Let’s start with the most important feature and see how you can build an email campaign in Klaviyo vs Omnisend.
Klaviyo Email Building
This platform makes it relatively easy to build email campaigns thanks to its simple email builder. You can upload your templates or use one of the good-looking Klaviyo templates. To start customizing them, you will rely on drag-and-drop functionality. However, compared to other platforms the customization options are rather limited. Some of the personalization possibilities include adding text, images, columns, tables, or buttons.
A feature you’ll find useful if you work in eCommerce is the fact that you can easily add products from your store into your email’s body.
Omnisend Email Building
Creating email campaigns also comes easy with this platform as it features a visual builder that allows you to drag and drop different elements. Although Omnisend provides fewer email templates than Klaviyo, this platform is more flexible in terms of email customization. You can easily add video content to your campaigns or use HTML coding to further personalize your emails.
This software also integrates quite well with eCommerce platforms, which enables you to add products to your email campaigns by using the Product Picker. You can create smart product recommendations with Omnisend if you also use Nostro. Other features that are useful for online stores include gift boxes, scratch cards, or unique discount codes.
Omnisend wins in this first round for its flexibility.
Each one of these tools offers specific features that allow you to draw leads and manage them with ease.
Klaviyo List Building
You can start building a list organically with Klaviyo by using the contact details you get from the people that visit your website. To be able to do this, the platform allows you to create different types of sign-up forms and embed them into your site. To increase the likelihood of conversion, you can customize the pop-up forms by using specific fields.
Also, the platform offers a Triggered Forms feature that enables you to automatically show the forms in key moments, for example, by featuring a discount when the visitor is getting ready to leave the website or trigger sign-up forms when the visitor accesses a specific section or clicks on a link.
Omnisend List Building
Omnisend offers forms as well, but they are less elaborate compared to Klaviyo. You don’t get triggered forms with this platform, but you can access another useful feature that’s not present in Klaviyo - Wheel of Fortune forms. These are pop-up forms that feature discounts. The advantage of these interactive forms is that they’re quite effective in drawing visitors’ attention.
Another lead generation strategy the platform focuses on is landing pages. By crafting attractive landing pages with this tool, you can promote several business-related aspects such as a new product or invite visitors to join an event.
Both platforms have their pros in this category. We consider it a tie.
Segmentation is an extremely important feature for email marketing platforms as it allows you to divide your audience based on specific criteria such as interest or demographics in order to target each group with personalized messages.
Klaviyo allows you to segment your list by building an unlimited number of segments based on very specific criteria. There is no limit to the number of criteria you can use for each segment. The platform’s form builder allows you to gather leads and start segmenting your list automatically. Virtually, Klaviyo allows you to segment your audience according to any criteria that might interest you. Some of the main segmentation criteria you can rely on include purchase history, location, previous interaction, etc.
This tool’s complexity makes it a bit harder to get used to, but it also allows you to create well-targeted data-driven campaigns. Moreover, you can also synchronize your segments with your Facebook audience to implement the right ads strategy. Since this platform also provides SMS messaging, the segments can integrate with this feature to enable you to send customized messages.
Omnisend also allows you to build different audience segments based on specific criteria. Their segmentation process is limited because you can build some segments based on the pricing plan you purchase. This platform allows you to divide your contacts into three main groups: purchase behavior (based on the pages your contacts visit, the products they add to the cart, their recent purchases, etc.), profile data (the segmentation criteria are contacted’ personal info and demographics), and campaign activity (how your contacts interact with your emails).
The segmentation process is logical and easy to carry out, and the 3 main groups are extremely useful for eCommerce companies. You can also synchronize your segments with Google for ad retargeting purposes.
Both tools offer similar options. However, Klaviyo offers tons of options, so we consider it the winner.
Tests are essential steps you need to take if you want to make sure your emails end up in your contacts’ inboxes or understand what type of content they appreciate the most.
Klaviyo allows you to test different versions of your emails to understand which one is more engaging for your audience by experimenting with different subject lines, senders’ names, email send time, CTA’s, button colors, email content. Every element of your email can be tested to determine which email brings the highest open rates. With this platform, you can test the entire automation.
Omnisend is not devoid of testing capabilities. However, this platform’s testing features are far less limited than what you get from Klaviyo. You can only test sender names and your emails’ subject lines.
