Shopify Email Integration: Klaviyo vs Mailchimp Setup

Choosing the right email marketing app for your Shopify store can mean the difference between a 2% conversion rate and a 6% conversion rate. With over 73% of eCommerce revenue coming from email marketing campaigns, your decision on shopify email integration directly impacts your bottom line.

The question isn’t whether you need email marketing—it’s which platform will drive the most revenue for your specific business model. In 2025, two platforms dominate the Shopify email marketing landscape: Klaviyo, the eCommerce-native powerhouse with advanced segmentation capabilities, and Mailchimp, the user-friendly giant with broad marketing features.

This comprehensive guide breaks down everything you need to know about integrating email marketing software with your Shopify store. Whether you’re a $500K DTC brand looking to scale or a $10M established business optimizing customer lifetime value, you’ll discover exactly which platform fits your needs and how to set it up for maximum ROI.

TL;DR: Quick Decision Guide

Choose Klaviyo if you:

• Need advanced segmentation and predictive analytics
• Want deep eCommerce automation (abandoned cart, post purchase emails, browse abandonment)
• Require granular customer data and purchase history tracking
• Have products with $100+ average order value
• Plan to scale beyond $1M in revenue
• Need SMS marketing integration

Choose Mailchimp if you:

• Have a limited budget (<$500/month for email marketing)
• Want multi-channel marketing (email + social ads + postcards)
• Need simpler drag and drop email builder
• Prefer all-in-one marketing platform
• Have straightforward email campaigns without complex automation
• Are just starting with email marketing

Choose Shopify Email if you:

• Want the simplest possible setup (no learning curve)
• Send fewer than 10,000 emails monthly
• Need basic email templates for products and sales
• Prefer keeping everything inside Shopify admin
• Have minimal budget for email marketing platform

Average setup time: Shopify Email (15 minutes), Mailchimp (2-3 hours), Klaviyo (4-6 hours)

Understanding Shopify Email Integration: What You Need to Know

What is Shopify Email Integration?

Shopify email integration connects your online store with an email marketing platform, allowing you to automatically sync store data, customer information, purchase history, and product catalogs with your email campaigns. Instead of manually uploading customer lists or copy-pasting product details, integration enables real-time data flow between your Shopify store and email marketing app.

Modern shopify integration goes far beyond basic email collection. Today’s email marketing platforms pull behavioral data, track customer actions, segment based on purchase patterns, and trigger automated workflows based on specific customer behaviors—all without manual intervention.

According to Shopify’s 2024 Commerce Report, stores with properly integrated email marketing software see an average 47% increase in customer retention compared to stores using disconnected email tools. The automation templates and customer data synchronization create personalized experiences that drive repeat purchases.

Does Shopify Have Email Capabilities?

Yes, Shopify offers its own native email marketing solution called Shopify Email. Launched in 2019 and significantly enhanced in 2024, Shopify Email provides basic email marketing functionality directly within your Shopify admin.

Shopify Email includes:

• Pre built templates for products, sales, and promotions
• Drag and drop editor with brand customization
• Automatic product and pricing synchronization
• Basic customer segmentation
• Email campaigns tracked in Shopify analytics
• 10,000 free emails per month, then $1 per 1,000 emails

The platform works well for new Shopify sellers or those with simple email marketing needs. However, it lacks advanced segmentation, sophisticated automation workflows, and the predictive analytics that dedicated email marketing platforms provide.

For DTC brands aiming to scale beyond $1M in revenue, Shopify Email typically becomes limiting. You’ll hit walls with automation templates, customer segments capabilities, and detailed campaign performance tracking.

How Much Does Shopify Charge for Emails?

Shopify Email pricing is straightforward and volume-based:

Shopify Email Pricing Structure (2025):

• First 10,000 emails per month: Free
• Additional emails: $1 per 1,000 emails
• No monthly subscription fees
• No contact list limits
• No feature restrictions based on volume

Real-world cost examples:

• 25,000 emails/month = $15/month
• 50,000 emails/month = $40/month
• 100,000 emails/month = $90/month

This pricing makes Shopify Email one of the most cost-effective options for stores sending basic email campaigns. However, the value calculation changes when you factor in conversion rates. If Klaviyo’s advanced segmentation drives 3% higher conversion rates, the $300/month price difference becomes irrelevant when you’re generating an extra $5,000 in monthly revenue.

Klaviyo for Shopify: The eCommerce Email Marketing Powerhouse

Why Klaviyo Dominates eCommerce Email Marketing

Klaviyo isn’t just an email marketing app—it’s a customer data platform built specifically for eCommerce. Since launching in 2012, Klaviyo has powered email marketing for over 143,000 eCommerce businesses, processing billions in tracked revenue.

The platform’s core advantage lies in its data model. While most email marketing platforms treat customers as email addresses with basic demographic data, Klaviyo treats customers as behavioral entities with complete purchase histories, browsing patterns, engagement metrics, and predictive lifetime value calculations.

Klaviyo’s key features for Shopify stores:

Advanced Segmentation Engine: Klaviyo’s segmentation goes far beyond “opened last email” or “purchased in last 30 days.” You can create segments based on:

• Predicted lifetime value and churn risk
• Product affinity and category preferences
• Cross-sell and upsell propensity
• Engagement velocity and recency
• Customer journey stage and conversion probability

Behavioral Automation Templates: Pre-built flows for every stage of the customer lifecycle:

• Welcome series for new customers
• Abandoned cart recovery (with multi-step sequences)
• Browse abandonment for high-intent visitors
• Post purchase emails with review requests and cross-sells
• Win-back campaigns for dormant customers
• Replenishment reminders for consumable products

Revenue Attribution Tracking: Klaviyo tracks every dollar generated from email campaigns with unprecedented granularity. You’ll see which specific emails drove purchases, average order values by segment, and long-term customer value influenced by email marketing.

