Email marketing drives 20-30% of revenue for successful e-commerce stores. The right platform can significantly impact your bottom line. Here's how to choose.
Top E-commerce Email Platforms
Klaviyo: The E-commerce Leader
Klaviyo is the most popular email platform for e-commerce, and for good reason. Its deep integrations, behavioral targeting, and product recommendations drive serious ROI.
Key features:
- Deep Shopify, WooCommerce, Magento integration
- Behavioral targeting based on browsing/purchase
- Product recommendations
- Predictive analytics
- SMS marketing
- Robust segmentation
Pricing: Free for 500 sends, Email from $20/mo
Best for: Serious e-commerce stores willing to invest in email
Omnisend: Multi-Channel Value
Omnisend offers email, SMS, and push notifications in one platform at a lower price point than Klaviyo. Great for stores wanting multi-channel without premium pricing.
Key features:
- Multi-channel (email, SMS, push)
- Pre-built automation workflows
- Good Shopify integration
- Affordable pricing
- Push notifications included
Pricing: Free for 250 contacts, Standard from $16/mo
Best for: Budget-conscious stores wanting multi-channel
Mailchimp: General Marketing
Mailchimp handles e-commerce well enough but isn't specialized. Good for stores that want general marketing capabilities alongside e-commerce.
Key features:
- Good Shopify integration
- 100+ templates
- Social ads integration
- Postcards (direct mail)
- Website builder
Pricing: Free for 500 contacts, Standard from $13/mo
Best for: Stores wanting general marketing beyond just e-commerce
Feature Comparison
| Feature | Klaviyo | Omnisend | Mailchimp |
|---|---|---|---|
| Shopify integration | Deep | Good | Good |
| Product recommendations | Yes | Yes | Limited |
| Behavioral targeting | Excellent | Good | Good |
| SMS marketing | Yes | Yes | Add-on |
| Push notifications | No | Yes | No |
| Starting price | $20/mo | $16/mo | $13/mo |
| E-commerce focus | High | High | Medium |
Essential E-commerce Email Flows
Regardless of platform, set up these automation flows:
1. Welcome Series
Introduce new subscribers to your brand with 3-5 emails over 2 weeks. Include a welcome discount.
2. Abandoned Cart
Send 2-3 emails when someone adds to cart but doesn't purchase. Typical timing: 1 hour, 24 hours, 72 hours.
3. Browse Abandonment
Email subscribers who viewed products but didn't add to cart. Show the products they browsed.
4. Post-Purchase
Thank customers, ask for reviews, suggest complementary products. Build loyalty and repeat purchases.
5. Win-Back
Re-engage customers who haven't purchased in 60-90 days with a special offer.
ROI Comparison
Average ROI by platform (based on user reports):
- Klaviyo: 50-100x ROI for serious stores
- Omnisend: 30-60x ROI for budget-conscious
- Mailchimp: 20-40x ROI for general use
Your actual ROI depends on implementation quality, list size, and product category.
When to Choose Each
Choose Klaviyo if:
- E-commerce is your primary channel
- You're willing to invest in email
- You need advanced behavioral targeting
- You want best-in-class Shopify integration
Choose Omnisend if:
- You want multi-channel (email + SMS + push)
- Budget is a concern
- You want good features at lower cost
- Push notifications matter to you
Choose Mailchimp if:
- You need general marketing beyond e-commerce
- You want the most templates
- Budget is tight
- E-commerce is one of many channels
Implementation Tips
- Start with flows, not campaigns—automated flows drive most revenue
- Segment aggressively—different messages for different customer types
- Test subject lines—small improvements compound
- Personalize with data—use purchase history and browsing behavior
- Don't over-email—quality over quantity prevents unsubscribes
Conclusion
For most e-commerce stores, Klaviyo is the best choice if budget allows. Its deep integrations and advanced features drive the highest ROI.
For budget-conscious stores or those wanting multi-channel, Omnisend offers excellent value.
Mailchimp works for stores that want general marketing alongside e-commerce, but specialized platforms will drive more revenue.