Your choice of the top ecommerce marketing platform significantly influences the growth curve of your brand. Depending on what provider you partner with, you can either enjoy beneficial features and services, or waste time and resources on something that doesn’t fit your objectives. That’s why it’s important to evaluate your options and know everything about the service before buying a subscription. In this case, we’ll compare Omnisend and Klaviyo, two email marketing solutions that are favored by e-commerce companies.
For this article, we analyzed the strong and weak points of each platform, looked into their feature sets, and explored reviews from hundreds of users. Based on this research and Flowium’s own experience, we’re ready to give our opinion and recommendation on Klaviyo vs Omnisend. What will it be? Read to find out.
Klaviyo and Omnisend Compared
When comparing Omnisend vs Klaviyo, it’s logical to give you a general overview of these platforms, their intended purposes and market. Naturally, both services have advantages and drawbacks, so let’s start digging in their specifics to know for sure what to expect.
Klaviyo Overview
Client Base: 143,000+ companies
Latest Awards:
– “Best Commerce or Multi-Vendor Platform” at the 2024 Vendors In Partnership Awards;– “Technology Innovation Award” at the 2024 Vendors In Partnership Awards;
– “Best Marketing Automation” at the 5th NORA Solution Partner Awards 2023
Klaviyo is a cloud-based email marketing tool designed specifically for e-commerce businesses. Compared to Omnisend, Klaviyo is designed to serve the needs of professional email marketers who require advanced features to implement their strategies. With this tool, you can effortlessly integrate and centralize data from across the tech stack and use it for composing personalized emails, SMS, and mobile push messages. Over 140,000 businesses already use it to advance to smarter digital interactions and grow income via successful email marketing. As a major advantage for online commerce companies, Klaviyo seamlessly interfaces with well-known e-commerce platforms like Shopify, WooCommerce, and more, resulting in streamlined marketing and increased ROI. B2B and B2C enterprises can also benefit from having a customized website as opposed to an e-commerce gateway.
There is no need to start from scratch because Klaviyo offers numerous template libraries that are ready to be customized for the needs of your firm. Once integrated into your ecommerce store, the service can import customer records, enabling you to start segmenting your customer base and targeting them with customized flows, campaigns, and addresses.
Omnisend Overview
Client Base: 100,000+ clients
Latest Awards:
– 2024 Stevie® Awards for Sales & Customer Service;– 2023 Stevie® Awards for Sales & Customer Service
Omnisend is an all-in-one email marketing automation tool that helps ecommerce organizations as well with the goal of increased revenue. The service provider company positions its platform as a perfect option for businesses of all sizes with the focus on email marketing beginners. It is trusted by more than 100,000 businesses globally. Omnisend allows users to automate email marketing, and quickly create targeted emails to streamline sales. Its ability to track who purchased items from specific addresses is one of its most notable features. It is designed for sales-driven e-commerce businesses. If automation is more important to you than list segmentation, then Omnisend is a good option. Another favorable feature common for Klaviyo and Omnisend is the fact that ecommerce platforms, such as BigCommerce, Wix, WooCommerce, Shopify, and others, are compatible with the latter.
Klaviyo vs Omnisend for Email Marketing
While Klaviyo is better suited to more seasoned advertisers or companies with bigger marketing budgets, Omnisend is best suited for novices or those with less complicated marketing strategies.
We’ll examine each feature individually. Which platform—Klaviyo or Omnisend—is better for your email marketing plan for e-commerce?
Email template builder
Both Omnisend and Klaviyo offer visual email composers that let you drag and drop components throughout your email campaign. Both offer a ton of templates to help inspire your creative ideas. Here’s the comparison of this feature in Omnisend vs Klaviyo
Email Builder in Klaviyo
Overall, with the help of this feature, you can use high-quality templates with modern design and aimed at conversions.
- Straightforward drag-and-drop functionality allows users to freely navigate template builder even without previous experience.
- Klaviyo’s email builder allows you to include straightforward, editable text, images, columns, buttons, and tables.
- A wide range of templates includes all options needed for ecommerce, as well as regular newsletters, event announcements, etc.
- With Klaviyo’s builder, you can create stunning emails, but there are a few e-commerce-related activities that need to be done by hand. For example, making unique discount codes is a challenging undertaking.
