19 Proven Email Marketing Tips for Shopify Stores

Email marketing remains one of the highest ROI channels in eCommerce. 

Every $1 spent can return around $36, especially for Shopify stores where personalization and automation shine.

After working with 500+ online stores, we have compiled a list of email marketing tips to up your game.  

Let’s dive in!

19 Shopify Email Marketing Tips To Boost Sales

1. Build a Shopify Email List That Converts - Not Just Collects

A bloated email list doesn’t equal sales but an engaged one does.

How to grow your email list:

✅ Pop-ups that convert: “Unlock 15% off your first order, because you deserve it.”

✅ Exit-intent offers: “Leaving already? Here’s 20% off if you stay!”

✅ Post-purchase opt-in: “Get early access to our next big drop.”

✅ Giveaways: “Win a $100 gift card, just enter your email!”

👉 Pro Tip: Use double opt-in to filter out fake emails and keep deliverability high, it’s built into Shopify Email.

2. Segment Like a Pro - Personalization is the Secret Weapon

Blasting the same email to everyone? 

That’s an email marketing failure. 

Segmented emails drive 760% more revenue than generic ones.

Top Shopify email segments:

✅ New customers: Welcome series with a sweet intro deal

✅ VIP buyers: Early access to sales, exclusives, or limited drops

✅ Abandoned carts: Reminders with urgency (and maybe a small discount)

✅ Loyal repeat buyers: Thank-you perks or loyalty bonuses

✅ Seasonal shoppers: Hit them with holiday-specific offers

3. Create a High-Converting Welcome Series

74% of people expect a welcome email when they subscribe.

And these emails get 4x more opens and 5x more clicks than standard marketing emails.

Studies show that subscribers who receive a welcome series show 33% more engagement with future emails.

Here’s a high-converting welcome email series blueprint:

Email 1: Warm Welcome + Instant Gratification

Timing: Immediately after signup.

CTA: “Shop now & save”

Some email marketing tips to keep in mind:

• Greet them like a VIP: “Welcome to the [Your Brand] family!”
• Deliver the incentive: If they signed up for a discount, give it now. no waiting.
  Example: “Here’s 15% off your first order, because we think you’re awesome.”
• Show what makes you special: Briefly share your brand story or mission (keep it snappy).

Email 2: Build Trust & Hype Up Your Products

Timing: 1 day after the first email.

CTA: “Discover our most-loved products”

Some email marketing tips to keep in mind:

• Highlight bestsellers: “Our community’s top picks, loved by thousands!”
• Include social proof: Show reviews or user-generated content (UGC) to build credibility.
• Tease product benefits: Focus on how it improves their life, not just features.

Email 3: Create Urgency (FOMO)

Timing: 2 days after the second email.

CTA: “Claim your discount before it’s gone”

Some email marketing tips to keep in mind:

• Remind them about their discount: “Your 15% off is expiring soon!”
• Use urgency phrases: “Don’t miss out,” “Last chance,” or “Before it’s gone.”
• Suggest products based on their signup behavior (e.g., what page they signed up on).

Optional Email 4: Tell Your Story or Educate

Timing: 3-4 days later.

CTA: “Learn more about our journey”

Some email marketing tips to keep in mind:

• Share how your product is made or what makes it unique, people love behind-the-scenes stories.
• Position your brand as a lifestyle: “Why [Your Brand] customers never go back to [competitor]”
• Introduce your values: Sustainability, community, craftsmanship, whatever sets you apart.

Email 5: Loyalty Hook (Final Nudge)

Timing: 5-7 days after the first email.

CTA: “Grab your perk before it’s gone”

Some email marketing tips to keep in mind:

• Thank them again: Appreciation keeps customers connected.
• Offer an extra perk: Free shipping, bonus gift, or an extended discount if they haven’t purchased.
• Invite them to stay engaged: Follow on social, join the community, etc.

4. Craft Killer Subject Lines That Demand Attention

Your subject line is the make-or-break moment. 

47% of people open emails based on it alone, let’s make it scroll-stopping.

