Omnisend vs Klaviyo: What We Learned After Testing Both (2025)

Email marketing has become more powerful than ever. 

According to Hubspot, email marketing is one of the most effective strategies, with email ROI being $36 for every $1 spent. 

But success depends heavily on the tools you choose. 

Low engagement, poor targeting, and wasted spend are often the result of using the wrong platform. 

Therefore, in this Omnisend vs. Klaviyo comparison, you will learn how these two fare in core features, pricing, ease of use, and integrations, which will help you decide on the best email and SMS marketing tool for your business.

‍

Introducing Omnisend and Klaviyo

Omnisend, as we all know, is an all-in-one marketing automation platform catering to e-commerce businesses. Focusing heavily on email and SMS marketing, Omnisend is used to gain more leads, make more sales, and drive more engagement by providing a comprehensive suite of tools for multichannel marketing.

Klaviyo is a famous marketing automation platform primarily used by e-commerce businesses for email and SMS marketing. One of its core strengths is converting customer data into personalized, automated marketing campaigns that drive sales, increase engagement, and improve customer relationships. 

Features of Omnisend and Klaviyo

Omnisend vs Klaviyo feature comparison‍

1. Email Marketing Essentials

Omnisend

Omnisend simplifies email marketing. Its drag-and-drop editor is simple, easy to use, beginner-friendly, and has over 250+ email templates compared to Klaviyo’s 100+. Likewise, it allows you to create custom emails quickly (through its drag-and-drop builder), whereas Klaviyo lacks this feature. However, if you create dynamic content through its platform, it compensates for this drawback by offering customized product recommendations, discount codes, and loyalty points.

For instance, here are some of the ideas suggested by Omnisend (from its 250+ templates) as soon as I created a demo campaign. 

‍

‍

When I chose a demo (Black Friday) template, the drag-and-drop builder immediately opened, allowing me to customize the email as needed. 

‍

‍

Omnisend’s email builder:

• Organizes emails into clearly defined sections
• Click on any section to edit directly. You don’t need to drag blocks from a sidebar
• Intuitive and beginner-friendly
• Automatically optimizes emails for mobile (huge time-saver for non-technical users)

Klaviyo

However, the same ease-of-use wasn’t observed in Klaviyo when I created the same email campaign on Klaviyo as well. The dashboard appears to be a bit cumbersome (but the email library has a fantastic collection of templates). For instance, here is a similar Black Friday template I chose in Klaviyo

‍

‍

Klaviyo uses a block-based editor similar to what you see in Elementor on WordPress. You pull content blocks from the left sidebar under the content section, insert them into your layout, and then edit them. While this offers flexibility, it can be difficult for users who are not tech-savvy and want to run email campaigns independently. 

Klaviyo’s email builder:

• Uses a block-based editor (similar to Elementor on WordPress)
• Requires dragging blocks from a sidebar and inserting them into your layout
• Allows for advanced customization with HTML/CSS (ideal for tech-savvy users)
• Lets you manually optimize your emails for mobile (gives you more control, but adds complexity)

Winner: Omnisend (for most users)
Omnisend is the better choice for users who want to launch emails quickly, don’t have coding experience, and value a smoother editing experience. Its interface is intuitive, the templates are extensive, and it automatically takes care of mobile optimization—huge for beginners and busy marketers. However, Klaviyo offers more power if you're an advanced user or developer who wants complete control over code and mobile-specific customization.

‍

2. SMS & Omnichannel Capabilities

Omnisend

Omnisend is an omnichannel platform that combines SMS, email, and push notifications. For one-way SMS, its unified dashboard helps users streamline their campaign creation, scheduling, and reporting tools. 

However, Omnisend takes a slightly different approach for two-way SMS. As an e-commerce entrepreneur or a campaign creator, you require integration with Gorgias (a customer helpdesk support platform). When a customer replies to your SMS, Omnisend creates a ticket in Gorgias, allowing your support team to respond. However, only one reply per ticket is allowed; a new ticket is created if the customer replies again. Standard SMS fees apply, and you must have sufficient SMS credits in Omnisend for replies to be sent through Gorgias (more about pricing is discussed in the sections below).

Klaviyo

On the other hand, Klaviyo provides strong broadcasting capabilities and automates transactional messages for one-way SMS. Its analytics help you fine-tune your SMSes, thereby creating personalization.

