Klaviyo vs. Mailchimp — which is better for email in 2025?

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Among all email marketing platforms, Klaviyo and Mailchimp are two of the leading options, creating a debate about which one is better and more relevant. 

Choosing the right platform is crucial for businesses looking to engage their audience and drive sales. 

Both tools offer powerful features in 2025. However, deciding which suits your needs depends on factors like pricing, features, and ease of use. 

The best platform can automate workflows, segment audiences effectively, and optimize campaigns to drive results. Additionally, seamless integration with ecommerce and CRM tools helps create personalized customer experiences, boosting retention and revenue. 

This article aims to provide a detailed comparison of Klaviyo vs. Mailchimp. We’ll examine key aspects to help you decide which tool is better for email marketing in 2025. 

Mailchimp vs. Klaviyo — key takeaways

• Klaviyo is pricier but offers better value for large email lists and advanced customization
• Klaviyo provides superior automation, segmentation, and analytics, while Mailchimp is simpler
• Mailchimp is easier to use, making it ideal for beginners, while Klaviyo has a steeper learning curve
• Klaviyo integrates seamlessly with Shopify, whereas Mailchimp is more versatile across various industries
• Klaviyo’s customer support is more personalized and responsive than Mailchimp’s

Klaviyo vs. Mailchimp: Overview

When comparing Klaviyo vs. Mailchimp, it’s important to understand the key differences in their features. Both platforms offer distinct advantages depending on your business needs. 

Below is a detailed comparison of the features offered by Klaviyo and Mailchimp to help you make an informed decision based on your priorities and goals:

Feature	Klaviyo	Mailchimp
Automation capabilities	Advanced workflows with detailed triggers and personalization options	Basic automation for email marketing campaigns
Segmentation	Real-time, highly flexible segmentation based on customer behavior	Basic segmentation, focusing on broad attributes
AI features	Advanced predictive analytics and tailored product recommendations	Basic AI suggestions for subject lines and content optimization
Reporting and analytics	Detailed analytics, including predictive insights and advanced reports	Basic reporting suitable for small-scale marketing campaigns
Templates	Fewer templates but increased flexibility for customization	A broad selection of templates with an easy drag-and-drop editor
Multi-channel features	Email, SMS, and more for targeted marketing	Email marketing with limited support for social media integrations
Shopify integration	Built-in, seamless integration with Shopify	Integration requires third-party apps like ShopSync

Both Klaviyo and Mailchimp offer strong email marketing capabilities but cater to different business needs. 

Klaviyo excels in ecommerce with its advanced automation, segmentation, and seamless integration with Shopify, making it ideal for large, data-driven businesses. 

In contrast, Mailchimp is user-friendly and suitable for small businesses. It offers an extensive template library and multi-channel features. However, its capabilities are more limited compared to Klaviyo, especially in automation and advanced analytics.

Mailchimp vs. Klaviyo: Plans and pricing

When it comes to Klaviyo vs. Mailchimp pricing, both tools offer a range of tiered pricing plans. This provides flexibility for businesses of varied sizes and marketing needs. 

Mailchimp offers a variety of plans with more entry-level options. That’s why it’s an attractive choice for small businesses. Meanwhile, Klaviyo offers more specialized plans tailored for growing ecommerce businesses. 

Below is a detailed Mailchimp vs. Klaviyo pricing comparison. It highlights the different plans each platform offers and how they cater to businesses with different requirements:

Contacts	Mailchimp	Klaviyo
	Free for up to 500 contacts	Free for up to 250 contacts
500	— Essentials: $13/month — Standard: $20/month	— Email: $20/month — Email & SMS: $35/month
1,500	— Essentials: $26/month — Standard: $45/month	— Email: $45/month — Email & SMS: $60/month
2,500	— Essentials: $45/month — Standard: $60/month	— Email: $60/month — Email & SMS: $75/month
5,000	— Essentials: $75/month — Standard: $100/month	— Email: $110/month — Email & SMS: $125/month
10,000+	— Essentials: $110/month — Standard: $135/month	— Email: $175/month — Email & SMS: $190/month

When comparing Klaviyo pricing vs. Mailchimp, Mailchimp pricing is the more cost-effective option for small businesses and those new to email marketing. 

