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WooCommerce: How to Level Up Your Email Marketing

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In today’s competitive ecommerce landscape, email marketing plays a crucial role in connecting with customers and driving business growth.

With WooCommerce, you already have a powerful platform at your disposal to send and manage transactional emails effectively. However, when you need to send targeted marketing emails, additional plugins may be necessary. 

In this article, we’ll guide you through the process of optimizing your email marketing strategy using WooCommerce.

Whether you’re a seasoned email marketer or just getting started, we’ll explore actionable tips and practical techniques to help you level up your communication game.

So, let’s jump right in!

Why Are Emails Important For WooCommerce Store Owners?

When it comes to running a thriving ecommerce business, email marketing plays a pivotal role in establishing meaningful connections with your customers and boosting WooCommerce sales.

It’s a highly effective channel for nurturing relationships, increasing brand awareness, and ultimately driving sales. That’s where WooCommerce comes in with its robust email functionality designed to meet the unique needs of online store owners.

Transactional emails, a key component of your email strategy, serve as an essential touchpoint in the customer journey. These emails include purchase confirmations, order updates, shipping notifications, and other transaction-related communications. 

Behind the scenes, WooCommerce leverages the wp_mail() function — a core WordPress feature — to handle the process. This function enables the seamless transmission of emails from your store to your customers’ inboxes. 

By setting up emails in WooCommerce, you gain control over your communication strategy, ensuring that your customers receive timely and relevant information. 

What Emails Should You Send?

When it comes to email marketing in WooCommerce, understanding the different types of emails and knowing when to send them is crucial. 

Tailoring your email communication based on specific customer interactions and stages in the buyer’s journey can significantly impact your success. 

Let’s explore two main categories of emails and examples of when to use them:

1. Transactional Emails

Transactional emails are triggered by specific customer actions or events and provide essential information related to the customer’s purchase or order. 

These emails serve as confirmations, updates, or notifications, ensuring a smooth and transparent customer experience. 

The default WooCommerce transactional emails.

Here are some examples of transactional emails in WooCommerce:

  • Purchase Confirmation Email: Sent immediately after a customer successfully completes a purchase, this email provides a summary of the order, including the items purchased, billing and shipping details, and order total. It reassures the customer that their order was received and is being processed.
  • Order Status Updates: As the status of an order changes (e.g., processing, shipped, delivered), sending email updates keeps customers informed about the progress of their order. These emails instill confidence and provide transparency throughout the fulfillment process.
  • Shipping Notification Emails: When an order is shipped, sending a shipping notification email with tracking information allows customers to track their package and anticipate its arrival. It enhances the customer experience and reduces anxiety about delivery.
  • Abandoned Cart Emails: When a customer adds items to their cart but does not complete the purchase, sending an abandoned cart email can help recover the sale. These emails typically include a reminder of the items left in the cart, enticing the customer to return and complete their purchase.

2. Marketing Emails

Marketing emails are designed to engage customers, promote products or services, and drive sales. 

These emails are more promotional in nature and require careful targeting and personalization. Here are some examples of marketing emails in WooCommerce:

  • Personalized Recommendation Emails: Based on a customer’s past purchases or browsing history, personalized recommendation emails suggest relevant products they might be interested in. These emails leverage customer data to provide personalized and targeted recommendations, increasing the chances of conversions.
  • Win-Back Campaigns: For customers who haven’t made a purchase in a while, win-back campaigns aim to re-engage them by offering incentives, exclusive discounts, or personalized messages. These emails help rekindle customer interest and encourage them to return to your store.
  • Other Marketing Campaigns: Marketing emails can also include announcements about new product launches, seasonal promotions, flash sales, or special events. These emails create a sense of urgency and drive customers to take action.

Remember, it’s important to strike a balance and avoid bombarding customers with excessive or irrelevant emails. Consider tailoring your email content to suit your audience, delivering value, and aligning with their preferences and interests. 

How to Send Marketing Emails in WooCommerce

In the vibrant world of WooCommerce, connecting with your customers through email has never been easier. Thanks to specialized plugins, you can effortlessly enhance and personalize your email management, infusing a unique touch into your customer communication. 

