HubSpot vs Klaviyo: Who's the Email Marketing Champ?

Email marketing is an essential tool for businesses of all sizes. It allows you to reach and engage with your audience, promote your products or services, and ultimately drive conversions. But with so many email marketing platforms available, it can be tough to choose the best one.  Let’s take a look at two popular email marketing platforms, HubSpot and Klaviyo, to help you determine which one is the true champ.

TL;DR: HubSpot vs Klaviyo Email Marketing Comparison

• All-in-one platform: HubSpot offers email, CRM, automation, content, and social in one place

• Ecommerce depth: Klaviyo shines for personalized campaigns and Shopify-native integrations

• Flexible pricing: Klaviyo works well for small ecommerce lists, HubSpot scales better long-term

• User experience: HubSpot is more intuitive for non-ecommerce teams and full-funnel users

• Best of both: Integration lets you sync data and automate across both platforms for more control

How do HubSpot vs Klaviyo features compare for email marketing and automation?

When it comes to features, both HubSpot and Klaviyo offer strong tools for creating, automating, and analyzing email campaigns, but HubSpot’s reach extends far beyond the inbox.

HubSpot

HubSpot isn’t just an email platform, it’s a full customer platform that connects marketing, sales, and service in one place.
You still get all the essentials (templates, A/B testing, personalization, segmentation), but 2025 brought AI-powered upgrades that make the entire process faster and smarter.

With Breeze AI Agents, you can now automatically generate subject lines, predict send times, and build workflows that respond to customer behavior in real time. The result? Better engagement, less manual work, and a marketing system that feels like it’s running itself. And the numbers back it up — HubSpot’s email deliverability rate hit 75.83% in Q4 2024, compared to Klaviyo’s 43.66%. That means HubSpot users are nearly twice as likely to land emails in the inbox instead of spam, giving campaigns a real chance to perform.

And because HubSpot’s email tools live inside a unified CRM, you can track every open, click, and reply back to a contact’s full lifecycle, from first touch to closed deal to renewal. That’s something standalone email tools can’t do.

HubSpot’s automation now spans Marketing, Sales, and Service Hubs, meaning your workflows can move leads between teams, trigger follow-ups, or send internal alerts without juggling integrations. That reach extends beyond email, too as HubSpot supports over 1,200 integrations for CRM, sales, marketing, and service tools. This gives teams flexibility to automate everything from lead routing to customer retention workflows. In comparison, Klaviyo’s 400+ integrations are more ecommerce-centric, making HubSpot the clear choice for companies running multi-channel GTM motions.

Klaviyo

Klaviyo continues to excel in ecommerce email marketing. It connects deeply with platforms like Shopify and BigCommerce, using customer and purchase data to send personalized product recommendations and abandoned cart flows.

Its CDP-style audience engine and predictive analytics help ecommerce brands forecast churn, recommend next products, and fine-tune segmentation. For brands that only sell online, that’s a huge advantage.

But outside of ecommerce, Klaviyo’s functionality is limited. It doesn’t natively handle CRM data, cross-department automation, or lead-to-customer visibility. That’s where HubSpot steps in, connecting the dots between email engagement and real revenue outcomes.

“Features” Decision:  Klaviyo vs HubSpot

Klaviyo’s personalization tools make it a strong ecommerce companion, but HubSpot delivers the bigger picture: complete visibility, better automation, and smarter growth across the entire customer journey.

• Use Klaviyo if your world revolves around Shopify, carts, and post-purchase flows.

• Use HubSpot if you want a connected system that powers every touchpoint: marketing, sales, and customer success with unified data and automation.

Winner:  HubSpot

Which platform offers better long-term pricing value — HubSpot vs Klaviyo?

Pricing is a vital factor to consider when choosing an email marketing platform. The way a platform structures its pricing can have a significant impact on your budget and the value you get out of the service. 

