The challenge of choosing between two giants
With a return on investment of €42 for every euro spent, email marketing remains an essential lever for online merchants. Given this reality, selecting the right tool is crucial to maximize the effectiveness of your campaigns and boost your revenue.
In the ecosystem of e-commerce marketing solutions, Omnisend and Klaviyo stand out as two major players. These platforms offer specific tools to manage your automated communications, segment your audience into relevant groups, and measure the impact of your actions.
Our in-depth analysis highlights the unique features of these two solutions to help you make an informed decision based on your specific needs.
Overview of the two solutions:
The Omnisend approach
Born in 2014 under the name “Soundest”, this multichannel marketing automation platform adopted its current name in 2017 by expanding its offering beyond traditional email marketing.
Figures:
- Community of over 125,000 user companies
- Winner of the "2024 Stevie® Awards for Sales & Customer Service"
- Entry-level at $16/month with the Standard plan
Omnisend's distinctive asset lies in its ease of use and its ability to coordinate multiple channels (email, SMS, push notifications) from a unified interface.
The Klaviyo ecosystem
Klaviyo offers a marketing automation solution focused on intelligently leveraging customer data to create personalized experiences. Its reputation is built around its sophisticated analytical and segmentation capabilities.
Figures:
- Network of over 143,000 user companies
- Several recent awards, including "Best API" at POST/CON 2024
- First pricing tier at $20/month for the Email plan
Klaviyo's strength lies in its ability to transform customer data into personalized shopping experiences throughout the user journey.
How users rate them
| Solution | Software Advice Rating | GetApp Score | Capterra Score | G2 Rating |
| Omnisend | 4.7/5 | 4.7/5 | 4.7/5 | 4.6/5 |
| Klaviyo | 4.7/5 | 4.7/5 | 4.7/5 | 4.6/5 |
Ratings recorded in May 2025
Detailed feature comparison:
User experience and accessibility
The Omnisend approach
- Intuitive environment with immediate familiarity
- Simplified user journey, ideal for beginners
- "Quick Add" feature for rapid integration of content elements
- Contextual guides integrated into the interface
The Klaviyo environment
- Feature-rich dashboard with advanced functionalities
- Gradual learning curve requiring more initial investment
- Customizable interface based on your priorities
- Organizational structure based on lists and segments
Email creation and visual resources:
Content editors
| Feature | Omnisend Solution | Klaviyo Approach |
| Interface type | Clean and accessible | Comprehensive with extended options |
| Spatial organization | Adaptable multi-column structures | In-depth layout customization |
| Distinctive features | Instant modification, automatic saving | Native product integration, customizable flows |
| Beginner adaptation | ✓✓✓ | ✓✓ |
Template library
| Aspect | Omnisend Proposition | Klaviyo Offer |
| Volume available | More than 250 templates | More than 160 templates |
| Typology | Newsletters, seasonal promotions, abandoned cart recovery | Welcome sequences, product launches, exclusive offers |
| Adaptation level | Standard configuration | Advanced customization |
| Associated forms | Landing pages, pop-ups, banners | More than 60 signup form templates |
Mobile device adaptation:
The Omnisend solution:
- Automatic adjustment for mobile screens
- Immediate preview on smartphones
- Seamless template transformation
The Klaviyo approach:
- Custom adjustments for mobile display
- Detailed configuration of elements for small screens
- Precise control over text and visual dimensions
Automated sequences and customer journeys:
Pre-built scenarios
Omnisend offers:
- New subscriber welcome
- Abandoned cart recovery
- Interrupted browsing follow-up
- Post-purchase follow-up
- Messages for special events
- Transactional communications
Klaviyo offers:
- New customer onboarding journeys
- Uncompleted purchase recovery
- Follow-up after product viewing
- Post-purchase thank-you message
- Review requests and complementary suggestions
- Dormant customer reactivation program
Automation arsenal:
| Feature | Omnisend Proposition | Klaviyo Solution |
| Workflow building | Drag-and-drop visual interface | Visual system with advanced settings |
| Trigger elements | User behaviors, purchase actions | Detected activities, behavioral predictions |
| Filters and conditions | Conditional bifurcations, filtering criteria | Advanced branching, multiple conditions |
| Comparative tests | Limited to email content and subject lines | Applicable to several components |
| Available channels | Email, SMS, push notifications | Email, SMS |
Segmentation and audience targeting:
Omnisend segmentation categories
- Behavioral purchase analysis: site navigation, cart additions, recent transactions
- Campaign reactions: email interactions, measured engagement rate
- Personal information: demographic data, indicated preferences