Let’s dive into the magic of these plugins and explore how they can revolutionize your email game.

Sending Emails Manually

Sometimes, you may need to send a personalized email to a specific customer or engage in individualized communication. WooCommerce simplifies the task, allowing you to send emails manually with just a few straightforward steps.

Here’s a quick guide on how to send a single email from WooCommerce:

Step 1: Install a WooCommerce Plugin: Search for and install a suitable WooCommerce plugin that offers the functionality you require. A popular option used to be called Follow-Up Emails, but this has now been replaced by a new official plugin called AutomateWoo. This plugin will enhance the default email capabilities of WooCommerce.

Step 2: Activate the Plugin: Once the plugin is installed, activate it through the WordPress admin dashboard. You may need to navigate to the plugin settings page to configure its options.

Step 3: Access the Manual Emails feature: Begin by logging into your WooCommerce admin dashboard. Once you’re in, navigate to the section specifically designed to manage your emails. It’s usually conveniently located for easy access.

Step 4: Create a new email template: Look for the option that allows you to create a fresh email template. When you find it, click on it and select the “Single Email” option. This choice indicates your intention to craft a personalized email tailored for a specific recipient.

Step 5: Customize the email content: Fill in all the necessary details, such as the subject line, message body, and any other relevant information you wish to include. Make sure to tailor the content to suit your specific needs and ensure that it effectively conveys your desired message.

Step 6: Save the email template: Once you’re satisfied with the content you’ve created, take a moment to save the email template for future use. This step enables you to easily access and utilize it whenever you need to send a similar email in the future, saving you time and effort.

Step 7: Retrieve the saved template: On the summary page, you’ll find a convenient list of all your saved email templates. Simply locate the template you wish to use, hover your cursor over its name, and click on the “Send” option that appears. This action will initiate the process.

Step 8: Edit the email if necessary: After clicking “Send,” an editing screen will appear, presenting the selected email template. Take a moment to carefully review the sending criteria and make any quick edits or adjustments as needed. You have the flexibility to modify recipient information, date range, or any other relevant fields to ensure the email meets your exact requirements.

Step 9: Confirm the sending criteria: Should any additional information be required, such as specific dates or customer details, the system provides text-boxes for you to easily input the necessary data. Moreover, if you need to find customer email addresses, you can simply enter all or part of their name, and the system will automatically populate the relevant field, making the process more convenient for you.

Step 10: Finalize and send the email: Once you’ve entered all the required information and made any necessary adjustments, you’re ready to send the email. The Follow-Up Emails feature will efficiently gather all the email addresses that match the specified criteria, ensuring that each recipient receives a personalized email. Sit back and let the system handle the rest.

WooCommerce will then send the selected email to the customer’s registered email address. This feature is particularly useful for sending personalized messages, order updates, or addressing specific customer inquiries. 

Sending Emails to All Customers

Here the scenario is repeated as in the previous method, but from step 9  you need to make minor changes. To send an email to all buyers from WooCommerce follow these steps:

Step 9: Select the recipients: In the drop-down menu for “Send Email To,” you have several options. To send the email to all buyers, choose “All customers,” which includes both registered users and guest customers. If you want to send to a specific group of customers, you can choose other options such as “Customers who bought these products” or “Customers who bought between these dates.”

Step 10: Set the sending schedule (optional): If you want to schedule the email for a specific date and time, you can use the provided option. Otherwise, you can send the email immediately by not selecting this option.

Step 11: Add any additional elements: The email editor provides options to add variables, coupons, test emails, and Google Analytics tracking. You can use these features to further customize and enhance your email.

Step 12: Finalize and send the email: Once you’ve reviewed and adjusted all the necessary settings, click on “Send Email Now” to send the email. It will be delivered to the inboxes of all the selected recipients immediately.

WooCommerce Email Sending Plugins to Consider

While WooCommerce provides a reliable method to send emails using the default PHP function, it does have its limitations. 

To overcome these limitations and unlock additional functionalities, you can leverage various plugins specifically designed for email sending in WooCommerce. 

