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  • Writer's pictureHolly Berrigan

Klaviyo vs Mailchimp: Which is Better For Ecommerce?

Updated: Apr 8

In the digital age, where every click, open, and conversion counts, businesses rely heavily on email marketing to engage with their audience, drive sales, and foster brand loyalty. Choosing the right platform can make all the difference in the success of your email campaigns. With Klaviyo and Mailchimp emerging as industry leaders, the stakes are higher than ever.

Throughout this blog, we'll delve deep into the key aspects that define Klaviyo and Mailchimp, including their user interface, automation capabilities, segmentation options, analytics tools, pricing structures, and customer support. By dissecting each platform's offerings and comparing them side by side, we aim to equip you with the knowledge needed to make an informed decision for your email marketing strategy.

klaviyo vs mailchimp

Klaviyo vs Mailchimp: Email Marketing Champs

Mailchimp has a long history in the email marketing space, and it's easy to see why. With its user-friendly interface and robust features Mailchimp has become a go-to email marketing solution. Nevertheless, there are notable areas where Mailchimp falls short in comparison to competitors like Klaviyo. Specifically, Mailchimp is a little less in-depth of features and customization capabilities found in Klaviyo.

While Mailchimp offers basic functionalities for personalization, segmentation, automation, and reporting, it doesn't quite match Klaviyo's level of depth and sophistication in these aspects. Furthermore, Mailchimp is a more general-purpose email marketing platform that offers a wide range of features but may not be as tailored to the needs of e-commerce businesses. Here's a comparison chart to see the main difference between the two email marketing platforms.




User Interface

Advanced customization and control

User-friendly with intuitive navigation

Automation Capabilities

Advanced workflows triggered by events

Basic automation options

Segmentation Options

Robust targeting capabilities

Basic segmentation features

Analytics Tools

In-depth insights including revenue tracking and customer lifetime value

Basic analytics tools

Digital Channels

Focused on eCommerce brands

Offers a wide range of digital marketing channels

Pricing Structure

Customizable plans tailored for eCommerce businesses

Tiered pricing based on audience size

Free Plan

More robust features included at the free tier

Limited features in the free plan

Customer Support

Detailed support tailored to business needs

General support for all users

While it might sound like Klaviyo is taking the lead here, it’s better that we dive deep into the details so we know exactly which platform really is better for your business.

What is Klaviyo? 

Klaviyo is a powerful email marketing platform tailored specifically for eCommerce businesses, offering a comprehensive suite of tools to drive sales, enhance customer engagement, and cultivate brand loyalty through targeted and personalized email campaigns. 

Its features include a user-friendly drag-and-drop email editor for easy campaign creation, robust segmentation and targeting capabilities to deliver highly personalized messages, automation tools for creating workflows triggered by specific events, detailed analytics and reporting to track campaign performance, and seamless integration with popular eCommerce platforms and third-party apps for a cohesive marketing experience. Overall, Klaviyo empowers online retailers to create tailored, automated, and data-driven email marketing campaigns that drive revenue and nurture lasting customer relationships.

What Is Mailchimp?

Founded in 2001, Mailchimp has evolved from a simple email marketing tool to a comprehensive marketing platform offering a range of features beyond email marketing, including audience segmentation, automation, landing pages, social media ads, postcards, and more.

Mailchimp's intuitive interface, robust features, and customizable templates make it accessible to users of all skill levels, from small businesses to large enterprises. It provides tools for building and managing email lists, designing visually appealing emails, and tracking campaign performance through analytics and reporting.

klaviyo vs mailchimp reporting

Mailchimp is user-friendly while Klaviyo offers actionable insights

When it comes to email marketing platforms, Mailchimp and Klaviyo represent two distinct approaches, each catering to different user preferences and needs. Mailchimp is renowned for its user-friendly interface and simplicity, making it an ideal choice for businesses seeking ease of use and intuitive navigation. With Mailchimp, users can effortlessly create, send, and analyze email campaigns without the need for extensive training or technical expertise. Its straightforward design and clear instructions ensure a seamless experience for marketers of all skill levels.

