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6 Best Email Marketing Tools for eCommerce Businesses 2023
B2C email marketing tools

Selling products as an eCommerce business? If you’re not running an email marketing campaign, you’re missing out. Email marketing delivers the best return on investment (ROI) of any digital marketing strategy – a colossal $36 for every $1 spent

Email marketing tools let you design stunning emails, set trigger points, and send thousands of emails in a single batch. But, with so many platforms to choose from, finding the best email marketing tools for small businesses is harder than you think. 

So, whether you’re a B2C drop shipper or a dedicated eCommerce store, we’ve searched high and low to find the best B2C email marketing tools anywhere. 

Let’s get started!

6 Best Email Marketing Tools

  1. Klaviyo
  2. MailChimp
  3. Flodesk
  4. Shopify
  5. MailerLite
  6. Omnisend

1. Klaviyo

Klaviyo is the go-to email marketing tool for Shopify store owners – despite the cost. Build high-quality emails using its extensive template catalogue that gives your brand a professional edge. The template editor is intuitive and simple to use – with enough capabilities for the expert email marketer.

Best of all – it predicts the products your customers will love, letting you send hyper-targeted campaigns optimised to convert.

Key Features

  • AI-generated subject lines designed to boost your open rates. 
  • Advanced segmentation tools, allowing for targeted campaigns based on predicted customer attributes. 
  • Comprehensive automation capabilities, including flows for cart abandonment, welcome series, and post-purchase engagement.
  • Detailed analytics dashboard provides insights into open rates, revenue attribution, and customer lifetime value.
  • Personalised product recommendations that leverage machine learning to drive additional sales.


  • Seamless syncing with platforms like Shopify and WooCommerce for personalised marketing.
  • Target email lists based on purchase behaviour and interactions.
  • Set up automated email sequences for varied customer journeys.
  • User-friendly dashboard with insightful campaign performance metrics.


  • Can become expensive as the subscriber count increases.
  • Might be overwhelming for beginners due to its extensive features.
  • Some users find the drag-and-drop editor restrictive in design flexibility.

2. MailChimp

MailChimp is among the most popular email marketing platforms around. Perfect for B2C eCommerce and small businesses – however, it lacks some of the more advanced automation features you’ll find on other platforms.

Nonetheless, its powerful AI marketer analyses millions of other examples to craft better-performing emails at the click of a button.

Key Features

  • Drag-and-drop email design interface.
  • Advanced list segmentation based on demographics and behaviour.
  • Personalised content using merge tags and dynamic blocks.
  • Detailed performance reports with open rates, click-through rates, and geographical data.
  • Library of customisable templates suited for various industries and occasions.
  • Automation tools for triggers like welcome emails, abandoned cart reminders, and customer re-engagement.
  • Integration capabilities with popular platforms like Shopify, WordPress, and WooCommerce.


  • Designed with ease of use in mind, especially for beginners.
  • Offers a wide range of functionalities for small businesses and startups.
  • Provides a variety of customisable email design templates.
  • Supports integration with a multitude of third-party apps and services.


  • Higher-tier plans can be costly for larger subscriber lists.
  • Some advanced features can have a steeper learning curve.
  • Some users report occasional issues with email deliverability rates.

email marketing tools for small business

3. Flodesk

Flodesk’s emails are a visual masterclass. If you’re in a creative industry – think food, flowers, or fashion – Flodesk lets you build beautiful emails in seconds. 

But – it’s more than style over substance. The platform also delivers with its automation features, segmentation tools, and metrics dashboard.

Key Features

  • Streamlined visual email builder with drag-and-drop functionality.
  • Collection of aesthetically pleasing and modern email templates.
  • Segmentation tools for targeting specific audience groups based on behaviour or custom criteria.
  • Automation workflows for sequences like welcome series or post-purchase follow-ups.
  • Built-in form creation tools for capturing leads and growing subscriber lists.
  • Integration options with popular platforms and tools, albeit limited compared to larger platforms.
  • Metrics dashboard offering insights into open rates, click rates, and subscriber growth.


  • Flodesk boasts a modern and user-friendly email design tool.
  • Unlike many platforms that charge based on subscriber count, Flodesk offers simple flat-rate pricing.
  • Offers a range of stylish and customisable email templates.
  • Allows users to segment their audience for more personalised campaigns.


