Klaviyo vs. Mailchimp: How to choose the right email solution

Safalta expert Published by: Ishika Jain Updated Sat, 25 Feb 2023 07:07 PM IST


Both Mailchimp and Klaviyo provide significant tools to help organisations with tailored marketing, but the platforms differ.

By providing personalized email experiences to the clients, Email Marketing Platforms allow converting data into business value. Let's find the differences between Klaviyo and Mailchimp, two popular email services, and the ways to select the best email solution for the needs of a particular company or business. According to HubSpot, 95% of B2B marketers find email marketing very helpful for achieving business objectives and the two most popular tools for running these email marketing campaigns are Mailchimp and Klaviyo. So, the conflict arises that which one to choose. The key distinction between Mailchimp and Klaviyo is that the former is designed for general-purpose email marketing, while the latter is designed for eCommerce stores. Klaviyo is specifically tailored to eCommerce firms.

Yet that's just the tip of the iceberg.

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Further differences between both products include segmentation, automation, functionality, and cost, making one or the other a better fit for the particular use case. For example, a person might prefer one as it supports direct interaction with the eCommerce store, or the other one is preferred as it offers a unique feature that coincides with your marketing plan. Let's go over these distinctions and take an informed decision about which email marketing platform to use for the business.

Table of Content:
The Signup Process
The MailChimp Prices and Features
Segmenting emails
Unique features
Which tool should you use: Klaviyo or Mailchimp

The Signup Process
On the front end of Mailchimp, there are simply three fields to fill out. Whereas Klaviyo has eight. Klaviyo requires too much information just while starting which makes the process scary. MailChimp only needs the email address, username, and password.  When you sign up for Mailchimp, only a few additional questions are asked once the information is received, but this still pales in comparison to the quantity of information Klaviyo demands. While sending emails, make sure to include the true email address.  assists in maintaining the account's compliance across both platforms. The CAN-SPAM statute requires you to enter a true address.

Another annoyance is that MailChimp gives out expiring activation codes and if it is not confirmed straight away, this can be aggravating. You may have also forgotten what password you used when you signed up, so activate it as soon as possible. Klaviyo, on the other hand, does not force to immediately affirm anything with an activation code and they only do this if users log in using a different computer or browser. Unless the tab is not shut up, those codes do not expire.

The MailChimp Prices and Features
MailChimp's price structure is tier-based. The Basics plan is $11 per month. The Basic plan costs $17 per month, and the Premium plan costs $299 per month.

If the user has a small business that is just getting started with email marketing, then can simply choose the FREE Plan, allowing them o send 10,000 emails each month and keep 2,000 contacts. The free plan offers features including a landing page builder, a website builder, and a marketing CRM.

Klaviyo's pricing scheme does not have a formal name and the pay is based on the number of engaged contacts on the list.   Many consumers upgrade too soon when they could have stayed with a considerably cheaper plan. Experienced agencies would normally know how to handle this.

Another advantage of Klaviyo is that all the functionality is received right away without being limited by plans implying that users won't be compelled to switch to a higher plan only to receive a desired feature. Klaviyo also offers unlimited email sends up to $700 a month.

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Segmenting emails
Klaviyo features strong segmentation capabilities allowing subscribers to be grouped based on transactional and behavioral data. It can collect data from any CRM and conduct segmentation based on how the prospect interacts with the firm. There is a lot of leeway in how these segments can be created. For example, the prospects can be divided into those who only buy a specific sort of goods or those who only use coupons.  Klaviyo also enables to do predictive analytics on business customers, allowing them to focus marketing emails based on insights such as churn risk and the average time between orders.

Mailchimp only provides rudimentary segmentation capabilities. It's possible to construct groups based on age, region, email client, and campaign behavior, Klaviyo allows targeting the users more precisely and does not offer real-time behavior tracking, and does not support predictive analytics. Although both Klaviyo and Mailchimp enable A/B testing, the former allows testing test seven different email variations, whereas Mailchimp only allows testing three.

