Pick / avoid summary (fast)
Skim these triggers to pick a default, then validate with the quick checks and constraints below.
- ✓ You're on Shopify/BigCommerce and revenue-per-email is your primary optimization metric
- ✓ Cart abandonment, browse abandonment, and post-purchase flows are critical revenue drivers
- ✓ You need predictive analytics (CLV, churn risk) to drive segmentation strategy
- ✓ You're not on an e-commerce platform—Klaviyo's value is built around order data
- ✓ You need general email campaigns (newsletters, announcements) without e-commerce complexity
- ✓ Email template design quality is more important than revenue attribution
- × Contact-based pricing gets expensive: 10,000 contacts is $150/mo (email only); 50,000 contacts is $720/mo
- × SMS pricing is separate and usage-based; combined email + SMS costs can double at scale
- × Contact-based pricing escalates rapidly: 10,000 contacts on Standard is $100/mo; 50,000 contacts is $299/mo
- × Automation depth is limited compared to ActiveCampaign—no conditional branching, limited triggers
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CheckAt 25,000 contacts, Klaviyo costs $400/mo vs Mailchimp's $220/mo—the $180 difference must generate measurable revenue lift
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The trade-offe-commerce revenue precision and predictive analytics vs general-purpose simplicity and design quality
At-a-glance comparison
Klaviyo
E-commerce-focused email and SMS platform with native Shopify/BigCommerce integration, per-email revenue attribution, and predictive analytics. Free for 250 contacts; pricing scales with list and SMS volume.
- ✓ Native Shopify integration syncs order data, product catalog, and customer profiles in real time—deepest in market
- ✓ Per-email revenue attribution shows exactly which campaign, flow, or segment drives revenue
- ✓ Predictive analytics: customer lifetime value, next order date, and churn risk built in
Mailchimp
The most widely adopted email marketing platform with intuitive drag-and-drop builder, basic automation, landing pages, and 300+ integrations. Free for 500 contacts; Standard $13.99/mo.
- ✓ Easiest email builder in the market: drag-and-drop with 100+ professionally designed templates
- ✓ Free tier includes up to 500 contacts, 1,000 sends/mo, and basic automation—good for testing
- ✓ Standard plan ($13.99/mo for 500 contacts) unlocks automation, A/B testing, and custom templates
What breaks first (decision checks)
These checks reflect the common constraints that decide between Klaviyo and Mailchimp in this category.
If you only read one section, read this — these are the checks that force redesigns or budget surprises.
- Real trade-off: E-commerce-native revenue attribution and predictive analytics versus general-purpose simplicity and lower entry cost.
- Email Simplicity vs Automation Depth: Map your current automation needs: simple drip sequences vs multi-branch conditional flows
- Contact-Based vs Send-Based Pricing: Calculate total contacts vs average monthly sends to model cost on both pricing models
- E-commerce Native vs General Purpose: Determine if revenue-per-email and order-level attribution are must-have metrics
Implementation gotchas
These are the practical downsides teams tend to discover during setup, rollout, or scaling.
Where Klaviyo surprises teams
- Contact-based pricing gets expensive: 10,000 contacts is $150/mo (email only); 50,000 contacts is $720/mo
- SMS pricing is separate and usage-based; combined email + SMS costs can double at scale
- Primarily designed for e-commerce—limited B2B features like lead scoring or ABM
Where Mailchimp surprises teams
- Contact-based pricing escalates rapidly: 10,000 contacts on Standard is $100/mo; 50,000 contacts is $299/mo
- Automation depth is limited compared to ActiveCampaign—no conditional branching, limited triggers
- Premium tier ($299/mo) required for advanced segmentation, comparative reporting, and multivariate testing
Where each product pulls ahead
These are the distinctive advantages that matter most in this comparison.
