Klaviyo vs Shopify Email Marketing
30/09/2024

Shopify Email vs. Klaviyo: Which Email Marketing Tool Is Better?

If you’re running an ecommerce business, you’ve probably realised by now that email marketing is one of the most powerful tools to connect with your customers. But with so many options out there, choosing the right email marketing tool can be tricky, especially when comparing big names like Shopify Email vs. Klaviyo. I’ve personally used both for various online stores and, after hours of trial and error, I’m here to break down the differences so you can make the best choice for your business.

Whether you’re just starting your Shopify store or you’re looking for a more advanced solution to take your marketing to the next level, this comparison will help you understand which platform might suit your needs better.

Table of Contents

Klaviyo vs Shopify Email Comparison

Comparison Point

Shopify Email

Klaviyo

Ratings (2024)

⭐️⭐️⭐️⭐️ (4.2/5) – Simple and user-friendly

⭐️⭐️⭐️⭐️⭐️ (4.7/5) – Powerful and feature-rich

Cost in 2024

- Free for first 10,000 emails/month

Free Version

Yes – Free for 10,000 emails/month

Yes – Free for up to 500 contacts

Pros

- Seamless integration with Shopify
- Affordable
- Easy-to-use templates
- Great for beginners
- No extra setup required
- Includes basic automations

- Advanced segmentation and personalisation
- Powerful email and SMS marketing automation
- Deep integration with Shopify
- Dynamic product recommendations
- Detailed analytics and A/B testing

Cons

- Limited automation and segmentation
- Lacks advanced email marketing features
- Not as suitable for scaling larger businesses

- Higher cost, especially for larger email lists
- Steeper learning curve for beginners
- Can be overkill for smaller businesses or simple campaigns

Best For

- Small ecommerce businesses
- Beginners with simple email marketing needs
- Stores wanting affordable, basic campaigns
- Shopify store owners looking for ease of use

- Growing or large ecommerce businesses
- Businesses requiring advanced automations and segmentation
- Marketers focused on data-driven strategies
- Brands seeking omnichannel marketing (email + SMS)

Klaviyo vs Shopify Email: A Breakdown of Features

When it comes to picking between Klaviyo and Shopify Email, understanding the key differences is essential. Both tools are designed to help ecommerce businesses manage their email marketing, but they each have a unique approach.

Shopify Email: Simple and Straightforward

In my experience, Shopify Email is an absolute dream if you’re just getting started with email marketing. It's built right into the Shopify platform, which means no messing around with extra apps or complicated setups. I found it incredibly convenient when working with smaller stores that didn’t need anything too fancy but still wanted to send clean, professional email campaigns.

One of the main things I noticed was how easy it was to use Shopify Email’s templates. You don’t need any technical expertise to create branded emails, and you can quickly drop in products from Shopify to promote your inventory. The integration is seamless – you can literally pull in your products with one click. This is a huge time-saver, especially if you're trying to send out regular promotions.

However, for me, Shopify Email really shines in its simplicity. It’s perfect for basic email campaigns but doesn’t go too far beyond that. If you're looking for advanced features like email automation or in-depth customer segmentation, Shopify Email may feel a bit limiting as your business grows. But if you’re running a small store or just getting into the swing of things, this could be the ideal, cost-effective starting point.

Shopify Features

Description

Online Store Builder

Drag-and-drop editor, customisable themes, mobile-optimised designs.

Product Management

Unlimited products, variants, real-time inventory management, SKU/barcode support, bulk import/export.

Payment Gateways

Shopify Payments, 100+ external payment gateways (PayPal, Stripe, etc.), multi-currency support.

Shipping and Delivery

Real-time shipping rates, carrier integrations (USPS, UPS, FedEx), free shipping, local pickup/delivery options.

Sales Channels Integration

Sell on Facebook, Instagram, Amazon, eBay; Shopify POS for in-store sales.

Marketing and SEO Tools

Built-in SEO, Shopify Email, discount codes, integration with Google Ads and Facebook Ads.

App Store and Integrations

Access to 6,000+ apps, integrations with tools like Klaviyo for email marketing, accounting, CRM.

Shopify Analytics and Reporting

Comprehensive analytics dashboard, sales and traffic reports, Google Analytics integration.

Customer Management

Customer profiles and accounts, abandoned cart recovery, customer segmentation for targeted marketing.

Security

SSL certificates, PCI-DSS compliance, automatic security updates.

Mobile App

Manage store, add products, track orders, process refunds via Shopify mobile app.

Shopify Support

24/7 customer support (live chat, email, phone), Help Centre, forums, Shopify Experts marketplace.

Custom Domain

Purchase or integrate your domain name directly through Shopify.

