Setting up email marketing for a Shopify store can be overwhelming for ecommerce beginners.
This complete guide to Shopify email marketing will walk you through everything you need to know to create high-converting email campaigns to grow your business.
You'll learn email marketing best practices tailored specifically for Shopify stores, including how to build your list, design effective templates, write compelling subject lines, leverage automation, and analyze campaign performance with actionable metrics. Whether you're just starting out or looking to improve existing efforts, this guide is your blueprint for unlocking the full potential of Shopify email marketing.
Introduction to Shopify Email Marketing
Email marketing is a crucial component of any e-commerce strategy. For Shopify store owners, leveraging email can help engage customers, promote products, recover abandoned carts, and ultimately drive more sales. This guide will explore the tools, strategies, and pricing around Shopify email marketing to help you effectively connect with your audience.
Understanding the Importance of Email Marketing in E-commerce
Email marketing delivers an impressive return on investment compared to other channels. Some key statistics:
- Email marketing has a $42 return for every $1 spent (DMA)
- 80% of customers prefer email for brand communications (SmarterHQ)
- Segmented and personalized emails deliver 6x higher transaction rates (Experian)
For Shopify stores specifically, email marketing can:
- Welcome new subscribers and turn them into customers
- Remind customers about abandoned carts to recover sales
- Offer exclusive discounts or early access to drive purchases
- Announce new arrivals based on purchase history and interests to promote products
- Follow up post-purchase to build loyalty and repeat business
With the right email marketing platform, Shopify store owners can automate many of these efforts to save time while optimizing customer engagement.
Shopify Email vs Mailchimp: Choosing Your Email Marketing Platform
Shopify offers built-in email marketing capabilities through Shopify Email. Mailchimp is also a popular email marketing platform used by many Shopify merchants. Here's how they compare:
- Cost: Shopify Email is free for up to 2,000 contacts and 2 emails per month. Mailchimp has a free forever plan for up to 2,000 contacts and 10,000 emails per month. For larger volumes, Mailchimp is more affordable.
- Features: Shopify Email offers basic email creation while Mailchimp has more advanced features like automation and segmentation. However, Shopify Email integrates directly with customer data.
- Deliverability: Mailchimp edges out Shopify Email in deliverability through dedicated IP addresses and domain authentication.
For most small Shopify merchants just starting out, Shopify Email is likely the easiest option. As you scale up, Mailchimp offers more flexibility and features to personalize your messaging. You can also connect Mailchimp to your Shopify store.
Is Shopify Email Free? Exploring Shopify Email Marketing Pricing
The basic Shopify Email plan is free, as mentioned above. Once you exceed 2,000 contacts or 2 emails per month, you'll have to upgrade to a paid plan:
- 2,500 Contacts / 5 Emails Per Month: $2 per month
- 5,000 Contacts / 10 Emails Per Month: $5 per month
- 10,000 Contacts / 20 Emails per Month: $10 per month
Keep in mind you only pay for emails sent, not for the number of contacts stored. So if you have 10,000 contacts but only email 5,000 per month, you would still fall into the $5 per month tier.
While the costs seem minimal, they can add up over time. For merchants with larger volumes, a dedicated platform like Mailchimp provides better value at scale.
The Best Email Marketing for Shopify: Features and Benefits
Beyond Shopify Email and Mailchimp, many other dedicated email marketing platforms integrate with Shopify as well. When choosing the best email marketing option for your store, consider the following features:
Segmentation & Personalization: Group contacts by interests, purchase history, etc and tailor content to them. This dramatically boosts engagement.
Automation: Set up workflows like abandoned cart or welcome series that run automatically. This saves time for merchants.
Templates: Professionally designed email templates make creating campaigns easy.
Analytics: Track opens, clicks, unsubscribes, revenue, and other metrics to optimize your efforts.
While core platforms like Mailchimp offer these features, niche Shopify apps like Privy and Omnisend cater specifically to e-commerce email marketing. They integrate directly with Shopify data and offer pre-built automations for common e-commerce scenarios like cart abandonment. The combination of Shopify's customer data and these apps' specialized toolkits make them powerful and easy-to-use solutions.
Does Shopify have an email marketing service?
