10 WooCommerce Email Templates You Can Customize Today

Every WooCommerce store ships with the same order emails. A customer who buys from you and then buys from another store the same week may get two confirmations that look almost identical, down to the purple header and the default heading.

That is a missed moment. Order emails get some of the highest attention of anything a store sends, and most of them still read like system notices.

The good news is that WooCommerce has caught up. Recent releases added logo, font, and color controls, a block-based email editor, and a built-in review request, so branding the core emails no longer requires a developer.

The harder part is what WooCommerce leaves out. Welcome series, abandoned cart, back in stock, and win-back emails all live outside core, in a plugin or an email platform connected to your store.

This guide covers 10 templates across both groups. For each one, you get the trigger, where to edit it, what to change, sample copy, and the mistakes most stores make with it.

Design Your WooCommerce Marketing Templates With Migma

Most WooCommerce stores already run their marketing emails through a platform such as Klaviyo, Omnisend, Mailchimp, or Brevo, each of which connects to WooCommerce. The bottleneck is rarely the platform. It is designing emails that look like the store instead of like a template gallery.

Migma handles that design layer.

What Migma Does for WooCommerce Stores

• Brand DNA import. Enter your store URL and Migma pulls your logo, colors, fonts, and tone, then applies them to every email.

• Knowledge Base. Upload past emails, brand guidelines, and product details so drafts start from your brand, not a generic layout.

• Plain-English segments. Describe the audience you want, such as "customers who ordered twice but not in 90 days."

• Email Preflight. Preview every email across 22+ real devices and clients before it goes live.

• Competitor email tracking. See the subject lines, send frequency, and promotions other stores in your category use.

• Publishing. Send finished emails to Klaviyo, Omnisend, Mailchimp, or Brevo, or download the HTML.

How It Fits Your WooCommerce Setup

1. Connect WooCommerce to your email platform, such as Klaviyo, Omnisend, Mailchimp, or Brevo.

2. Design the marketing templates in this guide (templates 7 to 10) in Migma, in your brand.

3. Publish them to that platform, where the WooCommerce triggers and sending run.

The honest limitation: Migma does not connect to WooCommerce directly. It cannot edit WooCommerce's built-in order emails (templates 1 to 6), and it does not read WooCommerce store data the way it reads Shopify data. Those core emails are customized inside WooCommerce, which the next sections cover step by step.

Design your WooCommerce abandoned cart email in your brand, then publish it to the email platform already connected to your store.

Built-In vs Marketing Templates: Where Each One Lives

The most common WooCommerce email question is "where is the abandoned cart email?" The answer is that WooCommerce does not have one. Knowing which emails are built in saves hours of searching settings.

Core Transactional Emails

• Sent automatically by WooCommerce when an order or account changes.

• Include order confirmation, shipping, refunds, failed payments, account emails, and password resets.

• Some go to the store owner, such as new order and cancelled order. Others go to the customer.

• They must arrive reliably, so they should not depend on a marketing tool unless it explicitly supports transactional sending.

Marketing and Lifecycle Emails

• Triggered by shopper behavior: a new signup, an abandoned cart, a restock, or months without a purchase.

• WooCommerce leaves these to plugins and email platforms, which add segmentation, timing, and testing.

• They drive repeat revenue, so they deserve the most design attention.

Still choosing an email platform? Our comparison of Klaviyo alternatives for ecommerce covers the main options and how they connect to your store.

Three Ways to Customize WooCommerce Emails

1. WooCommerce Email Settings (No Code)

Go to WooCommerce > Settings > Emails. With the email improvements feature turned on under Settings > Advanced > Features, you can set:

• Logo and logo width.

• Header alignment.

• Font family.

• Footer text.

• A color palette that syncs with your theme, or five colors set manually: accent, email background, content background, heading and text, and secondary text.

Each email also has its own settings:

• Enable or disable the email. The order details email cannot be disabled.

• Subject line, heading, and additional content, with placeholders for dynamic details.