Its free plan supports up to 500 contacts, allowing small businesses to explore email marketing without upfront costs. For growing businesses that need to scale, Mailchimp’s paid plans start at just $13/month for 500 contacts on the Essentials Plan.

In contrast, Klaviyo pricing caters to businesses with advanced needs, particularly ecommerce businesses. While it offers a free plan for 250 contacts, its pricing increases quickly as the contact list grows. 

For example, the Essentials Plan for 500 contacts starts at $20/month, and the 1,500 contacts plan for email is $45/month. Klaviyo’s higher cost reflects its advanced features, like SMS marketing, ecommerce integrations, and segmentation tools.

For small businesses aiming to maintain low costs while expanding their email marketing efforts, Mailchimp is the budget-friendly option. Its free and affordable paid plans are ideal for businesses with basic marketing needs. 

On the other hand, Klaviyo is best for growing businesses that require advanced features like SMS, automation, and advanced segmentation. These tools offer greater value as your business expands. 

Klaviyo vs. Mailchimp: Features

Choosing the right email marketing platform is crucial for maximizing engagement, automating workflows, and driving sales. 

A feature-by-feature comparison helps you determine which tool best meets your business needs, whether you require advanced automation, detailed segmentation, or seamless integrations. 

Below, we break down Klaviyo vs. Mailchimp across key features to help you make an informed decision:

• Automation capabilities
• Segmentation
• AI features
• Reporting and analytics
• Templates
• Multi-channel features
• Shopify integration

Automation capabilities

In comparison, both Mailchimp and Klaviyo offer automation capabilities. However, they cater to different types of users. 

Klaviyo is a leading email marketing platform designed for ecommerce businesses that need advanced automation. 

It enables brands to create highly customized email automation workflows triggered by customer behavior, such as browsing history, past purchases, or abandoned carts. 

For example, an online store can automatically send personalized product recommendations based on a customer’s previous interactions.

Klaviyo also uses predictive analytics to anticipate customer needs, helping businesses maximize conversions and revenue. 

Here’s an overview of some common Klaviyo automation scenarios:

• Abandoned cart reminders with personalized product recommendations
• Multi-step welcome series based on customer behavior
• Win-back campaigns using predictive analytics to re-engage inactive users
• Post-purchase follow-ups with tailored upsell offers
• Browse abandonment emails triggered by specific product views 

On the other hand, Mailchimp is a widely used email marketing platform that caters to small and medium-sized businesses looking for simplicity. It offers essential email automation, such as welcome emails, abandoned cart reminders, and basic customer engagement triggers. 

While it provides the necessary tools for automated campaigns, its automation depth is more limited than Klaviyo. 

Businesses seeking a straightforward, beginner-friendly approach to email marketing will find Mailchimp effective for running simple campaigns without requiring technical expertise.

In summary, Klaviyo is the better choice for businesses needing powerful automation with advanced targeting. Meanwhile, Mailchimp is suitable for those looking for a simpler, more accessible email marketing solution.

Here’s an overview of some common Mailchimp automation scenarios:

• Abandoned cart reminders with standard email templates
• Basic welcome series for new subscribers
• Simple win-back campaigns for inactive users
• Order confirmation and shipping updates
• Birthday and anniversary emails for customer engagement

Watch this quick comparison video to see how Mailchimp and Omnisend stack up in features, automation, and ease of use:

Segmentation

Both platforms offer email segmentation capabilities. However, Klaviyo offers advanced email segmentation. That’s what makes it a powerful tool for businesses that rely on detailed audience targeting. 

Its real-time data tracking enables segmentation based on customer behavior, including website activity, past purchases, and email engagement. 

For example, a brand can create a segment of users who purchased a product within the last 30 days and revisited the site in the past week. This level of precision allows businesses to send highly personalized and timely campaigns to maximize engagement and conversions.

Mailchimp provides essential segmentation features that allow users to group audiences based on general characteristics like demographics, purchase history, or engagement levels. 

