Klaviyo vs Mailchimp: Which is The Best Email Platform for eCommerce?

Why choosing the right email marketing platform is crucial for eCommerce

Email marketing is a critical element in ecommerce success. many online stores generate upwards of 35% of their revenue from email marketing, when they get it right. For marketers, especially those running a Shopify or other online store, the platform you choose to send those emails can significantly impact your results. In exploring the difference between Klaviyo and Mailchimp, we'll factor the following considerations:

• Integration with eCommerce: The platform must easily connect with your store to pull product data, customer purchase history, and site behaviour for targeted campaigns (think abandoned cart emails, product recommendations, etc.)
• Segmentation and Automation capabilities: ecommerce thrives on personalised, timely messages (welcome series, re-engagement, etc). The ease of setting these up varies by platform
• Deliverability and scalability: As your list grows into thousands or tens of thousands, you need a tool that can reliably deliver to inboxes and not become cost-prohibitive.

Let's get started...

Klaviyo and Mailchimp are two of the most popular email marketing platforms for ecommerce stores. Each has its distinct strengths and weaknesses. In this guide, I will take you through all of the key areas to evaluate which platform is better for your business. We compare Klaviyo vs Mailchimp specifically from an eCommerce perspective, helping you to determine which platform aligns better with your business needs.

Firstly, it's important to say that both platforms are highly capable, but there is no one-size-fits-all. The “best” choice depends on factors like budget, required features, and the scale of your online business. Here's a simple way to start thinking about both ESPs"

• Mailchimp: a veteran email marketing tool known for its user-friendly interface and broad feature set beyond just email
• Klaviyo: a newer (but highly acclaimed) platform built specifically for ecommerce with advanced data capabilities and integrations

Overview of Klaviyo and Mailchimp (key differences, pricing, and user experience)

Here's a side-by-side overview of what Klaviyo and Mailchimp, showing key differences you need to be aware of:

