Mailchimp vs Klaviyo vs Omnisend analytics compared

Choosing between Mailchimp, Klaviyo, and Omnisend for e-commerce email marketing often comes down to analytics depth. Mailchimp offers straightforward reporting suitable for stores under $100k revenue. Klaviyo provides advanced customer analytics and segmentation for stores serious about data-driven optimization. Omnisend balances ease of use with solid e-commerce tracking, positioned between the other two in both complexity and capability.

Here’s the thing: all three platforms track the basics (opens, clicks, revenue). The differences emerge in how deeply they analyze customer behavior, how easily you can access insights, and whether their analytics complexity matches your optimization sophistication. This comparison focuses specifically on analytics capabilities to help you choose the platform that fits your needs.

Analytics dashboard comparison

Mailchimp dashboard: Clean, beginner-friendly interface showing campaign performance, audience growth, and revenue attribution. Reports section organizes metrics logically. Learning curve is minimal—most users navigate confidently within 30 minutes. Best for founders who want quick answers without extensive training.

Klaviyo dashboard: Data-rich interface with extensive filtering and customization options. Steeper learning curve (2-4 hours to feel comfortable) but rewards investment with granular insights. Multiple ways to slice the same data. Best for analytically-minded users who enjoy exploring data.

Omnisend dashboard: Strikes middle ground between Mailchimp’s simplicity and Klaviyo’s depth. Clean layout like Mailchimp but with more advanced features readily accessible. Learning curve around 1 hour. Best for users wanting more than basics without Klaviyo’s complexity.

Practical difference: If you need quick daily check-ins (5 minutes reviewing yesterday’s performance), Mailchimp and Omnisend work better. If you regularly spend 20-30 minutes analyzing customer segments and behavior patterns, Klaviyo’s depth justifies the complexity.

Revenue attribution and tracking

Mailchimp attribution: Tracks revenue from campaigns and automations using last-touch attribution within their attribution windows (typically 5 days for opens, 30 days for clicks). Shows total revenue, order count, and revenue per recipient. Attribution is straightforward—last engagement within window gets credit. Works well for most small stores without complex customer journeys.

Klaviyo attribution: More sophisticated multi-touch attribution options. View first-touch, last-touch, or distributed attribution across multiple email interactions. Track customer journey through several campaigns before purchase. Provides clearer picture of how email sequences work together to drive sales.

Omnisend attribution: Similar to Mailchimp with 7-day attribution window. Tracks campaign and automation revenue clearly. Straightforward last-click model. Good enough for stores with typical e-commerce purchase cycles.

Practical difference: For stores with simple funnels (customer sees email, clicks, buys within days), all three work fine. For stores with longer consideration periods or complex sequences (multiple campaigns over weeks before purchase), Klaviyo’s multi-touch attribution reveals insights others miss.

Customer analytics and segmentation

Mailchimp customer analytics: Basic segmentation based on purchase history, engagement, location, and signup source. Predicted demographics (age, gender estimates based on name and behavior). Suitable for common segments like VIP customers, recent purchasers, and engaged subscribers. Easy to create segments through UI.

Klaviyo customer analytics: Advanced behavioral segmentation using any customer data point. Track customer lifetime value by segment. Predictive analytics showing purchase likelihood and churn risk. Cohort analysis revealing retention by acquisition month. Deep customer profiles with full purchase and engagement history. Near-unlimited segmentation possibilities.

Omnisend customer analytics: Solid segmentation capabilities between Mailchimp and Klaviyo. Create segments based on purchase behavior, browsing history, cart abandonment, and engagement. Pre-built segment templates for common use cases. Customer profiles show essential information without overwhelming detail.

Who needs which level:

Mailchimp segmentation works for stores under $100k revenue with straightforward targeting needs. Basic segments (purchased versus not purchased, engaged versus unengaged) drive most optimization value at this stage.

Klaviyo segmentation matters for stores over $200k revenue where granular analysis impacts growth. If you regularly analyze customer cohorts, lifetime value by acquisition channel, or predicted churn, Klaviyo’s depth pays off.

Omnisend segmentation fits stores in the middle wanting more than basics without Klaviyo’s complexity. If you occasionally need behavioral segments beyond simple purchase history, Omnisend provides enough flexibility.

Automation analytics comparison

Mailchimp automation reports: Shows performance for each automation workflow including emails sent, open rate, click rate, revenue, and conversion rate. View individual email performance within workflows. Clear reporting sufficient for optimizing standard automations.

Klaviyo flow analytics: Similar workflow metrics plus detailed customer progression tracking (how many enter, where they exit, time to conversion). Advanced split testing for flow emails. Analyze flow performance by customer segment. More granular optimization opportunities.

Omnisend automation reports: Comprehensive automation analytics similar to Klaviyo but slightly simpler presentation. Track workflow performance, email-by-email metrics, and revenue attribution. Easier to understand than Klaviyo without sacrificing essential data.

Practical difference: All three provide sufficient automation analytics for most optimization needs. Klaviyo’s edge appears when analyzing why customers exit flows or comparing flow performance across different customer segments. For standard automation optimization (testing timing, offers, subject lines), all three work equally well.

Reporting and data export

Mailchimp reporting: Pre-built reports covering campaigns, automations, audience, and e-commerce. Export campaign data to CSV. Reports optimized for common use cases. Less customization but faster access to standard metrics.

Klaviyo reporting: Extensive custom report building. Create reports combining any metrics and dimensions. API access for integration with business intelligence tools. Export detailed data for external analysis. Maximum flexibility for custom analytics needs.

