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E-commerce Marketing

From Click to Cart: How Email Marketing Can Transform Your Shopify Business

Kyle Anderson
February 14, 2023


Promoting your business via email is crucial to your online success. By reaching out to customers with targeted and personalized messages, businesses can boost their sales and improve their overall user experience.

In this article, we will explore the power of email marketing for Shopify stores. We will answer a number of questions about email marketing, such as which email marketing tool is best for Shopify stores, how to use email marketing through Shopify, and different marketing strategies that can help you increase sales and keep customers interested.

The Best Email Marketing Tool for Shopify

When it comes to email marketing for Shopify stores, there are a variety of email marketing tools to choose from. Klaviyo, Omnisend, and Mailchimp are some of the best email marketing tools for Shopify stores. Each of these tools has its own set of features and benefits that can help you improve your email marketing campaigns.

In addition to these third-party tools, it's worth noting that Shopify has its own email marketing solution built-in as a feature. This solution allows you to create and send email campaigns directly from your Shopify store without the need for a separate email marketing tool. It gives you a variety of templates and automation workflows that you can change to help you create targeted campaigns that are based on how your customers shop.

While Shopify's built-in email marketing solution is a convenient option for many businesses, it does have some limitations. For example, it might not be as flexible or have as many advanced features as some email marketing tools from third parties. Additionally, it may not integrate with other marketing channels like SMS or push notifications.

In the end, your needs and budget will determine which email marketing tool is best for your Shopify store. It is important to consider factors like the size of your email list, the level of automation you require, and your overall marketing goals. After giving it a lot of thought, we think Klaviyo is the best email marketing tool for Shopify stores after giving it a lot of thought. It has a lot of useful features and works well with Shopify, making it a great choice for any e-commerce business that wants to improve its email marketing.

How to Do Email Marketing Through Shopify

Shopify's built-in email marketing solution makes it easy to create and send email campaigns directly from your store. To get started, simply navigate to the "Marketing" section of your Shopify dashboard and select "Email Campaigns." From there, you can choose from a variety of pre-built templates or create a custom email from scratch.

With Shopify's email marketing tool, you can divide your email list into segments based on things like customer behavior, location, and past purchases. You can also set up automated campaigns to send targeted messages to customers at specific times, such as abandoned cart reminders or post-purchase follow-ups.

Once you have created your email campaign, you can preview it to ensure it looks great on desktop and mobile devices. You can then send your campaign to your entire email list or a specific segment of your list and track the results in real-time using Shopify's built-in analytics.

The 80/20 Rule in Email Marketing

The 80/20 rule, also known as the Pareto principle, states that 80% of your results come from 20% of your efforts. In email marketing, this means that 80% of your revenue is likely to come from 20% of your customers.

To apply the 80/20 rule to your email marketing campaigns, it is important to focus on your most valuable customers. This might include customers who make frequent purchases, have a high order value, or are loyal to your brand. By sending personalized messages and deals to these customers, you can get them to keep buying from you and boost your overall sales.

At the same time, it is important to focus on providing value to all of your customers, not just the top 20%. You can build trust and loyalty with everyone on your email list by giving them helpful tips, educational content, and special deals. This can lead to more purchases in the long run.

For example, you could use the 80/20 rule in email marketing by giving your best customers special discounts, sending them personalized product suggestions based on what they've bought in the past, or giving them early access to new products or sales. By focusing on your most valuable customers and providing value to your entire email list, you can use the 80/20 rule to improve your overall sales and customer engagement.

The Marketing Strategy of Shopify

Shopify's marketing strategy is based on making it easy for both merchants and customers to use the site. The company's goal is to empower entrepreneurs to start and grow successful e-commerce businesses by providing a platform that is easy to use and customizable.

Email marketing is a key part of Shopify's marketing strategy because it lets merchants connect with their customers and promote their products and services. Shopify stores can get more people to interact with their emails and make more sales by using data and customer insights to personalize their campaigns.

One example of a successful email marketing campaign from a Shopify store is Kylie Cosmetics, which uses email to promote new products and exclusive deals to its customers. By using email marketing, Kylie Cosmetics can build brand loyalty and get customers to buy from them again and again, which leads to more sales and more money for the company.

The 50/50 Rule in Email Marketing

The 50/50 rule states that your email campaigns should be 50% promotional and 50% non-promotional. This means that half of your emails should be focused on providing value to your customers through educational content, helpful tips, and other non-promotional messages.

