How to Write and Send High-Converting Sale Emails for Your eCommerce Brand

Introduction

If you’re running an eCommerce brand and wondering why your sale emails aren’t converting like they used to, you’re not alone. Most stores are either sending too little, too late—or not optimizing the emails themselves. In this post, we’ll break down exactly how many emails to send during a promo, when to send them, how to structure each one, and how to know when to introduce SMS into your strategy.

1. How Many Sale Emails Should You Send?

The answer depends on your brand size and frequency of promotions:

Small Brands / Solo Founder (1–2 promos per month):

3–4 emails per sale

Spread across 3–5 days

Focus on clarity, benefits, and urgency

Mid-Sized Brands (Growing with 10k–50k/month revenue):

5–7 emails per sale

Include: early access, go-live, reminders, social proof, urgency

Large Brands / Weekly Promos:

7–10 emails per sale

Add segmentation and A/B testing

Use flows for last-day urgency and SMS integration

2. Best Timing for Sale Emails

Standard Promo Timeline:

1–2 days before: VIP early access / sign-up

Day 1: Sale launch (AM send)

Day 2–3: Reminder + product highlights

Final Day (2 sends):

Morning: “Ends tonight”

Evening: Final call / countdown / FAQ

Avoid sending all emails at the same time. Use split timing like:

7am (primary inboxing hours)

3pm (scroll-breakers)

8pm (end-of-day conversion push)

3. What Should Your Sale Emails Actually Say?

Here’s a high-converting structure to follow:

Email 1: Launch

Big, bold headline

Show the offer (X% off, bundles, free gift)

Bestsellers or relevant collection

Clear CTA button

Email 2: Reminder

Focus on product education / valueHighlight popular picks / FAQ

Use real customer reviews or stats

Email 3: Social Proof

UGC or “what others are buying”

Limited stock warning

Email 4: Final Day – AM

Use countdown or “ends tonight”

Remind of offer / value

Email 5: Final Day – PM

Subject line urgency: “Last chance” or “Sale closes in 3 hours”

Short copy, strong CTA

4. When to Add SMS to Boost Results

SMS works best when layered in at key moments

Pre-launch reminders (for VIPs)

Last 6–12 hours of a sale (create urgency)

Post-click abandonment (sent via flow)

Pro Tip: Keep SMS short and direct. Example:

“Sale ends tonight. Save 25% now → [link]”

5. Other Quick Tips to Maximize Revenue

Always include mobile-friendly designs

Segment based on purchase behavior if possible

Avoid long paragraphs—people skim

Never send image-only emails (hurts deliverability)

Use clear CTAs like: “Shop Now,” “Grab Your Deal,” “See What’s Left”

Conclusion

Email is one of the most powerful channels in your eCommerce toolkit—but only if you use it with intention. By building a clear promo plan, sending at the right times, and layering in SMS when needed, you can turn your next campaign into your most profitable yet.