While it’s effective for simpler segmentation needs, it lacks Klaviyo’s in-depth behavioral tracking and real-time data capabilities. A typical Mailchimp segment might include users who opened an email in the past week. 

That said, Mailchimp is a solid choice for businesses seeking a straightforward, user-friendly approach to email marketing.

Klaviyo is the better option for businesses that require highly detailed audience targeting. Mailchimp, on the other hand, is ideal for those who want basic segmentation without advanced data-driven customization.

AI features

When comparing Klaviyo vs. Mailchimp’s AI features, Klaviyo leverages AI-driven machine learning and predictive analytics to optimize campaigns and improve targeting. 

Its AI features include predictive analytics for customer behavior, product recommendations, and advanced targeting. These features allow businesses to create hyper-personalized email marketing campaigns. 

For example, Klaviyo can predict the likelihood of a customer making a purchase and recommend the best time to send an email for maximum engagement. This results in more effective campaign personalization and higher conversion rates.

Mailchimp offers AI capabilities focused on automation and content optimization. Its features include subject line optimization, automated content suggestions, and email layout improvements to increase open rates and streamline email creation. 

While useful for basic automation, Mailchimp’s AI features lack the depth of Klaviyo’s predictive insights and behavior-driven personalization.

For businesses looking for data-driven personalization and AI-powered customer insights, Klaviyo is the superior choice. Mailchimp, on the other hand, is ideal for those who need simple AI tools for content optimization and automation.

Reporting and analytics

Comparing Klaviyo vs. Mailchimp, Klaviyo excels in providing detailed reporting and analytics. It’s a top choice for ecommerce businesses seeking to track customer behavior regularly. 

The platform offers advanced reports on customer lifetime value, purchase behavior, email engagement, and predictive analytics. These insights help businesses make data-driven decisions to optimize their campaigns.

Mailchimp, on the other hand, offers basic reporting tools, including open rates, click-through rates, and revenue from campaigns. 

While it covers essential metrics, it lacks the depth and granular insights that Klaviyo provides. That’s why it’s more suitable for smaller businesses or those with simpler reporting needs.

For businesses looking to dive deep into customer behavior and optimize email marketing efforts, Klaviyo’s advanced reporting capabilities make it the superior option. Mailchimp’s reporting tools serve those needing basic performance metrics well.

Templates

Both platforms offer email templates. However, Mailchimp stands out with its extensive library of pre-designed templates, making it easy for users to get started quickly. With a wide selection for various industries and email types, Mailchimp is ideal for those seeking ready-made designs.

Klaviyo offers fewer templates but provides ample customization options. This allows brands to create personalized emails that align with their brand and resonate with their audience.

Mailchimp excels in template variety. Meanwhile, Klaviyo’s strength lies in its flexibility for tailoring email designs to align with your brand.

If you need a wide variety of templates, Mailchimp is the better option. For businesses seeking highly customizable, branded emails, Klaviyo stands out.

Multi-channel features

Both platforms offer multi-channel marketing. However, Klaviyo specializes in email and SMS marketing with additional integrations for Facebook and Instagram ads. This makes it ideal for ecommerce businesses.

Mailchimp, on the other hand, supports email, SMS, and a broader range of integrations, including social media platforms like Facebook, Instagram, and Google. This offers more versatility across different channels.

For businesses seeking a wide multi-channel selling, Mailchimp is the better choice due to its extensive integrations. However, for ecommerce stores focusing on email and SMS, Klaviyo provides more specialized tools tailored to their needs.

Klaviyo vs. Mailchimp for Shopify

Both Klaviyo and Mailchimp integrate with Shopify. However, Klaviyo offers a more seamless integration designed specifically for ecommerce businesses. 

Klaviyo provides deep integration with Shopify, enabling easy syncing of customer data, advanced segmentation, and automated campaigns based on customer behavior and purchase history. 

This integration includes real-time tracking, which empowers Shopify merchants to optimize their marketing efforts effectively.

While Mailchimp integrates with Shopify, it requires third-party tools like ShopSync, which offers basic syncing of customer data. Klaviyo’s native Shopify integration, on the other hand, provides a stronger, more efficient connection.