Klaviyo Pricing for Shopify Stores

Klaviyo uses contact-based pricing that scales with your email list:

Klaviyo Pricing Tiers (2025):

• Free Plan: Up to 250 contacts, 500 email sends/month
• Email Plan: Starts at $20/month (500 contacts), scales to $1,700/month (100,000 contacts)
• Email + SMS: Starts at $35/month (500 contacts + 1,250 SMS/MMS credits)

Typical pricing for DTC brands:

• 5,000 contacts: $100/month (email only)
• 10,000 contacts: $150/month (email only)
• 25,000 contacts: $350/month (email only)
• 50,000 contacts: $770/month (email only)

The pricing seems steep compared to Shopify Email or Mailchimp’s entry tiers. However, Klaviyo users report average email marketing revenue of $51 per recipient per year—significantly higher than the $33 industry average for eCommerce email campaigns.

How to Set Up Klaviyo with Shopify: Complete Integration Guide

Step 1: Create Your Klaviyo Account

Visit klaviyo.com and sign up with your business email. Choose the Shopify integration during onboarding—this pre-configures settings optimized for eCommerce.

Step 2: Install the Klaviyo Shopify App

1. From Klaviyo dashboard, go to Integrations → Shopify
2. Click “Connect to Shopify”
3. Enter your Shopify store URL (yourstore.myshopify.com)
4. Authorize the connection in your Shopify admin
5. Grant all requested permissions (this allows full data sync)

The app installation takes 2-3 minutes. Klaviyo immediately begins syncing your historical customer data, going back up to 90 days by default.

Step 3: Configure Data Synchronization

Navigate to Integration Settings and verify:

• Customer Sync: Enabled (pulls existing customer email addresses)
• Order History Sync: Enabled (imports past purchase data)
• Product Catalog Sync: Enabled (updates pricing and inventory in real-time)
• Event Tracking: Active Shopify integration automatically tracks:
  • Started Checkout
  • Placed Order
  • Fulfilled Order
  • Cancelled Order
  • Refunded Order
  • Added to Cart
  • Viewed Product

Step 4: Install Klaviyo On-Site Tracking

For advanced features like browse abandonment and product recommendations, add Klaviyo’s JavaScript tracking:

1. In Klaviyo, go to Settings → Web Tracking
2. Copy your unique Klaviyo tracking code
3. In Shopify admin, go to Online Store → Themes → Edit Code
4. Open theme.liquid file
5. Paste Klaviyo code before closing </head> tag
6. Save changes

This enables behavioral tracking that powers personalized emails and advanced segmentation.

Step 5: Create Your First Email Campaigns

Start with Klaviyo’s pre built templates:

Welcome Series:

• Trigger: When someone joins your email list
• Recommended: 3-email sequence over 7 days
• Template includes brand introduction, best sellers, and first-purchase discount

Abandoned Cart Flow:

• Trigger: When cart is created but checkout not completed
• Recommended: 3-email sequence (1 hour, 24 hours, 3 days)
• Template includes cart contents, personalized recommendations, urgency messaging

Post Purchase Series:

• Trigger: When order is fulfilled
• Recommended: 2-3 emails over 14 days
• Template includes thank you, review request, cross-sell recommendations

Step 6: Set Up Customer Segments

Create high-value segments for targeted emails:

VIP Customers:
- Placed Order at least 3 times in last 90 days
- Total spend greater than $500
- Last order less than 45 days ago

At-Risk Customers:
- Placed Order at least 2 times
- Last order between 60-90 days ago
- Predicted churn probability > 70%

High-Intent Browsers:
- Viewed Product at least 5 times in last 7 days
- Has not Placed Order in last 90 days
- Total pageviews > 10 in last 30 days

Step 7: Configure Email Design and Branding

1. Go to Content → Email Templates
2. Upload your logo and brand colors
3. Set default fonts and button styles
4. Create reusable content blocks for headers, footers, and CTAs
5. Save as template for future campaigns

Step 8: Enable SMS Marketing (Optional)

If adding SMS:

1. Go to Account → Settings → SMS
2. Add SMS credits to your account
3. Configure SMS compliance settings (required in US)
4. Create SMS opt-in forms
5. Build SMS automation alongside email flows

Complete setup time: 4-6 hours for full implementation

Mailchimp for Shopify: The All-in-One Marketing Platform

Why Mailchimp Remains Popular for Shopify Stores

Founded in 2001, Mailchimp pioneered accessible email marketing for small businesses. While Klaviyo owns the eCommerce-specific niche, Mailchimp offers a broader marketing platform that extends beyond email campaigns into social advertising, landing pages, and postcards.

Mailchimp’s strengths for Shopify merchants:

User-Friendly Interface: Mailchimp’s drag and drop builder remains one of the easiest in the industry. Non-technical store owners can create professional email templates in minutes without touching code or understanding complex automation logic.

Multi-Channel Marketing: Unlike Klaviyo’s email-and-SMS focus, Mailchimp provides:

• Facebook and Instagram ad management
• Google remarketing ads
• Physical postcard campaigns
• Landing page builder
• Social media scheduling
• Comprehensive marketing calendar

Extensive Template Library: Mailchimp offers 100+ pre built templates for every industry and occasion. The templates are mobile-responsive, visually appealing, and require minimal customization for professional results.

Built-in CRM Features: Mailchimp’s CRM functionality helps small teams manage customer relationships without separate tools. Track customer interactions, add notes, and manage your entire marketing database in one place.

