Shopify email templates: Customization guide for 2025

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Effective email marketing is vital in building brand identity and driving customer engagement for Shopify store owners. Well-designed Shopify email templates make it easier to create consistent communications. 

While Shopify offers standard templates, your online store needs emails that reflect your business and are optimized for conversions. That’s why customization is essential. 

In this guide, we’ll explore how to customize email templates in Shopify to suit your brand’s unique style. We’ll also cover the best free Shopify email marketing templates available and provide tips for editing templates.

Keep reading to discover practical tips to streamline your email marketing efforts.

Does Shopify offer email templates?

Shopify provides various email templates for customer notifications. Some of the key Shopify email templates are:

• Order confirmation: Customers receive this email when they place an order 
• Draft order invoice: This email is sent for draft orders
• Abandoned checkout: Customers who leave their items in the cart without purchasing will get this notification
• Shipping confirmation: This confirmation is sent when an order has been fulfilled
• Shipping update: Customers will get this message when there’s an update on shipping status
• Order refund: This notification is sent when you refund an order

These Shopify email templates are a great starting point for your business, but they come with limitations in terms of customization and branding. The templates offer basic branding options. You can add your logo, adjust its size, select brand colors, and modify the pre-written text.

However, you can’t change the overall placement of elements, add or remove sections, or significantly alter the design. This can make it challenging to create a cohesive brand experience across all customer touchpoints.

Despite these limitations, the templates offer some benefits, especially if you’re just starting, such as: 

• Time-saving: The email templates are ready to use, allowing you to focus on your business without compromising professionalism
• Consistency in customer notifications: The templates follow a specific structure and format, helping you maintain clear and organized messaging
• Mobile-friendliness: Shopify email templates appear optimized and function seamlessly on all devices
• Built-in functionality: The templates are automated, reducing the need for manual input
• Beginner-friendly: Store owners without design skills can use the template as a starting point, as it requires minimal setup

Benefits of customizing Shopify email templates 

Customizing Shopify email marketing templates can significantly improve your customer communication. Here are more ways to benefit from using personalized email templates:

Enhances brand consistency

Customization allows you to maintain your brand identity, from your social media pages to your storefront. When customers receive your email, they’ll instantly recognize and connect with your brand style, reinforcing their relationship with your business.

Improves customer trust and loyalty

Tailoring your email communication can strengthen your connection with your customers. Adding details like name, purchase history, or product recommendations indicates your genuine interest in their needs, increasing their trust and loyalty to your brand.

Increases engagement and conversions

You can include targeted content and strategic call to action (CTA) with a customized Shopify email template. For instance, you can promote a sale or encourage newsletter signups. This drives better engagement and conversion.

How to customize Shopify email templates

Here’s a step-by-step guide on how to customize Shopify email templates:

• Log into your Shopify admin 
• Go to Settings > Notifications

• Click Customer notifications
• Select Customize email template
• Select the email template you want to customize
• Use HTML and CSS to make the necessary design changes
• Preview the customized email template and send a test email
• Click Save

HTML is the basic email structure that defines how elements like text, images, and buttons are arranged. On the other hand, CSS controls the styling — font, color, spacing, and overall appearance.

If you don’t have coding knowledge, Shopify already has a basic programming language, Liquid, that you can use without writing a single line of code. Moreover, some email marketing apps like Omnisend and Klaviyo have drag-and-drop editors with A/B testing options.

However, if you’re willing to try basic programming, apps like PageFly offer visual editors with coding assistance.

How to edit Shopify email templates

Follow these steps to edit Shopify email templates:

• On Shopify admin, go to Settings > Notifications > Customer notifications
• Select Customize email templates
• Click Add file to upload your logo
• Use the color picker to select your brand color or enter a color code

• Click Save
• Go back to Customize email template
• Select a specific template, e.g., order confirmation
• Click Edit code 
• In the email subject line, insert {{billing_address.first_name}} to personalize customer information

• Edit the email body carefully to match your brand voice
• Click Preview 
• Click Send test email to be sure everything looks good
• Click Save to apply the changes

When editing Shopify email templates, avoid making drastic changes to the HTML codes, so you don’t distort the template functionality. 

Moreover, remember to test your template across multiple devices — desktop, tablet, and mobile phone. If you’re unsure about making any changes, consider hiring a Shopify expert.

