Shopify Email vs Mailchimp: A Comprehensive Comparison

Digital marketing is an essential component of today’s business world. Among various marketing strategies, email marketing continues to be a powerful tool for reaching and engaging consumers. It allows businesses to send targeted messages to a broad audience, helping to build relationships, encourage customer loyalty, and boost sales.

Two platforms often emerge as top contenders when businesses evaluate email marketing solutions: Shopify Email and Mailchimp. While both platforms provide robust email marketing capabilities, they cater to different needs and business sizes. This article compares Shopify Email and Mailchimp in-depth regarding features, pricing structures, and user experience, aiming to help businesses make informed decisions.


Understanding Email Marketing & E-commerce

Email marketing is a powerful and cost-effective digital marketing strategy involving sending emails to prospects and customers. Effective marketing emails convert prospects into customers and turn one-time buyers into loyal, raving fans.

For e-commerce businesses, email marketing is a crucial tool. It helps build customer relationships, promotes brand awareness, boosts sales, and enhances customer retention.

Shopify Email vs Mailchimp

Shopify Email, embedded within the larger Shopify ecosystem, provides a seamless environment for Shopify store owners to create, execute, and monitor their email marketing campaigns. Its primary advantage is the ability to leverage real-time e-commerce data, making it a powerful tool for e-commerce businesses.

In contrast, Mailchimp is a standalone, all-in-one marketing platform. Although it began as an email marketing service, it has evolved into a comprehensive platform that supports a wide range of marketing activities, including CRM, social media management, landing pages, and more.

Comparing Features: Basic to Advanced

When evaluating an email marketing solution, it’s critical to consider the range of features that each platform offers. Both Shopify Email and Mailchimp provide a variety of features, from basic email marketing functions to advanced customization and data analysis tools.

Basic Features

Shopify Email equips users with the tools they need to send branded emails, track performance, and segment audiences based on purchasing behavior. This capability allows businesses to tailor their marketing strategies based on customer buying patterns, helping to boost customer engagement and sales.


Mailchimp also offers a rich feature set for creating and managing email campaigns. Its email marketing tools include an easy-to-use email builder, pre-designed templates, and performance tracking. Furthermore, Mailchimp supports A/B testing, a valuable feature that allows businesses to test different email variants and determine which performs better.

Advanced Features

Shopify Email’s standout feature is its native integration with Shopify’s e-commerce platform. This integration allows businesses to harness real-time e-commerce data to inform their email marketing strategies, offering a level of customization and targeting that can significantly enhance campaign effectiveness.

Mailchimp provides an equally robust set of advanced features. Its data-driven marketing tools include predictive analytics, which uses machine learning algorithms to predict customer behavior, and behavioral targeting, which enables businesses to tailor their marketing efforts based on customer behavior. Additionally, Mailchimp supports multi-channel marketing, allowing businesses to reach their customers through a variety of channels beyond email.

Pricing Structures: Which is More Cost-Effective?

The pricing structure is another crucial aspect to consider when choosing an email marketing platform. This consideration is particularly important for small and medium-sized businesses, where budget constraints may limit the options.

Shopify Email is included with all Shopify plans, making it an affordable option for Shopify store owners. It allows for the free sending of up to 2,500 emails per day, after which the cost is $1 for every 1,000 additional emails. This pricing structure makes Shopify Email an economical choice for small businesses or those just starting with email marketing.

Mailchimp, on the other hand, offers a tiered pricing model. It includes a free tier, which provides a basic set of features and is a good fit for small businesses or startups. Its paid plans, Essentials (starting at $9.99/month), Standard (starting at $14.99/month), and Premium (starting at $299/month), offer more advanced features and greater send limits. These plans are more suited to medium and large businesses with more extensive email marketing needs and larger budgets.

User Experience: Ease of Use and Learning Curve

The user experience of an email marketing platform can significantly impact its effectiveness. The easier the platform is to use and learn, the more likely businesses will fully leverage its features and capabilities.

Shopify Email stands out for its user-friendly interface and seamless integration with the Shopify platform. This makes it a straightforward option for Shopify store owners, regardless of their email marketing experience.


With its more extensive feature set, Mailchimp has a steeper learning curve. However, its interface is well-designed and intuitive, making it user-friendly once users get past the initial learning phase. Moreover, Mailchimp provides extensive resources and tutorials, which can ease the learning process for beginners.

Email Templates and Design Flexibility

Shopify Email provides customizable email templates that reflect the design of your Shopify store, ensuring brand consistency. However, the design flexibility is relatively limited compared to Mailchimp.

Mailchimp offers a wide range of professionally designed templates and a drag-and-drop builder, providing greater flexibility for businesses to create unique and eye-catching emails.