- For advanced users, this builder allows customizing HTML/CSS code for better personalization and client experience.
- The tool automatically optimizes templates for mobile, ensuring responsiveness. You can preview edited templates for various screens.
Email Builder in Omnisend
Omnisend offers a plethora of customization options in its email builder. Although you have a lot more work to do in the content production department, you start with fewer templates than Klaviyo.
- Omnisend template builder offers lots of styling features for marketers who opt for design-focused approach.
- The template library has many options for different campaigns with emphasis on sales and product showcasing.
- The editor has an intuitive interface to ensure positive user experience for users with different level of proficiency. Features like simple design controls, custom reusable blocks, in-line editing, real-time preview may help inexperienced users.
- Omnisend builder supports mobile first approach too, which is similar to Klaviyo.
- Even though Omnisend offers many interesting styles and elements, the customization features of the editor are limited compared to Klaviyo. Mostly, it’s connected to the aim of simplifying the interface for less-practiced marketers who only get acquainted with advanced automation tools.
Segmentation in Omnisend vs Klaviyo
Segmentation-based targeting is a feature of both Omnisend and Klaviyo that enables you to send the most crucial message to the right person at the right moment.
Klaviyo Segmentation
- With no limitations, Klaviyo’s segmentation enables customers to generate an infinite number of highly customized segments from available consumer data.
- The main focus of the feature is behavioral segmentation that enables maximized personalization.
- By utilizing customer information, past purchasing patterns, and predictive analytics, users can quickly segment contacts into targeted, real-time audiences.
- Marketers can create segments with an infinite number of criteria using Klaviyo’s user-friendly segment builder. To guarantee accuracy, they can make use of historical data, adaptable APIs, and more than 200 native connectors.
- Predictive segmentation is another facet of Klaviyo that marketers highly appreciate. It helps to define high-value segment and predict customer actions thanks to innovative machine learning algorithms.
- Segments are automatically updated in response to client engagement with marketing initiatives, allowing for targeted omnichannel marketing via SMS and email. This code-free method enables accurate targeting based on individual transactions, utilization of discount codes, anticipated client lifetime value, and more.
Segmentation Feature in Omnisend
- The amount of segments you can generate using Omnisend is limited based on your membership.
- Users can create cross-channel segments based on client actions on multiple marketing channels.
- Omnisend allows users to set custom properties and tags to define segments unique for particular businesses.
- Google retargeting ads will be synchronized with those connections by Omnisend.
Automation and flows
Users can design and implement automated flows in Klaviyo and Omnisend to interact with their audience at every stage of the customer lifecycle.
Automated workflows in Klaviyo
With Klaviyo, data from every part of your integrated tech stack powers marketing automation, giving you a comprehensive picture of each and every consumer.
- Automations can be split, triggered, and personalized using a variety of methods, including loyalty points, coupons, in-store visits, and reviews.
- Most commonly, Klaviyo emphasizes on behavioral triggers, setting specific actions as a starting points for certain workflows.
- Another way of forming automated workflows that the platform offers is the power of predictive analytics. With the use of machine learning and AI, the service might suggest automations based on engagement tendencies, likelihood of purchases, etc.
- With Klaviyo’s easy-to-use workflow builder, users can create new flows and customize the old ones. Drag-and-drop interface allows creating complex automation sequences with various elements, e.g. delays, conditional splits, etc.
Omnisend Flows
Omnisend also offers automation as one of the platform’s best capabilities. It allows users to create and implement automated marketing across several channels, including as email, SMS, push notifications, and more.
- Just like in the case with segmentation, when it comes to the automation and workflows, this service focuses on omnichannel marketing.
- Many clients consider Omnisend’s visual workflow builder to be user-friendly. Combining it with the previous characteristics, you can use this tool to drag-and-drop channels like email, SMS, and web push notifications in one workflow
- Users can start using pre-built messages, subject lines, and workflow settings right away, saving you time and effort. All the pre-built flows can be changed if necessary using Omnisend’s drag & drop Automation Editor.
Campaigns in Klaviyo vs Omnisend
Strong campaign tools are provided by Klaviyo and Omnisend to assist companies in interacting with their target market via tailored and targeted advertising across several platforms.
