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The Shopify Email setup process is simple and straightforward, and the tool itself allows you to connect with your customers, boost engagement, and foster loyalty with your brand.
With an effective email marketing campaign, you can promote new products, share relevant updates, and offer exclusive discounts to keep your customers engaged long after they purchase. The initial setup might seem daunting for those who are not tech-savvy, but in reality, it’s easy even for beginners.
In this guide, we’ll walk you through the step-by-step process of how to add Shopify Email to your Shopify store so you’ll be ready to start sending campaigns in no time.
With Shopify Email, you can create engaging, automated email campaigns that reflect your brand’s style and guide customers to your website.
For you to be able to set up Shopify Email, first make sure that you:
Have a paid plan: You can only access the full benefits of Shopify Email if your store has a paid subscription
Consider trial plan implications: If you’re on the trial plan, you won’t have access to the full features
Image via Shopify
It’s important to note that if you’re on a trial plan, you can use Shopify Email to design messages and send test emails to yourself. However, you won’t be able to send actual email campaigns to your subscribers. With such limitations in place, your only option is to upgrade, if you want to use Shopify Email at its full capacity.
So make sure you buy a paid plan before starting the Shopify Email setup. The cheapest subscription costs $39/month. See Shopify pricing plans here.
Shopify Email setup
To setup your Shopify Email app, follow this guide that provides step-by-step instructions for navigating the Shopify dashboard, using email forwarding, and choosing third-party hosting options.
Click Install and follow the instructions to start the installation. You’ll then need to log into your Shopify store to continue. You can sign in with your email address or passkey.
Image via Shopify
Once you’re logged in, click Install on the Install app screen to complete the installation.
Image via Shopify
In a few seconds, Shopify Email will be ready to use.
One important note: Shopify doesn’t host your emails directly. More specifically, you can’t reply directly to your customers through your Shopify Email. Instead, you have two options: email forwarding and third-party hosting.
Using email forwarding
Email forwarding allows you to direct emails sent to a specific address (such as [email protected]) to another email address (like your personal Gmail account). This is useful because it helps you manage all your business communications in one place.
To set up email forwarding:
Log into your Shopify account and navigate to the dashboard
Click on Settings in the bottom left corner of the dashboard
Select Domains and choose the Shopify domain email you’d like to set up a custom email forwarding address for
If you don’t have a domain connected, buy a new one or connect an existing domain
Click on Manage next to the appropriate domain
Click Add forwarding email in the Email forwarding section
Enter the desired prefix for your email (e.g., info) in the text box (don’t include “@yourdomain.com”)
Enter the full email address where you want to receive forwarded emails (e.g., “[email protected]”)
Click Save to complete the process
To create a forwarding email for your custom domain, you’ll need to add a DMARC record to your domain. Shopify automatically adds this record to the DNS settings for the custom domains it hosts.
If you’re using a third-party domain and haven’t added a DMARC record, or you aren’t using a custom email (meaning your domain ends in .myshopify.com), then your sender emails will have @shopifyemail.com at the end.
Using third-party hosting
Third-party hosting, on the other hand, means using another service to host your emails. It’s a great option that many stores use. With Shopify, you can select between Google Workspace and Zoho Mail.
To add a third-party email hosting service:
Log into your Shopify account and navigate to the dashboard
Access your Shopify Email settings in the bottom left corner of the dashboard
Select Domains and click your domain under Shopify-managed domains
In the Email forwarding section, click on Switch to email hosting
A window will appear, prompting you to choose between Google Workspace or Zoho Mai
Image via Shopify
Follow the instructions to set up your custom email accounts
You can obtain the meta tag or TXT from your chosen email hosting provider
To connect your Shopify store to any of those two email hosting services
Go to Settings > Domains and click Connect existing domain, then type in your store’s URL
Image via Shopify
If you bought your domain from GoDaddy, Google Domains, or 1&1 IONOS, an option to connect automatically will appear:
Image via Shopify
Click Connect automatically and follow the instructions.
How to add SPF and DKIM records to Shopify
Should you choose a third-party hosting provider when setting up your email, you need to connect to the Shopify Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM) records. Otherwise, your emails will be shown as being sent from [email protected] or, worse, flagged as spam.
What are SPF and DKIM?
SPF
Sender Policy Framework (SPF) is an email authentication protocol that allows you to specify which mail servers are permitted to send emails on behalf of their domain. It works by creating a list of authorized IP addresses in the Domain Name System (DNS). When an email is received, the recipient’s mail server checks this list to verify if the email is coming from an authorized source.
Why does SPF matter? It prevents spoofing. By specifying which servers can send emails, SPF helps prevent unauthorized users from impersonating your domain.
It also improves deliverability — emails sent from authorized servers are less likely to be marked as spam, increasing the likelihood that they will reach the intended inbox.
DKIM
DKIM adds a layer of security by allowing you to attach a digital signature to your emails. This signature is created using a private key held by your mail server. The corresponding public key is published in your DNS records.
When the recipient’s mail server receives the email, it can use this public key to verify that the email has not been altered and does indeed come from the claimed domain.
Why does DKIM matter? It builds trust. Recipients can trust that the email genuinely comes from your domain, which enhances your brand’s reputation.
Connecting SPF and DKIM
You can connect to the Shopify SPF and DKIM records by adding a DMARC policy and Shopify’s CNAME records to your domain.
