Marketing · Updated June 2026
Email marketing is promoting and retaining via owned email lists — campaigns plus automated flows (welcome, abandoned cart, post-purchase, winback). Top Shopify stores attribute 20–30% of revenue to email because it costs nearly nothing per send and compounds with list growth.
An abandoned cart email is an automated message sent to shoppers who left items in their cart without buying. A 3-email sequence (≈1h, 24h, 72h) typically recovers 5–15% of abandoned carts, making it the highest-ROI email automation in ecommerce.
Customer lifetime value (CLV or LTV) is the total profit a business expects from a customer across their entire relationship. It combines average order value, purchase frequency, and customer lifespan — and it sets the ceiling on what you can afford to spend acquiring a customer.