邮件这个渠道，Shopify 早就给你装好了

11 套弃购、唤醒、欢迎邮件模板，改改就能用 邮件这个渠道，Shopify 早就给你装好了。不用买新工具，不用加预算，缺的只是一套能跑出结果的打法。 问题出在哪？**大部分品牌要么压根没配自动化流程，要么就发那几封没人看的模板邮件。** 打开率低、弃购率高、欢迎邮件连品牌是干嘛的都没说清楚，看数据，很容易觉得邮件这渠道不顶用。 但数字说的是另一回事：**每投 1 美元进邮件，平均回来 36 美元**；自动化邮件的收入是手动群发的 3 倍多。用好了，这个渠道不只是捞回丢掉的单，它能把一次性买家变成回头客。 下面这套模板就是干这个的，从每个 Shopify 品牌都该有的三条流程开始：弃购、唤醒、欢迎。 不管你是从零起步，还是想把原来那套乱的理一理，照着填就能用。 ### 为什么别从白纸开始写 自己写邮件容易陷入一个死循环：文案怎么措辞？什么时候发？从哪儿下笔？想半天，一封没发出去。 模板的价值就在这儿，它给的不是一个空框，是一套已经被验证过的东西：措辞试过了，结构理顺了，CTA 的位置也调过了。你不用猜"怎么把弃购的人捞回来"，填空就行。 你也不用担心改完就没了自己的调性。这些模板本来就是给人改的：换个产品名、调个语气、加个优惠，五分钟的事。 时间紧的时候，一套好模板省下的不只是几小时——**打开率、转化、还有一套你真能坚持跑下去的系统**，都在里面。 ## 一、弃购邮件 弃购是必然发生的，但不等于钱就丢了。序列搭对了，能捞回一部分。 发 3 封弃购邮件的品牌，比只发 1 封的**多挽回 69% 的订单**。这不需要多大的团队，也不需要定制开发，一套好模板就够，你只需要调时间、填商品、点发送。配上Shopify 的flow，设一次就挂在后台跑，24 小时帮你收钱。 ### 什么时候发 时机比多数品牌以为的重要得多。 * **第 1 封：弃购后 1 小时内** 这个窗口人还没走神，兴趣最浓 * **第 2 封：第二天** 一次提醒 * **第 3 封：48–72 小时后** 收尾 三封的节奏刚好：有紧迫感，但不烦人。Shopify 后台或者 Klaviyo 都能直接配。 ### 主题短、像说话、留点悬念。几条可以拿去测： * 你有东西落下了 👀 * 还在考虑？ * 购物车给你留着（但留不久） * 你挑的那几件快没了 * 最后提醒——今天下单还来得及 想再提一档？加个 emoji，或者带上顾客的名字、商品品类做个性化。 ### 模板 1｜轻轻推一下 **邮件主题**：还在考虑？**你的购物车还在这儿** **Template 1: The Gentle Nudge** **Subject line:** Still deciding? **Headline:** Your cart’s still here **Body:** Hey [First Name], We noticed you left a few things behind. No pressure, we know life gets busy! Just a quick reminder that your cart is still waiting, and it’s only a click away if you’re ready to come back to it. Your picks haven’t gone anywhere (yet), but some of our bestsellers move fast—so if you’ve got your eye on something, now’s the time to grab it. Questions? Need help with sizing or shipping? Just reply to this email—we’re here for you. **Product block:** Images + prices of cart items **CTA button:** Return to cart **Optional bonus:** None. Keep it light and no pressure ### 模板 2｜用评价说话 **邮件主题**：别光听我说，**这几件是大家都在买的** **Template 2: The Social Proof Play** **Subject line:** Don’t just take our word for it **Headline:** These picks are customer favorites **Body:** Hey [First Name], You’re not the only one who loved what you picked—these items are some of our most talked-about products. Here’s what other customers had to say: ★ ★ ★ ★ ★ “Exactly what I was looking for. The quality is amazing!” ★ ★ ★ ★ ★ “So glad I bought this—super fast shipping, too.” If you’re still on the fence, take another look. The best stuff doesn’t stay in carts for long! **Product block:** Cart items + 1 review or star rating per product **CTA button:** Complete your order **Optional bonus:** Highlight best-seller badge or limited inventory ### 模板 3｜给个折扣 **邮件主题**：9 折，就今天，**购物车，外加一点诚意** **Template 3: The Incentive Push** **Subject line:** Take 10% off—just for today **Headline:** Your cart, with a bonus **Body:** Hey [First Name], Still thinking it over? We wanted to make your decision a little easier. Use code **TAKE10** at checkout and get 10% off your entire cart—but only for the next 24 hours. We’ve saved your picks, and this exclusive offer is our way of saying thanks for stopping by. But don’t wait too long—your discount (and your cart) will expire soon. **Product block:** Cart items **CTA button:** Get 10% Off Now **Optional bonus:** Limited-time discount or free shipping ### 模板 4｜讲品牌 **邮件主题**：你的品味不错，**就差一步了** **Template 4: The Brand-First Reminder** **Subject line:** You’ve got great taste **Headline:** You’re this close to something great **Body:** Hey [First Name], We built this brand for people who value quality, purpose, and a little bit of personality—just like you. The items in your cart were carefully selected, and we’d love to see them in your hands. From the packaging to the final product, we’re here to make sure you love what you ordered. If you have questions before checking out, hit reply. We’re real humans and happy to help. **Product block:** Cart items **CTA button:** Shop Now **Optional bonus:** Link to your brand story, FAQ, or customer service chat ## 二、唤醒邮件 **没下单不代表人没了。