ActiveCampaign vs Klaviyo

by Gralio Mar 07, 2025

ActiveCampaign and Klaviyo are both powerful marketing automation platforms, but they cater to different needs. ActiveCampaign offers a broader suite of features including CRM and sales automation, with extensive integrations. Klaviyo excels in personalized email and SMS marketing, particularly for e-commerce businesses, with advanced segmentation and data analysis. The choice depends on your specific marketing priorities and budget.

At Gralio.ai we help to simplify your decision-making process by offering detailed, side-by-side software comparisons like this one, to help you confidently choose the tool that aligns with your business goals.

This comparison was created by analysing 6446 reviews and 50 websites, saving 1 day, 12 hours, 13 minutes of reading.

ActiveCampaign

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Klaviyo

Website LinkedIn Twitter

About

ActiveCampaign is a marketing automation platform designed for businesses of all sizes. It helps you create personalized customer journeys across various channels like email, SMS, and ads. You can automate repetitive tasks, track customer behavior, and improve your marketing campaigns with its CRM and sales automation features. ActiveCampaign integrates with over 900 popular business tools and offers a wide range of pre-built templates and automation recipes to streamline your marketing efforts.

Klaviyo is a marketing automation platform designed for businesses of all sizes. It helps you create personalized marketing campaigns across email, SMS, and other channels. Klaviyo offers tools for email and SMS marketing, automation, segmentation, and data analysis. It stands out with its customer data platform, which provides a centralized view of customer information, enabling highly targeted campaigns. Klaviyo promises to help you increase conversions and customer lifetime value.

Summary

Main difference

ActiveCampaign is better for you if you need a versatile platform with a wide range of integrations and a built-in CRM for sales automation. Klaviyo is better for you if your primary focus is personalized email and SMS marketing, especially for e-commerce, and you need advanced segmentation and data analysis capabilities.

Relative strengths of ActiveCampaign (compared to Klaviyo)

* Broader range of integrations with over 900 apps compared to Klaviyo's more focused integrations, beneficial for diverse tech stacks. * Built-in CRM functionalities offer sales automation and lead management within the platform, streamlining sales processes. * Offers more affordable pricing tiers for smaller lists and basic features, making it potentially more cost-effective for startups or budget-conscious businesses.

Relative weaknesses of ActiveCampaign (compared to Klaviyo)

* Less advanced email and SMS marketing features than Klaviyo, particularly regarding segmentation and personalization for e-commerce. * Limited reporting and analytics capabilities compared to Klaviyo, which offers more in-depth data insights for optimizing campaigns. * The user interface can be perceived as complex and less intuitive than Klaviyo, especially for users primarily focused on email marketing.

Who should use ActiveCampaign VS. Klaviyo

ActiveCampaign is a marketing automation platform ideal for businesses of all sizes looking to streamline sales and marketing through email, SMS, and CRM. Users praise its ease of use and automation capabilities, enabling impactful campaigns while saving time. Some users mention occasional glitches and slow loading times.

Klaviyo is a robust marketing automation platform perfect for businesses of all sizes, particularly those in e-commerce, retail, and consumer goods. It excels at personalized email and SMS campaigns, and offers a centralized customer data platform. Users praise its intuitive interface and Shopify integration, but some find the SMS pricing high and customer support lacking.

Ideal for businesses of all sizes seeking streamlined marketing and sales automation.
A good fit for various sectors, including Healthcare, Finance, E-commerce, and more.

Best for small to large businesses (1-1000+ employees).
Ideal for E-commerce, Retail, and Consumer Goods.

ActiveCampaign and Klaviyo features

Supported

Partially supported

Not supported

Type in the name of the feature or in your own words tell us what you need

Email campaigns

Supported

ActiveCampaign allows creating and sending email campaigns to contacts.

Supported

Klaviyo allows creating and sending email campaigns to contact lists.
SMS campaigns

Supported

ActiveCampaign supports SMS campaigns through native features and integrations.

