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Shopify Merchants – Are You Maximising Your Transactional Emails?

How Shopify Merchants Can Maximise Repeat Purchases Using Transactional Emails

What are transactional emails? And, how can they increase repeat purchases in your Shopify store?

Transactional emails are a result of actions triggered by customers. For example, you typically receive abandoned shopping cart emails, after you added items on the cart and left the store before purchase. Or you get shipping confirmation and order confirmation emails, once you’ve made a purchase.

These are transactional emails in a nutshell. They’re often used as status updates or confirmation for transactions, but that’s not all they’re useful for.

You can create transactional emails to drive repeat purchases and to further incentivize customers to keep buying your products. But how do you do this? And, how do you get started? Here’s what you need to know:

Order Confirmation Email

Order confirmation emails have an open rate of 70.9% which is 4x more than the average email. Not surprisingly, once customers make an order, they check out an email that confirms the transaction.

Once a customer has made an order, they’re bound to check their emails to make sure that the transaction went through, which means that these emails are a perfect opportunity to upsell your products.

Shopify app — OrderlyEmails — has a theme that Shopify store owners can use to include a discount code to incentivise customers to make repeat purchases.

transactional emails

It also has product recommendations that let customers know the products that might interest them, based on their purchase history.

Shopify Transactional Emails

Another great feature of OrderlyEmails is that it lets you add links to your website and social media accounts at the bottom.

Shopify Transactional Emails

Take a look at the links to Twitter, Facebook and Instagram at the image above. There’s also a link to important website pages like “On Sale” products, contact page and so on.

Cart Abandonment Emails

78% of shopping carts are abandoned on average. So, reminding customers to check out their abandoned products gives you another chance to close a sale.

One way you can convert an abandoned cart into a real sale is by using discount codes. Shopify app— Beautiful Abandoned Cart Recovery — lets you automatically add discounts to your email checkout button to motivate customers to make a purchase.

Shopify Transactional Emails

It’s fairly simple but very effective in encouraging shoppers to make an on-the-spot purchase.

Customer Feedback Email

Another type of transactional email is the feedback or product review email that are sent post-purchase. Orankl—a Shopify app—has an email template that enables customers to leave a product review and star rating.

What’s great about its template is the product recommendations at the bottom.

Shopify Transactional Emails

Ready to Leverage Transactional Emails?

Tweaking your transactional emails can have an astounding impact on your repeat purchases.

You can add links to your social media to encourage first-time customers to follow you online. You can also add product recommendations in the order confirmation or abandoned shopping cart emails—to make additional sales. Add a coupon or discount to give customers a little push.

You can use apps like OrderlyEmails and Orankl to build your transactional emails. But there are tons of other alternatives in the Shopify store if you have another email template in mind.

How do you use transactional emails to increase repeat purchases? Let us know in the comments!


Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.