Email marketing tips for Shopify stores: Summer strategies that work year-round

If you're a small business owner DIY-ing your email marketing, summer might feel like the season to just stop.

But what if I told you it’s actually the best time to get consistent, test new content, and strengthen your list before Q4?

In this blog, I'm sharing simple, actionable strategies for emailing through the summer (and all year-round). 

Why Summer is perfect for email testing

Engagement may dip during the holidays, but that’s not a reason to go quiet. It’s your chance to experiment, refine your tone, and warm up your list before peak sales season starts.

✅ Aim for once a week (minimum)*
✅ Use this as a low-pressure testing period
✅ Build the habit so Q4 isn’t overwhelming

*If you're not yet sending once a week, that's completely fine. But now is a great time to slowly build so you're ready to go to more during Q4

The 3 types of emails every brand needs to send

However often you send, always try to rotate between these:

1. Nurture – Builds trust, tells stories, adds value.

2. Convert – Gets the sale, promotes offers or launches.

3. Retain – Strengthens loyalty, makes customers feel seen.

This simple rotation takes the guesswork out of "What should I send this week?" and means you're not just sending one type of emailing and boring your subsribers.

Now let's get into some ideas...

Nurture email ideas (for when you want to sell)

These are your feel-good, trust-building emails.

✅ Styling guides for the season (holidays, festivals, etc.)
✅ Behind-the-scenes: what you’re making, packing, designing
✅ Product education: how-tos, tips, care instructions
✅ Mood boards or inspiration themes
✅ Celebration day tie-ins (e.g., National Dog Day, Pride Month, etc.)

💡 Think of these as your brand’s BTS blog, delivered to the inbox.

Convert email ideas (that don’t feel icky)

Selling doesn’t have to feel pushy, if it’s framed with purpose.

✅ Flash sales or secret promos
✅ Back-in-stock or limited editions
✅ Summer bundles or multi-buy discounts
✅ End-of-line clearance
✅ Teasers for autumn or back-to-school collections

💡 Treat these emails like events your audience doesn’t want to miss.

Retain email ideas (that deepen connection)

Keep your existing customers close, they’re your fastest path to repeat sales.

✅ Share milestones ("We just hit 10k orders!")
✅ Plain text check-ins or thank yous
✅ Early access to new products
✅ Invite them to vote or suggest ideas
✅ Ask for a quick survey or feedback

💡These feel like a DM from a friend. Keep them human.

Still stuck for ideas? Build a content series 

Repetitive content is your friend. Could you try:

🎬 Monthly behind the scenes roundups
📦 Weekly 'Product of the week' features
🎓 Monthly how-to guides for your product or category

Don't forget your Instagram content either, you'll find lots of inspiration, ideas and content you can literally just repurpose on your social accounts.

You’ll never run out of ideas—and your audience will start to expect and love your content.

What if my list is small? Or inactive?

Start anyway. Everyone begins with zero.

💌 If your list is small:
Imagine writing to one person. Keep it personal. Show behind-the-scenes. Make it intimate.

💌 If your list is cold:
Acknowledge the silence. Say "Hi stranger" and share a real update. Try to plan and send 2–3 follow-ups without a long break again to rebuild trust.

Small lists can = bigger connection opportunities.

Make it seasonal, make it specific

Whether you sell candles or cupcakes, dog toys or diaries, tailor your email content to what your customer is living through this summer.

✔️ What are they doing right now?
✔️ Are they on holiday, prepping for school, or decluttering?
✔️ What can you help them solve, gift, or enjoy?

That’s how you can stay relevant all year round.

And even if you're sitting there thinking I don't have a seasonal product, how do I make it summer specific. I challenge you to go away and go away and really start to think about what your customers are doing right now and how you can create content around that.

Or it really helps if you do this with a business friend, because it's so much easier coming up with ideas for other people's businesses.

If you're still feeling stuck, I can help. Join my Ecomm BFF Membership to access live content calls, workshops + masterclasses, Slack chat for feedback and questions and more.

Even if you’re DIY-ing it, you don’t have to do it alone.