Email is becoming more and more present in people’s lives. It is estimated that the number of users who will use this system by 2024 will be 4.48 million worldwide. This means that brands must implement actionable strategies to incorporate it into their marketing plan without delay.

To say that the world is digital is no longer a surprise to anyone. The advances that are frequently made in this field are motivating more and more users to look for alternatives that make their lives easier, reducing the time that in the past was spent on personal procedures.

This is a reality that brands that make a living on the Internet must urgently take advantage of, especially if it is an e-commerce business. Maintaining fluid communication with potential customers and with those who are already loyal is essential for the flow of sales to be constant and for the company’s accounts to be stable. When you do not have much experience in the area, the best thing to do is to consult newsletter examples.

The big brands in the world already recognize how valuable it is to be present in the lives of their users, and they achieve this very well with email marketing campaigns that are effective, that create links, eliminate objections, transmit confidence and, above all, security.

Some of these brands are Amazon, Carolina Herrera and Pompeya. In most cases, their communications break away from the promotional approach and ensure that customers and potential customers are immersed in an immersive experience. Within their strategies, they work with the following types of mailings.

Email Newsletters

New product information and other related items

How will potential customers know what’s new with a brand if no one tells them? In this case, it is common for brands to send to their subscribers’ e-mails which feature the most recent products they have for sale, so that customers are encouraged to buy them.

The thing here is that the presentation must be done very carefully to make it an attractive email with a careful message in order to encourage purchase without sounding like you are doing an aggressive sales pitch.

In addition, a related purchases section is usually included, which is perfect to promote some similar or complementary items and thus achieve a greater sales impulse. This type of mailing can be sent on a regular basis, as it helps subscribers to keep their minds in their heads and motivate them to buy.

Purchase tracking

Purchase tracking emails are very important for people to feel confident about the transaction they have just made. They have the advantage of allowing automation, which takes away the work that is generated for each sale. Emails are sent in real time whenever there are changes in the state of the customer’s parcel.

Within the set of purchase tracking emails, it is possible to include alternatives such as:

  • The purchase confirmation when the customer has made the payment.
  • The shipping details.
  • The shipping status updates, which is a good plan to send daily so that the customer knows exactly where their product is.
  • Sending invoices, if applicable.

Other follow-up emails can be generated when the customer abandons the cart. Sometimes, brands incorporate an element that is attractive to the potential customer to close the order, such as a special discount coupon, a package with another gift product or a discount for the next purchase.

Policy changes

Emails to inform about policy changes are also commonly used when it comes to e-commerce. Brands make certain changes in their way of working that are important and have a direct impact on their potential customers, so they need to be informed about everything. An example would be if it has become necessary to upload a digitized identity document to the online user to provide greater security at the time of purchase.

Sometimes they can also be used to say something new or to introduce a new service. For example, if a new payment method is allowed it would be suggested multiple times, or if the shipping system will now be working differently. What is important in all of this is that we show the customer that they are very important to the brand, and this is evidenced by keeping them in the loop.

It is important that although these types of emails are sent very explicitly on certain occasions, it is also important to include a link in other emails sent by the brand to this type of information. For example, to see the privacy policy. This promotes that subscribers are well-informed of all the details before making any purchase.


Finally, we have the newsletter. These are the emails that are sent out with a certain frequency. It can be daily, once a week or once a month. It all depends on the characteristics and conditions of the brand and the objective they hope to achieve with their implementation.

In newsletters, the objective is usually both informative and sales-driven. Sometimes they are used as a method for new product information, as we saw in the first point, but the most usual is to incorporate other types of data so that the difference is noticed and people receive and review it with a better attitude.

For example, a clothing shop can send newsletters that talk about seasonal colours, the most popular types of fabrics, how to combine two specific garments (with a link to buy them, of course), among others. The idea is that the subscriber feels identified with the content and is encouraged to buy.

Email marketing should be an indispensable element in the marketing strategy of any company, whether e-commerce or not. However, for e-commerces, it is a great plan because they can bring the shop to the user’s field and give them all the power to decide what to buy and how to do it, making them feel confident that the whole process is in their hands.