A Guide to Selecting Email Templates for eCommerce


One of the biggest challenges of eCommerce is driving traffic to your website; the “simple” idea being to get people to browse your site and convert their visits into sales. Email marketing can be an effective method for doing this.

After all, if someone has made the effort to sign up for your mailing list, they must have some interest in your offerings. From there, it’s a matter of providing a compelling reason to click through to your website. Showcasing sales, special offers and new products are all great ways to entice customers.

This is where the right email template can make all the difference. It’s important that your template looks good, is easy to read and mobile-friendly. Above all, you’ll want to use a template that helps to get your message across in an appealing manner.

With that in mind, let’s explore some features to look for when choosing an email template for your store. Along the way, we’ll show you some fantastic selections that are available from Envato Market.

top selling marketing email templates on Envato Market
Top selling marketing email templates on Envato Market

1. Make Sure It’s Easy to Customize

A unique business requires an equally unique email template. Therefore, you’ll want to look for one that offers several customizable options. For example, many templates include access to online “builder” apps that let you drag-and-drop various items onto a canvas. This gives you control over the look and layout, but without having to touch code.

Kant - Responsive Email for Startups 50 Sections Online Builder MailChimp Mailster Shopify
Kant – Responsive Email for Startups

KANT is an incredibly versatile template. It works in conjunction with a builder app that features 50+ content and layout sections. There are ten template designs included, plus templates for Shopify transactional emails (abandoned cart, purchase confirmation, customer account invite, shipping confirmation, and many more). KANT will give you the flexibility to create something that accurately represents your brand.

2. It Should Offer Robust Compatibility

Compatibility is of the utmost importance. Sending out a beautiful email won’t be very effective if isn’t compatible with the mail readers your customers use. Likewise, you’ll also want a template that will work with your mailing list service. Take a look at the template’s documentation to ensure its features can be viewed by as many people as possible.

E-Commerce Responsive Email with Mailchimp Editor StampReady Builder
E-Commerce Responsive Email

Take E-CommerceResponsive Email, for example. This fully-responsive template works with email services such as MailChimp and Campaign Monitor. In addition, it’s compatible with a wide range of desktop and mobile email apps. This provides extra peace of mind in knowing that what you send is what they’ll see.

3. Your Products Must Stand Out

Attention spans are short. So, when it comes to design, you’ll want your products to take center stage. A great eCommerce email template will be uncluttered, helping your customers focus on product images and related text.


Koble offers 28 unique templates, but they all feature a clean and easy-to-read layout. They also make wonderful use of color contrast and whitespace. This approach really brings attention to the most important aspects of your message.

4. Ensure it Creates the Right Mood

Emotion plays an important role in shopping. That’s why branding materials, including emails, should be designed to evoke a response. However, the techniques you use to accomplish this can vary depending on your business. For example, a camping outfitter may use images and colors that reflect nature. On the other hand, a high-fashion brand might opt for a bold and classy look. It’s all about designing for your audience.

Deluxe - Fashion Store Ecommerce Email Newsletter Template
Deluxe – Fashion Store & Ecommerce Email Newsletter Template

Speaking of fashion, Deluxe is an email template that fits perfectly into this niche. The design was crafted to help you showcase the latest looks. It features a selection of five tasteful templates that are sure to provoke a positive response from your customers.

5. Check Your Email Template is Fully Hackable

Even the best email templates won’t fit every need right out of the box. And, while online builder apps are handy, there may be times when you want to take things further. If you’re interested making more detailed changes, consider a template that includes assets like HTML and PSD files. This will allow you to take full control over the look and layout. You’ll be able to create the perfect match for your store.


Template hackers will love SHOP, as it includes everything needed to make the design your own. You’ll find a fully-layered PSD file for making design tweaks in Photoshop. And a clearly-commented HTML file will facilitate any necessary code edits.

Send Something Great!

Well-crafted emails can be a huge factor in your eCommerce store’s success. That’s why it’s vital to find the right email template. It can put you on a path towards increasing sales and building customer loyalty.

Look for a template that reflects the mood you want to create through a striking design. Also pay special attention to compatibility, customization options and any extra design assets that are included.

Once you’ve found the right fit, focus on adding great content. Then, sit back and watch your sales soar.