How to customize WooCommerce emails: A complete guide (2025)

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WooCommerce emails help you communicate with customers by confirming their orders, sharing your latest products, or providing important updates. Email itself is a key part of customer communication, and WooCommerce provides some email templates by default — but you’ll want to customize them to maximize their impact. 

For example, you can add images, recommended items, and other custom content to your messages. While WooCommerce does offer customization options, you’ll have even more flexibility when you use dedicated email marketing tools like Omnisend. 

In this post, we’ll show you how to customize your WordPress emails using different methods. We’ll also look at the top tools for creating custom messages. Let’s get started!

How to customize WooCommerce emails

There are several different methods of modifying WooCommerce email templates, which we’ll explore below. 

The most important consideration is technical ability. Beginners might prefer the built-in email customizer, whereas developers will enjoy greater flexibility using WooCommerce hooks to edit code.

Here are the methods that will be covered in this section:

• Using WooCommerce email customizers
• Using the built-in WooCommerce settings
• Adding custom content and placeholders
• Customizing email content based on products
• Customizing WooCommerce emails with code
• Customizing emails with WooCommerce hooks

Using WooCommerce email customizers

Email customizer plugins offer a user-friendly interface for designing your messages. Typically, they include features like drag-and-drop editors for modifying default WooCommerce emails or even creating new messages from scratch.

Many plugins provide ready-made templates for welcome messages, items-in-cart reminders, promotions, and other types of emails. You can edit these templates to reflect your branding. 

These features are particularly useful for non-technical site owners who want to create branded and professional-looking emails. 

Later in this post, we’ll look at the best WooCommerce email customizers on the market.

Using built-in WooCommerce settings

Perhaps the quickest way to customize WooCommerce email templates is via the built-in editor. However, unlike email customizer plugins, this method doesn’t give you a lot of flexibility.

Navigate to WooCommerce > Settings and click on the Emails tab. Here, you’ll see a list of emails that are sent to customers:

Choose a template and click on the Manage button. You can edit the subject, email heading, and body text:

If you return to the main Emails page and scroll down to the Email template section, you can change the colors for the email background, text, footer, and more:

When you’re done, save your changes. To the right of the template settings, you can preview the changes in real-time. There’s also a dropdown that allows you to preview the template for a specific type of email (completed order, customer note, etc.), test the design on mobile, and even send a test email to see how it looks in a real-world inbox.

Adding custom content and placeholders

A custom placeholder is a piece of text that can be replaced with a dynamic variable, such as a customer’s name, order number, and date of purchase.

WooCommerce offers a library of custom placeholders, including:

• {order_date}
• {order_number}
• {customer_first_name}
• {customer_last_name}
• {customer_note}

To use them, go to WooCommerce > Settings > Emails, select the template, and enter your instructions into the relevant field. 

For example, if you want to create a subject line, you could input “Thank you {customer_first_name} for order {order_number},” as shown below:

Similarly, you can enhance the customer experience by incorporating additional content, like thank you notes, warranty details, and return policies.

There are various ways to do this, so you’ll have to play around with what works best. The built-in editor is the easiest, but you could also use WooCommerce hooks (more on this later).

Customizing email content based on products

One of the most effective ways to edit WooCommerce email templates is based on products. More specifically, using purchase notes to add value.

To access purchase notes, click on Products > All products, find the relevant item and press Edit. Scroll to the Product data section and select Advanced. 

Here, you’ll find a text box where you can add a purchase note:

For instance, you might add a link to a user guide or share a product-specific discount. Many businesses use purchase notes to say “thank you” — which is an underestimated tool for encouraging customer loyalty.

Customizing WooCommerce emails with code

For ultimate flexibility, developers or those familiar with PHP files can edit WooCommerce email templates with code. This approach offers more customization options compared to the built-in editor and plugins, helping you create eye-catching campaigns that stand out.

To get started, navigate to WooCommerce > Settings > Emails in the WordPress dashboard. Select the email you want to edit and click on Manage. 

Then, scroll to the bottom of the page to find the note that tells you the associated HTML templates for that email:

Every email consists of a combination of templates in a modular structure, so you can pick and choose the specific sections you want to customize. 