Campaigns in Klaviyo
With Klaviyo, customers can easily design and distribute email campaigns to their subscriber lists.
- With Klaviyo’s campaign capability, users can broadcast emails to their audience once, such as newsletters, sales announcements, and product launches.
- Users can target particular audience segments based on their interests and habits by using strong customer segmentation capabilities, which allows for individualized marketing.
- Customers can select their favorite communication channels with Klaviyo’s campaign customizing options.
- The platform offers pre-made templates for simple branding and personalization, making it easier to create unique emails without the need for coding knowledge.
- To maximize campaign performance, Klaviyo provides dynamic content, sophisticated personalization choices, and A/B testing tools.
Campaigns in Omnisend
With Omnisend’s powerful email marketing features, you can quickly create targeted and professional campaigns. Then, watch as your business grows and your opens increase.
- The user-friendly campaign functionality of Omnisend makes it simple for users to develop, modify, and send marketing messages without requiring a lot of technical expertise.
- Offered segmentation for campaigns makes it possible to target and message certain audience groups individually.
- You can integrate several engaging channels onto the platform to engage your customers and boost your sales potential.
- With Omnisend, customers may include dynamic content to their campaigns, such as offers that are customized based on client information, greetings that are unique to each user, and product suggestions.
- By integrating the campaigns functionality with Omnisend’s customer profiles, users can send highly tailored emails and SMS by utilizing available consumer data.
Artificial Intelligence
Another point that we decided to add to the Klaviyo vs Omnisend comparison is the development of AI features. We believe it’s a significant advantage for progressive email service providers to offer AI-powered functionality. Since this technology currently on top of popularity, it can help clients facilitate operations and stay ahead of the curve, winning the competition with other businesses. Both compared platforms presented their AI features, so we can take a look at what they can do in this department.
Klaviyo AI
Klaviyo AI is a sophisticated tool that uses innovative technologies like artificial intelligence, machine learning, natural language processing, and others, to provide users with advanced functionality.
- With the help of Klaviyo’s AI capabilities, users can foresee important parameters like the next purchase date, lifetime value, spending potential, and churn risk.
- The technology increases client engagement and boosts sales by providing tailored product recommendations.
- Users may remain ahead of the competition and optimize their marketing campaigns with the help of A/B testing automation and industry-specific benchmarks.
- To ensure optimal efficacy and engagement, Klaviyo’s AI also optimizes SMS marketing, email delivery, and form display scheduling.
- With AI-driven capabilities for content blocks, review responses, and email subject lines, Klaviyo simplifies marketing activities and helps companies get better results with less work.
Omnisend AI
Compared to Klaviyo, Omnisend only offers AI capabilities as an effective enhancement of their regular features.
- Omnisend divides its client base into groups according to characteristics like demographics, purchasing patterns, and engagement metrics using machine learning algorithms.
- Email marketers can examine existing subject lines, come up with catchy ones, or recommend email copy to increase client interaction with the use of email marketing tools.
- Email campaign performance may be monitored and reported on using Omnisend’s AI analytics tool. It gives email, SMS, and push notification channels automation performance data.
- The subject line generator on Omnisend is capable of producing five unique ideas. In order to utilize this tool, enter a 30- to 50-character synopsis of the email you wish to send, along with at least five keywords.
- The process of creating emails is streamlined with Omnisend’s AI text assistant. It offers writing assistance and proposes other ways to describe the idea.
Analytics and Reporting Dashboards
Extensive analytics and reporting features are presented by both Klaviyo and Omnisend. Their dashboards offer insights into the effectiveness of email marketing, but there are differences in the range of metrics they cover, how multichannel data is integrated, and how much automation and client experience insights are prioritized.
Klaviyo Automation and Reporting
- The main benefit of this tool in Klaviyo that many businesses appreciate is focus on metrics.
- Advanced dashboard for analytics and reporting shows detailed information on such crucial KPIs as open rates, CTR, conversion rates, revenue attributed to particular email campaigns and generated in general, and other important metrics.
- Adding to your segmentation strategy, Klaviyo offers insights into engagement rates and conversions by different segments.
- Sophisticated revenue tracking is one of the considerable advantages of Klaviyo over Omnisend. It allows marketers to see and monitor their effort in action that take the form of sales and growing revenue from campaigns.
