Klaviyo vs Mailigen: The Best Email Marketing Tool for 2024

Elevate your email marketing strategy in 2024 with Klaviyo vs Mailigen. Discover the features that set them apart and make the right choice for success.

Welcome to the world of email marketing in 2024, where the digital landscape continues to evolve, and choosing the right email marketing tool is more critical than ever. In this deep dive, we will explore two prominent contenders: Klaviyo and Mailigen. Both are well-regarded in the email marketing arena, but which one truly deserves the title of the best email marketing tool for 2024? Let’s dive in and find out.

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Automation and Workflow Management: Streamlining Your Email Campaigns

In today’s fast-paced digital marketing world, automation is the key to efficiency and effectiveness. Both Klaviyo and Mailigen offer automation features, but how do they compare?

Klaviyo: E-commerce Powerhouse

Klaviyo is renowned for its advanced automation capabilities, particularly beneficial for e-commerce businesses. It allows you to create intricate, behavior-triggered email sequences that can be tailored to individual customer journeys. This level of automation enables you to deliver highly personalized and timely messages, enhancing customer engagement and boosting conversions.

Klaviyo’s automation integrates seamlessly with its segmentation capabilities, enabling you to create dynamic segments based on customer behavior, preferences, and past purchase history. This ensures that each email sent is relevant and personalized, increasing the likelihood of customer engagement and sales.

Mailigen: Streamlined Automation for All

Mailigen offers a user-friendly automation system designed to cater to businesses of all sizes. While it might not offer the depth of automation capabilities as Klaviyo, it covers the essentials for effective email marketing. Mailigen allows you to set up automated welcome emails, follow-ups, and drip campaigns with ease.

The strength of Mailigen’s automation lies in its simplicity. It’s an ideal solution for businesses looking for straightforward automation without the complexity of more advanced platforms. The platform’s intuitive interface ensures that even those new to email marketing can create effective automation workflows.

Automation: Choosing the Right Fit

If you’re in the e-commerce sector and require advanced, behavior-driven automation, Klaviyo is the clear choice. Its sophisticated automation features are designed to help businesses leverage customer data for highly targeted campaigns.

On the other hand, if you prefer a more straightforward, user-friendly approach to automation and need a tool that caters to businesses of all sizes, Mailigen is an excellent option. Its streamlined automation is perfect for those seeking efficiency without complexity.

In summary, both Klaviyo and Mailigen offer robust automation features, but the choice will depend on the complexity of your marketing strategy and your specific automation needs.

Email Design and Customization: Crafting Engaging Campaigns

Designing visually appealing and engaging email campaigns is crucial in capturing your audience’s attention. Let’s explore how Klaviyo and Mailigen compare in terms of email design and customization.

Klaviyo: Creative Freedom with Advanced Customization

Klaviyo excels in providing a high degree of customization for email design. Its drag-and-drop email builder is intuitive and allows you to create responsive and visually appealing emails effortlessly. With a wide variety of templates and the ability to fine-tune every element – from colors and fonts to layouts and images – Klaviyo empowers you to create emails that align seamlessly with your brand identity.

This high level of customization is especially beneficial for brands that prioritize uniqueness and creativity in their emails. Klaviyo’s tools are sophisticated enough for experienced marketers yet user-friendly for beginners, making it a versatile choice for various businesses.

Mailigen: User-Friendly Design for Efficiency

Mailigen takes a straightforward approach to email design, offering a range of pre-designed templates that are easy to customize. While it may not provide the same depth of customization as Klaviyo, it covers the essential design needs for most email marketing campaigns. Mailigen’s templates are designed to be visually appealing and responsive, ensuring that your emails look great on any device.

Mailigen’s strength lies in its simplicity and efficiency. It’s an ideal solution for businesses that need to create professional-looking emails quickly and without a steep learning curve.

Design and Customization: Tailoring to Your Needs

If you’re looking for a tool that offers extensive customization options and the ability to create highly personalized, brand-centric emails, Klaviyo is the better choice. Its advanced design features cater to businesses looking to make a strong visual impact with their emails.

On the other hand, if you value efficiency and ease of use in email design, and need a tool that still delivers quality results, Mailigen is a great fit. Its user-friendly design process makes it suitable for those who want to create effective emails without extensive customization.

