Best Email Marketing Tools for Shopify Stores

For most Shopify stores that are past the first few hundred subscribers, the choice is between KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis, the deeper data and segmentation tool, and OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis, which costs less to start and keeps unlimited segmentation on every plan. If you are brand new and sending simple newsletters, Shopify Email (now part of Shopify's Messaging app) is free for your first 10,000 emails a month and may be all you need for a while.

Quick comparison

*Ratings as listed on the Shopify App Store on November 1, 2026. Shopify Email's rating is for the Shopify Messaging app, which now covers email, SMS and WhatsApp.

Our pick by store size

Brand-new store (under ~250 subscribers, few sales): Start with Shopify Email. It is built into your admin, it is free up to 10,000 emails a month, and abandoned checkout emails do not count toward that limit. The free plans of OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis and KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis both cap you at 250 contacts and 500 emails a month, which you can hit with one campaign to a modest list. Use one of those free plans instead only if you want to learn its flow builder before your list grows.

Growing store (a few thousand contacts): This is where the decision matters. OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis Pro starts at $59/month for up to 2,500 contacts with unlimited emails (fair-use policy applies), and its segmentation and automation features are not gated behind higher tiers. KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis paid plans add predictive analytics, send time optimization, personalized product recommendations and multi-channel A/B testing, and it is priced by active profiles, so unsubscribed and suppressed contacts do not count. If you plan to lean hard on customer data, Klaviyo is the better long-term fit. If you mainly want reliable welcome, abandoned cart and post-purchase flows plus regular campaigns at a predictable price, Omnisend is easier to justify.

Larger brand (tens of thousands of profiles, separate email and SMS budgets): KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis is built for this. Its billing has options for flexible overages, automatic upgrades and auto-downgrades by active profile count, and its help center uses a 70,000-profile tier in its billing examples. OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis also has a Custom plan for over 150,000 active profiles with priority support, and gives an account expert to anyone paying $400/month or more, so it is not out of the running; get quotes from both.

Klaviyo

KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis is the main recommendation for stores that expect email to be a core revenue channel and want to segment by behavior and purchase history.

Pricing. The free plan covers up to 250 active profiles and 500 email sends a month, plus $5 of mobile messages and $5 of usage of Composer, Klaviyo's AI agent. On its Shopify App Store listing, the Email plan is $20/month for 251–500 contacts, and a separate SMS plan is $15/month for up to 1,250 SMS/MMS credits including carrier fees. Above that, price scales with your active profile count, and each tier includes a monthly send capacity. Klaviyo's pricing page shows its calculator but not the tier prices in a form we could confirm, so check your exact list size there before committing.

What you get on paid plans (from the App Store listing):

• Multi-channel segmentation and flows across email and SMS
• Predictive analytics
• Personalized product recommendations
• Send time optimization
• Email AI for campaign creation and "reputation repair AI for deliverability"
• Multi-channel A/B testing
• 160+ campaign templates

Free plan limits worth knowing. Klaviyo's help center says free accounts get email support only for their first 60 days, then community and education resources. Free accounts also show Klaviyo branding in email footers and on pop-up, flyout and full-page forms. Sending stops when you hit 500 emails for the month, and flow emails may be skipped until the next cycle or an upgrade.

How billing grows. Pricing is based on active profiles: contacts who can receive email. Suppressed profiles do not count. On paid accounts, going over your tier moves you up automatically. Klaviyo's own help center example: a plan with 35,000 emails at $80/month and an overage rate of $2.29 per 1,000 emails. Buying 15,000 extra sends with flexible overages costs $34.35 before tax. That rate is only an example from one tier, but it shows the bill is driven by both list size and send volume.

Skip Klaviyo if: you send one or two campaigns a month to a small list and do not plan to use segmentation or predictive data. You would be paying for depth you will not use, and the free plan's 500-email cap is too small to run a real store on.

Omnisend

OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis is the better pick for store owners who want solid ecommerce automation without paying for or learning a heavier data platform.

Pricing.

• Free: 250 contacts, 500 emails/month, 500 web push notifications. Omnisend branding stays on emails and forms.
• Standard: from $16/month for up to 500 contacts. The email limit is 12 times your contact count per billing cycle (6,000 emails at 500 contacts). Unlimited web push. Removes Omnisend branding.
• Pro: from $59/month for up to 2,500 contacts. Unlimited emails under a fair-use policy, advanced reporting, AI product recommender, dynamic content and personalized send time.
• Custom: for over 150,000 active profiles.

