ActiveCampaign vs. Klaviyo Comparison: Which is better?

Trying to decide between ActiveCampaign vs. Klaviyo? Our comparison is designed to help. Read to learn more about pricing, pros, cons, features, and more.

Choosing the right email marketing tool can be challenging, especially when it comes to ActiveCampaign vs. Klaviyo.

Both are powerful solutions for businesses, but which one best suits your needs? Our comparison will answer all your questions to help you make an informed decision.

Let’s dive in!

ActiveCampaign vs. Klaviyo: At a Glance

Criteria	ActiveCampaign	Klaviyo	Winner
SMB Guide’s Rating	8.2/10	9.4/10	Klaviyo
Marketing Automation Capabilities	Advanced automation	Powerful, but simpler	ActiveCampaign
Email Builder	Flexible, powerful	Intuitive, efficient	Klaviyo
Personalization & Customization	Highly customizable	Highly Targeted	Klaviyo
Campaign Performance Tracking	Detailed metrics	Comprehensive insights	Klaviyo
Email Deliverability	✅	✅	ActiveCampaign
List Management	Dynamic segmentation	Easy-to-use tools	Klaviyo
A/B Testing	✅	✅	Tie
Advanced Reporting & Insights	In-depth insights	Actionable reports	Klaviyo
Compliance & Security	✅	✅	Tie
User Experience and User Interface	Professional interface	Sleek design	Klaviyo
Integrations and Compatibility	950+ integrations	350+ integrations	ActiveCampaign
Customer Support	24/7 live support	Dependable assistance	ActiveCampaign
Pricing	$15/mo – $1,169/mo	Free – $2,315/mo	Klaviyo
Scalability	✅	✅	Tie

ActiveCampaign: Key Features, Pros, Cons, & Pricing

ActiveCampaign is a popular marketing automation platform known for its extensive features and capabilities to help businesses streamline their marketing efforts.

Key features include:

• Email marketing
• Marketing automation
• CRM tools
• Omnichannel marketing
• Audience management
• Analytics and reporting
• Site tracking and integrations

Pros & Cons

Pricing

• Starter: Starts at $15/mo
• Plus: Starts at $49/mo
• Pro: Starts at $79/mo
• Enterprise: Starts at $145/mo

Klaviyo: Key Features, Pros, Cons, & Pricing

Klaviyo is a powerful email marketing and automation platform known for its deep integration with e-commerce platforms and data-driven approach.

Key features include:

• Email marketing
• Marketing automation
• E-commerce integration
• Segmentation and targeting
• SMS marketing
• Analytics and reporting
• Customer data platform (CDP)

Pros & Cons

Pricing

Klaviyo doesn’t have pricing tiers. Instead, you’re charged based on your account’s number of active monthly profiles. Pricing ranges from free to $2,315 a month.

You’ll start paying at 251 profiles, and once you reach 250,001 monthly active contacts, you’ll receive customized pricing.

Marketing Automation Capabilities

ActiveCampaign offers a wide range of automation workflows you can customize based on user behavior, engagement levels, and other metrics.

The visual automation builder is intuitive, making creating complex sequences without coding skills easy. Numerous pre-built automations help you start quickly and efficiently.

Klaviyo also offers powerful marketing automation capabilities but uses a simpler overall approach. It’s more heavily focused on e-commerce, providing seamless integration with platforms like Shopify and Adobe Commerce.

With it, you can get highly personalized and targeted automated campaigns based on customer data and purchase history.

Klaviyo’s automation capabilities are strong, but less extensive or flexible than ActiveCampaign’s.

✅ Winner: ActiveCampaign

Email Builder

ActiveCampaign’s email builder is user-friendly and versatile. It offers a drag-and-drop interface that allows you to create visually appealing and responsive emails easily.

The builder provides a wide selection of templates and customization options, ensuring you can design emails that align with your brand’s style.

ActiveCampaign supports dynamic content, enabling personalized experiences for recipients based on various criteria.

Klaviyo’s email builder is intuitive, efficient, and designed to simplify email creation. It also uses a drag-and-drop interface and offers a variety of predesigned templates tailored specifically for ecommerce needs.

