So you’ve set up your Shopify store.

You have your branding. Your product inventory is synced. Some ads are hopefully running…

And now is the time to set up a Shopify email marketing channel, too. After all, you want to collect leads, retain customers, and slowly build brand loyalty, right?

As an e-commerce email marketing agency, we’ve synced hundreds of Shopify stores with email marketing tools. So let’s make this easy with a step-by-step guide that should help you settle for the best Shopify email marketing tool and start blasting email in no-time!

Step One: Find the Best Email Marketing Tool For Shopify

First things first—you’ll need an email marketing tool. 

Which one? Well, there are many. But the ideal tool should offer features like automated workflows, pinpoint analytics, and customized templates.

But the most important is that it should integrate seamlessly with Shopify. For example Klaviyo syncs with Shopify with just a few clicks 

Besides Klaviyo, other popular choices include Omnisend, Mailchimp, or Drip.They are all specifically designed to cater to e-commerce needs and allow you to manage campaigns and track results with is. Also, Shopify has its own built-in tool that you can test out first.

When looking at tools you should factor in you business size, budget, and the level of customization that you need. Klaviyo, for instance is a powerful choice for stores seeking advanced segmentation while Shopify Email is simple and affordable if you’re starting out.

Step Two: Set Up Lead Capture Forms

Once you’ve chosen your email marketing tool, the next step is to capture customer emails. 

How do you do that? You set up lead capture forms for your Shopify store. 

These little forms incentivize your website visitors to opt-in their email or other data They can be pop-ups, slide-ins, or embedded forms on your homepage, product pages, or checkout page. 

Ensure the forms are visually appealing, simple, and include a compelling call-to-action, which we’ll talk about in the next step.

Here’s an example of a lead capture form that appears at the bottom of a brand’s homepage:

Unlike this, you can also position your opt-in form a bit higher—especially if you sprinkle in some extra incentive.

Step Three: Implement Lead Generation Strategies

If you want to build a robust email list for your Shopify email marketing campaigns, you’ll have to generate leads. A lot of ‘em.

Having a sign-up form is the first step, but it’s often not enough. Instead, you’ll need to implement some tried and tested lead generation strategies such as:

• Offering favorable lead magnets: Provide a percentage off for first-time subscribers, how-to guides, or host free webinars and events where you can collect this data.
• Creating a high-converting landing page: Keep the form short, highlight benefits clearly, and use compelling CTAs like “Get yours today and save.”
• Exit intent pop-ups: Use pop-ups triggered when a visitor is about to leave your website and ofrer time-sensitive incentives like, “Wait! Get 10% off before you go.”
• Gamification: Incorporate elements like spin-to-win or scratch-off discounts, or add more excitement like free shipping.

Also, social proof and urgency can also play a big role in boosting sign-ups. For example, display the number of happy subscribers or highlight limited-time offers for signing up. 

Don’t forget to promote your email sign-up opportunities across all channels, including social media, blog posts, and paid ads—if you have the budget. 

By combining all this you’ll grow a strong, engaged email list that drives traffic and conversions for your Shopify store. Sounds awesome, right?

Step Four: Design an Email Template Aligned With Your Shopify Brand

We learned in our agency work that nobody wants to read an ugly email. Agreed? 

Your email template is more than just a design. It’s an extension of your Shopify store—and a reflection of your brand voice and identity.

With a well-crafted template you’ll build trust and anticipation and make your email instantly recognizable to your audience.

A good email needs to have the following elements:

• Your brand’s logo, colors, and typography to maintain a consistent look with your Shopify store
• Clean, mobile-responsive design that looks great on every device.
• Simple layout with “white” space to highlight key content like promotions, product recommendations, or CTAs.

Other than this, you should pay attention to personalization. A key element of email marketing.

Most email marketing tools allow you to dynamically include customer names, product preferences, and other tailored content in your email templates.

You could, for example, showcase items similar to what customers have browsed or purchased before.

Finally, test your template! Send test emails to ensure images load properly, links work, and your design remains intact across different email clients. 

A polished, on-brand email template grabs attention and keeps customers returning to your Shopify store.

