Written by Lyndon Scott

July 20

Klaviyo vs Mailchimp: Which Email Platform Is Best For Shopify?

Nurturing and gaining new leads is essential for every business. And whether you are new to entrepreneurship or you’re an experienced marketer, having the best tools for lead nurturing could mean everything for your business.

That’s why you need the proper email marketing and automation tools to grow your audience and nurture relationships with your leads.

Still, it’s tough to decide on the right email marketing software. You need to consider the needs of your business and the features, pricing, and integrations that come with every tool.

Deciding gets even more problematic with all the different options available on the market today.

This article will discuss two popular email marketing software,  Klaviyo and Mailchimp, covering the following

  • Their key features
  • The functions that make them useful for email marketing.
  • We'll also outline the key similarities and differences that will help you decide on the best option to take. 

In the end, you will have all the information you need to decide on whether you should choose Klaviyo or Mailchimp.

Both Klaviyo and Mailchimp are incredibly helpful for nurturing leads. They offer many features such as creating workflows and segmentation using multiple targeting inputs such as personal preferences, predictive analytics, etc., to send targeted emails.

Rather than hiring a whole marketing team, you can count on both Klaviyo and Mailchimp to do everything you need to generate and nurture leads.

There are notable differences that you should consider before making a choice.

Of the two, Mailchimp has been around for a long while (since 2001) and was built for email marketing.

On the other hand, Klaviyo started in 2012 and was created solely for ecommerce.

Both have lots to offer, and that's why this review will help you make an informed decision between Klaviyo Vs Mailchimp.

Klaviyo Vs Mailchimp: Features

Klaviyo vs Mailchimp Features

Ideally, every feature in an automation tool should help you manage and nurture your email contacts effectively.

Both tools offer many features such as segmentation, integrations with social media, tracking link clicks from emails, and measuring return on investment (ROI).

However, one of the key differences between them is that Mailchimp has more email templates to choose from, which is a massive plus for many businesses.

Klaviyo offers more in-depth features and analytics to help you better measure the performance of your emails, while Mailchimp has less robust data on this front.

Klaviyo Vs Mailchimp: Pricing

Pricing is an important metric when choosing between Klaviyo and Mailchimp. Any tool you choose must be within your budget.

Both Klaviyo and Mailchimp have a free pricing tier that can help you test out the software while growing your contact list.

Klaviyo offers dynamic pricing that caters to your needs. On the pricing page, you have to input your needs (whether you want to use email features, SMS features, or both). 

Upon selecting your preferred feature-use, you can play around with the calculator to figure the price you will be paying for your monthly subscription.

Here is a screenshot of 1,000 emails with no SMS marketing involved.

Klaviyo Pricing Calculator

Klaviyo also has a free tier that allows up to 250 contacts and a maximum of 500 email sends. However, you will have to set up double opt-in and the Klaviyo logo will be displayed at the bottom of your emails.

As for Mailchimp, you also get a free tier plan that offers basic functions of the software, except for analytics, customer support, and AB testing. You can have as many as 2,000 contacts on the free plan with up to 12,000 sends per month.

Other plans on Mailchimp include;

  • Premium: $299.00 per month
  • Standard $14.99 per month
  • Essentials $9.99 per month

Unlike in Klaviyo, you don’t get the same tools and features on every tier. Not only do you buy extra capacity for contacts, but also access to additional features such as multivariate testing.

Mailchimp Pricing

An advantage of Mailchimp is that you can choose between paying monthly and paying as you go. With the pay-as-you-go option, you pay for the extra features when you only need them rather than buying the whole suit.

Mailchimp Pay-As-You-Go Calculator

Pricing Verdict

It’s important to note that both Mailchimp and Klaviyo are not on the budget-friendly side. 

While both have free tier plans, it will cost you to get the extra features. 

Still, Mailchimp is cheaper compared to Klaviyo.

Klaviyo Vs Mailchimp: Segmentation

Klaviyo is serious about segmentation.

The first segmentation step on Klaviyo is putting your contacts into the main segments; Engaged, unengaged, new subscribers, etc. You can then use other parameters such as behavior and transactional data to group your subscribers.

Klaviyo will also import information from your Shopify account or any other CRM you use and use it as a segmenting parameter based on engagement. Segmentation can also be based on events such as product views per a given duration, purchases, etc.

Klaviyo will also allow you to use predictive analysis in determining who your best shoppers are.

Segmentation on Mailchimp is disappointing compared to what Klaviyo offers.

While you can divide your contacts into smaller lists, the segmentation isn't as specific on Mailchimp. Basic segmentation parameters such as Tags, or key segmentation parameters (behavioral tracking), are lacking on Mailchimp.