Klaviyo provides direct interactive messaging for two-way SMS. You can set this directly in the Klaviyo platform and does not require third-party integration (like Zendesk). This means your customer interactions are smoother and more immediate. However, as an optional resort, Klaviyo does offer a Gorgias integration for brands that want to manage their SMS-based transactions within a helpdesk environment.

3. Web push notifications and pop-ups

Omnisend: Web Push & Gamified Pop-ups

Omnisend offers a well-rounded, engagement-first approach with its web push notifications and gamified pop-ups. Web push notifications boast a strong conversion rate (a 36x return on ad spend), allowing brands to reach users even when they aren’t actively browsing. In Omnisend, these notifications are fully integrated with email and SMS campaigns, making it easy to create seamless omnichannel flows. 

‍

Klaviyo: Web Push & Traditional Pop-ups

Klaviyo takes a more data-driven approach, with push notifications primarily focused on mobile apps. It tracks conversions with a 24-hour attribution window, focusing on immediate post-click actions. While Klaviyo supports personalized push notifications with emojis, tags, and deep links, it doesn't offer the same omnichannel sync as Omnisend for desktop users. 

‍

‍

For instance, here are the pop-ups displayed by Klaviyo when I tried creating a sign-up form (I chose the spin-to-win option to filter the ‘wheel of fortune’ templates provided by Klaviyo)

‍

‍

Here is a visual chart comparing the web-push and pop-up features of Omnisend and Klaviyo. OnSaaS created a simple 0-10 scoring system based on the feature breakdowns offered by both, with 10 being best-in-class and 0-2 denoting a weak feature.

‍

‍

Winner (for SMS marketing): Klaviyo
Klaviyo wins because it lets you manage two-way SMS conversations natively, without needing a third-party app like Gorgias. You also get powerful personalization and automation tools that help you deliver highly targeted, engaging messages. Plus, since you control conversations directly within Klaviyo (instead of relying on ticket-based replies), your brand can offer a more natural, real-time customer experience.

Winner (for web push notifications and pop-ups): Omnisend

When it comes to web push notifications and pop-ups, Omnisend is the better choice. Its pop-ups, like spin-to-win wheels and scratch cards, are more fun and interactive, which helps you get more people to sign up or engage with your brand. Klaviyo’s pop-ups are simpler and more basic. Also, Omnisend’s web push notifications work on both desktop and mobile, so you can reach more customers, making it a more flexible option for online stores.

3. Automation Workflows & Pre-Built Flows

When comparing two marketing automation tools, it is necessary to discuss automation workflows and pre-built ones. Both Omnisend and Klaviyo offer automation workflows and pre-built flows for e-commerce, but they cater to different needs and goals.

Omnisend

As discussed before, Omnisend has a set of pre-built automation templates that cover various customer journey stages, including welcome series, subscription enrollment, order confirmation (and cancellation), discount coupon announcements, cart abandonment, re-engagement campaigns, etc. These templates have pre-designed messages, are editable, and allow for quick deployment.

For instance, here is an automation workflow I made (a simple welcome email + a lead magnet offering) on Omnisend:

‍

‍

In this automation workflow, you can see that Omnisend has a no-code, user-friendly editor that enables even beginners to set up and customize their own workflows. You can define/edit your triggers and flow actions, and provide the exit conditions. 

Choose the type of automation workflow you need (or the goal you want to achieve) and customize your workflows to achieve your goals. This is an ideal option for e-commerce business owners looking to begin their operations immediately. 

‍

‍

With these features, ​​you can set up rules that automatically send different messages to people based on how they’ve interacted with your emails (like whether they opened or clicked a message). 

For example, 

• If someone clicked a link in your email, you could send them a follow-up with a special offer. 
• If they didn’t click, you could send them a reminder or a different message. 

This ensures each person gets the right message based on their actions.

Klaviyo 

Klaviyo also has similar features and automation workflows, designed to cover every stage of the customer journey. These include welcome series, abandoned cart reminders, post-purchase thank-yous, product review requests, winback emails, sunset flows to clean up your list, and more. Each flow comes with ready-made triggers and sample emails that can be easily edited and customized.

Every flow in Klaviyo has three main parts:

• Trigger: The event that starts the flow (e.g., someone joins your list or abandons a cart).
• Email: The message you send to customers.
• Recipients: The people who get the email, based on lists or segments.

