Setting up email marketing on Shopify involves picking an email platform, connecting it to your store, building your subscriber list, and creating automated emails that send on their own. The process works the same way whether you use Shopify Email or apps like Klaviyo or Omnisend.
Which email platform should you choose?
Shopify Email comes built into your Shopify admin and costs very little. You get 10,000 free emails per month, then pay about $1 for each additional 1,000 sends. This option works best for new stores with small lists and simple needs.
Klaviyo connects deeply with your Shopify data and offers powerful automation features. The platform syncs your orders, products, and customer behavior in real time. Growing brands focused on customer lifetime value and detailed analytics often choose Klaviyo.
Omnisend combines email, SMS, and web push notifications in one tool at lower prices than Klaviyo. Small to mid-sized stores wanting strong automation without premium costs find Omnisend a good fit.
Mailchimp works as a general marketing platform but does not connect as tightly with Shopify data. Choose Mailchimp only if you already use it heavily and Shopify is just one of your sales channels.
How do you install and connect an email app?
Go to Apps in your Shopify admin, then open the Shopify App Store. Search for your chosen email app and click Add app. You will see a screen listing what data the app needs to access, including customers, orders, and products. Click Install app to approve these permissions.
The app then walks you through a setup wizard. You confirm your store URL, time zone, and sync settings. The platform starts importing your existing customers and orders while setting up a live connection for new data.
How do you set up sender authentication?
Sender authentication proves you have permission to send emails from your domain. This step improves inbox placement and stops spammers from pretending to be you.
In Shopify admin, go to Settings, then Notifications, then Sender email. Enter your custom email address and click Authenticate your domain. Shopify creates DNS records you add at your domain host. These records handle SPF and DKIM authentication. Changes take 24 to 48 hours to go live.
Use a branded email address like [email protected] rather than a free Gmail or Yahoo address. Check that authentication shows as verified before sending campaigns.
How do you build your email subscriber list?
Popups convert 4 to 7 percent of visitors on average. Exit-intent popups catch people about to leave. Scroll-triggered popups appear after visitors engage with your content. Offer something valuable like a discount code or free shipping to boost signups.
Embedded forms in your footer, header, or blog posts collect subscribers without interrupting browsing. These forms work well for return visitors who already know your brand.
Checkout opt-ins capture buyers at the moment of purchase. In Shopify admin, go to Settings, then Checkout, then Marketing options. Enable the email marketing checkbox. These subscribers often perform best because they have already bought from you.
What email automations should every store have?
Automated flows run in the background and generate sales without manual work. Every Shopify store needs these core automations.
Welcome series
Send your first email right after someone subscribes. Include your brand story, a shop-now button, and any promised discount code. Send a second email 1 to 2 days later with customer reviews and bestsellers. A third email at day 3 to 5 adds urgency around offer expiration.
Abandoned cart flow
This automation recovers shoppers who added items but did not buy. Send the first email 1 to 2 hours after abandonment with a cart summary and return-to-cart button. Follow up 10 to 12 hours later addressing common concerns like shipping costs or return policies. An optional third email at 24 hours can include a small incentive.
Post-purchase flow
Send a thank-you email 1 to 3 days after purchase with care tips and support information. Request a review 7 to 21 days after delivery when customers have used the product.
Win-back flow
Reach customers who have not purchased in 30 to 90 days. Start with a "we miss you" message showing new products. Follow with a special offer if they do not respond.
How do you segment your email list?
Segmentation groups subscribers based on their behavior and value. Sending relevant emails to smaller groups beats blasting everyone with the same message.
Create segments for new subscribers who have not purchased yet, first-time buyers, repeat customers, and inactive contacts. Use Shopify data like order count, last purchase date, total spending, and product categories purchased.
Active subscribers who opened or clicked emails in the last 90 days can receive more frequent sends. Inactive contacts need re-engagement campaigns or removal from your list to protect sender reputation.
How do you create and send a campaign?
Go to Marketing in Shopify admin, then Create campaign, then select Shopify Email or your installed app. Pick a template matching your campaign type. Add your content using drag-and-drop blocks for products, images, text, and buttons.
Write a subject line and preview text that accurately describe your email. Send a test email to yourself before the real send. Choose your recipient segment, review all settings, then click Send or Schedule.
What metrics should you track?
Monitor open rate, click-through rate, unsubscribe rate, and spam complaints to measure engagement. Track orders, revenue, and revenue per email to measure business results.
Healthy campaigns show open rates between 15 and 25 percent. Click-through rates typically fall between 2 and 5 percent. Automated flows perform higher, with open rates reaching 40 to 50 percent.
Find these metrics in Shopify under Marketing, then Campaigns. Third-party apps provide detailed dashboards with additional breakdowns.
How do you stay compliant with email laws?
GDPR requires clear consent before sending marketing emails. Do not pre-check the signup box at checkout for customers in Europe. Your signup forms must clearly state people will receive marketing emails.
CAN-SPAM requires a physical address and working unsubscribe link in every email. Honor unsubscribe requests within 10 business days.
Using strict consent standards everywhere simplifies compliance across different regions.
What mistakes should you avoid?
Sending from unauthenticated domains hurts inbox placement. Complete your SPF and DKIM setup before sending campaigns. Emailing your entire list with identical messages causes high unsubscribes. Use basic segmentation instead.
Sending too many emails causes fatigue. Sending too few makes subscribers forget you. Find a consistent schedule that matches each segment's engagement level.
Heavy emails with large images break on mobile or get clipped by Gmail. Use responsive templates and compress images. Keep each email focused on one clear action rather than cramming in multiple offers.