4 Ways to Increase Conversions by Choosing the Best Shopify Email Templates

Shopify helps build commerce brands by not only providing an online “storefront,” but also by helping to create personal marketing plans, complete with a seemingly endless variety of features and apps. Learning to hone in on the best combination of these tools for your brand is the key to success on the platform.


No matter what you’re selling, a digital marketing strategy you don’t want to overlook is email marketing. Email marketing is vital to ecommerce businesses because it’s one of the few ways you can create personal connections with your customers. 

Keeping customers updated via strategic email campaigns can help you:

  • Build brand trust
  • Create deals and rewards
  • Increase conversion rates
  • Update customers on their orders

As great as that sounds, how do you stand out in the flood of emails from other retailers that are swamping your audience’s inboxes every day?

One key element to communicating the unique traits of your store is making sure you have eye-catching, brand-aligned email templates. 

Email notification templates for Shopify allow you to add your own personal touch to every e-blast, helping you build brand recognition and stay in the minds of customers.

Brand awareness is arguably the most important aspect of marketing a business. It can help you with crucial aspects of your business such as:

  • Building trust with customers
  • Creating immediate association between your brand and the types of products you sell
  • Building financial equity

There are specific aspects and goals to your brand that you’ll want to take into account to choose the perfect Shopify email template for your needs. Things like who you’re selling to and what would attract them, how much it aligns with your brand, your campaign goals and how much time you’re willing to put into personalizing it. 

Here’s how you can choose the perfect Shopify email notification template for your online store so you can launch memorable, eye-catching campaigns to help you build a relationship with your audience and increase conversions. 

Develop Buyer Personas

Buyer personas are hypothetical characters you create to represent your different audiences and their interests, based on data you’ve collected. 

We measured the impact of creating persona-driven content with one of our clients, and the numbers don’t lie. By identifying our target buyer persona and matching our language and imagery to speak to their individual values and needs, the email list grew a staggering 187.25%, with a 71.82% increase in website visits.  

If you haven’t gathered audience data yet, Google analytics and Shopify analytics can help you find the type of information you need to better identify your ideal customer. Look for the following important pieces of information:

  • Basic demographics: age, gender, location, relationship status, etc. 
  • Shopping habits: when do they shop the most? What do they buy, and how often?
  • Day to day life: family, work, habits and needs
  • Goals and values
  • Challenges they face in meeting their goals
  • Common objections during the sales process
  • Interests and hobbies

Make sure to humanize your persona further by giving them a name and finding a fitting image that matches their demographic. The next step is considering the types of emails this persona would like to receive, and how your email templates can reflect that. 

Do they prefer colors that “pop,” or something minimal? Striking images or informative text instead? Many features, or to-the-point content?

You can get a glimpse into the interests of your audience using Shopify analytics. Shopify analytics can tell you more about your audience’s interests, buying habits and more.  

Maintain Brand Consistency

It’s important to be consistent with your brand in order to build audience trust. That means using the same voice and image strategy throughout your Shopify store, website, social media and yes, your email copy and design. 

Make sure you’ve set brand guidelines before choosing a Shopify email template. Brand guidelines include the appearance of your logo, fonts, colors, voice and more. 

Keep your brand guidelines at the forefront of your mind while you look for email templates. Is your brand clean and minimal? Stick to a template that doesn’t have too many buttons and images. Does your brand have bright colors and big fonts? Find a template with striking visuals. 

Every Shopify store comes with a variety of email notification templates that you can customize in multiple ways in order to suit your brand, including:

  • Adding your logo
  • Changing the color palette
  • Changing the language
  • Adding custom messages to notifications
  • Styling and spacing

Once you have your brand solidified, play around with all the different features to make your template feel like one-of-a-kind. 

Once you have your choices narrowed down to 2 of the best options, you can do an A/B test to determine which one gets the most interaction. 

50% of your audience will receive one option, 50% will receive the other. This makes it easier to determine which variation catches the most eyes.  

Design to Meet Campaign Goals

You’ll want a branded template for every type of email you send, including:

  • Announcing sales or promotions
  • Order receipt 
  • Cart abandonment
  • Newsletter
  • New subscriber welcome

You can save yourself time customizing and editing templates by having an idea of what kind of content you’ll want to include, and choosing a template that has space for everything off the bat.

For example, if you’re planning an upcoming email campaign to showcase a new product, you’ll want to choose a template that has room for high-quality images and video. If a simple order receipt email is in the works, aim for a minimal template to go along with it. 

Enlist Shopify’s Easy-to-Use Email Tools 

Many Shopify email customization options take a bit of HTML coding. While overall that mostly means cut and pasting, it can leave room for user error — not to mention some people who’d just like to skip dealing with it all together.  

Luckily, Shopify has plenty of apps that do the coding for you, such as Orderly.  

This handy Shopify app offers options to customize or create beautiful templates without needing any previous design experience. 

A template is created in 3 simple steps:

  1. Select from a wide variety of templates, including all 18 templates offered by Shopify. 
  2. Customize them using the built-in toolset, then preview and test them.
  3. Purchase the template and use and edit it as much as you need to.  

As a bonus, you’ll have in-app engagement and conversion tracking to help you see firsthand which emails are generating interest and sales. 

You’ll be surprised not only by the beautiful templates that can result from you having a good idea of your needs, but how much a few tweaks of an email can pique customer interest. 

Now that you’re on a roll with converting interested shoppers into customers using Shopify email templates, keep it going by addressing all those pesky abandoned carts.  

Say goodbye to abandoned carts with the perfect Shopify theme »


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