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Klaviyo vs ActiveCampaign: Which One is Four You in 2022

by Jasmin Hukic · Updated 16 Feb 2022}}

To take your email marketing to the next level you need to set up a system so that your contacts receive timely, personalized emails aligned with their preferences. 

In other words, you need powerful email marketing software.

Such software should give you easy-to-use tools to design your emails, make data-based segments, set up automations, and track your campaign's performances.

There are tons of email marketing automation softwares so you can pick the one that suits you the best.

If you’re looking to receive great value for money for your business I recommend considering the Jellyreach lifetime deal. It's a great chance to quit recurring costs for marketing automation.

Now, let's back to Klaviyo and ActiveCampaign. They are among the leaders in the email marketing industry, so let’s compare their core features.  


With info about store revenue and how much money you’re making from your campaigns, Klaviyo’s dashboard gives exactly what eCommerce business owners need to see.

Besides overall revenue, you can see everything on a campaign and automation level.


On the ActiveCampaign dashboard you can see stats about your contacts including Active Contacts, Top Contacts, Contact Trend, Interaction Trend, and more.


Comparing the two dashboards, Klaviyo is more revenue-focused while ActiveCampaign is more about contacts and customer engagement. 

Therefore, if you’re running campaigns intending to improve sales, you will be more pleased with Klaviyo’s dashboard.

In case you want to engage your contacts with no focus on sales, ActiveCampaign is for you.


Both Klaviyo and ActiveCampaign have easy-to-use drag and drop campaign editors. You can design emails by dragging blocks. 


However, a feature where Klaviyo stands out is dynamic feed. When you set it up, you will have a dynamic product block synced with your store. 

In other words, you won’t need to update your emails depending on your stock.


It’s hard to say if Klaviyo or ActiveCampaign is better for campaigns.

The exception is when you sell physical goods. In that case, Klaviyo has an advantage because of the dynamic product block feature.


Klaviyo and ActiveCampaign have advanced automation builders, and you can set up desired automation in both tools. Of course, this doesn’t mean that you’ll like these features equally. In Klaviyo, automation is called flow.

Flows allow you to trigger messages and send email series based on any contact action, including subscribing to a list, making a purchase, or cart abandonment.  

Based on that, they suggest setting these flows: welcome series, abandonment cart, post-purchase, and winback. 


Automation is a feature where ActiveCampaign really shines. Compared to Klaviyo, they have more triggers and more options in general.

For example, you can end other automation if a subscriber is in this automation.


ActiveCampaign offers a lot more templates, called automation recipes. Those can inspire you to use the full potential of automated campaigns.

The collection of ActiveCampaign recipes is unmatched. You even get to search and filter recipes by industry.

Therefore, considering the available options and the collection of automation templates, it's fair to say that Klaviyo automation is not on the level of ActiveCampaign.

When it comes to automation, there are no doubts - ActiveCampaign is a level above any vendor, including Klaviyo.


You can use any of the data to segment contacts, including average order values, form results, non-opted in, customer engagement tiers, repeat purchases, and a lot more. You get to make segments based on the data in the tool. This includes organization, storing data, integrations, and more.

When you look at Klaviyo features like data feed, in-depth integration with Shopify, the reporting, and analytics, you can easily understand that Klaviyo is all about data.  Therefore, as you can expect, Klaviyo offers the most flexible segmentation. 

In ActiveCampaign there is a segment builder for creating segments. A great thing about it is that it's accessible all over the platform. As they call it - a floating feature that creates segments on the fly. You can use contact details, custom fields, actions, and other data.

Now, ActiveCampaign segment builder is really nice solution, but Klaviyo stores more data and gives you more options and flexibility for segmenting your contact list. 


As expected, both tools have a big list of integrations, including all globally recognized eCommerce platforms, and third-party services like Zappier.

Generally speaking, integrations are connections between software that pass information between each other. Still, integrations are not the same. 

