Klaviyo vs. Mailchimp: A Complete Comparison

Many eCommerce businesses today use eCommerce marketing tools to grow their brand, but it can be a tough decision to choose the right tool you want to invest in. When it comes to email marketing platforms, two tools lead the pack: Klaviyo and Mailchimp.

While Mailchimp was designed specifically for email marketing, Klaviyo was built specifically for eCommerce stores and offers more than just email marketing.

So when it comes to email marketing software, which is best? It's likely that both Klaviyo and Mailchimp are great eCommerce marketing tools that will help you get the job done, but both have their pros and cons.

Feature Breakdown

To compete in today’s market, growing eCommerce businesses need the right tools in place to create a seamless customer experience. Every channel needs to be in sync to provide customers with personalized, relevant content that aligns with their needs and encourages them to make a purchase. In fact, 55% of companies see better visitor engagement, and 51% see increased conversion rates when they personalize content.

of companies see increased conversion rates when they personalize content

But what features are most important for creating that personalized content, and which eCommerce email marketing platforms offer those features? We’re diving into the two most popular email marketing platforms to answer that question and help you decide which platform is best for your business.


Many businesses these days, and especially eCommerce businesses, rely on a tech stack of various digital tools to get things done. Using those tools is exponentially easier when they all work seamlessly together.


Mailchimp has more than 270 integrations and integrates with all the major CRMs and social tools out there—including eCommerce platforms BigCommerce, Magneto, Square, and WooCommerce. Mailchimp also allows users to use Zapier to add Mailchimp to additional platforms, and Automate.io can even connect Google Sheets and Slack. The one major eCommerce platform that Mailchimp doesn't integrate with is Shopify, which might be a deal-breaker if that's your main eCommerce tool.


Klaviyo has more than 140 integrations and integrates with the big names in eCommerce like WooCommerce and BigCommerce as well. While there are fewer integrations than Mailchimp, Klaviyo has the benefit of integrating with Shopify and Amazon Marketplace as well. For those companies that exclusively use these platforms, Klayvio will be the clear standout due to its integration abilities.


Segmentation can be a great tool for helping you create groups of contacts so you can use automation to target those customers with specific messaging that speaks to them.

What’s a Rich Text element?

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The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element
can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.