How to Automate a Subscribe and Save Email for Repeat Shopify Customers

If you're running a Shopify store, you know that repeat customers are your most valuable asset. One of the smartest ways to boost retention and revenue is by converting these loyal buyers into subscribers. In this guide, I'll walk you through several effective methods to automate "Subscribe & Save" emails for your repeat customers.

Why Focus on Repeat Customers for Subscriptions?

Before we dive into the how-to, let's talk about why this strategy works so well:

• Higher Conversion Rates: Customers who've purchased multiple times already trust your brand

• Better Lifetime Value: Subscribers spend 3-5x more than one-time buyers

• Predictable Revenue: Recurring orders help smooth out cash flow

Now, let's explore your implementation options.

Method 1: The Simple Shopify Approach

Best for: Stores just starting with automation

Even with basic Shopify plans, you can set up a decent workflow:

1. Create a customer segment:

   • Go to Customers > Filters

   • Set "Orders count" to your threshold (I recommend starting with 2+ orders)

   • Save as "Potential Subscribers"

2. Set up an email campaign:

   • Use Shopify Email or your basic email tool

   • Schedule to send monthly to this segment

   • Keep the message simple: "Love our products? Never run out with subscriptions!"

Pro Tip: Add a 10% discount for their first subscription to boost conversions.

Method 2: Shopify Flow Automation

Best for: Shopify Plus/Advanced stores

If you have access to Shopify Flow, you can create more sophisticated automations:

Trigger: Order created
Conditions:
  - Customer has 3+ orders
  - Doesn't have "active_subscriber" tag
Actions:
  - Add "subscription_candidate" tag
  - Send email via connected tool (Klaviyo, Omnisend, etc.)

Why this works well:

• Triggers immediately after qualifying order

• Lets you layer on additional conditions (like order value)

• Can integrate with other apps in your stack

Method 3: Klaviyo's Powerful Automation

Best for: Stores serious about email marketing

Klaviyo makes this incredibly powerful:

1. Create a "Potential Subscribers" segment:

   • Orders count ≥ 2

   • Not in "Active Subscribers" segment

   • (Optional) Purchased specific products

2. Build your flow:

   • Trigger: Order completed

   • Delay: 2 days (let their order arrive first)

   • Content: Personalized product recommendations + subscription benefits

Advanced tactic: For customers with 5+ orders, try an SMS follow-up 3 days after the email.

Method 4: Omnisend or Other Marketing Tools

Most decent email tools can handle this:

• Mailchimp: Use their "order follow-up" automations

• Omnisend: Built-in Shopify order tracking makes setup easy

• ActiveCampaign: More complex but extremely powerful

The basic recipe remains the same:

1. Identify repeat buyers

2. Wait a strategic amount of time

3. Present the subscription offer

What to Include in Your Emails

After helping dozens of stores implement this, here's what converts best:

1. Subject Line:
   "Your [Product Name] is back in stock - never run out again!"

2. Email Body:

   • Thank them for being a loyal customer

   • Show their most-purchased items

   • Explain subscription benefits (discounts, convenience)

   • Clear CTA button to subscribe

3. Bonus: Include a short FAQ about subscriptions

Common Pitfalls to Avoid

1. Sending too soon: Wait until they've received at least one order

2. Being too pushy: Focus on benefits rather than hard selling

3. Not excluding current subscribers: Double-check your segments!

Measuring Success

Track these key metrics:

• Open rates (aim for 40%+)

• Click-through rates (15%+ is good)

• Subscription conversion rate (3-7% is typical)

• Subscriber retention after 3 months

Final Thoughts

Implementing automated "Subscribe & Save" emails for your repeat customers is one of the highest-ROI moves you can make. Start simple, then refine as you see what works for your audience.

Remember: The goal isn't just to get subscribers, but to create delighted customers who keep coming back. Now go set this up - your future self will thank you when those recurring orders start rolling in!