Integrating Mailchimp with Shopify: A Step-by-Step Guide in 2024

Shopify, Mailchimp, Email Marketing
January 27, 2024

As e-commerce continues to evolve, effective email marketing becomes increasingly crucial for Shopify store owners. Integrating Mailchimp with Shopify is a pivotal strategy for leveraging the power of email marketing. This guide provides a detailed walkthrough of integrating Mailchimp with Shopify, enabling you to automate campaigns, personalize content, and enhance your overall marketing strategy.

Before you start:

Ensure you have a Shopify account and manager-level access or higher in Mailchimp. Pause any existing welcome email customer journey maps or classic automations in Mailchimp before connecting your Shopify store​​.

Step 1: Connect Mailchimp to Shopify

  1. Log in to your Shopify store.
  2. Navigate to the Apps section and search for the Mailchimp listing.
  3. Select the Mailchimp: Email Marketing listing and click 'Add App.'
  4. Install the app and link it to your existing Mailchimp account.
  5. Review the connection details and adjust your sync settings as necessary​​.

Step 2: Syncing Data Between Mailchimp and Shopify

Mailchimp for Shopify automatically sends your Shopify customer and order data to Mailchimp. This integration updates your Mailchimp audience with each customer’s email address, order information, and custom fields like birthdays and phone numbers. Real-time syncing is available for all fields except promo codes, which sync every few hours​​.

  • If you want to accept the default audience we chose to sync to your Shopify account, you don’t have to take any action. If you want to change the audience, click in the Linked Audience drop-down and choose the audience you want to sync with.
  • Confirm the contact types you want to sync. Learn more about contacts and pricing.
  • To sync all tags along with your customers, scroll to Sync customer tags and click the click the Sync all tags checkbox. This is an optional step.
  • If you would rather select individual tags to sync, check out Sync Shopify Customer Tags to Mailchimp for details
  • To map data fields from Shopify to Mailchimp, click Edit next to Data fields. Review the Shopify fields and the default mapping of each field in Mailchimp. To change a field, click in it and choose the appropriate field. This is an optional step.
  • When you’re satisfied with your settings, click Sync now.
  • That's all there is to it! The process of synchronizing your Shopify store details with Mailchimp will commence. The duration of this sync varies based on the volume of data in your account and the quantity of orders your store has. After the synchronization is finished, you will be able to view summaries adjacent to your product, customer, and order records on the Mailchimp application page within your Shopify store.

After setting up Mailchimp for Shopify, please take note of these important points:

  • Should you have any abandoned cart automations linked to your Mailchimp audience, it's necessary to set them up again now.
  • In case you had previously paused a welcome email customer journey map or classic automation, it's advisable to recreate them at this point for a fresh start. Resuming them as is may lead to your Shopify customers receiving unnecessary duplicate welcome emails. For further guidance, refer to the sections on Replicating a Customer Journey Map or Replicating a Classic Automation.
  • When opting to utilize the Order Notifications automation feature in Mailchimp, remember to turn off similar notifications from Shopify and other sources to prevent sending duplicate messages.
  • Regarding order tracking from campaigns, be mindful that orders are credited to the most recent campaign that a contact engaged with before making their purchase.

Step 3: Automate Your Email Campaigns

After successfully syncing your Shopify store with Mailchimp, the next crucial step is to automate your email marketing campaigns. This automation will help you maintain continuous engagement with your customers, encouraging repeat business and fostering loyalty. Here's how to do it:

3.1 Set Up E-commerce Automations

  • Cart Abandonment Emails: Create an automated email sequence for customers who add items to their cart but do not complete the purchase. This can be a simple reminder or include an incentive like a discount or free shipping.
  • Post-Purchase Follow-Ups: Set up emails that thank customers after a purchase. You can also include surveys for feedback, or suggestions for related products based on their purchase history.