Supported

Klaviyo allows creating and sending SMS campaigns to lists of contacts, including features for personalization and automation.
Unified Platform

Supported

ActiveCampaign combines customer data, marketing automation, and analytics in one platform.

Supported

Klaviyo unifies customer data, marketing automation, and analytics for personalized experiences.
Drip Campaigns

Supported

ActiveCampaign supports the automation and sending of pre-defined sequences of emails to nurture leads or onboard users with personalized content.

Supported

Klaviyo fully supports drip campaigns, including automation, personalization, and multi-channel engagement.
Workflow Automation

Supported

ActiveCampaign supports workflow automation to automate sales workflows and tasks to reduce manual effort and improve efficiency.

Supported

Klaviyo excels in workflow automation, especially for email and SMS marketing, offering trigger-based actions, automation of repetitive tasks, personalization, segmentation, conditional splits, dynamic content, integrations, and analytics. This aligns perfectly with automating sales workflows, reducing manual effort, and boosting efficiency.

Qualities

Value and Pricing Transparency

-0.27

Neutral sentiment

-0.76

Strongly negative sentiment
Customer Service

+0.41

Rather positive sentiment

+0

Neutral sentiment
Ease of Use

+0.65

Rather positive sentiment

+0.91

Strongly positive sentiment
Reliability and Performance

+0.22

Neutral sentiment

+0.52

Rather positive sentiment
Ease of Implementation

+0.2

Neutral sentiment

+0.67

Rather positive sentiment
Scalability

+0.15

Neutral sentiment

-0.43

Rather negative sentiment

ActiveCampaign and Klaviyo Pricing

No data

User sentiment

Neutral

-0.27

See full Pricing page

Klaviyo offers email and SMS marketing services with flexible pricing based on active profiles and desired features. They offer a free plan for businesses to get started, as well as paid plans for scaling businesses. Additional services like reviews and CDP are available for an extra cost.

Plans

User sentiment

Strongly negative

-0.76

See full Pricing page

ActiveCampaign and Klaviyo review insights

6339 reviews analysed from and

Users love

Easy to use and has all the features I need.
Campaigns get tracked and I know what works and what not.
Automations are easy to build.
My business is working while I am lying on my sofa.

Easy to use and very intuitive.
Excellent Shopify integration.
Lots of customization options for email and SMS.
Great automation and flow features.

Users dislike

The UI can be a bit glitchy.
It can be slow to load, I tend to have several browser tabs open to avoid losing time with the pages loading.
Prices for Brazil are expensive, there could be regional or student discounts.
Support in your own language would be nice.

Klaviyo does not have the best customer support.
SMS is limited and overpriced for international use.
Klaviyo is getting very expensive as my list grows.
Analytics dashboard could be improved.

ActiveCampaign and Klaviyo Ratings

G2

4.5/5

(2486)
Capterra

4.6/5

(2388)
TrustPilot

3.6/5

(67)
Glassdoor

3.6/5

(444)

G2

4.6/5

(1044)
Capterra

4.6/5

(436)
TrustPilot

3.2/5

(40)
Glassdoor

3.9/5

(477)

Company health

Employee growth

4% increase in the last year

18% increase in the last year

Web traffic

11% decrease in the last quarter

2% decrease in the last quarter

Financing

January 2021 - $360M

May 2022 - $779M

How do ActiveCampaign's CRM features compare to Klaviyo's CDP functionality?

ActiveCampaign offers CRM features as part of its marketing automation platform, allowing for contact management, deal tracking, and sales automation within the same system used for email marketing and other campaigns. Klaviyo, while primarily known for its email and SMS marketing capabilities, leverages its CDP functionality to enable highly targeted campaigns. Klaviyo's CDP provides a centralized view of customer data, allowing for advanced segmentation and personalization based on customer behavior, preferences, and other attributes, which informs marketing campaigns but doesn't offer the direct sales and deal management features of a dedicated CRM like ActiveCampaign.

Which platform offers better integration with Shopify for e-commerce workflows?

