Email Marketing on Shopify: Creating Automated Flows for Lead Nurturing

Running a Shopify store is all about turning casual visitors into loyal customers. But how do you keep them engaged after that initial browse? Well, the answer is — email marketing automation. 

It’s not just about sending blasts — it’s about creating personalized journeys that guide potential customers towards a purchase. In this blog, we’ll show you how to create targeted campaigns that nurture leads, build relationships, and ultimately boost your bottom line with effective email marketing on Shopify.

Why Email Marketing Automation Matters for Shopify

Here’s the key reasons why email marketing automations matters. 

Efficiency

Running a Shopify store is a whirlwind of tasks. Automated email flows free up valuable time. Instead of manually blasting emails every time someone abandons their cart, you can design a flow that does it for you automatically, adds Saba Mobebpour, CEO at DropGenius. 

You set the rules, and it follows them reliably. This lets you focus on growing your business, not just repetitive tasks.

Personalization

Generic emails won’t cut it in today’s market. Automation lets you personalize emails based on individual customers’ actions. Did someone add a specific item to their cart but not purchase it? Send a follow-up showcasing that item. 

Did they buy their first product? Offer recommendations for complementary items. Personalized content massively increases the chance of your emails being read and acted upon.

Increased Engagement

Email automation keeps you connected with customers across their entire journey. Welcome new subscribers with a warm introduction to your brand. Celebrate their purchase milestones. Noam Friedman, CMO of Tradeit.gg, says, “Consistency builds trust and loyalty.” 

The goal isn’t to pester people, but to be a genuinely helpful, relevant presence in their inbox. When someone feels valued, they’re more likely to keep coming back.

Boosts Conversions

Ultimately, email automation is about driving more sales for your Shopify store. By nurturing leads with targeted offers, helpful information, and a sprinkle of urgency when needed, you turn casual browsers into engaged customers. 

Whether it’s recovering a lost sale from an abandoned cart or encouraging repeat purchases, automated flows provide those gentle nudges that get people to finally click that “buy” button.

Take ProdPad, for example. They faced a common challenge — lots of sign-ups, but not enough conversions to paying customers. 

To combat this, they implemented a tailored onboarding email flow, segmenting new users based on their engagement levels and sending them highly personalized emails.

These emails focused on showcasing the product’s value, addressing user pain points, and offering guidance to encourage product adoption.

Usama Khan, manager at Justreply, says, “The results were impressive. ProdPad saw a 100% increase in their conversion rate from free trials to paid plans. Not only that, but user engagement skyrocketed, leading to higher customer satisfaction. “

Essential Email Flows for Shopify Lead Nurturing

Here are the must-haves for Shopify success. 

Welcome Series

This flow triggers when someone first subscribes to your list. Keep it short and friendly. Use the series too. 

• Briefly introduce your brand, its mission, or unique selling points.
• Offer a welcome discount as a first-purchase incentive.
• Set expectations with how often they’ll hear from you.

Abandoned Cart

People abandon online carts a lot. A well-timed series of emails can be your secret weapon for recovery. Consider. 

• A first reminder that’s purely helpful (“Hey, did you forget something?”).
• A follow-up offering a small discount to sweeten the deal.
• Include a clear image and description of the abandoned items.

Post-Purchase Follow-Up

The customer journey doesn’t end at checkout! This is your chance to turn buyers into fans. Try these.

• Thank you email with order confirmation and shipping info.
• Request a product review a few weeks after purchase.
• Cross-sell emails featuring items that complement their purchase.

Re-Engagement Campaigns

Even engaged subscribers drift away sometimes. A re-engagement flow, like the one Canva implemented, can work wonders. 

When new users weren’t returning after signing up, Canva created a personalized onboarding flow to increase engagement.

By asking users about their design needs upfront, they could tailor emails and in-app tutorials to showcase relevant templates and features. This strategy significantly reduced user churn and improved feature adoption.

VIP Promotions

Segment your email list to find your most loyal buyers. Shower them with exclusive perks like.

• Early access to sales or new launches.
• Special VIP-only discounts and promotions.
• Invite them to provide feedback or participate in beta testing.

Tips for Creating Effective Automated Flows

Here are some tips to get started. 

Define Your Goals

Before building any flow, ask yourself: what’s the main thing I want to achieve? Is it getting more product reviews? Recovering abandoned carts? Nurturing new subscribers into buyers? 

Each flow should have a clear, specific goal. This keeps your emails focused, improves your targeting, and helps you measure success later on. Eran Mizrahi, CEO of Ingredient Brothers, says, “Without a clear goal, it’s easy to get lost in creating emails that never quite deliver the results you want.”

Know Your Audience

Email blasts treat everyone the same, which isn’t effective. Instead, segment your list! Tools within your Shopify email platform let you segment based on interests, how often they buy, or specific actions they’ve taken. 