Mailchimp Pricing for Shopify Integration

Mailchimp restructured pricing in 2024, moving to a contact-based model with feature tiers:

Mailchimp Pricing Plans (2025):

Free Plan:

• Up to 500 contacts
• 1,000 email sends/month (max 500/day)
• Basic email templates
• 1 audience
• Limited automation

Essentials Plan:

• Starts at $13/month (500 contacts)
• Scales to $350/month (50,000 contacts)
• Pre built templates and automation
• 3 audiences
• A/B testing
• 24/7 email and chat support

Standard Plan:

• Starts at $20/month (500 contacts)
• Scales to $550/month (50,000 contacts)
• Advanced segmentation
• Behavioral targeting
• Customer journey mapping
• Custom-coded templates
• Send-time optimization

Premium Plan:

• Starts at $350/month (10,000 contacts minimum)
• Advanced segmentation and predictive insights
• Multivariate testing
• Phone support
• Unlimited audiences
• Dedicated onboarding specialist

Typical costs for DTC brands:

• 5,000 contacts: $80/month (Standard)
• 10,000 contacts: $135/month (Standard)
• 25,000 contacts: $280/month (Standard)
• 50,000 contacts: $550/month (Standard)

Mailchimp’s mid-tier pricing falls between Shopify Email (cheapest) and Klaviyo (most expensive). The Standard plan provides the best value for stores needing solid automation without Klaviyo’s advanced analytics.

How to Integrate Mailchimp with Shopify: Step-by-Step Setup

Step 1: Create Your Mailchimp Account

Visit mailchimp.com and sign up for a free account. You can upgrade later as your contact list grows.

Step 2: Install the Mailchimp Shopify Integration

Method 1 (Recommended): Via Shopify App Store

1. Open Shopify admin
2. Go to Apps → Shopify App Store
3. Search “Mailchimp”
4. Click “Add app” on “Mailchimp: Email & SMS Marketing”
5. Authorize the integration

Method 2: Via Mailchimp Dashboard

1. In Mailchimp, go to Integrations
2. Search for Shopify
3. Click “Connect” and enter your store URL
4. Authorize in Shopify admin

Step 3: Configure Sync Settings

After connecting, configure what data syncs:

Customer Sync Options:

• ✓ Sync existing customers (recommended)
• ✓ Sync new customers automatically
• ✓ Update customer information when changed in Shopify
• ✓ Sync customer tags (for segmentation)

Product Sync Options:

• ✓ Sync product catalog
• ✓ Update product pricing in real-time
• ✓ Sync product images for email campaigns
• ✓ Track inventory levels

Order Sync Options:

• ✓ Sync order history
• ✓ Track order fulfillment status
• ✓ Sync refund and cancellation data
• ✓ Calculate customer lifetime value

Step 4: Set Up E-commerce Tracking

Enable e-commerce tracking to measure campaign performance:

1. In Mailchimp, go to Audience → Settings → E-commerce settings
2. Toggle “E-commerce Link Tracking” to ON
3. Verify Shopify store URL is correct
4. Enable order notifications (optional but recommended)

This allows Mailchimp to track which emails generate revenue and calculate ROI for each campaign.

Step 5: Create Welcome Automation for New Customers

Build your first automated workflow:

1. Go to Automations → Create → Welcome New Subscribers
2. Select your Shopify audience
3. Choose trigger: “Contact subscribes via Shopify”
4. Design welcome email using pre built templates
5. Add delay (typically 2 hours after signup)
6. Add follow-up email for day 2-3
7. Set automation to active

Recommended welcome series structure:

• Email 1 (Immediate): Brand introduction + 10% discount code
• Email 2 (Day 2): Best-selling products
• Email 3 (Day 5): Customer testimonials + social proof
• Email 4 (Day 7): Brand story and values

Step 6: Build Abandoned Cart Automation

Create cart recovery emails:

1. Go to Automations → Create → Abandoned Cart
2. Select Shopify audience
3. Set timing: First email at 1 hour, second at 24 hours
4. Customize email templates with cart contents
5. Add discount code for second email (optional)
6. Enable automation

Pro tip: Mailchimp’s abandoned cart emails include dynamic product blocks showing exact items left in cart, with current pricing and stock status.

Step 7: Create Customer Segments for Targeted Campaigns

Build segments based on purchase behavior:

Segment: Recent Customers (Last 30 Days)

• Conditions: Purchase date is after [30 days ago]
• Use for: Cross-sell campaigns, review requests

Segment: High-Value Customers

• Conditions: Total spent is greater than $500
• Use for: VIP offers, early access to sales, exclusive products

Segment: Inactive Customers

• Conditions: Purchase date is before [90 days ago] AND after [180 days ago]
• Use for: Win-back campaigns, special reactivation offers

Segment: Product-Specific Buyers

• Conditions: Purchased product [specific product name]
• Use for: Replenishment reminders, complementary product recommendations

Step 8: Design Your Email Templates

Customize Mailchimp’s pre built templates:

1. Go to Campaigns → Templates
2. Select “Themes” and choose template style
3. Upload logo and set brand colors
4. Customize header and footer
5. Save as reusable template
6. Create variations for promotions, newsletters, and products

Step 9: Set Up Product Retargeting

Enable automatic product recommendations:

1. In automation or campaign builder, add “Product Recommendation” block
2. Choose recommendation type:
   • Best-selling products
   • Recently viewed items
   • Related products based on past purchases
   • New arrivals
3. Set number of products to display (typically 3-4)
4. Customize product card design

Complete setup time: 2-3 hours for basic implementation

Key Features Comparison: Klaviyo vs Mailchimp vs Shopify Email

Email Campaign Builder and Templates

Klaviyo Email Builder:

• Drag and drop interface with eCommerce-specific blocks
• 200+ pre built templates optimized for conversions
• Advanced conditional content (show different content to different segments)
• Dynamic product feeds that update automatically
• Custom CSS for developer-level customization
• Mobile preview and spam testing built-in

Mailchimp Email Builder:

• Industry-leading drag and drop editor
• 100+ templates across all categories
• Content Studio for asset management
• Social media templates alongside email templates
• Simpler learning curve but less eCommerce-specific
• Creative Assistant with AI-powered design suggestions

Shopify Email Builder:

• Basic drag and drop with limited blocks
• 20+ templates specifically for products and sales
• Automatic product synchronization
• Simplest interface but most restrictive
• Mobile-responsive by default
• Direct Shopify product insertion without external tools

Winner for DTC brands: Klaviyo offers the best balance of power and eCommerce focus, though Mailchimp wins for pure ease of use.

