Mailchimp vs Klaviyo | An E-commerce Perspective


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The year is 1978, and there was a great blast in the marketing world. Emailing had taken a new turn. Gary Theurk, the name fondly associated with success in the email marketing sphere, had sent the first ever recorded bulk mail to over 300 people trying to sell them computers, or better put, trying to sell information about computers.

You may wonder why we referenced an abridged text on Gary Theurk and his affiliations with email marketing; well it’s believed he set the pace for what we know as modern-day email marketing. What our main subjects—Mailchimp and Klaviyo are doing on a large scale!

It would be safe to attribute these platforms as the luminaries in the world of email marketing. Used by several businesses across the globe they have really set a standard.

These tools are platforms where email automations and services are provided. In this post, we will be exploring Mailchimp and Klaviyo in detail from an e-commerce perspective, understanding what they offer, which is most suitable for specific use and generally how to get started with them.

Overview of Klaviyo and Mailchimp

Klaviyo is a marketing automation platform designed to help companies maximise customer relationships through targeted campaigns. It offers features like customer segmentation, automated flows, and product recommendations – all of which work together to create experiences that keep customers engaged.

Mailchimp on the other hand is an email marketing platform that enables businesses to create targeted campaigns that reach their customers on a deeper level. It provides tools for customising content and managing contacts lists as well as creating automated workflows for responding to customer behaviour.

As an e-commerce business, email marketing should be at the top of your priority list! After all, it’s the key to unlocking better customer relationships, increased engagement and most importantly, more sales! Therefore, both Klaviyo and Mailchimp offer powerful tools for e-commerce businesses looking to strengthen their relationship with customers – but which one works best? We will leave you to decide.


The best tool for establishing connections with clients and boosting client loyalty in e-commerce is email marketing. It’s understandable why entrepreneurs and businesses alike are using well-known systems like Klaviyo and Mailchimp to benefit from everything that email marketing has to offer. However, how do these two platforms measure up? Let’s break it down to help you decide which one is right for you.


Klaviyo is a marketing automation platform designed for businesses of all sizes. The platform offers a variety of features that makes it easy for businesses to create and manage marketing campaigns across different channels. 

Here are some of the key features of Klaviyo:

  1. Advanced Segmentation: One of the most powerful features of Klaviyo is its advanced segmentation capabilities. The platform allows businesses to create highly targeted segments based on a variety of criteria such as purchase history, website behaviour, demographics, and more. This makes it easy to create personalised campaigns that resonate with specific segments of your audience.
  1. Comprehensive Analytics and Reporting: Klaviyo offers robust analytics and reporting tools that help businesses measure the effectiveness of their marketing campaigns. The platform tracks key metrics such as open rates, click-through rates, revenue generated, and more, allowing businesses to make data-driven decisions and optimise their campaigns for maximum impact.
  1. Robust Automation Capabilities: Klaviyo’s automation capabilities allow businesses to create sophisticated workflows that automate repetitive tasks and trigger personalised communications based on specific actions or events. This can help businesses save time and resources while delivering a better customer experience.
  1. E-commerce-specific Integrations: Klaviyo offers a range of integrations with popular e-commerce platforms such as Shopify, Magento, WooCommerce, amongst others. These integrations make it easy for businesses to sync their customer and order data with Klaviyo, allowing them to create more personalised and targeted campaigns.
  1. SMS and Email Marketing: Klaviyo supports both SMS and email marketing, making it easy for businesses to reach their audience across multiple channels. The platform offers a variety of email templates and SMS workflows that can be customised to fit your brand and messaging.

Overall, Klaviyo offers a range of features designed to help businesses create and manage effective marketing campaigns across multiple channels. Its advanced segmentation, comprehensive analytics and reporting, robust automation capabilities, e-commerce-specific integrations, and support for SMS and email marketing make it a popular choice among businesses of all sizes.


MailChimp is a web-based email marketing platform that enables businesses to create and send newsletters, promotional emails, and other types of emails to their subscribers. 

Let’s take a closer look at each of these features.

