Hey it’s Chase and Jimmy here!

A good subject line might win the click.

But your content? That’s what gets the sale.

In this morning's guide, we break down 5 types of ecommerce email content (with real-world brand examples), a simple 5-step strategy for planning what and when to send, plus, 4 ways to make your emails more fun, clickable, and conversion-ready.

If you want to write emails your customers actually want to read (and buy from), this one's for you.

Also inside, today's quick clips:

🧊 The collab of the summer
💸 A new survey says price is still king
🍫 Think! puts a protein spin on a nostalgia
⛳️ Gap takes a big swing in the golf industry

👇 Let’s get into it.

📉 Low retention. Underperforming emails. Here’s how this gin brand turned it around (fast).

When The Gin Way partnered with Italian agency Piceci Services, they were facing a familiar problem: a great product, but email wasn’t pulling its weight. Campaigns lacked engagement. Automations were underdeveloped. And customers weren’t coming back.

After switching to Omnisend, Piceci cleaned up domain setups, rebuilt essential flows, and launched refreshed campaigns featuring cocktail recipes and curated gin picks. The results? Email revenue jumped 4x, automations drove 25% of total revenue, and customer retention surged.

Key results:

• 4x increase in email marketing revenue

• 25% of total revenue driven by automations

• 55% customer return rate

→ See how agencies are winning with Omnisend.

🔥 From Inbox to Action: How to Write Email Content That Converts

A good subject line gets the open.

But great content? That’s what gets the sale.

Here’s how to write emails your customers actually want to engage with.

What Counts as Email Content?

Email content includes everything you put inside the message. It's what turns a plain inbox notification into something worth opening.

Here’s what typically counts as content:

• Subject line: This is your email’s first impression, so make it count. Keep it short, clear, and make people curious enough to click.

• Preview (or preheader) text: Think of this as your subject line’s sidekick. Use it to add a little context or tease what’s inside. Just don’t repeat the subject.

• Body copy: Talk like a real person. Keep it helpful and easy to skim with short paragraphs, bullets, and headers. Get to the point, fast.

• Call to action (CTA): Tell people exactly what to do next. Make your button bold and your copy clear, like “Shop Now” or “Grab the Deal.”

• Footer: Keep it short and branded. Add your contact info, social links, and a clear unsubscribe button to build trust and stay compliant.

Now, let’s look at some types of email content and examples of real brands nailing it.

5 Examples of Email Content for eCommerce Brands

1. Welcome emails

First impressions matter. Use this moment to say hi, share your brand story, and offer a sweet incentive (e.g. 10% off or free shipping on the first order).

2. Newsletters

Think beyond product plugs. Use your newsletter to share helpful content: how-tos, customer stories, new arrivals, or behind-the-scenes sneak peeks.

3. Promotional emails

Launching something new? Running a flash sale? Keep it focused, visual, and urgent. Stick to one clear offer and guide the reader straight to your CTA.

4. Transactional emails

Order confirmations, shipping updates, receipts – these emails get some of your highest open rates. Keep them clear, helpful, and on-brand.

5. Feedback requests

Ask for reviews or quick ratings after purchase. Keep it short and sweet. And consider tossing in a discount for the next order as a thank you!

How to Build an Email Content Strategy That Works

Building an email strategy can feel overwhelming. But it doesn’t have to be! You just need a simple, clear plan. Here are five steps to make it happen:

1. Always start with the goal

Before you even think about writing, ask yourself:

“What do I want this email to do?”

Are you trying to:

• Drive traffic to a new collection?

• Promote a flash sale?

• Nudge inactive customers?

Remember: one email = one goal. If your content tries to do too much, your reader won’t know what to do next.

2. Break up your list into segments

Not everyone needs to see the same message. A new subscriber isn’t in the same place as someone who’s bought five times.

Here’s where segmentation comes in. Group people by things like:

• What they’ve bought (or browsed)

• How recently they engaged

• Who they are or where they are located

• What kind of content they like

Then tailor your content for each group. The more relevant your email, the more likely they’ll open, click, and convert.

3. Mix up your content themes and formats

If you only send promotional emails, people will start tuning you out.

Instead, aim for variety. Mix in:

• Educational content (how-tos, tips, product care)

• Customer stories or testimonials

• New arrivals or product spotlights

• Seasonal roundups or gift guides

• Behind-the-scenes or brand stories

And try different formats, too like weekly newsletters, automated flows, or quick reminders. Each type of email has a role to play, so don’t put all your eggs in one basket.