Automation Templates and Workflows

Klaviyo Automation Capabilities:

• 50+ pre-built eCommerce flows
• Multi-trigger automations (respond to multiple behaviors)
• Wait conditions based on customer behavior
• A/B testing within flows
• Flow analytics showing revenue by step
• Conditional splits (send different paths based on behavior)

Advanced Klaviyo flows:

• Sunset flow (automatically suppress unengaged subscribers)
• VIP flow (identify and nurture high-value customers)
• Back-in-stock alerts
• Price drop notifications
• Replenishment reminders based on product use rate
• Anniversary and milestone celebrations

Mailchimp Automation Capabilities:

• Customer journey builder with visual mapping
• Pre-built automations for common scenarios
• Product retargeting based on browsing behavior
• Date-based automations (birthdays, anniversaries)
• Simpler workflow builder but less granular
• Send time optimization (AI determines best send time)

Mailchimp automation limitations:

• Fewer eCommerce-specific triggers
• Less sophisticated behavioral segmentation within flows
• Revenue tracking less granular than Klaviyo

Shopify Email Automation Capabilities:

• Basic automation templates only
• Simple abandoned cart recovery
• Limited to single-email automations (no sequences)
• No conditional logic or branching
• Minimal customization options

Winner for advanced automation: Klaviyo dominates with sophisticated multi-step flows and behavioral triggers.

Advanced Segmentation and Customer Data

Klaviyo Segmentation:

• Unlimited segments with complex conditions
• Predictive analytics (lifetime value, churn risk)
• Real-time segment updates
• Behavioral segmentation based on any tracked event
• RFM analysis (Recency, Frequency, Monetary value)
• Product affinity and category preference modeling

Example Klaviyo advanced segment:

High-Intent VIP Prospects:
- Viewed Product at least 3 times in last 7 days
- Has not Placed Order
- Engagement score > 80
- Lives in targetted geographic area
- Similar product preferences to existing VIP customers

Mailchimp Segmentation:

• Unlimited segments on Standard and Premium plans
• Predictive insights on higher tiers
• Purchase behavior segmentation
• Engagement-based segmentation
• Geographic and demographic filters
• Less sophisticated than Klaviyo but adequate for most needs

Shopify Email Segmentation:

• Basic customer segments only
• Limited to simple conditions (location, order count, total spent)
• No behavioral or predictive segmentation
• No engagement tracking
• Adequate for basic campaigns but restrictive for growth

Winner for data-driven marketing: Klaviyo’s predictive analytics and granular behavioral tracking lead the category.

SMS Marketing Integration

Klaviyo SMS:

• Native SMS and email integration
• Unified customer profiles across channels
• SMS automation flows with same sophistication as email
• Compliance management (TCPA, CTIA)
• Two-way conversations enabled
• MMS support for image-based messages

Klaviyo SMS pricing:

• Bundled with email or separate SMS-only plan
• Per-credit pricing (1 credit = 1 SMS segment)
• Starts at $0.0125 per SMS credit
• Volume discounts available

Mailchimp SMS:

• SMS available on Standard and Premium plans
• Basic SMS campaigns and automations
• Less sophisticated than Klaviyo’s SMS features
• Adequate for occasional SMS use
• Pay-as-you-go credits

Shopify Email SMS:

• No SMS capabilities
• Would require separate app integration

Winner for SMS: Klaviyo’s unified SMS and email platform makes it the clear choice for multi-channel messaging.

Campaign Performance and Analytics

Klaviyo Analytics:

• Revenue attribution by campaign and flow
• Cohort analysis showing long-term customer value
• A/B testing with statistical significance calculations
• Benchmarking against similar businesses
• Real-time performance dashboards
• Engagement scoring and predictive metrics

Key Klaviyo metrics:

• Placed Order Rate (conversion from email click)
• Revenue per Recipient
• Attributed Revenue over time
• Flow performance comparisons
• Segment value analysis
• Customer lifetime value tracking

Mailchimp Analytics:

• Standard email metrics (open rate, click rate)
• E-commerce tracking for revenue
• Comparative reports (this campaign vs. average)
• Customer journey visualization
• ROI calculation
• Less granular than Klaviyo but clear and actionable

Shopify Email Analytics:

• Basic metrics only (sends, opens, clicks)
• Limited revenue tracking
• Simple conversion reporting
• All data lives in Shopify admin
• Adequate for monitoring performance but limited for optimization

Winner for analytics: Klaviyo provides enterprise-level insights that directly inform optimization strategies.

Do I Need Mailchimp if I Have Shopify?

This is one of the most common questions from Shopify store owners, and the answer depends on your business stage and email marketing sophistication.

When Shopify Email is Sufficient

You can rely solely on Shopify Email if you:

1. Send fewer than 10,000 emails monthly: The free tier covers your needs
2. Have simple campaigns: Product announcements and basic sales promotions
3. Don’t need complex automation: Abandoned cart recovery is your only automation requirement
4. Prioritize simplicity over features: Learning curve and setup time matter more than advanced capabilities
5. Have limited budget: $0-20/month is your maximum email marketing spend
6. Are in early growth stage: Under $500K annual revenue

Real-world example: A jewelry maker selling $30K/month on Shopify with 2,000 email subscribers successfully uses Shopify Email for weekly newsletters and basic cart recovery. The simplicity allows her to focus on product creation rather than email marketing complexity.

