Email Marketing

Klaviyo vs. Shopify Email: Which is better when starting a Shopify store in 2024?

e-commerce website on mobile

Choosing the right email marketing platform can make a significant difference in your ecommerce business's success. Klaviyo and Shopify Email are two popular options, each with its unique features and benefits. This comprehensive comparison will cover everything you need to know to make an informed decision, including feature outlines, examples, pros and cons, and specific use cases.

Email marketing is a crucial aspect of ecommerce, allowing businesses to engage with customers, drive sales, and build brand loyalty. With the vast array of email marketing tools available, it can be challenging to decide which one best suits your needs. Klaviyo and Shopify Email are two prominent contenders in this space, each offering distinct advantages. In this guide, we'll delve into their features, ease of use, pricing, and more to help you determine the best fit for your business.

When evaluating email marketing tools, it's essential to consider key features such as automation, segmentation, integration, personalization, analytics, user interface, templates, and support. By understanding how Klaviyo and Shopify Email stack up in these areas, you'll be better equipped to choose the right platform for your ecommerce business.

1. Overview


Klaviyo is a robust email marketing platform designed specifically for ecommerce. It integrates deeply with ecommerce platforms like Shopify, WooCommerce, and BigCommerce, leveraging customer data to create highly personalized email campaigns. Klaviyo's powerful automation and segmentation features make it a favorite among growing ecommerce brands.

Shopify Email

Shopify Email is Shopify's native email marketing solution, designed to provide an easy-to-use, integrated experience for Shopify store owners. It offers basic email marketing features tailored for small to medium-sized businesses. As a built-in feature for Shopify users, it simplifies the email marketing process, making it accessible even for those with minimal technical expertise.

2. Features Comparison

When comparing email marketing platforms, understanding the key features each one offers is crucial. These features determine how well the platform can meet your specific business needs and help you achieve your marketing goals.


  • Advanced Segmentation: Segment customers based on behavior, purchase history, and more. This allows for highly targeted campaigns that can significantly improve engagement and conversion rates.
  • Automation: Pre-built workflows for cart abandonment, welcome series, and post-purchase follow-ups. These automated sequences save time and ensure consistent communication with customers.
  • Dynamic Content: Personalize emails with product recommendations and dynamic content blocks. This feature enhances the relevance of your emails, leading to higher open and click-through rates.
  • A/B Testing: Test different elements of your emails to optimize performance. This helps you identify what resonates best with your audience.
  • Comprehensive Analytics: Detailed reports and insights for data-driven decisions. These analytics provide a deep understanding of how your campaigns are performing and where improvements can be made.
  • Integration: Seamlessly integrates with a wide range of ecommerce platforms and CRM systems. This ensures that all your customer data is synchronized and can be leveraged effectively.

Shopify Email

  • Ease of Use: Simple, intuitive interface designed for ease of use. Even users with little to no technical expertise can quickly get up to speed.
  • Templates: Access to a variety of customizable email templates. These templates help you create professional-looking emails with minimal effort.
  • Segmentation: Basic segmentation capabilities based on customer behavior. While not as advanced as Klaviyo, it still allows for some level of targeted marketing.
  • Automation: Basic automation features for common email scenarios. This includes sending welcome emails to new subscribers and follow-up emails after purchases.
  • Analytics: Basic performance reports and insights. These reports give you an overview of how your emails are performing but lack the depth of Klaviyo's analytics.
  • Integration: Native integration with Shopify, ensuring seamless setup and use. This makes it a convenient option for Shopify store owners.

3. Pros and Cons

Each email marketing platform has its strengths and weaknesses. Understanding these can help you determine which platform aligns best with your business needs and resources.



  • Highly Customizable: Extensive customization options for email content. This allows you to tailor your emails to match your brand and resonate with your audience.
  • Advanced Features: Powerful segmentation, automation, and personalization. These features enable you to create sophisticated marketing campaigns that drive results.
  • Robust Analytics: Detailed insights to optimize email marketing strategies. These analytics help you understand your audience better and make data-driven decisions.
  • Scalability: Suitable for businesses of all sizes. Whether you're a small startup or a large enterprise, Klaviyo can scale with your needs.


  • Cost: Higher pricing compared to Shopify Email, especially for larger lists. This can be a barrier for small businesses with limited budgets.
  • Learning Curve: Advanced features may require time to master. Users may need to invest time in learning how to use the platform effectively.

Shopify Email


  • Integrated Solution: Seamless integration with Shopify. This makes it easy to manage your email marketing within the same ecosystem as your ecommerce store.
  • Ease of Use: Intuitive interface suitable for beginners. Users can quickly create and send emails without needing extensive technical knowledge.
  • Cost-Effective: Lower cost, especially beneficial for small businesses. This makes it an attractive option for businesses with limited marketing budgets.
  • Templates: Access to professional, customizable templates. These templates help you create visually appealing emails with minimal effort.


