Klaviyo vs. HubSpot: Which One Is Best for Email Marketing?

Written by: Garin Hobbs

Published on: 06-21-2024

When it comes to email marketing, Klaviyo and HubSpot are two of the biggest players out there. Depending on your business type, they can help you grow your subscriber list and boost your conversions.

The truth is, they’re both great. So, how do you tell which one is right for your specific business needs?

In this side-by-side review, we’ll take a close look at the best features of each platform. This includes dashboards, automation tools, and analytics. We’ll also discuss the pricing for both platforms, their user ratings and reviews, and their levels of customer support.

By the end, you’ll know exactly which tool aligns with your email marketing goals.

Quick Summary: Should You Choose Klaviyo Or HubSpot?

Overall, Klaviyo is the better option for eCommerce business owners as it has excellent automation features specifically designed for these types of businesses. Plus, it’s more affordable and a bit easier to use than HubSpot.

However, if you operate in a different niche, you’ll find HubSpot to be much more suitable. Although it can be used by eCommerce business owners, its features can be applied more broadly.

The two biggest downsides of HubSpot are that it’s very expensive and has a steep learning curve. So, if you’re a beginner on a tight budget, it probably isn’t the tool for you.

Klaviyo Vs HubSpot: Side-By-Side Features Comparison

Of course, the features are the most important part of any email marketing platform. Ultimately, you need to be sure a platform’s features can satisfy the marketing goals of your business.

That’s why we’ve put together this side-by-side features comparison. It’ll give you an in-depth understanding of each tool’s features and how they stack up against each other.

Note: Before we begin, we just need to give you a quick note. For the purposes of this comparison, we’re only interested in HubSpot’s email marketing features.

So, all of the features we mention here are found in the HubSpot Marketing Hub. We won’t be covering any features from the other HubSpot tools, like the Sales Hub or Service Hub, as this wouldn’t provide a fair comparison to Klaviyo.

If you want to save yourself the time of reading this comparison, check out InboxArmy’s ESP evaluation and migration service. Our experts are guaranteed to help you find the right ESP for your business goals.

Email Design

who has better email design klaviyo or hubspot?

The most basic thing an email marketing platform needs to nail is its email design feature. Let’s be honest, if you can’t even use a platform to design engaging emails, what’s the point in investing in it?

As we’d expect, both Klaviyo and HubSpot have excellent email design features.

They both come equipped with a drag-and-drop email builder that’s super easy to use. The two platforms also give you access to pre-built templates for welcome emails, abandoned cart emails, and much more.

However, there are some differences when it comes to customization.

For example, Klaviyo allows you to use customer data to personalize dynamic content blocks. Plus, you can add product recommendation blocks to your emails that suggest relevant products to your subscribers.

HubSpot also enables advanced customization of your email marketing efforts using custom HTML editing. This means you can use HTML to add things like CTA buttons, animations, and specific layouts to the pre-designed templates.

Winner: In terms of email design, we can’t really choose between the two. They’re both solid in this respect.

Score: Klaviyo 1, Hubspot 1

Yet, when testing other platforms, we found Sendinblue’s email design tools to be slightly better than Klaviyo’s. You can read all about it in our Klaviyo vs Sendinblue review.

Dashboard

Dashboard

The dashboard is another important component of an email marketing platform as this is where you’ll view all the information about your campaigns, including your marketing lead database.

Ideally, the dashboard should be user-friendly and contain all the data you need for an effective email marketing strategy.

HubSpot’s dashboard certainly contains a lot of data. It uses simple visuals and plenty of graphs to illustrate data points, so the dashboard is very easy on the eye.

You can also switch between weekly and monthly views of your performance report data. This allows you to get pretty granular with your analysis.

The only downside to HubSpot’s dashboard is that all the information can be quite overwhelming, especially if you’re new to email marketing.

Still, we found it to be pretty easy to navigate and the learning curve is relatively gentle.

In terms of visuals and user-friendliness, Klaviyo’s dashboard is quite similar to HubSpot’s. The main difference is that you’re presented with less data.

This is a good thing if you want to quickly analyze your campaign’s performance before making a decision. On the other hand, it means you need to dig around for a while to find more specific data that is easily accessible in HubSpot’s dashboard.

Although Klaviyo’s dashboard is user-friendly, it’s much harder to get used to than other platforms on the market like Mailchimp. To see how Mailchimp’s dashboard compares to Klaviyo’s, read our Klaviyo vs Mailchimp comparison.

Winner: Despite the initial feeling of overwhelm, we’d have to say HubSpot comes out on top in the battle of the dashboards.