3.2 Personalize Campaigns Based on Customer Behavior

  • Browse Abandonment: Send targeted emails to customers who viewed products on your site but didn't add anything to their cart. Showcase the products they viewed or offer recommendations based on their browsing history.
  • Product Recommendations: Utilize Mailchimp's product recommendation tool to automatically include items in your emails that your customers are most likely to be interested in, based on their past interactions and purchases.

3.3 Segment Your Audience for Targeted Campaigns

  • Create Segments: Use the data synced from Shopify to create segments in Mailchimp. For example, you can segment customers based on their purchase history, location, or how they interacted with your previous emails.
  • Tailored Email Content: For each segment, create tailored content that resonates with that group's interests and behaviors. This can significantly improve engagement rates.

3.4 Optimize Send Times and Frequency

  • Send Time Optimization: Use Mailchimp's send time optimization feature to determine the best time to send emails to each segment, increasing the likelihood of higher open rates.
  • Frequency Adjustments: Monitor how often you send emails to avoid overwhelming your subscribers. Adjust the frequency based on customer engagement and feedback.

3.5 Implement Automated Re-engagement Campaigns

  • Re-engage Inactive Customers: Set up automated emails aimed at re-engaging customers who haven't made a purchase in a while. Offer them a special deal or update them on new product arrivals.

3.6 Continuous Monitoring and Tweaking

  • Track Campaign Performance: Regularly monitor the performance of your automated campaigns. Look at open rates, click-through rates, and conversion rates.
  • Make Adjustments: Based on the performance data, continuously tweak your campaigns. Test different subject lines, email content, and call-to-action buttons to see what works best with your audience.

By following these steps, you can effectively automate your email campaigns in Mailchimp after integrating it with your Shopify store. This automation not only saves time but also provides a more personalized experience to your customers, enhancing your overall marketing strategy and contributing to the growth of your e-commerce business.

Step 4: Segmentation and Personalization

Leverage Mailchimp’s segmentation capabilities to divide your customer base into specific groups based on factors like purchase history, geography, preferences, and engagement levels. This allows for the delivery of tailored and relevant emails to different consumer segments, leading to better open rates, click-through rates, and conversions​​.

4.1 Advanced Customer Segmentation

  • Utilize AI-Powered Insights: Leverage Mailchimp’s AI and machine learning capabilities to deeply analyze customer data. Create segments not just based on basic demographics or purchase history, but also on predictive metrics like potential lifetime value or likelihood of repeat purchases.
  • Behavioral Segmentation: Segment your customers based on their online behavior – pages they visit, products they view, and their overall interaction with your previous emails. In 2024, this data is richer and more actionable than ever.

4.2 Personalized Email Content

  • Dynamic Content: Use Mailchimp’s dynamic content feature to personalize emails based on each customer's profile. This could mean showing different products, offers, or even changing the email’s language based on the customer's preferences and past behavior.
  • Product Recommendations: Integrate Shopify’s rich product data with Mailchimp to send personalized product recommendations. Utilize updated algorithms to ensure these recommendations are highly relevant to each individual customer.

4.3 Geographic Targeting

  • Location-Based Segmentation: Tailor your emails based on the geographic location of your customers. This is particularly effective for promoting region-specific deals, events, or even weather-related products.

4.4 Personalization with Customer Journey Mapping

  • Enhanced Customer Journey Mapping: Utilize Mailchimp’s improved customer journey mapping tools to create intricate and personalized email workflows. Trigger emails based on specific actions customers take on your Shopify store, ensuring each touchpoint is relevant and timely.

4.5 Using Data for Hyper-Personalization

  • Leverage Real-Time Data: With real-time syncing between Shopify and Mailchimp, use up-to-the-minute data for personalization. This could mean sending a discount email for a product a customer just viewed or a reminder of an abandoned cart.

4.6 Integration of Social Media Data

  • Social Media Insights: Integrate social media data to understand your customers’ interests and preferences outside of your Shopify store. Tailor emails that resonate with their broader digital behavior.