In summary, both Klaviyo and Mailigen offer robust capabilities in email design and customization, but they cater to different preferences in terms of design complexity and user experience.

Analytics and Reporting: Measuring Email Campaign Success

In the world of email marketing, the ability to track and analyze the performance of your campaigns is essential for refining your strategies and achieving better results. Let’s delve into how Klaviyo and Mailigen compare in their analytics and reporting capabilities.

Klaviyo: Data-Driven Insights for E-commerce

Klaviyo offers comprehensive analytics and reporting tools, providing in-depth insights into your email campaigns. This platform excels in tracking detailed metrics, including open rates, click-through rates, and conversion rates. What sets Klaviyo apart is its ability to link these metrics to actual sales and customer behavior, which is invaluable for e-commerce businesses.

The platform allows for advanced segmentation in reporting, enabling you to analyze campaign performance for different customer segments. This granular data is instrumental in fine-tuning your marketing strategies and creating more targeted, effective campaigns.

Mailigen: Actionable Insights at Your Fingertips

Mailigen provides robust analytics features that are straightforward and user-friendly. It covers all the essential metrics needed to gauge the performance of your email campaigns, such as open rates, click rates, bounces, and unsubscribes. The data is presented in a clear and concise manner, making it easily accessible for quick analysis and decision-making.

While Mailigen may not offer the same level of e-commerce integration as Klaviyo, its analytics are comprehensive enough for most email marketing requirements, with a focus on actionable insights.

Choosing the Right Analytics Tool

If your business demands detailed analytics with a strong focus on e-commerce and customer value, Klaviyo is the superior choice. Its advanced reporting capabilities allow you to understand not just how your emails perform but also their direct impact on sales.

If you prefer a more straightforward approach to analytics and need a tool that provides clear, actionable insights, Mailigen is an excellent choice. Its analytics are user-friendly and provide all the necessary data to understand and improve your campaign performance.

Both Klaviyo and Mailigen offer powerful analytics and reporting tools. Your choice between them should be based on the depth of analysis you need and the specific insights you’re looking to gain from your email marketing campaigns.

Pricing and Affordability: Finding the Right Investment

Pricing is a critical factor when choosing an email marketing tool, as it needs to align with your budget while delivering the necessary features. Let’s compare Klaviyo and Mailigen based on their pricing structures to see which offers better value for your money.

KlaviyoFree Plan: Allows up to 250 contacts and 500 email sends, with Klaviyo branding on emails.
Email Plans: Pricing starts based on the number of contacts. For example, for up to 500 contacts, the cost is around $20 per month. Includes email and SMS capabilities, segmentation, and automation. Pricing scales with the number of contacts.
SMS and Email Combined Plans: Offers combined packages for businesses that want to use both email and SMS marketing. Pricing is based on the number of contacts and SMS messages sent.
MailigenPricing Structure: Based on the number of subscribers.
Basic Plans:
Up to 500 subscribers: Starts at approximately $10/month.
Up to 2,500 subscribers: Starts at approximately $25/month.
Up to 5,000 subscribers: Starts at approximately $40/month.
Higher Volume Plans:
Up to 10,000 subscribers: Pricing available upon request.
Up to 25,000 subscribers and more: Custom pricing.

Klaviyo: Scalable Pricing for E-commerce

Klaviyo operates on a tiered pricing model based on the number of contacts in your email list. This scalable approach is particularly beneficial for growing businesses, as it allows you to start with a smaller, more affordable plan and gradually move up as your list expands. The cost increases with the size of your email list, but so does the potential for revenue generation, making it a worthwhile investment for many businesses, especially those in the e-commerce space.

Klaviyo offers a free tier with basic features, which is a great starting point for small businesses or those new to email marketing. As you scale up, the additional features and capabilities of higher tiers, such as advanced segmentation and analytics, become available.

Mailigen: Cost-Effective Solutions for All

Mailigen offers cost-effective pricing plans suitable for businesses of all sizes. One of the key attractions of Mailigen’s pricing is its affordability, especially for small to medium-sized businesses or those with a limited budget for email marketing. Unlike some other platforms, Mailigen doesn’t charge based on the number of emails sent or contacts in your list, offering unlimited emails even in its lower-tier plans.

