We earn referral fees from both Mailchimp and Klaviyo. The winner is decided on the same six-category rubric we use for everything else. Read the full policy.
Mailchimp vs Klaviyo
One was built to send a beautiful newsletter to a list. The other was built to print money for ecommerce brands. The right answer depends entirely on what you sell.
Pick Klaviyo if you sell things online. The Shopify integration is best in class, abandoned-cart flows convert, and revenue attribution is built in so you can see the dollar value of every flow. Pick Mailchimp if you do not sell things online it is friendlier to start, generous on the free tier, and perfectly fine for newsletters and the kind of basic automation most service businesses need.
Side by side.
| What we measured | Mailchimp | Klaviyo | Winner |
|---|---|---|---|
| Overall verdict | 4.1 / 5 | 4.7 / 5 | Klaviyo |
| Starting price | Free / $13/mo | Free / usage-based | Tie |
| Free plan generosity | 500 contacts | 250 contacts | Mailchimp |
| Shopify integration | Adequate | Best in class | Klaviyo |
| Abandoned-cart flows | Basic | Excellent | Klaviyo |
| Revenue attribution | Limited | Native | Klaviyo |
| SMS marketing | Add-on | Native | Klaviyo |
| Newsletter editor | Excellent | Very good | Mailchimp |
| Ease of use | Friendliest | Capable | Mailchimp |
| Pricing at scale | Steep above 50k | Steep above 50k | Tie |
- ◆ You do not sell physical products online
- ◆ You want the friendliest place to send your first newsletter
- ◆ The free tier might carry you for a year
- ◆ Your team is not full-time marketers
- ◆ You like the templates more than you should admit
- ◆ You sell on Shopify or WooCommerce and care about revenue per email
- ◆ You want abandoned-cart flows that actually convert
- ◆ You want SMS in the same tool as email
- ◆ You think in segments, not lists
- ◆ You will outgrow Mailchimp inside the first year
If you sell online, just start with Klaviyo. The migration cost from Mailchimp to Klaviyo six months in is the most predictable mistake we see ecommerce brands make. If you do not sell online, Mailchimp is fine and probably free for longer than you think.