Buyer's Guide
Best Email Marketing Tool for Etsy Sellers Who Want to Build a Customer List
If you sell on Etsy, you already know the platform owns your customer relationships—until you build your own email list. But here's the catch: as of February 2024, Etsy shut down automatic email syncing from third-party apps, meaning you can't just plug in a tool and watch buyer emails flow in anymore. You'll need to collect addresses manually through package inserts, landing pages, or social media opt-ins.
That changes which email tool makes sense. You need generous free tiers while you're building, simple automation for welcome sequences and product launches, and ideally some way to connect order data without paying for expensive middleware. This guide compares the tools Etsy sellers actually use, cuts through the marketing fluff, and tells you exactly which one fits your situation—including when you should stick with free options instead of paying too soon.
Comparison Table
| Tool | Free Tier | Etsy Integration | Automation on Free Plan | Best For | Starting Paid Price |
|---|---|---|---|---|---|
| MailerLite | 1,000 subscribers, 12,000 emails/month | Manual/Zapier | Yes (full automation) | Beginners building their first 1,000 subscribers | $9/month (1,001–2,500 subscribers) |
| Klaviyo | 250 subscribers, 500 sends/month | Native (order sync) | Limited | Sellers with existing lists who need advanced segmentation | $20/month (501 subscribers) |
| Mailchimp | 500 subscribers, 1,000 sends/month | Zapier only | No | Sellers already familiar with Mailchimp from other businesses | $13/month (501 subscribers) |
| Flodesk | None | Manual/Zapier | N/A (paid only) | Sellers with 500+ subscribers who prioritize design | $38/month (unlimited subscribers) |
| Kit | 1,000 subscribers, unlimited sends | Manual/Zapier | Yes (basic sequences) | Creators who blog or create content alongside their shop | $15/month (1,001 subscribers) |
| Brevo | Unlimited subscribers, 300 emails/day | Manual/Zapier | Yes (basic) | Sellers who send infrequently or have large lists | $9/month (5,000 emails/month) |
| Omnisend | 250 subscribers, 500 emails/month | Native (order sync) | Yes | Sellers running multi-channel campaigns (SMS + email) | $16/month (500 subscribers) |
MailerLite: The Best Free Starting Point for Most Etsy Sellers
MailerLite offers the most breathing room while you're building your list from scratch. With 1,000 subscribers and 12,000 monthly emails included free—and full automation access—you can set up welcome sequences, segment by product interest, and run launch campaigns without paying a dime until you hit serious growth.
What makes it work for Etsy sellers: The free tier doesn't cripple you with "upgrade to automate" walls like Mailchimp does. You can build a three-email welcome sequence that introduces your brand story, offers a discount code, and highlights bestsellers—all automated—while you're still collecting your first hundred emails through package inserts. The drag-and-drop editor is genuinely intuitive, and templates look clean without requiring design skills.
The Etsy integration reality: MailerLite doesn't have a native Etsy connector, so you'll either import contacts manually via CSV (tedious but free) or use Zapier to sync new subscribers from a landing page form. Since Etsy killed auto-email-pulling anyway, this isn't really a disadvantage anymore—everyone's building opt-in lists the same way now.
Real downsides: Once you pass 1,000 subscribers, you're paying $9/month for up to 2,500 contacts, then $18/month for 5,000. That's fair, but if you're growing fast, Flodesk's flat rate might save money long-term. Also, MailerLite's segmentation is solid but not Klaviyo-level sophisticated—you won't get predictive analytics or complex conditional splits.
Who should pick this: You're just starting to collect emails, you need automation without paying upfront, and you want a tool that won't punish you for experimenting. If you're under 1,000 subscribers and don't need SMS or advanced e-commerce features, this is the smart default choice.
Pricing: Free up to 1,000 subscribers and 12,000 emails/month. Paid plans start at $9/month (1,001–2,500 subscribers), scaling with list size.
Klaviyo: The Power Tool for Sellers Who Already Have a List
Klaviyo is the email platform serious e-commerce sellers graduate to—but it's overkill (and overpriced) if you're just starting. Its native Etsy integration syncs order data, so you can segment by purchase history, send post-purchase follow-ups, and build flows triggered by product type. The automation builder is the most powerful in this comparison, with conditional logic, A/B testing, and predictive analytics baked in.
Why Etsy sellers consider it: If you're already at 500+ subscribers and selling multiple product lines, Klaviyo lets you send different campaigns to customers who bought jewelry versus home decor, automatically re-engage buyers 60 days after their first purchase, and track revenue per email. The native Etsy connector pulls order details without Zapier, which matters if you're syncing frequently.
