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Shopify Email Marketing Templates: A Comprehensive Guide

Last updated: November 01 2024

Written and researched by experts at Avada Learn more about our methodology

Email marketing is still a powerful tool for building relationships and driving sales. Recognizing this, Shopify offers a built-in email solution and access to tons of email marketing apps.

But, let's face it, your emails need to look good and deliver the message. In this comprehensive guide, we'll dive into Shopify's email templates, how to customize them, and some real-world examples to inspire you. 

We'll also share top-rated Shopify email marketing apps and key lessons learned, so you can make the most of your email campaigns.

Let’s dive right in!

Shopify Built-in Email Templates

Shopify offers several built-in email templates that help store owners communicate with their customers effectively. These templates are automatically sent for various actions, ensuring professionalism and a seamless customer experience.

Common Types Of Shopify Email Templates

  • Order Confirmation: Confirms customer orders and provides essential details like order number, shipping information, and products purchased.
  • Shipping Confirmation: Informs customers that their order has been shipped and provides tracking information.
  • Abandoned Cart Recovery: Reminds customers about items left in their cart and encourages them to complete their purchase.
  • Refund Notification: Provides customers with details about the refunded order, including the amount refunded and the payment method used.
  • Welcome Emails: Greets new subscribers and sets the tone for your brand communication.
  • Newsletters: Share updates, promotions, new product launches, and other relevant content with your subscribers.
  • Promotional Emails: Highlight specific products or offers to drive sales and conversions.
  • Customer Account Notifications: Send automated emails for account creation, password resets, or other account-related actions.

How To Customize Shopify Email Templates

Shopify's built-in email editor allows you to personalize your email templates to match your brand's visual identity and voice. Here's how:

  • Step 1. Sign in to your Shopify dashboard.
  • Step 2. Click Settings at the bottom left.
Click Settings at the bottom left.
  • Step 3. Choose Notifications to see all available email templates.
Choose Notifications to see all available
  • Step 4. Pick a Template: Click on the template you want to edit (e.g., Order Confirmation).
Pick a Template
  • Step 5. Modify the text or HTML, such as adding your logo or changing colors.
Modify the text or HTML
  • Step 6. Personalize emails with Liquid code (e.g., {{ customer.first_name }}).
Personalize emails with Liquid code
  • Step 7. Check your edits by clicking Preview.
Check your edits by clicking Preview
  • Step 8. Once satisfied, click Save.
Once satisfied, click Save.
  • Step 9. Test the Email: Send a test email to yourself to ensure everything looks correct.

Effective Shopify Email Templates Examples

Alright, so you've nailed the visual style of your emails – great work! Now, let's make sure the content is just as captivating.

We'll examine examples of successful email templates for common Shopify scenarios and extract some key lessons from each. These examples will inspire your own campaigns and help you craft emails that convert.

Welcome Email Template

  • Subject: "Welcome to [Your Store Name]!"
  • Body: Thank the customer for subscribing, introduce your brand, and highlight your best-selling products or current promotions.
Welcome Email Template

Lessons learned

  • Personalize the message to establish a connection.
  • Include a clear CTA (Call-to-Action) that directs customers to explore your store.
  • Highlight bestsellers to guide customers towards popular products.
  • Offering a discount can incentivize early purchases.
  • Keep the design clean and welcoming to make a strong first impression.

Product Launch Template

  • Subject: "Introducing Our Latest Collection!"
  • Body: Create excitement around your new products by showcasing their features and benefits. Include high-quality images and a clear call to action to shop the collection.
Product Launch Template

Lessons learned

  • Eye-catching visuals increase engagement.
  • Use a sense of urgency or exclusivity to encourage immediate action.
  • Include a clear and bold CTA to shop the product directly.
  • Adding a social media engagement component (e.g., sharing the launch) can boost visibility.
  • Time-sensitive discounts tied to the launch can boost click-through rates.

Abandoned Cart Email Template

  • Subject: "Don't miss out! Your cart is waiting."
  • Body: A friendly reminder about the items left in the cart, with a clear call to action to complete the purchase. Consider offering a discount or free shipping to further incentivize the customer.
Abandoned Cart Email Template

Lessons learned

  • Timing is crucial: send a follow-up within hours of abandonment.
  • Make the process seamless by offering a one-click return to the abandoned cart.
  • Show the products left behind to remind shoppers what they’re missing.
  • Adding an incentive, such as a discount, can further nudge customers to complete their purchase.
  • Ensure the email is mobile-optimized since many shoppers are on mobile devices.

Promotion Email Template

  • Subject: "Limited-Time Offer: 20% Off Sitewide!"
  • Body: Clearly communicate the promotion details, including the discount code, validity period, and any applicable terms. Use visuals to highlight the featured products or collections.
Promotion Email Template

Lessons learned

  • Personalize product recommendations based on browsing or purchase history.
  • Use UTM parameters to make discount application seamless.
  • Set a minimum order value to encourage higher spending.
  • Use clear and concise messaging to avoid overwhelming the customer.
  • Include social proof to reinforce the value of the discount.

Upcoming Event Template

  • Subject: "Don't Miss Our [Event Name]!"
  • Body: Provide details about the event, including date, time, location, and any special offers or promotions. Include a registration link or call to action to encourage attendance.
Upcoming Event Template

Lessons learned

  • Include essential details like date, time, and location upfront.
  • Offer logistical advice such as parking or travel routes to make attendance easier.
  • Highlight the event's unique value, whether through giveaways or expert talks.
  • Ensure a simple registration process with a clear CTA.
  • Use visuals to make the event feel more inviting.