For instance:

• email-header.php — for header changes
• email-footer.php — for footer edits
• customer-invoice.php — for modifying invoice content

Common changes include swapping out header images, adjusting button sizes, and changing the link color. 

For example, let’s say you want to modify the link color in email templates. Copy the email-styles.php file from /wp-content/plugins/woocommerce/templates/emails/ into the child theme directory.

Then, edit the .link class in the copied file to set a new color, like .link {color: #a4bf9a;}, and save your changes.

There are a few universal rules to keep in mind when modifying PHP files. First, use a child theme to ensure revisions persist after updates. 

Also, always test your customizations in a staging environment before going live.

If you need more advice, read the WooCommerce Template Structure documentation, which contains the markup and template structure for your store. You could also explore WooCommerce shortcodes, which are easier to grasp for beginners.

Customizing emails with WooCommerce hooks

Another way to customize WooCommerce email templates is by using WooCommerce hooks. These handy tools allow you to add functionality without editing the core code, which can be risky unless you’re experienced.

There are two types of WooCommerce hooks:

• Action — allows developers to insert custom code at specific points
• Filter — allows developers to modify data, themes, and plugins

Let’s look at a few examples:

Add text below the header with woocommerce_email_header:

Add a coupon code after the order table using woocommerce_email_after_order_table:

Insert additional text above the footer with woocommerce_email_footer:

Dedicated email customization plugins like Omnisend provide intuitive drag-and-drop editors for customizing every element of your emails without coding.

They also have pre-built templates, dynamic content block capabilities, and more, giving you the flexibility to create beautiful branded emails. 

Check out this video for a step-by-step tutorial on designing eye-catching and high-converting WooCommerce emails with Omnisend:

Top WooCommerce email customizers

As mentioned earlier, WooCommerce email customizers provide visual builders to help you design unique messages. Here are some tools you can use to customize your emails: 

Email Customizer for WooCommerce

This plugin unlocks a variety of customization elements for WooCommerce transactional emails. It features a drag-and-drop builder and 11 default templates. Like the default WooCommerce email customization functionality, you can preview edits in real time and use dynamic placeholders (like customer name or order ID). 

The free version is solid for basic customization, while the premium upgrade adds multi-column layouts, WPML support, advanced placeholders, and import/export tools. While great for branding your transactional emails, it lacks automation features like segmentation and campaign workflows — making it a starting point rather than a full marketing solution.

The premium upgrade starts at $39/year.

Email Attachments for WooCommerce

This extension lets you add attachments to your WooCommerce emails. It’s ideal if you want to send user manuals, warranties, and other essential documents with purchases.

You can add a notification at the bottom of the email to let customers know that you’ve attached important documents. The plugin even makes it possible to add CC and BCC recipients to your emails, which can be useful if services like insurance and warranties are provided by third parties. 

This plugin costs $29/year. 

PDF Invoices for WooCommerce

PDF Invoices for WooCommerce automatically attaches PDF copies of invoices to completed order emails. You can customize the invoice template to include essential information like your tax or VAT number, company logo, and more.

Meanwhile, customers can download previous invoices from their accounts. As the admin, you’ll have quick access to all invoices, so you can immediately resend copies to clients if they request them. 

The plugin costs $79/year.

Omnisend: a powerful all-in-one alternative

Omnisend is a comprehensive email marketing solution that helps you drive conversions with high-impact, automated messages. It’s the perfect tool if you want advanced functionality without coding.

In fact, you don’t need any technical knowledge to use Omnisend. It comes with a drag-and-drop email builder and a wealth of pre-made templates (far more than others on this list). 

You’ll find designs for welcome emails, abandoned carts, and birthday wishes, as well as niche-specific templates, including fashion, pets, and health and beauty.

Omnisend also offers advanced segmentation and automation features. For example, you can create emails that are automatically sent to customers who meet specific criteria (like having made a purchase in the last 30 days or bought a particular product). 

