Klaviyo vs Mailchimp: Which is better for Shopify?

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Klaviyo and Mailchimp are very popular marketing automation for Shopify email marketing. There are some differences and similarities between both marketing automation tools. We now discuss in this article Klaviyo Vs Mailchimp. We hope this topic helps you to choose which is better for your Shopify Store.


Lead generation is one thing. But, lead nurturing is another. After generating a sizeable number of leads for your business, you must develop and reinforce relationships with them at every stage of your sales funnel. You may also want to lengthen your sales funnel to allow independence within prospects, thus creating a well-crafted lead nurturing program for yourself. Just like email marketing is an essential part of lead generation, it is also vital for lead nurturing.

There are tools to pull through these. Examples of these are Mailchimp and Klaviyo. Whichever one you choose for your lead activities, it must be the one that suits your types of eCommerce the best. I will therefore share some clear-cut differences between these two with you under the title, Klaviyo vs Mailchimp: Which is better for Shopify?

Successful online businesses these days leverage eCommerce marketing tools to grow their brand as well as achieve productivity goals. Nonetheless, you need to invest in the best of these tools so as not to waste your hard-earned money on below-par tools. This then calls for an important comparison between these two under the umbrella of their most important features.

See the details of Klaviyo vs Mailchimp.

1. Klaviyo vs Mailchimp: Pricing

PlatformStandard Price For 5,000 Contact

2. Automation

The best way to make a comparison between these two great tools is to evaluate their features, see where they share similarities, and pinpoint where one is better than the other. So, let us begin with their automation features.

Klaviyo will typically and easily plan out your lead nurturing from the beginning of your buyer’s journey to the end of it. This simply means that it defines your ideal customer experience. You can leverage on Klaviyo email automation system to send triggered emails based on specific criteria to accelerate buyers through their experience. This significantly improves the abandoned cart email strategy as well as helps to re-engage lost customers. Aside from this, Klaviyo’s A/B testing capabilities do interestingly well testing across your subject lines, types of content, and time differences to both drive engagement and increase performance.

It could be said that this tool leverages integrated data with customer data and behavioral data to personalize emails especially based on customer lifestyle values, brand loyalty, lifecycle stage, and lots more.

As for Mailchimp, its customer journey builder helps e-commerce merchants to begin conversations with customers and maintain that automatically. It typically offers welcome automation in order to follow up with new subscribers, conduct behavioral-based automation especially based on app integration, ensure data-based automation to reach out to people on a specific date, and maintain RSS to email automation.

Just like Klaviyo, Mailchimp helps you to automate abandoned cart emails, retargeting emails, order notifications, and product recommendations. Mailchimp leverages customer engagement, interaction, and similar characteristics to send personalized as well as relevant automated emails.

3. Contact segmentation

Klaviyo segments your contact list so you can send targeted and relevant emails to customers based on their unique engagement and behavior with you. The list updates automatically, so you don’t get to waste time and effort on manual uploads. You can as well target users with special events and generate great results by leveraging on contact website activity and behavior-based traits. You equally have the chance to combine and exclude segments for extensive targeting.

As for Mailchimp, you are allowed to segment customers based on the data collected. You can as well target users based on their behavior, especially if they engaged with marketing campaigns websites or apps. Mailchimp offers itself as a pre-built segmentation tool based on campaign activity, purchase history, and more. It is also available to help you reach contacts with similarities. Talk about advanced segmentation, Mailchimp allows you to add nested conditions to combine data and create more explicit segments.

4. Reporting

Klaviyo’s reporting feature as an e-commerce analytics tool helps you to analyze your metrics beyond the open rates and clicks. You will be able to see how your campaigns have driven current and past data as well as compare these performances. You will also be able to view trends in events and more.

Mailchimp makes marketing campaign reporting all easy. It has email, automation, and social ads all in one place. It is also easy for you to grow engagement and revenue reports to better understand your audience’s behaviors. In Mailchimp, industry benchmarks are included in email reporting to help you compare important metrics from a larger scope and perspective. Your open rate, click rate, and subscriptions are also easily managed with competitors’ metrics. In a clear similarity with Klaviyo, Mailchimptracks how much revenue your campaign has driven and lets you know if a customer makes a purchase opening your email campaign.

5. Integration: Klaviyo vs Mailchimp

In this space, both Klaviyo and Mailchimp have a tight grip on their advantage. As for integration with Shopify, Klaviyo wins the contest hands down. Every Shopify merchant earns as much as $85 for every $1 spent on the platform. This cannot be taken from the fact that Klaviyo integrates seamlessly with Shopify in order to merge valuable data to help you grow your e-commerce store. It is also valuable because it helps Shopify stores increase online conversions with targeted emails.

In contrast to the above reality, when integration is about numbers, you must give it to Mailchimp. It has over 250 integrations against 100 for Klaviyo. This might well not be surprising because of the popularity of the platform. However, Mailchimp misses out on the most important integration; Shopify. It is no longer available on the platform and it means that Shopify merchants would have to consider other email marketing automation tools.

6. Customer reach and automation options

Klaviyo although have an obvious advantage over Mailchimp with its Shopify integration option, it doesn’t end at this. It helps e-commerce stores to reach and engage with their prospects on a variety of channels too. Whether in form of Emails, on the web and in-app, or socials, Klaviyo is actually available to help funnel users through the buyer’s journey no matter where they are. The tool enables companies to in fact leverage their owned marketing channels, thus allowing for maximum sales. So, Klaviyo has more customer reach.

As for Mailchimp, its narrow focus on email marketing is an impediment to the tool’s overall capabilities. This perhaps makes it less robust than Klaviyo. While Mailchimp offers basic email automation services like abandoned carts and retargeting, Klaviyo allows you as an e-commerce store to set up automated triggered emails based on customers’ behavior on your platform. For example, customers get automated emails when they view promotions on your site and when they engage with you via any of your presence. Therefore, Mailchimp has limited automation options.

Klaviyo also offers onboarding customer support. This means that it dedicates customer service managers to clients with more than 125,000 contacts at no extra cost. These representatives offer you strategic advice, support, and more to help you grow your store quicker and better.

7. Audience management

Both tools have a few differences when it comes to audience management. Although both tools have a centralized location where they keep their contacts, they equally offer tags that help you to gain valuable insights about your audience. However, they are different in that whilst MailChimp lets you create tags for your contacts and lists, Klaviyo on the other hand lets you label campaigns, flows, lists, and segments with tags. So, your choice based on these subjects could depend on what you want.

Conclusion: When considering your best choice between Klaviyo and Mailchimp, it is important to know why you need these tools, what exactly they could offer, and at what price. Their features including the pros and cons are equally important. This will help you to select which exactly aligns with your eCommerce focus and business objectives. What works well for a business might not exactly work for another. But we do hope that this article helps you through especially as a Shopify store merchant.

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