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Omnisend vs Shopify Email: A quick comparison of features

Reading Time: 11 minutes

Like many marketers, do you believe email marketing is expensive and its costs can run into thousands of dollars?

What if we told you that you can get started with email marketing for free? 

That’s right. 

With Omnisend, you can design, send, and manage your email campaigns for free. 

However, if you have been on the lookout for email marketing apps, you may have also come across Shopify Email. 

This email marketing tool from Shopify was launched in 2019.

Since then, this app has become a serious contender as an email marketing app.

In this article, we’ll provide a quick comparison of features between Omnisend and Shopify Email to help you determine which platform may be the best fit for your business.

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Omnisend vs Shopify Email: An overview

Both platforms are built to cater to the email marketing needs of ecommerce businesses.

They offer a range of features, such as email builders, customizable templates, and integrations to help businesses create and manage email campaigns.

However, they differ in terms of their approach and capabilities.

The key difference is that Shopify Email is built for Shopify stores, while Omnisend integrates with most popular ecommerce platforms, such as WooCommerce, BigCommerce, and Wix, serving a broader audience base.

Here’s a table that gives you an overview of each of these email marketing apps:

FeaturesOmnisendShopify email
Email builder
Email list building
Segmentation and targeting featuresAdvanced segmentation featuresBasic contact segmentation
Marketing automation
Analytics and reporting
Customer support24/7 chat & email support, customer success manager from $400/month24/7 email and live chat support with its paid plans. Priority support available with Shopify Plus plan that starts at $2000/month.
Multistore features
PricingFree forever plan available; paid plans start at $16/monthAllows Shopify subscribers to send 10,000 emails for free per month. Each additional email costs $0.001.
Shopify’s subscription plans start from $39/month.

Email builders

Let’s get started with email builders in this Shopify Email vs Omnisend comparison. 

Shopify Email’s builder

Shopify Email’s email builder offers the following:

1. Customizable templates: Shopify Email offers customizable email templates that you can modify to fit your brand and campaign objectives.  There are templates available for creating promotions, winback emails, traditional newsletters, and product collections. You can change the colors, fonts, images, and content to create a unique and engaging email.

2. Drag-and-drop interface: You can easily add, delete, and rearrange content blocks such as text, images, buttons, and videos. Shopify Email automatically pulls the branding elements, such as your logo, from your Shopify store into your emails, saving time.

3. Personalized content: Shopify Email allows you to personalize your emails with customer data, such as first and last name, location, and email. You can use this data to create targeted and relevant content that resonates with your customers.

4. Preview and testing: You can preview your email in desktop and mobile view to ensure that it looks great on all devices. Additionally, Shopify Email has a ‘Send test’ feature that lets you send a test email to yourself or a team member to preview the email before sending it to your audience.

While Shopify’s email builder has some useful features, it is quite basic compared to Omnisend’s advanced email builder tool.

Omnisend’s email builder

Let’s see what Omnisend’s email builder offers:

1. A huge library of customizable templates: There is an extensive range of pre-built and mobile-friendly templates that help you create beautiful email campaigns. You can find a template for all use cases and marketing goals, such as new product launch, weekly newsletter, welcome series, teaser emails, and so on.

2. Automatic Brand Assets: When you connect your ecommerce store with Omnisend, the tool extracts branding elements and assets from your website and applies them to your email templates.

3. Auto-save feature: In addition to an autosave feature, Omnisend’s email builder allows you to save specific sections. This way, you can resume designing the email from where you left off without having to start from scratch every time. 

4. Customizable elements: Right from the email layout and width of the email to themes, and button style, you can customize each element of your email.

5. Advanced personalization: Omnisend allows you to add personalization tags in the email subject line, content blocks, and the email content. In addition to location, name, and account, you can also use personalization variables, such as event, and subscribers’ information, such as clothing size or loyalty points.

List building features

Given that the success of your email campaigns often depends on the size and quality of your email list, this is an important feature to talk about when comparing Omnisend vs Shopify Email.

Shopify Email’s list building

Shopify Email doesn’t really have any list-building features built in:

1. Popups: While there is no native tool available, Shopify allows you to add a third-party app (Rivo Popups) to create customizable pop-up forms and build your email list.

2. Landing pages: Shopify does not have a built-in landing page builder. However, you can use PageFly Landing Page Builder, a third-party tool, to capture email addresses from your website visitors.

3. Customizable forms: Shopify offers a separate Forms app that you can use to create customizable email signup forms and embed them on any page of your site.

Omnisend’s list building

For those looking for more list building options, Omnisend is the right choice. All these options are available within the platform, eliminating the need to download and install multiple apps.

Here are the list building options that Omnisend offers:

1. Landing pages: Omnisend makes it easy to create focused and branded landing pages that maximize the lead capturing potential. The pages are customizable and come with high-converting default text that you can edit. 

