Klaviyo vs Mailchimp
Klaviyo
Data-driven email and SMS with deep segmentation
Publishers using it: 11 · incl. Hachette Book Group, Phaidon Press, Atlas Obscura
Mailchimp
Accessible email marketing with journeys
Publishers using it: 17 · incl. Analytics Insight, Kyiv Post, Publishers Weekly
Last verified Oct 19, 2026
At a glance
- Klaviyo scores 2.7/5 and Mailchimp scores 2.6/5 in Benchmark Grid's independent cross-channel marketing platforms benchmark, both assessed on the same 10 criteria.
- The widest gaps are cross-channel orchestration (Klaviyo 4.2, Mailchimp 2.8) and audience segmentation & identity (Klaviyo 4.6, Mailchimp 3.2); they are within 0.3 on 2 of 10 criteria.
- Both are built for small and mid-market publishers.
- On total cost of ownership Klaviyo scores 3.5 and Mailchimp 3.9 (higher means better value, not a lower price).
- In our tracking 11 publishers use Klaviyo and 17 use Mailchimp.
- Scores last verified 19 Oct 2026. Vendors cannot pay for a score or a position.
Where they differ
Klaviyo is stronger on cross-Channel Orchestration (4.2 vs 2.8), audience Segmentation & Identity (4.6 vs 3.2), integration & Data Connectivity (4.5 vs 3.4) and analytics & Attribution (3.9 vs 2.9).
Which one fits
Choose Klaviyo if…
- You publish at small and mid-market scale.
- You weight cross-Channel Orchestration, audience Segmentation & Identity and integration & Data Connectivity heavily — Klaviyo leads on those in this benchmark.
Choose Mailchimp if…
- You publish at small and mid-market scale.
- You weight support & Implementation, pricing & Scalability and deliverability & Channel Performance heavily — Mailchimp leads on those in this benchmark.
Also weighing these
The nearest-scored tools to Klaviyo and Mailchimp in this benchmark, listed A to Z.
- 2.5AcousticIntent-driven marketing automation for B2C brandsRead review
- 2.4Customer.ioBehavioural messaging across email, push and SMSRead review
- 2.6IterableCross-channel growth platform for scaling teamsRead review
- 2.3OrttoJourneys plus analytics for mid-market teamsRead review
All 11 scored tools are in Best Cross-Channel Marketing Platforms for Publishers.
Who uses them
Publishers we have detected running each tool, from ads.txt, site code and published case studies. Agencies, brands and vendors are excluded.
Klaviyo · 11
Head to head
| Criterion | Klaviyo | Mailchimp |
|---|---|---|
| Audience Segmentation & Identity14% of capability | 4.6 | 3.2 |
| Cross-Channel Orchestration14% of capability | 4.2 | 2.8 |
| Analytics & Attribution12% of capability | 3.9 | 2.9 |
| Journey Automation & Triggering12% of capability | 4.3 | 3.5 |
| Personalisation & Content Delivery12% of capability | 3.8 | 3.0 |
| Integration & Data Connectivity10% of capability | 4.5 | 3.4 |
| Compliance & Consent Management8% of capability | 3.0 | 3.0 |
| Deliverability & Channel Performance8% of capability | 3.7 | 3.8 |
| Pricing & Scalability6% of capability | 3.2 | 3.6 |
| Support & Implementation4% of capability | 2.8 | 3.2 |
| Capability45% of composite | 4.0 | 3.2 |
| Publisher fit40% of composite | 1.0 | 1.5 |
| Total cost of ownership15% of composite | 3.5 | 3.9 |
Cost of ownership
| Sub-score | Klaviyo | Mailchimp |
|---|---|---|
| Pricing transparency | 4.0 | 4.8 |
| Entry cost | 4.5 | 4.8 |
| Implementation cost | 4.0 | 4.5 |
| Hidden-fee risk | 2.5 | 2.5 |
| Ongoing cost | 2.5 | 2.9 |
Klaviyo pricing
Contact-based tiers; free to start
Mailchimp pricing
Free tier; paid from low monthly rates
What users say
Klaviyo
19 positive · 49 neutral · 17 negative
Mailchimp
12 positive · 48 neutral · 38 negative
Mentions we could not tie to a real user, and those flagged as promotional, are excluded. Sentiment is opinion, and is independent of the verified publisher adoptions above.
Klaviyo scores 2.7 and Mailchimp scores 2.6 in Benchmark Grid's independent Best Cross-Channel Marketing Platforms for Publishers benchmark (benchmarkgrid.com/vs/klaviyo/mailchimp, verified Oct 19, 2026)
Common questions
How do Klaviyo and Mailchimp differ?
Klaviyo is stronger on cross-Channel Orchestration (4.2 vs 2.8), audience Segmentation & Identity (4.6 vs 3.2), integration & Data Connectivity (4.5 vs 3.4) and analytics & Attribution (3.9 vs 2.9). Neither is better in the abstract — which one suits you depends on which of those dimensions carries the most weight in your operation.
Which is cheaper, Klaviyo or Mailchimp?
On total cost of ownership — pricing transparency, entry cost, implementation, hidden-fee risk and ongoing cost — Klaviyo scores 3.5/5 and Mailchimp scores 3.9/5. A higher score means better value, not a lower sticker price.
How are these scores calculated?
Each tool is assessed against its category's published criteria (10 in this benchmark), which make up Capability (45% of the composite), Publisher fit (40%) and Total cost of ownership (15%). Assessment is carried out by SODP's editorial team against a published methodology. Vendors cannot pay for inclusion, scores or positions.
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Both tools are scored in Best Cross-Channel Marketing Platforms for Publishers. See alternatives to Klaviyo or alternatives to Mailchimp.
Weighing a third option? Add a tool to this comparison.
Where to next
Four questions, and a scored stack across every benchmark — not just Best Cross-Channel Marketing Platforms for Publishers
Every scored tool in Best Cross-Channel Marketing Platforms for Publishers, with the criteria behind each number
Every category, independently scored
Related comparisons
Other head-to-heads publishers look at in Best Cross-Channel Marketing Platforms for Publishers.
