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Shopify Email App: A Comprehensive Review

Last updated: September 20, 2023
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In this article, we comprehensively review Shopify’s Email App: its key features, pros and cons, and how to set it up.

Shopify Email App: Overview

The Shopify Email app made its debut in April 2020, offering Shopify platform users a powerful email marketing tool. 

Shopify Email App: Overview

Shopify Email is an email marketing app built for commerce. It allows you to create, send, and track email campaigns directly from your Shopify admin. The app offers a drag-and-drop editor that enables you to create branded emails in minutes. You can use sales-focused templates that showcase products, prices, checkout links, and more directly from your store. 

The app also provides pre-built automation templates to send emails at the correct times and segment your customer list to reach just the right customers. You can personalize your subject line, preview, and body text with customers’ names. It encourages customers to buy products directly from your emails and tracks results like click-through rates, products added to the cart, and purchases.

The Shopify Email App is free to install on the Shopify App Store and can be used with all Shopify plans. The first 10,000 emails each month are free. After that, pricing starts at $1 for the additional 1,000 emails per month. All charges are billed in USD.

The Importance Of Email Marketing

In the midst of today’s advancements, you might wonder, “Can email marketing maintain its effectiveness in 2023, given the rapid expansion of robust social media channels?” The answer is definitely yes!

According to a report by Radicati Group, more than half of the world’s population uses email as of 2019, and this number is expected to increase to more than 4.3 billion by 2023. Email marketing is one of the most effective ways to reach and engage your audience, and it’s so important that we recommend most businesses develop a plan for implementation by 2022.

Email marketing has stood the test of time as an indispensable tool for marketers to connect with customers and achieve a positive return on investment (ROI). According to Hubspot Research, by December 2022, 77% of marketers reported an uptick in customer engagement through email. Notably, Litmus research revealed that in the same year, for every $1 invested in email strategies, marketers reaped an impressive $42 ROI.

Email marketing allows you to personalize your messaging and tailor messages based on customer actions. You can also segment your audiences to ensure that the suitable leads get the most impactful information at the most effective times.

You can automate the email marketing process, saving time and resources while ensuring your messages are delivered at the right time.

Email marketing allows you to measure your efforts quickly and easily. You can track open rates, click-through rates, conversion rates, and other metrics to determine your campaigns’ performance.

That said, being open to new tools is key to growth. I recently tested Shopify Email, and here are its pros and cons.

Shopify Email App: Pros And Cons


  • Integrated with Shopify: Being directly integrated into Shopify means you don’t need to juggle between multiple platforms or services. This integration ensures that product listings, pricing, and other shop details can be easily incorporated into your emails.
  • Customer support: Shopify provides 24/7 customer support to help you with any issues.
  • Ease of Use: With drag-and-drop templates and a user-friendly interface, even those new to email marketing can create visually appealing emails.
  • Cost-Effective: Shopify Email offers competitive pricing; for some plans, it might even be included at no extra charge.
  • Analytics: Users can track email performance with built-in analytics, such as open rates, click-through rates, and sales generated from the emails.
  • No External Integrations Needed: Because it’s built into the Shopify ecosystem, there’s no need to integrate with external email providers or sync lists manually.
  • Ready-made email templates: The Shopify Email app offers ready-made templates for promoting products, sales, and news, all matching your store’s design. If you prefer customizing, there’s also a blank template available.


  • Limited Advanced Features: Unlike dedicated email marketing platforms like Mailchimp or Klaviyo, Shopify Email might lack advanced features, such as complex automation workflows.
  • Template Customization: While several templates are available, the customization options might be limited compared to more specialized email marketing tools.
  • Potential for Deliverability Issues: Some users might find emails sent at different times or in spam or promotions folders more frequently than with other tools.

Shopify Email App: Key Features

  • Pre-Made Templates: Shopify Email offers a wide range of pre-made templates designed specifically for e-commerce. These templates cover various purposes and styles, allowing you to choose one that aligns with your brand. Plus, using a user-friendly visual email builder, you can easily tailor the layout, colors, fonts, and images within these templates.
Shopify Email App: Key Features
  • Personalization: Forge stronger connections with your customers by personalizing your emails. Shopify Email lets you insert customers’ names into the subject line, preview text, and body of your emails. This personal touch can significantly enhance engagement and conversion rates.
  • Comprehensive Reporting: Stay informed about your email campaign performance through detailed reporting. You can track essential metrics like click-through rates, products added to the cart, and actual purchases. This data empowers you to evaluate the effectiveness of your email marketing strategies and make data-driven improvements.
Comprehensive Reporting
  • Segmentation: Tailor your email campaigns to specific customer segments effortlessly. With Shopify Email, you can send branded emails to distinct groups of customers directly from your Shopify account. This segmentation feature allows you to target different demographics or customer behaviors with tailored content.
  • Sales-Focused Templates: To boost your sales efforts, Shopify Email provides templates optimized for showcasing products, prices, checkout links, and more – all directly sourced from your store. These templates are designed to encourage purchases and drive revenue. You can seamlessly integrate your Shopify store with the email app, making it convenient for customers to browse and make purchases.
  • Automated Campaigns: Save time and effort with automated email campaigns. Set up triggers such as abandoned cart reminders, welcome series for new subscribers, or order follow-ups. The app will send emails automatically based on these triggers.
Automated Campaigns
  • Mobile Responsiveness: Design emails that look great on desktop and mobile devices. With the increasing use of mobile devices, it’s crucial that your emails are mobile-responsive to reach a wider audience.