Score: Klaviyo 1, Hubspot 2

Email Marketing Automation

Who has better automation features? klaviyo or hubspot

Email marketing automation is one of the biggest benefits of using tools like Hubspot and Klaviyo. Even marketers for very small eCommerce businesses should consider automating their email campaigns to save time and resources.

Unsurprisingly, both Klaviyo and HubSpot take email marketing automation very seriously.

The main thing that separates the two is that Klaviyo’s email marketing automation feature is more focused on eCommerce businesses. HubSpot’s automation feature is also great for eCommerce businesses but it’s more versatile.

For instance, the top automated workflows within Klaviyo are aimed at eCommerce businesses. This includes:

  • Post-purchase follow-up workflows
  • Cart abandonment workflows
  • Product recommendation workflows
  • Browse abandonment workflows

In comparison, HubSpot’s best workflows are designed for lead nurturing, such as:

  • Lead scoring workflows
  • Content delivery based on user interactions
  • Re-engagement workflows
  • Topic-based workflows

Winner: Overall, we think HubSpot is the better email marketing automation platform. However, if you run an eCommerce store, Klaviyo is probably the best option.

Score: Klaviyo 2, Hubspot 3

Analytics

Analytics

Both platforms give you access to basic email marketing metrics like:

  • Open rate
  • Click-through rate (CTR)
  • Click rate
  • Deliverability
  • Unsubscribe rates
  • Bounce rates
  • Spam reports

Additionally, they both have predictive analytics which predict trends in your campaigns based on customer data, AI, and machine learning.

This allows you to track advanced metrics like churn rate and lifetime customer value. You can then proactively adjust your email and SMS marketing strategies to improve their performance.

Unsurprisingly, Klaviyo’s analytics are more focused on eCommerce businesses than HubSpot’s. For example, you can use Klaviyo’s analytics to evaluate a customer’s purchase history and use this data to target them effectively.

HubSpot’s analytics are broader and more comprehensive. For instance, it has a Predictive Lead Scoring feature that estimates which leads are more likely to convert. You can then prioritize these leads with your email marketing efforts.

Winner: Again, it’s pretty much a tie between the two platforms here. Yet, we’d say HubSpot just about edges it due to the comprehensiveness of its analytics features, whereas Klaviyo has a more specific use case.

Score: Klaviyo 3, Hubspot 4

Segmentation

is klaviyo's segmentation better than the hubspot

For your email marketing campaigns to be truly successful, audience segmentation is crucial. This refers to splitting your audience into groups based on certain characteristics. You can then create more targeted campaigns aimed specifically at these groups.

Since segmentation is so vital, any good email marketing tool has to get it right, and both of these platforms do.

But (and we bet you saw this coming), Klaviyo’s segments are more geared toward eCommerce, and HubSpot’s have more broad applications.

For example, Klaviyo allows you to segment your subscriber list by:

  • Browsing behavior: This includes cart activity and products browsed.
  • Purchase data: Such as order value and time since last purchase.
  • Predicted behavior: Such as churn risk and likelihood of making a purchase.
  • Customer lifecycle data: Includes repeat customer data and first-time buyer data.

HubSpot’s segmentation options include:

  • Engagement data: The way contacts interacted with your site pages, emails, and forms.
  • Contact properties: Data like job title, location, lifecycle stage, and company size.
  • Lead scoring data: A numerical value representing how likely a lead is to convert.
  • Buying role: Such as influencer, decision-maker, or researcher.

Winner: So, if you conduct your business via eCommerce platforms, Klaviyo’s segmentation features are going to be very useful.

On the other hand, if you’re marketing for any other type of business (let’s say a SaaS company), HubSpot gives you way more segmenting options.

Score: Klaviyo 4, Hubspot 5

Integrations

integrations

When it comes to integrations, HubSpot is the clear winner. It can be integrated with over 1,500 third-party apps and has its own built-in Customer Relationship Management (CRM) tool. If you’d like to learn more about HubSpot’s CRM, check out our Dotdigital vs HubSpot comparison.

Klaviyo doesn’t have a built-in CRM tool and it also doesn’t have any native, third-party CRM integrations. Yet, for eCommerce businesses, this shouldn’t be a big issue.

Generally, integrating Klaviyo with one of the big eCommerce platforms like Shopify will be enough for eCommerce store owners to manage their customer data.

Staying on that topic, Klaviyo has native integrations with all the major eCommerce platforms, including Shopify, Magento, WooCommerce, and BigCommerce.

