What sets a successful email marketing campaign apart from an average one? It’s more than witty subject lines, email personalisation, or the time of day you hit send.

The answer is often in your choice of platform. 

At Notice and Co, we know first-hand how your chosen platform can make or break your marketing strategy. Our founder, Deanna, has decades of hands-on experience working in marketing with different automation platforms.

Your email marketing platform is more than a tool; it’s the backbone of your digital marketing strategy.

When deciding which platform to use, many marketers find themselves comparing two automation frontrunners: Klaviyo vs ActiveCampaign. Each platform offers unique features and capabilities, but which is best for your business?

Below, we dive into an in-depth comparison of ActiveCampaign vs Klaviyo. Let’s explore the two giants of email marketing, and discover which one could be the key to unlocking your full marketing potential.

Understanding Klaviyo

Since its inception in 2012, Klaviyo has been singularly focused on helping e-commerce businesses grow through effective and personalised marketing strategies. 

It’s a platform designed for businesses that seek to transform customer data into meaningful, actionable insights, thereby creating more impactful marketing campaigns. With its roots deeply embedded in e-commerce, Klaviyo has become a popular tool for online retailers, big and small, looking to optimise their email marketing efforts.

Key Features of Klaviyo

Klaviyo offers a robust feature set, tailored specifically for e-commerce:

  • Email Marketing: Offers pre-built templates, and dynamic product feeds for personalised recommendations.
  • SMS Marketing: Allows sending various messages and automated transactional messages.
  • Reporting: Dashboard for monitoring campaign performance, with detailed metrics and automated reports.
  • Signup Forms: Customisable forms for email and phone number collection, with options for pop-ups, fly-outs, or static forms.
  • Interface and Usage: User-friendly, straightforward sign-up and onboarding process, but requires time to familiarise with numerous features.
  • Support: Some customer complaints about long wait times for email and live chat support.

Klaviyo: Pros and Cons

While Klaviyo offers an extensive feature list, like any platform, it comes with advantages and limitations:

  • Pros:
    • E-commerce integration: Klaviyo offers deep integration with multiple e-commerce platforms, making it efficient for many online retailers. In particular, its deep data integration with Shopify makes it the platform of choice for many e-commerce stores.
    • Advanced segmentation and personalisation: The platform offers sophisticated segmentation capabilities, enabling highly targeted and personalised marketing campaigns.
    • Data-driven insights: Klaviyo excels in providing actionable insights from customer data, helping businesses to refine their strategies continually.
  • Cons:
    • Learning curve: For those new to email marketing, Klaviyo’s advanced features can be overwhelming initially.
    • Pricing model: Klaviyo’s pricing is based on the number of contacts, which can become costly as a business grows.
    • Limited appeal outside e-commerce: While Klaviyo is a powerhouse for e-commerce, its specialised features may not align as seamlessly with the needs of businesses outside this sector.
    • Slow support: Klaviyo’s customer support has received numerous complaints citing long wait times for email and live chat responses, and the lack of phone support.

Understanding ActiveCampaign

ActiveCampaign, established with the mission of helping businesses connect and engage with their customers more effectively, has carved out a significant niche in the world of email marketing and customer experience automation. It’s a multifaceted platform that caters to a broad spectrum of businesses – from small startups to large enterprises. 

ActiveCampaign’s philosophy revolves around creating meaningful connections through intelligent automation, making it a popular choice for businesses across sectors, including e-commerce, looking for a comprehensive customer relationship management solution.

Key Features of ActiveCampaign

ActiveCampaign distinguishes itself with a suite of robust features designed to streamline and enhance customer communication and marketing efforts. 

Features differ depending on the ActiveCampaign plan users opt for, however its capabilities include:

  • Email marketing: Provides advanced email marketing capabilities, including personalised email campaigns, segmented mailing lists, and detailed performance analytics.
  • Automation: Allows businesses to create sophisticated, automated marketing workflows that respond to customer behaviour, preferences, and previous interactions.
  • CRM integration: Integrates seamlessly with CRM systems, enabling businesses to maintain detailed customer profiles and track interactions across various channels, contributing to more effective sales and marketing strategies.
  • CRM functionality: Stands as a powerful CRM platform in its own right, offering an all-in-one solution. This eliminates the need for separate CRM software, thereby streamlining processes and reducing costs associated with managing multiple systems and integrations.
  • Messaging and multi-channel marketing: Supports a range of messaging options, including SMS and chat. This multi-channel approach ensures that businesses can reach their customers where they are most active.