Shopify does provide an integrated email marketing service called Shopify Email. This allows you to create and send email campaigns directly from your Shopify admin.
Some key things to know about Shopify Email:
- It's included for free with all Shopify plans - no additional fees or charges to use basic email marketing features. You only pay if you go over your monthly email credits.
- Provides templates for common emails like abandoned carts, post-purchase follow ups, win back campaigns, etc. These can be customized to match your brand.
- Lets you segment contacts based on tags, purchase history, etc and target campaigns. For example, send an automated email to customers that haven't purchased in 3 months.
- Integrates customer and order data from Shopify into your emails automatically.
- Offers analytics on opens, clicks, unsubscribes so you can optimize future email efforts.
So in summary - yes, Shopify has a built-in email marketing platform that handles many common email needs for ecommerce stores. It may not have all the advanced features of dedicated providers like MailChimp but it’s quite capable for most small-medium sized merchants.
How do I send a marketing email on Shopify?
Sending marketing emails through Shopify is easy with their built-in email marketing features. Here are the key steps:
Set up your customer list
First, make sure you have a list of customer emails collected. You can use various Shopify apps to capture emails at checkout with popups or forms. Some good apps include Privy, Seguno, and EcomSend.
Create an email campaign
Go to the Marketing section in your Shopify admin. Click "Create Campaign" then choose "Shopify Email". Pick an email template or create your own.
Choose your segment
Shopify allows you to segment your customers based on tags, purchase history, etc. Select the segment you want to send the email to.
Customize the email
Personalize the subject line and preview text. Add any custom content, images, discounts, etc. Use merge tags to dynamically insert customer data.
Review and send
Preview how your email will look. Check spam score and test on different devices. When ready, press send and monitor the analytics.
Following these steps allows you to create targeted, automated email campaigns right within Shopify. Experiment with different segments, content, timing, etc to optimize your email marketing.
What is the best email provider for Shopify?
When choosing an email marketing provider for your Shopify store, there are a few key factors to consider:
Ease of Use
You want an email service that is intuitive and easy to set up, especially if you don't have a dedicated marketing team. Some top options known for simplicity include Omnisend, Drip, and Privy. These platforms make it easy to create campaigns, set up automations, and analyze results without advanced technical skills.
Features
Think about which features are most important for your business. Key options to look for include:
- Automations for abandoned carts, welcome emails, etc.
- Segmentation to target customer groups
- A/B testing capabilities
- Integrations with other apps you use
- Detailed analytics and reporting
Platforms like Mailchimp, Klaviyo, and AWeber offer robust feature sets to customize and optimize your emails.
Deliverability
You want your emails to reliably reach subscriber inboxes. Factors like sender reputation, infrastructure, and compliance help maximize deliverability. Seguno, for example, specializes in optimizing email delivery through whitelabel IP addresses and advanced monitoring.
Pricing model
The top email services offer free basic plans, then charge based on number of contacts, emails sent, or advanced features used. Understand each provider's pricing model to calculate potential costs as your list grows.
By evaluating these key criteria, you can determine the best Shopify email marketing platform for your business needs and budget. Top all-round options include Omnisend, Privy, and Mailchimp.
How do I automate email marketing on Shopify?
Automating your email marketing on Shopify can help streamline your efforts and improve results. Here are the key steps to set up automations:
- From your Shopify admin, navigate to the Marketing section
- Click on Automations and then select the + button to create a new automation
- Choose the type of automation you want to set up. Some popular options include:
- Welcome emails to new subscribers
- Abandoned cart recovery emails
- Back-in-stock notifications
- Post-purchase thank you emails
- Customize the template and settings for your automation
- Set triggers like date of subscription, cart abandonment, etc.
- Personalize with customer fields like first name
- Schedule when emails should be sent
- Turn on the automation and monitor performance
- Check open, click through, and conversion rates
- Refine over time for better results
Key things to remember:
- Automations are only sent to customers who opt-in to your mailing list
- Use segmentation to target automations to specific groups
- A/B test different email copy and designs
- Analyze automation metrics to further optimize
Let me know if you have any other questions!
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Building Your Email Marketing Foundation
Building a solid email marketing foundation on Shopify requires strategic list building, choosing the right tools, designing effective templates, and crafting compelling subject lines. By following best practices in these key areas, you can set your Shopify email campaigns up for success.