  1. User-friendly interface: MailChimp’s interface is designed to be user-friendly and easy to navigate. The dashboard provides a quick overview of the subscriber list, campaigns, and reports. The platform also offers drag-and-drop functionality, making it easy to create and design emails without the need for HTML coding skills. Additionally, MailChimp’s interface is mobile-friendly, allowing users to manage campaigns on the go.
  1. Versatile template options: MailChimp offers a wide variety of email templates to choose from, ranging from simple text-based templates to more complex designs with images and graphics. The templates are fully customisable, allowing businesses to add their own branding, images, and content. Additionally, MailChimp offers landing page templates and social media ad templates, providing businesses with a complete marketing solution.
  1. Email, landing page, and social media marketing: MailChimp’s email marketing capabilities allows businesses to send newsletters, promotional emails, and other types of emails to their subscribers. The platform also offers landing page templates, making it easy for businesses to create custom landing pages for their campaigns. Additionally, MailChimp provides social media ad templates, enabling businesses to run ads on platforms such as Facebook and Instagram.
  1. Built-in CRM: MailChimp offers built-in customer relationship management (CRM) features, allowing businesses to manage their subscriber list and track their engagement. The platform provides subscriber profiles, which include information such as subscriber activity, location, and preferences. Furthermore, MailChimp offers segmentation options, making it easy for businesses to target specific groups of subscribers with tailored campaigns.
  1. Marketing automation: MailChimp’s marketing automation capabilities enable businesses to set up automated campaigns that are triggered based on subscriber behaviour. For example, businesses can set up welcome emails that are sent automatically when a new subscriber joins the list. MailChimp also offers automation workflows, allowing businesses to create complex automated campaigns that include multiple emails and triggers.

Overall, with MailChimp’s user-friendly interface, versatile template options, email, landing page, and social media marketing capabilities, built-in CRM, and marketing automation features, MailChimp provides businesses with a complete marketing solution.

Now that we have these knowledge of it’s feature, we’ll be comparing these tools base on the following:

Automation and Personalization

Klaviyo stands out when it comes to automation. They have an easy-to-use drag-and-drop workflow builder that makes setting up automated campaigns a cinch. What’s more, they also offer advanced personalization options, allowing you to easily segment customers with ease.

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Mailchimp allows for automated email campaigns as well, and may be termed more user-friendly that makes it easy to create and send emails quickly  as Klaviyo. On top of that, their segmentation capabilities are limited compared to Klaviyo’s.

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Email Template Design and Customization

The design of your emails can make a huge difference in the effectiveness of your email marketing campaigns. So how do Klaviyo and Mailchimp stack up when it comes to email template design and customisation?

Klaviyo offers an extensive library of customisable templates for you to use, as well as dozens of themes that you can use to create a consistent brand identity. You can also customise the HTML and CSS to tailor the emails to your exact needs and specifications. But Klaviyo’s real selling point is its drag-and-drop editor, which makes crafting professional-looking emails easy.

Mailchimp also offers a wide selection of customisable templates, but where it really stands out is its ability to personalise emails based on customer data such as purchase history or location. You can also create dynamic content that updates each time customers view the email, ensuring they always have fresh content and relevant offers. Plus, Mailchimp offers custom HTML for those who want even more control over their designs!


Klaviyo offers a wide range of automation options that allow you to easily personalise emails based on customer behaviour or preferences. It’s fast and easy to create newsletters or automated campaigns, meaning you can get your message out without any delay. 

On the other hand, Mailchimp requires a bit more manual effort because its automation feature is less comprehensive than Klaviyo’s – but its simple interface makes this process reasonably straightforward.


The pricing structure for both Klaviyo and Mailchimp is similar. As opposed to Mailchimp, which requires you to buy the premium price plan in order to access all the features, Klaviyo includes all features in all of its pricing plans.

Both Mailchimp and Klaviyo provide a selection of price tiers to accommodate organisations of various sizes and financial constraints. Businesses with up to 250 contacts can use MailChimps’s free plan, while subscriptions with 500 contacts or more can be purchased for as little as $20 per month. Based on the quantity of contacts in your database and the functionality you need, Klaviyo’s price tiers are determined.