Winning email subject line strategies:

• Short & bold: “Your new favorite tee just dropped.”
• Personalized: “Alex, we saved something for you!”
• Urgency: “Only 5 left, grab yours now!”
• Curiosity: “We made something just for you…”
• Emoji pop: “🔥 Flash Sale: 24 hours only!”

👉 Pro Tip: A/B test subject lines to find what hooks your audience best, Shopify supports this!

5. Automate Money-Making Shopify Email Flows

Why write the same emails over and over? Set up automated flows that sell on autopilot.

Essential Shopify email automation sequences:

Welcome Series (50-60% open rate)

• Email 1: “Welcome to the fam! Here’s 15% off.”
• Email 2: “Our bestsellers you need to see.”
• Email 3: “Your discount expires tonight!”

Abandoned Cart (10-15% recovery rate)

• Email 1 (1 hour later): “Looks like you forgot something…”
• Email 2 (12 hours later): “Psst… it’s still waiting for you.”
• Email 3 (24 hours later): “Get 10% off, but only for the next 6 hours!”

Post-Purchase Series

• Thank them (with personalized product suggestions)
• Ask for a review
• Surprise them with a loyalty reward

 Win-Back Campaign

• Email 1: “We miss you, here’s 15% off to come back!”
• Email 2: “Last chance to grab this discount!”

👉 Pro Tip: Shopify Email, Klaviyo, or Omnisend handle automation seamlessly.

6. Effectively Target Cart Abandoners  

Did you know that 69.99% of Shopify carts are abandoned? 

On the other hand: 45% of abandoned cart emails are opened, and 21% of those result in a purchase.

Here are some email marketing tips to keep in mind:

✅ Acknowledge they left something behind: “Looks like you left a few goodies behind, want us to hold them for you?”

✅ Show the abandoned products: Include images, names, and prices, personalization boosts conversions.

✅ Personalize the reminder tone based on cart value:

If the cart value is low, they say something like:

“Did you forget something? No judgment, let’s make it yours!”

If the cart value is high, ($100+), then use a more reassuring, value-driven approach:
“We saw you eyeing some amazing things. Let’s make sure you don’t miss out.”

✅ Add a "Fear of Price Increase" twist: Instead of a discount, hint at a price hike:
“Prices on this collection are going up soon, grab yours before they do!”

✅ Send a "Cart Expiry Countdown" email: 

Make it feel like a personal hold instead of a mass marketing email, 

“We’re holding this just for you, but only for 12 more hours.”

7. Automate Milestone Emails 

Milestone emails are perfect for creating emotional connections, whether it’s their first purchase, VIP status, or brand anniversary, each touchpoint strengthens loyalty.

Customers who hit loyalty milestones are 5x more likely to repurchase.

Here are some email marketing tips to keep in mind:

✅ Make it about the customers, not about you

Shift from "Thank you for supporting us" to "Look at what you’ve accomplished."

Highlight how their support impacts the brand, like helping fund a new product line or charity initiative.

Example: 

“Your 3rd order made you a trendsetter in our community and trendsetters deserve perks!”

✅ Celebrate non-purchase milestones too

Not every milestone has to be tied to a purchase! 

Recognize:

• 1 Year Since They Subscribed to your email list.
• 100th website visit (yes, track this with Shopify apps!).
• First product review submitted.

✅ Use milestones to introduce new products

Once they hit a milestone, offer them exclusive access to a new collection before the public launch:

Example:

"You’re one of our top customers, here’s early access to our newest drop before anyone else gets it!"

8. Design Emails That Pop (And Convert)

People skim emails like they skim social media, fast and quick. 

Your Shopify email design needs to stop the scroll and drive the click.

• Mobile-first design: Over 60% of emails are opened on mobile.
• One bold CTA (Call to Action): “Shop Now,” not 5 different buttons.
• Clean layout: Keep it visual, not cluttered.
• Stay on-brand: Your tone = fun, bold, luxury, cozy, whatever reflects your vibe.

👉 Pro Tip: Shopify Email has drag-and-drop builders that keep things beautiful and simple.

