Email marketing is an incredibly powerful tool for e-commerce stores. It can help drive traffic, build relationships with new and existing customers and, most importantly, increase revenue.

In fact, email marketing is touted as being the best converting marketing channelconverting 40 times more leads into customers versus Facebook and Twitter channels combined.

A solid email marketing tool helps you make the most out of your email database, and there’s a number of solid options to choose from. We’re going to focus on comparing the two most popular with e-Commerce merchants – Klaviyo vs. Mailchimp.

Let’s focus in on some of the vital e-commerce factors that give these email platforms a punch above the rest when it comes to managing marketing campaigns; automation, automated flows, audience segmentation, Shopify integration and reporting. Plus, we’ll declare a winner (after all, we’re here to give you the best digital toolkit possible).


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E-Commerce Automation

Both Klaviyo and Mailchimp have automation sequences to make your life just that little bit easier. Once they’re set up and ready to go, you can literally make money in your sleep, as you reconnect with your customers and re-target through automatically triggered actions. You can target people based on behaviour, preferences, and previous sales.



  • Has several simple templated automations.
  • Pre-defined list of triggers, including welcoming new customers, purchasing, and abandoned cart sequences.
  • Options to customise
  • Easy to set-up for simple authorizations


  • E-Commerce essentials; welcome sequence, abandoned cart, winback
  • Integrations with apps such as Facebook Ads.
  • Detailed ‘Split” personal automation with avisual Flow Builder (read more below)
  • “Drag and drop” flow builder


In a head to head analysis, Klaviyo scored higher than Mailchimp in areas such as high volume sending, deliverability, email personalization and email automation. When you can make better, more personalized connections with your customers, you’re more likely to make more sales and entice them back to your website. That’s a win in our books.

Automated Flows

Mailchimp provides simple email automation with a focus on streamlining customer communications.

However, the Klaviyo split and flow component is much more detailed, and far more aligned to e-commerce. It allows you to create parallel paths for email recipients (all automated) based on key information like website activity and past purchase behaviour. You can do all of this within a single flow (e.g. an Abandoned Cart Reminder).

You can target emails based on aspects such as cart value, or the history the customer has with your brand – for example, a winback series for VIP customers. You can also split and branch emails within a series, so each customer is sent down the right path (for example, an extra email if they don’t open the first), then funnel all recipients back together for general content.



The visual flow builder is a key component that we think take Klaviyo a step well above Mailchimp. It allows you to see everything at a glance; from how long customers are waiting between emails, to any splits you create. You get a clear, visual presentation of the customer journey; easy for you to understand, and easy for your boss to understand. Less time building flows, more time celebrating amazing sale results.


Audience Segmentation

MailChimp has a number of Audience Segmentation tools that many businesses find helpful. You can send to different segments based on factors like where your contacts are located and how they engage with your emails – there’s also handy pre-built segments in the following categories:

  • Subscriber Engagement
  • Customer Behaviour
  • Demographics


They also have an Advanced Segmentation, which can layer up to 5 criteria. You use a set of nested conditions that apply to customer data you’ve collected (like purchase activity, gender, and age range). You can also use e-commerce and campaign activity data alongside subscriber preferences, to discover more connecting factors of your customers.


Klaviyo segments go deeper – they have an almost limitless number of segmentation options that focus specifically on e-commerce:

  • Behaviours: Build segments using behavioural and transactional data to target promotions more precisely.
  • Events: Target flows based on special events and conditions, like a purchase or subscribing to a list.
  • Audience segments update automatically: Less time wasted manually maintaining lists, more time focusing on growing your campaign.


Overall a campaign with Klaviyo will generate better results (more sales, relevant customer interactions), by sending marketing campaigns that are personalized to each customer group. Sending tailored messages – instead of sending one-size-fits-all – is a recipe for success. Better open rates, better click-through rates, and higher ROI for each campaign.


Shopify Integration




The short answer? Mailchimp no longer integrates seamlessly with Shopify. This is a massive downside for e-commerce focused stores, who now need to use a third party integration to link the two services together.

Klaviyo has a one-click integration with Shopify – it’s easy and fast to get all your important information over from Shopify. Shopify stores actually make $85 for every dollar they spend on Klaviyo.

If you’re using Shopify, you’ll obviously want to make sure that your email marketing platform can integrate it easily. There’s no contest in this instance – Klaviyo has native Shopify integration, Mailchimp doesn’t. In addition, if you’re a Shopify Plus user (which we highly recommend), you can sync rich user data from Shopify Plus in real-time with Klaviyo, meaning more precise and accurate targeting.

Shopify Plus also gives Shopify users the power of automation, among other features. This is what this looks like:




Using these automation features, you can send commands from Shopify Flow (the Shopify Plus automation feature) to Klaviyo, helping you cut back on hundreds of hours of work. We’ve said it before and we’ll say it again – time is money, and any automation that saves you time is worth the investment.


Here’s an example from Klaviyo on the power of flow (regarding a fraudulent Credit Card being used on your Shopify store).



The customer goes all the way from earning points, to being sentenced to prison (Klaviyo’s idea of humour) through Klaviyo’s integration with Shopify – all without the merchant having to lift a finger.

You can read more about the benefits of Shopify Flow here.



There’s a winner in sight, but we have one more vital factor to explore; reporting. Let’s break down the reporting features each email marketing tool boasts.



  • General campaign data like clicks, opens, and total revenue from the campaign.
  • The E-Commerce tab provides a breakdown of each subscriber’s purchases, so you can quickly identify which customers make a purchase and what they buy after they open a campaign.
  • Monitor ROI with revenue reports: Track sales, find out which customers made a purchase after opening, see what they bought, and how much money a campaign has earned.
  • If a campaign includes products from multiple connected stores, you can filter the purchase data by each store.
  • Real-time statistics.
  • Growth, engagement, and revenue; to learn more about the behaviour of your audience.



Because Klaviyo is built for e-commerce stores, the reporting features are unsurprisingly a lot more meaningful for tracking sales campaigns.

  • Total subscribers: Track growth of lists & segments.
  • Trends in events: For example orders and subscribers
  • A/B testing: Experiment with different content, subject lines, or timing of emails in a series.
  • Real-time reporting: This is integrated directly into each flow canvas. You can easily see how different emails in a series compare to one another.
  • Cohort analysis to see shifts in customer behaviour.
  • Compare actions across different segments over time.
  • Opens, clicks, and unsubscribes: Explore statistics across devices, and by domain.
  • Orders and total revenue generated.

You can also see who’s recently ordered, track down refund requests, look up visitors on your site, and check out order fulfilment statuses.




“Best people” view for any key metrics: Top buyers for specific products, highest spending customers, and customers most likely to open or click on messages.




The Results – we have a winner

It’s a no-brainer from us at Zyber, and hopefully for you too. Klaviyo’s advanced features mean you’re able to accomplish more than with Mailchimp. You have better reporting, more in-depth insights, and seamless integrations with top contending e-commerce platforms like Shopify and Shopify Plus. 

If you have an e-commerce store, with any type of email marketing campaign, the automations, flows and segmentation of Klaviyo pack a massive punch compared to Mailchimp.


If you’re interested in using Klaviyo to get your business to make more money, click here to get started.

Let’s talk about how we can double your conversion rate. 

We work with clients on a month-by-month basis to provide custom analysis & data-driven strategies, to optimise and increase online conversion rates for eCommerce & business websites.

If you are serious about growing your business, click the button below.


by zyber2020
October 31, 2019


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