CHOOSE YOUR NEXT EMAIL
Which email should you send?
Match the email to what the shopper just did. Show a saved cart. Send the guide they asked for. Or give a past buyer a useful reason to come back.
In this guide
Start with what they did.
| What the shopper did | What to send | Where the button goes |
|---|---|---|
| Left an item in the cart | A cart reminder with that item | Their saved cart |
| Joined for a guide or offer | A welcome email with what you promised | The guide or offer |
| Bought before, then viewed a new item | An email about the item they just viewed | That product page |
A good email has one clear job. First, look at the shopper’s last step. Then choose a message that helps with that step.
These examples use Solara, a made-up skin care store. The people and visits are samples. No email is sent.
THREE EMAIL EXAMPLES
Pick a shopper. See the email.
Each email has a different job. Choose a case to see what changes.
WHAT THEY DID
Nora S.
Signed up for a free guide
- Read about a skin care routine
- Asked for the free guide
- Joined the email list
- Shopper
- New to the email list
- Asked for
- The free skin care guide
- Orders
- Has not bought yet
WHAT TO SEND
WELCOME EMAIL
Send the guide she asked for.
She joined to get a guide. Give her that link first. She can shop when she is ready.
Email readyNora gets the guide she signed up for.
Nora, here’s your skincare starter guide
Solarato Nora S.
They left a cart.
Show the item they picked, its price and a link back to the cart. The shopper should not have to find it again.
Before the email goes out, check if they bought. If they did, skip the reminder. You do not need to add a deal to every cart email. Start with a clear reminder.
They just signed up.
Send what the form promised. If they joined for a guide, put the guide link in the first email. If they joined for a deal, show the code and its rules.
Nora asked for a guide. Her email gives her the guide first. A long sales pitch would get in the way.
Source: Klaviyo: the first welcome email
They bought before.
Look at their past order and their latest visit. Owen bought the big bottle, then came back to see the small one. His email shows the small bottle and its price.
This is not the same as a win-back email. A win-back goes to a buyer who has not bought in a while. A recent visit gives you a different reason to write.
Make the sample your own.
- Add your store name, items, prices and photos.
- Replace link tags like {{cart_url}} with your own links or your email app’s tags.
- Add your store address and a working link to leave the list.
- Send a test to your own inbox. Check every link on a phone.
- Keep people who left your list out. Skip a cart email if the shopper bought.
Download the email you want above. It is an HTML file you can edit. Each file comes with its sample photo.
Use it in an email app that can import HTML. Replace the sample details before you send. A preview or download does not send an email.