Mailchimp vs Klaviyo
Which marketing automation tool is right for you? Compare features, pricing, and user reviews to make the best choice.
Mailchimp
From $13Free plan
G2 4.3 · 12,987 reviewsSmall to mid-sized businesses, creators, and ecommerce brands that want an all-in-one email marketing and automation platform with strong templates, broad integrations, and contact-based scaling.
vs
Klaviyo
From $20Free plan
G2 4.6 · 1,361 reviewsEcommerce and DTC brands that want data-driven email/SMS automation, strong segmentation, and revenue attribution—especially teams on Shopify or other major ecommerce platforms.
Side by side
 Mailchimp |  Klaviyo | |
|---|---|---|
| Pricing | Free (up to 250 contacts); paid from $13/month (Essentials) | Free (up to 250 profiles); Email from $20/month |
| G2 Rating | 4.3 (12,987 reviews) | 4.6 (1,361 reviews) |
| Best For | Small to mid-sized businesses, creators, and ecommerce brands that want an all-in-one email marketing and automation platform with strong templates, broad integrations, and contact-based scaling. | Ecommerce and DTC brands that want data-driven email/SMS automation, strong segmentation, and revenue attribution—especially teams on Shopify or other major ecommerce platforms. |
Pros and cons
Mailchimp
Pros
- Easy-to-use campaign builder and strong template library
- Broad integration ecosystem and widely supported by third-party tools
- Solid automation/journey capabilities for common lifecycle campaigns
- Good reporting and deliverability tooling for SMB use cases
Cons
- Costs can rise quickly as contact lists grow due to contact-based pricing
- Some advanced automation/segmentation features are gated to higher tiers
- List/audience management and billing can be confusing when using multiple audiences or duplicates
Klaviyo
Pros
- Best-in-class ecommerce data model and segmentation for highly targeted messaging
- Powerful automation flows with flexible triggers, filters, and conditional splits
- Strong integration ecosystem for ecommerce, reviews/loyalty, and data tools
- Clear revenue-focused reporting and experimentation (A/B testing) for optimization
Cons
- Costs can rise quickly as contact lists grow (pricing scales by contacts/usage)
- Learning curve for advanced segmentation, deliverability, and flow optimization
- SMS pricing/management adds complexity and can increase total spend
Marcus Williams