Omnisend vs Klaviyo.
Where should the next customer message come from?
Compare Omnisend and Klaviyo for popup signup, store-triggered email, SMS consent, forms testing, account roles and the cost of an ecommerce sending month.
What do you need your website to do next?
At nine in the morning a shopper leaves a cart. At noon they buy through another visit. The most important feature in the afternoon reminder is the ability to stop it. Both platforms combine store events, customer profiles and messaging; a credible comparison follows one person through the whole day.
For an existing customer of either service, a form-only trial is a smaller purchase than moving a sending account. For a whole-program decision, rebuild the welcome sequence, recovery exclusion and unsubscribe route, then quote the same active audience, email volume and SMS destinations.
How the comparison works
15 rounds compare both platforms against the same 196 capability criteria, with 100 points distributed across the sections. Each round explains the practical differences and adds to the running score. The table beneath each round shows how the points are awarded. The conclusions bring those results together for different uses of the platforms.
Formats & content
Omnisend provides popup, flyout, fullscreen and embedded signup forms. A promotional message can send shoppers to a sale without adding them to a subscriber list. Compare the format used on the live placement. Klaviyo focuses its onsite editor on signup forms, including popup, flyout and embedded layouts. Mobile settings adapt the signup experience to smaller screens.
| Formats & content | Omnisend | Klaviyo |
|---|---|---|
| Message | — | — |
| Flyby / slide-in | — | +0.64 |
| Promo bars | — | +0.64 |
| Teasers | — | +0.64 |
| Content carousel | — | — |
| Eye-catching | — | — |
| Countdown | — | +0.64 |
| Button link | +0.32 | +0.32 |
| Copy coupon | — | — |
| Dynamic text | — | — |
| Mobile editor | — | +0.64 Desktop and mobile views, with flyout position and device-specific blocks. |
| Score | +0.320.32 | +3.543.54 |
Forms
Omnisend supports multi-step collection across up to four screens and double opt-in. Test a customer who consents to email and skips SMS so that the two channels retain separate statuses. Klaviyo collects email, phone, text, radio, dropdown and checkbox answers across multiple steps. Consent and hidden properties attach to the profile. Phone-format checks, CAPTCHA and double opt-in help protect the list; mobile tap-to-text provides another SMS signup route.
| Forms | Omnisend | Klaviyo |
|---|---|---|
| Email capture | +0.16 | +0.16 Subscribers go straight to Klaviyo's own contact lists. |
| SMS capture | +0.16 | +0.16 |
| Phone field | — | +0.32 Phone numbers are checked for format. |
| Single choice | — | +0.32 Radio buttons or a dropdown. |
| Multiple choice | — | +0.32 |
| Free text | — | +0.32 Text inputs for names or open comments. |
| Consent checkbox | — | +0.65 Consent checkbox (+0.32) · Email marketing consent (+0.32) |
| Hidden fields | — | +0.32 Hidden properties on the submit button are saved to the profile. |
| Multi-step | +0.32 Multi-step (+0.16) · Popup steps (+0.16) | +0.32 Multi-step (+0.16) · Popup steps (+0.16) |
| Logic | — | — |
| Validation | — | +1.29 Validation (+0.32) · Field validation (+0.32) · Phone format (+0.32) · Required fields (+0.32) |
| CAPTCHA | — | +0.32 |
| Email double opt-in | +0.16 | +0.16 |
| Follow-up | +0.65 Follow-up (+0.16) · After signup (+0.16) · Email automation (+0.16) · Email sequences (+0.16) | +1.29 Follow-up (+0.16) · After signup (+0.16) · Email automation (+0.16) · Email sequences (+0.16) · Delays and branches (+0.32) · Lifecycle triggers (+0.32) |
| Score | +1.451.78 | +5.989.51 |
Surveys
Omnisend’s signup fields feed audience data and subsequent communication. For an anonymous satisfaction survey, check whether the response can stand alone without a marketable contact. Klaviyo’s signup fields can collect preferences and customer information. Dedicated rating and quiz formats are assessed separately below.