The honest catch: Klaviyo's free tier is stingy—250 subscribers and 500 monthly sends—so you'll hit the $20/month paid tier quickly. Pricing jumps fast: $20 for 501 contacts, $35 for 1,001, $60 for 2,001. If you're not actively using the advanced segmentation and flow features, you're overpaying for capabilities you don't need. The learning curve is also steeper; expect to spend time watching tutorials to unlock its full value.
Who should pick this: You've outgrown basic email tools, you're making consistent sales (ideally $2,000+ monthly), and you want to segment aggressively based on purchase behavior. If you're still collecting your first 500 emails, start with MailerLite and migrate here later.
Pricing: Free up to 250 subscribers and 500 sends/month. Paid plans start at $20/month for 501 subscribers, scaling quickly with list size.
Mailchimp: Skip It Unless You're Already Locked In
Mailchimp used to be the default recommendation, but for Etsy sellers specifically, it's now the worst value. The free tier caps at 500 subscribers and 1,000 monthly sends—tighter than MailerLite—and strips out automation entirely unless you pay. Worse, there's no native Etsy integration, so you'll need Zapier (starting at $19.99/month) to connect anything beyond manual CSV uploads.
Why it's still on the list: If you're already using Mailchimp for another business or side project, the familiarity might justify sticking with it. The platform is stable, the reporting is detailed, and the template library is massive. But if you're starting fresh, the cost-to-value ratio doesn't compete.
The deal-breaker: Mailchimp's pricing escalates aggressively. Once you hit 501 subscribers, you're paying $13/month for the Essentials plan—but you'll need the $20/month Standard plan to unlock decent automation. Add Zapier for Etsy syncing, and you're at $40/month for features MailerLite gives you free or Klaviyo delivers more powerfully.
Who should pick this: You're already a Mailchimp user, your list is under 500, and you're comfortable with manual imports. Otherwise, choose literally any other tool on this list.
Pricing: Free up to 500 subscribers and 1,000 sends/month (no automation). Paid plans start at $13/month (Essentials) or $20/month (Standard with better automation).
Flodesk: The Flat-Rate Bet for Growing Sellers
Flodesk flips the pricing model: $38/month for unlimited subscribers, period. If you're already past 1,000 contacts—or expect to be soon—this becomes the cheapest option long-term. The trade-off is there's no free tier, so you're paying from day one.
What makes it appealing: The email designs are genuinely gorgeous, with modern templates that don't scream "small business newsletter." Flodesk is built for visual brands, so if your Etsy shop sells art prints, handmade jewelry, or stationery, your emails will look like an extension of your aesthetic. Automation is simple but sufficient for welcome sequences and product launches.
The Etsy integration situation: Like most tools now, Flodesk requires manual opt-in collection or Zapier for landing page syncing. No native Etsy connector, but again, that's not unique post-2024.
The math problem: At $38/month flat, Flodesk is expensive if you're under 500 subscribers (MailerLite is free; Klaviyo is $20). But once you hit 2,000+ subscribers, Flodesk becomes cheaper than Klaviyo ($60+) or MailerLite ($27). The break-even point is roughly 1,500–2,000 subscribers, depending on the competitor.
Who should pick this: You're already at 800+ subscribers, you value design heavily, and you want predictable pricing as you scale. If you're just starting, wait until you've built your list on a free tier first.
Pricing: $38/month (unlimited subscribers). No free tier. Occasional discounts for annual prepayment.
Kit (Formerly ConvertKit): Best for Content-Creating Sellers
Kit is designed for creators who build audiences through blogs, YouTube, or newsletters—not pure e-commerce sellers. But if you're an Etsy seller who also runs a craft blog, shares tutorials, or builds a personal brand alongside your products, Kit's creator-focused features (landing pages, subscriber tagging, paid newsletter tools) might justify the pick.
Why Etsy sellers consider it: The free tier covers 1,000 subscribers with unlimited sends, and automation is included. You can tag subscribers based on which freebie they downloaded (e.g., "knitting pattern" vs. "crochet tutorial") and send targeted product launches to each segment. The interface is clean, and the focus on audience-building over transactional emails fits if you're nurturing a community, not just pushing sales.
The Etsy gap: Kit has no native Etsy integration, and its e-commerce features are basic compared to Klaviyo or Omnisend. You won't get abandoned cart flows or purchase-based segmentation without workarounds. It's built for selling digital products and courses, not physical goods.
Who should pick this: You're building a brand beyond Etsy—blogging, creating free resources, maybe planning a course or paid membership—and your email list serves both content and product launches. If you're purely transactional (buy my stuff, here's a discount), MailerLite or Klaviyo fit better.
Pricing: Free up to 1,000 subscribers (unlimited sends). Paid plans start at $15/month for 1,001 subscribers.
Brevo (Formerly Sendinblue): The High-Volume Budget Option
Brevo prices by emails sent, not subscribers stored—a rare model that works brilliantly if you have a large list but send infrequently. The free tier allows unlimited subscribers but caps you at 300 emails per day (roughly 9,000/month), which is tight for active campaigns but fine for occasional launches.