Think about it: someone who recently bought a yoga mat is going to be way more receptive to emails about your new yoga clothing line than someone who’s only ever looked at your kitchenware section. The more you tailor your email content to a specific group, the better response you’ll get.

Get Personal

Sure, using your customer’s name in the subject line can grab attention. But true personalization goes way deeper! If they’ve made a purchase, reference it (“Loved your recent order of [item]? Check out these accessories too!”). 

Abandoned their cart? Show them the exact item they left behind, along with a reminder to complete the checkout.

This level of personalized content makes your emails feel genuinely helpful, which builds trust and massively increases the chances of someone clicking through.

Craft Enticing Subject Lines

Your subject line is the first impression your email makes. If it’s boring or confusing, people won’t even bother opening it, no matter how great the content inside is, explains Alex Taylor, Head of Marketing at Digital Signage New York. 

Here’s how to write subject lines that get clicks. 

• Keep it Short: Aim for around 50 characters or less. Long subject lines get cut off, especially on mobile, adds Chase Hughes, Founder of ProAI.

• Pique Curiosity: Hint at what’s inside without giving away everything. A little mystery can be enticing (e.g., “The secret to perfect curls…”).

• Urgency Works (Sparingly): Creating a sense of urgency (“This offer expires tonight!”) can be effective, but don’t overdo it, or people will become numb to it.
• Test, Test, Test: Try A/B testing different subject lines to see what resonates best with your specific audience.

Remember, a subject line is the difference between your email being eagerly read and it languishing in someone’s inbox.

Master the Call-to-Action (CTA)

Your CTA button is the star of the show. It’s where you want people to click! Make it stand out with these tips.

• Action Verbs: Use strong, direct verbs like “Shop Now,” “Discover,” “Claim Discount,” “Join Today.” Avoid passive phrases like “Learn More.”

• Contrasting Color: Make your CTA button a color that pops against the rest of your email design, says Martin Seeley, CEO of Mattress Next Day.

• Size and Placement: Don’t make it tiny or hide it at the bottom! Place it strategically, ideally above the fold (the portion visible without scrolling).

• Sense of Urgency: Phrases like “Limited Time” or “Offer Ends Soon” can give people an extra nudge to click.

Test & Tweak for Continuous Improvement

Alison Lancaster, CEO of Pressat.co.uk, shares, “Email marketing is never truly “finished.” To get the best results, test different variations of your flows. Most email platforms offer A/B testing capabilities.” 

Here’s what to test.

• Subject Lines: Does a question grab more attention than a statement? Does highlighting a discount improve open rates?

• Send Times: Do your emails have a higher click-through rate on weekdays vs. weekends? Experiment to find the sweet spot for your audience.

• Email Design: Does a simple, text-focused email perform better than one with heavier visuals?

• Offers: Does a percentage-off discount work better than a dollar amount? Test to find out what motivates your subscribers.

The key is to analyze the data! See which variations win, then adjust your flows accordingly. Sumeer Kaur, Founder of Lashkaraa.com, adds, “Continuous optimization is how you turn good email flows into great ones that consistently drive more engagement and sales.”

Prioritize Mobile-First Design

A huge chunk of your emails will be opened on smartphones. If your emails look broken or are hard to read on a small screen, people will delete them without a second thought.

Make sure your flows are mobile-friendly by using responsive templates, keeping layouts simple, and ensuring buttons and links are easy to tap with a thumb.

For example, Chubbies Shorts understands the importance of standing out. 

Their emails aren’t just about selling swim trunks; they’re about building a community. With playful copy, interactive elements like contests and polls, and exclusive offers for subscribers, Chubbies has cultivated a loyal following that eagerly anticipates their emails and keeps coming back for more.

Focus on Value, Not Just Selling

It’s tempting to make your emails all about promotions and discounts. But if you only try to sell, people tune out. Gerrid Smith, CMO of Joy Organics, says, “Balance your sales pitches with emails that provide genuine value to your subscribers.” Here’s how.

• Helpful Content: Share tips, tutorials, or resources related to your products. If you sell yoga gear, maybe email a short guide to different yoga styles.

• Exclusive Offers: Give email subscribers access to special offers, freebies, or early access to sale events before the general public.

• Behind-the-Scenes: Share a peek into your brand story, process, or how your products are made. This builds a stronger connection.

Wrap Up

Email automation is complex, but the rewards are well worth the effort. Start by mastering a few key flows (like welcome emails and abandoned cart reminders). Plus, track your results, and don’t be afraid to experiment! As you get comfortable, you can explore adding more sophisticated segments and niche email campaigns. 

Remember, the beauty of automation is that once you set it up, it works tirelessly for your Shopify store — nurturing leads and driving sales while you focus on other aspects of your business.