This pricing model makes Mailigen an attractive option for businesses looking for a budget-friendly solution without limitations on email sends or contacts. It’s particularly appealing for those who want to make the most of their marketing budget.

Assessing Value for Money

If you’re a growing business, especially in the e-commerce sector, and you need an email marketing tool that scales with your needs, Klaviyo’s pricing model offers good value. The advanced features and e-commerce integrations justify the investment as your business grows.

For businesses seeking a more straightforward, budget-friendly option without limitations on email sends or contacts, Mailigen is an excellent choice. Its cost-effective pricing offers significant value, especially for small to medium-sized businesses.

In summary, both Klaviyo and Mailigen have their merits in terms of pricing. Your choice will depend on your business size, growth trajectory, and the specific features you need from your email marketing platform.

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Customer Support and Resources: Ensuring a Smooth Experience

Effective customer support and access to valuable learning resources can significantly impact your experience with an email marketing tool. Let’s explore how Klaviyo and Mailigen compare in providing support and educational materials to their users.

Klaviyo: Comprehensive Support and Extensive Resources

Klaviyo is known for its high-quality customer support. It offers various channels, including email, live chat, and phone support, ensuring that help is readily available when you need it. Users often highlight the responsiveness and expertise of Klaviyo’s support team, making the platform user-friendly, especially for businesses new to email marketing.

In terms of educational resources, Klaviyo shines with an extensive library of guides, how-to articles, video tutorials, and webinars. These resources cover a wide range of topics, from basic setup to advanced marketing strategies, making them invaluable for users at all levels. Whether you’re a beginner or an advanced user, Klaviyo’s resources can help enhance your email marketing skills.

Mailigen: Efficient Support and Helpful Guides

Mailigen offers efficient and reliable customer support through channels like email and live chat. While the support might not be as extensive as Klaviyo’s in terms of channels, it is competent and generally well-received by users. Mailigen’s support team is equipped to assist with a range of queries, ensuring users can navigate and utilize the platform effectively.

When it comes to educational resources, Mailigen provides a solid collection of guides, FAQs, and tutorials. These resources are designed to help users understand the basics of the platform and get the most out of their email marketing campaigns. While the library might not be as comprehensive as Klaviyo’s, it covers all the essential aspects and is a valuable resource for new users.

Support and Resources: Tailoring to Your Needs

If you’re looking for a platform with robust customer support and a wide array of educational materials, Klaviyo is an excellent choice. Its comprehensive support system and extensive learning resources make it ideal for businesses seeking to deepen their knowledge and skills in email marketing.

On the other hand, if you prefer a platform with efficient, straightforward support and essential resources to get you started, Mailigen is a great fit. Its user-friendly approach and helpful guides make it suitable for businesses looking for simplicity and efficiency.

Both Klaviyo and Mailigen offer effective customer support and valuable resources, but the choice will depend on the level of support you require and the complexity of the features you plan to use.

Deliverability: Ensuring Your Emails Reach the Inbox

One of the most critical factors in email marketing is deliverability – the ability to ensure that your emails reach your subscribers’ inboxes rather than getting lost in spam folders. Let’s explore how Klaviyo and Mailigen compare in terms of deliverability.

Klaviyo: Emphasizing Deliverability

Klaviyo places a strong emphasis on email deliverability and has implemented several features to improve it. The platform offers tools to monitor your sender reputation and provides guidance on improving it. It also includes features like double opt-in and list hygiene checks to ensure that your emails are sent to engaged and valid recipients.

Additionally, Klaviyo provides domain authentication options like DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework), which are essential for email authentication and improving deliverability. The platform actively monitors and manages email bounces and unsubscribes to maintain a clean sender reputation.

Mailigen: Focusing on Inbox Placement

Mailigen also prioritizes inbox placement and offers features to enhance deliverability. It provides a dedicated IP address option for users with higher email volumes, which can help maintain a good sender reputation. The platform includes spam testing tools that analyze your email content for potential spam triggers, allowing you to make necessary adjustments before sending.

Mailigen’s automation rules are designed to ensure that your emails are only sent to engaged subscribers, reducing the risk of being marked as spam. The platform actively manages bounced and unsubscribed email addresses to maintain a healthy sender reputation.