• Platform Focus & Philosophy:
  • Mailchimp: Founded in 2001, Mailchimp started as an email newsletter tool and has evolved into an all-in-one marketing platform for small businesses. It’s designed with a broad user base in mind – from bloggers to eCommerce to B2B – emphasising ease of use and a friendly interface (think mascots and witty microcopy). It offers not just email, but also landing pages, basic CRM features, social posting, and even postcards. For eCommerce, Mailchimp covers the basics (product email templates, simple automations) but its core philosophy is being accessible to non-experts.
  • Klaviyo: Launched in 2012, Klaviyo was built from the ground up for online stores. Its philosophy is deep integration and data-driven marketing. Klaviyo integrates tightly with eCommerce platforms (Shopify, Magento, WooCommerce, etc.), pulling in real-time data like browse behavior, purchase history, and even predicted customer lifetime value. It largely focuses on email and SMS (recently), rather than broader marketing tools. The interface is robust and geared towards marketers who want to dig into segmentation and analytics.
• Pricing Structure: Pricing is often a deciding factor:
  • Mailchimp Pricing: Mailchimp offers a free plan (up to 500 contacts with limited features), which is great for very small or new businesses. Paid plans (Essentials, Standard, Premium) increase sending limits and unlock advanced features. Mailchimp charges based on the number of subscribers in your account, and one quirk is that it can count subscribers multiple times if they’re in multiple audiences (lists) – meaning organisation of contacts is key to avoid redundant costs. In general, Mailchimp tends to be cheaper at the lower tiers. For example, ~1,500 contacts costs about $45/month on Mailchimp’s Standard plan (comparable to Klaviyo’s pricing at that level).
  • Klaviyo Pricing: Klaviyo also has a free tier (up to ~250 contacts and 500 email sends, plus a handful of SMS credits). Beyond that, Klaviyo’s pricing is straightforward: you pay for the number of active contacts in your database (unlike Mailchimp’s per-list model). It typically ends up pricier than Mailchimp as your list grows. For instance, at 1,500 contacts Klaviyo is around $45 as well, but at 10,000 contacts, Klaviyo might be roughly $150/month vs Mailchimp’s ~$100 (pricing fluctuates, but Klaviyo often comes out a bit higher). However, Klaviyo includes all features for all paid users – you’re not paying extra for add-ons or advanced automation; every plan is full-featured. Also, Klaviyo’s SMS is billed separately (pay-as-you-go for text messages).
  • Key takeaway: Mailchimp is generally more affordable for small lists or basic needs, whereas Klaviyo’s costs are higher but bundle in advanced eCommerce-centric capabilities. We’ll note that one should also consider ROI: if Klaviyo’s features help generate more revenue, the higher cost can be justified.
• User Experience & Ease of Use:
  • Mailchimp UX: Mailchimp is often praised for its intuitive drag-and-drop email builder and clean interface. It provides many pre-designed templates, which is great for marketers who aren’t designers. The navigation is straightforward for core tasks (managing lists, creating a campaign, viewing basic reports). Because it serves a broad audience, the terminology is beginner-friendly and there are helpful prompts. New users can usually pick up the basics quickly. For eCommerce users, Mailchimp’s interface for creating simple automations (like a welcome email or date-based trigger) is decent, but can feel limiting if you want complex multi-step flows. In summary, Mailchimp prioritises simplicity and approachability, making it ideal for those who want to get newsletters out fast without a steep learning curve.
  • Klaviyo UX: Klaviyo’s interface is a bit more complex at first glance, reflecting the depth of data and options available. It might take new users more time to learn where everything is. However, it’s logically laid out for eCommerce marketing: you have sections for Flows (automations), Campaigns (one-off emails), Segments, and Analytics. The email template builder is also drag-and-drop and quite powerful (it even lets you show/hide content blocks based on segment conditions, which is advanced personalisation). Klaviyo shines in presenting data – for example, on a customer profile you can see all their activity and predicted metrics. This can be gold for marketers who love digging into numbers. For someone new to email marketing or who only needs basic functions, Klaviyo might feel like too much. But for a data-driven marketer, that extra complexity translates into more control and insight. We’ll phrase it like: Mailchimp is like an automatic car – easy to drive – whereas Klaviyo is manual with more gears to shift, giving an experienced driver finer control.
• Key Differentiator – eCommerce Integration: We’ll highlight one primary difference: out-of-the-box integration with eCommerce. Mailchimp’s integration with Shopify historically has been a bit clunky (there was even a period where Mailchimp and Shopify broke off their official integration, requiring third-party bridges). It can still sync purchase data and do things like send an abandoned cart, but it may require additional steps or connecting via tools like ShopSync. Klaviyo’s Shopify integration is seamless – a few clicks and it brings in customers, orders, products, and even tracks website behavior (when you add their snippet). This means that with Klaviyo, an eCommerce marketer can easily use rules like “has added to cart in last 30 days but not purchased” or “bought Product X but not Product Y” to build segments or triggers. With Mailchimp, some of that is possible but not as deep or may need manual work or additional plugins.

The overview thus sets the stage by saying: both platforms allow you to send marketing emails, but Klaviyo is purpose-built for online stores with deep data and automation capabilities, while Mailchimp is a generalist tool that is simpler and often cheaper at the entry level. The section ends with a transition: next, we’ll dive into specific strengths and weaknesses of each platform.

Strengths and weaknesses of Klaviyo

Strengths of Klaviyo:

