Email marketing is one of the most powerful revenue drivers for e-commerce stores—but only if your emails get opened, read, and acted on.

Yet, many store owners struggle with low open rates, poor engagement, and inconsistent email sends—often feeling like their messages disappear into the void.

The truth is, it’s not your product, and it’s not your audience—it’s the way your emails are written, structured, and sent.

In this guide, I’ll show you how to craft high-converting emails that grab attention, build relationships, and actually drive sales. We’ll also cover the biggest email marketing mistakes store owners make—and how to fix them—so you can confidently create emails that engage your subscribers and turn them into loyal customers.

By the end, you’ll have a clear strategy to improve your subject lines, structure your emails for conversions, and plan your email content so you’re never left wondering, “What should I send next?” Watch today’s episode on YouTube or continue reading.

The 3 Biggest Mistakes Killing Your E-Commerce Emails

Most e-commerce emails fail to convert because of these three mistakes:

1. Generic Subject Lines That Don’t Grab Attention

Your subject line is the most important part of your email—because if no one opens it, nothing else matters.

🚫 Bad example: “New Product Launch”

✅ Better example: “Your Home’s Secret Weapon for a 15% Value Boost” (which got a 59% open rate in an A/B test!)

Want better open rates? Test different subject line styles:

• Personalization vs. No Personalization: Does using their first name increase opens?
• Emoji vs. No Emoji: Does an emoji improve or hurt engagement?
• Question vs. Statement: Which sparks more curiosity?

If your open rates are below 20%, I recommend spending an entire quarter A/B testing different subject lines before tweaking anything else.

2. Only Sending Emails When You Have a Sale

If your audience only hears from you when you’re running a sale, they’ll start ignoring your emails until there’s a discount. Instead, build engagement consistently so your subscribers stay connected to your brand.

Try a Six-Week Promo Schedule:

• Weeks 1-3: Send value-driven emails—educational content, customer stories, behind-the-scenes updates.
• Weeks 4-5: Introduce product-focused emails with subtle nudges toward purchasing.
• Week 6: Launch a promo email with urgency and exclusivity.

This keeps your audience engaged without feeling like every email is a sales pitch.

3. No Clear Call-to-Action (CTA)

Every email should have one clear goal—nurture, educate, encourage, or convert.

🚫 Bad example: “Check out our blog + Shop Now + Follow us on Instagram”

✅ Better example: “If you want to elevate your entryway, personalize your sign now.” (with a single clickable link to the product page!)

For higher conversions, place your CTA button:

• Below the hero image (above the fold)
• In the body of the email (in a sentence format)
• At the bottom of the email (as a second button)

Consistency is key—your CTA should always lead to the same place.

The Anatomy of a High-Converting E-Commerce Email

Want to write emails that sell? Follow this simple structure:

1️⃣ Consistent Branding

• Always include your logo or header image at the top for instant recognition.
• Use universal content blocks in Klaviyo setup to save time.

2️⃣ Eye-Catching Visuals

• Use lifestyle product images, GIFs, or customer photos to make the email visually appealing.

3️⃣ Compelling Storytelling

• Instead of jumping straight into selling, start with a short, relatable story:

📝 Example:

“Hey Julie, I remember the first time I updated my front porch—it completely transformed my space and made me smile every time I walked up to my door. Pretty soon, my neighbors started complimenting me, and that’s when I realized I wanted to create this new sign collection!”

This personal touch makes the email feel human and engaging.

4️⃣ Skimmable Text & Formatting

• Short paragraphs (no walls of text!)
• Bold and italics to highlight key ideas
• Bullet points to break down features or benefits

5️⃣ Strong Call-to-Action (CTA)

• Example: “Personalize your sign now.” (hyperlinked to the product page)
• Followed by a clear, uncluttered button with the same CTA

6️⃣ Branded Footer for Compliance & Recognition

• Include your tagline and clear unsubscribe option
• Ensures your emails comply with inbox guidelines

How to Plan & Automate Your Emails for Consistency

Writing great emails is one part of the equation—but planning them in advance is what keeps your email strategy consistent.

That’s why I use an Email Marketing Planner that helps me:

• Plan content ahead of time (so I never scramble for ideas)
• Track open rates, click rates, and A/B test results
• Stay consistent with a 6-week promo schedule

How I use it:

1️⃣ Block time on my calendar each month to plan out six weeks of emails.

2️⃣ Batch write & schedule emails in Klaviyo for automation.

3️⃣ Track performance to see which subject lines & content types convert best.

By following this system, I’ve helped clients stay organized, consistent, and profitable—without feeling overwhelmed by email marketing.

🚀 Want a done-for-you email planning system?

Get my Email Marketing Planner here and take control of your email strategy today!

Final Takeaways: Write Emails That SELL

Here’s what to remember:

💬 Now, I want to hear from YOU!

Drop your last email subject line in the comments below, and I’ll give you feedback!

And if you’re ready to simplify and scale your email marketing, grab the Email Marketing Planner here!