Welcome to the definitive guide on email marketing with Shopify for your dropshipping store.
This guide is for dropshippers who want to:
- Use email campaigns as a profit driver
- Increase store revenue
- Boost website traffic
- Benefit from an affordable form of marketing
Let’s get started!
What is Email Marketing
As an online business owner, you want to increase your store’s traffic as much as possible.
Furthermore, you want to constantly remind previous website visitors about your brand.
That’s exactly what email marketing does.
Email marketing is one of the best ways to communicate to potential and previous customers. It’s also a way to stand out in the growing field of ecommerce.
You may think that email marketing is simply sending a weekly marketing newsletter that the receiver instantly deletes without reading.
That may have been true in the old days, but email marketing has evolved into a marketing powerhouse.
Nowadays, there are all sorts of effective emails you can send.
Best of all, you can set up your email marketing so that it’s completely automatic.
That’s right.
Innovation in marketing platforms has allowed email marketing to be fully automated. This means that emails will get automatically sent out based on certain “triggers” that you’ll set up.
We’ll dive deep into how to set up email campaigns further along in this guide. But for now, it’s important that you understand what email marketing is and how it can benefit your dropshipping store.
In summary, email marketing:
- Allows you to engage with customers and drive traffic to your online dropshipping store
- Helps you build strong relationships with your audience as well as boost sales
- Is cost-effective, easy to setup, and can bring amazing results
Why Email Marketing is Important For Dropshipping Stores
Email marketing is still ranked as the most effective marketing channel.
Furthermore, it has the highest ROI (return on investment) and customer acquisition rate.
Let’s take a closer look at the other reasons.
Reason 1) Growing Your Brand & Trust
As a dropshipper, you will have definitely realized the increase in competition over the past couple years. Since setting up a dropshipping store is simple, you’re competing against new people every day.
This brings higher Facebook advertising costs and less potential customers.
For this reason, it’s important for your brand to stand out. But the problem is, it can be hard to do this.
Most new visitors to your dropshipping store will leave your store without purchasing anything and never come back.
That’s why you have to do something special to keep them engaged. In this case, we will achieve customer retention with email marketing.
Building an email marketing list and delivering valuable content allows you to retain traffic.
You already worked so hard with your Facebook ads to get the traffic in the first place. So, why not put a little bit more work into keeping them connected?
Reason 2) Automatically Increase Traffic & Sales
In any business, the main priority is sales. Luckily for you, that’s also the main priority of email marketing.
According to many marketing studies and our own experience, around 98% of customers leave your store without purchasing anything.
Furthermore, around 70% of customers abandon their carts before purchasing anything.
Because of this, email marketing is extremely important.
Email marketing allows you to reach out to people who were on the edge about purchasing an item. You can give them the extra push they need into coming back to your store.
Whether it’s through an abandoned cart email or promotional email, your potential customers will always be reminded to come back.
Reason 3) Affordability
One of the best parts of email marketing is that it’s affordable. Compared to regular Facebook ad campaigns, email marketing is much more inexpensive.
The email marketing cost structure is usually based on how many emails you have on your email marketing list. So, the more customers on your list, the more expensive it is.
Also, you can expect to pay once a time every month, like a Netflix subscription.
Reason 4) Data-Driven with Measurable Results
Being able to see the results of your campaigns is extremely important in marketing. You want to know how your campaigns are performing and what you can change to improve them.
Luckily, email marketing is very data-driven. You will always be able to see how your emails are performing. For example, you’ll be able to see email marketing KPIs like open rate, bounce rate, opt-out rate, click-through rates, etc.
You can then adjust your email flows based on the information you see.
Which Email Marketing Platform Should I Use?
Now that you understand the strength of email marketing, it’s time to set up your automated email flows.
The first step is the choose an email marketing software.
We will be using Klaviyo in this tutorial. For this reason, we recommend that you use Klaviyo as well so it’s easy for you to follow along.
However, there are also many other great email marketing platforms:
We’ve been using Klaviyo for over 4 years because it’s inexpensive and offers dozens of helpful features.
Furthermore, it integrates easily with Shopify. You can sync all of your previous sales data and customer information.
Klaviyo Pricing
We are not in any way affiliated with Klaviyo, we just enjoy using their software.