How to add an email template to Shopify

Here’s how you can add your email template to Shopify:

• Download your desired email template from a reliable source 
• Download the necessary files, including HTML and CSS codes and all associated images
• In your Shopify admin, go to Settings > Files

• Upload all images in your template to the Shopify file manager
• Go back to Settings > Notifications
• Select a template for your new email template
• Click Edit code
• Paste the downloaded HTML and CSS codes into the Email body
• Replace shop variables with Liquid variables, such as {{order_name}} 
• Replace any image file paths in the HTML code with the URLs of the images you uploaded to Shopify’s file manager
• Click Preview and then Send test email to ensure it appears correctly on different devices

10 essential Shopify email templates

Shopify email templates help maintain communication with customers at every stage of the buying journey. Let’s explore the different types of Shopify email marketing templates:

1. Order confirmation email

When a customer purchases from your online store, the first interaction they receive is usually the order confirmation email. It’s an assurance that their order is being processed. It provides key details, such as order summary, payment confirmation, and delivery timeline.

This email solidifies the trust a customer has placed in your business. It also sets the tone for what is to come. Customers appreciate this immediate feedback because it removes any uncertainty about their purchase. 

A branded order confirmation email is ideal for inserting your logo and matching your color scheme. This makes your brand memorable from the get-go. In the video below, Omnisend provides a detailed guide on how to customize your Shopify order confirmation email:

2. Shipping confirmation email

As the excitement of making a purchase settles, customers naturally turn their attention to the arrival of their order. The shipping confirmation email serves as a key update. It provides shipping details, tracking numbers, and estimated delivery dates.

This email provides clarity and keeps customers informed. A well-designed shipping email should have links to “Track order” or upsell complementary products. It’s a way to keep customers connected to your brand while they wait for their order to arrive. 

Haoma gives detailed information on products being shipped. It also offers a link to track the order, making it easy for the customer to get all necessary information in one place. This is an ideal example of a shipping confirmation email:

3. Abandoned cart email

Every online store owner knows the pain of abandoned carts. A customer has shown interest, browsed your products, and even added items to their cart, only to leave without completing the purchase. This is where abandoned cart emails come in.

Sending customers a friendly reminder about the items they were eyeing could be the push they need to finalize their purchase. This email is crafted to remind customers of what they may be missing out on. 

You can make this email effective by including eye-catching visuals of the products. You can also offer free shipping or discounts. 

See how Bite added a compelling CTA, encouraging the customer to complete their checkout directly from the email:

4. Welcome email

When a new subscriber signs up for your store, they expect a warm welcome. This makes them feel valued. The welcome email serves as that first handshake, setting the foundation for a long and rewarding relationship.

Think of it like inviting someone to your home for the first time. You’d show them around, talk about the best features of your home, and make them feel at ease. Similarly, a welcome email gives subscribers a tour of your store, introducing them to your products, values, and any special offers for joining.

This email builds excitement among your subscribers as they see the benefits of being part of the community. A thoughtful welcome email can also include links to popular products, FAQs, or even a discount code to encourage a first purchase.

Glossier’s first email to new subscribers displays products that customers generally love. It also provides contact details for customers to get product recommendations and other details like free returns:

5. Product review request email

As soon as a customer receives their order and has had a chance to use it, a product review request email is the next logical step. It’s your way of showing that you value your customers’ opinions. This creates a two-way dialogue that can strengthen customer relationships. 

Plus, adding product reviews to your Shopify store acts as social proof. It’s also a way for you to identify areas for improvement.

Your email template can have direct links to your review page, or you can also ask for a rating on a scale, making the process engaging and quick. An example of this is from Bellroy, who asks for a review without being too pushy.It also adds a link to its Instagram and offers social proof:

6. Back-in-stock notification email

Customers can get disappointed if the product they’ve been eyeing is out of stock. However, you can make it up to them by sending a back-in-stock notification. This email informs the customer that the product is available again.

It can reignite their excitement and urge them to purchase before the product sells out again. Your ability to convert disappointment into sales demonstrates your attentiveness to customers’ preferences. 

Take a look at how Chamberlain Coffee announced its restocked, limited edition of Coffee and Tequila. The bold “restocked” message shows what the email is for right away, while the CTA “last chance” nudges the subscribers to take quick action:

7. Special offer or discount email

Every customer loves a good deal, and special offer emails are your ticket to capturing their attention. Whether it’s a seasonal promotion, flash sale, or exclusive discount for loyal shoppers, these emails create excitement and drive immediate action.

Offering discounts or special offers is like handing over a VIP pass to customers, making them feel valued and incentivized to purchase. Use striking visuals, clear CTAs, and a sense of urgency to encourage fast purchases. 

Here’s how Freaks of Nature announced its final discount sales with a countdown timer:

8. Thank-you email

Gratitude goes a long way in building strong customer relationships. A thank-you email is the perfect way to express it. Sent after a purchase, this email is more than just a polite gesture — it’s a chance to reinforce customer loyalty.

A thank-you email can include a simple message of gratitude, updates on the customer’s order, or even a small token of appreciation like a discount for their next purchase. Showing genuine concern can make customers more likely to return and recommend your store to others.

