Case Study

Klaviyo vs Omnisend: A Comparison of Features

Mar 04, 2022   •   3 Min Read

Analyzing Klaviyo vs Omnisend

Looking for the right email marketing and SMS tool for your eCommerce business? You’ve landed on the right page! Klaviyo and Omnisend are both viable options.

In this blog, we’re comparing Klaviyo vs Omnisend to help you better evaluate the main features of each tool and uncover what’s best for your business.

Klaviyo vs Omnisend Features

1. Pricing


No matter the pricing plan, Klaviyo provides access to all of its features 一 including the advanced features once a merchant signs up. There are zero hidden fees, and merchants know what they’re getting for their money before following through with the sign up and payment process.


Unlike Klaviyo’s inclusion of all features in a subscription plan, Omnisend limits features based on the type of subscription. If you want more advanced features, you must upgrade to a more expensive subscription plan. One example is the branding of forms. When using a free plan, Omnisend branding is shown on the form, but in the standard and pro plans, Omnisend branding can be removed.

Another limited feature that is dependent on the subscription type is web tracking data history. The free plan will only display one month’s worth of data. If you want visibility into more data related to web tracking history, you need to upgrade to a standard plan for 6 months of data or a pro plan for 18 months of data.

2. Segmentation


Klaviyo lets merchants build an unlimited number of segments. This unlimited audience & customer segmentation feature is a core component to streamline retargeting efforts. There’s also no limit to the criteria of each segment, so it’s up to you to decide how general or specific you want your segments to be.


Omnisend limits merchants to a certain number of segments based on the plan they are subscribed to. The free plan allows for only 20 segments. The standard plan limits merchants to 100 segments, and the pro plan limits merchants to 200 segments. If you’re a mid-market or Enterprise merchant that requires many audience segments to accomplish marketing objectives, opting for Omnisend may limit your growth.

3. A/B Testing


A/B testing is an integral part of a successful eCommerce strategy. The more variables that you can A/B test, the more you can optimize your strategy. Regardless of the marketing automation tool you choose to use, it’s important to understand that A/B testing requires changing only one variable at a time in order to maintain a statistical baseline.

Luckily, Klaviyo provides the tools to test a variety of variables, including but not limited to subject lines, discounts, email design, URL parameters, sending time, content and CTA button color.


Though marketers should test only one variable at a time with A/B testing, it’s still preferable to have the ability to test a variety of different elements. Unfortunately, Omnisend limits merchants to A/B testing only subject lines and sender names. This makes it more challenging to modify your email strategy in order to increase valuable email metrics.

4. Reporting


Klaviyo provides a complete reporting dashboard that shows an entire view of your eCommerce store for as long as it has been live. If you’ve been using Klaviyo for a few months but your store has been live and running for years, Klaviyo will still show you a complete view.

Plus, advanced reporting features such as a Multi Metric Deep Dive Report and a Flow Performance Report are available to all merchants using Klaviyo. There are no hidden charges for advanced reporting features, so you can leverage your company/customer data to make smarter, data driven decisions in the future.


With Omnisend, advanced reporting is only available in the pro plan, which is the most expensive plan. The free and standard plans have access to basic reporting, though, such as sales, campaign and automation reports, to name a few. Additionally, this tool shows data from only the past 18 months maximum, which can make it difficult to see growth over time.


Hopefully this comparison of Klaviyo vs Omnisend has opened your eyes to some of the most important features of each platform. Choosing the best tool based on your eCommerce needs requires a bit of research, so be sure to evaluate all your options before investing in a marketing tool that will make or break your growth.

All in all, the Groove Commerce team generally recommends Klaviyo of these two tools due to its ability to scale as your brand grows. If you have any questions, don’t hesitate to reach out to our team using the form below.

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