Klaviyo vs Mailchimp Email: Which One Is Better?

An email has been fascinating the world ever since 1971.

Of course, over the years, it has evolved and grown in importance. Modern email marketing is a sophisticated tool that allows you to expand your audience, automate processes, and send personalized messages. 

However, for it to be effective, you need the right tool.

And yes, we are aware that there are millions of them. It seems like a new one pops up every day!

But, not all email marketing platforms are the same: some are better for certain businesses. 

Today, we're tackling Klaviyo vs Mailchimp, the two of the most popular email marketing tools. We'll compare them across several categories to assist you in determining which one is the best for you. 

Let's dive in!

Klaviyo vs Mailchimp: Comparison

Klaviyo is an email marketing platform that assists organizations in acquiring, retaining and growing their audience via emails. It's ideal for eCommerce stores and offers a plethora of valuable features that streamline your email communication processes.

Mailchimp is an email software that helps businesses stay in touch with customers. It helps achieve various goals - from lead acquiring and nurturing to launching promotions and product offers. 

Now, let's take a closer look at them.

Klaviyo vs Mailchimp: Pricing Plans

We start this Klaviyo vs Mailchimp comparison with something every business owner is concerned with: pricing.

This is how the platforms' prices compare.


Klaviyo offers three pricing options: Free, Email, Email and SMS.

You get Klaviyo's email support for the first 60 days with the free plan. You can create an account, import and sync your data, use different templates, and utilize many of Klaviyo's other features. However, you're limited to sending up to 500 emails to a maximum of 250 recipients.

When it comes to paid plans, Klaviyo prices grow with your business. The thing is that the billing structure depends on the number of subscribers you have. 

By upgrading, you will gain access to previously unavailable features, such as sending more emails, creating branded templates, and having email and chat support.

Klaviyo's prices: the monthly price for the Email plan starts at $45, while for the Email and SMS plan, you have to invest at least $60 a month.


Mailchimp has four pricing tiers: Free, Essentials, Standard, and Premium.

The free plan allows for 2.500 monthly emails and up to 500 contacts. Additionally, you receive 30-day email support as well as features like the order notification and "welcome" campaigns. 

On the other hand, paid plans are determined by the number of subscribers, email volume, and the features you want to use. More of the available features and tools come with higher-level plans.

Also, you can choose to pay monthly or "as you go". The "pay as you go" plan enables you to use advanced features without committing to a monthly fee.

If you're wondering how much Mailchimp costs - The Essentials plan starts at just $13 a month. Standard and Premium start at $20 and $350, respectively.

Klaviyo vs Mailchimp

Mailchimp's free plan is great for beginners in email marketing. It provides significantly more free contacts and emails. 

But remember that Mailchimp charges for most premium features, whereas Klaviyo doesn't. Klaviyo lets you try out many more tools while on their free tier. 

Klaviyo vs Mailchimp: Audience Segmentation

Segmentation is the division of your subscribers into groups depending on specific criteria. It's an email marketing practice that lets you send relevant emails to each of your lists.

Let's see how Klaviyo and Mailchimp stand in terms of email segmentation.


Personalization is one of the segmentation's key advantages. And Klaviyo does a fantastic job of assisting you in segmenting and eventually personalizing your messages. 

You can use a variety of segments, such as the cross-sell segment, the location-based segment, the holiday shoppers, and more. 

The platform allows you to dig deep into your customers' behaviour and deliver highly personalized emails. It collects data from your CRM and provides insights on actions like whether a user has previously viewed your product or shown an interest in a similar offer. 


Compared to Klaviyo, Mailchimp provides a simpler segmentation feature. You can create segments based on numerous factors (e.g. campaign activity, automation, location), but there aren't as many "deep dive" options as with its competitor.

On the plus side, Mailchimp employs robust data science to estimate the gender and age of your contacts. You can use this technology to identify your target audience's traits and improve marketing plans.

Klaviyo vs Mailchimp

Although Mailchimp's segmentation tool has fewer options than Klaviyo, it's still helpful for sending targeted messages to different segments of your list.

However, Klaviyo is unquestionably a better choice for more sophisticated segmentation processes.

Mailchimp vs Klaviyo: Email Automation

Email automation is the practice of sending action-triggered emails. These messages are delivered at the right time to the right people and can help nurture and convert leads.