Building Your Email List: Strategies and Best Practices
The first step in Shopify email marketing is building your subscriber list. Here are some proven tactics:
- Offer an incentive like a discount code or free shipping for signing up to your list. This encourages visitors to subscribe.
- Place email sign-up forms prominently on key pages like your home, product, and cart pages. This makes it easy for visitors to join your list.
- Segment your list by interests, purchase history, and other factors. This allows you to personalize and target your emails. For example, send abandoned cart emails to re-engage shoppers.
- Grow your list organically by providing value and building relationships with subscribers over time. Avoid aggressive list-building tactics.
- Set a goal for your list growth and track metrics like open and clickthrough rates to optimize your efforts.
Choosing the Right Shopify Email Marketing App
With hundreds of email marketing apps in the Shopify App Store, choosing the right one can be tricky. Consider factors like:
- Features: Segmentation, automation, templates, analytics etc.
- Ease of use: Intuitive UI for managing campaigns.
- Deliverability: Infrastructure and tools for inboxing.
- Support: Quality and responsiveness of customer support.
- Pricing: Matches your budget and needs. Free trials allow testing.
Top-rated apps like Omnisend, Privy, and Seguno check these boxes. Read Shopify email marketing app reviews for unbiased recommendations.
Designing Shopify Email Marketing Templates for Success
Well-designed email templates are key for high open and clickthrough rates. Use these design practices:
- Maintain visual brand consistency with your store's color scheme and logo placement.
- Ensure content is easy to scan with short paragraphs, bulleted lists, and ample white space.
- Include clear calls-to-action - e.g. “Shop Now”. Use contrasting colors to make them stand out.
- Personalize emails with first names and dynamic content like recent purchases.
- Optimize templates for mobile since ~50% of emails are opened on mobile. Check rendering on mobile devices.
Shopify provides basic free email templates to customize or use third-party templates from apps like OrderlyEmails.
Crafting the Perfect Subject Line for Your Emails
Your subject line is the first impression for email open rates. Apply these tips:
- Keep subject lines short, under 50 characters. Lengthy subjects get cut off on mobile.
- Use the recipient's first name. Personalized subject lines see higher open rates.
- Urgency and scarcity work - e.g. "24 hours left!". But avoid overusing them.
- Ask questions - e.g. "Sarah, did you forget something?". Compels opening.
- Test multiple subject line variants with A/B testing and analyze open rate data to optimize future campaigns.
With compelling content and smart sending strategies, you can build an effective Shopify email marketing machine that drives results. What email marketing success have you seen? Let me know in the comments!
Segmentation Strategies for Personalized Campaigns
The Power of Email Segmentation in Shopify
Email segmentation allows Shopify store owners to divide their customer list into smaller groups based on specific characteristics like demographics, behaviors, and more. This enables sending targeted and relevant messages that resonate with each segment.
Segmenting your list can lead to:
- Higher open and click-through rates since content is more personalized
- Improved conversion rates from better-qualified leads
- More effective marketing spend targeting high-value segments
- Deeper customer insights to inform future campaigns
With segmentation, Shopify merchants can go beyond basic email blasts to create meaningful connections through tailored content for each subscriber group.
Implementing Segmentation Strategies for Better Engagement
Here are some proven segmentation strategies Shopify stores can use:
- Behavioral: Segment by actions like past purchases, abandoned carts, clicked links etc. Send re-engagement emails with specific offers.
- Demographic: Separate subscribers by location, age, gender etc. and personalize content.
- Buyer Personas: Group customers into personas like bargain hunters, high spenders etc. and customize messages.
- Purchase History: Segment by order frequency, money spent, products purchased to target upsells/cross-sells.
- Interests: Build segments around subscriber preferences and topics they care about.
- Loyalty: Create tiers like new subscribers, repeat customers etc. and treat each differently.
- Activity Level: Categorize based on email opens, link clicks etc. to identify most engaged leads.
Segmentation Features in Shopify Email Marketing Apps
Popular Shopify apps like Privy, Omnisend, and Klaviyo offer robust segmentation options:
- Tag-based segments
- Custom field creation for advanced segments
- Behavioral filters like cart activity, clicks, page views etc.