Automation & Reporting in Omnisend
- In terms of analytics and reporting, Omnisend focuses on integrating various data channels to give evaluation of your campaigns on different levels.
- Similar to Klaviyo, this tool also offers metrics on workflow efficiency. This includes reports on performance of automation sequences, abandonment cart recovery, and more.
- Omnisend’s dashboard provides insights into customer journey as well. The presented metrics include engagement data, customer lifecycle stages, and acquisition channels.
Split testing
Both Klaviyo and Omnisend have an essential tool called A/B testing, which enables customers to test several campaign iterations in order to maximize performance.
A/B Testing in Klaviyo
You can quickly test various subject lines, message contents, and send times with Klaviyo’s campaign A/B testing feature to learn more about what resonates most with your audience.
- Based on statistical significance or a user-specified end date, Klaviyo automatically selects and distributes the A/B test variation that wins. This guarantees that users can quickly and automatically determine which marketing version is the most successful.
- Users of Klaviyo can A/B test subject lines in addition to various email content variations, which aids in identifying the most effective messaging for the target audience.
- Based on previous results or industry benchmarks, Klaviyo may use AI to offer insights and suggestions for A/B testing, such as suggested content blocks or subject lines. AI recommendations is a unique feature that allows Klaviyo to prevail over Omnisend in this department.
A/B Testing in Omnisend
Your email campaigns can be A/B tested with Omnisend.
- The platform enables users to make two versions of your campaign and compare the results to see which button, picture, offer, or other email piece works best. You can decide how long the test should go and select the winner based on the open rate or click rate.
- Users are able to test out different messaging formats and channels by utilizing Omnisend’s A/B testing tool, which may be expanded to other channels, including push notifications and SMS.
- A/B testing based on segmentation is enabled too, allowing customers to test various campaign iterations on distinct audience segments and ascertain which ones resonate most with each group.
Omnisend vs Klaviyo Integrations
Another point that we believe is important to our Klaviyo-Omnisend comparison is the quality of integrations. Both services offer extensive connections with the most popular third-party systems to facilitate your marketing operations. Klaviyo has more integrations with popular e-commerce websites and other marketing strategies than Omnisend.
Klaviyo Integrations
Businesses engaged in e-commerce and possessing a sophisticated advertising stack will discover that Klaviyo offers superior capabilities for synchronizing data. This makes it possible to target and automate processes even more precisely, and to monitor and calculate ROI even more. Overall, the platform provides 300+ pre-built integrations. Here are some of the most prominent ones.
- Ecommerce Platforms: Shopify, WooCommerce, Wix, Magento, BigCommerce, and more.
- CRM Systems: Salesforce, HubSpot, and Zoho CRM.
- Payment Processors: Square Up, Stripe and PayPal.
- Analytics and Tracking Tools: Google Analytics, Facebook Pixel, and Hotjar.
- Content Management Systems (CMS): WordPress and Drupal.
- SMS and Messaging Platforms: Twilio and Attentive.
- Product Recommendation Engines: Nosto and Dynamic Yield.
- Reviews and Feedback Platforms: Yotpo and Trustpilot.
Omnisend Integrations
For improved functionality and system compatibility, Omnisend provides integrations with a range of third-party platforms and solutions. Overall, the platform offers 130+ connections. Here you can see some of the most popular systems from Omnisend’s list of integrations.
- Ecommerce Platforms: Shopify, WooCommerce, BigCommerce, Magento, PrestaShop.
- CRM Systems: Salesforce, HubSpot, and Zoho CRM.
- Payment Processors: Stripe, PayPal, and Square
- Analytics and Tracking Tools: Google Analytics, Facebook Pixel, and Hotjar.
- Content Management Systems (CMS): WordPress and Drupal.
- SMS and Messaging Platforms: Twilio, SMSBump, and SendGrid.
- Product Recommendation Engines: Nosto and Recom.AI.
- Reviews and Feedback Platforms: Yotpo, Trustpilot, and Stamped.io
SMS Marketing
Klaviyo SMS Marketing
You can build individualized, cross-channel experiences with Klaviyo SMS marketing to engage your audience more quickly. Features in Klaviyo text message marketing assist you in establishing and preserving meaningful connections with clients. These Klaviyo capabilities make SMS marketing techniques easier to implement.