HubSpot also has native integrations for Shopify and BigCommerce. However, you’ll have to use third-party plug-ins to integrate it with Magento, WooCommerce, and other eCommerce platforms.

Some of HubSpot’s other best integrations include:

  • Zapier
  • Mailchimp
  • LinkedIn
  • Gmail
  • Outlook Contacts
  • Canva
  • Salesforce
  • Databox

Some of Klaviyo’s other best integrations include:

  • ShipStation
  • Trustpilot
  • AfterShip
  • Okendo
  • Supermetrics
  • Rebuy
  • Tapcart

Winner: HubSpot is the clear winner

Score: Klaviyo 4, Hubspot 6

SMS Marketing

Sms marketing features comparison

SMS marketing might not be at the top of your list of priorities, but it’s an effective way to engage with your audience and increase conversions.

HubSpot’s SMS marketing feature allows you to message individual users or send your messages out in bulk. You can also use customizable templates, add dynamic content, and analyze the metrics of your SMS campaigns.

Essentially, it’s a slightly less complex version of its email marketing tool.

Klaviyo’s SMS marketing feature lets you segment your audience in the same way you can with your email campaigns. So, you can set up highly targeted SMS campaigns based on data like purchase history and churn risk.

Winner: Both platforms are pretty solid for SMS marketing, but Klaviyo’s tool is more nuanced and effective.

Score: Klaviyo 5, Hubspot 6

Klaviyo Vs HubSpot: Pricing & Free Plans

Of course, this Klaviyo vs HubSpot comparison wouldn’t be complete if we didn’t discuss the pricing and free versions of the tools.

HubSpot’s free plan gives you access to some of the core features but it is fairly limited when it comes to email marketing. Still, the “Free Tools” plan does allow you to create email templates and send bulk emails.

Similarly, Klaviyo’s free plan is quite basic. You can send up to 500 emails and get 150 SMS credits per month.

Unless you’re on a very tight budget, you’re probably more interested in the paid plans, so let’s take a look at them.

Klaviyo pricing

  • Email (up to 1,000 contacts): $30 per month
  • Email and SMS Marketing (up to 1,000 contacts): $45 per month

As you’d expect—the more contacts you have, the higher the price.

Still, its pricing is transparent and easy to find. Some other platforms, like Dotdigital, use custom pricing and you need to request a quote. Take a look at our Dotdigital vs Klaviyo review to see how the two compare when it comes to their features and pricing.

HubSpot Marketing Hub pricing

  • Professional (3 seats): $800 per month
  • Enterprise (5 seats): $3,600 per month

As you can see, HubSpot is way more expensive than Klaviyo. When you consider all the different use cases HubSpot has, besides email marketing, it makes sense that it costs so much.

Still, the price tag means it’s not really suitable for small businesses with a low turnover. Generally, it’s best for businesses with a significant marketing budget.

Klaviyo Vs HubSpot: Customer Support & Onboarding

Before you choose an email marketing platform, it’s important to consider the type of support you’ll receive once you’re a customer and during onboarding.

In this area, both platforms perform well, but HubSpot’s customer support is much better. To be honest, for those prices, we’d expect the customer support to be very robust.

Customer support

With HubSpot, you get access to 24/7 phone, email, and live chat support. Klaviyo only gives you access to email and live chat support.

Klaviyo’s customer support hours are:

  • Email: 06:00 to 22:00 ET on weekdays and 09:00 to 17:00 ET on weekends.
  • Live chat: 09:00 to 17:00 ET on weekdays and unavailable during weekends.

You should also bear in mind that free plan users only get access to email support for the first 60 days and they don’t get access to live chat support at all.

Onboarding

As HubSpot is a more comprehensive and complex tool than Klaviyo, you’d expect it to have a more holistic onboarding process—and it does.

Users gain access to an extensive knowledge hub, containing loads of helpful training videos, tutorials, and webinars.

You can also earn certifications by enrolling in one of the free “HubSpot Academy” courses. Plus, you can get one-on-one coaching from one of HubSpot’s experts who will go through the onboarding process with you.

Klaviyo’s onboarding is much more basic but you can still access plenty of useful training resources on its website.

This should be enough for many users but, if you’re a complete beginner to email marketing, it could be a bit of a stumbling block.

Klaviyo Vs HubSpot: User Reviews

Often, the best sources of knowledge about a product are existing customers. After all, they’ve spent some time using it and tend to provide unbiased feedback on its pros and cons.

