Email Marketing Examples for Ecommerce, Sorted by What Sends Them

Email marketing examples for an online store fall into two families: flows, triggered by what a shopper does, and campaigns, sent to a list on a date. Of the 34 examples in Klaviyo’s gallery, this guide counts 6 as flow emails, while Klaviyo’s 2026 benchmarks say flows earn nearly 41% of email revenue from 5.3% of sends.

The count is this guide’s, made from the “Email marketing type” label Klaviyo prints above each entry in its “34 successful email marketing examples from B2C brands”, dated September 29, 2026. Two entries are labeled welcome email, one browse abandonment email, one cart abandonment email and two post-purchase email: the types a shopper’s own action triggers. One more, a sunset email, is a lifecycle type the page does not describe as triggered. The other 27 carry labels such as promotional email, seasonal email, holiday email, product launch email and newsletter. Klaviyo’s benchmark page, built on what it calls “data based on over 183,000 Klaviyo customers”, states the other side in one line: “flows generate nearly 41% of total email revenue from just 5.3% of sends”. Campaigns still earn the larger share, but from 94.7% of sends, and the same page puts the average revenue per recipient of flows far above that of campaigns. This guide maps the emails a Shopify store sends in both families, flows and then campaigns, each described in words with what makes a good one and a link to the deeper guide. It is published by Relvino, which decides per shopper across email, SMS and pop-ups and so has a view on which emails a store should send; read it as informed but interested.

Why example galleries fill up with campaigns

Part of the answer is where the screenshots come from. In Klaviyo’s gallery, 33 of the 34 images are credited to an outside archive, Really Good Emails or Milled, and one is credited to the brand itself. A campaign goes to a whole list at once, so anyone on that list can save it. A flow email goes to one shopper at a time, after that shopper signs up, views a product, leaves a cart or places an order, so a cart reminder exists only in the inbox of someone who left that cart. An outsider can trigger a welcome, browse or cart email by signing up and shopping, but each one still lands in a single inbox, and the post-purchase email costs an order.

The benchmark page gives a second reason to start with flows. It says “Nearly 48% of flow-driven email revenue comes from new buyers, compared to just 16% from campaigns”. On those figures, first orders come disproportionately from flows, and most campaign revenue comes from shoppers who have bought before. Both families matter. They do different jobs, and a store that copies only what galleries show builds the second job before the first.

The flows: emails a shopper’s own action sends

Each of these starts with something one shopper did, so each can refer to it. That is the whole advantage: the email arrives already knowing why it was sent.

Welcome email

Klaviyo’s gallery says a welcome series “should do at least one of 4 things”: introduce the brand, showcase products, feature offers and gather data for later personalization. A good one delivers whatever the signup form promised in its first line, usually a discount code, then tells one true story about the brand rather than five. It asks one question whose answer changes the next email, such as which category the subscriber shops for, and it arrives within minutes, while the shopper may still be on the site. The welcome email examples guide covers sequence length and offers in depth.

Browse abandonment email

Klaviyo describes its Taylor Stitch example as “Sent automatically after someone leaves a product page”, opening with a discount code, then showing the product, the brand’s experience and its free returns and exchanges. A good one shows the product the shopper actually viewed, gives one reason to believe in it and removes one risk, such as returns or sizing. A discount can wait for the cart stage, since a product view is a weaker signal than a cart. The flow only reaches shoppers the store can already identify, a limit the browse abandonment email guide explains.

Abandoned cart email

In the gallery’s cart example, Pulp & Press reminds shoppers which product they added, along with a few recommendations and a touch of social proof. A good one shows the exact items, sizes and prices left behind, with a single button back to a cart that is still filled. It answers the objection most likely to have stopped the order, whether that is shipping cost, delivery date or fit, and it saves any discount for a later message rather than training shoppers to abandon on purpose. Copy, timing and sequence patterns are in the abandoned cart email templates guide.

Post-purchase email

Klaviyo’s gallery observes: “Most post-purchase emails confirm order and shipping details.” Its two examples go further. Brightland sends a second email, a letter from the founder, and ILIA sends a short tutorial so the buyer can use the product the day it arrives. A good post-purchase email is timed to delivery rather than to the order, answers the first question a new owner has, and asks for a review only after the product has had time to prove itself. The post-purchase email guide covers the sequence from receipt to second order.

Back-in-stock email

None of the 34 examples on Klaviyo’s page is a back-in-stock email, which fits the pattern: the email only reaches shoppers who asked to be told about one sold-out product. It is also one of the few emails a shopper requested in so many words. A good one names the exact variant that returned, size and color included, links straight to it rather than to the collection, and says plainly if quantities are limited. The back-in-stock email guide explains how the signup and the send work on Shopify.

