Collecting customer emails

You can use email marketing to grow your business and build relationships with your customers. Sending newsletters to customers who sign up for your mailing list is a great way to let them know about new products and upcoming sales.

You can learn more about how to grow your business with email marketing on the Shopify blog.

Collect email addresses from customers

For legal and privacy reasons, make sure that you send promotional emails only to customers who have agreed to receive marketing from your online store. Customers can subscribe to marketing emails by adding their email address to a newsletter sign-up on your online store, or by checking a checkbox in the checkout. You can then have them receive a confirmation email for subscription by modifying your checkout settings.

The checkout page for a store called John's Apparel. The checkout form shows a checkbox labeled 'Keep me up to date on exclusive offers'.

After a customer accepts marketing from your online store, their email address shows on the Customers page of your Shopify admin. Click Email subscribers to show only the customers who have agreed to receive promotional emails.

The Customers page in the admin. Different customer filters are shown on tabs, and the Email subscribers tab is highlighted.

Collect customer emails from the checkout

You can collect customer emails from the checkout.


  1. In the Email marketing section, check Show a sign-up option at checkout. This adds a sign-up checkbox to your checkout.

  2. Optional: check Preselect the sign-up option. This preselects the email marketing sign-up box at the checkout for customers without an account. It also preselects the box for customers with accounts who are in the Email subscribers customer list. The box isn't preselected at the checkout for customers with accounts who have opted out of email marketing and aren't on the Email subscribers customer list.

  3. Click Save.

Collect customer emails from your home page

To collect customer emails from your home page, add a newsletter signup section to your online store. With a newsletter signup, you collect email addresses from your customers and store them on the Email subscribers tab on the Customers page in the Shopify admin.

For help with adding a newsletter section to your online store, see your theme documentation.

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