What's the best email marketing app for Shopify?

Klaviyo pulls more customer data out of Shopify than any other app here. You install it, switch on its app embed in your theme, and Klaviyo imports the last 90 days of orders first. So you can email recent buyers on day one. The full history follows, in a few minutes or several days depending on your store size.

Out of the box, it knows which products each visitor viewed. To also track add-to-carts and searches, turn on behavioral tracking in the settings. Do it at install: without it, your best flow ("you left this in your cart") only sees part of your carts.

What stood out when we compared it is how precise segments get. "Bought twice, nothing in 90 days, viewed the new collection" takes two minutes to build. The catch is the bill. Klaviyo charges for every reachable profile, whether it opens your emails or not. Cross your tier and you move up at the next billing cycle. Almost every one-star App Store review is about this: bot signups inflating the list, and an invoice that jumps without warning.

Want to connect Klaviyo to tools beyond Shopify? Our guide to Klaviyo with Make walks you through it.

Omnisend does most of what Klaviyo does, for less money and with fewer settings, except tracking anonymous visitors. Orders reach it in under 3 minutes. The full history syncs in under an hour for most stores, up to 24 hours for the biggest. Sync runs both ways: Omnisend sends each contact's email, phone, subscription status and tags back to Shopify.

Its real strength is email pricing. Standard starts at $16/month for 500 contacts and 6,000 emails, with email and web push, and the price climbs with your list. SMS only comes with Pro, from $59/month for 2,500 contacts, with unlimited emails and SMS from $0.007 per message. If you send three campaigns a week, the gap with Klaviyo shows fast.

The limit we noted: to know what a visitor browses, Omnisend has to recognize them (they signed up through a form, clicked an email or are logged in). Anonymous visitors slip through. In reviews, the most serious complaints are accounts suspended after a compliance check, often right after importing an old list. Only import contacts who agreed to hear from you.

Shopify Messaging is the new name for Shopify Email. It has nothing to sync: it reads your customers, products and segments directly. Your data is never late and you never deal with duplicates. For a new store, it's by far the shortest path from "no newsletter" to "first campaign sent".

The first 10,000 emails each month are included on Basic, Grow, Advanced and Plus. After that, Shopify charges $1 per 1,000 emails, added to next month's Shopify bill. Abandoned checkout emails are free and don't count toward the quota. Other automations do. Watch the math: every recipient counts. One campaign to 800 subscribers uses 800 emails.

Its limits come from its simplicity. You can only segment on what Shopify knows (orders, order value, tags). Templates are less flexible than Klaviyo's and reporting stays basic. Negative reviews also mention there's no human to talk to when something breaks.

Seguno rarely shows up in the big roundups, which is a shame. It only works with Shopify and runs on your store's own customers and segments, like Shopify Messaging. The difference: it goes further on automations. You get welcome, abandoned cart, product viewed and back-in-stock emails, plus automatic resends to people who didn't open a campaign.

Its pricing is reassuring. Sending is unlimited on every plan. You pay by subscriber count: free up to 250, $35/month up to 2,500, $215/month up to 25,000. It also creates unique discount codes per customer and plugs into Canva for your visuals.

Reviews praise fast support. Its limit matches Shopify Messaging's: your segments depend on what Shopify knows about your customers, with no Klaviyo-style behavior tracking. For SMS, Seguno collects numbers with its popups but doesn't send texts itself: it hands off to Postscript.

Mailchimp's official app sends your customers, orders and discount codes to your audience, then keeps them updated. Shopify also passes along what happens in your store: product viewed, search, add to cart, checkout started. Its real asset is the editor and template library: if your team already knows Mailchimp, there's no learning curve.

The trouble starts at connection. A contact subscribed in Mailchimp gets switched back to "subscribed" in Shopify, even if they'd unsubscribed there. Recent reviews also describe lists that balloon after the first sync, pushing the account into a higher tier. Turn on the setting that only syncs subscribed customers, before the first sync. Another hidden cap: past 5,000 unique tags, tag syncing stops.

On price, Essentials starts at $13/month but caps every flow at 4 steps. For a real automation sequence you need Standard at $20/month.