On the other hand, Klaviyo distinguishes itself by offering more in-depth features and guidance to users who desire greater customization and control over their email marketing strategies. While Klaviyo may have a steeper learning curve compared to Mailchimp, its advanced tools and functionalities empower businesses to delve deeper into their campaigns and extract actionable insights. From intricate segmentation options to personalized automation workflows, Klaviyo provides the tools needed to create highly targeted and effective email campaigns that drive results.

Ultimately, the choice between Mailchimp and Klaviyo depends on the specific needs and preferences of each individual or business. For those prioritizing simplicity and ease of use, Mailchimp's intuitive interface is likely the preferred option. However, for users seeking more advanced features and guidance to optimize their email marketing efforts, Klaviyo offers a comprehensive solution with robust tools and resources to support their goals

digital channels

Mailchimp has more digital channels while Klaviyo offers more for e-commerce brands 

Mailchimp has established itself as a versatile platform, offering a wide range of options beyond traditional email marketing. From email campaigns and landing pages to social media ads and postcards, Mailchimp provides businesses with the tools they need to reach their audience across various channels. 

On the other hand, Klaviyo specializes in providing tailored solutions for eCommerce brands, offering features and functionalities specifically designed to meet the unique needs of online retailers. From advanced segmentation options based on purchase behavior to personalized product recommendations and cart abandonment emails, Klaviyo empowers eCommerce businesses to create highly targeted and effective marketing campaigns. While Klaviyo may not offer the same breadth of digital marketing channels as Mailchimp, its focus on eCommerce-centric features makes it a preferred choice for businesses looking to optimize their online sales and drive growth in the competitive eCommerce landscape.

klaviyo automations

Klaviyo is more advanced in creating automations

Mailchimp provides a range of automation options, including welcome emails, abandoned cart recovery, and product recommendations, with customizable workflows to streamline marketing automation.While Klaviyo excels in automation, offering advanced workflows triggered by specific events or actions, such as browsing behavior or purchase history, enabling highly targeted and personalized campaigns.

More in-depth reporting with Klaviyo

Mailchimp provides basic analytics tools to track campaign performance, including open rates, click-through rates, and subscriber growth, offering insights to optimize future campaigns. On the other hand, Klaviyo's analytics tools offer more in-depth insights, including revenue tracking, customer lifetime value, and cohort analysis, empowering users to make data-driven decisions to maximize ROI.

klaviyo vs mailchimp pricing

Mailchimp offers affordable paid plans while Klaviyo offers more robust free plan 

Mailchimp and Klaviyo both offer pricing structures tailored to the needs of businesses, but there are differences in their approaches.

Mailchimp's pricing structure is primarily based on the number of contacts in your email list and the volume of emails you send per month. It offers a free plan for users with up to a certain number of contacts and email sends, making it accessible for businesses of all sizes. Beyond the free plan, Mailchimp offers tiered pricing options that scale with the size of your audience and the frequency of your email campaigns. Paid plans unlock additional features such as advanced automation, segmentation, and analytics tools, with pricing increasing as your subscriber count grows.

In contrast, Klaviyo's pricing is based on the number of contacts in your email list and the volume of emails you send per month, similar to Mailchimp. However, Klaviyo's pricing tends to be more tailored and customizable, with a focus on providing value to eCommerce businesses. Klaviyo offers a more robust free plan compared to Mailchimp, with advanced features included even at the free tier. Paid plans offer additional features and support options, with pricing varying based on the size of your email list and the volume of emails sent. Klaviyo also offers custom pricing options for enterprise-level businesses with specific needs and requirements.

The Verdict: Which Is Better?

In this battle between Mailchimp vs Klaviyo, which platform should you choose for your business? The verdict is here! For businesses aiming to elevate their email marketing strategies, Klaviyo is clearly the better choice. While Mailchimp boasts a user-friendly interface, Klaviyo offers a comprehensive suite of advanced features tailored for businesses, particularly in the eCommerce sector. Klaviyo's emphasis on advanced automation, targeted segmentation, and in-depth analytics provides businesses with the tools they need to optimize their email marketing efforts and drive tangible results. Therefore, for businesses seeking to maximize their email marketing ROI and harness the power of personalized engagement, Klaviyo stands out as the preferred option.

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