Shopify
The best email marketing apps for Shopify.
Five apps Shopify stores use for email: who writes the emails, how each one charges, and which fits your store.
Updated · 5 min read
The short answer
The main email marketing apps for Shopify are Amy, Klaviyo, Omnisend, Shopify Messaging and Mailchimp. Shopify Messaging is built in and fine for simple sends. Klaviyo and Omnisend are full toolkits you run yourself, billed by the size of your list. Mailchimp is general-purpose email with a Shopify app. Amy is the one that does the work: she writes and tests your campaigns and automations, you approve them, and she bills per email sent, so contacts are never billed.
Shopify email marketing apps at a glance
| App | Who writes the emails | How it charges | Texting |
|---|---|---|---|
| Amy | Amy writes them; you approve | Per email sent: $10 a month with 2,000 emails, then $0.90 per 1,000 | Included, $0.009 a segment |
| Klaviyo | You, in a flow builder | Per active profile, in tiers from $20 a month | Add-on, monthly commitment |
| Omnisend | You, from prebuilt workflows | Per contact | Pro-only add-on |
| Shopify Messaging | You, with Shopify Magic | Per email, after a free monthly allowance | Yes, toll-free, no replies |
| Mailchimp | You | Per contact, unsubscribed included | Add-on credits |
Does Shopify have email marketing built in?
Yes. Shopify Messaging, formerly Shopify Email, is installed by default and works inside your Shopify admin. It’s billed per email after a free monthly allowance, has automation templates for abandoned checkout, cart and browse, welcome, post-purchase and win-back, and added texting in December 2025 (Shopify: Messaging). Stores usually add a dedicated app when they want popups in the same tool, tested subject lines, store credit, or someone to write and run it all.
What to look for in a Shopify email app
- What you’re billed for. Per contact (Klaviyo, Omnisend, Mailchimp) means a big, quiet list costs money every month. Per email (Shopify Messaging, Amy) means a quiet month is a cheap month.
- Who does the work. A builder needs someone to write the emails, set up the flows and call the tests. Amy does those and asks you to approve.
- The core automations. Welcome, abandoned cart, browse abandonment, post-purchase and win-back earn most of the money. Check they come ready, not as templates to fill in.
- Texting in the same app, so one shopper doesn’t get an email and a text from two tools within the same hour.
- Deliverability. Sending from your own domain, with warm-up and automatic pauses if complaints climb, keeps you out of spam.
- Leaving cleanly. Your list, consent history and unsubscribes should come with you.
The apps
1. Amy
- Best for
- Stores that want the marketing done. Amy plans a month of campaigns on a calendar, writes 12 automations from your catalog, tests subject lines and popup styles, and warms up your sending domain. Each automation starts switched off. All 12 can send texts too, and texting stays off for each one until you turn it on. Campaigns always need your approval.
- How it charges
- $10 a month including 2,000 emails and your sending number, then $0.90 per 1,000 emails and $0.009 per text segment. Contacts are never billed.
- Know before you switch
- No flow builder or custom segment builder: you get 12 finished automations and 14 ready-made audiences.
2. Klaviyo
- Best for
- Teams with a marketer who wants full control: a flow builder, a template library and a segment builder with deep conditional logic.
- How it charges
- By active profiles, in tiers: $20 a month at 500 profiles up to $1,955 at 150,000, read from klaviyo.com/pricing on August 30, 2026. Texting and AI are extra. Klaviyo pricing, explained.
- Know before you switch
- The bill follows your list size, not your sends. Klaviyo alternatives.
3. Omnisend
- Best for
- Email, SMS and push in one tool you run yourself, starting from 15+ prebuilt workflows, with popups, a Wheel of Fortune and A/B tests.
- How it charges
- By contact, subscribers and non-subscribers alike; unsubscribed contacts aren’t billed. SMS for new subscribers is a Pro-only add-on. Omnisend’s pricing.
- Know before you switch
- Omnisend vs. Klaviyo · Amy vs. Omnisend.
4. Shopify Messaging
- Best for
- Simple sends without another app. It’s built into Shopify, with automation templates and Shopify Magic to help write.
- How it charges
- Per email sent, after a free monthly allowance. Sending to subscribers needs a paid Shopify plan. Shopify’s pricing.
- Know before you switch
- Popups need the separate Shopify Forms app, and texts go out from a toll-free number that can’t take replies.
5. Mailchimp
- Best for
- General email marketing, through an official Shopify app that syncs customers, orders and on-site behavior.
- How it charges
- By contact, with subscribed, unsubscribed and non-subscribed contacts all counted, on your peak count. Mailchimp’s pricing.
- Know before you switch
- Automations are limited on the lower plans. Klaviyo vs. Mailchimp.
What a Shopify store should pay for email
On a per-email plan, you pay for what you send. On Amy, 20,000 emails in a month costs $26.20, and 100,000 costs $98.20, however big your list is. On a per-contact plan, you pay for the list: Klaviyo’s published price for a 10,000-profile plan is $150 a month whether you email all of them or a tenth. Estimate your Amy bill.
Facts about each app come from its own website and help center, gathered in October 2026: Klaviyo (prices read August 30, 2026), Omnisend, Shopify Messaging and Mailchimp. Prices change, so check each app’s page before you decide.
Questions
What is the best email marketing app for Shopify?
It depends on who will do the work. Klaviyo and Omnisend are full toolkits for a store with a marketer. Shopify Messaging is built in and fine for simple sends. Amy writes, tests and sends your campaigns and automations for you, and you approve them.
What’s the cheapest email marketing for a Shopify store?
For small, simple sends, Shopify Messaging’s free monthly allowance. Past that, the cheapest model is per email rather than per contact. Amy is $10 a month including 2,000 emails, then $0.90 per 1,000, and contacts are never billed.
Does Shopify have email marketing built in?
Yes. Shopify Messaging, formerly Shopify Email, comes installed, bills per email after a free monthly allowance, and has templates for abandoned checkout, welcome, post-purchase and win-back emails.
Which Shopify email apps also do SMS?
Amy, Klaviyo, Omnisend and Shopify Messaging all send texts. Klaviyo sells texting as a monthly commitment, Omnisend only on its Pro plan, and Shopify Messaging from a toll-free number that can’t take replies. On Amy every automation can text, at $0.009 a segment, once you turn it on.
Do I need someone to run my Shopify email marketing?
With a builder like Klaviyo or Omnisend, someone has to write the emails, set up the flows and watch the results. Amy does that work herself and asks you to approve it.