Win-back and sunset emails

The gallery’s last example is a sunset email from Grüns, with what Klaviyo calls “an irresistible offer for lapsed customers: up to 29% off for life”, and Klaviyo notes the brand is giving people “a clear option to unsubscribe”. The two types are related but different. A win-back email tries to bring back a customer who stopped buying, ideally with a reason tied to what they bought before. A sunset email is the last message to a subscriber who stopped opening, and its job includes an honest exit, because a list full of silent addresses can hurt the delivery of every other email. The win-back email examples guide covers when a customer counts as lapsed.

The campaigns: emails the calendar sends

Campaigns start with a date the brand picks, so they cannot refer to anything one shopper did. They make up for it with an occasion, an offer or a story worth the open.

Promotions and flash sales

Five of the gallery’s entries are labeled promotional email. Chamberlain Coffee’s flash sale turned the offer into a game, a “random refunds” promotion in which five buyers got their whole order back, and Bite grouped its products into a routine to sell them as a set. A good promotion has one offer, a deadline stated in the subject line and once in the body, and terms a shopper can read in a single sentence.

Seasonal emails and Black Friday

Seasonal, holiday and Black Friday labels account for ten of the 34 entries, more than all six flow entries combined. The Black Friday example from July, the travel bag brand, pairs free personalization with a bundle discount and a short story about why, and Klaviyo draws the lesson that “sometimes text-based emails without images are the way to go.” A good seasonal email ties the occasion to a real reason to buy now, not just a theme. When to start the ramp and how often to send are in the Black Friday email marketing guide.

Newsletters and product education

Graza’s newsletter sends recipes from chefs, and Fishwife’s education email is built on “showing 9 different ways to use their anchovies.” A good one is useful even in a week when the reader buys nothing, which is what keeps it opened in the weeks when they do. It sells one product inside the story rather than wrapping a catalog in a headline, and its subject line and preheader promise the useful part, not the sale.

Product launches

Red Dragon Darts announced an anniversary collection with a countdown timer sent to its most engaged subscribers, and Klaviyo’s note on timing is specific: “5 days is enough of a heads-up while keeping the launch top of mind.” A good launch email says what is new in one line, shows the product in use, and goes first to the people most likely to buy it.

Email marketing examples at a glance

The last column is this guide’s count of Klaviyo’s own “Email marketing type” labels on its 34-example page; every other cell is this guide’s summary.

• Welcome · What sends it: A signup · Who receives it: Each new subscriber · What a good one does: Delivers the promised offer first, then one brand story and one question · Examples in Klaviyo’s gallery: 2
• Browse abandonment · What sends it: A product view without a cart · Who receives it: Known shoppers who viewed a product · What a good one does: Shows the viewed product, one reason to buy and one risk removed · Examples in Klaviyo’s gallery: 1
• Abandoned cart · What sends it: A cart left without an order · Who receives it: Known shoppers with a cart · What a good one does: Shows the exact items and answers the likely objection · Examples in Klaviyo’s gallery: 1
• Post-purchase · What sends it: An order · Who receives it: Each buyer · What a good one does: Arrives with the product and explains how to use it · Examples in Klaviyo’s gallery: 2
• Back in stock · What sends it: A requested item returning · Who receives it: Shoppers who asked to be told · What a good one does: Names the exact variant and links straight to it · Examples in Klaviyo’s gallery: 0
• Win-back and sunset · What sends it: A stretch without orders or opens · Who receives it: Lapsed customers or subscribers · What a good one does: Gives a reason to return, or a clean exit · Examples in Klaviyo’s gallery: 1
• Promotional, offer and loyalty · What sends it: A date the brand picks · Who receives it: The list or a segment · What a good one does: One offer, one deadline, terms in one sentence · Examples in Klaviyo’s gallery: 8
• Seasonal, holiday and Black Friday · What sends it: The calendar · Who receives it: The list or a segment · What a good one does: Ties the occasion to a real reason to buy now · Examples in Klaviyo’s gallery: 10
• Newsletter, education and stories · What sends it: A regular schedule · Who receives it: The list · What a good one does: Useful even when the reader buys nothing · Examples in Klaviyo’s gallery: 5
• Launches and brand updates · What sends it: A new product or milestone · Who receives it: Engaged subscribers first · What a good one does: Says what is new in one line · Examples in Klaviyo’s gallery: 4

What makes a good email example, whatever the type

Across both families, the examples worth copying share a few traits that hold whatever the design.