You'll not even find Facebook audience integration, a critical predictive analysis parameter on Klaviyo segmentation.

Subscribers appearing on more than one list are considered as separate contacts on Mailchimp, which sucks. This duplication can eat into your quota for the maximum number of contacts allowed for a given pricing plan.

Klaviyo Segmentation

Segmentation Verdict

Mailchimp is as basic as a tool can get if you consider segmentation. Klaviyo is easier to use, offers more in-depth segmentation, and is the ultimate choice compared to Mailchimp.

Klaviyo Vs Mailchimp: Automation

Once your contacts are put in their right segments, the next step is automation.

Automation is vital for any business. It saves time on marketing processes by creating pre-set workflows.

Klaviyo offers robust automation features you'll not find on Mailchimp.

On the "Flows" tab, you'll find easy-to-use DFY workflow templates for your email campaigns. You can also create new workflows from the ground up or explore the "New Ideas" tab for inspiration. You can even combine multiple flows to create a single workflow.

With a robust data analytics platform, Klaviyo integrates with Shopify, Magento, and other tools. These integrations are useful in helping you create an informed marketing strategy for your customers based on data.

You can also create conditional splits to add more pathways to your automation.

Mailchimp Automation: Mailchimp offers email campaigns and automated rules that you can create for your contacts, which are both helpful features but not as robust or advanced when compared with Klaviyo's automation features.

You can integrate Mailchimp with your website, making it easy for you to set your automation based on how people interact with your content.

You can also integrate customer data, such as the history of purchases, into your workflow.

However, while you can create conditional splits with the Klaviyo free plan, you'll need to be on a paid plan for you to create conditional splits on Mailchimp.

Automation Verdict

On the flip side, setting up automation on Mailchimp based on your marketing goals is relatively easy. You'll need some time to get used to creating templates on Klaviyo.

However, Klaviyo still wins. It offers tons of automation templates and an intuitive workflow creation dashboard.

While you can also get lots from Mailchimp, you'll have to be on the premium plans, which still come second to Klaviyo.

Klaviyo Vs Mailchimp: Reporting and Analytics

Once you've created your automation, the next step is knowing how your marketing strategy is performing.

Analyzing your results will ensure that you know what works better. It will also help you measure your ROI.

For Klaviyo, reporting and analyzing the performance of your email marketing efforts is straightforward.

Klaviyo Reporting

You also gain feedback on metrics such as opens, bounces, unsubscriptions, and more. You can also customize your analytics dashboard to track what's essential for you. You can even choose to visualize your reports using numbers, charts, or bar graphs.

As Klaviyo allows for deep integration with many eCommerce platforms, one of the coolest reporting features on Klaviyo is the ability to see real-time data on what your customers are doing.

You can track what people are clicking, know the emails making you more money, and even find your best clients.

Predictive analysis will also let you have a clue on the number of purchases to expect.

For reporting and analytics, Klaviyo might feel advanced if you are a first-time user. There are multiple metrics to analyze and report on, and you may end up feeling overwhelmed by all the data Klaviyo gives.

With Mailchimp, things are never that serious. You get all the basic analytics and reports right on the campaign dashboard.

You can track your CTR for the whole campaign or see the performance of every email on your campaign.

You won't find predictive analysis or any other fancy reporting, but tracking your best customers may not be necessary if you are new to email marketing.

A/b split-testing is also limited on Mailchimp. You can only split-test on various basic parameters such as name, the subject line, and the content. You'll have to upgrade to a premium account if you want access to the information.

Mailchimp AB Split Testing

Analytics and Reporting Verdict

If you want to dive deep into how your automation performs and gain access to detailed reporting from multiple data points, Klaviyo is the best bet.

If you only want some basic-level reporting and analytics on your campaigns without processing complex data, you are better off using Mailchimp.

Klaviyo Vs Mailchimp: Ease of Use

Whether you have the most advanced or most basic software for email marketing automation- it's important that the software be easy to use.

Klaviyo put's alot of thought into making itself an easy-to-use software.

Workflow creation, intelligent reporting, and other primary features all merge into an immersive experience that allows you to easily use the tool for your marketing processes.

Klaviyo also integrates easily with other eCom and CRM tools such as Shopify, making it an easy-to-use tool for every business.

A commendable functionality on Klaviyo is the template creation process that uses content blocks rather than the messy drag-and-drop functionality on Mailchimp.

You don't need to write any code for you to create responsive emails.

By integrating with your website, Klaviyo can easily pull your website colors and add them to your campaigns for a coherent look.

As for Mailchimp, this software is also fantastic when it comes to the overall user experience.

It's versatile and easy-to-manage, making it a tool for everyone to use without any need for technical knowledge.

The email editor also has a range of design options that you can choose from for your formatting.