Klaviyo advantages
- ✓ Native Shopify integration with real-time order data, product catalog, and customer profile sync
- ✓ Per-email revenue attribution—know exactly which send drives how much revenue
- ✓ Predictive analytics: customer lifetime value, next order date, and churn risk scoring
Mailchimp advantages
- ✓ Lower entry cost and broader free tier for non-e-commerce use cases
- ✓ Best-in-class email template designer with polished, brand-ready layouts
- ✓ Broader integration ecosystem for general websites, blogs, and non-e-commerce platforms
Pros and cons
Klaviyo
Pros
- + You're on Shopify/BigCommerce and revenue-per-email is your primary optimization metric
- + Cart abandonment, browse abandonment, and post-purchase flows are critical revenue drivers
- + You need predictive analytics (CLV, churn risk) to drive segmentation strategy
- + SMS + email cross-channel automation in one platform matters for your campaigns
- + Your AOV justifies the premium—revenue attribution pays for itself on high-value orders
Cons
- − Contact-based pricing gets expensive: 10,000 contacts is $150/mo (email only); 50,000 contacts is $720/mo
- − SMS pricing is separate and usage-based; combined email + SMS costs can double at scale
- − Primarily designed for e-commerce—limited B2B features like lead scoring or ABM
- − No built-in CRM for sales pipeline management; relies on e-commerce platform as source of truth
- − Template builder is functional but less design-polished than Mailchimp's drag-and-drop editor
- − Predictive analytics accuracy depends on data volume; new stores with <1,000 orders get less value
- − No free plan above 250 contacts—competing platforms offer more generous free tiers
Mailchimp
Pros
- + You're not on an e-commerce platform—Klaviyo's value is built around order data
- + You need general email campaigns (newsletters, announcements) without e-commerce complexity
- + Email template design quality is more important than revenue attribution
- + Budget is tight and list is small (<5,000)—Mailchimp's pricing is lower at small scale
- + You need broad integrations beyond e-commerce (WordPress, Squarespace, etc.)
Cons
- − Contact-based pricing escalates rapidly: 10,000 contacts on Standard is $100/mo; 50,000 contacts is $299/mo
- − Automation depth is limited compared to ActiveCampaign—no conditional branching, limited triggers
- − Premium tier ($299/mo) required for advanced segmentation, comparative reporting, and multivariate testing
- − Affiliate marketing content restricted—Mailchimp's terms prohibit many affiliate-heavy use cases
- − No built-in CRM for sales pipeline management—separate tool needed for lead scoring
- − E-commerce integration exists but revenue attribution is basic compared to Klaviyo's per-email ROI
- − Intuit acquisition shifted pricing upward: legacy free tier (2,000 contacts) reduced to 500 contacts
Keep exploring this category
If you’re close to a decision, the fastest next step is to read 1–2 more head-to-head briefs, then confirm pricing limits in the product detail pages.
FAQ
How do you choose between Klaviyo and Mailchimp?
Klaviyo wins for Shopify/DTC brands where revenue-per-email is the primary metric. Mailchimp wins for general email marketing where e-commerce isn't the focus. The decision is straightforward: if you sell products online and need revenue attribution, Klaviyo; if you send newsletters and campaigns without e-commerce, Mailchimp.
When should you pick Klaviyo?
Pick Klaviyo when: You're on Shopify/BigCommerce and revenue-per-email is your primary optimization metric; Cart abandonment, browse abandonment, and post-purchase flows are critical revenue drivers; You need predictive analytics (CLV, churn risk) to drive segmentation strategy; SMS + email cross-channel automation in one platform matters for your campaigns.
When should you pick Mailchimp?
Pick Mailchimp when: You're not on an e-commerce platform—Klaviyo's value is built around order data; You need general email campaigns (newsletters, announcements) without e-commerce complexity; Email template design quality is more important than revenue attribution; Budget is tight and list is small (<5,000)—Mailchimp's pricing is lower at small scale.
What’s the real trade-off between Klaviyo and Mailchimp?
E-commerce-native revenue attribution and predictive analytics versus general-purpose simplicity and lower entry cost.
What’s the most common mistake buyers make in this comparison?
Using Mailchimp for Shopify e-commerce because it's familiar, missing per-email revenue tracking that Klaviyo provides natively.
What’s the fastest elimination rule?
Pick Klaviyo if you sell products online and revenue-per-email is how you measure success
What breaks first with Klaviyo?
Contact + SMS cost at scale: 50,000 contacts ($720/mo email) + SMS can exceed $1,200/mo combined. Teams wanting B2B features hit Klaviyo's ceiling fast—no lead scoring, no CRM, no attribution beyond e-commerce. Predictive analytics overpromise for small stores—<500 orders produces unreliable predictions.
What are the hidden constraints of Klaviyo?
SMS credits are separate from email pricing; a combined email+SMS program can cost 2x the email-only price. Predictive analytics require minimum order volume (~500+ orders) to generate meaningful predictions. Email pricing jumps at thresholds: 10,000 contacts ($150/mo), 25,000 ($400/mo), 50,000 ($720/mo).
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Sources & verification
We prefer to link primary references (official pricing, documentation, and public product pages). If links are missing, treat this as a seeded brief until verification is completed.