By following the 50/50 rule, you can build trust and engagement with your email list, making them more likely to make purchase decisions when you do send promotional messages. This also helps to avoid email fatigue and the risk of customers unsubscribing from your list.

Using the 50/50 rule in email marketing could mean sending a monthly newsletter with tips and educational content, letting people know about new products or company news, or giving loyal customers special deals or discounts. By finding the right balance between promotional and non-promotional messages, you can use the 50/50 rule to improve your email marketing strategy and drive more sales.

7 Marketing Tactics for Email Marketing

  1. Personalization - Use customer data to personalize emails with their name, previous purchases, or recommended products based on their browsing history.
  1. Segmentation - Divide your email list into targeted groups based on demographics, interests, or previous purchase behavior to send more relevant content.
  1. Mobile optimization - Optimize your emails for mobile devices, which is where the majority of users read their emails.
  1. Clear call to action - Make it clear what you want the customer to do, whether it is to make a purchase or sign up for a newsletter.
  1. Use of video and GIFs - Use visual elements like videos or GIFs to grab attention and provide more engaging content.
  1. Merchandising - Highlight featured products, promotions, and new arrivals to make it easier for customers to make a purchase decision.
  1. Automated emails - Use automated email campaigns such as welcome emails, abandoned cart reminders, and post-purchase follow-ups to improve the customer shopping experience and drive more sales.

By using these tips, you can make your email marketing campaigns more effective and, in the end, make more money for your Shopify store.

4 Marketing Tactics for Shopify Stores

  1. Abandoned cart emails - Send automated emails to customers who leave items in their cart without completing the purchase to remind them to complete their purchase.
  1. Product review requests - Encourage customers to leave reviews of products they have purchased to build social proof and help future customers make purchase decisions.

  2. Promotions and sales - Offer exclusive promotions or sales to email subscribers to incentivize them to make a purchase.
  1. Cross-selling and upselling - Use data on customer behavior and previous purchases to suggest complementary or higher-priced products to increase the value of each sale.

By using these strategies for Shopify stores, you can make the user experience and shopping experience better, which will lead to more sales and income.

Where to Point Links in Marketing Emails

Link placement and optimization are crucial for the success of email marketing campaigns. In this section, we will discuss the best practices for where to point links in marketing emails.

  1. Product Pages: One of the most effective ways to drive sales through email marketing is by linking directly to your product pages. When you send an email campaign featuring a new product or collection, make sure to include a direct link to the product page to make it easy for your subscribers to make a purchase.
  1. Specific Collections: Instead of linking to your homepage, consider linking to a specific collection that is relevant to the email campaign. This will help drive traffic to specific products and increase the chances of a purchase.
  1. Blog Posts: If you have a blog, linking to relevant posts within your email campaigns can help increase engagement and keep your subscribers interested in your brand.
  1. Offers and Discounts: Including offers and discounts in your email campaigns can be a powerful way to drive sales. When using offers and discounts, make sure to link directly to the product page or collection to make it easy for your subscribers to take advantage of the deal.

Effective email marketing campaigns that use link placement include highlighting specific products with a direct link to the product page, highlighting a new collection with a link to the collection page, and highlighting a blog post with a link to the post.

To optimize links in your email campaigns, make sure to use clear and concise text that accurately describes where the link will lead, place links above the fold for easy access, and use Also, think about using A/B testing to try out different places for links and see which ones work best. Also, think about using A/B testing to try out different places for links and see which ones work best.

In the end, the success of email marketing campaigns depends on where and how links are placed. By using best practices like linking to product pages, specific collections, and blog posts, offering discounts, and optimizing links for click-through rates, you can increase engagement and drive sales for your Shopify store.

The 4 Types of Marketing Strategies

The four main types of marketing strategies are:

  1. Product differentiation - Differentiate your product from competitors by emphasizing unique features, quality, or branding.
  1. Cost leadership - Offer products at lower prices than competitors to appeal to cost-conscious customers.
  1. Niche marketing - Focus on a specific niche or audience to create targeted marketing campaigns.
  1. Customer intimacy - Build strong relationships with customers by providing personalized service and creating a strong sense of community.

