how to choose an email marketing platform without spiraling
4/15/26
web design
how to choose an email marketing platform without spiraling
spoiler: we don’t reinvent the wheel for every client
Email marketing is one of those things that sounds super complex, but honestly, it’s one of those things that’s more initially intimidating than an actual challenge. Once you take a step back and think about how your business works, the first step of choosing the right email marketing platform becomes easy. After yearsssss of working with all types of clients, one thing has become so clear: the best platform depends on your business model. And because I’m a big believer in not overcomplicating things, we’ve narrowed it down to two favorites. Let’s dive in.
It all comes down to what type of business you own — service-based or e-commerce. What works for a coffee shop or play cafe is going to be different from what helps a gift shop or jewelry brand succeed. And with that in mind, different email marketing platforms also naturally integrate better with certain website platforms. Now entering the chat: Squarespace and Shopify.
These are the two platforms we use the most here at Brighten Made, and for good reason. If you’re new to websites, let me break it down for you. Squarespace is best for service-based businesses, while Shopify is best for e-commerce — see a common thread here? It all comes down to type of biz.
Here’s a QUICK breakdown on why.
Why Squarespace
1. It’s easy to use. Squarespace is a super user-friendly platform that allows you to easily update your own text and images long-term.
2. It’s affordable. You can get a super custom, branded look without paying a developer allllllll the money to code it all from scratch. Plus, the plans themselves are fairly affordable in comparison to other platforms.
3. It’s an all-in-one solution. Squarespace offers hosting, domains, an analytics dashboard, SEO tools, marketing tools, a scheduling platform, etc., literally anything and everything you could need as a business owner.
4. 24/7 customer support. Squarespace support is available 24/7 via emails or live chat. Plus, they have a super robust help center.
Why Shopify
1. It’s easy to use. Similar to Squarespace, Shopify is an intuitive, user-friendly platform that allows you to maintain your website in the long run by being able to swap out images and text on your own.
2. It’s an all-in-one solution. Shopify has a back-end dashboard that provides business owners with ALL the info and tools they could ever need such as the ability to access detailed sales reports, manage customers, review orders, etc. all without any coding.
3. It’s secure. Shopify offers SSL certification and PCI to encrypt all data so all confidential information is protected.
4. It’s flexible and built to scale. No matter what stage your business is in, Shopify can meet your needs. Not to mention, Shopify has fab, 24/7 customer support and a help center to help you succeed throughout your business journey.
NOW let’s get to the real reason you’re here. Email platforms.
Flodesk: Where Design and Email Actually Get Along
First up, Flodesk. She’s pretty, she’s user-friendly, and she works SO flawlessly with Squarespace specifically.
Squarespace websites are design-forward by nature. And spoiler alert… so is Flodesk. It’s an ideal platform for brands that care about how things look and want email to feel like an extension of their website — not a totally separate system. It integrates cleanly with Squarespace, no extra Zaps or hacks needed to make the two talk to each other, and keeps things simple for the biz owner without feeling limited. Similar to Squarespace, it also works well for brands that are selling digital products.
To break it down, here are three key features that make me a total sucker for Flodesk:
Design-first emails — hello, I’m a brand designer. The email builder is intuitive and flexible, so your emails can actually match your brand. You don’t have to fight with clunky layouts or Frankenstein a template together to make it work for you.
Straightforward automations — It has the automation capabilities we’ve come to 100% expect from any email marketing provider. Think welcome sequences, nurture emails, launch sequences, etc. Funnels are easy to set up and maintain + you can initiate email sign-ups for workflows straight from your actual website instead of sending users to clunky, separate URLs.
Low-lift, user-friendly backend — On top of allllll the above, it’s also ideal for pretty much any level business owner. It’s intuitive, easy to navigate, has templated sections you can easily pull in, and is easy to maintain long-term without feeling overwhelming or overly technical.
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Klaviyo: When Email is a Revenue Channel
This one gets even simpler. Shopify is built for selling, Klaviyo is built to support that. If you’re running an e-commerce store with multiple products, variants, or frequent launches, you need an email platform that can keep up with that + customer behavior in real time.
Like Flodesk does with Squarespace, Klaviyo integrates seamlessly with Shopify. Once connected, it’s able to pull in customer data automatically — think purchases, browsing behavior, abandoned carts, and more — without manual workarounds. It also has a few other key features that make it a total winner for an e-comm biz.
Advanced segmentation — You can send emails based on what people actually do, not just who they are. PS this means smarter targeting and better performance.
Robust automations — We LOVE an automation, and Klaviyo offers several built-in options + copy suggestions. They literally walk you through a workflow setup. A few highlights include: post-purchase flows, replenishment reminders, and win-back campaigns.
SMS marketing — Klaviyo also makes it easy to layer SMS into your marketing strategy without managing it from a separate platform. SMS can work alongside email to reach customers in real time which is especially nice for marketing launches, restocks, or limited inventory.
It’s the best email marketing platform to use when you’re using email as a revenue-driving channel, not just a branded touchpoint.
Here’s the bottom line
Instead of asking “Which platform is better?”, the better question is: What do you need email to do for your business right now?
If your site is on Squarespace and email supports your brand, services, or content → Flodesk
If your site is on Shopify and email supports ongoing sales and customer retention → Klaviyo
Both are strong platforms. They just solve different problems.
Your email platform should make things easier, not more complicated. When your website and email tools are aligned, you can spend less time troubleshooting and going around in circles guessing how things should work and more time actually connecting with your audience.
And honestly? Isn’t that the end goal?
