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Email Marketing

The Complete Shopify Email Marketing Guide for 2026

By Shopyard · 12 min read

$42
ROI per $1 Spent
30%+
Revenue from Email
10-15%
Cart Recovery Rate
5
Core Flows Needed

Why Email Marketing Matters for Shopify Stores

Email marketing consistently delivers the highest ROI of any marketing channel — an average of $42 for every $1 spent. For Shopify stores, email typically accounts for 20-30% of total revenue when done correctly.

Unlike paid ads that stop working when you stop spending, email marketing creates a compounding asset. Every subscriber you add to your list is a potential repeat customer you can market to for free.

Setting Up Klaviyo for Shopify

Klaviyo is the gold standard for Shopify email marketing. Here's how to get started:

  1. 1Install the Klaviyo app from the Shopify App Store
  2. 2Connect your Shopify store and sync historical data
  3. 3Set up domain authentication (DKIM, SPF, DMARC)
  4. 4Configure your sending domain for deliverability
  5. 5Import and segment your existing list

The 5 Core Email Flows Every Store Needs

1. Welcome Series (3-5 emails)

Your welcome series is your best opportunity to convert subscribers into first-time buyers. Send these emails immediately after signup:

  • Email 1: Welcome + brand story (send immediately)
  • Email 2: Social proof + best sellers (day 1)
  • Email 3: Educational content (day 3)
  • Email 4: First-time buyer incentive (day 5)

2. Abandoned Cart (3 emails)

The abandoned cart flow recovers 10-15% of lost sales. Timing is everything:

  • Email 1: Reminder (1 hour after abandonment)
  • Email 2: Social proof + urgency (4 hours)
  • Email 3: Incentive/discount (24 hours)

3. Post-Purchase (2-3 emails)

Don't stop communicating after the sale. Post-purchase flows drive reviews and repeat purchases:

  • Email 1: Order confirmation + usage tips
  • Email 2: Review request (after delivery)
  • Email 3: Cross-sell related products

4. Win-Back (3-4 emails)

Re-engage customers who haven't purchased in 60+ days:

  • Email 1: We miss you (60 days)
  • Email 2: Incentive offer (90 days)
  • Email 3: Last chance (120 days)

5. Browse Abandonment (2 emails)

Target shoppers who viewed products but didn't add to cart:

  • Email 1: Product reminder (2 hours)
  • Email 2: Related products (24 hours)

Advanced Segmentation Strategies

Segmentation is what separates good email marketers from great ones. Key segments to create:

1

VIP Customers

High LTV, frequent purchasers

2

At-Risk

Declining engagement, 60+ days since purchase

3

Engaged Non-Buyers

Open emails but haven't purchased

4

One-Time Buyers

Single purchase, ripe for retention

5

Product Category

Based on purchase history

Email Deliverability Best Practices

Your emails are useless if they land in spam. Follow these practices:

  • Authenticate your domain (DKIM, SPF, DMARC)
  • Warm up new sending domains gradually
  • Remove bounced and unengaged subscribers regularly
  • Maintain 20%+ open rates on campaigns
  • Keep complaint rates under 0.1%

Measuring Email Marketing Success

Track these key metrics monthly:

Revenue Attribution

% of total revenue from email

Flow Performance

Revenue per recipient by flow

List Growth

Net new subscribers per month

Engagement

Open rates, click rates, unsubscribe rates

Getting Started

If you're serious about email marketing but don't have the time or expertise to set it up properly, consider working with professionals. A proper Klaviyo setup typically pays for itself within 60 days through recovered carts and automated revenue.

Not sure which platform to use? Read our Klaviyo vs Shopify Email comparison. For a deep dive on the abandoned cart flow, check out our abandoned cart recovery guide with templates and timing.

Ready to get started? View our email marketing services to find the right package for your store.

Want Us to Set This Up For You?

Our Email & SMS Starter package includes all 5 core flows, advanced segmentation, and deliverability optimization. Typical clients see 30%+ revenue from email within 60 days.