July 19, 2021

How you should create the ultimate Shopify email marketing strategy?

Written by:
Shruti Handa


The Shopify website has experienced a significant rise in its popularity over the past years. The number of merchants has increased above 5,00,000 in the statistics measured in 2018. Consumers are preferring to buy the Shopify store as it has inbuilt features, which allows you to customize your store easily and effectively. It also provides certain tools through which you can increase website traffic and user engagement in your store.

Email marketing is considered as the oldest and most effective forms of marketing strategy. The tech industry is arriving with new technologies every month, which you can easily use to implement your marketing campaigns, but emails are widely used by the majority of audiences, and they can come out to be of immense value for your business.

Shopify Review | PCMag


Emails allow you to interact with your customers and present your products and services to them in such a way that it urges them to engage with your website and end up buying a product from your store.

Shopify store owners say that email marketing strategy is their best friend among all other marketing strategies. Email campaigns also allow you to send attachments to the users such that they can get a better understanding of your products and services.

Before moving on to the strategy, let us discuss the kind of emails you can send to the users of your Shopify store:

  • Welcome Email
12 Unique Examples of Welcome Emails that Work


These emails are sent when the user visits or logs in to your store for the first time. These kinds of emails possess 4x more opens and 5x more clicks than the regular email open and click statistics. Make sure you are putting the welcome message first following the content to make the users feel they have made the right choice by opting in for your products and services. You can also add the best products of your website in the welcome email along with a call to action which will redirect them to the products page.

  • Promotional Email

In these emails, you can include the upcoming sales on your website along with new products released, any recent announcements, or email newsletters.


  • Lifecycle Email

These emails are sent keeping in mind the behavior of users on your website. You can analyze the interests of the users on your website and thereby design lifecycle emails to send to the users.


  • Abandonment Cart Email
Shopify Abandoned Cart Email for Ecommerce Store - TargetBay

A wide majority of store owners face the issue of shopping cart abandonment. The user enters your website, scrolls through the product page, looks for the one s/he wishes to buy, adds the specific product to the cart, but at the end, the user doesn't end up buying the product added to the cart. The possible reasons behind this can be that the users found something better or cheaper on another website, or the checkout process of your website is not simple, you are charging extra shipping charges, etc. The store owners need to make sure that that they are not committing such mistakes and the users are actually checking out on your website.

  • The transactional emails

These emails are sent when the user completes a transaction on your website. You can send them invoices, receipts, etc, or order confirmation slips on their registered emails.

Whether you are a new store owner or an existing one, it is tough for everyone to design successful email marketing campaigns. You are surely going to fail in between, but don't worry, we have got your back. We will be providing you the best tips which will help you in designing the ultimate Shopify email marketing strategy.

Subject Lines

The first thing that is considered while writing an email marketing campaign is What to write in subject lines? The subject lines play a very crucial role in implementing an effective email marketing strategy. The subject lines should be eye catchy and interactive, which will result in a high open rate of your email campaigns.

If you were not able to compel the user to take action after reading your email, then it doesn't matter how rich or valuable your content was! The first thing we look up to while opening an email is the subject lines. If these are not up to the mark, then you are going to lose a lot of subscribers. Some important points that you should keep in mind while writing the email subject lines are:

  • Be clear and concise
  • Keep it short
  • Ask questions while writing subject lines.


Email Timings

As the content matters while sending an email campaign, so is the timing of when you will be sending the required email. For instance: if we talk about eCommerce stores, we need to analyze which are the peak hours when the users are purchasing from your website, or you can keep a close eye on the activities of the users to understand their interests and thereby send the required emails accordingly.

You can track these details using any desired tool of your choice and implement your campaigns accordingly.


Pre-Header Text

Behind the success of a subject line, lies the pre-header text. This allows you to provide extra information to your audiences about the content of your email. You can offer an incentive to the users in the pre-header text to make them open those emails and thereby increase the open rates of your email marketing campaigns.




Email List Segmentation

This feature allows you to send personalized emails to a large section of the audience. The list segmentation can be done in various categories, i.e., User interests, history on the website, location, or their level of engagement on your website

12 Brilliant Shopify Email Marketing Hacks You Should Know in 2021


For instance: You can create a segment for brand new subscribers who haven't made a purchase yet on your website or a segment for the old customers who have been stuck to you for a longer period of time. Old customers can be thanked and appreciated for their immense support and for the new customers you can offer them first checkout discounts or special welcome discounts and make them understand your products and services so that you are also able to build trustworthy relationships with them.


Email Content

Before sending your first email, make sure that your website is up to date with the latest prices and offers. The body of the email is the place where you are going to fulfill whatever is being mentioned in the subject line of your email. You need to present the content in such a way that it adds value to the customers. A compelling subject line and boring content are not going to let you achieve what you desire.