Klaviyo offers better Shopify integration. User reviews specifically praise Klaviyo's excellent Shopify integration, while ActiveCampaign's Shopify integration is not mentioned. This suggests a tighter, more seamless integration with Shopify for e-commerce workflows within Klaviyo.

What are the advantages of ActiveCampaign?

ActiveCampaign offers a broader range of marketing channels beyond email and SMS, including ads and CRM capabilities, making it a more comprehensive solution for sales and marketing automation. It also boasts a significantly larger library of pre-built integrations (900+) compared to Klaviyo, streamlining connections with various business tools. Finally, user reviews highlight ActiveCampaign's ease of use, particularly for building automations, which can be a significant advantage for teams looking to quickly implement and manage complex workflows.

What are the disadvantages of ActiveCampaign?

ActiveCampaign users have reported a somewhat glitchy and slow-loading UI. Pricing can be expensive in some regions, lacking regional or student discounts. Additionally, multi-language support for customer service appears limited.

Alternatives to ActiveCampaign and Klaviyo

Litmus

Litmus is an email marketing platform designed for medium to large businesses. It helps you create, test, and analyze email campaigns. With Litmus, you can ensure your emails display correctly across different email providers and devices. It also provides tools to personalize emails and track their performance, ultimately improving your email marketing results.

HubSpot Marketing Hub

HubSpot Marketing Hub is a comprehensive marketing platform designed for businesses of all sizes. It offers a suite of tools including email marketing, marketing automation, social media management, analytics, and SEO optimization, all within a single platform. This helps businesses streamline their marketing efforts, improve efficiency, and track results. Its focus on inbound marketing and lead generation makes it a popular choice for businesses looking to attract and convert leads into customers. HubSpot Marketing Hub integrates seamlessly with HubSpot's CRM platform for enhanced sales and marketing alignment.

Mailchimp All-in-One Marketing Platform

Mailchimp is a popular marketing platform designed to help growing businesses of all sizes. It enables you to create, send, and analyze email and advertising campaigns. With features like pre-designed templates, landing page creation, marketing automation, and data analytics, it provides a comprehensive toolkit to manage your marketing efforts. Mailchimp emphasizes data-driven insights to optimize campaigns and aims to drive sales through personalized customer interactions across multiple channels, including email, social media, and text messages.

Customer.io

Customer.io is a customer engagement platform that helps mid-sized and larger companies improve their customer relationships through personalized messaging. Using data you already have, you can create automated email, SMS, and in-app messages. Customer.io also features robust data management tools and a visual workflow builder for designing complex campaigns. Companies use Customer.io to increase engagement, reduce churn, and improve customer lifetime value.

Pipedrive

Pipedrive is a customer relationship management (CRM) tool designed to make sales teams more efficient. It helps businesses of all sizes track leads, manage deals, and analyze sales data. Pipedrive stands out for its ease of use and intuitive interface, making it simple for teams to get started quickly. It offers features like pipeline management, sales automation, and reporting to streamline the sales process and improve performance. The software aims to help close more deals and make more informed decisions with real-time insights and AI-powered recommendations.

Unific

Unific is a marketing platform designed for online stores. It connects your ecommerce platform (like Shopify or Magento) with HubSpot, a popular marketing automation tool. This lets you use your sales data to create smarter marketing campaigns within HubSpot. Unific specializes in helping you understand your customer's buying habits so you can encourage repeat purchases and increase customer satisfaction. Think of it as a bridge between your store and your marketing efforts, making them work better together.

Page co-authored by

Michal Kaczor

CEO at Gralio

Michal has worked at startups for many years and writes about topics relating to software selection and IT management. As a former consultant for Bain, a business advisory company, he also knows how to understand needs of any business and find solutions to its problems.

Tymon Terlikiewicz

CTO at Gralio

Tymon is a seasoned CTO who loves finding the perfect tools for any task. He recently headed up the tech department at Batmaid, a well-known Swiss company, where he managed about 60 software purchases, including CX, HR, Payroll, Marketing automation and various developer tools.

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