When You Need Mailchimp or Klaviyo

Consider upgrading to dedicated email marketing platform when:

1. You need sophisticated automation: Multi-step welcome series, win-back campaigns, post-purchase sequences
2. Segmentation becomes critical: Different messaging for VIP customers vs. first-time buyers
3. You want predictive analytics: Understanding which customers are likely to churn or purchase next
4. Revenue per email matters: You’re leaving money on the table with basic campaigns
5. You’re scaling beyond $1M revenue: Email marketing becomes a primary growth channel
6. You want integrated SMS: Text message marketing complements email

Data point: According to Shopify Plus case studies, merchants who upgrade from Shopify Email to Klaviyo or Mailchimp see an average 34% increase in email-attributed revenue within 90 days—not from sending more emails, but from better targeting and timing.

The Real Cost of “Free” Email Marketing

While Shopify Email costs nothing for the first 10,000 monthly sends, the opportunity cost can be significant:

Hypothetical scenario:

• Shopify store with 10,000 email subscribers
• Average email campaign conversion rate: 0.5%
• Average order value: $80
• Sending 4 campaigns monthly

With Shopify Email:

• Conversions per campaign: 50 orders
• Revenue per campaign: $4,000
• Monthly email revenue: $16,000
• Cost: $0 (under free tier)

With Klaviyo (optimized segmentation and timing):

• Conversions per campaign: 80 orders (60% improvement from better targeting)
• Revenue per campaign: $6,400
• Monthly email revenue: $25,600
• Cost: $150/month
• Net revenue increase: $9,600/month

The $150 monthly cost for Klaviyo seems expensive until you realize it’s generating an additional $9,600 in revenue—a 64x return on investment.

How to Choose Between Klaviyo and Mailchimp for Your Shopify Store

Revenue and Business Model Factors

Choose Klaviyo if your store has:

• Annual revenue over $500K
• Average order value over $50
• Strong repeat purchase rates (20%+ of revenue from repeat customers)
• Complex product catalog requiring sophisticated segmentation
• High customer lifetime value (6+ month relationship)
• Consumable or replenishable products

Choose Mailchimp if your store has:

• Annual revenue under $500K
• Lower average order values ($20-50)
• Primarily one-time purchasers
• Simpler product lineup
• Need for multi-channel marketing beyond email
• Established social media presence to leverage

Product type considerations:

Klaviyo excels for:

• Fashion and apparel (style affinity, seasonal preferences)
• Supplements and consumables (replenishment timing)
• Beauty and cosmetics (product recommendations, subscription)
• Home goods (room-specific targeting, style preferences)

Mailchimp works well for:

• Print-on-demand stores (simple catalog)
• Handmade and craft products (storytelling focus)
• Digital products (simpler automation needs)
• Drop shipping (straightforward campaigns)

Technical Capabilities and Team Resources

Team size and expertise matter:

Klaviyo requires:

• Dedicated marketing team member or agency
• Willingness to invest 10-15 hours monthly in optimization
• Basic understanding of segmentation logic
• Data-driven decision-making culture
• Patience for 30-60 day learning curve

Mailchimp requires:

• Part-time marketing attention (5-8 hours monthly)
• Non-technical team member can manage effectively
• Less steep learning curve (1-2 weeks to proficiency)
• Good fit for solopreneur or small teams

Technical integration needs:

If your stack includes:

• Shopify + Facebook/Instagram ads + Google Analytics → Mailchimp’s multi-platform approach fits better
• Shopify + SMS marketing + loyalty program → Klaviyo’s unified data model excels
• Shopify + minimal tech → Either works, choose based on budget and features

Growth Trajectory and Scalability

For rapid-growth brands: Klaviyo scales better as you grow. The platform handles 100,000+ contacts without performance degradation, and pricing increases predictably with list size.

Migration pain: Moving from Mailchimp to Klaviyo after 2-3 years costs significant time and money. If you anticipate scaling aggressively, starting with Klaviyo avoids future migration headaches.

For steady-state businesses: If you’re optimizing a mature business rather than pursuing aggressive growth, Mailchimp’s stable feature set and predictable costs may align better with your needs.

Budget Reality Check

Real monthly costs at different business stages:

$500K annual revenue (5,000 contacts):

• Klaviyo: $100/month (email only)
• Mailchimp: $80/month (Standard plan)
• Shopify Email: $0-15/month
• Recommendation: Klaviyo if email is primary channel, Mailchimp if you want multi-channel

$1M annual revenue (10,000 contacts):

• Klaviyo: $150/month (email only)
• Mailchimp: $135/month (Standard plan)
• Shopify Email: $30-50/month
• Recommendation: Klaviyo for eCommerce focus and better ROI

$3M annual revenue (25,000 contacts):

• Klaviyo: $350/month (email only)
• Mailchimp: $280/month (Standard plan)
• Shopify Email: Not recommended at this scale
• Recommendation: Klaviyo—the revenue difference justifies higher cost

$10M+ annual revenue (50,000+ contacts):

• Klaviyo: $770+/month
• Mailchimp: $550+/month
• Recommendation: Klaviyo with dedicated marketing team managing optimization

Advanced Email Marketing Strategies for Shopify Stores

Optimizing Abandoned Cart Recovery

Standard abandoned cart emails recover 5-10% of abandoned carts. Optimized sequences recover 15-20%.