Why it's on the radar: If you're sitting on 2,000+ subscribers but only email once or twice a month, Brevo lets you store that list free and pay $9/month for up to 5,000 sends (or $17/month for 10,000). Compare that to MailerLite's $18/month for 5,000 subscribers or Klaviyo's $60+. The savings are real if your sending volume is low.
The Etsy fit: Brevo has basic automation and no native Etsy integration (manual/Zapier only). It's functional but not exciting—solid for newsletters and product announcements, weak for complex flows.
Who should pick this: You've already built a decent list (1,000+), you send infrequently (monthly or less), and you want to minimize costs. If you're sending weekly campaigns or need advanced segmentation, this won't satisfy you.
Pricing: Free for unlimited subscribers, 300 emails/day. Paid plans start at $9/month (5,000 emails/month), $17/month (10,000 emails/month).
Omnisend: The Multi-Channel Play (If You're Ready for SMS)
Omnisend is built for e-commerce sellers who want to combine email and SMS in one platform. It has a native Etsy integration for order syncing and pre-built automation workflows (welcome series, abandoned cart, post-purchase). If you're already texting customers or want to add SMS to your strategy, Omnisend consolidates tools.
Why Etsy sellers look at it: The native Etsy connector still works for syncing order data (despite the email restriction), so you can trigger post-purchase follow-ups or segment by product purchased. The free tier includes 250 subscribers and 500 emails/month, plus basic automation—tighter than MailerLite but more e-commerce-focused.
The cost reality: Omnisend's paid plans start at $16/month for 500 subscribers, which is fair, but SMS credits cost extra (around $0.01–$0.05 per text depending on volume). If you're not using SMS, you're paying for features you don't need. If you are, the bundled pricing beats managing separate tools.
Who should pick this: You're running promotions via text and email, you're comfortable with $16+/month costs, and you want one dashboard for both channels. If you're email-only, MailerLite or Klaviyo are better fits.
Pricing: Free up to 250 subscribers and 500 emails/month. Paid plans start at $16/month for 500 subscribers (email only; SMS costs extra).
The Honest Verdict: Who Should Pick What
If you're just starting to build your list (under 500 subscribers): Use MailerLite. The 1,000-subscriber free tier with full automation gives you room to grow without paying, and the interface won't overwhelm you. Collect emails through package inserts ("Join our VIP list for 15% off your next order") and a simple landing page. Don't pay for tools yet—your money is better spent on product development and marketing.
If you're at 500–1,500 subscribers and making consistent sales: Stick with MailerLite's paid tier ($9–$18/month) unless you need Klaviyo's advanced segmentation. The pricing is fair, and you're not locked into contracts. If you're running complex campaigns (e.g., different flows for repeat buyers vs. first-timers, or product-specific follow-ups), then Klaviyo's $20–$35/month is justified—but be honest about whether you'll actually use those features.
If you're past 2,000 subscribers: Run the math on Flodesk's $38/month flat rate. It becomes cheaper than per-subscriber pricing around 1,500–2,000 contacts, and the design quality is genuinely better if your brand is visual. But if you need deep automation (abandoned cart, predictive sending, revenue tracking), Klaviyo is worth the higher cost.
If you send infrequently (monthly or less): Brevo's pay-per-send model saves money. You can store a large list and only pay for the emails you actually send, which is rare in this space.
If you're building a content brand alongside your shop: Kit fits the creator model better than pure e-commerce tools. Use it if you're blogging, offering free downloads, or planning digital products beyond physical goods.
When NOT to pay for email marketing yet: If you're under 200 subscribers, use MailerLite's free tier and focus on collecting emails first. Don't upgrade just because a paid plan exists—most Etsy sellers overpay for features they don't use. Also, skip email entirely if you're not willing to send at least monthly; an abandoned list is worse than no list.
Final Recommendation
For most Etsy sellers reading this, MailerLite is the right starting point. It's free while you're building, includes the automation you actually need (welcome sequences, product launches), and won't punish you with sudden upgrade walls. Collect emails through package inserts and a landing page, set up a simple three-email welcome flow, and don't pay for tools until you've proven you'll use them.
If you're already past 1,000 subscribers and running a real business (not a side hustle), Klaviyo is worth the investment for its segmentation and e-commerce features. And if you're at 2,000+ subscribers with a visually-driven brand, Flodesk's flat $38/month becomes the cheapest option long-term.
But here's the most honest advice: the tool matters far less than the list itself. Etsy doesn't let you own your customer relationships by default—you have to build that yourself, one opt-in at a time. Pick a tool (MailerLite is fine), set up a basic welcome sequence, and spend your energy on getting people to actually sign up. The perfect email platform won't save a list you never build.