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 segment (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 enables you to send emails to segments of customers who have subscribed to email marketing from your store. To send email campaigns to specific audiences, learn more about creating customer segments.

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 To, and then select a customer segment.

  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 Store details.

  2. In the Contact information section, click Edit.

  3. In the Sender email field, change your email address.

  4. Click Save.

Customizing your email messages

Depending on what kind of message you're sending to your customers, you can select from a variety of branded templates in Shopify Email. Some templates automatically include assets from your store, such as your logo, products, and colors.

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 activities 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 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 content where you want the new section, and then click the + icon.
    • To remove a section from the email content, first click it to open editing options, and then click the trash can icon to remove the section.
    • Click the section that you want to edit to see the editing options. Editing options are determined by the section type.


The attributes of a text section.
Editing options
  • edit text
  • change text font, color, weight, alignment or apply italics
  • add a link

Changes to the text style are applied to the whole email. For example, when you set Heading 1 to use Times New Roman font, then all text with Heading 1 applied to it appears in Times New Roman.

The text of Price can’t be changed. The price of a product has to be changed in the product itself.


The attributes of a button section.
Editing options
  • change font, size, corner styles (square, curved, rounded), fill (solid or outline), text color, background color, and alignment
  • add a link


The attributes of an image section.
Editing options
  • edit width, background color
  • add alt text
  • add a link

An image can be selected from your Shopify files, or a new image can be uploaded.

  • file size: maximum of 20 megabytes
  • resolution: maximum of 20 megapixels
  • aspect ratio: between 100:1 and 1:100
  • file format: jpg or png
The attributes of a header section.
Editing options
  • customize with store logo or store name, or change the font, text size, text color, text alignment, or background color
  • can be hidden


The attributes of a product section.
Editing options
  • customize the text, button, layout, background color, ratio, and text alignment
  • can be a mutli-column layout to highlight products in different orientations
  • select new product image (won't change the image in your Product settings)
  • up to 9 products can be added

The price of a product can only be changed in the Products section where the template pulls the product detail from. It can't be changed in the Shopify Email editor.

Express checkout

The attributes of an express checkout section.
Editing options
  • customize the text, button style, layout, background color, ratio, image style, and text alignment
  • select new product image (won't change the image in your product settings)

Only one product with one variant can be selected for this section.

If you have Shop Pay enabled on your store, then both Buy with Shop Pay and the Check out now buttons display in the section by default. You can deselect the Shop Pay button to hide it, but the Check out now button can't be hidden.

You can edit only the button size and corner style of the Shop Pay button.

Gift card

The attributes of a gift card section.
Editing options
  • customize with a new image, text, button, alignment, or background color
  • can be hidden

Gift cards need to be previously active for the store. They can’t be created or edited from the Shopify Email editor.


The attributes of a discount section.
Editing options
  • customize the text, font size, text color, and button

Discounts need to previously exist in the store. They can’t be created or edited from the Shopify Email editor.

Image with text

The attributes of an image with text section.
Editing options
  • customize the text, button, image style, position, spacing, alignment, and background color
  • ensure a link is added to any buttons
  • hide or unhide text and buttons, but images must always be selected


The attributes of a multi-column section.
Editing options
  • customize columns with image style, position, spacing, alignment, and background color
  • turn on or off different elements in each column (example: the first column can have the image and button hidden but text on, and the second column can have the image hidden, but text and button on)
  • hide or unhide images, but text must always be included
The attributes of a footer section.
Editing options
  • customize the font, text color, link color, background, and divider color
  • display store address, phone number, and social media icons

The footer section can't be removed.

The store address and phone number are customized in your store settings.

To add social media links to your email, you need to use the Brooklyn, Debut, Kagami, Minimal, Narrative, or Parallax theme.

Custom Liquid

The attributes of a custom liquid section.
Editing options
  • customize image size and section size
  • create custom buttons, multi-columned sections, side-by-side images, bulleted lists, and other dynamic content.

You can input custom Liquid and HTML into the code editor.

The code that you enter can't exceed 50 KB in size.

Learn more about the [supported liquid variables for Shopify email](/manual/promoting-marketing/create-marketing/shopify-email/create-email/custom-liquid).

Preview an email before sending

  1. From the email editor, 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.
  2. Click Review to see an overview of the email activity.
  3. When you're ready to send the email click Send, 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 express checkout

You can add express checkout to your email, which allows customers to purchase products through a direct checkout link. With this section, you can select a product or product variant, and create a Check out now button. If you have Shop Pay enabled on your store, then a Buy with Shop Pay button also displays.

When customers use express checkout, they bypass the product and cart pages for an accelerated checkout experience. Using accelerated checkout can increase customer conversions.

The express checkout buttons apply only to a single product, but you can add more than one express checkout section to an email.

Adding special characters to emails

You can add international characters to email subject lines and text.

Email subject lines support emojis.

Translating email content

Emails are only sent in the language that you write them in and aren't automatically translated. You can create customer segments 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.

Review and send your email

  1. From the email editor, when you're done editing your email, click Review.
  2. Optional: If you need to make additional edits, click Edit email to go back to the editor or Exit to go back to the previous page.
  3. Click Send.
  4. Review the details, and then click Send now.

Send a test email

  1. From the email editor, click Send test.
  2. In the Email addresses section, enter up to five email addresses that you want to send the test to, one at a time.
  3. Click Send.

Schedule an email

When you're done editing your email, you might want to schedule it for a later date. If you've reached an email limit, then you can schedule the email for the next available day.


  1. From the email editor, click Review.
  2. Click Schedule.
  3. In the Send date section, click the date, and then select the available date that you want your email to be delivered on.
  4. Click Send time and select a time from the list.
  5. Review the details of your scheduled email, and then click Schedule to schedule it.

Email limits

Email limits determine how many subscribers you can email during a period of time. These are determined by several factors, and help prevent deliverability issues.

The number of emails you've sent in a day is calculated by how many emails were delivered to individual subscribers that day, rather than the number of email campaigns you have sent.

If you've encountered an email limit, do one of the following:

  • Schedule an email for the next available date.
  • Create customer segments and tailor your email to certain segments. Strategic marketers build email marketing around their audience. You can create customer segments to target specific subscribers with specific campaigns, or to split up your list into smaller segments.

You might be able to increase your email limits by improving your delivery metrics. Delivery metrics are affected by the following:

  • Bounce rate: The bounce rate indicates how many of the emails that you send out are "bounced" or returned to you.
  • Spam rate: Bounce rates, engagement from your subscribers, and if your customers marked your email as spam or junk can all affect whether or not your email is viewed as spam by an email provider.
  • Unsubscribe rate: If a customer clicks Unsubscribe in an email from you, or marks the email as spam, then they'll be removed from your list.
  • Click rate: Click rate is calculated by dividing unique clicks by the number of emails delivered. Learn more about email best practices to improve click rates.
  • Cart addition rate: The cart addition rate is the percentage of visitors who place at least one item in their cart during the session.
  • Conversion rate: The conversion rate is the percentage of subscribers who follow your email's call-to-action after reading your email, like buying the product you advertised in the email.

If you have questions about scheduling or segmenting customers, then you can contact our support team for further assistance.

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