- Location, order history, purchase frequency etc.
- Combining multiple traits to build targeted groups
- AI-powered automatic segmentation
- Segment overlap analysis
- Easy segment modification
Case Studies: Successful Segmentation in Action
Outdoor retailer Upside Outside increased revenue by 4X using segmented campaigns for high-value customers in Klaviyo.
Women's clothing brand Love Your Melon gained a 10% increase in email revenue after behavioral segmentation of their list by Privy.
Both examples show how smaller, qualified segments outperform generalized email blasts.
Mastering Email Marketing Automation on Shopify
Automating your email marketing campaigns can help streamline your efforts, save time, and increase sales. Here are some tips for setting up effective automated emails with Shopify.
Automating Your Email Campaigns for Efficiency
When it comes to email marketing automation, the key is finding ways to engage customers at the right times without creating extra work. Here are some strategies:
- Set up welcome emails to go out when a customer signs up for your mailing list. This is a great chance to share more about your brand and encourage return visits.
- Create abandoned cart emails that trigger when a shopper leaves items unpurchased. Gently remind them of what's still in their cart and offer a discount code for their next purchase.
- Schedule promotional emails to coincide with holidays, new product launches, or other events your subscribers would be interested in.
- Use email segmentation to target different groups of subscribers with content that resonates. For example, send new arrivals to frequent shoppers but back-in-stock notices to one-time purchasers.
Automation handles the timing so you can focus on creating killer email content!
Shopify Automated Emails: Welcome, Abandoned Cart, and More
Shopify makes it easy to set up some of the most high-converting automated emails:
Welcome Emails: Make a great first impression by welcoming new subscribers and giving them an insider look at your brand, products, and values.
Abandoned Cart Emails: Remind forgetful shoppers about what's still waiting in their cart with a timely, personalized nudge.
Order Confirmation Emails: Give customers peace of mind that their order is on its way while encouraging future purchases.
Back-In-Stock Emails: Notify previous site visitors when that hot product they wanted is available again.
Customize these templates or create your own for promotions, re-engagement campaigns, or VIP subscriber perks.
Email Marketing Automation: Best Practices and Tips
To get the most out of your automated emails, keep these best practices in mind:
- Personalize by dynamically inserting subscriber names and information about their recent site activity into email copy. This boosts open and click-through rates.
- Test and optimize email content, calls-to-action, subject lines, and send times to determine what resonates best with your audience.
- Provide value through exclusive discounts, early access to sales, or other subscriber-only perks to encourage sign-ups.
- Segment your lists so automation only targets subscribers with relevant content instead of bombarding everyone.
Following email marketing automation best practices takes a bit more effort up front, but saves you time in the long run!
Comparing Shopify Email Marketing Automation Features
When evaluating Shopify email marketing apps, look for robust automation capabilities like:
- Scheduled emails triggered by subscriber actions
- Customizable abandoned cart email rules and templates
- Segmentation options to target groups with relevant content
- A/B testing to optimize email performance
- Email open/click tracking to gauge engagement
- Automated workflows linking emails together for an ongoing nurture campaign
Choosing an app that centralizes contact management, email sending, automation, and analytics streamlines your email marketing efforts.
Optimizing Campaigns with Email Marketing Analytics
Email marketing analytics provide critical insights into the performance of your campaigns. By monitoring key metrics and running A/B tests, you can optimize your emails to maximize engagement.
Key Email Marketing Metrics to Monitor
When analyzing your Shopify email campaigns, be sure to track:
- Open rates: The percentage of subscribers who open your emails. Aim for 20-30%.
- Click-through rates: The % of recipients who click links in your emails. Shoot for 2-5%.
- Bounce rates: The % of emails bounced due to invalid addresses. Keep under 2%.
- Unsubscribe rates: The % of subscribers who opt-out from your list. Maintain under 0.2%.
Monitoring these metrics will reveal opportunities to improve deliverability, increase engagement, and retain more subscribers.
A/B Testing Your Emails to Maximize Engagement
A/B testing different email versions enables you to optimize elements like:
- Subject lines
- Content formatting
- Calls-to-action
- Send times
This helps boost open rates, CTRs, and conversions. Use Shopify or app features to run A/B tests. Analyze performance data to determine the best-performing variants to use going forward.
