Shopify Email Marketing Secrets: Playbooks for Boosting Sales, Retention, and Referrals

Hussam AlMukhtar

Apr 21, 2025

Email marketing can be a secret weapon for thriving Shopify brands — studies suggest that, depending on your industry, you can expect a return of $32–45 for every dollar you spend on email marketing. That's a powerful ROI for Shopify business owners who are juggling all the hats they wear to help their brand succeed. If you've been looking for a way to improve customer retention, increase recurring revenue, and turn your audience into brand advocates, email marketing could be the competitive edge you've been missing.

In this article, we'll share actionable email marketing playbooks — tried-and-true strategies for every stage of the buyer's journey. Along the way, we'll also cover essentials, like the different types of email campaigns, how to build an email list, and a step-by-step guide to launching campaigns that convert.

Stick with us, and you'll soon map out a Shopify email marketing strategy that keeps you top-of-mind for your target audience and drives the tangible sales growth you've been looking for.

What is Shopify email marketing?

Shopify email marketing is the practice of using targeted emails — such as automated welcome messages, promotions, and post-purchase follow-ups — to engage, nurture, and retain customers who shop at your Shopify business.

It leverages key data points from your Shopify admin — like order history, browsing behavior, and product preferences — to personalize campaigns and maximize conversions. Because it's so closely tied to the buyer's journey, email marketing helps you stay relevant in customers' inboxes without relying heavily on social media ads or influencer partnerships.

Why email marketing gives Shopify brand owners a competitive edge

You've probably heard the phrase "build your list" countless times as an e-commerce business owner, but let's break down why email specifically gives Shopify merchants such an advantage:

1. High ROI, low maintenance. It's been true for years, and it's still true now. In addition to its high ROI, email marketing is easy to set up and maintain compared to other marketing channels. Once you've set up the right workflows, they run in the background, letting you focus on other tasks, like product development or fulfillment.

2. Advanced personalization options. You can harness Shopify's backend data — like purchase frequency, total spend, and even abandoned carts — to create highly personalized segments. This means your emails speak directly to a customer's interests, driving up open rates and click-through rates (CTRs).

3. Direct relationships with customers. There's no social media algorithm filtering out your content. Instead, you land in your subscriber's inbox. According to Twilio's Consumer Preferences Report, 79% of consumers say they prefer brand communication there over other channels. A direct line where your customers want to hear from you means you can cultivate brand loyalty more quickly.

Types of Shopify email marketing campaigns

Before we dive into the playbooks, it helps to understand the foundational campaigns that Shopify brand owners commonly use. These categories aren't mutually exclusive. Often, you'll combine them in automated workflows that engage shoppers across the entire customer journey.

1. Welcome emails

Greet new subscribers, introduce your brand story, and deliver a sign-up incentive, like a discount code.

When to use: As soon as someone joins your email list or creates an account on your Shopify site.

Example: A short, friendly email highlighting your brand values, best-selling products, and a 10% welcome discount.

2. Newsletter emails

Provide regular updates on product launches, behind-the-scenes looks, and exclusive sales.

When to use: Weekly, bi-weekly, or monthly — find a cadence that balances consistent engagement without overwhelming your subscribers.

Example: A monthly "What's New" update with curated product picks, blog post highlights, and upcoming events.

3. Post-purchase emails

Keep the momentum going after someone buys from you. This might include order confirmations, shipping updates, and "how to use" guides.

When to use: Immediately after purchase for confirmations, and again a few days later for shipping or tips.

Example: A shipping notification that also includes a recommendation for complementary items.

4. Feedback request emails

Capture reviews, testimonials, or star ratings. These bolster social proof and can improve your brand's conversion rates over time.

When to use: Typically about a week after delivery, once the customer has had time to use or experience the product.

Example: A polite request for a review, possibly with a small thank-you discount to encourage participation.

5. Abandoned cart emails

Win back customers who added items to their cart but left before checkout.

