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The Shopify Email App - 6 Pros and Cons - Review by PageFly Team

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Shopify Email app was recently released in April, 2020 as an email marketing tool for merchants across the Shopify platform. Before you set up your Shopify Email account, or neglect this tool, let’s go through this brief review of the app.

When mentioning creating a Shopify Email account, you might ask: “Isn’t email marketing not relevant anymore?” or “Is email marketing still effective in 2023, given the rapid growth of robust social media channels?”

The answer is a huge, definite YES!

Email marketing has long accompanied marketers as an essential tool to connect with customers and gain positive return on investment (ROI). According to Hubspot Research 77% marketers reported an increase in email engagement from their customers by December 2022. More noticeably, for every $1 spent on email strategies, marketers see an impressive $42 in ROI in the same year, reported Litmus research.

is email marketing dead

So what tools out there are the best for your email marketing campaigns? It depends. You have probably heard of or used MailChimp, Klaviyo, or Omnisend - those are old-but-gold email marketing tools for Shopify merchants, yet you do not have to stick with one platform forever.

Let's explore the app from Shopify: Shopify Email. I am going to serve as your Guinea pig today as we figure out this brand new email marketing solution.

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The importance of Email Marketing in 2023

Myth: Email marketing has not changed for decades and thus is outdated in this ever-growing technology era. 

Truth: Email marketing is evolving everyday, embracing new trends like the “Dark mode” that everyone was talking about on Instagram or AMP for emails. What hasn't changed for the past decade is that email remains the “channel of choice” for marketing communication to every age group, according to Litmus research. 

You can learn more about why these trends are taking over and what marketers and business owners can do to optimize their email marketing strategies in the State of Email research by Litmus. 

With that being said, keeping an open mind and always learning about novel tools is indeed highly essential for growth. I recently tried out Shopify Email and let’s see the good and the bad of this brand new application.

If you're looking for more alternatives to Shopify Email, check out this article: Best Shopify Email Marketing Tools Review (+Updated)

The Pros and Cons of Shopify Email App


The 0-step setup process

Once you have installed the app, it is incorporated right into the Marketing section of your Shopify Admin. That means faster load times and more convenient campaign tracking and analytics - all integrated in one Dashboard. 

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You can send, manage and analyze your campaigns right in the Shopify Admin. The same process for other platforms like MailChimp, Omnisend and Klaviyo is rather complicated and involves multiple steps, asking for information such as your address, company name, number of contacts, etc.

omnisend sign up form

Omnisend Sign up

MailChimp Sign Up

MailChimp Sign Up

Ready-made email templates

Shopify Email app saves you time with their ready-to-use templates to promote featured products, sales, news, and more that are integrated with your store design and products. Or if you like to be creative, there’s a blank one at your disposal.

Shopify Email templates

Shopify Email templates


It is completely FREE until October 1, 2020. After that date, you get 2,500 free emails per month. Then, if you decide to send more, the cost for the next 1,000 emails would be $1 USD. Bonus point, Shopify Email allows for a hefty more contacts and sends per week than a lot of other tools, in this case MailChimp, Omnisend and Klaviyo:


Shopify Email




Free plan

20,000 contacts/campaign

2,000 contacts total

500 emails total

 500 emails total

500 emails total

5 campaigns/week

100,000 emails/week

10,000 sends total


250 contacts total

250 contacts total



In terms of pricing, it is quite obvious that Shopify Email is the most affordable among its counterparts. If you already have a Shopify store and are looking for a tool that saves money for your business, I encourage you to play around and experiment with this app.

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Few email templates

Since this app is newly developed, I expected there not to be a lot of templates yet. There are currently 8 templates with 1 blank canvas. Shopify is working towards developing more templates and features for users to use.

No email marketing automation

Examples of email marketing automation include welcome emails, activation or confirmation emails that automatically send if customers or activities fit the rules/triggers that you set out - in this case, when a customer signs up for a new account on your website.

Email marketing automation

Example of Email marketing automation

However, you can still set up different customer groups and target specific ones for each campaign using Shopify Email. Then, you can choose to send a specific group when you’re customizing your email.

Email subscribers

Shopify Email subscribers

Bug/feature problems

I have not personally encountered this problem, but a number of merchants report problems such as the app is blocked from their stores, or customers getting emails at completely different times (some getting emails at 6 p.m, some at 9 p.m and some at 11 p.m). For all complaints being submitted, Shopify Support is following to offer help to merchants.

Shopify Email review

Shopify Email review

Now that you know the pros and cons of Shopify Email, if you believe the strengths outweigh the weaknesses like I do, let’s set you up with the app!

How to set up your Shopify Email account? - 0 Step

When I said the account set up is hassle-free, I truly mean no hassle at all. From your Shopify Admin, head over to the Search box at the top of the page and search for “Shopify Email” then click on the result under Apps. Or even easier, you can login and start using the app right away on this app announcement. It’s that simple.

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shopify email app

Shopify Email app search

Shopify App Store

Shopify Email on Shopify App Store

Once you have downloaded the app, it’s located neatly under the Shopify Admin > Marketing > Campaigns. There, you can start producing your email campaigns.

Shopify Email account

Shopify Email account set up

How to customize your Email Marketing campaign?

In order to set up your email marketing campaign, you can start by utilizing the features included in this video, which includes: change the products (already incorporated with your store), change fonts, images, background/text colors, etc.

Watch our video explanation

To make the best out of your campaign and really drive positive results, check out the Best Practices for Shopify Email. Want to find out other ways to engage your customers besides Email Marketing? See 5 Customer Engagement Strategies You Need To Leverage in 2023.

Bottom line: If you are looking for a way to save up the dollars for your business or just started your Shopify store, Shopify Email would be your best friend. Since it’s hassle-free and requires no marketing or design knowledge and is affordable, you can engage your customers with your campaigns with no cost at all until October. 

Create your Shopify Store and install Shopify Email today. When you step up your marketing and e-commerce game and want a more advanced tool, you can always explore the vast selection available at your convenience.  

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