Both Klaviyo and Mailchimp offer email automation, but with some differences.


Businesses across all industries employ email automation for a variety of purposes. However, due to their frequent contact with online customers, eCommerce stores usually use this strategy more than others.

Luckily for Klaviyo fans - Klaviyo and eCommerce businesses are a match made in heaven!

The platform allows you to automate just about anything:

  • Welcome emails.
  • Cart abandonment series.
  • Win-back programs.
  • Birthday and anniversary messages.
  • Direct mail to loyal customers.

Besides various automation options, you also get pre-built email templates and insights into how Klaviyo's advanced email automation tools work. Combine several flows, change pre-made templates, and create unique designs.

Additionally, the platform integrates with your store, allowing you to utilize data about your audience and implement it in your email strategy. Klaviyo's analytics system provides real-time data that activates automation based on each customer's behavior.


Mailchimp's automation experience also provides several options for automation, including:

  • Welcome series.
  • Happy birthday messages.
  • Order notifications.
  • Blog updates.

However, Mailchimp's automations are far from as comprehensive as Klaviyo's. Furthermore, while you can integrate the platform with your store, you will receive less detailed data.

But Mailchimp's Customer Journey Builder lets you create workflows faster than Klaviyo (due to its simplicity of use). You can see how customers interact with your brand throughout their buying journey. It's also extremely user-friendly, featuring drag-and-drop elements. 

Klaviyo vs Mailchimp

If you're deciding Mailchimp vs Klaviyo Shopify - Klaviyo is a better choice. Not only for Shopify but for Magneto and other eCommerce platforms.

Klaviyo includes all those fancy automation and data insights in its free plan, whereas Mailchimp requires you to switch to a paid model.

Mailchimp, on the other hand, has more pre-built email automations (nine versus four in Klaviyo), and its workflow builder is easier to use.

Klaviyo vs Mailchimp: Analytics 

Regardless of the email platform, the analytics tool lets you see how your messages perform. 

Take a look at how Klaviyo vs Mailchimp approach analytics and reporting.


Klaviyo's analytics let you dive into the critical email marketing metrics such as:

  • Bounced Email
  • Clicked Email
  • Opened Email
  • Received Email
  • Unsubscribed

You can track your campaigns' performances on a customizable dashboard. Select the details you want to assess further and select the format in which you want to see your data.

One of the Klaviyo analytics' most impressive features is the ability to view what your subscribers are doing in real time! (Of course, regarding your content.) There is a profile for each customer with details like their previous purchases and interactions with your emails.

Klaviyo can also predict each buyer's lifetime and possible next orders!


Mailchimp also provides you with insights into several essential metrics:

  • Emails sent
  • Open rate
  • Click rate
  • Unsubscribe rate

These are available on the campaigns page, which is far less complex than Klaviyo's dashboard. However, similar to Klaviyo, you can organize data by the customer and view their purchases and interactions. 

You can also access predictive analytics if you have Mailchimp's Standard or Premium plan. It shows buyers' estimated lifetimes, allowing you to plan your strategy in more detail. 

Klaviyo vs Mailchimp

The predictive analytics from Klaviyo and Mailchimp both focus on the buyer's lifetime and deliver decent insights.

But, Klaviyo is unrivaled in highly advanced analytics: it features one of the most powerful analytics systems. We must admit, though, that with so much information available, Klaviyo can be intimidating. This is especially true if you're just getting started with email marketing.

So, if you need a simple but effective solution - Mailchimp will work just fine for you.

Mailchimp vs Klaviyo: Testing

Testing allows you to run more efficient campaigns. It eliminates guesswork and bases your effort on reliable data.

Here's how Mailchimp vs Klaviyo can help you with email testing.


Klaviyo supports split (A/B) testing of both campaigns and flows. You can run A/B tests on the email's subject line, body copy, sender name, and send time.

It enables the testing of seven different email variations within all tiers.

Klaviyo also allows you to test sending frequency. Let's say you want to see if subscribers prefer emails once or twice a week. You can create control and test groups to test and adjust sending frequency.


On Mailchimp, you can access email testing on paid plans only. 

The platform's testing tool allows for three variations per email. For example, you can assess three different subject lines on each send. 

