Klaviyo vs Mailchimp: Which is Better in 2024

Klaviyo vs Mailchimp

In the ever-evolving realm of email marketing, selecting an optimal platform is paramount for businesses seeking to enhance their communication strategies. In 2024, entrepreneurs still find it difficult to decide between Klaviyo vs MailChimp. This article delves into the essential features, advancements, and factors related to Klaviyo vs MailChimp, providing valuable insights to assist businesses in making well-informed choices as they pursue effective email marketing solutions.

Klaviyo vs. Mailchimp Marketing

Klaviyo vs Mailchimp are the best platforms offering powerful marketing features that various industries need. Their features let you reach your audience wherever they are. So, follow us to identify the one that fits your business.


Mailchimp, a multi-channel marketing tool, is more beneficial to small businesses and solo content creators as it allows them to reach their audience simultaneously on several digital channels. With Mailchimp, you can create and manage emails, SMS messages, landing pages, ads, postcards, social posts, and surveys from the same platform.

The Creative Assistant in Mailchimp will even pull in your brand logo from your website whenever you key in your website URL. This enables you to keep running with consistent designs across posts and emails online.

Mailchimp Dashboard


Klaviyo is a perfect marketing solution for e-commerce brands. So, brands that want to run Facebook ads can integrate it with Facebook. This allows them to segment audiences according to the ones set up in Facebook ads, thereby personalizing emails even more. Klaviyo offers a lot of pre-made email templates and even completed flows, like Welcome series, Abandoned cart, etc., that you can customize to fit your business needs.

The Smart Sending feature enables smart sending for your email and SMS flows. When smart sending is enabled, Klaviyo will check if the customer has been recently contacted. If the customer has been recently contacted via email or SMS, Klaviyo will postpone its SMS flow.

Klaviyo Dashboard

So, is Klaviyo better than Mailchimp?

Accessing the best fit for your business should be based on the nature of your marketing campaigns and what you are targeting. The sweet spot of marketing is reaching your audience wherever they are, which is what Mailchimp represents. Businesses looking for a more diverse marketing platform should go for Mailchimp.

All e-commerce brands should go for Klaviyo as it is specifically designed to tackle the needs of their businesses. Klaviyo offers targeted marketing strategies to boost sales and customer engagement in the e-commerce business.

Klaviyo vs. Mailchimp Deliverability

Good email deliverability lets your emails land in your recipient’s primary inbox. Deliverability is best measured through events that indicate real human engagement (e.g., opens, clicks, replies, forwards, or conversions).


According to reports, Mailchimp’s overall delivery rate is appreciable as it enjoys a slightly higher sender ranking of 97.5 percent, while its overall delivery rate is 84.9 percent. When you send a campaign, Mailchimp uses an automated abuse-prevention system and Omnivore to scan your drive and analyze addresses that could affect the delivery of your campaign. This protects the sending reputation and helps keep your campaigns out of spam filters.

MailChimp has no control over the issue of receiving servers. Once you’ve sent a campaign through Mailchimp, the receiving server analyzes your email’s content and sender information before it allows the email to reach the recipient. Unfortunately, some servers have more aggressive spam filters and firewalls that can delay or prevent delivery.


Klaviyo found that issues in 99% of their accounts always start with Gmail and Hotmail, and most of the time, recipient engagement is the biggest culprit of poor email deliverability. This means that Gmail and Hotmail are effectively crowdsourcing your email reputation with their user base who receives your emails.

That’s why they built new segments and audiences to email, leveraging both customer behavior on-site and more stringent audience criteria based on email engagement.

They also recommend you set up a dedicated sending domain to use your brand’s domain name to send emails instead of a Klaviyo domain, develop a sending reputation on your domain, and increase deliverability.

So, is Klaviyo better than Mailchimp in terms of delivery?

When comparing Mailchimp and Klaviyo regarding deliverability, it’s essential to consider the receiving servers as they analyze your email’s content and sender information before allowing the email to reach the recipient.

Mailchimp, Gmail, Outlook Mail, and Yandex Mail have the worst delivery rates, so MailChimp uses an automated abuse-prevention system and Omnivore to scan your campaign to avoid landing in spam. Then Custom Mail, ProtonMail, and Zoho Mail have the highest delivery rates.

Before, Gmail and Hotmail were the worst for Klaviyo, but with the Sender Reputation reset, they could increase the deliverability rate, especially from Gmail and Hotmail. This is specifically for e-commerce brands.

Klaviyo vs. MailChimp Lead Generation


Mailchimp has established itself as a powerful lead-generation platform for businesses of all sizes. Its lead generation features are designed to enable visitors to discover your business through one of your marketing channels, such as your website, blog, or social media.

The visitor then clicks on your call-to-action (CTA) — an image, button, or message encouraging website visitors to take action. That CTA takes your visitor to a landing page, a web page designed to capture lead information in exchange for an offer. Once on the landing page, your visitor fills out a form in exchange for the submission. Voila! You have a new lead.


Klaviyo takes a more specialized approach, particularly excelling in e-commerce email marketing. Its lead generation features are tailored to drive more leads. The platform allows users to send regular emails to your contact list and email campaigns to current and potential customers, getting them interested in what you say. This generates qualified leads who are likely to become future customers. You can also send automated emails to keep these potential customers engaged and in the loop while focusing on other marketing efforts.

So, is Klaviyo better than Mailchimp in lead generation?

Mailchimp’s strength lies in its ability to generate complex leads due to its multi-channel nature. Whether you are managing a small business or a large-scale enterprise, the platform’s straightforward design simplifies the process of generating high-quality leads.

On the other hand, Klaviyo’s lead generation tools stand out for their ability to increase brand awareness, generate leads, and build stronger customer relationships. As an e-commerce business owner, Klaviyo will help you connect with new customers.