  • Being relatively new, it may lack some advanced features found in established platforms.
  • Doesn’t support as many third-party integrations as some of its competitors.
  • Some users find the analytics features to be basic compared to other platforms.

4. Shopify

Running a Shopify store? Why not just go in-house? Purpose-built for eCommerce, its B2C email marketing tools cover everything you need, from pre-built templates and customer workflows to actionable reports. 

You can even carry over your brand style from your website and create strategic campaigns delivered using the customer info you collected on the platform. It’s a one-stop shop!

Key Features

  • Direct integration with Shopify stores, allowing for automatic product import into emails.
  • Pre-built email templates tailored to e-commerce needs, such as product promotions and cart abandonment.
  • Advanced segmentation tools based on purchase history, browsing behaviour, and customer demographics.
  • Automated campaigns, including welcome emails, order confirmations, and shipping notifications.
  • Detailed analytics dashboard highlighting metrics like open rates, click-through rates, and sales generated.


  • Directly integrates with Shopify stores, allowing easy access to product and customer data.
  • Simple and intuitive interface tailored for e-commerce businesses.
  • Often cheaper for Shopify store owners compared to external email marketing platforms.
  • Templates match the store’s design, ensuring consistent branding across emails.


  • Doesn’t have some of the advanced segmentation and automation features present in specialised email marketing platforms.
  • Best suited for businesses on Shopify; not versatile for multi-platform operations.
  • The design options and templates are relatively basic compared to dedicated email marketing platforms.

5. MailerLite

Don’t want to spend big on your campaigns. MailerLite is an affordable email marketing tool for small businesses. 

Forget about some of the advanced features of other platforms – however, MailerLite’s toolkit is more than enough to kickstart your email campaigns. Plus, it’s got three email editors – drag & drop, rich text, and custom HTML – depending on whether you’re a complete novice or a coding and design pro.

Key Features

  • Advanced automation tools, enabling campaigns like welcome series, re-engagement, and cart recovery.
  • Detailed analytics dashboard with metrics on open rates, click rates, and subscriber engagement.
  • Built-in landing page and pop-up form builders allow easy lead capture and list growth.
  • Audience segmentation options for targeted campaigns are based on behaviours, locations, and custom fields.


  • Easy to navigate, especially for beginners.
  • Competitive pricing, especially for its feature set.
  • Offers a robust range of functionalities for up to 1,000 subscribers.
  • Includes automation, segmentation, and a landing page builder.


  • Some users desire more advanced design capabilities.
  • Some users report occasional delays in customer service response.
  • As with many platforms, there are occasional reports of email deliverability issues.

 email marketing tools

6. Omnisend

Omnisend is 100% built for eCommerce businesses. Pre-built eCommerce workflows, cart abandonment emails, and automation splits are just some of the tools ready to help Shopify stores target their clientele. 

Of course, it’s not just an email marketing tool but an all-around communication service, including SMS capabilities. As one customer put it, “Omnisend allows us to achieve the work of a larger team with limited resources.”

Key Features

  • Drag-and-drop email editor tailored for e-commerce, allowing easy product integration into campaigns.
  • Multichannel marketing capabilities support not just email but also SMS, push notifications, and more.
  • Advanced automation workflows include cart abandonment reminders, post-purchase sequences, and customer reactivation campaigns.
  • Segmentation tools that harness shopping behaviour, campaign interactions, and customer profile data for more targeted messaging.


  • Tailored for e-commerce businesses with features like cart abandonment reminders.
  • Supports not just email but also SMS, push notifications, and more.
  • Offers advanced segmentation and workflow automation tools.
  • Seamlessly integrates with most e-commerce platforms and tools.


  • Can get expensive as you scale, especially when adding multiple channels.
  • The free version is somewhat limited in features compared to paid tiers.
  • Some users find the platform to have a steeper learning curve due to its advanced features.

Closing Thoughts

Email marketing tools remains the most potent tool in your arsenal. Whether it’s a gentle prod with a cart abandonment email or a hyper-personalised product recommendation, it has the power to skyrocket your conversion rate and boost your ROI.

But only if you’ve got the right email marketing tool

Don’t stop there – learn more about growing your Shopify store with The Resilient Retail Club. Dedicated to helping small business owners find their footing, you’ll receive expert support and advice, from marketing tools to revenue-generating strategies. Join the club today, and let’s get you noticed!

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