Ads get more expensive and social reach rises and falls, but your email list belongs to you. For most Shopify stores, a handful of well-built automated emails earn more than anything else in the marketing mix, and they keep working while you do something else. Here is how to set it up step by step.
1. Choose your tool
Shopify Email is built in and uses your store data directly, which makes it a simple place to start. Klaviyo is the most common choice for stores that want advanced segmentation, SMS and detailed reporting. Pick one and stick with it; switching later is possible but takes work. See our Klaviyo integration page if you go that way.
2. Collect consent properly
Add a clear sign-up checkbox at checkout and in customer accounts, and make sure what people sign up for is stated plainly. In the EU and UK this is a legal requirement under GDPR and related rules; in the US, CAN-SPAM requires an unsubscribe link and your physical address in marketing emails. Consent recorded in Shopify carries over to most email tools.
3. Grow the list with a reason to join
A sign-up form that says "join our newsletter" rarely works. Offer something specific: early access, a guide, a first-order discount, back-in-stock alerts. Show the form at a sensible moment (after some scrolling, or on exit), not the instant the page opens.
4. Set up the welcome series
New subscribers are at their most interested. Two or three emails over a week work well: deliver what you promised, tell your story and what makes the products different, then show best-sellers or reviews.
5. Recover abandoned checkouts
Shopify can send an abandoned checkout email automatically (in Marketing → Automations). A short sequence of one to three messages, with the items, a clear link back and an answer to common doubts such as shipping or returns, recovers a meaningful share of lost orders.
6. Add browse and cart abandonment
For subscribers who viewed products or added to cart without starting checkout, a gentle reminder with the product and similar items works well. These need a tool that tracks browsing, such as Klaviyo or Shopify's own automations.
7. Follow up after purchase
Thank customers, help them get the most from the product (care, sizing, how to use), ask for a review once it has arrived, and suggest what goes well with it. This is where repeat purchases start.
8. Win back lapsed customers
Set a flow for customers who haven't ordered in longer than your typical repeat cycle. Remind them what's new, and use an incentive sparingly.
9. Plan campaigns around a calendar
Launches, restocks, guides, seasonal sales and stories behind the products. Segment where it helps: people who bought a category, VIP customers, subscribers who haven't bought yet. Fewer, more relevant emails beat frequent blasts to everyone.
10. Protect deliverability and measure
- Send from your own domain and set up the authentication records (SPF, DKIM, DMARC) your email tool asks for.
- Remove or suppress addresses that haven't opened or clicked in a long time.
- Judge emails on clicks, orders and revenue, not opens alone, since many mail apps distort open rates.
The core flows at a glance
| Flow | Trigger | Goal |
|---|---|---|
| Welcome | New subscriber | First order |
| Abandoned checkout | Checkout started, not finished | Recover the order |
| Browse / cart abandonment | Product viewed or added | Bring them back |
| Post-purchase | Order placed or delivered | Reviews and repeat orders |
| Win-back | No order for a set period | Reactivate |
Want these flows built and written for you? See our Shopify email and SMS marketing service.
Frequently asked questions
Shopify Email or Klaviyo?
Shopify Email is built into the admin and is a good start for simple campaigns and basic automations. Klaviyo offers deeper segmentation, more advanced flows, SMS and detailed reporting, and suits stores that want email to be a major revenue channel.
How often should I send campaigns?
Often enough to stay in mind, and only when you have something worth saying. Many stores send weekly; start with what you can sustain with good content, and watch unsubscribes and engagement.
Can I email customers who bought from me but didn't subscribe?
Rules differ by country. In the EU and UK, marketing emails generally need consent, with a limited exception for existing customers for similar products where they were given a chance to opt out. Order and shipping emails are transactional and don't need marketing consent.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
