HubSpot Email Marketing vs Klaviyo
HubSpot Email Marketing is a all-in-one marketing platform while Klaviyo is a email marketing platform. HubSpot Email Marketing has been around since 2006, giving it a 6-year head start over Klaviyo (founded 2012). HubSpot Email Marketing starts at $20/seat/mo, while Klaviyo starts at $20/mo. Their pricing is not measured the same way, so we don't rank them on price. Both offer free plans to get started.
Quick Verdict
HubSpot Email Marketing wins on integrations.
Klaviyo wins on deliverability, rating.
Best for most users: Klaviyo (ecommerce).
HubSpot Email Marketing
Email marketing powered by CRM data
HubSpot's email marketing is part of its complete Marketing Hub. While the free and Starter tiers offer competitive email marketing, the real power comes with Professional tier and above, where HubSpot's CRM data feeds into sophisticated automation and personalization.
Klaviyo
The platform for unified customer data
Klaviyo is the gold standard for ecommerce email and SMS marketing, particularly for Shopify stores. Its deep integration with ecommerce platforms enables sophisticated automated flows like abandoned cart, post-purchase, and win-back sequences based on real purchase data.
Feature Comparison
| Feature | HubSpot Email Marketing | Klaviyo |
|---|---|---|
| Rating | 4.4/5 | 4.6/5 |
| Starting Price | $20/seat/mo | $20/mo |
| Free Plan | 2,000 emails/month | 250 active profiles, 500 email sends/month |
| Founded | 2006 | 2012 |
| Email Templates | 80 | 100 |
| Integrations | 1,500 | 350 |
| Deliverability Rate | 97% | 99% |
| Marketing Automation | Yes | Yes |
| A/B Testing | Yes | Yes |
| Landing Pages | Yes | Yes |
| Segmentation | Yes | Yes |
| Drag & Drop Editor | Yes | Yes |
| SMS Marketing | Yes | Yes |
| Ecommerce Features | Yes | Yes |
| API Access | Yes | Yes |
| Multi-Language | Yes | Yes |
| Web Push Notifications | No | No |
| Live Chat | Yes | No |
| Advanced Analytics | Yes | Yes |
HubSpot Email Marketing: Pros & Cons
Pros
- + Best-in-class CRM integration
- + 1,500+ integrations (largest ecosystem)
- + Powerful marketing automation
- + All-in-one marketing, sales, and service platform
- + Excellent analytics and attribution
Cons
- − Professional plan is very expensive ($890/mo)
- − Annual commitment required for higher tiers
- − Complex pricing structure
- − Steep learning curve
- − Email features alone don't justify the cost
Klaviyo: Pros & Cons
Pros
- + Best-in-class ecommerce integrations (Shopify, WooCommerce)
- + Powerful segmentation with predictive analytics
- + Excellent deliverability (99%+)
- + Revenue attribution for every email and SMS
- + Deep customer data platform capabilities
Cons
- − Expensive for large lists
- − Steep learning curve
- − Free plan very limited (250 contacts)
- − SMS credits sold separately
- − Can be overkill for non-ecommerce businesses
The Verdict
HubSpot Email Marketing and Klaviyo are closely matched — both score within 0.2 points of each other in our overall rating. Your decision should come down to specific needs rather than overall quality. On deliverability, Klaviyo reports 99% compared to 97% for HubSpot Email Marketing — a meaningful difference if inbox placement is critical for your campaigns.
| Criterion | Weight | HubSpot Email Marketing | Klaviyo |
|---|---|---|---|
| Starting Price | 30% | $20/seat/mo | $20/mo |
| Deliverability | 25% | 97% | 99% Winner |
| Rating | 25% | 4.4/5 | 4.6/5 Winner |
| Integrations | 10% | 1500 Winner | 350 |
| Free Tier | 10% | Yes | Yes |
Weights determine how much each criterion counts toward the final score. See full methodology
Choose HubSpot Email Marketing if…
- + You're a b2b
- + You're a saas
- + Best-in-class CRM integration
Choose Klaviyo if…
- + You're a ecommerce
- + You're a shopify
- + Best-in-class ecommerce integrations (Shopify, WooCommerce)