Omnisend vs. Klaviyo: Which platform is best for ecommerce?

Looking for a way to engage your shoppers with integrated email and SMS? Learn how one of these software can help in this Omnisend vs. Klaviyo comparison.

Trying to find a platform that integrates SMS and email marketing for your campaigns? Try using Omnisend or Klaviyo. Omnisend specializes in SMS and email marketing, while Klaviyo offers unified automation software. 

However, what does each excel at, and which is best suited for e-commerce businesses?

Let’s find out in this Omnisend vs. Klaviyo comparison.

Omnisend vs. Klaviyo: At a Glance

Criteria	Omnisend	Klaviyo	Winner
SMB Guide’s Rating	8.5/10	9.4/10	Klaviyo
Marketing Automation Capabilities	Ecommerce-centric triggers	Powerful, but simpler	Klaviyo
Email Builder	Lacks advanced customization	Intuitive, efficient	Klaviyo
Personalization & Customization	Creation of basic variations	Highly Targeted	Klaviyo
Campaign Performance Tracking	Sales-driven metrics	Comprehensive insights	Klaviyo
Email Deliverability	✅	✅	Tie
List Management	Standard segmentation	Easy-to-use tools	Klaviyo
A/B Testing	✅	✅	Klaviyo
Advanced Reporting & Insights	Multi-touch models	Actionable reports	Klaviyo
Compliance & Security	✅	✅	Tie
User Experience and User Interface	Modern and intuitive	Sleek design	Omnisend
Integrations and Compatibility	130+ integrations	350+ integrations	Klaviyo
Customer Support	Live chat or email	Dependable assistance	Omnisend
Pricing	Free – $1,914/mo	Free – $2,315/mo	Omnisend
Scalability	✅	✅	Omnisend

Omnisend: Key Features, Pros, Cons, & Pricing

Omnisend is a full-featured email marketing software focused on SMS support and email tools. It offers SMBs powerful segmentation capability and reporting tools for optimizing their campaigns.

One of its standout features is its extensive email template library (250+), which simplifies campaign creation for e-commerce businesses.

Pros & Cons

Pricing

Regarding billing, only monthly payments are available, where the price depends on the number of contacts. Users can also opt to purchase add-on SMS credits sold as standalone.

Here are the plans:

• Free: $0 (for 250 contacts)
• Standard: $20 (for 1K contacts)
• Pro: $59 (for 2500 contacts)

Klaviyo: Key Features, Pros, Cons, & Pricing

Klaviyo is an email marketing software that provides e-commerce businesses with powerful reporting tools. It offers SMS and email marketing tools with automation functionality for more efficient campaigns.

Klaviyo also provides advanced segmentation capability, which helps marketers turn customer data into hyper-personalized messages.

Pros & Cons

Pricing

The billing cycle is monthly, and the pricing depends on the number of active profiles. Klaviyo includes add-on features, sold independently like SMS credits, CDF, and more.

Here are the plans:

• Free: $0 (250 contacts)
• Email: $30 (1K contacts)
• Email and SMS: $45 (1K contacts)

Marketing Automation Capabilities

Klaviyo shines in marketing automation with its advanced workflow builder. Marketers can choose from various conditional actions, branching, and custom logic.

It makes it easier to create intricate marketing strategies.

Omnisend provides a visual workflow builder that allows complex automation with conditional actions and branching logic. However, it lacks advanced logic like Klaviyo’s.

Compared to Omnisend, Klaviyo offers an extensive range of triggers for automated actions. It includes more granular options for user behavior tracking.

Omnisend lacks granularity and focuses on e-commerce-centric trigger actions.

On cross-channel automation, Omnisend edges Klaviyo. It seamlessly integrates with more channels, such as social media (WhatsApp and Facebook), SMS, and push notifications.

It allows marketers to build more powerful omnichannel automation workflows. Klaviyo, on the other hand, only focuses on email and SMS.

However, it also adds versatility with its Facebook custom audience integration. Regarding dynamic content personalization, Klaviyo edges Omnisend.

Unlike Omnisend, it provides more granular personalization options for better targeting.

✅ Winner: Klaviyo

Email Builder

Omnisend offers more email templates (250+) than Klaviyo. The templates are modern, customizable, and professional, catering to different purposes and industries. 

