10 Ecommerce Transactional Email Template Designs

As an ecommerce business owner, you’ve probably heard about transactional emails but never paid them much attention and that’s not something uncommon. As these emails handle trivial tasks, many think of them as banal and thus, refrain from focusing on them. But did you know that transactional emails have a CTR of 4.8% on an average? And this number is simply three times higher compared to non-transactional emails that generate a CTR of 1.6%. But how would you build the most effective yet eye-catching ones?In this guide, we’re going to see ten outstanding examples of transactional email template designs for your ecommerce business, among other things.

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What is Ecommerce Transactional Emails?

In simple words, ecommerce transactional emails are real-time, automated emails sent to the users when a particular action takes place on an app, platform, or website.

It’s important to understand that transactional emails are different from marketing emails. Click To Tweet The former is intended to inform the recipients about non-promotional topics whereas the latter is all about promoting products/services in different manners.

Also, a particular transactional email is sent to only one person but marketing emails are usually sent to groups of contacts. Take a look at the below image.Email Categories


How Transactional Emails Impact your Ecommerce Business?

Transactional emails have become multi-purpose tools that can bring a multitude of benefits to your ecommerce business’s way and that too without being unwanted or intrusive.Here’re three key ways these emails can transform your business.

Boosts customer engagement

The customized approach of transactional emails offers a personalized feel and invites interaction, which might lead to improved social media engagement and/or survey participation.

Develops customer trust

By providing useful information at each step of a business transaction through transactional emails, you make your customers feel safe with your brand. It also addresses customer questions and concerns. These often result in trust, confidence, and respect for your company.

Improves chances of additional sales

When transactional emails are accompanied by descriptions of products similar to what a customer has bought recently, it might entice him/her to purchase more items from your store.

Best examples of different transactional email templates

Transactional emails can appear in many different forms, usually communicating valuable information that your website visitors or customers require in order to interact with your business. Here, we’ve compiled the best examples of ten different transactional email templates that would help you get a clear idea about the respective email template design for each of them.

Subscription or account creation confirmation email

These emails are sent after a user subscribes to a newsletter or creates an account. Typically, these are used to verify the email address of a new subscriber or customer.Account creation confirmation email


You’ve to focus on three key things when creating this kind of email. These include,

  • The subject line: It should mention the purpose of the email clearly
  • The confirmation message: Just write the key information instead of making it a long read
  • The CTA: Here, the CTA should clearly state what’ll happen after the recipient completes the action

It’s important to understand that these emails are different from the welcome email, which’s geared toward a marketing purpose than a transactional purpose.

Password reset email

This is one of the most common types of transactional emails that all of us receive at some point. These emails help your registered customers or users regain access to your products/services. Having an email template design for this purpose is important if your business offers password-protected accounts.Password reset email


Sometimes, these emails also inform the recipients about a certain time frame after which the reset password link will expire.

Order confirmation email

This is probably the most commonly used kind of transactional emails in the ecommerce landscape. When creating this email template design, you should ensure that it serves the following aspects.

  • Reassures the buyer that the purchase successfully went through
  • Confirms the purchased products and their prices
  • Provides an estimated delivery date

Mentions all the information necessary for tracking the order (order number, customer service contact details, among others)Order confirmation email


These emails are particularly important for customers who usually don’t shop online. And that’s why you need to put them at ease by providing all the necessary details.

Shipping update email

Once you’ve sent an order confirmation email, the next thing is sending a shipping update email when the purchased product leaves the warehouse.Shipping update email

Shipping Update Email

Though there’re promotional opportunities, you must prioritize technical details like the status of delivery, expected arrival time, tracking details, etc. Remember that you don’t need to send lots of updates. Just one email stating the item has shipped should be good enough. If you want to promote your other products, mention them after the primary information.

Delivery confirmation email

This kind of transactional email is intended to give your customers a heads up for checking their mailbox. You also get to retain evidence of the successful delivery of the package.Delivery confirmation email

Delivery confirmation email

Customer feedback email

These emails let you gather customer reviews that can impact your conversion directly. However, to leverage the full potential, these emails should be sent after a customer has got enough time to use the product.Customer feedback email

Customer feedback email

Here, you must communicate that the review process won’t take much time because many people hesitate to undertake the process assuming that it’d be a long one. You can also offer an incentive to the customers to make them motivated to leave reviews.

Order cancellation email

Though unfortunate, these emails are needed to be sent to reassure the buyer that no further action is required on his or her part.Order cancellation email

Order cancellation email

These emails could also leave a window of opportunity in terms of future purchases when created strategically.

Invoice email

If you’re a service provider, this should be one of your most-used transactional email templates. It’s possible to make these emails automated and sent in a particular timeframe based on their delivery schedules and the invoice configurations.Invoice email

Invoice email

Remember to maintain a friendly yet professional tone and include the basic details of the payable amount, invoice number, and some company information, if possible.

