Klaviyo vs Mailchimp
Klaviyo is a email marketing platform while Mailchimp is a all-in-one marketing platform. Mailchimp has been around since 2001, giving it a 11-year head start over Klaviyo (founded 2012). Mailchimp is the more affordable option at $13/mo — that's $7 less than Klaviyo's $20/mo entry point. Both offer free plans to get started. Both tools work well for ecommerce.
Quick Verdict
Klaviyo wins on deliverability, rating, integrations.
Mailchimp wins on price.
Best for most users: Klaviyo (ecommerce).
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.
Mailchimp
Turn emails into revenue
Mailchimp is the most widely recognized email marketing platform, used by millions of businesses worldwide. Acquired by Intuit in 2021, it offers a full suite of marketing tools but has become increasingly expensive compared to alternatives.
Feature Comparison
| Feature | Klaviyo | Mailchimp |
|---|---|---|
| Rating | 4.6/5 | 4.3/5 |
| Starting Price | $20/mo | $13/mo |
| Free Plan | 250 subscribers | 250 contacts, 500 emails/month |
| Founded | 2012 | 2001 |
| Email Templates | 100 | 100 |
| Integrations | 350 | 300 |
| Deliverability Rate | 99% | 96% |
| Marketing Automation | ✓ | ✓ |
| A/B Testing | ✓ | ✓ |
| Landing Pages | ✓ | ✓ |
| Segmentation | ✓ | ✓ |
| Drag & Drop Editor | ✓ | ✓ |
| SMS Marketing | ✓ | ✓ |
| Ecommerce Features | ✓ | ✓ |
| API Access | ✓ | ✓ |
| Multi-Language | ✓ | ✓ |
| Web Push Notifications | ✕ | ✕ |
| Live Chat | ✕ | ✕ |
| Advanced Analytics | ✓ | ✓ |
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
Mailchimp: Pros & Cons
Pros
- +Most recognized brand in email marketing
- +Excellent drag-and-drop editor
- +300+ integrations with third-party tools
- +Strong analytics and reporting
- +Good for beginners with guided setup
Cons
- −Free plan severely limited (500 contacts, 1,000 sends)
- −Premium plan is expensive ($350/mo)
- −Charges for unsubscribed contacts
- −Affiliate marketing restricted
- −Deliverability has declined in recent years
The Verdict
Klaviyo edges ahead with a 4.6/5 rating compared to Mailchimp's 4.3/5. The gap comes mainly from deliverability (4.7 vs 4) and value for money (4.6 vs 4.4). On deliverability, Klaviyo reports 99% compared to 96% for Mailchimp — a meaningful difference if inbox placement is critical for your campaigns.
| Criterion | Weight | Klaviyo | Mailchimp |
|---|---|---|---|
| Starting Price | 30% | $20/mo | $13/mo |
| Deliverability | 25% | 99% | 96% |
| Rating | 25% | 4.6/5 | 4.3/5 |
| Integrations | 10% | 350 | 300 |
| Free Tier | 10% | Yes | Yes |
Weights determine how much each criterion counts toward the final score. See full methodology
Choose Klaviyo if…
- + You're a shopify
- + You're a d2c brands
- + Best-in-class ecommerce integrations (Shopify, WooCommerce)
Choose Mailchimp if…
- + You want lower starting costs ($13/mo)
- + You're a small businesses
- + You're a beginners