Pick Klaviyo if you run an online store and want emails driven by what shoppers do, like abandoned carts. Pick Mailchimp if you want a simple, general tool for newsletters. Both have free plans at 250 contacts, but they bill differently: Klaviyo by active profiles, Mailchimp by contacts.
I mostly build in Klaviyo, so I'm biased toward it for stores. I've kept the numbers below to what each company publishes, and I've linked every one.
| Klaviyo | Mailchimp | |
|---|---|---|
| Free plan | Up to 250 active profiles, 500 sends a month | Up to 250 contacts, 500 sends a month (250 a day) |
| Paid plans start at | About $20 a month for 500 profiles (tracker figure) | $13 a month (Essentials), $20 (Standard), for the first 12 months |
| You are billed by | Active profiles | Contacts |
| After the intro offer | No intro offer shown | The page does not show the price after month 12 |
How do Klaviyo and Mailchimp charge?
Klaviyo charges by active profiles. Mailchimp charges by contacts. Both go up as your list grows, and both have a free plan for 250.
Klaviyo's page counts "active profiles (contacts who may receive marketing emails)". Mailchimp's page says its plans bill by contacts, with a free plan limited to 250 contacts.
Mailchimp's low starting prices apply for the first 12 months. The page doesn't show what you pay after that, so look at the price you'll pay in month 13 before you commit. (Nothing ruins a good deal like a sequel.)
Which is cheaper?
At the lowest paid tier, Mailchimp looks cheaper on paper: $13 or $20 a month in its first-year offer, versus about $20 for Klaviyo at 500 profiles. But the intro price ends, so compare the real price after year one.
The fair way to compare: take your list size, find that tier on both pricing pages, and write down both prices for month 1 and month 13. Then add what you will pay for texts, if you want them.
A cheaper plan you do not use costs more than a pricier plan that makes sales.
Which is better for an online store?
Klaviyo is built around online stores. It connects to store platforms like Shopify and can send emails based on what shoppers do, like leaving a cart.That is why it is the one I set up most often for stores.
Mailchimp can work for a store too, especially a small one that mostly sends newsletters. If you want abandoned cart, welcome and post-purchase automations to carry the load, Klaviyo is the tool I would set up first.
Start with this one: abandoned cart emails, with examples you can copy.
Which is better for a service business?
For a service business with a small list, either works. Choose the one you will actually switch on, and set up a welcome email and a follow-up for people who contact you.
A plumber, a tutor or a photographer doesn't need fancy store features. They need a signup box, a welcome email, and a nudge for people who asked a question and went quiet. Most tools can do that.
The email marketing for small business guide shows the three emails to start with, and the Canadian consent rules.
Can you switch later?
Yes. You can export your contacts from one tool and import them into another. The harder part is rebuilding your automations, so pick carefully and avoid switching every year.
Switching tools mid-year is how a "quick afternoon job" turns into a three-week side quest. If you want it done for you, I set up automated email follow-up with a 90-day money-back guarantee.
A 5-minute way to choose
Answer three questions: Do you sell products online? Do you want emails to react to what people do? Will you use texts? Three yeses points to Klaviyo. Mostly newsletters points to Mailchimp.
If you're torn, start on the free plan of the one that fits best and build a single welcome email. You'll learn more from one live email than from ten comparison tables.
Common questions
Is Klaviyo better than Mailchimp?
For online stores that want automations triggered by shopper behaviour, many store owners prefer Klaviyo. For simple newsletters, Mailchimp is often enough. It depends on what you sell and what you will use.
Do Klaviyo and Mailchimp both have free plans?
Yes. Klaviyo's free plan covers up to 250 active profiles and 500 sends a month. Mailchimp's free plan is limited to 250 contacts, with a monthly send cap of 500.
Why does Mailchimp list prices for 12 months?
Its page shows starting prices "for 12 months" and doesn't show the price afterward, so check what you'd pay once the first year ends. See Mailchimp's pricing page.
Which one is easier for beginners?
The tool matters less than the first email. Start with a welcome email, whichever one you pick, and build from there.
Not sure your email setup is catching the people who almost bought? Get a free website audit. I'll show you where visitors slip away and what I'd fix first.
Get Your Free AuditRead next: Klaviyo vs Omnisend: how to compare them fairly
Related services: Automated email follow-up