Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

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Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

Shopify merchants, are you growing tired of burning a hole in your marketing budget? Looking for ways to organically fuel e-commerce business growth for your Shopify store? Dive into a powerful (and cost-conscious) option: email marketing.

This article will empower your Shopify business by providing organic growth strategies by exploring the potential of email marketing, a channel unburdened by the pay-to-play model prevalent in many marketing landscapes.

Here, we delve into the world of e-commerce email marketing, addressing key aspects for your Shopify business:

  • The essence of e-commerce email marketing
  • Campaign varieties to fuel e-commerce business success
  • Formulating a robust e-commerce email marketing strategy
  • Nine best practices for e-commerce email marketing mastery
  • Top 3 email marketing service providers

Let's embark on this journey towards Shopify business growth through the power of email.

What Is E-Commerce Email Marketing?

E-commerce email marketing refers to the strategic use of emails to drive sales for your Shopify store or even e-commerce business on other platforms. This practice encompasses sending communication, ranging from simple broadcasts of new offers to the entire mailing list to highly personalized messages based on individual customer behavior on their website.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce BusinessIt has become standard practice for Shopify stores to utilize email marketing for Shopify business growth and customer loyalty building. As you will learn further, this often involves developing targeted strategies to attract new buyers, convert first-time customers into returning ones, and nurture established relationships.

Common examples of successful email marketing campaigns include:

  • Product announcements and promotions: Communicating new product lines and special offers.
  • Targeted discounts: Sending personalized coupon codes to subscribers on special occasions.
  • Cart abandonment recovery: Re-engaging customers who abandon their shopping carts.
  • Cross-selling and recommendations: Suggesting complementary products in newsletters.
  • Transactional communication: Sending emails confirming orders, shipments, and other relevant information.

For a practical illustration, refer to this example of an upsell email sent by Fame On Central, a leader in female fashion.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

This upsell email strategically incorporates product recommendations by creating pairs that might appeal to the customer's interests.

Further in this guide, we'll delve into the benefits of incorporating these emails and other e-commerce messages into your marketing strategy for your target audience. Additionally, we'll explore the functionalities offered by various email service providers to assist you in selecting the one that best aligns with your specific needs and helps you take your e-commerce business to the next level.

E-commerce Email Campaign Types

While individual strategies may vary, most e-commerce email marketing efforts utilize three key categories:

Promotional Emails

These emails aim to inform subscribers about various store promotions, including:

  • New product launches
  • New product lines
  • New collections
  • Special offers and discounts

1. New Product Launch Emails

New product launch emails serve as exciting announcements to your subscribers. These emails introduce the latest additions to your Shopify store, often featuring compelling visuals and informative descriptions to capture attention and spark interest.

Furthermore, new product launch emails often highlight key features and potential benefits of the new arrivals. This allows them to effectively educate your audience, generate excitement around the new products, and ultimately encourage website visits and potential conversions.

Checkout this amazing example by Partake Foods:

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

2. Periodic Newsletters

Brands leverage periodic newsletters to maintain consistent communication with their customer base. This consistent outreach helps retain top-of-mind awareness and foster ongoing customer relationships.

Newsletters offer versatility in content, allowing you to share valuable resources and industry-relevant information associated with your brand.

Check out this example by Huel:

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

3. Subscriber-Only Discount Emails

These emails effectively incentivize list growth and nurture customer loyalty. Featuring exclusive discount promo codes catered to subscribers, they cultivate a sense of valued membership within your brand community.

By offering these exclusive discounts, you demonstrate appreciation for your subscribers and reward their continued engagement. This not only fosters positive brand sentiment but also encourages repeat purchases and potentially attracts new customers through word-of-mouth recommendations.

4. Segmented Promotional Campaigns

E-commerce email marketing allows for targeted outreach based on specific audience segments. This enables you to craft special promotions tailored to the interests and needs of particular customer groups.

