7 product recommendation email examples that stand out

Reading Time: 7 minutes

Product recommendation emails show customers relevant items at targeted moments in their shopping journey, such as on a purchase anniversary.

You can test different recommendation strategies, for example recently viewed products versus top sellers, to discover what drives the most engagement.

It also helps to look at what other successful ecommerce stores are doing in their product recommendation emails and use those ideas to refine your approach.

Below, we’ll explore seven emails that effectively recommend products and share tips for creating campaigns that achieve your sales goals.

What is a product recommendation email?

A product recommendation email is a shopping guide that uses customer behavior and preferences to suggest products that match your subscribers’ interests and purchase history.

These messages create a personalized shopping experience that’s more likely to drive sales than basic promotional emails. For instance, suggesting moisturizers to customers who buy cleansers could be more effective than suggesting perfumes.

Product recommendations can fit into your email marketing strategy for various contact segments, including recent purchasers, quiet subscribers who need re-engaging, customers with wish lists, VIPs, and your biggest spenders.

Different segments also benefit from a different approach to product selection, such as items from abandoned carts, recently viewed items, bundles, past purchases, compatible accessories, seasonal sets, or restocked favorites.

Benefits of sending product recommendation emails

Product recommendations turn standard marketing messages into personalized shopping experiences that drive revenue. When done right, they create value for your business and customers.

Increase average order value

Product suggestions guide customers toward items that complement their existing purchases. For example, someone buying a laptop might appreciate recommendations for a protective case, wireless mouse, or extended warranty, creating opportunities for natural upsells.

You’ll need to time these message sequences right to capture the sale, such as after they add items to their wish list or abandon their cart.

Enhance customer experience through personalization

Rather than blasting generic promotions, your campaigns can deliver curated suggestions that help customers discover products they love.

Omnisend tracks your customers’ past purchases, browsing behavior, and other data, helping you create emails with relevant suggestions.

Re-engage dormant customers

Targeted recommendations make it easier to win back inactive customers, such as those who haven’t visited your store in 90 days.

You could highlight items in your customers’ favorite categories, showcase updated versions of past purchases, and remind them why they initially chose your store.

7 product recommendation email examples

Use Omnisend’s newsletter templates to start your product recommendation email with a responsive layout. Then use these product recommendation email examples to inspire your campaigns:

1. material

Subject line: “Cart combos at The Container Store”

The Container Store uses product recommendation emails to turn product bundles into engaging storytelling with shoppable links showcasing curated material kitchen essentials.

The subject line “Cart combos at The Container Store” effectively communicates the partnership and shopping focus, while the casual copy about “peeking at people’s carts” builds connection and curiosity.

The cream background and navy accents elevate the aesthetic, making each product bundle feel premium and intentional. Each bundle has an intuitive name, like “Tools of the Trade” or “Preparation is Everything,” to help shoppers envision how the products work.

2. Beekeeper’s Naturals

Subject line: “Sinus Health 101 🤧”

Beekeeper’s Naturals’ product recommendation emails educate customers on sinus health while naturally positioning its two key products as complementary solutions.

The subject line “Sinus Health 101 🤧” establishes the email’s educational tone and practical focus, while the sneeze emoji adds a relatable touch.

The email creates a logical purchase journey with a high-quality header image. It then explains histamines, introduces a daily preventive solution (Sinus Support Capsules), and follows up with an acute care option (Nasal Spray+).

That progression increases sales by helping customers understand how products serve complementary roles in their sinus health.

3. Cole Haan

Subject line: “You’re going to love these”

Cole Haan creates personalized shopping recommendations for shoes and accessories. Its subject line, “You’re going to love these,” and header copy, “You’ve got great taste,” are effective at making a personal connection.

A lifestyle image of models looking directly at the camera establishes an aspirational but approachable tone. Scrolling reveals a product grid and clear category-based CTAs, such as “Shop Men” and “Shop Women,” below the product selections.

Bundling complementary products into a purposeful, visually clean grid creates an effortless shopping experience that encourages customers to browse multiple items. You can follow the same layout to display various products and increase click-throughs.

4. Coastal

Subject line: “Reader’s choice: shop these top-rated frames”

Coastal uses social proof to drive sales by featuring customer reviews alongside its top-rated frames. The subject line “Reader’s choice: shop these top-rated frames” immediately establishes that these recommendations come from genuine customers.

Each product spotlight includes a star rating, a personal review highlighting specific benefits, and the customer’s name, creating authenticity and trust.

The testimonials focus on fit, style, and everyday wear, addressing common customer concerns about buying glasses online.

The email pairs social validation with a compelling BOGO offer, making the well-reviewed frames even more attractive to potential buyers. Clear product visuals and organized numbered sections make it easy for customers to browse the recommended styles and find their favorites.

