Klaviyo vs. HubSpot Comparison: Which is better?

Choosing between Klaviyo and HubSpot for marketing automation? This comparison explores how each tool supports your marketing needs.

Discover key differences, features, and more as we answer your questions and guide you to the best solution for your business. 

Ready to delve in? Let’s get started.

Klaviyo vs. HubSpot: At a Glance

Criteria	Klaviyo	HubSpot	Winner
SMB Guide’s Rating	9.4/10	8.8/10	Klaviyo
Marketing Automation Capabilities	Powerful, but simpler	Comprehensive automation tools	HubSpot
Email Builder	Intuitive, efficient	Intuitive and versatile	Klaviyo
Personalization & Customization	Highly Targeted	Highly customizable	HubSpot
Campaign Performance Tracking	Comprehensive insights	In-depth tracking tools	HubSpot
Email Deliverability	✅	✅	HubSpot
List Management	Easy-to-use tools	Easy-to-use tools	HubSpot
A/B Testing	✅	✅	HubSpot
Advanced Reporting & Insights	Actionable reports	Advanced analytics	HubSpot
Compliance & Security	✅	✅	HubSpot
User Experience and User Interface	Sleek design	Seamless user experience	Tie
Integrations and Compatibility	350+ integrations	Broad compatibility	Tie
Customer Support	Dependable assistance	Excellent customer service	HubSpot
Pricing	Free – $2,315/mo	Free – $3,600/mo	Klaviyo
Scalability	✅	✅	Tie

Klaviyo: Key Features, Pros, Cons, & Pricing

Klaviyo is a popular email marketing and automation platform known for integrating with ecommerce platforms and a 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.

HubSpot: Key Features, Pros, Cons, & Pricing

HubSpot Marketing Automation is a comprehensive suite of tools designed to help businesses automate their marketing processes, improve efficiency, and drive growth.

Key features include:

• Email automation
• Landing page builder
• Campaign management
• Ad tracking
• Content management
• Drip campaigns
• Omni-channel marketing automation
• Workflow automation

Pros & Cons

Pricing

• Free: $0 (limited tools and features)
• Starter: $15/month/seat (includes 1,000 marketing contacts)
• Professional: $800/month (includes three seats and 2,000 marketing contacts.) Additional seats are $45/month/each

Marketing Automation Capabilities

Both Klaviyo and HubSpot offer robust marketing capabilities, making email and SMS marketing easier.

HubSpot stands out with its superior workflow automation, seamless CRM integration, and extensive content management features.

HubSpot is the clear winner if you want an all-in-one solution with advanced automation.

✅ Winner: HubSpot

Email Builder

While both platforms offer solid email builders with pre-designed templates, drag-and-drop editors, and HTML editing capabilities, Klaviyo wins here because it’s easier to use overall.

There’s a wider variety of pre-designed templates to choose from, making less work for you.

✅ Winner: Klaviyo

Personalization & Customization

Both Klaviyo and HubSpot offer advanced features in this area. HubSpot’s integration with its CRM and smart content capabilities provides a more holistic approach to personalized marketing.

It offers a more comprehensive solution that leverages detailed customer insights across all touchpoints than Klaviyo.

The CRM is more customizable, giving you better control over dynamic personalization.

✅ Winner: HubSpot

Campaign Performance Tracking

Klaviyo and HubSpot offer real-time analytics and reporting, detailed metrics, custom reports, and split-testing insights.

Either tool is a solid choice here, but if we have to declare a winner here, it’s HubSpot because the integration with the HubSpot CRM provides deeper insights into how campaigns influence sales and customer relationships.

✅ Winner: HubSpot

Email Deliverability

Both platforms perform well in email deliverability, focusing on maintaining strong sender reputations and providing robust tools to monitor and enhance deliverability.

It’s HubSpot’s comprehensive compliance framework and advanced monitoring tools that give it a slight advantage.

✅ Winner: HubSpot

List Management

Both offer powerful list management features, but HubSpot wins here because of its smart lists, CRM integration, and solid list hygiene tools.

Ultimately, it has more granular list segmentation, too.

✅ Winner: HubSpot

A/B Testing

Both offer email split testing, multivariate testing, and real-time analytics. Klaviyo features automated winner selection, which automatically chooses the best performing various based on predefined criteria.

What makes HubSpot the winner is that it offers more comprehensive testing options. With Klaviyo, you can only test emails.

Using HubSpot, you can split test emails, landing pages, and more. Because it integrates with automations, you end up with a more extensive testing environment.

✅ Winner: HubSpot

Advanced Reporting & Insights

Both Klaviyo and HubSpot excel at reporting because they offer real-time analytics, detailed metrics, and custom reporting.

However, HubSpot’s integration with the HubSpot CRM provides deeper insights into how campaigns influence sales and customer relationships, making it the winner here.