Klaviyo is the definite winner as it offers the possibility to A/B test with more elements.
Automation is key to a successful email marketing strategy. Automated email sequences not only help you save time but also keep your leads constantly engaged.
Klaviyo features powerful automation that is also easy to set up and launch. Although other platforms that typically cost more than Klaviyo offer more advanced automation, Klaviyo’s workflows are more than enough especially for small businesses or newbies. You can create multi-branched customer journeys based on your contacts' actions and choose one of the numerous ready-made flows to speed up the process, such as abandoned cart automated workflows.
The automation builder is based on a visual approach, and you can choose to add triggered or conditional splits to your flows. Moreover, you can implement automation across multiple channels. As an extra, Klaviyo also offers iOS app push notifications.
Omnisend’s automation features are still relatively new. This platform also features triggered splits and conditionals split. You can build complex automation and use more than one channel for one workflow. You can start sending the automated flow via email and continue to target each customer via SMS at a later moment.
This multi-channel approach will also help you understand what type of interaction is more engaging for your contacts. Moreover, Omnisend provides browser push notifications, and it also offers ready-made recipes such as abandoned cart workflows.
Both tools offer similar automation capabilities. We consider both winners.
Integrations allow you to connect different third-party apps to your platform to facilitate data sharing and manage your marketing strategy across multiple channels.
This platform makes it easy for you to integrate different tools with your account. The software allows you to integrate more than 2000 apps. Some of the most popular third-party tools that can integrate with Klaviyo include Facebook, Convertful, Eventbrite, Lightspeed, Desk, ConvertPro, Magento.
Klaviyo features powerful integrations with eCommerce platforms. This platform integrates seamlessly with Shopify. You can also easily extract data from multiple CRMs if you connect them to Klaviyo. There is an API that allows you to create other integrations across your entire suite of tools.
Omnisend is primarily geared toward eCommerce businesses. Therefore, it comes as no surprise that it offers good integrations with eCommerce platforms such as Shopify, BigCommerce, or WooCommerce. Other popular platforms that connect with this software include Drupal, PresaShop, LoialtyLion, Big Cartel, Smile, Volusion, ReCharg. Omnisend offers more than 30 native integrations.
Klaviyo cto be more advanced from an integration point of view. However, if you need an email marketing platform for eCommerce integrations, both options are great.
Ease of Use
Even if you are an experienced marketer, you probably don’t want to waste hours in a row trying to figure out how to use your email marketing platform. Luckily, both platforms we’re focusing on in this comparison are pretty easy to use.
Klaviyo Ease of Use
Klaviyo offers a very intuitive and well-organized interface where choosing the functions is not difficult. This platform allows you to segment your audience pretty fast, and the rich personalization features allow you to access customers’ purchase history, viewing history, and other details. The automation is also quite easy to set up and track.
One of the main features that make this platform easy to use is its ability to integrate with tons of third-party apps. The open API contributes to creating even more integrations than what you can already find on Klaviyo’s list.
Omnisend Ease of Use
Omnisend is by far one of the most intuitive platforms targeted toward eCommerce small businesses. The interface is clean and very well organized. The email automation builder is easy to use, and the workflows are logical. Given the automation builder’s drag-and-drop functionality and visual approach, creating automation can take as little as several minutes. Thanks to Omnisend’s product picker it is easy to add products to your email campaigns.
Both Klaviyo and Omnisend are easy to use. It’s a tie once again.
Let’s take a quick look at Klaviyo vs Omnisend from a pricing perspective to figure out which platform offers the best value for money.
This software’s price depends on the number of contacts you have. You can use it for free but only if your list has a maximum of 250 contacts. The number of SMS messages you send each month will also influence the subscription price. Each message costs $0.10 and each MMS brings an additional cost of $0.03. For a list of 251-500 contacts, the price is $20 per month. You pay more than double for a list of 1,001 - 1,500 contacts and $70 per month for a maximum of 3,000 contacts.
Omnisend also features flexible pricing. With the free plan, you can send 15,000 emails per month. The platform’s Standard plan costs $16 for a list of up to 500 contacts. The standard plan also allows you to send 15,000 emails per month but also offers SMS marketing and automation. The next tier is the Pro plan, which costs $99 per month and also includes omnichannel marketing. Each plan’s price grows if you exceed 500 contacts.