Step Five: Set Up Automation and Prepare New Marketing Campaigns

Let’s recap: The email tool is set up, all forms are in place, and the email design is complete.

Now, it’s time to set up your email automation and prepare to blast recurring campaigns and one-time blasts. You’ll do that by configuring automation options in your designated tool.

Why automation? Because it allows you to send the right message at the right time—without any manual intervention. Like when someone buys a product, the tool will send an email confirming the purchase—or even a separate notification if the product is out of stock.

Essential email automation workflow for Shopify—among others include:

• Welcome emails: They should help you greet new subscribers, thank them for joining, and showcase best-selling products. Sometimes, it may include a little discount. Too.
• Abandoned cart emails: Reports say shoppers leave around 70% of carts abandoned. You can recover these lost sales by reminding customers to complete their purchases.
• Post-purchase emails: Order confirmations, shipping updates, and informational content like product care tips will help you build loyalty and keep customers updated.

Of course, it’s good to test your workflows to ensure they function correctly and align with your brand tone. 

With lead capture forms and automation, your email marketing can work around the clock to convert leads and retain customers.

Essential read: Check different examples of ecommerce emails, along with automations on our blog. 

Step Six: Prepare For Long-Term Shopify Email Marketing

If you want to ensure that your Shopify email marketing campaigns remain successful, you’ll need a long-term strategy—a strategy focused on continuous improvement and adaptation. 

Here are some stuff you should focus on.

Segmentation

Segmentation involves dividing your email list into smaller, targeted groups based on purchase history, browsing behavior, or demographics.

This allows you to send more relevant and personalized content, which improves engagement and conversions. 

For instance, if someone purchased a specific pair of sneakers, you can make a segmentation that will recommend a matching t-shirt to those buyers.

Or you could create separate campaigns for first-time buyers and loyal customers… It’s on you.

A/B Testing

Any true marketer will know that testing is key to success.

This is particularly important for emails. A/B testing helps you optimize performance by experimenting with different elements of your emails. For example:

• Testing subject lines will help you find which emails do your customers like more—personalized or not, with emojis or not, etc.
• Experiment with content formats to find if your audience likes educational content, interesting brand stories, UGC, or something else…
• Refine your CTAs to see which improves your conversion rates…
• Test different product recommendations to see which perform the best…

 Use the results to inform future campaigns and continually improve.

Optimize for Mobile

Around 47% of people check their email on mobile. You probably do it, too.

With many users checking their emails on mobile devices—there’s a case for you to implement responsive design in your email campaigns. 

Ensure your emails are easy to read and interact with on smaller screens. This includes using concise subject lines, larger fonts, and buttons that are easy to tap.

Most email marketing tools for Shopify should automatically do this. But it’s worth sending out a couple of test emails—just in case.

Monitor Metrics

How will you know if your emails perform? 

You should track key email metrics like open rates, click-through rates, and conversion rates to understand if your campaigns move the needle.

You can later use these insights to identify what works and doesn’t work to make data-driven decisions.

Maintain Compliance

Adhering to email marketing regulations like GDPR and CAN-SPAM is essential to maintaining trust and avoiding penalties.

Always respect unsubscribe requests and provide clear options for recipients to manage their preferences.

By focusing on these elements, you can build a robust Shopify email marketing strategy that delivers sustainable results over time.

Iterate and Improve

Remember, email marketing is not a set-it-and-forget-it strategy.

Use the data you gather to refine your approach, experiment with new ideas, and stay ahead of changing customer preferences.

Consistently updating your campaigns ensures that you’ll have an effective Shopify email marketing strategy long-term.

Ready for a blast?

As you see

Setting up a Shopify email marketing channel isn’t just about sending emails—it’s about creating a system that captures leads, nurtures customers, and drives long-term revenue. By selecting the right email marketing tool, implementing lead capture forms, automating key workflows, and continuously optimizing through segmentation and A/B testing, you’ll build a sustainable strategy that keeps your audience engaged.

But remember, email marketing is an ongoing process. Keep monitoring performance, adapting to customer preferences, and refining your approach to maximize results. With the right setup and consistent improvements, your Shopify email marketing will become a powerful engine for growth.