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Email marketing sends to the customers you already have, using the addresses collected at checkout. It lives under Email Marketing in the dashboard.

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Before you can send

Two requirements, and both catch people out after they have built a campaign.
Marketing emails go out through your own SMTP server, not ours. Until you configure one, you can build templates, lists and campaigns but the send button will not work. See Email Settings.Sending from your own server means the emails come from your address rather than a shared one, and their delivery reputation is yours to keep.
Your plan also sets how many contacts, lists, templates and campaigns you can have, how many emails you can send each month, and how fast they go out. The section has five parts.

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Templates

A template is the design and content, separate from the sending. Build it once and both campaigns and automations can use it, which is what keeps a series of emails looking like they came from the same shop.

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Lists

Lists define who receives a campaign. They can be built by hand, or as segments that select customers by criteria rather than by name.

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Campaigns

A campaign is one send: pick a template, pick a list, send it. The overview shows how many campaigns are sending right now, and campaign stats report on what happened after.

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Automations

Automations send without you, when something happens on an invoice. Each automation picks a template and can be narrowed:
  • Products, to fire only for invoices containing specific products
  • Minimum order value, to fire only above a threshold in USD
  • Wait before sending, an optional delay after the trigger
Runs are logged per automation with a status of pending, sent, failed, skipped or cancelled, so you can see what was sent and what was not.
First purchase and days after purchase are the two most sellers get value from. A welcome email on the first order, and a follow up timed to when the purchase runs out or expires, both arrive at a point where the customer has a reason to read them.

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Unsubscribes

Addresses that unsubscribe are suppressed automatically and stay suppressed. The list is visible in the dashboard. Do not work around the suppression list. Sending to people who opted out damages your sending reputation, which affects delivery of your order emails as well as your marketing.

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Sending from your own domain

SMTP settings live under E-mail Settings, and take a hostname, port, username, password, encryption, and the from address and name buyers see. The same page holds your transactional email templates. Sending from a domain you own generally reaches inboxes more reliably than a shared address, and the emails read as coming from your shop. Campaigns also have a throttle per minute setting. Sending slowly protects your server’s standing with inbox providers, which matters more the larger your list gets.

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Next steps

Abandoned checkouts

Recovery emails to buyers who did not finish.

Customers and balance

The customer records behind your lists.