Omnisend is the cheaper option.
Reports are another must-have feature a robust email marketing platform should offer. Without thorough reporting, you wouldn’t be able to track your results and improve your campaigns.
This software offers excellent reporting capabilities. You can easily keep track of your email campaigns’ performance but also monitor other key business aspects. You can customize the platform’s reporting dashboard to generate the analytics that best suits you and get all the information you need at a glance.
You can track your campaign metrics, what is going on with a specific segment of your audience, marketing-attribution growth, revenue metrics, website visits, customers’ behavior (e.g. purchase data, preferences, etc.), and plenty more. Another great plus is the platform’s predictive analytics feature that helps you estimate your customers’ behavior.
Omnisend also offers great reporting options. However, their advanced features are only available for customers who have a higher subscription plan. Another limitation is that you can only get analytics for the events that took place during the past 18 months. Some of the analytics you can generate with this platform include open rates, click-through rates, and different client demographics.
A useful feature is the conversion rate report that shows you which type of message is the most effective. Omnisend’s reporting tools are connected to what is happening on your website or with your campaigns, you always get real-time data.
Klaviyo seems to be more generous with its reporting features.
Even if you’re well familiarized with other email marketing tools, you might still need help when you get a new one. Here are the support options you can access with Klaviyo vs Omnisend.
Klaviyo Customer Support
Klaviyo offers customer support by email and live chat. Email support is available from 6 AM to 10 PM ET from Monday through Friday and from 10 AM to 4 PM ET at the weekend. Chat support can be accessed from Monday to Thursday from 9 AM to 5 PM and from 9 AM to 4 PM on Fridays. You can also benefit from free onboarding webinars with this platform, as well as different other tutorials, guides, and articles.
Omnisend Customer Support
Omnisend also offers support via email or live chat, as well as a knowledge base. The main difference and an advantage that prompts Omnisend to win in this round is the fact that their service is available 24/7. Users who are on the higher plans can also benefit from support for migration. Pro plan users can also access a personalized customer success manager at an extra cost.
Overall, Omnisend seems to be more generous in terms of customer support.
When to Use Each
Each one of these tools is more suitable for a particular audience, although they share many features in common.
When to Use Klaviyo
Klaviyo markets itself as an e-Commerce-centric email marketing platform. It offers multiple features that target this niche and go beyond its strong integrations with popular eCommerce platforms. Other online businesses and service providers, especially small-sized companies can benefit from this tool’s reliable reporting, automation, and email design options. Given this platform’s multitude of features, it is more suitable for marketers who have already used similar tools before.
When to Use Omnisend
Just like Klaviyo, Omnisend also focuses mainly on eCommerce. However, given this platform’s user-friendly interface, it can also be a suitable option for beginner marketers who work in other types of online businesses.
Pros and Cons
Here are Klaviyo vs Omnisend’s pros and cons at a glance.
Klaviyo Pros vs Cons
This platform offers an intuitive user interface, a visual and logical email automation building process, a clear overview of your campaign’s performance and the stage in which customers are during the sales funnel, and tons of segmentation features. However, this platform can be pricier than others and may be difficult to handle for beginners.
Omnisend Pros vs Cons
Omnisend has a super useful products picker as well as other features for eCommerce, together with reliable integrations for this field. Its pre-filled popups are easy to customize and set up, the dashboard is intuitive, and you get 24/7 customer support. However, this platform is more rigid in terms of email design options and, generally, offers fewer features compared to its rival.
Alternatives to Klaviyo or Omnisend
Here are two valuable alternatives to Klaviyo and Omnisend:
- Constant Contact: this powerful platform integrates easily with most eCommerce platforms and allows you to transfer your contact list with little effort. It also offers a user-friendly editor, engagement tracking features, autoresponders, and good customer support.
- Sendinblue: this platform offers an intuitive and flexible email editor, personalized workflows, ads, in-built CRM, a chat module, send-time optimization, and sturdy integrations with major eCommerce platforms.
We’ve compared two of the best email marketing platforms that mainly target online retail. However, it’s time to choose the final winner and, or vote goes to Klaviyo. This platform offers more email design options, advanced reports and automation, and multiple segmentation features.
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