Anyone who loves shopping online hates paying for delivery. As these fees are one of the biggest drawbacks to online shopping, it’s no surprise that promoting free shipping is an effective email marketing strategy!
In this article, we’ll explain what free shipping emails are, when you as an email marketer can send one, and also study some of the best practices of free shipping email campaigns.
What are free shipping emails?
Free shipping emails are marketing campaigns sent to customers to let them know they’re eligible for free delivery of their purchases. These emails can really boost sales and conversions — don’t we all love saving money on shipping?
Free shipping emails can take many forms. They can be tied to an event, for example, the National Free Shipping Day, held annually in mid-December (December 14 in 2024), or holiday sales. Free shipping emails can also be a permanent perk for loyal customers or first-time buyers. Despite the different use cases, free shipping emails usually feature common elements, such as clearly stated information about the free delivery, relevant conditions, and a call-to-action (CTA).
Why are free shipping emails important?
These emails aren’t just about delivery — they make shopping easier for your customers, reduce friction and objections to purchase, and create a positive brand image. If you’re still wondering why running a free shipping email campaign is a good idea, here are some of the goals it can help you accomplish:
- Increase sales. Customers perceive shipping costs as one of the biggest downsides to shopping online, and free delivery solves this issue. An email offering free shipping can be an incentive for hesitating customers to complete their purchase or even to buy more if you have a certain threshold.
- Boost customer loyalty. A free shipping email, especially a personalized and thankful one, can make your customers feel valued and appreciated. In return, they will shop with you more often.
- Attract new customers. A free shipping offer can be the deciding factor for first-time buyers, helping you grow your client base. It’s especially true if you do it on National Free Shipping Day.
- Enhance brand image. Offering free shipping makes your business look generous and customer-friendly, helping you stand out in a competitive market.
Free shipping email examples for your inspiration
Want to launch your own free shipping email campaign but don’t know how to get started? We’re here to help! We compiled a list of the most common scenarios for offering free shipping that can boost sales and delight your customers.
Urgency-driven offer
If you offer free shipping for a limited period of time (like a day or 48 hours only), the message creates a sense of immediacy, encouraging customers to act quickly. This type of offer, also known as flash promotion, uses the fear of missing out (FOMO) and pushes customers to make a purchase before the deal expires. To master the strategy, check out our guide to FOMO email marketing.
Threshold activation
A threshold activation offer means that the buyer will get free delivery once they spend a certain amount. The deal can sound something like “Free delivery for all orders over $100!” A threshold activation email explains the conditions and encourages people to add more items to their cart to reach the required amount for free shipping.
Holiday time-sensitive offer
Seasonal events and holidays are great for running marketing promotions, which include limited-time free shipping offers. You can use automation to set up email campaigns for holidays like Christmas and Labor Day or more niche occasions.
There is even a dedicated day for free shipping promotions literally called National Free Shipping Day. You can use it to increase sales and make your customer’s shopping experience more pleasant.
By the way, did you know that every month, we publish holiday marketing ideas for promotional emails and newsletters? Check out our December guide.
Members-only special
Just like other offers, free delivery can be a perk that’s only available to subscribers. This type of offer makes customers feel valued and encourages others to sign up for your emails or join your loyalty program, and it’s beneficial for your long-term relationship with your audience.
Limited collection offers
Free shipping can be tied to exclusive or limited-edition collections to make these items even more appealing. You can promote this offer with a subject line like “Free shipping on all items from our new limited collection!” This type of promotion highlights the exclusivity of the limited-edition product and also adds an extra purchase incentive.
Global free shipping
While most offers of free shipping are nationwide, sometimes it’s worth promoting free delivery globally. This is an effective tool to expand your reach to international customers, especially those who were deterred by high shipping costs and would like a smoother experience.
Weekend special
A weekend special free shipping offer is a limited-time deal available only on Saturdays and Sundays. Many people are off work during the weekends and have extra time to browse and shop online, so offering free shipping on weekends is a smart plan. This approach creates urgency while tapping into the weekend shopping mindset.
Cart abandonment recovery
Sometimes shoppers add items to their carts but don’t finish the order. Use automation to send a cart abandonment email to remind them of the products left and offer free shipping as an extra incentive to complete the purchase.
Category-specific offers
Category-specific free shipping features certain product types or collections. This promotion encourages customers to explore and buy these products specifically.
Free shipping email tips and best practices for a successful campaign
We’ve got even more ideas to take your free shipping campaign to the next level.
Place the shipping offer at the top
Make sure your free shipping offer stands out by placing it at the very top of your email. This position, often called “above-the-fold,” means customers will see the information immediately without scrolling. By doing so, you grab your audience’s attention quickly as well as increase the chances of customers engaging with your promotion.
Start the promotion early
If you want your customers to take full advantage of your offer of free delivery, you have to start early. Build excitement and maximize engagement by launching ahead of key shopping events or holidays. Also, this approach can help you get a leg up on your competitors who may wait until the last minute to promote their offers.
Communicate clear deadlines
When running a free shipping email campaign, you should make sure your customer clearly understands when this promotion ends. Adding a deadline creates urgency and encourages people to act quickly. Use phrases like “Offer ends Sunday at midnight!” or include an email countdown GIF to make it even more visible and effective.
Use simple promo codes
Don’t you just hate it when you’re trying to use a promo code, and it’s something like “FR33_$h1pP1ng_2024!_Xy7k$9T?” We do too, and so do your customers. Keep your promo codes easy to remember like “FREESHIP” or “SHIPFREE.”
Simple codes make it easier for shoppers to use the discount and complete the purchase.
Here’s an example that features a difficult promo code:
Doesn’t this one below look much more user-friendly?
Highlight the offer in subject lines
Make your free shipping offer stand out by including it directly in your email subject line. Consider using clear and short subject lines written in compelling language with action-oriented verbs. For example, “Your free shipping awaits!”
A strong subject line grabs attention and increases the chances of customers opening your email. Learn more about the best email subject lines for sales in our blog.
Create multiple offers
When it comes to running promotions, you don’t have to stick to just one. Give customers more reasons to shop by combining free shipping with other deals. For example, consider pairing a 10-percent discount sitewide with free shipping on all items over $100. By doing so, you’re creating extra motivation for your shoppers to buy.
State all conditions upfront
When creating promotional offers for customers, whether you’re running just one or combining several like in the example above, make sure you’re being totally transparent about all the conditions required. Clearly state the minimum order amounts, eligible locations, or specific products in your email to avoid confusing or frustrating your customer. For example, if your offer of free delivery is only valid in the United States, ensure you include something like “Free shipping on orders over $50 within the US only” in your email.
Include alternative options
Not every customer may qualify for free shipping. Imagine if you’re offering free delivery on orders over $50 — you don’t want your customers who are only looking to buy $40 worth of items to feel left out. Consider providing alternatives. These can include discounts on shipping or bonuses such as faster delivery for a small fee. For example, “Free shipping on orders over $50, or get express shipping for just $5!”
Final thoughts
And there you have it! We can’t wait to see the free shipping emails you create using this guide. Let’s summarize everything we learned today:
- Free shipping emails are marketing messages that let customers know that they’re eligible for free delivery when shopping online. They can be a powerful sales tool.
- There are many different instances when you as an e-commerce business owner or marketer may want to send such emails. They include holidays, loyalty program updates, flash promotions, or as a perk for new customers.
- When creating a free shipping email, make sure you position your offer at the very top of the email, write a compelling subject line, and state all conditions upfront. Don’t forget to include alternative options.
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