By implementing these advanced segmentation and personalization strategies in 2024, you can ensure that your email campaigns are not only more relevant and engaging to your Shopify store customers but also drive better conversions and customer loyalty. Remember, the key is to continuously adapt and evolve your strategies to align with emerging trends and customer expectations.

Step 5: Review and Optimize Your Campaigns

Analyze your campaigns’ performance—open rates, conversion rates, and customer engagement levels—to continuously refine your approach. This data helps in optimizing your campaigns for better results​​.

5.1 In-Depth Campaign Analysis

  • Performance Metrics: Regularly review key performance indicators such as open rates, click-through rates, conversion rates, and overall customer engagement levels. These metrics offer invaluable insights into the effectiveness of your email campaigns.
  • Advanced Reporting Features: Utilize Mailchimp's advanced reporting features to gain a deeper understanding of how different segments are responding to your campaigns. Look for trends in customer behavior and preferences.

5.2 Campaign Optimization Strategies

  • A/B Testing: Continuously conduct A/B tests on various elements of your emails, including subject lines, content, layout, and call-to-action buttons. This helps in identifying what resonates best with your audience.
  • Personalization and Segmentation Tweaks: Refine your segmentation and personalization tactics based on data insights. Tailor your campaigns to align more closely with customer interests and purchasing patterns.

5.3 Leveraging Integration Benefits for Enhanced Engagement

  • Product Recommendations: Employ Mailchimp’s sophisticated data analysis to deliver personalized product recommendations in your emails, based on each customer’s shopping behavior and preferences in your Shopify store.
  • Abandoned Cart Recovery: Utilize automated follow-up emails to re-engage customers who have abandoned their carts. These targeted messages can significantly increase the likelihood of converting abandoned carts into sales.
  • Post-Purchase Engagement: Implement post-purchase follow-ups, such as thank-you emails, feedback requests, and unique discount offers. This not only enhances customer satisfaction but also fosters repeat business.

5.4 Addressing Challenges and Implementing Best Practices

  • Data Mapping and Audience Updating: Ensure that all fields are correctly mapped between Shopify and Mailchimp. Regularly update your audience data to maintain accuracy, which is essential for effective segmentation and personalization.
  • Responsive Design: In an increasingly mobile-first world, design your email templates with mobile responsiveness in mind. This ensures that your emails look great and function well on all devices.
  • Balanced Communication: Strike the right balance in email frequency to avoid overwhelming your customers. Too many emails can lead to higher unsubscribe rates.
  • Legal Compliance: Adhere to email marketing laws and regulations. Respect unsubscribe requests and maintain customer privacy by securely handling their data.

5.5 Continuous Improvement

  • Iterative Approach: Email marketing is an evolving landscape. Regularly review and adjust your strategies based on the latest trends, customer feedback, and emerging technologies.
  • Stay Informed: Keep abreast of new features and updates in both Mailchimp and Shopify. Implement these advancements to stay competitive and maximize the effectiveness of your email campaigns.

Benefits of Mailchimp Shopify Integration

  • Product Recommendations: Use customer data for personalized product recommendations in your email campaigns.
  • Abandoned Cart Recovery: Automatically send follow-up emails to customers who abandoned their carts.
  • Post-Purchase Follow-up: Engage customers post-purchase with thank you emails, feedback requests, and unique discounts​​.

Challenges and Best Practices

  • Ensure fields are correctly mapped and regularly update your Mailchimp audience for accuracy.
  • Design email templates with mobile responsiveness in mind.
  • Avoid overwhelming customers with emails and maintain legal compliance by honoring unsubscribe and privacy requests​​.


Integrating Mailchimp with Shopify is a strategic move that combines the e-commerce strength of Shopify with the advanced email marketing capabilities of Mailchimp. By following the steps outlined in this guide, you can effectively integrate these two powerful platforms, enabling you to reach your customers more efficiently and boost your e-commerce success.

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