A Complete Guide to Shopify Email Marketing in 2023
In the ever-evolving landscape of e-commerce, one factor remains a constant powerhouse of success – email marketing.
It’s the unsung hero of your digital strategy, often underestimated, yet delivering a return on investment that far outpaces other marketing channels.
When combined with a leading platform like Shopify, email marketing becomes a robust tool, driving customer loyalty, increasing sales, and strengthening your brand’s online presence.
In this blog post, we’ll go through why email marketing is crucial, how to set it up in Shopify, and the best practices you should follow.
So, let’s crack the code together and turn your email campaigns into high-performing e-commerce engines. Buckle up and get ready to supercharge your Shopify store!
What is Shopify Email Marketing?
Shopify is one of the leading e-commerce platforms that helps businesses to build and run their online stores. With Shopify, you can sell products directly on your website, across various online marketplaces and social media, and in physical locations using Shopify POS.
On the other hand, email marketing is a strategy used in digital advertising that comprises sending emails to potential clients. Building brand exposure, promoting exclusive offers, boosting sales, and fostering client loyalty are all possible objectives of email marketing.
When combined, Shopify and email marketing can be a powerful tool for growing your online business.
Why does Email Marketing Matter in Shopify?
Email marketing is a crucial tool for any business, including those using Shopify for their eCommerce platform. It provides a direct, individual, and economical method of speaking with your customers.
Below mentioned are a few reasons why email marketing matters in Shopify:
- Customer Retention: Email marketing allows you to maintain a relationship with your customers after their initial purchase. By sending regular updates, promotions, or informative content, you can keep your brand at the top of your mind, which can encourage repeat purchases and loyalty.
- Personalization: With email marketing, you can personalize your messages based on customer data, like their name, past purchases, or browsing behavior. Personalization can make your communications more relevant and engaging, leading to higher open and click-through rates.
- Cart Abandonment Recovery: Cart abandonment is a common issue in eCommerce. Email marketing allows you to send reminders or incentives to customers who added items to their cart but didn’t complete their purchase, helping to recover lost sales.
- Cost-Effective: Compared to other marketing channels, email marketing offers a high return on investment. It enables you to communicate with a big audience for a fair price.
- Promotion of Sales & New Products: Email marketing is a powerful tool for updating clients on sales, discounts, new product introductions, and other significant business news.
- Customer Segmentation: You can divide your consumers into various categories using email, depending on their behavior, preferences, or demographics. This can help you send more targeted and relevant messages.
- Measurable: Clear metrics from email marketing, such as open rates, click-through rates, and conversion rates, may help you assess the success of your campaigns and make informed choices.
- Automation: Many email marketing platforms offer automation tools, allowing you to send emails based on triggers or schedules, which can save you time and ensure consistent communication with your customers.
How to Set Up an Email Marketing Campaign?
Have a look at the steps to set up an email marketing campaign for your Shopify store.
Step 1: From your Shopify store’s admin panel, go to Marketing > Create campaign.
Step 2: Next, click Shopify Email.
Step 3: Now, you need to choose an email template that aligns with your brand.
Step 4: Next, click To, and select a customer segment. Also, enter a subject for the email.
Step 5: Enter a Subject and Preview Text in the respective places.
Step 6: Next, you can customize the email body content according to your needs.
Best Practices for Shopify Email Marketing
Shopify store owners may use email marketing as a powerful tool, but there are a few recommended practices to keep in mind to get the most out of it:
1. Segment Your Audience
Segmenting your audience means dividing your email subscribers into smaller, more specific groups based on certain criteria. These criteria can include demographics like age, location, gender, behavior like past purchases, browsing history, or even how they interact with your emails.
In the context of Shopify, here’s how segmenting your audience can be beneficial:
- Targeted Communication: By segmenting your audience, you can send more relevant and personalized emails. For instance, if you’re launching a new women’s product line, you might want to send an email specifically to female subscribers.
- Improved Engagement: Your email subscribers are more likely to open, click links in, and complete the intended action when you send them emails that are entertaining and relevant to them.
- Customer Retention: Segmentation allows you to keep in touch with different customer groups based on their engagement levels or purchasing behavior. For example, you can send re-engagement emails to your most loyal customers to encourage repeat purchases.
- Better Understanding of Your Customers: Your marketing approach can be influenced by learning more about the preferences and behavior of your audience by segmenting it.
2. Personalize Your Emails
In email marketing, personalization is the process of adjusting your communications to each recipient’s unique needs and preferences. Instead of sending out impersonal, generic emails, it entails using customer data to create emails that feel personalized and relevant.
Here’s how personalizing your emails can be beneficial in Shopify:
- Enhanced Relevance: Your subscribers are more likely to respond to personalized emails since they are more pertinent to them.
- Increased Engagement: Personalized emails typically have higher open rates and click-through rates because they’re more relevant and interesting to the recipient. This can lead to increased traffic to your Shopify store and ultimately more sales.
- Improved Customer Experience: With personalization, clients might feel more valued and have better interactions with your business since they can see that you are aware of and interested in them.
- Better Conversion Rates: By presenting customers with products or offers that are relevant to their interests or past behavior, they’re more likely to make a purchase.
3. Design Mobile-Friendly Emails
Creating emails that look great and work properly on mobile devices is known as designing mobile-friendly emails, often referred to as responsive email design.
Considering that a significant portion of emails is opened on mobile devices, it’s crucial for Shopify store owners to ensure their emails are mobile-friendly.