Price rises automatically as your list grows, based on billable contacts (subscribers and non-subscribers, not unsubscribers). First-time subscribers who pay three months upfront get 30% off for those three months ($11.20/month on Standard, $41.30/month on Pro). The pricing page has a contact slider, but the tier prices above the starting points were not shown in a form we could confirm.

Automations and segmentation. Omnisend lists email, SMS and push automation, pre-built ecommerce workflows, custom workflows and A/B split testing on all three plans. Segmentation is unlimited on every plan, with pre-built segments, customer lifecycle stages and an AI segment builder that creates segments from a plain-language description.

AI features. Free includes Forms AI and Reports AI. Standard includes the Omnisend Agent with Forms and Chat tools. Pro includes Omnisend Agent Pro with five tools: Forms, Chat, Dynamic content, Product recommender and Personalized sending time. All plans can connect to ChatGPT or Claude through Omnisend's MCP server.

SMS. Omnisend's help center says that for subscriptions started on or after May 4, 2026, SMS is a paid add-on on Pro, not available on Free or Standard for new accounts. US rates run from $0.009 per SMS at $10–$49.99 of monthly spend down to $0.007 at $10,000 or more. Credits expire after 60 days. Pro also gives bonus SMS credits equal to your monthly bill.

Support. 24/7 live chat and email support and free migration on all plans, including Free.

Skip Omnisend if: you need SMS today and do not want to be on Pro, or you want predictive analytics and deeper customer data modeling. Also skip it if your list is under a few hundred people and Shopify Email's free allowance already covers your sends.

Shopify Email

Shopify Email is the baseline every store should compare against, because it costs nothing until you pass 10,000 emails in a calendar month.

Pricing. Stores on the Basic, Grow, Advanced and Plus plans get 10,000 free emails at the start of each month. Unused emails do not roll over. After that it is $1.00 per 1,000 emails up to 300,000, $0.65 per 1,000 after 300,000, and $0.55 per 1,000 after 750,000. Marketing automations count toward the free 10,000. Abandoned checkout emails are always free. Charges appear on your next Shopify bill.

Features. It now sits inside the Shopify Messaging app, which lets you send email, SMS and WhatsApp campaigns from your Shopify admin, use templates for updates and offers, and schedule automations. You can set a monthly spending alert covering email, SMS and WhatsApp together.

Skip Shopify Email if: you want advanced segmentation, predictive analytics, or detailed A/B testing. Those are the reasons stores move to KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis or OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis.

What it costs at two list sizes

These numbers use only the prices each company publishes. Where a price is not published for a list size, we say so instead of estimating.

500 contacts, about 8 sends per subscriber per month (4,000 emails):

• Shopify Email: $0. 4,000 emails is under the 10,000 free allowance.
• OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis Standard: $16/month ($11.20/month for the first three months if you prepay). The plan's limit at 500 contacts is 6,000 emails, so 4,000 fits.
• KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis Email: $20/month, the listed price for 251–500 contacts.

5,000 contacts, 4 campaigns a month (20,000 campaign emails):

• Shopify Email: 20,000 minus the 10,000 free = 10,000 extra emails at $1 per 1,000 = $10/month, plus any automation emails other than abandoned checkout.
• OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis and KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis: neither publishes the price at 5,000 contacts in a form we could confirm. Both scale with your list, so enter your count in each pricing calculator.

The takeaway: at small sizes, Shopify Email is clearly cheapest. What you pay the other two for is segmentation, flows and reporting, not cheaper sending.

Which one should you choose?

• Choose Shopify Email if you are just starting, your list is small, and you send straightforward campaigns plus abandoned checkout emails.
• Choose OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis if you have a few hundred to a few thousand contacts, want unlimited segmentation and pre-built ecommerce workflows on every plan, and prefer a lower starting price.
• Choose KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis if email and SMS are core revenue channels, you want predictive analytics and multi-channel segmentation, or you expect to grow into tens of thousands of profiles.

Moving later is possible. Omnisend offers free migration on all plans, and Klaviyo's Shopify listing describes a migration path from its in-admin free setup to the full platform. So the cost of starting with the simpler option is low.

How we put this together

We did not test these tools hands-on. Every fact and price in this post comes from each company's own pages: Omnisend's pricing page, help center and Shopify App Store listing; Klaviyo's pricing page, help center and Shopify App Store listing; and Shopify's help center and Shopify App Store listing for Shopify Messaging. All were checked on November 1, 2026. Prices change and scale with your contact count, so confirm the current numbers for your list size before you sign up.