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Omnisend vs. Klaviyo: A feature for feature comparison

Reading Time: 9 minutes

If there are two names that come up most often when talking about Mailchimp alternatives, it’s Klaviyo and Omnisend. And with each, there’s one prevailing myth that tends to push most people to one side:

In order to earn a lot from email marketing, you need to spend a lot on email marketing.

This myth works in Klaviyo’s favor, since they charge up to 80% higher prices than Omnisend. Yup, that’s right: Omnisend’s Standard is only $25 for 1,500 contacts, but actually $45 for Klaviyo’s Email plan for the same contact size.

But is this myth based on reality?

Not really (get it?). And that’s what we’re going to be looking at today — how Omnisend is busting that myth by showing that great email marketing can come at great prices.

We’ll go through a feature-by-feature comparison of Omnisend vs Klaviyo to find out: which is the better tool for your ecommerce email marketing strategy?

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Omnisend vs Klaviyo: Who is each platform built for?

Both platforms position themselves as specifically built for ecommerce marketing. Both Omnisend and Klaviyo integrate and play nice with the biggest ecommerce platforms, like Shopify, Shopify Plus, BigCommerce, Wix, and WooCommerce. With that said, Omnisend integrates more easily with Prestashop, Drupal Commerce, and Opencart.

Both Klaviyo and Omnisend offer an impressive amount of third-party integrations, ranging from loyalty and rewards programs, to shipping tracking providers, and checkout services.

So far, both tools seem pretty similar and stack up evenly against one another. Now let’s dive a bit deeper and take a look at each aspect of the battle Omnisend vs. Klaviyo.  

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Email marketing: The core function of Omnisend and Klaviyo

Both Omnisend and Klaviyo have visual email composers allowing you to drag and drop elements into your email campaign. Both offer plenty of templates to get your creative juices flowing.

Let’s take a look at each email builder and compare them.

klaviyo’s email builder

In Klaviyo’s email builder, you can add basic customizable text, images, columns, buttons, and tables. Outside of that, you can’t add anything too flashy.

It’s definitely possible to create lovely emails using Klaviyo’s builder, but there are quite a few ecommerce-related things you’ll have to do manually. For example, creating unique discount codes is pretty complicated. You can, however, add in products directly from your store which is a timesaver.

In Omnisend’s email builder, you have a lot more options for customization. You might start off with less templates than Klaviyo, but you have a lot more to work with in terms of the content you can create.

Omnisend’s email builder

For example, Omnisend also offers the Product Picker feature that allows you to pull products from your store directly into your campaign. You can also integrate with Nosto for smart product recommendations straight to your campaigns, making your products even more personalized for your customers.

Also, Omnisend offers more ecommerce-friendly features, like unique discount codes. Additionally, you can add videos to your campaign, or custom HTML for more advanced users.

While Klaviyo’s email builder is nice, it’s ultimately missing some ecommerce features that will save online marketers a lot of time when creating campaigns.  

Email Builder FeaturesKlaviyoOmnisend
Drag and Drop BuilderYesYes
Email templatesYesYes
Mobile responsiveYesYes
A/B TestingYesYes
Saveable content blocksYesYes
Product recommendations For certain categoriesYes
Discount codesYesYes

Email marketing winner: Omnisend

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Which tool builds the best subscriber list?

Anyone who knows anything about email marketing knows that list building is crucial to your strategy. After all, it doesn’t matter if you have gorgeous campaigns if there’s no one to see them.

Both Omnisend and Klaviyo offer features that help you build your subscriber list organically from the visits on your site. Both offer targeted popups to help you convert more visitors into subscribers.

Omnisend’s Form Builder offers pre-built themed templates, for events such as Black Friday and back-to-school, and allows you to easily apply your store’s brand colors and fonts to your forms.

Only Omnisend offers landing pages, which are proven to convert more than any other kind of sign up form.

Omnisend also offers a gamified Wheel of Fortune sign up form that entices your customer to sign up to spin for their discount.