In addition, 78% of media planners employ automation to boost business performance and customer experience, according to HubSpot. Automation allows the creation of drip campaigns by sending pre-customized emails to consumers. Klaviyo and Mailchimp both let sending these emails automatically when the consumer takes a specified action.

Klaviyo allows sending behavioral-trigger emails, constructing client profiles, creating real-time segments, and tracking attribution. Klaviyo automates emails via a trigger flow. This trigger is triggered when one of the leads or subscribers does a specified action, such as viewing one of the products or joining the VIP list by spending a certain amount.

Customer Journey Builder, transactional emails, retargeting advertisements, and integrations are the four types of automation offered by Mailchimp.  It also allows sending simple automated emails like welcome messages or birthday greetings. It enables the development of event-based automation, similar to Klaviyo, to send messages for abandoned carts, product recommendations, and product retargeting.

Mailchimp's Customer Journey Builder can be utilized to close a deal while a potential lead is at the beginning of their purchasing journey. It's a drag-and-drop feature that allows you to create and automate a workflow for any brand including selecting starting points and adding points along the user journey.

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Unique features
Mailchimp and Klaviyo both provide some unique features.  Klaviyo provides a direct Shopify interface, as opposed to Mailchimp, which requires a third-party application for integration where it collects and stores customer data straight from any Shopify store. It also has an SMS marketing tool available which allows to delivery of customized text messages to any email list subscribers. Customers who prefer text messaging over email would appreciate this.

Mailchimp includes a landing page creator and may be used to generate free product landing pages for increasing and converting leads, as well as customized content for online advertisements. It also includes a postcard builder allowing you to print, stamp, and ship personalized postcards all over the world.

Which tool should you use: Klaviyo or Mailchimp
It's difficult to choose between Klaviyo and Mailchimp as both technologies have established themselves as leaders in the email marketing sector. But, depending on the use case, one is likely to be preferable to the other. For the user who is on a tight budget and is new to email marketing, Mailchimp will be more economical, and its basic segmentation features should suffice.

But if a user has a  larger budget and some experience with email marketing, Klaviyo's more complex capabilities would most likely be a better fit. Similarly, if someone utilizes Shopify or has a presence in the eCommerce area, Klaviyo is an obvious choice.

Once the user decides whether Mailchimp or Klaviyo is the better fit for their needs, then they need to work out how they will feed the chosen tool with first-party client data. Instead of integrating Mailchimp or Klaviyo's SDK directly into any app or website, Customer Data Platforms like mParticle allows the passing of customer data to the email tool alongside any development effort, reducing time to value. It also allows importing email engagement data into the Customer Data Platform, where it can be linked to other tools to inform campaign targeting and analytics. Both Mailchimp and Klaviyo provide significant tools to help organisations with tailored marketing, but the platforms differ.

What makes Klaviyo superior to Mailchimp?

Klaviyo offers more robust automation solutions across the board, particularly in terms of pre-built routines and templates. Mailchimp also allows you to build automated journeys with conditional splits, triggers, time delays, and other features, but Klaviyo does not require you to develop as much from scratch.

Can I use Mailchimp in conjunction with Klaviyo?

Mailchimp data syncs to Klaviyo as follows after the first day of integration: Every 30 minutes, existing audiences sync. Every hour, existing campaign data is synced. Klaviyo checks for new audiences and/or campaigns every 6 hours.

What are the drawbacks of Mailchimp?

That forces them to generate an email template using third-party tools or basic text editors, which is time-consuming and annoying. Furthermore, their templates are unappealing, and their selections are restricted. Furthermore, it is difficult to find free email templates that you can use for all of your Mailchimp emails.

Why would you not use Mailchimp?

It is vital to adopt an intelligent, human-like sending mechanism to ensure good email deliverability. Even if you have a large number of messages scheduled to be sent, Mailchimp distributes them in bulk. This not only puts your emails in the spam bin, but it can also get you blacklisted.

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