to us.

Would you mind taking a few moments to share your thoughts on your experience?

[Button: Leave a Review - Link to review page]

Your feedback helps us understand what we're doing well and where we can improve. Whether it's about product quality, shipping, or customer service, we want to hear from you!

As a thank you, you'll receive [Optional: Offer a small incentive, e.g., a discount on your next purchase] after submitting your review.

9. Loyalty Program Emails

Yes, it is an important emailer that can be a game-changer for you! This emailer should speak about loyalty programs that help customers to stay connected with the brands. To be on the customer's mind in the emailer, you can add a shortcut to the company's official WhatsApp channel or number.

Customers can communicate freely and hassle-free with the officials!

For the same, all you need is a WhatsApp link generator!

Sample Format:

Hi [Customer Name],

You are an esteemed customer and part of our community! To honor your loyalty, we're excited to share some exclusive benefits just for you.

Your Current Points Balance: [Number] Points

Here's how you can redeem your points:

[Reward 1]: ADD DETAILS

10. Re-Engagement Emails

If a customer has not bought something from your platform or website for a long time, there is a high chance they have shifted their loyalty. So, to get them back or motivate them to keep purchasing, it is important to stay connected with them. Emailers are the best and easiest option to do so.

Sample Format:

Hi [Customer Name],

We've noticed you haven't visited [Your Store Name] in a while, and we wanted to reach out and say we miss you!

We've been busy adding exciting new products and offers that we think you'll love:

Offer/Product Details

Also read: 10 Advanced Shopify Plus features & What they Offer

FAQ (Frequently Asked Questions)

1. How can abandoned cart emails help increase sales?

Sometimes, customers abandon the cart by mistake or unintentionally. In such cases, these emails will act as a reminder and will help the customer complete their orders.

Therefore, emailers are in disguise, helping to increase sales if sent at the right time with the right purpose!

2. What should be included in an order confirmation email?

Order confirmation emails should include specific details like order quantity, price, order number, etc. Most importantly, they should have a WhatsApp chat link to communicate with the company if they have any queries. You can generate WhatsApp links easily in one click.