Email subscriber list management

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.

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.

Can I import customer lists?

Yes. You can import a customer list, but we recommend that you review all names and email addresses on the list first. This will help you avoid errors when you send out your email campaigns.

Can I just buy a list of subscribers?

We don't recommend you buy a list of subscribers. When you email people from a list of unsolicited email addresses that you bought, you run the risk of decreasing your open rate and being flagged as spam. It's more effective to provide a sign up in your online store, at checkout, on the POS, and at events in real life are all good ways to ensure more highly engaged subscribers.

Enabling double opt-in can also help acquire engaged subscribers, and it's required by law in some countries.

What's a role-based email address?

Role-based email addresses start with words like info@ or support@. These email addresses are usually directed to a team, not a single person. We recommend that you remove role-based email addresses manually because they are probably not monitored. This can hurt your open rate over time.

Will my emails send only to people that subscribe to my email marketing list?

Yes, you can only email people who opt in to receiving emails from your business. You will see those customers listed with an Accepts marketing indicator on their customer page. Shopify Email filters out any customers that do not accept email marketing for you.

How do I email a specific group of customers?

To create new customer groups, you will need to go to the Customers section of your Shopify admin. From there, select and save filters that define a unique audience. You can use the search bar if you have specific customer attributes in mind, or explore “More filters” to find attributes like language, date of last order, or date added as a customer.

Once you have defined your audience, be sure to save your filter and give this group a distinct name. Your customer group should be available the next time you open Shopify Email. (Only customers who have subscribed to email marketing will be included in your list.)

What will subscribers see if they unsubscribe from your mailing list?

If a subscriber clicks the Unsubscribe link from the email that they receive, then they’ll be redirected to your store and shown a message informing them that they were successful.

Will customers be able to see who else is getting the email?

No, all other recipient email addresses are hidden.

What is double opt-in?

Double opt-in requires customers to click a link in an email to confirm that they want to receive email marketing from you. The confirmation email is sent automatically when someone enters their email address and subscribes in your online store. In some countries, double opt-in is required by law, and it's also a best practice when it comes to acquiring more engaged subscribers. Customers who subscribe to your mailing before you enable double opt-in are not required to confirm their status.

You can customize your double opt-in email by clicking Settings > Notifications in your Shopify admin. For legal reasons, this email should not contain any marketing.

If you enable double opt-in, then you should update the newsletter form's confirmation message in your online store so that customers know to check their email for a follow-up confirmation. Updating the confirmation message can help ensure more opt-ins. For example, your confirmation message could say something like “Check your email to confirm your subscription!”.

You edit the confirmation message in your Shopify admin by going to Online Store > Themes > Edit Languages. Depending on your theme, the field is labeled either Confirmation under the Newsletter form section, or Post success under the Sign up section.

What are the benefits of double opt-in?

Letting customers opt-in or opt-out for receiving marketing emails will help you create a more engaged subscriber list by preventing uninterested or incorrect email addresses from being added to your email batch. It can take longer to build up your list because some users will inevitably forget to click on the confirmation link sent to them, but subscribers who are genuinely interested in receiving emails from you are the most beneficial to your business.

How do I remove someone who doesn't want to be a part of my subscribers list?

Go to the Customer tab in your admin, click on the specific customer you want to change and manually edit their Email Marketing status.

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