1. WP Mail SMTP Plugin

Are you eager to learn how to send emails with attachments in WooCommerce? Look no further than the WP Mail SMTP plugin. This robust tool not only eliminates the restrictions of the PHP mail function but also empowers you to fine-tune your email settings for impeccable delivery reliability.

With WP Mail SMTP, incorporating external email services like Mailtrap becomes a breeze. This integration guarantees enhanced deliverability, ensuring your emails reach their intended recipients without getting caught in spam filters. 

Allow me to guide you through the process of sending emails with attachments in WooCommerce using the WP Mail SMTP plugin. Here’s a breakdown of the steps:

  1. Begin by installing and activating the WP Mail SMTP plugin from the WordPress plugin repository. It’s a straightforward process that ensures seamless integration into your website.
  2. Once the plugin is activated, head over to your WordPress dashboard and locate the “WP Mail SMTP” option in the left-hand sidebar. Click on it to access the plugin settings.
  3. Inside the settings page, you’ll discover a range of tabs and options designed to fine-tune your email configuration. Start by providing the necessary details in the “From Email” and “From Name” fields. These will appear as the sender information in the emails you send.
  4. Moving forward, it’s time to select your preferred mailer option. WP Mail SMTP presents you with multiple choices, including SMTP, Gmail API, Mailgun, and SendGrid, among others. Carefully evaluate your requirements and opt for the mailer option that aligns best with your needs. Follow the provided instructions to complete the setup process seamlessly.
  5. Should you wish to send attachments along with your emails, navigate to the “Advanced Email Options” section. Here, you’ll find a checkbox labeled “Enable ‘Attach Files’ for outgoing emails.” Ensure this option is checked to enable attachment functionality.
  6. Finally, save the settings you’ve configured to apply the changes effectively. This step solidifies the setup of the WP Mail SMTP plugin and prepares it to handle emails with attachments flawlessly.

If you want to send an invoice to your customers via email after they make a purchase, WooCommerce already includes the order information in the body of the email by default.

However, if you want to send the invoice as a PDF attachment, you’ll need to follow these steps:

  1. Install the WooCommerce PDF Invoices & Packing Slips Plugin. This free plugin allows you to create an invoice and attach it to your WooCommerce emails.
  2. After installing and activating the plugin, click on the “Run the Setup Wizard” button at the top of the page to set it up.
  3. The wizard will guide you through the process of customizing the appearance of the invoice that will be added as an attachment and choosing which emails should have an invoice attached.
  4. Once you have completed the wizard, you can start attaching invoices to your emails. However, if you want to export all of your invoices at once, you can use the WP Mail SMTP plugin.
  5. Using the WP Mail SMTP plugin, you can export all of your invoices at once, which can save you time and effort.

By following these steps, you can leverage the WP Mail SMTP plugin to send emails with attachments in WooCommerce, ensuring reliable delivery and enhanced functionality for your email communications.

2. YaySMTP Plugin

Another excellent option is the YaySMTP plugin, which streamlines the email sending process. YaySMTP offers an easy-to-use interface to configure SMTP (Simple Mail Transfer Protocol) settings, allowing you to send emails through external email providers. 

This plugin ensures better email deliverability and offers advanced features for tracking email performance.

3. Easy WP SMTP

With the Easy WP SMTP plugin, you can effortlessly set up your WooCommerce store to send emails via an SMTP server. This plugin eliminates potential email delivery issues by bypassing the PHP mail function altogether. 

By integrating with popular SMTP service providers, such as Gmail or SendGrid, you can enhance the reliability and security of your email communications.

More Plugins to Level Up Your Email Game

In addition to the plugins mentioned earlier, there are several other powerful tools available to take your email marketing in WooCommerce to the next level. 

These plugins offer a range of features that enable you to send better emails, customize templates, automate workflows, and engage your audience effectively.

1. MailPoet

MailPoet is a popular email marketing plugin for WooCommerce that empowers you to create and send professional-looking newsletters directly from your WordPress dashboard. 

With its user-friendly drag-and-drop editor, you can easily customize email templates, add images, personalize content, and segment your subscriber list. 

MailPoet also provides detailed analytics and tracking to measure the effectiveness of your email campaigns.