The stores can also incorporate images into the email content to add more value to the email. Through the images section, you can display a list of the best products that your website has in store for the users. Some email providers block images from the sender that aren't in the subscriber's mailing list. Make sure you have added an alt text to your image, so if the user wants to open it, s/he can do it easily. It is not necessary to just focus on selling your products to the users and turning them into potential customers. You should first focus on acquiring the trust of your users because that is the only point that is going to make the users proceed for checkout on your website.


Mobile optimized Emails

Mobile Optimization: Guide for Your Chinese Site • Sekkei Studio Blog


Ensure sure that your emails are responsive and are optimized for all kinds of devices for viewing, i.e., either a desktop, mobile, or tablet. People are using mobile devices more than the desktops these days, and the usage of mobile devices accounts for almost 3.5 billion users around the world. The statistics also show that the mobile email open rate accounts for 60% of all opens, and it is quite obvious that this percentage is going to grow with each passing year.



Call to Action(CTA)

Call to action suggests that what is the next required step the user will be taking while reading your email. It can be either a button or a link to your product page or any specific page where you wish to redirect your user. It can also be said that CTA defines the goal of your campaign. Make sure you are prioritizing one CTA per email, i.e., you want the users to redirect to a specific page in the specific email campaign sent by you to the desired user.

You can also add such words into your content that will create a sense of urgency within the users and should urge them to take action as soon as possible. The special incentives that you will offer in an email will urge the user to take immediate action. As these offers are limited for a specific period of time only and no immediate action will make the users lose out on that incentive.

While designing your email template, place your CTA button in a contrasting color against the email background.


A/B testing

This process is a time-savior strategy and saves a lot of work in the long run. Without performing the testing part, you will not understand what is working for you and what is not. The testing is not just limited to the headlines and the email copy, but you can also find out and analyze which email designs are going to bring out the most clicks and will generate a good amount of revenue for your business.



Email Marketing and Automation Tool for Ecommerce Store - BayEngage

Measure Campaigns

You can also measure how your campaigns are performing in the user's inbox. This practice helps you improve the campaigns by certain statistics analysis. Many tools are available these days that allow you to measure your email campaigns effectively. You can check the click rate, bounce rate, open rate of your emails, and most importantly, you will also get to know how many users have unsubscribed from your mailing list. I understood and tracked properly, the metrics will help you understand where you went wrong and what are things that worked the best for your business.


The Shopify website has experienced a significant rise in its popularity over the past years. The number of merchants has increased above 5,00,000 in the statistics measured in 2018. Consumers are preferring to buy the Shopify store as it has inbuilt features, which allows you to customize your store easily and effectively. It also provides certain tools through which you can increase website traffic and user engagement in your store.

Email marketing is considered as the oldest and most effective forms of marketing strategy. The tech industry is arriving with new technologies every month, which you can easily use to implement your marketing campaigns, but emails are widely used by the majority of audiences, and they can come out to be of immense value for your business.

Shopify Review | PCMag


Emails allow you to interact with your customers and present your products and services to them in such a way that it urges them to engage with your website and end up buying a product from your store.

Shopify store owners say that email marketing strategy is their best friend among all other marketing strategies. Email campaigns also allow you to send attachments to the users such that they can get a better understanding of your products and services.

Before moving on to the strategy, let us discuss the kind of emails you can send to the users of your Shopify store:

  • Welcome Email
12 Unique Examples of Welcome Emails that Work


These emails are sent when the user visits or logs in to your store for the first time. These kinds of emails possess 4x more opens and 5x more clicks than the regular email open and click statistics. Make sure you are putting the welcome message first following the content to make the users feel they have made the right choice by opting in for your products and services. You can also add the best products of your website in the welcome email along with a call to action which will redirect them to the products page.

  • Promotional Email

In these emails, you can include the upcoming sales on your website along with new products released, any recent announcements, or email newsletters.


  • Lifecycle Email

These emails are sent keeping in mind the behavior of users on your website. You can analyze the interests of the users on your website and thereby design lifecycle emails to send to the users.


  • Abandonment Cart Email
Shopify Abandoned Cart Email for Ecommerce Store - TargetBay

A wide majority of store owners face the issue of shopping cart abandonment. The user enters your website, scrolls through the product page, looks for the one s/he wishes to buy, adds the specific product to the cart, but at the end, the user doesn't end up buying the product added to the cart. The possible reasons behind this can be that the users found something better or cheaper on another website, or the checkout process of your website is not simple, you are charging extra shipping charges, etc. The store owners need to make sure that that they are not committing such mistakes and the users are actually checking out on your website.

  • The transactional emails

These emails are sent when the user completes a transaction on your website. You can send them invoices, receipts, etc, or order confirmation slips on their registered emails.

