Best Tools Guide
Best Email Marketing Tools for Shopify Stores
Compare email marketing tools for Shopify stores, including Klaviyo, Omnisend, Mailchimp, and beginner-friendly options.
Primary keyword: best email marketing tools for Shopify
Last updated: 2026-09-30
Some links may be affiliate links. We may earn a commission if you purchase through them. Pricing and features may change, so always verify details on the official website.
Quick answer
On the free tier these three share one limit and differ on the next. All three cap you at 250 contacts. The real split is automation, and it is not the split most reviews describe: Omnisend includes it on the free plan, and so does Klaviyo — its pricing page states that the free plan lets you build automations, segmentation and reports. Mailchimp excludes automation flows entirely. So the free-plan choice comes down to Omnisend or Klaviyo, and the tiebreak is what sits alongside the automation: Klaviyo also throws in $5 a month of mobile messages, $5 of Composer usage, revenue attribution and basic segmentation, though its free-plan email support stops after 60 days. Mailchimp is reasonable for plain newsletters, but it is the weakest fit for ecommerce automation, which is the job most Shopify stores actually have. Two extra cautions on Mailchimp: its free send allowance is quoted as both 500 and 1,000 on its own comparison page, and its paid tiers begin at 501 contacts, so there is no cheap step up for a store that has just outgrown 250.
- Best starting point
- Klaviyo
- Best for
- Data-driven Shopify email and SMS marketing
Quick overview
Email marketing is one of the most important growth channels for Shopify stores. The right tool helps you recover abandoned carts, welcome new subscribers, segment customers, and drive repeat purchases. Before the list, one thing worth knowing: on the free tier all three give you the same 250 contacts, so the contact allowance does not tell them apart. What does is whether automation is switched on inside that allowance — and which two of the three switch it on may surprise you, because Klaviyo's own pricing page states that its free plan lets you build automations, segmentation and reports, so the tool with the expensive reputation is not the one holding automation back. That is the row we lead with in the table below. One correction to the usual write-ups while we are here: the free send allowances are widely reported as 500 a month each, but Mailchimp's own plan-comparison page states its free send limit twice with two different figures — 500 and 1,000 — so we have flagged that row rather than repeating 500 as if it were settled.
At-a-glance comparison
| Tool | Best for | Guide or source |
|---|---|---|
| Klaviyo | Data-driven Shopify email and SMS marketing | Read guide |
| Omnisend | Beginner-friendly ecommerce email and SMS | Read guide |
| Mailchimp | General email marketing with ecommerce features | Read guide |
Free plans and pricing, side by side
These are the figures we checked against each vendor's own pricing or help pages. Where a value could not be verified from a primary source, the cell says so rather than quoting a number we could not confirm.
| Feature | Klaviyo | Omnisend | Mailchimp |
|---|---|---|---|
| Free contacts | 250 active profiles | 250 billable contacts | 250 contacts |
| Free monthly sends | 500 emails | 500 emails | Stated as both 500 and 1,000 on Mailchimp's own comparison page — plan for 500 |
| Free daily send cap | Not published | Not published as a daily cap | 250 emails |
| Automation flows on the free plan | Included — Klaviyo's pricing page states the free plan lets you build automations, segmentation and reports | Included — all features are available on the free plan | Not included at all |
| SMS on the free plan | $5 of mobile messages/month | Not included | Not included |
| Other free credits | $5 of Composer usage/month | None | None |
| Free plan support limit | Email support for the first 60 days only | Not stated on the pricing page | Email support for the first 30 days only |
| Card required for the free plan | No | No | No |
| Entry paid plan | Built as an estimate from your contact count | Standard, from $16/mo | Essentials, priced by contact tier in local currency |
Top picks
#1 Best for Data-driven Shopify email and SMS marketing
Klaviyo
Klaviyo is built for ecommerce brands that care about segmentation, automation, and revenue tracking. It is usually described as the expensive option, which is only true of the paid tiers: Klaviyo does have a free plan, and its limits are the same as the other two tools here — up to 250 active profiles and 500 email sends a month — but it comes with more inside them. The free plan includes automation, segmentation and reporting, plus $5 a month of mobile messages and $5 of Composer usage, which neither of the other two offers. Two catches are worth knowing: full email support on the free plan runs for the first 60 days only, and once you outgrow it the paid price is not a flat rate — the pricing page builds an estimate from your contact count, so the cost depends on your list size.
Pros
- Free plan covers up to 250 profiles and 500 sends a month
- Automation, segmentation and reporting included on the free plan
- $5 a month each of mobile messages and Composer usage, free
- Deep Shopify integration and revenue attribution
- Free plan needs no credit card
Cons
- Paid pricing is an estimate built from your contact count, not a flat published rate
- Free-plan email support runs for the first 60 days only
- Steeper learning curve than the other two
#2 Best for Beginner-friendly ecommerce email and SMS
Omnisend
Omnisend is a practical choice for small Shopify stores that want ecommerce automation without a steep learning curve. Its free plan covers 250 billable contacts and 500 emails a month with no credit card required, and unlike Mailchimp it keeps automation available on that free tier, which is the feature an ecommerce store actually needs.
Pros
- Free plan includes automation — all features are available on it
- 500 emails and 250 contacts a month for free, no card required
- Easier to set up than Klaviyo
- Standard is from $16/mo
Cons
- Less advanced segmentation than Klaviyo
- A campaign cannot go to more than 250 contacts on the free plan
- SMS on the Pro plan only if you subscribed on or after 4 May 2026
#3 Best for General email marketing with ecommerce features
Mailchimp
Mailchimp works for simple email campaigns and runs standalone with any store platform. Its free plan matches the other two on contacts — 250 — but not on what comes with them: it excludes marketing automation flows entirely, so abandoned cart and welcome sequences are not possible until you pay. Its free send allowance is also not internally consistent: Mailchimp's own plan-comparison page states it as 500 sends a month in one place and 1,000 in another, so plan for 500. Paid plans start at the 501-contact tier, and are priced in your local currency.
