{"id":4660,"date":"2021-05-06T19:10:41","date_gmt":"2021-05-06T19:10:41","guid":{"rendered":"https:\/\/shopthemedetector.com\/blog\/?p=4660"},"modified":"2026-08-30T08:51:13","modified_gmt":"2026-08-30T08:51:13","slug":"how-to-improve-email-marketing-results-on-shopify","status":"publish","type":"post","link":"https:\/\/shopthemedetector.com\/blog\/how-to-improve-email-marketing-results-on-shopify\/","title":{"rendered":"How to Improve Email Marketing Results on Shopify"},"content":{"rendered":"<style>\/* show all review-table rows; hide redundant Show More button (all items already listed) *\/\n.showmore_hidden { display: table-row !important; }\n.readmore-container, .readmore { display: none !important; }\n<\/style>\n<p>Email marketing delivers one of the strongest returns of any digital channel for retail businesses. The frequently cited benchmark is $36-$42 back for every $1 spent, though actual results depend on list quality, send frequency, and how well you use Shopify\u2019s own customer data. This guide covers the specific tactics that move the needle for Shopify stores, including a free ROI calculator, tips on Shopify\u2019s built-in email tool, and a breakdown of when to upgrade to a dedicated platform like Klaviyo.<\/p>\n<div class=\"key-takeaways\"><div class=\"takeaways-title h2\">Key Takeaways<\/div><div class=\"takeaway-item\"><div class=\"takeaway-number\">1<\/div><div class=\"takeaway-text\">Shopify Email (built-in on all plans) handles abandoned cart, welcome series, and newsletters without a third-party tool.<\/div><\/div><div class=\"takeaway-item\"><div class=\"takeaway-number\">2<\/div><div class=\"takeaway-text\">Segmenting by named Shopify customer groups (ordered in last 30 days, high-spend, hasn\u2019t ordered) significantly improves open rates and conversions.<\/div><\/div><div class=\"takeaway-item\"><div class=\"takeaway-number\">3<\/div><div class=\"takeaway-text\">Abandoned cart flows and welcome series generate the highest automated email revenue for most Shopify stores.<\/div><\/div><div class=\"takeaway-item\"><div class=\"takeaway-number\">4<\/div><div class=\"takeaway-text\">Industry benchmarks: ecommerce email open rates average 18-25%; click-through rates average 2-5%. Use these as baselines.<\/div><\/div><div class=\"takeaway-item\"><div class=\"takeaway-number\">5<\/div><div class=\"takeaway-text\">Subject line length, send time, and list hygiene each affect deliverability and open rates independently.<\/div><\/div><div class=\"takeaway-item\"><div class=\"takeaway-number\">6<\/div><div class=\"takeaway-text\">Shopify Email is enough for most stores doing under 500 orders per month; Klaviyo makes sense once advanced segmentation and multi-step conditional flows become a priority.<\/div><\/div><\/div>\n<h2>Shopify Email: The Built-In Tool You May Be Underusing<\/h2>\n<p>Every Shopify plan includes Shopify Email, the platform\u2019s native email marketing tool. It connects directly to your product catalog, customer database, and order history, which means you do not need to sync data between platforms to get started. You get 10,000 free emails per month on every plan; additional sends cost $1 per 1,000 emails.<\/p>\n<p>Shopify Email supports the automations that matter most for new stores: abandoned checkout emails, welcome series for new subscribers, and win-back campaigns for lapsed customers. The templates are minimal but load fast and render correctly on mobile. Where Shopify Email falls short is advanced segmentation and A\/B testing. If you need those features at scale, a <a href=\"https:\/\/shopthemedetector.com\/blog\/email-marketing-apps\/\">dedicated Shopify email marketing app<\/a> is worth looking at once you have outgrown the native tool.<\/p>\n<h2>Email ROI Calculator<\/h2>\n<div id=\"email-roi-calculator\" style=\"margin: 70px 0;\">\n<form id=\"roi-form\">\n<div class=\"roi-section\">\n<label for=\"currency\">Preferred Currency<\/label><\/p>\n<div class=\"input-group\">\n<span class=\"currency-symbol\">$<\/span><br \/>\n<select id=\"currency\"><option value=\"USD\">$ USD<\/option><option value=\"EUR\">\u20ac EUR<\/option><option value=\"GBP\">\u00a3 GBP<\/option><\/select>\n<\/div>\n<p><small>Choose the currency you\u2019d like to use to calculate your email marketing ROI.<\/small>\n<\/div>\n<div class=\"roi-section\">\n<label for=\"email-volume\">Email Send Volume<\/label><\/p>\n<div class=\"input-group\">\n<span class=\"currency-symbol\">\ud83d\udce7<\/span><br \/>\n<input type=\"number\" id=\"email-volume\" placeholder=\"0\" \/>\n<\/div>\n<p><small>Enter the total number of contacts that you\u2019re sending the campaign to.