Email marketing

What email marketing usually includes

In practice, email marketing for Shopify stores often includes:

• Automated flows (welcome, abandoned checkout, post-purchase)

• Campaigns sent to existing customers

• Basic segmentation based on behavior or purchase history

For most small brands, email works best when it’s simple, consistent, and clearly tied to the customer journey — not when it’s overly complex or over-engineered.

When email marketing matters most

Email marketing tends to matter more once a store has:

• Steady traffic

• Repeat customers

• Enough data to trigger meaningful follow-ups

Before that point, email is still useful — but expectations should be realistic. A small number of well-set-up flows often outperform large, complex setups.

Common email marketing mistakes

Some common issues seen in Shopify stores include:

• Treating email as a growth channel too early

• Sending too many campaigns without clear purpose

• Overlapping email and SMS messages

• Measuring success without tying it to real outcomes

Most problems come from doing too much, not too little.

What “good enough” looks like

For many Shopify brands, “good enough” email marketing means:

• A short list of core flows

• Clear intent behind each message

• Reasonable sending frequency

• Easy-to-maintain setup

Email should support the business quietly — not demand constant attention.