When to use: Usually one to three emails over a few days, starting a couple hours after cart abandonment.

Example: A reminder with pictures of the abandoned items and an incentive (like 5% off or free shipping) to complete the purchase.

6. Loyalty, reward program, and referral emails

Encourage repeat purchases and word-of-mouth marketing by rewarding loyal buyers.

When to use: After a customer reaches a certain purchase threshold or to highlight the benefits of your referral program.

Example: An email congratulating the customer on reaching "Gold" status, complete with perks like free shipping or early product access.

7. Re-engagement emails

Target dormant subscribers who haven't opened or clicked an email in a while.

When to use: Trigger when subscribers are inactive for 60–90 days.

Example: A "We miss you!" campaign offering a special discount to spark renewed interest.

The playbooks: 5 proven Shopify email marketing strategies

Now, let's talk about specific, ready-to-deploy strategies — complete with objectives, timelines, and metrics to watch. Each playbook aligns with a particular phase of the customer journey, letting you nurture subscribers every step of the way.

1. The "Indoctrination" welcome series

Transform new subscribers into engaged fans by showcasing your brand story and best products.

When to use: Triggered immediately after someone signs up or creates an account.

What to do:

• Email 1: Warm greeting, brand origin story, and a small discount or free shipping code.

• Email 2: Spotlight best-sellers or curated collections; mention social media channels for community building.

• Email 3: Introduce social proof (reviews, testimonials) and encourage them to follow your Instagram or Facebook group.

Metrics to track: High open and click-through rates in these early stages indicate strong brand interest. Track how many first-time purchases come from this sequence.

2. Abandoned cart rescue sequence

Recover lost revenue from would-be shoppers who left items in their cart. According to the Baymard Institute, the average cart abandonment rate is over 70%.

When to use: Trigger 1–24 hours after the cart is abandoned, with up to three emails spaced a day or two apart.

What to do:

• Email 1: Gentle reminder with an item photo and a clear call-to-action (CTA).

• Email 2: Offer a small incentive or mention free shipping thresholds to sweeten the deal.

• Email 3: Fear of missing out (FOMO) or scarcity approach — "Items are going fast!" or "Last chance for this discount!"

Bonus: Check out these abandoned cart email templates.

Metrics to track: Monitor cart recovery rate, total revenue reclaimed, and unsubscribe rates (to make sure you aren't spamming people too aggressively).

3. Post-purchase "next steps" follow-up

Drive repeat purchases and build brand loyalty by guiding customers after their initial order.

When to use: Starts right after the order confirmation and continues for one to two weeks.

What to do:

• Email 1 (order confirmation): Thank-you note and complementary product suggestions.

• Email 2 (shipping update): Provide tracking info and a link to a "Tips & Tricks" blog post or video.

• Email 3 (more tips): Show how other customers style or use the product; invite them to share their own photos on social media.

Metrics to track: Look at repeat purchase rate over 30 days, cross-sell revenue, and social media engagement driven by these emails.

4. Refer-a-friend loyalty drive

Objective: Convert happy customers into ambassadors who bring in new subscribers or buyers.

When to use: After a customer's second or third purchase, or once they've shown loyalty (e.g., positive review, high order value).

What to do:

• Email 1: Celebrate their loyalty with a referral incentive. For example, "Give $10, Get $10."

• Email 2: Show them how easy it is to share a unique referral link.

• Email 3: Offer deal sweeteners. For example, double points during special events or exclusive "friends and family" discounts.

Metrics to track: Referral link usage, new subscriber growth from referrals, and average order value (AOV) of referred customers.

5. Re-engagement "We miss you" campaign

Objective: Bring back dormant subscribers or past customers who haven't interacted recently.

When to use: Typically after 60+ days of no opens or clicks.

What to do:

• Email 1: Simple message: "We Miss You!" and a request for updated preferences ("Still love our brand?").

• Email 2: Offer a compelling discount or show off new arrivals they might have missed.

• Email 3: Final check-in with an exclusive "win-back" promo.