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A subscription plan with Klaviyo starts at $45 per month for up to 1500 contacts, and there is also a free plan available for companies with up to 200 contacts. The features you need and the quantity of contacts in your database are also factors in the price plans for Mailchimp.


Both platforms offer value for money, with comprehensive features and scalability for growing ecommerce businesses. However, Klaviyo’s pricing plans can be more expensive than Mailchimp’s, particularly for larger businesses.

Design Tools

When it comes to design, both Klaviyo and Mailchimp have some great options for creating eye-catching emails. Both have a set of templates that can be customised with images, text, and even HTML code; however, if you’re looking for more creative freedom then Klaviyo just may be the better choice. Their design tools allow you full control over your email’s look and feel – meaning no more cookie-cutter emails!

Integration with Ecommerce Platforms

In terms of ecommerce integration, both MailChimp and Klaviyo offer similar features, such as pre-built automation workflows and integration with popular ecommerce platforms. However, Klaviyo is designed specifically for ecommerce businesses and offers more advanced segmentation options and predictive analytics, which can be particularly useful for businesses looking to target customers based on their purchase history and behaviour. 

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On the other hand, MailChimp offers a range of ecommerce-specific features, such as product retargeting ads, which can be useful for businesses looking to increase their revenue from ecommerce sales. 

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Reporting and Analytics

Both Klaviyo and Mailchimp offer comprehensive reporting and analytics tools. 

Klaviyo’s reporting dashboard provides real-time analytics, segmentation, and detailed metrics on revenue, engagement, and campaign performance. Klaviyo’s data visualisation tools make it easy to track the performance of individual campaigns, segment audiences, and optimise future campaigns.

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Similarly, Mailchimp offers a range of reporting and analytics features, including a comprehensive dashboard that displays data on campaign performance, subscriber activity, and audience growth. Mailchimp’s data visualisation tools include graphs and charts that make it easy to analyse data, identify trends, and track key metrics.

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Ecommerce businesses can derive a wealth of insights from these reports, including data on customer behaviour, engagement rates, revenue, and ROI. These insights can be used to optimise future campaigns, improve audience segmentation, and increase revenue and customer engagement.

Customer Support and Resources

When it comes to email marketing needs, who can you turn to for help? Customer support and resources are essential, especially when you’re starting out. Mailchimp and Klaviyo both offer excellent customer support options, with tutorials and how-to guides to help you get on track with your email marketing strategy.

Klaviyo’s customer support options are particularly comprehensive – offering round-the-clock chat and email support plus a resource library with step-by-step tutorials addressing common tasks and use cases. Furthermore, they provide webinars and offer an academy of e-learning courses to make sure every customer has the tools they need in order to get the most out of their platform.

Mailchimp also offers a wealth of resources such as guidelines and tutorials, online forums, virtual training events and free assessors who can provide personalised advice.

Which Should You Choose? Mailchimp or Klaviyo?

So, you’ve decided to invest in an email marketing platform for your e-commerce business. But which one should you choose? Mailchimp or Klaviyo?

It’s important to understand the potential of email marketing in the e-commerce sphere. Email campaigns are an effective way to increase customer engagement and loyalty, increase sales and grow your brand visibility. It also helps build trust between you and customers, while providing timely, relevant information. You can even use it to segment and personalise your messages to better target different customer audiences.

But, when it comes down to choosing between Mailchimp and Klaviyo for your e-commerce business, which one should you go for? By comparing the features available on both platforms and assessing how they fit with your individual needs, you’ll be able to make the best decision for your business.

So which platform is the best fit when it comes to customer support? We’ll leave it up to you decide. It really depends on your individual needs and goals! Both Klaviyo and Mailchimp provide different features, benefits and capabilities that can help you reach your e-commerce goals.

At the end of the day, you’ll want to weigh the strengths of both tools and decide which one meets your needs and budget best. With the right platform, you can ensure your efforts will be successful and profitable!

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Glory Onu


Glory Onu is a blogger, content writer and marketer with experience in graphic design. She is passionate about her craft and the power of words. She writes words that motivate readers to take action. She has also helped businesses get found through search engine optimisation and grow with conversion rate optimisation.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: