Shopify Email Review (2023): A Simple Guide to Shopify Email

Everything You Need to Know about the Shopify Email App

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In today’s Shopify Email review, we’re looking at the convenient Shopify email app or plugin, specifically designed for Shopify store owners. Introduced by Shopify in 2020, the email app provides ecommerce business owners with a straightforward and streamlined way to connect with consumers through branded and transactional marketing emails.

While the solution might not be as advanced as some of the more specialized email automation tools you can choose to integrate with Shopify, it’s certainly convenient, and affordable. With this app, there’s no need to purchase any additional software to run your email campaigns. You can manage everything within your Shopify admin account.

So, is Shopify Email worth using? Today, we’re going to cover all of the pros, cons, features, and pricing factors, so you can make that decision for yourself.

What is Shopify Email?

Shopify Email is a simple email marketing app, created by the Shopify Ecommerce platform. Most people are familiar with Shopify today as one of the most popular tools for building and managing an online store in the digital landscape. It’s a convenient and flexible tool, made all-the-more impressive by its robust app marketplace. Here, users can find and download a host of additional tools for marketing, sales, customer relationship management, and more.

The Shopify app market is also where you’ll find Shopify’s own collection of add-ons and plugins, offered to store owners, including the Email app. The Shopify Email app is a relatively straightforward tool, designed to help companies connect with their customers in the digital landscape. You can create branded emails in seconds with the same drag-and-drop editing technology you’ll be familiar with from Shopify’s Online Store 2.0 OS.

Plus, the solution comes with a bunch of features specifically designed to enhance ecommerce interactions. You can access sales-focused templates which showcase products, with prices and checkout links, thanks to direct integrations to your store. Plus, there are automation tools to help you send messages at the right time, and segmentation features too.

Shopify Email Pros and Cons

Primarily, Shopify Email was created as a way of giving ecommerce merchants access to one of the most valuable tools available for lead nurturing and marketing. While email might not seem as modern and hip as social media advertising, the average email campaign can deliver a 420% ROI, making it an incredible, low-cost way to increase your sales.

Shopify Email benefits from being convenient and easy to use. It’s already connected to all the information in your online store, so it’s easy to create personalized and branded messages. Plus, it comes with a convenient drag and drop editor. However, there are some downsides too.

Let’s look at the pros and cons.


  • Easily create branded emails with a drag-and-drop editor
  • Shopify admin incorporation for fast loading times and convenient analytics
  • Sales-focused email templates for product promotion, sales, and events
  • Easy-to-personalize subject lines, previews, and body text
  • Automation workflows to help you send emails at just the right time
  • Segmentation for more personalized email marketing campaigns
  • Built-in analytics and tracking within your Shopify admin dashboard
  • Built-in checkout and link functionality for your emails
  • Low pricing (Free for the first 10,000 manual or automated emails)


  • Very few professional email templates to choose from compared to other tools
  • Basic email marketing automation and trigger options
  • Size limit of 50KB for Liquid code
  • Occasional bugs and errors
  • Lacking advanced features, analytics, and capabilities of full email automation

The Features

Essentially, Shopify Email includes all the basic features you need to run your own email marketing campaigns. You can create emails using pre-built professional templates, and edit them with the drag-and-drop tool, changing various colors, fonts, buttons, and content options.

You can also choose between broadcasting emails to all of your contacts, or select segments, and set up automated triggers for when emails should be sent (such as after someone makes a purchase). Perhaps the biggest benefit of Shopify Email is that it already connects to everything in your online store. This means you can pull product information, pictures, pricing and more from your admin account directly, without any workarounds.

The core features of the Shopify Email app include:

  • Ready-made templates: Shopify saves you time on your email campaigns with high-quality customizable templates. They’re all designed to be sales-focused, and there are various different options to choose from depending on your marketing strategy. There’s also a blank email option available if you want to get creative.
  • Segmentation: You can access your email list and all of your customer details from your Shopify admin section, which makes it easy to segment content based on specific customer needs. Segmentation allows you to personalize each email for different customers. For instance, you could send special coupon codes to your VIP clients.
  • Automation: The basic automation features in the Shopify email app allow you to follow-up with customers after they make a purchase, or send a message to reduce cart abandonment. You can also use other email templates to increase conversion rates, access upsell opportunities, request product reviews, and more.
  • Personalization: It’s easy to customize your email content according to your own specific needs, changing everything from the subject line, to the preview text and more with customer names, branded elements, and unique components.
  • Store integrations: Because the email marketing tool from Shopify integrates naturally with your ecommerce store, it’s easy for small businesses to showcase products, prices, and buying buttons within their email message. You can use your email editor to ensure your products get the best possible attention from every message.
  • Analytics: Within your Shopify admin account, you’ll be able to track valuable metrics about everything from opt-in rates from your signup forms, to click-through rates and purchases. You can also track how many customers add products to their cart from your email messages.

Obviously, the features on the Shopify Email app aren’t as expansive as the capabilities you’ll get from other email and SMS marketing solutions. There’s no option to send messages across different channels like WhatsApp, and you can’t track any data in real-time. There are no options for push notifications, and Shopify merchants only have a handful of template options to choose from.

However, the relatively straightforward service makes it easy for new ecommerce stores to connect with their customers in a variety of different ways. If you’re looking for a straightforward alternative to a more expensive product like ActiveCampaign or MailChimp, this could be it.

Shopify Email Pricing

Though the Shopify Email app doesn’t have all of the advanced functionality every business will need for a comprehensive marketing strategy, it is one of the most affordable tools out there. When you download the solution from the Shopify app store, you’ll be able to send 10,000 manual or automated emails to your customers for free. Of course, you will need to pay for your Shopify subscription, but if you have a Shopify store anyway, this shouldn’t be an issue.

When the free plan comes to an end, you’ll pay a simple base price of $1 USD for every 1000 emails you send. This makes Shopify’s Email app one of the least expensive solutions on the market today. It’s definitely a lot cheaper than many other marketing tools.

Shopify Email Review: Verdict

Ultimately, the Shopify email marketing app could be an excellent, flexible, and low-cost way to get started with your email marketing campaigns. Although the product doesn’t feature all of the same capabilities as other well-known tools like Omnisend, Klaviyo, or GetResponse, it’s a great solution for beginners. With Shopify’s email marketing platform, you can deliver better customer support to your ecommerce customers, reduce abandoned cart issues, and increase conversions.

You’ll be able to access all of the contacts who sign up to your newsletter from a landing page or form in one place, without having to switch between apps. Plus, the paid plans for the service are extremely affordable, no matter how many new customers you attract to your site.

Just don’t expect to be able to do anything too advanced with this add-on. You won’t be able to conduct A/B tests or send AI-enhanced product recommendations to your customers, but you will be able to start building better relationships with clients through regular email messaging.

Rebekah Carter

Rebekah Carter is an experienced content creator, news reporter, and blogger specializing in marketing, business development, and technology. Her expertise covers everything from artificial intelligence to email marketing software and extended reality devices. When she’s not writing, Rebekah spends most of her time reading, exploring the great outdoors, and gaming.

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