** 你的老客名单是最值钱的资产之一，拉回一个老客，比拉一个新客便宜得多。 但有两个坑：不能无限期等，也不能靠"我们想你了"这种群发糊弄。 真正有效的唤醒邮件得做到三点：**有针对性、时机对、给一个回来的理由**。 ### 等多久再发 一般是**上次购买后 30 到 90 天**，看你自己产品的复购周期。 * 消耗品、季节性强的：靠 30 天 * 服饰、家居、客单价高的：60–90 天 关键是在他彻底忘了你之前伸手，那时候你还有点存在感，手里也还有数据可以做个性化。 ### 邮件主题 隔了几个月还想让人点开，得换个路子。你不是在卖货，是在重新搭上线。这几条用的是悬念、谢意、或者一点小恩小惠： * 这就告别了吗？ * 你想回来的时候，我都在 * 想你了（还有你的好品味） * 你有 10 美元额度没用 * 下一单 15% off，没别的意思 ### 模板 1｜随口问候 **邮件主题**：你想回来的时候，我都在：**好久不见** **Template 1: The Friendly Reminder** **Subject line:** Still here when you’re ready **Headline:** We’ve missed you **Body copy:** Hey [First Name], It’s been a minute since we last saw you—and we just wanted to check in. No big campaign. No pressure. Just a little note to say we’re still here, and your favorite products are, too. If you’ve been thinking about placing another order or trying something new, now’s the perfect time. We’ve got some fresh arrivals we think you’ll love. Take a look when you’re ready. We’d be happy to have you back. **CTA:** Browse New Arrivals ### 模板 2｜给点甜头 **邮件主题**：你有 10 美元：**回来吧，下一单省 10 美元** **Template 2: The Incentive Nudge** **Subject line:** You’ve got $10 waiting **Headline:** Come back & save on your next order **Body copy:** Hey [First Name], We noticed you haven’t shopped with us in a while—so we’ve saved you something special. Use code **COMEBACK10** at checkout and take **$10 off** your next order. No catch. Just a thank-you for being part of our community. Your past orders told us you’ve got great taste—and we’d love to help you find your next favorite thing. But don’t wait—this offer expires in 48 hours. **CTA:** Claim Your $10 ### 模板 3｜从品牌重新接上 **邮件主题**：这就告别了吗？**接着上次聊** **Template 3: The Brand-First Reconnect** **Subject line:** Is this goodbye? **Headline:** Let’s pick up where we left off **Body copy:** Hey [First Name], We get it—life gets busy, inboxes get crowded, and sometimes you forget where you found that product you loved. So here’s your reminder: we’re still here, still creating quality products, and still supporting customers like you who care about [insert brand value, e.g., sustainable ingredients, thoughtful design, small-batch craftsmanship]. Whether you’ve been meaning to reorder or just want to see what’s new, we’d love to welcome you back. Need help? Have a question? Just reply—we’re real humans and always happy to help. **CTA:** Take Another Look ## 三、欢迎邮件：设一次就不用管了 用户收到的第一封邮件，定了后面所有邮件的调子。一封好的欢迎邮件不只是道谢，它是你建立信任、讲清价值、把人推向首单的机会。 **而且，一封不够。** 欢迎邮件序列带来的订单，比只发一封多 **90%**；发 3 封以上的品牌，互动和转化都是最高的。 所以建议：用 Shopify 邮件模板搭一条短的欢迎流程，**至少 3–4 封**，用来介绍品牌、讲清你跟别人哪儿不一样、并且在开头就给点实在的好处。 ### 第一封里必须： 注册或首单后立刻发。这个时间点兴趣最高，别让人干等。 * 一句真诚的欢迎 * 一两句话说清品牌主张什么 * 预告一下接下来会收到什么（邮件、优惠、内容） * 一个新客礼（可选但有效：折扣、包邮、专属资格） 语气要像你的品牌：热乎、清楚、有底气。 ### 主题行 * 欢迎加入 [品牌]！咱们正式认识一下 * 这是你的 9 折，收好 * 认识一下 💬 * 你来了！先看看都有什么 * 走之前，带上这个 ### 4 封欢迎序列（一小时内就能在 Shopify Email 或 Klaviyo 里配完） **第 1 封｜立刻欢迎 + 首单礼** **邮件主题**：你来了，9 折拿去，欢迎来到 [品牌名] **Email 1: Immediate Welcome + First Offer** **Subject line:** You’re in—here’s 10% off to get started **Headline:** Welcome to [Brand Name] **Body copy:** Hey [First Name], We’re so glad you’re here. Whether you found us through a friend, social post, or just a good old-fashioned Google search—welcome. At [Brand], we believe [insert brand value—e.g., skincare should be simple, quality shouldn’t break the bank, small details matter]. You’ll get first access to new drops, exclusive offers, and helpful tips from our team. To kick things off, here’s **10% off your first order**—just use code **WELCOME10** at checkout. **CTA:** Shop Now **第 2 封｜品牌故事 + 口碑** **邮件主题**：我们为什么做这个，**一个给同类人做的品牌** **Email 2: Brand Story + Social Proof** **Subject line:** Why we do what we do **Headline:** A brand built for people like you **Body copy:** Hi [First Name], We wanted to take a second email (no, not in a clingy way) to tell you a bit more about why we started [Brand]. It began with a simple question: [Insert real origin story or founding insight—e.g., Why are affordable basics always poorly made?]