Revamp Your Shopify Email Marketing Strategy: Innovative Tactics to Engage and Convert Customers

Fahad Khan

• 9 min read

Bracing up to revamp your Shopify email marketing strategy? Remember, email marketing continues to be one of the most cost-effective means to pitch your products! Every $1 you spend on your email marketing campaigns has the potential to bring an ROI of $42. While these statistics look inspiring for marketers, you know that configuring the best email marketing for Shopify wouldn’t be a cakewalk.

Being a business owner, you have tons of responsibilities like tracking email engagement levels, creating winning copies, growing your list, and managing campaigns. No wonder, streamlining your Shopify email marketing strategy turns out to be a Herculean task.

In this article, we are going to highlight some of the most effective email marketing strategies for Shopify. We will also provide you with examples from Ubuy India. By incorporating these tactics, marketers should be able to connect with their customers better and scale up their businesses.

Email marketing statistics you should know

Before helping you with the Shopify email marketing strategy, it’s worth taking a look at these email marketing statistics.

  • A lot of marketers choose email marketing as the primary channel to generate leads.
  • Email serves as a channel for content distribution for 87% of B2B marketers.
  • 58% of people open emails rather than news or social media in the morning.
  • As much as 59% of marketers believe that emails are more than twice as effective as social media marketing and PPC campaigns in generating leads.
  • Remember, 61% of your subscribers are ready to receive promotional emails if they carry value for them!

The above graph shows different organizational goals for B2B content marketing. Lead generation, sales, lead nurturing, brand awareness, and engagement are the primary goals of businesses.

Why email marketing is so important for your Shopify store?

Considering the cost-effectiveness and high reach of email marketing, it’s imperative to use this strategy to revamp your Shopify business. While the world has around 3.7 million social media users, it’s easy to overlook that the number of email users stands at a whopping 4 billion. Naturally, marketers can reach more customers through emails than through social media. Besides, emails carry a professional weightage that social media platforms often lack.

Moreover, the ROI on email marketing is higher than most other strategies. This explains why emails continue to be the key marketing tool for most eCommerce ventures. From lead generation to converting customers, email marketing continues to be one of the most effective strategies.

Another reason for using email marketing in eCommerce is the ability of emails to target customers better. Once you create a buyer persona for each customer group, you can target these segments through emails.

What are the key challenges of Shopify email marketing?

As a marketer, it’s imperative to identify the key hurdles of Shopify email marketing. Accordingly, you can choose the best email marketing platform for Shopify to streamline your campaign.

  • High spam complaints
  • Low delivery rates for email
  • Low click-through rates
  • High rates of subscription

Do you know that the average spam and unsubscribe rates of targeted emails stand at 0.02% and 0.3%, respectively? With the right Shopify email marketing strategy, you can minimize these numbers.

How to tackle prime email marketing challenges on Shopify?

Reducing spam complaints

Spam complaints can prove detrimental to any kind of email marketing strategy. These complaints go beyond squandering your marketing efforts. Spam emails can even tarnish the brand image that you worked to develop over the years.

To give you an idea, 1 spam email among a thousand is acceptable. Anything above this level turns out to be a disaster. When your emails start getting flagged as spam, the deliverability rate drastically drops. The internet service provider (ISP) tends to block any email sent from your address.

So, here’s what you can do to reduce the spam complaint menace.

1. Configure double opt-in

Compared to single opt-in, double opt-in processes help businesses collect email addresses. There’s a step for additional confirmation, that warrants that the marketer has the permission of the receiver to send them emails. This way, the chances of fake sign-ins reduce and you remain compliant with the GDPR or anti-spam regulations.

The best email marketing platform for Shopify ensures that the double opt-in process allows your firm to maintain an authentic email list.

2. Maintain relevance

Make sure to send highly targeted and relevant emails. When the receivers find your email content beneficial, they would willingly subscribe to your emails. Maintaining relevance goes a long way in reducing spam rates.

3. Provide the unsubscribe option

Not all your receivers would be ready to accept your emails. It makes sense to lose a few subscribers rather than get your emails flagged. So, make sure to provide the ‘unsubscribe’ option at the bottom of your newsletters or emails. Failure to do so would prompt the receivers to flag your emails as spam.

Boosting email delivery rates

Unless you have the best email marketing for Shopify strategy in place, the delivery rate of your emails is likely to drop. Two prime reasons lead to low delivery rates of emails. Either the ISP blocks your emails after they are flagged as spam, or they land up in the spam folder of the receiver.
So, here’s how you can deal with this problem.

1. Provide valuable information through emails

A receiver is likely to flag your emails as spam only when they find them relevant. So, why not make the email content relevant and valuable enough for your subscribers?

There’s no point wasting your time trying to convince the ISP. It’s the receivers who have the final say regarding the acceptance of your emails. So, come up with crisp subject lines that would entice the receiver to open your email and go through the content.

2. Configure a preference center for emails

In the first place, get consent from your email subscribers. Then, configure a preference center for the emails, which can be of three types. These are:

  • A preference center based on content
  • A preference center based on time
  • A hybrid preference center

Based on the feedback, marketers would know whether or not the recipients find your emails valuable. Moreover, using the right Shopify email marketing strategy will help you understand the type of content they prefer.

Boost your click-through rate

Click-through rates give a clear insight into the impact of your Shopify email marketing strategy. For instance, when you know that someone clicked on the CTA button, he or she is closer to being converted. Here’s how you can boost the click-through rates.

