Klaviyo vs. Mailchimp: Choosing the Best Email Marketing Platform

In today’s digital age, businesses have numerous ways to connect with their audience—webinars, social media posts, videos, and more. Yet, email remains one of the most effective methods for engaging and nurturing customers. With an impressive $40 return for every $1 spent, email marketing stands out as a cost-effective powerhouse.

However, managing your email campaigns manually can be overwhelming. That’s where email marketing platforms like Klaviyo and Mailchimp come in, offering all the tools you need to create professional, automated campaigns that can boost customer engagement and reduce cart abandonment rates.

So, which email marketing platform is the best?

Today, we’re diving deep into the features and benefits of Klaviyo and Mailchimp, two top-tier platforms with stellar reputations. Both promise user-friendly templates, insightful analytics, and valuable automation tools, but which one truly stands out?

Klaviyo vs. Mailchimp: An Overview

Both Klaviyo and Mailchimp offer robust features for creating strategic email campaigns, automating customer communications, and driving sales. However, each platform has its unique approach.

Key Comparison Points

Features: Klaviyo offers more in-depth customization, segmentation, automation, analytics, and reporting tools. Mailchimp is easier to use but less customisable.

Pricing: Both platforms offer free plans. Mailchimp has a broader range of affordable premium plans for growing businesses.

Ease of Use: Klaviyo’s extensive features come with a learning curve, though ample guidance is available. Mailchimp is more straightforward but less advanced in certain areas.

Integration: Both integrate with a wide range of website builders, CRMs, and other tools, including Zapier.

Customer Support: Mailchimp offers more advanced social media support, while Klaviyo has a comprehensive knowledge base.

Features Comparison

Email Campaigns

Mailchimp:

• Create email campaigns using a visual builder with drag-and-drop components.
• Options include buttons, headings, dividers, logos, social media sharing buttons, surveys, and products.
• Offers both a classic and a new AI-enhanced email builder.

Klaviyo:

• Campaign creation via a comprehensive dashboard.
• Choose between the classic editor and a new, more advanced editor.
• Set up a campaign calendar and utilize a visual builder for customisation.

Automation

Mailchimp:

• Easy-to-use Customer Journey Builder for creating automated email series.
• Options for event-based automation, product retargeting, recommendations, and abandoned carts.

Klaviyo:

• Extensive automation options, including behavioural-trigger emails and personalised messages.
• Advanced flow builder with conditional splits, SMS integration, and webhook connections.

Segmentation

Mailchimp:

• User-friendly segmentation with pre-built segment suggestions based on engagement, location, and activity.
• Predictive demographics for defining customer groups.

Klaviyo:

• Detailed segmentation with transactional data, demographics, and more.
• Suggestions for segmenting based on engagement and behaviour.

A/B Testing

Both platforms offer A/B testing to optimize campaigns:

• Mailchimp provides simpler A/B testing options, though limited on free plans.
• Klaviyo offers more comprehensive testing, including performance analysis of different flows and campaigns.

Analytics and Reporting

Mailchimp:

• Comprehensive analytics are located in the “Analytics” tab.
• Customisable dashboards and detailed reports on email performance, landing pages, ads, and more.

Klaviyo:

• Detailed customer profiles and predictive analytics for lifetime value.
• Extensive metrics and benchmarks to compare campaign performance.

Pricing

Mailchimp:

• Free plan with limitations.
• Tiered pricing for Essentials, Standard, and Premium plans, starting from $13 per month.

Klaviyo:

• Free plan with basic features.
• Paid plans based on contact numbers, starting from $20 per month for email, and $35 per month for email & SMS.

Ease of Use

Mailchimp:

• Intuitive dashboard with a straightforward setup process.
• Comprehensive help centre and in-dashboard search for guidance.

Klaviyo:

• User-friendly layout with useful tooltips and pop-ups.
• Extensive documentation and support, though setup can be complex due to advanced features.

Integrations

Both platforms offer extensive integration options with popular tools and custom connections via Zapier.

Customer Support

Mailchimp:

• 24/7 support for paid plans via phone, email, and live chat.
• Limited support for free plan users.

Klaviyo:

• Comprehensive help centre, live training sessions, and community forum.
• Email and chat support, though not always 24/7.

Pros and Cons

Mailchimp:

• Pros: Simple backend, extensive integrations, AI enhancements, excellent reporting.
• Cons: Limited free plan, restricted A/B testing options, customer support issues.

Klaviyo:

• Pros: Advanced customization, robust integrations, sophisticated automation, powerful analytics.
• Cons: Steeper learning curve, slower customer support, higher cost.

Our Verdict

Both Mailchimp and Klaviyo are exceptional email marketing tools. We recommend Klaviyo for companies seeking advanced features, in-depth analytics, and extensive customization.

Whichever platform you choose, you’ll be equipped to enhance your email marketing game and drive meaningful results for your business.