Klaviyo vs. Mailchimp Cost Comparison

Klaviyo’s no-cost option surpasses Mailchimp’s in features, except for subscriber limits, where Mailchimp’s free plan accommodates up to 500 compared to Klaviyo’s 250. However, if you seek budget-friendly paid options, Mailchimp shines. Transitioning from Klaviyo’s free plan with over 1,000 contacts requires a $45/month commitment. In contrast, Mailchimp’s more gradual scale-up with the $13/month Essentials plan suits small businesses moving beyond the free tier.

To simplify it, Klaviyo has a more robust free plan, but paid plans can get pricey fast, while Mailchimp has a free program for primary users, with mid-tier pricing options available for growing brands.

So, is Klaviyo better than Mailchimp in pricing?

When evaluating the cost aspect of Mailchimp and Klaviyo, it’s crucial to balance the expenses with the benefits and functionalities each platform brings. If your business demands diverse features and has the financial means, Mailchimp’s adaptable pricing structure can be a fitting choice, presenting an extensive toolkit catering to various marketing requirements.

Conversely, for e-commerce ventures seeking specialized features tailored for online retail, Klaviyo’s pricing may deliver superior value, even if the costs are higher. Its emphasis on e-commerce positions it as a powerful tool crafted explicitly for businesses in this industry.


Klaviyo vs. MailChimp HIPAA Compliant

A key component of determining whether a software provider is HIPAA compliant is assessing its security features and ensuring the confidentiality, integrity, and availability of protected health information (PHI).


Although Klaviyo will sign a Business Associate Agreement (BAA) with covered entities, it does not allow healthcare providers to store, upload, or include PHI in any customer lists on the platform. Klaviyo claims HIPAA compliance but with significant restrictions. Since healthcare providers can’t keep PHI on the forum without violating Klaviyo’s BAA, it’s unsuitable for medical marketing campaigns.


MailChimp provides an encrypted connection to prevent unauthorized access to data. They implement access controls requiring users to input unique login credentials to access the platform. MailChimp also enables data backup to avoid the loss of user data. Even though they have the required security features to safeguard PHI, they are unwilling to sign a BAA. Therefore, MailChimp is not considered HIPAA compliant.

Klaviyo vs. MailChimp for Shopify


Mailchimp’s integration with Shopify allows you to automatically send follow-up emails to customers who have abandoned their carts, reminding them of their incomplete purchases and providing incentives to complete the transaction. Now, let’s see how Klaviyo differs from this.


Klaviyo integrates seamlessly with various e-commerce tools and platforms, including Shopify. This integration ensures that customer data, purchase history, and product information from your Shopify store are synced with Klaviyo, enabling you to create highly targeted and personalized email campaigns.

By leveraging the integration between Klaviyo and Shopify, you can enhance your email marketing efforts, automate your workflows, and deliver a more personalized and engaging customer experience. Ultimately, this can increase sales, customer loyalty, and business growth for your Shopify store. This integration is far better than Mailchimp, as Klaviyo is primarily designed for e-commerce brands.


Klaviyo vs. MailChimp GDPR-compliant

Is Klaviyo GDPR-compliant?

Klaviyo has incorporated the European Commission’s Standard Contractual Clauses into our Data Protection Addendum, which is incorporated into our Terms of Service.

Klaviyo provides GDPR-compliant forms with multiple checkboxes, allowing for granular consent (i.e., separate consent for email marketing and Facebook marketing).

You must select forms identified as GDPR compliant and customize them appropriately for your marketing program.

Is MailChimp GDPR-compliant?

Mailchimp has made all efforts to ensure every email address in their system is fully protected, and all their customers can abide by GDPR (for example, by asking for explicit consent for email communication. They also added marketing permission fields to the Mailchimp API so that you can enable GDPR fields and sync contact marketing permissions across your audiences.


Klaviyo vs. MailChimp alternatives

What are the alternatives of Klaviyo and MailChimp?


On Klaviyo and MailChimp, you need to have separate Klaviyo and MailChimp accounts for each store you’re running. For businesses with more than one store, you’ll need to duplicate templates and workflows and duplicate work on third-party tools for each account.

Omnisend solves that problem by offering multistore accounts. These let you access all of your brands from a single Omnisend account. That means no more duplicating your work on different accounts for all your stores.


There is no denying that ActiveCampaign is a potent email marketing tool and an excellent alternative to Klaviyo and Mailchimp. However, unlike many tools in this list, ActiveCampaign has the look and feel of a CRM instead of an email marketing tool. You feel this right from onboarding. Where other devices encourage you to create your first campaign and connect your online store, ActiveCampaign prompts you to add a contact list.

One of the most beneficial things about ActiveCampaign is that it works well if you have multiple domains to manage. You can choose which domain to assign your campaigns as you don’t directly connect one part to ActiveCampaign.

What is the difference between Klaviyo and MailChimp?

The primary difference between Mailchimp vs Klaviyo is that the former is built for general-purpose email marketing, which can include all types of businesses, including eCommerce stores. As for Klaviyo, it’s designed especially for eCommerce businesses.


The comparison between Klaviyo vs MailChimp in 2024 underscores the critical decisions businesses must make in selecting the most suitable email marketing platform. Each service brings unique features, and the choice ultimately depends on specific business needs and goals. As the competition continues to evolve, staying informed about the latest advancements and considering individual requirements will empower businesses to navigate the dynamic landscape of email marketing successfully. Whether it’s Klaviyo’s nuanced capabilities or MailChimp’s user-friendly interface, companies can leverage these platforms to enhance their communication strategies and drive success in the ever-expanding digital marketplace.

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