- With many routes, such as email CTAs, social network links, and QR codes, users can easily gather fresh SMS sign-ups, guaranteeing wide reach and engagement.
- Users can construct mobile-friendly sign-up forms using dynamic text blocks, and bespoke keywords allow SMS marketing lists to grow by using branded terms for direct communication or text-to-join.
- Klaviyo also enhances user engagement and efficiency in SMS marketing efforts with its support for two-way conversations, audience segmentation based on SMS permission, and pre-built automations for customized campaigns.
SMS Marketing in Omnisend
You may opt to use SMS as a fully integrated channel at Omnisend for special one-time campaigns or to effortlessly incorporate it into your automation.
- Pre-built SMS automation processes for order confirmations, birthday greetings, cart abandonment, and flash sales campaigns are available from the service.
- Setting up targeted SMS or MMS campaigns is simple, and users can add images and GIFs to increase engagement.
- In addition to making it simple for users to unsubscribe and guaranteeing TCPA compliance, the platform integrates with Gorgias to offer two-way SMS messaging capabilities.
- Omnisend provides comprehensive SMS channel reports that let users monitor success indicators and make informed decisions to maximize the effectiveness of their SMS marketing campaigns.
Omnisend vs Klaviyo for Business in 2024
Except for the extensive functionality for email marketing, Omnisend and Klaviyo also offer substantial benefits business-wise. Just like any business owner, you’ll undoubtedly be interested in the required expenses for either of this software. After all, before the results kick in, you need to make an initial investment, so your choice might depend on the price. What also matters for managers is the communication with service providers and their ability to resolve issues. So that’s what we’re going to evaluate next—Klaviyo vs Omnisend in terms of pricing options and customer support.
Pricing Comparison
Omnisend Pricing
Similar to Klaviyo, Omnisend’s pricing varies based on the quantity of contacts. The platform offers three package options: Free plan, Standard and Pro.
With the Free package, you can develop email campaigns and send up to 250 contacts 500 emails each month.
Access to Omnisend features, 6,000 emails, limitless push notifications, and up to 1,000 published product reviews are all available in a Standard Plan. It costs $16 per month for up to 500 subscribers.
With the Pro package you can send unlimited emails, publish an infinite number of product reviews, and send push notifications. The Pro package is $59 a month for up to 2,500 contacts.
Klaviyo Pricing
Klaviyo has three different pricing tiers, with the first one being free and the other two starting at $20 and $35 per month. A beginner to email and SMS marketing will benefit greatly from the Klaviyo Free package but the monthly email limit is 250 contacts and 500 emails.
The monthly fee for email-only service is $20 for up to 500 connections, but the monthly cost of the plan increases with the number of users. In this plan email send limits are unlimited, and chat support (sometimes known as email help) is also available, except a monthly cap of 150 SMS/MMS credits. You can include SMS after selecting an email marketing kit.
Email and SMS package includes all of Klaviyo’s features and starts from $35/month. All plans include 150 SMS message credits as standard, but this one allows you to upgrade to 450,000 message credits.
Client Service and Support
To provide you with an all-encompassing overview, let’s compare Klaviyo and Omnisend in terms of customer support. We know how important it is to have a reliable service provider who can help you promptly resolve and issue and ensure uninterrupted processes. In this department, both tools have their advantages and drawback, which we outlined below.
Klaviyo Support
Klaviyo provides a number of help channels, such as live chat, email, and an extensive selection of online resources. In a competition of Klaviyo vs Omnisend providing free help resources in a great advantage.
By giving consumers access to support ticket monitoring, Klaviyo helps increase user satisfaction by enabling users to check the status of their inquiries and predict when they will be resolved. Customers with paid plans can email or use live chat to contact customer service. Kira, a chatbot, is also available around-the-clock to assist users and give resources.
However, with email service only available from 6 a.m. to 10 p.m. ET on weekdays and 10 a.m. to 4 p.m. ET on weekends, Klaviyo has a more constrained timeframe. Consumers in different time zones or experiencing urgent problems may find Klaviyo’s limited customer help hours problematic. Additionally, free account holders lose access to some support resources after 60 days, leaving them mostly dependent on email and the chatbot.
Omnisend Support
Omnisend offers email and live chat support in case you need help with any of its functionality.
