How to create an email newsletter on Shopify

400% – That’s about how much 1$ invested in an email campaign can bring you. We have a lot of cases where just a couple of emails “exploded” sales.

The possibilities of email marketing are endless, if not unlimited. With the right approach, of course. So the question is: “Does my business need an email strategy?” – is a rhetorical question. It definitely does.

Let us share how email marketing works on Shopify and what tools will help you achieve the desired results.

How email marketing works

Sending emails is an invaluable and very effective tool. With its help, you can:

attract new customers and retain old ones
increase sales on the platform;
conduct promotions and sales;
strengthen the brand’s position above the market by increasing customer loyalty.

And this is just the tip of the iceberg and a small part of the opportunities that email marketing opens up for businesses. How to make it effective is described below.

It’s important to note that in addition to being highly effective and allowing direct targeted contact with the audience, email marketing is also a relatively cheap tool. That is, you can accomplish the above tasks with minimal investment (or even without it).

What types of emails are best for Shopify

Here are a few types of emails that should form the basis of your Shopify strategy:

Order confirmation, status, and shipping notifications. They build customer trust in the brand. Help to improve the user experience.

Subject line: Your order is on its way!

Hello [Name],

We are pleased to inform you that your order #12345 has been successfully shipped! You can track the delivery status of your order at the link below. If you have any questions or concerns, please do not hesitate to contact our support team.

Thank you for your purchase!

Personalized advice. Based on past purchases and buying behavior. For example, “A selection of products that may interest you”.

News and updates. Usually contains information about new arrivals, as well as other interesting events related to the brand.

Promotions and discounts. Seasonal, thematic, personal (for example, a bonus coupon for a birthday).

Reviews and feedback. Encourage customers to leave feedback on products or the store’s work.

Topic: We want to hear your opinion!

Hello [Name],

We hope your purchase of [product name] brought you joy and satisfaction! Please take a few minutes to leave a review about the product you purchased. This will help other customers make the right choice. And make us even better.

[Link to the feedback page]

Thank you for your support and cooperation! We’re giving you a $10 discount coupon for your next purchase.

“Return” emails (reactivation). Send personalized messages to customers who haven’t made a purchase in a while.

Email marketing tools

Shopify has a built-in email sending tool. It is integrated with your store and allows you to easily create and send customer notifications. It has templates and personalization features.

However, its functionality is often not enough to implement more complex strategies, so we recommend a third-party email marketing service – Klaviyo.

The advantages of Klaviyo include extensive features for audience segmentation, creating personalized campaigns, and tracking results and analytics.

The service is very easy to use and intuitive. Paid plans have a flexible pricing system that depends on the number of subscribers in your database. There is a possibility of free use.

Other popular services include: Active Campaign, Constant Contact, Privy, Mailchimp.

10 tips from our digital specialist to make your email campaign work

The main problem with all email marketing is bypassing security filters. Getting caught in spam not only negatively affects the store’s metrics, but also affects the sender’s reputation. But there are some things you can do to minimize this risk:

Choose a domain that has a good delivery rating.
Use DKIM and SPF authentication.
Maintain a good reputation: make sure your IP address is not blacklisted.
Avoid unnecessary formatting. Mail robots perceive it as spam.
Avoid using words that are associated with fraud: “free”, “discount”, “winner”, “money”, etc.
Run a test before sending out your campaign. Make sure that your email gets to the inbox of the majority of customers.
Include only those who have given their consent.
Be sure to offer an unsubscribe form (it should be visible and accessible).
Don’t use shortened URLs or redirects.
Forget about Caps Lock in your emails.

In fact, the topic of email marketing is much deeper than it may seem. Any little thing can affect the conversion rate: from the wrong time of day to an extra emoticon.

If you’re interested in implementing an email strategy in your project and want to get amazing results, we recommend that you trust our Digital department.