Omnisend reporting: Pre-built reports with some customization options. Export capabilities for campaign and customer data. Strikes balance between Mailchimp’s simplicity and Klaviyo’s flexibility. Sufficient for most reporting needs without requiring technical skills.

When custom reporting matters: If you need to create specific reports not available in pre-built options, integrate email data with other systems, or have a dedicated analyst building custom dashboards, Klaviyo’s flexibility justifies the complexity. For standard e-commerce reporting needs, Mailchimp and Omnisend’s pre-built reports handle 90% of use cases.

Ease of finding insights

Think about it this way: data accessibility matters as much as data depth. The best analytics are worthless if you can’t find them quickly.

Mailchimp insight accessibility: Most important metrics visible within 2-3 clicks. Dashboard surfaces top-performing campaigns and key trends. Optimized for quick daily checks. Trade comprehensive depth for fast access.

Klaviyo insight accessibility: Requires more navigation to find specific insights. Power comes from custom views and saved reports. After initial setup investment, can access exactly what you need quickly. But setup requires technical comfort.

Omnisend insight accessibility: Good balance of accessibility and depth. Important metrics prominent in dashboard. Advanced features available without burying basics. Quicker than Klaviyo to find standard insights, more detailed than Mailchimp when needed.

Daily check-in time: Mailchimp and Omnisend enable 5-minute daily reviews. Klaviyo typically requires 10-15 minutes for equivalent check-ins due to navigation complexity. However, Klaviyo’s deeper insights can drive better optimization decisions if you use them.

Pricing versus analytics value

Mailchimp pricing: Free tier available for small lists with limited features. Paid plans start around $10-20/month for standard e-commerce features depending on contact count. Analytics capabilities improve significantly on Standard tier and above. Pricing scales with list size.

Klaviyo pricing: Free tier for small lists with limited sends. Paid plans typically start around $20/month for 500 contacts, scaling higher as your list grows. All analytics features included from day one. Generally positioned at premium pricing compared to alternatives, but includes advanced features.

Omnisend pricing: Free tier available for small lists. Paid plans offering full e-commerce analytics typically start in the $15-60/month range depending on features and contact count. Positioned between Mailchimp and Klaviyo in pricing.

Analytics ROI consideration: Klaviyo’s higher cost justifies itself if you actively use advanced analytics for optimization generating additional revenue. If you check basic metrics weekly without deep analysis, Mailchimp or Omnisend provide sufficient analytics at lower cost. The platform isn’t expensive if insights drive profit. It’s expensive if you pay for features you don’t use.

Which platform should you choose?

Choose Mailchimp if:

• Your store is under $100k annual revenue

• You want straightforward analytics without complexity

• You prefer quick daily check-ins (5 minutes) over deep analysis

• Budget is constrained and you need the most affordable option

• You’re new to email marketing and want minimal learning curve

• Basic segmentation (purchased versus not, engaged versus not) meets your needs

Choose Klaviyo if:

• Your store exceeds $200k annual revenue where granular optimization impacts growth

• You’re comfortable with data and enjoy analytical work

• You need advanced customer segmentation and predictive analytics

• You want multi-touch attribution understanding complex customer journeys

• You have someone dedicated to email marketing who will use advanced features

• Analytics depth justifies higher subscription cost for your business

Choose Omnisend if:

• Your store is between $50k-$300k annual revenue

• You want more than Mailchimp basics without Klaviyo complexity

• You occasionally need behavioral segmentation beyond simple criteria

• You value balance between ease of use and analytical depth

• You’re growing and might need more advanced features soon

• Omnisend’s SMS integration appeals for multi-channel marketing

Can you switch platforms later? Yes, though migration takes effort. Most stores start with Mailchimp for simplicity, migrate to Klaviyo or Omnisend when growth demands more sophistication. Switching requires exporting contacts, recreating automations, and rebuilding segments. Plan for 10-20 hours migration work depending on complexity.

Frequently asked questions

Do I need Klaviyo’s advanced analytics to be successful?

No. Many stores generate strong email marketing results with Mailchimp’s basic analytics. Advanced analytics enable optimization opportunities but aren’t required for success. Start with simpler tools. Upgrade when you’re actively limited by current analytics capabilities, not preemptively.

Which platform has the best automation analytics?

All three provide solid automation analytics. Klaviyo offers more granular customer progression tracking. Omnisend and Mailchimp provide sufficient data for standard automation optimization. Choose based on overall platform fit, not just automation analytics since differences are minor for most use cases.

Can I use multiple platforms to compare analytics?

Running multiple email platforms simultaneously is expensive and creates list management complexity. Pick one platform, use it consistently for 90+ days to gather meaningful data, then evaluate whether it meets your needs. Switching too frequently prevents gathering enough data to make informed decisions.

How do these compare to using Google Analytics for email tracking?

Google Analytics tracks website behavior after email clicks but doesn’t track email-specific metrics (opens, unsubscribes) or provide email segmentation tools. Use your email platform’s analytics for campaign optimization. Use Google Analytics for understanding on-site behavior after email clicks. They complement rather than replace each other—email platforms tell you what happens in the inbox, Google Analytics tells you what happens on your site.

Which platform provides better ROI tracking?

All three show revenue attributed to emails. Calculate ROI manually by dividing revenue by platform cost. None automatically calculate true ROI including time investment. For automated ROI tracking across channels, consider tools that consolidate analytics from multiple sources and deliver insights via email, eliminating manual dashboard checking.

Peasy automatically sends your key analytics to your team every morning—eliminate daily dashboard checks. Starting at $49/month. Try free for 14 days.