Getting the most out of email marketing means that you need to find the best email marketing tool for your e-commerce store. By now, you may have realized that two of the best e-commerce email marketing platforms are Omnisend and Klaviyo.
But out of these two options, which one has the best features, pricing, and support?
No Fear: There is no “it depends” phrase in this article, which tends to leave it all up to you. For each section, there is a clear winner, and we present the overall winner at the end. Not only will you understand which email provider is better, but we’ll give you the deepest reasons why.
Email creators Omnisend and Klaviyo
At the heart of every email marketing platform are emails, and the way emails are created and customized is the tool’s email builder. If it’s easy to use and customize, it has tons of e-commerce-specific features, and provides tips and templates to help you create high-converting emails.
But if your email marketing platform fails on this core feature, you won’t have an easy time with the other features. Fortunately, both Ominsend and Klaviyo have drag-and-drop email builders that make creating emails easy and straightforward.
Klaviyo’s email generator lets you add customizable basic text, columns, buttons, images, and tables. It also allows you to add products directly from your store to the email builder.
However, there are a few e-commerce things that Klaviyo misses on, and you’ll need to do it manually. This involves creating unique discount codes that are different for each recipient (so that the codes cannot be shared).
On the other hand, the Omnisend build tool has a lot of customization options. Besides offering the same basic functionality that we mentioned above, you can also use the product list tool to add products directly to your email.
However, here is where the Omnisend email generator really separates itself from the Klaviyo generator, offering more goodies like unique discount codes, gift boxes, and scratch cards to better engage and energize customers.
Here is a quick summary of the email builder features in both platforms:
|Email Generator Features||Clavio||Omnisend|
|Drag and Drop Builder||yes||yes|
|A/B . test||yes||yes|
|Saveable Content Blocks||yes||yes|
|Product Recommendations||for specific groups||yes|
If you create your email list, you will own it for as long as these people will want to hear from you. Your email list provides one of the best returns on investment, especially at a time when the costs of getting digital ads are rising.
Which email marketing platform, Omnisend or Klaviyo, has the best email list building features?
Again, both platforms cover the basics, but one takes it much further than that. Both Omnisend and Klaviyo allow you to create highly targeted popups that can appear at any time and on any pages (or any audience) you want.
However, this is where Klaviyo more or less stops. With Omnisend, you get more, including landing pages that are proven to convert better than popups. There is also a Wheel of Fortune sign-up form that makes it fun for visitors to sign up and spin to win a discount, free shipping, or other special offer of your choice.
When compared to these features, Klaviyo does not come close.
A summary of the list-building features of both systems:
|Email list building features||Clavio||Omnisend|
|Pop-ups (instant, exit target, on a specific URL, ads)||yes||yes|
Targeting and segmentation
Segmentation is important because it is very bad practice to send the same message to your entire list. People who have bought different products, registered of different looks, or become fashion during different promotions, may like different things.
This is where fragmentation comes in. How do Klaviyo and Omnisend fare here?
Good thing: they both offer some very powerful hashing capabilities. Each platform lets you slice and dice, then target your email and SMS list using shopper behavior, demographic data, or campaign activity, and then target them later.
Each platform also allows you to sync a segmented list (or your entire list if you want) with Facebook to create lookalike audiences for your Facebook ads. So, if you want Facebook to find the best audiences for your new fall shoe line, you can create a segment of customers who love your shoes and ask Facebook to create a similar audience using that segment.
While Klaviyo only has Facebook sync Custom Audiences, while Omnisend also offers Google Ads sync, we think that’s pretty much a link.
Winners: It’s a tie
|custom properties (tags)||yes||yes|
|Google Retargeting Ads||Yes (but with 3rd party tools)||yes|
This is where everything was headed. If you have a solid email marketing program, the bread and butter will most likely be automation. Omnisend’s statistics have shown that while automated emails make up only about 2% of emails sent, they generate close to 30% of total revenue.
Automation workflow literally allows you to put your emails on autopilot, allowing you to generate sales while you sleep. This is why any email marketing platform is so important. How does Omnisend and Klaviyo compare?
Both platforms have an advantage when it comes to automated workflow capabilities. However, the most obvious difference is how they allow you to build these workflows.
Klaviyo has a powerful and easy-to-use automated flow generator, and you can easily use various triggers and splitters to perform simple or complex automated workflows.