Winning abandoned cart sequence structure:

Email 1: Reminder (Send 1 hour after abandonment)

• Subject: “You left something behind…”
• Content: Simple cart reminder with product images
• CTA: “Complete your order”
• No discount (yet)
• Conversion rate: 5-8%

Email 2: Social Proof (Send 24 hours after abandonment)

• Subject: “[Customer name], others love these products”
• Content: Customer reviews and ratings for abandoned items
• Include urgency (“Only 3 left in stock”)
• Still no discount
• Conversion rate: 3-5%

Email 3: Incentive (Send 48-72 hours after abandonment)

• Subject: “Complete your order and save 10%”
• Content: Discount code + scarcity messaging
• Last chance positioning
• Conversion rate: 4-6%

Combined recovery rate: 12-19%

Advanced tactics both platforms support:

• Dynamic product blocks showing exact cart contents
• Real-time inventory updates
• Personalized product recommendations
• Exit-intent discount codes
• Free shipping thresholds

Post Purchase Email Sequences That Drive Repeat Orders

The highest-converting email marketing happens after the first purchase. Post purchase sequences turn one-time buyers into loyal customers.

Winning post purchase sequence:

Email 1: Thank You (Send immediately after order fulfillment)

• Reinforce purchase decision
• Set delivery expectations
• Provide tracking information
• Cross-sell complementary products
• Open rate: 60-70%

Email 2: How-To Guide (Send 3-5 days after delivery)

• Usage tips for purchased products
• Care instructions
• Styling ideas or recipes
• Build product value perception
• Click rate: 15-20%

Email 3: Review Request (Send 10-14 days after delivery)

• Request product review
• Offer incentive (discount on next order)
• Make review process simple (one-click)
• Collect user-generated content
• Review submission rate: 8-12%

Email 4: Replenishment or Cross-Sell (Send 30-45 days after purchase)

• Personalized recommendations based on purchase history
• “You might also like…” positioning
• Limited-time offer for repeat customers
• Conversion rate: 5-8%

Segmentation Strategies for Maximum Revenue

Generic “blast” emails convert at 0.5-1%. Segmented campaigns convert at 3-6%.

High-performing segments to create:

RFM Segments (Recency, Frequency, Monetary):

Champions:

• Bought recently + frequently + high spend
• Strategy: VIP treatment, early access, exclusive products
• Email frequency: 2-3x weekly

Loyal Customers:

• Buy regularly but moderate spend
• Strategy: Reward loyalty, upsell to higher AOV
• Email frequency: 2x weekly

At-Risk:

• Previously loyal but haven’t purchased recently
• Strategy: Win-back campaigns, special incentives
• Email frequency: 1-2x weekly with compelling offers

New Customers:

• First purchase within last 30 days
• Strategy: Onboarding sequence, education, second purchase incentive
• Email frequency: 3-4x in first 30 days

Behavioral Segments:

High-Intent Browsers:

• Multiple product views, no purchase
• Strategy: Product-specific campaigns, limited-time offers
• Trigger: View 3+ products in 7 days without purchasing

Cart Abandoners:

• Added to cart but didn’t complete purchase
• Strategy: Multi-step recovery sequence
• Trigger: Cart created, no order within 4 hours

Product Affinity Segments:

• Customers who buy specific categories
• Strategy: Category-specific new arrivals, restock alerts
• Example: “Athletic apparel buyers” segment for sportswear launches

Seasonal Campaign Calendar for eCommerce

Strategic email marketing follows the retail calendar:

Q1 (January-March):

• New Year resolutions alignment
• Valentine’s Day (1-2 weeks before)
• Spring preview and clearance
• Tax refund season promotions

Q2 (April-June):

• Easter/spring holidays
• Mother’s Day (critical for many retailers)
• Father’s Day
• Summer preparation and vacation-themed campaigns

Q3 (July-September):

• Independence Day sales
• Back-to-school (late July – August)
• Labor Day weekend
• Fall preview and transitions

Q4 (October-December):

• Halloween (costume/seasonal)
• Black Friday/Cyber Monday (most important)
• Holiday gift guides (early November)
• Last-minute holiday shipping deadlines
• Year-end clearance

Email frequency by season:

• Off-peak months: 1-2 campaigns weekly
• Holiday preparation: 2-3 campaigns weekly
• Black Friday week: 5-7 campaigns
• Holiday shipping deadlines: Daily campaigns acceptable

Common Mistakes in Shopify Email Marketing (And How to Avoid Them)

Mistake 1: Not Cleaning Your Email List

The problem: Emailing unengaged subscribers hurts deliverability. ESP providers (Gmail, Yahoo, Outlook) track engagement rates and may route your emails to spam if too many recipients ignore them.

The solution:

• Implement sunset flow: Stop emailing subscribers who haven’t engaged in 90-120 days
• Send re-engagement campaign before removing contacts
• Remove hard bounces immediately
• Maintain engagement rate above 20%

Both Klaviyo and Mailchimp support:

• Automatic suppression of unengaged contacts
• Re-engagement automation templates
• List hygiene reports and recommendations

Mistake 2: Sending Same Message to Entire List

The problem: Your VIP customers who spend $500+ shouldn’t receive the same 10% discount as first-time visitors. Untargeted campaigns leave revenue on the table.

The solution:

• Segment by customer value: Different offers for different tiers
• Segment by purchase history: Don’t promote products they already own
• Segment by engagement: Adjust frequency based on interaction
• Segment by lifecycle stage: New customers get onboarding, loyal customers get rewards

Revenue impact: Segmented campaigns generate 760% more revenue than unsegmented campaigns (DMA research, 2024).

Mistake 3: Neglecting Mobile Optimization

The problem: 62% of email opens happen on mobile devices. Non-mobile-optimized emails get deleted immediately.

The solution:

• Use responsive templates (both platforms provide these)
• Test on multiple devices before sending
• Keep subject lines under 40 characters
• Use single-column layouts
• Make buttons thumb-friendly (minimum 44×44 pixels)
• Optimize images for fast loading

Mistake 4: Over-Relying on Discounts

The problem: Training customers to wait for discounts erodes profit margins and brand value.