Pros
- Works standalone with any platform, no store connection needed
- Free plan has no time limit
- 300+ integrations available even on the free plan
Cons
- No automation flows on the free plan at all
- Paid pricing is quoted in local currency and varies by contact tier
- Email support only for the first 30 days on the free plan
How to choose the right tool
The best ecommerce tool depends on your workflow, platform, budget, and current bottleneck. Use the criteria below to avoid choosing software just because it has the longest feature list.
Choose on automation, not on free-tier size
All three cap the free tier at 250 contacts, so the contact allowance does not separate them. What does is whether automation is included on it. Omnisend includes it, and so does Klaviyo — its pricing page states the free plan lets you build automations, segmentation and reports, and lists create campaigns and flows among the free features. Mailchimp excludes automation flows entirely. If your plan is to run an abandoned cart or welcome sequence, that row narrows it to two tools, not three. The send allowances are usually quoted as 500 a month across all three, but that is only safe for Klaviyo and Omnisend: Mailchimp's own comparison page gives its free send limit as both 500 and 1,000, so treat its number as unconfirmed.
Check where the free tier runs out
A 250-contact ceiling is a few months for a growing store, and Klaviyo's and Omnisend's 500 sends a month is about two campaigns to a full free list. Work out roughly when you would cross that line, then look at the entry paid price for the tool you picked. Mailchimp quotes in local currency and by contact tier, and its paid tiers start at 501 contacts — so a Mailchimp store that passes 250 contacts has no small paid tier to step up into.
Decide whether you want a store platform at all
Mailchimp runs standalone, which suits a store on a platform that is not Shopify or a seller who wants one email tool across several projects. Omnisend and Klaviyo connect to a store platform and use that connection for ecommerce-specific features such as product feeds and revenue attribution.
Final recommendation
On the free tier these three share one limit and differ on the next. All three cap you at 250 contacts. The real split is automation, and it is not the split most reviews describe: Omnisend includes it on the free plan, and so does Klaviyo — its pricing page states that the free plan lets you build automations, segmentation and reports. Mailchimp excludes automation flows entirely. So the free-plan choice comes down to Omnisend or Klaviyo, and the tiebreak is what sits alongside the automation: Klaviyo also throws in $5 a month of mobile messages, $5 of Composer usage, revenue attribution and basic segmentation, though its free-plan email support stops after 60 days. Mailchimp is reasonable for plain newsletters, but it is the weakest fit for ecommerce automation, which is the job most Shopify stores actually have. Two extra cautions on Mailchimp: its free send allowance is quoted as both 500 and 1,000 on its own comparison page, and its paid tiers begin at 501 contacts, so there is no cheap step up for a store that has just outgrown 250.
Choosing a tool for your store?
Start with the simplest tool that solves your current bottleneck. Upgrade only when the tool clearly saves time or improves revenue.
Related research
Continue your research with individual tool reviews, side-by-side comparisons, and category-level ecommerce software guides.
Tools Directory
Read individual tool reviews
Research specific ecommerce software tools in more detail, including use cases, pros, cons, pricing notes, and alternatives.
Comparisons
Compare similar tools side by side
Use direct comparisons when you are choosing between two similar tools or deciding whether to switch platforms.
Categories
Browse tools by ecommerce task
Explore ecommerce software by category, such as SEO tools, review apps, product description tools, and email marketing platforms.
Frequently asked questions
Which email marketing app is best for a small Shopify store?
If you want ecommerce automation without paying yet, Omnisend and Klaviyo both keep it on the free plan — Klaviyo's pricing page states the free plan lets you build automations, segmentation and reports. Klaviyo also includes $5 a month each of mobile messages and Composer usage, but its free-plan email support stops after 60 days. If you are already paying and care about segmentation and revenue attribution, Klaviyo is the stronger platform. Mailchimp is the weakest fit for Shopify automation because its free plan excludes automation flows entirely.
Is Klaviyo too expensive for small Shopify stores?
Less than its reputation suggests, and its free plan is better stocked than most reviews say. It covers up to 250 active profiles and 500 email sends a month, includes automation, segmentation and reporting, and adds $5 a month of mobile messages and $5 of Composer usage. It becomes expensive as your contact list grows, because paid pricing is built as an estimate from your contact count rather than a flat rate — and note that full email support on the free plan runs for the first 60 days only.
Do all three have the same free plan?
On contacts, yes — all three cap the free tier at 250. On sends it is not that simple: Klaviyo and Omnisend are both 500 emails a month, while Mailchimp's own comparison page states its free send limit as both 500 and 1,000, so its number cannot be confirmed. The other difference is what is switched on inside the allowance. Omnisend and Klaviyo both include automation on the free plan, while Mailchimp excludes it. Klaviyo adds $5 a month each of mobile messages and Composer usage, which the other two do not have, and limits free-plan email support to the first 60 days.
Is Omnisend easier than Klaviyo?
For most beginners, yes. Omnisend is quicker to set up and keeps its feature set available on the free plan, while Klaviyo asks more of you up front and is aimed at sellers who already know what they want to segment and automate.
Do Shopify stores need email marketing from day one?
A welcome flow and an abandoned cart flow are worth having early, because they run on traffic you are already paying for. That is also why the free plan's automation row matters more than its contact limit when you are choosing.