HubSpot

HubSpot's tiered pricing still includes a free CRM and Starter Customer Platform plan, but 2025 updates introduced more flexible seat-based pricing, unified dashboards, and expanded automation options across Marketing, Sales, and Service. The Professional and Enterprise tiers now bundle AI features, advanced workflows, and cross-hub reporting.

For context, HubSpot’s Starter plan starts at just $20/month, giving users access to CRM, email, automation, and reporting from day one. In contrast, Klaviyo’s $45/month plan only covers basic email and SMS for around 1,500 contacts, with far fewer analytics and automation features included. When it comes to scalability and value, HubSpot simply gives you more runway for less.

If you need more advanced features and functionality, HubSpot offers "Professional" and "Enterprise" plans. These plans come with higher price tags but provide additional benefits such as advanced automation, A/B testing, and more robust reporting and analytics. The cost increases as you move up the tiers, but so does the value you receive. 

Klaviyo

On the other hand, Klaviyo offers prices based on active profiles, meaning you only pay for contacts who have engaged with your brand recently (via email or SMS). This update, introduced in early 2025, makes list hygiene and engagement more important than total database size.

For small or early-stage ecommerce brands, Klaviyo’s entry plan starts around $20/month for up to 500 active profiles on the email-only plan. Costs scale automatically as your active audience grows, which is convenient short-term but can increase quickly at scale.

“Pricing Models” Decision:  HubSpot vs Klaviyo

Both HubSpot and Klaviyo offer flexible pricing options, ensuring that businesses of all sizes can find a plan that suits their needs and budget. However, it's worth noting that Klaviyo's focus on ecommerce may make it a more attractive option for businesses operating solely in the ecommerce space.

If your business is not super niche though, or if you have any plans for expansion, the HubSpot option makes more financial sense.

Winner:  It depends on your needs.  (Very small/very niche then go with Klaviyo…anything else go with HubSpot)

Want more HubSpot help? Check out our HubSpot Training Videos! 👇

Which platform is easier to use — HubSpot vs Klaviyo?

The user experience and interface are crucial factors to consider when selecting an email marketing platform. After all, if the interface is clunky and confusing, it can hinder your workflow and productivity.

HubSpot

HubSpot's user interface is known for its intuitive design and user-friendly experience. The platform's clean layout and drag-and-drop editor make it easy to create visually appealing emails without any coding knowledge. The navigation is straightforward, and finding the tools and features you need is a breeze.

Not only does HubSpot provide a seamless experience for creating emails, but it also offers a range of other features to enhance your marketing efforts. From lead generation tools to CRM capabilities, HubSpot aims to be an all-in-one solution for businesses of all sizes. The platform's user interface extends beyond email marketing, allowing you to manage your entire marketing strategy from one centralized location.

Klaviyo

On the other hand, Klaviyo also provides a user-friendly interface, but its focus on ecommerce may require a steeper learning curve for those new to email marketing.

However, once you familiarize yourself with Klaviyo's interface, you'll appreciate its robust functionality and seamless integrations with various ecommerce platforms.

Klaviyo understands the unique needs of ecommerce businesses and, with a Klaviyo HubSpot integration, you can seamlessly sync customer data, track behavior across platforms, and create personalized campaigns that drive sales and revenue. From personalized product recommendations to automated abandoned cart emails, Klaviyo empowers businesses to deliver targeted and effective marketing campaigns. The interface allows you to easily segment your audience based on purchase behavior, demographics, and other criteria, enabling you to send highly relevant and personalized emails.

“User Experience and Interface” Decision:  Klaviyo vs HubSpot

Both HubSpot and Klaviyo offer extensive documentation, tutorials, and customer support to help you navigate their respective interfaces. So, even if you encounter any challenges along the way, you can rely on their resources to assist you in maximizing the potential of their platforms.

But if you value simplicity and ease of use, HubSpot is the better option. 

Winner:  HubSpot

Can you use HubSpot and Klaviyo together for better email automation?

What if you didn’t have to choose?

