Marketing automation and email marketing still bring really strong results for online stores, even though you sometimes hear talk of "the end of email marketing". In my experience, though, email marketing is one of the advertising channels with the most consistent results. Let's go through the options for marketing automation and email marketing on Shopify. I introduce the most popular email marketing apps for Shopify, among which you will surely find the option that best suits your needs!
Are you ready to take your Shopify store to the next level? You have probably already started making sales in your online store and have been considering email marketing.
Email marketing offers an incredibly good channel for engaging existing customers and getting repeat orders, i.e. growing your customers' lifetime value (CLV = Customer Lifetime Value). And best of all, it is not only affordable but also relatively easy to do. On Shopify (and of course other ecommerce platforms too) you can automate the whole process and the sending of emails! On Shopify this of course happens in typical Shopify style, very straightforwardly from the user's point of view: installation is mostly quick and simple.
In this post we take a closer look at the most popular email marketing apps for Shopify merchants, examine their most important features and pricing, and go through the pros and cons.
Top 5 email and marketing automation apps for a Shopify store
I put together the list below of the best / most common email marketing apps suited to a Shopify store:
- Klaviyo
- Omnisend
- GetResponse
- ActiveCampaign
- MailerLite
What features should email marketing apps include
Before we dive in, let's go over the most important features your chosen email marketing app should include. In my opinion these are the so-called "basics" that should be there and easy to put to use.
Forms that integrate directly with Shopify
Ideally, your store's forms would be connected to the marketing app automatically, preferably without you having to install or edit code on your site.
Contact sync
Contact details and purchase history from both existing and future customers should transfer automatically to the email marketing app. Fortunately many offer this, so newsletter subscriptions and unsubscribes, for example, update automatically from Shopify to the email app.
Segments
With a good email tool you can create customer segments based on purchase history. Some tools even let you track what your customers have browsed but not bought and create segments based on that. This of course requires the customer to have registered in your store or subscribed to the newsletter. A few tools also create ready-made segments, such as repeat customers, new customers etc.
Automated campaigns
An absolute must in an email marketing app. Abandoned cart reminders, upsells (cross-sell and upsell), recommended products and so on will surely raise your store's conversion rate.
Clear reporting
To see the results of your email marketing quickly and easily, the app itself should come with comprehensive reporting features. All the tools in this list include good reporting features.
A visual editor for building emails
Today's email apps should come with an intuitive, easy-to-use editor for making high-quality-looking emails. Some of the tools in this list even let you add products directly from your store's product catalog to emails.
The best email marketing apps for Shopify
Prices checked in October 2026. They change often, so check the current price on each service's site.
#1 Klaviyo
Klaviyo is an email marketing app aimed especially at online stores, which makes it a particularly good choice for Shopify merchants. Klaviyo is also my own favorite and is used in several of my online stores. Klaviyo has a so-called Deep Data Integration with Shopify, which enables very comprehensive features (listed in more detail below).
Klaviyo pros 👍
Setting up and installing Klaviyo on Shopify is very simple and quick. Klaviyo also has plenty of ready-made templates for different emails and marketing automations that you can use directly, just editing the text! (In Klaviyo, automations are called flows.)
All Klaviyo themes and ready-made automation templates also include dynamic product blocks, so customers see content that is relevant to them based on data. One example is abandoned cart emails, where the customer naturally sees the products that were in their cart and can go straight back to checkout at the point where they left off.
Besides ready-made automation templates, Klaviyo also has really high-quality segmentation options, which on top of everything are very easy to put to use.
One example is the browse abandonment reminder and the email automation aimed at those customers. This means that an (already registered) customer who has not yet bought can get a "reminder" about products they just browsed in the store without buying or even adding to cart.
So Klaviyo has a very wide range of ready-made automations, from abandoned cart reminders to welcome emails, birthday reminders and browse abandonment reminders, plus many others.
Klaviyo also shows reporting directly in its dashboard, and thanks to its comprehensive built-in Shopify integration you also see your store's sales data, so you can immediately look at Klaviyo's share of your total sales, and of course dig deeper, all the way down to an individual customer's purchase.
Klaviyo room for improvement
Klaviyo's pricing is fairly expensive: a list of 5,000 recipients is $100 a month. Although that is fairly expensive, it does include an unlimited number of emails and automations. In my experience, using Klaviyo's ready-made automations on a 5,000-subscriber list delivers really good returns, so in that light the monthly investment does not feel too big. Compared to the other apps in this list, however, Klaviyo is among the most expensive.
Who Klaviyo suits best
For an entrepreneur focused purely on ecommerce, Klaviyo is a great solution, especially if you use Shopify. It offers really versatile and comprehensive automation options for email marketing.
#2 Omnisend
Second on the list (though this one would also deserve first place alongside Klaviyo) is Omnisend. Also a marketing tool strongly focused on ecommerce, Omnisend offers text messages and Facebook and WhatsApp messages in addition to email.
Omnisend pros 👍
Like Klaviyo, Omnisend is really quick to integrate with Shopify without touching your store's code. You can create a newsletter signup form that connects to your Shopify store automatically.
You can also add products from your store's product feed directly to emails, which enables dynamic automations such as abandoned cart reminders, browse reminders etc.
