Storefront Notes

Deep-dive guides · Email marketing · 3 min read

The Ultimate Guide to Email Marketing for Shopify

By the Storefront Notes Editorial Team · Updated

Short answer

Effective Shopify email marketing rests on four pillars: a growing list of opted-in subscribers, automated flows (welcome, abandoned checkout, post-purchase, winback), regular campaigns that add value beyond discounts, and segmentation by behavior. Pick a platform that syncs deeply with Shopify, authenticate your sending domain and track revenue per recipient.

Email is one of the most dependable channels for Shopify stores. You own the list, you control the message and you do not pay per click. This guide covers the full setup, from choosing a platform to measuring results.

Step 1: Choose your platform

Platform Strengths Best for
Shopify Messaging (formerly Shopify Email) Built into Shopify, simple, templates pull products automatically New and small stores
Klaviyo Deep Shopify data, advanced segmentation and flows, SMS Growing stores where email is a major channel
Omnisend Email and SMS, ecommerce focus, approachable Small to mid stores
Mailchimp Familiar interface, broad features Stores that also run other types of businesses

As of 2026 Klaviyo's free plan covers up to 250 active profiles and 500 email sends per month, and Mailchimp's free plan is also capped at small lists. For a detailed comparison, see the best email marketing app for Shopify.

Step 2: Authenticate your domain

Before sending at volume, set up SPF, DKIM and DMARC for your sending domain. Gmail and Yahoo require authentication for bulk senders, and unauthenticated mail is more likely to land in spam. Your email platform walks you through adding DNS records.

Step 3: Grow your list

  • Signup form or popup with a clear reason to join: first-order discount, early access, free guide
  • Checkout opt-in: Shopify lets customers subscribe at checkout
  • Footer form on every page
  • Post-purchase opt-in for customers who skipped it
  • Giveaways and quizzes for engaged audiences, with careful targeting

Only add people who opted in. Bought lists damage deliverability and break the law in many places.

Step 4: Build core automated flows

Flows send automatically based on behavior. Start with these:

  1. Welcome series (3 to 5 emails): brand story, offer, bestsellers, social proof.
  2. Abandoned checkout (2 to 3 emails): reminder, objection handling, optional incentive. See the 5 best abandoned cart emails.
  3. Browse abandonment: for identified visitors who viewed products.
  4. Post-purchase: thank-you, usage tips, review request, cross-sell.
  5. Replenishment: for consumables, timed to typical usage.
  6. Winback: for customers who have not bought in a while.
  7. VIP: recognition and early access for top customers.

Step 5: Plan campaigns

Campaigns are one-off sends to your list or segments. Mix promotional and value-driven content:

  • New arrivals and restocks
  • Product education and how-tos
  • Behind-the-scenes and brand stories
  • Customer stories and user-generated content (with permission)
  • Seasonal promotions planned on a calendar

Discount-only email programs train subscribers to wait for sales. Balance offers with content people enjoy.

Step 6: Segment

Segmentation makes emails more relevant. Useful segments:

  • Subscribers who have never purchased
  • First-time buyers
  • Repeat customers
  • VIPs by spend
  • Lapsed customers
  • Engaged versus unengaged subscribers
  • Product interest (based on views or purchases)

Sending to engaged subscribers more often and unengaged subscribers less protects deliverability.

Step 7: Design and copy

  • Mobile-first layout
  • One main call to action per email
  • Clear, specific subject lines and preview text
  • Real product photos
  • Plain-language copy in your brand voice
  • Accessible design: readable font sizes, alt text, good contrast

Step 8: Measure what matters

Open rates are less reliable since Apple Mail Privacy Protection. Focus on:

  • Click rate
  • Conversion rate
  • Revenue per recipient
  • Flow revenue versus campaign revenue
  • List growth rate
  • Unsubscribe and spam complaint rates

Step 9: Keep your list healthy

  • Remove or suppress long-term unengaged subscribers
  • Run a sunset flow asking inactive people if they want to stay
  • Watch bounce rates
  • Keep spam complaints very low

When to get help

If email is becoming a major revenue channel and you lack time, consider expert help. Read should you hire an email marketer for your Shopify store to decide.

Frequently asked questions

What is the best email platform for Shopify?

Shopify Messaging is simple and built in. Klaviyo is the most popular choice for growing stores that want deep segmentation. Omnisend and Mailchimp are other common options.

How often should a Shopify store send emails?

Many stores send campaigns weekly or twice a week, plus automated flows. Frequency matters less than relevance; watch unsubscribes and engagement.

Do I need to authenticate my email domain?

Yes. Gmail and Yahoo require bulk senders to authenticate with SPF, DKIM and DMARC. Most email platforms guide you through it.

Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.

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