See how Rains offered its customers free shipping as an appreciation for continuous patronage. It also included new arrivals, encouraging customers to purchase and benefit from the free, same-day shipping option:

9. Loyalty program invitation email

Customers who frequently engage with your store are your most valuable assets. Loyalty program invitation emails are your way of celebrating them. These emails invite customers to join an exclusive club that rewards their repeat purchases.

Showcase the benefits of your loyalty program, such as points for purchases, early access to sales, or special discounts. This makes customers feel appreciated and incentivized to shop more often, just as Simply Be. did in its email.

See how this email talks about previous purchases by saying, “Remember how we said if you shopped in April, we’d treat you in May?” It’s a brilliant loyalty strategy as it encourages customers to place not one but two orders — one to qualify for the discount and another to redeem their coupon:

10. Upsell or cross-sell email

Upselling and cross-selling emails are designed to maximize the value of every customer interaction. They highlight complementary products, upgrades, or add-ons that enhance the customer’s experience. For ecommerce stores, it increases average order value. These emails should feel thoughtful and helpful, not pushy.

Additionally, upsell/cross-sell emails use personalization and customer data to suggest relevant products. For example, if a customer buys a camera, an upsell email may recommend a better lens. Meanwhile, a cross-sell email could highlight accessories like tripods or memory cards. 

Here’s an ideal example of a cross-sell email — Google offers its Pixel Buds as an accessory to its Pixel 6a smartphone: 

Exploring pre-made Shopify email templates

Pre-made Shopify email templates provide a strong foundation for businesses without design expertise. They’re customizable, allowing you to adjust colors, fonts, and branding elements to align with your store. 

These templates ensure consistency across customer communications, enhance the user experience, and contribute to higher engagement and conversions.

You can get Shopify email templates from several sources. Here are some reliable ones to check out:

• Shopify App Store: Tools like OrderlyEmails offer premium templates designed specifically for Shopify stores. These apps integrate seamlessly and help you produce professional-looking emails even if you don’t have coding or design knowledge.
• Third-party marketplaces: Platforms like ThemeForest provide a variety of templates. They cater to different design preferences and functionality needs. The options range from simple to advanced designs with feature-rich layouts.
• Specialized providers: Many providers offer free and premium Shopify email templates. Searching for “Shopify email templates free” on the internet can lead to valuable options for businesses on a budget. This includes user-friendly designs ready for quick customization.

Enhancing email marketing with Omnisend

Omnisend is an email and SMS automation platform that pairs perfectly with Shopify and other ecommerce platforms. It helps businesses optimize their customer communication. 

Whether you’re managing automated workflows or creating personalized campaigns, Omnisend offers tools for a seamless and effective process. Let’s take a look at its key features:

• Drag-and-drop email builder: With an intuitive interface, Omnisend enables users to create visually stunning emails without technical expertise
• Customizable, responsive templates: The platform provides templates that look great on any device, ensuring a consistent user experience
• Advanced segmentation: Omnisend allows you to tailor your campaigns to specific audience segments based on behavior, preferences, purchase history, and more 
• Automation workflows: With Omnisend’s email automation, customers can receive emails like abandoned cart reminders based on specific actions, saving time while maintaining consistent communication
• Shopify integration: Omnisend syncs effortlessly with Shopify, ensuring customer and order data is always up to date to simplify campaign management

Best practices for Shopify email templates

Using Shopify email templates effectively can yield amazing email marketing results. Here are some best practices to ensure your emails perform at their best:

• Ensure mobile-friendly design: With the majority of users checking emails on their phones, mobile responsiveness is critical. Test your templates across devices to ensure they display correctly and maintain a seamless user experience.
• Maintain consistent branding: Ensure consistency in elements like colors, fonts, and logos across your email templates. This not only reinforces your brand identity but also builds trust with your audience.
• Incorporate clear and compelling CTAs: Your emails should have a clear purpose, whether it’s order confirmation or shipping. Use bold, actionable language for calls to action that guide recipients toward completing the desired action. 
• Personalize content: Leverage customer data to tailor your emails to individual preferences. Use names, recommend products based on past purchases, or send location-specific offers to make emails more relevant.
• Test and optimize regularly: Use analytics to monitor your email performance. A/B-test different designs, subject lines, and CTAs to identify what resonates most with your audience, allowing you to refine them accordingly.

Conclusion

Customizing Shopify email templates is necessary to build a recognizable brand across all customer interactions. They also streamline communication and provide an opportunity to reflect your store’s unique voice in every message. From transactional emails to marketing campaigns, personalization and design play a key role in creating a memorable customer experience.

Whether you choose to customize Shopify’s built-in templates, explore premium options on platforms like ThemeForest, or leverage powerful tools like Omnisend, there are endless ways to optimize your email marketing strategy. Start exploring the possibilities today to make your emails stand out, drive engagement, and build lasting connections with your audience.

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