. Since then, thousands of customers have joined us in creating something better—[insert proof point, like “15,000+ five-star reviews” or “products featured in XYZ publication”]. We’re not here to take up space in your inbox. Just to make sure you know what we’re all about. **CTA:** Explore Our Story **第 3 封｜推首单** **邮件主题**：要不要试试？**你的折扣还有效** **Email 3: First Purchase Nudge** **Subject line:** Ready to try us out? **Headline:** Your discount’s still waiting **Body copy:** Hey [First Name], No rush—but your **10% off** code is still active. And if you’ve been eyeing something, this is your sign. Here are a few of our most-loved picks to get you started: [Insert product block or top-sellers] Still have questions? Just reply—we’re here to help. **CTA:** Use My Discount **第 4 封｜精选 + 一点人情味** **邮件主题**：我们的心头好，给你留，还在挑？从这儿开始 **Email 4: Curated Favorites + Personal Touch** **Subject line:** Our top picks—just for you **Headline:** Still thinking it over? Start here **Body copy:** Hi [First Name], We know choosing your first item isn’t always easy. So we’ve narrowed it down to what our customers love most—tried-and-true favorites that deliver every time. Whether you’re looking for a gift, a go-to staple, or just something that feels like *you*, these bestsellers are a great place to start. Oh, and don’t forget—your 10% welcome code (WELCOME10) still works at checkout. [Insert product block featuring 3–4 top picks with images and short captions] Questions? Hit reply. We’re real people & happy to help. **CTA:** Shop Customer Favorites ## 四、怎么把这些模板改成你自己的 模板给你的是地基，但要真出效果，得让它像你说话。不是重写，是加进去只有你能填的东西。 拿上面那封"轻轻推一下"举例，看改完什么样。 ### 改之前 **Original Template: The Gentle Nudge** **Subject line:** Still deciding? **Headline:** Your cart’s still here **Body copy:** Hey [First Name], We noticed you left a few things behind. No pressure—we know life gets busy. Just a quick reminder that your cart is still waiting, and it’s only a click away if you’re ready to come back to it. Your picks haven’t gone anywhere (yet), but some of our bestsellers move fast—so if you’ve got your eye on something, now’s the time to grab it. Questions? Need help with sizing or shipping? Just reply to this email—we’re here for you. **CTA:** Return to Cart ### 改之后（户外家具品牌） **邮件主题**：露台那套还在想？**购物车已经备好，就等露台季了** **Subject line:** Still thinking about that patio upgrade? **Headline:** Your cart’s ready for patio season **Body copy:** Hey [First Name], We noticed you left a few things behind. Just a quick reminder that your outdoor setup—maybe that lounge chair for morning coffee or the dining set for weekend hosting—is still waiting in your cart. It’s only a click away if you’re ready to come back to it. Your picks haven’t gone anywhere (yet), but some of our bestselling patio sets and loungers move fast—so if you’ve got your eye on something, now’s the time to grab it! Questions? Need help with cushion colors, delivery options, or materials? Just reply to this email. We’re here to help you turn your backyard into the oasis you’ve been dreaming of. **CTA:** Complete My Patio Order ### 改了什么，为什么管用 * **邮件主题** 直接说使用场景（"露台"），不再是万金油 * **标题** 带上了季节和品类 * **正文** 把模糊的说法换成具体画面：喝咖啡、请客、躺一下午 * **CTA** 跟着产品走 * **语气** 还是那股帮忙的劲儿，只是更贴品牌、更贴商品 这套改动不到五分钟。但它把一封"还行的邮件"变成了一封"能卖货的邮件"。 多数 Shopify 品牌做不好邮件，不是因为缺工具，是缺时间、缺结构、缺一个能下手的地方。 这 11 套模板就是给你那个下手的地方。 不管你是要捞弃购、要叫醒老客、还是要接住新客，照着改就能上线。**不用猜，不用重新开始憋，**都是现成的打法，好改，也好自动化。