For example, you could offer exclusive discount codes to your most loyal customers as a token of appreciation and to incentivize continued engagement.

Transactional Emails

Transactional emails constitute automated messages dispatched to customers, providing vital details about specific transactions within your store. These emails commonly encompass:

  • Welcome or Subscription confirmation emails
  • Order confirmation emails
  • Shipping information emails
  • Customer satisfaction survey emails

Welcome Emails

Sent upon subscription, welcome emails mark a pivotal introduction, boasting notable open rates within the email marketing sphere. This presents an opportune moment to acquaint your audience with your brand, showcase your offerings, and cultivate a warm and inviting rapport with new subscribers.

Some brands incorporate a confirmation step within these emails. This strategy validates user intent and nurtures a robust email list, ultimately enhancing deliverability right from the start.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce BusinessOrder Confirmation Emails

Sent promptly after a purchase, order confirmation emails serve a crucial role in fostering trust and transparency throughout the buying journey. These emails provide customers with vital information about their order, including confirmation of purchase details to ensure accuracy, estimated delivery timeframes to set expectations, and optional order tracking information that allows customers to monitor their shipment's progress.

This clear communication helps build customer confidence and sets the stage for a positive post-purchase experience. These emails serve as a crucial touchpoint, fostering trust and transparency throughout the buying journey.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

Shipping Information Emails

These emails keep customers informed about their package's journey. These updates typically include details like the shipment origin, estimated delivery window, and tracking information, allowing customers to actively monitor their purchases. Additionally, some brands utilize a multi-stage email series to provide further transparency:

  • Order Cleared for Shipment: This informs customers their order is ready to be sent.
  • Package Out for Delivery: This signifies the order is in transit.
  • Upcoming Delivery: This provides a final notification before the arrival of the package.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce BusinessEmails for Collecting Feedback

The objective of these emails is to acquire feedback from customers about their experiences. Typically dispatched a few days or weeks after delivery, they can also be annually sent to all existing customers to garner comprehensive feedback.

While individual strategies may vary, most e-commerce email marketing campaigns leverage the three key types mentioned above.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce BusinessEmails Throughout the Customer Lifecycle

Automated emails are triggered based on your shoppers' actions and their position in the customer lifecycle, encompassing:

Series of Welcome Emails

These emails are dispatched when a customer subscribes to your email list or makes their initial purchase from your store. Beyond extending a warm welcome, these series can also showcase products and gather additional information from the subscriber.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce BusinessCampaigns for Winning Back Customers

A win-back email campaign endeavors to reengage inactive subscribers or customers, often known as re-engagement emails.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce BusinessRetrieving Abandoned Carts

These emails are dispatched when a customer adds items to their cart but neglects to finalize the purchase.

For instance, American Giant effectively utilizes cart abandonment emails.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce BusinessEngaging Browse Abandonment

Browse abandonment emails target potential customers who peruse your product offerings but don't add items to their cart. By personalizing the content based on their browsing history, you can encourage a purchase.

Lego, for example, employs browse abandonment emails.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

Boosting Sales with Upselling and Cross-Selling Emails

Upselling and cross-selling emails are effective in increasing the average order value by promoting complementary or upgraded products.

The Dollar Shave Club showcases upselling and cross-selling strategies in their emails.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

It's not necessary to use all these email types in your marketing strategy, but as your Shopify store grows, adapting your communication to cater to users at various funnel stages is crucial.

Exclusively sending promotional messages can lead to audience fatigue and decreased conversion rates, emphasizing the need for a well-thought-out email sequencing strategy.

Tip: Utilize marketing automation for lifecycle emails, leveraging prebuilt automation workflows to streamline the process.

Planning a Successful Email Marketing Strategy

This segment will provide you with ten strategic steps to develop a robust strategy, fostering customer engagement, cultivating brand loyalty, and ultimately, driving significant sales.

