To ensure the effectiveness of an email marketing strategy , it is essential to have: a creative approach, a communication plan tailored to the needs of your target, automated processes , a well-planned calendar and a detailed and accurate analysis of the data.
This is why it becomes CRUCIAL to select the best email marketing platform for eCommerce on the market. A good tool can really make the difference between an optimal effectiveness of your strategy or not.
In this article, I compare two of the most relevant email marketing platforms specifically for eCommerce: Klaviyo and Mailchimp . The goal is to guide you in choosing the most appropriate tool.
Klaviyo VS Mailchimp: email marketing for eCommerce
Klaviyo and Mailchimp are two email marketing tools. Before comparing them, however, I want to give you a brief introduction to these two platforms.
Mailchimp
Mailchimp is headquartered in Atlanta and was founded in 2001. In November 2021, it was acquired by Intuit (TurboTax, Mint, CreditKarma) with the goal of providing an AI-powered service for small and medium-sized businesses interested in end-to-end customer growth.
Klaviyo
Klaviyo is newer as the company was founded in 2012 in Boston .
It is interesting to know that the Klaviyo logo has been changed following the success of the platform. What we see now has the objective of transmitting the values of the Brand. In fact, the flag indicates the main qualities of the tool: leadership, data ownership and speed of development.
Mailchimp or Klaviyo? Which is better?
Now that we have introduced the history of these two companies, let’s move on to analyzing their technical data.
Prices
Mailchimp is certainly a less expensive tool than Klaviyo to start with, but it is not suitable for an e-commerce or a company that wants to increase the volume of emails .
In fact, in this case Mailchimp becomes really expensive over time, when you start having “important” databases, because it requires a cost for all registered users and also for their cancellations.
Ease of use
MailChimp definitely scores a goal when it comes to UI/UX . In fact, it features guided prompts to help new customers get started.
Klaviyo’s interface may seem more difficult at first, but you get used to it VERY quickly , and the most interesting thing is that in addition to having many automatic flows already set up for you, it offers you strategic and communicative ideas in each email that makes up the flow.
Integrations and partnerships
Another plus for Mailchimp is its 300+ integrations, although they are quite basic, while Klaviyo offers fewer, but much higher quality ones.
A relevant example concerns the integration with Facebook advertising: not only for the main list (as in the case of Mailchimp), but also for dynamic segments, allowing you to create any segment you want and make it become an audience for your Facebook Ads!
Digital marketing email marketing with Klaviyo
Comparison of eCommerce email marketing platforms
Let’s now move on to some comparisons between the two platforms.
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Email reception
Klaviyo is a better migration america cell phone number data address experience because it doesn’t cause inappropriate IP warming compared to Mailchimp. Additionally, Klaviyo seems to lead to better inbox placement and a bx leads stronger ROI .
Unlimited Lists and Segments with Klaviyo
Mailchimp may be intuitive, but it offers a segmentation builder that is far too simplified for growing e-commerce businesses. In fact, Mailchimp only has 5 metrics , while Klaviyo can support unlimited segment sizes .
Analysis and reporting
MailChimp dashboard reports are limited to revenue generation , meaning there is no way to break them down by source (campaign or automation). Additionally, their attribution model is not customizable and has a 30-day window .
For Klaviyo, however, data analysis is an “obsession”, you will find dozens of ready-made reports and the possibility of customization that no other email marketing platform can give you. You can also customize the attribution window and monitor the results of Automatic Flows and email campaigns in a simple and efficient way.
Automations
Mailchimp still has too little flexible automation because it is based only on “tags” and “audiences”. This makes it difficult to create more detailed flows. In addition, some key e-commerce automation flows are not customizable.
The last point against Mailchimp on this feature is the imposition of predefined triggers (the conditions for which an automatic flow is activated and sends emails) not allowing the creation of personalized experiences based on the Custom Events or Customer Journeys API.
With Klaviyo , the possibilities are endless! You have a library of ready-to-use flows at your disposal or you can build them based on related metrics:
to emails (opening, clicking, etc.)
on ecommerce related metrics (order value, number of orders, etc.)
important actions (any! cart, product view etc)
dynamic segments (that satisfy the conditions)
static lists
Predictive metrics (this one is the bomb), klaviyo lets you predict when a user will place their next order, based on AI and customer history.
Newsletter Template Generator
Klaviyo’s Showcase lets you see and use high-performance templates for your emails . Mailchimp’s are nothing like these, and the editor often has crashes and bugs.
Signup Forms: Everything Easier with Klaviyo!
Klaviyo signup forms can be easily triggered based on highly specific customer activity or behavior.
You can easily create multi-step popups, reserved offers (i.e. visible only to certain lists)
What does Klaviyo win at?
As you may have guessed from the previous chapters, Klaviyo allows companies and e-commerce to grow and keep up with their success . However, I want to give you some more data in favor of this tool.
Scalability
Klaviyo has proven that it can help smaller or new brands become multi-million dollar businesses (e.g. ColourPop, Steve, Madden, Outdoor Voices).
Furthermore, it has no limit on the amount of data we can store; whereas Mailchimp is limited in this.
Klaviyo Data Science and Predictive Analytics
Klaviyo offers data science features that Mailchimp doesn’t. For example, it has benchmarking features to track a group’s performance and identify ways to optimize their marketing program.
Plus, Klaviyo’s data science suite comes backed by a team of over 140 data scientists and ML engineers , all included at no additional cost.
Why Klaviyo is the email marketing platform for ecommerce
By choosing Klaviyo (which I am a partner of) you can take advantage of a series of tools and data, INCREDIBLE for ecommerce to maximize the return on investment. Here are the main ones:
Database segmentation , through proprietary and integrated data, to know (live) the customer buyer journey. In this way, you will be able to send RELEVANT communications;
Automatic flows that optimize our time and increase the relevance of our communications (and offers);
Data and tests to constantly improve performance;
Reporting to monitor the effectiveness of our KPIs and to validate the strategy we have adopted;
Connection to email database and Facebook audiences for sponsored ads to maximize advertising budget.
My experience
As a Digital Strategist, I decided to partner with Klaviyo because it provides me with a series of essential tools to build efficient purchasing paths around customers.
