Countless companies have been entering the playing field with marketing automation software products in recent years, and the competition is high for email automation software as well.

Today we will be taking a closer look at two major names in email marketing automation, HubSpot and Klaviyo, and comparing them side-by-side to provide all of you curious marketing innovators with a better understanding of what each software can do for your company (and if it's the best fit for your needs).

This blog post is part of "Your Definitive Guide to Marketing Automation" and "Your Definitive Guide to Lead Nurturingblog series

What is email marketing software?

In the realm of marketing automation, email marketing software is a crucial tool that marketers use to automate their email campaigns. This software serves a wide range of purposes, from managing and segmenting subscriber lists, to offering a variety of email templates for drip campaigns, to scheduling the emails themselves, to analyzing the success of the campaigns after they launch.

With every $1 spent on email marketing producing an average ROI of $38, automation in this area is definitely a worthwhile investment. The challenge lies in choosing the software client that both delivers a wide range of standard features and best fits your personal needs. This is where Klaviyo and HubSpot, two top competitors, come in.

What is HubSpot?

A big-name industry leader in inbound marketing and sales, HubSpot has been offering a range of software and educational products, including their Marketing, Sales, and CRM software, since its founding in 2006.

What is Klaviyo?

Launched in 2012, Klaviyo is a marketing automation platform focused on email and designed for the rapidly growing world of eCommerce. In contrast with HubSpot, the company specializes in one kind of software solution.

Let the Reviewing Begin!


Major Features

As comprehensive and well-designed platforms, both HubSpot and Klaviyo come with a similar set of features essential to email automation. These include:

  • Contact database organization and segmentation based on a variety of characteristics
  • Templates designed to fit various kinds of emails for different campaigns and stages within a campaign
  • Email flows with action-triggered or manual scheduling, segmented sending to portions of your contacts, and all of the components necessary for a drip campaign
  • A/B testing capabilities and reporting on the performance of a campaign, with metrics including delivery, open, bounce, and click-through rates
  • Customization options with drop-in tags that use information from contact records
  • A dynamic dashboard with analytics, contact lists with filter options, and a live activity feed

HubSpot Features

In HubSpot's case, the email software is designed to be combined easily with the company's CRM, Marketing, and Sales software. This provides users with a multitude of additional features, including campaign planning, conversion rate optimization, lead scoring, keyword tracking, and more elements related broadly to lead generation and nurturing.

Klayvio Features

Klaviyo's features, meanwhile, reflect its focus on eCommerce. For example, contact segmentation uses criteria like browsing behavior, acquisition source, purchase frequency, and purchase size. The software is also optimal for integrating with a variety of eCommerce (as well as other) platforms, as we will discuss in the next section.


As mentioned, HubSpot's internal integration with Marketing, Sales, and the CRM is practically seamless. The software also integrates with WordPress, Gmail, Outlook, and more. The possibilities expand with the Pro versions of Sales and Marketing; the list includes Salesforce, Facebook Ads, Eventbrite, Zapier, SurveyMonkey, etc. Custom integrations can also be built through the open HubSpot API.

Klaviyo's eCommerce integrations include all of the major platforms, such as Shopify, BigCommerce and Amazon Marketplace, and a great deal of more minor ones, as well as a very handy custom platform integration option through JavaScript. Another useful integration is with Facebook’s Custom Audiences, which allows marketers to go beyond email in personalizing subscribers' ad experiences.


Klayvio Pricing

Klaviyo offers a free tier, with many standard features available in addition to 500 email sends and 250 contacts. Paid plans starts at $25 a month, for unlimited sends and up to 500 contacts to $1,700 for 150,000 contacts and 1.5 million email sends (any more contacts require contacting the company).

HubSpot Pricing

In contrast, HubSpot’s pricing will depend on whether you’re interested in their CRM, Sales, or Marketing packages, with which the email client is bundled. The HubSpot CRM, for example, is available for free to all users. The Marketing Suite, on the other hand, is offered in three tiered packages with varying features and price points.

HubSpot Sales and Marketing Pro start at a monthly $50 (although this price will rise significantly on November 1, 2017) and $800 respectively, and either one provides you access to 1,000 contacts along with the full email automation package.

Platform Reviews

Both products have received positive scores and plenty of glowing reviews from a number of sources, making the competition all the closer. Klaviyo holds an overall score of 9.4 and user rating of 97%, and HubSpot a score 9.0 with a user rating of 99%, on FinancesOnline.

HubSpot received a 4.4 on G2 Crowd, while Klaviyo received a 4.5. In regards to cost, reviewers rank Klaviyo in the 89th percentile in the Email Marketing category, and HubSpot in the 76th percentile for cost in the Marketing Automation category.

Advantages and Disadvantages

Of course, no product is perfect, and both HubSpot and Klaviyo are tailored to slightly different user bases and industries. HubSpot has been criticized by some users for requiring a yearly contract and steeper pricing with the growth of your contacts list, while some Klaviyo users have complained about the platform's steeper learning curve and confusing features.

So where does each marketing automation software really shine?

One of HubSpot's main advantages over its competitors is in the universality and scope of its software. Unlike Klaviyo, whose email automation is closer to a standalone product, HubSpot offers email as just one component of its well-oiled marketing machine. While the external integrations certainly have a lot of potential, HubSpot's strength lies in its ability to provide the “all-in-one” package of CRM, Marketing, and Sales. (Interested in getting a little help with setup and training for a HubSpot product? We have just what you need to get started right here.)

As a less experienced company with a small user network, Klaviyo lacks some of the features and resources which HubSpot has developed over the years. While both companies offer instructional materials and email support, Klaviyo does not have a community forum or phone-based customer service.

Conversely, the curse of Klaviyo's catering to a more specific range of users can also be a blessing, as it provides a more customized solution for eCommerce marketers. HubSpot lacks features like abandoned shopping cart reminders, order follow-ups, and versatile eCommerce platform integrations that allow for revenue attribution reporting and micro-segmentation based on store activities.

On the whole, HubSpot's email automation is a better product for small to mid-size B2B companies looking to make full use of it alongside the other HubSpot products within a unified marketing strategy, whereas Klayvio is ideal for eCommerce brands.

HubSpot vs Klayvio Summary

The verdict of this face off... both platforms are solid products with good standing among their competition and a generous set of relevant features for anyone interested in email marketing automation. In the the end, the right choice all depends on which software you think will best serve your company's needs both now and moving on into the future.

Still unsure which automation platform is right for you? This handy side-by-side comparison chart breaks down the essentials of what you need to know about HubSpot and Klaviyo to make choosing the right software for your company a breeze. Click below to download!


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