The best Email types for Shopify and how to write them

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When writing emails for your Shopify site, the end goal is always to drive sales. There are 5 type of email that will work to increase sales or bring the customers back.

1. Welcome emails

Your welcome email sets the tone for your entire relationship with the customer. To make it effective:

  • Start with a warm, personalized greeting using the customer’s name.
  • Briefly introduce your brand and its unique value proposition.
  • Include a clear, compelling offer to encourage the first purchase – this could be a discount code, free shipping, or a special bundle.
  • Use engaging, conversational language that reflects your brand’s personality.
  • Highlight your best-selling products or categories to pique interest. End with a strong call-to-action (CTA) that directs the reader to start shopping.

Example:

welcome emails

2. Promotional emails

Promotional emails should be exciting and create a sense of urgency. You can follow these wrting tips:

  • Craft an attention-grabbing subject line that clearly states the offer. In the email body, lead with your strongest offer or newest product.
  • Use vivid, descriptive language to paint a picture of how the product will benefit the customer.
  • Include high-quality images or videos of your products.
  • Create a sense of urgency with limited-time offers or low-stock warnings.
  • Use price anchoring to highlight the value of your offer (e.g., “Was $100, Now Only $75!”).
  • Always include multiple CTAs throughout the email, making it easy for customers to click through to your store.

Example:

promotional emails

3. Abandoned cart emails

These emails should remind customers of what they’re missing out on. What you can include in the content:

  • Use a subject line that creates curiosity or urgency, like “Did you forget something?” or “Your cart is about to expire!”
  • In the email body, show images of the abandoned products to jog the customer’s memory.
  • Highlight the benefits of the products they left behind.
  • Address common objections that might have caused them to abandon their cart (e.g., shipping costs, return policy). If possible, offer an additional incentive to complete the purchase, like a limited-time discount or free shipping.
  • Include a prominent CTA that takes them directly back to their cart.

Example:

abandoned cart emails

4. Transactional emails

While primarily informational, transactional emails can still drive additional sales:

  • Start with a clear confirmation of the transaction (e.g., “Your order has been shipped!”).
  • Provide all necessary details about the order or shipment.
  • Then, use the remaining space to suggest complementary products or offer a discount on their next purchase.
  • Use phrases like “Complete your look” or “Customers also bought” to introduce product recommendations. Include a CTA that encourages browsing for more items.

Example:

transactional email

5. Lifecycle emails

These emails should feel personal and tailored to the individual customer’s journey with your brand.

  • Use the customer’s purchase history to inform your recommendations. For birthday emails, offer a special discount or free gift. For anniversary emails, thank the customer for their loyalty and offer a reward.
  • When notifying about restocked items, create a sense of exclusivity (e.g., “It’s back in stock, just for you!”). For replenishment reminders, calculate when the customer might be running low based on their last purchase and gently suggest it’s time to reorder.

Example:

happy anniversary email

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