Shopify Email 的最佳做法（二） shopify电子邮件营销技巧

何时发送电子邮件营销活动

• 每月至少向订阅者发送一次电子邮件，保持他们的参与度。某些企业会针对要发送的电子邮件类型或更新类型制定时间表。制定电子邮件发送时间表有助于确保您的读者能够定期发现新内容并提醒他们访问您的商店。注意不要过于频繁地与客户通信，因为这可能会导致他们对您的电子邮件失去兴趣。

• 在向订阅者发送电子邮件之前，请向自己发送一封测试电子邮件，以便验证链接目标页面和折扣详细信息是否正确。

设计电子邮件

设计电子邮件的外观有助于确保它们与您品牌的其他部分保持一致。使用与您商店类似的颜色、字体和 logo。目的是确保当读者开启您的电子邮件时，他们便可知道邮件来自您的商店。

在向您的订阅者发送电子邮件时，请使用自定义发件人电子邮件地址，以帮助提高送达率和品牌知名度。详细了解如何更改您的发件人电子邮件地址。

如果要添加图片，则它们应与您在商店中销售的产品相关。Shopify 会自动拉取产品图片和产品系列图片，但您还可以添加有助于向读者展示您商店当前活动的图片。如果您要寻找可用在电子邮件中或用于您在线商店的图片库，那么便是不可错过 burst.shopify.com 的去处。

但是，由于某些电子邮件客户端在电子邮件中禁用图片，因此您应避免使用图片来显示对电子邮件至关重要的文本。例如，请勿仅使用包含文本“50% 折扣”的图片来宣传促销活动，因为该图片可能被客户的电子邮件客户端阻止。

对于您使用的任何图片，请务必包含替代文本。替代文本非常重要，有助于让所有受众都能访问您发送的电子邮件。电子邮件的目标是引导读者访问您的商店，因此，请在您添加的所有图片中包含链接，以帮助读者浏览您商店中的相关内容，这也是一种不错的做法。

模板品牌营销

您可以使用模板品牌营销功能来自定义所有 Shopify 电子邮件宣传活动模板并应用默认样式。默认情况下，模板品牌营销功能会使用当前发布的在线商店模板中的元素来匹配商店的品牌营销。它将使用您设为有效的 logo、颜色和字体（如果字体对于网页是安全的）。此外，还会使用设置>商店详细信息部分中的商店名称。

您可以自定义单个电子邮件，使其不同于模板品牌营销。例如，您可能希望针对短期宣传活动或假日宣传活动进行专门的电子邮件品牌营销。

对默认模板品牌营销进行更改

当您编辑商店的模板品牌营销时，这些更改将应用于您以后使用的所有电子邮件模板。您可以自定义颜色、字体以及电子邮件标头中显示的 logo 或商店名称。如果您希望电子邮件营销活动与在线商店风格有所不同（例如季节性宣传活动），您可能需要对模板品牌营销进行更改。

步骤：

1. 在 Shopify 中，转到营销。

1. 点击创建宣传活动 > Shopify 电子邮件。3. 在品牌模板部分中，点击管理模板品牌营销。4. 自定义模板。页面上的模板预览提供了示例电子邮件，用于查看颜色和字体的外观。5. 点击保存。

Shopify商户官网原文详情：

When to send email campaigns

• Keep your subscribers engaged by emailing them at least once a month. Some businesses keep a calendar of the types of emails or updates to send. Having a schedule for your emails helps to make sure that your readers can regularly find new content and reminds them to visit your store. Be careful not to communicate too often with your customers because this can cause them to lose interest.

• Before you send an email message to your subscribers, send a test email to yourself so that you can verify that link destinations and discount details are correct.

Designing emails

Planning the look and feel of your emails helps to make sure that they match the rest of your brand. Use similar colors, fonts, and logos as seen in your store. The goal is to make sure that when readers open your email, they can tell it's from your business.

Use a custom sender email address when sending emails to your subscribers to help with more deliverability and brand recognition. Learn more about changing your sender email address.

If you add images, then they should relate to what you sell in your store. Shopify automatically pulls in product images and collection images, but you can also add images that help show readers the journey your store is on. If you're looking for stock photography to use in your emails or for your online store, then burst.shopify.com is a great place to start.

However, since some email clients disable images in their emails, you should avoid using images to display text that's critical to your email. For example, don't advertise a sale only by using an image that includes the text "50% off" since the image might be blocked by a customer's email client.

For any images you use, make sure to include alt text. Alt text is important for keeping your emails accessible for all audiences. The goal of an email is to guide readers to your store, so it's also good practice to include a link for any images you add to help readers navigate to the relevant content on your store.

Template branding

You can use template branding to customize and apply default styles to all your Shopify email campaign templates. By default, template branding matches your store's branding by using elements from your currently published online store theme. It uses your active logo, colors, and font if the font is web safe. Your store's name in the Settings > Store details section is also used.

You can customize individual emails to differ from the template branding. For example, you might want your email branding to differ for a short-term campaign or for a holiday-themed campaign.

Make changes to your default template branding

When you edit your store's template branding, the changes apply to all email templates that you use in the future. You can customize colors, fonts, and the logo or store name that appears in your email headers. You might want to make changes to your template branding if you want your email campaigns to differ from your online store styles (for example, for seasonal campaigns).

Steps:

1. In Shopify, go to Marketing.

2. Click Create campaign > Shopify email.

3. In the Branded templates section, click Manage template branding.

4. Customize the template. The template preview on the page provides a sample email to see how colors and fonts may look.

5. Click Save.

文章内容来源：Shopify商户官方网站

（本文内容根据网络资料整理和来自用户投稿，出于传递更多信息之目的，不代表本站其观点和立场。本站不具备任何原创保护和所有权，也不对其真实性、可靠性承担任何法律责任，特此声明！）

常见问答(FQAS)

Shopify建议每周发送1-3封电邮。频率过高可能会被标记为垃圾邮件,过低则无法很好地与用户互动。一般来说,每周1封是个不错的频率。你也可以根据节假日或促销活动增加发送频率。

最好向不超过10个用户发送测试邮件,检查邮件是否被正确发送和显示。这样如果有问题,影响范围会很小。测试通过后,才大规模发送给订阅了邮件的所有用户。

周一和周四中午至下午是发送电子邮件的最佳时间段。这些时间用户活动性高,打开率和点击率也会相对高一些。周五则应避开,因为很多人周五下班后可能不太关注商业电邮。

Shopify内置了tracked链接和打开率统计功能,可以很方便地监测每封邮件的关键数据,包括打开率、点击率等。邮件发送后,登录Shopify后台即可查看各项数据,有针对性地优化邮件内容。