2. Signup forms: Right from signup bars and embedded forms to multi-step forms that break down the lead collection process into two steps, Omnisend offers a comprehensive range of sign-up forms.

3. Popups: You can pick from a selection of customizable pop ups that feature default high-converting text, beautiful images, and styles.

4. Wheel of Fortune: This is a unique feature that Omnisend offers. You can use the Wheel of Fortune to entertain and entice your visitors to sign up. You can also determine when to display the Wheel of Fortune to optimize conversions.

5. Teasers: Omnisend’s non-intrusive teasers can be used on any page to promote offers and capture leads.

Segmentation and targeting

Segmentation is an important feature to highlight when comparing Omnisend vs Shopify Email because it enables businesses to target their email campaigns more effectively and achieve better results.

Shopify Email’s segmentation and targeting


While Shopify Email offers default customer segments that you can use, you can also build new customer segments. 

Here are the segmenting features it offers: 

1. Customer behavior: Shopify allows you to segment your email list based on customer behavior, such as customers who have made a purchase, abandoned their cart, or the amount spent.

2. Customer location: You can segment your email list based on customer location, allowing you to send targeted messages to customers in specific geographic areas.

3. Customer interests: Shopify allows you to segment your email list based on customer interests, such as the products they have purchased or viewed, or the categories they have browsed.

4. Subscription status: You can segment your email list based on subscriber engagement, such as email subscribers, product, and SMS subscribers. 

5. Email engagement: You can group customers based on clicks, bounces, opens, emails that were delivered, or marked as spam.

6. Customer lifetime value: Shopify allows you to segment your email list based on customer lifetime value (CLV), allowing you to prioritize high-value customers with targeted messages and promotions.

Omnisend’s segmentation and targeting

An example segment in Omnisend

In comparison, Omnisend’s segmentation and targeting features are more sophisticated. New segmentation features have been recently added that enable users to segment lists based on over 500 data points.

This helps ecommerce businesses segment their lists at a granular level and create hyper-personalized emails.

Explore Omnisend’s advanced segmentation features here:

1. Customer lifecycle: Omnisend’s AI-powered algorithms assign each customer a lifecycle stage dynamically. This data is presented in a visual format that makes it easy to target the most valuable customers at the right stage.

2. Funnels: You can also segment your lists based on the funnel stage where your customers dropped off before they completed a purchase. 

3. Engagement: Omnisend allows you to segment lists based on extensive engagement metrics, such as page views, opens, and clicks from promotional messages.

4. Behavior segmentation: You can create targeted groups of people based on their behavior on your website. This includes visitors to a specific page or website views.

5. Shopping behavior: Contacts can be grouped based on their shopping behavior including spend value, those who purchased multiple products, a specific product, or ordered from you.

6. Granular segments: Omnisend’s new segmentation features allow you to create granular segments based on data, such as: 

  • People who purchased Item A, but did not purchase item B
  • Number of items bought
  • Those who bought from a specific product range, but inside or outside of a date range
  • Purchased or did not purchase upsell or cross-sell products
  • Risk of unsubscribing

In addition, Omnisend also offers pre-built segments and a Segment Builder Helper to guide you through the process of creating segments.

Use Omnisend to create hyper-personalized messages that convert.

Marketing automation

The next feature to focus on in this comparison of Omnisend vs Shopify Email is marketing automation.

Shopify Email’s automation features include automation templates for customer win-back campaigns, welcome emails, first-purchase upsell, and custom automations.

However, Shopify Email offers only email automation. If you want to create custom automations or use other channels, such as SMS or push notifications, you need to have integrations with third-party tools.

In contrast, Omnisend offers omnichannel automation features and allows you to automate email, SMS, and push notifications.

There are a wide range of pre-built automation templates and a user-friendly drag-and-drop editor to create automations quickly.

A unique feature that Omnisend offers is automation splits. This allows businesses to create branching paths within their automation workflows based on specific criteria or conditions. 

When a subscriber enters an automation workflow, the automation split will evaluate the subscriber’s behavior or attributes and route them down different paths within the workflow based on the criteria set by the business.

Analytics and reporting

Analytics and reporting can help ecommerce merchants understand how their campaigns and automations are performing, what works and what doesn’t, and what insights they can gain to improve their next iterations.

Shopify Email’s analytics

Here are the insights offered by Shopify Email:

1. Open and click-through rates: With these metrics, you can see how many subscribers opened your emails and clicked on links within the email.

2. Total sales: You can get data on total sales, the number of first-time purchasers, average order value (AOV), and average products sold per order for your email marketing campaigns.

3. Subscriber engagement: Shopify provides data on subscriber engagement, including clicks and opens, or inactive subscribers.