• Email type: plain text, HTML, or multipart.

• Recipients, plus Cc and Bcc where supported.

You can also set the From name and address, add a separate Reply-to, preview any email on desktop and mobile, and send a test.

2. The Block Email Editor (Alpha)

WooCommerce's block email editor brings the WordPress block editor to email. Enable it under Settings > Advanced > Features.

• Edit each email's content with blocks instead of plain text fields.

• Use the "Edit template" option to change the area around the content, such as the header and footer.

• Review WooCommerce's core template updates on emails you have customized, and keep or replace conflicting text.

• Embed public YouTube, VideoPress, Vimeo, TikTok, or Dailymotion links as clickable thumbnails. The last three were added in version 11.0.

The editor is still labeled alpha. Test every change before using it on a live store.

3. Template Overrides (Developer)

• Copy WooCommerce's email template files into your theme and edit them directly.

• Gives full control over layout and logic.

• Needs a developer, and overridden files must be checked whenever WooCommerce updates its own templates.

The 10 Templates at a Glance

Each template below follows the same format: trigger, where to edit it, what to customize, sample copy for a fictional store called Fernwood Supply, and a common mistake.

10 WooCommerce Email Templates

1. Processing Order (Order Confirmation)

Trigger and recipient: Sent to the customer when payment is completed.

Where to edit it: WooCommerce > Settings > Emails > Processing order.

What to customize:

• Add a realistic delivery estimate near the top.

• Show how to reach support if something is wrong with the order.

• Keep the order summary first. Any product suggestions go below it.

• Use the additional content field for a short thank-you in your brand voice.

Sample copy:

• Subject: Order confirmed: your Fernwood order #{order_number}

• Heading: Thanks, it's on the way to our packing team.

• Additional content: Most orders ship within 2 business days. Reply to this email if anything looks wrong.

Common mistake: Putting a promotion above the order details. Customers open this email to check their order, not to shop.

2. Completed Order (Shipped)

Trigger and recipient: Sent to the customer when the order is marked completed, which usually means it has shipped.

Where to edit it: WooCommerce > Settings > Emails > Completed order.

What to customize:

• Add a tracking link. This usually needs a shipment tracking plugin.

• Include care or setup instructions for the products ordered.

• Remind customers how to reach support or start an exchange.

Sample copy:

• Subject: Your Fernwood order has shipped

• Heading: It's on its way.

• Additional content: Track your parcel with the link below. Care tips for your new pieces are at the bottom of this email.

Common mistake: Marking orders completed before they actually ship. Customers then expect a parcel that has not left yet.

3. Failed Order (Customer)

Trigger and recipient: Sent to the customer when an order is marked failed after pending or on-hold.

Where to edit it: WooCommerce > Settings > Emails > Failed order (customer copy).

What to customize:

• Use a calm, reassuring tone. Payment failures are often a bank issue, not the customer's fault.

• Make the retry button the most visible element.

• List other payment methods you accept.

Sample copy:

• Subject: Your payment didn't go through. Your cart is saved.

• Heading: Let's try that again.

• Additional content: This usually happens when a bank declines a transaction. Your items are still saved, and you can try another card or payment method.

Common mistake: Treating this as a system notice. It is a revenue recovery email and deserves the same care as an abandoned cart email.

4. Refunded Order

Trigger and recipient: Sent to the customer when an order is refunded. WooCommerce has separate settings for partial and full refunds.

Where to edit it: WooCommerce > Settings > Emails > Refunded order.

What to customize:

• State when the refund will reach the customer's account.

• Write separate subject lines for full and partial refunds.

• Leave a low-pressure route back to the store, such as new arrivals.

Sample copy:

• Subject: Your refund for order #{order_number} is on its way

• Heading: Your refund has been processed.

• Additional content: Refunds usually appear within 5 to 10 business days, depending on your bank.

Common mistake: Using the same message for partial and full refunds, which confuses customers about how much they will receive.

Check the refund timing you quote against your payment provider before you publish the template.

