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Shopify Email Marketing Strategy: 5 Guidelines to Follow

As we move into 2021, email marketing continues to showcase its popularity with eCommerce storefronts. With Shopify as your eCommerce SaaS platform of choice, you can take full advantage of email marketing and maximize your storefront’s revenue more easily. According to the eCommerce Guide, 48% of businesses focused on sales as their main email marketing metric, with 90% of 147 storefronts relying on email personalization.

Data by Shopify indicates that 57% of customers shop from overseas stores, with Asia, NA, and Europe regions making up 60% of global online sales. Thus, using a solid Shopify email strategy to attract new customers and retain existing ones can ensure your platform’s continued growth in 2021. Let’s take a look at how Shopify email marketing can help your business and the things you should know about writing email content going forward.

The Basics & Benefits of Shopify Email Marketing

The idea of sending email marketing content in the attempt to persuade users into purchasing products from your storefront isn’t revolutionary in itself. However, using Shopify email marketing is somewhat different than traditional email marketing due to its built-in list of features and quality of life improvements.

According to recent data, over 800,000 online storefronts in about 175 countries are powered by Shopify as of November 2020. Given its user base, the developers were inclined to enable merchants to send email marketing content through a centralized, in-house system built for convenience. Combined with best online writing services for content editing and formatting, you can write competitive and appealing emails for your marketing campaigns.

Shopify email marketing differentiates from traditional email marketing through its simplicity, elegance, and analysis features, which aim to continually improve your content’s performance through use. Thus, relying on Shopify for your email marketing campaigns can manifest noteworthy advantages for your eCommerce business:

  • Easy to use and has a low startup cost depending on your scale
  • Drive engagement and sales on your platform more efficiently
  • Build stable ongoing relations with your customer base
  • Plethora of ready-made templates and apps for content improvement
  • Access to Shopify customer support in case of needed assistance
  • Take full advantage of your product portfolio and present it professionally

Guidelines to Follow for your Shopify Email Marketing Strategy

    1. Manage your Mailing List Carefully

Generally speaking, it’s better to build your own mailing list from scratch instead of purchasing a mailing list from a marketing agency. Recipients who are unaware of the fact that their email is in your possession will likely react unfavorably to sudden promotional content in their inboxes.

Contrary to that, enabling customers or eCommerce store visitors to opt in through a simple subscription box on your website is a better solution. You should create specific customer groups or segmented mailing lists depending on how you got the email or which products the customers purchased. This will make it easier to target specific customer profiles with your content and maximize your return on investment instead of blindly spamming emails.

    2. Keep your Email’s Length in Check

While email may be a popular communication channel, it can also be difficult on the eyes of your recipients. Similar to eCommerce product descriptions, your email content should be limited to about 200 words to keep the message focused and actionable.

Anything over that will likely cause your readers to bounce off due to a lack of time or attention at the moment. Using a writing tool such as Grammarly and aiming for an 8th grade reading level will also ensure that your content flows well. You can refer to a paper writing service review to find help with editing or formatting of your email content if you can’t shorten it.

    3. The Subject Line Matters

Following the content of your email, you should pay close attention to the way you formulate your subject lines. Email subject lines are de facto first contact someone will have with your marketing content and, as such, should reflect the content itself effectively.

It’s good practice to write email content first and go back to the subject line afterward. Similar to the written content, your subject line should be limited to fewer than 50 characters or 3-6 words, depending on your goals. Anything over that will make reading the subject line cumbersome on smartphone devices or, again, lead to readers simply abandoning emails due to sheer length.

    4. Custom VS Ready-Made Design

The benefit of using Shopify email marketing as opposed to traditional emails lies in the email templates available to you from the get-go. Thanks to Shopify and its dedicated apps, you can create your own templates from scratch or choose from a variety of basic and advanced templates.

The secret to Shopify templates lies in their inherent simplicity, which requires no coding skills from you as the eCommerce merchant. Simply choose the template which reflects your storefront the best and insert internal store links and written content into it. Adding alt-text to any multimedia you attach to the template is beneficial since a percentage of your recipients will have images and videos turned off. Alternatively, attaching PDFs of your store catalog or website links can also work if you don’t want to attach raw content to the email.

    5. Space out your Emails Properly

Spamming your mailing list with promotional emails will likely lead to the opposite of what you are trying to accomplish. Instead, you should adopt a more periodic approach to email marketing and limit your content to 1-2 emails per month. If you are working with existing customers, that frequency can be increased to one email a week, considering that they are already converted.

You can segment your mailing list into multiple categories and write slightly different content depending on who you reach out to. In order to keep things professional and transparent, a small but noticeable “Unsubscribe” button should be present in the footer of your email. This will give the recipient a sense of agency in whether or not they want to keep receiving your content.

Creating a Long-Term Shopify Email Marketing Strategy (Conclusion)

If you’re already invested in using Shopify for your eCommerce storefront, extending that to email marketing is a low-cost, high-return decision. Use the above-discussed guidelines to write email content as carefully and professionally as possible to ensure good engagement with cold and converted leads.

You should also use Shopify email analytics liberally to stay in touch with what works and doesn’t work in your email content decision-making process. There is always room for improvement for utilizing Shopify to service customers


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