| Surveys | Omnisend | Klaviyo |
|---|---|---|
| Numeric rating | — | — |
| NPS | — | — |
| Star rating | — | — |
| Emoji rating | — | — |
| Binary rating | — | — |
| Quizzes | — | — |
| Score | +01.78 | +09.51 |
Gamification
Omnisend’s Wheel of Fortune supplies an incentive for signup. Assess reward delivery after early exit before considering a switch to a different form and coupon process. Klaviyo offers a spin-to-win block with two to six slices. Each slice has a probability, success step and coupon. The signup can sit before or alongside the spin. This establishes a configurable wheel, not a library of scratch cards, calendars or outcome quizzes.
| Gamification | Omnisend | Klaviyo |
|---|---|---|
| Spin the wheel | +0.13 | +0.4 2 to 6 slices, each with its own success step and coupon. Spin the wheel (+0.13) · Prize weights (+0.26) |
| Slot machine | — | — |
| Plinko | — | — |
| Lottery ball | — | — |
| Claw machine | — | — |
| Scratch card | — | — |
| Pick a gift | — | — |
| Pick a card | — | — |
| Break the egg | — | — |
| Shake the tree | — | — |
| Memory cards | — | — |
| Treasure hunt | — | — |
| Learn to earn | — | — |
| Seasonal calendar | — | — |
| Daily offers | — | — |
| Score | +0.131.91 | +0.49.91 |
Targeting
For store-triggered email, identify the event and customer segment that enrol the contact. For an onsite popup, test eligibility on the page separately. A flow condition does not establish an identical form display rule. Klaviyo combines URL, UTM, device and location rules with lists and customer segments. Delay, scroll, exit and click triggers control the opening moment. Frequency settings limit repeat appearances, and form priorities decide which queued campaign appears first.
| Targeting | Omnisend | Klaviyo |
|---|---|---|
| Page targeting | — | +0.45 URL rules with wildcards and UTM filters. |
| Geo targeting | — | +0.45 Countries or other locations, from the visitor's IP address. |
| Device targeting | — | +0.45 |
| Audience targeting | — | +3.15 Audience targeting (+0.45) · Referrer targeting (+0.45) · Cart targeting (+0.45) · Profile targeting (+0.45) · Customer tags (+0.45) · Order history (+0.45) · List segments (+0.45) |
| Behavior triggers | — | +2.25 Behavior triggers (+0.45) · Time delay (+0.45) · Exit intent (+0.45) · Scroll trigger (+0.45) · Custom event trigger (+0.45) |
| Click trigger | — | +0.45 |
| Scheduling | — | +0.45 |
| Frequency cap | — | +0.45 Days to wait before a closed form returns, or show it on every visit. |
| Campaign control | — | +0.45 Low, Medium, High or Highest priority decides which queued form shows first. |
| Score | +01.91 | +8.5518.46 |
Experiments
Choose form conversion, confirmed signup or first purchase before opening the test. A flyout that submits more often can still contribute fewer reachable subscribers. Omnisend documents tests of popup, flyout and fullscreen forms. Embedded forms are excluded from that form-testing scope. Use the actual placement when comparing experiment access. Klaviyo tests up to seven form variations, divides traffic evenly or by configured weights, and supports automatic winner selection. Results include revenue per variation. A test between form designs does not itself establish a no-form control group.
| Experiments | Omnisend | Klaviyo |
|---|---|---|
| A/B testing | +1.4 A/B testing (+0.35) · Popup tests (+0.35) · Email or SMS campaign tests (+0.35) · Email tests (+0.35) | +3.5 Up to 7 form variations. A/B testing (+0.35) · Popup tests (+0.35) · Traffic split (+0.7) · Automatic winner (+0.7) · Email or SMS campaign tests (+0.35) · Email tests (+0.35) · SMS tests (+0.7) |
| Score | +1.43.31 | +3.521.96 |
Email & SMS
Send one test welcome to a new address and update a returning buyer who has already received it. A correctly stored preference should affect future segmentation without accidentally restarting an old series. Omnisend runs welcome sequences, cart recovery and regular email campaigns. Standard raises sending capacity and removes branding; SMS has its own charges. Compare channel use and reachable contacts at the same workload.