<\/small>\n<\/div>\n<div class=\"roi-section\">\n<label for=\"campaign-cost\">Cost of Email Marketing Campaign<\/label><\/p>\n<div class=\"input-group\">\n<span class=\"currency-symbol\">$<\/span><br \/>\n<input type=\"number\" id=\"campaign-cost\" placeholder=\"0\" \/>\n<\/div>\n<p><small>Enter the cost for sending this single campaign. (Divide your monthly cost by the total campaigns sent per month.)<\/small>\n<\/div>\n<div class=\"roi-section\">\n<label for=\"total-sales\">Total Sales<\/label><\/p>\n<div class=\"input-group\">\n<span class=\"currency-symbol\">$<\/span><br \/>\n<input type=\"number\" id=\"total-sales\" placeholder=\"0\" \/>\n<\/div>\n<p><small>Enter the total value of your sales for this campaign.<\/small>\n<\/div>\n<\/form>\n<div id=\"roi-results\">\n<div class=\"result-group\">\n<span>Cost per Subscriber<\/span><br \/>\n<strong id=\"cost-per-subscriber\">-<\/strong>\n<\/div>\n<div class=\"result-group\">\n<span>Total Revenue<\/span><br \/>\n<strong id=\"total-revenue\">-<\/strong>\n<\/div>\n<div class=\"result-group\">\n<span>Total Profit<\/span><br \/>\n<strong id=\"total-profit\">-<\/strong>\n<\/div>\n<div class=\"result-group\">\n<span>Revenue per Email<\/span><br \/>\n<strong id=\"revenue-per-email\">-<\/strong>\n<\/div>\n<div class=\"result-group\">\n<span>ROI %<\/span><br \/>\n<strong id=\"roi-percentage\">-<\/strong>\n<\/div>\n<div class=\"result-group\">\n<span>Sales to Break Even<\/span><br \/>\n<strong id=\"sales-break-even\">-<\/strong>\n<\/div>\n<\/div>\n<\/div>\n<style>\n#email-roi-calculator {\nwidth: 100%;\nmax-width: 900px;\nmargin: 0 auto;\npadding: 20px;\nbackground-color: #f9f9f9;\nborder-radius: 8px;\nbox-shadow: 0 0 10px rgba(0, 0, 0, 0.1);\nfont-family: Arial, sans-serif;\ncolor: #333;\ndisplay: flex;\njustify-content: space-between;\n}\n#email-roi-calculator .roi-section {\nmargin-bottom: 20px;\nwidth: 90%;\n}\n#email-roi-calculator label {\nfont-weight: bold;\ndisplay: block;\nmargin-bottom: 5px;\n}\n#email-roi-calculator small {\ndisplay: block;\nmargin-top: 5px;\nfont-size: 12px;\ncolor: #666;\n}\n#email-roi-calculator .input-group {\ndisplay: flex;\nalign-items: center;\nwidth: 100%;\n}\n#email-roi-calculator .currency-symbol {\nbackground-color: #e0e0e0;\npadding: 10px 14px;\nborder: 1px solid #ccc;\nborder-radius: 4px 0 0 4px;\nfont-size: 16px;\ndisplay: flex;\nalign-items: center;\njustify-content: center;\nheight: 100%;\n}\n#email-roi-calculator select,\n#email-roi-calculator input {\nwidth: 85%;\npadding: 10px;\nborder: 1px solid #ccc;\nborder-radius: 0 4px 4px 0;\nborder-left: none;\ntext-align: left;\nbox-sizing: border-box;\nheight: 44px;\n}\n#roi-results {\nwidth: 35%;\nbackground-color: #fff;\nborder-left: 2px solid #e0e0e0;\npadding: 20px;\nborder-radius: 8px;\nbox-shadow: 0 0 10px rgba(0, 0, 0, 0.05);\n}\n#roi-results .result-group {\nmargin-bottom: 20px;\ntext-align: center;\n}\n#roi-results .result-group span {\ndisplay: block;\nfont-size: 18px;\ncolor: #666;\n}\n#roi-results .result-group strong {\ndisplay: block;\nfont-size: 32px;\nfont-weight: bold;\ncolor: #0f9d58;\n}\n#roi-results .result-group:last-child strong {\nfont-size: 40px;\n}\n<\/style>\n<p><script>\nfunction getCurrencySymbol(currency) {\nswitch (currency) {\ncase 'USD': return '$';\ncase 'EUR': return '\u20ac';\ncase 'GBP': return '\u00a3';\ndefault: return '$';\n}\n}\nfunction formatNumberWithCommas(number) {\nreturn number.toString().replace(\/\\B(?=(\\d{3})+(?!\\d))\/g, \",\");\n}\nfunction calculateROI() {\nvar currency = document.getElementById('currency').value;\nvar currencySymbol = getCurrencySymbol(currency);\nvar emailVolume = parseFloat(document.getElementById('email-volume').value) || 0;\nvar campaignCost = parseFloat(document.getElementById('campaign-cost').value) || 0;\nvar totalSales = parseFloat(document.getElementById('total-sales').value) || 0;\nvar costPerSubscriber = emailVolume ? campaignCost \/ emailVolume : 0;\nvar totalRevenue = totalSales;\nvar totalProfit = totalRevenue - campaignCost;\nvar revenuePerEmail = emailVolume ? totalRevenue \/ emailVolume : 0;\nvar roiPercentage = campaignCost ? ((totalProfit \/ campaignCost) * 100) : 0;\nvar salesToBreakEven = campaignCost;\ndocument.getElementById('cost-per-subscriber').textContent = currencySymbol + formatNumberWithCommas(costPerSubscriber.toFixed(2));\ndocument.getElementById('total-revenue').textContent = currencySymbol + formatNumberWithCommas(totalRevenue.toFixed(2));\ndocument.getElementById('total-profit').textContent = currencySymbol + formatNumberWithCommas(totalProfit.toFixed(2));\ndocument.getElementById('revenue-per-email').textContent = currencySymbol + formatNumberWithCommas(revenuePerEmail.toFixed(2));\ndocument.getElementById('roi-percentage').textContent = formatNumberWithCommas(roiPercentage.toFixed(2)) + \"%\";\ndocument.getElementById('sales-break-even').textContent = currencySymbol + formatNumberWithCommas(salesToBreakEven.toFixed(2));\n}\ndocument.querySelectorAll('#roi-form input, #roi-form select').forEach(function(input) {\ninput.addEventListener('change', calculateROI);\ninput.addEventListener('keyup', calculateROI);\n});\ncalculateROI();\n<\/script><\/p>\n<p>An email ROI calculator compares the revenue generated from a campaign against the cost of running it, giving you a percentage return for every dollar spent. Use the calculator above to benchmark your campaigns and identify which sends are genuinely profitable.