Omnisend vs Klaviyo: Email marketing platforms compared

For ecommerce brands, email marketing platforms are the backbone of success.

However, picking the wrong one could prevent your brand from scaling correctly.

You’ll want to pick the best of the best to get the job done. This includes platforms like Omnisend and Klaviyo, two industry giants that support thousands of businesses around the world.

Both Omnisend and Klaviyo have avid supporters. They both offer direct integrations with main ecommerce platforms, advanced automations and email building features, and native analytics that identify trends and drive sales.

But which will be best for your ecommerce business?

Let’s dive into the details of both platforms by comparing their most critical features.

Pricing

The dollar amount of an email marketing platform isn’t always a make-or-break factor. However, picking a platform within your price range will keep your expenses low and your budget open to new opportunities.

The prices between Omnisend are Klaviyo are fairly similar.

Omnisend offers three tiers:

1. Free plan: $0 per month for 250 contacts, 500 emails per month, and up to 60 SMS.
2. Standard plan: $16 per month for 500+ contacts, 6,000 emails per month, and 60+ SMS.
3. Pro plan: $59 per month for 500+ contacts, unlimited emails per month, and up to 3,933 SMS per month.

Klaviyo also offers three tiers with similar email and SMS limits:

1. Free plan: $0 per month for 250 contacts, 500 monthly emails, and 150 free monthly SMS and MMS credits.
2. Email plan: $20 per month for 500 contacts, 5,000 monthly emails, and 150 free monthly SMS and MMS credits.
3. Email & SMS plan: $35 per month for 500 contacts, 5,000 monthly emails, and 1,250 free monthly SMS and MMS credits.

For both platforms, the price you pay depends on the number of contacts you have. You can see the full list of pricing comparisons between Klaviyo and Omnisend here:

Keep in mind that Klaviyo has announced price hikes that will take effect later this year.

Email builder

Your marketing platform of choice should make email creation the easiest part of your day.

Both Klaviyo and Omnisend have email tools that are easy to use and simple to customize. They both provide drag-and-drop building as well, which lets you create emails using without needing to use code or time-consuming research.

Klaviyo’s email builder tools let you customize text fields, display columns, CTA buttons, and tables and images. You can also add projects from your store straight into the email builder, which will save you hours during the initial campaign creation process.

Omnisend provides similar customization support, including instant product imports for your email campaigns. There are also several ecommerce-specific customizations that are not available in Klaviyo, including the creation of gamified scratch cards, gift boxes, and unique discount codes.

You can compare the specific email building features of Klaviyo and Omnisend below:

Gamification is the biggest difference between Klaviyo and Omnisend.

Omnisend’s features may entice readers to browse or buy your products with a playful twist. In contrast, Klaviyo does not offer gamification options at all.

List building

The best email list builders allow you to capitalize on qualified web traffic while still curating your subscriber list to a performant ROI.

Similar to many of the categories here, both Omnisend and Klaviyo offer a multitude of robust list building tools.

Klaviyo offers targeted popups that can be set to appear on specific pages or to specific audiences. These can be customized to your preferences and monitored in separate campaign results under the analytics suite.

Targeted popups are also provided by Omnisend. Unlike Klaviyo, the platform also offers additional list building features that are targeted to a visitors’ search intent. These include gamified discounts or even free shipping forms, both of which can be set to appear after a specific amount of time has passed.

Other list building tools offered by Omnisend include:

• Popups
• Landing Pages
• Wheel of Fortune
• Signup Boxes

None of these products are currently offered by Klaviyo.

Apart from individual tools, Omnisend also allows you to create separate landing pages for specific campaigns. Per the helpdesk, this is not a feature offered by Klaviyo at this time.
Check Omnisend Pricing

Automation

The more you can automate your email campaigns, the more time you can spend on other mission-critical marketing tasks.

And since automated emails bring in 30% of all revenue to a brand, they’re a must-have feature on your platform of choice.

As expected, both Klaviyo and Omnisend offer rich automation features for a wide variety of use cases. Their automation workflow capabilities are relatively comparable, including built-in integrations with third party providers.