A Klaviyo signup can enter a welcome flow from a list. Flows also respond to segments, events and dates, with delays and conditional paths for later messages. Broadcasts, segmentation, email and SMS belong to the same platform; profiles and sending allowances determine the bill.
| Email & SMS | Omnisend | Klaviyo |
|---|---|---|
| Email marketing | +0.75 | +0.75 Campaigns, segments and flows; sending and profile limits depend on the plan. |
| SMS marketing | +0.75 | +0.75 |
| Web push | +1.5 | — |
| Score | +36.31 | +1.523.46 |
Team & sites
Ask an analyst to inspect one store and an agency owner to oversee several. Cross-account reporting is useful only when client data remains appropriately separated. Omnisend supports role-based work across stores. Owners and Admins can see every store in an account. An agency promising isolation needs to evaluate that boundary separately from whether an editor can produce a campaign.
Klaviyo provides predefined and custom roles, with separate responsibilities for content, analysis and account management. Owners and Admins can edit billing. An activity log records changes, and Portfolio groups accounts; that grouping is not a promise of one subscription for every website.
| Team & sites | Omnisend | Klaviyo |
|---|---|---|
| Workspaces | +0.84 Workspaces (+0.28) · Several sites (+0.56) | +0.84 Portfolio groups several accounts for management. Workspaces (+0.28) · Client portfolio (+0.56) |
| Team | +0.28 | +0.84 Individual user logins instead of a shared login. Team (+0.28) · Activity history (+0.56) |
| Roles | +0.28 | +0.84 Roles (+0.28) · Billing access controls (+0.56) |
| Score | +1.417.71 | +2.5325.99 |
Developer
Omnisend publishes developer APIs for commerce and customer data. For an integration whose job is to build or publish popup forms, verify those precise operations. Klaviyo documents a separate Forms API and permission scopes. Klaviyo’s REST API can create, update and publish forms, with reporting endpoints for performance. Browser events connect forms to site code. Its MCP server exposes campaigns, flows, profiles and reporting with scope restrictions; flow webhooks send custom payloads to an endpoint.
| Developer | Omnisend | Klaviyo |
|---|---|---|
| HTTP API | — | +1.88 Forms, campaigns, profiles, flows and reporting, with per-key scopes. HTTP API (+0.38) · Create designs (+0.38) · Operate campaigns (+0.38) · Read performance (+0.38) · Scoped credentials (+0.38) |
| Browser API | — | +0.38 |
| Webhooks | — | — |
| MCP server | — | +1.5 MCP server (+0.38) · Create designs (+0.38) · Read performance (+0.38) · Scoped credentials (+0.38) |
| Score | +07.71 | +3.7529.74 |
Support
Omnisend advertises 24/7 chat and email support even on Free. Compare the assistance required to migrate flows and suppression records with general access to a support channel. Klaviyo’s paid plans include email and live chat support, with availability depending on the plan and day. Free accounts receive email support for the first 60 days, then rely on self-service and AI-assisted help.
| Support | Omnisend | Klaviyo |
|---|---|---|
| Chat support | +0.9 | +0.9 Live chat on paid plans; Free gets 60 days of email support. |
| Score | +0.98.61 | +0.930.64 |
Editor & workflow
Native Omnisend forms collect into the same service that sends the follow-up. For a new campaign, test what happens when an existing customer submits a second preference after the initial welcome series. Klaviyo includes the form editor on Free. Draft, Live and Editing statuses separate work in progress from the form visitors see.
| Editor & workflow | Omnisend | Klaviyo |
|---|---|---|
| Free editor | — | +0.77 |
| Campaign drafts | — | +0.77 Draft, Live and Editing statuses; a draft is not live. |
| Saved versions | — | — |
| AI popup assistant | — | — |
| Score | +08.61 | +1.5432.18 |
Data & reporting
For Omnisend, reconcile submitted forms, confirmed subscribers, individual sends and store orders. Opening a welcome email and buying after an unrelated visit should remain distinguishable in the retention team’s reporting brief. Klaviyo reports submissions and revenue following form interactions, including revenue by test variation. Submitters can be grouped into a segment and exported. Custom reports can run on weekly or monthly schedules, and reporting APIs support external analysis.