<\/p>\n<h3>How the email ROI formula works<\/h3>\n<ol>\n<li><strong>Enter total revenue from the campaign:<\/strong> Input the revenue directly attributed to your email send (track this via UTM parameters in Shopify Analytics).<\/li>\n<li><strong>Input campaign costs:<\/strong> Include email platform fees, design time, and copywriting. Divide your monthly platform cost by the number of campaigns sent that month to get a per-campaign figure.<\/li>\n<li><strong>Calculate ROI:<\/strong> The formula is: Email ROI = [(Revenue - Campaign Costs) \/ Campaign Costs] x 100. A result above 3,600% (the common $36 per $1 benchmark) means you are performing at or above the industry average.<\/li>\n<\/ol>\n<h3>What to do with your ROI number<\/h3>\n<ul>\n<li>If your ROI is below 1,000%, your list quality, segmentation, or offer probably needs work before increasing send volume.<\/li>\n<li>Compare ROI across campaign types (promotional vs. automated flows). Automated flows almost always outperform one-off blasts because the timing is tied to customer behavior.<\/li>\n<li>Track ROI month over month. A declining trend usually signals list fatigue or deliverability problems, not just weak creative.<\/li>\n<\/ul>\n<h2>Tip 1: Use Shopify Customer Segments to Personalize at Scale<\/h2>\n<p>Generic \u201cdear customer\u201d emails consistently underperform targeted campaigns. Shopify\u2019s built-in customer segmentation lets you filter your list by real purchase behavior without needing a separate CRM. The segments that tend to drive the most email revenue are:<\/p>\n<ul>\n<li><strong>Ordered in the last 30 days:<\/strong> buyers who are still warm and receptive to cross-sell or product review requests<\/li>\n<li><strong>Has not ordered:<\/strong> subscribers on your list who have never purchased, good candidates for a first-purchase discount<\/li>\n<li><strong>High-spend customers<\/strong> (customers with lifetime spend above a threshold you set): your VIPs, who respond well to early access offers and loyalty perks<\/li>\n<li><strong>Purchased product X:<\/strong> targeted cross-sell, for example, emailing everyone who bought a yoga mat about your new yoga blocks<\/li>\n<li><strong>At-risk customers:<\/strong> people who used to order regularly but have gone quiet for 90+ days<\/li>\n<\/ul>\n<p>In Shopify, go to Customers, then Segments to build these filters. Once a segment is saved, you can use it directly as the audience for a Shopify Email campaign. You do not need to export a CSV or manually maintain a list. For a deeper look at how Shopify organizes customer data, see the guide to <a href=\"https:\/\/shopthemedetector.com\/blog\/shopify-customers-and-orders-set-up\/\">Shopify Customers and Orders setup<\/a>.<\/p>\n<h2>Tip 2: Set Up the Abandoned Cart Flow First<\/h2>\n<p>Abandoned cart emails are the single highest-ROI email automation available to Shopify stores. On average, 70% of shoppers who add items to a cart do not complete the purchase. A well-timed follow-up email recovers a meaningful portion of that revenue with zero additional ad spend.<\/p>\n<p>Shopify Email includes a basic abandoned checkout automation on all plans. The default sends one email about 10 hours after the cart is abandoned. That is a reasonable starting point, but a three-email sequence performs better for most stores:<\/p>\n<ol>\n<li><strong>Email 1 (1 hour after abandonment):<\/strong> A simple reminder showing the items left in the cart. No discount yet. Subject line example: \u201cYou left something behind.\u201d<\/li>\n<li><strong>Email 2 (24 hours after abandonment):<\/strong> Add social proof. Include a customer review for the main product in the cart. Subject line example: \u201cOthers love this, too.\u201d<\/li>\n<li><strong>Email 3 (72 hours after abandonment):<\/strong> If no purchase, offer a small incentive (5-10% off or free shipping). Subject line example: \u201cStill thinking it over? Here\u2019s a push.