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Shopify Email: Create and Send Personalized Emails

Email marketing campaigns are an invaluable tool for eCommerce stores. They allow Shopify store owners to drive traffic back to their sites and make sales, while also building relationships with customers in a more personal way than social media or paid ads by offering value, like exclusive insights into your business, discounts, and promotions, educational content and resources, and much more.

Luckily for merchants who use the Shopify platform, there’s a built-in email marketing solution that makes it easy to create and send emails—even if you have no prior experience with email marketing. Welcome to Shopify Email!

In this post, we’re going to talk about how you can use Shopify Email, take a look at some examples, and help you get started using the editor today.

Let's dive in!

What is Shopify Email?

Shopify Email is a powerful, yet simple email marketing tool that allows merchants to run and track their email campaigns inside Shopify.

For example, if you want to send a discount code to all of your customers who purchased a specific product, or if you want to announce a new product release or special event, Shopify Email can help you do that.

The platform offers highly customizable email templates, current brand assets, and product content from the merchant's shop, making it simple to create a marketing campaign.

Furthermore, retailers can send email campaigns using their domain name with little to no setup. E-commerce store owners can use this platform to conduct an email campaign, nurture leads, make promotions, and engage subscribers in a simple and user-friendly way.

Benefits of Shopify Email

  • Shopify Email seamlessly pulls your store's logo, items, and branding aspects into emails, saving you time.
  • Instead of starting from scratch and double-checking product descriptions, pricing, etc., you can easily create an email.
  • Everything is saved automatically and you may go back whenever you want to make corrections.
  • It's also possible to incorporate your domain name in emails sent as part of your campaigns which decreases the probability of your emails landing in spam folders and helps readers recognize your brand.

Prerequisites To Running Your Shopify Email Marketing Campaign

Before you can run a Shopify email marketing campaign, there are some prerequisites that you will need to have in place.

  • You must have a Shopify account
  • You must have a Shopify theme installed on your store
  • You must have an active subscription for your store and plan
  • You must be using one of the following payment processors: Stripe or PayPal

Why you should use an email marketing campaign for your eCommerce store

Email marketing is one of the most effective ways to reach your customers. It allows you to communicate directly with your customers, providing them with valuable information and promotional offers.

Email marketing can be used as an advertising tool for driving traffic directly to your website. You can also use email marketing as an effective customer retention strategy by sending out newsletters or other promotional materials that contain useful tips or customer information.

You can also use email marketing for direct sales by adding links to products or offers within the content of the emails that you send. Each time someone clicks on one of these links, they will be taken directly to a page on your eCommerce store where they can make a purchase.

If you aren’t convinced, here are 2 compelling reasons why you should use email marketing:

  • It’s affordable. Email marketing is relatively cheap compared to other forms of online advertising, such as pay-per-click (PPC) ads or social media ads. If you have a large list of contacts and send out regular newsletters, then it will cost less than $1 per lead if you use a transactional SMS service provider that charges on a CPM basis (cost per thousand).
  • It’s measurable. Unlike other forms of advertising where measurement is not always possible, with email marketing there is always some kind of tracking mechanism so that you know how many people opened your message and how many clicked on any links within it. This means that you can see how well each campaign performed.

Create an email marketing campaign using the Shopify Email editor

Shopify's email editor is a powerful tool that lets you create professional-looking emails and send them to customers. It's incredibly easy to create an email marketing campaign using the Shopify Email editor. 

  1. Go to Shopify's Marketing section.
  2. To start a new campaign, select the Create Campaign button.
  3. Click on the Shopify Email button.
  4. Choose a pre-made template for your email.
  5. Click the To, and then choose a customer segment from the drop-down menu.
  6. In the "Subject" field, type in a subject for the email.

Optional: In order to personalize the text that follows the subject in customers' email inboxes, you can also write a preview text.

After you set up the email activity details, you can customize the email body content.

Types Of Shopify Email Campaigns To Send (with Examples)

Welcome email

Send an email to your new customers after they complete an order, thanking them for their purchase. This can also be done automatically by Shopify, but you should still check over the template before it goes out.

This is the first email your shoppers will receive from you. It's a great opportunity to introduce yourself, let them know what to expect, and give them a reason to keep coming back.


 "Hi [Customer name],

Thanks for signing up! Here's what you can expect from our emails: weekly deals & promotions, new products, exclusive sales."

Thank You Email

The next time someone makes their first purchase from your store, they'll receive an email that says "Thank you!" with a link to their receipt. This is a great opportunity to get some feedback on their experience with the store.


"Hi [Customer name],

Thanks so much for shopping with us! We'd love to hear about your experience so far."

Order confirmation email

When someone places an order in your store, they want to know that they've completed their purchase successfully. An order confirmation email is a great way to confirm their order, give them an estimated delivery date, and provide any additional information they might need.


"Hi [First Name],

Thank you for your recent purchase! Your purchase was successful and we've shipped your items(s) to you. If you have any questions, please contact us at [Customer Support Email].

Here's what we've shipped to you:

[Item Name] - [item description] - [quantity] - [price] - [shipping method] - [shipped date]"

Review Email

Depending on what kind of products you sell, it might be a good idea to reach out to customers who have recently bought one of your products and ask if they could write a review on the site where they purchased it from (probably Amazon). The more reviews you have there is better!

If someone leaves a product review, send them an email thanking them for leaving feedback (again). This is also an opportunity to ask if there was anything missing or confusing about the review process that could be improved in the future (e.g., asking if they would like future emails from your store).


"Hi [Customer name],

Thanks again for taking time out of your day to write such a detailed review! We're glad it was helpful for other shoppers who are considering this product as well."

Abandoned Cart Emails

This is for customers who have added items to their cart but haven't checked out. They'll receive an email with a discount code or promo code (a special discount) to encourage them to complete the checkout process.


“Hey [Customer name]!

We noticed you added some items to your cart but left without making a purchase. If you head back over to the site now, you can use the code [COUPON CODE] to get 20% off everything in your cart!”


“Hi [Customer name],

We missed you! We were hoping you would come back and pick up those items you left in your cart. If you still need them, we'll have them ready for you at [discounted price].”

Win-back Emails

This is for customers who have previously purchased from your store, but haven't come back in a while. These emails can offer incentives like free shipping or discounts on future purchases if they come back. They're also great for reminding customers about upcoming events like Black Friday or Cyber Monday sales.


"Hi [Customer name],

We haven’t seen you in a while! We’d love to treat you with a welcome-back gift.

Get 10% off your next order! Use code NEW10."

Back In Stock Emails

If you had products that were out of stock when a customer tried to buy them and now they're available again. This is another opportunity to remind customers about upcoming sales (like Black Friday) and give them a reason to come back after having missed out on something cool before.


"Dear [Customer Name],

We are excited to announce that [Item name] has been restocked! This means that you can now order it with confidence knowing that it will ship within a few days. For more information, please click here."

What you should include in your email marketing campaigns

  • A catchy subject line.
  • A clear call to action in the email.
  • An opening line that is interesting and relevant to your subscribers, but not too long or complicated (a few sentences will do).
  • A strong, simple statement about what you are offering and why it's valuable for readers.
  • Enough body text so that people can learn about the offer without giving away everything in one go—it's important for people to click through to get all the details!


The best way to know what works for you and your business is to experiment. Try sending out different types of emails to see which ones get the best response from your subscribers. You can also try switching up the content or adding a new feature in each email so that it feels fresh without being overwhelming.


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