What Generic Email Address Should Your Shopify Store Use? We Analyzed Over 100,000 Stores to Find Out

A custom generic email address is a useful tool for any Shopify store, but which generic email addreses are most common and which should you choose for your business?

Whether you’re a brand new Shopify store owner or have been running a successful Shopify business for a while, you may be interested in using custom-branded email addresses to communicate with leads, customers, and business partners.

A custom-branded email address will make your business look more professional, improving your credibility as a seller. Plus, if you use a generic address like info@ or support@, your team can save time and get more done by managing those addresses together.

Here’s what you can find in this guide:

Now, full disclosure: we built Outpost to help Shopify teams like yours increase your email productivity so you can save time and focus on what matters. So it goes without being said, we’d highly recommend that you set up your Shopify email and manage it in a shared inbox tool like Outpost. 

It will make it possible for your team to respond to customers quickly, cut down on email clutter, and increase your profit margins by reducing wasted time and resolving more customer issues per hour.  

Of course, there are other solutions like using a Google Groups collaborative inbox, but that includes some frustrating drawbacks that we’ve discussed in this article.

The most common addresses used by Shopify stores

As of February 2020, Shopify reports that there are more than one million active Shopify stores. We wanted to know which email addresses were most commonly used, as well as the average number of generic email addresses used per store. So, we took a sample of this total audience and analyzed over 100,000 Shopify stores and more than 130,000 email addresses. 

This may not come as a surprise to you, but info@ is the most frequently used generic email address used by Shopify stores. A whopping 27% of Shopify stores use it. It’s a basic address commonly used by other companies, and I’m sure it’s typically the first company email address created within a few hours of creating a Shopify store.

The rest of the results, however, may not be as easy to predict. If you’d like to see the full report, you can click here to download it. Here’s a breakdown of the top 5 most-used addresses from all 100,000+ stores:

  1. info@ (27.6%)
  2. support@ (13.7%)
  3. sales@ (8.5%)
  4. hello@ (3.5%)
  5. customerservice@ (3%)

Which email address should your store use?

There are some interesting choices in that list, but I have to admit, I’m a bit disappointed in the overall lack of creativity being used. Some addresses you should definitely use, like support@, sales@, or orders@ because they set a functional expectation about what kind of communication the email will be used for, or which team will be replying to the inquiry.

But info@? Is that really the best we can do? What lead, customer, or business partner only wants “info?” I might be overreacting to this, but not only is it a boring choice, I also happen to believe it encourages your customers to believe that their email might not be replied to

Who knows if info@ goes into a random inbox that never gets checked? 

Which team is going to respond to it?

Beyond the highly functional addresses, there’s a lot of room for using warmer, friendlier addresses that help reinforce your brand values and the level of care you have for your customers. 

Friendlier addresses create a great first impression and set the expectation for a positive interaction. In Briana Morgaine’s article about why you shouldn’t use a donotreply@ address for your outgoing emails, she recommends branching out to warmer addresses like:

  • getstarted@
  • wecare@
  • fastsupport@
  • Or, use terms that speak to your brand’s mission or specific marketing outreach content (such as “startyouradventure@” or “peaceofmind@”)

Depending on which category your store is in, you also have the opportunity for more contextual addresses, like:

  • clothing@
  • parts@
  • health@
  • fitness@

The point is: your email address is an early way to establish a connection with your customers and set your store apart from a million others. Don’t be afraid to get creative, be friendly, and have a little fun.

How many generic email addresses should you use?

When we analyzed more than 100,000 stores, we were also curious to know how many generic email addresses they were using per store:

We analyzed over 100,000 Shopify stores to identify the average number of custom emails companies use to see if it seems like enough customization to serve customers effectively.

That’s right, more than 90 percent of Shopify stores are only using one generic email address. 

This represents a missed opportunity for a lot of stores, and it’s a mistake you should avoid. By creating multiple generic email addresses, you can better route your incoming email to the appropriate teams and departments, resulting in faster, higher-quality replies for your customers. 

Plus, if you also create addresses by function, you can better analyze which types of messages you’re getting most frequently, and help your teams prioritize their daily inbox routine.

As an example, instead of wading through all the messages in a general info@ inbox, you can pre-sort your email by directing customer needs to customers@, billing questions to billing@, and general inquiries to questions@. That frees your team up to manage emails based on the actual priority of those messages. 

For instance, you’ll probably want to keep an eye on your customers@ inbox all day long, while only checking your questions@ inbox two or three times a day. There’s no sense in funneling it all to the same address if it’s not all equally important. 

A tool like Outpost lets you connect and manage multiple mailboxes in one shared inbox. You can easily switch between mailboxes to see what’s new, and you can also view analytics for each mailbox to see how fast your team is replying to those messages. 

When creating multiple email addresses for your business, there are a couple of approaches worth taking.

First, create emails by department:

  • marketing@
  • sales@ or bizdev@
  • billing@ or accounting@
  • vendors@ or suppliers@
  • hr@ or careers@

Next, create emails based on the category or type of communication expected:

  • notifications@ for all the software and tools that your teams pay for and use
  • forms@ for contact forms on your website
  • conferences@ if your team hosts or attends industry-based conferences
  • orders@, returns@ or shipping@ for questions about recent purchases

The sky’s the limit, but don’t let it get out of hand. Start out with around five core mailboxes first. Think strategically about what kind of email addresses will get the most use, and only create what you need. You can always create more later. 

transparency in the workplace

How should your team manage a shared inbox?

So many things can go wrong when team members work in the same inbox: 

If you see the benefits of using generic email addresses for your email, then you’re going to want a shared inbox tool to manage it all. A tool like Outpost will let your team manage everything in one place, without stepping on each other’s toes. 

Want to manage your shared inbox like a pro? We’ve got 5 tips to help your team save even more time by collaborating together.


Email is such an important communication channel for Shopify stores. Unlike phone support and live chat software, email lets your team handle incoming customer requests by priority. You can take care of a lot more customers with fewer team members, and keep your operating costs down, even as your business grows. 

Instead of treating email like the same old channel it’s always been, it’s worth it for your team to take a fresh approach to how your store will use email. Create multiple generic email addresses and avoid boring ones like info@, using words that better support your brand values.

Set your team up for success by giving them a shared inbox tool like Outpost. It will help your team be more productive, avoid inbox clutter, and give you the confidence that they’re responding to tons of customer email quickly and professionally. 

Posted in: Customer Service Email Outpost

Jonathan Michael

Jonathan Michael

Jonathan is the Engagement Marketing Manager for Palo Alto Software, and has spent the last 9 years developing and implementing digital marketing strategies. During that time, he has learned that empathy and authenticity are strengths by which companies can effectively engage with individuals at every point throughout the customer journey.

Further Reading

Why You Shouldn’t Email Your Customers From a DoNotReply Address

That donotreply@ email may have seemed like a good idea at the time, but it’s losing you sales, sending customers elsewhere, and…

Does Your Business Need a Branded Email Address?

An easy way to make your business look more professional is to make sure you have a branded email address where your clients or…

How to Make Your Online Store More Profitable in 2020

Are you struggling to grow your online marketplace? Check out our proven tips to help you turn your business from minimal margins to a…