How do I send custom emails or announcements to selected customers from Shopify?

Shopify provides multiple ways to send custom emails or announcements to selected customers, ranging from one-on-one messages to targeted bulk campaigns using customer segments and email marketing tools.

Method 1: Send Emails to Individual Customers

This method is ideal for personal communication, such as order follow-ups or direct customer support.

• Go to Customers in your Shopify admin
• Click the customer’s name
• In the customer overview, click the customer’s email address
• Edit the subject line if needed
• Enter your message in the Custom message field
• Optionally add BCC recipients
• Click Review email, then Send notification

Use this for: Personal messages, order updates, or individual inquiries.

Method 2: Send Emails to Customer Segments (Bulk Announcements)

This is the most effective way to send announcements or promotions to selected groups of customers.

Create a Customer Segment

• Go to Customers > Segments
• Click Create segment
• Build the segment using filters such as spend amount, location, tags, or purchase behavior
• Click Save segment

Send an Email to the Segment

• Go to Customers > Segments
• Open the segment you want to email
• Click Use segment
• Select Email

This opens Shopify’s built-in email marketing tool.

Create and Send the Email Campaign

• Go to Apps > Messaging (Shopify Email)
• Click Create campaign
• Choose a template or create a custom email
• Add a subject line and customize content (text, images, products)
• The email is automatically sent to the selected segment
• Click Send or Schedule

Use this for: Announcements, promotions, newsletters, and product launches.

Method 3: Use Shopify Email (Built-In Email Marketing)

Shopify Email is Shopify’s native email marketing solution.

• Go to Apps > Messaging (install Shopify Email if not already installed)
• Click Create campaign
• Select a template or design your own
• In the To field, choose:

• All subscribers: Customers who opted in to marketing
• Specific segment: A targeted customer group

• Customize the email content
• Preview and send or schedule the email

Key Features

• Pre-designed, branded templates
• Automatic use of store logo, colors, and products
• Email performance tracking (opens and clicks)
• Scheduled sending
• Automatic compliance with marketing consent

Important Email Marketing Rules

• Customer consent required: Emails are sent only to customers who opted in to marketing
• Subscription status can be checked in the Marketing section of customer profiles
• Double opt-in: Can be enabled in Settings > Customer privacy
• Email limits: Monthly sending limits depend on your Shopify plan

Method 4: Use Third-Party Email Marketing Apps

For advanced automation and segmentation, you can use third-party apps such as:

• Klaviyo: Advanced segmentation and automation
• Omnisend: Multi-channel email and SMS marketing
• Mailchimp: Popular external email marketing platform

Install these apps from Apps > Shopify App Store and search for email marketing.

Quick Summary

• Send personal emails from individual customer profiles
• Create customer segments for targeted announcements
• Use Shopify Email to design and send campaigns
• Always respect customer consent and email limits
• Segment customers for more relevant communication