Klaviyo vs Mailchimp: eCommerce Email Marketing Comparison

Updated: January 01, 2021


Klaviyo vs Mailchimp: eCommerce Email Marketing Comparison

Nowadays, email is not only a communication tool; it is also an effective solution for online marketing, especially in the field of e-commerce. Email marketing will help you reach a vast number of customers, promote product information, and offer incentives. There are so many benefits built into just one simple tool we use every day.

Technically, you can send newsletters or notices about upcoming business events via personal email. However, email providers such as Gmail, Hotmail, and Outlook are designed to send a mail to just a few other individuals at once, instead of the entire list. So managers need other tools to send mail more convenient, more efficient, and more professional. That is why email marketing software was born. Prominent among thousands of email marketing tools, software and applications are two products, Klaviyo and Mailchimp. These two products have brought remarkable features in this field. However, do you understand the advantages and disadvantages of the two products and which products are suitable for use in the e-commerce environment?

Follow the article below to understand these two famous tools better because today I will make a small comparison between Klaviyo vs. Mailchimp: eCommerce Email Marketing Comparison

Table of contents

What is Mailchimp?

Mailchimp website
Mailchimp website

Mailchimp is a marketing automation tool that helps you share email and advertising campaigns with customers and other interested parties. The marketing method of Mailchimp focuses on three factors: Apply list management, Support creating beautiful email marketing campaigns, Effectively analyze statistics and data.

Mailchimp is a web-based application, works on most web browsers. That means you don’t need to download or install any software on your computer. Currently, Mailchimp includes the following special features:

Approve large volumes of mail

While most email services and Internet service providers limit the number of emails you can send in one go to prevent spam, Mailchimp does not.

Stronger mail delivery capabilities

Services like Mailchimp software work with ISP and company domain to help ensure your email is verified and approved securely. If there are any problems sending mail, Mailchimp will try to resend the email and notify you why it was bounced.

Respect privacy

Current laws require that mass mailings include an unsubscribe link in each email. Mailchimp and other mail marketing services also implement this rule by an automatic insertion in email. Besides, ask customers the reason for their cancellation receiving mail so that you can improve the quality of service better.

Compatible with different devices

Mailchimp gives recipients the option to read mail in arbitrary HTML or plain text. Customers can also click the attached link to read mail in the browser instead of reading it in the email. Also, you may not know mobile devices now open more than 50% of emails, and this number is still increasing. Mailchimp also provides tools to see how your email campaign runs on graphical user interfaces such as smartphones or other mobile devices.

Get notified when someone reads your mail

If you send an email via personal email, you won’t know who opened it, right? However, email marketing tools like Mailchimp give you all the interesting analysis of successful mail delivery and open rates so you can see how your customers are monitoring your business.

Read more:

What is Klaviyo?

Klaviyo website
Klaviyo website

Generally, Klaviyo is a powerful email marketing automation platform. It focuses on providing effective email marketing solutions specifically for online sellers, which sets it apart from some other email marketing tools.

Here are some of the best features that Klaviyo has to offer:

Forms of choosing Email, Flyout, and Embedded

Online sellers need to collect email addresses and names of customers and visitors. This is essential in keeping in touch with your audience, building the following, and creating a starting point for your sales channel. Klaviyo will provide some kind of form for you to create and use. Regardless of whether you want an opt-in box popup (a dialog box that appears when you’re browsing the web and invites you to sign up for information), an embedded form or whatever, you can create and publish it on your website using Klaviyo.

Sort Audience and Email Lists by behavior

The ability to categorize email lists is one of the best features of Klaviyo. It provides several email list segments by default, and then you can send them to subscribers. However, there are many other segmentation options that you can use to narrow down your email list. This sorting function effectively sellers manage content sent to the audience by ensuring that they only send the most appropriate emails to subscribers based on Klaviyo tracking data.

You can decide the type of emails based on many different factors, such as:

  • The behavior of subscribers on your site
  • Subscription purchase history
  • Location of subscribers

If done well, classifying email lists can significantly increase the likelihood of attracting customers.

