How to Enable Default Email Opt-In on Shopify (And Why It Matters for Your Business)
- Cheri Tracy
- May 23
- 3 min read
One simple Shopify setting that can quietly grow your email list — and your revenue.
If you’re running a Shopify store, every email address you collect is pure gold. But what if I told you there’s a small setting inside your Shopify dashboard that could quietly grow your email list — without adding any extra friction for your customers?
Today, we’re talking about how to enable the default email opt-in on the popular Impulse theme (and most Shopify themes) — and why it's way more important than you might think.
How to Enable Default Email Opt-In on Shopify
Here’s the step-by-step:
Log into Shopify Admin. Head over to your Shopify admin panel.
Navigate to Settings. Click on Settings > Checkout.
Find Marketing Options. Scroll down to the Marketing Options section.
Enable Default Opt-In. Look for the option to "Email marketing opt-in" — and enable it.(This will pre-select the email marketing checkbox on your checkout page.)
Optional: Configure SMS Opt-In Too. If you're using SMS marketing, you can set similar defaults for text message opt-ins.
Save Changes. Don’t forget to hit Save to lock it all in.
🚨 Important Note: Shopify gives you the ability to enable this by region. Some countries have strict privacy laws (think GDPR for Europe), so make sure you’re following the rules for where your customers are located.
Why This Tiny Setting Is a Big Deal
Now you might be thinking,"Okay, cool, but is this really that important to Enable Default Email Opt-In on Shopify (And Why It Matters for Your Business)?" YEP. It is + here’s why:
More Emails = More Revenue: Email marketing still delivers one of the highest ROIs in ecommerce — around $36 for every $1 spent. If you’re not collecting as many emails as possible, you’re leaving serious money on the table.
Default Opt-In Captures the “Maybe Later” Crowd: A lot of shoppers mean to sign up but don’t get around to it. Pre-selecting the box captures them passively — without needing them to make an active decision.
The Checkout Page Is High-Intent Real Estate: When someone’s checking out, they’re the most engaged they’ll ever be with your brand. Getting their email here is like catching lightning in a bottle — don't waste the opportunity.
List Growth Without Extra Cost: You’re already paying to drive traffic to your store. Why not maximize every visitor by increasing the percentage who opt into your list?
Better Audience Targeting Later: The more emails you collect, the better you can segment, personalize, and target your customers later with tailored offers, upsells, and product launches.
But Wait — What About Legal Stuff?
Good question.
Not every country lets you pre-check marketing boxes without consent.If you sell internationally, pay close attention to:
GDPR (Europe): Requires active consent. Default opt-in not allowed.
CCPA (California): Stricter rules around data usage, though still a bit looser than GDPR.
CASL (Canada): You need clear consent before sending marketing emails.
👉 Shopify’s settings let you customize opt-in behavior by region. Make sure you’re only defaulting to opt-in where it’s legally allowed.
Bottom line: Be ethical, be transparent, and make opting out easy. Happy customers = healthy business.
Default Email Opt-In Shopify: Low Effort. High Impact.
Turning on default email opt-in inside your Shopify settings is one of those rare low-effort, high-impact moves.
It quietly builds your list.
It drives more revenue long-term.
It maximizes your existing traffic and marketing spend.
Just make sure you’re doing it thoughtfully — and legally.
It’s one of the simplest growth levers most DTC brands are either underusing...or forgetting altogether.
Don’t be one of them.
Go check your Shopify settings right now. 😉
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