Klaviyo’s email builder integrates seamlessly with its automation features, allowing you to easily insert personalized product recommendations and dynamic content into your emails.

The simplicity and efficiency of Klaviyo’s builder make it highly accessible even for those who are new to email marketing.

While both platforms offer robust email builders, Klaviyo stands out for its intuitive design and seamless integration with e-commerce-specific features.

✅ Winner: Klaviyo

Personalization & Customization

ActiveCampaign offers extensive personalization and customization options, allowing you to tailor emails and campaigns based on a wide range of data points, such as user behavior, demographics, and engagement history.

The platform supports dynamic content and conditional logic, enabling highly personalized messages that can change based on the recipient’s attributes or actions.

ActiveCampaign’s segmentation capabilities are strong, allowing marketers to create finely tuned audience segments for targeted campaigns.

Klaviyo excels in personalization and customization, particularly for ecommerce businesses. it provides highly targeted personalization options based on detailed customer data from integrated ecommerce platforms.

Klaviyo enables you to insert personalized product recommendations, custom discounts, and dynamic content into emails and automation workflows.

Its powerful segmentation tools allow you to target your customers precisely and ensure that everyone receives relevant and personalized communications.

✅ Winner: Klaviyo

Campaign Performance Tracking

ActiveCampaign provides detailed metrics for campaign performance tracking, offering insights into open rates, click-through rates, conversions, and more.

The platform’s comprehensive reporting dashboard allows you to analyze data across various campaigns and segments. ActiveCampaign also supports goal tracking, which enables you to measure the success of objectives within your campaigns.

Its reporting features can be customized to track any campaign’s most relevant KPIs.

Klaviyo delivers comprehensive insights into campaign performance with a focus on actionable data. You can track key metrics such as revenue per recipient, conversion rates, and ROI directly tied to email campaigns.

✅ Winner: Klaviyo

Email Deliverability

ActiveCampaign is known for its high deliverability rates, which are crucial for ensuring your marketing emails reach their intended recipients in boxes.

The platform uses best practices to maintain deliverability, such as list hygiene tools, spam testing, and monitoring sender reputation.

ActiveCampaign also offers guidelines and support to help you optimize your email content and avoid common pitfalls that can lead to emails being marked as spam.

Klaviyo consistently demonstrates strong email deliverability, particularly for ecommerce businesses. the platform uses advanced deliverability practices, including domain authentication, sender reputation management, and automated list cleaning.

Klaviyo also provides deliverability insights, helping you identify and address issues that could affect email performance.

However, because of its focus on ecommerce, it might do better in scenarios where transactional and promotional emails are heavily intertwined with customer purchasing behavior.

Though both platforms have excellent deliverability practices, ActiveCampaign’s broader application across various industries and its comprehensive deliverability tools give it a slight edge in maintaining high deliverability rates.

✅ Winner: ActiveCampaign

List Management

ActiveCampaign has quality list management features to help you effectively organize and segment your contacts. You can create multiple lists, tag contacts based on various criteria, and use advanced segmentation to tailor messages to specific audience segments.

It also supports dynamic lists that automatically update based on contact behavior or attributes. Its advanced filtering options make it easy to manage large databases and ensure targeted communication.

Klaviyo excels in list management, too. You can segment contacts based on intricate details like purchase history, browsing behavior, and engagement with previous emails.

The powerful segmentation tools enable you to create highly specific segments and target customers with personalized content.

Klaviyo also offers predictive analytics to identify high-value customers and those likely to churn, further enhancing your list management efforts.

Klaviyo’s focus on detailed customer data and advanced segmentation options gives it the edge.

✅ Winner: Klaviyo

A/B Testing

ActiveCampaign offers strong A/B testing features that allow you to test different elements of your emails, such as subject lines, email content, send times, and more.

You’ll get detailed reports on each variant’s performance, allowing you to make data-driven decisions and optimize your campaigns. Since split testing is integrated into automation workflows, you can consistently optimize within automated sequences.

Klaviyo also offers comprehensive split testing capabilities. You can test various elements of your emails, such as with ActiveCampaign.

Klaviyo’s reporting tools provide clear insights into which variants perform better, with metrics tied directly to business outcomes. Clavio also supports continuous testing within automated flows for ongoing optimization.