If you’re drawn to Klaviyo’s ecommerce power but rely on HubSpot for CRM, automation, or reporting....good news: a HubSpot Klaviyo integration lets you get the best of both worlds.

In 2025, the HubSpot–Klaviyo native connector was upgraded to support real-time sync for contact activity, purchase events, and predictive metrics. You can now trigger Klaviyo flows instantly from HubSpot lifecycle stages or deal changes, no third-party middleware needed.:

• Use HubSpot to track lifecycle stages and lead engagement

• Trigger personalized Klaviyo email flows based on CRM activity

• Combine marketing automation in HubSpot with ecommerce segmentation from Klaviyo

• Create unified reporting across your GTM funnel

This setup is especially useful for ecommerce brands that use HubSpot for top-of-funnel growth and sales tracking, but want to keep Klaviyo’s product recommendations, abandoned cart emails, and post-purchase flows.

So while the HubSpot vs Klaviyo debate depends on your use case, you don’t have to fully commit to one if integration fits your strategy. In fact, many companies get more mileage by running them together, just make sure your systems stay clean and synced.

How does customer support compare between HubSpot vs Klaviyo?

Customer support and resources are crucial for any email marketing platform, as you may encounter technical issues or have questions along the way.

HubSpot

HubSpot offers comprehensive customer support, including live chat, email support, and a vast knowledge base filled with articles, tutorials, and best practices. The HubSpot community is also a valuable resource, allowing you to connect with other marketers and share insights and experiences.

When you encounter a technical issue while using HubSpot, you can rely on their live chat support to get immediate assistance. Their team of knowledgeable support agents is available 24/7 to help you troubleshoot any problems you may face. Additionally, if you prefer to communicate via email, HubSpot's email support is prompt and efficient, ensuring that your questions are answered in a timely manner.

But it doesn't stop there. HubSpot's extensive knowledge base is a treasure trove of information.

Whether you're a beginner or an experienced marketer, you'll find a wealth of articles, tutorials, and best practices to help you make the most of the platform. From step-by-step guides on setting up email campaigns to in-depth explanations of advanced features, the knowledge base covers a wide range of topics, ensuring that you have the resources you need to succeed.

In addition the HubSpot community is an active space where marketers from all industries come together to share their insights and experiences. Whether you have a specific question or simply want to learn from others, the community is a valuable resource. You can participate in discussions, ask for advice, and gain inspiration from the success stories of fellow marketers.

Klaviyo

On the other hand, Klaviyo also provides reliable customer support channels to assist you when needed. Their live chat support allows you to connect with a support agent in real-time, ensuring that your issues are addressed promptly. Additionally, their email support is responsive and helpful, providing you with the assistance you need via written communication.

While Klaviyo's knowledge base may not be as extensive as HubSpot's, they still offer valuable resources to help you navigate their platform. Their articles and tutorials cover a wide range of topics, from email marketing best practices to advanced segmentation strategies. Although it may not be as vast as HubSpot's knowledge base, Klaviyo's resources are focused and concise, providing you with the essential information you need to succeed.

“Customer Support and Resources” Decision:  HubSpot vs Klaviyo  

While both HubSpot and Klaviyo strive to provide excellent customer support and resources, HubSpot offers a comprehensive range of support channels, a vast knowledge base, and an active community. Klaviyo is not as extensive in terms of resources, providing reliable customer support, focused knowledge base articles, and personalized onboarding. 

Winner:  HubSpot

Who wins overall in the HubSpot vs Klaviyo email marketing comparison?

HubSpot edges out Klaviyo thanks to its comprehensive suite of tools that go beyond email marketing. Its all-in-one platform integrates lead tracking, social media management, and content creation, making it a versatile choice for businesses looking to streamline their marketing efforts across various channels. HubSpot also excels in user experience and offers extensive resources for marketers, making it a more encompassing solution compared to Klaviyo's specialized focus on ecommerce.