Choosing the Right Email Marketing Platform Shouldn’t Feel Overwhelming
You know email marketing is a game-changer for keeping customers engaged and increasing revenue. But with so many platforms out there, how do you know which one is right for your business?
Different businesses have different needs—some need simple email blasts, while others want sophisticated automation and segmentation. The key is choosing a platform that fits your business goals, budget, and growth stage.
This guide breaks down the best email marketing tools, compares two of the biggest players (Klaviyo vs. Mailchimp), and gives you the best practices to ensure your emails don’t just get opened—they drive action.
Klaviyo vs. Mailchimp: Which Email Platform is Best for eCommerce?
If you run an eCommerce store, you’ve likely heard of Klaviyo and Mailchimp—two of the most popular email marketing platforms. But which one is actually the best for your business?
Klaviyo – Built for eCommerce Growth
Advanced segmentation based on customer behavior Deep Shopify, WooCommerce, and BigCommerce integrations
- Pre-built email automation for abandoned carts, post-purchase flows, and more
- Revenue-based reporting for tracking ROI Can get expensive as your email list grows
Mailchimp – Great for Beginners & Small Budgets
- Easy-to-use drag-and-drop editor
- Affordable pricing for small businesses
- Basic automation features (welcome emails, simple follow-ups)
- Works for a variety of businesses (not just eCommerce) Limited automation and segmentation compared to Klaviyo
So, Which One Should You Choose?
- If you run an eCommerce business and want data-driven automation and segmentation, go with Klaviyo.
- If you’re just starting out and need something simple and affordable, Mailchimp is a solid option.
Now that you’ve got the right platform, let’s talk about how often you should be emailing your subscribers (without annoying them).
How Often Should You Email Your Subscribers? (Without Annoying Them)
Have you ever unsubscribed from a brand because they emailed you way too much? On the flip side, have you forgotten about a brand entirely because they emailed you too little?
The sweet spot? 1-4 emails per week, depending on your industry and audience.
Here’s a general breakdown:
- ECommerce brands – 3-4 emails per week (promos, new arrivals, abandoned carts, product education)
- Service-based businesses – 1-2 emails per week (value-packed content, client success stories, special offers)
- Coaches/Consultants – 1-3 emails per week (educational emails, testimonials, program launches)
The key is to test and track engagement. If open rates and clicks stay strong, your frequency is fine. If people start unsubscribing, pull back or adjust your content strategy.
Let’s go over the biggest dos and don’ts of email marketing so you don’t fall into common traps.
The Dos and Don’ts of Email Marketing for Small Businesses
Want to make sure your emails actually drive sales and engagement? Follow these best practices:
Do This:
- Segment Your Audience – Personalized emails always perform better.
- Write Strong Subject Lines – If they don’t open the email, nothing else matters.
- Automate Key Sequences – Welcome emails, abandoned cart emails, and follow-ups should be automated.
- Optimize for Mobile – Over 50% of emails are opened on mobile.
- Test & Track Metrics – Open rates, click-through rates, and conversions tell you what’s working.
Avoid This:
- Sending Too Many Promotional Emails – Balance sales emails with value-driven content.
- Using Generic Copy – “Hey [First Name], check out our latest offer!” isn’t enough.
- Ignoring List Hygiene – Remove inactive subscribers to keep your engagement rates high.
- Forgetting a Call-to-Action – Every email should have a clear action step.
But wait—what about transactional emails vs. marketing emails? Let’s break that down.
Transactional Emails vs. Marketing Emails: What’s the Difference and Why Does It Matter?
Not all emails are created equal. Some are designed to sell, while others are there to inform and build trust. Understanding the difference will help you craft the right messages for the right moments.
Transactional Emails (Essential, Non-Promotional Emails)
These are the automated emails that customers expect to receive.
- Order confirmations
- Shipping updates
- Password resets
- Account notifications
These emails have very high open rates (60%+), so use them wisely! Add branding, helpful resources, or links to your other products.
Marketing Emails (Designed to Engage & Sell)
These are emails meant to drive engagement, brand loyalty, and sales.
- Promotional emails (sales, discounts, product launches)
- Content emails (blog updates, newsletters, educational emails)
- Customer re-engagement emails
Best Practice: Keep transactional emails clear and helpful, while making marketing emails engaging and persuasive.
So, What’s Next? Your Email Marketing Game Plan
If you’re serious about growing your business, the right email platform and strategy will make a massive difference in your revenue and engagement.
Here’s your action plan:
- Pick the right platform (Klaviyo for eCommerce, Mailchimp for beginners, or another tool that fits your needs).
- Set up essential automations (welcome sequences, abandoned cart flows, re-engagement campaigns).
- Email consistently—but strategically (1-4x per week, depending on your business type).
- Follow best practices (strong subject lines, segmentation, mobile-friendly designs).
- Track your results and adjust based on open rates, clicks, and conversions.
Like Some Help to Get Started?
If you want expert guidance on setting up email marketing that actually drives sales, let’s talk.
Get a free email strategy session and take the guesswork out of growing your list and revenue.
