Every Shopify Store Should Be Sending These 18 Types Of Ecommerce Emails

As a Shopify store owner, you're sitting on a goldmine of customer data that's likely going untapped. With the average Shopify store converting at just 1.4% and cart abandonment rates hovering between 70-75%, email marketing automation isn't just nice-to-have—it's essential for survival and growth.

The right email sequence can transform one-time buyers into loyal customers and recover lost sales you might have written off. In fact, strategic abandoned cart emails can recover 3.33% of lost sales with an average of $0.65 revenue per recipient.

Here's your complete guide to the 18 email types every successful Shopify store should have in their automation arsenal.

Welcome & Onboarding Emails (Types 1-4)

1. The Welcome Series (3-part sequence)

Your welcome email series sets the tone for your entire customer relationship. According to Shopify's research, welcome emails generate the highest engagement rates of any email type.

Part 1: Immediate Welcome (sent immediately)

• Thank them for subscribing
• Deliver any promised lead magnet
• Set expectations for email frequency
• Introduce your brand story

Part 2: Brand Story & Values (24 hours later)

• Share your mission and what makes you different
• Highlight your unique value proposition
• Include social proof or customer testimonials

Part 3: First Purchase Incentive (48 hours later)

• Offer a small discount (10-15%) if it aligns with your strategy
• Showcase your most popular products
• Create urgency with a limited-time offer

2. The Opt-In Confirmation

As required by GDPR and CAN-SPAM, immediately confirm subscription with a double opt-in. This email should:

• Confirm they've successfully subscribed
• Ask them to whitelist your email address
• Mention what type of content they'll receive
• Include an easy unsubscribe link

3. The "Get to Know Us" Email

This email bridges the gap between welcome and promotional content. Include:

• Your company's story and founding principles
• Behind-the-scenes content about your products
• Photos of your team or workspace
• Your customer service philosophy

4. The Product Education Email

If you sell products that require some explanation, this email is crucial. Cover:

• How to get the most value from your products
• Care and maintenance tips
• Creative ways to use your items
• Complementary products they might need

Cart Recovery & Sales Recovery (Types 5-8)

5. Abandoned Cart Email Sequence

With cart abandonment rates averaging 70-75%, a robust recovery sequence is non-negotiable. The most effective approach uses a 3-part sequence:

Email 1 (1 hour after abandonment):

• Simple reminder: "Did you forget something?"
• Include product images and a clear CTA
• Keep it light and helpful

Email 2 (24 hours after abandonment):

• Address potential concerns
• Include customer reviews or testimonials
• Highlight your return policy or guarantees

Email 3 (3 days after abandonment):

• Create urgency with limited-time offers
• Consider a small discount if margins allow
• Mention low stock levels if applicable

6. Browse Abandonment Email

For visitors who viewed products but didn't add to cart:

• Send within 4-6 hours of browsing
• Include recently viewed products
• Suggest similar popular items
• Add customer ratings or reviews

7. Wishlist Reminder Email

If customers have saved items to their wishlist:

• Notify when saved items go on sale
• Alert to low stock situations
• Remind about seasonal relevance
• Suggest complementary items

8. Back-in-Stock Notifications

When out-of-stock items become available:

• Send immediately upon restocking
• Create scarcity: "Limited quantities available"
• Include related product recommendations
• Add social proof if the item is popular

Post-Purchase & Retention (Types 9-13)

9. Order Confirmation Email

Your transactional emails should still reinforce your brand:

• Clear order summary with item images
• Expected delivery date
• Tracking information (when available)
• Customer service contact info
• Links to your social media

10. Shipping Confirmation Email

This email has high open rates—make it count:

• Include tracking number and link
• Set delivery expectations
• Add care instructions for products
• Suggest accessories or add-ons
• Include an unboxing encouragement

11. Delivery Confirmation Email

The delivery email opens a window for future sales:

• Confirm successful delivery
• Ask for a review (more on this below)
• Include a thank you message
• Preview upcoming collections or sales
• Offer a small discount for next purchase

12. Product Review Request

Timing is crucial for review requests:

• Send 10-14 days after delivery
• Make it easy with direct review links
• Include product photos
• Offer an incentive (discount, entry to contest)
• Show how their review helps others

13. Cross-Sell/Up-Sell Email

Targeted recommendations based on purchases:

• Send 21-30 days post-purchase
• Suggest complementary items
• Include social proof
• Bundle products for better value
• Reference their original purchase

