Email marketing completely changed my Shopify game. My very first sale actually came from a pop-up I set up offering a first-order discount. Someone entered their email, I sent a collection showcase a week later, and they bought. That’s when I realized email marketing isn’t just nice to have—it’s essential for turning visitors into customers and customers into repeat buyers.
Key Email Marketing Benefits for Shopify Stores
- Direct customer communication for special offers and product launches
- Automated cart recovery to win back abandoned purchases
- Post-purchase follow-ups to encourage repeat orders
- Advanced targeting based on customer behavior and demographics
- Cross-selling and upselling opportunities through segmented campaigns
- Cost-effective growth with high ROI potential
Setting Up Your Complete Email Marketing System
Step 1: Choose Your Email Marketing Platform
While Shopify has built-in email features, I recommend Omnisend for more advanced capabilities. It integrates seamlessly with Shopify and offers a free plan to get started.
Omnisend Free Plan Includes:
- 500 free emails monthly (refills every 30 days)
- $1 in SMS credits
- 50 product reviews
- Basic automation workflows
To set up:
- Visit Omnisend and click “Sign up with Shopify”
- Install the app from the Shopify App Store
- Complete the integration to sync your store data
- Customize your brand colors and upload your logo
Step 2: Create High-Converting Popups
The pop-up is your email collection workhorse. I’ve tested both basic discount popups and gamified “Wheel of Fortune” styles—both work, but timing is everything.
Basic First-Order Discount Popup
- Include fields for first name and email (personalization matters)
- Offer a clear value proposition (10-15% discount works well)
- Keep copy simple and benefit-focused
Wheel of Fortune Popup (Higher Engagement)
- Set up multiple discount tiers in Shopify first
- Create corresponding discount codes for each wheel section
- Use exciting copy like “Spin to Win” or “Get Up to 50% Off”
Critical Timing Settings:
- 40-second delay: Gives visitors time to browse before showing pop-up
- 50% scroll trigger: Appears when they’re engaged with your content
- Exit intent: Shows when the mouse moves toward closing the browser
- New visitors only: Don’t annoy returning customers
| Trigger Type | Best For | Conversion Rate |
|---|---|---|
| Time delay (40s) | First-order discounts | High |
| Scroll percentage | Product showcases | Medium-High |
| Exit intent | Last-chance offers | Medium |
| Page visits (2+) | Engaged browsers | High |
Step 3: Set Up Essential Email Automations
Welcome Email Series
Your welcome email should deliver the promised discount immediately. I customize mine with:
- Personal greeting using their first name
- Clear discount code presentation
- Featured bestselling products
- Brand story elements
Send timing: 1 minute after signup (while they’re still engaged)
Abandoned Cart Recovery (3-Email Sequence)
This automation has saved countless sales for me. Here’s my proven sequence:
Email 1 (1 hour after abandonment):
- Friendly reminder about forgotten items
- Product images and descriptions
- Simple “Complete Purchase” button
Email 2 (12 hours later):
- More urgent tone about the limited stock
- Customer reviews or social proof
- Same call-to-action
Email 3 (24 hours later):
- Final offer with surprise discount (5-10%)
- Create urgency with limited-time language
- Last chance messaging
Post-Purchase Follow-Up
Send 3-5 days after purchase to encourage repeat orders:
- Thank them for their purchase
- Suggest complementary products
- Share care instructions or usage tips
- Include a returning customer discount
Step 4: Launch Regular Email Campaigns
Beyond automations, regular campaigns keep your brand top-of-mind. I send these weekly:
Campaign Types That Work:
- Product collection showcases
- Behind-the-scenes content
- Customer success stories
- Seasonal promotions
- Inventory updates
Subject Line Tips:
- Keep under 50 characters
- Use personalization when possible
- Create curiosity without being clickbait
- Test different approaches with A/B testing
Step 5: Implement Advanced Segmentation
Segmentation transforms good email marketing into great email marketing. Start with these essential segments:
| Segment Type | Use Case | Campaign Ideas |
|---|---|---|
| New subscribers | Recently joined list | Welcome series, first purchase incentive |
| High-value customers | Spent above average | VIP offers, early access |
| Geographic location | Location-based targeting | Shipping promotions, local events |
| Purchase behavior | Bought specific products | Related product recommendations |
| Birthday customers | Customer birthdays | Special birthday discounts |
Step 6: Add Social Proof with Reviews
Reviews boost conversion rates significantly. Omnisend’s review feature lets you:
- Automatically request reviews post-purchase
- Display reviews on product pages
- Use review content in email campaigns
- Build trust with social proof
Practical Tips for Email Marketing Success
Timing is everything with popups. Show them too early, and visitors close them immediately. Wait 40 seconds or until 50% page is scrolled for best results.
Always collect first names in your popups. Personalized emails perform 26% better than generic ones.
Test your abandoned cart discount percentage. Start with 10% and increase if recovery rates are low.
Don’t overwhelm subscribers. Limit popup frequency to once every 1-2 days per visitor.
Mobile optimization is crucial. Over 60% of emails are opened on mobile devices.
Advanced Email Marketing Chart
Email Marketing Performance Funnel
Popup Views (100%)
↓ (2-5% conversion)
Email Signups (2-5%)
↓ (20-25% open rate)
Email Opens (0.4-1.25%)
↓ (2-5% click rate)
Website Visits (0.008-0.06%)
↓ (1-3% conversion)
Sales (0.00008-0.0018%)
Key: Higher percentages indicate better funnel optimization
Pricing and Plan Selection
Free Plan: Perfect for starting out
- 500 monthly emails
- Basic automations
- Essential pop-up features
Email Plan ($16/month): Best for growing stores
- 6,000 monthly emails
- 500 contacts
- Remove Omnisend branding
- 24/7 support
Email + SMS Plan ($59/month): High-volume option
- Unlimited emails
- 2,500 contacts
- 3,540 SMS messages
- Advanced reporting
Pro tip: Start with the free plan and upgrade based on your actual usage patterns.
Common Setup Mistakes to Avoid
The biggest mistake I see is showing pop-ups immediately when someone lands on your site. Give visitors time to explore your store first—otherwise you’re just annoying potential customers.
Another common error is not personalizing emails. Using the subscriber’s first name in subject lines and email content creates a much stronger connection.
Finally, don’t set up automations and forget them. Review your email performance monthly and adjust timing, content, and offers based on what’s working.
FAQ
How long should I wait before showing a pop-up to new visitors?
Wait at least 30-40 seconds or until they’ve scrolled 50% down the page. This gives them time to engage with your content before presenting the offer.
What’s the best discount percentage for first-time buyers?
10-15% works well for most stores. Too high (20%+) can devalue your brand, while too low (5%) might not motivate action.
How often should I send regular email campaigns?
Start with once per week for promotional emails. You can increase frequency as your list grows and engagement remains strong.
Should I require phone numbers in my pop-ups?
Make phone numbers optional initially. You can always request them in follow-up emails once you’ve built trust with subscribers.
How do I know if my email marketing is working?
Track these key metrics: pop-up conversion rate (2-5%), email open rate (20-25%), click-through rate (2-5%), and revenue per email sent. Most importantly, monitor how many sales come directly from email campaigns.