When it comes to email marketing, two platforms dominate the conversation: Klaviyo and Mailchimp. But which one is better for your business?
The answer depends on your goals, your customer data and how deep you want your email marketing to go. Below, we’ll break down the key differences and help you choose the right platform based on real-world performance, pricing and functionality.
The Short Version:
- Klaviyo is built for ecommerce, with powerful segmentation and automation tied to customer behaviour.
- Mailchimp is more versatile and user-friendly, ideal for service-based businesses or startups looking for a straightforward solution.
1. Ease of Use
- Mailchimp: Known for its simple drag-and-drop editor, Mailchimp is intuitive and beginner-friendly. It’s a great option if you’re new to email marketing or don’t need advanced features.
- Klaviyo: Has a steeper learning curve but gives you deeper control over your data, flows, and customer segmentation. If you’re willing to invest the time, it pays off with more customisation.
If you’re short on time and need simplicity: go Mailchimp. If you’re data-driven and happy to dive deeper: go Klaviyo.
2. Automation & Segmentation
- Klaviyo: This is where Klaviyo shines. You can build automations based on real-time user actions (like abandoned carts, product views, or specific purchase history). Its segmentation is incredibly detailed, perfect for targeting repeat buyers or high-value customers.
- Mailchimp: Offers good basic automation (welcome sequences, abandoned cart emails, birthday emails), but it’s not as behaviour-specific or dynamic as Klaviyo.
If targeting the right message at the right time is crucial to your sales funnel, Klaviyo wins hands down.
3. Integrations
- Klaviyo: Seamless integrations with platforms like Shopify, BigCommerce, WooCommerce, and even Facebook Ads, making it a go-to for ecommerce stores.
- Mailchimp: Also offers a wide range of integrations, but historically had a rocky relationship with Shopify (though this has been resolved).
Both platforms integrate well, but Klaviyo’s Shopify connection is deeper and more powerful.
4. Reporting & Analytics
- Klaviyo: Provides detailed revenue attribution, customer lifecycle data, and advanced analytics dashboards. You can see exactly how much revenue each email flow generates.
- Mailchimp: Offers solid reports (open rates, click-throughs, unsubscribes), but revenue tracking isn’t as granular – especially for ecommerce.
Klaviyo gives you the data to drive decisions; Mailchimp gives you the basics to track performance.
5. Pricing
- Mailchimp: More affordable for small lists or businesses sending fewer emails. Pricing scales based on audience size and features.
- Klaviyo: Free up to 250 contacts but becomes more expensive as you grow. However, its pricing includes automation features that Mailchimp may charge extra for.
If you’re price-sensitive, Mailchimp is more cost-effective. If ROI from targeted automation matters more, Klaviyo may pay for itself.
So, Who Should Use What?
| Business Type | Best Fit |
|---|---|
| Ecommerce (Shopify, WooCommerce, etc.) | Klaviyo |
| Service-based businesses | Mailchimp |
| Just starting out | Mailchimp |
| Data-driven growth marketer | Klaviyo |
| Low volume email sender | Mailchimp |
| Wants deep segmentation & automation | Klaviyo |
Real-Life Insight:
Many of our ecommerce clients have switched from Mailchimp to Klaviyo and seen a noticeable boost in open rates and conversions. The ability to personalise campaigns based on what customers actually do, rather than just who they are, is a game-changer.
But on the flip side, our service-based and consultancy clients often prefer Mailchimp for its simplicity and clean user experience.
Final Thoughts
Both platforms are great in their own right—it just comes down to what your business needs.
👉 If you run an ecommerce store and want to scale with smart automation: go with Klaviyo.
👉 If you need an easy-to-use, cost-effective platform to stay in touch with your audience: Mailchimp is a solid bet.
Need help choosing or switching platforms? We’re happy to guide you through it. Drop us a message and let’s chat.