Engagement & Loyalty (Types 14-16)

14. Monthly Newsletter

Keep subscribers engaged with valuable content:

• Industry news and trends
• Behind-the-scenes content
• Customer spotlights or user-generated content
• Educational content related to your niche
• Mix 80% value, 20% promotional

15. Loyalty Program Updates

For customers enrolled in loyalty programs:

• Point balance updates
• Milestone achievements
• Upcoming point expiration warnings
• Exclusive member offers
• Early access to new products

16. Win-Back Campaign

Re-engage inactive subscribers:

• Target subscribers inactive for 90+ days
• "We miss you" messaging with personalized touches
• Ask for feedback on why they haven't purchased
• Offer a significant incentive to return
• Set a clear deadline for the offer

Special Occasions & Announcements (Types 17-18)

17. Birthday/Anniversary Email

Personal touches drive loyalty:

• Send 7 days before their birthday
• Offer a special gift or discount
• Make it about them, not just selling
• Consider extending the offer for a week
• Track redemption rates to optimize

18. Seasonal & Holiday Campaigns

Plan these well in advance:

• Major holiday promotions (Black Friday, etc.)
• Seasonal product launches
• Limited-time collections
• Flash sales with clear urgency
• Shipping deadline reminders

Setting Up Your Email Automation

Shopify Apps to Consider

For seamless integration with your Shopify store:

1. Klaviyo: Advanced segmentation and behavioral triggers
2. Omnisend: Multi-channel marketing automation
3. Privy: Popup integration with email sequences
4. Mailchimp: User-friendly with solid automation features
5. Campaign Monitor: Clean templates and reporting

Essential Automation Workflows

Set up these core sequences first:

1. Welcome Series (3 emails over 5 days)
2. Abandoned Cart (3 emails over 3 days)
3. Post-Purchase (4 emails over 30 days)
4. Win-Back Campaign (2 emails over 2 weeks)

Tracking Your Success

Monitor these key metrics:

• Open rates (industry average: 15-25%)
• Click-through rates (2-5% average)
• Conversion rates (0.5-1% typical)
• Revenue per email recipient
• Unsubscribe rates (keep under 0.5%)
• ROI should be 40:1 or higher

Maximizing Email Capture Rates

Your email marketing is only as strong as your list growth. Strategic popups can increase capture rates by 3-5x when implemented correctly. Check out our 5 proven ways to boost conversions with Shopify popups for actionable strategies.

Focus on email popup best practices that don't hurt your brand. The goal is to create value exchanges that customers willingly participate in, not aggressive interruptions.

For stores struggling with cart abandonment, implementing cart abandonment popups before visitors leave can capture emails that feed directly into your recovery sequences.

Common Questions

Q: How many emails is too many?

A: It depends on your audience, but most ecommerce stores can send 2-4 emails per week without fatigue. Monitor your unsubscribe rates and engagement metrics. Segment your list by engagement levels—send more frequently to highly engaged subscribers.

Q: Should I offer discounts in every email?

A: No. Overusing discounts can devalue your brand and train customers to wait for sales. Focus on value, education, and brand building in most emails, saving discounts for specific campaigns and cart recovery.

Q: How do I grow my email list without popups?

A: While popups are effective, you can also capture emails through:

• Embedded signup forms in product pages
• Footer newsletter signup
• Checkout process opt-ins
• Social media contests
• Content upgrades in blog posts

Q: What's the best time to send marketing emails?

A: Test different times, but generally:

• Tuesdays-Thursdays perform best
• 10 AM and 2 PM often show higher engagement
• Consider your audience's timezone and shopping habits
• Align with natural shopping cycles in your niche

Ready to Transform Your Email Marketing?

Implementing these 18 email types systematically can transform your Shopify store's performance. The average ROI for email marketing is $40 for every $1 spent, making it one of the most effective channels available to ecommerce merchants.

Start with the essential sequences first—welcome emails and cart recovery—then gradually build out your full automation suite. Remember to continuously test subject lines, timing, and offers to optimize your results.

For stores looking to maximize their email capture rates, Revenue Boost offers smart popup solutions that integrate seamlessly with your email marketing strategy. Our GDPR-compliant popups include newsletter signup, spin-to-win wheels, flash sale notifications, and exit-intent captures—all designed to grow your list without hurting your brand experience.

The key is to create value at every touchpoint. When your emails genuinely help customers make better decisions, discover products they'll love, and feel connected to your brand, you'll see the results in both engagement and revenue.