Email is the highest-ROI marketing channel available to Shopify store owners — consistently returning $36–$42 for every $1 spent. This guide shows you exactly what to set up, when, and why.
Why email beats social: When someone gives you their email, you own that relationship. Instagram can change its algorithm tomorrow. Your email list is yours forever.
Step 1: Choose Your Email Tool
The best email tool for Shopify beginners is Klaviyo. It integrates directly with Shopify, has pre-built flows, and is free up to 250 contacts.
| Tool | Free Plan | Best For |
|---|---|---|
| Klaviyo | 250 contacts | Most Shopify stores — deepest integration |
| Shopify Email | 10,000 emails/mo | Very simple stores that just need basic newsletters |
| Omnisend | 500 emails/mo | Stores that also want SMS marketing |
Step 2: Capture Emails From Day One
- Pop-up with discount: "Get 10% off your first order" converts 3–8% of visitors. Use Klaviyo's built-in pop-up builder.
- Footer signup form: Passive capture for visitors who scroll down. Lower rate but zero friction.
- Checkout capture: Make sure "Email me with news and offers" is enabled in Settings → Checkout.
Step 3: Set Up Your Core Flows
Welcome Flow (your most important emails)
- Email 1 (immediately): Deliver discount, introduce your brand, show best sellers
- Email 2 (day 2): Your brand story — who you are, why you started this
- Email 3 (day 5): Social proof — customer reviews and photos
Abandoned Cart Flow (5–15% recovery rate)
- Email 1 (1 hour after): Friendly reminder — show cart contents, no discount yet
- Email 2 (24 hours after): Address hesitation with reviews for the abandoned product
- Email 3 (48 hours after): Small incentive — 10% off or free shipping to push them over the line
Post-Purchase Flow (turn buyers into repeat customers)
- Day 1: Thank you + shipping info
- Day 14: Review request
- Day 30: Cross-sell related products
Step 4: Your Regular Newsletter
Send once a week or every two weeks. A simple format that works:
- One useful tip related to your niche
- One product highlight — new arrival or bestseller
- One clear CTA — "Shop now" or "Use code SPRING10"
Subject lines are everything. 47% of people open based on subject line alone. Keep it under 50 characters and be specific. "Your desk is making you tired" beats "Monthly Newsletter".
Step 5: Key Metrics
| Metric | Good Benchmark | If Below |
|---|---|---|
| Open rate | 20–30% | Improve subject lines; clean inactive subscribers |
| Click rate | 2–5% | Make CTAs more prominent; reduce email length |
| Unsubscribe rate | Below 0.5% | Emailing too often or content isn't relevant |
FAQ
How often should I email my list?
Once a week is ideal for most beginner stores. Enough to stay top-of-mind without annoying people. If open rates are dropping, dial back to every two weeks.
Should I offer a discount in every email?
No. Over-discounting trains your audience to wait for sales. Reserve discounts for welcome emails, abandoned cart recovery, and occasional promotions. Most emails should lead with value.
How do I grow my list faster?
The fastest methods: a pop-up with a strong offer (10–15% off), running a social media giveaway that requires an email to enter, and adding email capture to your post-purchase thank-you page.