  • Limited Advanced Features: Lacks the advanced segmentation and automation of Klaviyo. This can limit the effectiveness of your marketing campaigns.
  • Basic Analytics: Less detailed reporting compared to Klaviyo. This makes it harder to gain deep insights into your email performance and make data-driven improvements.

4. Use Cases

Understanding the ideal use cases for each platform can help you determine which one is the best fit for your business.

Klaviyo is ideal for:

  • Medium to Large Ecommerce Businesses: Those needing advanced segmentation, automation, and personalization. These features enable businesses to create highly targeted and effective marketing campaigns.
  • Data-Driven Marketing: Businesses focusing on data-driven strategies and detailed analytics. Klaviyo's robust analytics help you make informed decisions based on your marketing data.
  • Scalable Solutions: Brands planning significant growth and requiring a scalable email marketing platform. Klaviyo can grow with your business, offering advanced features that cater to increasing complexity and scale.

Shopify Email is suitable for:

  • Small to Medium Shopify Stores: Businesses looking for a simple, cost-effective solution. Shopify Email provides the essential features needed to run basic email marketing campaigns without breaking the bank.
  • Beginners: Those new to email marketing needing an easy-to-use platform. Shopify Email's intuitive interface makes it accessible for users with little to no technical expertise.
  • Integrated Shopify Solution: Store owners wanting a native solution without third-party integrations. This ensures a seamless experience and simplifies the management of your ecommerce and email marketing efforts.

5. Feature Examples

Providing examples of how each platform's features can be used in practice helps illustrate their capabilities and potential impact on your marketing efforts.


  • Dynamic Product Recommendations: Include personalized product suggestions based on customer behavior. This can increase the relevance of your emails and drive higher engagement and conversions.
  • Abandoned Cart Automations: Send timely emails to recover abandoned carts. These automated sequences remind customers of items left in their cart and encourage them to complete their purchase.
  • Behavioral Triggers: Trigger emails based on specific customer actions, like browsing history or past purchases. This enables you to send highly relevant and timely emails that resonate with your audience.

Shopify Email:

  • Promotional Templates: Use pre-designed templates for seasonal sales or product launches. These templates help you quickly create professional-looking emails that drive sales.
  • Basic Automation: Set up welcome emails for new subscribers. This ensures that new customers receive a warm welcome and start their journey with your brand on a positive note.
  • Customer Segmentation: Segment customers by purchase activity for targeted campaigns. While not as advanced as Klaviyo, this feature still allows you to create more relevant and effective emails.

6. Pricing

Pricing is a critical factor when choosing an email marketing platform. It's important to understand how each platform's pricing structure aligns with your budget and business needs.


  • Pricing is based on the number of contacts and email sends, with a higher cost for larger lists and more advanced features. This makes it a better fit for businesses that can afford to invest in advanced marketing capabilities.

Shopify Email:

  • Pricing is generally lower, with plans often included in Shopify‚Äôs existing subscription tiers, making it more cost-effective for small businesses. This can be a significant advantage for businesses looking to keep their marketing costs low.

7. Conclusion

Both Klaviyo and Shopify Email have their strengths and cater to different business needs. Klaviyo offers advanced features, extensive customization, and robust analytics, making it ideal for medium to large businesses aiming for a data-driven approach. On the other hand, Shopify Email provides a seamless, user-friendly, and cost-effective solution for small to medium-sized Shopify stores, especially those new to email marketing.

To explore more about optimizing your email marketing strategy for ecommerce in Australia, visit our ecommerce email marketing page.

In conclusion, the choice between Klaviyo and Shopify Email depends on your specific needs, budget, and the level of sophistication you require in your email marketing strategy. Consider the features, pros and cons, and use cases outlined in

Should I use Klaviyo or Shopify Email?

Both Klaviyo and Shopify Email offer valuable features for ecommerce email marketing, catering to different business needs. Shopify Email is a user-friendly, cost-effective solution ideal for small to medium-sized businesses and beginners due to its simplicity and seamless integration with Shopify. However, after an in-depth comparison, it's clear that Klaviyo is the superior choice for businesses seeking advanced capabilities and data-driven strategies.

Klaviyo's advanced segmentation, dynamic content, and comprehensive analytics provide a level of customization and insight that is unparalleled. Its robust automation workflows and integration with various ecommerce platforms enable businesses to create highly personalized and effective marketing campaigns. While Shopify Email simplifies email marketing for those just starting, Klaviyo offers the scalability and advanced features needed to support business growth and optimize marketing efforts.

For businesses looking to maximize their email marketing potential and leverage sophisticated tools to drive customer engagement and sales, Klaviyo is the best option. Its powerful features and detailed analytics allow for more effective targeting and optimization, making it a valuable asset for any ecommerce business aiming for significant growth.

To explore more about optimizing your ecommerce email marketing strategy, visit our ecommerce email marketing page. Here, you'll find tailored solutions and expert advice to help you get the most out of your email marketing campaigns, ensuring you can make the most informed decision for your business needs.

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