20 Emails Every Business Should Send (and Ready-Made Templates for Each)
Email is still one of the most effective ways for a small business to make sales and keep customers coming back. Unlike social media, you own your email list, and every message lands directly in your customer's inbox. The hard part is knowing which emails to send and making them look professional. This guide covers the 20 emails every business should be sending, and how to get them all ready in an afternoon.
The 20 emails every business should send
Welcome and onboarding
- Welcome email: sent the moment someone joins your list. Your chance to make a great first impression.
- Brand story: sent a couple of days later, telling new subscribers why you started and what makes you different.
Sales and campaigns
- Monthly newsletter: news, tips and favourite products in one quick read.
- Product launch: build excitement for something new.
- New arrivals: show off the latest additions to your range.
- Special offer: a subscriber-only code or promotion.
- Last chance reminder: a final nudge before an offer or event ends.
- Seasonal campaign: Christmas, Black Friday, summer and other key dates.
- Event or webinar invitation: fill your launch, workshop or online event.
Automations that sell while you sleep
- Abandoned cart: reminds shoppers about items left in their basket. Often one of the highest-earning emails a shop can send.
- Browse follow-up: for visitors who looked at a product but did not add it to their basket.
- Win-back: re-engages customers who have not ordered in a while.
- Birthday: a personal touch with a small gift.
Orders and customer care
- Order confirmation: reassures customers straight after they buy.
- Shipping confirmation: tracking details the moment an order is dispatched.
- Review request: collects reviews 7–14 days after delivery.
Loyalty and community
- Refer a friend: turns happy customers into your sales team.
- Loyalty / VIP update: rewards your best customers.
- Feedback survey: shows you care and helps you improve.
- Customer appreciation: a heartfelt thank-you at a milestone or year end.
3 quick tips for better emails
- Write short subject lines. Around 30–50 characters reads well on mobile, and pairing them with useful preview text lifts opens.
- One email, one goal. Every email should have a single clear button: shop, book, review or claim.
- Automate the essentials first. Set up welcome, abandoned cart and post-purchase emails once, and they keep working for you every day.
Get all 20 templates ready-made — £19.99
Our 20 Top Email Marketing Templates for Business pack gives you every email above, professionally designed and ready to customise:
- 20 responsive HTML email templates that look great on mobile and desktop
- A 24-page guide with previews, subject lines, preview text and send timing for every email
- Suggested automation flows, subject line tips and a pre-send checklist
- Simple placeholders for your brand name, links and products, plus 5 colour themes to match your brand
- Works with Mailchimp, Klaviyo, Brevo, MailerLite, Shopify Email, HubSpot and any platform that accepts custom HTML
→ Get 20 Top Email Marketing Templates for Business — £19.99
Instant digital download. ZIP file with the templates, PDF guide and quick-start README.