Klaviyo Email Automation.

It’s a question often pondered in the marketing world, especially considering MailChimp’s longer tenure in the industry, having been founded 11 years before Klaviyo emerged.

Price

Klaviyo’s pricing structure is straightforward and scales with your business. The main difference lies in its simplicity—all features are accessible at each tier, with pricing determined solely by the number of subscribers. On the other hand, Mailchimp offers four distinct pricing packages, with the option to add specific features each month (although some users find this process less intuitive). While Mailchimp may seem easier to start with, particularly with its free plan, as your email marketing efforts grow and succeed, you may find yourself requiring an upgrade sooner rather than later.

Templates

Mailchimp boasts detailed designs ideal for marketing novices, though template choices are somewhat limited but fully customisable. Klaviyo, however, offers greater flexibility. Although this might pose a steeper learning curve for some email designers, the ability to create unique, brand-cohesive templates far outweighs this challenge in many opinions.

Segmentation

Klaviyo places significant emphasis on segmentation from the outset. When you sign up, the platform will prompt you to segment your lists. This platform allows segmentation based on customer behaviour, transactions, or other data derived from CRM (Customer Relationship Management software). It is where Klaviyo shines over MailChimp, enabling you to segment lists based on intricate specifics like product views or purchasing behaviours (e.g., full-price buyers). MailChimp, unfortunately, offers more limited segmentation options, such as ‘new subscribers’ or ‘recent purchasers’.

Automation

Both platforms offer email segmentation and automation, but Klaviyo’s automation capabilities are notably more advanced. With access to all features regardless of your subscription tier, you can immediately benefit from sophisticated automation processes. For beginners, Klaviyo provides extensive flow templates ready for use or inspiration. Further, Klaviyo’s data analytics display each customer’s unique journey after opening your email, helping you refine your segments. While MailChimp’s automation is reliable, it is unsophisticated. You can use pre-existing templates or create new ones, making MailChimp an excellent choice for those seeking standard automation tools.