Omnisend vs Klaviyo: The Best Email Marketing Tool for 2024

Omnisend or Klaviyo for your 2024 email marketing? Read our expert comparison to find the tool that suits your business best

Welcome to the ultimate showdown between Omnisend and Klaviyo, two giants in the email marketing arena. As we step into 2024, the game of email marketing has evolved dramatically, becoming more sophisticated and essential for businesses than ever before. Whether you’re a startup owner, a marketing pro, or just curious about the latest in digital marketing tools, you’re in the right place. In this comprehensive guide, we’ll dive deep into the world of Omnisend and Klaviyo, comparing their features, usability, pricing, and much more. So, grab your favorite drink, and let’s unravel the mystery of which email marketing tool reigns supreme in 2024!

G2 Score – 4.5 out of 5 starsG2 Score – 4.6 out of 5 stars
TrustRadius Score – 6.1/10TrustRadius Score – 9/10

Ease of Use

User Interface and Experience

When it comes to choosing an email marketing tool, the ease of use is a big deal. You want something that’s intuitive, straightforward, and doesn’t require a degree in rocket science to understand. Let’s take a closer look at Omnisend and Klaviyo in this aspect.

Omnisend: Simplicity Meets Functionality

Omnisend prides itself on its user-friendly interface. It’s designed for those who want to get their campaigns up and running without getting bogged down in complexities. The dashboard is clean, with clear navigation and a minimal learning curve. This makes it a hit, especially among small business owners or marketers who are juggling multiple roles.

One of the highlights of Omnisend is its visual editor. It’s as easy as drag-and-drop, making the creation of stunning, responsive emails a breeze. You don’t need to be a design wizard; choose from their range of templates, and you’re halfway there. Moreover, Omnisend’s workflow automation is intuitive. Setting up trigger-based emails, segmentations, or autoresponders is straightforward, allowing you to automate your marketing efforts effectively with just a few clicks.

Klaviyo: Power Packed with Features

Klaviyo, on the other hand, is a bit more sophisticated. It caters to those who love diving into data and extracting every bit of marketing juice out of it. The interface is sleek, but with its advanced features, there’s a steeper learning curve compared to Omnisend.

Klaviyo’s strength lies in its segmentation and personalization capabilities. The platform allows you to slice and dice your email list in numerous ways, enabling hyper-targeted campaigns. While this is powerful, it can be a bit overwhelming for beginners or small teams without dedicated email marketing resources.

Another area where Klaviyo shines is its integration with e-commerce platforms, particularly Shopify. This integration makes it a go-to choice for e-commerce businesses looking to leverage customer data for personalized email marketing campaigns. The dashboard provides deep insights, but it might take some time to get accustomed to where everything is and how to use it effectively.

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Automation and Workflow Capabilities

Streamlining Your Email Marketing

Email marketing isn’t just about sending emails; it’s about sending the right emails at the right time. This is where automation and workflow capabilities come into play. Let’s compare how Omnisend and Klaviyo handle this crucial aspect.

Omnisend: Automating with Ease

Omnisend’s automation is all about making complex processes simple. It offers a range of pre-built workflows that cater to different stages of the customer journey. For instance, you can easily set up welcome series, cart abandonment emails, or post-purchase follow-ups. These pre-designed templates are not just time-savers but are also optimized based on best practices, which means they’re likely to perform well right out of the box.

Customization within these workflows is straightforward. You can adjust the timing, conditions, and content of the emails without feeling overwhelmed. Omnisend also allows you to add various channels into your workflows, such as SMS and push notifications, providing a more integrated approach to your marketing strategy.

Klaviyo: Advanced and Data-Driven Workflows

Klaviyo takes automation a notch higher. It’s all about leveraging customer data to create highly personalized and timely email sequences. The platform offers a robust set of automation tools that let you build complex workflows based on customer behavior, purchase history, and other data points.

One of the standout features of Klaviyo is its ability to create dynamic segments that update in real-time. This means you can automate emails that are incredibly relevant and timely. For example, you can set up a workflow that triggers an email to a customer who viewed a product but didn’t make a purchase, offering them a discount on that specific product.

While Klaviyo’s automation capabilities are powerful, they do require a bit more time and expertise to set up. You need to be comfortable working with customer data and thinking through complex marketing sequences.

Integration and E-commerce Compatibility: Expanding the Horizons

In the realm of email marketing, the ability to seamlessly blend with other digital tools and e-commerce platforms is not just a convenience—it’s a necessity. As businesses strive to create a cohesive and efficient digital ecosystem, the integration capabilities of email marketing tools like Omnisend and Klaviyo become increasingly significant.

Omnisend: A Versatile Connector

Omnisend shines as a versatile tool that understands the diverse needs of modern businesses. Its strength lies in its ability to connect with a wide array of platforms. Whether it’s e-commerce platforms like Shopify, WooCommerce, and BigCommerce, or CRM systems and other marketing tools, Omnisend integrates smoothly, ensuring that your marketing efforts are not siloed but part of a connected whole.

This broad spectrum of integration doesn’t just stop at connecting platforms; it enhances the functionality of your e-commerce experience. For instance, with Omnisend, pulling product details into your emails becomes effortless, enabling you to create more engaging and informative campaigns. The ability to generate and use dynamic discount codes directly in your emails is a game-changer, driving sales and customer engagement. Furthermore, the integration allows for a deeper understanding of how specific products perform in your email campaigns, offering insights that can shape future marketing strategies.

Klaviyo: The E-commerce Connoisseur

Klaviyo, on the other hand, positions itself as a master in e-commerce integration, particularly with its deep connection with Shopify. This integration is more than just syncing data; it’s about unlocking the full potential of your e-commerce data. Klaviyo’s approach is to make every piece of customer data actionable, turning browsing behaviors, purchase history, and customer interactions into fuel for personalized and timely email campaigns.