| Data & reporting | Omnisend | Klaviyo |
|---|---|---|
| Field mapping | — | — |
| Lead export | — | +0.64 Build a segment of form submitters and export it to CSV. |
| Scheduled reports | — | +0.64 Weekly or monthly custom reports, sent as a download link. |
| Revenue goals | — | +0.64 Revenue from orders after a form interaction, also per A/B variation. |
| Team notifications | — | — |
| Score | +08.61 | +1.9334.11 |
Integrations
Omnisend’s ecommerce connections bring customer, order and product context into the sender. Its own forms collect into Omnisend; integrations with other platforms can carry different objects in different directions. Klaviyo stores signups in its own profiles and sends its own email and SMS. Its marketplace connects stores, CRMs, review and loyalty systems, advertising tools and automation services. A flow can POST a webhook payload; that route is different from a dedicated form-submission webhook.
| Integrations | Omnisend | Klaviyo |
|---|---|---|
| — | — | |
| SMS | — | — |
| CRM | — | +0.25 Zoho, Microsoft Dynamics: Sync leads and custom properties with CRM platforms. Pipedrive: Outfunnel provides a partner connection between Klaviyo and Pipedrive. Set the direction, choose the contacts to sync and map their fields. For a Klaviyo popup feeding sales, verify that the signup enters the selected audience and creates or updates the intended Pipedrive person. Account for the separate connector. Salesforce: Install the Salesforce CRM integration in Klaviyo, select Salesforce objects and map their fields to profile properties. Records flow from Salesforce into Klaviyo, matched by email. This documented connection will help personalize a form or follow-up using CRM data; it does not establish a route for writing a Klaviyo signup back as a Salesforce lead. HubSpot: A HubSpot route is listed in the integration marketplace. Check the individual connector’s direction, partner subscription and supported properties before using it to deliver signup-form leads. |
| Messaging | — | — |
| Customer lifecycle | +0.13 Gorgias, Yotpo, Okendo, Typeform: Connect support, review and form data to marketing workflows; capabilities vary by app. | +0.13 Gorgias, Recharge, Zendesk, Intercom, Smile, LoyaltyLion, Yotpo, Stamped: Klaviyo and partner-built apps supply additional customer events. These are wider-platform connections, not all popup-specific. |
| Analytics | — | — |
| Advertising | +0.13 Facebook Lead Ads, Google Ads: Collect lead-ad subscribers or sync audiences with advertising channels. | +0.13 Meta Advertising, TikTok Advertising, Google Ads, Pinterest, Snapchat: Sync audiences and events with advertising platforms. |
| Marketing tools | — | — |
| Store | +0.13 Shopify, WooCommerce, BigCommerce, Wix, Shoplazza, Ecwid, PrestaShop, nopCommerce, Big Cartel, SureCart: Store integrations supply customer, order and product data. The exact capabilities vary by platform. | +0.13 Shopify, WooCommerce, BigCommerce, Adobe Commerce, PrestaShop, Salesforce Commerce Cloud, Wix: Bring store customer and order data into Klaviyo. Supported data and sync frequency differ by platform. |
| Product recommendations | — | — |
| Personalization | — | — |
| Reviews | — | +0.25 Judge.me, Loox, Okendo, REVIEWS.io, Junip: Bring review events and data into segments and flows. |
| Content | +0.25 Canva: Keep creative assets synchronized with the Omnisend image library. | — |
| Custom forms | — | — |
| Data & validation | — | — |
| Spreadsheets | — | — |
| Automation | — | +0.25 Shopify Flow, Zapier: Connect Shopify Flow and Zapier workflows to Klaviyo. |
| Custom connections | +0.13 API: Connect another store using a tracking snippet and API data sync. | +0.13 REST API, SDKs, Webhooks: Build a custom connection for profiles, events and other supported resources; flows can call a webhook. |
| Score | +0.759.36 | +1.2535.36 |
Shopify
For a Shopify migration, test customer matching, order arrival and the suppression of an outstanding cart reminder. Moving the popup design proves none of those store-event handoffs. Klaviyo connects Shopify customers, products, orders and events to profiles and flows. Forms can target cart conditions and customer segments, including tags and order history. Unique Shopify coupons support signup incentives and automatic application at checkout; product data also powers follow-up emails.
