Klaviyo Marketing Mastery

Klaviyo vs Hubspot comparison: Which to Choose?

Discover the ultimate Klaviyo vs HubSpot comparison guide! Dive deep into features, pros, and cons. Ready to make an informed decision? Read on!


Leveraging the appropriate marketing automation tool can profoundly impact your brand's reach and reputation. Amidst the plethora of platforms, the Klaviyo vs Hubspot debate stands stark, with each offering distinct advantages suited to different business needs. But which one is the right choice for your unique goals and aspirations?

To find out, let's embark on a comprehensive journey through the features, pricing models, integration capabilities, and real-world experiences of Klaviyo and Hubspot. Keep reading to unravel the key insights that will shape your decision!

History and Background

Founded in the vibrant tech community of Boston, Klaviyo swiftly emerged as an indispensable asset for e-commerce marketers. Its mission is to provide businesses the tools needed to create memorable, personalized interactions. Given its e-commerce friendly features, Klaviyo appeals significantly to online retail brands aiming for impactful email marketing.

Conversely, Hubspot, birthed in the same city, positions itself as a holistic solution to inbound marketing challenges. Their mantra? Helping businesses "grow better". They cater to a diverse clientele, from startups to multinational corporations, making them a flexible choice for many.

Klaviyo vs Hubspot: Features Comparison

Email Marketing: Nowadays email remains one of the most potent channels for direct communication. It's here that the strength of Klaviyo features and Hubspot features are most evident. 

While Klaviyo’s focus leans heavily on dynamic content suited for e-commerce brands, Hubspot provides a more holistic approach, aiming to nurture leads through comprehensive content strategies.

Automation capabilities: Time is money. Automating processes doesn’t just save time; it enhances consistency and personalization. Both platforms shine here, but Klaviyo’s flows, especially around cart abandonment and purchase follow-ups, have a slight edge for e-commerce businesses.

Template designs: A visually engaging email doesn't just capture attention; it prompts action. Both platforms boast a plethora of templates, but Hubspot offers a more versatile design interface, making customization a breeze.

A/B testing: Marketing is an evolving beast. Both platforms embrace the significance of A/B testing, enabling brands to refine campaigns based on tangible metrics, ensuring an optimal ROI.

CRM Capabilities: Modern marketing is about forging and maintaining relationships. CRM capabilities play a pivotal role in this, with Hubspot being a pioneer in integrated CRM solutions, allowing seamless tracking of lead interactions.

Contact management: Efficient contact segmentation ensures targeted and personalized campaigns. Klaviyo’s list and segment capabilities, especially when coupled with e-commerce data, can be incredibly potent.

Lead scoring and nurturing: Hubspot shines bright with its lead scoring capabilities, enabling businesses to categorize and prioritize leads, ensuring resources target the right audience.

E-commerce Integrations: E-commerce platforms demand integrations that offer seamless data flow. Klaviyo integration capabilities, especially with platforms like Shopify and Magento, are lauded. Hubspot’s e-commerce features, on the other hand, focus more on the broader inbound strategy, encompassing content marketing, SEO, and more.

Analytics and Reporting: The devil is in the details. Both platforms offer intuitive dashboards, but Hubspot’s reporting, especially with its ability to integrate sales and service data, provides a 360-degree view of customer interactions.

Comparison Table:

Feature Categories



Email Marketing

Dynamic e-commerce content

Comprehensive content strategies

CRM Capabilities

Basic CRM features

Integrated CRM with lead tracking


Strong Shopify/Magento integrations

Broader inbound strategy

Analytics & Reporting

Intuitive dashboards

360-degree view of customer interactions

Other Features

Advanced segmentation

Integrated content tools

Klaviyo vs Hubspot: Pricing Models

Klaviyo pricing tends to be more transactional, scaling with the number of contacts. This model benefits smaller businesses. In contrast, Hubspot pricing tiers provide expansive tools at higher tiers, making it suitable for businesses poised for aggressive scaling.

Let's take a closer look at how they structure their pricing:

HubSpot Pricing:

HubSpot understands the importance of flexibility in pricing, offering free options, a starter package, and tiered plans based on the scale of your business:

  • Free Options: HubSpot provides free versions and trials, although they come with limitations, particularly in the number of contacts and inbound marketing efforts.
  • Starter Package: The starter package for HubSpot's suite of products begins at $50 per month per product. Pricing can vary based on usage levels and your business size, whether you're a small or medium-sized business (Professional) or an enterprise-level business.