The biggest difference is in storing your data. Klaviyo includes your data from the past, while ActiveCampaign is limited to the latest activities. 

Historical data is not something every business needs for campaigns. But, it’s extremely useful for eCommerce businesses in terms of segmentation. 

Therefore, if you are up for making segments, Klaviyo is a better choice than ActiveCampaign.

Reports and Analytics

At this point, you probably understand that Klaviyo is all about using data to improve campaigns performances for eCommerce businesses. 

The analytics feature is no exception. You have the flexibility to build your own dashboard with live data about popular products, revenue, number of subscribers, and more.

ActiveCampaign reports include open rate, click-through rate, deals, and more. As you can see, it’s more general and not focused on eCommerce.


Klaviyo’s pricing is strictly based on the number of contacts you have. It means that you get access to all features on all paid plans. 


On the other hand, ActiveCampaign plans are based on the number of features and number of contacts.

They have four plans - Lite, Plus, Professional, and Enterprise.


Klaviyo’s pricing is closest to the ActiveCampaign Lite plan.

To understand who is more expensive, you need to enter a number of contacts and compare, because it depends. Take a look.

  • For 1k contacts Klaviyo is $30, ActiveCampaign Lite is $30 
  • For 5k contacts Klaviyo is $100, ActiveCampaign Lite is $99 
  • For 10k contacts Klaviyo is $150, ActiveCampaign Lite is $174 
  • For 25k contacts Klaviyo is $400, ActiveCampaign Lite is $286
  • For 50k contacts Klaviyo is $700, ActiveCampaign Lite is $424
  • For 75k contacts Klaviyo is $950, ActiveCampaign Lite is $561
  • For 100k contacts Klaviyo is $1,200, ActiveCampaign Lite is $687

For more than 100k contacts, you need to contact ActiveCampaign to get a quote for the Lite plan.

With up to 10k contacts, the pricing is almost the same. ActiveCampaign is even more expensive at this level.

However, as the contact list gets bigger, Klaviyo is becoming more expensive than ActiveCampaign, at least when you're comparing it to ActiveCamapaign's Lite plan. When you reach the 100k contacts, Klaviyo gets almost as twice expensive as ActiveCampaign. 


Both Klaviyo and ActiveCampagin offer email and chat support. Also, there are tons of resources including videos and articles.

Klaviyo’s email support is 6 am to 10 pm on weekdays and 10 am to 4 pm on weekends. Live chat support is even more limited.

ActiveCampaign offers full-time email support and limited live support.


As you look at the ratings, you can notice that ActiveCampaign has a lot more reviews. Kepp in mind the fact that as the number of reviews gets bigger the rating gets lower. 

  • Klaviyo G2 rating - 4.6 out of 5 - 537 reviews
  • ActiveCampaign G2 rating - 4.6 out of 5 - 8,553 reviews
  • Klaviyo TrustRadius rating - 8.6 out of 10 - 89 reviews
  • ActiveCampaign TrustRadius rating - 8.8 out of 10 - 706 reviews
  • Klaviyo Capterra rating - 4.7 out of 5 - 223 reviews
  • ActiveCampaign Capterra rating - 4.6 out of 5 - 1,410 reviews

Despite more reviews, ActiveCampaign ratings are not lower than Klaviyo, at all. It means that ActiveCampaign users are just as happy as Klaviyo users, if not happier. 


Klaviyo and ActiveCampaign are big names in the email marketing industry. Over the years, they have become the leaders in email marketing automation. 

Both platforms will probably give you everything you need to improve your email marketing.

However, as you saw in this post, there are parts where these two are distinct.

First of all, it’s their presence in different industries. Klaviyo serves clients from eCommerce, while ActiveCampaign clients have clients in various industries.

These platforms are aligned with that, including dashboards, integrations, analytics, and other features.

That’s why if you are running an eCommerce store, you will find Klaviyo more useful. In other cases, ActiveCampaign could be a better choice.