Omnisend’s wheel of fortune
Email List Building FeaturesKlaviyoOmnisend
Popups (immediate, exit-intent, on specific URL)YesYes
Landing PagesNoYes
Gamified PopupsNoYes

Email capture winner: Omnisend

Which tool offers the best segmentation and targeting?

Both Omnisend and Klaviyo offer targeting through segmentation to help you send the most relevant message to the right person at the right time. Klaviyo’s segmentation is rather robust. However, it’s worth mentioning that some of the language used in their segmentation definitions can be a bit confusing.

Omnisend, for example, separates segments into three main categories:

  • Profile data: whatever kind of information you have on your customer
  • Campaign activity: how the customer has responded, or not responded to your campaigns
  • Shopping behavior: if the customer has added to their cart, browsed and abandoned, purchased in the last 30 days, etc

These segments make a lot of sense in terms of ecommerce because you can layer them based on what you need. For example, using profile data to target women in their 30s, then campaign activity to select only women who have clicked on the last 2 campaigns, and then shopping behavior to select only those who have purchased in the last 6 months.

With Klaviyo’s segmentation, the language is more basic, asking you to choose a definition based on “what someone has or hasn’t done” which could either be campaign related, shopping related, or something else. So this might be a bit confusing if you’re used to separating it a different way.

Both Omnisend and Klaviyo allow you to sync your segments into Facebook Custom Audiences for retargeting ads, but only Omnisend allows you to sync those contacts for Google retargeting ads without any additional tools.  

Omnisend’s segmentation offers the most flexible segment builder in the ecommerce industry, allowing you to use up to 500 data points to create almost any segment you want, based on the website actions, behavior, or traits of your customers. To help you set up effect segments, there’s also an extent library of pre-built segments for email and SMS, as well as a Segment Builder Helper that auto-generates suggestions to help you personalize your customers’ journeys.

Segmentation FeaturesKlaviyoOmnisend
Profile dataYesYes
Campaign activityYesYes
Shopping behaviorYesYes
Custom Properties (tags)YesYes
Facebook AudiencesYesYes
Google Retargeting AdsYes (with third-party tools)Yes

Segmentation winner: It’s pretty much a tie, with Omnisend inching slightly ahead of Klaviyo

Which tool offers the best automation workflows?

While both Omnisend and Klaviyo have been neck and neck up until this point, with small differences here and there in favor of Omnisend, things are about to change drastically.

The biggest differences in these two tools can be seen in their automation workflows.

Klaviyo certainly has a great visual workflow that is quite powerful. You can use conditional splits and trigger splits to create very complex workflows that are highly targeted to your subscribers.

Klaviyo’s automation flows

With Omnisend, you can create automated workflows that are just as powerful, and you can add in other channels to the same automated workflow. At Omnisend you can also use conditional splits and trigger splits to create complex workflows.

For example, you can start an abandoned cart workflow with SMS, follow up with an email, engage your customer the next day with a push notification discount, and then follow up with an email from there. When your customer does finalize their purchase, you can send order and shipping notifications via SMS.

All from one automated workflow.

Ommnisend’s automation workflows

This means you can provide an omnichannel customer experience and offer your customers a choice in how they want to engage with your brand and on what channel.

Both service providers offer advanced and sophisticated automation features. At this point, Omnisend has more channels to reach out to the audience – an addition is browser push notifications.

Another important aspect to note is that Klaviyo and Omnisend track cart abandonment in slightly different ways. Omnisend applies cookie-based tracking (for Shopify) and is able to identify users when they add products to their carts. Meanwhile, Klaviyo identifies the user only at the checkout step. As a result, at Omnisend you can track and win-back more abandoned carts, even if they didn’t yet reach the checkout step.

Features KlaviyoOmnisend
Visual Automation WorkflowYesYes
Automation splitsYesYes
Cart/Browse AbandonmentYesYes
SMS and MMSYesYes
Browser Push NotificationsNoYes
App Push Notifications (for iOS only)YesNo

Automation winner: It’s again pretty much a tie.

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Which tool offers the better customer support?

Both tools provide multiple tutorials and extended knowledge bases.

All Omnisend customers get 24/7 live chat and email support—on every plan. Even better, Omnisend recently won a Stevie Award for outstanding customer support.