Multilingual Support

Features and apps to translate store into multiple languages.

Mobile-Friendly Checkout

Optimised checkout process for mobile devices.

Klaviyo: Advanced Email Marketing for Serious Growth

Now, if you’re looking for a tool that can do a lot more, Klaviyo is your go-to. I’ve worked with it for larger ecommerce clients, and honestly, it’s one of the most powerful email marketing platforms out there. The sheer depth of what you can do with Klaviyo blew me away the first time I used it. From advanced email marketing automation to detailed customer segmentation, it’s got everything you need to create highly targeted, effective email marketing campaigns.

One of my favourite things about Klaviyo is its deep integration with Shopify. It pulls in all your customer data—purchases, browsing history, even abandoned carts—so you can send highly personalised emails. For example, I’ve set up email flows that automatically trigger based on what a customer has done (or hasn’t done). Someone leaves items in their cart? Boom, they get a gentle nudge with a discount code to complete their purchase. It's these little details that can really help boost conversions.

Plus, with features like dynamic product recommendations and automated emails, Klaviyo allows you to personalise every aspect of your campaigns. You can even set up complex flows to re-engage customers or welcome new subscribers in a way that feels personal and thoughtful. The downside? All this power comes at a cost. Klaviyo is certainly more expensive than Shopify Email, and that’s something to keep in mind, especially if you have a large email list or send high volumes of emails.

Klaviyo Features

Description

Email Marketing Automation

Set up automated email flows for welcome series, abandoned carts, win-back campaigns, and post-purchase follow-ups.

Advanced Customer Segmentation

Create segments based on behaviour, purchase history, browsing data, and more for highly targeted email campaigns.

Dynamic Product Recommendations

Automatically pull in personalised product recommendations based on customer data and shopping behaviour.

SMS Marketing Integration

Send SMS messages alongside emails for a multi-channel marketing approach.

Shopify Integration

Deep integration with Shopify, pulling in customer data, product info, and purchase behaviour for detailed targeting and personalised emails.

Email Personalisation

Use customer data (like name, preferences, and past purchases) to personalise email content for each recipient.

Drag-and-Drop Email Builder

Easily design emails with a drag-and-drop builder, customisable templates, and advanced styling options.

Real-Time Analytics & Reporting

Detailed reports on open rates, click rates, revenue generated, and customer engagement with your campaigns.

A/B Testing

Run A/B tests on subject lines, email content, or sending times to optimise your campaigns for better performance.

Pre-Built Email Templates

Access a library of pre-designed templates that can be customised to fit your brand’s style and messaging.

List Growth Tools

Capture leads through customisable sign-up forms, pop-ups, and embedded forms that automatically sync with your email list.

Custom Event Tracking

Track custom events like product views, cart adds, and form submissions to trigger specific email automations.

API Access

Full API access for custom integrations with other tools and platforms, allowing for highly tailored solutions.

Advanced Flow Builder

Create complex, multi-step workflows with conditional logic based on customer actions or attributes.

Email and SMS Campaign Scheduling

Schedule and plan your campaigns in advance to send emails and SMS at the optimal times for your audience.

Third-Party Integrations

Integrates with over 200 apps including Facebook Ads, Google Ads, WooCommerce, and CRM tools.

Predictive Analytics

Utilise AI-driven insights to predict customer lifetime value (CLV), churn probability, and other metrics.

Customisable Sign-Up Forms

Design forms to capture email addresses and grow your list, with the ability to target specific segments.

Facebook Audience Sync

Sync email segments with Facebook Ads to run targeted campaigns across platforms.

Behavioural Targeting

Trigger automated emails based on real-time customer behaviour, such as abandoned carts or product views.
 

Data-Driven Marketing

Use Klaviyo’s data science capabilities to analyse customer data and drive more effective marketing strategies.

Integration with Shopify: How Each Tool Works with Your Store

Shopify Email: Seamless, No-Fuss Integration

One of the best things about Shopify Email is how smoothly it fits into your Shopify store. Since it’s built by Shopify, you don’t need to install anything extra or worry about syncing data. It’s already there, ready to go. I loved this when I first started using Shopify Email, especially for smaller businesses that don’t have the time or resources to deal with more complex integrations. Everything from your products to customer data is right at your fingertips, making it super easy to create targeted emails.

However, while Shopify Email works beautifully for basic email marketing, it doesn’t give you the same level of segmentation and automation that you get with Klaviyo. If you’re just looking to send a quick newsletter or a simple promotion, Shopify has you covered, but as you grow, you might start feeling the need for more advanced tools.

