How to Customize Shopify Email Templates? – 3 Ways

Customizing Shopify email templates allows you to send branded emails that increase engagement and sales.

In Shopify, you can edit email templates in 3 ways or create a custom Shopify email template from scratch.

The types of Shopify emails you can send are many: transactional emails, post-purchase emails, abandoned cart recovery, back-in-stock, and more. Each requires a different approach. Let’s see them.

In this blog, we explain:

  • Ways to customize Shopify email templates
  • How to Customize Shopify Email Templates?
    • 1st Method: Customizing Shopify order notification email templates
    • 2nd Method: Customizing Shopify automated email templates
    • 3rd Method: Customizing Shopify email campaign/ newsletter templates
  • Essential Email Templates For Shopify

Let’s dive in.

Ways to edit Shopify email templates

There are three types of emails you can send in Shopify email marketing:

Each of these Shopify emails requires different steps for template customization.

You can customize Shopify email templates in 3 ways:

  • Customizing order notification emails in Shopify default settings
  • Customizing automated email templates in the Shopify Flow app
  • Customizing Shopify email campaigns in the Shopify Email app

Pre-requisites for editing Shopify email templates are the Shopify Email app and Shopify Flows app.

How to Customize Shopify Email Templates?

1st Method: Customizing Shopify order notification email templates

To customize Shopify email notification templates:

  • Step 1: Go to Shopify Admin
  • Step 2: Customize order confirmation email template
    • Using default settings
    • Using HTML Code
  • Step 3: Send test email

Step 1: Go to Shopify Admin

To customize Shopify email templates for order notifications, open your Shopify Admin and go to Settings -> Notifications -> Customer notifications.

Customizing Shopify email templates in Shopify admin

There will be a list of Shopify transactional emails sent after each event in the delivery process – like order confirmation, shipping confirmation, out for delivery, and more.

Customer notifications in Shopify admin

Step 2: Customize Shopify order notification email template

There are two ways you can customize the Shopify order email template:

  1. Default Settings
  2. Using HTML code

1. Default Settings

Click the ‘Customize email templates’ at the top of the page. The changes you make here will be reflected across all the templates.

In the default settings, you can only edit

  • Logo
  • Accent color
Customizing order emails in Shopify admin

To add logo to Shopify email templates for order notifications, upload the logo image in the Logo section.

Adding logo to Shopify order notification email templates

2. Using HTML code

To create custom Shopify email templates for order notifications and make it on-brand, you can edit the HTML code.

For example, you can add a tax registration number to an invoice in the Shopify email template by editing the HTML code.

Customizing Shopify order notification email templates with HTML code

When you click ‘Edit Code’, an HTML editor will open.

Customizing Shopify order notification email templates in HTML code editor

Customizing Shopify email templates using liquid variables allows you to personalize and dynamically generate content in your Shopify emails.

Liquid variables are placeholders that will be replaced with actual values when the email is sent. Shopify has a variety of built-in variables that you can use to pull data from your store, customer, or order.

Some common liquid variables for Shopify email template customization include:

  • {{ customer.first_name }}: The first name of the customer.
  • {{ order.number }}: The order number.
  • {{ order.total_price | money }}: The total price of the order.
  • {{ shop.name }}: The name of your Shopify store.
  • {{ line_item.name }}: The name of the product purchased.

Step 3: Send test email

After finishing the Shopify order notification email customization, send a test email to check whether all the elements are in the right place as intended.

2nd Method: Customizing Shopify automated email templates

To customize Shopify automated email templates:
Step 1: Go to Shopify Admin -> Marketing -> Automations
Step 2: Choose the pre-built workflow template
Step 3: Select the email block and click ‘Edit Email’
Step 4: Edit subject line and preview text
Step 5: Customize the Shopify email template with drag-and-drop email editor
Step 6: Send a test email and turn on automation

Step 1: Go to the ‘Automation’ section

To customize Shopify email templates for email automation, go to Shopify Admin -> Marketing -> Automation.

Setting up Shopify automated email templates

Click ‘View Templates’ to choose the pre-built workflow templates for automation like abandoned cart recovery, welcome email, thank you email, and more.

Setting up Shopify automated email templates in Shopify Email

Step 2: Choose the pre-built workflow template

Shopify has many pre-built automation workflow templates where you can setup triggers, wait time and customize email templates for Shopify marketing automation.

Choosing Shopify automated email workflow templates in Shopify Email

Choose the type of email workflow you want to automate.

Then, click ‘Edit’ to open the visual automation builder where you can edit Shopify email templates for email automation.

Choosing Shopify automated email workflow templates in Shopify Email

Step 3: Select the email block and click ‘Edit Email’

As soon as you click ‘Edit’, a visual automation builder will open.