Review your domain provider’s requirements for adding a DMARC record to your domain. Meanwhile, you can add CNAME records to your third-party domain by following these steps:
Navigate to Settings in your Shopify dashboard
Click on Notifications
Image via Shopify
Verify your subdomain (it can take up to 48 hours to complete)
Or:
Log into your third-party domain provider’s account (e.g., Godaddy.com)
Access the domain management area or DNS Settings in your dashboard
Set up a new CNAME record, but keep in mind that changes to your DNS settings can take up to 24 hours to reflect
Enter the subdomain in the Host field
Enter CNAME in the Record Type or Type or field
Point the CNAME record to shops.myshopify.com
Click Save to complete the process
Once this is done, you can feel confident that your emails will be delivered directly to your customers. If you need more help with this step, see this SPF & DKIM records guide.
Shopify Email is a decent email marketing option for basic email marketing needs. With an average rating of 3.9 stars, users are generally satisfied, but many reviews mention a few drawbacks, such as a lack of automation and too few templates.
If you’re looking for a more powerful alternative with more advanced features, Omnisend caters specifically to ecommerce businesses. Its comprehensive automation capabilities, extensive template library, and superior customer support make it an ideal choice for those looking to enhance their marketing strategies.
If you’re serious about growing your online store through effective email marketing, exploring Omnisend could be a beneficial next step.
Shopify vs. Omnisend: How do they compare?
Here’s how each tool compares across different comparison points:
Comprehensive marketing automation
Shopify Email: Primarily focuses on basic email automation without integrated SMS capabilities
Omnisend: Offers advanced automation capabilities, including email, international SMS, and web push notifications, so users can create complex workflows tailored to customer behaviors
Advanced segmentation
Shopify Email: Features basic contact segmentation, limiting the ability to tailor messages effectively
Omnisend: Provides sophisticated segmentation options based on location, purchase history, and customer behavior, allowing for highly targeted campaigns
Omnichannel marketing
Shopify Email: Focuses solely on email marketing
Omnisend: Supports multiple channels (email, SMS, push notifications) for a more integrated approach to customer engagement
Template library
Shopify Email: Provides a limited selection of templates compared to Omnisend
Omnisend: Offers over 250 customizable templates designed for various marketing goals, making it easy to create visually appealing emails
Customer support
Shopify Email: Offers support primarily through email and live chat for paid plans only
Omnisend: Provides 24/7 live chat and email support for all users, ensuring assistance is readily available
Integrations with other platforms
Shopify Email: Exclusively designed for Shopify users
Omnisend: Integrates seamlessly with various ecommerce platforms beyond Shopify, such as WooCommerce and BigCommerce, which is a plus if you ever consider switching your ecommerce platform
If checking out some alternatives has crossed your mind, let us suggest Omnisend. And don’t just take our word for it. Take a look at Omnisend’s 5,000+ 4.7-star reviews from Shopify users:
Image via Shopify App Store
Feature comparison table
Here’s how Shopify vs. Omnisend compare at a glance:
Feature
Omnisend
Shopify Email
Marketing automation
Advanced (email, international SMS, push notifications)
Basic (email only)
Segmentation
Advanced (location, purchase history)
Basic
Omnichannel marketing
Yes
No
Template library
250+ customizable templates
10 templates styles
Customer support
24/7 live chat and email with a dedicated Customer Success Manager
Limited to paid plans
Integrations
Shopify, WooCommerce, Wix, BigCommerce, and other ecommerce platforms
Shopify only
A/B testing
Yes
No
Using Omnisend
If you’re considering taking Omnisend for a spin, here’s how to do it:
Go to Omnisend’s page on the Shopify App Store and click Install.
Image via Shopify App Store
After that, click Install on the next page:
Image via Shopify
In just a few seconds, you’ll see the account registration window.
Image via Omnisend
Create your free account by entering your business details like email, password, and name. Select Shopify Email as your email marketing automation software. Tick the box to agree with Omnisend’s Terms of Use and Anti-spam Policy, then click Get started to complete.
You’ll see a brief popup that states to check your email inbox to verify the setup process. In your inbox, you will find a verification email from Shopify. Click Verify email within 24 hours.
Image via Shopify
At this point, your account is created.
You’ll be taken to a dashboard page where you can set your brand assets. Here, you can upload your logo, colors, fonts, and social links.
Omnisend will automatically apply these assets and colors to your emails and forms. You can choose to add or change these details later, however, if you’re not quite ready. Click I’ll do this later or Save brand assets in the bottom right corner.
Image via Omnisend
Next, you’ll arrive at Omnisend’s Dashboard, where you’ll see the goals you need to meet to operationalize your store fully. There’s also an Overview and Live View tab to see how your sales and contacts are doing, respectively.
Feel free to explore the Campaigns, Automation, Forms, Audience, and Reports tabs. Omnisend is very intuitive, so you’ll be able to get started fairly quickly. If you haven’t set up your brand style yet, you’ll find a prompt under the Goals tab to do so when you’re ready.
Image via Omnisend
That’s it. You’re ready to set up your email marketing. Browse around, create your first campaigns, and check out the guides below to become better at email marketing.
Email marketing is one of the most powerful tools in a Shopify merchant’s arsenal. When executed strategically, it can grow sales revenue by as much as 460%, as To’ak Chocolate experienced in a six-month period after starting to use Omnisend.
By following our step-by-step guide, you can easily complete the Shopify Email setup process. Beyond setup, it’s critical to optimize deliverability by adding SPF and DKIM records so your messages reach the inbox.
Once done, you’re ready to focus on high-impact email marketing campaigns. With the right email strategy and platform, you’ll be able to enjoy outstanding ROI.
Explore our handpicked resources to unlock the full potential of your Shopify business email:
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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