Introduction

In the fiercely competitive e-commerce space, attracting first-time customers is only half the battle. The real challenge—and the real value—comes from keeping those customers coming back. For Shopify store owners, email marketing and retargeting stand out as two of the most powerful tools for driving customer retention, nurturing relationships, and maximizing customer lifetime value.

These two channels work hand in hand to re-engage past visitors, remind customers of their interests, deliver personalized messaging, and encourage repeat purchases. When used strategically, email and retargeting can drastically reduce churn and increase repeat sales.

This comprehensive blog will walk you through: ✔ Why email marketing and retargeting are essential for retention

✔ Key types of emails to send to existing customers

✔ Best practices for effective retargeting campaigns

✔ Tools and apps to streamline automation

✔ Metrics to track for performance and optimization

Let’s dive into how to turn one-time buyers into loyal brand advocates through smart email and retargeting strategies.

1. Why Email Marketing and Retargeting Are Crucial for Shopify Retention

a) Cost-Effective Communication Channels

Email and retargeting campaigns are significantly more affordable than constantly trying to acquire new customers through paid ads. Once a user has interacted with your Shopify store, it costs less to bring them back than it does to attract someone new.

✔ Higher return on investment (ROI)

✔ Direct access to engaged audiences

✔ Scalable and measurable strategies

📌 Stat: Email marketing has an average ROI of $36 for every $1 spent—making it one of the most profitable marketing tools available.

b) Personalization and Behavior-Based Messaging

Both email and retargeting platforms allow you to segment your audience based on behavior, purchase history, demographics, and more. This enables personalized outreach that resonates deeply with the customer.

✔ Product recommendations based on browsing history

✔ Abandoned cart reminders with dynamic content

✔ Offers and content tailored to customer preferences

2. Building an Email Marketing Strategy for Retention

Email marketing on Shopify is more than newsletters—it's a lifecycle strategy. Here are key types of retention-focused emails you should implement:

a) Welcome Series

Don’t let new customers go cold after their first purchase or signup. A welcome email series builds trust and encourages future engagement.

✔ Introduce your brand story

✔ Highlight bestsellers or customer favorites

✔ Offer first-time purchase discounts

📌 Tool Suggestion: Use Klaviyo, Omnisend, or Shopify Email to set up automated welcome flows.

b) Post-Purchase Emails

Keep customers engaged immediately after their order.

✔ Order confirmation with thank-you message

✔ Shipping updates and tracking information

✔ Product care tips or complementary product suggestions

These emails provide reassurance and enhance the post-purchase experience.

c) Win-Back Campaigns

When customers become inactive, re-engage them with thoughtful win-back emails.

✔ Subject lines like “We Miss You” or “Here’s 10% Off to Come Back”

✔ Showcase new arrivals or restocked favorites

✔ Time-limited discounts to spark urgency

📌 Pro Tip: Create a 3-part win-back sequence targeting customers who haven’t purchased in 30, 60, or 90 days.

d) Loyalty and Reward Reminders

Encourage return visits by reminding customers of unused points or upcoming loyalty tier milestones.

✔ “You’ve earned 500 points—use them before they expire!”

✔ VIP-only early access to product drops

✔ Referral program incentives

📌 Recommended Apps: Smile.io, LoyaltyLion

e) Product Review Requests and Testimonials

Inviting customers to leave reviews not only builds social proof but also re-engages them with your brand.

✔ Use dynamic content to display the product they purchased

✔ Incentivize feedback with discounts or loyalty points

3. Crafting Retargeting Campaigns That Drive Repeat Purchases

Retargeting uses display ads, social media, or email to bring past visitors or customers back to your store.

a) Dynamic Product Retargeting

Show ads featuring products that customers browsed or added to their cart but didn’t purchase.

✔ Display ads on Facebook, Instagram, or Google

✔ Use carousel ads with product images and prices

✔ Include time-limited offers to increase urgency

📌 Tool Tip: Use Meta Ads (Facebook & Instagram) and Google Ads with Shopify Audiences for seamless retargeting.

b) Retargeting Existing Customers with New Products

Remind past customers of your store and introduce them to newly launched items or collections.

✔ “New Arrivals You’ll Love”

✔ “Based on your last purchase…”

✔ “Complete your set with these picks”

c) Cart Abandonment Retargeting

If a customer abandons their cart, retarget them via:

✔ Facebook dynamic ads with product previews

✔ Google Display Network remarketing ads

✔ Automated email reminders (pair with discounts)

📌 Pro Tip: Include customer reviews in your ads to build trust and drive conversions.

4. Recommended Tools for Shopify Merchants

These tools integrate directly with Shopify, making setup and optimization easier.

5. Best Practices for Success

✔ Segment Your Audience: Don’t send the same message to everyone. Segment by behavior, past purchases, and engagement level.

✔ A/B Test Campaigns: Test subject lines, CTAs, timing, and offers to find what works best.

✔ Limit Email Frequency: Avoid overwhelming your subscribers—focus on quality over quantity.

✔ Monitor KPIs: Track open rates, CTRs, conversions, and unsubscribe rates to optimize performance.

✔ Sync Email and Ad Messaging: Ensure your retargeting ads and email content complement each other in tone and offers.

Conclusion

Retaining customers is the cornerstone of sustainable growth for any Shopify store. By leveraging email marketing and retargeting, you create multiple touchpoints that keep your brand top of mind, nurture relationships, and drive repeat purchases.

💡 Start with a simple post-purchase flow and a Facebook retargeting campaign. From there, scale with win-back emails and dynamic product ads.