We declare a tie in this category because the split testing features on the two platforms are similar.

✅ Winner: Tie

Advanced Reporting & Insights

ActiveCampaign provides comprehensive reporting and insights catering to various aspects of marketing performance. You’ll get detailed analytics on email campaigns, automation workflows, customer journeys, and overall engagement metrics.

You can generate custom reports to focus on specific KPIs and track the effectiveness of your marketing strategies. ActiveCampaign also includes goal tracking and revenue attribution features to help you understand the direct impact of your campaign on business objectives.

The CRM integration allows for deeper insights into customer interactions across multiple touchpoints.

Klaviyo offers similar reporting and analytics tools, but it also includes cohort analysis, predictive analytics, and customer lifetime value reports, which help you better understand long-term trends and customer behaviors.

Klaviyo’s dashboard is more intuitive, so it’s easy to access critical insights and make data-driven decisions.

✅ Winner: Klaviyo

Compliance and Security

Both platforms offer comprehensive compliance and security measures, including GDPR compliance, data encryption, and two-factor authentication. ActiveCampaign also supports HIPAA compliance, which is notable for healthcare-related uses.

Klaviyo’s SOC 2 Type II certification highlights its commitment to rigorous security standards. Depending on your specific compliance needs, either platform could be more suitable.

However, in general terms, both platforms provide strong security and compliance features.

✅ Winner: Tie

User Interface and User Experience

Both platforms have user-friendly interfaces. With ActiveCampaign, you’ll access the various areas of the platform with the left sidebar.

The sheer volume of features available can mean a bit of a learning curve when you start using it.

Klaviyo employs a clean, minimalist navigation structure. Rather than secondary sidebar menus, it uses feature-specific settings in a dropdown menu.

The more streamlined feature set makes it easier to navigate compared to ActiveCampaign.

✅ Winner: Klaviyo

Integrations and Compatibility

ActiveCampaign has a broader range of integrations and compatibility, making it better for businesses across multiple industries.

But for ecommerce businesses, Klaviyo excels with deep ecommerce integrations and tailored features, making it the better choice for online retail businesses looking to leverage detailed customer and purchase data.

ActiveCampaign has a broader app ecosystem. Both tools offer API access and Zapier support.

✅ Winner: ActiveCampaign

Customer Support

Platforms offer comprehensive customer support with features like email and live chat support, extensive help centers, community forums, and educational resources.

The choice between the two may come down to specific business needs. We declared ActiveCampaign a winner here because it caters to a broader range of industries.

✅ Winner: ActiveCampaign

Pricing

ActiveCampaign offers a tiered pricing structure that caters to different business needs, with features scaling up at higher tiers. The pricing is based on the number of contacts and scales up as you grow.

Klaviyo’s pricing is also contact-based and scales according to the size of the contact list, but is free for up to 250 contacts. We declared Klaviyo the winner because it offers a free plan, and ActiveCampaign doesn’t.

✅ Winner: Klaviyo

Scalability

Both ActiveCampaign and Klaviyo offer scalable solutions, but the best choice depends on the business’s specific needs.

✅ Winner: Tie

Standout Features of ActiveCampaign

ActiveCampaign stands out with its integrated CRM, sales automation, lead scoring, advanced contact management, and predictive analytics.

It is the more versatile choice for businesses looking for a comprehensive tool that addresses marketing and sales needs beyond email and SMS marketing.

Standout Features of Klaviyo

What really separates Klaviyo from ActiveCampaign is its strong focus on the e-commerce space and features tailored to meet the needs of online retailers.

ActiveCampaign vs. Klaviyo: SMB Guide’s Verdict

Ultimately, the final winner depends on your business needs, but our winner overall is Klaviyo. Both are great tools and excel in different areas, which makes them suitable for different types of businesses.

ActiveCampaign is best for businesses seeking a vertical marketing automation platform that includes advanced CRM capabilities, sales automation, lead scoring, and extensive customization options.

Klaviyo is best suited for ecommerce businesses looking for a specialized platform with deep e-commerce integrations, advanced segmentation, revenue tracking, and personalized product recommendations.