5. New Account

Trigger and recipient: Sent to the customer when they create an account at checkout or on the account pages.

Where to edit it: WooCommerce > Settings > Emails > New account.

What to customize:

• Explain what the account gives them, such as order tracking, faster checkout, and saved addresses.

• Give one clear first action.

• Point to your welcome series if you run one through an email platform.

Sample copy:

• Subject: Welcome to Fernwood. Your account is ready.

• Heading: You're all set.

• Additional content: Track orders, save addresses, and check out faster next time. Start with our best sellers below.

Common mistake: Leaving the default heading. This email often has high attention, and a generic version wastes it.

6. Review Request (Beta)

Trigger and recipient: Sent to the customer after an order is completed, if it contains products that can be reviewed. The default delay is 7 days.

Where to edit it: Enable the Customer review request feature, then edit it under WooCommerce > Settings > Emails.

What to customize:

• Adjust the delay by product type. Clothing needs time to be worn. Consumables may need longer.

• Ask one specific question, such as "Did it fit as expected?"

• Make the review button easy to tap on mobile.

Sample copy:

• Subject: How are you finding your Fernwood order?

• Heading: A quick question.

• Additional content: Your review helps the next shopper choose. It takes less than a minute.

Common mistake: Sending it before the product has arrived or been used, which produces few and weak reviews.

The feature is still in beta, so check that it is stable on your version of WooCommerce before relying on it.

Templates 7 to 10 are marketing emails. They are not part of WooCommerce core, so you build them in an email platform connected to your store, and design them in Migma or your platform's editor.

7. Welcome Series

Trigger and recipient: A new subscriber joins your list through a signup form or checkout opt-in.

Where to edit it: Your email platform, designed in Migma or the platform's editor.

What to customize:

• Plan three emails, each with a different job.

• Introduce the store in the first email, not a discount code alone.

• Feature real best sellers, not a random product grid.

Sample copy:

• Subject: Welcome to Fernwood. Here's what we make.

• Preheader: Small-batch goods, made to last.

• Opening line: Thanks for joining. Here's the short version of who we are and what to try first.

Common mistake: Cramming the whole series into one long email.

For the full set of automated flows a store needs, see our guide to email marketing automation workflows.

8. Abandoned Cart

Trigger and recipient: A shopper adds items to the cart and leaves without buying.

Where to edit it: Your email platform or an abandoned cart plugin. WooCommerce core does not send this email.

What to customize:

• Show the exact items left in the cart, with images.

• Give each email in the sequence a different job.

• Save any incentive for the final email or high-value carts.

Sample copy:

• Subject: You left something in your Fernwood cart

• Preheader: We saved it for you.

• Opening line: Your cart is still here. Here's what other customers say about the items in it.

Common mistake: Offering a discount in the first email, which teaches shoppers to abandon carts on purpose.

Klaviyo's 2026 abandoned cart report puts the average email click rate at 6.0% and revenue per recipient at $6.77. The top 10% of senders reach 11.3% and $13.70. The timing above follows Klaviyo's example sequence.

For sequence ideas beyond the basic reminder, see our fashion follow-up email examples.

9. Back in Stock

Trigger and recipient: A product or variation a shopper asked about is restocked.

Where to edit it: A back-in-stock plugin or your email platform. WooCommerce lists a back-in-stock sign-up verification email as experimental, so check what your version supports before you add a plugin.

What to customize:

• Trigger on the exact variation, such as size or color, not just the product.

• Name the variation in the subject line.

• Send a second reminder only when stock is genuinely low.

Sample copy:

• Subject: It's back: Linen Apron in Moss

• Preheader: You asked us to tell you first.

• Opening line: The color you were waiting for is back in stock, in a small run.

Common mistake: Emailing everyone who asked about the product when only one variation was restocked.

10. Win-Back

Trigger and recipient: A customer has not ordered in 90 to 180 days, depending on how often people usually buy from you.

Where to edit it: Your email platform, designed in Migma or the platform's editor.