This additional information gives you a more detailed view of how effective your overall marketing strategy is.

✅ Winner: HubSpot

Compliance and Security

Both platforms prioritize compliance and security, adhering to key data protection regulations and implementing robust security measures.

HubSpot gets the slight edge here because of its continuous security monitoring and comprehensive compliance framework.

✅ Winner: HubSpot

User Interface and User Experience

Both Klaviyo and HubSpot offer excellent user experience and interface. Klaviyo boasts a clean and intuitive user interface, with customizable dashboards so you can tailor your workplace to fit your needs.

HubSpot provides a polished, professional user interface that is visually appealing and easy to navigate.

While there is a bit of a learning curve to make use of the advanced features on either platform, both provide adequate support and resources to make maximizing capabilities easier.

✅ Winner: Tie

Integrations and Compatibility

Both platforms offer great integration and compatibility. Klaviyo is highly optimized for e-commerce businesses, where HubSpot is well suited for any industry.

Both platforms support API access, a wide range of third party app integrations, and real-time data synchronization so no matter how you access the information, it’s accurate.

HubSpot has dedicated mobile apps and Klaviyo doesn’t, but you can still access the mobile web version on your tablet or phone.

✅ Winner: Tie

Customer Support

Both provide a variety of support channels, including email, live chat, and a comprehensive help center. There’s also a community forum where you can ask questions and share tips with other users.

HubSpot wins here because it offers 24/7 support, and it offers the HubSpot Academy, which offers free courses and certifications on using the platform effectively and improving marketing strategies.

✅ Winner: HubSpot

Pricing

Klaviyo’s pricing structure is simpler and provides excellent value for e-commerce businesses, especially for those just starting out or scaling.

It offers essential features without hidden costs, making it a cost-effective solution.

HubSpot, while potentially more expensive, delivers significant value through its suite of tools and advanced features tailored to larger enterprises with complex needs. 

Ultimately, the choice depends on your business size, complexity, and specific needs.

Smaller e-commerce businesses may find Klaviyo more budget-friendly, while larger companies requiring more extensive features and integrations may benefit from HubSpot’s holistic approach.

✅ Winner: Klaviyo

Scalability

Klaviyo excels at scaling e-commerce businesses, offering robust features that adapt to an expanding customer base and increased interactions.

Its seamless integrations and automation capabilities ensure continued efficiency as your business grows.

HubSpot offers broader scalability across various business functions, making it suitable for companies of all sizes and industries.

Its extensive suite of tools, customizable plans, and enterprise-level plans provide the infrastructure needed to support complex, large-scale operations and global expansion.

✅ Winner: Tie

Standout Features of Klaviyo

Predictive analytics

Klaviyo provides predictive analytics features that forecast customer behaviors, such as expected purchase dates, lifetime value, and churn risk.

This allows you to create highly targeted and timely marketing campaigns based on these predictions. It’s a feature that’s not natively available in HubSpot.

Product recommendations

Klaviyo offers dynamic product recommendation capabilities that leverage customer behavior and purchase history to suggest relevant products.

These recommendations can be easily inserted into emails and other marketing materials, enhancing personalization and boosting sales.

Built-in SMS marketing tools

Klaviyo includes built-in SMS marketing tools that allow you to engage with customers via text messages.

This feature supports multi-channel campaigns and provides a cohesive experience across email and SMS, something that requires separate integrations in HubSpot.

Standout Features of HubSpot

Social media management

HubSpot provides comprehensive social media management tools that allow you schedule posts, monitor engagement, and analyze performance across multiple social media platforms.

This allows you to manage your social media presence directly from the HubSpot interface.

Sales automation tools

HubSpot includes powerful sales automation features, such as automated lead scoring, task creation, and email follow-ups.

These tools help your sales team prioritize leads and streamline workflows for more efficiency and better conversion rates.

Website & landing page builder

HubSpot includes a drag-and-drop website and landing page builder that allows you to create and optimize landing pages without needing coding skills.

The builder integrates with other HubSpot tools, providing a seamless experience for creating and managing content online.

Service hub

HubSpot’s Service Hub provides customer support tools like ticketing systems, live chat, knowledge bases, and customer feedback surveys.

The integration ensures your customer service team can efficiently manage and resolve issues, enhancing overall customer satisfaction.

Klaviyo vs. HubSpot: SMB Guide’s Verdict

Klaviyo and HubSpot are among the most popular marketing automation tools, with a nearly miniscule difference in their overall scores.

Both are excellent, and the choice as to which one to use really comes down to your business’s needs.

Klaviyo is best for ecommerce businesses focused on maximizing sales through personalized marketing.

HubSpot is best for companies of all sizes looking for a comprehensive solution that integrates marketing, sales, and customer service.