Understanding Shopify Email Marketing To Optimize Your Marketing Strategy In 2022

Shopify provides a variety of tools to improve the productivity of eCommerce and deliver vital insights. Running your own eCommerce store may be a difficult endeavor. There is a lot to accomplish, such as marketing, secure checkout, product shipment, and speed optimization. Different types of marketing tactics have emerged and changed through time in sectors all around the world. Shopify email marketing is one of the most effective ways.

This post will tell you about the advantages of email marketing as well as the methods to implement Shopify email marketing.

What is Email Marketing

What is Email Marketing

In the age of social media, far too many individuals dismiss email marketing. However, with upcoming changes to IOS that could affect sponsored advertisements, it’s time to reconsider.

Email marketing is a very successful digital marketing method that allows you to directly connect your clients, create relationships, promote principles, and sell your products. Email allows Shopify business owners to establish ‘owned’ marketing. Email is the most direct way to communicate with your most engaged consumers. There are no social media algorithms or Google updates; just you sharing your tales with the people who want to hear from you at the time they want to hear from you.

Aside from being a key mode of communication, email marketing has the best return on investment (ROI), with a medium ROI of 122 percent – four times greater than any other digital marketing channel.

Do you need some numbers to go along with these words? Check out our email marketing ROI blog and download our ROI Industry Benchmark Guide to discover what type of return your company may be earning.

Do Marketing Emails Really Work

While Facebook has over 1.5 billion daily users, email has over 3.9 billion daily active users, with 99 percent of those people reading their emails on a regular basis. Even better, studies suggest that consumers do not just check their emails on a regular basis, but also throughout the day.

The opportunity for email marketing is always present on paper. In practice, however, most organizations do not understand how to use email marketing efficiently. So, rather of asking, “Does email marketing work?” You should be asking yourself, “Am I willing to put in the effort?” As you can see from one of our earlier posts on Klaviyo benchmarks, there’s a lot to accomplish, but as we’ll see below, taking modest and frequent actions is essential.

Benefits of Email Marketing

Benefits of Email Marketing

Personalized Emails

Shopify email marketing enables organizations to establish several lists of clients based on certain criteria. It is now feasible to provide tailored information to the relevant target group in order to generate interest in any product or service. It also boosts brand value since buyers do not believe the organization sent mass emails to untargeted populations.

Your email might simply say, “Hey there! Happy birthday, sweetheart! Here’s a discount code to commemorate your birthday.” It is still seen as a worthwhile email since your business remembers their birthday, which improves your brand image and connection with your audience.


Shopify email marketing is one of the most cost-effective types of direct marketing. There is no requirement for any type of advertising. As a result, the Return on Investment (ROI) Ratio is significantly higher when compared to other improvements such as television, magazines, newspapers, and billboards.

Most Shopify email marketing software offers a free trial term of up to a certain number of days. This will not only help you become acquainted with its capabilities, but you will also be able to begin sending emails right away to boost your reach and ROI. Even when your free trial period expires, their cost remains lower than that of other marketing outlets!

Impulsive Buying

Businesses may use Shopify email marketing to give enticing offers as well as a purchasing link in the same email. Because all of the materials are available in a single message, the consumer feels compelled to get the goods right away.

If someone has signed up for your emails, it is assumed that they want to hear from you. So this is where you need to tweak your Shopify email marketing methods in order to retain as many subscribers as possible. If you provide your subscribers with the right information and incentives, you will not only acquire their confidence but will also become brand advocates for you.


The Shopify email marketing app provides you with information on the performance of your email campaigns. Most Email Marketing software or plugins give easy analytics tools that provide statistics like Conversion Rate, Number of Clicks, and much more, allowing businesses to find out where they are missing and make rapid changes to rectify difficulties. Make use of this data on a regular basis to increase campaign success!

For example, do you see a lower open rate? A/B testing can help you improve your email subject lines. Is your click-through rate low? Make an effort to personalize your CTAs. Is your conversion rate low? Improve the effectiveness of your landing pages. Do you have a high rate of unsubscribes? Examine the frequency with which you send emails.

Challenges Of Email Marketing

Challenges Of Email Marketing

Deliverability, engagement, personalization, acquisition, and retention are some of the problems you may face with Shopify email marketing. All of these obstacles, however, may be overcome with a well-planned Shopify email marketing strategy and appropriate content.


Email deliverability explains whether or whether your email gets delivered to your subscribers’ inboxes, as well as where your email will land in their inboxes. Deliverability is comprised of three components: identification, reputation, and content, all of which impact whether your email is sent to the Spam folder or ever reaches the inbox at all.

Identification is defined by a series of protocols that confirm you are who you say you are when you send an email, such as Sender Policy Framework (SPF), DomainKeys Identified (DKIM), and Domain-Based Message Authentication, Reporting, and Conformance (DMARC).