Additionally, Klaviyo offers various triggers such as:

‍

‍

For instance, I created a welcome series workflow on Klaviyo (along with a 15% off coupon code) for all the new users who subscribe. Creating the workflow was quite simple, and with Klaviyo’s AI feature, it took a few seconds to shape up the entire workflow.

‍

‍

Klaviyo makes it easy to combine automation triggers with A/B testing. You can test different subject lines, discounts, or email designs, and Klaviyo will automatically pick the best option based on open rates, clicks, or sales.

Its AI tools take things even further. Klaviyo can:

• Find your most valuable customers and send them special offers.
• Spot customers who might stop buying and send them win-back emails.
• Predict when someone will shop again and send a reminder before that.
• Choose the best time to send each email for higher open rates.

With these features, Klaviyo helps you create smart, personalized campaigns that build stronger customer relationships and boost sales.

As before, here is a visual chart comparing the automation workflow features of Omnisend and Klaviyo. OnSaaS created a simple 0-10 scoring system based on the feature breakdowns offered by both, with 10 being best-in-class and 0-2 denoting a weak feature.

‍

Winner: Klaviyo

When it comes to automation workflows, Klaviyo stands out, with features like A/B testing directly inside flows, predictive AI tools for customer lifetime value and churn risk, dynamic segmentation, and optimized send times. It’s the best choice for scaling brands that need precision and data-driven insights to fine-tune their strategy. On the other hand, Omnisend is a better fit for beginners and small businesses looking for a user-friendly, no-code platform to launch campaigns quickly. In short, Klaviyo wins for advanced marketers, while Omnisend is perfect for those who want a straightforward, easy-to-use solution.

‍

4. Segmentation & Personalization

Omnisend

Segmentation

Omnisend makes segmentation easy and accessible for everyone, even beginners. You can create segments using over 500 data points, including:

• Purchase history
• Campaign engagement
• Customer properties (like location, gender, tags)
• Browsing behaviour
• Custom events

Omnisend also offers pre-built segment presets for common use cases such as:

• Cart abandoners
• Inactive customers

Plus, their intuitive segment builder helps you create custom segments without complex data work. Segments update automatically as customer data changes, ensuring your campaigns always reach the right people at the right time.

Personalization

Omnisend supports basic personalization across emails, SMS, and push notifications. You can:

• Insert dynamic content like names, order details, and product info
• Personalize subject lines, content blocks, and even set fallback values for missing data
• Add basic product recommendations and dynamic offers based on segment rules

Omnisend is best for brands that want quick, no-fuss personalization and segmentation without spending hours learning advanced tools. It’s designed for simplicity, so you can start personalizing campaigns right away without feeling overwhelmed.

Klaviyo 

Segmentation

Klaviyo offers highly advanced and flexible segmentation designed for experienced marketers who need precise control and deep customization. You can create unlimited segments based on any combination of:

• Demographic data 
• Behavioural data 
• Transactional data 
• Predictive analytics 
• Custom data fields

Segments update dynamically in real time, ensuring your targeting stays accurate as customer behaviours and attributes change.

Klaviyo supports complex logic, including:

• AND/OR conditions
• Relative time frames (e.g., “purchased in the last 30 days”)
• Inclusion/exclusion of other segments

This level of precision is ideal for marketers who want to drill down into granular targeting and use machine learning-powered predictions to plan ahead.

Personalization

Klaviyo takes personalization to the next level with advanced dynamic content options across email, SMS, and other channels. You can:

• Use personalization tags to pull any customer data (basic info, purchase history, predictive insights)
• Create sophisticated product recommendations tailored to each individual
• Leverage AI-driven send times for optimal engagement
• Personalize content blocks and variations per recipient
• Integrate with paid ad platforms for cross-channel personalization

Klaviyo’s system gives brands full control over customer data for a truly omnichannel personalization strategy. It’s built for marketers who want to create highly targeted, data-driven campaigns that feel personal and relevant.

Winner: Klaviyo

Klaviyo is the clear winner in this segment. Its advanced, real-time segmentation, deep customization options, and predictive analytics give you unmatched power to target and personalize your marketing for every customer, making it the top choice for brands that want to maximize engagement and results.

5. Sign-up forms and exit-intent pop-ups

Capturing new leads, analyzing their intents, and nurturing new leads is an essential aspect of any new e-commerce business. While both platforms provide a wide array of lead generation tools, Omnisend tops this list due to its simplicity and ease of customization.