Pros and Cons of ActiveCampaign

ActiveCampaign’s versatility makes it a strong contender in the market, but, like any platform, it has its own strengths and limitations:

  • Pros:
    • Comprehensive Feature Set: ActiveCampaign’s wide range of features includes advanced CRM capabilities, multi-channel messaging (email, SMS, social media), and site tracking, making it a complete marketing solution. It integrates different marketing channels for a cohesive strategy on one platform.
    • Highly Customisable Automation: ActiveCampaign offers a robust automation builder with triggers, conditions, and actions, enabling intricate and personalised marketing funnels. Businesses can tailor automations for specific segments, customer behaviours, or engagement levels.
    • Scalability: ActiveCampaign is designed to grow with businesses, offering advanced features for larger enterprises while remaining accessible for small businesses. Its flexible contact and feature tiers adapt to changing business sizes and needs.
  • Cons:
    • Complexity for Beginners: ActiveCampaign’s extensive features can initially seem daunting, but this complexity can be navigated more smoothly with readily available resources or a certified ActiveCampaign consultant.
    • Cost: While the cost escalates with more advanced features, strategic planning and expert advice can help businesses select the most suitable plan, striking a balance between functionality and budget.
    • Resource Intensive: ActiveCampaign’s rich functionalities require time and technical know-how for optimal use. Leveraging external support can streamline this process, enhancing efficiency and efficacy in using ActiveCampaign.

Detailed Comparison: Klaviyo vs ActiveCampaign


Klaviyo’s interface is tailor-made for e-commerce, with easy-to-navigate menus and a dashboard prominently displaying essential e-commerce metrics including conversion rates and customer lifetime value. This focus, while beneficial for e-commerce, might not align well with the diverse needs of businesses in other sectors, like services or B2B, which may require different functionalities.
In contrast, ActiveCampaign presents a more adaptable and comprehensive user interface, making it suitable for a wide range of businesses, including service industries, B2B sectors, and nonprofits. Its dashboard, which includes features such as integrated CRM and social media tools, provides a holistic view of marketing efforts. Though it may present a learning curve, its comprehensive approach ultimately offers greater flexibility and capability, especially for businesses seeking an all-encompassing marketing solution.

Email Marketing Capabilities

Klaviyo and ActiveCampaign both serve as powerful email marketing platforms, yet they cater to different needs. Klaviyo specialises in e-commerce, offering tailored features like segmentation based on customer purchase patterns and a range of e-commerce-specific templates.
ActiveCampaign stands out for its exceptional versatility. It provides a wider array of email marketing tools, including a more diverse selection of templates and customisation options that extend beyond e-commerce. This makes ActiveCampaign a more suitable choice for a variety of businesses, from small startups to large enterprises across multiple industries, offering a more adaptable and comprehensive solution for their marketing needs.

Automation and Segmentation

Both platforms provide powerful automation and segmentation capabilities, but their approaches differ. 

Klaviyo’s strength is in its e-commerce-centric automation and deep data-driven customer segmentation. This allows for highly targeted email campaigns based on specific customer behaviours and preferences. 
ActiveCampaign, meanwhile, offers more flexible automation workflows that can be tailored to different marketing strategies and business models. Its segmentation capabilities are also robust, allowing for detailed audience targeting, but with a broader application beyond just e-commerce.

Integration and Compatibility

Integration with different business tools is crucial for effective email marketing.

Klaviyo excels in integrating with e-commerce platforms like Shopify and WooCommerce, providing online retailers with streamlined data synchronisation and targeted marketing strategies. This specialisation makes Klaviyo an attractive option for e-commerce businesses seeking focused marketing solutions.
ActiveCampaign stands out with its broader range of integrations, encompassing not just e-commerce systems but also a variety of other business applications. Its standout feature is the seamless CRM integration, which allows businesses to manage and leverage customer data effectively across multiple marketing channels. This versatility and comprehensive data integration capability make ActiveCampaign the ideal choice for businesses requiring a more holistic and adaptable marketing platform.

Pricing and Plans

Klaviyo and ActiveCampaign both use tiered pricing models, but they cater differently to business needs. Klaviyo’s pricing, based on email contacts, can escalate quickly for businesses with extensive mailing lists, potentially becoming a costly option as the business expands.
In contrast, ActiveCampaign’s pricing is more nuanced, offering a variety of plans that accommodate businesses at different stages, from startups to established enterprises. This flexibility makes ActiveCampaign particularly advantageous for rapidly evolving businesses. Its ability to provide cost-effective solutions without compromising on features makes it a more favourable choice for businesses seeking a scalable and adaptable marketing platform.

