Klaviyo vs Mailchimp.
For stores that treat email as a revenue channel, Klaviyo is usually the stronger fit because it is built around store events such as browsing, carts and orders. Mailchimp remains a sensible, approachable choice for simple newsletters and small lists. Pick on how much behavioural targeting you genuinely need, and check current features before deciding.
Side by side.
| Feature | Klaviyo | Mailchimp |
|---|---|---|
| Ecommerce focus | Built around store data from the start | Broader marketing tool with store integrations |
| Behavioural segmentation | A core strength, with fine-grained conditions | Available, often simpler to set up but less granular |
| Flow builder | Branching, filters and splits aimed at lifecycle moments | Capable journeys, lighter on ecommerce logic |
| Template flexibility | Drag and drop plus custom code and dynamic blocks | Long-established editor, easy for first-time designers |
| SMS | Offered alongside email, check current regions | Offered in some form, check current availability |
| Ease for beginners | Gentle at the start, deeper once you build flows | Widely seen as very approachable |
| Revenue reporting | Attributed revenue by flow and campaign | Reporting leans toward campaign engagement |
| Typical fit | Stores where repeat purchase matters | Newsletters, small lists, mixed business types |
Klaviyo suits you if.
- Stores whose growth depends on repeat customers
- Teams that want cart, browse and post-purchase flows driven by real events
- Brands that plan to segment by products viewed or bought
- Merchants ready to invest a little time in setup for a deeper tool
Mailchimp suits you if.
- Very small lists that mainly need a monthly newsletter
- Businesses that are not purely ecommerce and want one general tool
- Beginners who value a long-established, familiar editor
- Stores that do not yet plan automated lifecycle emails
Our view.
The honest difference is centre of gravity. Klaviyo started with ecommerce events and shows it in segmentation and flows. Mailchimp grew from newsletters and shows it in an approachable editor and a wide general feature set. Neither is wrong; they are aimed at different jobs.
Disclosure: Inferno Emails builds in Klaviyo, so we are not neutral. If your store sends only occasional newsletters, Mailchimp may serve you well and moving would be effort without reward. Check each vendor's current plans and features before you decide.
Moving from Mailchimp to Klaviyo.
- Export your subscribers from Mailchimp with their consent status, tags and signup dates, and keep unsubscribed and cleaned contacts as a suppression list.
- Connect your store to Klaviyo so historical orders and products sync before you build anything.
- Import the list into Klaviyo, mapping tags to properties or segments you will actually use.
- Rebuild your welcome and cart flows first, then recreate your best-performing templates.
- Run both tools briefly, then switch sending over and close the old automations to avoid duplicate emails.
Plans, features and limits change often. Check each vendor's current documentation before you decide.
Want a second opinion on your own account? See our klaviyo email marketing service or book a free audit.
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