What Exactly Is Shopify Email? Product Introduction, Features, and Advice (2023)

Email marketing is one of the most effective ways for businesses to create relationships with their clients, so it’s no surprise that this aspect of digital marketing is high on many entrepreneurs’ to-do lists when they first start out. But what tools do you need to make email a profitable part of your marketing strategy?

When you build on Shopify, Shopify Email is ready to go with all the essentials for email marketing in commerce.

Table of Content

  • What is Shopify Email?
  • Best shopify email function?
  • Shopify Email: 4 Proven Email Marketing Strategies
  • Begin and grow with Shopify Email
  •  Conclusion
  • Shopify Email FAQs

What is Shopify Email?

Shopify Email is email marketing designed specifically for commerce. You can build, send, and manage email marketing campaigns on the same system that you use to run your business. Begin with pre-made email templates, email automations that can be set up in a few clicks, and your first 10,000 emails sent for free per month—and scale simply with customizable designs, bespoke automations, and campaign management.

Best Shopify Email Functions

Shopify Email has everything you need to launch and scale your email marketing plan, including:

  • Commerce templates with customizable styling. In a visual email builder, you may change the layout, colours, fonts, and images of your emails.
  • Personalization. Personalise emails by including client information such as first name, last name, city, and country.
  • Segmentation.Divide your subscribers into categories to deliver more relevant information and improve your results.
  • Automation of email.Send pre-written emails to subscribers at the appropriate times, such as when they join your list, make their first purchase, or abandon their cart. Begin by using templates for basic automations, or create your own to power any flow.
  • Emails have been scheduled. Prepare emails in advance and schedule them for delivery.
  • Email experimentation. Send yourself a test email before sending it to your list.
  • Campaign evaluation and analysis. View metrics for each newsletter or automated email, such as open rate, click-through rate, and unsubscribes.
  • Mobile email creation and management. You can travel from idea to finished email with the Shopify mobile app, all from the palm of your hand.

Shopify Email: 4 Proven Email Marketing Strategies

Here are some email marketing strategies from the specialists who created these products. Make sure you’re giving your email subscribers the greatest experience possible, whether they’ve just signed up or have been a devoted customer for years.

1. Selectively curate your email list

To make the most of every visit to your store, give ways to engage that aren’t limited to making a purchase—many consumers aren’t ready to spend right away. That is why it is a good idea to always have a lead-capture form enabled.

If you’re unfamiliar with lead capture, here’s a quick primer. Lead capture occurs whenever you see a sign-up form promising a discount on your next order in exchange for your email address. Here are some ideas on what to give visitors in exchange for their email address.

  • They will receive a discount on their order. This is a commercial classic for a reason: it works, and people appreciate a good deal.
  • Access is limited. If you have things that sell out frequently or large sales, give people first dibs by signing up for your email list. Then, when a new product is released or a discount begins, send them an email an hour or two before publicising it elsewhere.
  • Professional guidance. Do you have any how-to information that complements your product perfectly? Create a PDF of it and include it in your welcome email, as well as advertise it on your lead collection forms. It is valuable to your customers and is less expensive than a discount.

Shopify Forms is a free app that allows you to create appealing lead capture forms for your store with a few clicks—no coding or design skills required. It links to your email marketing automations without any additional setup, so once your form is up and running, your email tools are immediately boosted.

2. Improve your design

When someone reads your email, you want them to know it’s from you—and you want them to know exactly what they should do next, whether it’s visit your store or add that hot new product to their cart. Shopify Email provides design freedom without requiring you to touch a word of code, resulting in emails that look amazing on desktop and mobile.

Here are some great advice from Shopify Email’s lead designer, Laura Forbes, to help you make your emails stand out. Laura spends her days thinking about outstanding email design while developing these tools, so she knows what she’s talking about.

Change the titles and descriptions of your products right in the email.

Shopify pulls information directly from your product listing when you add products to an email to save you time—but this may be too much detail for your selected layout. You can hide the product description, title, and price, or alter a title that is too long to fit in a grid.

Take use of free photos straight in the editor.

Shopify Email connects with Burst, Shopify’s free stock picture library, so you can easily add stock photos to your emails.

Structure your layout with the picture and text blocks.

Consider rotating photos and text to keep things interesting, whether you want to display products in a unique way, share distinct value props for a single product, or promote several specials. At the end of an email, you can use this part to highlight your store’s hours, introduce yourself to your subscribers, and sign off with an image of your signature.

To add white space, use a backdrop colour and spacers.

It’s sometimes as much about what you don’t include as it is about what you do. If you use a backdrop colour in your emails, try using spacers of the same colour between sections to create sections.

