Running a Shopify store means staying connected with customers—but doing it manually won’t scale. Email automation lets you deliver the right message at the right time, automatically. From welcoming new subscribers to recovering lost sales and re-engaging past buyers, it keeps your store top-of-mind and drives revenue while you focus on growth. In this guide, you’ll learn which tools to use and which Shopify email workflows actually work.

What Is Email Automation?

Email automation is the process of sending targeted messages to your customers—without doing it manually—based on specific actions they take or milestones they reach. Instead of blasting a one-size-fits-all newsletter, you’re delivering the right message to the right person at the right time.

For Shopify store owners, this is a game-changer. Why? Because Shopify already tracks tons of useful data like purchase history, browsing behavior, and customer profiles. With the right email automation setup, you can plug directly into that data and trigger highly personalized messages.

Think about these common moments:

• Someone signs up for your list — send a welcome series.
• They abandon their cart — remind them with the exact items they left behind.
• They make a purchase — follow up with product care tips, upsells, or a thank-you discount.

These emails aren’t just time-savers. They’re proven to drive higher open rates, better click-throughs, and more revenue per email than manual campaigns. Best of all, once the workflows are in place, they keep working in the background—so you can focus on growing your business.

Top Email Automation Tools for Shopify 

Choosing the right tool for email automation can make or break your Shopify marketing strategy. You don’t just want something that “sends emails”—you want a platform that integrates smoothly with your store, makes setup easy, and helps you scale with smart automation.

Here are some of the best tools built for Shopify sellers:

Klaviyo

Klaviyo is one of the most popular email automation platforms for Shopify users—and for good reason. It offers deep data integration, powerful segmentation, and advanced automation capabilities that help turn store data into targeted, revenue-driving campaigns.

Key Features

• Native Shopify integration with real-time sync
• Pre-built automation templates for welcome, cart abandonment, and post-purchase flows
• Dynamic product recommendations
• Robust customer segmentation and analytics
• A/B testing for subject lines, content, and timing
• Integration with SMS, push, and paid ads

Pros

• Excellent data targeting and behavior tracking
• Scales well with growing stores
• Flexible templates and workflow customization
• Strong community and educational resources

Cons

• Steeper learning curve for beginners
• Can get expensive quickly as your list grows
• Requires time investment to maximize its full potential

Pricing Plan

• Free: Up to 250 contacts and 500 email sends/month
• Email Plan:
  
  • Starts at $20/month for 251–500 contacts
  • Increases with list size (e.g., ~$60/month for 2,000 contacts)
    
• Email & SMS Plan:
  
  • Starts at $35/month for 251–500 contacts (with SMS credits included)
  • Custom pricing for larger stores

Omnisend

Omnisend is an all-in-one email and SMS marketing automation platform built specifically for eCommerce. It’s known for its ease of use, modern interface, and fast implementation—ideal for Shopify users who want to launch professional campaigns quickly.

Key Features

• One-click Shopify integration
• Pre-built automation flows (cart recovery, welcome, browse abandonment)
• Drag-and-drop email builder
• SMS and push notification support
• Segmentation and campaign reports
• A/B testing, product pickers, and gamified pop-ups

Pros

• Very beginner-friendly interface
• Solid set of automation tools right out of the box
• Affordable even for smaller stores
• Strong support and prebuilt templates

Cons

• Reporting isn’t as detailed as Klaviyo
• Less control over advanced segmentation
• Fewer integrations outside of eCommerce

Pricing Plan:

• Free Plan:
  • Up to 250 contacts
  • 500 emails/month, 60 SMS/month
  • Access to all features
• Standard Plan: Starts at $16/month for up to 500 contacts. Includes 6,000 emails/month
• Pro Plan: Starts at $59/month for up to 500 contacts. Includes unlimited emails and 3,933 SMS/month
• Custom pricing for larger lists and higher SMS volumes

Shopify Email

Shopify Email is the official email marketing solution built directly into the Shopify platform. It’s perfect for beginners or small businesses that want to manage everything from one dashboard without dealing with external integrations or complex workflows.

Key Features

• Native integration with Shopify (no third-party app needed)
• Easy-to-use email editor with branded templates
• Pre-built automation for first purchase and customer win-backs
• Campaign performance tracking within Shopify
• Seamless use of store data (e.g., product links, discount codes)

Pros

• Extremely easy to set up—no coding or extra logins
• Clean, drag-and-drop email builder
• Great for basic campaigns and small lists
• Affordable pay-as-you-go pricing

Cons

• Limited automation compared to Klaviyo or Omnisend
• No advanced segmentation or behavior-based flows
• Fewer design and testing tools

Pricing Plan

Shopify Email uses a simple pricing model:

• Free: First 10,000 emails/month included with any Shopify plan
• Additional Emails:
  • $1 per 1,000 additional emails sent beyond the monthly limit
• No separate subscription required if you already use Shopify

ActiveCampaign

ActiveCampaign combines email marketing with full CRM and sales automation, making it ideal for larger Shopify businesses or brands managing complex customer journeys. While it’s not Shopify-native, the platform offers robust integrations and powerful segmentation options.