9. Use your Shopify wishlist data to curate emails

Since Shopify doesn't offer built-in wishlist functionality, integrating a third-party wishlist app is necessary to collect and analyze this data.

Once you have the data, you can see which products get more screen time than others. 

Here are some emails you can design based on data:

✅ "Complete the Set" recommendation email

Suggest matching items to complement wishlist products (e.g., shoes → matching bag).

Frame it as a style guide: “Complete your look with these picks!”

✅ "Seasonal Wishlist Picks" emails

If their wishlist suits an upcoming season or holiday, reposition it as a seasonal essential.

Example: “Your summer wishlist is calling, time to pack these must-haves!”

✅ Price drop surprise emails

If a wishlist item goes on sale, notify customers immediately.

Tease it in the subject line: “Psst... your wishlist just got cheaper!”

10. Target email subscribers on mobile

Fact: Over 60% of eCommerce emails are opened on mobile devices.

Here are some email marketing tips to keep in mind:

✅ Use a single-column layout

Multi-columns can get squished on smaller screens. 

A clean, single-column design ensures readability and smooth scrolling.

Aim for a 600px width, the sweet spot for mobile.

✅ Keep subject lines short & punchy

Mobile inboxes cut off long subject lines.

Stick to 30-40 characters or about 5-7 words and make the first 2 words count!

Example:

• “Your Wishlist is Back in Stock!”
• “Flash Sale! Ends Tonight!”

✅ Use mobile-friendly images

Large images slow down load times, especially on mobile data.

Compress images (without losing quality) and use .JPEG or .PNG files under 1MB.

Bonus: Set images to "100% width" so they resize dynamically.

✅ Prioritize tap-friendly CTAs

Tiny buttons frustrate mobile shoppers.

Make buttons at least 44x44 pixels (Apple’s guideline) and use short, action-driven text:

• “Shop Now”
• “Grab Yours”
• “Claim My Deal”

✅ Keep emails short and scannable

Mobile shoppers scroll fast, because no one’s reading a wall of text.

Use short paragraphs, bold key phrases, and bullet points (like this!).

Example:

• Problem: "Still deciding? Your wishlist is waiting."
• Solution: "Treat yourself, 15% off your faves today only!"
• CTA: “Shop Your Wishlist Now →”

11. Use Shopify Dynamic Discounts in Emails

People love a good deal, especially when they feel they’re unlocking extra savings.

Fact: 80% of customers are more likely to buy when brands offer personalized experiences.

Here are some email marketing tips to keep in mind:

✅ Create unique discount codes for email campaigns

Shopify lets you generate custom, one-time, or multi-use discount codes.

Personalize the code in the email to make it feel exclusive:

✅ Make discounts time-sensitive

Create urgency with Shopify’s "set end date" feature for discounts.

Example:

• “24-hour flash sale, ends TONIGHT!”
• “Your special offer expires in 48 hours!”

Pair it with a countdown timer GIF for an extra push.

✅ Location-based discounts

Use Shopify’s geolocation apps to segment your audience by country, city, or region.

Example:

“Hey Canada, free shipping this week just for you!”

“Special discount for our NYC fans, 15% off local favorites!”

12. Repurpose social proof for more conversions

70% of online shoppers check reviews before making a purchase.

The top concerns amongst most shoppers include: Will this work for me?" or "Is it worth the price?"

Fact: Emails with social proof like reviews can boost CTR by up to 35%.

Here are some email marketing tips to keep in mind:

✅ Use photo reviews in emails

Real customer photos make emails more relatable and authentic.

Perfect for fashion, home decor, or lifestyle products.

✅ Comparison emails with reviews

Showcase 2-3 products side-by-side with star ratings and short quotes.

Example:

“Can’t decide? Here’s what customers recommend!”

✅ Use negative reviews (yes, really)

Flip the script: If a product improved based on customer feedback, highlight it.

It shows transparency and responsiveness, building trust.

Example:

"You asked, we listened! See what’s better than ever."

13. Launch products with engaging emails 

Fact: Brands that create pre-launch buzz see up to 30% higher open rates on launch day emails.