Choose the Email block ‘Send Marketing Email’ and click ‘Edit email’ to open the drag-and-drop email editor.

Selecting the email block and click ‘Edit Email’

Step 4: Edit and personalize subject line and preview text

Before editing the Shopify email template, you have to configure:

  • ‘To’ – By default it is set to customers who opted for email marketing.
  • Subject line
  • Preview text
  • From address

To edit the subject line of the Shopify automated email templates in the ‘Subject’ section. You can use Shopify AI to generate subject lines for you.

Editing and personalizing subject line and preview text

To personalize Shopify email template’s subject line and preview text, click the icon at right end.

Personalizing subject line and preview text

Step 5: Customize the Shopify email template with email editor

In the layout of the Shopify email template, click an element to edit their properties.

For example, in the Shopify abandoned cart email template, click the abandoned cart items section to edit its content like title, quantity, button and more.

Customize the Shopify email template with email editor

To create on-brand Shopify email templates, you have to edit the logo or store name.

  • To edit the logo in Shopify email template, click the logo element and upload the image.
  • To show store name instead of logo in your Shopify email templates, choose ‘Store name’ instead of logo.
Editing logo and store name for Shopify email template

To add a new section in the Shopify email templates, click ‘Add section’ in the bottom right corner.

Adding new sections in Shopify email template

Step 6: Send test email and turn on automation

Preview the customized Shopify email template by clicking the device icons in the top right corner and check the responsiveness of the email template for Shopify.

Send the test email to your email address and turn on automation to send the Shopify emails automatically.

3rd Method: Customizing Shopify email campaign/ newsletter templates

You can directly use the Shopify Email app to customize Shopify email campaigns and newsletters.

The steps to customize Shopify email templates for campaigns and newsletters are:
Step 1: Open Shopify Email app
Step 2: Choose the email campaign templates
Step 3: Cutomize Shopify email campaign template
Step 4: Preview and test

Step 1: Open Shopify Email app

To customize Shopify email templates for email campaigns, go to Shopify Email app and select ‘Create Campaign’.

Setting up Shopify Email app

Step 2: Choose the type of email campaign

Shopify Email has a list of email campaign types and their ready-made templates like:

  • Announcements
  • Holidays and occasions
  • Newsletters
  • Product highlights
  • Promotions

Select the Shopify email campaign template you want to edit.

Template library in Shopify Email App

Step 3: Customize the Shopify email campaign template

Before customizing email template, setup:

  • To – Choosing the audience/ customer segment
  • Subject
  • Preview text
  • From address

In this step, choose which customer should receive your newsletter.

Shopify Email shows default customer segments like All subscribers, customers who haven’t purchased or purchased at least once.

Customizing To, subject line and preview text in Shopify Email App

To customize an element of the Shopify email campaign template, click the element and edit its style in the right side editor section.

Customizing elements in Shopify email template

Here are the main template customization options in Shopify Email:

  • Typography
  • Background color
  • Alignment
  • Image style

To customize your Shopify email template with product images, product name and price, click ‘Add Products’ and choose a product from your store.

Customizing elements in Shopify email template

Apart from simple template customization in Shopify, it allows you to include simple dynamic content like first name, last name, country, city and more.

To personalize the Shopify email content with dynamic content, click the icon in the inline editor.

Personalizing email content in Shopify email template

Step 4: Preview and test

Preview the edited Shopify email template and send test email to check if all the elements are displayed correctly.

Creating Template Branding in Shopify Email

To create a common template branding across all the Shopify email templates, go to Shopify Email -> Select ‘Create brand consistency across emails.

Note: This template branding will apply to all the Shopify automated emails and email campaigns.

Creating template branding in Shopify email

In the Template Branding, you can setup:

  • Logo
  • Store name
  • Typography
  • Colors for text, buttons
  • Background color
Creating template branding in Shopify Email to apply across all emails

Limitations of Default Shopify Email Customization

  • No intuitive drag-and-drop email editor
  • No diverse ready-made email templates
  • No dynamic coupon codes
  • Limited customization options to change look and feel of the template.

Creating custom Shopify email templates with a third-party app

Retainful is the best email marketing app for Shopify, tailor-made for e-commerce stores.

In Retainful, you can create custom Shopify email templates in minutes with

  • 70+ ready-made templates
  • Drag-and-drop email editor
  • Shortcodes for personalization
  • Install Retainful from Shopify app store
  • Connect your store
  • Choose if want to customize automation email templates or email campaigns.

Drag-and-drop template editor in Retainful:

Retainful drag-and-drop email editor to edit Shopify email template

Ready-made template gallery in Retainful:

Retainful drag-and-drop email editor to edit Shopify email template

Essential Shopify email marketing templates

1. Shopify order confirmation email template

Shopify order confirmation emails are automated transactional emails you send to customers who have successfully placed an order in your store.