A reputation is a number that indicates how trustworthy your emails are. Each organization and Internet Service Provider (ISP) may assign you a different score, but this is ultimately decided by producing good subscriber behavior (designating you as a trusted sender) – this is the greatest method to build a strong sending reputation.

Is your material acceptable for your target audience? Is your material worthwhile? Sending irrelevant messages, bad text, and layout, or spammy language can all have an effect on deliverability depending on prior sending patterns. Make certain that your material is targeted and personalized to what your subscribers want to view and what may be of interest to them.


However, client interaction via Shopify email marketing may be difficult for marketers since Shopify email marketing must be planned for all stages of the customer lifecycle. You must plan ahead of time for an influx of emails. The more engagements you have, the more likely it is that you will convert. Email marketers understand that creating more relevant content that connects with your subscribers is the key to high engagement.


When you’re composing and arranging your emails, keep in mind that you’re writing to a person, not a list. Building and cultivating that relationship between your brand and your subscribers might be difficult, but it is undoubtedly worthwhile. The difficulty arises from the fact that you are not writing to a single person, but to a number of distinct individuals.


If your consumers have a positive experience connecting and engaging with your brand, retention and customer experience go hand in hand.

How To Improve Your Shopify Email Marketing Strategy

How To Improve Your Shopify Email Marketing Strategy

Mobile Optimisation

According to statistics, 86 percent of emails are opened on mobile devices, thus we always recommend that your emails be mobile-optimized. Klaviyo allows you to create email templates and switch between mobile and desktop views to ensure that your consumers have a consistent email experience from desktop to mobile. Things to consider for mobile optimization include image size, header text and length, and column stacking.

A/B Testing

Small tweaks to your content may significantly improve the efficacy of your Shopify email marketing campaigns. And it may enhance your engagement rate and income, and A/B testing is the only approach to generate a superior version of your emails.

Shopify email marketing allows us to swiftly analyze and discover which techniques work and which do not. A/B testing subject lines, graphics, and timing will help you discover the right mix for your specific consumer base.

Advanced Segmentation

Segmenting your lists based on your receivers’ browsing and purchase history, demographics, interactions, and preferences ensures that you are delivering the material that they want to view.

The following are some excellent instances of segmentation in Klaviyo:

  • Product¬†
  • Passions
  • Location
  • Engagement
  • Gender

Reduce Spam Complaints

Spam complaints are a disaster for your Shopify email marketing strategy. They may jeopardize the brand image you have worked so hard to establish. And receiving one spam complaint out of every 1000 emails is very average, with anything over that deemed excessive. A high spam complaint rate usually results in a poorer deliverability rate or perhaps being blacklisted by the ISP.

Process of Double Opt-In not only improves your deliverability rate (as previously explained), but it also reduces spam complaints! This simply goes to show how important it is, so take advantage of it!

Another thing to remember is to purge your contact list every 12 months or, better yet, ask them to double opt-in every 6 months. The older contacts in your lists are the source of a large number of spam complaints.

In addition, The Importance of Relevancy is Sending only relevant and targeted emails will not only prevent spam complaints but will also improve subscribers’ interest in your material. Before starting Shopify email marketing campaigns, you should focus on focused email segmentation to ensure that you are sending the correct material to the right individuals.

When you’ve hooked your audience on your material, there’s no chance they’ll click the spam button!

Improve Click-Through Rates

The performance of your Shopify email marketing efforts is measured by their click-through rates. For example, clicking the CTA indicates that your subscribers are one step closer to becoming customers. As a result, they are just as important as any other measure.

To determine the click-through rate, divide the number of unique clicks by the number of emails delivered and multiply the result by one hundred.

Choose Right Time to Send Email

There is a proper time for each activity, and your Shopify email marketing campaigns are no exception! You should know when to send emails to maximize your reach and visibility. The optimum time to send emails, according to every email marketer: Thursdays from 8 a.m. to 9 a.m., and Tuesdays and Wednesdays from 8 a.m. to 10 a.m.

And the timing varies depending on the device used by the subscribers. A desktop user, for example, is generally active from early morning to midday, while mobile users are also active in the evening. And understanding your demographics is the most important thing you can do to improve the performance of your Shopify email marketing. They are your target audience, and you must understand them.

An example of when they override the safe “best time to transmit” general advice: If you’re targeting the youthful, tech-savvy demographic, disregard the general recommendation about avoiding sending emails late at night. Evening emails may be appropriate for younger audiences. And don’t forget to consider your target demographics’ time zone – you’ll need to tailor your email send timings based on where your receivers reside.


One of the nicest things about Shopify email marketing is that it’s a low-risk channel to experiment with when you’re just starting started. Begin by developing a basic email list, then launch your first cart abandonment campaign and gradually iterate until you have a comprehensive plan in place. There is no better time to get started than right now.