That being said, the Klaviyo pricing will depend on how big your email list is. For example, if you have 5,000 people on your email list, it will cost $100 per month.
However, you will be able to send out unlimited emails.
Klaviyo does offer a free version where you can send up to 500 emails a month. The free Klaviyo pricing tier also includes a maximum of 250 contacts.
Step 1. Klaviyo Shopify Setup
First, go to Klaviyo and create a new account.
Click “Sign Up” and continue through the set-up process by filling in your information.
Then, connect your Shopify store to Klaviyo by entering your Shopify URL.
Next, add your store’s logo along with the correct colors.
You can also adjust the font to your preference.
Afterwards, you should receive a confirmation email, completing the setup.
Now, your screen should show the main Klaviyo dashboard.
It will look like this:
The next step is to set up web tracking on your website.
Hover the upper-right hand corner on your screen and click “Setup Web Tracking“.
Copy and paste the code into your product.liquid template.
You can find this by going to your Shopify dashboard -> Online Store -> Themes -> Edit Code.
This code allows Klaviyo to track the behavior and data collected on your website. Klaviyo can then use this data for better product recommendations.
Master Email Template Setup
After setting up web tracking, the next step is to create your email template.
First, click “Email Templates” on the left-hand side of your screen. Then, click “Create Template” on the right-hand side.
Select the “1 Column” template.
You can name the template: “Master Email Template“.
The purpose of this email template is to create and save specific blocks, so that you can easily use them later on.
You want your final Master Email Template to look like this:
Feel free to adjust the colors and fonts to whatever suits your brand. Remember, the purpose of this email template is to make it easier to create your campaigns so you won’t have to format and edit each individual email later on.
On the left-hand side you’ll find a dozen different blocks you can drag and drop onto your template.
Next, you’ll want to save each block.
Click the star icon next to each block and save it with an easy to find name.
For example, we’d save our “Headline” as “Headline Block“
After you’ve saved all your blocks, you’ll be able to see them on the left-hand side.
Now, you are able to drag and drop any saved block. With the master template complete, it will be extremely easy to set up the rest of your email flows.
Step 2. Introduction to Klaviyo Email Flows
At this point, we haven’t actual setup any emails that are going to be sent out. This section is about what these automated emails are. In Klaviyo, these are called email flows.
What are Email Flows in Klaviyo?
Email flows are how you’ll be generating the majority of your sales with email marketing. More importantly, it will be the foundation of your success in email marketing.
Flows are an automated sequence that sends out a series of emails based on user behavior. These email flows are fully customizable in Klaviyo.
First, you’ll need to setup a series of emails based on certain “triggers” that you decide. Once the email flow is setup and active, emails will be sent out automatically.
For this reason, setting your flows up correctly the first time is very important.
You can create flows by clicking “Flows” on the left-hand side, then clicking “Create Flow“.
From there, you can either create a flow from scratch, or use one of Klaviyo’s 50+ different starting templates.
However, before creating any flows we need to first create a signup form. The signup form will be used to collect emails, so that you can start building your email list.
What Email Flows Should I Use?
The best way you can decide which emails flows to use is by mapping out a typical customer’s journey.
This is the framework that we use:
As you can see, each different step can be a unique email flow.
In this tutorial, we will show you how to create different email flows for “New Subscribers“, “Cart Abandoners“, and “First Purchasers“.
These 3 flows are where the majority of your revenue from email marketing will come from.
However, let’s create our signup form first.
Step 3. Collecting Emails with a Signup Form
Now, it’s time to create your Klaviyo signup form. This section is all about collection emails and building your list. With your email list, you can then automate your email strategy to make you money while you’re asleep.
Capturing New Subscribers
The first step is to convert website visitors into subscribing to your email list. This is done by using a lead-capture form.
Here’s an example:
The best way we found to capture emails is by offering a discount code in exchange for the shopper’s email. Fortunately, Klaviyo makes it easy to set this up.
First, go to your Klaviyo dashboard and click “Signup Forms” on the left-hand side.
Then, click “Install Code Snippet” on the right-hand corner.
You need to install the code that Klaviyo provides in order to setup the signup form. “Installing” in this case is simply copying and pasting the given code from Klaviyo into the right places. We recommend adding the code to your home page, product page, and cart page.
Checkout this helpful guide from Klaviyo if you need help installing the code.