Omnisend allows users to add multiple channels to any automation workflows. There are five channels supported, including email, SMS, web push notifications, Facebook retargeting sync, and Google retargeting syncs.

Klaviyo is more limited. Unlike Omnisend, there are only three automation channels in total: email, SMS, and Facebook retargeting.

Note that there is a fairly significant difference between each platform’s integrations. At this time, Klaviyo offers 220+ third party integrations. Omnisend offers 93+ integrations.

Targeting and segmentation

Targeting and segmentation maximizes your potential income by strategizing each of your email campaigns. Not only can you check the performance and preferences of specified demographics, but you can easily personalize and send messages to hyper-specific groups.

Omnisend and Klaviyo have fairly commensurate targeting and segmentation tools. Their dashboards are robust, and include custom filters and suggested audiences to help you get the best possible return on investment. Segments like shopper behavior, demographics, and campaign activity are the most popular options between both platforms.

You can use both Omnisend and Klaviyo to synchronize your personal segmented lists, or even create lookalike audiences on social media platforms. Klaviyo currently provides custom audiences for Facebook only. Omnisend provides custom audiences on both Facebook and Google Ads.

You can see a full segmentation comparison for Klaviyo and Omnisend below:

The biggest segmentation difference between Klaviyo and Omnisend is with Google retargeting. Google has recently announced that it will end support for third-party tools beginning in 2023, which means that Google Retargeting ads may not be functional on Klaviyo’s platform for much longer.

Omnisend supports Google Retargeting without the use of third-party tools.

Deliverability

Knowing how often your emails hit their mark is an important metric for efficient campaigns. However, it can be hard to know how many of your emails fail to deliver as expected.

Klaviyo discloses its deliverability statistics through industry benchmarks. This allows you to check your deliverability info against other competitors.

Omnisend offers deliverability statistics on every campaign, including information about dead email addresses or manual blocks. These are broken down into separate categories for unsubscribe actions, spam reports, and bounce rates.

Omnisend’s platform also provides a safe send volume program, which allows you to slowly warm up your contact list without sending your campaigns straight into spam folders. This means you can keep a closer eye on your deliverability rates without needing to guess how many messages missed their mark.

Reporting and analytics

Data reports provide you with better insights about the success of your campaigns — including opportunities to refine your approach.

In terms of reporting capabilities, Omnisend offers:

• Functional sales dashboard
• Campaign and automation reports
• Advanced reporting (Pro plan only)

Klaviyo’s solutions are more interested in data science, including an AI that predicts:

• Probability of churn
• Predicted next purchase date
• Total amount of future spending

Both free and paid users on Omnisend and Klaviyo can access basic reporting tools at no extra cost.

Support

When problems strike your email campaign, you’ll want fast and knowledgeable customer services to resolve the issue as quickly as possible.

Klaviyo does provide customer support to free users. However, only paid users can access live chat features. Users need to spend $2,000 per month to receive a dedicated Customer Success Manager (CSM).

Additionally, Klaviyo support is only available from 6 AM to 10 PM EST on weekdays, and 10 AM to 4 PM EST on weekends. According to user reviews, customer services may not be available at all during certain holidays, weekends, or technical updates.

Omnisend customer services are available 24/7 to paid users. Live chat is available on the Standard plan, with the option to get a dedicated CSM starting at just $400 per month.

Picking the right platform for your business

The Omnisend vs Klaviyo debate has many comparable points.

Many of their features are quite similar, including no code email building and automation services. Both of their prices are dependent on contact size, and both have a free plan that caters to smaller brands.

However, there are several considerable differences to keep in mind.

Klaviyo does not provide 24/7 services at this time. It also lacks gamification features and two primary channels (web push notifications and Google retargeting).

Omnisend offers more forms, templates, channels, and native tools, although it does offer fewer third-party integrations.

Regardless of which platform piques your interest, it will be important to try things out for yourself.

You can try Klaviyo for free by signing up on their website.

You can also try Omnisend for free for an unlimited amount of time.
Check Omnisend Pricing