4. Web activity: Insights are offered on marketing funnel behavior, such as unique online store visitors, cart additions, page views, and so on.

5. Deliverability: Shopify can track the deliverability of your emails. You can see who opened your emails when.

Omnisend’s analytics

However, Omnisend’s reporting features are more advanced and comprehensive. 

1. Customer profiles and actions: In addition to a customer lifecycle map, Omnisend tracks customer actions on your ecommerce store. You can get insights on products added, removed, orders placed, products and product categories viewed. 

2. Campaign performance:  You can get insights on open and click rates for a specific automation workflow, a particular campaign, various segments, or a specific message.

You can also get data on campaigns:

  • Most opened
  • With the most total sales
  • With the highest AOV
  • Most unsubscribed
  • Most clicked

3. Sales and revenue: In addition to data on the campaigns with the most revenue, you can get insights on revenue generated by each contact and automation flow.

4. Email delivery: Insights on email delivery, bounce, unsubscribe rates, and spam help you understand if your email lists are effective.

5. Activity: Omnisend tracks the activity of individual contacts on various channels or devices apart from total activity per device, message, and across different channels

6. Audience growth trends: A centralized dashboard to keep a watch on how your SMS and email lists are changing.

7. Insights on forms: Data on the forms that are getting you the most contacts and the ones that need fine tuning. Signup forms reports also offer information on customer’s location, browser language, and devices.

8. Retention reports: Granular data on returning customers, including:

  • Returning customer rate
  • Revenue from returning customers
  • Returning customers’ AOV
  • Revenue from first-time vs returning customers 

Customer support

The Shopify team offers 24/7 email and live support for Shopify Email app users. 

It also has an extensive help center filled with video tutorials, webinars, and clearly-written guides. Users can also participate in Shopify community discussions.

Priority support, however, is only available with Shopify Plus plan that starts at $2000 per month.

The key differentiator of Omnisend is 24/7 email and live chat support it offers for all subscribers, including the subscribers of the free plan.

Apart from live chat and email support, Omnisend also offers a Help Center that is updated regularly with useful guides, blogs, podcasts, ebooks, and interviews with experts.

The customer service not only covers all time zones, but is known for responding within three minutes.

Omnisend has won the prestigious Stevie Award for excellent customer support. In addition, the company has received 4,000+ five-star reviews on Shopify and positive reviews on TrustPilot. 

Multistore features

Multi-store features are one of the key factors to consider when selecting an email marketing app for ecommerce businesses that operate numerous online stores. 

Both Omnisend and Shopify Email enable businesses to manage multiple stores from a single platform.

Shopify allows you to switch between multiple stores that you have created on it. However, Shopify’s paid plans do not support multiple stores for the same account. To run multiple stores, you need to purchase additional plans or upgrade to Shopify Plus that is priced at a steep $2000 per month.

In contrast, Omnisend makes it easy and cost-effective to manage multi-store email marketing and automations.

While it is easy to switch between stores, you can share all workflows and templates you create between the stores too.

Above all, you can connect multiple stores with just one Omnisend account instead of having to buy additional plans.


Here are the different pricing plans offered by Omnisend and Shopify Email. 

Email marketing appPlans and pricing
OmnisendFree: $0 
Standard: $16 per month
Pro: $59 per month
Shopify Email10,000 emails for free per month for Shopify paid plan subscribers. Each additional email costs $0.001.
Shopify paid plans:
Basic: $39 per month
Shopify: $105 per month
Advanced: $399 per month

For more information, use our email pricing calculator below to quickly compare price rates and features with other top platforms. Input your desired number of contacts, choose up to two other email marketing providers from the list, and see how Omnisend stacks up against them.

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    Omnisend or Shopify Email: which one should you choose?

    After going through this Shopify Email vs Omnisend comparison, you’ll be better placed to decide which platform is better suited for you. They’re both powerful email marketing platforms specifically designed for ecommerce businesses.

    Shopify Email is a solid option for businesses that use Shopify as their ecommerce platform and are looking for a simple email marketing solution.

    Omnisend is the clear winner for businesses looking for a more advanced platform that scales as they grow, especially if you use a platform other than Shopify.

    In terms of features, Omnisend scores above Shopify Email with its easy-to-use email editor, a wide range of sign-up forms, prebuilt and custom email automation workflows. 

    Also, unlike Shopify Email, Omnisend offers SMS and push notifications in addition to email marketing. A bonus point is the 24/7 award-winning customer support that the company is known for.

    It is also an ideal choice for small businesses that are looking for a free plan and affordable pricing points.

    Take your ecommerce marketing to new heights with Omnisend
    Richard White
    Article by
    Richard White

    Richard is a Content Marketing Manager at Omnisend. An avid writer, he's said to have been born holding a pencil. Fascinated by all things handmade, if he's not reading or writing he can often be found practicing leathercraft.

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