How to create and send a Shopify marketing email to your online customers

We made this short video Thursday last week to show some retailers we were talking with how to create and send a basic marketing email in Shopify. In the email we pitched a new silver coin celebrating the classic 1960s Batman car that we have at a website connected to my newsagency: www.mintcoinshop.com.au. Two hours after we sent the email we’d sold 9 of the Batman car coins – $1,890.00. The email generated $2,000.00 in sales of other coins.

Here’s the video where we show how to create and send a Shopify marketing email to your online customers:

We are sharing the video here to be transparent about the ease of sending a marketing email through Shopify. Originally, we made the video to be private and shared with a few. Today we thought why not show off this simple and successful opportunity.

Our advice on how to create and send a Shopify marketing email to your online customers speaks to the breadth of service we provide our small business retail customers.

Tower Systems has a web development team that can create beautiful websites connected to our POS software. This helps our retailers reach more shoppers. Our experience with Shopify ourselves helps inform the services we provide in this space. We speak from lived experience, which plenty of web developers are unable to do.

All of our web development is done in Australia, by our own people. There is no outsourcing of website development here.

Drawing from experience in fixing websites for retailers, we see the same avoidable mistakes time and again. By being aware of them, you can steer your project towards success.

• Not Knowing Your Online Customer: The target customer for your website may be completely different from your regular foot traffic. Your site’s primary goal should be to reach people who would otherwise never discover your store. Define this new audience first.
• Replicating Your Physical Shop: Creating an online catalogue of everything you sell in-store is a missed opportunity. The most successful retail websites focus on a niche. Stand for something specific online to make your site more appealing and easier to find via search.
• Thinking the Work is Done at Launch: A website is not a “set and forget” project. Think of it as a hungry beast that needs to be fed constantly with new content, products, and updates to remain relevant and visible.
• Assuming the Developer Knows Best: Web developers are experts in technology, not necessarily in retail. Your business strategy should lead the project. Partner with a developer who shows a genuine interest in understanding your business and your industry.
• Ignoring the Total Cost of Ownership: The initial development fee is just the beginning. Before you sign any contract, ensure you have a clear, documented understanding of all ongoing costs, including hosting, maintenance, security updates, and support.
• Using Generic Supplier Content: It is tempting to save time by using stock images and product descriptions from your suppliers. However, search engines penalise duplicate content. Creating your own unique photos and descriptions is hard work, but it pays off enormously in search rankings and brand identity.
• Viewing Your Website as a Final Destination: Your website is a milestone, not an endpoint. It will need to evolve constantly, and eventually, it will need to be rebuilt. Go into the process knowing this is one important step on a longer digital journey.

From creating websites to provide advice on how to create a marketing email using Shopify, we’re here to help local small business retailers thrive. We hope our video How to create and send a Shopify marketing email to your online customers was helpful.