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Klaviyo vs MailChimp

Klaviyo vs MailChimp: which is better for ecommerce brands?

June 6, 2024

Email marketing is still a cornerstone of digital marketing strategy for ecommerce brands, allowing them to engage with their audience, nurture customer loyalty and drive conversions.

Among the plethora of email marketing platforms, Klaviyo and MailChimp are two of the most popular. Both offer a great set of features, but when it comes to driving online sales, there’s one clear winner.

In this blog post, we examine the pros and cons of each, and declare which email marketing platform is better for ecommerce business. 



Advanced segmentation and personalisation

One of Klaviyo’s main selling points is the level of personalisation it offers. It allows users to create highly detailed segments based on customer behaviour, purchase history, and engagement metrics. This level of granularity enables you to tailor messages to individual preferences, enhancing the relevance and effectiveness of your emails. 

Ecommerce integration

Perhaps the most important feature for ecommerce businesses, Klaviyo integrates seamlessly with major ecommerce platforms like Shopify and Magento. This integration means that your customer data is synced in real-time, ensuring that customer data is always up-to-date, which is crucial for trigger-based campaigns and automated workflows.

Powerful analytics and reporting

The platform offers comprehensive analytics and reporting tools. Users can track key metrics such as open rates, click-through rates, revenue per recipient, and more. These insights help you to understand the impact of your campaigns and make data-driven decisions.

Automation and flows

Klaviyo’s automation capabilities are robust. Users can create sophisticated automated workflows (called Flows) to re-engage inactive customers and encourage repeat business. The visual flow builder is intuitive and flexible, making it easy to set up complex sequences. This is one of the key features that makes Klaviyo the ideal choice for ecommerce businesses – online stores rely heavily on automations to recover abandoned baskets and nurture customers both pre and post purchase, which can significantly boost email marketing revenue. 

Customisable templates

Klaviyo provides a wide range of customisable email templates. Users can easily design professional-looking emails that reflect their brand identity, helping to create a consistent and engaging customer experience across all of their marketing channels. This can help you to guide and improve the use journey and to inspire your subscribers to take the desired action. 



Klaviyo can be expensive, especially for businesses with large email lists. Its pricing is based on the number of contacts and the volume of emails sent, which can quickly add up as your list grows.

Learning curve

The platform’s advanced features and capabilities come with a steeper learning curve. New users may find it challenging to navigate and fully utilise all the functionalities without investing time in learning and exploring the platform. However, resources such as courses and interactive workshops can be found on the Klaviyo website. 



Ease of use

MailChimp is renowned for its user-friendly interface. The platform is intuitive and easy to navigate, making it accessible for beginners and small businesses without extensive email marketing experience.

Affordable pricing

MailChimp offers a free plan with basic features, which is ideal for startups and small businesses. The paid plans are also competitively priced, providing good value for money, especially for businesses with smaller email lists.

Template library

The platform boasts a vast library of pre-designed templates that can be easily customised. This allows users to quickly create visually appealing emails, making MailChimp an appealing option to users who lack design skills. 

Basic automation

While not as advanced as Klaviyo, MailChimp does offer basic automation features. Users can set up welcome emails, birthday messages, and simple drip campaigns to engage their audience.


MailChimp integrates with a wide range of third-party apps and services, including ecommerce platforms, CRM systems, and social media channels. This flexibility allows users to connect their email marketing efforts with other aspects of their business operations.


Limited segmentation and personalisation

Compared to Klaviyo, MailChimp’s segmentation and personalisation options are more limited. This can be a drawback for businesses looking to implement highly targeted and customised email campaigns to drive higher conversion rates.

Basic reporting

MailChimp’s analytics and reporting capabilities are not as comprehensive as Klaviyo’s. While it provides essential metrics, it lacks the depth and detail that more advanced users might require for in-depth analysis.

Automation limitations

The automation features, while useful, are relatively basic. Users looking for more sophisticated automated workflows and triggers might find MailChimp’s capabilities somewhat restrictive.


As your business grows and your email marketing needs become more complex, you might find MailChimp less scalable. The platform is ideal for smaller operations, but larger enterprises with advanced needs might require a more robust solution.

What makes Klaviyo better than MailChimp for ecommerce businesses?

Klaviyo was designed with online stores in mind, offering advanced segmentation, robust automation capabilities and deeper levels of personalisation. But that doesn’t mean MailChimp doesn’t have its merits – it’s very beginner-friendly and affordable, making it an appealing choice for startups or small businesses. Your decision will ultimately come down to your budget, goals and strategy. 

The decision will also depend on company resources. If you have an email marketing expert on your team or outsource to an email marketing agency, then Klaviyo will offer them far more capabilities than the more basic set of tools you’ll find with MailChimp. It will also offer more revenue potential long-term, as many of its features are designed to make your campaigns more profitable, off-setting the platform’s higher price point (if used to its full potential). 

To put things into perspective, over 125,000 Shopify stores have made the shift to Klaviyo from other email CRM’s, and reported an average 46% increase in total revenue from email marketing.

Already using MailChimp but decided it’s time to make the move to Klaviyo? Our email marketing experts can help you seamlessly migrate from MailChimp to Klaviyosend us a message to get started.