Omnisend vs. Klaviyo: A Feature For Feature Comparison

A man comparing features between Omnisend and Klaviyo while sitting on a yellow chair in an office.

With the recent Mailchimp and Shopify split, many ecommerce marketers have been left wondering what to do for their email marketing strategies.

If there are two names that come up most often when talking about Mailchimp alternatives, it’s Klaviyo and Omnisend. There’s been quite a bit of debate from customers using both tools over which is better, and today, we’ve got your answer.

We’re going to go through a feature by feature comparison. Omnisend vs Klaviyo: which is the better tool for your ecommerce email marketing strategy?

Let’s find out:

Omnisend vs Klaviyo: Who Is Each Platform Built for?

Both platforms position themselves as specifically built for ecommerce marketing. Both Omnisend and Klaviyo integrate and play nice with the biggest ecommerce platforms, like Shopify, Shopify Plus, BigCommerce, Magento, and WooCommerce. With that said, Omnisend integrates more easily with Prestashop, Drupal Commerce, and Opencart.

Both Klaviyo and Omnisend offer an impressive amount of third-party integrations, ranging from loyalty and rewards programs to shipping tracking providers, and checkout services.

So far, both tools seem pretty similar and stack up evenly against one another. Now let’s dive a bit deeper and take a look at each aspect of the battle Omnisend vs. Klaviyo.


Email Marketing: The Core Function of Omnisend and Klaviyo

Both Omnisend and Klaviyo have visual email composers allowing you to drag and drop elements into your email campaign. Both offer plenty of templates to get your creative juices flowing.

Let’s take a look at each email builder and compare them.

Klaviyo campaign

In Klaviyo’s email builder, you can add basic customizable text, images, columbs, buttons, and tables. Outside of that, you can’t add anything too flashy.

It’s definitely possible to create lovely emails using Klaviyo’s builder, but there are quite a few ecommerce-related things you’ll have to do manually. You can, however, add in products directly from your store which is a timesaver.

In Omnisend’s email builder, you have a lot more options for customization. You might start off with less templates than Klaviyo, but you have a lot more to work with in terms of the content you can create.

omnisend campaign 1

For example, Omnisend also offers the Product Picker feature that allows you to pull products from your store directly into your campaign. You can also integrate with Nosto for smart product recommendations straight to your campaigns, making your products even more personalized for your customers.

Also, Omnisend offers more ecommerce-friendly features, like discount codes, scratch cards, and gift boxes that allow your customers to win their discounts in a more dynamic way. Additionally, you can add videos to your campaign, or custom HTML for more advanced users.

While Klaviyo’s email builder is nice, it’s ultimately missing some ecommerce features that will save online marketers a lot of time when creating campaigns.

Email Builder Features Klaviyo Omnisend
Drag and Drop Builder Yes Yes
Email templates Yes Yes
Mobile responsive Yes Yes
A/B Testing Yes Yes
Saveable content blocks Yes Yes
Product recommendations For certain categories Yes
Discount codes No Yes
Gamification No Yes

Email Marketing Winner: Omnisend


Which Tool Builds the Best Subscriber List?

Anyone who knows anything about email marketing knows that list building is crucial to your strategy. After all, it doesn’t matter if you have gorgeous campaigns if there’s no one to see them.

Both Omnisend and Klaviyo offer features that help you build your subscriber list organically from the visits on your site. Both offer embeddable forms and targeted popups to help you convert more visitors into subscribers.

However, only Omnisend offers landing pages, which are proven to convert more than any other kind of sign up form.

Also, Omnisend offers a gamified Wheel of Fortune sign up form that entices your customer to sign up to spin for their discount.

Wheel of fortune

Email List Building Features Klaviyo Omnisend
Embeddable forms Yes Yes
Popups Yes Yes
Landing Pages No Yes
Gamified Popups No Yes

Email Capture Winner: Omnisend


Which Tool Offers the Best Segmentation and Targeting?

Both Omnisend and Klaviyo offer targeting through segmentation to help you send the most relevant message to the right person at the right time.

Klaviyo’s segmentation is rather robust. However, it’s worth mentioning that some of the language used in their segmentation definitions can be a bit confusing.