Their Customer service is also available via a chatbot named Klara that works around-the-clock. A thorough knowledge library with articles, tutorials, and guides helps users solve problems.
Although customers value Omnisend’s support team’s promptness, there are drawbacks, including a lack of phone support, restricted live support hours, the possibility of delayed responses, and a reliance on automated help. This is a common disadvantage for both Omnisend and Klaviyo compared. All things considered, Omnisend provides a variety of support channels, yet consumers could experience difficulties with accessibility and personalized help.
How to choose between Klaviyo and Omnisend
We analyzed hundreds of reviews of both platforms on Capterra to present you with major reasons why organizations opt for one or another. This way, you can read takeaways from their experiences and make your own choice in Klaviyo vs Omnisend competition.
Why Businesses Choose Klaviyo
From Klaviyo’s profile on Capterra, we managed to get a comprehensive feedback on the matter of client satisfaction with the platform. We believe that the reviews from various market participators are the best to finalize our overview of this platform and comparison of Klaviyo and Omnisend. Let’s take a look at some takeaways from their feedback to see what impressed them in Klaviyo the most.
For example, this is what Cecilia V., a digital marketer who switched to Klaviyo from Omnisend writes about the experience with the platform.
“Klaviyo is easy to use, implement, and set up. The customer service responded quickly, and there are tons of material to check online if you are stuck with a feature. I love the A-test features on popups and emails. Good integration with Shopify.”
Another user, Brandon E., who considered Omnisend but chose Klaviyo, writes in the review:
“Overall, very good and central if you are selling ecommerce and have a decent email list growing.”
Why Businesses Switch from Klaviyo
Of course, it’s only fair to look into the cons of this tool as well. After analyzing dozens of reviews, we came to the conclusion that the common issue is pricing.
For example, Grant S., a director of marketing, first notes beneficial characteristics of Klaviyo in his review:
“We like the ability to have a strong integration with Shopify and how easy it is to sync lists between other platforms and Klaviyo. “
At the same time, the same user admits that the pricing was the most challenging part to understand about the service. The considered alternatives include Sendlane and Omnisend.
“The hardest things about Klaviyo are understanding pricing around profiles, and how to justify the growing cost of the platform…”
Why Businesses Choose Omnisend
To comprehensively compare Omnisedn with Klaviyo, we also looked through the reviews on Omnisend’s Capterra profile. What we gathered is that many users appreciate the platform for its capabilities for multichannel marketing and intuitiveness, which is great for beginners.
Filippo D., summarizes it in his review of the tool:
“Omnisend allows you to define complex automatic communication workflow with different channels: email, SMS, push, facebook, you name it. The template editing is not the best, but still quite powerful and intuitive.”
Another client, Bo K., highlights positive experience with Omnisend’s customer support.
“Customer service responds well when needed help and they are very knowledgeable and reacts very fast”
Why Businesses Migrate from Omnisend to Klaviyo
Naturally, users of Omnisend also experience issues with the service or the platform, and express their negative moments in the reviews. The most frequent disadvantages that we noticed to be mentioned are limited customization and integrations.
For example, S. Andrew C. notes that the software is good for automation overall, but the limitations make it seem a little expensive for its set of features.
“Quite expensive, a bit limited in integrations, customer support is so so, and limited customisation”
Our Recommendation — Klaviyo for the Win
Regarding email marketing software, we highly recommend Klaviyo. This platform has been our number one choice and a winner in Klaviyo vs Omnisend competition for years, so we’ve fully experienced all the benefits that it can bring to businesses. Klaviyo is an ESP made especially for e-commerce that provides a wealth of tools to help you sell rather than just send emails. It offers an SMS platform that syncs with emails for optimal outcomes, in case you’re also trying to communicate with your consumers via SMS. You can migrate to Klaviyo right now with the help of qualified email marketers from Flowium.
Final Thoughts
It’s critical to conduct extensive study and carefully evaluate every tool available to support your growing online store when choosing something as significant as an email marketing service.
Check each tool’s performance by giving it a test run. Not every tool would be appropriate for every firm, after all. We hope that this detailed comparison of Omnisend vs Klaviyo has given you some good places to start. Let us know if you need further assistance with the choice of any help with migration. Flowium is always there to help you advance in your email marketing.