Omnisend 

In the previous sections, we discussed how Omnisend introduced' Wheel of Fortune’, a gamified pop-up, to increase sales and engagement. 

Here is a sample ‘Wheel of Fortune’ I generated on Omnisend’s dashboard:

‍

‍

Likewise, exit intent pop-ups are easy to build on Omnisend. Irrespective of your plan, Omnisend lets you customize your content, design, and display picture, showing that pop-up to a visitor who decides to leave your page. This wheel of fortune doubles up as a sign-up form and is easy to create. You can also use those pop-ups to

• Promote sales
• Reduce cart abandonment
• Offer discounts
• Show special sales and launch offers

Omnisend offers more than just the Wheel of Fortune; it provides a variety of signup forms like popups, flyouts, embedded forms, teaser forms, and multi-step forms. These forms can be fully customized using Omnisend’s drag-and-drop editor and are designed to fit different marketing goals, from subtle teasers to high-conversion landing pages.

Klaviyo 

Klaviyo’s designs are also fairly customizable. However, they are not template-driven, as you have to start with a basic layout and customize it. Klaviyo makes it easy to create and connect sign-up forms, whether using their built-in tools or custom forms on your website. 

6. Landing pages

Omnisend offers a free, built-in landing page builder that lets you easily create dedicated, customizable landing pages for lead capture, promotions, or campaigns—no extra cost or third-party tools required. You can design, edit, and launch as many landing pages as you want, making it ideal for e-commerce brands that want focused, high-converting pages without distractions.

Klaviyo, on the other hand, does not provide an actual landing page builder. The closest alternative is a full-page sign-up form, which can mimic a landing page experience but is an overlay on your website, not a standalone page with its URL. For full-featured landing pages, Klaviyo users must rely on third-party tools or integrations.

7. Subscriber lists

Omnisend List Management

Omnisend focuses on ease of use and versatility, especially for e-commerce brands. You can import contacts via CSV, Excel, or direct integration with a variety of platforms. The process is straightforward, and Omnisend provides clear instructions for mapping fields and updating existing contacts without creating duplicates.

‍

Klaviyo List Management

Klaviyo is built for data-driven marketers who want advanced control over their email lists. You can import contacts easily via CSV, copy-paste, or leverage Klaviyo’s API integration for automated and highly customizable imports. Klaviyo integrates with ecommerce platforms like Shopify, Magento, and WooCommerce, syncing purchase and behavioural data for richer profiles.

‍

Here is a comparison table explaining the subscriber list features available in Klaviyo and Omnisend:

Winner : Omnisend

Omnisend stands out for its free, built-in landing page builder, various customizable and gamified signup forms (like the Wheel of Fortune), and simple, intuitive list management tools that make it easy for any e-commerce brand to grow and organize their audience. While Klaviyo offers strong form customization and advanced list management, Omnisend’s ease of use, interactive features, and ability to quickly launch high-converting landing pages give it a clear edge for user-friendly and effective lead generation.

‍

8. Analytics and reporting

Klaviyo

Klaviyo helps you track exactly which emails, SMS, or flows drive sales. Their revenue attribution and ROI reporting tools are designed for marketers who want clear, actionable data.

Here’s what makes Klaviyo’s analytics stand out:

• You can configure attribution windows for each channel. By default, it’s 5 days for email and 24 hours for SMS, but you can adjust these to fit your sales cycle.
• Klaviyo offers three attribution models: Last-touch attribution. First-touch attribution, Linear attribution (splits credit evenly across touchpoints).

Klaviyo tracks revenue by attributing sales to the last email or SMS a customer opened or clicked within the set attribution window. It breaks down revenue into total and attributed figures, showing which specific campaigns, flows, or messages generated sales. You’ll find this data in the business performance dashboard, along with custom reports that let you analyze revenue by product, segment, or time period for more detailed insights.

Here’s an example of the attribution performance dashboard in Klaviyo:

‍

‍

Revenue per recipient (RPR) is also a key metric in Klaviyo, with many e-commerce brands aiming for $0.05–$0.20 per recipient in campaigns. Klaviyo’s analytics help you track conversions by monitoring when a recipient takes a desired action, like placing an order, within the attribution window after interacting with a campaign or flow. This conversion is then tied back to the specific message that drove the action.