Whether you are a new store owner or an existing one, it is tough for everyone to design successful email marketing campaigns. You are surely going to fail in between, but don't worry, we have got your back. We will be providing you the best tips which will help you in designing the ultimate Shopify email marketing strategy.

Subject Lines

The first thing that is considered while writing an email marketing campaign is What to write in subject lines? The subject lines play a very crucial role in implementing an effective email marketing strategy. The subject lines should be eye catchy and interactive, which will result in a high open rate of your email campaigns.

If you were not able to compel the user to take action after reading your email, then it doesn't matter how rich or valuable your content was! The first thing we look up to while opening an email is the subject lines. If these are not up to the mark, then you are going to lose a lot of subscribers. Some important points that you should keep in mind while writing the email subject lines are:

  • Be clear and concise
  • Keep it short
  • Ask questions while writing subject lines.


Email Timings

As the content matters while sending an email campaign, so is the timing of when you will be sending the required email. For instance: if we talk about eCommerce stores, we need to analyze which are the peak hours when the users are purchasing from your website, or you can keep a close eye on the activities of the users to understand their interests and thereby send the required emails accordingly.

You can track these details using any desired tool of your choice and implement your campaigns accordingly.


Pre-Header Text

Behind the success of a subject line, lies the pre-header text. This allows you to provide extra information to your audiences about the content of your email. You can offer an incentive to the users in the pre-header text to make them open those emails and thereby increase the open rates of your email marketing campaigns.




Email List Segmentation

This feature allows you to send personalized emails to a large section of the audience. The list segmentation can be done in various categories, i.e., User interests, history on the website, location, or their level of engagement on your website

12 Brilliant Shopify Email Marketing Hacks You Should Know in 2021


For instance: You can create a segment for brand new subscribers who haven't made a purchase yet on your website or a segment for the old customers who have been stuck to you for a longer period of time. Old customers can be thanked and appreciated for their immense support and for the new customers you can offer them first checkout discounts or special welcome discounts and make them understand your products and services so that you are also able to build trustworthy relationships with them.


Email Content

Before sending your first email, make sure that your website is up to date with the latest prices and offers. The body of the email is the place where you are going to fulfill whatever is being mentioned in the subject line of your email. You need to present the content in such a way that it adds value to the customers. A compelling subject line and boring content are not going to let you achieve what you desire.

The stores can also incorporate images into the email content to add more value to the email. Through the images section, you can display a list of the best products that your website has in store for the users. Some email providers block images from the sender that aren't in the subscriber's mailing list. Make sure you have added an alt text to your image, so if the user wants to open it, s/he can do it easily. It is not necessary to just focus on selling your products to the users and turning them into potential customers. You should first focus on acquiring the trust of your users because that is the only point that is going to make the users proceed for checkout on your website.


Mobile optimized Emails

Mobile Optimization: Guide for Your Chinese Site • Sekkei Studio Blog


Ensure sure that your emails are responsive and are optimized for all kinds of devices for viewing, i.e., either a desktop, mobile, or tablet. People are using mobile devices more than the desktops these days, and the usage of mobile devices accounts for almost 3.5 billion users around the world. The statistics also show that the mobile email open rate accounts for 60% of all opens, and it is quite obvious that this percentage is going to grow with each passing year.



Call to Action(CTA)

Call to action suggests that what is the next required step the user will be taking while reading your email. It can be either a button or a link to your product page or any specific page where you wish to redirect your user. It can also be said that CTA defines the goal of your campaign. Make sure you are prioritizing one CTA per email, i.e., you want the users to redirect to a specific page in the specific email campaign sent by you to the desired user.

You can also add such words into your content that will create a sense of urgency within the users and should urge them to take action as soon as possible. The special incentives that you will offer in an email will urge the user to take immediate action. As these offers are limited for a specific period of time only and no immediate action will make the users lose out on that incentive.

While designing your email template, place your CTA button in a contrasting color against the email background.


A/B testing

This process is a time-savior strategy and saves a lot of work in the long run. Without performing the testing part, you will not understand what is working for you and what is not. The testing is not just limited to the headlines and the email copy, but you can also find out and analyze which email designs are going to bring out the most clicks and will generate a good amount of revenue for your business.



Email Marketing and Automation Tool for Ecommerce Store - BayEngage

Measure Campaigns

You can also measure how your campaigns are performing in the user's inbox. This practice helps you improve the campaigns by certain statistics analysis. Many tools are available these days that allow you to measure your email campaigns effectively. You can check the click rate, bounce rate, open rate of your emails, and most importantly, you will also get to know how many users have unsubscribed from your mailing list. I understood and tracked properly, the metrics will help you understand where you went wrong and what are things that worked the best for your business.

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