Still, the drag-and-drop builder can be helpful but may cause trouble if you dragged elements unknowingly and ended up messing with the whole design.

Ease of Use Verdict

Mailchimp takes the lead on this one. It feels easier to use, and everyone, including beginners, can have a go at it. Klaviyo feels like you need some advanced experience in using email marketing software. Still, Klaviyo is worth the learning curve you may encounter.

Integrations: Klaviyo Vs Mailchimp

Different digital tools can help you run different parts of your business. While using multiple tools, it's crucial that they integrate seamlessly to have a clear strategy for your marketing.

Both Klaviyo and Mailchimp allow multiple integrations, making it easy to pull data from other marketing tools and CRM software.

For Klaviyo, the integrations tab shows all the possible integrations that you can connect.

In addition, Klaviyo also offers deeper integrations with a select number of tools such as Magento, Big Commerce, and Shopify Plus.

Mailchimp lost its integration with Mailchimp, and even with a workaround, it's not as great as what you experience with Klaviyo.

Mailchimp integrations

Still, Mailchimp has lots of other integrations that you can use. You can even use Zapier to connect to Google Sheets.

Check out the integrations page to find out all the possible tools that you can connect to on Mailchimp. Notable integrations include WooCommerce, Accelo, and BigCommerce.

Integrations Verdict

Considering the number of integrations that each tool offers, Mailchimp takes the lead on integrations. Klaviyo offers integration with 103+ tools, while Mailchimp can integrate with more than 250 tools.


Customer Support: Klaviyo Vs Mailchimp

It matters how fast you can get to Customer Support and how quickly they respond to your situation for every software out there.

Klaviyo goes a notch higher in providing support to their customers. They have a vast knowledgebase of guides, training videos, webinars, and instructions that you can follow to solve any problem with the software.

Klaviyo Customer Support

For chat support, you'll need to be on a paid plan. Support runs from 9 am to 5 pm ET. Email support is also available from 9 am to 10 pm on weekdays and from 10 am to 4 pm over the weekend.

Mailchimp's support isn't as robust as Klaviyo's. They have a "Resources" page with guides, but I did not find any webinars, video tutorials, or resources to take care of the visual learners.

While Klaviyo offers free users email support, you have to be on paid plans for Mailchimp to offer one-on-one support.

Email support is only offered at the $9.99 pricing plan, while call support is only offered if you are on the $299.00 plan.

Customer Support Verdict

With state-of-the-art customer support, Klaviyo takes the lead on this one. You get access to video tutorials, webinars, and email support starting from the free plan.

You'll have to find your way through the info guides if you are stuck with Mailchimp.

Mailchimp Vs Klaviyo: Which one Should You Choose

While one is an affordable, user-friendly tool offering basic functions for a business, the other is a serious and high-powered analytical tool offering in-depth feedback on your marketing automation.

Mailchimp is a traditional email marketing solution with features more tailored towards the average business owner who only wants standard feedback for their email marketing.

On the other hand, Klaviyo is an advanced marketing automation platform geared more towards marketers and growth hackers who rely heavily on data to understand their marketing performances.

Klaviyo is a marketing platform that goes beyond email and should be used by anyone who truly wants to set up their Shopify store for success. It has the features needed to create automated triggered campaigns, dynamic product recommendations based on customer behavior and purchase history, segmentation capabilities tailored for each client's needs, and more—everything you need to make your customers feel special!.

Klaviyo will take some time getting used to and will also require a bigger budget compared to Mailchimp. However, if you are looking for heavy-duty marketing and in-depth tracking, analysis, and reporting- then this is the tool for you.

Why Choose Mailchimp?

  • It's straightforward
  • It's is an affordable solution that offers basic features for businesses.
  • It's for basic email marketing, so you don't have to deal with complicated analytics and data tracking.
  •  You don't need any deep integrations

Why Choose Klaviyo?

  • It offers advanced segmentation to support easier targeting of your contacts.
  • It comes with fantastic features such as advanced reporting and predictive analysis to support targeting and analytics.
  • It offers in-depth integration potential.
  • It's best used by an experienced business that relies heavily on data.

While both Klaviyo and Mailchimp are email marketing and automation tools, it's clear that they are built to serve different needs in the market.

If you want a basic email marketing tool that doesn't cost you too much, then Mailchimp is the way to go. If you want a robust email marketing tool that offers next-level analysis and in-depth integrations, then Klaviyo is your best bet.

About the author 

Lyndon Scott

After leaving behind a career in the corporate property development world, Lyndon founded Carts+Conversions in addition to running his own eCommerce brands. Lyndon enjoys writing about different ways to run a successful Shopify eCommerce business so if you have any requests, please feel free to make contact! Thank you for reading.

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