Create an email marketing campaign using Shopify Email

From your Shopify admin, you can create and send emails directly from Shopify Email. You can customize or build your own branded templates. You can also select which group of customers will receive your emails.

Draft emails save automatically while you edit, and won't be sent until you confirm that the email is ready. You can also schedule emails in advance to help yourself plan ahead for your store.

Refer to our guide about Shopify's best practices for email marketing for a full list of content suggestions, design tips, and strategies.

Set up an email marketing activity

Shopify Email lets you send emails to groups of customers that have subscribed to email marketing from your store. To send email campaigns to specific audiences, learn more about creating customer groups.

You need to add a subject for the email. When you add a subject, your email activity will be saved with that name. You can change this at any time.


  1. In Shopify, go to Marketing.

  2. Click 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.

Changing your sender email address

The sender email address is the email address that appears in the From field in messages that customers receive from you. Some domains might require additional authentication, otherwise your sender email address might appear with via, or as


  1. Click General.

  2. In the Store details section, under Change email, change your email address.

  3. Click Save.

Customizing your email messages

Shopify Email offers branded templates to help you decide what kind of message you want to send to your customers. Some templates automatically include assets from your store, such as your logo, products, and colors. All email templates can be easily customized.

Most templates include the following customizable sections:

  • Header - Enter image, store name, and logo.
  • 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 from your Shopify store.
  • Footer - Include your Shop address, Phone number, and Social media links to customize the content at the bottom of the email.

The default content of Shopify Email templates is based on email marketing best practices, and includes placeholder text, images, and links in sections that are based on information from your store.

You can customize the body content for your email marketing activity by adding, editing, or removing sections. Changes are saved 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 Create campaign > Shopify Email

  3. Select a template 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 images
      • title
      • description
      • price
      • button that links to the product
      • select a new product, or multiple products
      • change product images
      • edit title and description
      • change button color, shape, text, font, and font size
      • customize product columns and layout
      • reorganize products in a grid
      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.
      Divider a divider
      • change the divider pattern
      • change the thickness of the divider
      • change the width of the divider
      • change the color of the divider
      Gift card
      • gift card image
      • image
      • title
      • description
      • button
      • select an gift card from Shopify
      • upload a new image
      • edit title and description
      • change button color, text, shape, font, and font size
  4. Click Send test to preview the email as your customers will see it. You can send a test email to the email address associated with your Shopify store.

  5. Click Review to see an overview of the email activity.

  6. If you're ready to send the email click Send, then click Send again to confirm. If you want to make changes to the email, then click Edit Email Content.

Personalizing your email messages

You can add personalized text to your email campaigns, like your customer's first name, last name, email, city, state, province, and country. If you add personalized content to a certain section of your email message, then Shopify Email automatically uses customer information in that section, if it exists for the customer receiving the email. You can add personalized text to your subject line, preview line, and email body text. Personalization provides a more tailored experience for your email subscribers, and can improve open rates, conversions, and engagement.

You can have only two personalization values in your email's subject line and preview line. For example, in the subject line you can use First name and Last name, but not a third personalization value. You can have a maximum of ten personalization values in the email body text. You can also add default information that is used when specific customer information isn't available.


  1. From your Shopify admin, go to Marketing.
  2. Click Create campaign > Shopify email.
  3. Select a template to customize.
  4. To personalize a subject line, preview line, header, or body text, click the pencil icon in the appropriate section.
  5. Select the value that you want to personalize from the options that are displayed. For example, select City if you want your email to include the customer's city.
  6. Optional: Enter a default value that is used if the customer's information is unavailable. If you don't enter a default value, then the space for personalized text is left blank.
  7. Click Save.

Customizing and creating new Shopify Email templates

All emails that you create using Shopify Email can be edited and customized. You can't save custom templates, but you can use a previous email that you sent as a starting point. Choose Previous emails when you create a new email activity and you will create a copy of a past email for you to use and edit as a separate draft.

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 support emojis.

Translating email content

Emails are sent only in the language that you write them in and aren't automatically translated. You can create customer groups to target a specific audience of your customers based on language.

Send or schedule an email

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

Shopify Email lets you send five email campaigns per week, which resets every seven days at midnight UTC. You can email up to 40,000 subscribers per campaign. If you have more than 40,000 subscribers, then you can create customer groups to target specific subscribers with specific campaigns, or to split up your list into smaller groups.

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