\u201d<\/li>\n<\/ol>\n<p>If Shopify Email\u2019s automation options feel limited for this flow, most of the apps listed in the <a href=\"https:\/\/shopthemedetector.com\/blog\/email-marketing-apps\/\">best Shopify email marketing apps<\/a> guide offer more granular abandoned cart sequencing with conditional logic based on cart value.<\/p>\n<h2>Tip 3: Build a Welcome Series, Not Just a Welcome Email<\/h2>\n<p>A single welcome email gets the job done, but a welcome series builds the relationship that leads to a first purchase. New subscribers are most engaged in the first 48-72 hours after signing up. That window is the best time to introduce your brand story, your bestsellers, and a reason to buy.<\/p>\n<p>A simple three-email welcome series looks like this:<\/p>\n<ul>\n<li><strong>Email 1 (immediately on signup):<\/strong> Deliver whatever you promised (discount code, free guide, etc.). Keep it short. Subject: \u201cWelcome, here\u2019s your [offer].\u201d<\/li>\n<li><strong>Email 2 (day 2 or 3):<\/strong> Show your bestsellers or most-reviewed products. Let the products do the selling. Subject: \u201cOur customers can\u2019t stop ordering this.\u201d<\/li>\n<li><strong>Email 3 (day 5-7):<\/strong> Handle the main objection. If people hesitate because of shipping cost, talk about your policy. If they hesitate on fit or quality, share return policy and reviews. Subject: \u201cStill on the fence? Read this.\u201d<\/li>\n<\/ul>\n<p>Set the series up once in Shopify Email\u2019s automation section (or your chosen app) and let it run. New subscribers enter the flow automatically when they opt in through your Shopify storefront popup or footer form.<\/p>\n<h2>Tip 4: Add a Post-Purchase Flow<\/h2>\n<p>Most stores stop emailing a customer after the transactional confirmation and shipping notification. That is a missed opportunity. Post-purchase emails sent 7-14 days after delivery have some of the highest open rates of any campaign type because the customer just received your product and is primed to engage.<\/p>\n<p>3 post-purchase emails worth building:<\/p>\n<ul>\n<li><strong>Product review request (7-10 days after delivery):<\/strong> Ask for a review while the experience is fresh. Link directly to the product page review section. Stores with strong review volume convert better across all traffic sources.<\/li>\n<li><strong>Cross-sell based on purchase (14 days after delivery):<\/strong> Recommend a complementary product. Shopify\u2019s product metafields and collections make it straightforward to build logic like \u201cbought X, recommend Y.\u201d<\/li>\n<li><strong>Replenishment reminder (timing varies):<\/strong> If you sell consumables (skincare, supplements, coffee, pet food), a replenishment email timed to the average reorder interval converts extremely well. Check your average order gap in Shopify Analytics under Reports.<\/li>\n<\/ul>\n<h2>Tip 5: Run Re-Engagement Campaigns for Lapsed Subscribers<\/h2>\n<p>Email lists decay naturally. Subscribers who were once active stop opening over time, which hurts your overall deliverability because inbox providers use engagement signals to decide whether your emails go to the inbox or spam folder. A re-engagement campaign addresses both the revenue opportunity and the deliverability risk.<\/p>\n<p>Target subscribers who have not opened or clicked in the last 90-180 days. Send a short sequence:<\/p>\n<ul>\n<li><strong>Email 1:<\/strong> \u201cWe miss you\u201d with a simple offer or a highlight of what\u2019s new since they last bought.<\/li>\n<li><strong>Email 2 (one week later):<\/strong> Last chance message. Tell them you will remove them from the list if they do not engage. This sounds counterproductive but it protects deliverability and often drives a meaningful number of re-opens.<\/li>\n<\/ul>\n<p>Anyone who still does not engage after two emails should be suppressed (not deleted from Shopify, just removed from the sending list). Smaller, cleaner lists consistently outperform large unengaged ones on open rate, click rate, and inbox placement.<\/p>\n<h2>Tip 6: Send at the Right Time (and Test It)<\/h2>\n<p>Send time affects open rates, but there is no universal \u201cbest time\u201d for every Shopify store. General benchmarks from ecommerce email data show that Tuesday through Thursday outperforms Monday and Friday, and that sends between 10am-12pm or 7pm-9pm local time tend to get higher opens. However, your audience may behave differently.<\/p>\n<p>The only way to know for certain is to test. If your email platform supports send-time optimization (some Shopify email apps do this automatically based on individual subscriber engagement patterns), turn it on. If not, run a manual A\/B test: send the same campaign to two equal halves of your list at different times on the same day and track which half generates more clicks and purchases, not just opens.