Analyzing the Success of Your Shopify Newsletters
Dive into subscriber analytics for your Shopify email newsletters. Identify lists with high open and click rates to guide future content. Study metrics over time to spot trends and seasonal differences in engagement. Use filters to analyze performance by subscriber segment. This allows you to tailor content accordingly.
Email Marketing Reporting Tools in Shopify
Shopify provides built-in analytics under Marketing > Reports. View email stats like opens, clicks, unsubscribes, and more. Many Shopify email apps also include detailed reporting on metrics not available in core Shopify. For example, Privy and Omnisend offer enhanced segmentation and campaign analysis.
Taking full advantage of email marketing analytics will empower you to continually refine your Shopify campaigns for better results.
Advanced Email Marketing Techniques for Shopify Stores
Email marketing can be a powerful tool for Shopify stores looking to build lasting relationships with customers. By personalizing content, running creative campaigns, leveraging transactional emails, and offering incentives, Shopify merchants can take their email strategy to the next level.
Personalize Your Emails for Greater Impact
Personalized emails have higher open and click-through rates compared to generic blasts. Here are some personalization tactics to try:
- Use merge tags like {first_name} to address customers directly in subject lines and email bodies. This makes content feel more relevant.
- Segment your list based on past purchases, interests, demographics etc. Send targeted content to each group. For example, send new product alerts to frequent buyers.
- Dynamic content lets you show different images/offers based on customer attributes. Display recent purchases to highlight complementary products.
- Timing personalization - send cart abandonment reminders after a customer has left a full cart for a set time.
- Lifecycle personalization - customize onboarding, re-engagement and loyalty emails based on subscriber lifecycle stage.
Promote Your Shopify Store with Creative Email Campaigns
Creative campaigns help highlight sales, new arrivals, events and more. Some ideas:
- Product spotlights to showcase new inventory. Share details on product origins, manufacturing etc to connect with customers.
- Countdown sales to prompt urgent action with time-bound offers. Limit the sale to 24-48 hours to pique interest.
- Holiday or event emails to capitalize on larger market trends. Send festive designs with themed products/offers.
- Email contests to boost engagement. Offer special discounts for submitting photos with your products.
- Partnership promotions to cross-sell other brands. Coordinate sales or product bundles between non-competing stores.
Leveraging Transactional Emails for Relationship Building
Transactional emails like order confirmations build loyalty by offering value after the purchase.
- Enhanced order updates with shipping carrier details and live tracking links provide transparency.
- Post-delivery surveys invite customer feedback to improve future purchases. Offer a discount on next order for participating.
- Special thank yous for VIP buyers, big spenders or loyal repeat customers make them feel valued.
- Win-back emails to previous customers offer incentives to purchase again after a period of no buys.
Offering Discounts and Incentives Through Email
Strategic discounts encourage customers to buy more and try new products.
- First-time buyer offers give initial discounts to nurture new business. Future lifecycle emails encourage repeat purchases.
- Abandoned cart savings remind customers to complete a purchase and offer 5-15% off items left in the cart.
- App subscriber rewards for customers who subscribe to your mobile app. App push notifications enable more timely, relevant offers.
- Loyalty rewards tiers give escalating savings based on customer lifetime value. VIP access and early sales for the best advocates build retention.
- Referral codes encourage sharing to new networks. Existing customers get 10% credit for peer signups driving initial purchases.
Conclusion: Perfecting Your Shopify Email Marketing Campaigns
Email marketing can be a powerful tool for Shopify stores when done right. By following the strategies outlined in this guide, you can set up effective campaigns that drive results.
Recap of Shopify Email Marketing Essentials
Here are some key takeaways:
- Use email automation to send triggered emails like abandoned cart reminders
- Segment your list to send targeted, relevant messages
- Write compelling subject lines and preview text
- Test different templates, content and sending times
- Track email metrics to optimize future campaigns
Next Steps to Elevate Your Email Marketing
Going forward, focus on:
- Expanding your subscriber list with lead generation tactics
- Sending more personalized, dynamic content
- Continuously testing and improving based on data
- Exploring advanced features like SMS marketing
With some concerted effort, you can perfect your email approach over time. Revisit this guide whenever you need a refresher on best practices.
