eCommerce email marketing teardown – Beardbrand

Email marketing is absolutely crucial for eCommerce businesses.

You need it to create effective marketing campaigns, engage and delight your customers. The emails that you send out need to be relevant, personalized, and targeted to your audience and gently persuade them to buy from your online store.

But, you cannot be sending out emails to every customer or someone who abandons their purchase as and when it happens. This is where email marketing automation can help your eCommerce business. 

What is email marketing automation?

Email marketing automation is a method where you automate sending your emails to your customers based on certain conditions or their behavior with your eCommerce store. Examples include cart abandonment, order confirmation, etc. The emails are personalized, relevant, and timely as they are triggered based on your customers’ activity on your eCommerce website.

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Case study: Beardbrand

 Emails still are one of the top conversion channels, especially abandoned cart emails and order follow-ups.

Beardbrand is an eCommerce company that sells beard care, oil, grooming, trimming and styling products. In this post, we attempt to tear down some of their automated emails that are always relevant and on-point. Here are some examples and key takeaways from their emails.

Welcome email

Beardbrand’s welcome email conveys their casual and friendly brand image and makes you feel like a part of a community.

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They then explain what the new subscriber should expect, give them a reason to open subsequent emails and pique their curiosity with a special surprise.

They also reinforce the idea of a community by mentioning an official initiation.

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Finally, they use the post scriptum section to whet the subscriber’s appetite for the upcoming content and to ensure that their emails don’t end up in the spam folder. 

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Key takeaways:

  • Convey your brand image. No one wants to read bland emails. You need to have a unique voice.
  • Tell the subscriber what they should expect and give them a reason to open your future emails. 
  • Don’t talk about your company, focus on the value the subscriber will get from your emails.
  • Use curiosity gaps to make the subscriber interested in the subsequent emails. Give them a teaser of what’s to come.
  • Use the post scriptum section for messages you don’t want the subscriber to miss (even those who skim tend to read the P.S. text).

Order confirmation email

The first thing that Beardbrand does in the order confirmation email is reassuring the customer that they made the right choice by purchasing their products.

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They then thank and praise the customer, set expectations, and let them know about a potential delay.

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After that, they display order details which include product images, names, quantities, and prices, plus the subtotal, shipping costs, and the total price.

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Finally, they make a cross-selling attempt by providing “You might also like…” recommendations with related products and a call-to-action button that encourages the customer to “Browse a little more”.

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Key takeaways

  • Thank the customer for placing the order. It’s just common courtesy and it makes them feel appreciated. Politeness pays off.
  • Reassure the customer that they made the right choice. When people place an order, especially for products that they have never purchased before, they often get a little bit anxious. “Was it the right decision?” they wonder. You should reassure them that yes, it was, and they won’t regret it.
  • Set clear expectations. You need to explain to the customer when the order will be shipped and how you will inform them about it. Also, let them know about any potential hiccups so that they would take that into account when waiting for their items to arrive. This will help you reduce the number of returns, bad reviews, and customer service complaints.
  • Take advantage of the opportunity to cross-sell. The customer has demonstrated that they have an interest in your products. Why not suggest some other items that they might like? This works especially well if the product recommendations are tailored specifically for them.

 Abandoned cart email

In their abandoned cart email Beardbrand remind the customer about their cart and add an element of urgency by telling them that it will expire soon.

They then provide a clear call to action by encouraging the customer to click on the call-to-action button.

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After that, they show the customer the items in their cart together with another call-to-action button.

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Key takeaways:

  • Make it clear that this email is a reminder about the items in their cart.
  • Add the element of urgency. You don’t want the customer to open the email, think “I’ll do it later”, and then close it. When that happens, chances are they won’t go back to finalize the purchase. Letting them know that their cart will expire soon gives them a reason to click through to it immediately.
  • Provide a clear call to action. Don’t just say, “Hey, this is a reminder, here are some items you left in your cart”, and leave it at that. Ask them to go back to their cart by clicking the call-to-action button.

Educational emails

Beardbrand sends its subscribers educational content on beard care and related topics.

They immediately make it clear what the email is about with a compelling headline and subheadline. 

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They then present their content in a digestible, easy to read format.

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In this particular email, they take advantage of the opportunity to engage the customer by encouraging them to check out Beardbrand’s Youtube channel and Beardbrand’s blog.

Once again they invoke the idea of a community.

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Finally, they use the post scriptum section to encourage even more engagement.

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Key takeaways:

  • Craft compelling headlines and subheadlines that make the subscriber curious enough to continue reading. 
  • Provide real value. Many eCommerce companies send out low-quality content and then wonder why their open rates are so low. That’s a big mistake. You need to put in the effort to create top-notch content that is truly valuable to your subscribers. Think about what problems do they have that are related to your products and then provide detailed solutions to those problems. Also, don’t box yourself in by only writing about things directly related to your product, you can explore other topics as well as long as they are relevant to your subscribers.
  • Make it easy to read. It doesn’t matter how great your content is, if you send people a wall of text, they won’t read it. You need to format your emails properly: use a larger than standard font size, break up the text with bullet points and subheadlines, and keep your paragraphs short. Also, make sure that there is plenty of white space.

Festive emails

Beardbrand also sends their customers emails to wish them happy festivities.

Take a look at this Father’s Day email in which they express their appreciation for fathers:

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They also included a picture of Beardbrand’s founder and his daughter:

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Note how they didn’t try to sell anything in this email. “Happy Father’s Day!” and that’s it. 

Key takeaways

  • Wish your subscribers happy festivities. On those special days, it’s important to reach out and let them know that you remember them and appreciate them. 
  • Pay attention to festivities that are relevant to your subscribers. Some days might hold a special place in the hearts of your subscribers. What are they? 
  • You don’t have to sell in every email. Most of your emails should have a call to action that leads the subscriber to the next step in your sales funnel. However, when it comes to festivities, it’s best to avoid that if you want your message to be seen as sincere. Otherwise, it might come across as tacky.

Did you notice how all Beardbrand’s emails are consistent with their brand image, focused on the customer, and (with the exception of the Father’s Day one) have clear calls to action?

Apply the principles they use to your own emails and you are pretty much guaranteed to see an increase in revenue.  

eCommerce Email Marketing automation with Freshmarketer

Freshmarketer offers a powerful marketing automation suite that has everything listed above and more for your eCommerce business. To learn more about how you can grow your online store with Freshmarketer, head on to this page.

Moreover, you can get started for free with our Sprout plan, or try our advanced Garden plan for 14 days.


Let’s keep it real: automating your marketing takes a lot of work.

You need to choose the software, you need to set it up, you need to create those drip campaigns and customer journeys.

So it’s understandable if you are tempted to postpone it indefinitely. After all, you have a business to run, and finding the time isn’t that easy. Wouldn’t it be great to simply tell yourself that you will take care of it “someday” and then forget all about it?

But you need to resist that temptation. The reality is that not using marketing automation means that you are leaving money on the table. Possibly a lot of it. Why would you want to do that?

Get serious. Automate your marketing. You’ll be glad that you did.