<\/p>\n<h2>Tip 7: Write Subject Lines That Get Opened<\/h2>\n<p>Subject lines determine whether a subscriber opens or ignores your email. A few principles that consistently work for Shopify stores:<\/p>\n<ul>\n<li><strong>Keep it under 50 characters.<\/strong> Longer subject lines get cut off on mobile, where most subscribers see email first.<\/li>\n<li><strong>Lead with the benefit or hook.<\/strong> \u201c50% off ends tonight\u201d works better than \u201cOur summer sale is happening now.\u201d<\/li>\n<li><strong>Use numbers when relevant.<\/strong> \u201c3 new arrivals you\u2019ll want\u201d outperforms \u201cNew arrivals are here.\u201d<\/li>\n<li><strong>Avoid spam trigger words.<\/strong> \u201cFree,\u201d \u201cGuaranteed,\u201d \u201cAct now,\u201d and excessive punctuation (!!!) can trigger spam filters.<\/li>\n<li><strong>Test emoji sparingly.<\/strong> One emoji at the start of a subject line can improve open rates; multiple emojis often hurt them.<\/li>\n<li><strong>Preview text matters.<\/strong> The short snippet shown next to the subject line in the inbox is a second chance to pull someone in. Do not leave it blank.<\/li>\n<\/ul>\n<h2>Tip 8: Grow Your List Through Your Shopify Store<\/h2>\n<p>All of the flow and segmentation work above only pays off if you have a quality list to send to. The fastest list growth tactics for Shopify stores are:<\/p>\n<ul>\n<li><strong>Exit-intent popup:<\/strong> Show a discount offer when a visitor moves their cursor toward the browser\u2019s close button. Shopify has several apps that handle this; it typically converts 2-4% of exiting visitors into subscribers.<\/li>\n<li><strong>Checkout opt-in:<\/strong> Shopify\u2019s checkout includes a built-in email marketing consent checkbox. Make sure it is enabled in Settings under Checkout.<\/li>\n<li><strong>Post-purchase opt-in:<\/strong> Customers who just bought are highly likely to want to stay in touch. Shopify\u2019s order confirmation page can include a subscribe prompt.<\/li>\n<li><strong>Footer form:<\/strong> A simple value proposition (\u201cGet 10% off your first order\u201d) in the footer captures lower-intent visitors who are browsing rather than buying.<\/li>\n<li><strong>Social + SMS cross-promotion:<\/strong> Promote your email list in your social channels with a specific incentive (a discount, early access to new products, or exclusive content).<\/li>\n<\/ul>\n<p>Double opt-in (where a subscriber confirms their email address via a follow-up email) adds a step but results in a cleaner list with lower bounce rates. For stores focused on deliverability and engagement rates over raw list size, double opt-in is worth the small drop in sign-up volume. For stores primarily focused on volume, single opt-in with good list hygiene practices is acceptable.<\/p>\n<h2>Email Marketing Benchmarks for Shopify Stores<\/h2>\n<p>Use these numbers as baselines when evaluating your own campaigns. Ecommerce email benchmarks vary by source and list size, but these are consistent across major studies:<\/p>\n<ul>\n<li><strong>Average open rate:<\/strong> 18-25% for promotional campaigns; 35-50% for transactional and welcome emails<\/li>\n<li><strong>Average click-through rate (CTR):<\/strong> 2-5% for promotional campaigns; 5-10% for automated flows<\/li>\n<li><strong>Average unsubscribe rate:<\/strong> Under 0.5% per send is healthy; over 1% suggests list fatigue or targeting issues<\/li>\n<li><strong>Abandoned cart recovery rate:<\/strong> 5-15% of abandoned carts result in a recovered sale with a proper email sequence<\/li>\n<li><strong>Revenue per email:<\/strong> Varies widely by average order value, but $0.10-$0.30 per subscriber per send is a common benchmark for promotional sends<\/li>\n<\/ul>\n<p>If your open rates are below 15%, focus on list hygiene and segmentation before anything else. Open rates below 15% usually indicate a list with a high proportion of unengaged or invalid addresses, which also suppresses deliverability across your entire account. Pairing email campaigns with <a href=\"https:\/\/shopthemedetector.com\/blog\/best-shopify-promotional-apps\/\">Shopify promotional apps<\/a> can help tie discount codes and offers directly to specific subscriber segments, improving the relevance of each send.<\/p>\n<h2>The 3 Shopify Email Automations Worth Setting Up First<\/h2>\n<p>Most Shopify stores have more automation options available than they use. The practical question is which 3 to prioritize before anything else. These are the flows that generate real revenue with the least ongoing effort, ranked by how quickly they pay back the setup time.