Signup Form Creation
After verifying your code, the next step is to click “Create Signup Form“.
As you can see, there are a lot of templates you can use, as well as being able to create a form from scratch.
There’s only two things you need to consider when creating your signup form
- What your creative/image looks like
- The offer you’re promoting and what the email copywriting says
The image you use should help capture the viewer’s attention. We recommend finding a high quality copyright-free image from Pexels or Pixabay. The image should be related to your store’s niche and products.
Furthermore, you want the offer to be good enough to make the user want to enter their email. We recommend offering at least 10-15% off their first order.
Now, when creating your signup form, you’ll see this box pop up:
Make sure to name to form properly with something like “New Subscriber Signup” or “Welcome Email“.
Next, when it asked you to choose a list, we recommend using “Newsletter“. The list you add the subscribers to is very important because they will receive emails from flows on that specific list. You can also create a new list called “New Popup Subscribers“.
Just remember which list you choose for the signup form.
Lastly, we recommend choosing “Popup” as the form type.
You can experiment with “Flyout” and “Embed” later on if you’d like, but for now “Popup” is your best option.
Check “Enable Data Protection Fields” and then click “Save and Continue to Design“.
Behaviors
After you’ve finished designing your signup form, you’ll need to adjust the behavior settings.
Here’s what our standard behaviors look like.
These are the settings we recommend all new email marketer include in their signup forms. As your email marketing list progresses, you can start customizing the settings to your own liking.
Success Message
Next, click on “Success Message” on the upper-middle portion on your screen.
You’ll see that the success message currently looks like this:
We recommend creating a new success message that actually ensures the customer checks their email for the discount code.
Simply changing the text to “Check your email for your 10% OFF code!” is enough. You just want to remind them that the discount code is waiting in their inbox.
Publish
The last step is to click “Publish” in the upper right-hand corner.
At this point, we’ve created a signup form but we haven’t actually set up any email flows yet.
The next step is actually creating your email marketing flows and using your subscriber list to your advantage.
Let’s jump in.
Step 4. Customer Acquisition Flow
The first flow you will be creating is the customer acquisition flow. This email series will be sent automatically as soon as somebody enters their email in for the discount code.
Furthermore, the purpose of this email flow is to actually provide the discount count and build a relationship with the customer.
This initial email is extremely important because it will set the tone of your brand in the customer’s mind.
You want it to be professional, designed well, and friendly.
The customer acquisition flow will consist of 3 separate emails.
- Welcome Discount (Sent Immediately)
- Discount Reminder + Brand Story (Sent After 12 Hours)
- Discount Reminder + Customer Story (Sent After 24 Hours)
How to Create Discount Code in Shopify
To create your discount code, go to your Shopify dashboard and click “Discounts” on the left-hand side.
Then, select “Create discount” in the upper-right hand corner.
After, name your discount code appropriately and save it.
We recommend making the discount code easy to remember, so you can accurately track the statistics later on.
How To Create Your Customer Acquisition Email Flow
First, click on “Flows” on your Klaviyo dashboard and select “Create Flow“.
Find the standard welcome series email and select it.
Next, your screen should look like this.
For “Trigger“, be sure to choose the same email list you used for your signup form. In our case, we’ll leave “Newsletter” selected.
Then, click “Create Flow“.
The first step is to create a filter for your trigger.
Click on “Trigger” and then “Restrict the flow to only certain people“.
Enter the same rules as the image below:
This filter ensures that only people who haven’t purchased anything will receive this email flow.
Next, we’ll want to adjust the time delays between emails.
Click on the time slots and change them to 12 hours and 1 day.
New Subscriber Email #1
Next, it’s time to edit your first email.
Click “Email #1” and then select “Edit“.
On the content edit screen, find the arrow dropdown next to “Edit Content” and choose “Change Template“.
If you’ve followed along chronologically on this guide, you should have already made a master template.
So, in the library click on “My Templates” and then select your master email template.
The master email template will be the starting point of each of your emails.
For the first email, make sure your discount code is included in the text.
Furthermore, we recommend making this email friendly and short. Welcome them to your brand and talk about what kind of emails they can expect in the future
After you’ve finished editing the email, click “Save Content” on the upper-right hand side of your screen.
The next step is to edit the email subject title.