Omnisend

Omnisend provides a complete analytics and reporting suite that helps you clearly see which campaigns, automations, and channels drive sales and engagement. With a unified dashboard, you can monitor performance across email, SMS, and push notifications, making it easy to compare channel effectiveness and spot trends over any custom date range.

Omnisend allows you to set custom attribution windows and define touchpoints for each channel, ensuring your reports align with your sales cycle and marketing strategy. By default, sales are attributed to the day the message was sent, but you can also choose to attribute revenue to the order date for more precise tracking. Refunds and cancellations are included in attributed sales for consistent and accurate reporting. This flexibility helps you measure how much revenue Omnisend contributes to your store’s success and compare it against non-marketing sales.

9. A/B Testing

Omnisend

Klaviyo

Winner: Klaviyo

Klaviyo is the winner in this segment.

Klaviyo offers a far more comprehensive and customizable testing environment, allowing you to experiment with virtually every campaign element. Its reporting suite is also unmatched, providing fully customizable reports, real-time analytics, advanced segmentation, and predictive insights. This makes it ideal for data-driven marketers who want deep, actionable intelligence and optimization power.

‍

10. Ease of Use & Onboarding

Omnisend features a clean, intuitive interface with a gentle learning curve, making it easy for beginners and busy ecommerce teams to get started quickly. The setup process is straightforward, with drag-and-drop tools, onboarding checklists, and plenty of templates. 24/7 live chat and email support are available on all plans, including free, ensuring help is always at hand.

Klaviyo offers a feature-rich dashboard and a highly customizable onboarding process, including personalized signup surveys and segmented checklists for a tailored experience. However, the depth of features can feel overwhelming for new users, and after the initial 60-day onboarding period, support shifts to business hours for most users. However, Klaviyo provides extensive guides and community resources to help users get the most out of the platform.

11. Pricing breakdown

‍

Winner: Omnisend

Though Klaviyo competes with Omnisend in all the pricing tiers, in real life, for 5k contacts, Omnisend is typically more affordable than Klaviyo, especially when factoring in SMS and support. The cost gap widens at higher tiers (10k, 20k contacts), with Omnisend offering better value for most small to mid-sized stores.

‍

12. Integrations & Ecosystem

Omnisend integrates directly with all major e-commerce platforms, such as Shopify, WooCommerce, BigCommerce, Wix, and more. It offers 130+ pre-built integrations and API access for custom connections.
Klaviyo boasts over 350 native integrations, including deep connections with Shopify, WooCommerce, BigCommerce, and a wide range of CRMs, ad platforms, and analytics tools. Klaviyo’s ecosystem is broader, making it ideal for brands with complex tech stacks or those needing advanced data flows.

Both Omnisend and Klaviyo also offer Zapier integrations, which allow you to connect with thousands of third-party apps and automate marketing workflows without coding.

Omnisend + Zapier

Klaviyo + Zapier

Winner: Klaviyo

For integrations, Klaviyo is the clear winner with over 350 native integrations, covering everything from ecommerce platforms to CRMs and ad tools. It offers advanced API workflows and robust data syncing, making it ideal for brands with complex tech stacks. Omnisend, while solid for basic e-commerce needs, has around 130–160 integrations and may not match Klaviyo’s flexibility for advanced users.

‍

Omnisend vs Klaviyo: Pros and Cons

Omnisend

Pros:

Affordable pricing/p>

User-friendly interface and easy to use

omnichannel (email, SMS, push)

built-in landing pages

24/7 support

Cons:

Fewer advanced analytics

smaller integration library

‍

Klaviyo

Pros:

Advanced segmentation

Powerful automation

Deep analytics

350+ integrations

Cons:

Higher cost

steeper learning curve

no landing pages

‍

Here is a comparison of both Omnisend and Klaviyo by ONSAAS (We created a simple 0-10 scoring system based on the feature breakdowns offered by both, with 10 being best-in-class and 0-2 denoting a weak feature)

‍

Omnisend vs Klaviyo: Who Should Use Which?

If you’re running a small or mid-sized ecommerce store, especially if you're a solo founder or working with a tight budget, Omnisend is likely the better fit. It’s easy to set up, user-friendly, and offers all the essentials without overwhelming you.

On the other hand, if you’re part of a fast-growing DTC brand with a larger or more data-driven marketing team, Klaviyo might be the way to go. It shines when it comes to advanced segmentation, in-depth analytics, and integrating with a more complex tech stack.

‍