Product Restock Email Template

  • Subject: "[Product Name] is Back in Stock!"
  • Body: Enthusiastically announce the product's restock and briefly reiterate the product's key features and benefits. You should also provide a clear call-to-action to encourage customers to purchase the product now.
Product Restock Email Template

Lessons learned

  • Use catchy headlines to grab attention.
  • Display large, high-quality images of the product to drive excitement.
  • Include user-generated content or reviews to build trust.
  • Emphasize urgency, especially if the restock is limited.
  • Make the CTA prominent and easy to find.

These are just a few examples, and the possibilities for effective Shopify email templates are endless. Be creative, experiment with different approaches, and tailor your emails to your specific brand and audience.

Remember, the key to a successful email is to keep it concise, visually appealing, and personalized to the recipient. A clear call to action and mobile-friendly design are also essential for maximizing engagement and conversions.

Best Shopify Email Marketing Template Apps

While Shopify's built-in email templates provide a solid foundation, you can enhance your email marketing efforts even further with these top-rated apps:

OrderlyEmails: Email Templates

OrderlyEmails: Email Templates

OrderlyEmails helps merchants create professional, branded email templates that match their store's design. It allows users to upgrade from Shopify’s default email notifications and easily customize content to increase sales and build customer loyalty. With the Magic Designer tool, you can effortlessly add logos, colors, and fonts for a polished brand experience without the need for coding or design skills.

  • Highlight features:
    • Customizable Shopify email templates
    • Magic Designer tool for instant branding
    • Multi-currency and translation support
    • Post-purchase discounts and upsells
    • Integration with popular apps like Order Printer Pro and Tracktor
    • 24/7 customer support
  • Rating: 4.9/5
  • Pricing: Free plan available. Each email theme costs $99/year, with a try-before-you-buy option.

Omnisend Email Marketing & SMS

Omnisend Email Marketing & SMS

Omnisend is a powerful email and SMS marketing automation tool designed to help Shopify merchants grow their email lists and boost sales. With hundreds of pre-made email templates and popups, it enables businesses to easily create and send email marketing campaigns, automate workflows like abandoned carts and welcome emails, and connect with customers across channels.

  • Highlight features:
    • Pre-made email marketing and SMS templates
    • Popups, forms, and landing pages for list building
    • Abandoned cart, welcome, and browse abandonment workflows
    • Product reviews integration and display
    • 24/7 live chat support
    • Integration with Shopify Flow, Aftership, and more
  • Rating: 4.7/5
  • Pricing: Free plan available. From $16 to $59/month.

Klaviyo: Email Marketing & SMS

Klaviyo: Email Marketing & SMS

Klaviyo is an advanced email and SMS marketing platform designed to help Shopify merchants build personalized, data-driven campaigns that drive sales. By integrating with 350+ apps, Klaviyo centralizes customer data and allows businesses to create highly targeted messages. Its robust segmentation and automation tools, along with AI-driven insights, make it a powerful choice for growing brands.

  • Highlight features:
    • Data sync from Shopify and 350+ integrations
    • Segmentation and triggers with real-time and historical data
    • Built-in omnichannel templates for various campaigns
    • Real-time revenue tracking per campaign and automation
    • A/B testing, segmentation, and reporting tools
    • 24/7 email and live chat support
  • Rating: 4.6/5
  • Pricing: Free plan available. From  $15 to $20/month.

Shopify Email

Shopify Email

Shopify Email is an intuitive email marketing tool built directly into the Shopify platform, allowing merchants to create and send branded emails without leaving their store admin. It offers AI-powered tools to generate subject lines and body copy, along with sales-focused templates to help increase conversions. 

The app is designed to help merchants easily connect with customers and build strong relationships using pre-built automation templates.

  • Highlight features:
    • Drag-and-drop email editor for branded designs
    • Pre-built sales, product, and holiday templates
    • AI-generated subject lines and optimized send times
    • Track click-through rates, purchases, and more
    • Seamless integration with Shopify Flow and Forms
  • Rating: 4.6/5
  • Pricing: Free to install. Additional charges may apply.

tiny Email Marketing

tiny Email Marketing

tiny Email Marketing is a free email marketing platform that integrates seamlessly with Shopify, allowing merchants to personalize and automate campaigns with ease. Powered by AI, it helps recover abandoned carts, send welcome emails, and personalize email content using store data. 

With hundreds of templates and a drag-and-drop editor, merchants can create stunning, interactive emails quickly and efficiently.

  • Highlight features:
    • AI-powered email personalization and segmentation
    • Hundreds of designer email templates
    • Abandoned cart and welcome email automation
    • Real-time campaign reporting and sales tracking
    • Easy migration from Mailchimp, Klaviyo, and more
  • Rating: 4.6/5
  • Pricing: Free.

Bottom Line

Email marketing remains a powerful tool for Shopify merchants to connect with customers, build relationships, and drive sales. By leveraging Shopify's built-in email templates, customizing them effectively, and exploring third-party apps, you can create engaging and impactful email campaigns that contribute to your store's success.

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Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. He is an expert on the Shopify e-commerce platform for online stores and retail point-of-sale systems. Sam loves talking about e-commerce and he aims to help over a million online businesses grow and thrive.