Metrics to track: Reactivation rate (opens, clicks), unsubscribes, and direct conversions from the series.

How to build a Shopify email list

If you want your playbooks to work, you need a list of engaged subscribers.

Growing an email list is about more than just collecting email addresses — it's about attracting qualified leads who genuinely care about your products, brand story, or niche. You need to offer compelling reasons for shoppers to subscribe and then seamlessly integrate sign-up opportunities across your Shopify site and marketing channels.

1. Leverage on-site signup forms

Rather than relying on a single pop-up, consider a multifaceted approach. For example, you can have a delayed pop-up (appearing after a user scrolls through 30% of a page), a sticky header form, and a footer subscription box — all gently encouraging users to join. Provide a clear incentive, such as a welcome discount or exclusive content. This helps capture leads at different points in their browsing journey without bombarding them the second they land on your homepage.

2. Offer lead magnets tailored to your brand

A lead magnet is an incentive you give in exchange for an email address. For example, for a Shopify clothing boutique, this might be a style guide or a lookbook for the upcoming shopping season. For a skincare line, a free eBook on reducing the look of acne scars might resonate.

Whatever you choose, make it highly relevant to your target audience. A compelling lead magnet helps increase opt-in rates by delivering immediate value — something that encourages them to take the leap and subscribe.

3. Incorporate social media cross-promotion

Don't assume your entire customer base lands on your website first. Many potential subscribers follow you on Instagram, TikTok, Facebook, or even Pinterest — wherever you post most actively.

Encourage them to sign up for your email list by teasing exclusive content or early access to sales. You can also embed sign-up links in your social bios or run special, limited-time campaigns to encourage sign-ups — like a sign-up weekend where new subscribers receive additional perks (for example, free shipping or a members-only discount).

4. Tap into customer referrals

Word-of-mouth remains one of the most powerful marketing tools. Encourage current subscribers or customers to share a sign-up link with their friends, and sweeten the deal by offering a discount to both the referrer and the referee. For example, "Give 15% off, get 15% off" fosters goodwill and helps you reach potential customers who share similar tastes or needs.

5. Keep compliance and respect in mind

It might not be the most exciting part of building a list, but business owners need to be aware of regulations like GDPR and CAN-SPAM.

Make it clear how often you plan to email and what type of content subscribers can expect. Using double opt-in (where subscribers confirm their subscription via an emailed link) can help weed out fake addresses and protect you from spam complaints. Plus, it sets the tone that you respect their inbox from day one.

How to create a Shopify email marketing campaign

Designing an effective campaign is a systematic process that goes far beyond writing a quick promotional email and hitting "send." To get the most out of every email or automation, you need clarity on your objective, audience segments, and desired outcomes. Below is a step-by-step approach to crafting email campaigns that resonate and convert.

Step 1: Start with a clear objective

Before typing a single word, determine why you're emailing in the first place. Are you launching a new product line, looking to liquidate overstock, or aiming to re-engage dormant subscribers?

Each scenario calls for a different approach — new product launches might require a teaser campaign leading up to the release, whereas a re-engagement drive might benefit from a "We miss you" angle and a tailored discount. By clarifying your objective, you ensure that every piece of content aligns with your desired results.

Step 2: Segment your audience for laser-focused messaging

According to Mailchimp, segmentation can increase open rates by 14% and more than 2x your click rates.

Rather than sending one generic email to all subscribers, group them based on factors such as purchase history, browsing behavior, location, or engagement levels. For example, a segment of "frequent buyers" might appreciate early access to new releases, while your "lapsed customers" segment might respond better to a time-limited reactivation offer.

Step 3: Write compelling, benefit-focused email copy

Once you know who you're emailing and why, shape your message around how it benefits the reader.

For example, if the campaign showcases a limited-edition product, highlight its unique features or exclusivity. If you're running a flash sale, emphasize the savings or urgency — "Only 48 hours left!"