Klaviyo: Unparalleled Shopify Integration

Now, let’s talk about Klaviyo’s Shopify integration. If you’re serious about taking your email marketing to the next level, this is where Klaviyo really pulls ahead. The way it integrates with Shopify is incredible. Klaviyo integrates directly with your store’s data, pulling in customer behaviour, purchase history, and even what products they’ve browsed. This allows you to create hyper-targeted campaigns that are much more likely to convert.

One of the coolest things about Klaviyo is its ability to send personalised product recommendations. I’ve set up campaigns where customers get emails filled with products they’ve shown interest in or items related to previous purchases. This kind of automation is a game-changer, and it’s something Shopify Email doesn’t offer in the same way. Plus, the fact that you can integrate SMS marketing directly into your flows is a huge bonus if you want to diversify how you communicate with customers.

Email Automation: The Key to Effective Email Marketing

Shopify Email: Basic Automation to Get You Started

If you’re just dipping your toes into email automation, Shopify Email gives you a good starting point. You can set up simple workflows like welcome emails for new subscribers or order confirmation emails, and these can be enough if you're running a smaller ecommerce business. In my experience, for a shop with fewer products or fewer marketing needs, this basic automation is perfectly fine.

However, as soon as you start needing more complex workflows, like abandoned cart emails or personalised product recommendations, you’ll quickly find that Shopify Email just doesn’t have the advanced functionality that Klaviyo offers.

Klaviyo: Next-Level Automation for Serious Businesses

This is where Klaviyo really shines. In my time using it, I’ve been able to set up some pretty sophisticated automations that would be impossible in Shopify Email. Whether it’s creating long, multi-step welcome series, setting up re-engagement campaigns for inactive customers, or sending out personalised product recommendations based on browsing behaviour, Klaviyo allows you to get as detailed as you want.

For example, I worked with a client who needed to automate different email flows for first-time buyers, repeat customers, and VIPs. With Klaviyo, we created a series of emails that nurtured each segment differently—first-time buyers got an onboarding series with tips on using their products, while VIPs received early access to sales. These kinds of tailored emails are why Klaviyo is such a powerful tool for growing businesses.

Another place where Klaviyo really stands out is during major retail events like Black Friday email marketing. You can easily set up automated campaigns leading up to the big day, and personalise emails to each customer segment to maximise engagement and sales. It’s these advanced capabilities that make Klaviyo a top choice for serious marketers.

Pricing: Weighing Cost Against Features

Shopify Email: Affordable and Straightforward

If you’re on a budget, Shopify Email is hands down the most affordable option. You can send up to 10,000 emails per month for free, which is fantastic for smaller businesses. When you go beyond that, the cost is still minimal, which is perfect if you're just getting started with your email marketing efforts.

But, as with many things, you get what you pay for. Shopify Email is brilliant for straightforward campaigns, but if you need more advanced functionality like segmentation or in-depth email automation, you may find yourself quickly outgrowing it.

Klaviyo: Premium Features at a Premium Price

Now, with Klaviyo, the story’s a bit different. Yes, it’s pricier, especially if you have a big email list, but the features it offers make it worth the investment if you’re serious about growing your business. In my opinion, the ability to create personalised, data-driven campaigns with such ease can be a game-changer for an ecommerce business. It’s like having a superpower when it comes to understanding and connecting with your customers.

For larger businesses or those aiming to scale, the additional cost of Klaviyo is often justified. It gives you so much more control over your email marketing efforts, and the advanced automations and deep analytics can significantly boost your marketing ROI. Plus, Klaviyo allows you to tailor your email marketing frequency based on customer behaviour, so you're not bombarding people with emails, but sending them at just the right time.

So, Which One Is Right for Your Business?

Choosing between Shopify Email vs. Klaviyo really comes down to the size of your business and what you need from your email marketing tool.

If you’re running a smaller store and need something simple, Shopify Email is perfect. It’s affordable, easy to use, and integrates seamlessly with your Shopify store. You can send out regular emails without breaking the bank, and for many smaller businesses, this is enough.

However, if you’re looking for a tool that can help you scale, offers advanced features like email automation and segmentation, and integrates deeply with your Shopify data, then Klaviyo is the way to go. Yes, it’s pricier, but it’s an investment in your business that can pay off in increased sales and customer engagement.

In the end, both platforms are fantastic tools for email marketing—the right one for you depends on where your business is now and where you want it to go.

If you’re still not sure which platform is best for you, or you need help setting up either Shopify Email or Klaviyo, feel free to contact us. Whether you’re looking to get started with Shopify Email, want to take your marketing to the next level with Klaviyo experts, or need assistance with Shopify SEO services to boost your store’s visibility, we’re here to help guide you through the process and ensure your email marketing campaigns hit the mark. Let’s work together to grow your business!