• Deep eCommerce Integrations: Klaviyo natively integrates with Shopify (and other platforms), pulling in real-time data. This enables advanced tactics like browse abandonment emails (emailing someone who looked at a product but didn’t add to cart), back-in-stock alerts, or cross-sell emails based on previous purchases – without needing a developer. It has pre-built flows for common eCommerce scenarios (welcome series, cart recovery, etc.), which are easy to activate and customise.
• Advanced Segmentation: Klaviyo’s segmentation is extremely powerful – you can build segments using unlimited conditions, mixing demographic data, engagement data (email opens/clicks), and transactional data. For example, you could create a segment of “VIP customers in London who bought in the last 60 days and have opened at least one email this month”. These update in real-time. Mailchimp’s segmentation is more limited in comparison (fewer conditions and updates maybe daily). With Klaviyo, this means more personalised campaigns. (As one reviewer noted, “Mailchimp doesn’t have nearly as many segment options as Klaviyo”).
• Automation & Flows: Klaviyo is known for its robust automation workflows. You can create multi-step branching flows (e.g., if customer opens email but doesn’t click, send a different follow-up than someone who clicked). You can also incorporate conditional splits based on properties – e.g., in a post-purchase flow, branch into two paths for first-time vs. repeat customers, each with tailored messaging. This level of customisation is a huge advantage for lifecycle marketing. Essentially, Klaviyo offers enterprise-grade automation to businesses of all sizes.
• Detailed Analytics & Reporting: In Klaviyo, you can tie revenue to campaigns and flows easily if your store is integrated. It will show, for instance, an abandoned cart flow generated $5,000 last month, or an email campaign led to $2 per recipient in sales. It also provides metrics like predicted LTV of customers, and has an analytics section for cohort analysis, engagement over time, etc. These insights help marketers optimise and understand the ROI of their efforts. Mailchimp’s reporting is more basic in terms of revenue attribution, often requiring Google Analytics eCommerce tracking to match sales.
• Multi-channel (Email + SMS): In recent years, Klaviyo added SMS marketing capabilities that integrate with its email. This means you can manage both channels in one place, using a unified customer profile. For example, you can set a flow that sends an email, and if not opened in 24 hours, triggers an SMS. Having email and SMS together simplifies cross-channel campaigns and ensures consistent segmentation. (Mailchimp, meanwhile, doesn’t natively do SMS marketing – you’d need an external SMS tool).
• Personalisation & Dynamic Content: Beyond segmentation, Klaviyo lets you use template logic to personalise content. For example, you can show product recommendations that are unique to each email recipient, pulled from your catalog based on their browsing/buying behavior. This level of personalisation is built-in, whereas with Mailchimp it might require additional coding or not be possible.
• Community and Support: Klaviyo has a strong user community and lots of resources (like their Academy, webinars, documentation tailored to eCommerce use cases). Support for paying users includes live chat and email. Many eCommerce agencies and experts specialise in Klaviyo, meaning it’s easy to find guidance or partners. (Mailchimp, to compare, also has good support but many have noted the best support is on higher-tier plans or through community forums for free users).

Weaknesses of Klaviyo:

• Slightly Higher Cost (Especially as you Scale): One of Klaviyo’s main drawbacks is cost. Compared to Mailchimp, when your list is large, Klaviyo can be significantly more expensive. There are no sending limits on emails (just contacts count), which is good, but if your email list is, say, 50,000 people, you could be paying several hundred dollars a month. Additionally, adding SMS (which is pay-per-message) can increase marketing costs further. For small businesses on tight budgets, this is a big consideration.
• Learning Curve and Complexity: With great power comes… more things to figure out. New users often find Klaviyo’s interface less immediately intuitive. The depth of options (segments, flows, data properties) means it’s easier to make mistakes or get overwhelmed if you’re not experienced. For example, one could accidentally create multiple segments that overlap and inadvertently double-email some customers if not careful. Mailchimp’s simpler approach can actually be an advantage if the user just needs basic functionality.
• Email Design Templates: While Klaviyo has a drag-and-drop builder and some templates, Mailchimp historically has offered more pre-designed stylish templates out-of-the-box. If design isn’t your forte, Klaviyo’s templates might feel a bit plain, requiring you to put some work into making them pretty. (However, many marketers use custom templates in Klaviyo or just code their own).
• Additional Features Limited to eCommerce: If you need an all-in-one solution (social media posting, advanced CRM, etc.), Klaviyo doesn’t provide that. It sticks to messaging (email/SMS) and data analysis for eComm. Mailchimp might have those extra bells and whistles. For an eCommerce brand this may not matter, but if you were hoping for a broader marketing suite, Klaviyo would require pairing with other tools.
• Deliverability needs monitoring: This is not a weakness per se of Klaviyo alone (both platforms rely on users following best practices), but since Klaviyo allows very granular targeting and many complex automations, a user not well-versed in email deliverability could set up scenarios that hit the same subscriber too often, or not manage sunset policies for unengaged subscribers. If you’re not careful, you could hurt your deliverability by oversending. Mailchimp, by its nature and guidelines, tends to hold users’ hand a bit more (e.g., it won’t send to an unsubscribed contact, it has strict bounce management, etc.). With Klaviyo, you have more responsibility to manage your list health proactively (they do have guidelines and will warn if spam rates are high though).

To sum up, Klaviyo’s strengths lie in its rich ecommerce features, powerful segmentation/automation, and data-centric approach, making it a favourite for serious online retailers and DTC brands. Its weaknesses are mainly cost and complexity, meaning it may be overkill for very small or resource-strapped businesses that don’t fully utilise its capabilities.