Here's a breakdown of some of HubSpot's core products:

  • HubSpot Marketing Hub: Starting at $800 per month for Professional and $3,600 per month for Enterprise businesses.
  • HubSpot Sales Hub: Starting at $450 per month for Professional and $1,200 per month for Enterprise businesses.
  • HubSpot Customer Service Hub: Starting at $450 per month for Professional and $1,200 per month for Enterprise businesses.
  • HubSpot CMS Hub: Starting at $360 per month for Professional and $1,200 per month for Enterprise businesses.
  • HubSpot Operations Hub: Starting at $720 per month for Professional and $2,000 per month for Enterprise businesses.

To determine the exact pricing for your specific needs, HubSpot offers a "create a bundle" option. This tool allows you to customize your package and get a clear idea of the costs based on the level of support and features you require.

Klaviyo Pricing:

Klaviyo's pricing structure is designed to be straightforward and adaptable to your email marketing needs:

  • Free Options: Klaviyo offers free usage for its email marketing tool and SMS campaign platform, with allowances of up to 500 emails and 150 SMS messages per month.
  • Klaviyo Email Marketing: Priced at $45 per month, this plan caters to businesses with up to 1,500 contacts and a monthly email limit of 15,000. Additionally, it includes 150 free monthly SMS credits.
  • Klaviyo Email and SMS Solution: For $60 per month, this plan extends to 1,500 contacts, 15,000 monthly emails, and 1,250 monthly SMS credits. Klaviyo also offers the option to scale SMS credits at various levels, with additional fees applying.

If your business requires larger contact lists or increased email volume for your active campaigns each month, Klaviyo offers pricing that scales accordingly. To gain more specific pricing information based on your requirements, you can use the Klaviyo pricing calculator.





- Free for limited usage

- Free CRM, fees for add-ons


- $45/month for up to 1,500 contacts and 15,000 emails

- Starter package starting at $50/month per product


- $60/month for up to 1,500 contacts, 15,000 emails, and 1,250 SMS credits

- Advanced plans tailored to your business size and needs


- Scalable pricing based on your specific requirements

- Enterprise solutions with customized features and support

In summary, while both HubSpot and Klaviyo offer pricing flexibility, Klaviyo's structure is more straightforward for email marketing, making it easier to understand the costs associated with your specific needs.

HubSpot's pricing, on the other hand, provides extensive customization options across a suite of products to cater to businesses of varying sizes and requirements.

Klaviyo Hubspot Integration Capabilities

Klaviyo Integration Capabilities

Integration ensures your tools communicate efficiently. Klaviyo’s robustness shines with e-commerce integrations, while Hubspot’s expansive API integrates well with a wide range of third-party tools. Here's a detailed look at the integration capabilities of Klaviyo:

Ecommerce Platform Integrations: If you're in the business of selling products, ecommerce store platforms are your go-to for hosting, selling, and managing transactions. 

Klaviyo offers robust integration with several popular ecommerce platforms, making it effortless to showcase your products and efficiently manage sales without the need for upfront coding resources. 

Some of the commonly used ecommerce integrations for Klaviyo include:

  • Shopify
  • WooCommerce
  • BigCommerce
  • Square Online
  • Wix
  • Magento 2
  • PrestaShop
  • Salesforce Commerce Cloud

And if you happen to be utilizing Amazon Buy with Prime alongside your ecommerce integration, Klaviyo's Buy with Prime integration has you covered.

Landing Page Integrations: Landing pages play a pivotal role in directing traffic from various sources, including social media, email, or advertisements. 

Klaviyo seamlessly integrates with landing page applications, empowering you to gather valuable insights about your customers, increase conversion rates, and boost brand awareness. 

Some of the landing page apps that integrate with Klaviyo include:

  • Kickoff Labs
  • Unbounce
  • Typeform
  • Wufoo

These integrations cater to a range of needs, from creating captivating landing pages to conducting surveys effectively.

Advertising Integrations: Klaviyo empowers you to elevate your advertising strategy by enabling you to re-target existing customers and target similar audiences. Some of the advertising integrations offered by Klaviyo include:

  • Facebook Advertising / Meta: Sync custom audiences to Facebook and seamlessly integrate lead ad subscribers with Klaviyo.
  • Google Ads: Synchronize lists, segments, and profiles from Klaviyo to Google Ads for targeted campaigns.

Payment Software Integrations: In the event that your ecommerce platform doesn't provide a built-in payment processing system, Klaviyo offers integrations with payment software services. These integrations simplify the order payment process for your customers. 

Klaviyo integrates with payment software providers such as:

  • Chargebee
  • Recharge
  • Recurly
  • Stripe

However, it's worth noting that many ecommerce platforms come with native payment transaction capabilities.

