Grow your ecommerce store · Email marketing · 3 min read
What Is the Best Email Marketing App for Shopify?
Short answer
For most growing Shopify stores, Klaviyo is the strongest all-round choice because of its deep Shopify data, segmentation and flows. Shopify Messaging is the simplest option for new stores, Omnisend is a good-value email and SMS alternative, and Mailchimp suits businesses already using it elsewhere.
"Best" depends on your store's size, budget and how central email will be to growth. Here is how the main options compare for Shopify specifically.
Quick comparison
| App | Strength | Best for | Pricing model |
|---|---|---|---|
| Shopify Messaging (formerly Shopify Email) | Built in, simple | New and small stores | Free monthly allowance, then per email |
| Klaviyo | Deep data, segmentation, flows, SMS | Growing stores, email as a major channel | Active profiles |
| Omnisend | Email + SMS, ecommerce focus, approachable | Small to mid stores | Contacts and features |
| Mailchimp | Familiar, broad features | Businesses using it beyond the store | Contacts and plan tier |
| Privy | Popups and list growth | Small stores focused on capture | Contacts |
Shopify Messaging
Shopify's built-in messaging app. It was called Shopify Email until December 2025, when Shopify renamed it and added SMS; WhatsApp support has followed in some markets.
Pros: no extra app, templates pull products and branding automatically, simple automations including abandoned checkout and welcome messages, and a monthly free allowance of emails (10,000 per month on paid Shopify plans at the time of writing, then a low per-1,000 rate).
Cons: segmentation and automation are more limited than dedicated platforms.
Best for: new stores, simple newsletters and basic automations.
Klaviyo
The most popular dedicated email and SMS platform among Shopify brands.
Pros: syncs detailed Shopify data, powerful segmentation, extensive flow builder, predictive analytics, SMS, strong reporting.
Cons: costs rise with list size; more to learn.
Pricing: free plan up to 250 active profiles and 500 email sends per month as of 2026; paid plans scale by active profiles.
Best for: stores where email and SMS drive a large share of revenue. See what is Klaviyo.
Omnisend
An ecommerce-focused platform combining email, SMS and push notifications.
Pros: easy to use, prebuilt ecommerce automations, SMS included in some plans, good value.
Cons: segmentation and reporting are less extensive than Klaviyo.
Best for: small and mid stores wanting email and SMS without complexity.
Mailchimp
A long-established email platform used across many business types.
Pros: familiar interface, templates, landing pages, broad integrations.
Cons: its ecommerce-specific features and Shopify data sync are generally less deep than Klaviyo's, so check how the current Shopify integration handles the flows you need. The free plan is small.
Best for: businesses already invested in Mailchimp or running non-store email too. See Klaviyo vs Mailchimp.
Privy
Focused on onsite capture with popups, spin-to-win and bars, plus basic email.
Best for: small stores prioritizing list growth. Compare in Privy vs Klaviyo.
How to choose
1. Estimate list size in 12 months
Price each tool at that size, not today's.
2. List the flows you need now
Welcome, abandoned checkout, post-purchase and winback are standard. If you also want browse abandonment, back-in-stock, predictive timing and complex branching, lean toward Klaviyo.
3. Decide on SMS
If SMS matters, choose a platform where it shares data with email.
4. Consider your time
Simpler tools you actually use beat powerful tools you never configure.
5. Check deliverability support
All good platforms guide you through domain authentication (SPF, DKIM, DMARC), which Gmail and Yahoo require for bulk senders.
Switching apps later
If you start with Shopify Messaging and move to a dedicated platform, plan the move: export subscribers with their consent status, rebuild flows before turning off the old ones, and keep your domain authentication in place. Most platforms offer migration guides and import tools that sync Shopify customers automatically once connected.
Our general recommendation
- Just starting? Shopify Messaging.
- Growing and serious about email? Klaviyo.
- Want email and SMS on a budget? Omnisend.
- Already using Mailchimp elsewhere? Mailchimp, after testing its Shopify integration.
Whatever you choose, the fundamentals matter more than the tool. Read the ultimate guide to email marketing for Shopify and, for platforms beyond Shopify, the best email marketing software for ecommerce.
Frequently asked questions
Is Shopify Messaging free?
Paid Shopify plans include a monthly allowance of free emails with Shopify Messaging (10,000 at the time of writing), then charge per additional 1,000 emails. SMS is billed per message. Check your admin for current rates.
Should I switch from Shopify Messaging to Klaviyo?
Consider switching when you want advanced segmentation, more detailed flows, SMS in the same platform or deeper reporting.
Can I use two email apps at once?
You can, but it often causes duplicate messages and messy data. Most stores are better off with one main platform.
Sources and further reading
Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.