A combination of product differentiation and customer intimacy can work well for Shopify stores. Creating a unique brand and giving great customer service can help your store stand out from competitors and get people to come back and buy again. Targeting specific niches or groups of people with personalized marketing campaigns can also help bring in new customers and make your marketing efforts more effective.

Can You Send Mass Emails with Shopify?

Yes, you can send mass emails through Shopify using the built-in email marketing features or a third-party email marketing tool integrated with Shopify. However, it's important to follow best practices to ensure good deliverability and engagement. This means dividing your email list into groups so you can send targeted messages, using a clear and interesting subject line, and giving customers useful information that makes them want to interact with your brand.

Can Shopify Send Automated Emails?

Yes, Shopify allows you to set up automated emails to be sent to customers at specific times or based on specific actions. This includes welcome emails, abandoned cart reminders, order confirmations, and more. By sending customers personalized messages at the right time through automated emails, you can improve their shopping experience and boost sales.

Using Video and GIFs in Email Marketing

Using video and GIFs in email marketing can help improve engagement and drive more sales. Video can be used to show off products, give how-tos or demos, or show what goes on behind the scenes. GIFs can be used to add visual interest and communicate messages in a fun, memorable way. When using video and GIFs, it's important to keep the file size small to ensure fast loading times, use a clear call-to-action to encourage customers to take action, and include alt text to ensure accessibility for all users.

If you use these strategies in your email marketing plan, you can improve the user experience, get more people to interact with your emails, and ultimately get more people to buy from your Shopify store. You can make effective email campaigns that help your store stand out and do well in the competitive world of e-commerce by following best practices and testing and refining your approach all the time.

Merchandising in Email Marketing

In email marketing, merchandising means promoting and showing off your products in a way that gets your subscribers' attention and makes them want to buy. Effective merchandising can lead to increased engagement and sales.

One way to use merchandising in email marketing is to create product-focused emails that highlight specific products or product categories. You can show off your products and get people to buy them by using high-quality images, catchy headlines, and interesting descriptions. For example, you can send an email featuring new products that have just been added to your store, or a limited-time sale on popular items.

Another way to use merchandising in email marketing is to incorporate product recommendations into your emails. You can suggest products that are likely to interest your subscribers based on what they have bought or looked at in the past. This can help increase engagement and drive more sales.

You can also use dynamic content in your emails to make sure that each subscriber has a unique shopping experience. This can include showing products that are in stock or highlighting products that are similar to what the subscriber has bought or looked at before.

Overall, effective email marketing merchandising requires creativity and a deep understanding of your audience's likes and dislikes, as well as how they act. By putting these ideas into your email marketing campaigns, you can get more people to interact with your Shopify store and make more sales.

From Inbox to Runway: How a Fashion Brand Used Email Marketing

A popular fashion brand just released a new line and used email marketing to get the word out. The email campaign was sent out to subscribers who had shown interest in similar collections in the past.

The email's subject line got people's attention, and the design was eye-catching with pictures from the new collection. The email also had a clear call-to-action (CTA) button leading to the product page.

The fashion brand also used segmentation to send different types of content to different groups of subscribers, like giving high-value customers early access to the new collection. The brand's email campaign also suggested products for each subscriber based on what they had bought before and what they had looked at online.

The fashion brand made a limited-time offer with a discount code for purchases made within a certain time frame to increase engagement and sales. The email also encouraged subscribers to share the offer with friends and family.

The email campaign was a resounding success, with a high open rate and click-through rate, and a significant increase in sales. The fashion brand was able to not only generate revenue but also build stronger relationships with its customers, by providing them with personalized content and exclusive access to the new collection.

Overall, this fashion brand's email campaign demonstrated the power of targeted and personalized email marketing in driving engagement and sales.


In conclusion, Shopify stores can use email marketing, which is a powerful tool, to improve their e-commerce success and user experience. Email marketing can affect buying decisions and lead to more sales if you use the right strategies and methods. By using the built-in email marketing features of Shopify or integrating with a third-party tool, Shopify stores can effectively create and send email campaigns. The 80/20 and 50/50 rules can assist you in determining what to write in and how frequently to send emails. Video, GIFs, and good merchandising can make shopping more fun. Email marketing is a big part of Shopify's overall marketing strategy, and successful email campaigns from Shopify stores show how it's done. Shopify stores can improve their email marketing by using these tips and strategies, which will lead to more sales in the end. Therefore, if you own a Shopify store, it's time to start using email marketing to its fullest potential.