Step 1: Building a Thriving Subscriber Community

The cornerstone of success lies in nurturing a dedicated group of subscribers. Here's how to cultivate a vibrant community:

Strategic Placement of Pop-Ups: Deploy attention-grabbing pop-up forms across your website, strategically positioned to capture attention without disrupting the browsing experience.

Persistent Sign-Up Forms: Provide convenient sign-up options by integrating user-friendly forms within your website's footer, easily accessible to all visitors.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

Creating Social Media Buzz: Utilize targeted promotions on your social media platforms to showcase the benefits of subscribing to your newsletter.

Engaging Giveaways and Contests: Host compelling giveaways or contests to incentivize sign-ups and generate excitement around your brand.

Harnessing the Power of Paid Advertising: Present enticing offers through paid advertising campaigns, ensuring corresponding pop-up forms appear on promoted pages.

Rewarding Customer Referrals: Establish a referral program that incentivizes existing customers to recommend your brand to others, expanding your reach.

Pro Tip: Enhance conversion rates by offering exclusive discounts or free shipping opportunities for subscribing to your newsletter.

Step 2: Craft a Warm Welcome: First Impressions Matter

Make a lasting impact with personalized welcome emails that:

Express heartfelt gratitude: Show genuine appreciation for subscribers joining your community.

Introduce your brand: Briefly introduce your brand's story, values, and what sets you apart.

Spark interest: Highlight captivating content, resources, or experiences available on your website.

Offer incentives: Encourage first purchases with exclusive welcome discounts or special offers.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

By crafting a warm and informative welcome experience, you'll set the stage for deeper engagement and lasting customer relationships.

Step 3: Maintaining Consistent Communication

Stay visible to ensure sustained engagement. Consider:

Maintaining a Minimum Monthly Sending Frequency: Aim for at least one email per month to keep your brand top-of-mind.

Exploring a Weekly or Biweekly Cadence: If your content is diverse and engaging, consider increasing the sending frequency to a weekly or biweekly basis.

Utilizing Customizable Templates: Leverage pre-designed email templates that can be customized to flawlessly reflect your brand's unique visual identity.

Step 4: Re-Engaging Unopened Emails

Don't let unopened emails deter you. Consider sending follow-up emails that:

Feature Modified Subject Lines: Modify the subject line to grab attention while preserving the original message content.

Utilizing Analytics and Automation Tools: Leverage email analytics or marketing automation tools to identify non-openers and launch targeted reminder campaigns.

Step 5: Personalization: Cultivate Deeper Connections

Unlock the power of personalization by segmenting your email list based on key factors like:

Purchase History: Tailor messaging based on past buying behaviors, recommending relevant products, or offering exclusive deals.

Demographics: Leverage customer information like location or age to personalize greetings and product suggestions, fostering deeper connections.


Engagement Levels: Cater to subscriber preferences by adjusting email frequency and content.

Engage highly engaged subscribers with exclusive offers and acknowledge less engaged subscribers with re-engagement campaigns.

This targeted approach fosters deeper connections with your subscribers, ultimately driving revenue through more effective marketing strategies.

Step 6: Recovering Abandoned Carts

Combat cart abandonment with strategic email campaigns that:

Integrate and Automate Email Reminders: Integrate your e-commerce platform with an email automation tool to send timely reminder emails that encourage users to complete their purchases.

Utilize Pre-built Workflows or Craft Custom Sequences: Leverage pre-built workflows or create personalized email sequences to maximize cart recovery potential.

Step 7: Reactivating Dormant Subscribers

Revitalize inactive subscribers with engaging win-back campaigns that:

Identify and Segment Unengaged Users: Recognize subscribers who haven't interacted with your emails and segment them for targeted communication efforts.

Craft Compelling Win-Back Emails: Design compelling emails that rekindle their interest in your brand and offerings.

Implement a Gradual Phase-Out Strategy: Gradually phase out unresponsive contacts to maintain list hygiene and improve email deliverability.

