I’ve been using Shopify’s built-in email app for months now, and honestly? It’s been a game-changer for my store. You get 10,000 free emails monthly, which is perfect when you’re just starting out (or if you want to test before switching to something like Klaviyo).
Here’s what really caught my attention: these automations live right inside Shopify, so everything syncs perfectly. No more juggling between platforms or worrying about data mismatches.
Key Email Automations You Need
Before diving in, here are the six automations that have made the biggest impact on my store:
- Welcome series for new subscribers - Converts browsers into buyers
- First purchase thank you - Builds immediate loyalty
- First purchase upsell - Drives repeat purchases after 14 days
- Customer win-back campaign - Re-engages dormant customers
- Abandoned cart recovery - Captures lost sales
- Abandoned checkout follow-up - Targets high-intent shoppers
Setting Up Your Foundation
You’ll need two apps installed first:
- Shopify Email (obviously)
- Shopify Flow (handles the automation logic)
Find these under Apps in your admin. Once installed, head to Marketing → Automation to build your workflows.
1. Welcome New Subscribers (The Foundation Builder)
This targets people who signed up for your newsletter through the footer (not during checkout). According to 2016 data from Omnisend, welcome emails average a 45% open rate versus 18% for regular promotional emails.
What makes this work:
- Welcome them personally
- Share your brand story briefly
- Offer a first-time buyer discount
- Point them to your social channels
The automation triggers when someone subscribes via your store footer and checks they didn’t subscribe during checkout. Simple but effective.
I always include a bit about our TikTok content in welcome emails - it’s amazing how many subscribers follow us there afterward.
2. First Purchase Thank You (The Loyalty Builder)
This fires immediately after someone’s first purchase. No discounts, no upsells - just genuine gratitude.
Why this matters:
With endless online options, making someone feel special goes a long way. This isn’t about immediate sales; it’s about starting a relationship.
Setup tip: Remove the default 14-day wait. This should be instant - connect “order paid” directly to “send email.”
3. First Purchase Upsell (The Revenue Driver)
Now we’re talking business. This waits 14 days after their first purchase, giving them time to receive and use their product.
Smart product recommendations:
- Show bestsellers (safe bet)
- Suggest complementary items (shoes → socks)
- Feature new arrivals in the same category
The 14-day wait is crucial. Let them experience your product quality before pushing for more sales.
4. Customer Win-Back (The Relationship Rescuer)
Some customers go dormant - they stop visiting, stop buying, sometimes they just forget you exist. This automation waits 60 days after their last fulfilled order, then sends a “we miss you” email with an incentive.
Timing considerations:
- 60 days works for most products
- Adjust based on your purchase cycle
- Fashion might be 30-45 days
- Home goods could be 90+ days
Test different timeframes to find your sweet spot.
5. Abandoned Cart Recovery (The Gentle Nudge)
Here’s where it gets interesting. Abandoned cart means they added items but never reached checkout. The automation waits 4 hours (smart - gives them time to return naturally) then sends a reminder.
Important limitation: This only works if customers are logged in or have previously provided their email. Shopify needs that connection to track them.
| Condition | Purpose |
|---|---|
| Wait 4 hours | Let them return naturally first |
| Check for new cart activity | Avoid sending if they’re still shopping |
| Verify stock availability | Don’t promote out-of-stock items |
| 30-day email limit | Prevent spam complaints |
6. Abandoned Checkout Recovery (The Heavy Hitter)
This is your highest-converting automation. These people reached checkout - they saw shipping costs, taxes, everything - but still didn’t buy.
The psychology: They’re high-intent shoppers who hit a specific obstacle. Maybe shipping was too expensive, maybe they got distracted, or maybe they needed to check with their partner.
My three-email sequence:
- 10 hours later: Simple reminder (“You left something behind”)
- Day 3: Add social proof or reviews
- Day 7: Offer a small discount to overcome price objections
The automation checks they haven’t completed an order and ensures products are still in stock before sending.
Advanced Setup Tips
Visual Chart: Email Automation Timeline
Day 0: Purchase/Subscribe
│
├─ Immediate: Welcome Email (subscribers)
├─ Immediate: Thank You Email (buyers)
│
Day 14: First Purchase Upsell
│
Day 60: Win-Back Campaign (if no recent orders)
│
Ongoing: Cart/Checkout Recovery (as needed)
Timing Strategy Table
| Automation Type | Wait Time | Reasoning |
|---|---|---|
| Welcome Subscriber | Immediate | Strike while interest is hot |
| Thank You | Immediate | Show appreciation right away |
| First Upsell | 14 days | Let them experience the product |
| Win-Back | 60 days | Give enough time for natural return |
| Abandoned Cart | 4 hours | Allow for natural completion |
| Abandoned Checkout | 10 hours | Higher intent, slightly longer wait |
Making These Actually Work
Start simple: Don’t offer discounts in your first abandoned cart email. Sometimes a gentle reminder is enough. Once you start heavy discounting, it’s hard to go backward.
Test your timing: My 14-day upsell works great for apparel, but might be too soon for furniture. Adjust based on your product lifecycle.
Personalize the experience: Use customer names, reference their specific products, and match your brand voice. These shouldn’t feel like robot emails.
Practical Implementation Notes
The beauty of Shopify’s system is how it handles the technical stuff. Each workflow checks multiple conditions:
- Customer activity since starting
- Stock availability
- Recent email frequency
- Order completion status
You can modify any of these conditions. Want to wait 6 hours instead of 4 for abandoned carts? Easy change. Need to exclude certain products? Add a condition.
Conclusion
These six automations form the backbone of profitable email marketing. Start with welcome emails and abandoned checkout recovery - they’ll give you the biggest immediate impact. Then layer in the others as your store grows.
The 10,000 free emails monthly should cover most new stores. Once you outgrow that limit, you’re probably ready for more advanced tools like Klaviyo anyway.
Next step: Pick one automation and set it up today. I’d start with abandoned checkout - it typically has the highest ROI and you’ll see results within days.
FAQ
Can I use these automations with popup signups instead of footer signups?
The built-in Shopify welcome automation only works with footer signups. For popups, you’d need a third-party app or Klaviyo integration.
How do I know if someone is logged in for the abandoned cart automation to work?
Shopify tracks this automatically. If they’ve purchased before or logged into an account, the system can identify them. Guest browsers without email capture won’t trigger these automations.
Should I offer discounts in my first abandoned cart email?
I recommend starting with just a reminder. Save discounts for the second or third email in your sequence. Once customers expect discounts, it’s hard to scale back.
What’s the difference between abandoned cart and abandoned checkout automations?
Abandoned cart = added items but never reached checkout page. Abandoned checkout = reached checkout, entered information, but didn’t complete purchase. Checkout abandoners typically have higher purchase intent.
How often should I review and update these automation emails?
Check performance monthly and refresh content quarterly. Update seasonal references, test new subject lines, and ensure product recommendations stay current with your inventory.