Abandoned cart email

These emails are sent once a visitor navigates away from the cart with the objective of encouraging him/her to complete the transaction. This particular email template design needs to be created as effectively as possible because it can help you lower your cart abandonment rate.Abandoned cart email

Cart abandonment email

There’re different tactics that can be used to make these emails highly effective. Some of the most popular ones include,

  • Include an offer or discount (as shown in the above example) to incentivize users to complete the purchase
  • Include social proof like reviews to remind the users about the true potential of the product
  • If possible, offer additional benefits like free shipping and mention that in the email
  • Make the CTA clear and simple to help the users continue from where they left off

Trial expiration email

This is another frequently used email template design for service providers. Here, you can send multiple emails as the end date of the trial approaches.Trial expiration email

Trial expiration email

When creating these types of transactional email templates, it’s important to consider that factors like weekends, traveling, vacations, etc. affect a service’s trial expiration timing and thus, you should start reminding the users well before the expiration date.

Ecommerce Transactional Email Template Design- 5 Best Practices

Regardless of whether you use just one or all of the above-mentioned transactional email templates, you’ve to follow some tactics to get the most out of your emails. Here, we’ve jotted down five best practices that would help you build a robust transactional email strategy.

Mention the reason for your email clearly

It isn’t always obvious for a recipient to receive a transactional email, especially when it has been some time since the user last interacted with you.

Therefore, it’s crucial to mention “who” (the sender), “what” (the purpose of the message), and “why” (the reason the recipient is receiving the message). If you don’t include these, your email stands a high possibility of being moved to the junk or spam folder by the recipient.

In addition to these, remember to make the email’s “From Address” a friendly one such as support@domain.com, notifications@domain.com, orders@domain.com, etc. If you cannot fit all the key information in the email’s subject, you can utilize the preheader textto add related information. Take a look at the below image to understand what’s the preheader text.Mention the reason for your email clearly


Avoid No-reply

Though a simple thing, using a “Reply-to” address can make a big impact in the long-run because it tells the recipients that you’re ready to hear from them.Avoid No-reply


It’s important to send your transactional emails always from a monitored mailbox so that you can answer the replies promptly, which would bring deliverability benefits your way.

Decide between HTML and plain text email

HTML emails are like webpages with the only difference being they’re delivered to users’ email inboxes. Therefore, these emails can be designed in accordance with your brand to offer the recipients a more visually appealing experience.

On the other hand, plain text emails appear without any enhancements like embedded multimedia or additional graphics.Decide between HTML and plain text email

HTML email Vs Plain text email

Despite the advantages offered by HTML emails, you should consider their disadvantages that include lower accessibility and increased spam concerns.

Strengthen their security standards

In order to protect your brand and enjoy deliverability benefits, it’s important to make your transactional emails secure.

You can establish and publish a good DMARC policy to accomplish this. With the help of a DMARC policy you can tell inbox providers to reject (outright discard) or quarantine (send to the spam folder) emails that don’t align with the policy.

Take a look at the below image to understand how it impacts your emails’ deliverability.Strengthen their security standards

DMARC Policy

In short, DMARC will ensure that emails, which use your domain but don’t pass authentication, won’t even appear in your recipients’ inboxes.

Monitor email deliverability

Though many transactional email senders assume that the emails will always land in the recipients’ inboxes because of their importance, it isn’t the case always. There’re lots of reasons why even a good transactional email might land in the spam folder.

The most common factors behind this include content with characteristics of spam, emails containing only attachments or images, lack of authentication, your sending IP’s low reputation, etc.

Therefore, it’s highly important to monitor email deliverability, discover underlying issues, and fix them to increase the effectiveness of your transactional emails.

Best Way to Send Transactional Emails

No matter how effectively you build the email template designs for your transactional emails, they’ll be of no use if they aren’t delivered properly.

There’re two major ways that you can use to send emails – one is by using an external platform and the other is by adding a plugin to your website.

Probably the biggest problem with the latter approach is that it heavily struggles with getting the emails delivered. Since the emails are sent from your server directly, they tend to suffer from their poor or lack of reputation.

You can also send the emails using Gmail API, which is much more effective than your personal server as it already boasts of a good reputation. However, here the emails will be recognized that they’re coming from a Google user.

Therefore, if you want to send them with your company domain instead of a personal account, you’d need to create a G Suite account.G Suite account


If you want to make the process absolutely effective and easy, choosing a transactional email provider would be your best bet. Though there’re some ESPs (Email Service Providers) that would let you send transactional emails for free, you won’t be able to massive batches of them without any charges.

Additionally, some reputable providers offer top-notch features (with paid plans) like analytics, an email builder, etc to help you get the most out of your investment.

Parting thoughts

Ecommerce transactional emails can result in a solid boost in your sales, providing you’re making them effective by following the best practices we’ve mentioned above. Try out these transactional email templates to put more action in the email template designs, which ultimately boosts your engagement levels.

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