Step 8: Gather Customer Insights: Fueling Future Success

Empower your future marketing efforts by actively gathering valuable customer insights:

Leverage Automated Post-Purchase Surveys: Deploy strategic post-purchase email surveys to solicit immediate and valuable customer feedback.

Transform Feedback into Action: Analyze collected insights to inform and enhance various aspects of your Shopify business, including product development, marketing strategies, and customer service initiatives.

By prioritizing customer feedback and integrating it into continuous improvement efforts, you'll ensure your brand remains responsive, relevant, and well-positioned for success.

Step 9: Personalized Product Recommendations

Elevate the customer experience and drive sales through personalized product recommendations:

Leveraging Data-Driven Suggestions: Leverage data analysis to curate product recommendations tailored to individual subscriber preferences and past purchase behavior.

Implementing Automated Workflows for Targeted Emails: Implement automated workflows to deliver personalized recommendation emails, maximizing cross-selling and up-selling opportunities.

Step 10: Elevate Transactional Emails: Beyond Basic Delivery Notifications

Transform transactional emails from mere notifications to valuable engagement touchpoints:

Personalize Greetings and Information: Address recipients by name and tailor content based on specific order details, creating a more personalized experience.

Communicate Clearly: Provide clear and actionable information, including order details, shipping updates, and relevant next steps (e.g., tracking information, return policy).

Spark Engagement: Include captivating calls to action such as "Shop new arrivals," "Read our blog on XYZ," or "Leave a review," encouraging further interaction beyond the initial purchase.

Maintain Brand Cohesiveness: Ensure consistent visual identity and messaging across transactional emails, aligning with your overall brand image for enhanced recognition and trust.

Leverage Dedicated Services: Utilize specialized transactional email services or automation features, guaranteeing seamless delivery and improved reach, bypassing spam filters, and landing safely in customer inboxes.

By implementing these steps, you'll transform transactional emails from basic notifications into powerful tools for fostering brand loyalty and driving further engagement.

Additional Pillars for Success: Building a Robust Email Marketing Strategy

Empower your e-commerce email marketing strategy by incorporating these essential best practices:

Embrace A/B Testing: Continuously test and refine your approach using A/B testing, ensuring you deliver the most impactful content and optimize your campaigns for peak performance.

Prioritize Mobile Optimization: Design your emails with mobile devices in mind, guaranteeing a seamless experience for subscribers on the go.

Leverage Data Insights: Utilize data analytics to inform your strategies, making data-driven decisions that align with subscriber preferences and campaign goals.

Navigate Regulations with Care: Always adhere to relevant email marketing regulations, ensuring compliance and fostering trust with subscribers.

Maintain Ethical Practices: Build long-lasting relationships with subscribers by upholding ethical practices, and demonstrating transparency and respect for their privacy.

By integrating these best practices, you'll transform your e-commerce email marketing strategy into a powerful engine for fostering customer loyalty, driving sales, and propelling your e-commerce business toward sustained success.

Remember, consistent effort, crafting engaging content, and prioritizing exceptional customer experiences are the cornerstones of a thriving email marketing strategy.

9 Strategies to Ignite Your Shopify Business with Email Marketing

Ready to witness your online store's email marketing effectiveness soar? Buckle up and delve into 9 powerful strategies designed to transform your email marketing approach and unlock explosive sales potential.

1. Master the Art of Timing: Delivering Emails When They Matter Most

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

Captivate your audience by strategically sending emails with timely and relevant information. Achieve this by utilizing:

Automated Campaigns: Craft email sequences triggered by user actions, like cart abandonment. These targeted messages cater to specific customer behaviors and consistently yield impressive results, with data demonstrating higher open and click-through rates for triggered campaigns.

Send-Time Optimization: Leverage platform features or services that automatically identify optimal send times based on factors like location and past engagement patterns, ensuring recipients are most receptive to your message.