Shipping Integrations: Seamlessly integrating with shipping platforms allows you to target and personalize messaging based on shipping statuses and information. Klaviyo supports integration with popular shipping platforms like:

  • AfterShip
  • ShipStation

Help Desk and Support Integrations: Integrating with Help Desk or Support platforms helps you manage your messaging effectively, ensuring you exclude individuals with open tickets from receiving messages. Klaviyo integrates with:

  • Gorgias
  • Help Scout
  • Olark
  • Zendesk

Other Integrations: Klaviyo offers a plethora of additional integrations to boost your business's success. If you find yourself in need of a specific integration, you can explore the Klaviyo Tech Partner directory. It provides a comprehensive list of available integrations, including those developed by Klaviyo and third-party providers.

HubSpot Integration Capabilities

HubSpot, like Klaviyo, offers robust integration capabilities to enhance your marketing and business operations. Here's an overview of HubSpot's integration options:

The HubSpot App Marketplace is a treasure trove of over 1,000 integrations. These integrations cover various aspects of business, including analytics, customer experience, inbound marketing, online collaboration, and more. Some noteworthy HubSpot integrations include:

  1. Salesforce: Sync and manage leads, contacts, and opportunities between HubSpot and Salesforce CRM.
  2. Mailchimp: Integrate your email marketing efforts, allowing you to seamlessly manage email campaigns.
  3. Google Analytics: Gain deeper insights into website traffic and user behavior for data-driven decision-making.
  4. LinkedIn Sales Navigator: Enhance your social selling efforts by integrating LinkedIn Sales Navigator with HubSpot.
  5. Zoom: Schedule and manage virtual meetings seamlessly within HubSpot's interface.
  6. WordPress: Integrate your WordPress website to track and analyze visitor data, and personalize content.
  7. Shopify: Connect your Shopify store to manage customer data and automate marketing campaigns.
  8. SurveyMonkey: Collect and analyze survey data to understand customer preferences and feedback.
  9. Trello: Streamline project management by integrating Trello boards with HubSpot tasks and projects.
  10. Slack: Enhance team communication and collaboration by integrating Slack with HubSpot.
  11. Eventbrite: Promote and manage events seamlessly, tracking registrations and engagement.
  12. SurveyGizmo: Collect valuable customer feedback and insights through surveys integrated with HubSpot.
  13. Zapier: Connect HubSpot to thousands of other apps, automating workflows and data transfers.
  14. Microsoft Outlook: Sync your email and calendar, enabling you to manage communications more effectively.
  15. Typeform: Create interactive forms and surveys to gather data and leads directly into HubSpot.
  16. Zendesk: Integrate customer support and ticketing information for comprehensive customer management.
  17. Hootsuite: Streamline your social media management efforts by integrating Hootsuite with HubSpot.
  18. Wufoo: Create customized forms and collect lead data seamlessly within HubSpot.
  19. GoToWebinar: Promote, manage, and track webinars to generate leads and engage your audience.
  20. Calendly: Schedule meetings and appointments effortlessly by integrating Calendly with HubSpot.

And the list is long! These integrations cover various aspects of business, including marketing, sales, customer support, and project management, making HubSpot a versatile platform for improving efficiency and productivity across your organization.

Hubspot vs Klaviyo: Use-cases and Best Fit

When it comes to choosing between HubSpot and Klaviyo, the decision largely hinges on your specific business needs and objectives. Each platform excels in distinct areas, making them better suited for particular use-cases. 

Let's delve deeper into the scenarios where HubSpot shines and where Klaviyo takes the lead:

HubSpot's Best Fit:

  1. Mix of B2B and B2C Products: HubSpot is well-suited for businesses that operate in both the B2B and B2C realms. Its integrated hubs facilitate seamless communication and data sharing across different sales channels and customer types.
  2. B2C Sales with Consultation: If your B2C sales process involves consultations or personalized interactions before a purchase, HubSpot's comprehensive customer and deal tracking capabilities can prove invaluable. It allows you to manage and nurture leads effectively through the sales funnel.
  3. Brands in Early Stages: HubSpot is an excellent choice for brands that are still in the process of establishing themselves. Its broad set of features empowers emerging businesses to build a strong online presence, manage leads, and create engaging landing pages without requiring an extensive tech stack.
  4. Integration Potential: HubSpot's extensive marketplace offers integration with hundreds of automation, workflow, and data platforms. This versatility allows you to tailor your tech stack to meet your unique business requirements seamlessly.

While HubSpot may not possess the same level of depth in SMS and email marketing tools as Klaviyo, it compensates with features like a marketing lead database, lead scoring, landing page creation, website management, and comprehensive customer and deal tracking. 

These attributes make it an ideal choice for businesses with diverse needs and a focus on streamlining their operations.