How To Set Up Shopify Email App?

  1. To find the Shopify Email app, go to your Shopify Admin. Use the search box at the top and type “Shopify Email.” Click on the result under “Apps” or visit the Shopify App Store directly.
  1. After downloading the app, you can find it in your Shopify Admin. Go to Marketing and then click on Campaigns. From there, you can begin creating your email campaigns.

How To Set Up Your Shopify Email Account?

To set up your Shopify Email account, you can follow these simple steps:

  1. From your Shopify admin, go to Settings.
  2. Click Store details.
  3. In the Contact information section, click Edit.
  4. Change your email address under Store email or Account email. Shopify uses this email to contact you about your account.
  5. Click Save.
  6. Go to your new email account’s inbox, and click the link in the verification email from Shopify.
  7. Once you have set up your account, you can use Shopify Email to create, send, and manage your email marketing campaigns in the same system you use to run your business.

How To Set Up And Customize Your Email Marketing Campaign?

To make the most of your email marketing efforts, setting up and customizing your campaigns is essential. We’ll take you through the essential steps to create personalized, engaging, and successful email marketing campaigns that achieve your goals.

Define Your Goals:

Begin by clarifying your campaign objectives. Are you aiming to increase sales, boost website traffic, promote a new product, or simply engage with your audience? Knowing your goals will guide your campaign strategy.

Select Your Target Audience:

Identify your target audience or customer segments. Consider factors like demographics, purchase history, and behavior. Tailoring your emails to specific groups will improve relevance and engagement.

Choose an Email Marketing Platform:

Select a reputable email marketing platform that suits your needs. Popular options include MailChimp, Constant Contact, or Shopify Email for Shopify users. Sign up for an account and familiarize yourself with its features.

Build Your Email List:

Gather and organize your subscriber list. Import existing contacts, create sign-up forms on your website, and encourage visitors to subscribe. Ensure compliance with email marketing regulations and obtain explicit consent.

Create Compelling Content:

Craft engaging email content that resonates with your audience. This includes attention-grabbing subject lines, personalized greetings, and valuable, concise message content. Use pre-made templates or design custom emails.

Personalize Your Emails:

Add personal touches to your emails. Use recipient names, recommend products based on past purchases, and tailor content to their preferences. Personalization boosts open and click-through rates.

Design Attractive Emails:

Pay attention to email aesthetics. Choose a visually appealing layout, incorporate your brand colors and logo, and use high-quality images. Ensure mobile responsiveness for a seamless user experience.

Add Clear Call-to-Actions (CTAs):

Include clear and compelling CTAs in your emails. Whether it’s “Shop Now,” “Learn More,” or “Subscribe Today,” CTAs should guide recipients on what action to take next.

Set Up Automation:

Implement automation for time-saving and efficiency. Schedule email sends, create drip campaigns, and set triggers like abandoned cart emails or welcome series for new subscribers.

Test Your Emails:

Before sending, thoroughly test your emails. Check for broken links, typos, and formatting issues. Send test emails to yourself or colleagues to review and provide feedback.

Segment Your Email List:

Segment your subscriber list based on purchase history, location, or engagement level. Tailor content to each segment’s interests and preferences for better results.

Review and Optimize:

After sending your emails, monitor performance metrics such as open, click-through, and conversion rates.

Maintain Compliance:

Stay compliant with email marketing laws, including the CAN-SPAM Act or GDPR. Provide clear opt-out options and honor unsubscribe requests promptly.

Engage with Subscribers:

Encourage engagement by actively responding to customer inquiries and feedback. Foster a dialogue with your audience to build trust and loyalty.

Measure and Analyze Results:

Continuously analyze campaign results and track key metrics. Assess what worked well and what needs improvement. Adjust your strategy accordingly for ongoing success.

Final Thought

Shopify’s Email App is a versatile tool streamlining email marketing efforts for businesses. Its user-friendly features and customization options offer a comprehensive solution to engage customers and drive sales within the Shopify platform. It’s a valuable asset for businesses aiming to boost their marketing strategies and connect with their audience effectively.

Shopify email app is an indispensable tool for Shopify merchants. You should take advantage of it intelligently for your marketing campaigns!

Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. Sam aims to support more than a million online businesses to grow and develop.

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