Even though the library is smaller, Klaviyo templates are modern and customizable.

Klaviyo and Omnisend also provide a drag-and-drop builder to create visually appealing emails. However, Klaviyo’s editor offers more customization options, such as drop shadow for intricate designs.

It allows users to have more control over the elements. Regarding HTML editing, both software offer the functionality.

Both software also optimize their templates for mobile, ensuring the emails render seamlessly across various screen sizes.

Marketers will also find both platforms include preview and spam testing features. Marketers can see how the emails appear and test their deliverability.

✅ Winner: Klaviyo

Personalization & Customization

Omnisend and Klaviyo offer dynamic content insertion functions based on customer segmentation criteria, behavior, and attributes. However, the differences are in the customization options.

Klaviyo has a more powerful personalization feature with advanced dynamic content options. It allows for complex personalization scenarios depending on preference and behavior.

Omnisend provides user-friendly personalization features for inserting dynamic content. It allows marketers to insert customer-specific info through merge tags.

It also enables the users to create basic variations based on segmentation.

Klaviyo also supports merge tags for email content personalization but with more pre-built options than Omnisend, which adds flexibility.

Regarding segmentation, Klaviyo edges Omnisend, allowing marketers to create segments based on multiple criteria.

These include behavior-based, custom properties, and more. Omnisend segmentation options focus on e-commerce businesses. It uses standard criteria like engagement, purchase history, and location.

On personalization tokens, Klaviyo offers an extensive library and supports custom token creation. Omnisend’s tokens are effective for e-commerce scenarios but lack advanced customization options.

✅ Winner: Klaviyo

Campaign Performance Tracking

Omnisend and Klaviyo provide powerful tracking on key email marketing metrics. Omnisend focuses on e-commerce and excels at sales-driven metrics like ROI and revenue per email. 

Klaviyo reports are more flexible and customizable, allowing marketers to focus on metrics that matter to their business. Both platforms also display the metrics on a user-friendly real-time dashboard.

Regarding goal setting and tracking, Omnisend focuses on revenue generation. Klaviyo has a more advanced goal-tracking system that tracks several campaign variables.

It also allows marketers to define custom goals and track performance in detail.

Both platforms also provide an a/b testing feature for running split tests on various email elements. However, Klaviyo’s tool offers better granularity control over creating and setting up a/b tests.

Omnisend and Klaviyo also integrate with third-party analytics tools, including Google Analytics.

✅ Winner: Klaviyo

Email Deliverability

Klaviyo provides built-in spam testing tools to test email deliverability. The test filters analyze several email elements, such as subject lines, content, and more.

It also integrates with third-party email verification services for an added layer of protection.

Omnisend’s spam testing tools focus on common triggers like suspicious links and salesy content. It also offers insights into sender reputation metrics like spam complaints.

Both software also provide powerful account management capabilities regarding emergency access management.

Account holders can revoke and modify account access when an emergency arises. However, Klaviyo offers granular permission controls, unlike Omnisend.

✅ Winner: Tie

List Management

Omnisend offers marketers a solid platform for segmentation. Users can create segments based on criteria such as engagement metrics, demographics, and purchase history.

On the other hand, Klaviyo offers more granular segmentation options. It includes advanced behavioral segmentation based on email interactions and website activity.

It allows marketers to create highly targeted campaigns.

On list cleaning and maintenance, Klaviyo offers more advanced capabilities. Users can use suppression lists and email validation besides removing inactive and duplicate contacts.

Both platforms also support opt-in/opt-out options for subscriber preference and management. However, Klaviyo allows custom preference pages to handle various opt-in options.

✅ Winner: Klaviyo

A/B Testing

Klaviyo excels here, allowing marketers to test various email elements like email templates, send times, subject lines, CTAs, and more.

Omnisend only allows testing vital elements like email content and subject lines.

Both software provide intuitive interfaces for setting the A/B tests and reporting. However, unlike Omnisend, Klaviyo offers more control over setting the test parameters and provides in-depth reports on the test results.

✅ Winner: Klaviyo

Advanced Reporting & Insights

Klaviyo excels in segmented email campaign reporting. It allows marketers to analyze various audience segments and their campaign engagement comprehensively. 

Omnisend provides marketers with basic segmentation reports to compare the outcomes across various segments.

