Email marketing for Shopify stores is the most direct way to reach people who have already shown an interest in what you sell. It is a channel you own, with no algorithm deciding who sees your message, and it works for stores at any size. This starter guide walks through the tool choice, list building, first flows, and a simple campaign rhythm.
Why email marketing for Shopify stores deserves a place in your plan
Email reaches people who already know your brand. They visited your store, bought something, or signed up because they wanted to hear from you. That makes the audience warmer than a cold social feed, and you can contact them without paying for every impression.
For a small store, email also supports repeat purchases. A customer who bought once is more likely to buy again if you remind them what you sell and why it matters. Email lets you do that in your own voice, on your own schedule. For more on keeping customers with email and texts, see this short guide to ecommerce email and SMS retention.
You do not need a large list to start. A small list of people who open and click is worth more than a big list that never reads what you send.
Shopify Messaging or a dedicated email platform: where to start
Shopify Messaging, formerly Shopify Email, lets merchants create and send email, SMS and WhatsApp marketing campaigns and set up email and SMS marketing automations from the Shopify admin. The app is free to install, and pricing is based on how many messages you send. That makes it the easiest way to begin Shopify email marketing without leaving your store dashboard.
Dedicated platforms such as Klaviyo or Mailchimp offer deeper segmentation, more flow options, and richer reporting, but they are separate tools to learn. If you plan to grow a large list or run complex campaigns, a dedicated platform may suit you better. For a fuller comparison, see how Ergora compares to Klaviyo for ecommerce email marketing.
Ergora's ecommerce pack connects to Shopify and to Klaviyo and Mailchimp. It does not send emails to your customers, but it drafts the sequences, segments and templates you need for whichever tool you choose.
How to build an email list for Shopify without breaking consent rules
A sign-up form is the foundation. Place it on your homepage, in the footer, and on a pop-up or slide-in after a visitor has spent a little time on the site. Give people a clear reason to join. A first order discount, early access to new products, or a useful guide all work better than a generic "subscribe to our newsletter".
In the UK, the rules are specific. You must not send marketing emails to individuals unless they have specifically consented to email from you. The soft opt-in exception lets you email existing customers about similar products if they bought, or negotiated to buy, a similar product or service from you, and were given a clear chance to opt out when you first collected their details and in every message since. The soft opt-in does not apply to prospective customers or bought-in lists. Readers outside the UK should check their own rules.
Ergora's Customer Segments groups buyers by recency, frequency and spend so you can build matching segments in your email tool. That helps you send the right message to new buyers, repeat customers and lapsed shoppers.
The first four flows to set up, in order
Flows are automated sequences triggered by a customer action. Set them up in this order.
- Welcome flow. Introduce your brand, set expectations for what you will send, and deliver the reason they signed up. Start with this because every new subscriber receives it. For a deeper breakdown, see five ecommerce email sequences that drive revenue.
- Abandoned cart flow. Remind shoppers of the items they left behind and make it easy to return. This flow can win back sales that would otherwise be lost. See abandoned cart email examples and a three email sequence for specific ideas.
- Post-purchase flow. Thank the buyer, confirm what happens next, and suggest a related product or care tip. It builds trust and opens the door to a second purchase.
- Win-back flow. Re-engage customers who have not bought in a while with a simple update or a one-off offer.
Ergora's Email Sequence Writer drafts welcome, abandoned cart, post-purchase, win-back and launch sequences in your brand voice, for you to review and build in your email tool. The Abandoned Carts tool surfaces lost Shopify checkouts and drafts recovery emails you can adapt.
A simple monthly campaign rhythm for a new Shopify store
Campaigns are one-off broadcasts to your whole list or a segment. For a new store, a monthly rhythm is enough to stay visible without overwhelming subscribers.
A simple month might include:
- One new product or collection announcement
- One seasonal or timely message, such as a bank holiday or a change in weather
- One useful piece of content, such as a styling tip, a recipe, or a behind the scenes update
If you have more to say, move to fortnightly. Watch unsubscribe rates and open rates to see whether your frequency feels right. You can always pull back.
Measure email marketing with the reports you already have
Your email tool's own reports show opens, clicks, unsubscribes and bounces. Use those to see which subject lines and topics get attention. Shopify shows what actually sold, so you can see whether a campaign or flow led to orders.
Do not overcomplicate the first few months. Look for two things: which messages people open and click, and which messages lead to purchases. Then send more of what works.
With Klaviyo connected, Ergora reads your lists, flows and campaigns and shows them next to your store on the Insights screen. Design Studio drafts email templates you can use in either Shopify Messaging or a dedicated platform.
Your first four weeks: a simple setup table
| Week | What to set up |
|---|---|
| Week 1 | Choose your email tool, add a sign-up form, and write the welcome flow |
| Week 2 | Set up the abandoned cart flow and test it with a real checkout |
| Week 3 | Create the post-purchase flow and a win-back flow |
| Week 4 | Send your first monthly campaign and review the reports |
A starter email system you can run without a big team
You do not need a marketing department to make email work for your Shopify store. Pick a tool, build a compliant list, set up four flows, and send one useful campaign a month. That simple system covers the moments that matter most.
Ergora costs $99 a month for a seat plus $59 a month for the Ecommerce pack, and includes the Email Sequence Writer, Abandoned Carts, Customer Segments and Design Studio alongside the other ecommerce tools. See the pricing page for the current offer.
Email is one part of keeping customers. For the rest, see customer retention strategies for small businesses.
Frequently asked questions
How do I start email marketing for my Shopify store?
Choose an email tool, add a sign-up form to your store, and set up a welcome flow and an abandoned cart flow. Then send a simple monthly campaign to your list. Make sure you have the right consent before you send.
Is Shopify Messaging free?
The Shopify Messaging app is free to install. Pricing is based on how many messages you send, so you pay for usage rather than a fixed monthly fee for the app itself.
Should I use Shopify Messaging or Klaviyo?
Shopify Messaging is the easiest start because it lives inside your Shopify admin and handles email, SMS and WhatsApp campaigns. Klaviyo offers deeper segmentation and more advanced flow options, which suits stores that want more control as they grow.
How do I grow an email list for an online store?
Add a sign-up form in several places on your site and give people a clear reason to join, such as a discount or useful content. Promote the list on social media and at checkout. In the UK, existing customers can be emailed about similar products under the soft opt-in rules if they were given a clear chance to opt out when you collected their details and in every message.
How often should an online store send marketing emails?
Start with one campaign a month and increase to fortnightly if engagement stays healthy. Watch unsubscribe rates and open rates, and adjust your frequency based on how your audience responds.
Do I need consent to send marketing emails in the UK?
Yes. You must not send marketing emails to individuals unless they have specifically consented to email from you. The soft opt-in exception applies to existing customers who bought or negotiated to buy a similar product and were given a clear chance to opt out when you collected their details and in every message since.