Cold outreach gets a bad reputation because most people do it wrong. When done right with clear messaging, real product-market fit, and a smart strategy it can drive installs and paying users without ad spend.

We’ve seen developers land their first 20–50 customers just by emailing the right segment of Shopify merchants with a focused message and a useful product.

Here’s a smart and compliant way to do it.

1. Use Data to Build a Highly-Targeted Lead List

Start with a clear hypothesis: Who actually needs your app right now? If you’ve built something that improves the post-purchase experience — like better order tracking with tools that complement apps like 17TRACK — you want to reach stores that are already focused on shipping, fulfillment, or customer communication.

Use StoreCensus to test different targeting combinations. For example, try segments like:

Stores using 17TRACK or similar post-purchase tools

Brands with moderate to high revenue

Merchants in industries where delivery experience matters (e.g., electronics, fashion, health)

Instead of going broad, start extremely narrow. Build highly focused segments and work backward only if response rates are low. Targeting 50 perfect stores beats blasting 5,000 random ones.

Once you’ve identified a segment worth testing, export a list of stores and their public business data for research and outreach. Be sure to follow your country’s privacy and email laws before contacting anyone.

2. Send a Short, Plain Text Email That Feels Personal

Cold emails only work when they sound like something you’d write one-on-one. Keep it under 100 words. Make sure each line has a reason to be there.

Here's a complete example for a post-purchase app:

Subject: Help improving your customer's post-purchase experience

Hi Jamie,

I noticed you're using 17TRACK on your Shopify store. I’ve built ShipBoost, a lightweight app that helps reduce "Where’s my order?" emails by 30% by sending branded, real-time tracking updates via SMS and email.

It’s already being used by over 600 Shopify brands and works alongside 17TRACK without requiring any dev time.

Would you be open to trying it free for 30 days? Just reply yes or no.

Best,
Taylor

P.S. I found your store while researching brands using 17TRACK. Thought this might be a fit.

Notice what’s happening here:

The subject is clear and relevant, not gimmicky.

The message is short and value-driven.

There’s light social proof and a risk-free CTA.

It’s based on real observed behavior (app usage), not a fake personalization trick.

3. Avoid Fancy Templates

If your message looks like marketing, it will get treated like marketing — and land in spam. Use plain text, no graphics, no links, and no formatting beyond short paragraphs. Think text message, not newsletter. Links should only be included in your response, if they reply.

4. Use Real Signals, Not Fake Personalization

Mentioning someone’s city or Instagram feed feels creepy. Instead, use real business data to signal relevance — like their installed apps, store category, or revenue tier. One line that shows you did your homework is enough.

5. Follow Up Once, Then Move On

Send one follow-up 3–4 days later. Keep it simple. Reference your original message, offer a quick stat or win, and ask again. If they don’t respond, don’t keep pushing. Focus on new segments.

Legal Note

Always follow local laws for email outreach. That includes things like:

Clear opt-out/unsubscribe instructions

Accurate sender information

Not misleading the recipient

Laws vary by country (CAN-SPAM in the US, GDPR in the EU, CASL in Canada), so make sure your process is compliant before you start contacting merchants.

Final Thoughts

StoreCensus helps you surface public signals about merchants — what they use, what they sell, and how much they might be doing in revenue. That data is a starting point for smart, respectful outreach.

Lead with a real use case, keep your message short, and focus on relevance. If you test carefully and treat each contact like a person — not a target — you can grow installs fast without spending a dime on ads.