Pre-designed email templates

Many email templates contain a wide range of e-commerce functions for you to choose from, such as newsletter, promotion emails, order confirmation emails, delivery emails, etc. You don’t need to design yourself or hire a web developer to create email templates unless you want, so that you can save much time and unnecessary hassle. Most of Klaviyo’s email templates have a specific subject, so at least one can likely support your niche.

Simple email template editor

Klaviyo also provides a drag and drop email template designer to help you create your own email templates simply. You can format each design element, style, and color scheme of the email to suit your brand. Specifically, you will have access to the following drag and drop elements to design a perfect email template: Split column, knot, link to your profile, and picture.

Those are just a few examples. Besides, when you integrate Klaviyo with your chosen e-commerce platform (integration with Shopify, BigC Commerce, WooCommerce, Amazon Marketplace, Magento, etc.), you will be able to get some products from your stores and insert them into emails. This will save you a lot of time because you do not need to enter information related to the goods you advertise manually.

Autoresponder email

Klaviyo has an impressive collection of autoresponders called “flows.” You can set a flow based on actual customer behavior. A classic example is when one of your customers opted into your email, they will receive an automated welcome message. You can then send them a series of automated messages that provide content and information to build relationships with that customer.

Abandoned cart flow is a common method frequently used by Klaviyo users. This is an effortless way to encourage potential customers to return to the store and complete the transaction. When you set up this flow, Klaviyo will automatically send customers a message reminding them of products that they have added to the basket but not yet purchased. This will encourage customers to decide to buy these products, thereby recovering revenue.

Advanced analysis and reporting

Not only does Klaviyo provide split testing (also known as A/B testing), it also provides reports on return on investment (ROI) to users. This will help you better understand the profit from your email marketing campaigns. In addition, you can also link your Klaviyo account with Google Analytics to track important metrics. So from the metrics that Klaviyo’s email marketing service tracks, you can make some necessary adjustments to boost conversions.

Klaviyo vs Mailchimp: eCommerce features comparison

Klaviyo vs Mailchimp for eCommerce
Klaviyo vs Mailchimp for eCommerce

Obviously in the e-commerce market Mailchimp and Klaviyo are the two most prominent names in email marketing services. So let’s try to compare which software is most suitable for e-commerce business.

Behavior-Based Email Automation

Automated behavior-based emailing is the automatic delivery of highly targeted and highly personalized emails to people when their certain actions are taken. There are different types of emails such as: Welcome Emails, Retention Emails, Post Purchase Emails, Replenishment Emails, etc.

In this case Klaviyo is the company that provides almost all of the above capabilities while Mailchimp requires some third party integration. Although Mailchimp tried to expand their platform to include some e-commerce options, they were still a bit slower than Klaviyo.

Platform Cost

Klaviyo offers a free optional package that includes 250 contacts and 500 emails. However, Klaviyo’s brand must be displayed in your email and your subscribers will have to go through the dual opt-in process.

You will start at $20/month for 300 contacts but you are unlocked for email and chat support, as well as unlimited email. However, when you reach 46,000 contacts, your number of submissions is limited to 460,000. Klaviyo’s price increases until 150,000 contacts, at which point you will achieve customized business prices.

Mailchimp meanwhile offers you 2,000 free contacts, almost 10 times more than Klaviyo’s. Like Klaviyo, you will have limited support and are required to use the platform’s brand on all emails.

To get started, you will choose the package that best suits your needs. Those options are Essentials ($9.99/month), Standard ($14.99/month) and Premium ($299/month).

If you want to buy Mailchimp’s Premium package, as it offers the same features as Klaviyo, the cost of the two companies is not significantly different. While Klaviyo has lower input costs for powerful eCommerce features, Mailchimp is cheaper for larger lists.

Additional Inclusions

In addition to the behavioral automation features mentioned above, there are a number of other features you should also consider when deciding on a service.

Klaviyo provides discount coupon codes that you can apply to emails, offer personalized discounts to customers. The platform also provides additional options. These features can be combined to attract customers. In addition, with an advanced pop-up tool, Klaviyo makes it easier to capture more potential customers. Klaviyo also automates the “in stock” section, so your customers always know when their desired product is available for purchase.