Key Features

• Full-featured CRM with email, SMS, and sales pipelines
• Advanced automation flows with branching logic
• Site and event tracking for highly personalized campaigns
• Deep audience segmentation
• A/B testing and performance reporting
• Integration with Shopify via native app or Zapier

Pros

• Excellent for multichannel workflows
• Scales well for high-volume stores and growing teams
• Great support and onboarding resources
• Works across eCommerce, B2B, and service-based models

Cons

• Learning curve for users new to CRMs
• Higher price point than entry-level tools
• Automation builder can feel overwhelming at first

Pricing Plan

Pricing depends on list size and feature tier:

• Lite Plan:
  • Starts at $39/month for 1,000 contacts
• Plus Plan:
  • Starts at $70/month for 1,000 contacts
  • Includes landing pages, CRM, SMS, and custom user permissions
• Professional Plan:
  
  • Starts at $159/month for 2,500 contacts
  • Adds predictive content, split automation, and more
  • 14-day free trial available

Must-Have Email Automation Workflows (With Examples)

Setting up the right email workflows in Shopify isn’t just about staying in touch—it’s about showing up with the right message at exactly the right time. Here are six essential automation flows every Shopify store should have, no matter your size or niche.

1. Welcome Series

Trigger: When someone subscribes to your list or creates an account
Goal: Make a strong first impression and guide them toward their first purchase

A new subscriber is like someone stepping into your store for the first time—this is your moment to say hello and show them what you’re all about. A good welcome sequence usually has 2–3 emails spread over a few days:

• Email 1: A warm brand introduction. Share your story, mission, and top products.
• Email 2: A special incentive like a discount or free shipping to encourage that first order.
• Email 3: Social proof—highlight bestsellers, customer reviews, or a behind-the-scenes look to build trust.

Keep the tone authentic and don’t overwhelm. Think of it as starting a conversation, not making a hard sell.

2. Abandoned Cart Recovery

Trigger: A customer adds products to their cart but doesn’t complete checkout
Goal: Bring them back before they forget or move on

Cart abandonment is part of the game in eCommerce—but it’s also a golden opportunity. A well-timed sequence can bring a large chunk of lost revenue back.

• Email 1 (1–2 hours after abandonment): A gentle nudge—”Did something go wrong?” or “Still thinking it over?”
• Email 2 (12–24 hours later): Show the items left behind with strong visuals and a reminder of benefits.
• Email 3 (optional, after 48–72 hours): Sweeten the deal with a limited-time offer—discount, free shipping, or bonus gift.

Use urgency sparingly and keep the tone helpful, not pushy.

3. Post-Purchase Follow-Up

Trigger: A customer completes a purchase
Goal: Show appreciation, build loyalty, and increase lifetime value

Just because the sale is complete doesn’t mean the relationship ends. The post-purchase flow helps reinforce trust, reduce buyer’s remorse, and set the stage for future engagement.

• Email 1 (immediately after purchase): A genuine thank-you and order summary.
• Email 2 (3–5 days later): Product care tips, setup instructions, or FAQs—add value, reduce support tickets.
• Email 3 (7–10 days later): Recommend related products, ask for a referral, or invite them to follow you on social media.

It’s not just about selling again—it’s about becoming a brand they remember and return to.

4. Product Review Request

Trigger: 7–14 days after delivery
Goal: Gather social proof and engage happy customers

Once your customer has had time to receive and use their product, it’s the perfect moment to ask for a review. This not only builds trust for future buyers but also strengthens your credibility as a brand.

• Email 1: A friendly message thanking them for their purchase and asking how they’re liking the product
• Email 2 (optional): A polite follow-up with a clear call-to-action to leave a review
• Include a direct link to the product review page to make the process easy
• Optionally offer a small incentive like a discount or loyalty points

Keep the tone positive and personal—this email can do wonders for your conversion rates and future sales.

5. Win-Back Campaign

Trigger: 30–90 days of no purchases or site visits
Goal: Reignite interest and reactivate cold subscribers

Sometimes even great customers go quiet. A win-back campaign is your chance to bring them back with fresh offers or new product news.

• Email 1: A “We miss you” message with a friendly reminder of what they loved before
• Email 2: A special promo code or new arrival preview just for them
• Email 3 (optional): Let them know you’ll stop emailing unless they click—this often re-engages the curious

It’s cheaper to re-engage past customers than to find new ones—this workflow keeps your list warm and active.

6. Birthday or Anniversary Email

Trigger: Customer’s birthday or sign-up anniversary
Goal: Build loyalty through personalized gestures

Celebrating a personal milestone makes your brand feel human—and memorable.

• Email 1 (Birthday): A cheerful birthday greeting paired with a special discount or freebie
• Email 2 (Anniversary): A thank-you message for being part of your community with a token of appreciation
• Use dynamic fields to insert names and dates for a truly personal feel

These are low-pressure, high-reward emails that make your customer feel seen—and often lead to surprise purchases.

Best Practices for Writing Emails That Convert

Even the best automation won’t drive results if your emails fall flat. To turn opens into clicks—and clicks into sales—you need to get a few fundamentals right.

• Start with the subject line. Keep it short, clear, and benefit-driven. Avoid spammy phrases like “Buy now!” or using ALL CAPS. Emojis can work—just don’t overdo it.
  
• Personalize wherever possible. Use the customer’s first name, reference what they viewed or purchased, and suggest products based on their behavior. The more relevant the message, the better it performs.
  
• Be mindful of timing. Don’t overload inboxes. Stick to a healthy frequency, especially for follow-up emails or sale alerts.
  
• Design for mobile first. Most emails are opened on phones. Use a clean layout, large buttons, and easy-to-read fonts. One strong CTA per email is better than five weak ones.
  
• Test everything. Run A/B tests on subject lines, send times, CTA buttons, and even email length. Use the results to fine-tune performance over time.

Great email marketing is a blend of data and empathy—know your audience, respect their attention, and give them real value.

Automate Once, Sell Forever

Email automation isn’t just about saving time—it’s about showing up when your customer needs you most. With the right tools and a few smart workflows, you can build trust, boost sales, and stay top of mind without constant manual effort. Start small with a welcome or cart recovery email, and let automation quietly work in the background while you focus on growing your store.