<\/p>\n<h3>1. Abandoned Checkout Recovery (Set the Delay to 1 Hour)<\/h3>\n<p>Shopify\u2019s default abandoned checkout delay is 10 hours. Cut it to 1 hour. The data on this is consistent: recovery rates drop sharply after 2-3 hours as shoppers move on or buy from a competitor. In Shopify Email, go to Automations, then select the Abandoned checkout template, and edit the timing in the flow settings. For the subject line, skip the clever angle on the first email. \u201cYou left something in your cart\u201d with the product image renders at a 5-15% recovery rate for most mid-range AOV stores. Add a second email at 24 hours with a customer review of the main cart item. That two-email sequence is the minimum viable abandoned cart setup.<\/p>\n<h3>2. Win-Back for Customers Who Haven\u2019t Bought in 90 Days<\/h3>\n<p>Win-back campaigns consistently outperform prospecting in cost per acquisition because the audience already knows your store. In Shopify, go to Customers, then Segments, and create a filter for customers whose last order date is more than 90 days ago. Save that segment. Then in Shopify Email\u2019s Automations section, build a \u201clapsed customer\u201d flow targeting that segment. The first email focuses on what\u2019s new or what they bought last time. The second email, sent one week later if no open or click, includes a 10% offer and a plain-text subject line (\u201cStill there?\u201d). Stores with average order values under $100 typically see 8-15% of lapsed customers re-activate from a two-email win-back sequence.<\/p>\n<h3>3. Post-Purchase Thank-You With an Upsell (Open Rate: 40-60%)<\/h3>\n<p>Post-purchase emails have the highest open rates of any campaign type in ecommerce, typically 40-60%, because customers are actively waiting to hear from you about their order. Shopify\u2019s standard order confirmation and shipping notification cover the transactional side. What most stores miss is a separate marketing email sent 7-10 days after the estimated delivery date. This is the \u201cthank you + one more thing\u201d email: acknowledge the purchase, ask if everything arrived well, and recommend one complementary product based on what they bought. Keep it to a single product recommendation with a strong image. In Shopify Email, add this as a trigger in Automations set to \u201cOrder fulfilled\u201d plus a 7-10 day delay, filtered to customers who have not placed a second order since the first. The click-through rates on this flow routinely beat promotional newsletters by 3 to 5x.<\/p>\n<h2>Shopify Email vs Klaviyo: When the Built-In Tool Is Enough<\/h2>\n<p>The most common question Shopify store owners ask about email is whether they need Klaviyo (the dominant third-party platform for Shopify email) or whether Shopify Email handles the job. The honest answer: Shopify Email is enough for most stores, but there are specific situations where Klaviyo\u2019s additional functionality pays for itself.<\/p>\n<p><strong>What Shopify Email does well:<\/strong><\/p>\n<ul>\n<li>All core automations: abandoned cart, welcome series, win-back, post-purchase<\/li>\n<li>Segment-based campaigns using Shopify\u2019s native customer groups<\/li>\n<li>Basic broadcast emails with product embeds directly from your catalog<\/li>\n<li>The first 10,000 emails per month are free on every plan; beyond that, $1 per 1,000 emails<\/li>\n<li>Zero setup complexity: your store data is already connected<\/li>\n<\/ul>\n<p><strong>Where Klaviyo beats Shopify Email:<\/strong><\/p>\n<ul>\n<li><strong>Advanced segmentation:<\/strong> Klaviyo lets you build segments based on predicted lifetime value, purchase frequency, specific product interactions (viewed but didn\u2019t buy), and custom properties. Shopify\u2019s native segments are powerful but limited to order-based attributes.<\/li>\n<li><strong>Multi-step conditional flows:<\/strong> Klaviyo\u2019s flow builder has branching logic (if customer bought product X, send path A; if not, send path B). Shopify Email flows are more linear.<\/li>\n<li><strong>A\/B testing within flows:<\/strong> Klaviyo can split-test individual emails within an automation and automatically send the winner. Shopify Email does not have this.<\/li>\n<li><strong>Revenue attribution:<\/strong> Klaviyo attributes revenue back to specific emails with a 5-day attribution window by default, making it easier to see which exact sends drove purchases. Shopify Analytics shows email channel performance but is less granular.<\/li>\n<li><strong>SMS integration:<\/strong> Klaviyo handles both email and SMS from one platform, so your abandoned cart sequence can include a text message alongside emails. More on this below.