Email marketing software

What is email marketing software?

Email marketing software is the tool you use to communicate with your customers and potential customers via email. It covers everything from simple newsletters with offers and news to advanced automated campaigns that send the right message at the right time based on customer behavior.

For an online store, email marketing is one of the most effective marketing channels. Compared to social media and advertising, email typically has the highest return on investment because you communicate directly with people who have already shown interest in your store.

Shoporama's built-in newsletter system

In Shoporama, you don't have to pay for an external email marketing tool. There's a complete newsletter system built into the platform that gives you everything you need:

Block-based email editor

You build your newsletters with a visual block editor where you drag and drop content blocks:

• Text blocks with headline and body text via a rich text editor
• Product blocks that automatically fetch products from your categories or landing pages
• Image blocks with upload, link and alt text
• Buttons with custom text, link and styling
• Dividers to create space in the layout
• Header blocks with your logo and shop name
• HTML blocks for advanced users who want to write their own code

Subscriber management

You have full control over your subscribers with features like:

• Creating multiple lists for different purposes (newsletter, offers, blog, etc.)
• Import and export subscribers via CSV
• Search and filter by email, name and list
• Bulk management: add to lists, remove, unsubscribe or delete in bulk
• GDPR-compliant handling with anonymization when unsubscribing

Segmentation

With segmentation, you can target your campaigns to exactly the right recipients. You can create segments based on:

• Number of orders - e.g. customers with more than 3 purchases
• Total spend - e.g. customers who have shopped for more than 1,000 kr.
• Last order - e.g. customers who haven't shopped for 90 days
• Category purchases - customers who have purchased from specific categories
• Product purchases - customers who have purchased specific products
• Join date - e.g. new subscribers from the last month
• List membership - subscribers to specific lists

The rules can be combined with "all conditions must be met" (AND) or "at least one condition" (OR) to create very precise audiences.

A/B testing

Test your subject lines to find out what works best. You select a test group (e.g. 20% of recipients) and the system sends two variants. After an optional period (e.g. 4 hours), the system automatically sends the winning variant to the rest of the recipients based on open rate or click-through rate.

Automated campaigns

Shoporama supports trigger-based campaigns that are sent automatically:

• After purchase: Send a follow-up email a set number of days after a purchase - perfect for asking for reviews or suggesting related products
• Inactive customers: Reactivate customers who haven't shopped for a period of time with a win-back campaign
• After signup: Send a welcome email to new subscribers after a set number of days

Tracking and statistics

Each campaign has detailed statistics so you can measure the impact:

• Open rate - how many people opened your email
• Click-through rate - how many clicked on links
• Conversions - how many orders the campaign generated
• Revenue - the total revenue from the campaign

Conversion tracking works automatically via cookies with a 30-day window to attribute orders to the right campaign.

Sign-up forms and popups

To build your subscriber list, Shoporama offers customized popup forms with:

• Different view types: modal, slide-in from the bottom, left or right
• Triggers based on time, scroll depth or exit intent
• Full styling with colors, border radius and width
• Statistics on views and conversions
• Cookie-based repetition control so visitors don't see the popup too often

Double opt-in and GDPR

Shoporama supports double opt-in, which is recommended by the GDPR. When a visitor signs up, a confirmation email is sent with a unique link. Only when the link is clicked is the subscription activated. All consent data is logged with IP address, time and source for possible documentation.

Integration with external platforms

While the built-in system covers most needs, you can also integrate with external email marketing platforms via Shoporama's event system and REST API:

• Brevo (formerly Sendinblue) - subscriber synchronization and double opt-in
• Klaviyo - event tracking and e-commerce data
• HeyLoyalty - Danish platform with loyalty programs

Via the REST API, you can also build your own integrations to other platforms like Mailchimp or ActiveCampaign.

Personalization with shortcodes

You can personalize your emails with shortcodes that are automatically replaced with the recipient's data:

• [firstname] and [lastname] - customer name
• [order_count] - number of previous orders
• [total_spent] - total spend
• [last_order_date] - date of last order
• [shop_name] and [shop_url] - your shop information

This makes it easy to create relevant and personalized emails without manual work.

Best practices for email marketing

• Use double opt-in - it ensures the quality of your list and complies with GDPR
• Segment your recipients - relevant emails result in higher open and click-through rates
• Test your subject lines - use A/B testing to find the most effective wording
• Personalize content - use shortcodes to make emails more relevant
• Keep a consistent cadence - send regularly but don't flood your subscribers
• Analyze your results - use statistics to continuously improve your campaigns