8 min read

Best Marketing Automation Tools for eCommerce: A Comparison

Written by Andriy Boychuk
8 min read
Table of Contents

    Email automation is becoming a popular marketing tool these days. It lets you send emails to your recipients at the right time by using automated workflows.

    The best marketing automation tools for e-commerce help to nurture leads and drive sales.

    Marketing automation is a great way to make your business more effective while at the same time manually reducing the amount of work that you do.

    When you use an automation tool, you can target your customers based on their preferences, website behavior, and previous sales.

    Once you have sufficient data, you can personalize your potential and existing customers’ experiences and increase the relevance of your emails.

    How Do The Best Marketing Automation Tools for eCommerce Work?

    There are over 450 different tools for eCommerce marketing. Email automation can be used for different activities.

    Here are some benefits of using the best email automation software.

    Lets you personalize your customers’ experiences

    Customers love it when you personalize the content that you send them. It is appealing to the customer, and they are more likely to become loyal to your brand.

    For example, you can send them an email based on their recent purchasing activity, or provide them with alternatives to what they were browsing. Email automation lets you build your relationship with your customer.

    Helps with customer retention

    Use email automation to stay in touch with your customers because it is easier to sell your product or service to an already existing customer than to find new ones.

    Make your email copy relevant and ensure that it has maximum impact.

    Instead of sending generic bulk messages to your recipients, send them emails that are only relevant. For instance, send an email to your customer reminding them of when a product that they were looking for is back in stock.

    The best marketing automation tools for ecommerce help you send reminders that items are back in stock.

    Email automation improves productivity

    When your marketing team no longer has to manually send individual emails to people, they can spend their time doing higher-value work.

    Automation helps to reduce wasted time and as a result your business productivity increases.

    Tips for Choosing the Perfect Marketing Automation Tool

    Listed below are some factors worth considering when choosing the best marketing automation tool for e-commerce.

    • Make sure that you can set up an advanced communication sequence
    • Find out if the automation tool allows you to send different emails based on the customer’s activity or inactivity. Thus, you need to check if different communication paths can take place at the same time and whether recipients can take part in multiple paths simultaneously
    •  You should be able to get advanced statistics including click and conversion rates and other problems in communication
    • You should be able to get subscriber personas which is a way to check how the recipients interact with your messages, their engagement, and the sequences that they went through
    • A good automation marketing tool will allow you to integrate with e-commerce.

    Email Automation Software Comparison Factors

    Before you start comparing automation platforms, you need to know the areas in which they will be compared.

    For an easy comparison, let’s take a look at the following.


    The main features that an automation marketing tool should offer are:

    • Email list segmentation
    • Automated workflows
    • Ability to test what works
    • Management tools and landing page creation
    • Social media management
    • Website management
    • Personalization
    • Detailed analytics
    • Website tracking


    Integration is important when using marketing automation software. You need to make sure that it can integrate with the current eCommerce platform that you are using.

    If you want to migrate from one platform to another, you should also keep in mind how smooth this migration will be.


    Pricing is another important factor when comparing different software.

    Pricing varies depending on the list size, the number of emails that you send per month, the number of customers that you have, and integration options.

    An eCommerce automation marketing can cost anywhere between a few hundred dollars to a few thousand dollars each month.

    Comparison Between Popular Software: A Closer Look

    Here is a comparison of some of the best email automation software.


    Klaviyo has many integrations with e-commerce platforms and offers data analysis and segmentation options.


    Klaviyo allows you to set up automated campaigns like cart abandonments, win-back emails, and replenishment.

    You can also build custom templates, import your lists, and use the tracking pixel to let you segment the content that is viewed by a user. SMS marketing is also an option.


    Klaviyo has the following integrations:

    • Shopify
    • BigCommerce
    • Spree
    • Magento
    • WooCommerce
    • Volusion


    As for the pricing it is determined by how many contacts you have stored. Contacts include customers and subscribers from other systems like Unbounce and MailChimp.

    Klaviyo is free for 250 contacts and 500 emails and pricing starts at $20 a month for 500 contacts.


    HubSpot is great for small and medium B2B companies. It is an eCommerce marketing automation system that checks most boxes.


    Features include reporting, emailing, publishing landing pages and forms, managing social media, publishing a blog, lead scoring, and running automated email marketing campaigns.


    HubSpot has fewer pre-built integrations compared to Klaviyo. It also comes with a fee of approximately $200 per month. Integrations include:

    • Magento
    • BigCommerce
    • Shopify
    • WooCommerce


    HubSpot is relatively expensive. There is no free package and the Starter package is $45 per month, the Professional package is $800 per month, and the Enterprise package is $3,200 per month.


    Drip is one of the most powerful email automation tools, and they focus on B2C e-commerce completely.

    They have a visual email workflow builder which lets you build automation based on what your customers purchase.


    Drips workflow allows you to build a whole lifecycle marketing funnel by going beyond pre-and post-purchase sequences.

    Drip also uses a share and import pre-built automation. It also has a lead scoring feature that assigns positive or negative points based on the activities of your subscribers.


    Drip has integrations with the following tools:

    • Volusion
    • Facebook Lead Ads
    • Sumo
    • Privy
    • Leadpages
    • Facebook Custom Audiences
    • Instapage
    • Unbounce
    • Fomo


    Drip charges are based on how many subscribers you have. There is a 14-day free trial. The basic bad plan starts at $19 for 500 or less contact.


    ActiveCampaign is great for small to mid-size businesses, and it allows you to use their tools as you grow.


    ActiveCampaigns features include email marketing software, marketing automation, CRM integration.

    The pre-rebuilt automation recipes address user behavior, cart abandonment, average size order, and more.


    ActiveCampaign has API-based integrations with:

    • Magento
    • Stripe
    • Shopify
    • BigCommerce


    ActiveCampaigns prices are based on how many contacts you have. The Light package starts at $9 per month, the Plus package starts at $49 per month, the Professional package at $129  per month, and Enterprise at $229 per month.

    All marketing automation software have their own pros and cons. Choose the best automation software depending on how small or big your business is, the features that you are looking for, and your eCommerce business goals.

    Learn More

    The Best Email Automation Practices and Examples for Shopify Stores

    Email Marketing Automation: Best Practices

    How to Improve an Email Marketing Automation System with an Agency

    How to Set Up Your Email Automation: A Step by Step Guide

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