Here’s why it’s important and what it involves:
- Improved User Experience: On a mobile device, it is simpler to read and navigate emails that are mobile-friendly. Your subscribers will have a better user experience as a result of not having to zoom in or scroll horizontally to access your material.
- Increased Engagement: Subscribers are more likely to open, click links in, and complete the intended action, such as making a purchase or visiting your website, when your emails are simple to read and interact with on mobile devices.
- Higher Conversion Rates: If your emails look good and function well on mobile, it can lead to higher conversion rates.
4. Use a Clear Call to Action (CTA)
A call to action (CTA) is a prompt within your email that encourages the reader to perform a specific task or action. This could involve visiting your website to read a blog article, clicking a button to inspect a product, or taking advantage of a deal.
Using a clear CTA is a crucial best practice for Shopify email marketing for several reasons:
- Guides the Reader: A clear CTA guides the reader toward the action you want them to take. Without a clear CTA, readers may not know what to do next, leading to missed opportunities for engagement or sales.
- Increases Engagement: A well-placed, persuasive CTA can significantly increase the click-through rate of your emails, leading to more traffic to your Shopify store and potentially more conversions.
- Improves Conversion Rates: If your CTA effectively leads the reader to a desired action such as purchasing a product or signing up for a subscription, this can result in higher conversion rates.
5. Automate Where Possible
Automation in email marketing refers to the process of using software to send out emails to your customers based on certain triggers or schedules without manual intervention.
Here’s why automation is a crucial best practice for Shopify email marketing:
- Timeliness: Automated emails can be sent at the perfect time, such as immediately after a customer abandons their cart or a few weeks after they’ve made a purchase. This ensures that your message is relevant and timely
- Efficiency: Automation saves you time by reducing the need for manual tasks. Once you set up an automated email sequence, it can continue to run with little maintenance required.
- Personalization: Automated emails can be personalized based on customer behavior or other specific criteria. For instance, you can send several follow-up emails to clients who bought various product types.
- Consistency: Automated emails ensure consistent communication with your customers. This might help you maintain consumer awareness of your brand and strengthen your connection to them.
6. Don’t Overwhelm Your Subscribers
Not overwhelming your subscribers is a critical best practice in Shopify email marketing. It refers to finding the right balance in your email communication, so your subscribers are informed and engaged but not annoyed or overwhelmed.
Here’s why this is important:
- Subscriber Retention: Sending too many emails can lead to increased unsubscribe rates. People may opt out of your email list if they feel bombarded with messages.
- Engagement Levels: Overwhelming your subscribers can also lead to lower open and click-through rates. If your emails are too frequent, subscribers may start ignoring them or even mark them as spam.
- Brand Perception: Sending too many emails can harm your brand’s reputation. Subscribers may perceive your brand as spammy or desperate, which can harm your relationship with them.
7. Provide Value
Providing value means ensuring that every email you send to your subscribers offers something beneficial to them. This could be a marketing offer, helpful information, special content, or anything else that strengthens the bond between the customer and your business.
Here’s why providing value is an essential best practice:
- Subscriber Engagement: Subscribers are more likely to open and engage with your emails if they believe there’s something beneficial for them inside.
- Building Trust: Regularly providing valuable content helps build trust with your subscribers. This can strengthen your brand reputation and increase customer loyalty over time.
- Reducing Unsubscribe Rates: If subscribers see that your emails consistently offer value, they’re less likely to unsubscribe from your list.
Common Challenges & Solutions in Shopify Email Marketing
Just like any other marketing channel, Shopify email marketing can present several challenges. However, with the right strategies, these challenges can be overcome. Here are some common challenges and their potential solutions:
1. Low Open Rates
- Challenge: Your emails aren’t being opened by recipients.
- Solution: Improve your subject lines to make them more appealing and intriguing. Personalize them if possible. Also, ensure your email is coming from a recognizable sender name.
2. Low Click-Through Rates
- Challenge: Recipients are opening your emails, but they’re not clicking on the links inside.
- Solution: Make your calls to action (CTAs) more prominent and persuasive. Ensure your content is engaging and relevant to the recipient.
3. High Unsubscribe Rates
- Challenge: You’re losing subscribers from your email list.
- Solution: Make sure you’re providing valuable and relevant content to your subscribers. Segment your list to provide more personalized content. Also, don’t overwhelm your subscribers with too many emails.
4. Spam Complaints
- Challenge: Your emails are being marked as spam.
- Solution: Make sure you have permission to email the people on your list (they have opted-in). Be clear about what subscribers should expect when they sign up for your list. Also, make it easy for people to unsubscribe if they wish.
5. Difficulty in Personalizing Emails
- Challenge: You’re struggling to personalize your emails for different segments of your audience.
- Solution: Use an email marketing tool that allows for segmentation and personalization. Collect relevant data about your subscribers that you can use to personalize your emails.
6. Low Conversion Rates
- Challenge: Despite getting clicks on your emails, these aren’t translating into sales.
- Solution: Ensure that your website and landing pages are optimized for conversions. Make the shopping and checkout process as seamless as possible. Use retargeting strategies such as abandoned cart emails.
And there you have it – your comprehensive guide to mastering Shopify Email Marketing.
We’ve journeyed through the world of email marketing, unpacking its potential and highlighting the strategies that can transform your Shopify store into an e-commerce powerhouse.
Remember that email marketing is a continuous learning, fine-tuning, and improvement process rather than a one-time strategy. It’s about establishing connections, encouraging trust, and giving your clients value.
Shopify’s easy integration with a range of email marketing platforms makes the process easier and more effective.
If you have any questions or need further assistance, get in touch with us. Now go forth and conquer your Shopify email marketing!
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