Highlighted Features:

  • Email Newsletters: Craft and send engaging newsletters to keep your subscribers informed and connected with your brand.
  • Welcome and Abandoned Cart Email Automation: Automate personalized welcome emails to greet new subscribers and recover sales with targeted abandoned cart emails.
  • WordPress Email Templates: Access a library of professionally designed email templates specifically tailored for WordPress websites.
  • Signup Forms: Capture leads and grow your subscriber list with customizable signup forms that seamlessly integrate with your WordPress site.
  • Segmentation: Target specific groups of subscribers based on their preferences and behavior, ensuring your email campaigns are highly relevant and impactful.


MailPoet offers a free plan that allows you to send emails to up to 1,000 subscribers. However, please note that you will need to set up your own sending service or rely on your hosting provider to send the emails. For additional features and enhanced capabilities, paid plans start from just $8 per month. 

2. Omnisend

Omnisend is a comprehensive marketing automation platform that seamlessly integrates with WooCommerce. It enables you to create highly targeted and personalized email campaigns, including cart abandonment emails, product recommendations, and win-back campaigns. 

With Omnisend, you can automate your email workflows, segment your audience based on behavior and preferences, and leverage advanced features like A/B testing to optimize your email performance.

Highlighted Features:

  • Intuitive Drag-and-Drop Email Builder: Designing emails becomes faster and easier with our user-friendly drag-and-drop interface. No coding skills required.
  • Email Segmentation: Target specific groups of visitors with precision using our powerful email segmentation feature. Deliver personalized messages based on customer preferences and behavior.
  • Automation Workflows: Set up automated workflows with a variety of triggers to consistently drive more sales. Streamline your marketing efforts and engage customers at the right time.
  • A/B Email Campaign Testing: Test different email content and subject lines to optimize your campaigns. Gain insights into what resonates with your audience and increase email performance.
  • SMS Marketing and Push Notifications: Enhance your campaigns and workflows by incorporating SMS marketing and push notifications. Reach your audience across multiple channels for maximum impact.


Omnisend offers a free plan with access to all features, including automation, segmentation, pre-built templates, and reporting, allowing you to send up to 500 emails per month to a maximum of 250 contacts, and even providing free SMS credits; furthermore, their paid plans, starting from $16/month, offer additional benefits like unlimited push notifications, higher limits.

3. AutomateWoo

AutomateWoo is a powerful automation plugin designed specifically for WooCommerce. It allows you to create customized email workflows triggered by specific events or customer actions. 

For example, you can automatically send follow-up emails after a purchase, offer personalized recommendations based on previous orders, or send special offers on customers’ birthdays. 

AutomateWoo offers extensive flexibility and control over your email marketing automation, enhancing customer engagement and driving conversions.

Highlighted Features:

  • Diverse Automation Workflows: Automate key processes and tasks with a wide range of essential workflows that enhance efficiency and customer engagement.
  • Robust Segmentation and Personalization: Utilize powerful segmentation and personalization features to deliver tailored messages and experiences to your audience, fostering stronger connections.
  • SMS Notifications: Extend your reach and connect with customers wherever they are by leveraging SMS notifications alongside your email marketing efforts.
  • Customer Loyalty Tools: Build and nurture customer loyalty through effective tools and strategies that incentivize repeat purchases and foster long-term relationships.


In contrast to other WooCommerce email marketing plugins mentioned, AutomateWoo offers a distinct pricing structure. While it doesn’t provide a free plan or trial, it presents an annual plan for only $99 per month, positioning itself as one of the most affordable paid options available. 

Wrapping Up

In conclusion, leveraging email marketing in WooCommerce is a powerful strategy to engage with your customers, drive sales, and foster long-term relationships. 

Remember the importance of setting up emails in WooCommerce and understanding the different types of emails you can send. Whether it’s transactional emails to provide order updates or marketing emails to nurture leads and promote your products, each type serves a specific purpose in your customer communication journey.

Additionally, don’t forget the power of plugins in enhancing your email marketing efforts. With options like WP Mail SMTP, YaySMTP, Easy WP SMTP, MailPoet, Omnisend, and AutomateWoo, you can further optimize your email campaigns, automate processes, and deliver personalized experiences to your audience.

Happy emailing!

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