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Omnisend vs. Klaviyo: A feature for feature comparison 2024

Reading Time: 9 minutes

Are you deciding between Omnisend vs Klaviyo for your ecommerce email marketing? Don’t let Klaviyo’s market presence sway you without a closer look. Choosing the wrong platform could mean paying too much for unnecessary features.

In this comprehensive comparison, we dive deep into the distinctions between Omnisend and Klaviyo, breaking down pricing, automation capabilities, segmentation, and omnichannel marketing. Discover how Omnisend’s feature-rich platform and customer-centric approach make it a top contender for savvy ecommerce brands looking to maximize their marketing potential.

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Omnisend vs Klaviyo: Overall comparison

FocusEcommerce marketingEcommerce marketing
Free PlanYes (up to 250 contacts, 500 emails/month)Yes (up to 250 contacts)
PricingMore affordable, tiered plans based on contact list sizeMore expensive, tiered plans based on contact list size and sends
Email MarketingDrag-and-drop builder, pre-built templates, A/B testing, reportingDrag-and-drop builder, pre-built templates, A/B testing, reporting
AutomationWorkflows with triggers and conditional splits, accounts, SMS, and web pushWorkflows with triggers and conditional splits
SegmentationExtensive segmentation options based on subscriber dataRobust segmentation options
IntegrationsIntegrates with major ecommerce platforms, marketing tools, and CRMsIntegrates with major ecommerce platforms, marketing tools, and CRMs
Support24/7 live chat and email support24/7 live chat and email support
Landing PagesIncluded in the free planDoes not offer landing pages
Omnichannel MarketingGlobal SMS, push notifications, web push notificationsSMS (to limited countries)

Who is each platform built for?

Both Omnisend and Klaviyo are tailored for ecommerce marketing, seamlessly integrating with major platforms such as Shopify, Shopify Plus, BigCommerce, Wix, and WooCommerce. However, Omnisend stands out for its smoother integration with Prestashop, Drupal Commerce, and Opencart.

Both Klaviyo and Omnisend offer an impressive number 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 of Omnisend vs. Klaviyo.

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Email marketing: The core function of Omnisend and Klaviyo

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

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

Omnisend vs. Klaviyo: 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.

While it’s definitely possible to create lovely emails using Klaviyo’s builder, 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 many more customization options. You might start off with fewer templates than Klaviyo, but you have a lot more to work with in terms of the content you can create.

Omnisend vs. Klaviyo: Omnisend’s email builder

For instance, Omnisend offers the Product Picker feature that allows you to pull products from your store directly into your campaign. You can also include product recommendations in your campaigns, making your emails even more personalized for your customers.

Omnisend also 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 appealing, 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
GamificationYes (with third-party tools)Yes

Email marketing winner: Omnisend

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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 organically build your subscriber list from site visits. They also provide targeted popups to help you convert more visitors into subscribers.

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

However, of the two platforms, only Omnisend generates landing pages.

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

Omnisend vs. Klaviyo: 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

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. In fact, Klaviyo’s segmentation is rather robust. It’s worth mentioning, however, that some of the language used in Omnisend and Klaviyo’s 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 are highly effective in ecommerce because you can layer them based on what you need. For example, you can use profile data to target women in their 30s, then campaign activity to select only women who have clicked on the last two campaigns, and then shopping behavior to select only those who have purchased in the last six months.

With Klaviyo’s segmentation, the language is more basic. You are asked 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 differently.

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

Omnisend offers the most flexible segment builder in the ecommerce industry, allowing you to use more than 500 data points to create almost any segment you want based on your customers’ website actions, behaviors, or traits. To help you set up effective segments, there’s an extensive 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 a close tie, with Omnisend inching slightly ahead of Klaviyo.

Automation workflows

While Omnisend and Klaviyo have been neck and neck up until this point, with slight advantages in favor of Omnisend, drastic changes are on the horizon.

Their automation workflows reveal the most significant differences between these two tools.

Klaviyo’s visual workflow feature is powerful, allowing you to create highly targeted and complex workflows using conditional and trigger splits.

Klaviyo’s  automation flows
Image from Klaviyo

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

For example, you can initiate an abandoned cart workflow with SMS, follow up with an email, engage your customer the next day with a push notification discount, and then circle back with another email from there. Once your customer completes 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 of how and on what channel they want to engage with your brand.

Both service providers offer advanced and sophisticated automation features, but Omnisend stands out with additional channels to reach the audience, including 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 can identify users when they add products to their carts. Meanwhile, Klaviyo identifies the user only at the checkout step. As a result, with 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 NotificationsYesYes

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

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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 third Stevie Award for outstanding customer support.

Klaviyo now provides 24/7 email support — if you’re on the paid plan — with minimal 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.

A clear customer support winner: Omnisend.

Multistore accounts

Multistore accounts are perfect for businesses managing more than one ecommerce brand, as they’re most likely sharing the same resources across different brands.

These are treated differently on Omnisend and Klaviyo.

Unfortunately, each individual store on Klaviyo requires its own separate account. While billing and other matters are sent to the same business, the hassle of dealing with separate accounts exists: multiple logins, duplicating templates and workflows, running separate tools, and having to duplicate the 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.


Omnisend and Klaviyo base pricing on the number of subscribers you have.

However, Klaviyo separates its plans based on marketing channels like email and SMS. Prices increase quickly as more subscribers join.

Adding SMS is much more expensive, depending on how many messages you want to send. For example, if you have 10,000 email subscribers and want to send one SMS campaign per month to 5,000 of them, the price increases from $150 to $195.

Klaviyo’s credit cost varies by country. So, while 5,000 credits will let you send 5,000 SMS messages in the US, it would cover only 1,000 SMS messages in the UK and 416 in Germany and the Netherlands.

Omnisend offers two paid plans for growing ecommerce merchants. The Standard Plan starts at $16 per month, and the Pro Plan starts at $59 per month.

Omnisend supports international SMS so that you can reach your audience in any country. You can also roll over one month’s unused SMS credits for next month.

Subscriber Count
Klaviyo EmailKlaviyo Email & SMSOmnisend
Standard Plan
Pro Plan
Note: Klaviyo’s Email & SMS plan includes 150 credits. Prices will vary by the amount you need.

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 compares.

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    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 that online sellers need
    • Omnisend nudges Klaviyo out with pricing and extra email marketing features for ecommerce
    • Omnisend provides 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, with more channels for omnichannel customer experience and budget-friendly SMS pricing

    Klaviyo vs Omnisend: Which tool is better for Shopify?

    Looking past market hype is essential when it comes to Omnisend vs Klaviyo for your Shopify store. It’s thus essential to assess what each platform can deliver for your business. While both options offer robust features, Omnisend emerges as the preferred choice among Shopify users, with higher ratings and positive reviews on the Shopify App Store.

    Omnisend’s customer-centric approach shines through with its commitment to 24/7/365 customer support. This ensures you have the help you need when you need it. Moreover, U.S. merchants using Omnisend see an impressive $72 return on investment, showcasing the platform’s ability to drive tangible results.

    Ultimately, Omnisend provides Shopify store owners with a highly rated, user-favored email marketing solution that combines powerful features, exceptional support, and proven ROI. If you want to maximize your ecommerce potential without overstretching your budget, Omnisend is the clear choice in the Omnisend vs. Klaviyo debate.

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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.