Julie here from Shopify Support.
It's great to hear that you're looking to start email marketing. You have some excellent options to consider here; Klaviyo and Omnisend are two of our most popular email marketing apps in the Shopify App Store.
Both of these apps can be managed directly through your Shopify Admin, meaning you won't have to open a separate website to manage your email marketing. These apps also include pre-built automated email campaigns, drag-and-drop email builders, the ability to send customers recommended products, and access to in-depth analytics. They also offer integrations with customer loyalty apps like Yotpo, Swell, and Smile.io, and allow you to embed your products directly into your emails.
Since these apps are commonly compared to each other, Klaviyo and Omnisend have actually put together their own comparison guides. I suggest checking out Omnisend's guide, "Omnisend vs. Klaviyo: A Feature for Feature Comparison" as well as Klaviyo's, "Klaviyo vs. Omnisend for Ecommerce Marketing". There, you'll be able to view the key differences and similarities between each app and get an in-depth look at their features. Since you're looking for comparisons between these two apps in particular, these definitely sound like resources worth looking into.
In terms of pricing, it looks like Omnisend is slightly more affordable for a store with an email list of 60,000 subscribers. However, I encourage you to review their plans and features so you can see which best meets your needs. Pricing information for Klaviyo can be found here, while Omnisend's pricing page can be found here.
Both of these apps have free trials, so my suggestion is to install them, explore their features, and weigh your options when it comes to pricing. Just make sure that if completely uninstall any app you no longer wish to use prior to the trial expiring to prevent any charges.
If you're looking for more information about email marketing in general, we have a great blog post called "Email Marketing 101: How to Build Your List, Send Effective Campaigns, and Track Results" I recommend checking out. If you're more of a visual learner, then you may find our free "Ecommerce Email Marketing 101" course on Shopify Academy useful. These are great resources with a ton of tips on how you can use email marketing to grow your business.
I think you'll find these resources quite useful in comparing both Klaviyo and Omnisend, but I personally find that the best way to compare apps is by testing them out yourself. I'd love to hear what you think of them. I'm also curious to hear what other merchants in the Shopify Community have to say about these apps!
Aside from wanting to embed your products into your emails, are there any other key features that you're looking for in an email marketing app?