Customer Support and Resources

ActiveCampaign distinguishes itself with a more robust customer support system, offering a trifecta of email, live chat, and phone support. This is complemented by an impressive array of online resources, including detailed tutorials, informative webinars, and an active community forum. These resources are designed to cater to a wide variety of industries, making ActiveCampaign an excellent choice for businesses seeking versatile support.

ActiveCampaign’s training materials are also more comprehensive, which can be particularly useful for businesses looking to make the most out of the platform’s extensive features.
Klaviyo also provides customer support, but its resources are more e-commerce-focused, which might not be as beneficial for businesses outside this sector.

In practice: Klaviyo vs Active Campaign business applications

The features and strengths of Klaviyo and ActiveCampaign lead to varied real-world applications, as demonstrated in the following hypothetical scenarios. The examples below showcase how each platform’s capabilities can be effectively used in business contexts.

Klaviyo use cases

As highlighted earlier, Klaviyo primarily serves the e-commerce sector, offering specialised tools and features that are designed to help online retail businesses meet their business objectives:

  1. “Urban Trends” – Audience segmentation
    Urban Trends, a mid-size online fashion retailer, sought to increase their sales and customer engagement. They used Klaviyo’s targeted email campaigns to segment their audience based on purchasing habits and preferences. They implemented automated welcome emails for new subscribers and abandoned cart emails to recover lost sales. Urban Trends saw a 30% increase in email open rates and a 20% uptick in recovered carts, leading to a significant boost in monthly sales.
  2. “Tech Gadgets” – Dynamic product feeds
    Tech Gadgets, an e-commerce site selling electronic devices, wanted to expand its market reach and improve conversion rates. They implemented Klaviyo’s dynamic product feeds in their emails, showcasing products based on the customers’ browsing behaviours. They also leveraged A/B testing for their email campaigns to optimise content and design.Tech Gadgets observed a 25% increase in conversion rates and a 15% growth in their customer base, attributed to more relevant and engaging email content.

ActiveCampaign in action

ActiveCampaign, however, boasts a more versatile set of features and is applicable in a wider range of business scenarios:

  1. “EcoDecor” – Collaborative campaign creation
    EcoDecor wanted to enhance their market presence and engage with environmentally conscious consumers. They employed ActiveCampaign’s multi-user editing and revision history features for collaborative campaign creation, focusing on sustainability themes. They also used ActiveCampaign’s social sharing and analytics to monitor and amplify their campaigns’ reach. EcoDecor not only saw a 30% increase in social media engagement but also gained valuable insights into customer preferences and campaign effectiveness.
  2.  “MediHealth” – Conditional content
    MediHealth, a provider of telehealth services, sought to improve patient communication and service personalisation. They implemented ActiveCampaign’s conditional content and custom data features to send personalised health tips and appointment reminders. They also used the platform’s integration capabilities to sync with their patient management system for seamless data flow. The service experienced improved patient engagement and satisfaction.

Wrapping up

Klaviyo vs ActiveCampaign. Each platform has its unique strengths, designed for different business needs and strategies.

Klaviyo offers deep integration with e-commerce platforms, making it a powerful tool for online retailers. Its advanced segmentation, targeted email campaigns based on customer behaviour, and analytics capabilities are particularly beneficial for e-commerce businesses looking to personalise and optimise their marketing efforts.

ActiveCampaign, on the other hand, shines with its versatility and comprehensive feature set. Its robust CRM integration, flexible automation workflows, and multi-channel marketing capabilities make it a suitable choice for a wide range of businesses, beyond just e-commerce. ActiveCampaign is particularly effective for companies seeking an all-in-one solution for their marketing, sales, and customer service needs.

When choosing between Klaviyo and ActiveCampaign, businesses should consider their specific needs. For e-commerce businesses focused on leveraging customer data to create targeted, personalised marketing campaigns, Klaviyo is a reasonable choice. Its e-commerce-centric features are designed to maximise the impact of email marketing in the online retail space.

However, for businesses seeking a more versatile platform that can handle a variety of marketing tasks beyond email, ActiveCampaign is the better option. Its ability to integrate CRM, automate marketing across various channels, and scale with the business makes it a more flexible and comprehensive tool for different types of businesses.

ActiveCampaign vs Klaviyo – both offer exceptional capabilities in their respective domains. The final choice depends on your business model, the nature of your marketing strategies, and the specific goals you aim to achieve with your email marketing campaigns. By aligning the platform’s strengths with your business needs, you can leverage these tools to effectively engage with your customers and drive growth.
For a no-obligation conversation about how ActiveCampaign could benefit your business, book your free Discovery Call today.

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