Published on Apr 29, 2025 6 min read

Klaviyo vs. Mailchimp: Best Email Marketing App in 2025

Email marketing is a powerful tool for businesses in 2025, and choosing the right platform can make all the difference in your campaign's success. Two of the most popular options are Klaviyo and Mailchimp. Both offer robust features, but which one best fits your needs? In this article, we'll explore the features, benefits, and drawbacks of Klaviyo and Mailchimp. We'll highlight key differences to help you decide which email marketing app suits your business best.

What Is Klaviyo?

Klaviyo is a cloud-based marketing automation platform focused primarily on helping e-commerce brands grow through personalized email and SMS campaigns. Designed to pull in real-time customer data, Klaviyo allows businesses to create tailored marketing messages that boost engagement and conversions.

Key Features of Klaviyo:

1. Advanced Segmentation:

Klaviyo allows you to create highly targeted customer segments using various data points. You can filter users based on behavior, location, purchase frequency, browsing patterns, etc. This helps you send relevant and timely personalized messages. With dynamic segmentation, customer groups update in real-time, ensuring your campaigns always reflect the most accurate audience data. The result? Better engagement and improved conversions.

1. Automation Workflows:

Klaviyo’s automation tools are designed to save time and increase efficiency. You can build smart flows for welcome series, cart abandonment, re-engagement, and more. These flows use triggers based on user activity, such as visiting a page or purchasing. You can also set up win-back and upsell sequences to maximize customer lifetime value. Each workflow is fully customizable with drag-and-drop controls. The system runs on autopilot but feels deeply personal to your audience.

1. Third-Party Integrations:

Klaviyo integrates with major e-commerce platforms like Shopify, WooCommerce, BigCommerce, and Magento. These integrations pull in rich customer data directly from your store, making it easy to personalize emails based on order history, product views, and cart activity. Klaviyo also connects with tools like Facebook Ads, Stripe, and Zapier. The integration options extend your reach and improve marketing automation. With everything syncing in real-time, your campaigns stay relevant and impactful.

1. SMS Marketing:

With Klaviyo’s built-in SMS marketing tools, you can reach your audience via email and text from a single dashboard. SMS can be added to any email flow for a more interactive, timely customer journey. Use it for flash sales, order updates, or quick promos. Messages are personalized using the same segmentation and behavioral triggers as emails. SMS opens up another direct line of communication with higher open rates. It’s ideal for increasing engagement and driving fast responses.

What Is Mailchimp?

Mailchimp started as an email marketing service but has since evolved into a full-fledged platform. It's ideal for startups, small businesses, and content creators who want user-friendly tools for running marketing campaigns across email, web, and social media.

Key Features of Mailchimp:

1. Drag-and-Drop Editor:

Mailchimp’s drag-and-drop editor makes designing professional emails quick and easy. You don’t need any coding skills to create stunning, responsive layouts. Simply choose your blocks, arrange them, and customize the design to suit your brand.

1. Pre-Designed Templates:

Mailchimp gives you access to a vast library of pre-designed email templates. Whether it’s a promotional campaign or a newsletter, there’s a layout to match your brand. You can easily tweak colors, fonts, and images to make it your own.

1. Basic Automation:

Mailchimp allows you to automate essential email flows like welcome messages, birthday greetings, and follow-ups. These automated touches help maintain consistent communication with your audience, and it’s a great way to build relationships without manually sending each email.

1. All-in-One Toolkit:

Beyond email marketing, Mailchimp equips you with tools for landing pages, CRM, surveys, and even social media posting. You can manage your entire marketing strategy from a single platform. This makes it ideal for small businesses looking to streamline their efforts.

Klaviyo Vs. Mailchimp: Pros & Cons

Pros of Klaviyo:

• Highly Personalized Campaigns: Advanced segmentation helps create deeply personalized customer experiences.
• Revenue Attribution: See exactly how much revenue each email generates.
• E-commerce First: Purpose-built for online stores and integrates seamlessly with top platforms.
• Multi-Channel Capability: Offers email and SMS under one roof for a holistic marketing approach.

Cons of Klaviyo:

• Pricey for Beginners: More expensive than Mailchimp, especially for growing email lists.
• Steeper Learning Curve: Not ideal for non-technical users or those new to email automation.
• Fewer Templates: It doesn't offer as many pre-built design templates compared to Mailchimp.

Pros of Mailchimp:

• User-Friendly Interface: Intuitive for users with little or no experience.
• Budget Friendly: Free plan with generous features for small lists (up to 500 contacts).
• Marketing Beyond Email: Includes landing pages, ads, postcards, and social media tools.
• Template Variety: Extensive library of responsive, professional email templates.

Cons of Mailchimp:

• Limited Segmentation: Not as robust as Klaviyo regarding behavioral targeting.
• Basic Automation Flows: Fewer advanced triggers and conditions in workflows.
• Weaker E-commerce Focus: Lags behind Klaviyo in terms of e-commerce-specific functionality.

Key Differences Between Klaviyo and Mailchimp:

While both tools offer email marketing solutions, Klaviyo stands out for its advanced segmentation, superior e-commerce integrations, and deep data analytics. Mailchimp, on the other hand, is more accessible with its user-friendly design and broader marketing features like landing pages and social posts.

If you're focused on transactional emails and customer lifecycle automation, Klaviyo is the clear winner. But if you want an all-in-one starter toolkit, Mailchimp has more versatility for general use.

Which Email Marketing App will be best in 2025?

In 2025, both Klaviyo and Mailchimp will continue to be top contenders in the email marketing landscape. However, the best choice depends on your business type, marketing goals, and budget.

Choose Klaviyo: if you run an e-commerce business, need deep segmentation, and want highly personalized, automated campaigns with strong ROI-tracking tools. Suppose your strategy includes email and SMS campaigns in one seamless flow, and you're focused on tracking how your emails directly impact revenue. In that case, Klaviyo delivers the tools you need to maximize ROI.

Choose Mailchimp: if you're a small business owner, freelancer, or content creator who wants a simple, all-in-one marketing platform without a steep learning curve. Suppose you're starting on a limited budget and want a user-friendly platform that helps manage landing pages, social media posts, and basic CRM functions. In that case, Mailchimp is the all-in-one toolkit to consider.

Conclusion

No two businesses are the same, and neither are their marketing needs. Klaviyo stands out for data-rich, e-commerce-focused brands that rely on real-time customer behavior and detailed segmentation. Mailchimp, however, is perfect for those who value simplicity, affordability, and a broad set of marketing tools in one place. Your ideal platform depends on your business size, budget, and long-term strategy.

Ready to elevate your email marketing game? Choose the platform that fits your 2025 vision—and start turning casual subscribers into loyal, revenue-generating customers with smart, targeted campaigns today.