Here are some email marketing tips to keep in mind:

✅ Tell the story behind the product

Share the "why" behind the launch: inspiration, development journey, or problem it solves.

Example:

“Designed for comfort. Built to last. Made for you.”

✅ Bundle the new product with best-sellers

People trust what they already know, so bundling encourages exploring new products.

You can offer a "Launch Bundle" with a top-performing product to boost AOV.

Example:

“New arrival + fan favorite, get the perfect duo!”

✅ “Missed the launch?” follow-up

Second-chance emails often recover 15-20% of missed sales.

Example: 

“Did you miss it? Our newest drop is flying off the shelves, grab yours before it’s gone!”

14. Nail the Timing (Because Bad Timing Kills Sales)

Your email is useless if no one sees it. 

Timing is everything.

• Best days: Tuesday, Wednesday, Thursday
• Best times: 10 am or 4-6 pm (local time)

👉 Pro Tip: Test different days and times. Shopify analytics will help find your store’s sweet spot.

15. Track, Analyze, and Optimize 

If you’re not tracking your results, you’re leaving money on the table.

Key Shopify email marketing metrics to watch:

• Open rate: 20-30% is solid
• Click-through rate (CTR): Aim for 2-3%
• Conversion rate: 1-3% is strong
• Unsubscribe rate: Keep it under 0.5%

👉 Pro Tip: Use heatmaps to see where people drop off.

16. Turn Buyers into Brand Superfans

Loyal customers are gold and they’re more likely to buy again (and again).

Here are some email marketing tips to keep in mind:

✅ Tiered loyalty emails

Set up a loyalty system with Bronze, Silver, Gold (or fun custom names) and send personalized emails as customers level up.

Example:

“You’re now a Gold Member, enjoy 20% off and free shipping on your next order!”

✅ Reactivate inactive loyal customers

If a previously loyal customer goes quiet, send a “We miss you” email with a personalized incentive:

Example:

"We miss you! Come back and enjoy 20% off, we saved your favorites."

✅ Loyalty-only freebies

Freebies trigger reciprocity, as customers feel compelled to buy again.

Offer a small, loyalty-only freebie, like a sample or digital bonus via email.

Example:

“A little extra love: Enjoy this free gift with your next order!”

17. Resend to Non-Openers (Without Spamming)

Didn’t get an open the first time? Resend with a new hook.

• Original: “Your cart misses you, grab it before it’s gone!”
• Resend: “Still thinking it over? Get 10% off your cart.”

👉 Pro Tip: Wait 48 hours before resending, too soon feels spammy.

18. Keep It Legal & Customer-Friendly

Follow GDPR, CAN-SPAM, and CASL guidelines.

• Unsubscribe button - Make it easy to find
• Physical address - Required by law
• Opt-in only lists - Never, ever buy email lists

👉 Pro Tip: Add a "Manage Preferences" option, sometimes customers just want fewer emails, not no emails.

19. Upgrade your post-purchase emails

The statistics say it all:

• Repeat customers spend 67% more than new ones.
• A 5% boost in customer retention can increase profits by 25-95%.
• Happy customers refer friends: 92% of people trust recommendations from friends and family more than ads.

Here are some email marketing tips to keep in mind:

✅ Create a post-purchase "Milestone Journey"

Treat their first purchase like the start of an adventure.

Example: “Step 1: You joined the family. Step 2: Next week, we’ll send you a VIP perk!”

✅ Ask for feedback in a fun way

Ditch the boring review request. Try:

“We’re dying to know! Did your order make you do a happy dance?”

✅ Personal follow-up from the founder for new customers (automated but feels personal)

Send an email from the founder or store owner, keep it heartfelt and human.

“Hey [Name], I’m [Founder’s Name], and I just wanted to say thanks. We’re a small business, and every order means the world to us.”

