Picking the right email marketing tool can be a difficult task, as you have to spend time on several platforms trying to figure out their strengths and weaknesses. If your comparison comes down to Omnisend or Klaviyo, we’ll help you figure out which one is better in terms of features.
Both platforms are more than capable of fulfilling most of your email marketing needs, but they come with different restrictions on features. One platform allows you to experience nearly everything it has to offer, while the other one keeps some features gated to higher-paying customers only.
Let’s take a look at some of the features that matter most to most modern businesses.
AI feature overview
Omnisend and Klaviyo both provide you with AI features, some of which are quite similar, but the accessibility of these features varies.
Klaviyo provides three main AI tools:
- Segments AI. It generates audience segments based on an entered prompt.
- Email AI. It generates email copy based on campaign goals and brand voice.
- Forms AI. It optimizes web forms for better conversion rates.
Most of these features, however, are locked behind a paid plan. On the free plan, you can only use the AI subject line generator. If you want to try the other ones, you have to sign up for the Marketing plan that starts from $20/month.
Omnisend also has nearly identical AI features. There’s a prompt-based segment builder, where you can enter “VIP contacts who haven’t bought in the last 90 days” (or any other prompt), and AI will build the segment. There’s also generative AI that produces copy across emails and subject lines.
The difference is that Omnisend allows you to test these features on the free plan without any restrictions.
Analytics and reporting
Analytics is essential for data-driven businesses since it helps shape your business strategy and direction. Gut feelings are long in the past, and data is the new way forward. However, it’s important to understand how much data you actually need.
Klaviyo is known for having very deep analytics and reporting capabilities. Anything you can imagine, Klaviyo probably has more. It allows for an extremely granular level of control over every customer touchpoint. The depth, however, comes with a steep learning curve and requires a data-science level of expertise.
Of course, that only applies to those who need such detailed information, and most businesses don’t. Accessing basic and advanced reports is easier and more understandable for the inexperienced eye, but there’s a catch: pricing.
It’s common knowledge that Klaviyo is more expensive than Omnisend, and the main reason is its depth. But if you don’t need that depth, which you most likely don’t, you’re overpaying for the same features.
Omnisend doesn’t go to niche-levels of depth and complexity. Instead, it provides strong analytics and reporting features that are intuitive and allows you to gather actionable insights without breaking a sweat. It’s made to be powerful without feeling clunky, so you don’t even necessarily have to be a marketing expert to understand what you’re seeing.
SMS marketing
Text messages are exceptional for timely, urgent messages, and it’s where the two platforms are different as day and night.
Klaviyo allows you to send SMS, but limits you to only 18 countries. If you have customers outside those countries, or are planning to scale to other regions, you won’t be able to reach them via SMS during your hottest sales.
The billing is also unforgiving since you have to buy expensive blocks of credits that expire every month. If you’re having a slower month than usual, you’ll lose all the unused SMS credits.
Omnisend provides you with more flexibility. You can send SMS globally, so you don’t need to worry about SMS if your business is scaling across borders. Also, the billing is a lot more user-friendly.
First, you get 1$ of SMS credits for free, so you can test how it works without spending your money. Second, you can buy credits in small batches to prevent excessive spending. Finally, your credits roll over to the next month if you haven’t used them.
Customer support
Customer support doesn’t only pertain to beginners learning to navigate the email marketing platform. It’s also important for experienced users who face more complex problems or find themselves needing help with new features they’ve never used before.
Klaviyo’s support relies heavily on how much you pay. Free users only get 60 days of email support, after which the opportunity is gone. After that, you can only use their Help Center to fix whatever issues you’re having.
Live chat and email support will be available again once you upgrade, but live chat is only available on business days (weekend support is an additional upgrade). Email support, on the other hand, is 24/7, but the response times vary based on your plan. On the lower tiers, you can expect a 1-2-day waiting time.
Omnisend takes a more user-oriented approach. It provides unlimited customer support, both live chat and email, on every tier (free included). Aside from that, they also have a massive library of help articles, YouTube videos, step-by-step tutorials, and more.
Additionally, if you’re a larger brand and you’re already paying $400/month or more, you get a dedicated account expert to help you personally with any issues that may arise. Omnisend takes pride in its award-winning customer support for every user.
Cross-platform migration
Migration is a tough choice to make since it requires lots of technical know-how, and you may be tempted to stick with a provider that no longer reflects your needs. In this case, Klaviyo holds a standard practice, but Omnisend goes the extra mile.
Klaviyo, like most other brands in the email industry, either provides migration services for a cost, gives you the documentation so you can do it yourself, or refers you to their network of agency partners who charge their own fees. Doing it yourself is no one’s favorite choice, unless you have a team of developers that aren’t that busy (which is rarely the case). Otherwise, you have to pay.
Omnisend, on the other hand, provides something called a Kickstart service. If, upon signing up for Omnisend, your plan is equal to or exceeds $250/month, they will provide the entire migration service at no charge.
If those conditions are met, Omnisend will delegate a dedicated person who will move your contacts, automations, segments, templates, and more. Additionally, they promise the migration will be finished in 3-5 business days. They do all the heavy lifting, so you don’t need to move a finger.
Omnisend vs. Klaviyo: Verdict
Choosing between the two comes down to what you value most. If your business requires niche features that aren’t highly accessible in other platforms, Klaviyo is your go-to choice. But if you’re a standard modern online business with standard needs, Omnisend is a better all-around tool that comes at a more affordable price, and caters exceptionally well to businesses of all sizes.
Also, it provides more value to international or scaling businesses with global SMS reach, 24/7 support at all times, and a unique migration service.