A good order confirmation email template should include details about:

  • Products purchased
  • Product price
  • Delivery details
  • An invoice

Here is an example Shopify order confirmation email template.

Shopify order confirmation email template

2. Shopify abandoned cart email template

Shopify abandoned cart recovery emails have proved to be the best abandoned cart recovery method in e-commerce email marketing.

Customize Shopify abandoned cart email template with:

  • Images of abandoned cart items
  • CTA to the cart page
  • Price of abandoned cart items
  • Reminder to complete the purchase

Here is an example Shopify cart recovery email template.

Shopify abandoned cart email template

3. Shopify welcome email template

The purpose of the Shopify welcome email is to greet and thank the customer for signing up or making a purchase.

While editing Shopify welcome email template include a warm welcome message and nudge them to explore your products.

Here is an example of Shopify welcome email template.

Shopify welcome email template

4. Shopify back-in-stock email template

A Shopify back-in-stock email template should include a clear product description, a prominent “Buy Now” button, limited-time offers, and urgency language (“Hurry, while supplies last!”).

Here is an example of a Shopify back-in-stock email template.

Shopify back in stock email template

Wrapping Up!!

While learning how to customize Shopify email templates, make sure every template reflects your brand and tone.

Editing Shopify email templates with default settings can be cumbersome and time-consuming. It has limited options and templates to help you with the design load.

With Shopify email marketing app like Retainful, you can skip the design work with ready-made templates and drag-and-drop email editor.

Also Read:

Does Shopify have email templates?

Yes, Shopify provides customizable email templates for various notifications like order confirmations, shipping updates, and promotional emails. These templates can be modified through the admin panel under “Settings” and “Notifications.” Or else you can acces email newsletter templates in Shopify Email app.

How do I create a custom email on Shopify?

To create a custom email on Shopify, navigate to the “Notifications” section in the admin panel. You can modify existing templates or create new custom templates using HTML and liquid code.

Does Shopify have an email system?

Shopify offers an default feature for sending transactional notifications like order confirmations, shipping updates, and customer communication. It also provides Shopify email app, but you may need third-party apps for advanced features.

What is the best email for Shopify?

The best email for Shopify depends on your needs. Shopify Email is excellent for basic marketing, while third-party tools like Retainful or Mailchimp offer advanced automation, segmentation, and analytics for more complex campaigns.

How to setup a Shopify email?

To set up Shopify Email, install Shopify Email app. Go to the “Marketing” section in the admin panel and choose “Shopify Email.” Connect your store’s email, create campaigns, and configure settings like sender name, subject line, and target audience.

Can you create a custom email with Shopify?

Yes, you can create custom emails in Shopify by modifying existing templates in the “Notifications” section or using third-party apps for more advanced features like custom designs, workflows, and personalized content.

What is the email format for Shopify?

Shopify emails typically use an HTML format with liquid code for dynamic content like customer names, product details, and order information. You can customize the structure, style, and cCan you change Shopify emails?ontent within the templates.

How to setup custom emails in Shopify?

To set up custom emails in Shopify, access the “Notifications” section under “Settings.” You can edit existing templates, modify the HTML/CSS, or use Shopify Email App for campaigns/ newsletters and configure them through the admin panel.

Can you change Shopify emails?

Yes, Shopify allows you to customize email templates under the “Notifications” section. You can adjust the content, layout, and dynamic fields to align with your brand’s voice and marketing goals.

How do I add a custom font to my Shopify email?

To add a custom font to Shopify emails, you need to edit the email template’s HTML and CSS. Include the custom font in the style section, using either a hosted font or embedding a web font.

How to change email template in Shopify?

To change email templates in Shopify, open your Shopify Admin and go to Settings -> Notifications -> Customer notifications. Click the ‘Customize email templates’ at the top of the page. The changes you make here will be reflected across all the templates.

How to edit email template image in Shopify?

Step 1: Go to your Shopify Admin Panel.
Navigate to Settings > Notifications. Once you’re in the email template editor, you can insert an image by using the HTML editor.
Step 2: Before adding an image to the email template, you need to upload the image to Shopify’s Files section.
Step 3: From your Shopify Admin, go to Settings > Files. Click Upload files and select the image you want to use in your email. Once uploaded, Shopify will generate a URL for the image.
Step 4: Use the image URL generated by Shopify’s Files section in the HTML editor.

Picture of Dakshaya Pranavi
Dakshaya Pranavi
A Computer Science Engineer who loves to write. More often than not you would find me reading books – delving into History and Astrophysics. Through reading, I found that writing is my game. And, here we are.

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