Email marketing
Email marketing for online stores
Ecommerce email marketing is the email a store sends to its list, and most of the money comes from flows that send themselves.
- of online carts are abandoned, averaged across 50 studies
- 70.22%
of online carts are abandoned, averaged across 50 studies
Baymard Institute - average revenue per abandoned cart email received (top 10%: $13.70)
- $6.77
average revenue per abandoned cart email received (top 10%: $13.70)
Klaviyo - average click rate of an abandoned cart email (top 10% of brands: 11.3%)
- 6%
average click rate of an abandoned cart email (top 10% of brands: 11.3%)
Klaviyo - average click rate of an abandoned cart text message
- 10.3%
average click rate of an abandoned cart text message
Klaviyo
Five flows to set up before any campaign
A flow is a short series that sends itself when a shopper does something, like leaving a cart. Campaigns, one-off sends such as a launch or a sale, bring in the rest. Each flow links to a real store email.
1. Right after someone joins your list
Welcome email
Goal: a first order. See HighKey's welcome email.
2. A few hours after a cart is left
Abandoned cart email
Goal: finish the checkout. See 12 real cart emails.
3. After a product view with no add to cart
Browse abandonment email
Goal: add to cart. See Dollar Shave Club's browse email.
4. After the order arrives
Review request email
Goal: a review or a photo. See Alpinestars' review email.
5. After months with no order
Win-back email
Goal: a repeat order. See CULTURE's win-back email.
Abandoned cart emails from real stores
Three of the twelve cart emails in our abandoned cart guide, one for each step.
Email 1: remind
2. Gantri
Sells designer lamps, made to order
Subject line
“Your light’s still here. Take another look.”
Offer
None
Layout
A photo of the lamp with Return to Gantri, a short note, the product, then why Gantri.
Sent with
Klaviyo
Why it works: “Maybe it wasn't the right moment. It isn't going anywhere.” No pressure, and the 3-year warranty and 30-day money-back guarantee sit right below.
See the full email
Email 2: answer the doubt
7. Coldfreak
Sells high-protein ice cream sandwiches
Subject line
“You were this close to ice cream with macros.”
Offer
5% off with a code
Layout
A product photo, a short letter, the code in a box with Return to your cart, then the cart.
Sent with
Klaviyo
Why it works: It names the doubt (frozen dessert by mail) and answers it: dry ice and a frozen shipping schedule. The 5% is a nudge, not the pitch.
See the full email
Email 3: the offer
11. Milk Bar
Sells desserts shipped nationwide
Subject line
“Ahem, forget something?!”
Offer
$15 off orders of $80 or more
Layout
The code in a banner, “Hey you, forgot something tasty”, the pie, one sentence and Order now.
Sent with
Klaviyo
Why it works: The discount has a floor, $80, so it pushes the order up instead of only cutting its price. The voice stays playful.
See the full email
Pick the app that sends your email
Your email app sends the email and runs the flows. Free plans, from each app's own pricing page.
Shopify Messaging
A new Shopify store that wants email inside its admin.
Free plan
10,000 emails a month on Shopify plans; abandoned checkout emails don't count
Shopify Help CenterKlaviyo
A store that wants deep segments, flows and texts in one app.
Free plan
250 active profiles and 500 emails a month
Klaviyo pricingOmnisend
A smaller store that wants email and texts at a lower price.
Free plan
250 contacts and 500 emails a month
Omnisend pricing
Build the page your next email opens
Tell Replo about the send. It builds the page on your brand, and drafts the email in Klaviyo.
Replo writes the email and builds its page
Replo doesn't send email. Your email app does that; Replo does the work around it.
Draft emails in Klaviyo
Replo writes campaigns and flows and saves them in Klaviyo as drafts you send.
Build the page after the click
Each email opens a page with its own products and offer, on your brand.
Grow the list on your site
Replo adds your Klaviyo signup forms to the pages it builds.
Sending from Shopify Messaging or Omnisend? Replo still builds the page; paste its link into your email. See what Replo reads and writes in Klaviyo and, for texts, Postscript.
Best selleris back on the stoveYou asked us to tell you the moment it came back. The new batch landed this morning and ships this week.PFAS-free ceramicOven-safe to 550°FLifetime warranty
Pan Pair$155 · 8″ + 10″ pans
Everyday Duo$215 · Pan + Dutch ovenSunday · sundaycookware.comUnsubscribe · View in browser
A drafted email in Replo, ready for you to review and send from Klaviyo.
Frequently asked questions
- What is ecommerce email marketing?
- Email a store sends to subscribers and customers to sell: automated flows such as welcome, abandoned cart and win-back emails, plus one-off campaigns such as launches and sales. It runs from an email app like Klaviyo, Shopify Messaging or Omnisend, connected to the store.
- Is Shopify's email marketing free?
- Partly. Shopify Messaging includes 10,000 emails a month on Shopify plans, then charges $1 per 1,000 more, according to Shopify's help center. Abandoned checkout emails are always free and don't count toward the limit.
- Shopify Messaging or Klaviyo?
- Shopify Messaging is free to start and lives in your Shopify admin, which suits a new store. Klaviyo costs more but segments and automates more deeply, and it runs on 84 of the 100 brands in our email and SMS apps ranking. Many stores start on Shopify Messaging and move to Klaviyo as the list grows.
- Can AI write my marketing emails?
- Yes, as drafts. Klaviyo and Shopify Messaging both offer AI drafts of subject lines and copy. Replo goes further on Klaviyo: it reads your products, brand and lists, writes the email, saves it in Klaviyo as a draft and builds the page it links to. A person still reviews and sends it.