Omnisend, for example, separates segments into three main categories:

  • Profile data: whatever kind of information you have on your customer
  • Campaign activity: how the customer has responded, or not responded to your campaigns
  • Shopping behavior: if the customer has added to their cart, browsed and abandoned, purchased in the last 30 days, etc

These segments make a lot of sense in terms of ecommerce because you can layer them based on what you need. For example, using profile data to target women in their 30s, then campaign activity to select only women who have clicked on the last 2 campaigns, and then shopping behavior to select only those who have purchased in the last 6 months.

With Klaviyo’s segmentation, the language is more basic, asking you to choose a definition based on “what someone has or hasn’t done” which could either be campaign related, shopping related, or something else. So this might be a bit confusing if you’re used to separating it a different way.

Finally, both Omnisend and Klaviyo allow you to sync your segments into Facebook Custom Audiences for retargeting ads, but only Omnisend allows you to sync those contacts for Google retargeting ads.

Segmentation Features Klaviyo Omnisend
Profile data Yes Yes
Campaign activity Yes Yes
Shopping behavior Yes Yes
Custom Properties (tags) Yes Yes
Facebook Audiences Yes Yes
Google Retargeting Ads No Yes

Segmentation Winner: It’s pretty much a tie, with Omnisend inching slightly ahead of Klaviyo


Which Tool Offers the Best Automation Workflows?

While both Omnisend and Klaviyo have been neck and neck up until this point, with small differences here and there in favor of Omnisend, things are about to change drastically.

The biggest differences in these two tools can be seen in their automation workflows.

Klaviyo certainly has a great visual workflow that is quite powerful. You can use conditional splits and trigger splits to create very complex workflows that are highly targeted to your subscribers.

Klaviyo workflow

However, automation workflows are for email only.

With Omnisend, you can create automated workflows that are just as powerful, and you can add in other channels to the same automated workflow.

For example, you can start an abandoned cart workflow with SMS, follow up with an email, engage your customer the next day with a push notification discount, and then follow up with an email from there. When your customer does finalize their purchase, you can send order and shipping notifications via Facebook Messenger, WhatsApp, or Viber.

All from one automated workflow.

omnisend workflow cart

This means you can provide omnichannel customer experience and offer your customers a choice in how they want to engage with your brand and on what channel.

So while Klaviyo helps you send the right message to the right person at the right time, Omnisend takes it a step further, allowing you to send that message on the right channel.

Features  Klaviyo Omnisend
Visual Automation Workflow Yes Yes
Cart/Browse Abandonment Yes Yes
Email Yes Yes
SMS No Yes
WhatsApp & Viber No Yes
Facebook Messenger No Yes
Push Notifications No Yes

Automation Winner: Omnisend, above and beyond


Which Tool Provides the Best Value for Price?

Both Omnisend and Klaviyo have pricing based on the number of subscribers you have. However, Klaviyo only has one plan that’s offered, which tends to get pricey quickly as you add more subscribers.

With Omnisend, there are two main plans for growing ecommerce merchants, with a Standard Plan starting at $16 per month and a Pro Plan starting at $199 per month. While the Standard plan offers most of the great email features Omnisend has, in order to take advantage of the omnichannel features, the Pro plan is your best bet.

However, Omnisend’s Standard plan is completely customizable. You can add on modules as you go to personalize your plan for scaling easily with your business. This way, you only choose the features you need as you need them.

Both tools tend to be on the pricier side compared to most ecommerce email marketing providers, however, this only attests that both position themselves for established online sellers who need more sophisticated features.

Subscriber Count Klaviyo Omnisend
Plans Klaviyo Basic Standard Plan Pro Plan
500 $20 $16 $199
1000 $30 $20 $199
5000 $100 $60 $199
10,000 $150 $102 $210

Winner: Depends on what you need and your subscriber count. Globally, a tie.


Biggest Takeaways:

  • Both tools are built for ecommerce merchants who are well established and looking to grow even more
  • Both tools integrate well with ecommerce platforms and third-party apps online sellers need
  • Omnisend nudges Klaviyo out with extra email marketing features for ecommerce
  • Omnisend offers more email capture options than Klaviyo
  • Both tools offer precise segmentation for great targeting
  • Omnisend is a clear winner in automation, offering far more channels for an omnichannel customer experience

When choosing something as critical as an email marketing provider, it’s important to do your homework and really test everything that the tool can offer your growing online store.

Try out both tools and see how they really work. After all, not every tool will be right for every business. But hopefully, this in-depth comparison has given you some good points to work from.

What are your favorite features from both tools? Let us know below!

This article was originally published by our friends at Omnisend.

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