Ecommerce email marketing comparison: Klaviyo vs Omnisend
When you're operating an ecommerce store, ensuring that each and every aspect of your operation is as optimised for growth as possible is key. This means streamlining key processes related to business efficiency and customer service, including your marketing channel.
One way of achieving this is through the support of some sophisticated email marketing automation software. Such a tool can ensure every email marketing campaign is engaging for current and potential customers alike, using a variety of advanced features and data sources to do so.
There are several email marketing platforms available today, not all of which are designed specifically for ecommerce. Therefore, it's important to research a number of different tools before agreeing to a subscription.
In this article, we're going to compare Klaviyo and Omnisend—two very popular tools with a number of similarities and differences—to help you understand which one is right for your ecommerce store. Click on one of the links below to jump to that section:
- Klaviyo vs Omnisend: Overview
- Ease of use and dashboard
- Email marketing features
- Ecommerce viability
Klaviyo vs Omnisend: Overview
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Klaviyo |
Omnisend |
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Monthly pricing |
Then an extra $10 per month after this for every additional 500 contacts. |
These prices are for email only—there are additional charges to include SMS. |
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Integration |
A variety of native and third-party integrations available, such as:
You can also create custom integrations using the open API. |
A variety of store connections and third-party app integrations, such as:
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Automation |
Dozens of pre-built automation flows which are customisable across lists, metrics, dates and times, events and more. Allows you to send personalised emails to subscribers for welcome series, next order predictions, product restocks, product price drops, browse and cart abandonment and more. |
Drag and drop email, SMS and web push notifications into a single workflow. Automation Editor allows you to adjust welcome series, product/cart abandonment and order/shipping confirmation emails. |
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Usability |
Slight learning curve but relatively simple to use with an intuitive interface, drag-and-drop editor, plenty of email templates and lots of instructional aid along the way. |
Ideal for the email marketing beginner or businesses with smaller budgets. Easy to use with simple email templates but a more limited feature set and design options than Klaviyo. |
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Audience segmentation |
Build as many segments as you want with unlimited criteria and no limits on data. Segment audiences based on transactional, behavioural and personal data. Integrate with other data sources including your ecommerce platform to improve segmentation. |
Create targeted audience segments based on product purchases, discount code use, demographic data and other key metrics. Number of segments allowed are limited based on subscription plan. |
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Analytics and reporting |
An advanced and customisable reporting dashboard that uses historical and recent data to provide detailed insights such as return on investment, revenue per email recipient and more. |
Reports data limited to the past 18 months and advanced reporting is only available for top tier subscribers. |
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A/B testing |
Advanced A/B testing capabilities including sender name, subject line, email send time, content and more. |
Limited A/B testing of sender name and subject lines only. |
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Customer support |
A community form and support system of webinars, tutorials and articles for all subscribers. Live chat and email support for paid subscribers only. |
Knowledge Base, email and Facebook Messenger support for all subscribers. In-app live chat available for paid subscribers. |
Ease of use and dashboard
Omnisend is ideal if you are a novice email marketer and are looking for beginner-friendly automation, rather than advanced features and subscriber segmentation. The simple backend design and easy-to-use dashboard mean you can set up and implement your first campaign and welcome series quickly.
Klaviyo, on the other hand, does have a more advanced feature set and this comes with a comparatively steeper learning curve. This is easy enough to overcome, however, and you will find that the intuitive tool has everything a growing ecommerce store could need from an email marketing platform including built-in templates and automation workflows to help your first campaign get up and running in no time.
The Klaviyo dashboard is clean and clear, displaying key information relating to analytics, lists and segments, campaigns and automation flows, as well as total revenue from the past seven, 30, 90 or 365 days.
Email marketing features
Email marketing is at its best when it has a wide range of features for companies to access. For example, segmentation should be one of the key aspects of any marketing campaign, ensuring that each email reaches the right customer.
Klaviyo does not limit the number of segments you can create or the criteria and data used to build them. Omnisend do offer segmentation, but the number of segments you can create depends on your subscription plan and the capabilities are not as advanced as Klaviyo’s.
The same is true for A/B testing; with Omnisend this is limited to sender name and subject lines only, whereas Klaviyo offer this as well as email send time, content and more.
Automated workflow capabilities are another important factor to look for in an email marketing platform. For example, you can start a welcome series that is triggered when a customer creates an account with your online store or places their first order. Klaviyo and Omnisend both provide this type of automation, but Klaviyo has a more extensive feature set than Omnisend. This includes automated emails about product restocks, price drops and personalised discount codes to encourage customers to complete a cart abandonment.
Ecommerce viability
In terms of the viability of each piece of software for ecommerce purposes, both are strong platforms in their own right that specialise in different areas of the industry.
Klaviyo is incredibly sophisticated marketing software that allows users to tailor every email campaign in an intelligent and meaningful way, informed by historical and recent data from a number of sources. This is ideal for ecommerce businesses in need of a data-driven approach to growth and boosting sales.
Because Omnisend is simpler to use initially, it is better suited to email marketing beginners and businesses with a small budget that can’t currently accommodate the time or energy needed for training and knowledge development. It is also more appropriate for marketers working in other online industries, as Klaviyo is designed specifically for ecommerce.
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