2. Personalization: Tailoring Emails for Maximum Effectiveness

Move away from generic "blast" emails and focus on crafting personalized communications. Customize content, arguments, and incentives to resonate with different audience segments. Achieve this by leveraging data such as:

  • Customer names
  • Locations
  • Browsing history (viewed products or items added to cart)
  • Recent purchase history
  • Wish list items (for restock notifications)

3. Branding Your Transactional Emails

Transactional emails, often confirming orders or providing shipping updates, present a valuable opportunity for brand-building. Maintain consistency with your overall brand identity by incorporating your logo, color scheme, and fonts.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

Use user-friendly drag-and-drop editors to design essential transactional emails, facilitating the creation of on-brand cart abandonment and order confirmation emails.

4. Continuous Optimization: A/B Testing for Improvement

While intuition plays a role, data-driven decision-making is paramount. Employ A/B testing to compare different versions of email elements (e.g., subject lines) and identify which resonates better with your audience.

Many platforms offer user-friendly A/B testing functionality, enabling you to experiment and continually enhance your campaigns. Even slight improvements in click-through rates can lead to significant revenue growth for your e-commerce business.

5. Harnessing Social Proof: Building Trust with Customer Reviews

Customer reviews and testimonials are influential marketing tools. Incorporate them into your emails to instill trust and confidence in your brand and products. Learn from success stories like Selsey, an online furniture store that doubled its conversion rates from cart abandonment emails by including customer reviews.

Shopify Email Marketing : 9 Best Practices For Your Ecommerce Business

6. Segmentation: Tailoring to Individual Preferences

Recognize that not all customers are the same. Segment your audience based on key characteristics and customize your email messages accordingly. Look to companies that actively segment their audience and consistently achieve click-through rates well above industry benchmarks, often by a significant margin.

Segmentation enables you to craft more relevant and impactful email campaigns, resulting in increased conversions and sales. Many platforms offer guides on email list segmentation to help you get started.

7. The Power of Words: Crafting Compelling Email Copy

While visual appeal holds importance, captivating copywriting is equally crucial in your emails. This includes:

Intriguing Subject Lines: Remember, over half of recipients decide whether to open an email based solely on the subject line. Craft compelling and informative subject lines to grab attention and encourage engagement.

Cohesive Elements: Ensure preheaders, headers, and call-to-action buttons seamlessly reinforce your message and guide recipients toward desired actions.

Numerous resources offer valuable insights and practical guidance on crafting engaging email content, empowering you to harness the power of words and elevate your email marketing efforts.

8. All-Device Optimization: Ensuring Seamless Experiences

Design your email templates, landing pages, and ad campaigns to be user-friendly and visually appealing across all devices (desktop, mobile, tablet). Pay close attention to images, button sizes, and placement to ensure a smooth user experience throughout the customer journey. Take inspiration from Kiva's mobile-responsive email as an excellent example of this principle in action.

9. Mastering Mailing Frequency: Striking the Right Balance

While sending more emails may seem tempting, finding the optimal balance between visibility and avoiding overwhelming your audience is crucial. Excessive emails leading to unsubscribes are a significant concern, as highlighted by data from studies.

Analyze data carefully and consider the potential impact on long-term goals before adjusting your mailing frequency. Remember, short-term gains should not jeopardize long-term subscriber relationships.

By implementing these potent strategies, you can elevate your e-commerce email marketing efforts to new heights, fostering stronger customer engagement, driving significant sales, and building a thriving Shopify business.

And last but not least, let’s dive into the top 3 tools you can use to run your email marketing campaign.

Top 3 Email Marketing Service Providers In 2024

We've assembled an overview of three leading email marketing platforms, each offering powerful features to navigate your e-commerce journey.

1. Klaviyo: Data-Driven Decisions for Success (Starts at $20/month, Free plan available)

Why it stands out: Powerful analytics for informed decision-making.

