Which email marketing software to use in 2025?

When migrating clients’ ecommerce stores to Shopify, one of the most common questions I get asked is: “What email marketing platform should I use?”
It always surprises people when I tell them to use Shopify’s!

The built-in email marketing platform is native to your Shopify store, and it comes with all the bells and whistles you’ll need.

✅ Low cost – The first 10,000 emails sent per month are FREE!
✅ Data is king – It’s integrated directly with your store, so you can clearly see how well your emails convert into sales.
✅ Drag-and-drop email builder – Low skill required!
✅ Email automations and flows.
✅ Audience segmentation – e.g., “If a user bought product X more than 2 months ago, email them about product Y.”

For start-ups and small businesses—why pay for a third-party email platform when the one included with your ecommerce store is already amazing?

(I practice what I preach—we use it for all emails sent from thedetectivesociety.com)

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About the author

Dan Wiseman

Founder & director of Web Wise. He writes about web design, marketing, entrepreneurship, investing and games. Dan regularly speaks on these subjects and is available for coaching and consultancy.

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