Comparison Outline
5 min read

Drip vs. Klaviyo

At A Glance

At first glance, Klaviyo and Drip seem cut from the same ecommerce marketing automation cloth. However, when you look closer, you’ll notice plenty of features that give Drip the edge in the marketing automation game. Read on to find out exactly how these platforms compare.

Customer Data

Winner: Drip, for deeper and more sophisticated ways to segment your audience.

Customer Data
Custom Fields
Event Tracking
List Pruning 
Behavior Tracking
Engagement Tracking

Drip: You can upload and tag lists under the “People” tab in Drip, and you’ll find several tools to go deeper into your customer data as well. See which contacts are inactive and which have unsubscribed, as well as suggestions for actions you can take to maximize each group. Segments also live under the People tab. Utilize the powerful tagging and tracking features to segment your customers based on their website activity, purchase history, product interests, and more. The platform automatically generates recommended segments to get you up and running, but from purchase history to email engagement, the sky's the limit. 

Klaviyo: Contacts are housed under the “Profiles” tab of the dashboard. rill down by email address and look at details like the lists and segments the contact belongs to, and specific open and engagement metrics for that contact. Klaviyo also doesn’t offer any list pruning features for contacts that are undeliverable or non-responsive. It’s a slick interface, but the noticeable lack of a tagging feature makes Drip the victor when it comes to segmenting and managing contacts. 

Email Builder

Winner: Drip, for more targeted content as well as pretty templates and easy building. 

Email Builder
Easy to Use
Shiny, Pretty Templates
Liquid Templating 
Expiring Links 
Product Content Blocks 
Recommended Products 
Top-Selling Products 
Abandoned Products
Abandoned Cart URLS 

Drip: The Drip platform has two main kinds of emails: broadcasts and automations. While broadcasts are for promotional one-off messages for things like announcing a sale, automations are the set-it-and-forget-it marketing strategies that run based on triggers you set up within the workflow. You’ll find lots of templates to choose from, as well as the ability to start completely from scratch and create engaging emails that convert. 

The bells and whistles here are what really give Drip the edge. From dynamic content blocks that integrate with your ecommerce site to links that automatically expire when you want them to, as well as the ability to personalize emails using liquid templating, Drip has the features ecommerce marketers need to take their brand to the next level 

Klaviyo: Under the “Campaigns” tab on the Klaviyo dashboard, you’ll find the email builder. There are plenty of email templates to choose from, both from a design and strategy perspective. The drag and drop editor is a nice touch, but the lack of dynamic content blocks and autosave is a drag. 


Winner: Drip, for an interface that’s easy to use no matter your skill level - from beginners to experts. 

Visual Workflow Builder
If-This-Then-That Rules 
Workflow Dashboards
Split Test Automations 
Split Testing
Facebook Audience Integration 
Workflow Library 

Drip: You’ll find automations under their own tab in Drip, with a few options to choose from. The visual workflow builder allows you to build workflows from scratch, with visual components that are super helpful and easy to understand, especially if you’re creating a complex workflow where you need to see how all of the steps connect. The number of options and customizable triggers is nearly endless. Workflow split testing is what really sets Drip apart, allowing users to go beyond testing elements in an email (although you still have the option to test multiple email elements). Test out entire automation paths and see which one drives more revenue and engagement for your brand.

Klaviyo: Under the “Flows” tab on the Klaviyo dashboard, you’ll find premade automations like abandoned cart flows, integrations such as shipping notifications with AfterShip, and sunsetting unengaged subscribers. There’s a definite learning curve to understanding how the workflow builder works. Plus, the lack of pre-built templates means that you’ll need to know what you’re doing to make sure your marketing efforts are going to the right places. 

Outside the Inbox

Winner: Drip, for deeper segmentation abilities around ads and forms. 

Outside the Inbox
Show/Hide Forms to Segments
Built-In SMS
Facebook Custom Audiences
Behavior Tracking 

Drip: With a simple form builder, the ability to show and hide forms for specific segments and audiences, and smarter tracking capabilities, Drip takes the win here. Both platforms offer SMS and MMS capabilities, as well as Facebook and Instagram ads. Drip’s ability to segment your audience and personalize marketing via text, Facebook ads, Instagram ads, and on your website puts it ahead.

Klaviyo: While the form builder, SMS/MMS functionalities, and social ad capabilities within Klaviyo are definitely on par with Drip, there are a couple of missing bells and whistles that give Drip the edge here. For slightly more control and personalization over everything outside of the email inbox, Drip is where it’s at. 


Winner: Tie. Both platforms have some awesome direct integrations and robust API offerings. Ultimately, the winner will likely depend on your business needs.

Drip: The Drip platform integrates with most of the big ecommerce names, as well as offering an API that connects customers with custom cart interfaces. If you aren’t an ecommerce marketer, you can still find plenty of integration options to help your business grow. From customer support to webinars and everything in between, there’s no shortage of options. 

Klaviyo: The Klayvio platform focuses mainly on ecommerce, which means they offer numerous ecommerce integrations. Outside of ecommerce, there are plenty of other integrations for everything from payment to POS. Klayvio also offers an API to help directly integrate customers who don’t see the integration they need. 

A/B Testing

Winner: Drip. While both platforms offer fairly robust A/B testing, Drip allows users to go beyond testing individual email elements with up to 5 automation tests at once. 

A/B Testing
Split test email elements like subject line, header, etc
Split test emails within automations
Split test entire automations 

Drip: There’s no shortage of things marketers can test out when it comes to their marketing strategies in Drip. With A/B testing baked right into workflows, it’s incredibly simple to figure out how to test everything from email elements to entire workflows (up to 5 at a time). So, you could compare an entire customer journey 

Klaviyo: The Klaviyo platform allows users to test elements within an email (up to 7) against each other by creating variations. You can create conditional splits between flows to see which actions perform better with your users. Setting these tests up is pretty confusing, even after consulting their help docs.