5. Crate & Barrel

Subject line: “We Appreciate Your Most Recent Purchase At Crate and Barrel”

Crate & Barrel uses a simple post-purchase thank you email to extend the shopping experience with complementary items. The subject line’s acknowledgment of a recent purchase sets clear expectations for a service-focused message.

The email builds trust by leading with customer service information before transitioning to product recommendations. It positions suggested items as “handpicked just for you” to create a personalized shopping experience.

The clean layout shows four carefully selected complementary items without overwhelming the customer, making it easy to discover products that enhance their original purchase. The minimal design and helpful tone maintain the brand’s upscale but approachable positioning.

6. adidas

Subject line: “Ultraboost All Terrain, illuminate your run”

adidas’ subject line, “Ultraboost All Terrain, illuminate your run,” promotes a limited-edition shoe as an engaging entry point for footwear ecommerce.

The email opens with this exclusive product before transitioning to “RECOMMENDED FOR YOU” selections of complementary running gear.

The strategy is clever. It uses an exciting limited-edition release to draw customers in and then expands to personalized product recommendations that could drive additional sales.

Consider leading with an exclusive or notable product before transitioning to personalized recommendations that expand the purchase opportunity.

7. Bezar

Subject line: “Designing Women: Ten Perfect Mother’s Day Gifts For Your Modern Mom”

Bezar’s Mother’s Day email uses the subject line “Ten Perfect Mother’s Day Gifts For Your Modern Mom,” to set up a design-focused gift guide. 

The unique layout alternates between single and paired product boxes, creating visual interest while showcasing each item’s designer origins.

The intro copy cleverly positions these curated pieces as alternatives to traditional Mother’s Day gifts, appealing to customers seeking unique designer items. The consistent product information and clean white boxes against grey make browsing effortless.

Our only criticism is the length of the subject line — most email clients will cut it off at “Day.” Keep your subject line under 40 characters to prevent truncation, and use Bezars’s unique email layout to create a fun product discovery experience. To see how your subject lines will appear in inboxes, try our free subject line tester.

Best practices for product recommendation emails

Understanding customer behavior patterns and implementing proven strategies that drive engagement and sales are key to creating compelling product recommendation emails. Follow these steps for the best results:

Leverage personalization 

Segment your audience with filters for purchase history, browsing patterns, open rates, customer value, and signup dates. Group shoppers by their interests and buying habits, then tailor recommendations to match each segment.

List maintenance and regular analysis of engagement metrics help refine these segments for better performance.

Showcase complementary products

Present items that naturally pair with previous purchases or products left in abandoned carts, ideally at varied price points to capture different budgets.

Guide customers toward product discoveries that enhance their initial investments and strengthen their connection to your brand.

Incorporate social proof 

To build trust, add star ratings, reviews, customer photos, and team suggestions to make your product suggestions more authentic.

Adding “Frequently bought together” sections to your emails will turn standard promotions into peer-validated recommendations.

Create FOMO (fear of missing out)

Encourage shopping sessions with time-sensitive discounts, stock countdown timers, and urgent messaging like “selling out fast!” in your subject line and content.

Double up the urgency in your landing pages with countdown timers and discount banners that reinforce your emails.

Send emails at optimal times

Send follow-up suggestions right after purchase while buying intent remains high. Schedule regular emails when your target audience is most active online. Omnisend’s research into optimal send times will help you optimize your schedule.

Other good timing opportunities include seasonal shopping events, birthdays, purchase anniversary dates of consumable products, and within a few hours of cart abandonment.

15 product recommendation email subject lines you can use

You need product recommendation email subject lines that grab attention. While writing engaging subject lines takes time, you can speed up the process with Omnisend’s subject line generator. Alternatively, steal the subject lines below:

1. 🎯 Picked perfectly for you
2. Based on your excellent taste
3. Ready to discover something new?
4. We’ve been taking notes
5. 🛍️ Fresh finds in your favorites
6. Your collection awaits
7. Smart suggestions inside
8. 🌟 Just for you: Latest picks
9. Complete your collection today
10. Missing from your wardrobe
11. ✨ Curated with care for you
12. These match your style perfectly
13. See what’s catching your vibe
14. 🎁 Your personalized picks await
15. Found: Items you’ll love

Wrap up

A product recommendation email is usable in different ways to match your marketing and sales goals.

You could send campaign blasts suggesting trending items to all your subscribers, create targeted campaigns for customer segments, or add personalized recommendations to automated workflows like abandoned cart recovery or post-purchase sequences.

Whatever approach you choose, success comes from understanding what your customers want and delivering relevant suggestions at the right time.

Omnisend’s segmentation and personalization features let you create targeted emails that meet your customers’ expectations for quality and timeliness.