Email Marketing for Skincare Brands: Build Loyalty, Reduce Abandoned Carts
- Narrative Digital
- Apr 23
- 3 min read
Email is one of the most underrated growth channels in skincare ecommerce. While social media gets the spotlight, email is where relationships are built, carts are recovered, and loyal customers are made.
In fact, email generates an average ROI of $36 for every $1 spent (source: Litmus) and drives up to 20 percent of total revenue for ecommerce brands (source: Omnisend).
If your skincare brand isn’t using email as a consistent part of your marketing strategy, this is your sign to change that. Here’s how to use email marketing to grow sales, increase repeat purchases, and build a brand people trust.
1. Build Your Email List Strategically
It starts with collecting emails the right way. No shady pop-ups or purchased lists here—just value-driven reasons for your customer to stay in touch.
Effective list-building tactics for skincare brands:
Offer 10% off their first order or free shipping in exchange for an email
Promote a skin quiz and email the personalized results
Create downloadable skincare guides or routine builders
Embed signup forms in your homepage, footer, and product pages
Want more tips? See our Skincare Funnel Strategy for lead capture ideas throughout the customer journey.
2. Set Up Automated Email Flows
Email automations do the heavy lifting while you sleep. These flows help nurture customers, recover lost sales, and keep your brand top of mind.
Essential email flows for skincare ecommerce brands:
Welcome Flow
Make a strong first impression. The welcome series introduces your brand, shares your mission, and offers helpful product recommendations.
Email 1: Thank you + incentive
Email 2: Brand values + bestsellers
Email 3: Educational tip (e.g. “How to Layer Your Skincare Products”)
Welcome emails have a 68.6% open rate on average (source: GetResponse).
Abandoned Cart Flow
Nearly 70% of carts are abandoned — but abandoned cart emails can recover up to 18% of them (source: Baymard Institute).
Email 1: Reminder with cart items and images
Email 2: Urgency (e.g., “Items are selling fast”)
Email 3: Social proof or incentive
Post-Purchase Flow
This builds loyalty and reduces buyer’s remorse.
Thank them for their order
Share usage instructions and tips
Recommend complementary products
Request a review after 7–10 days
Need help writing these flows? Contact us for assistance today.
3. Segment Your List for Higher Conversions
One-size-fits-all emails rarely work. Personalization improves open rates, click-throughs, and customer retention.
Segment by:
Skin type (e.g., oily, dry, sensitive)
Purchase history
Quiz results
VIP status or average order value
Engaged vs unengaged subscribers
Marketers who use segmented campaigns see up to 760% more revenue (source: Campaign Monitor).
4. Mix Educational and Promotional Content
Not every email needs to sell. Think about how you can educate and nurture your subscribers between promotions.
Educational email ideas:
How to build a skincare routine
Ingredient spotlights (e.g., “Why Niacinamide Works”)
Skin myths debunked
Seasonal skincare guides
Link back to related products and blog posts. For example:
“Want to build a glow-focused routine? Start with our Vitamin C Serum, then follow up with our hydrating night cream.”
5. Analyze and Improve
Email marketing is data-driven. Use performance metrics to make informed decisions.
Track:
Open rate (goal: 20–35%)
Click-through rate (goal: 2–5%)
Conversion rate (goal: 1–3%)
Revenue per email
List growth rate and unsubscribe rate
Pair this with Google Analytics and UTM parameters to measure revenue attribution.
Build Smarter Email Campaigns That Actually Convert
Email marketing for skincare brands isn’t just about sending promotions. It’s about building a long-term relationship with your customers — educating them, supporting them, and giving them reasons to come back.
The beauty brands that win aren’t louder. They’re more strategic — and email gives you a quiet, high-ROI way to stay connected and convert.
Ready to Improve Your Email Strategy?
We offer free email audits for skincare and beauty brands. We’ll review your welcome, cart, or post-purchase flows and send back suggestions to increase conversions.
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