| Shopify | Omnisend | Klaviyo |
|---|---|---|
| Storefront installation | +0.39 A native Shopify app is available. | +0.39 A native Shopify app is available. |
| Native Shopify app | +0.39 A native app is available in the Shopify App Store. | +0.39 A native app is available in the Shopify App Store. |
| Built for Shopify | — No Built for Shopify badge, as confirmed by the site owner. | — No Built for Shopify badge, as confirmed by the site owner. |
| Shopify media assets | — | — |
| Shopify products and variants | — | — |
| Shopify collections | — | — |
| Shopify discount assets | — | +0.79 Klaviyo generates unique Shopify discount codes for forms and flows, and records discount codes used on orders. |
| Shopify metafields and metaobjects | — | — |
| Shopify customer data | +0.39 Bring Shopify customer and order data into Omnisend. | +0.39 Bring Shopify customer and order data into Klaviyo. |
| Shopify customer synchronization | +0.39 Synchronize Shopify customer and order data into Omnisend. | +0.39 Customers and consent sync from Shopify into Klaviyo, and an optional setting syncs profile data and subscription status from Klaviyo back to Shopify. |
| Shopify events and triggers | — | +0.79 Klaviyo tracks Shopify Added to Cart, Checkout Started and Placed Order events, usable as flow triggers and segment conditions. |
| Shopify audience and cart targeting | — | +0.79 Forms can target Shopify cart value and products, and lists or segments built from Shopify customer and order data. |
| Apply a Shopify discount | — | +0.79 A Shopify unique coupon created through a form is applied automatically to the customer's cart at checkout. |
| Add a Shopify product to cart | — | — |
| Buy now / direct checkout | — | — |
| Shopify Flow | — | — |
| Score | +1.5710.94 | +4.7240.09 |
Pricing
Compare a frequent newsletter on a small audience with an occasional digest on a much larger list. They can produce similar send totals and very different contact charges. At the recorded small-list workload, Omnisend Standard includes 500 contacts and 6,000 emails for $16 monthly. Klaviyo’s corresponding quote must cover the same active audience and send count. Add SMS by destination and volume to both.
Klaviyo charges for active profiles and email volume rather than pageviews. Free covers 250 profiles and 500 monthly emails. The first paid email tier costs $20 for up to 500 profiles and 5,000 emails; removing form branding requires paid access. SMS has separate pricing.
| Pricing | Omnisend | Klaviyo |
|---|---|---|
A small website
| — The recorded plans do not establish the traffic allowance and monthly price for this workload. | $0 / mo · Free Klaviyo bills active profiles and email sends, not pageviews, so form traffic alone fits the Free plan. +1 point |
Visitors explore more pages
| — The recorded plans do not establish the traffic allowance and monthly price for this workload. | $0 / mo · Free Klaviyo bills active profiles and email sends, not pageviews, so form traffic alone fits the Free plan. +1 point |
A higher-traffic website
| — The recorded plans do not establish the traffic allowance and monthly price for this workload. | $0 / mo · Free Klaviyo bills active profiles and email sends, not pageviews, so form traffic alone fits the Free plan. +1 point |
Two websites on one account
| — The recorded pricing does not establish a subscription covering two websites on one account at this combined traffic level. | — Klaviyo requires a separate account for each independent ecommerce store. A single subscription covering two independent stores is not established. |
Launch popups without vendor branding
| $16 / mo · Standard Standard removes branding from forms and includes 500 contacts and 6,000 emails. +0.56 points | $20 / mo · Email · 251–500 contacts Removing Klaviyo branding from forms needs a paid plan; the first email tier covers up to 500 profiles. +0.44 points |
Run a sale or promotion
| — The monthly plan entitlement for an offer link or fixed coupon at this traffic level is not established. | $20 / mo · Email · 251–500 contacts Forms with a coupon work on Free, but 500 contacts exceed its 250-profile limit; the first email tier covers them. +1 point |
Improve popup conversion with A/B testing
| — A monthly plan including popup A/B testing at this traffic level is not established. | $0 / mo · Free Form A/B tests are available on Free, and 250 contacts fit its limit. +1 point |
Collect data and feedback with surveys, quizzes and forms
| — The monthly plan entitlement for both text answers and single-choice questions is not established at this workload. | $0 / mo · Free Forms with text and choice fields are available on Free within its 250-profile limit. +1 point |
Signup plus an automated welcome email
| $16 / mo · Standard Standard covers 500 contacts and 1,000 welcome emails within its 6,000-email allowance; Free is limited to 250 contacts and 500 emails. +0.56 points | $20 / mo · Email · 251–500 contacts Welcome flows are native; 500 active profiles exceed Free, and the first email tier allows 5,000 sends a month. +0.44 points |
Popups and email marketing in one platform
| $16 / mo · Standard Standard includes email campaigns and automation for 500 contacts; 5,000 emails fit its 6,000-email allowance. +0.56 points | $20 / mo · Email · 251–500 contacts Campaigns, segments and flows are included; the 500-profile tier allows 5,000 emails a month. +0.44 points |
| Score | +1.6712.61 | +7.3347.42 |
The final score
Choose Omnisend when its ecommerce automations, forms and sending allowance already cover the customer journey at the real contact tier. Choose Klaviyo when richer profile-led segmentation, cross-account oversight or the documented forms and reporting interfaces justify rebuilding the program. For a problem confined to the popup, keep the sending stack in the first trial.
