Almost half of all websites on the internet use WordPress as their content management system (CMS) – as of 2025, this number is still around 43.5%, according to W3Techs. This dwarfs other CMSs in comparison, with the main reason being that WordPress is easier and more flexible to use.
This is because WordPress has a rich ecosystem of plugins that allow users to quickly customize the design and functionality of the website. Online sellers, for example, can use WordPress plugins such as WooCommerce to build their online stores.
If you use WooCommerce, have you ever wondered how many custom WooCommerce emails you can have per product? In this guide you will find the answer!
What is a custom WooCommerce email per product?
WooCommerce allows you to send emails to all your customers, and it provides you with many email templates that can be activated depending on what the customer does in your store. WooCommerce sends emails to customers and to you (the store administrator) alike, depending on the template.
For example, when customers place a new order, the “New order” template is activated, which sends notification emails to you. Once the customer has paid for the order, the “Process order” template is activated. WooCommerce then sends emails with the order information to the customer’s inbox.
WooCommerce has up to a dozen of these automatic templates.
But did you know that WooCommerce’s email templates can also be extensively customized? You can use them to send your customers a personalized email that is specifically tailored to the product they have purchased.
So, when a person buys a product, they will receive a different email than a person who buys another product on your website.
Adding custom WooCommerce emails per product
There are many different approaches to adding custom emails per product in WooCommerce. In this guide, we’ll show you the 3 easiest ones.
1 Use plugin
There are plugins that can help you set up custom emails for WooCommerce. Custom Emails for WooCommerce is one such email customization WooCommerce plugin.
Once you have installed and set it up, you can perform various settings for your custom emails. For example, you can set up triggers that are activated when there are changes in your WooCommerce store.
This means that when someone has placed a new order, you can send them a custom email thanking them for their loyalty and giving them details about their order and when it’s expected to ship.
Then, when the order is marked as complete, you can choose to send the customer a personalized thank you email. As well as setting triggers, the plugin also offers additional features, such as delayed sending. This allows you to include or exclude certain products from your mailing lists and much more.
The plugin is free to download and install. However, you will need to purchase the premium version to use all the features, as the free version allows you to set up one custom email per product.
This is by far the easiest method to use if you want the ability to send custom emails on a per-product basis. There are some more technical ways to do this though, which we’ll get to in a minute.
2 Customize WooCommerce emails via the dashboard
WooCommerce allows you to change all email templates via the plugin’s dashboard. To do this, you need to copy and move the email templates from the plugin to your theme.
Navigate to the WooCommerce plugin menu in your WordPress administration area. Then go to Settings > Emails.
Here you will see all the email templates that are currently available on your website. Next to each template you will find the Settings/Manage button.
Click on it and you will see an editing interface. This you can change the email subject, the heading and the content of the template.
You can not only edit the standard templates, but also add your own templates. For example, you can add special emails for each product in your store.
The WooCommerce dashboard settings you described allow you to modify existing email template content, enable/disable existing email templates and configure basic settings for each email type.
However, the dashboard alone does not allow you to create entirely new email template types (like product-specific emails), or set up conditional logic for when emails should be sent based on which products were purchased. For this, you’ll need custom codes and access to your template files.
3 Modifying WooCommerce emails with codes
While adding custom WooCommerce emails via the dashboard is quick and easy, coding offers a more flexible solution. There are many ways to code new custom emails. Even better, you can do this without having to change anything in the plugin itself. T
hat’s because each email template is a separate file, such as:
woocommerce/templates/emails/customer-new-order-made.php
You only need to change this file if you want to change something in it.
There are also special templates that each email type can use, which you can find at:
woocommerce/templates/emails/email-styles.php
Customize email content according to purchased products
Apply this code to your WooCommerce plugin to create specific emails based on the product a customer has purchased. Modify it according to your requirements.
add_action('woocommerce_email_order_details', 'uiwc_email_order_details_products', 1, 4);
function uiwc_email_order_details_products($order, $admin, $plain, $email) {
$status = $order->get_status();
// checking if it's the order status we want
if ($status == "completed") {
// the IDs of our VIP products
$prod_arr = array(21, 37, 85);
// getting the order products
$items = $order->get_items();
// starting the bought products variable
$bought = false;
// let's loop through each of them
foreach ($items as $item) {
// checking if the ordered product is a VIP product
if (in_array($item['product_id'], $prod_arr)) {
$bought = true;
break; // No need to continue checking once found
}
}
if ($bought) {
// Using WP's function for localization with proper escaping
echo wp_kses_post(__('<strong>Premium offer:</strong> Your ordered products puts you in our VIP list. You can <a href="https://example.com/vip-signup">sign up for it here</a>.', 'uiwc'));
}
}
}Change email content by order value
You can also send your customers a special message or offer when the total value of their order exceeds a certain amount (e.g. $100). You can use this code snippet and convert it into the message you want, like a “’thank you” message or a discount code for future purchases.
add_action('woocommerce_email_order_details', 'uiwc_email_order_details', 1, 4);
function uiwc_email_order_details($order, $admin, $plain, $email) {
$total = $order->get_total();
$status = $order->get_status();
if ($total >= 100 && $status == "completed") {
// Use WordPress function for localization with proper escaping
echo wp_kses_post(__('<strong>Discount code:</strong> Thank you for your purchase. Use code <code>THANKS10</code> for 10% off your next order in our store.', 'uiwc'));
}
}Sending emails to all customers who have purchased a product
Want to send an email to all customers who have purchased a product in your store, whether for a promotion or a campaign aimed at customers?
With pro email clients like MailChimp, you can compose an email and send it in bulk – this helps you to set up a mass email system.
Tip: There are situations when you want to give access to password-protected content to those who have joined your email list. Check out the steps to send passwords automatically once a visitor has subscribed to your MailChimp list.
Conclusion
Custom emails can be a great way to maintain communication with your customers after they’ve made a purchase on your website. Most customers will appreciate the unique and very personalized experience these custom emails give them, and in turn they will be more likely to come back and buy in the future, or recommend you to their friends and family.