Here’s what we recommend:
- From – Using your own name in the from adds a personal touch to the message
- Subject – The subject should begin building the customer-brand relationship
- Reply-To Email – This should be an email address customers can actually write to and get a response
- Preview Text – Should remind them of the goodies inside the email
Finally, click “Save Changes” and then “Done“.
Congratulations, the first email in your welcome series is complete.
Once you’re ready, change the email from “Manual‘ to “Live“.
Once it’s live, all new subscribers will automatically receive the first welcome email.
*Important Tip*
When finalizing your emails, you want to ensure that the email looks good on both desktop and mobile.
To do this, select your email and click on “Edit”.
Then, click on “Edit Content“. You will be brought to the drag and drop editor.
Next, you can select desktop or mobile view on the upper right-hand side.
Once you confirm the email looks great on both interfaces, your email is ready to go.
New Subscriber Email #2
The second email in the series will be sent out 12 hours after a new subscriber enters their email.
This email should focus on reminding the customer of their discount code. Furthermore, this email should tell the story of how your brand formed.
You can create this email by following the same steps as the first email by using your master template.
Be sure to include your brand story. This will help the customer remember who you are. Furthermore, it adds a personal touch that makes the reader feel connected to your brand.
New Subscriber Email #3
The third email in the Klaviyo welcome flow will be sent out 24 hours after a new subscriber joins your list.
Same as the first and second email, you will be using your master template to help structure the email design.
Furthermore, this email should again remind the customer of their discount code. Also, you should tell a story of a previous happy customer and their experience they had with your brand.
Step 5. Cart Recovery Flow
The cart recovery flow is an email series sent out to shoppers who have added products to their cart, but then left the store without checking out.
Cart recovery flows are the:
- highest revenue generating flows
- the most versatile automations you can have in your email strategy
These flows are extremely important, so you want to make sure they are set up correctly.
This email series is for all subscribers who have started a checkout, but didn’t complete their purchase. We recommend sending the first email in the flow at least 30 minutes after checkout has started.
Additionally, we like to offer last chance discount codes and offers in this email flow.
Here’s an example of what your flow will look like after this tutorial:
We will give you templates for each email and then you can modify them to your liking. Be sure to change the wording to match your brand’s image and culture.
Our template is just to give you an idea about how you can structure your emails.
Cart Recovery Email #1
Firstly, go to your Klaviyo dashboard and click “Flows“. Next, click “Create Flow” and find the Standard Abandoned Cart Reminder.
Afterwards, setup your flow so that it looks like this:
The first email should be triggered to send 30 minutes after a customer starts a checkout. Furthermore, you should filter out customers who have already placed an order.
You never want to send cart recovery emails to customers who have actually purchased something, so setting the filter is a must-do.
Make sure there are 3 separate emails and that the trigger filter is set. Furthermore change the times between emails to 30 minutes, 10 hours, and 16 hours.
Afterwards, you’ll want to start editing the content of each of the 3 emails.
So, click to edit the first email.
Then, change the template to your “Master Email Template“. Remember, you want to start with the “Master Email Template” for each email you set up.
Here’s a template for the initial email:
Subject Line: Did you drop this?
Preview Text: Looks like it has a promotion…
Header: [Company Logo]
Headline: XX% Off Your Entire Cart!
[ABANDONED CART ITEM BLOCK]
[CTA BUTTON]
Body Copy:
Hi {{ First_Name|default:’there’ }},
You accidentally dropped something at our store, but you’re just one click away from getting it at XX% off!
That’s right, we’re giving you an exclusive XX% off on your next purchase, but you better hurry as your code is only valid for the next 12 hours!
Enter this at checkout:
[DISCOUNT CODE]
*Valid for 12 hours only*
[CTA BUTTON]
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In the editing screen, you can drag and drop different blocks to rearrange them. You can use this template as a starting point and test different options later on.
As you can see, the wording we use in this initial email is light-hearted and playful. We choose to word our emails this way so the customer thinks positively about our brand, even if they don’t purchase anything.
Furthermore, we offer a discount code as well as an expiration time. The expiration time will entice the customer into quickly placing an order. By creating a sense of urgency and exclusivity, any customer on the fence about ordering will be nudged in our direction.
Cart Recovery Email #2
This email should be sent out 10 hours after the user starts checkout.
Select the second email and click to edit it. Remember to change the template to the “Master Email Template“.