Mailchimp has a great advantage when it comes to ordering notifications and shopping landing pages. Mailchimp helps set up your own visualization. Mailchimp also has built-in templates for Google, Facebook and Instagram ads, saving you from using multiple platforms to create and then serve ads to your eCommerce store.

So, Klaviyo’s coupon codes and inventory automation are more specific and powerful for e-commerce emails, although there may be instances where non-email features of Mailchimp have been useful.

Design Options

The design of emails is very important to get subscribers interested and engaged with your content. Therefore, you should hire a professional designer to have beautiful email templates and attract customers. So when you want to choose an email marketing platform, you just need to make sure the type of content you want to deliver to your customers will be easily set up on that platform.

Both Klaviyo and Mailchimp platforms have methods for importing custom HTML templates. So if you have created a template with your existing platform and want to convert, you can easily upload your design and edit it in each platform tool.

Although Mailchimp also offers many email templates and allows you to design yourself, in terms of the design of emails, Klaviyo is a little better than the competition because it will enable dynamic content and provides more email templates than Mailchimp. Klaviyo will become the first choice for those who want to start their format and email design.

Integration Potential

You will not choose a tool that only brings only one single feature, right? That is the reason why integration is always a priority for marketing tools. A useful platform is an integrated platform that can do everything from tracking your Ecommerce purchases to publishing content on other platforms.

Klaviyo specializes in Shopify but also has links with Magento, WOOCommerce and other e-commerce platform integrations. Email can also link to Eventbrite or Facebook, Stripe, Chargebee and Salesforce.

Besides features like Klaviyo, with over 200 integrations, Mailchimp can publish to almost any social media account and content management systems like WordPress and Squarespace. It also works with Google’s suite of applications, making it extremely useful for businesses working with their tools.

If your main concern is emailing, these integrations are not that important. But if you want potential links with other apps and tools, to streamline your marketing efforts, Mailchimp will be an optimal choice.

Klaviyo vs Mailchimp: Which is the best email marketing tool for your Shopify store?

Klaviyo vs Mailchimp for Shopify
Klaviyo vs Mailchimp for Shopify

It is a comparison of the features of the two platforms in the e-commerce environment in general. So, how about comparing on a specific e-commerce site like Shopify? Let’s find out which of these two tools is more suitable for Shopify.

Both of these e-commerce marketing software have advantages and disadvantages. Mailchimp offers a better price if you don’t have a big budget. Mailchimp also has more ad integration if you’re running different types of PPC campaigns.

And Klaviyo’s strong point is reporting and integration. You can access extremely detailed data connected easily with Shopify. All updates in real-time, so you don’t have to wait for updates. For those who also use help tools or CRM tools, you’ll appreciate Klaviyo’s one-click integration.

However, on March 22, 2019, Mailchimp ended its partnership with Shopify. So we can only use Klaviyo for this e-commerce platform.

Who should use Klaviyo?

We have summarized the factors so that you can consider which tool you should use for your business. You should use Klaviyo if you only have a small to medium budget. In addition, Klaviyo is also suitable for those who love designing and want to design their own email templates. Klaviyo is also very simple and convenient and does not require too many settings. And if your business is just a small business that doesn’t require advanced analytics or in-depth integrations, then Klaviyo is clearly for you.

Who should use Mailchimp?

On the other hand, Mailchimp will be suitable for those with large budgets and need a platform that has integrated a variety of advanced email marketing tools. Mailchimp’s features will help you analyze the data and have detailed, complete reports. Because these advanced features can take you hours to learn, it would be great if you are not afraid to explore and research more.


Above are the information and a detailed comparison between the two most prominent email marketing software at present, Klaviyo, and Mailchimp. Hopefully, this information will help you choose the right tool to help you have successful marketing campaigns. And if you feel that the two platforms above still do not meet your needs. Do not worry! There are still many similar platforms out there for you to choose, so make a smart choice.

AVADA Email Marketing

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About Author: Freya
Content writer of Avada Commerce. Passionate about digital marketing. Looking forward to sharing with everyone about marketing
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