Related Reading:

How to Effectively Integrate Email and SMS Marketing in eCommerce

eCommerce Email Marketing Automation: Do's and Don'ts for 2025‍

12 Better Alternatives To Buying Email Lists (For eComm Stores)

Email A/B Testing: Elements to Test + Mistakes to Avoid

Email Marketing Audit – 74 Point Checklist for eCommerce Stores

Shopify Email Marketing: FAQs

Let’s tackle some of the most common FAQs about Shopify email marketing and make sure you’re squeezing every bit of value from your campaigns:

1. Does Shopify have built-in email marketing?

Yes! Shopify Email lets you create, send, and track email campaigns directly from your Shopify dashboard, no third-party tools required.

• Key perks: Free for the first 10,000 emails/month, then $1 per 1,000 emails.
• Customization: Use branded templates, add products directly from your store, and track performance easily.

2. What types of emails should I send with Shopify?

Here’s a quick breakdown:

• Welcome Series - Turn new subscribers into customers fast.
• Abandoned Cart Recovery - Recover lost sales (average 45% open rate!).
• Post-Purchase Emails - Boost loyalty with thank-you’s and product recommendations.
• Product Launch Emails - Hype new arrivals and get fast sales.
• Win-Back Campaigns - Re-engage lapsed customers with offers or reminders.
• Loyalty/Milestone Emails - Celebrate birthdays, anniversaries, and VIP status.

3. How do I track email performance in Shopify?

Shopify Email gives you key metrics like:

• Open rate - Who’s reading your emails? (Average: 21.33% for e-commerce).
• Click-through rate (CTR) - Are people clicking links? (Aim for 2-3% CTR).
• Conversion rate - Who’s actually buying after clicking? (Top stores hit 1-2%).
• Revenue per email - Measure direct sales driven by each email.

👉 Pro tip: Use UTM parameters in your links to get deeper insights in Google Analytics.

4. How do I A/B test Shopify email campaigns?

A/B testing (aka split testing) is key for optimizing:

• Subject lines - Emojis or no emojis? Urgency vs curiosity?
• CTA buttons - “Buy Now” vs “See What’s New.”
• Email design/layout - Images at the top or product grid first?
• Discount amounts - 10% off vs $5 off, which converts better?

💡 Tip: Test one variable at a time to know exactly what made the difference.

5. How do I grow my Shopify email list?

• Pop-ups with offers: "Get 10% off your first order, sign up now!"
• Landing pages: Create lead magnets (like guides or freebies).
• Checkout opt-in: Make sure the email signup box is checked by default.
• Loyalty programs: Reward points for subscribing.
• Product quiz results: Give personalized recommendations via email.

6. What’s the best time to send Shopify emails?

It depends on your audience, but data shows:

• Best days: Tuesday and Thursday.
• Best times: 10 AM - 12 PM (mid-morning) or 7 PM - 9 PM (evening).

👉 Pro tip: Test different times for your audience. A fashion store might perform better in the evening, while B2B products may see better results in the morning.

7. How do I avoid the spam folder?

• Authenticate your domain (via Shopify settings) to prove you're legit.
• Avoid spammy phrases - “FREE!!!,” “Urgent,” “Make $$$ fast.”
• Keep image-to-text ratio balanced - too many images can trigger spam filters.
• Clean your list regularly - remove unengaged subscribers to improve deliverability.

8. What are the best email marketing apps for Shopify?

While Shopify Email is great for basics, you might want advanced features like segmentation, automation, or SMS integration. 

Here’s a quick list of top apps:

• Engage - Personalized email campaigns, from copy to automation. 
• Klaviyo - Great for data-driven automation and personalization.
• Omnisend - Powerful omnichannel marketing (email + SMS).
• Privy - Great for popups, cart recovery, and sales-driven emails.
• Mailchimp - Classic for simplicity and ease of use.
• Drip - Ideal for advanced e-commerce email automation.

Transform Email Marketing Into A Revenue Machine

Most eCommerce store owners don’t see email as a serious revenue stream.

Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”

BUT AT THE SAME TIME:

There are stores out there that drive 30%+ of their revenue from email marketing.

Engage can help you do the same - Book a free demo.

We’ll show you:

• workflows we can create for your store,
• proven ways to drive 30% or more $$ from email alone, and
• successful templates and strategies from your industry (and others).