Ensuring Email Deliverability

Both Klaviyo and Mailigen take deliverability seriously and offer features to help you maintain a positive sender reputation. To ensure email deliverability, it’s crucial to follow best practices like sending relevant content to engaged subscribers, regularly cleaning your email list, and adhering to email authentication standards.

Your choice between Klaviyo and Mailigen in terms of deliverability may depend on other factors, such as your overall email marketing strategy and the specific features you require.

In summary, both Klaviyo and Mailigen provide tools and features to enhance email deliverability, but achieving high inbox placement ultimately depends on your email practices and content quality.

Integration and Compatibility: Seamlessly Connecting Your Tools

The ability to integrate your email marketing platform with other tools and services is crucial for streamlining your marketing efforts. Let’s compare how Klaviyo and Mailigen fare in terms of integration and compatibility.

Klaviyo: A Wide Range of Integrations

Klaviyo offers a vast array of integrations with popular e-commerce platforms, CRMs, analytics tools, and more. It has native integrations with platforms like Shopify, Magento, WooCommerce, and BigCommerce, making it an ideal choice for e-commerce businesses. Additionally, Klaviyo provides an open API that allows for custom integrations with other tools and services.

The platform’s extensive integration options enable you to sync customer data, track conversions, and personalize email campaigns based on customer behavior from various sources. This seamless connectivity enhances your marketing automation capabilities and provides a holistic view of your customer interactions.

Mailigen: Integration with Essential Tools

While Mailigen’s integration options may not be as extensive as Klaviyo’s, it covers essential integrations with CRMs like Salesforce, e-commerce platforms like Shopify, and other tools commonly used in marketing. Mailigen also provides an open API, allowing for custom integrations when needed.

For businesses that require basic integrations to connect their email marketing with other systems, Mailigen offers suitable options. It’s especially suitable for small to medium-sized businesses that may not need a wide range of integrations.

Integrations: Meeting Your Needs

Your choice between Klaviyo and Mailigen in terms of integration and compatibility will depend on the specific tools and platforms you use in your marketing stack. If you require a broad range of integrations and extensive connectivity with e-commerce and CRM platforms, Klaviyo is the superior choice.

On the other hand, if you need essential integrations and a user-friendly approach to connecting your email marketing with other tools, Mailigen provides suitable options.

In summary, both Klaviyo and Mailigen offer integration capabilities, but Klaviyo excels in providing a more extensive range of integrations, making it ideal for businesses with complex marketing technology stacks.


In the showdown between Klaviyo and Mailigen for the title of the best email marketing tool in 2024, it’s evident that both platforms have their strengths and are well-equipped to serve different business needs. Klaviyo, with its advanced automation, robust email design, and comprehensive analytics, shines as a top choice for e-commerce businesses and marketers seeking sophisticated customization and in-depth customer insights. Its scalable pricing model aligns with the growth trajectory of businesses, making it an investment that can evolve alongside your needs.

Mailigen, on the other hand, stands out as a cost-effective solution that offers efficient automation, user-friendly design, and essential integrations. It caters to businesses of all sizes, especially those looking for simplicity and affordability without compromising on the quality of their email marketing campaigns. When it comes to customer support and resources, Klaviyo impresses with its extensive library of educational materials and responsive assistance. Mailigen, while not as extensive, offers efficient support and helpful guides to get users started.

In terms of deliverability, both platforms prioritize inbox placement and provide tools to maintain a good sender reputation. Success in this aspect ultimately depends on adherence to email best practices and content quality. Integration and compatibility see Klaviyo in the lead, offering a wide range of integrations that cater to businesses with complex marketing technology stacks. Mailigen, while providing essential integrations, may be a better fit for those with simpler requirements. In the end, the choice between Klaviyo and Mailigen boils down to your specific business needs, budget, and growth plans. Consider the strengths of each platform and align them with your email marketing objectives to make the right decision in 2024.

Selecting the best email marketing tool is a pivotal decision, as it impacts your ability to connect with your audience effectively and achieve your marketing goals. Whether you opt for the sophistication of Klaviyo or the simplicity of Mailigen, both platforms offer valuable solutions to enhance your email marketing efforts in the ever-evolving digital landscape of 2024. As you embark on your email marketing journey, remember that success lies not just in the tool you choose but in how effectively you leverage it to engage, nurture, and convert your audience.

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