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If you're running an e-commerce business, one of the most common questions you're probably asking is:

"Which email marketing platform should I use?"

With so many options out there, it can be overwhelming. So I’m walking you through some of the best email marketing software for ecommerce. Whether you're just starting out or looking to scale, there's something here for you.

A Quick Note Before We Dive In

Software features and pricing change frequently, so while I’ve done my best to give you a current snapshot, please check each provider’s website before making a final decision.

I've also created in-depth "How to" courses for each of the tools mentioned below:

• yaelkeon.com/klaviyo
• yaelkeon.com/mailerlite
• yaelkeon.com/activecampaign

Four Main Categories of Email Software

There are four general types of e-commerce email platforms to consider, depending on your goals and where you're at in business:

1. Native e-commerce platforms (e.g. Shopify Email)
2. Entry-level email marketing tools (e.g. MailerLite, MailChimp)
3. Multipurpose platforms (e.g. ActiveCampaign)
4. Dedicated e-commerce email marketing software (e.g. Klaviyo, Omnisend)

Let’s explore each category to help you choose the best email marketing software for ecommerce!

1. Native Email Tools (Built Into Your Store)

Shopify Email

If you're just getting started and you're using Shopify, this can be a solid, budget-friendly option. It includes:

• Basic email campaigns (newsletters)
• Some simple automations (e.g. abandoned cart, post-purchase)
• Up to 10,000 emails/month free (if you're on a paid Shopify plan)

Limitations:

• Limited customisation and segmentation
• Minimal form options (harder to grow your list)
• No standalone signup forms unless you add a third-party tool

Great for: Beginners who want to keep it simple

Learn more at shopify.com/email

WooCommerce (AutomateWoo)

WooCommerce has it’s own plugin you can add to your site to look after your e-commerce automations for you called “AutomateWoo”:

• AutomateWoo ($159 USD/year): Basic e-commerce automations only (no newsletters or list building tools)

Recommendation: Use a third-party email platform for more robust functionality

Learn more at woocommerce.com/products/automatewoo

2. Entry-Level Email Marketing Platforms

These tools aren’t built specifically for e-commerce, but they’re affordable and easy to use.

Mailchimp

Mailchimp is well-known and does offer e-commerce features:

• Works with WooCommerce (direct integration)
• Needs a plugin for Shopify
• Automations and campaigns available from the Standard Plan (~AU$30/month)

Watch outs:

• Difficult to manage multiple audiences or complex segments
• Can get messy if you have several signup points

Great for: Simple setups with one main list

For a deeper dive, check out Easy Email Marketing Podcast Episode 26

MailerLite

My preferred entry-level choice:

• Free up to 1,000 subscribers
• Great automation and segmentation features
• Direct integration with WooCommerce

Great for: Beginners wanting flexibility without the price tag

Learn more at yaelkeon.com/mailerlite

3. Multipurpose Platforms

ActiveCampaign

If your business is more than just e-commerce—say, you also offer services or digital products—ActiveCampaign may be worth exploring.

• Strong automation tools
• Connects with Shopify, WooCommerce & BigCommerce
• Ideal for hybrid businesses

Important: E-commerce features are only available on Marketing Plus plans and above. Lite plans won’t cut it for store owners.

Pricing (as of June 2025):

• Starts from AU$74/month for 1,000 contacts
• SMS available (charged separately)

Great for: Multi-channel businesses needing advanced features

Learn more at yaelkeon.com/activecampaign

4. Dedicated E-Commerce Email Marketing Platforms

If email is a key part of your growth strategy, these tools are worth the investment.

Klaviyo

Tailored specifically for e-commerce:

• Smart automations (abandoned cart, win-backs, browse abandonment)
• Dynamic product blocks and custom coupon codes
• Excellent Shopify and WooCommerce integration
• SMS available

Pricing (as of June 2025):

• Free for up to 250 contacts and 500 emails
• US$45/month for 1,000 contacts and 15,000 sends
• SMS plans start around US$35/month for 1,250 messages

Great for: Stores ready to scale with email

Learn more at yaelkeon.com/klaviyo

Omnisend

Another strong contender for e-commerce:

• Includes all the essential automations
• Shopify/WooCommerce integrations
• Easier to use than Klaviyo (but less advanced)

Pricing (as of June 2025):

• Free for 250 contacts, 500 emails/month
• US$14/month for 1,000 contacts and 12,000 sends
• SMS plans available (AU pricing varies)

Great for: Brands wanting a simple but capable solution

Learn more at omnisend.com

Final Thoughts: How to Choose

There’s no “perfect” platform. The best email marketing software for ecommerce is the one you’ll actually use and fits your current stage of business.

• If you’re just starting → MailerLite or Shopify Email
• If you’re scaling → Klaviyo or Omnisend
• If you run a multi-offer business → ActiveCampaign

Then:

• Pick two tools to trial
• Set a decision deadline

Don’t let this decision delay your email growth. Even a basic setup is better than no setup!