- Suggested categories: message interactions, purchase history, subscription status
Klaviyo segmentation possibilities
- Filtering based on actions taken or ignored
- Criteria based on personal attributes
- GDPR compliance (EU/non-EU location)
- Geographical distance from point of sale
- Membership in certain lists
- Communication status (suppression or not)
- Predictive analytics: anticipation of next purchases, total customer value, churn risk, purchase potential, probable demographic profile
SMS Communication:
Omnisend's SMS offering
- Full international coverage
- Credit-based operation (indicative rate: $0.015 per message in the United States)
- Bidirectional communication with customers
- Integration into automated sequences
- Detailed performance dashboards
Klaviyo's SMS service
- Availability restricted to 5 territories: United States, United Kingdom, Canada, Australia, New Zealand
- Interactive exchanges with customers
- Message adaptation based on available data
- Synchronization with email journeys
- Assignment of a toll-free number for US and Canadian customers
Contact capture and forms:
Omnisend form arsenal
- Customizable dedicated pages
- Pop-up windows with multiple triggers
- Discreet signup banners
- Playful "Wheel of Fortune" system (with discounts)
- Templates adapted to key commercial periods
Klaviyo form collection
- Sliding sidebar modules
- Embeddable elements within the site's architecture
- Attractive pop-up windows
- No dedicated landing pages
- Over 50 customizable templates to match your visual identity
Integrations ecosystem:
| Category | Omnisend Ecosystem | Klaviyo Universe |
| Overall volume | More than 130 connections | More than 350 connections |
| E-commerce platforms | Shopify, WooCommerce, Magento, BigCommerce, Wix | Shopify, WooCommerce, Magento, BigCommerce, PrestaShop |
| CRM solutions | Salesforce, HubSpot, Zoho CRM | More than 30 options including Salesforce, HubSpot, Zoho |
| Payment systems | Stripe, PayPal, Square | Square Up, Stripe, PayPal |
| Analytics tools | Google Analytics, Facebook Pixel, Hotjar | Google Analytics, Facebook Pixel, Heap, Supermetrics |
Performance measurement and analytics:
Omnisend Dashboard
- Campaign tracking (opens, clicks, conversions, devices)
- Indicators integrated into messages
- Click heatmaps
- Automated journey monitoring
- Advanced analytics reserved for the Pro plan
Klaviyo analytics ecosystem
- Behavioral predictions (trends, customer value)
- Standard and custom dashboards
- Chronological performance tracking
- Comparison with similar businesses
- Full access from the free plan
Artificial Intelligence Technologies:
| AI Capability | Omnisend Features | Klaviyo Tools |
| Subject line creation | Basic generator (5 suggestions) | Optimization assistant via A/B testing |
| Copywriting | Assistance with phrasing | Full content generation |
| Product suggestions | Selection based on purchase history | Personalized recommendations based on multiple criteria |
| Send scheduling | Limited options | Time optimization algorithm |
| Supported languages | Multiple (including French) | Limited |
Multi-store administration:
Omnisend management:
- Unified administration of multiple brands
- Simplified navigation between different stores
- Sharing marketing elements between sales points
- Dedicated "Stores" module for management
Klaviyo organization:
- Distinct environments per store
- Automatic connection to the last used account
- Risk of process duplication
- Separate connection management
Compared pricing structures:
Omnisend Plans
Free version:
- Up to 250 subscribers
- 500 emails per month
- Up to 60 SMS per month
- Maximum 500 push notifications
- 50 product reviews on Shopify
- Messaging support
Standard plan:
- Starting at $16/month for 500 contacts
- 6,000 emails per month
- Maximum 60 SMS per month
- Personalized support for 60,000+ contacts
- Continuous chat and email support
Pro Plan:
- Starting at $59/month for 500 contacts
- Unlimited email volume
- Up to 3,933 SMS included
- In-depth analytics
- Dedicated support for 27,000+ contacts
- Permanent priority assistance
Klaviyo Plans
Free version:
- Maximum 250 active profiles
- 500 emails per month
- Up to 50 contacts for SMS
- Maximum 150 SMS/MMS messages per month
- Limited support for the first 60 days
Email Plan:
- Starting at $20/month for 500 contacts
- Variable sending volumes depending on tier
- Messaging and chat support
Email & SMS Plan:
- Starting at $35/month for 500 contacts with 1,250 SMS credits
- Combined functionalities of both channels
- Additional costs related to operators
Pricing evolution based on contact volume
| Contact volume | Omnisend Standard Price | Omnisend Pro Price | Klaviyo Email Price | Klaviyo Email & SMS Price |
| 500 contacts | $16/month | $59/month | $20/month | $35/month |
| 1,000 contacts | $20/month | $59/month | $30/month | $45/month |
| 5,000 contacts | $65/month | $99/month | $100/month | $100/month |
| 10,000 contacts | $125/month | $190/month | $150/month | $150/month |
| 50,000 contacts | $450/month | $784/month | $700/month | $700/month |
Indicative prices.