Unlike Omnisend, Klaviyo includes multi-touch models for conversion attribution and tracking. It allows marketers to understand the entire sales funnel and the campaign’s effectiveness.

Unlike Omnisend, Klaviyo also uses advanced algorithms in predictive analytics. It helps provide insight into customer behavior, allowing marketers to find the ideal opportunity for optimization.

✅ Winner: Klaviyo

Compliance and Security

Omnisend offers GDPR compliance features like data export, double opt-in, and preference options. However, compared to Klaviyo, it lacks in some areas. 

Klaviyo’s GDPR compliance kit is more powerful. It includes data access requests, processing agreements, and consent management tools.

On data encryption, both software use standard SSL/TLS protocols. It helps safeguard sensitive info and maintain the integrity of stored data.

Both platforms also provide marketers with permission-based marketing features to manage subscriber preferences. These features allow businesses to send messages to subscribers who have opted to receive them.

✅ Winner: Tie

User Interface and User Experience

Omnisend provides a modern and intuitive interface that’s easy to navigate when creating, sending, and managing emails.

Klaviyo is also modern and feature-rich but can overwhelm beginners. However, it offers more customization control options than Omnisend.

On email creation templates, Omnisend offers more(250+) than Klaviyo. The good thing is that both software’s templates are customizable.

However, Klaviyo offers more granularity control.

Omnisend and Klaviyo also include a drag-and-drop builder with HTML editing capability. The editors are easy to use and offer flexibility for both beginners and developers.

After creating and customizing the email templates, users will find preview and spam testing features on both platforms. Marketers can use them to test how they appear across devices and deliverability.

✅ Winner: Omnisend

Integrations and Compatibility

Klaviyo and Omnisend also offer social media integrations with TikTok, Facebook, and Google Ads. It helps coordinate cross-channel campaigns on custom audiences.

Regarding mobile apps, Klaviyo provides a dedicated iOS application. However, users can still access the Omnisend platform on any device using a browser.

✅ Winner: Klaviyo

Customer Support

Omnisend also provides self-help resources, such as a resource center and a blog. The resources cover topics such as marketing and e-commerce. 

Klaviyo also has a knowledge base, academy, and vibrant community. The content is in-depth and covers the system’s inner workings.

✅ Winner: Omnisend

Pricing

Omnisend’s pricing plans offer value, particularly for e-commerce businesses that need SMS and email marketing.

The plans’ pricing depends on contacts and includes a specific number of emails sent, with the top plan having unlimited.

Klaviyo pricing also offers value to most business types, including e-commerce. The paid plans depend on the number of contacts and emails sent.

However, it charges extra carrier fees for SMS and other channels.

✅ Winner: Omnisend

Scalability

Klaviyo and Omnisend offer scalable pricing plans. However, Omnisend plans support increasing subscriber lists without significant limitations.

As you upgrade, you can access additional features that will allow growth.

Klaviyo plans pricing can increase quickly as your subscriber list expands. For larger businesses, accessing custom features comes at an additional cost.

✅ Winner: Omnisend

Standout Features of Omnisend

Omnisend is hands down one of the top email and SMS marketing software today. During our evaluation, we found features that made it stand out.

Customer reviews

Omnisend allows marketers to set up email and SMS workflows to collect customer testimonials and reviews.

From there, the marketers can segment the reviews based on star ratings for better targeting. Marketers can also add the 5-star ratings to the emails to build trust.

Standout Features of Klaviyo

Klaviyo excels in creating hyper-personalized messages when sending emails. After using it for a few weeks during our evaluation, we found several other features that made it stand out.

Mobile push notifications

Klaviyo adds mobile push notifications to its arsenal to help in omni-channel targeting. Marketers can send unlimited push notifications, the kind that customers want to open.

Omnisend vs. Klaviyo: SMB Guide’s Verdict

Klaviyo beats Omnisend hands down in this comparison. Klaviyo offers a more comprehensive feature set for SMS and email marketing.

It excels in automation, analytics, and personalization. It also provides an extensive integration stack and advanced reporting on customer journey mapping.

Combining these features, among others, makes it win this duel. 

Choose Omnisend If:

You are a small e-commerce business with simpler email marketing needs looking for an affordable solution.

Choose Klaviyo If:

You are a business with complex customer journeys looking to streamline them but at a premium.