9 min read

How to Choose the Best Email Marketing Tools for eCommerce

Written by Andriy Boychuk
9 min read
Table of Contents

    These days, email marketing is as important to online business as having a great range of products, awesome customer service, and a killer brand that everyone can recognize.

    In fact, it could be said that email marketing is the basis for all of those factors in a successful business.

    So what are the best email tools for eCommerce? In this article, we will take a look at some of the leading players in the world of email marketing so that you can make an informed choice about which provider you should use.

    What Are the Best Tools for Ecommerce Marketing ?

    Of course, the best email marketing tools for eCommerce are the ones that suit your business best. Most will have some features that will work for you, but the trick is to choose the platform that provides a range of features for an optimum price.

    Let’s take a look at a few options.


    With over 14 million users worldwide, MailChimp is popular with small and medium-sized businesses. Over the years, it has gained a reputation for being easy-to-use and featuring eye-catching templates along with easy to complete forms.

    MailChimp integrates with an array of third-party platforms and features trigger-based messaging, spam-checking and a full array of analytics. It allows users to preview their messages in various email formats and has easy to set up time zone and Geotargeting-based delivery options.

    MailChimp charges up to $199 per month for its top-level service, although it is free if a business has less than 2000 subscribers. It costs around $5 per month to add every additional 500 subscribers.

    Constant Contact

    With pricing plans beginning at $20 per month, Constant Contact has an intuitive dashboard setup and is extremely user-friendly.

    This platform offers extensive training materials and provides a variety of templates to let eCommerce businesses create customer surveys, and send out coupons or invitations.


    With a tidy, minimalist and easy-to-follow layout, AWeber is another email marketing tool platform that has been around since the early days of eCommerce.

    One of the main strengths of AWeber is the number of integrations it offers with other marketing platforms, enabling businesses to integrate their accounting, advertising, and email marketing systems with ease.

    This company also offers comprehensive training and support services. Their plans start at $19 for up to 500 subscribers. They also offer a 30-day free trial, so you can try their system to see if it’s a good fit for your business.


    Klaviyo are the Kings and Queens of customer data. This platform offers a completely automated marketing system that includes both emails and advertising and is highly customizable for any of your targeted segments.

    Most email marketing tools are designed to send emails. However, Klaviyo has taken this as just the starting point, and have designed their system to capture customer data and then leverage it for use in personalized email campaigns.

    Their platform includes multiple abandoned cart follow-up email series options, which enable eCommerce businesses to increase their conversion rates…and therefore their sales.

    Klaviyo’s pricing starts at $25 per month for up to 500 subscribers and 3000 emails.


    For eCommerce businesses who are in the market for a full suite of marketing tools, and not just an email marketing solution, HubSpot’s email marketing tools are part of a much larger system called their Marketing Hub Plan. This system includes everything from blog content management to lead analytics.

    Although their free plan does not include email marketing tools, they do offer a free demo, so you can try this system out to see if it is right for your eCommerce business.

    If you do decide to go with HubSpot, their basic plans cost $200 per month, and this must be prepaid for a minimum of one year. Their Enterprise Plan starts at $2,400/month, making it one of the more expensive options on the market.


    Offering extensive and easy-to-understand metrics, Infusionsoft is designed for smaller businesses and features:

    • Segmentation
    • Automation
    • Tracking features.

    It also allows you to integrate with other CRM systems and third-party software providers.

    Infusionsoft features options such as re-engagement campaign automation, product promotion workflows, and payment integrations.

    This all-in-one approach makes this a great choice for online retailers with a budget for a “middle of the road” pricing plan. Their basic plan begins at $85 per month but ramps up quickly to $174 per month if you add on the eCommerce pipeline features.

    Active Campaign

    This platform offers unlimited personalization which makes it an extremely good option if you have a large number of segments in your customer database.

    Active Campaign’s multifaceted system offers 15 different tools including:

    • Extensive site and email analytics
    • CRM tools
    • SMS messaging.

    Activecampaign has a sliding scale tool that displays the pricing of their service based on volume. The beginner level, or Lite Plan, starts at $69 per month, and they will migrate your existing email marketing platform over to theirs free of charge.

    How to Choose the Best Tools for Your Ecommerce Email Marketing

    Your choice of email marketing platform will depend on the type of eCommerce business that you are operating. However, there are several things that you should always consider.

    • Value for money. Free services might sound good at the start, but as your business grows, you will need to ensure that your email marketing software can grow with it at an affordable pace.
    • User-friendliness. Keep it simple. The best email tools for eCommerce are the ones that can be set up quickly and efficiently, without taking up huge amounts of your marketing team’s time.
    • Analytics. You have to be able to crunch the numbers, so your email tools need to deliver plenty of usable metrics.
    • Integration. Efficient linking to your other systems, such as accounting and shipping, is vital.

    As well as the features mentioned above, when you start researching the best email marketing platform for your business you will need to consider the following factors.

    Free testing

    It’s a waste of time signing up to a software provider if their service turns out to be unsuitable for your business. So being able to trial a provider’s email tools for free is very important.

    What kind of business?

    Some email marketing tools work better for eCommerce businesses than for those in other online fields. Based on this, your choice of platform will be driven by the kind of business you operate.

    For eCommerce businesses, your email marketing platform will need to be able to run some complex workflows such as cart abandonment and post-purchase, so these need to be key features in the service provider you choose.

    How many subscribers?

    Many providers of email marketing tools base their fees on the number of subscribers that you have. This will be an important aspect to consider in your choice of provider.

    Hopefully, your eCommerce business will take off rapidly and your customer database will reflect this, so make sure that you choose a provider whose email tools can cope with large volumes of traffic and that their plans give you scope to expand.

    How often are you sending emails?

    Email workflows need to be sent in sequences in order to be effective. So even if you have a small subscriber list, you may still need to send out a large number of emails.

    To do this successfully and efficiently, make sure that your provider includes plenty of emails in their plans.

    How tech-savvy are you?

    If you and your marketing team are good at manipulating email workflows, then a highly-evolved set of email marketing tools might be a good fit for your eCommerce business.

    On the other hand, if you are new to email marketing, and just want a “plug and play” sort of system, a simple platform such as MailChimp may be the best option.

    How much does it cost?

    If you are just starting out in eCommerce, your budget will be an important factor in choosing your email marketing tool provider.

    But as your business grows, your marketing software will need to grow with you. So make sure that your chosen provider doesn’t ramp up the charges in a way that outstrips your marketing budget.

    Whatever You Do…Do Something!

    Email marketing is now a standard part of all online business. So whether you are an online retailer, a blogger or YouTuber, or an information specialist, email marketing should be at the forefront of your marketing strategy.

    As we have seen, there are a lot of options to consider and your choice of the best email marketing tools for eCommerce will depend on:

    • Your budget
    • Your level of expertise
    • The number of customers that your business wants to reach out to.

    However, one thing is clear. Email marketing is a vital part of every successful eCommerce business. So whatever platform you choose, you are taking the right steps to grow your business…and your profits.

    Further Reading

    Top 10 Email Marketing Service Agencies for eCommerce in the US

    What Is the Best Time to Send eCommerce Emails

    Email Marketing: the 10 Components for a Successful Email

    How to Write an eCommerce Thank You Email

    Email Marketing Strategies For eCommerce: 8 Crucial Elements


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