Marketing & automation

Marketing lives under Marketing in the store sidebar. The workspace is a single tab strip — Overview, Campaigns, Emails, Automations, Templates, and Attribution, with Settings at the far right — and every send, click, and resulting order feeds the same attribution engine. This page is the hub; each area has its own deeper guide, linked throughout and collected at the bottom.

The mental model

Four ideas carry the whole workspace. Once they click, every tab makes sense:

Campaigns track

A campaign is a tracking container, not a message. It has a name, an optional schedule, and a report canvas. You attach things to it — shareable links with QR codes and short /m/ links, auto-match rules for external traffic, and the emails you assign to it — and it rolls their results into one report.

Emails send

An email is the message: audience, subject, preview text, and a designed body. The audience lives on the email — all customers, a segment, or a manual list — with a live reach preview. Send now, schedule, or assign it to a campaign so its results count there.

Automations react

Automations are lifecycle emails that fire on buyer behavior — abandoned checkout, price drop, birthday, and eight more. Each ships with a built-in default email; toggle it on and it runs itself.

Attribution measures

Attribution credits orders to the touches that earned them — five models, a 30-day window, channels and campaign-activity views. Campaign reports and the attribution tab read from the same engine, so numbers agree.

Note

Subject and preview text are edited only in the email builder, and the audience always lives on the email. Campaigns never hold an audience or a subject line of their own — they aggregate whatever you assign to them.

What’s in each tab

Tab	What it’s for
Overview	The marketing dashboard: recent performance, top channels, and quick entry points into everything below.
Campaigns	Create tracking containers, generate shareable links and QR codes, set auto-match rules, and read per-campaign reports. See Campaigns.
Emails	Every one-off email: pick the audience, watch the live reach preview, send or schedule. See Marketing emails.
Automations	Eleven lifecycle automations, each a toggle plus a small config and an optional custom design. See Automations.
Templates	Reusable email designs and your store branding — colors, logo, footer — that every email inherits. See Templates & branding.
Attribution	Sales by channel and by campaign activity, under the model and window you choose. See Attribution.
Settings	Sender identity, UTM defaults, double opt-in, and the suppression list (under the advanced section). See Subscribers & consent.

Before you start

Caution

Marketing email needs a verified sender address and contacts who have subscribed to marketing. Without a verified sender, email sends from the free platform address; without subscribed contacts, an email’s reach preview shows zero eligible recipients and the send reaches nobody.

• A verified sender — set the From name, From address, and reply-to under Marketing → Settings. Only verified, enabled addresses are selectable; until you verify your own domain, sends fall back to the platform address. Verify domains under Store emails and Custom domains.
• A subscribed audience — a saved segment, a manual customer list, or all customers. Consent is enforced automatically at send: only subscribed, non-suppressed contacts receive email, and the reach preview shows exactly how the audience splits into eligible, not subscribed, and suppressed. See Subscribers & consent.
• Optional: a discount — created in Discounts. Marketing doesn’t create codes; the email builder’s Discount block presents an existing code inside the message.

Your first send, end to end

A typical first campaign looks like this:

1. Create a campaign on the Campaigns tab — name it (buyers never see the name) and optionally give it a schedule. This is the container your report fills into.

2. Create an email on the Emails tab — choose the audience, check the live reach preview, and assign the email to your campaign.

3. Design it in the builder — subject, preview text, and a body built from sections and blocks (products, collections, buttons, discount, countdown, even custom Liquid). Drafts autosave; send yourself a test; toggle the device preview. See The email builder.

4. Send or schedule. Tracked links are UTM-tagged automatically — utm_source is sellerlane_email, utm_medium is email, and utm_campaign follows the preset you chose in Settings. Links you tag by hand are never overwritten.

5. Read the results — the campaign’s report canvas shows sessions, orders, conversion rate, and attributed sales, and the Attribution tab shows how this campaign stacks up against every other channel.

Sharing the campaign somewhere email can’t reach — a printed flyer, an Instagram bio, a podcast read? Generate a shareable link on the campaign: you get a full UTM-tagged URL, a short /m/ redirect link, and a downloadable QR code, and every session and order it produces lands in the same report.

Automations at a glance

Eleven automations cover the buyer lifecycle, from first visit to lapsed subscriber: Abandoned checkout, Abandoned cart, Back in stock, Price drop, Browse abandonment, Welcome, Thank you after purchase, Post-purchase cross-sell, Win-back, Re-engagement check, and Birthday.

Each is a toggle plus a small config — a delay, a threshold, or a recency window depending on the kind — and each ships with a built-in default email, so enabling one takes seconds. When you want more than the default, design a custom email for it in the builder; designed emails re-render at send time with your current branding, and each automation runs exactly one active design. The full table of triggers and settings is in Automations.

Tip

Abandoned checkout is the highest-return toggle in the list, and it’s the one automation that can email guests who typed an email at checkout but never subscribed. Turn it on first.

How results are measured

The Attribution tab credits orders to marketing touches inside a 30-day window anchored at order creation, under the model you pick — last non-direct click (the default), last click, first click, any click, or linear. Switch the model and the whole table re-attributes; view results by channel or by campaign activity. Orders with no qualifying touch land in an Unattributed row, and POS orders are labeled Point of sale rather than competing with your online channels. Attribution is consent-aware throughout.

Metric definitions — Sessions, Conversion rate, ROAS, CPA, CTR, AOV, orders from new vs returning customers — match the info tips shown in the app and are collected in the attribution guide. For store-wide reporting beyond marketing, see Analytics.

Consent, in one paragraph

Consent is tracked per contact point: a contact receives marketing email only while subscribed, with one exception — abandoned-checkout can reach guests who entered an email at checkout. Optional double opt-in adds a confirmation step to every new signup, every email carries one-click unsubscribe (RFC 8058), and suppressions — unsubscribe, bounce, complaint, or manual — are enforced automatically at send, no matter what audience you picked. The suppression list lives under Marketing → Settings, in the advanced section. Full details in Subscribers & consent.

Go deeper

Campaigns

Tracking containers, shareable links, QR codes, auto-match rules, and the report canvas.

Marketing emails

Audiences, the live reach preview, scheduling, and assigning emails to campaigns.

The email builder

Sections, blocks, Liquid merge tags, test sends, and device preview.

Automations

All eleven lifecycle automations, their triggers, and their settings.

Templates & branding

Reusable designs and the store branding every email inherits.

Subscribers & consent

Subscription states, double opt-in, unsubscribes, and suppressions.

Attribution

Models, the 30-day window, channels vs campaign activities, and the metrics glossary.

Customers & segments

Build the audiences your emails and automations target.