Email & Retention

The Email & Retention chapter of The E-commerce & Shopify Sellers Playbook — 5 practical guides you can read start to finish, or dip into as you need them.

01Why Your Email List Is the Only Marketing Asset Your Shopify Store Actually OwnsEvery other marketing channel your Shopify store uses is rented. Instagram can change its algorithm. Google can reprice ads. TikTok can disappear. The email list is the one marketing asset where the relationship between the store and the customer exists outside any third-party platform.
02The Post-Purchase Email Sequence That Turns First-Time Buyers into RegularsMost Shopify sellers treat the post-purchase email as an obligation. The shipping confirmation goes out, the order review request comes a week later, and then the customer hears nothing until the next promotional campaign. That sequence leaves the highest-attention window in the customer relationship empty.
03How to Win Back Customers Who Stopped Buying Without Feeling DesperateA customer who bought from the store 14 months ago and never came back is not gone. They may have moved on, but most lapsed customers did not leave because of dissatisfaction. They left because nothing kept them engaged, and when they needed to buy again, they went wherever was most convenient or most visible.
04What to Send Your Email List When You Have Nothing to PromoteMost Shopify email lists are only emailed when there is a sale. Over time, subscribers learn what the emails mean and how to respond to them: scan for the discount code, click if interested, delete otherwise. The email that arrives with no discount code never gets opened, because there has never been a pattern of emails worth opening without one.
05How to Segment Your Shopify Customer List Without Overcomplicating ItEmail segmentation for Shopify sellers is presented as a complex data discipline requiring advanced tools and marketing expertise. The sellers who actually use segmentation effectively do something much simpler: they sort their customers into three groups based on what they know about each customer's situation, and they write differently to each group.

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