The solution:

• Reserve discounts for specific objectives (first purchase, cart recovery)
• Lead with value, not price
• Use urgency and scarcity before discounts
• Emphasize product benefits and social proof
• Test non-discount incentives (free shipping, gifts with purchase)

Alternative incentives that work:

• Early access to new products
• Free samples or gifts
• Extended return windows
• Priority customer service
• Exclusive content or styling advice

Mistake 5: Ignoring Email Deliverability

The problem: Perfect email campaigns don’t work if they land in spam folders.

The solution:

• Authenticate your domain (SPF, DKIM, DMARC records)
• Use consistent sender name and email
• Maintain clean list (remove bounces immediately)
• Avoid spam trigger words
• Monitor sender reputation scores
• Gradually increase sending volume when starting

Both platforms help with:

• Domain authentication setup
• Spam testing before sending
• Deliverability monitoring
• Sender reputation tracking

Frequently Asked Questions (FAQ)

How do I connect an email to Shopify?

To connect email marketing to Shopify, follow these steps:

1. Choose your email marketing platform (Klaviyo, Mailchimp, or Shopify Email)
2. Install the integration:
   • For Shopify Email: It’s built-in, go to Marketing → Campaigns → Create Campaign
   • For Klaviyo: Install from Shopify App Store or connect via Klaviyo dashboard
   • For Mailchimp: Install from Shopify App Store or connect via Mailchimp integrations
3. Authorize the connection in your Shopify admin
4. Configure sync settings for customers, products, and orders
5. Set up automation templates (abandoned cart, welcome series, post-purchase)
6. Create your first campaign using pre built templates

The entire process takes 15 minutes for Shopify Email, 2-3 hours for Mailchimp, or 4-6 hours for full Klaviyo implementation with automation.

How much does Shopify charge for emails?

Shopify Email pricing is straightforward:

• First 10,000 emails monthly: Free
• Additional emails: $1 per 1,000 emails
• No monthly subscription fees
• No contact list limits
• No feature restrictions

Example costs:

• 15,000 emails/month = $5/month
• 25,000 emails/month = $15/month
• 50,000 emails/month = $40/month
• 100,000 emails/month = $90/month

Shopify Email is one of the most cost-effective options, though dedicated platforms like Klaviyo and Mailchimp offer significantly more sophisticated features that typically generate higher ROI despite higher costs.

Does Shopify have email capabilities?

Yes, Shopify offers native email marketing through Shopify Email, launched in 2019 and enhanced in 2024.

Shopify Email includes:

• Pre-built templates for products, promotions, and sales
• Drag-and-drop email builder
• Automatic product catalog synchronization
• Basic customer segmentation
• Abandoned cart recovery
• Email analytics within Shopify admin
• Mobile-responsive templates
• Brand customization (logo, colors, fonts)

Limitations compared to dedicated platforms:

• No advanced segmentation or predictive analytics
• Limited automation (single-email triggers only, no sequences)
• Basic reporting without deep revenue attribution
• No SMS marketing capabilities
• Fewer template options
• Less sophisticated A/B testing

Shopify Email works well for stores with simple needs or those just starting with email marketing. Businesses scaling beyond $1M revenue typically outgrow it and migrate to Klaviyo or Mailchimp.

Do I need Mailchimp if I have Shopify?

It depends on your email marketing sophistication and growth stage:

You don’t need Mailchimp if:

• You send fewer than 10,000 emails monthly (Shopify Email free tier)
• Your campaigns are simple product promotions and sales announcements
• You need only basic abandoned cart recovery
• You’re a solopreneur with limited time for email marketing
• Your annual revenue is under $250K

You should consider Mailchimp (or Klaviyo) when:

• You need multi-step automation sequences (welcome series, win-back campaigns)
• Advanced segmentation becomes important for targeting
• You want to integrate SMS marketing
• You’re scaling beyond $500K annual revenue
• Email marketing becomes a primary growth channel (25%+ of revenue)
• You need detailed analytics and A/B testing

The upgrade decision often comes down to ROI: If better segmentation and automation increase email revenue by 30-40% (typical results), the $80-150/month cost for Mailchimp or Klaviyo pays for itself many times over.

Which is better for Shopify: Klaviyo or Mailchimp?

Choose Klaviyo if you:

• Focus primarily on eCommerce (not multi-channel marketing)
• Need sophisticated segmentation and predictive analytics
• Want deep automation for customer lifecycle (welcome, cart recovery, win-back, replenishment)
• Have products with strong repeat purchase rates
• Plan to use SMS marketing alongside email
• Have annual revenue over $500K
• Can invest 10-15 hours monthly in email marketing optimization

Choose Mailchimp if you:

• Want an all-in-one marketing platform (email + social ads + landing pages)
• Prefer simpler interface with easier learning curve
• Need multi-channel campaign coordination
• Have limited budget for email marketing
• Run a smaller operation without dedicated marketing staff
• Don’t need ultra-sophisticated behavioral segmentation

Bottom line: Klaviyo typically generates 15-25% higher email revenue for eCommerce-focused stores, while Mailchimp offers better value for multi-channel small businesses or those prioritizing simplicity over advanced features.

Can I use both Klaviyo and Mailchimp with Shopify?

Technically yes, but it’s not recommended. Running two email platforms simultaneously creates problems:

Issues with dual platforms:

• Duplicate emails annoying customers
• Conflicting automated workflows
• Split customer data reducing segmentation effectiveness
• Double costs without proportional benefit
• Compliance risks with CAN-SPAM and GDPR
• Confused analytics and attribution

The only valid use case: Migrating from one platform to another during a transition period (2-4 weeks maximum).

Better approach: Choose one primary email platform and potentially use the other for different purposes:

• Klaviyo for transactional and automated eCommerce emails
• Mailchimp for monthly newsletters or blog updates (if separate audiences)

But even this split strategy typically creates more complexity than value.

