Mailchimp
Generalist email marketing — fine for small stores, painful past 20k contacts.
Overview
Mailchimp is the email platform everyone has heard of, which is exactly its problem in the Shopify universe. The Shopify integration was rebuilt in 2022 after the public spat with Shopify, and it's functional but not deep. For stores under $20k MRR with simple campaigns it still earns its place; past that, Klaviyo and Omnisend leave it behind on segmentation, automation logic, and price-per-contact.
Pros & Cons
Pros
- Easiest first-time email platform on the market
- Free tier still useful for sub-500 contact stores
- Generous templates and AI writing assistant
Cons
- Shopify integration is shallow vs. Klaviyo/Omnisend
- Pricing scales fast — overtakes Klaviyo past 15k contacts
- Automation logic is rigid — multi-condition splits cost extra
- No native SMS outside US/CA
Features
Shopify integration
Rebuilt 2022 — product, order, customer sync (basic)
Customer journeys
Capped at 4 on Essentials
Postcards
Physical mail integration
SMS marketing
US/CA only, add-on
Pricing
Integrations
Best for / Not for
Best for
Sub-$15k MRR stores running simple campaigns and not segmenting deeply.
Not for
Anyone past 25k contacts or doing serious ecom automation.
Ready to try it?