Strengths and weaknesses of Mailchimp

Strengths of Mailchimp:

• Ease of Use & Beginner-Friendly: Mailchimp’s biggest strength is how accessible it is. The interface is straightforward, with a gentle learning curve. Small business owners or marketers without a specialised background can quickly design emails, manage contacts, and set up simple automations. The guided campaign builder and helpful tips within the platform make the process unintimidating. This is ideal for businesses that don’t have an email specialist on the team.
• Affordability (for small to mid-sized lists): As discussed, Mailchimp often comes out cheaper, especially if you have a smaller list or if you’re okay with the Essentials/Standard plans. The presence of a free tier is a huge draw for new businesses – you can start building your list and sending emails with $0 software cost until you reach 500 subscribers. Even beyond that, Mailchimp’s pricing increments are generally a bit lower. You also have the flexibility to choose a plan that matches your needs (e.g., if you don’t need advanced analytics, you might stick to a lower plan and save money). This cost advantage can persist until a certain scale where the gap narrows.
• Template Library and Design Tools: Mailchimp offers a rich library of email templates and a very user-friendly drag-and-drop editor. It’s known for having many modern, responsive templates to choose from. For marketers who want good-looking emails quickly, this is a plus. It also has a content studio to store images and basic editing tools, making it easy to manage creative assets. Even without HTML knowledge, one can produce professional emails in Mailchimp.
• All-in-One Marketing Features: In addition to email, Mailchimp includes features like:
  • Landing Pages – you can create simple landing pages (e.g., for a promotion or to capture sign-ups) within Mailchimp.
  • Digital Ads integration – it can connect to Facebook/Instagram or Google to create basic retargeting ads, using your Mailchimp audience.
  • Postcards – a somewhat niche feature, but you can send physical postcards to contacts via Mailchimp.
  • Social posting – schedule posts to Facebook or Instagram.
  • Basic CRM – Mailchimp has recently added a CRM-ish layer where you can view a contact’s profile and activities, add notes, and tag contacts.
  • For a small business wanting a single tool to handle multiple channels (even if each is basic), Mailchimp offers convenience.
• Broad Integrations: Mailchimp being older and widely used means many third-party tools integrate with it (though maybe not as deeply as Klaviyo for eComm). Still, if you have a CMS, form builder, or other system, there’s likely a Mailchimp integration or zap for it. For non-Shopify platforms or custom sites, Mailchimp’s API is well-known and often easier to find developers for.
• Deliverability and Trust: Mailchimp has been around a long time and has strict anti-spam policies, which generally has helped maintain good deliverability for its users. They enforce double opt-in by default on many signups, and monitor accounts for abuse. This means if you use Mailchimp as intended, you’re likely to have decent sender reputation by association. (However, both platforms ultimately rely on user practices for deliverability).
• Support for lower tiers: Mailchimp provides email support even on free accounts for the first 30 days, and 24/7 email/chat support on higher plans. While some have had mixed experiences, it’s there and can be helpful for troubleshooting basic issues.

Weaknesses of Mailchimp:

• Limited Advanced eCommerce Features: Mailchimp’s functionality for things like advanced segmentation or multi-step automations is limited compared to Klaviyo. For example, Mailchimp’s Customer Journey Builder allows branching, but the triggers and filters might not capture all granular eCommerce behaviors. There’s also a limit on how many segments or conditions you can use depending on plan. If you want to target “people who purchased product A in the last 30 days and haven’t purchased B, and have opened any of my last 5 emails,” Klaviyo can do that easily; Mailchimp might struggle or require workarounds. Also, Mailchimp’s native abandoned cart or product recommendation emails may not be as flexible (and I recall some are only on higher-tier plans or require the official plugin).
• Data Sync and Single Customer View: Mailchimp’s separation of audiences (lists) can be a challenge. If a contact is on two lists, they count twice toward your bill and their data isn’t unified without manual effort. So you need to manage one master list with tags for different segments to avoid duplication. In Klaviyo, there’s one central list of contacts with properties; in Mailchimp, multiple lists can lead to fragmentation. Also, Mailchimp doesn’t automatically track on-site behavior out-of-the-box (no built-in web tracking for browse unless you custom integrate). It mostly knows about signups and purchases if integrated. So the customer profile data is not as rich or readily available for use in Mailchimp.
• Less Sophisticated Segmentation/Personalisation: We’ve noted this, but to be clear: Mailchimp allows segmentation (like create segments of an audience by purchase activity or engagement), but they might be static or update slowly, and there are limits on combining criteria. Personalising content (beyond merge tags like |FNAME|) is also basic – you can’t easily do dynamic product recommendations based on each user’s behavior without some custom coding or external help. This means some campaigns might be less targeted, which in eCommerce can translate to lower performance (e.g., sending a “we think you’ll like these” email that’s generic rather than tailored).
• Scaling and Performance: Mailchimp can handle large lists, but some users with big eCommerce lists find that the platform becomes a bit cumbersome at scale. For example, segmenting 1 million contacts might be slower or have limitations. Also, Mailchimp’s pricing at the high end (when you have a massive list) can actually become more expensive than Klaviyo because their highest tiers and add-ons for things like better segmentation might add cost. So for enterprise-level eCommerce, Mailchimp is generally not the tool of choice (they tend to go to platforms like Klaviyo, or enterprise ESPs).
• Fewer eCommerce-specific Insights: Unlike Klaviyo which shows you revenue per email or per flow readily, Mailchimp’s standard reports for campaigns show opens, clicks, and if eCommerce tracking is enabled, total revenue from that campaign. It’s there, but not as front-and-center or detailed. There isn’t a built-in notion of “predictive lifetime value” or “average order value” in your segments etc. So you miss some analytics that could guide strategy.
• No SMS or on-site features: If you want to expand to SMS, you need a separate service (and it won’t be as integrated). Also, Mailchimp doesn’t have on-site modals or pop-ups natively for email capture (whereas Klaviyo has a form builder and others use dedicated apps).
• Integration issues with Shopify (historically): While this can change, it’s worth noting that Mailchimp and Shopify had a known rift; currently, merchants often have to use a third-party connector like ShopSync. This extra layer can be a point of failure or limited data sync (e.g., maybe it doesn’t sync historical data or certain custom events). If not set up correctly, a merchant might assume things are happening that aren’t (like an abandoned cart email that never triggers because of integration issues).

In summary, Mailchimp’s weaknesses for ecommerce are around advanced targeting and ecommerce integration. It’s fantastic for simple newsletter blasts and basic automation, but as an online brand grows and wants to implement sophisticated retention marketing, Mailchimp can start to feel restrictive.

Mailchimp tends to be better suited for simpler needs or for those prioritising ease and low cost. But if an ecommerce marketer needs deep Shopify integration and maximum customisation, they might find Mailchimp falls short, which is where Klaviyo really shines.

Best use cases for each platform: who should use Klaviyo + who should use Mailchimp

When Klaviyo is the best choice:

• Established or Fast-Growing eCommerce Brands: If you run a Shopify (or similar) store that is generating consistent sales and you want to aggressively scale your email marketing revenue, Klaviyo is ideal. For example, if you’re doing mid five-figures or more in monthly sales and have a few thousand subscribers, Klaviyo’s advanced features can help segment VIPs, re-engage lapsing customers, etc., to squeeze more revenue from your base. Brands that plan to grow and invest in CRM marketing will appreciate Klaviyo’s scalability.
• Data-Driven Marketing Teams: If you have a marketing team (or agency) that geeks out on data, segmentation, and testing, Klaviyo provides the sandbox you need. It’s great for those who want to fine-tune customer journeys and run lots of experiments. An example use case: you want to implement a full customer lifecycle email program (welcome -> post-purchase -> winback flows) and measure each stage’s impact – Klaviyo is built for that granular control.
• Multi-Channel Communicators: Brands that plan to use both email and SMS (and potentially more channels down the line) may lean towards Klaviyo for the convenience of having them integrated. If you foresee doing a lot of text message campaigns alongside email, the unified approach can be a big plus.
• Shopify Plus or Advanced Shopify users: Many Shopify Plus merchants choose Klaviyo because it aligns with the customisation and scale that Plus provides. Features like custom event tracking (for example, tracking when someone views a specific collection or interacts with a specific on-site feature) are more accessible.
• Those requiring advanced integrations: If you want to integrate your email platform deeply with other tools like loyalty programs (Smile, LoyaltyLion), review apps (Yotpo), etc., Klaviyo often has existing integrations to pull that data into emails. For example, including loyalty point balances in an email, or sending an email when a review is left – Klaviyo can often do that via integrations or API.
• Brands focused on segmentation (e.g., multi-country or multi-language stores): If you operate in multiple regions or have varied customer profiles, Klaviyo’s segmentation and automation can handle complex logic (like different welcome series by region/language, etc.) more gracefully than Mailchimp.