Drip is for brands that think of email as journeys. Its visual builder lets you draw flows with several branches. The app reads your customers, products, orders, discounts and store analytics, so a flow can start from an order, a specific product or a code used. Above all, Drip connects natively to Judge.me, Junip, Stamped.io and LoyaltyLion: a review left or loyalty points earned can trigger an email.

There's no free plan, just a 14-day trial. Pricing follows active contacts, with unlimited sends: $39/month up to 2,500 contacts, about $89 at 5,000 and $154 at 10,000. Every feature is on every plan; SMS costs extra. We break down the plans in Drip pricing, and the tool itself in our Drip review.

Its limit: only 56 App Store reviews (4.5/5). That's a thin base for judging how reliable the Shopify integration is, and the online docs are lighter than Klaviyo's. Not convinced? See the Drip alternatives.

Retainful doesn't try to compete with Klaviyo. It covers what a Shopify store needs first, and does it cheaply: abandoned cart recovery, welcome, post-purchase and win-back emails, campaigns and newsletters, signup forms and welcome or exit popups. It ships with 100+ email templates and a drag-and-drop editor.

Its pricing is the opposite of Klaviyo's. The free plan gives you 500 emails a month. Pro starts at $14/month, covers up to 10,000 emails a month with unlimited flows, campaigns and popups, and lets you send up to ten times your list size. Beyond that, it adds $4 for every extra 500 contacts, and very large lists move to a quote. On a small list, it's one of the cheapest subscriptions on this page.

Its limit: 27 App Store reviews (4.4/5), four of them one-star, and simple segmentation. No SMS on its listing. Pick it to recover carts cleanly on a budget, not to build fine-grained segments.

Postscript is an SMS tool for Shopify first, and that's where we recommend it. It grows your list of numbers with on-site signup tools, then sends campaigns and automations (abandoned cart, welcome, win-back) with A/B tests and built-in compliance guardrails. Email is rolling out to brands in phases: don't pick it for email today.

Pricing has nothing in common with an email tool. Starter has a $49 monthly minimum spend, then $0.009 per SMS before carrier fees. Growth and Professional cost $100 and $500 a month. It's also where Seguno sends its texts.

Its limit: built for the US market, so check that your destination countries are covered before you build an SMS plan on it. At 4.7/5 from 1,204 reviews, reliability isn't in question. Attentive plays in the same league, for very large brands.

Entry prices are misleading: what matters is the bill at 5,000 or 25,000 contacts. Here's what email alone costs per month, in US dollars before tax, for a store sending one campaign a week (about four emails per contact per month).

• 1,000 contacts: Shopify Messaging $0 (4,000 emails, inside the quota); Klaviyo $30; Omnisend Standard about $20; Seguno $35 (plan up to 2,500).
• 5,000 contacts: Shopify Messaging $10 (20,000 emails, 10,000 free); Klaviyo $100; Omnisend Standard about $81; Drip about $89.
• 10,000 contacts: Shopify Messaging $30; Klaviyo $150; Omnisend Standard $132; Drip $154.
• 25,000 contacts: Shopify Messaging $90; Klaviyo $400; Seguno $215, unlimited sends.

The takeaway is clear. Shopify Messaging is unbeatable on price as long as you don't need browsing behavior. Klaviyo costs five to ten times more, and that's the price of its segments. Seguno gets very competitive on a big list because it doesn't count sends. These grids move often: check each vendor's calculator before you sign, and remember SMS is always extra.

If you send from "hello@yourbrand.com" without authenticating your domain, Gmail and Yahoo may route you to spam. In Shopify, it's in the notification settings: you add a few CNAME records at your domain registrar (GoDaddy, Namecheap, Cloudflare…) that point your domain to Shopify's SPF and DKIM records. Klaviyo, Omnisend and the rest have the same process on their side.

Above 5,000 emails a day to Gmail, Google also requires a DMARC policy on your domain and one-click unsubscribe. Start with a "p=none" DMARC policy, which monitors without blocking anything.

If you sell into Europe, a promotional email needs prior consent, given with a box that isn't pre-checked. There's one useful exception: you can email existing customers about products similar to ones they bought, as long as every email lets them unsubscribe easily. Accepting your terms of sale doesn't count as consent.

The Shopify trap is importing an old list into your new tool. At Omnisend, reviews show it's a frequent cause of suspended accounts, and it's why lists balloon at Klaviyo and Mailchimp. Only import contacts marked "subscribed" in Shopify.

