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Best Email Marketing Software For eCommerce Companies

May 12, 2021
3 Min Read
Best Email Marketing Software For eCommerce Companies

Did you know that the number of global email users is expected to grow to 4.3 billion in 2023, according to Statista? That's half of the global population, which means that eCommerce email marketing is a huge opportunity for businesses capitalize on.

No matter whether you own a smaller business and want to invest in your first email marketing software or own a larger corporation and want to switch from your current marketing software, our team is here to help. Continue reading to uncover two of the best email marketing software platforms that we often recommend to our clients.

Best Email Marketing Software

As a 14-year full-service eCommerce agency, the Groove Commerce team has used numerous marketing tools to help a variety of clients jumpstart website traffic, generate leads and increase revenue. In this blog, we narrow down to two of our favorite tried-and-true tools that we believe are the best email marketing software platforms: Klaviyo and HubSpot.


The days of sending one-off email blasts are over. Grow your business and create an exciting and engaging customer experience through personalization, segmentation and automation. If you're not already leveraging this functionality in your marketing efforts, then we highly suggest evaluating Klaviyo to see if it's the best email marketing software for your needs.

Klaviyo is an eCommerce email marketing and SMS automation platform committed to growing both small brands and Enterprise businesses. It has all the tools that eCommerce brands need to personalize each user's experience with your brand. For instance, use Klaviyo's flyouts, pop-ups or embedded forms to greet your website visitors. Take advantage of profile, segment, URL and location targeting to display the right messages to the right visitors; this way, first-time visitors and VIP customers will receive different messages upon visiting your site.

Utilize Klaviyo's segmentation capabilities to target based on what customers purchased, what they viewed on your site, where they interact with your emails and how much money they spend per purchase. Here are some great examples for targeting customers:

  • Average order value is above a certain amount
  • Customer purchases multiple times in one month
  • Customer made at least one purchase in the last month
  • Customer always purchases at full price
  • Customer only purchases with coupons
  • Customer places an order with multiple items
  • Customer visits often but doesn't make a purchase

This list isn't comprehensive as there are a multitude of ways to segment audiences with Klaviyo. This granular segmentation is beneficial for increasing engagement because you'll be sending the right messages to the right audiences.

Lastly, unlike other email marketing platforms, Klaviyo offers advanced automation features and is quick and easy to use. Map out your ideal customer experience from beginning to end with Klaviyo's drag-and-drop builder, and A/B test an email's content, subject line or timing to increase its performance. Split and branch emails within an automated series to send the right messages to customers who meet certain criteria, and use Klaviyo's real-time reporting to compare emails within the same series.


Like Klaviyo, HubSpot offers personalization, segmentation and automation functionality, so eCommerce merchants can deliver powerful email experiences to prospects, leads and customers. Whether you're looking to switch to a new eCommerce email marketing software or are a first-timer looking for a trusted platform, we encourage you to research more about HubSpot for eCommerce to see if it's the best email marketing software for your company's needs.

HubSpot's Marketing Hub is a marketing automation software designed to help companies attract attention from prospects, convert more leads into customers and scale and grow all inbound marketing efforts within one platform.

Tailor emails to different audience segments with personalization tokens, smart subject lines, smart CTAs and smart text. Use smart subject lines to target content based on a contact's lifecycle stage or whether a contact is a member of a certain HubSpot list. Use smart CTAs to target based on lifecycle stages, lists, device types, countries, preferred languages or referral sources. Create smart rules to target contacts based on their list membership or lifecycle stage to personalize the text in your emails.

Leverage HubSpot's segmentation capabilities to group audiences based on demographics, geographical location, psychographics, technographics, behaviors, needs and values. This free 11-minute lesson from HubSpot is a great tool to help you better understand how to create a segmentation strategy in HubSpot using the lists tool.

Finally, take advantage of HubSpot's workflows to automate email campaigns and push prospects through the sales funnel. Like Klaviyo, HubSpot uses a drag-and-drop editor to build emails, so marketing teams never need to edit a line of code. Set specific conditions to trigger emails so that they're sending to the right people. Here are some examples of workflow criteria:

  • Contact opened a specific email
  • Contact received a specific email but didn't open it
  • Contact submitted a specific form
  • Contact scheduled a call
  • Customer purchased more than once in the past month
  • Customer placed an order with multiple items
  • Customer visited the site more than twice in a given time period but doesn't make a purchase

This list is not comprehensive, either, as there is a wide variety of triggers to set as the criteria in a HubSpot workflow. Similar to Klaviyo, HubSpot offers the functionality to let merchants A/B test emails to see whether version A or version B performs better. Depending on how each variation of the email performs over time, HubSpot picks the higher-performing version to send to the rest of your list.


If you'd like to learn more about Klaviyo and HubSpot or need help evaluating which tool is best for your eCommerce store, reach out to our team through the form below. We're happy to have a conversation about your company's unique email marketing needs and make recommendations to aid in your eCommerce email marketing strategy.

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