Remember to avoid lengthy blocks of text: Short paragraphs and bullet points make your message scannable. But keep your tone warm and conversational so readers feel like they're hearing from a friendly, trustworthy source.

Step 4: Design a mobile-optimized email template

Depending on the source you consult, anywhere from 50% to over 80% of emails are opened on mobile devices. While it's a little unclear exactly how many people are reading their email on smartphones and tablets, it's clear that it's the majority — and the number grows higher every year.

So, prioritize responsive email templates that resize images and text automatically. Your CTAs should be easy to tap on a small screen — large, clear buttons generally outperform text links on mobile. Also, pay attention to color contrast and font sizes. If it's too small to read on a smartphone, you risk losing interest fast.

Step 5: Incorporate personalization wherever possible

Personalization isn't just adding a first-name token — though that helps. For Shopify brands, consider pulling in product recommendations based on browsing or buying history. For example, if a customer recently purchased a yoga mat, show them the matching yoga blocks or carrying cases in the email. This tailor-made approach can significantly boost click-through rates and overall engagement.

Step 6: Time your sends strategically

The perfect send time varies by audience. Some brands find success on weekday mornings, others on Sunday evenings. Experiment with different send times, track open rates, and adjust accordingly. Also, be mindful of frequency: Over-sending can lead to unsubscribes or email fatigue. A safe baseline for many e-commerce brands is one to two marketing emails per week (in addition to relevant transactional or triggered emails).

Step 7: A/B test and optimize

Instead of guessing what works, let data guide you. Run split tests on subject lines ("Free shipping” vs. “15% off"), CTA text ("Shop now” vs. “claim your discount"), and send times. Monitor the difference in open rates, click-throughs, and conversions to see which variant resonates better. Over time, these incremental improvements can add up to significant revenue gains.

Step 8: Measure key metrics and iterate

After a campaign wraps up, dive into your Shopify analytics or email platform's dashboard to gauge performance. Here are some key metrics you can track to improve your email campaigns over time:

• Open rate: A barometer of how appealing your subject line and sender name were

• Click-through rate: Indicates if your email content and CTAs were compelling

• Conversion rate: The percentage of recipients who took the desired action (e.g., purchase), which also shows how effective your content and CTAs are

• Unsubscribes/spam complaints: A spike might signal too many emails or misaligned content

Use these insights to refine future campaigns. If you notice certain segments underperforming, tweak your messaging or try offering a different incentive. Conversely, double down on strategies that deliver strong conversions.

When you combine a razor-sharp objective, meticulous segmentation, engaging copy, and smart design, you lay the groundwork for campaigns that not only increase sales but also strengthen customer loyalty. Rather than a one-and-done send, think of email marketing as an evolving conversation with your subscribers — one that deepens their connection to your brand each time they open, read, and click through. By continually testing, refining, and optimizing, your Shopify email campaigns become a crucial engine for sustained, predictable growth.

Let OpenStore build your unstoppable Shopify email marketing strategy

Email marketing has the power to drive repeat purchases, boost average order value, and create brand advocates — often at a fraction of the cost of other channels. By combining these proven strategies — from an indoctrination welcome series to targeted re-engagement campaigns — you'll speak to customers at every point in their journey.

But remember, email marketing doesn't exist in a vacuum. It's most effective when supported by a broader marketing ecosystem, including paid ads, content marketing, and a Shopify business that runs like a well-oiled machine. Whether you're a new founder or a seasoned pro, regular testing, list hygiene, and segmentation will keep your emails fresh and relevant, ultimately nurturing a loyal community of fans who look forward to your next message.

If you're ready to take your Shopify business beyond email marketing and into the realm of true scalability, OpenStore can help. We specialize in discovering a brand’s untapped potential. Our team has deep experience in operating and growing multiple Shopify brands, so founders can focus on what they do best: turning business ideas into successful realities.

It all starts with understanding exactly where your business stands today. Get your free valuation, so when the time is right for you to turn to your next big business idea, you'll be ready.