For Shopify store owners, Klaviyo’s integration provides greater ease and effectiveness in targeting customers and optimizing campaigns based on purchase behavior. 

With advanced automation, personalized recommendations, and real-time tracking, Klaviyo helps Shopify merchants boost engagement and drive sales more effectively than Mailchimp.

Which is better — Mailchimp vs. Klaviyo for Shopify users? Klaviyo is the better choice due to its native and powerful integration. Mailchimp works fine, but Klaviyo offers a more powerful ecommerce experience. To this, we’d say Klaviyo is the preferred option for Shopify store owners looking to maximize their marketing efforts.

Mailchimp vs. Klaviyo: Customer support

Customer support is a critical factor when choosing an email marketing platform. 

Both Klaviyo and Mailchimp provide varying levels of support depending on the plan you choose. Here’s a comparison of the support features each platform offers:

Support feature	Klaviyo	Mailchimp
Email support	Available for paid plans only	Available for paid plans, and 30 days on the free plan
Live chat support	Available for paid plans only	Available for paid plans
Phone support	Not available	Not available

Both Klaviyo and Mailchimp offer varying levels of customer support. Each platform focuses on different aspects based on the user’s plan. Here’s a breakdown:

• Klaviyo customer support offers email and live chat support. However, these are only available for paid plans. This can be a significant downside if you’re just starting or experimenting with the platform.
• Mailchimp provides email support to users on all paid plans, and for 30 days on the free tier. However, live chat and phone support are only available for paid plans. This makes Mailchimp slightly more accessible to those who are on a budget.

Klaviyo’s response times are generally quicker for paid users, while Mailchimp’s can be slower, especially for free plans.

Mailchimp vs. Klaviyo: User reviews

When it comes to choosing between Klaviyo and Mailchimp, user reviews can provide valuable insights. Let’s take a look at what users have to say on various review platforms.

Mailchimp user reviews:

Mailchimp generally receives praise for its user-friendly interface and wide range of features, especially for small businesses. Many users appreciate the accessibility of email support for all plans, which is helpful for those on a budget.

However, some users have reported frustrations with the platform’s pricing structure and its limited reporting features compared to other tools. 

Klaviyo user reviews:

Klaviyo is widely praised for its advanced features tailored to ecommerce businesses, particularly its automation and segmentation capabilities. 

However, it also receives criticism for its steep learning curve, especially for beginners. Some users mention that while Klaviyo’s features are powerful, they come at a premium price. That’s why it’s less suitable for start-ups. 

Our methodology

To provide an accurate and comprehensive comparison of Mailchimp vs. Klaviyo, we followed a structured approach. This involved evaluating both platforms based on essential criteria that matter to businesses. Here’s how we tested and selected these tools:

• Feature testing: We explored key functionalities like automation, segmentation, templates, reporting, and multi-channel capabilities
• User experience: Each platform was tested for ease of use, interface design, and onboarding process to assess their user-friendliness
• Pricing analysis: We compared their tiered pricing plans, focusing on affordability, scalability, and features for different business sizes
• Customer support: Both platforms were evaluated on their support options, response times, and availability for free and paid users
• Integration capabilities: We examined how well each platform integrates with third-party tools, particularly Shopify, WordPress, and other ecommerce platforms
• User feedback: We analyzed reviews from trusted platforms like Trustpilot to understand user satisfaction and common pain points

By considering these factors, we identified how Mailchimp and Klaviyo perform across diverse business needs, helping you make an informed decision.

Klaviyo vs. Mailchimp: Which option to choose?

In this Klaviyo vs. Mailchimp comparison, Klaviyo stands out with its advanced ecommerce features. It’s great for businesses needing automation, segmentation, and detailed reporting. 

Mailchimp, on the other hand, is affordable and easy to use. It’s perfect for small businesses or email marketing beginners. 

Alternatively, for those seeking a balance of both advanced features and simplicity, Omnisend is an exceptional option. It offers powerful ecommerce tools, multi-channel marketing, and competitive pricing, making it suitable for businesses of all sizes.