Klaviyo emerges as a strong contender, offering comprehensive email and SMS solutions intertwined with powerful analytics to drive e-commerce success. Leverage data-driven insights to optimize conversions and achieve robust marketing goals.

Klaviyo's Edge:

  • AI-powered subject line generator: Craft compelling headlines that boost open rates, ensuring your message gets noticed.
  • Diverse template library: Over 100 mobile-responsive templates serve as a foundation for your impactful campaigns.
  • Customizable forms: Capture valuable data and expand your email list efficiently.
  • Advanced segmentation and targeting: Deliver targeted content based on audience characteristics for increased relevance and timeliness.
  • Predictive analytics and recommendations: Leverage data-driven insights to craft smarter email campaigns and personalize the customer journey.
  • Benchmark data: Gain valuable perspective on your industry's standing, informing strategic decisions.
  • Preconfigured automation workflows: Streamline operations with automated email sequences for cross-selling, upselling, and cart recovery reminders.

2. Omnisend: Unleash Dynamic Personalization (Starts at $16/month, Free plan available)

Why it stands out: Personalized marketing magic with dynamic incentives.

Omnisend reigns supreme for e-commerce businesses seeking robust automation. It seamlessly blends email and SMS with features like push notifications and a dynamic incentive system, tailoring experiences for each customer.

Omnisend's Allure:

  • Pre-built templates: Choose from a vast library, categorized for various needs like welcome emails.
  • Drag-and-drop editing: Customize templates easily to add a personal touch.
  • Data-powered personalization: Craft unique discounts and product recommendations based on customer behavior, boosting engagement.
  • Targeted outreach: Deliver tailored content using advanced segmentation, ensuring relevance throughout the customer journey.
  • A/B testing mastery: Optimize your campaigns by testing different email versions to find the most impactful ones.
  • Retargeting tools: Reach out to potential customers with targeted messaging, streamlining your path to key performance indicators (KPIs).

3. MailerLite: Affordable User-Friendliness (Starts at $10/month, Free plan available)

Why it stands out: Streamlined subscriber management and a user-friendly experience.

MailerLite presents itself as a cost-effective and user-friendly choice for online store owners seeking to elevate their email marketing strategies. It caters to diverse campaign creation needs by offering three email editors: drag-and-drop, rich text, and HTML.

MailerLite's Enticement:

  • Flexible email editors: Choose the editing method that best suits your comfort level and skill set.
  • Targeted email delivery: Leverage segmentation, dynamic content blocks, and time zone-based delivery for customized audience engagement.
  • Automated sequences: Triggered by key events like cart abandonment, these pre-designed emails help boost sales and retain customers.
  • Simplified list management: Sign-up forms, landing pages, and email verification tools empower you to build and manage your email list effectively.
  • Essential analytics: Gain valuable insights with email metrics and click maps. For comprehensive data analysis, consider using additional analytics tools alongside MailerLite.

Selecting Your Email Marketing Champion

The optimal choice rests on your specific needs and budget. Omnisend offers a feature-rich, dynamic solution, while Klaviyo prioritizes data-driven insights. MailerLite emphasizes affordability and a user-friendly experience.

Remember, each platform offers a free plan, allowing you to explore their functionalities first-hand before committing. Evaluate your e-commerce goals, available resources, and desired functionalities to select the platform that will best ignite your online store's growth journey.


Adopting effective email marketing practices is pivotal for your e-commerce business if you’re aiming to excel in today's dynamic market. Through personalized engagement, strategic timing, and ongoing refinement via A/B testing, your Shopify business can cultivate deeper connections with their audience, stimulate sales, and cultivate brand loyalty.

The essence lies in delivering value to subscribers while honoring their preferences and upholding brand integrity consistently. With diligence, innovation, and a commitment to delivering outstanding customer experiences, your e-commerce business can leverage email marketing as a formidable tool to propel your growth and success in the digital sphere.

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