Every email marketing comparison you find online was written for a US audience. It shows USD prices, skips the GDPR question entirely, and recommends tools based on US affiliate rates rather than what works for UK businesses.

This guide is different. Every price is in GBP. Every tool is assessed against UK GDPR. And every recommendation is based on what actually works for UK Shopify stores — not what pays the highest commission.

Our top picks

Best overall: Omnisend

Omnisend earns the top position because it gets three things right simultaneously that no other tool manages: a native Shopify integration with a 4.8 app store rating, EU data residency by default with no configuration required, and pricing that is 25–40% less than Klaviyo at equivalent contact counts.

For the typical UK Shopify store — growing list, running standard e-commerce automations, wanting GDPR compliance without a legal review — Omnisend is the strongest choice available.

Price: Free up to 250 contacts; ~£16/month at 500 contacts. Read the Omnisend review →

Best for data-driven stores: Klaviyo

Klaviyo is the most capable email marketing platform for e-commerce. Its Shopify integration gives you real-time access to order history, predicted customer lifetime value, churn probability, and browse abandonment data — capabilities that Omnisend does not match.

The trade-off: Klaviyo costs more, stores data in the US by default (EU residency requires manual selection at signup), and has a steeper learning curve. For stores generating over £10,000/month from email marketing, these limitations are outweighed by the analytical depth.

Price: Free up to 250 contacts; ~£20/month at 500 contacts. Read the Klaviyo review →

Best free tier: GetResponse

GetResponse is a Polish company that stores all data in the EU by default. Its free plan covers 500 contacts with unlimited sends — double Klaviyo’s 250-contact limit and without the 500 sends/month cap that Omnisend imposes.

For stores in the early stage of email marketing, GetResponse’s free tier will typically last 12–18 months before an upgrade is needed. Paid plans start at ~£11/month.

Price: Free up to 500 contacts; ~£11/month at 1,000 contacts. Read the GetResponse review →

Best for budget pricing at scale: Brevo

Brevo prices per email sent rather than per contact. For stores with large lists that send email weekly or less frequently, this model can be significantly cheaper than contact-based pricing. At 5,000 contacts sending twice a month (10,000 sends), Brevo’s Starter plan costs approximately £19/month versus Klaviyo’s ~£110/month.

EU data storage by default and the most comprehensive DPA of any tool tested.

Price: Free up to 300 emails/day; ~£19/month for 20,000 sends. Read the Brevo review →

GDPR comparison — what UK stores actually need to know

Every tool on this list claims GDPR compliance. The meaningful differences are in data residency.

UK GDPR requires a lawful basis for transferring personal data outside the UK. For email marketing tools, this means the customer email addresses, purchase history, and behavioural data you send to these platforms need to be either stored in the UK/EU, or transferred under a lawful mechanism (adequacy, SCCs, or binding corporate rules).

Tool	Data storage	UK GDPR status	Action required
Omnisend	EU (default)	Compliant	None
GetResponse	EU (default)	Compliant	None
Brevo	EU (default)	Compliant	None
Klaviyo	US (default) / EU (optional)	Compliant with setup	Select EU region at signup
ActiveCampaign	US (default) / EU (Enterprise only)	Requires SCCs on standard plans	SCC documentation
Mailchimp	US only	Requires SCCs	SCC documentation

For UK stores that want the simplest path to GDPR compliance: Omnisend, GetResponse, or Brevo. For stores comfortable with configuration: Klaviyo with EU region selected at signup.

For the full analysis of UK GDPR and email marketing, see our UK GDPR email marketing guide.

Shopify integration comparison

Tool	App store rating	Integration type	Pre-built flows
Omnisend	4.8	Native	20+
Klaviyo	4.0	Native	40+
GetResponse	4.2	Native	Standard
Brevo	3.9	Native	Standard
ActiveCampaign	3.8	Native	Standard
Mailchimp	N/A	Third-party (ShopSync)	Basic

The Omnisend rating of 4.8 from 5,800+ reviews reflects consistent positive experience with a native integration. Klaviyo’s 4.0 is also strong — the slightly lower rating reflects its steeper setup complexity rather than integration quality.

Mailchimp’s removal of its native Shopify integration in 2019 is the primary reason UK Shopify stores switch away from it.

Which tool to choose

Under 500 contacts, budget is the priority: GetResponse — 500 contacts free, unlimited sends, EU data residency.

Under 500 contacts, want the best Shopify integration from day one: Omnisend — best app store rating, EU residency by default, free up to 250 contacts.

500–5,000 contacts, standard Shopify automation needs: Omnisend — best combination of integration quality, GDPR compliance, and price.

500–5,000 contacts, need predictive CLV and deep segmentation: Klaviyo — worth the premium once you are using the features.

Large list (5,000+), send email infrequently: Brevo — per-email pricing model is significantly cheaper at scale with infrequent sends.

B2B component or complex sales pipeline: ActiveCampaign — the only tool on this list with a built-in CRM.

Use the decision tool above to get a personalised recommendation based on your specific contacts, budget, and GDPR requirements.

How we tested

Every tool on this list was tested via a free trial account. Pricing screenshots were taken from the pricing page of each tool in April 2026. GDPR analysis is based on reviewing each tool’s Data Processing Agreement, data residency documentation, and the ICO’s guidance on international data transfers. Shopify app store ratings are taken from the Shopify App Store and are accurate as of April 2026.

We do not accept payment for favourable placement. Mailchimp is reviewed negatively despite being the most well-known tool in this category because its limitations for UK Shopify stores are real and significant.