How long does it take to see results from email marketing?

Timeline for email marketing ROI:

Immediate (Week 1-2):

• Welcome automation generates first conversions
• Abandoned cart recovery drives 5-10% recovery rate
• First campaign sends to existing customers

Short-term (Month 1-2):

• Automation sequences fully implemented
• Initial segmentation established
• Baseline metrics defined
• Revenue attribution tracking active

Medium-term (Month 3-6):

• Optimization based on performance data
• Advanced segmentation improving conversion rates
• Seasonal campaign calendar implemented
• 20-30% of new revenue attributed to email

Long-term (Month 6-12):

• Email marketing becomes primary retention channel
• Sophisticated customer lifecycle automation
• 30-40% of total revenue attributed to email
• Predictable, scalable growth channel

Expected revenue by month:

• Month 1: 5-10% of total revenue from email
• Month 3: 15-20% of total revenue
• Month 6: 25-30% of total revenue
• Month 12: 30-40% of total revenue (mature program)

Results vary based on list size, sending frequency, product type, and optimization effort. DTC brands with consumable products typically see faster results than those selling one-time purchase items.

Final Recommendation: Which Shopify Email Integration is Right for You?

After evaluating features, pricing, capabilities, and use cases, here’s our definitive recommendation:

For New Shopify Stores (Under $250K Revenue)

Start with Shopify Email:

• Zero cost for first 10,000 emails
• Simplest setup (15 minutes)
• No learning curve
• Adequate for basic needs
• Upgrade when you hit limitations

Migrate to dedicated platform when:

• List grows beyond 5,000 active subscribers
• Email generates 20%+ of revenue
• You need automation sequences
• You have resources to optimize campaigns

For Growing DTC Brands ($250K-$1M Revenue)

Choose Mailchimp if:

• You want easiest transition from Shopify Email
• Budget is constrained ($80-135/month)
• You need multi-channel marketing
• Team has limited technical expertise
• You’re building social media presence

Choose Klaviyo if:

• Email is your primary marketing channel
• You have strong repeat purchase rates
• Product catalog requires sophisticated segmentation
• You’re willing to invest in optimization
• SMS marketing is part of strategy

For Established Brands ($1M+ Revenue)

Strongly recommend Klaviyo:

• Revenue impact justifies higher cost
• Advanced features become essential at scale
• Predictive analytics drive retention
• SMS + email integration maximizes LTV
• Platform scales with aggressive growth

The revenue difference from Klaviyo’s superior segmentation and automation typically exceeds $2,000-5,000 monthly at this scale—far more than the $150-350 cost difference versus alternatives.

For Enterprise Stores ($10M+ Revenue)

Klaviyo is the clear choice:

• Handles large contact lists (100K+) without performance issues
• Enterprise support and dedicated account management
• API for custom integrations
• Advanced data science and predictive modeling
• Proven at scale with major DTC brands

At enterprise level, the platform choice matters less than execution quality. Consider hiring specialized email marketing agency or dedicated in-house team to maximize ROI.

Getting Started: Your Next Steps

If choosing Shopify Email:

1. Open Shopify admin → Marketing → Campaigns
2. Create first campaign using pre built templates
3. Set up abandoned cart automation
4. Schedule 1-2 weekly campaigns
5. Monitor performance in Shopify analytics

If choosing Mailchimp:

1. Sign up at mailchimp.com
2. Install Shopify integration from App Store
3. Complete setup wizard (follow our guide above)
4. Create welcome and cart abandonment automations
5. Import existing customers and send first campaign

If choosing Klaviyo:

1. Sign up at klaviyo.com
2. Connect Shopify during onboarding
3. Install on-site tracking for behavioral data
4. Set up core automation flows (welcome, cart, post-purchase)
5. Create initial customer segments
6. Launch first targeted campaign

Getting Expert Help with Email Marketing Integration

Setting up email marketing software is straightforward. Optimizing it for maximum revenue requires expertise.

At Glued, we’ve helped dozens of DTC brands transform email marketing from “occasional campaign sends” to “predictable revenue channel generating 30-40% of total sales.” Our CRO-focused approach optimizes every element—from subject lines to send timing to landing page experiences—ensuring your email integration delivers measurable ROI.

What we optimize:

• Complete platform setup (Klaviyo or Mailchimp)
• Automation flow design and A/B testing
• Advanced segmentation strategies
• Email template design for conversions
• Landing page optimization for email traffic
• Revenue attribution tracking
• Monthly performance analysis and recommendations

Whether you’re choosing between platforms or maximizing an existing setup, our team brings eCommerce expertise that turns email marketing into your most profitable channel.

Ready to transform email marketing from cost center to profit engine? Contact Glued for a complimentary email marketing audit and discover exactly how much revenue you’re leaving on the table with your current setup.

Conclusion: Email Marketing is Your Most Valuable Customer Retention Tool

Shopify email integration isn’t just another marketing checkbox—it’s the foundation of customer relationships that drive 30-40% of mature eCommerce revenue. Whether you choose Shopify Email for simplicity, Mailchimp for versatility, or Klaviyo for advanced eCommerce features, the key is implementing consistently and optimizing continuously.

The platform matters less than the strategy. Great segmentation, personalized automation, and value-focused content generate results regardless of the email marketing app. Start with the right platform for your current stage, implement core automations, and commit to regular optimization.

Your email list is your most valuable business asset—it’s the only marketing channel you truly own. Social media algorithms change, ad costs increase, but your email list remains constant. Invest in building it, nurturing it, and monetizing it properly.

The difference between stores that thrive and those that struggle often comes down to this: successful brands treat email marketing as a retention engine requiring ongoing optimization, while struggling stores treat it as an occasional promotional tool. Which approach will you choose?