Insights, guides, and strategies for Shopify store owners and brands looking to grow online.
If you run a Shopify store and you are choosing an email platform, the decision almost always comes down to two names: Klaviyo or Mailchimp. We have set up both for clients, migrated stores from one to the other, plus cleaned up the messes that come from picking the wrong one. Here is the honest comparison, without the affiliate-link bias you will find on most “best email tool” pages.
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Search “best email marketing app for Shopify” and you get a wall of listicles, most of them ranked by who pays the biggest affiliate commission. We run these tools for real Shopify clients, so here is the version with no referral money attached: which app is actually best depends on your stage, plus there are only really four worth considering.
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Most Shopify stores have Klaviyo installed and almost none of its revenue switched on. The campaigns get the attention, the weekly sends and the promos, but the real money is in the flows: the automations that run on their own, triggered by what a customer does. After setting these up for Shopify clients for years, here is the short list that recovers the most, plus how to set each one up so it actually fires.
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“Fractional CTO” sounds like consultant-speak, so let me define it plainly, then tell you the actual signs that an ecommerce brand needs one. I spent over a decade at Shopify building the tools merchants run on, and I now do this work for ecommerce brands, so this is the version from inside the role rather than from a pitch deck.
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