When Mailchimp is the best choice:

• Startups and Very Small Businesses: If you’re just launching your store or have a very small email list, Mailchimp’s free plan and easy setup is very attractive. It lets you get started with collecting subscribers and sending basic campaigns without any financial commitment or advanced know-how. For a side hustle or a hobby store that doesn’t yet justify a dedicated email marketing spend, Mailchimp is perfectly adequate.
• Basic Email Needs / Simplicity Over Sophistication: If your email marketing strategy is straightforward – say, a monthly newsletter, occasional promotional blasts, and maybe a simple welcome coupon email – Mailchimp can do all that without unnecessary complexity. Not every business needs multi-step flows. For example, a local boutique that just wants to keep their customers informed about new arrivals might prefer Mailchimp’s simplicity.
• Non-ECommerce or Mixed Businesses: If your business model is not mainly eCommerce (say you have a content site with some merchandise on the side, or a B2B element), Mailchimp’s broader focus might serve you better. It’s also good if you need those extra channels (social posts, etc.) in one tool. For instance, a small agency or service business using Mailchimp can manage different client newsletters easily. Klaviyo’s value really comes out with product sales data – if you’re not leveraging product data, you might not need Klaviyo.
• Teams with Limited Bandwidth or Email Expertise: If you don’t have someone who can dedicate time to mastering an email tool, Mailchimp’s out-of-the-box resources (templates, one-click automations) will let you still run a decent email program. Klaviyo, while offering templates, often yields best results when you customise and strategise extensively – which requires time/skill.
• Budget-Conscious Marketers: If keeping costs low is critical (especially for a small business), Mailchimp often makes sense at least until revenue grows to support a more expensive tool. You can invest the saved money in other areas (product, ads) and come back to upgrading your email platform later.
• Those already using multiple Mailchimp features: Maybe you’re already using Mailchimp’s landing pages or ad integrations effectively and it’s convenient. Moving to Klaviyo you’d lose those and need new solutions (like another landing page builder). If those extras are part of your workflow and working well, sticking with Mailchimp could be easier.

It's important to take into account that these are guidelines, not hard rules. Some very small businesses might jump straight to Klaviyo because they want to start strong, and some larger ones might stick with Mailchimp due to legacy setup or simplicity. But generally:

• Use Klaviyo if you’re ecommerce-heavy (and especially if you're using Shopify) and want maximum email marketing performance
• Use Mailchimp if you need ease, low cost, or have relatively basic needs

Many brands actually use both at different stages: e.g., start on Mailchimp, then migrate to Klaviyo as they scale and need more. Migration is a consideration too - and whilst it's not too tricky to migrate when the time comes (both platforms allow export/import of contacts, etc., though recreating flows in Klaviyo takes work), it's better to avoid having to move platforms.

A head-to-head comparison (pricing, features, deliverability, ease of use, support)