With Omnisend, you can do equally powerful things, but that’s where Omnisend strays from Klaviyo. They allow you to add multiple channels to your automation workflow, such as SMS and even push notifications. With these channels, you have greater freedom and flexibility to reach your customers wherever they are.
Another big difference is in the way Omnisend and Klaviyo track abandoned carts. For Shopify stores, Omnisend uses cookie-based tracking, which allows you to identify shoppers ahead of time when they add products to a shopping cart.
Klaviyo is only able to catch them later, upon exit. Because of this delay, you will catch up with fewer carts abandoning their carts since fewer people are making payments than those adding products to their carts.
For these two reasons, Omnisend outperforms Klaviyo once again.
There’s no need to beat around the bush here: Omnisend beats Klaviyo in terms of customer support. Klaviyo is known to lack her own support capabilities.
First, Klaviyo offers very limited support for free users. All Klaviyo customers have limited access to support during weekends and big sale holidays (such as Black Friday), as they operate from 6am-10pm on weekdays, and only 10am-4pm EST on holidays weekend. Secondly, they spent whole weeks shutting down their live chat due to various promotions.
On the other hand, Omnisend customer support is available 24/7, regardless of the day or season, with nearly 4,000 5-star reviews on Shopify. Omnisend offers dedicated Customer Success Managers (CSMs) for clients who pay at least $400 per month, while Klaviyo’s threshold is much higher at $2,000 per month.
This is perhaps the most important aspect of any email marketing tool, after making sure it has all the features you need.
So we won’t bother you: Omnisend beats Klaviyo here in pricing.
Both have three tiers of their plans: Free, Standard (called “Email” on Klaviyo) and Premium (“Pro” on Omnisend and “Email and SMS” on Klaviyo). For both platforms, the Standard plan is for customers who want to focus on email, while the premium is for customers who want to use both email and SMS.
While Omnisend and Klaviyo have similar pricing, it is important to note that Omnisend offers a global SMS service, so you can send text messages to customers in any country. Klaviyo limits its SMS messages to the US, UK, Canada and Australia
To see why Omnisend outperforms Klaviyo in pricing, let’s take a look at the pricing for each platform based on the different menu contact sizes:
(In order to keep things consistent, we kept our monthly email and SMS contacts the same for the premium plans of both platforms)
|contact size||Email Klaviyo||Omnisend Standard||Klaviyo Email and SMS||Omnisend Pro|
|1,000||$45, 15,000 free emails, and 150 free texts||$20 12,000 emails 60 free texts||$60, 15,000 emails, 1,250 texts||$59 Unlimited Email 3900 SMS|
|10000||$175K, 105,000 Emails, and 150 FREE SMS||$115 120,000 Emails 60 Free Messages||$265 105,000 emails 10,000 texts||$150 Unlimited Email 10,000 Text Messages|
|50000||$790 550,000 Email 150 Free SMS||$330.6 million email 60 free messages||1,150 $550,000 Email 40,000 Text Messages||$650 for Unlimited Emails 43,000 SMS|
|100,000||$1,440 $1,050,000 Email 150 Free SMS||$720 1,200,000 emails 60 free texts||2,115 $1,050,000 Email 75,000 Text Messages||$1,150 Unlimited Email 76,000 Text Messages|
In general, Omnisend is consistently cheaper than Klaviyo. Since Omnisend’s Pro plan has unlimited email, it will always be cheaper than Klaviyo. Also, the more contacts you have, the bigger the difference – with 100,000 contacts, for example, you pay almost twice as much as Klaviyo.
It is also important to note that Klaviyo announced that it will raise prices later in 2022. This table reflects prices before the Klaviyo price hike, which could see some plans go up 15-50%.
Now, Omnisend vs Klaviyo has a very clear winner: Omnisend.
Feature for feature, it’s pretty much on par, with Omnisend beating Klaviyo in the number of additional features he has in each category. With support (which is crucial to getting started or overcoming some challenges), Klaviyo has a reputation that is less than stellar, while Omnisend is award winning.
Finally, in terms of pricing, Omnisend is consistently cheaper than Klaviyo, even when you consider that you’re actually getting more.
The choice seems very clear. But if you’re still not sure, remember that both platforms offer free plans (and Omnisend gives you full access to the features, even for free), so you can try them out before deciding on one.