Klaviyo vs Mailchimp, What You Need to Know…

A debate that is surely going to keep store owners questioning…Klaviyo vs Mailchimp. Which one is better and which is going to be the easiest to use. Klaviyo is one of the MailChimp competitors that is coming up through the ranks incredibly quickly.

I've actually used Klaviyo when I was able to makeĀ $535,294 in 6 months and is the platform I continue to use today.

In my experience, email platforms are as user-friendly as wifi networks and wireless printers. For the most part, they're unintuitive, requires excessive research to find out how to do simple tasks and usually ends with me wanting to punch the damn thing… Or is that just me? 🤔

That, to me is the most frustrating thing when I value my time so highly.

The first thing to note in this battle is that Klaviyo has been built specifically for ecom. Does this mean better usability for your store? We're going to find out.

So in this article, I am going to share with you my findings. In some ways, it's a MailChimp/Klaviyo Review. I've used both these platforms so I do have user insight from making 10's of thousands of dollars doing so.

You are about to read my 6 deciding factors to help you make an educated decision.

Those deciding factors are;

  • Usability
  • Support
  • Features & Functionality
  • Available Templates
  • App Integration
  • Pricing

So let's get started…

Klaviyo vs Mailchimp, What You Need to Know…

Klaviyo vs Mailchimp

Usability seems to always be number 1 on my list followed closely by features. Usability means I can do what needs to be done as quickly as possible. I value my time highly and so should you.

I already have 1000 tasks that I need to complete in the day so having to learn a new platform to send out broadcasts or sequences should not need to be a headache.

No matter what platform we ultimately decide to use, there will be a learning curve. So with that in mind…let's get into it.

Klaviyo vs Mailchimp: Usability

No platform is without its nuances and this pair isn't an exception. MailChimp and Klaviyo both have a user-friendly interface which makes any early learning you'll need to do that much easier. Everything is clearly marked and is where it should be.

I have recently started using ConvertKit for Storehacks and the functionality in getting it set up frustrated me no end. All I wanted was to be able to have a subscriber added to a specific list.

ConvertKit is different…they call a list a bloody form? A FORM…wtf is that about?

Anyway, so neither Klaviyo or Mailchimp has that problem. They call a list a list, a campaign a campaign and a sequence…well they have different terms for sequences but that's fine. Klaviyo they call them Flows. MailChimp, they're called Campaigns.

And more specifically, the set up of each is rather straightforward…until you start automating your lists… i.e. when a subscriber goes from being a visitor into a customer. How do you ensure that particular person is removed from one list and added to another?

Klaviyo vs Mailchimp
Klaviyo Template Designer…Pretty straightforward
Klaviyo vs Mailchimp
Mailchimp Template Designer…Again, very easy to navigate and add blocks.

In any case, you will need to spend your time learning what you need to in order to create the automations. If this was a step-by-step how to I'd show you…but it's not.

Creating an email

The drag & drop editor makes it very easy to craft an email for anything from plain text to a template based design. Klaviyo has the integration from install to connect with your store's catalog allowing you to set your abandon cart or onsite retargeting emails up with ease.

Klaviyo's integration also allows you to segment your emails by niche and send specific catalogs to particular niches.

The template designer comes with quite a few different options and they're both very similar in terms of how to build out your email. As you can see…not much difference.

If we had to pick a winner in usability it'd be tough. I'd say Klaviyo wins purely because a lot of the pre-automisation is setup.

Setting Up Flows…or sequences…

With Klaviyo, they're already built in. MailChimp has but a few…For usability Klaviyo is the clear winner here.

Klaviyo vs Mailchimp
Prebuilt Flows in Klaviyo. Just edit the ones you want to use, check the template and wording suits your brand and set it to live.

I would like to snapshot MailChimps e-commerce flows but unfortunately, they don't have any prepopulated… which takes extra time to set up as a time-poor store owner.

Setting automations in Klaviyo is fairly easy. Once you get your head around the terms and different triggers.

Some other flows you might want to consider are holiday sequences or on-site retargeting. Pre-built with plenty of time before they are set to go out, i.e Valentines Day, St Patrick's Day, Halloween, BFCM etc.

Klaviyo 1, Mailchimp 0

Klaviyo vs Mailchimp: Support

Support on these platforms is key to being able to fix any issue immediately. Whilst a Knowledge Base is great, I often find my problems don't exist in the databases so I like to chat with a live person…

Neither of the two appears to have a contact person however, Klaviyo does have Live Q & A sessions. Another bonus for Klaviyo is when you click on the Live Q & A section there is a “contact us” in the top right. This does exactly as advertised and takes you through to a contact form!

Klaviyo vs MailChimp
Klaviyo Support…> Live Q&A > Contact Us. A mission, but you can get a real live person…woohoo


Klaviyo vs MailChimp
MailChimp Help. Live Q&A…Isn't one > Contact Us? Nope. šŸ™

This is where catering to everyone's particular learning style is paramount. While I prefer to speak with a person in real time others may prefer to watch a video or see a step by step guide.

Another thing to note here is with MailChimps free account there is no way to speak with a person. It is not until you start paying that you get access to that particular feature. With Klaviyo, you have the ability as soon as you're set up.