Additionally, you can specify "success" (based on opens, clicks, or conversions), and Mailchimp will automatically send the most successful version. Of course, you can also select manually and then send it.

Klaviyo vs Mailchimp

Once again, Klaviyo provides slightly more possibilities (you can test seven email versions. With Mailchimp, the number is three). 

But, both platforms have nearly identical A/B test capabilities. 

Important notice: Klaviyo allows you to use testing tools on its free plan, while Mailchimp requires a paid tier.

Klaviyo vs Mailchimp: Integrations

Email integrations connect email marketing platforms to other systems and tools. This enables seamless operations and more relevant messaging.

Integrations are another area where Klaviyo and Mailchimp differ.


As we've already stated, Klaviyo is built for eCommerce businesses!

Therefore, it's straightforward to connect it with eCommerce stores. Setting up an integration takes roughly one minute.

Once integrated, you get insights into visitors' actions on your website. Use that information to create efficient email automation, proper segments, and relevant messages.

Klaviyo integrates with Shopify, Magneto, WooCommerce, Salesforce, and over 200 other platforms and software!


Mailchimp also provides a handful of integrations. It works with WordPress, Magneto, BigCommerce, and more (300+ available integrations).

Additionally, the platform offers "full service" for eCommerce businesses. You can set up a website and start operating e-commerce processes within Mailchimp!

In other industries, there are numerous integrations for analytics, content management, customer support, etc.  

Klaviyo vs Mailchimp

Both Mailchimp and Klaviyo integrate with the majority of popular eCommerce platforms. So, if you operate on WooCommerce, Magneto, or BigCommerce - you'll be happy with either choice.

However, if your store is on Shopify - Klaviyo is the way to go. The catch is that Shopify and Mailchimp used to be partners. This means that clients that used Mailchimp with Shopify before their collaboration ended can continue to use this integration seamlessly. However, new Mailchimp users can only connect with Shopify via the third-party app ShopSync.

Klaviyo vs Mailchimp: User experience

What will you (mostly) use your email platform for? 

For creating and tracking campaigns, of course!

And how will you do it?

By using email editors and dashboards.

Here we come to one last aspect of the Klaviyo vs Mailchimp debate: which interface is easier to use?

Let's find out.


Klaviyo offers a comprehensive drag-and-drop email builder. You get highly customizable elements, allowing you to use your brand's unique colors and fonts.

With no coding knowledge required, you can create stunning, responsive emails in just a few clicks.

Also, Klaviyo has a sizable collection of email templates you can use when you lack inspiration or time. Choose the design you deem the best option for the campaign you're working on, and send winning emails!


Mailchimp also doesn't require coding. There are versatile, pre-built solutions that you can easily modify to suit your preferences and needs. Like Klaviyo, the drag-and-drop editor enables you to reorder and adjust content blocks. 

For the fans of DIY - you can create emails from scratch, too.

It's worth noting that Mailchimp is currently introducing a New Builder. However, opt for a Classic version because it's still in development.

Klaviyo vs Mailchimp

Even though both platforms have user-friendly features, we must admit that Mailchimp is easier to use. 

But if you want cutting-edge designs, Klaviyo should be your first choice.

To explain it another way, Mailchimp is ideal if you want to start quickly with email creation. Klaviyo, on the other hand, requires a little more practice. So, if you are new to emails, you could struggle with numerous features in its builder.

Which one to choose for your business?

As you've probably noticed, although both are powerful platforms, there is a significant difference between Mailchimp and Klaviyo.

One is more detailed, providing more extensive analytics, testing, and editing features.

Another is simpler, less expensive, and easier to use.

Klaviyo's pros:

  • Strong eCommerce integration.
  • Nearly all features are available on a free plan.
  • Highly customizable design.

Mailchimp's pros:

  • Great for small businesses.
  • Beginner-friendly interface.
  • Affordable prices.

Ready to start your Klaviyo or Mailchimp email marketing journey?

Wired Messenger is a proud partner with both platforms. Whether you choose Klaviyo, or Mailchimp - we’ve got you covered.

If you need additional advice on selecting the ideal platform for your business, feel free to contact us. We are here to support you in discovering and achieving more in the exciting (and profitable!) email marketing world!

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