For e-commerce businesses, this level of integration is invaluable. Klaviyo allows you to track customer interactions on your website in real-time, offering insights that go beyond basic analytics. This data-driven approach enables businesses to create highly targeted campaigns, send personalized product recommendations, and automate emails based on real-time customer behavior. The result is a more personalized shopping experience for customers, which can lead to increased loyalty and higher conversion rates.

Pricing and Value for Money: A Closer Look

In the competitive landscape of email marketing tools, where Omnisend and Klaviyo are prominent players, understanding the nuances of their pricing strategies is crucial for businesses. This understanding helps in making an informed decision that aligns with both the marketing goals and budget constraints of a business.


  • Free Plan: Includes basic email marketing features, allowing up to 15,000 emails per month but with a daily limit.
  • Standard Plan: Starts around $16 per month for up to 500 subscribers, including automation workflows, SMS campaigns, and audience segmentation.
  • Pro Plan: Starting from around $99 per month for up to 500 subscribers, adding features like advanced reporting, web push notifications, and unlimited emails.
  • Enterprise Plan: Custom pricing for large-scale businesses, offering features like dedicated account management, deliverability support, and custom IP address.


  • Free 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.

Omnisend: Balancing Affordability with Features

Omnisend’s approach to pricing is centered around accessibility and scalability, which is evident in its tiered pricing structure. Starting with a free plan, Omnisend offers a solution for small businesses or startups that are beginning to explore the world of email marketing. This free plan, while basic, provides enough functionality to get started with email campaigns, making it an excellent choice for businesses with limited needs or budgets.

As businesses grow and their marketing needs become more sophisticated, Omnisend’s paid plans come into play. These plans are designed to grow with the business, offering more advanced features like segmentation, SMS marketing, and automation as the business scales. The pricing of these plans is structured based on the number of subscribers, which allows for a predictable scaling of costs in line with business growth. This transparency in pricing ensures that businesses can plan their budgets effectively without any surprise costs.

Klaviyo: Focused on Performance and ROI

Klaviyo’s pricing model reflects its focus on providing a premium, data-driven email marketing solution. While it does offer a free tier, the capabilities of Klaviyo truly shine through its paid plans. These plans are tailored for businesses that are ready to dive deep into data-driven marketing, with pricing based on the number of contacts and the volume of emails sent.

The premium pricing of Klaviyo is often justified by the advanced features it offers, especially for e-commerce businesses. The platform’s ability to tie email marketing efforts directly to revenue generation is a significant advantage. For businesses looking to maximize their return on investment in email marketing, Klaviyo provides the tools and insights to make that possible. The detailed analytics and segmentation capabilities allow for highly targeted and effective campaigns that can directly impact the bottom line.

Evaluating the Cost-Benefit

When it comes to choosing between Omnisend and Klaviyo, the decision often comes down to evaluating the cost against the expected benefits. Omnisend is the more budget-friendly option, making it suitable for businesses that are looking for value and ease of use without the need for overly complex features. Its pricing model is particularly appealing for small to medium-sized businesses or those at the early stages of their email marketing journey.

Klaviyo, with its higher price point, is suited for businesses that have a clear focus on leveraging email marketing as a significant driver of revenue, particularly in the e-commerce space. The investment in Klaviyo is seen not just as a cost, but as a strategic investment that can yield measurable returns.

Reporting and Analytics

Measuring Success in Email Marketing

In the world of email marketing, the ability to measure and understand campaign performance is key to making informed decisions. Let’s delve into how Omnisend and Klaviyo fare in terms of reporting and analytics.

Omnisend: Straightforward and Insightful

Omnisend offers a comprehensive set of reporting tools that cover the basics and then some. You get access to essential metrics like open rates, click rates, and conversion rates. These are presented in an easy-to-understand format, making it simple for even beginners to grasp their campaign’s performance.

One of the standout features of Omnisend’s analytics is the visual representation of your sales funnel. This visual aids in understanding how your emails are contributing to conversions at each stage. Additionally, Omnisend provides insights into the performance of individual automation workflows, which is great for tweaking and improving your automated campaigns over time.

Klaviyo: Data-Driven and Detailed

Klaviyo takes analytics a step further. It’s designed for those who love to dive deep into data. Along with the standard metrics, Klaviyo provides advanced reporting features like cohort analysis, lifetime value tracking, and detailed segmentation performance.

The real power of Klaviyo’s analytics lies in its ability to tie email performance directly to revenue. This is particularly valuable for e-commerce businesses, as it allows them to see exactly how much revenue each email campaign is generating. Klaviyo also offers A/B testing capabilities, enabling you to test different elements of your emails and learn from the results in a data-driven way.


As we wrap up our comprehensive comparison of Omnisend and Klaviyo, it’s clear that both platforms offer robust solutions for email marketing, each with its unique strengths. Omnisend emerges as an excellent choice for businesses seeking an easy-to-use, cost-effective platform that offers essential email marketing functionalities. Its user-friendly interface, straightforward automation, and scalable pricing make it ideal for small to medium-sized businesses and those new to email marketing.

On the other hand, Klaviyo stands out as the preferred option for businesses with a strong focus on data-driven strategies, particularly in the e-commerce sector. Its advanced segmentation, detailed analytics, and the ability to directly link email campaigns to revenue generation provide a powerful toolkit for businesses looking to leverage email marketing as a key component of their growth strategy.

The decision between Omnisend and Klaviyo ultimately boils down to your business’s specific needs, size, budget, and marketing goals. For those prioritizing ease of use and affordability, Omnisend is a great choice. For businesses ready to invest in a more sophisticated, data-centric email marketing tool, Klaviyo offers unmatched capabilities.

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