Klaviyo 2, Mailchimp 0

Klaviyo vs Mailchimp: Features & Functionality

Few Mailchimp competitors have the features to go head to head with them. Klaviyo, on the other hand, has an increasing list of options available;

Klaviyo Features

  • One click integrations
  • ROI based reporting
  • Advertising
    – Target contacts with ads
    – Retarget site visitors with ads
    – Retarget site visitors
  • Segmentation – Target based on behaviour, browsing & more
  • Pre-built autoresponders
    – Abandon Cart Recovery
    – Order notifications
    – Purchase follow up
  • Website tracking
  • Dynamic data blocks – Pull in information and products from your store to make your emails even more personalised
  • Product recommendations
  • Drag & drop email designs
  • Responsive email templates

MailChimp Features

  • Automation for online sellers
    – Target contacts with ads
    – Retarget site visitors with ads
    – Retarget site visitors
    – Abandon Cart Recovery
    – Order notifications
    – Purchase follow up
  • Built-in Landing Page builder
  • Mobile app to make emails on the fly
  • Drag & drop email designs
  • Advanced analytics…Again ROI based
  • Hundreds of integrations – like Salesforce, Eventbrite, Google, Twitter, Facebook, Shopify, and SurveyMonkey
Klaviyo vs Mailchimp 3
MailChimp – Complete Feature List
Klaviyo vs Mailchimp 4
Klaviyo – Complete Features List

They both get a point as they are both feature-rich, and whilst hard to compare they are still there.

Klaviyo 2, Mailchimp 1

Klaviyo vs Mailchimp: Available Templates


I can't overemphasize how much easier it is to get started with Klaviyo. The biggest of the MailChimp competitors gives you the ability to instantly run a setup wizard. This, in turn, spits out pre-built templates and saves an incredible amount of time.

Within Klaviyo all you need do is go through each of the 7 built-in flows which include;

  • Abandon Cart – 3 emails
  • New Customer Thank You – 1 email
  • Browser Abandonment – 1 email
  • Repeat Customer Thank You – 1 email
  • Welcome Series – 3 emails
  • Customer Win-back – 2 emails
  • Product Review/Cross-sell – 1 email

With 12 emails crafted for you, that's 12 you don't have to build from scratch.

But that's not all… there are also built in Templates which include;

Klaviyo vs Mailchimp 5


When you first create your MailChimp account and install the app you are given the option to create 4 emails;

  • Abandon cart email
  • Product retargeting email
  • Order notifications
  • Pop-up form

Abandon cart email

Klaviyo vs Mailchimp

Each one you need to build out. But, I should note, with Abandon cart emails they do give you 3 templates to choose from;

Klaviyo vs Mailchimp










Product retargeting email

With your product retargeting email you only have the option of 1 template to build out. Which, when compared to the built-in 5 with Klaviyo there is a question to be asked… why so few?

Order notifications

Here is where MailChimp gets one back from Klaviyo. While Klaviyo does have these templates available it is a bit more difficult to figure out how to set them up correctly.

MailChimp has them pre-built, personalise them to your company, switch them on and you're ready to go. Simple as 1-2-3.

Klaviyo vs Mailchimp


Pop-Up Form

Not sure what the necessity of a pop-up form from MailChimp is in this instance, other than an added extra… With so many other pop-ups available (like Wheelio, that absolutely crushes) it strikes me as odd that it is an option.

Klaviyo 3, Mailchimp 1

Klaviyo vs Mailchimp: App Integrations

With so many integrations I needed to film Klaviyo's site and turn it into a gif. If you are after a particular integration I'd suggest they'd probably have it.

Klaviyo vs MailChimp

MailChimp offers integrations with the main players in the e-commerce space; Woocommerce, Magento, BigCommerce & PrestaShop. One thing I do like is the mobile app MailChimp has available… you know, in case you have to send a campaign immediately to your list.

But wait, there's more… There is much, much more! In fact, so much so that I had to stop the video…because after five minutes of clicking next page I got bored. So if you want to know what exactly MailChimp integrates with I suggest you take a look here.

MailChimp vs Klaviyo








In this circumstance, MailChimp leaves Klaviyo in the dust. A question you'll ask yourself however is, will I need to use all these?

Klaviyo 3, Mailchimp 2

Klaviyo vs Mailchimp: Price

Price is always an important factor. And this is where MailChimp gets another over Klaviyo. MailChimp is free up to 2000 subscribers and up to 12,000 emails. It's not until you hit 10,801 subscribers do you start paying the same kind of money as Klaviyo.

Klaviyo will hit you with $100/mo for a list of 200. They do however offer you free for up to 250 subscribers or 500 email sends. Which…is only 2 email blasts. With a list of 10,801, you will be looking at $350/mo.

This really does beg the question of which you should choose. To get an idea of ROI, you would need to work out how long it would take you to create the same email flows within MailChimp as Klaviyo. $250 is no chump change despite the size of your audience so weighing up your opportunity cost is the only way to truly know if it is worth your while.

Klaviyo 3, Mailchimp 3

Ā Conclusion

After writing the article I'm about as on the fence as you can get. After using many of the many MailChimp competitors it is Klaviyo that I keep wanting to compare and now…that has been done.

Though the battle of Klaviyo vs MailChimp was tied I still feel I would choose the former as the ease with which you can set up your flows outweighs what it costs.

In saying that, when you've got a list of 10,000 people it doesn't automatically make you more money, there are still some days I scratch my head and wonder why no sales came in. If you get a few days, or god forbid a few months that cost starts to eat into your valuable bottom line.

Do you have anything to add to this article? I would love to hear it in the comments below!

If you found any value…please share it.

Klaviyo vs MailChimp 2



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