Creating an email marketing activity

You can also create and send email marketing from the Marketing page in Shopify. From there, you can customize the email content and choose which groups of customers will receive them.

You can also save emails as drafts to use later. Your draft emails save automatically while you edit and they won't be sent until you confirm that they're ready.

Set up an email marketing activity

When you create an email marketing activity, you need to select a customer group to receive the email. You can't create customer groups while creating an email, and you can't enter individual email addresses. Learn more about creating customer groups.

You also need to add a subject for the email. An email marketing activity that you create in Shopify is named after the subject line in the email content. After you add the subject, your draft email marketing activity is saved automatically.

Steps:

  1. In Shopify, go to Marketing.

  2. Click a Create campaign.

  3. Click Shopify Email.

  4. Choose an email template.

  5. Click the To field to select from a list of your customer groups.

  6. Enter a subject for the email.

  7. Optional: Enter preview text to customize the text that appears after the subject in customer email inboxes. For example, More fresh finds for your summer wardrobe.

After you set up the email activity details, you can customize the email body content.

Targeting a specific group of customers

If you want an email marketing campaign to be sent only to a specific group of customers, then you must create and tag customers with order tags, save custom searches, and select these searches as the customer group when creating your email. Follow these steps to complete these actions:

  1. In your Shopify admin, click Customers.
  2. Select the customer or customers that you'd like to add a tag to.
  3. Click Actions and select Add tags.
  4. Unselect all customers, search for a tag you created in the Search customers bar, and click Save Search.
  5. Choose between Save as a new search or Overwrite an existing saved search, then click Save.
  6. Your saved searches will appear as customer groups in the dropdown menu of the To: field when creating a Shopify Email marketing campaign.

See our guide on creating and using tags in Shopify for more information.

Customizing the email body content

The default body content for your email marketing activity automatically matches the style of your online store theme. You can customize the email body content to feature promotions or products in your online store. Your draft email saves automatically as you make changes, and the email won't send until you confirm that it's ready.

The email body content includes the following customizable sections:

  • Text - enter text and links
  • Image - select an image in your Shopify store, upload a new image, or add an image from Burst
  • Product - link to a product variant from your Shopify store
  • Footer - check or uncheck Shop address, Phone number, and Social media links to customize the content at the bottom of the email

The default content is based on email marketing best practices, with default text, images, and links in sections that are based on information from your store.

You can't create a new template, but you can customize the body content for your email marketing activity by adding, editing, or removing sections. Changes to the email body content are not saved to the template, but only to the specific email marketing activity that you're editing.

Add, edit, or remove a section in the email body content

  1. In Shopify, go to Marketing.

  2. Click a marketing campaign.

  3. Click the email marketing activity that you want to customize. You can make the following changes to the email body content:

    • To add a section, use your mouse to hover over the email body content where you want the new section, and then click the + icon. You can add a text, image, or product section.
    • To remove a section from the email body content, first click it to open editing options, and then click the trash can icon to remove the section.
    • To edit a section, first click it to open editing options. The editing options depend on the section type:
      Options for editing sections of the email body content
      Section type Contains Editing options
      Text
      • heading or text
      • edit text
      • change text color or alignment
      • add a link
      Changes to the text style are applied to the whole email. For example, if you set Heading 1 to use Times New Roman font, then every text with Heading 1 applied appears in Times New Roman.
      Image
      • image
      • select an image from Shopify
      • upload a new image
      • select an image from Burst
      • change image alt text
      Product
      • product image
      • title
      • description
      • price
      • button that links to the product
      • select a new product
      • change product image
      • edit title or description
      • change button color and text
      Changes in a product section of email body content don't impact the product elsewhere in Shopify. You can't change the price of a product in an email, but you can hide the price and use a separate text section to feature a sale price.
  4. Optional: Click Review to see an overview of the email activity.

  5. Optional: Click Send test to send a test email to the email address associated with your Shopify store.

  6. Optional: If you're ready to send the email, then click Send, and then click Send again to confirm.

Adding special characters to emails

You can add international characters to email subject lines and text. Shopify doesn't translate your email content, but you can manually translate content to send to international customer groups.

Email subject lines also support emojis.

Send an email marketing activity

It's a good idea to proofread your email content before you send the email. Shopify doesn't check for typos or other errors. You can also send a test email to yourself to see what the email looks like in an inbox.

  1. In Shopify, go to Marketing.

  2. Click a marketing campaign.

  3. Click the email marketing activity that you want to send.

  4. Optional: Click Review to see an overview of the email activity.

  5. Optional: Click Send test to send a test email to the email address associated with your Shopify store.

  6. When you're ready to send the email, click Send, and then click Send again to confirm.

Delete an email marketing activity

  1. In Shopify, go to Marketing.

  2. Click a marketing campaign.

  3. Click the email marketing activity that you want to delete.

  4. Click Review.

  5. Click Delete activity.

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