Shopify email marketing - what value will it bring to your business?

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A properly planned campaign gets amazing sales results - and the most ambitious businesses leverage it powerfully. Let's talk about how the world's most loved brands get the most out of their Shopify email campaigns.

1. Email allows you to build and maintain customer relationships

Research from a Nielsen study suggests that 66% of online consumers would rather buy new products from brands they already know. This may not appear to be too surprising if you’re an online shopper who tends to shop from websites and brands you know and trust.

Even well known brands experience customers going quiet for a while - so it’s important to send reactive emails to help understand your customers better. Reactive emails allow you to determine whether your customers are going to return or not. They may have opened an email without making a purchase - and . this means that they are still thinking about your brand so you need to act quickly and reach out again. If they still appear unreactive after a few emails, it might be best to remove them from your contact list to ensure you’re in touch with those who are most likely to buy.

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2. You can manage your brand reputation

When you’re looking to buy a new product, what’s the first thing you look for? Is it a review? A great way to create and establish a brilliant brand reputation is to ask your customers to leave product reviews on your website and social channels. You can include this within your email campaigns and having feedback from real people will encourage sales and better inform you on the customer experience you offer.

3. Reward and value your customers

Your aim is to provide amazing products, supported by amazing service, and keep your customers happy and returning. Why not show them how much you appreciate them by rewarding them with a loyalty programme? When they’ve purchased a particular number of products or reached a desired milestone, you can provide them with a reward that will have a long lasting impact on them.

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4. Support your sales

Email marketing is great for encouraging people to make a purchase using discounts, new stock and striking imagery - but it’s also important to support them through the order process. In fact, it’s one of the most valuable tools to use when communicating with customers about their orders. Order confirmation and tracking emails help improve customer experience and brand loyalty, as a good experience will make the customer want to return to your website and recommend your brand.

Setting up email marketing with Shopify

As we’ve discussed, email marketing is the perfect way to strengthen relationships with your customers, but do you know how to set it up to start growing your business? We’re here to help!

The first thing to do is to collect email addresses from your customers. To abide by GDPR (General Data Protection Regulation), it’s important that you only send promotional emails to individuals who have given you consent to do so. Customers can accept to receive marketing messages from your online store by adding their email address to your newsletter or when they’ve reached the checkout stage. You then need to install an email marketing app from the Shopify App Store. You can view the list here. Once you have installed an app, just follow the instructions to sync it with your customer list who have added their email addresses using your newsletter signup section. Don’t worry if your theme doesn’t have a signup form, you can use an email marketing app that can add one to your store. Now you’re all set to use the email marketing app to create and send newsletters to your customers!

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How to grow your email marketing list

Growing your email marketing list doesn’t have to be difficult. You need to directly ask people to sign up to your newsletter, so have you thought about reaching them whilst they’re already engaged on your online store? You can place signup forms on relevant pages on your website for users to easily fill out. It’s crucial you don’t negatively impact your site’s design and leave a bad impression so start off by placing signup forms in your header, navigation or footer, your About Us page, your blog or resources page and a pop-up form.

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Types of email marketing campaigns

When you send out an email campaign, it’s critical that it’s for a purpose and it’s relevant. You don’t want to send unwelcoming and unnecessary emails to your customers who have chosen to receive key messages from you. Let’s talk about the three main types of engaging email marketing campaigns you can use:

  • Transactional emails are designed to send key information to individual customers. Order confirmations, receipts and order-shipped emails are examples of transactional emails.
  • Promotional emails are used to shout about specific discounts or promotions. A Black Friday / Cyber Monday email falls within this category.
  • Lifecycle emails are based on where a customer is in the customer lifecycle. These are also known as “triggered” emails based on actions a customer makes. For example, a cart abandonment email will only send if a customer leaves a product in their cart.

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Check out our next email marketing blog to find out which platforms we like and are Shopify favourites!