• It knows why it was sent. A flow email names the action that triggered it; a campaign names the occasion. An email that could have been sent on any day to anyone is the weakest kind.
• It has one job. One product, one offer or one idea, with one link that matters. The rest of the page supports that link.
• It reads without images. Klaviyo holds up two of its entries, the Black Friday email and a summer email from Balique, as text-based. Whatever the design, if the images fail to load, the offer should still be clear.
• Its subject line matches its body. A subject that promises a discount the body does not deliver costs trust that the next email needs.
• It fits what the shopper already received. A shopper in the middle of a cart reminder does not also need the flash-sale campaign an hour later with a different code.

Where Relvino sits in this map

Relvino treats the types above as possible messages rather than a list of flows to build one by one. It decides per shopper which message to send, and whether to send one at all, across email, SMS and pop-ups, in under 80ms per decision, drawing on a Large Retail Model trained on 7M+ data points across 10K+ retailers. What makes each message good, the specific product, the honest subject line and the single job, is the same as in the examples above.

What a gallery can and cannot show

A gallery answers one question well: what does a good email look like? It answers a second question, which emails earn the money, only by accident, and on Klaviyo’s own numbers the two lists differ. Triggered emails are scarce in galleries because each reaches one shopper at a time: the reminder after a cart, the note after a delivery, the alert after a restock. They are less striking than a Black Friday hero image, so what a store can borrow from a gallery for them is rarely the layout; it is the first line that tells the shopper why the email arrived.

Frequently asked questions

What are some great examples of email marketing?

Three from Klaviyo’s gallery show techniques this guide does not cover above, and all three use the email to learn something about the reader. Bearpaw sent an email about its vegan line, which Klaviyo suggests went to subscribers who had said on a form that they prefer vegan products. Manly Bands sorted its rings into personality types such as “The Spy” and “The Commander” and, by tracking which links each subscriber clicks, learns what to send next. Force of Nature built a decision tree for its holiday bundles so a gift buyer reaches the right package in a few clicks.

What are the four types of email marketing?

The sources that rank for this question do not agree on four. HubSpot’s campaign-type table lists seven: welcome and onboarding, product and feature update, promotional, re-engagement, content and newsletter, lifecycle and milestone, and contextual and service. Mailchimp’s examples page names five and calls them “just some of the many different types of email campaigns”. For an online store, a more useful split is by what starts the send: a shopper’s action (welcome, browse, cart, post-purchase, back in stock), a date the brand picks (promotions, seasonal emails, newsletters), or an order record (receipts and shipping notices, which are transactional and follow different rules).

What’s a good email example?

Here is a post-purchase email written for this guide, for a made-up coffee brand. Subject: Your kettle arrives today, here is the first brew. Preheader: Two minutes, no thermometer needed. Body: Your gooseneck kettle is out for delivery. Before the first pour, fill it to the line, set it to 93 degrees Celsius for most coffees and pour in three slow circles. If the first cup tastes bitter, try 90. One button: Watch the two-minute brewing video. It works because it is timed to delivery, does one job, reads fine without images, sells nothing, and leaves the review request for a later email, after the kettle has earned it.

Do automated emails make more money than campaigns?

On Klaviyo’s 2026 benchmarks, yes per send, and the gap appears after the open rather than at it. Klaviyo puts a good open rate at 31% for campaigns and 32.2% for flows, nearly the same, but a good click rate at 1.69% for campaigns and 5.58% for flows. Order rates differ too: in clothing and accessories, 0.97% for campaigns against 1.62% for flows; in home and garden, 1.34% against 2.17%. So flows do not win on subject lines. They win on relevance, because the email refers to something the shopper just did.

Where can I find real email marketing examples for ecommerce?

For campaigns, public archives work well: Klaviyo credits most of its gallery images to Really Good Emails and Milled. Flow emails are harder to find because they only reach shoppers who trigger them, so the reliable method is to trigger them. Subscribe to a brand’s list, view a product, add something to the cart and leave, and, if the budget allows, buy one small item. The welcome, browse, cart and post-purchase emails then arrive in order, with their real timing between them, which no screenshot shows.

How long does it take to migrate email flows to Relvino?

The technical cutover takes 30 minutes: point the sending domain, connect the Shopify app and the SMS number, and shopper data ingests automatically. Revenue is then measured in a 14-day pilot. A brand can pause its old welcome, cart and post-purchase flows rather than delete them, so the previous setup stays available until the pilot’s result is in.