- Omnisend
- 12.61
- Klaviyo
- 47.42
What matters most to you?
Let’s put your priorities first
First, check that each tool can do the task. An absent or unconfirmed required capability means a dash with an explanation instead of a scenario score, and no winner highlight. Only qualifying tools share the points; a sole qualifier earns the full weight of each criterion it meets. 70 points go to the criteria directly related to it, and 30 to everything else. For “Popups without email marketing”, all 100 points go to the included capabilities and relevant popup pricing scenarios; unwanted features and email sending have zero weight. Both tools earn points for confirmed capabilities; unconfirmed ones earn zero. The first row keeps the original overall score.
| What matters to me | Omnisend | Klaviyo |
|---|---|---|
| The overall feature set | 12.61 | 47.42 |
| Popups without email marketing | 6.67 | 52.92 |
| Collecting more leads | 9.6 | 48.81 |
| Driving clicks and actions | 9.36 | 55.94 |
| Popups and email marketing in one service | 21.18 | 45.06 |
| Running campaigns for my Shopify store | 12.54 | 40.91 |
| A/B testing and measuring results | 12.84 | 49.31 |
| Creating and editing campaigns with AI | —Required capability unconfirmed | —Required capability unconfirmed |
| Collecting data and feedback | —Required capability unconfirmed | 48.61 |
| Working with a team or managing clients | 25.39 | 53.48 |
| Connecting AI agents to my workflow | —Required capability unconfirmed | 75.29 |
How the comparison works
These scores are relative to Omnisend and Klaviyo in this comparison. They cannot be carried over to comparisons with other products: each tool’s points depend on what the other participant offers.
Relative scores, not universal ratings
The same capability earns half the points when both tools have it, and all the points when only one does. Changing the opponent can therefore change a product’s score without changing the product itself. The review pages separately show absolute capability ratings without price.
One shared pool of 100 points
The 15 rounds cover 196 criteria. Each round has a set weight, divided equally among its criteria. These weights are our editorial choices.
How features earn points
If both products meet a criterion, they split its points equally. If only one does, it earns all of them. An unconfirmed capability earns zero. If neither qualifies, those points are not awarded, so the two totals can add up to less than 100.
How prices earn points
Ten scenarios carry 1 point each. We use the cheapest confirmed plan meeting each scenario’s traffic and feature requirements, billed monthly in USD. Equal prices split the point; a plan costing half as much earns twice the share. A free qualifying plan beats a paid one. If only one suitable plan and price are confirmed, it earns the full point.
Which plans count
Feature rounds cover capabilities across the products’ plans. The total does not describe a single subscription; the pricing scenarios identify the plan needed for each stated use case.
How your priorities change the score
A tool must first meet the task’s required capabilities. If a requirement is absent or unconfirmed, its scenario score is shown as a dash and it cannot be the winner; the status explains why. Only qualifying tools participate in point allocation and price comparisons. A sole qualifying tool earns the full weight of each criterion it meets; criteria it does not meet remain unearned. Standard priorities assign 70 points to their relevant criteria and 30 to the rest, preserving relative weights within each group. “Popups without email marketing” instead distributes all 100 points among its included criteria, preserving their relative weights and giving everything else zero. It includes lead capture, testing, reporting and external handoff. Its pricing criteria exclude email sending and feedback workloads. Included email features carry no penalty: only the required plan price counts. The evidence and scoring rules stay the same. The overall-feature row keeps the original weights.