6 Reasons to Migrate from Mailchimp to Klaviyo

Key Takeaway:

Gain a deeper understanding of where Klaviyo outshines Mailchimp, so you can make an informed decision to start a platform migration (or not). 

If you’ve been using Mailchimp for years, it may feel familiar. But is it still the best platform for your email marketing needs?

As businesses shift toward more personalized, data-driven strategies, many are making the move to Klaviyo. From smarter segmentation to advanced flows and regular platform enhancements, Klaviyo has emerged as the go-to solution for retail brands that want to go beyond email blasts and truly connect with their customers.

Let’s break down the key reasons why migrating from Mailchimp to Klaviyo might be your brand’s next smart move.

1. Smarter Campaign Capabilities

Both Mailchimp and Klaviyo offer campaign builders, subject line generators, and email previews. But Klaviyo takes things further by building intelligence into the setup process itself. For example, when you build a campaign from scratch in Klaviyo, the system proactively recommends sending a follow-up email to the audience you’re messaging that may not have opened on the first send. This subtle nudge will help you drive stronger engagement and test a second subject line that maximizes the value of every send (and your time!).

Klaviyo also offers more intuitive dashboards and cleaner user flows compared to Mailchimp’s occasionally cluttered interface. Klaviyo is built with retail marketers in mind—combining efficiency and effectiveness in a way that fits how modern teams work.

2. Pop-Up Forms with Real Control

Both platforms support pop-up form creation, but the level of control differs dramatically. Mailchimp’s initial pop-up design interface can feel overwhelming, with unclear UX and limited scheduling options.

Klaviyo, on the other hand, lets you:

• Schedule pop-ups to launch or end by date and time of day (perfect for reaching global audiences)
• Control visibility based on segments
• Run A/B tests with ease – see what message or image resonates with your visitors
• Add gamified elements to encourage engagement

Klaviyo’s pop-up functionality isn’t just flexible, but powerful. Whether you’re running a flash sale or building your list, these tools allow you to engage with precision.

3. Flows vs. Automations: More Than Just a Name

Klaviyo calls them flows; Mailchimp calls them automations. But the difference goes far beyond semantics.

Klaviyo flows are dynamic, highly customizable, and easier to build. You can trigger actions based on real-time behavior, segment membership, or even predicted customer lifetime value. Mailchimp has basic if/else logic and branching, but it’s not as deep or intuitive.

Even the sidebar tells the story: Klaviyo’s layout makes the journey from segment to flow feel seamless. Mailchimp’s interface, by contrast, can leave marketers guessing how “tags,” “surveys,” or “subscriber preferences” connect to automation logic.

4. Segmentation Power That Goes Deep (and Real-Time)

Klaviyo’s segmentation features are one of its biggest advantages. Here are four recent updates that we love:

Real-Time Updates

Segments refresh instantly as customer behavior changes.

Behavior-Based Targeting

Trigger emails based on specific actions like “viewed product but didn’t buy.”

Predictive Analytics

Build segments like “likely to churn” or “high value, low engagement.”

Deep eCommerce Syncing

Easily segment based on lifetime value, product types, and order history.

Mailchimp has made strides, but its segmentation still lacks the same real-time responsiveness and depth of eCommerce integration.

5. Faster, More Transparent Release Updates

Klaviyo follows a monthly release cadence, with consistent updates focused on improving usability, personalization, and integration with your favorite tools. You can count on meaningful new features to arrive regularly: updates like AI brand voice training, dynamic segmentation, and improved reporting.

Mailchimp, in contrast, rolls out features more sporadically and often bundles updates into thematic drops. While the enhancements can be robust, they’re not as predictable. This makes it harder to plan around or adopt them quickly.

6. The Type of Innovation Matters

Klaviyo isn’t just moving faster. It’s moving smarter. The platform’s recent updates have focused on the areas that matter most for growth-driven brands:

• Predictive Analytics
• B2C CRM Expansion via Customer Hub
• SMS and In-App Messaging Upgrades
• TikTok Audience Syncing
• Real-Time Segment Builder Redesign

Mailchimp has focused more on cross-channel features, including social scheduling and expanded AI content tools. If your goal is broader campaign reach, Mailchimp may still be a fit. But if you want better segmentation, personalization, and smarter eCommerce strategies—especially if you’re a Shopify or WooCommerce store—Klaviyo is a better long-term partner.

Ready to Make the Switch?

Migrating from Mailchimp to Klaviyo is easier than you might think—thanks to Mailchimp’s API support, you can transfer your data smoothly and with confidence.

While Mailchimp remains a strong multichannel tool, Klaviyo is the better fit for businesses that prioritize real-time insights, advanced segmentation, and personalized customer journeys. From smarter workflows to consistent platform innovation, Klaviyo empowers brands to move from guesswork to growth. (Bonus: Take advantage of a free trial here* before you decide to switch!)

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*DISCLOSURE: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!