1. Use attractive CTAs

Emails continue to be a powerful medium that sparks the desired action. No marketer can undermine the power of CTAs (call-to-actions). Add CTA buttons to your emails strategically, so that they appear conspicuous and attractive. Don’t be too wordy in the CTAs. Rather, be concise and let the CTA button be clearly visible. So, convey the message you want the reader to follow in a bright CTA box to make it stand out.

2. Use attractive email templates

The visual impact of your emails goes a long way in converting clients. Integrating strategic CTA buttons on the right template captivates the readers. Thus, Shopify marketers get the opportunity to pitch their products or reach out to the readers with engaging newsletters.

For instance, most recipients are likely to ignore drab-looking emails, considering them to be promotional ones. However, a well-designed email with a vibrant template would compel the reader to check out the message you pitch. Eventually, using the right design and templates can help you convert clients.

3. Segment your emails

Email segmentation continues to be a crucial part of your Shopify email marketing strategy. What’s the point in having a sizable subscriber base but failing to engage anyone? Segmenting your emails makes them well-targeted. However, marketers should realize that a single email cannot address the preferences of all readers. So, it’s not possible to target the entire subscriber base with a single message.

On segmenting your audience based on specified parameters, you can personalize your emails. Remember, personalized and segmented emails generate 58% of revenue through your campaigns. Try to categorize your subscribers based on the following aspects.

Customizing your email content and dispatching it to the right audience ensure high click-through rates.

4. Use professional email templates

The visual appeal of your emails goes a long way in impacting the customer’s psychology. A tried-and-tested Shopify email marketing strategy is to present your emails with attractive templates. Whether you are a pharmaceutical agency or a business that sells Funko pops, you must make the appearance of the emails captivating enough, so that the reader can’t help opening them.

This is where you need a creative mix of marketing skills. Many brands try out A/B testing strategies, using different email templates and content presentation strategies.

Reduce unsubscriber rates

While there isn’t any foolproof tactic to eliminate the chances of unsubscription, email marketers can try and reduce these numbers.

1. Don’t bombard your subscribers with emails

Firstly, it’s important to find out why your readers are clicking the unsubscribe button. A study shows that the top three reasons leading to unsubscription from your email list include irrelevant information (43%), an excessive number of emails (59%), and failure to recall the brand (43%).

The graph shows that as much as 59% of email recipients flag emails as spam when they receive too many emails.

To sustain your email subscribers, it would be a good idea not to bombard your subscribers with too many emails. Thanks to Shopify email marketing automation tools, brands can now control the interval or frequency of sending emails to selected receivers. This way, they would still continue receiving your targeted messages, but wouldn’t flag your emails as spam.

2. Be consistent

When you plan your Shopify email marketing strategy, make sure to create a timeframe and automate sending your emails. This consistency from your end would also transform reading the message into a habit for the subscriber. Particularly, when your emails carry value, readers would be expecting your newsletters after a specific interval.

So, try to come up with a timeline and keep your readers engaged! This way, you can slash email unsubscription rates significantly. Check out the latest Shopify email marketing automation tools to schedule emails.

3. Collect feedback

Every successful communication cycle should include feedback as a component. With Shopify marketing, try to capitalize on valuable feedback to feel the pulse of your readers.

Simply send emails to follow up, which would collect their opinion in the form of feedback. Even when someone hits the unsubscribe button, he/she should have the option of leaving feedback for quitting your email list. Seeking feedback as a part of your Shopify email marketing strategy can help you identify your weak points and work on the same.

3 Smart Tactics for strengthening your Shopify email marketing strategy

1. Count on data analytics

Smart tools and analytics help in making data-oriented decisions in your Shopify email marketing strategy. By observing the metrics in email marketing campaigns, you can tweak your tactics to reach out to a higher number of readers. Successful digital brands keep an eye on the following metrics.

  • Open rate: This refers to the percentage of readers to open the emails after receiving them.
  • CTR (Click-through rates): CTR refers to the percentage of readers who open your newsletters and click on the provided link.
  • Unsubscribes: This metric gauges the number of readers who decide not to receive your emails anymore.

As you run different campaigns, compare these figures to identify Shopify email marketing strategies that work for you. Success comes when you are satisfied with the click-through rate and the open rates.

2. Optimize your emails for mobile devices

Do you know that mobile users constitute as much as 41.6% of readers opening emails? Besides, 88% of mobile users habitually check their inboxes. Again, if a receiver reads an email on a mobile device initially and then on a PC, the chance of a click-through is as high as 65%. This explains why marketers need to optimize emails for mobile devices.

So, it makes sense to use the best email marketing platform for Shopify where the templates are responsive and work on desktops, tablets, as well as mobile handsets.

3. Optimize your preview text

The preview text of your email is the text that your readers would see before they open your mail. Naturally, crafting this preview text calls for a strategic understanding of your reader’s psychology. Any subscriber would see the subject line of your email first. However, the preview line gives another opportunity to you to inspire a potential customer through your email.

So, don’t present the subject line as the preview text as a default. Customizing the preview text is one of the most impactful Shopify email marketing strategies. Tweak the words and pitch and see the magic happen with your email marketing strategy!

Wrapping up

Before we wrap up this article on the best Shopify email marketing strategies, here are a few additional guidelines for you.

  • Keep the emails scannable, and avoid using large chunks of text
  • Try to integrate the content with lists and bullet points
  • Use graphics and images in the email to engage your readers
  • Bold vital details, statistics, or information in the email
  • Keep your emails and newsletters punchy and concise

With these guidelines, you can streamline your Shopify email marketing strategy. Personalize emails after you segment your audience and deploy smart automation tools to leverage your campaign.