What to customize:

• Base the timing on your real repeat purchase cycle.

• Show what is new since their last order.

• Hold any incentive until the final email.

Sample copy:

• Subject: New at Fernwood since your last visit

• Preheader: A few things we think you'll like.

• Opening line: A lot has changed since your last order. Here's what's new, starting with pieces that go with what you bought.

Common mistake: Leading with "We miss you." It focuses on the store, not the customer.

For ways to personalize product picks without a large team, see our guide to AI email personalization for lean teams.

Which Templates to Customize First

You do not need all 10 on day one. Work in this order.

• Phase 1 takes under an hour in WooCommerce settings and improves every order email.

• Phase 2 brings back revenue that is currently lost without any email at all.

• Phase 3 sets expectations for new customers and subscribers.

• Phase 4 turns first-time buyers into repeat customers.

Store-Owner Emails Worth Customizing Too

Not every WooCommerce email goes to customers. Several go to you or your team, and they shape how fast problems get fixed.

• Route alerts to the right people. Send new order alerts to fulfillment and failed payment alerts to whoever handles customer service.

• Use Cc and Bcc where supported to copy a shared inbox instead of a single person.

• Rewrite the subject lines so alerts are easy to filter, for example by adding the store name.

• Keep them plain. Internal alerts do not need branding. They need to be fast to read.

If your store has Order Withdrawal enabled, WooCommerce also sends a withdrawal request email to the store and an acknowledgment to the customer. Brand the customer copy the same way as your other order emails.

Pre-Launch Checklist for Every Template

Run this before any customized template goes live, whether you edited it in WooCommerce or your email platform.

• Place a real test order to trigger the processing and completed order emails end to end.

• Check the email in Gmail, Apple Mail, and Outlook at minimum.

• Read the plain-text version too, since some customers will only see that.

• Ask someone outside the team to read it. Fresh eyes catch confusing copy fast.

Migma's Email Preflight runs the rendering part of this checklist across 22+ real devices for any template you design there.

Design Rules for WooCommerce Emails

These rules apply to both the built-in templates and the marketing emails.

• Make order details easy to scan. Order number, items, total, and delivery estimate should be readable in a few seconds.

• Use one primary button. Track order, retry payment, or leave a review. Never three competing buttons.

• Size the logo for mobile. Use WooCommerce's logo width setting so the header does not push content below the fold.

• Check dark mode. Logos with transparent backgrounds and dark text can disappear in dark mode.

• Use multipart format. WooCommerce can send HTML and plain-text versions together, which helps clients that block images.

• Set a monitored Reply-to. Customers reply to order emails. Make sure someone reads those replies.

• Match your store. Use the same colors and fonts as your site so customers recognize the email instantly.

Before you go live, test rendering across clients. Our roundup of HTML email testing tools compares the options.

Common WooCommerce Email Mistakes

• Relying on default server mail. Out of the box, WordPress sends email through your web host's mail function, which often lacks proper authentication. An SMTP plugin or transactional email service improves the chance your order emails reach the inbox.

• Ignoring authentication. Set up SPF, DKIM, and DMARC on the domain your store sends from.

• Forgetting store-owner emails. New order, cancelled order, and failed order alerts go to you. Make sure they reach someone who acts on them.

• Customizing once and forgetting. WooCommerce updates its core templates. Review customized emails after every major update.

If your emails are landing in spam, start with our roundup of email deliverability tools.

Final Word

WooCommerce gives you a solid set of built-in order emails and, now, real tools to brand them. What it does not give you are the marketing emails that turn one order into many.

Brand the core templates in WooCommerce first. Then build the welcome, abandoned cart, back in stock, and win-back emails in an email platform connected to your store. Design them once, in your brand, and every customer touchpoint will look like it came from the same place.

Design your WooCommerce marketing emails in your brand with Migma, then publish them to Klaviyo, Omnisend, Mailchimp, or Brevo. Start your free trial.

Frequently Asked Questions