Mailchimp vs Klaviyo (2026): features, security and which one to buy
Mailchimp and Klaviyo compared on what they do, who they suit, their key features, pros and cons, and what each vendor publishes on security, admin and contract terms, with every fact checked on October 24, 2026.
Mailchimp or Klaviyo: the short answer
Choose Mailchimp if
- Small lists that start free and grow into paid tiers.
Choose Klaviyo if
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
What are Mailchimp and Klaviyo?
Mailchimp
Intuit-owned email marketing platform with a 250-contact free tier and contact-based paid plans. Owned by Intuit, it works for small lists that begin free at 250 contacts and move up as the audience grows. Paid plans start at $13 monthly on Essentials. Before choosing, compare automation depth by tier, since Free has none and flows stretch to 200 points higher up.
Klaviyo
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles. Store owners who want campaigns driven by shop data should test it, with billing based on active profiles instead of total contacts. The free tier stops at 250 profiles and 500 emails monthly. Full price lists are not public, so get a quote at your profile count.
Mailchimp vs Klaviyo: features compared
| Mailchimp | Klaviyo | |
|---|---|---|
| What it is | Intuit-owned email marketing platform with a 250-contact free tier and contact-based paid plans. | Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles. |
| Best for | Small lists that start free and grow into paid tiers. | Ecommerce brands that want email and SMS driven by store data (vendor positioning) |
| Automation workflows | Free: none; Essentials: up to 4 steps per flow; Standard and Premium: up to 200 flow points. | Not published |
| Workflow and journey builder | Standard and Premium: up to 200 flow points. | Not published |
| Email and multichannel campaigns | Not published | Email, SMS/mobile messaging. |
| Reporting and attribution | Custom reports on Standard and up. | Not published |
| Free plan or trial | Free plan, Free trial | Free plan |
| Starting price | Free; paid from $13/month (Essentials) | $0 (Free, 250 active profiles, 500 emails/month) |
| G2 rating | 4.3 (12,866 reviews) | 4.6 (1,298 reviews) |
Mailchimp vs Klaviyo pricing
Mailchimp starts at Free; paid from $13/month (Essentials) and Klaviyo at $0 (Free, 250 active profiles, 500 emails/month). The pricing bases differ, so compare the full quote for your team rather than the entry price.
| Mailchimp | Klaviyo | |
|---|---|---|
| Pricing model | per contact tier | per active profile + monthly email volume |
| Billing | Monthly; discounted 12-month rate shown. | Not published |
| Add-ons | SMS add-on; Pay-as-you-go option for infrequent senders. | Not published |
Security, admin and contract: Mailchimp vs Klaviyo
What each vendor states publicly about single sign-on, provisioning, audit logs, data location and the contract. A blank is a question for the sales call, not a no.
| Mailchimp | Klaviyo | |
|---|---|---|
| SAML SSO | Premium only (Enterprise SSO) | Not published |
| DPA | Not published | Referenced on trust page with link to Legal Hub; sign-up process not described. |
| Contract | Monthly plans; 12-month discounted rate; pay-as-you-go option. | Not published |
Differences most comparisons miss
Worth knowing about Mailchimp
- Enterprise SSO only on Premium.
- Premium includes four onboarding sessions and a dedicated specialist; Standard one session.
- Free plan has no role-based access and no automation.
- Annual billing on Standard and Premium over 10,000 contacts requires contacting sales.
Worth knowing about Klaviyo
- Billing basis is active profiles that can receive marketing email, not total contacts.
- Free tier includes email support only for the first 60 days.
- Trust page shows SOC, ISO 27001, ISO 27017 and PCI DSS badges; reports downloadable from the Trust Center.
- The vendor pricing page does not list seats, SSO or annual discounts.
Mailchimp vs Klaviyo: frequently asked questions
Which is better, Mailchimp or Klaviyo?
It depends on the team. Mailchimp is the stronger pick for small lists that start free and grow into paid tiers, while Klaviyo suits ecommerce brands that want email and SMS driven by store data (vendor positioning). Compare the feature rows above against your must-haves before you look at price.
Do Mailchimp and Klaviyo support SAML single sign-on?
Mailchimp: premium only (Enterprise SSO). Klaviyo: not stated on its public pages. Confirm the plan in writing before you compare prices.
Can I try Mailchimp and Klaviyo for free?
Mailchimp: free plan, free trial. Klaviyo: free plan.
Sources
Both columns use the same sources: vendor pricing and product pages, documentation, G2 and company records, checked on October 24, 2026. Full source lists are on the Mailchimp and Klaviyo reviews.