<\/li>\n<\/ul>\n<p><strong>The switch usually makes sense when:<\/strong> your store does 300+ orders per month and you have enough customer data to meaningfully segment, you want to test subject lines and flow branches systematically, or your email revenue is already significant enough that a 15-20% improvement from better segmentation and conditional logic covers Klaviyo\u2019s cost ($45\/month for up to 1,500 contacts, scaling with list size).<\/p>\n<p><strong>When to stay on Shopify Email:<\/strong> if you are under 500 contacts, just getting started with automations, or if your current email setup is not the bottleneck in your growth. Switching platforms mid-growth creates migration work (re-exporting lists, rebuilding flows, re-collecting consent in some regions). Only switch when you have a clear reason to.<\/p>\n<h2>Should You Add SMS to Your Shopify Email Strategy?<\/h2>\n<p>SMS marketing for Shopify stores has grown significantly as email open rates have plateaued in many niches. The numbers are genuinely different: SMS messages see open rates of 90%+ (most are read within 3 minutes of delivery), compared to email\u2019s 20-25%. But the comparison is not apples to apples - SMS works differently, has different opt-in rules, and serves a different role in the customer journey.<\/p>\n<p><strong>Where SMS outperforms email:<\/strong><\/p>\n<ul>\n<li>Time-sensitive promotions (flash sales, limited-stock alerts): a text arrives and gets read. An email might sit unread for hours.<\/li>\n<li>Abandoned cart reminders: SMS as the third step in an abandoned cart sequence (after 2 emails) has a notably higher recovery rate on mobile-heavy audiences<\/li>\n<li>Order and shipping updates: customers prefer texts for tracking notifications<\/li>\n<\/ul>\n<p><strong>Where email outperforms SMS:<\/strong><\/p>\n<ul>\n<li>Long-form content, product storytelling, and newsletters where you need images and copy length<\/li>\n<li>Re-engagement campaigns (the unsubscribe cost of SMS is higher - a wrong-felt text annoys customers in a way an unopened email does not)<\/li>\n<li>Broad promotional sends to your full list (SMS is expensive at scale; email is cheap)<\/li>\n<li>Compliance is simpler: TCPA and GDPR rules for SMS are stricter than CAN-SPAM, and the consent requirements in the US require explicit written permission before any marketing texts<\/li>\n<\/ul>\n<p><strong>SMS pricing for Shopify:<\/strong> Most SMS apps (Postscript, SMSBump, Klaviyo SMS) charge per message sent: roughly $0.01 per text for US numbers, $0.02-$0.05 for international. A campaign to 5,000 subscribers costs about $50-$250 depending on destination. Compare that to email: the same campaign via Shopify Email over 10,000 free monthly sends costs $0. The ROI math on SMS only works when your offer is genuinely time-sensitive and your audience is highly engaged.<\/p>\n<p><strong>The practical SMS setup for Shopify:<\/strong> add SMS as a supplement, not a replacement. Use it for abandoned cart (as email step 3, a day after the last email), for flash sales with a 24-hour window, and for shipping notifications. Keep your email flows as the primary engine. Collect SMS consent at checkout (Shopify\u2019s checkout includes an SMS consent checkbox when you install an SMS app) and grow the SMS list slower and more intentionally than your email list - quality matters more because the unsubscribe penalty is higher.<\/p>\n<h2>A\/B Testing in Shopify Email: What You Can and Cannot Test<\/h2>\n<p>A\/B testing is the fastest way to improve email results systematically, but Shopify Email\u2019s native capabilities are limited compared to dedicated platforms. Knowing what you can test directly in Shopify versus what requires a third-party app saves time.<\/p>\n<p><strong>What Shopify Email supports natively:<\/strong><\/p>\n<ul>\n<li><strong>Subject line A\/B tests on broadcast campaigns:<\/strong> Shopify Email added basic subject line testing in 2024. You can send two subject line variants to a portion of your list and automatically send the winner (by open rate) to the remainder after a set window.<\/li>\n<li><strong>Send time testing (manual):<\/strong> split your list into two segments and send the same email at different times. Track the results in Shopify Analytics.<\/li>\n<\/ul>\n<p><strong>What Shopify Email does not support natively:<\/strong><\/p>\n<ul>\n<li>A\/B testing within automated flows (testing which version of a welcome email drives more purchases, for example)<\/li>\n<li>Multi-variable tests (subject line + send time together)<\/li>\n<li>Content testing within the email body (two different product images, two different CTAs)<\/li>\n<\/ul>\n<p><strong>If you need flow A\/B testing:<\/strong> Klaviyo handles this with its flow split feature. You assign a percentage of subscribers entering a flow to each variant and track revenue attribution per path over time. For stores where email is a primary revenue channel and you have enough volume to reach statistical significance quickly (roughly 500+ recipients per variant for subject line tests, 1,000+ for content tests), this level of testing is worth the platform cost.