Klaviyo logo and Hubspot logo

Ecommerce email marketing comparison: Klaviyo vs HubSpot

As an ecommerce business, you likely utilise technology to market your goods or services to customers. Email marketing provides a way for you to send targeted communications to your customers, and can even be automated using specific triggers and metrics. With 99% of email users opening their inbox at least once per day, email marketing is an effective means of acquiring new customers and nurturing your relationship with existing ones.

In this article, we will take a look at two popular email marketing tools: Klaviyo and HubSpot. Read on to find out which software would work best for your business. Click on one of the links below to jump to that section:

Klaviyo vs HubSpot: Overview



Monthly price plans

  • Free plan: Up to 250 contacts and 500 email sends
  • $20: Up to 500 contacts and unlimited email sends
  • $30: Up to 1,000 contacts and unlimited email sends
  • $45: Up to 1500 contacts and unlimited email sends
  • $60: Up to 2500 contacts and unlimited email sends

Then plus $10 for every additional 500 contacts.

Email marketing is available through the HubSpot Marketing Hub on the free plan. Additional functionalities are added as you move up the pricing tiers, which are:

  • Starter: from $45 (everything in Free plus simple form follow-up emails and landing page reporting)
  • Professional: from $800 (everything in Starter plus marketing automation and custom reporting)
  • Enterprise: from $3,200 (everything in Professional plus account-based marketing, adaptive testing and user roles)


Wide selection of ready-to-go integrations available, including:

  • Facebook
  • Shopify and Shopify Plus
  • Magento 2
  • WooCommerce
  • Privy
  • Salesforce Commerce Cloud
  • ReCharge
  • BigCommerce
  • Aftership

Klaviyo also has an API so you can create custom integrations.

A variety of integrations to suit a range of marketing needs, including:

  • Shopify
  • WooCommerce
  • Facebook
  • Magento 2
  • Square
  • Wix
  • BigCommerce
  • Smile.io
  • Ship Station

Analytics and reporting

A personalised dashboard provides ecommerce-related reports and email marketing analytics that your business can build from.

Set up and create flexible dashboards using a drag-and-drop layout to generate custom reports relating to marketing, sales and more.

Flows and automation

Super-specific flows to automate key processes and messages, designed to build strong relationships with customers.

Use the visual editor to create simple or complex workflows using advanced segmentation logic. Automated marketing emails through workflows only available on the Professional and Enterprise plans.

Ease of use

A powerful but user-friendly software that is easy to navigate and use after a bit of a learning curve.

A simple and user-friendly interface. More to learn than Klaviyo but still relatively easy to navigate.


Best for small to medium ecommerce businesses that sell B2C.

Best for medium businesses with their own sales team. Typically used for ecommerce businesses but can also be used for general marketing. Ideal for B2C and B2B.

A/B testing

Advanced A/B testing feature to help you determine which subject line and email marketing content generates the most leads.

Only available on the Professional and Enterprise plans.

Customer support

Detailed online Help Center for all users, as well as email support and live chat functions for paid subscribers.

Detailed online Help Centre as well as 24/7 support via telephone, email or live chat.

Email marketing features

When choosing an email marketing platform, it is important to consider the features you can access through that software. Klaviyo and HubSpot each offer a number of pre-set email templates for you to choose from, with Klaviyo also featuring a newsletter builder that is ideal for ecommerce businesses. Klaviyo’s themed templates are easy to customise using the drag-and-drop editor and have built-in UX optimisation.

When it comes to streamlining your email marketing, the ability to automate your workflow can be invaluable. Klaviyo is a sophisticated email marketing automation tool that has built-in autoresponders and allows you to use automated list imports. By drawing data from a number of sources, only the most relevant content is sent to your subscribers. This includes updates on product restocks, next order predictions and abandoned cart reminders.

As your consumer base grows, segmentation is a useful way of targeting information to relevant channels and can be achieved via both HubSpot and Klaviyo. Unlike HubSpot, Klaviyo offers pre-built segmentation tools for purchase frequency, browsing behaviour, acquisition source, purchase size and other ecommerce-driven metrics. HubSpot’s list segmentation capabilities automatically update contact information because they are powered by your CRM. You can create lists based on when leads were acquired, form submission entries, recipient location and more.

Whilst Klaviyo focuses on growing your ecommerce business, the HubSpot Marketing Hub means that you get more marketing-specific features besides email with your monthly subscription. This includes social media management, ad tracking, blog content and video.


Both Klaviyo and HubSpot offer a variety of integrations, ideal for boosting your operations and providing useful data to inform your marketing campaigns. Both platforms connect with major ecommerce platforms, including Magento, Shopify, WooCommerce, Amazon Marketplace and BigCommerce.

Integrating your social media with Klaviyo or HubSpot allows your business to utilise existing customer data to improve your products, services, marketing and sales processes. Both services integrate with social media such as Facebook and Instagram to increase click-through rates and lead generation. With Klaviyo, you can harness the power of user-generated content and influencer marketing through integrations such as GrowthHero, Upfluence and Sauce.

Both tools provide detailed analytics reports that are invaluable to businesses of all sizes. Whilst HubSpot can integrate analytics data from more channels, Klaviyo offers a perhaps stronger ecommerce analytics function that clearly breaks down your performance indicators. This in turn allows for an efficient business response to improve your overall sales and market reach.

Ecommerce viability

For medium to large enterprises with the spending capacity to subscribe to HubSpot, this service is likely to prove the most beneficial. HubSpot is a comprehensive platform that provides a wealth of tools to businesses looking to expand their market reach and increase their sales. Suitable for both in-person stores and ecommerce businesses, HubSpot is an adaptable and versatile option.

For ecommerce-only businesses, Klaviyo is the clear winner. This is an invaluable email marketing tool for transforming subscribers into returning customers. With an extensive feature set including ecommerce-related automated workflows and targeted emails for everything from welcome series to production recommendations, as well as usable reports and analytics, Klaviyo is a powerful tool that any growing ecommerce should consider.

Related content

Ecommerce email marketing comparison: Klaviyo vs Flodesk

Ecommerce email marketing comparison: Klaviyo vs GetResponse

Ecommerce email marketing comparison: Klaviyo vs Constant Contact