Template #2:
Subject Line: We’re closing it in 6 hours.
Preview Text: You can still make it to your cart and code on time!
Header: [Company Logo]
Headline: 6 hours left before we close your cart… and XX% code too!
[ABANDONED CART ITEM BLOCK]
[CTA BUTTON]
Body Copy:
Hi {{ First_Name|default:’there’ }},
A few hours ago we sent you a reminder about the cart you left at our store and we also gave you an exclusive XX% discount…
However, we noticed that you still haven’t used your code yet. Is there something that’s stopping you from restoring your cart?
If you’re still having second thoughts about it… DON’T!
Here’s why:
[BENEFITS OF BUYING FROM US]
(*Note: examples are secure checkout, 24/7 customer service, free worldwide shipping, etc.)
And if that’s not enough, hear it from our loyal fans:
[CUSTOMER REVIEWS]
So, what are you waiting for?
Use your [DISCOUNT CODE] now and feel the store-name experience just like [CUSTOMERS INCLUDED IN REVIEWS]
You have 6 hours left before your code expires, so hurry and click below to get your cart at XX% off now!
Enter this at checkout:
[DISCOUNT CODE]
*Valid for 6 hours only*
Here’s what you have in your cart…
[ABANDONED CART ITEM BLOCK]
[CTA BUTTON]
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Cart Recovery Email #3
The last cart recovery email in this flow should be sent out 16 hours after customer starts their initial checkout.
Template #3:
Subject Line: You’ve unlocked something!
Preview Text: Your XX% code has been increased, but only for 12 hours!
Header: [Company Logo]
Headline: We’ve increased your code to XX%!
[ABANDONED CART ITEM BLOCK]
[CTA BUTTON]
Body Copy:
Hi {{ First_Name|default:’there’ }},
Just a while back, me and the rest of the team had a little talk about your cart situation.
We noticed that you still haven’t restored your cart or used the XX% code we’ve given you…
We hated the thought of you missed out on our awesome items so we though of something to help you avoid that…
A one time code increase valid for the next 12 hours!
Enter this at checkout:
[DISCOUNT CODE]*Valid for 12 hours only*
But you better hurry! Once this new code expires, we can’t give you anything more.
On top of that, we’re getting dozens of orders of the item you chose so we can’t guarantee that we can reserve you cart for much longer!
Here’s why you should use your XX% discount code and restore your cart now:
[BENEFITS OF BUYING FROM US]
(*Note: examples are secure checkout, 24/7 customer service, free worldwide shipping, etc.)
[ABANDONED CART ITEM BLOCK]
[CTA BUTTON]
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Cart Recovery Email Flow Conclusion
This initial cart recovery setup will set the foundation of all your future email flows. Once you get a hang of email marketing, you can start adjusting and adding in new emails.
But for now, this 3-step email sequence is more than enough for you to get started.
Step 6. New Customer Nurture Flow
The last email flow we will discuss is the new customer nurture flow. This is the email sequence that a new customer receives besides their order confirmation email.
The purpose of this email flow is to:
- instantly start building a relationship with new customers
- keep your customers engaged as they wait for their orders
- reduce refund rates and chargebacks
Furthermore, this email flow can be extremely profitable if setup correctly.
This email sequence is extremely dynamic and allows you to cover a variety of topics.
So, the first step is to start the process of creating your flow.
First, go to “Create Flow” and find the “Customer Thank You” template.
Set up your sequence so that it looks like this:
New Customer Nurture Email #1
This email is sent directly after a customer places an order.
Template:
Subject Line: [Order Confirmation] Thank you so much for trusting us!
Preview Text: Welcome to the [STORE NAME] family, friend!
Header: [Company Logo]
Headline: I think I just shed a tear…
Body Copy:
Hi {{ First_Name|default:’there’ }},
[PERSONA NAME] here, one of the founders of [STORE NAME] and I’ll share something personal with you…
I get teary-eyed every time someone makes a purchase from us because it shows that our entire team is doing a great job of bringing value to you, our fans.
I would like to take this time to personally thank and welcome you to our growing community.
Here’s what you can expect as part of our family:
We’ll deliver important information and updates about your order via email.
We’ll send you first-in-line access to exciting new deals on a monthly basis, flash sales, holiday promotions… everything.
Sound fair? Good!
