How to Improve Your Email Marketing Strategy with Product Recommendation Emails

If the email strategy for your eCommerce business doesn’t include product recommendations, you have a serious opportunity on your hands.

When done right, these emails boost engagement, increase conversions, and enhance customer loyalty by offering relevant, curated suggestions based on real data. In this guide, we’ll explore the best tactics for leveraging customer insights to deliver personalized product recommendations. Plus, we’ll dive into how Sephora masterfully incorporates this strategy into its CRM approach.

Why Product Recommendation Emails Matter

Customers are bombarded with marketing messages daily. A generic email? Easy to ignore. An email that suggests a perfectly relevant product based on past behavior? That’s a game-changer.

According to studies:

• Personalized emails generate 6x higher transaction rates than generic ones.
• Customers who receive tailored recommendations are more likely to make repeat purchases.
• 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations.

Best Practices for Product Recommendation Emails

1. Leverage Browsing and Purchase Data

Your customers leave behind valuable clues about what interests them. Use website behavior, purchase history, and abandoned cart data to suggest relevant products.

✅ Example: A customer who recently browsed skincare products but didn’t buy might receive an email with “Top Picks Based on Your Browsing History” featuring bestsellers in the category. Or when a customer looked at a sold out product make sure you're following up when it's back in stock, like the email below from Sephora. Bonus points for leveraging browse data even further with "recommended just for you" content:

2. Use AI and Machine Learning for Smart Suggestions

AI-powered recommendations take personalization to the next level by analyzing patterns and predicting what customers might want next.

✅ Example: A fashion retailer can use AI to identify that customers who buy a particular brand of sneakers often purchase matching sportswear, prompting an email suggesting complementary items. Another good example is this post-purchase email from Crate&Barrel that features the AI generated product recommendations under "you may also like these items handpicked just for you":

3. Segment Your Audience for Hyper-Relevance

Not all customers have the same preferences. Segment your email list based on factors like:

• Purchase frequency (one-time buyers vs. repeat customers)
• Product category interest (skincare lovers vs. makeup enthusiasts)
• Customer lifetime value (VIPs vs. new shoppers)

✅ Example: A beauty brand can send a VIP-exclusive product recommendation email to high-value customers, offering them early access to trending items.

4. Optimize Timing for Maximum Engagement

Timing plays a crucial role in conversions. Consider testing the timing of these critical campaigns:

• Post-purchase: Send recommendations for complementary products after a purchase.
• Replenishment reminders: Suggest refills for consumable items customers have previously bought.
• Abandoned cart follow-ups: Remind shoppers about items they left behind, including related products they might love.

✅ Example: A pet store might send an email reminding a customer to repurchase dog food, along with suggestions for new treats or toys based on past purchases.

5. Incorporate Social Proof and Urgency to Seal the Deal

Customers trust peer recommendations. Adding elements like:

• ⭐ Best-selling items: “Customers love these picks!”
• ⏳Limited stock alerts: “Only a few left, grab yours now!”
• 📸User-generated content: “See how others are using this product!”

How Sephora Nails Product Recommendation Emails (pun intended)

Sephora is a master of CRM-driven email marketing, using data to create highly personalized shopping experiences. Here’s how they do it:

✅ Personalized Recommendations: Sephora analyzes customers' purchase history, browsing behavior, and in-store interactions to send product suggestions tailored to their beauty preferences.

✅ Loyalty Program Integration: Sephora’s Beauty Insider program ties into their emails, offering exclusive product recommendations based on loyalty status and past shopping behavior.

✅ Replenishment and Routine-Based Suggestions: Sephora sends timely reminders for products that customers are likely running low on, boosting repeat purchases effortlessly through a well executed replenishment strategy.

✅ Extend the personalization strategy across their site as well by including “Recommended for You”, “Best Sellers” and “We Think You’ll Also Love” carousels throughout. This helps optimize their conversion rate since customers clicking-through emails will be greeted on the site with a similar personalized offering that will inspire more browsing.

Final Thoughts

Product recommendation emails are a must-have for any eCommerce email strategy. By leveraging customer data, AI, and behavioral insights, you can craft hyper-personalized experiences that increase engagement and drive more sales. Take inspiration from Sephora’s smart strategies and start optimizing your email marketing today.

What’s your favorite brand when it comes to personalized email marketing? Share your thoughts in the comments!