Klaviyo now provides 24/7 email support — if you’re on the paid plan — with very limited chat support. Users of the free plan only have email support for the first 60 days. After those 60 days, free users can only use the Community and Klaviyo’s pre-made resources for answers to their questions.

Customer support winner: Omnisend.

Multistore accounts on Klaviyo vs Omnisend

Multistore accounts are perfect for those businesses that have more than one ecommerce brand. They’re most likely sharing the same resources, but spread out over different brands.

These are treated different on Omnisend and Klaviyo.

On Klaviyo, unfortunately, every separate store must have a separate Klaviyo account. While billing and other matters are sent to the same business, that still means that the hassle of dealing with separate accounts exists: multiple logins, duplicating templates and workflows, running separate tools and having to duplicate that work, etc.

With Omnisend, on the other hand, you can manage all of your stores in one single multistore account. There’s no need to log in and out of separate accounts, no duplicating work across multiple accounts, and no need to run separate tools for email, SMS and push.

Klaviyo pricing

Both Omnisend and Klaviyo have pricing based on the number of subscribers you have. However, Klaviyo separates its three plans based on marketing channels like email and SMS, and all three get pricey quickly as you add more subscribers.

If you add SMS in addition to your email subscribers, Klaviyo can get much more expensive depending on how many SMS messages you want to send. For example, if you had 2500 email subscribers, and you wanted to send only 1000 of them one SMS campaign per month, your Klaviyo pricing would increase from $60 to $100.

With Omnisend, there are three main plans for growing ecommerce merchants, with a Standard Plan starting at $16 per month and a Pro Plan starting at $59 per month.

While the Standard plan offers most of the great email features Omnisend has, in order to take full advantage of the omnichannel features, the Pro plan is your best bet.

Klaviyo’s pricing will grow exponentially if you decide to add SMS into the mix. However, it limits SMS to just four countries: the US, UK, Australia, and Canada. Omnisend supports international SMS so you can reach your audience in any country, and you can roll over unused SMS credits to the next month.

Subscriber CountKlaviyoOmnisend
Plans –>Klaviyo EmailKlaviyo Email & SMSStandard PlanPro Plan

Winner: Omnisend

For more information, use our email pricing calculator below to quickly compare price rates and features with Klaviyo. Simply input your desired number of contacts, select Klaviyo from the list, and see how Omnisend stacks up against it.

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    An independent evaluation from

    G2’s comparison between Omnisend and Klaviyo

    Biggest takeaways:

    • Both tools are built for ecommerce merchants who are well established and looking to grow even more.
    • Both tools integrate well with ecommerce platforms and third-party apps online sellers need.
    • Omnisend nudges Klaviyo out with pricing and extra email marketing features for ecommerce.
    • Omnisend offers more email capture options than Klaviyo.
    • Both tools offer precise segmentation for great targeting and conditional splits in automation.
    • Omnisend is a winner in automation, offering more channels for omnichannel customer experience and budget-friendly SMS pricing.

    Klaviyo vs Omnisend: Which tool is better for Shopify?

    When choosing something as critical as an email marketing provider, it’s important to do your homework and really test everything that the tool can offer your growing online store.

    If you’re looking to grow your store at a faster rate, you shouldn’t believe the myth that Klaviyo is better by default, simply because it may be more popular. With higher ratings on the Shopify App Store, 24/7/365 customer support for all customers, and US merchants seeing $72 ROI, Omnisend makes it clear that great email marketing doesn’t have to break the bank.

    Additionally, while both platforms offer robust features tailored for ecommerce businesses, Shopify users rate Omnisend as the preferred choice with a higher rating and more positive reviews — over 3.5x more 5-star reviews than Klaviyo has received.

    Therefore, for Shopify store owners seeking an email marketing solution that is better evaluated and favored by users, Omnisend stands out as the better option.

    What are your favorite features from both tools?

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    Richard White
    Article by
    Richard White

    Richard is a Content Marketing Manager at Omnisend. An avid writer, he's said to have been born holding a pencil. Fascinated by all things handmade, if he's not reading or writing he can often be found practicing leathercraft.

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