Email marketing software

What is email marketing software?

Email marketing software is the tool you use to communicate with your customers and prospects via email. It covers everything from simple newsletters featuring 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 offers the highest return on investment because you’re communicating directly with people who have already shown interest in your store.

Shoporama’s Built-in Newsletter System

With Shoporama, you don’t need 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 using a visual block editor where you drag and drop content blocks:

• Text blocks with headings 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, links, and styling
• Separator lines to add spacing to the layout
• Header blocks with your logo and store name
• HTML blocks for advanced users who want to write their own code

Subscriber Management

You have full control over your subscribers with features such as:

• Creating multiple lists for different purposes (newsletter, offers, blog, etc.)
• Importing and exporting subscribers via CSV
• Searching and filtering by email, name, and list
• Bulk management: add to lists, remove, unsubscribe, or delete in bulk
• GDPR-compliant processing with anonymization upon unsubscription

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 spending — e.g., customers who have spent over 1,000 DKK
• Most recent order — e.g., customers who haven’t made a purchase in 90 days
• Category purchases — customers who have purchased items from specific categories
• Product purchases — customers who have purchased specific products
• Sign-up date — e.g., new subscribers from the past month
• List membership — subscribers to specific lists

The rules can be combined using “all conditions must be met” (AND) or “at least one condition” (OR), allowing you to create highly precise target 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 a purchase: Send a follow-up email a specific number of days after a purchase—perfect for requesting reviews or suggesting related products
• Inactive customers: Re-engage customers who haven’t made a purchase in a while with a win-back campaign
• After sign-up: Send a welcome email to new subscribers after a specified number of days

Tracking and Statistics

Each campaign includes detailed statistics so you can measure its effectiveness:

• Open rate — how many people opened your email
• Click-through rate — how many people clicked on the 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, so orders are attributed to the correct campaign.

Sign-up forms and pop-ups

To build your subscriber list, Shoporama offers customizable pop-up forms with:

• Various display types: modal, slide-in from the bottom, left, or right
• Triggers based on time, scroll depth, or exit intent
• Full styling options, including colors, border radius, and width
• Statistics on views and conversions
• Cookie-based repeat control so visitors don’t see the pop-up too often

Double opt-in and GDPR

Shoporama supports double opt-in, as recommended by the GDPR. When a visitor signs up, a confirmation email with a unique link is sent. The subscription is activated only after the link is clicked. All consent data is logged with the IP address, time, and source for potential documentation purposes.

Integration with external platforms

Although 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 with other platforms such as 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] — the customer’s name
• [order_count] — number of previous orders
• [total_spent] — total spending
• [last_order_date] — date of the most recent order
• [shop_name] and [shop_url] — your store’s information

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

Best Practices for Email Marketing

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