Integrated Email Marketing in Shopify: How to Cut Costs and Simplify Your Workflow

Email marketing remains one of the most effective tools for boosting online sales and building customer loyalty. Despite the rise of social media and paid campaigns, email is still a direct, personal channel with one of the highest ROIs in digital marketing. The challenge for many Italian merchants is finding a simple and sustainable way to manage it. Often, they rely on external software such as Mailchimp or Klaviyo, which means extra costs and a workflow separate from the store.

The good news is that with Shopify you can manage your entire email marketing program directly within the platform, using native tools already integrated with your store. This means lower costs, saved time, and a strategy that’s more consistent and closely tied to your actual customer data.

Why Use Shopify’s Integrated Email Marketing

Integrating email marketing within Shopify comes with several concrete advantages:

• Lower costs: Shopify Email offers highly competitive pricing and lets you get started right away without heavy investment.

• Centralized management: all your data stays within Shopify, eliminating manual exports and reducing the risk of errors.

• Increased effectiveness: segments, automations, and campaigns all work together in a single ecosystem.

• Scalability: you can start with simple automations and gradually move toward more complex strategies.

In other words, Shopify provides you with a complete suite of tools to build an effective communication journey, from the very first touchpoint through post-purchase.

Shopify’s Tools for Email Marketing

Shopify Email

With Shopify Email you can create, send, and track newsletters and promotional campaigns without ever leaving your admin. The drag-and-drop editor makes it easy to customize content, while pre-built templates help you get started quickly. You can add checkout buttons, discounts, and featured products in just a few clicks. All your performance data—open rates, CTR, conversions—are available directly inside Shopify.

Shopify Forms

Capturing leads is essential for growing your mailing list. With Shopify Forms you can add pop-ups or inline forms to your site and collect sign-ups instantly. Every new contact is saved directly in your customer database, ready to receive welcome emails, special offers, and tailored content.

Customer Segmentation

Effective email marketing isn’t about blasting the same message to everyone; it’s about sending the right message to the right people. Shopify allows you to segment customers based on behaviors, orders, average spend, or location. That means you can upsell to someone who already bought a specific product, or target dormant customers with a personalized discount.

Shopify Automations

Automations are the real key to saving time and increasing revenue. With Shopify Automations you can:

• send a welcome email to new subscribers,

• recover abandoned carts with automatic reminders,

• thank new customers after their first purchase,

• set up winback campaigns for shoppers who haven’t purchased in a while.

Everything can be launched with ready-made templates, but you can also customize workflows to match your brand’s specific needs.

Benefits for Italian Merchants

Many e-commerce businesses in Italy still underestimate the potential of integrated email marketing. But the benefits are clear:

• Real savings: cut subscriptions to third-party software and keep everything inside Shopify.

• Operational simplicity: no technical skills required—the tools are straightforward and easy to use.

• Centralized data: every customer interaction stays within Shopify’s native CRM.

• Higher conversions: automations and segmentation drive repeat sales.

Where to Start: A Gradual Approach

You don’t need to launch everything at once. A good starting point for a small or mid-sized Italian merchant might be:

• adding a sign-up form and setting up a welcome series,

• sending a monthly newsletter with updates or promotions,

• setting up an abandoned cart recovery email.

These three steps already cover most of the needs of a small or medium-sized online store and guarantee measurable results in the short term. Once the basics are solid, you can experiment with more refined segmentation, tailored automations, and even integrate Shopify Flow for more advanced processes.

Conclusion

Shopify’s integrated email marketing is much more than an extra feature—it’s a competitive advantage. It allows Italian merchants to cut costs, simplify management, and build lasting relationships with their customers. In a market where acquiring new customers is increasingly expensive, nurturing the ones you already have is the smartest choice. With Shopify, you can do this right away—without complications and with tools designed to grow alongside your business.