Klaviyo's Best Fit:

  1. Advanced E-commerce Needs: Klaviyo shines when it comes to advanced e-commerce requirements. If your business relies heavily on product recommendations, dynamic grids, or catalog list-based campaigns, Klaviyo's automation capabilities stand out. It can automatically generate product grids and tailor recommendations based on customer data, saving you time and effort.
  2. Personalization and Segmentation: Klaviyo's robust segmentation and personalization tools make it an excellent choice for businesses that prioritize tailored customer experiences. It allows you to segment your audience finely and create highly targeted email and SMS campaigns.
  3. E-commerce Recommendations: If you frequently pull products from catalog lists or need to create dynamic product recommendations based on customer behavior, Klaviyo's automation simplifies these processes. In contrast, HubSpot requires manual handling for similar tasks.

In summary, the choice between HubSpot and Klaviyo should align with your specific business goals and requirements.

HubSpot excels in versatility, making it suitable for businesses with mixed B2B/B2C operations and those in the early stages of growth.

On the other hand, Klaviyo is a powerhouse for e-commerce businesses seeking advanced personalization, segmentation, and automated product recommendations.

Ultimately, your decision should be based on a thorough assessment of your business's unique needs and long-term objectives.

Customer Reviews and Feedback: Hubspot vs Klaviyo

Gaining insights from existing customers is a crucial step in evaluating the suitability of marketing automation platforms like HubSpot and Klaviyo.

Let's explore what customers are saying about both platforms, including any notable complaints or accolades.

Klaviyo: A Glowing Beacon in a Saturated Market

Customers who have experienced Klaviyo often describe it as a standout solution in a crowded marketplace. One user had this to say:

"Fantastic from beginning to end. I would suggest Klaviyo to anyone."

Pros of Klaviyo:

  • E-commerce Focus: Klaviyo's laser-focused approach on being the best e-commerce marketing platform has earned high praise. Customers find it unparalleled in this regard.
  • Game-Changing Integration: Klaviyo's integration with Shopify is recognized as a game changer. It empowers businesses to regain control over their marketing efforts, particularly in the e-commerce space.

Cons of Klaviyo:

  • Learning Curve: Some users note a learning curve when getting started with Klaviyo. However, it's important to highlight that Klaviyo offers ample resources to help users overcome this initial hurdle.

Why Customers Choose Klaviyo:

Klaviyo's primary strength lies in its e-commerce focus, aligning with the needs of businesses primarily engaged in online retail. This dedication to being the best in the e-commerce marketing space has won over many users.

HubSpot: A Great Tool for Email Marketing

HubSpot, too, has garnered positive reviews, with customers highlighting its effectiveness as a versatile email marketing tool:

"I'm having a great experience with HubSpot. It's been a great tool that has made my job a lot easier."

Pros of HubSpot:

  • Comprehensive Features: Users appreciate HubSpot's completeness as a marketing tool. Its various features work seamlessly together, making it an ideal starting point for email campaigns.

Cons of HubSpot:

  • Response Time: Some users express a desire for quicker responses to their inquiries. However, this seems to be a minor issue, considering the overall positive feedback.

Why Customers Choose HubSpot:

The choice of HubSpot is often driven by its strong reputation and favorable opinions among colleagues. Its versatility and completeness as a marketing tool make it an attractive option for businesses looking to embark on email campaigns and digital marketing initiatives.

Put in a nutshell, both HubSpot and Klaviyo receive commendation from their users, with Klaviyo standing out for its e-commerce prowess and HubSpot appreciated for its comprehensive marketing features. 

Understanding these customer perspectives helps you make a more informed decision based on your specific business requirements and priorities.

Conclusion: Making the Right Choice

Upon detailed examination of Klaviyo and HubSpot, we've dissected their core competencies, pricing structures, integration capabilities , and user experiences. Here's a short summary for your decision-making:

  • E-commerce Mastery: Klaviyo predominantly emerges as a top-tier e-commerce marketing tool, emphasizing potent automation, personalization, and product suggestions – an optimum choice for e-commerce-centric ventures.
  • HubSpot's Broad Reach: HubSpot's signature trait is its adaptability. Suitable for a spectrum of business types, it's a strategic fit for enterprises spanning B2B to B2C or those needing a comprehensive marketing toolkit.
  • Cost Structures: Klaviyo's cost is direct, tied to your contact count and email usage. In contrast, HubSpot's cost adjusts based on required hubs and functionalities, ensuring adaptability and growth potential.
  • Integration Strengths: Both tools champion robust integration possibilities tailored for distinct business models. Klaviyo is e-commerce integration-centric, while HubSpot offers a vast integration marketplace.
  • User Perspectives: Both platforms earn commendations, with Klaviyo being lauded for its e-commerce capabilities and HubSpot for its broad feature set.

However, choosing between Klaviyo and HubSpot isn't universal. The optimal pick depends on your specific business objectives, sector, and limitations. Assess your marketing requisites, operational scale, and desired automation depth.

For a more informed decision, a trial or a mutual platform consultation is advisable. The ideal platform will bolster your marketing endeavors, positioning your enterprise for success in the ever-evolving digital marketing landscape.

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