Meanwhile, the email builder helps you increase sales with features like unique discount codes and personalized product recommendations:

Woocommerce emails: 2025 statistics

Why do top-performing ecommerce stores put so much emphasis on their email marketing programs? It pays off! Here are some WooCommerce email marketing stats, as shared in our 2025 ecommerce marketing report:

• Transactional emails have a higher open rate than traditional marketing emails — for example, shipping confirmation messages have an open rate of 62%
• Back-in-stock emails have the highest conversion rate at 5.34%
• Automated emails drive 37% of sales and one in three people who click on these messages makes a purchase
• Abandoned carts, welcome messages, and cart abandonment emails make up 87% of automated emails
• Welcome messages boast the highest click-to-conversion rate, at a whopping 58.26%

How to customize WooCommerce emails with Omnisend

Omnisend is the go-to WooCommerce email marketing tool for beginners and pros alike. 

Its intuitive interface and powerful features make it quick to start for small stores, while allowing professional marketers to implement high-impact plans in less time.

In terms of customization, developers will feel right at home with plenty of opportunities to make the code their own. Let’s look at how to set up Omnisend for WooCommerce. 

In your WordPress dashboard, go to Plugins > Add New Plugin and use the search bar to look for Omnisend. The plugin is called Email Marketing for WooCommerce by Omnisend:

Click on Install Now, followed by Activate. Then, click on Connect your store to Omnisend and follow the instructions:

If you don’t already have an Omnisend account, you can create one for free. Once connected, the plugin will sync your WooCommerce data with Omnisend. 

Once you’re up and running, the world is yours. Whether you choose a pre-existing template or start from scratch, you’ll unlock tons of powerful customization features, including:

• Multi-column layouts, inline editing, and unique menus
• Signup forms and automated workflows
• Cutting-edge audience segmentation tools
• Personalized product suggestions and discount codes
• Campaign tracking and click maps

In your Omnisend account, go to Campaigns and select Create campaign:

Then, choose Email and add the subject line, sender’s name, and preheader. You can use Omnisend’s AI feature to generate impactful subject lines:

You can then choose an email template based on your goals (e.g., announce a sale):

To customize your template, select an element and use the available settings on the right. For instance, you might change the font and link color of the heading:

On the left, you’ll find pre-designed elements for headers, hero images, and other components. You can add them to the template and customize them to suit your needs:

When you’re ready, you can select your target audience (or segment) to send the email to the right people. Don’t worry if you’re just starting out: you also have the option to create an email list from scratch. 

Automation helps you save a lot of time, but it will also drive more conversions for your business. Let’s look at Creality as an example.

This ecommerce retailer noticed that a lot of visitors would add items to their cart, but leave the site before completing the purchase. In response, the team implemented Omnisend’s automated abandoned cart email, and in under a year that single automation generated over €560,000 in sales, with open rates of 54% and click rates of 8.25%. Creality also grew its overall European sales by 18% and repurchase rates by 54%, by using Omnisend’s automation and its integration with Shoplazza.

This is just a taste of the functionality you can expect when using Omnisend. You have complete freedom over content and design. There are hundreds of lead-converting templates to browse and modify, including welcome emails, abandoned cart reminders, and seasonal promotions.

Perhaps most importantly, Omnisend has a free plan, so it doesn’t add to the cost of WooCommerce for small stores. It offers access to all standard features on all plans, which is unusual for a popular platform of this size.

While many businesses use Omnisend with WooCommerce, it also seamlessly integrates with Shopify, Wix, BigCommerce, and other ecommerce platforms. Plus, developers have the freedom to build custom integrations with open, flexible APIs that are intuitive to use and implement.

Omnisend has a 99%+ email deliverability rate, so you can rest assured that customers will receive your targeted messages without delay. 

Conclusion

The default WooCommerce emails are pretty basic, but you can customize them with built-in settings, email customizer plugins, and code. For instance, you might address customers by their names to personalize the experience and attach important documents like warranties and user guides. 

Omnisend is the best choice for customizing and automating your email campaigns. Its intuitive email builder is perfect for beginners, but more advanced users like developers can use code for more custom functionality. Plus, you can choose from pre-built templates and workflows to speed up the email design process. 

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