Shopify can email every new subscriber a confirmation link they must click. The setting hides in Settings, then Notifications, then Customer notifications, under "Marketing double opt-in". You need the Online Store sales channel installed.

Two things to know. It isn't retroactive: earlier subscribers won't have to confirm. And if your email app has its own double opt-in, keep only one, or customers get two confirmation emails. Bonus: double opt-in stops bot signups, the ones that push your Klaviyo bill up.

An email app is useless without subscribers. On Shopify, the free starting point is Shopify Forms: a Shopify app that adds popups and inline forms, captures consent, tags new customers and can offer a signup discount. It's rated 4.5/5 from 757 reviews and works with Shopify Messaging.

If you move to Klaviyo, Omnisend or Retainful, use their own popups instead: new subscribers land straight in the right welcome flow, with no sync in between. Either way, leave the consent box unchecked, turn on double opt-in and offer a unique code rather than a shared one. Privy, long the go-to popup app for Shopify, isn't available on the App Store in 2026.

Automating your Shopify emails starts with a few flows that run on their own. In the order we'd set them up:

1. Welcome, on every signup: Shopify Messaging, Klaviyo, Omnisend, Seguno, Retainful and Mailchimp all have it.
2. Abandoned cart or checkout: free and outside the quota on Shopify Messaging, included everywhere else.
3. Browse abandonment, for people who viewed without adding to cart: Klaviyo, Omnisend (recognized visitors only), Seguno, Mailchimp through Shopify events.
4. Post-purchase, to thank, ask for a review or suggest a related product: Drip ties it to Judge.me or Junip.
5. Win-back for customers who haven't bought in a long time: Klaviyo, Omnisend, Retainful.

Watch your plan: Mailchimp Essentials caps each flow at 4 steps, and on Shopify Messaging every automation except abandoned checkout counts toward your 10,000 free emails.

Most stores run one recovery email, fired when a customer starts checkout and doesn't finish. But some visitors add to cart and never reach checkout. In Klaviyo, build two separate flows: one on Added to Cart, one on Started Checkout. In the first, add a filter "Started Checkout zero times" so nobody gets both.

On Shopify Messaging, know that Shopify only marks a checkout as abandoned after 30 to 60 minutes of inactivity. Your delay starts then, not when the customer leaves the page.

Klaviyo bills reachable profiles, not the ones that are unsubscribed or suppressed. So the fix is simple: build a segment of profiles that haven't opened or clicked in a long time, say 180 days, send them a last "should we part ways?" email, then suppress the ones who don't respond.

Careful: Klaviyo moves you up a tier on its own at the next cycle, but never moves you back down. After the cleanup, pick the lower plan yourself in the billing tab.

A "WELCOME10" code always ends up on a coupon site. Klaviyo and Seguno generate one code per customer, created directly in Shopify. In Klaviyo, the code is assigned on the first send that contains it, and the customer keeps it until it expires.

Two little-known limits: these codes don't work on subscription orders (Recharge, for example), and editing the discount in Klaviyo deletes the codes already generated but unused.

Two apps writing subscription status into Shopify end up contradicting each other, and your customer gets two reminders for the same cart. If you switch, rebuild your flows in the new tool, turn off the old ones, and switch the new ones on the same day. Keep the old app read-only long enough to export your stats.

And when you uninstall, check that its signup form is really gone from your theme. Several merchants say they had to pay a developer to remove it.

Shopify Messaging also sends SMS and WhatsApp messages, but only to a list of supported countries that Shopify shows in your admin. Before you build an SMS plan on it, check that your shipping countries are on it. If they aren't, Omnisend (Pro plan), Klaviyo and Postscript send SMS on their own.

One more detail: Omnisend uses single opt-in for SMS. In Europe, one checkbox can cover email and SMS if its wording is clear, and it must be unchecked by default.

Brevo no longer has an app on the Shopify App Store: Brevo PushOwl, which replaced it, isn't available there either. You can still link them through a connector like Integrately or Zapier, but carts and viewed products won't come through cleanly. We cover the tool in our Brevo review.

Privy, once the default popup and email app for small Shopify stores, is also off the App Store. If a roundup still ranks either one first, it hasn't been checked in a while.