Integration with E-commerce Platforms

As part of the Shopify ecosystem, Shopify Email integrates natively with Shopify stores, enabling businesses to leverage real-time e-commerce data for their email campaigns.

Mailchimp supports integration with various e-commerce platforms, including Shopify, Magento, and WooCommerce. This flexibility allows businesses to connect their online store and harness customer data to inform their marketing strategies.

Email Automation Capabilities

Shopify Email provides basic email automation capabilities. Businesses can set up automated campaigns for cart abandonment, welcome series, and customer re-engagement.

Mailchimp offers more advanced email automation capabilities, including customer journey mapping, behavior-triggered messaging, and personalized product recommendations.

Performance Tracking and Reporting

Shopify Email offers simple yet insightful analytics, such as open rate, click-through rate, and sales generated, all directly visible from the Shopify dashboard.

Mailchimp provides comprehensive analytics and reporting tools, including performance comparison to industry benchmarks, audience growth reports, customer journey reports, and click maps.

Customer Support and Help Resources

Shopify Email users can access 24/7 support via email, live chat, and phone. The Shopify Help Center also provides various resources to help users navigate the platform.

Mailchimp offers 24/7 email and chat support for paid plans and business hours phone support for Premium plan users. They also provide a comprehensive Knowledge Base and learning resources.

Case Studies and User Opinions

Businesses like Recess, a sparkling water company, have seen success with Shopify Email. They were able to create and send emails in minutes, leading to increased revenue and return on investment.

On the other hand, businesses like Bold & Noble, a design company, have thrived with Mailchimp. By leveraging Mailchimp’s segmentation and automation tools, they boosted their click rate by 84%.

User Opinions and Reviews

Users commend Shopify Email for its simplicity, affordability, and native integration with Shopify. However, some users note the limited design flexibility and basic automation capabilities as areas of improvement.

Mailchimp users appreciate its advanced features, design flexibility, and detailed analytics. Some users, however, find the platform slightly complicated and the pricing a bit high for small businesses.

Making the Decision

Factors to consider include your business size, marketing budget, email marketing needs, preferred level of design flexibility, and desired platform integration.

Situations Where Shopify Email May Be the Best Option

If you’re a small to medium-sized business already using Shopify and want a straightforward and affordable email marketing solution, Shopify Email may be the ideal choice.

Situations Where Mailchimp May Be the Best Option

If you’re looking for a comprehensive marketing platform with advanced features and greater design flexibility, and you’re willing to invest more, Mailchimp could be the way to go.

The Final Verdict: Which is Best for Your Business?

In conclusion, Shopify Email and Mailchimp offer robust email marketing capabilities to help businesses reach and engage their customers effectively. The right choice depends on the specific needs and resources of the business.

For businesses that are already using Shopify for their online store, Shopify Email may be the more straightforward and cost-effective choice. Its seamless integration with Shopify, affordable pricing, and user-friendly interface make it an excellent option for small to medium-sized businesses or those just starting with email marketing.

On the other hand, for businesses seeking a comprehensive marketing platform that goes beyond email, Mailchimp may be the better choice. Despite its potentially higher cost and steeper learning curve, its wide range of features and capabilities can support a more extensive marketing strategy, making it a solid choice for medium to large businesses or those with more complex marketing needs.

Ultimately, the choice between Shopify Email and Mailchimp should be guided by the business’s marketing objectives, budget, and resources. Regardless of the platform chosen, successful email marketing requires a strategic approach, a clear understanding of the target audience, and effective use of the platform’s features and tools.

Frequently Asked Questions (FAQs)

What is the main difference between Shopify Email and Mailchimp?

The main difference lies in their design philosophy. Shopify Email is focused on simplicity and seamless integration with Shopify, while Mailchimp offers a comprehensive marketing platform with advanced features.

Can I use both Shopify Email and Mailchimp for my e-commerce business?

Yes, but managing two platforms concurrently may be unnecessary and potentially confusing. Moreover, utilizing both could lead to higher costs and inefficiencies in data management. However, businesses with specific needs might find value in leveraging different strengths from both platforms.

Is Shopify Email more affordable than Mailchimp?

Yes, for businesses sending a large volume of emails, Shopify Email’s pricing model of $1 per additional 1,000 emails sent after the free limit can be more affordable than Mailchimp’s tiered pricing plans.

Which service offers better email automation, Shopify Email or Mailchimp?

While both platforms provide email automation capabilities, Mailchimp offers more advanced automation features such as customer journey mapping, behavior-triggered messaging, and personalized product recommendations.

Can I switch from Mailchimp to Shopify Email (or vice versa) without losing my data?

Yes, both platforms allow data import and export. However, the process may require technical knowledge or assistance from the customer support teams. It is crucial to carefully plan any transition to avoid data loss and disruption of ongoing marketing campaigns.

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