So, before choosing an email marketing tool, it’s a good idea to take a look at user review sites like Capterra and Trustpilot. Look out for reviews that cover the specific features you’re most interested in, like email and SMS marketing automation and integrations with eCommerce platforms.

User reviews are also a good place to research the cost-effectiveness of a platform. Trust us, if a customer doesn’t think it’s worth the money, they’ll tell you!

Klaviyo user ratings and reviews

On Capterra, Klaviyo has a rating of 4.6 stars out of 5. Judging by reviews, it gets high ratings for its ease of use, customer service, and features. Take this review as an example:

“I’ve been using Klaviyo for about 9 months now, and I absolutely love it. It helped me increase the proportion of monthly store revenue by email from 10% to 50% in under 6 months. It’s easy to use, easy to integrate with Shopify, and provides awesome functionalities that any eCommerce store could need.”

HubSpot user ratings and reviews

HubSpot has a 4.5 out of 5 rating on Capterra. Surprisingly, its value for money has an overall rating of 4.2 out of 5. Clearly, even though it’s expensive, many users feel the price is justified.

For example, here’s the reason this user switched to HubSpot:

“Hubspot has better features compared to other options that charge a similar price.”

However, some users feel that HubSpot has a fairly steep learning curve:

“The platform itself has some learning curve..one needs some moderate time to learn each and every feature. Though they have video tutorials, you may need to take some YouTube tutorials if you have never used a marketing tool before.”

Who Should Choose Klaviyo?

Is hubspot better than klaviyo? ashort summary by email experts

Klaviyo is the better option for eCommerce businesses looking to maximize conversions through targeted email campaigns. Its features are specifically designed for eCommerce store owners which means, naturally, these types of businesses will get the most out of it.

Although it’s not as easy to use as some other platforms on the market, like Mailchimp, it definitely has a gentler learning curve than HubSpot. So, it’s also a good option for relative beginners who find HubSpot’s complexity a bit daunting.

Additionally, it’s much more affordable than HubSpot. This means it’s more suited to smaller businesses with a tighter budget.

At InboxArmy, we have Klaviyo email experts who can plan and execute your entire campaign for you. Save yourself the time and hassle, and let us design a winning strategy for your business.

Who Should Choose HubSpot?

HubSpot is a better option for businesses operating outside of the eCommerce niche. It can still be an effective tool for eCommerce businesses, but it has much broader applications than Klaviyo and is suitable for a wide range of business types.

However, the sheer volume of features means the learning curve is pretty steep, so it’s not ideal for beginners. Plus, the high price means it’s not suitable for smaller businesses with restricted marketing budgets.

If you’re concerned about getting to grips with HubSpot, let our HubSpot experts handle it for you. InboxArmy has years of experience with this tool and we can maximize its potential to help your business grow.

Klaviyo Vs HubSpot FAQs

Can Klaviyo be used for non-eCommerce businesses?

Yes, although Klaviyo is geared towards eCommerce businesses, it can still be used by businesses in other niches. For instance, some of its segmentation features are highly useful to service-based businesses.

How scalable are Klaviyo and HubSpot?

Both platforms are scalable in terms of handling your growing email list. However, the costs of each will increase as your number of contacts rises.

What are some alternatives to Klaviyo and HubSpot?

There are plenty of alternatives to Klaviyo and HubSpot on the market, such as:

  • Omnisend
  • Mailchimp
  • ActiveCampaign
  • Drip
  • GetResponse

Klaviyo Vs Hubspot: Final Thoughts

In the end, the choice between Klaviyo and HubSpot boils down to two key questions:

  1. Do you need an email marketing platform specifically designed for an eCommerce business?
  2. How big is your marketing budget?

If you run an eCommerce business and have a fairly small budget, you should go for Klaviyo. It has all the features you’ll need to create an effective, automated campaign, and it won’t break the bank.

If your business is in a different niche with a pretty big budget, HubSpot is definitely the better option. Although it’s expensive, you’ll gain access to a comprehensive tool that satisfies all of your email marketing needs.

About Author

Garin Hobbs is a seasoned Martech and Marketing professional with over 20 years of successful product marketing, customer success, strategy, and sales experience. With a career spanning across ESPs, agencies, and technology providers, Garin is recognized for his broad experience in growing email impact and revenue, helping launch new programs and products, and developing the strategies and thought leadership to support them. Understanding how to optimally align people, process, and technology to produce meaningful outcomes, Garin has worked to deliver sustainable improvements in consumer experience and program revenue for such brands as Gap, Starbucks, Macy’s, Foot Locker, Bank of America, United Airlines, and Hilton Hotels. For more information, follow him on Linkedin

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