4. Make a calendar and stick to it

A little planning goes a long way.

Map out the big stuff first:

• Product launches

• Sales and promos

• Holidays and seasonal events

• Slower months where you might want to nurture instead of sell

From there, build a simple calendar with send dates, themes, and target segments.

You don’t need to plan the entire year, but 30–60 days out is a great start. It’ll help you stay consistent without scrambling at the last minute.

5. Watch the numbers (and tweak as you go)

After you hit send, your work isn’t done. Keep an eye on:

• Open rate → did your subject line do its job?

• Click-through rate → was your content engaging?

• Conversion rate → did people take action?

• Unsubscribes → are you sending too often (or to the wrong group)?

Test things like subject lines, button placement, images, and even send times. Small tweaks can lead to big results. And your strategy should evolve as you learn what works.

4 Ways to Make Your Content More Fun & Clickable

Okay, now that you’ve got the strategy part down… let’s make sure your emails don’t get ignored. Because even the best plan won’t work if your content doesn’t connect.

Here are four easy ways to bring your emails to life:

1. Add visual flair to your emails

Emails don’t have to be boring walls of text.

Sprinkle in product images, GIFs, or short videos. Show off your new collection. Animate your offer. Let your visuals do some of the talking.

2. Make your emails interactive

People love to click, tap, and play, so give them something to interact with.

Try adding:

• A quick poll (“Which scent should we restock first?”)

• A product carousel

• A quiz with personalized results

These elements make the experience feel fun and personal. And they give people a reason to stick around.

3. Tell a story

Yes, discounts work. But stories make people care.

Here’s how to use storytelling in your campaigns:

• Highlight a customer who had a great experience

• Share the story behind your latest launch

• Show your team packing up orders behind the scenes

When your emails feel human, people connect with them on a deeper level.

4. Design for mobile first

Your design needs to work on small screens, because that’s where most of your subscribers are checking their emails. Here’s how:

• Use a single-column layout

• Keep paragraphs short and punchy

• Use large, tappable buttons for CTAs

• Test your email on mobile before sending

Final Thoughts

Writing emails that convert isn’t about cramming in clever copy or pushing discounts 24/7. It’s about staying relevant, being useful, and making the path to action crystal clear.

Whether you’re welcoming new subscribers or sending a flash sale, every part of your email, from the subject line to the CTA, should serve a purpose.

So build with intention. Write like a human. Test, learn, and repeat.

Because in the inbox, attention is earned… one great email at a time.

⚡ The smartest marketers aren’t working harder. They’re workshopping faster.

Retention marketers are constantly making judgment calls.

Is your domain warm enough to scale volume?

Is that dip in deliverability worth reacting to?

Is it time to simplify your flows or double down?

Most people overthink it.

Smart people workshop it with people who’ve been there.

The eCom Email Certified Community is a private Slack for email and SMS marketers who live in the weeds of strategy, execution, and optimization.

Inside, you’ll get feedback, frameworks, and direction without spinning your wheels.

Plus, get a private weekly newsletter with campaign strategy and content ideas.

Try it for $1 → Join the inner circle.

🗞️ Quick Clips

• Post Malone x Stanley = Collab of the summer. Post Malone just inked a global deal with Stanley 1913 (their largest deal to date). The first drop landed this week on 6/16 featuring a few of their crowd favorite drink wear in a multicam pattern.

• Survey says... shoppers want discounts. A new survey shows price is still king—nearly half of TikTok Shop users say they’re motivated by deals and discounts over anything else.

• Bringing brick-and-mortar back: DTC recovery footwear brand OOFOS is stepping into brick-and-mortar with stores in Boston and NYC. The goal? Boost brand awareness, expand customer education, and get more feet into foam.

• Gap swings into golf with Malbon collab. Gap just announced a new partnership with Malbon Golf, blending classic American style with the sport’s rising cultural cool factor. The collection features retro-inspired polos, technical fabrics, and a fresh push into lifestyle apparel.

• Snap, crackle, pop of protein: Think! just launched Crispy Squares, a nostalgic twist on the classic treat, but with 15g of protein per bar. They’re hitting shelves in three flavors: Marshmallow Crunch, Chocolate Crunch, and Toffee Pretzel Crunch.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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