One really fun extra in Omnisend is its somewhat more unique features, such as "scratch cards", gift boxes and a "wheel of fortune", which are all features I have not seen in the other apps. These are all nice extras for your store, but certainly not the main functionality.
Omnisend is cheaper than Klaviyo: a list of 5,000 contacts is about $81 a month on the Standard plan. Very reasonable in cost!
Omnisend room for improvement
The most common features in Omnisend come built in, but some features (such as product picks or the gift box) did not seem to be available out of the box.
Who Omnisend suits best
Like Klaviyo, Omnisend is especially suited to Shopify stores. As the more affordable option, it may be a better choice for new merchants, and of course if you want the fun extra features in your store, Omnisend is your choice!
#3 GetResponse
GetResponse goes further than the previous two options and offers landing pages and webinars on top of email marketing automation. Like the previous tools, GetResponse also offers a Deep Data Integration with Shopify, which enables customer and product data, segmentation and automated campaigns based on customer actions.
GetResponse pros 👍
GetResponse offers handy ready-made automation templates (like Klaviyo), which speed up and simplify building different automations. These include upsell campaigns in addition to abandoned cart reminders.
GetResponse also lets you add automatic personalized product recommendations based on that customer's previous purchases, a really significant feature!
GetResponse is cheaper than both of the previous ones: a list of 5,000 newsletter subscribers is about $55 a month (note that this includes only email; landing pages and webinars raise the price).
GetResponse room for improvement
There was unfortunately little guidance on the Shopify integration in case you run into problems. GetResponse's support will of course help (but I have no experience of it).
Newsletter subscription confirmation emails are sent automatically, which is a somewhat pointless feature, although it can be switched off separately.
Who GetResponse suits best
GetResponse is especially suited to those who also want extra features such as landing pages or webinars.
#4 ActiveCampaign
ActiveCampaign has established a strong position among marketing automation tools, and it is also available for Shopify stores. ActiveCampaign also offers a Deep Data Integration with Shopify, which gives you very advanced features such as dynamic segmentation, personalized email content based on customer interests and of course other ecommerce automations.
ActiveCampaign pros 👍
The integration process with a Shopify store is easy, and customers who buy or abandon their cart are added to ActiveCampaign contacts automatically. You can see customers' purchase history and the value of abandoned carts directly in ActiveCampaign, for example!
With the ActiveCampaign editor you can build very versatile and advanced automations, including abandoned cart reminders, upsells and reactivating past customers.
ActiveCampaign room for improvement
The selection of ready-made email templates could be bigger.
Note also that ActiveCampaign is a very advanced marketing automation tool, so the learning curve is certainly longer than with the apps above. For example, creating personalized content requires some coding skills to get it working right. In my opinion, though, this feature should be put to use so you can make the most of email marketing.
ActiveCampaign is at the pricier end of this comparison: 5,000 contacts cost about $79 a month on the Starter plan with yearly billing, and fuller automations require the Plus plan (about $145 a month).
Who ActiveCampaign suits best
ActiveCampaign is especially suited to larger online stores with wide product ranges that need more versatile and demanding automations and segmentation.
#5 MailerLite
MailerLite is the cheapest and one of the easiest-to-use email marketing tools in this list. Despite that, it includes important features such as automations and customer and product data integration.
MailerLite pros 👍
A special mention goes to the feature that, after the Shopify integration, automatically creates segments based on your customers' purchase history. Examples include first-time buyers, repeat buyers and customers who have made high-value purchases.
Like Klaviyo and Omnisend, MailerLite also lets you add a pop-up (newsletter signup) to Shopify stores quickly with a few clicks.
MailerLite is the cheapest in this comparison: a list of 5,000 subscribers is about $40-50 a month.
MailerLite's email deliverability to customers is also very strong.
MailerLite room for improvement
More advanced features are still missing. Automations can only be built on very simple rules (new customers, repeat customers) and on products. As your online store grows, this will inevitably be too little, and a switch to more versatile email automation apps is probably ahead.
The integration also takes a bit more than with Klaviyo or Omnisend, for example, which integrate with practically a few clicks. That said, MailerLite is still very simple to install and set up.
Who MailerLite suits best
If you want to get started as cheaply as possible and the basic features are enough at first, MailerLite is a very good choice for email marketing.
What about Mailchimp?
Mailchimp is one of the best-known email marketing tools, and its official Shopify app is available in the Shopify App Store. The integration syncs customer, order and product data into Mailchimp, so abandoned cart reminders and post-purchase emails, for example, work.
Mailchimp is a good choice especially if you already use it for other marketing. Compared with the ecommerce-focused Klaviyo and Omnisend, though, its segmentation and automations are more limited.
Finally
As you can see, there are plenty of options for creating versatile email marketing. My recommendation is Klaviyo for its versatility, ready-made automation templates and easy integration. Omnisend is also a very strong option.
If you are looking for an even more comprehensive solution for a store with a wide product range that offers more than email automation, GetResponse and ActiveCampaign might be your choice.
If you are looking for the most affordable solution possible, MailerLite fits the bill brilliantly.
Hi again! 👋 Some of the links in this post are affiliate links, and I really hope you use them. 🖤 Clicking a link costs you nothing extra, so feel free to explore the sites and tools recommended in this post. If you end up becoming a paying customer through my link, I get a small commission.
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