The Best Email Marketing Tools for Shopify in 2025: A Comprehensive Guide

Email marketing is a cornerstone of success for Shopify stores, offering a direct way to engage customers and drive sales.

With an average return of $68 for every $1 spent (Shopify Blog), it’s a cost-effective strategy to recover abandoned carts, build loyalty, and boost revenue.

However, Shopify store owners often face challenges like low open rates, time-consuming setups, and choosing the right tool. This guide explores Shopify’s built-in email marketing, compares it with top third-party tools like Omnisend and Klaviyo, and provides practical tips to get started in 2025.

Does Shopify Have Email Marketing?

Shopify offers a built-in email marketing tool called Shopify Email, designed to help store owners create, send, and track campaigns directly from their Shopify dashboard (Shopify Email). Here’s what it offers and its limitations:

Features of Shopify Email

• Campaign Creation: Use a drag-and-drop editor to build branded emails with product images, prices, and checkout links.
• Automations: Set up triggered emails for events like abandoned carts or welcome series.
• Segmentation: Target specific customer groups based on purchase history or behavior.
• Analytics: Track open rates, click-through rates, and sales from campaigns.
• Pricing: Free for up to 10,000 emails per month, then $1 per 1,000 additional emails.

Limitations

• No Omnichannel Support: Lacks SMS or push notifications, unlike tools like Omnisend.
• Basic Analytics: Offers less detailed insights compared to Klaviyo’s advanced reporting.
• Limited Customization: Fewer templates and personalization options than third-party tools.

Who It’s For: Shopify Email is ideal for small stores or beginners with basic needs. For growing businesses, third-party tools may offer more flexibility and power.

Common Email Marketing Pain Points

Feedback from Shopify communities, including Reddit’s r/shopify, and app reviews reveal these challenges:

• Low Open Rates: Generic emails often yield open rates below 20%. A Reddit user noted, “My emails were ignored until I started personalizing them.”
• Abandoned Carts: Up to 70% of carts are abandoned, and many lack automated recovery emails. A Shopify review said, “I was losing thousands without cart emails.”
• Time-Intensive Setup: Manual campaign creation is overwhelming. A merchant shared, “I spent more time on emails than running my store.”
• Technical Barriers: Domain setup (e.g., DKIM, SPF) confuses beginners. A user vented, “My emails hit spam until support helped.”
• Limited Features: Shopify’s tool lacks advanced segmentation or SMS, pushing users to third-party apps.

These pain points highlight the need for robust tools to streamline and enhance email marketing efforts.

Top Email Marketing Tools for Shopify

Based on research from sources like Email Tool Tester and Shopify’s App Store, here are the top email marketing tools for Shopify in 2025:

1. Omnisend

• Overview: A user-friendly platform with strong Shopify integration, ideal for small to medium stores.
• Key Features: 250+ templates, email and SMS marketing, A/B testing, pre-built workflows, and advanced segmentation.
• Pricing: Free plan for 500 emails/month; paid plans start at $16/month.
• User Feedback: “Omnisend’s templates doubled my open rates,” said a Shopify user.

2. Klaviyo

• Overview: A powerful tool for advanced analytics and segmentation, best for larger stores or experienced marketers.
• Key Features: Behavioral tracking, advanced segmentation, A/B testing, SMS campaigns, and 350+ integrations.
• Pricing: Free for up to 250 contacts; paid plans start at $20/month.
• User Feedback: “Klaviyo’s automation is unmatched, but it’s pricey,” noted a Reddit user.

3. ActiveCampaign

• Overview: Combines email marketing with CRM and advanced automation, suitable for stores needing robust customer management.
• Key Features: Advanced automation, CRM integration, dynamic content, and detailed analytics.
• Pricing: Starts at $29/month.
• User Feedback: “Great for automation, but overkill for small stores,” said a merchant.

4. Mailchimp

• Overview: A simple tool with basic Shopify integration, less focused on ecommerce than Omnisend or Klaviyo.
• Key Features: Email templates, basic segmentation, and automation.
• Pricing: Free for up to 500 contacts; paid plans start at $13/month.
• User Feedback: “Good enough for basic needs, but not ecommerce-focused,” per a Reddit user.

Detailed Comparison: Shopify Email vs. Omnisend vs. Klaviyo

User Insights

• Shopify Email: “Perfect for my small store, but I outgrew it fast.”
• Omnisend: “Setup took 5 minutes, and cart emails recovered 15% of sales.”
• Klaviyo: “Worth the cost if you use its analytics, but not for beginners.”

Verdict: Shopify Email suits small stores with basic needs. Omnisend is best for most Shopify stores due to its balance of features and affordability. Klaviyo excels for advanced users needing deep analytics and segmentation.

How to Choose the Best Email Marketing Tool for Your Store

Choosing the right tool depends on your store’s needs. Consider these factors:

• Store Size: Small stores can start with Shopify Email or Omnisend’s free plan. Larger stores may need Klaviyo’s advanced features.
• Budget: Shopify Email is free for up to 10,000 emails, while Omnisend offers a free plan for smaller lists. Klaviyo’s pricing scales with contacts.
• Marketing Goals: Need SMS or push notifications? Choose Omnisend or Klaviyo. Focused on basic campaigns? Shopify Email or Mailchimp may suffice.
• Technical Expertise: Beginners prefer Omnisend’s simplicity, while Klaviyo suits experienced marketers.
• Scalability: Omnisend and Klaviyo grow with your store, unlike Shopify Email’s limited features.

Decision Framework

• Small Store, Tight Budget: Try Shopify Email or Omnisend’s free plan.
• Growing Store, Need Automation: Omnisend offers the best value.
• Large Store, Advanced Needs: Klaviyo’s analytics and segmentation are unmatched.

Getting Started with Email Marketing on Shopify

Here’s a step-by-step guide to set up email marketing, applicable to Shopify Email or third-party tools:

Build Your Email List

• Use Shopify Forms or tools like Omnisend’s popups.
• Offer incentives like discounts or free resources.
• Stay compliant with GDPR and CAN-SPAM.

Create Campaigns

• Choose a template and customize with store branding.
• Personalize with customer data and product recommendations.
• A/B test subject lines and calls-to-action.

Set Up Automations

• Enable cart recovery and welcome emails.
• Use workflows to engage users at each stage of their journey.
• Tools like Omnisend and Klaviyo offer pre-built automation flows.

Segment Your Audience

• Group by purchase history, behavior, or engagement.
• Example: “VIP customers” can receive exclusive promotions.

Track and Optimize

• Monitor open and click-through rates.
• Use analytics to refine timing and content.
• Compare against industry benchmarks.

Conclusion

Email marketing is a powerful tool for Shopify stores, driving sales and building customer relationships. Shopify Email is a great starting point for small stores, but third-party tools like Omnisend and Klaviyo offer more features for growing businesses. Omnisend stands out for its affordability and ease of use, while Klaviyo excels in advanced analytics. By choosing the right tool and following best practices, you can boost your store’s performance in 2025.

Start with a free trial of Omnisend or Klaviyo to see what works best for you.

Key Citations

• Shopify Blog: Email Marketing Services
• Shopify Email App Store
• Omnisend Blog: Best Email Marketing for Shopify
• Klaviyo Comparison
• Reddit r/shopify Threads