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ActiveCampaign vs Klaviyo in 2025: The Comparison Guide
Selecting the right email marketing platform is essential for businesses aiming to enhance customer engagement and drive conversions. In 2025, ActiveCampaign and Klaviyo remain two of the most powerful platforms for email marketing and automation. While both offer advanced features, they cater to different business needs.
This guide provides an in-depth comparison of ActiveCampaign and Klaviyo, analyzing their features, pricing, ease of use, and suitability for different business types.
Company Overview
| Platform | Year Founded | Headquarters | Market Share (2025) | User Base |
|---|---|---|---|---|
| ActiveCampaign | 2003 | Chicago, USA | 15% | 185,000+ businesses |
| Klaviyo | 2012 | Boston, USA | 10% | 130,000+ businesses |
ActiveCampaign is a well-established player in marketing automation, whereas Klaviyo has gained a strong foothold in eCommerce-focused email marketing.
Feature Comparison
| Feature | ActiveCampaign | Klaviyo |
|---|---|---|
| Email Automation | AI-driven automation with predictive analytics | Advanced flows optimized for eCommerce |
| CRM & Contact Management | Built-in sales CRM with lead scoring | Advanced segmentation for eCommerce brands |
| A/B Testing | Multi-variable testing | Standard A/B testing |
| Transactional Emails | Available but requires API setup | Natively built for eCommerce transactions |
| SMS Marketing | Integrated SMS and site messaging | Built-in SMS for customer engagement |
| Integrations | 870+ integrations, including CRM and eCommerce | 300+ integrations, focused on eCommerce tools |
| Analytics & Reporting | AI-driven insights and lead scoring | eCommerce-focused insights with revenue tracking |
| Deliverability Rate | High with dedicated IP options | High with strong eCommerce segmentation |
Market Presence & Popularity by Region
| Region | ActiveCampaign Popularity | Klaviyo Popularity |
|---|---|---|
| North America | High | Very High |
| Europe | High | Moderate |
| Africa | Growing | Low |
| Asia | Moderate | Low |
| Latin America | Moderate | Low |
ActiveCampaign maintains a strong global presence, while Klaviyo dominates in North America, particularly among eCommerce businesses.
Pricing & Plans
ActiveCampaign Pricing (2025)
- Lite: $29/month – Basic email marketing & automation
- Plus: $49/month – CRM, SMS, and landing pages
- Professional: $149/month – Predictive analytics & advanced segmentation
- Enterprise: Custom pricing – Dedicated support and custom reporting
Klaviyo Pricing (2025)
- Free Plan: Up to 500 emails and 150 SMS credits
- Email Plan: Starts at $20/month – Advanced automation, segmentation
- Email & SMS Plan: Starts at $35/month – Includes SMS marketing
- Enterprise Plan: Custom pricing – High-volume email & SMS support
Key Takeaways on Pricing
- ActiveCampaign is more affordable for businesses needing a comprehensive automation platform.
- Klaviyo is ideal for eCommerce brands that need deep customer insights and SMS marketing.
Usage by Business Size
| Business Type | ActiveCampaign Suitability | Klaviyo Suitability |
|---|---|---|
| Startups & Small Businesses | High | Moderate |
| Mid-Sized Businesses | High | High |
| Large Enterprises | High | Moderate |
| eCommerce Stores | High | Very High |
| B2B Businesses | High | Low |
| Nonprofits & Educational Institutions | High | Low |
ActiveCampaign is well-suited for a variety of industries, whereas Klaviyo specializes in eCommerce and DTC (direct-to-consumer) brands.
Ease of Use
- ActiveCampaign: Ideal for businesses requiring a balance of email marketing, CRM, and automation in one tool.
- Klaviyo: Best for eCommerce brands needing advanced segmentation and revenue tracking.
Which Platform is Best for You?
- Choose ActiveCampaign if:
- You need advanced automation with a built-in CRM.
- You run a B2B or service-based business.
- You require predictive analytics and AI-driven customer journeys.
- Choose Klaviyo if:
- You run an eCommerce business and need deep customer segmentation.
- You want an integrated email and SMS marketing solution.
- You prioritize revenue tracking and data-driven decision-making.
Conclusion
Both ActiveCampaign and Klaviyo are powerful email marketing platforms in 2025, each with unique strengths. ActiveCampaign is the preferred choice for businesses needing CRM-integrated marketing automation, while Klaviyo is the go-to solution for eCommerce brands looking for advanced segmentation and revenue optimization.
For businesses seeking additional flexibility in their marketing campaigns, platforms like Yournotify offer robust email and SMS automation solutions to further enhance customer engagement.
References
- ActiveCampaign Official Website
- Klaviyo Official Website
- Market Research Report: Global Email Marketing Platforms (2025)
- Business Insider: Email Marketing Trends in 2025
- Yournotify Blog: Email Marketing Best Practices
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