<\/p>\n<p><strong>A test worth running right now in Shopify Email:<\/strong> if you have not A\/B tested your abandoned cart subject line, start there. Split your next abandoned cart send - half get \u201cYou left something behind,\u201d half get a subject that mentions the specific product name. Track which drives more clicks back to the store. In most cases, the product-specific subject wins by 10-20%, and that single change compounds across every future abandoned cart email.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing delivers one of the strongest returns of any digital channel for retail businesses. The frequently cited benchmark is $36-$42 back for every $1 spent, though actual results depend\u2026<\/p>\n","protected":false},"author":3,"featured_media":49209,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_metatitle":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-4660","post","type-post","status-publish","format-standard","has-post-thumbnail","category-shopify-seo-and-digital-marketing"],"acf":{"breadcrumbs":[{"postpage":[29974]}],"conclusion":"<h2>Putting It All Together: Shopify Email Marketing That Works<\/h2>\n\n<h3>Start With What Shopify Already Gives You<\/h3>\n<p>Shopify Email is included in every plan and handles the basics well: branded newsletters, product announcements, and simple automations like abandoned cart and welcome emails. If you are not using it yet, it is the lowest-friction starting point because your product catalog and customer data are already connected.<\/p>\n\n<p>Once you outgrow Shopify Email, the data you have collected in Shopify (order history, customer tags, LTV) transfers cleanly to any dedicated platform. The investment in building good list hygiene and segmentation habits pays off whether you stay on Shopify Email or move elsewhere.<\/p>\n\n<h3>The Highest-ROI Flows to Prioritize First<\/h3>\n<p>If you can only set up two automated flows this month, make them abandoned cart and the welcome series. These two alone account for the bulk of automated email revenue for most Shopify stores. Post-purchase and win-back campaigns layer on top once the fundamentals are in place.<\/p>\n\n<h3>Measure What Matters<\/h3>\n<p>Track open rates and click-through rates as directional signals, but conversion rate and revenue per email are the numbers that actually matter. A 40% open rate that generates zero sales is worse than a 20% open rate that drives consistent purchases. Set up UTM parameters on every link so Shopify Analytics can attribute orders back to specific campaigns.<\/p>\n\n<h2>Final Thoughts<\/h2>\n<p>Email marketing remains one of the most cost-effective channels available to Shopify store owners. The stores that see the strongest results are not the ones sending the most email. They are the ones sending the right message, to the right customer segment, at the right point in the buying journey. Start with the automations, get your segments clean, and iterate on subject lines. The ROI follows.<\/p>","repeater":null,"filter":false,"attach_to_post":[430],"author_bio":false,"custom_author_bio":false,"author_bio_name":"","author_bio_info":"","_meta_excerpt_title":"","meta_excerpt":"","trust_signals":{"expert_reviewed":true,"items_tested":""},"key_statistics":null,"key_takeaways":{"takeaways_items":null},"required_subtopics":null,"context_block":{"context_heading":"","context_excerpt":"","context_content":""},"methodology":{"methodology_heading":"","methodology_content":""},"comparison_table":"","mid_content_cta":{"cta_text":"","cta_button_text":"","cta_link":""}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Improve Shopify Email Marketing Results (With Real Benchmarks) 2026<\/title>\n<meta name=\"description\" content=\"8 tactics to improve Shopify email marketing: abandoned cart sequences, customer segmentation, send timing, and A\/B testing. Plus: when to upgrade from Shopify Email to Klaviyo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/shopthemedetector.com\/blog\/how-to-improve-email-marketing-results-on-shopify\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Improve Shopify Email Marketing Results (With Real Benchmarks) 2026\" \/>\n<meta property=\"og:description\" content=\"8 tactics to improve Shopify email marketing: abandoned cart sequences, customer segmentation, send timing, and A\/B testing. 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