• Pricing:
  • Mailchimp: Free up to 500 contacts (with limited features), then tiered plans. Lower cost for small lists, but costs can increase if you have multiple audiences or need higher-tier features.
  • Klaviyo: Free up to 250 contacts (email) + 50 SMS contacts, then pay-as-you-grow with all features included. Generally more expensive as contacts grow. No separate tiers – you get full functionality regardless of list size (which is a plus).
  • Bottom line: Mailchimp wins on cost for small sizes; Klaviyo’s value justifies cost for revenue-focused eCommerce at scale. We could cite a quick pricing example: For ~10k contacts, Mailchimp ~$100 (Standard plan) vs. Klaviyo ~$150; at 100k contacts, Mailchimp’s cost narrows the gap or might even exceed depending on add-ons. (Mailchimp’s own site claims Klaviyo can cost twice as much at very high volumes, though that is marketing).
• Features:
  • Segmentation: Klaviyo offers unlimited, real-time segments using eComm data; Mailchimp has basic segmentation (limited conditions, segments may not auto-update in real-time on lower plans).
  • Automation: Klaviyo’s Flow builder is very advanced (multiple triggers, splits, integrations); Mailchimp’s Customer Journeys are improving but still simpler (linear or limited branching).
  • Email Design: Mailchimp has more ready templates and a slightly more newbie-friendly editor; Klaviyo’s editor is powerful too but fewer stock templates.
  • Extra Channels: Mailchimp has ads, social posts, postcards; Klaviyo has built-in SMS and also push notifications (via integrations or their own for mobile apps).
  • eCommerce Specialisation: Klaviyo has features like product feeds in emails, predicted CLV, custom recommendations, and easily shows revenue per email. Mailchimp has basics like abandoned cart emails and product recommendations if integrated, but not as much predictive or custom data usage.
  • Summary: For pure eCommerce emailing, Klaviyo’s feature set is richer. Mailchimp offers a broader marketing toolkit beyond email.
• Deliverability:
  • Both have good deliverability when used correctly (they both use established sending IPs for small senders; big senders can get dedicated IPs). Neither is inherently “better” deliverability, but your practices matter.
  • Anecdotally, some say they see higher open rates after switching to Klaviyo, possibly due to better targeting (sending more relevant emails yields better engagement, which improves deliverability). On Mailchimp, if one batch-sends to the whole list including unengaged folks, rates might drop.
  • Both platforms guide users on spam compliance. Mailchimp might prevent some bad practices more strictly, which could safeguard beginners.
  • Conclusion: Call it a tie – deliverability will depend on the user, but both platforms are reputable. (We might mention that Klaviyo claims to invest heavily in deliverability, but Mailchimp also has a huge sending infrastructure.)
• Ease of Use:
  • Mailchimp is generally easier for beginners – more intuitive UI, fewer advanced settings to confuse you, lots of tutorials for basic actions.
  • Klaviyo has a steeper learning curve – more powerful but requires more input. Once learned, many find it straightforward, but it’s a bigger initial commitment.
  • If you’re familiar with modern SaaS tools and have some analytical mindset, Klaviyo is very navigable. If you seldom use such tools, Mailchimp will feel more comfortable.
  • In short: Mailchimp wins on initial ease-of-use; Klaviyo wins on depth (and many find it easy enough after onboarding).
• Support and Community:
  • Mailchimp: support depends on plan (free has limited support after 30 days). Higher plans have chat/email support. There is a knowledge base and community forum. Generally, support is okay for standard issues, but you might not get hands-on strategic help.
  • Klaviyo: all paying customers get chat and email support (during business hours, with email 24/7). They also assign a customer success manager for larger accounts. They have an active community forum and extensive help docs focused on eCommerce use cases. Klaviyo also often shares benchmarks and best practices via their blog/resources, which can be directly useful to eComm marketers.
  • Additionally, because Klaviyo is niche, there’s a tight-knit community of eCommerce marketers (on Twitter, forums, etc.) sharing tips. Mailchimp’s user base is broader, so content/community isn’t as focused on eCommerce strategies specifically.
  • Summary: Both have solid support, but Klaviyo might offer more specialised support for eCommerce needs, whereas Mailchimp’s support is more general.
• Integration with Shopify (or eComm):
  • Klaviyo: one-click integration, comprehensive data sync (customers, orders, products, web tracking). It’s considered a best-in-class integration.
  • Mailchimp: no native Shopify app at the moment; requires a third-party connector. Sync might be limited to basic data (customer info and order data). Could be less reliable or real-time. For other platforms, Mailchimp has direct integrations or API usage, but generally not as deep as Klaviyo.
  • This is a crucial head-to-head for Shopify users: Klaviyo is strongly favoured here.

Conclusion: Making an informed decision based on business needs

The conclusion will encourage readers to reflect on their specific needs and resources:

• Both Klaviyo and Mailchimp are powerful in their own ways – it’s less about a universal “winner” and more about the right tool for the job
• Klaviyo is better for those seeking data-driven ecommerce growth, Mailchimp for simplicity and cost-effectiveness
• Klaviyo is always the best choice for those with a Shopify store
• If you’re a marketer at a growing online brand looking to personalise every touch and maximise ROI, Klaviyo likely deserves the investment. If you’re just dipping your toes into email marketing or juggling many marketing hats, Mailchimp’s ease and free tier might be the prudent choice

Finally, do consider all of the factors such as: budget, team expertise, growth plans, required features. You could even do a little trial of both (both have free tiers) to see which interface and capabilities you prefer. Whatever choice you make, your email marketing success still depends on the strategy and content you put into it. The best platform can’t compensate for poor strategy, and conversely, a modest platform can still yield good results with solid marketing practices.

This should equip you to make an informed decision between Klaviyo and Mailchimp and we hope it's been useful. Need a hand or a chat about what's right for you? Talk to the Enchant team and we'll be glad to guide you.

‍