Here’s what we need from you to ensure you don’t miss out on all that important and exciting stuff.
Whitelist and prioritize all emails form me.
If you are a Gmail user or any other free email service, make sure you “drag” this email to your ‘Primary’ email folder.
Then click “Yes” at “Do this for future messages from [Company Email]?”
If you have any problems, please feel free to reply to this email or contact us anytime at [Company Email].
[CTA BUTTON]
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New Customer Nurture Email #2
This email is sent 12 hours after purchase.
Template:
Subject Line: Your order is being processed.
Preview Text: Do you want to add anything before we ship?
Header: [Company Logo]
Headline: Here’s a XX% code for your additional orders!
Body Copy:
Hi {{ First_Name|default:’there’ }},
We’re currently processing your order and it should be sent out soon.
We noticed that there’s still some space left in your package and we’re wondering if you wanted to add anything else before we ship it out?
If you liked another item from our store and wish to add it, make sure to do so within the next 12 hours so we can include it in the initial shipment.
And here’s a little gift to help you with that – an exclusive XX% discount code valid for the next 12 hours!
Enter this at checkout:
[DISCOUNT CODE]
*Valid for 12 hours only*
[CTA BUTTON]
Here’s why you should use this code now:
[BENEFITS OF BUYING FROM US]
Can’t decide on what to use your discount code on? Why not these:
[ITEM SUGGESTIONS BLOCK]
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New Customer Nurture Email #3
This email is sent when tracking info is available or a few days after the customer orders.
Template:
Subject Line: It’s coming for you!
Preview Text: Get ready, your package is on its way!
Header: [Company Logo]
Headline: Just a little while longer, friend!
Body Copy:
Hi {{ First_Name|default:’there’ }}!
I bet you’re super excited to get your package.
Don’t worry, it will be at your door shortly!
While you wait, I suggest you go over these shipping reminders:
[SHIPPING POLICY REMINDERS]
Lastly, if you’re constantly worried about your package then just head over to our tracking page:
[CTA BUTTON TO TRACKING PAGE]
Again, we are extremely grateful that you trusted us with your purchase. We hop you enjoy your item as much as we did serving you.
[BRAND MISSION OR STORY]
And if you have any questions at all, just shoot us a message at [CUSTOMER SERVICE EMAIL]. We’ll get back to you within 24 hours.
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Additional Email Marketing Strategy for Dropshipping
The 3 automated email flows we set up should consist of the majority of your emails.
However, there are other emails you can send as well.
Promotional Emails
These are one time email blast you can send to all of your subscribers. You can send this email by clicking “Campaigns” on the left-hand side of your Klaviyo dashboard.
Here are examples of promotional emails:
- Holiday Sales
- New Products
- Time-Sensitive Deals
- Subscriber-Only Deals
- Seasonal Promotions
Split Testing Emails
A more advanced strategy is called split-testing, or A/B testing in Klaviyo.
Split testing is when you send one variation of your email to a subset of your subscribers and a different variation to another subset of subscribers.
Setting up an A/B test is easy in Klaviyo.
Simply select your email and click “Add Variation“.
Furthermore, you can adjust the “Weight” of the variation. The weight means what percentage of people should receive the split tested email.
What should I Split Test?
- Subject lines
- Email length
- Block order
- Content
- Personalization
- Visuals
- Images vs. no images
- Style
- Email copywriting
- Tone
- Calls to action
As you can see, there are dozens of different things you can split test. We recommend starting with the subject and the content within each email.
Benefit of Split Testing?
The main benefit of split testing is that you can track each email’s marketing metrics. Based on the results, you can see what strategy is more effective. The key of split testing is to learn from each A/B test you execute, and use that knowledge on future campaigns.
Each audience is different, so they will respond positively to different things. It’s up to you to actually put in the work and see what your audience responds well to.
Concluding Email Marketing for Dropshipping
At this point, you are well on your way to becoming a successful email marketer. Email marketing for dropshipping is an incredibly powerful tool.
Don’t get discouraged if you don’t start seeing results immediately. Check the statistics of your email campaigns and see what you can modify to improve the results.
For example, if your email open rate is low, you can change the subject line in your emails.
Furthermore, if the open rate is high but conversion is low. You can try offering a different discount or change the email design.
There’s dozens of different things you can test and change in your email marketing strategy.