There’s a lot more you can do in Shopify Email to make effective emails. Why not use a multi-column style to showcase your most current blog entries, create side-by-side CTAs, or simply make a two-column text layout? You can also include an express checkout area to increase the urgency of a hot new product and direct your subscribers directly to the payment page.

3. Divide your audience into segments

When you simply have a few subscribers, it makes sense to email everyone on your list, but as you grow—especially once you have more than 100 subscribers—targeting your emails to a specific audience will likely result in improved open rates, click-through rates, and sales.

Using the consumer data you currently have, you can create dozens of categories in Shopify, including what, when, and where people buy. Begin with templated segments, then add filters as needed to make them your own, and email different offers to your consumers. Giving your VIP customers early access to your annual sale, for example, or providing a tempting discount offer to consumers who haven’t yet made their first purchase, are two examples.

4. Make your email marketing initiatives more automated.

One of the most effective things you can do for your organisation is to automate your email marketing. Once your automations are set up, they will work in the background for you and appear at the precise correct time for each consumer.

Here are some ecommerce automations to get you started, all of which have templates in Shopify’s marketing automations:

Emails of welcome. As soon as they join your list, send them an email to greet them and share more of your story—and, of course, offer any savings you promised!

Upsell after the first purchase. Bring in first-time buyers once their order has arrived to urge them to place a second order as soon as possible.

Customer repurchase. Encourage customers who haven’t ordered in a while to return and buy. It is important to note that you may easily adapt this automation to adjust for your purchase cycle. If you know your consumers shop once a year, increase the waiting period to 365 days.

The checkout was abandoned. Because it’s so effective, this automation is enabled by default for all new Shopify stores. With the Shopify Email editor, you can simply customise the style, feel, and text of your abandoned checkout emails.

Cart had been abandoned. This automation is intended for users who add items to their cart but do not proceed to the checkout. You might change your messaging or give a discount to entice them to take the last step.

Search for products. If you had subscribers who were “just looking,” bring them back and convert them by sending them a reminder email about what they were looking for in your business.

You can customise any of the current templates or create your own flow to deliver the exact email you want, to the exact customer you want, at the time that works best for everyone.

Pro tip: To make any template into an email series, add a new wait step and then add the template.


Begin and grow with Shopify Email

Shopify Email was intended for you and your business, whether you’re just getting started and want to send your first email campaign or you’re seeking to build up more advanced marketing with automations and segmentation.


Shopify email is a strong tool for growing your business. You can produce effective emails that engage your customers and increase sales by following the advice in this article. Remember to personalise, relevant, and timely your emails, and to include a clear call to action. You can use Shopify email to reach your target audience and achieve your business objectives with minimum effort.

Here are some more hints for creating excellent Shopify emails:

  1. Use a compelling subject line to pique your reader’s interest.
  2. Use your customer’s name to personalise your emails.
  3. Keep emails brief and to the point.
  4. Use simple, direct language.
  5. Use photos and videos to break up your content and make your emails more visually appealing.
  6. To tell your readers what you want them to do, use a call to action.
By following these guidelines, you can produce Shopify emails that will help you develop your business.


 Shopify Email FAQs

      1. How do I make use of Shopify Email?

  • Shopify Email is a sophisticated email marketing solution that allows you to compose, send, and track emails directly from the Shopify admin. Simply search “Shopify Email” in the top bar of Shopify, then choose and open the app. Shopify Email can include your store’s brand colours into dozens of email designs, and you can easily add products and discounts from your store to emails to increase sales.

     2.  How do you create an email marketing campaign in Shopify?

  • To send an email marketing campaign with Shopify, follow these steps:
  1. Add Shopify Email to your store, or launch the app if it is already installed.
  2. Choose from a variety of pre-existing email templates, compose an email from scratch, or develop your own email template to utilise.
  3. Add a subject line, preview text, and choose a customer segment to send.
  4. Customise the email body with your own photographs, items, and discounts, which are immediately taken from your site, you can also use Burst to get free stock photographs to use in your marketing efforts.
  5. Examine your email and send yourself a test campaign before deciding whether to send your email immediately or later.
  6. Check up using Shopify’s email marketing tool a few days later to see how your email campaign performed, including open rate and sales statistics.

      3.  Can I use Shopify to automate email marketing?

  • Yes, email marketing can be automated with Shopify. Marketing automations are included with Shopify’s Basic plan and higher, and you can use pre-built templates to automate important marketing moments like welcome emails, post-purchase upsells, abandoned carts, and more depending on customer data.

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