Strengths and limitations:
Omnisend Profile
Key Strengths:
- Advantageous cost/feature balance, especially for large audiences
- Complete multichannel ecosystem (email, global SMS, notifications)
- Continuous customer support via multiple channels
- Unlimited trial without commitment
- Simplified user experience for non-specialists
Notable Limitations:
- Less extensive functional arsenal than Klaviyo
- Less granular personalization
- Restrictions on the number of segments depending on the subscription
- Detailed analytics exclusive to the premium offer
Klaviyo Profile
Key Strengths:
- Enhanced features for segmentation and creation
- Ecosystem allowing in-depth personalization
- Exceptional granularity in segment creation
- Advanced predictive technologies
- Deep connections with merchant platforms
Notable Limitations:
- Higher financial investment, especially for large audiences
- More demanding initial learning curve
- Limited support for free plan users
- Geographically restricted SMS coverage
- Complex pricing model
Optimal Use Cases:
Profiles suited for Omnisend
This solution is particularly suitable for:
- Entrepreneurs new to digital marketing
- Medium-sized businesses with limited marketing resources
- Businesses requiring international SMS coverage
- Merchants managing a network of multiple stores
- Teams looking for a quick learning curve
Customer Testimonial: Kate Backdrop, a photography backdrops specialist, generated a 300-to-1 return on investment thanks to Omnisend's multichannel features. Their post-purchase communications achieve an 87% open rate, while their push notifications capture the attention of 62% of recipients.
Profiles suited for Klaviyo
This platform is particularly suitable for:
- Experienced digital marketing professionals
- Organizations wishing to fully leverage their data capital
- Businesses with a comfortable marketing budget
- Merchants requiring micro-segmentation
- Specialized teams capable of utilizing the functional arsenal
Transition between platforms:
Klaviyo to Omnisend Journey
The essential steps include:
- Exporting data from Klaviyo (without closing the account)
- Extracting subscription statuses
- Saving strategic segments (premium clients, ambassadors)
- Preparing data in a compatible format
- Importing via the Omnisend interface (Audience section)
- Assigning tags to maintain segmentation
Current offer: Omnisend grants a 10% quarterly discount and provides free migration assistance for Klaviyo users.
Omnisend to Klaviyo Journey
This less documented transition includes:
- Configuring Zapier gateways for transfer
- Manual extraction from Omnisend
- Uploading to corresponding Klaviyo lists
- Ensuring format compatibility
Comparative Summary:
Omnisend and Klaviyo represent two strong approaches to e-commerce marketing, each with its own specificities.
Omnisend stands out for its accessibility, competitive pricing, and borderless multichannel approach. This solution perfectly meets the needs of SMEs and developing marketing teams.
Klaviyo excels in intelligent data utilization, micro-segmentation, and predictive analytics. This platform is more suitable for marketing experts with significant resources and seeking sophisticated functionalities.
The choice between these two ecosystems will primarily depend on your priorities, technical expertise, and investment capacity. Both players continue their evolution to continuously enrich their offering to e-merchants.
Frequently Asked Questions:
What are the fundamental differences between Omnisend and Klaviyo?
Omnisend prioritizes accessibility and a borderless multichannel approach, while Klaviyo focuses on in-depth data utilization and sophisticated personalization.
Which solution offers the best cost/benefit balance?
For the majority of users, Omnisend offers excellent value for money, especially for large contact bases. For 50,000 subscribers, Omnisend's Standard plan costs $450/month compared to $700/month for Klaviyo.
How does SMS billing work on each platform?
Omnisend uses a limited-time credit system (60 days), with an indicative rate of $0.015 per SMS in the United States. Pro users benefit from a free volume equivalent to their monthly subscription. Klaviyo applies variable pricing depending on geographical areas and volumes.
Which platform would you recommend for beginners?
Omnisend is generally considered more accessible to novices due to its intuitive interface and easy-to-deploy pre-configured sequences.
Are these solutions compatible with platforms other than Shopify?
Absolutely, both systems integrate with several e-commerce environments such as WooCommerce, Magento, BigCommerce, Wix, and other solutions.
How can I anticipate cost evolution with the expansion of my contact base?
Both platforms offer online pricing calculators. With Omnisend, the progression is more gradual, while with Klaviyo, the cost can increase significantly with the growth of your audience.
