Shopify Email

Shopify Email is Shopify’s built-in email marketing tool. It lets store owners create, send, and automate email campaigns directly from their Shopify admin, without installing any external app.

Every paid Shopify plan includes 10,000 free emails per month. After that, additional sends cost $1 per 1,000 emails. Abandoned checkout automations are always free and don’t count toward the monthly limit.

Shopify Email in Detail

Shopify Email works inside your admin, which means it already has access to your products, prices, images, and customer data. You don’t need to copy-paste anything into an external tool.

The main features include:

• A drag-and-drop email builder. Pre-designed templates are available for product launches, sales, newsletters, and seasonal promotions. You can insert product blocks that automatically pull in the name, price, and image from your catalog.
• Audience segmentation. Segmentation means grouping your subscribers based on shared traits, like purchase history, location, or email engagement. This lets you send more targeted messages rather than the same email to everyone.
• Automation workflows. Set up emails that send automatically based on customer actions, like welcoming a new subscriber or following up after a purchase.
• Performance analytics. Track open rate (how many people opened your email), click-through rate (how many clicked a link), and conversions (how many made a purchase).

Essential Campaigns to Set Up First

If you’re new to email marketing, start with these three automations before anything else:

1. Welcome email. This goes out automatically when someone subscribes. Introduce your brand, show your best products, and offer a first-purchase incentive like a discount code.
2. Abandoned cart recovery. This targets customers who added items to their cart but didn’t complete checkout. Send the first email within one hour of abandonment, and a follow-up at 24 hours. These automations are always free in Shopify Email, regardless of your monthly send limit.
3. Post-purchase follow-up. Send a confirmation email right after purchase, then follow up 7 days after delivery to request a review or suggest complementary products.

These automations cover the most important stages of the customer journey: converting new subscribers, recovering potential lost sales, and encouraging repeat purchases. Once they’re running successfully, you can expand into more advanced campaigns such as product launches, seasonal promotions, and customer segmentation.

Shopify Email vs. Third-Party Tools

Shopify Email is the right starting point for most new stores. It’s free, simple, and fully integrated with your store data.

Third-party tools offer deeper segmentation, more advanced automation flows, and multi-channel options like SMS. These are worth considering once your subscriber list grows and your email strategy becomes more complex.

For most sellers in their first year, Shopify Email covers everything they need.

Why Is Shopify Email Important for eCommerce Sellers?

Email is one of the most reliable ways to turn first-time visitors into repeat buyers. Unlike social media, you own your email list. Algorithm changes on Instagram or TikTok don’t affect your ability to reach subscribers.

For dropshippers and Shopify sellers, having automations like abandoned cart recovery running in the background means revenue is being recovered even when you’re not actively working on your store.

Because Shopify Email is built directly into your admin and pulls from your store data, setup is faster than with any standalone email platform.

Frequently Asked Questions

Is Shopify Email free?

Yes, every paid Shopify plan includes 10,000 free emails per month. Additional sends cost $1 per 1,000. Abandoned checkout automations are always free and don’t count toward your limit.

Can I automate emails with Shopify Email?

Yes, Shopify Email supports automations for welcome series, abandoned cart recovery, and post-purchase follow-ups. For more advanced automation, tools like Klaviyo or Omnisend are worth exploring as your needs grow.

Is Shopify Email better than Klaviyo?

Shopify Email is simpler and free to start. Klaviyo offers deeper segmentation and more powerful automation, but comes with a monthly cost. Start with Shopify Email, then consider upgrading once your list and revenue grow.