Mailchimp vs Klaviyo

Mailchimp is a general email marketing tool; Klaviyo is built for online stores.

At a glance

Feature	Mailchimp Freemium	Klaviyo Freemium
Best for	Small businesses and beginners starting email marketing.	Online stores that want data-driven email and SMS.
Pricing	Free plan available. Paid plans add more features and limits.	Free plan available. Paid plans add more features and limits.
Platforms	Web, iOS, Android	Web, iOS, Android
Covers	Email marketing software	Email marketing software
Key features	Email builder Automations Audience segmentation Landing pages Analytics	Deep store integrations Flows and automation Segmentation SMS Revenue reporting
Strengths	Easy to start Many templates Lots of integrations	Excellent e-commerce data Powerful segmentation Strong Shopify integration
Weaknesses	Gets pricey as your list grows Free plan is limited	Expensive at scale Overkill for non-stores

Choose Mailchimp if…

You run a non-e-commerce business, nonprofit or blog and want easy campaigns.

Choose Klaviyo if…

You run an online store and want email and SMS driven by order and browsing data.

Stores should usually pick Klaviyo. Everyone else will find Mailchimp simpler and cheaper.

Features and pricing change often. Check both vendors' websites for current plans before you buy.