How to Create Shopify Email Campaigns

Email Campaign Basics

Email campaigns (also called broadcasts or one-off sends) are messages you send to your list at a specific time. Unlike automated flows that run continuously, campaigns are planned, created, and sent manually based on your marketing calendar.

For Shopify stores, email campaigns typically generate 20-30% of total email revenue. The remaining 70-80% comes from automated flows. Both are essential, but campaigns are where you build relationships, announce news, and create urgency around promotions.

The key to successful campaigns is planning. Map out your campaigns for the month ahead, considering product launches, holidays, and promotional periods. This prevents last-minute rushing and ensures consistent communication.

Campaign Types

Not all campaigns are promotional. A healthy email programme mixes different types to keep subscribers engaged without burning them out on constant sales pitches.

Subject Lines That Convert

Your subject line determines whether your email gets opened or ignored. It's worth spending real time on this. A great email with a weak subject line will underperform a good email with a compelling subject.

Subject Line Formulas That Work

• •Curiosity gap: "The one thing we've never told anyone about our process"
• •Urgency: "Last chance: Sale ends at midnight"
• •Personalisation: "Sarah, we saved this for you"
• •Question: "Have you tried this yet?"
• •Number/List: "5 ways to style our new collection"
• •FOMO: "Everyone's asking about this product"

Subject Line Best Practices

• ✓Keep it under 50 characters so it doesn't get cut off on mobile
• ✓Use sentence case, not ALL CAPS or Title Case
• ✓Front-load the most important words
• ✓A/B test every campaign to learn what your audience responds to
• ×Avoid spam triggers like "FREE!!!" or excessive punctuation
• ×Don't be misleading. The email must deliver on the subject line promise

Preview Text

Preview text (or preheader) appears after the subject line in most email clients. Use it as a second chance to convince people to open.

• •Extend the subject line's message rather than repeating it
• •Include a call to action or key benefit
• •Keep it under 100 characters

Email Design

Good email design is about clarity and action, not visual complexity. The best emails are easy to scan and make the next step obvious.

Layout Principles

• •Single column: Works best on mobile and keeps focus on your message
• •Inverted pyramid: Start wide with the key message, narrow to the CTA
• •Plenty of white space: Don't cram content. Let it breathe
• •One primary CTA: Make it crystal clear what action you want

Mobile Optimisation

Over 60% of emails are opened on mobile devices. Design for mobile first.

• ✓Minimum 16px font size for body text
• ✓Buttons at least 44px tall for easy tapping
• ✓Images that scale to fit small screens
• ✓Short paragraphs (2-3 sentences max)

Image Best Practices

• •Use high-quality product photography
• •Always include alt text for accessibility and when images don't load
• •Compress images to reduce load time
• •Don't rely on images alone to convey important information

Copywriting for Conversions

Email copy should be conversational, benefit-focused, and action-oriented. Write as if you're talking to one person, not broadcasting to thousands.

Copy Structure

1. 1
   Hook

   Open with something that grabs attention and relates to the reader's interests or problems.

2. 2
   Value

   Explain the benefit. What's in it for them? Focus on outcomes, not features.

3. 3
   Proof

   Back up your claims with social proof, testimonials, or specific details.

4. 4
   Call to action

   Tell them exactly what to do next. Be specific and create urgency where appropriate.

Writing Tips

• ✓Use "you" more than "we". It's about them, not you
• ✓Write at a 7th-grade reading level. Simple language converts better
• ✓Use active voice. "Get your discount" not "A discount can be obtained"
• ✓Break up text with bullet points and subheadings
• ×Avoid jargon unless your audience uses it
• ×Don't be clever at the expense of clarity

CTA Button Copy

Your button text should tell people exactly what happens when they click.

Segmentation Strategy

Sending the same email to your entire list is leaving money on the table. Segmented campaigns consistently outperform broad sends by 2-3x because relevant content resonates more.

Segments for Every Campaign Type

Engagement-Based Sending

Your most engaged subscribers should hear from you most often. Less engaged segments need fewer touchpoints to avoid unsubscribes.

• •Highly engaged (opened in last 30 days): Every campaign
• •Moderately engaged (opened in last 60 days): Key campaigns only
• •Low engagement (90+ days): Major sales and re-engagement attempts only

Timing and Frequency

When you send matters almost as much as what you send. The wrong timing means your email gets buried. The right timing puts it at the top of the inbox when people are ready to engage.

Best Times to Send

These are general guidelines. Your specific audience may differ.

• •Tuesday-Thursday: Typically highest open rates for B2C
• •10am-12pm: Morning commute and coffee break checking
• •7pm-9pm: Evening browsing time
• •Sunday evening: Good for the coming week

Send Time Optimisation

Most email platforms offer send time optimisation features that deliver emails when each subscriber is most likely to open. This can improve open rates by 10-15%.

Frequency Guidelines

• •1-2 campaigns per week is sustainable for most stores
• •Increase during key periods (Black Friday, Christmas)
• •Watch unsubscribe rates. Over 0.5% means you're sending too often
• •Consider total emails (campaigns + flows) not just campaigns

Measuring Success

Track the right metrics to understand what's working and what needs improvement.