Mailchimp führt Shopify-Integration wieder ein
Im Oktober 2021 hat Mailchimp eine neue Integration mit Shopify gelauncht – zwei Jahre nachdem die Unternehmen ihre Zusammenarbeit beendet hatten und Mailchimp aus dem Shopify App Store verschwand. In dieser Zeit sind viele Shopify-Händler*innen und -Agenturen auf andere automatisierte E-Mail-Softwares umgestiegen. Genau wie wir bei
Mailchimp relaunches Shopify integration
In October 2021 Mailchimp launched a new integration with Shopify, two years after the companies quit their collaboration and Mailchimp disappeared from the Shopify App Store. In those two years, a lot of Shopify merchants and agencies moved to different email automation software. As did Domaine Europe: we made the switch to Klaviyo, are Elite Klaviyo partner right now and haven’t regretted it for a second.
What is the biggest advantage of Klaviyo, according to us? In a nutshell: where Mailchimp offers a limited email marketing automation toolbox to small- and medium-sized businesses who prefer to do a lot themselves, Klaviyo gives its users every opportunity to customize, test and personalize their emails to their heart’s content. In other words: Mailchimp is for starters, Klaviyo for pro’s.
Why you could prefer Mailchimp
If you want to do a lot by yourself, if you haven’t done a lot of email marketing yet and want to see if it might work for you without having to invest much, and if you currently don’t have big ambitions for your webshop, Mailchimp is worth your consideration. Mailchimp offers a neat starters’ package: low investment, not too difficult to learn, with a lot of pre-programmed templates and email flows so you can get started quickly.
As soon as you want to get a bit more result with your email marketing – which you want if you have an online store, because email marketing can generate a lot of revenue – Mailchimp will be a size too small. It doesn’t move very far beyond the standard emails everybody is familiar with already, because there’s little room to customize those pre-programmed templates and email flows. Quite inconvenient, because the more you personalize your emails, the better they convert. One-size-fits-all doesn’t quite cut it.
5 reasons to choose Klaviyo
At Klaviyo they don’t believe in one-size-fits-all. At Klaviyo they believe in extreme personalization, and their software is full of neat functions to make that happen. We give you five reasons why we think Klaviyo is the best choice for your webshop.
1. Klaviyo is made for e-commerce
Mailchimp was once developed to make sending emails in bulk to mailing lists as easy as possible for everyone. That was a long time ago, when e-commerce was still in its infancy. Mailchimp is basically a generalist: the local sports club should also be able to use it.
Klaviyo isn’t interested in the local sports club. Right from the start in 2012 their focus has been on e-commerce. Hence, their email editor integrates seamlessly with Shopify (and many popular Shopify apps such as LoyaltyLion, Recharge and Octane), gathers all the relevant data from your store, and uses it to personalize your emails to the max. What’s more: Klaviyo is constantly working on new features and improvements (check out a few recent ones here) that are completely tailored to the ever evolving needs of e-commerce brands.
Caroline Smedts - e-commerce manager at Osaka: “We hardly have to pay any attention to our Klaviyo email flows and campaigns, when about 20 to 30% of our revenue comes form Klaviyo. Definitely a big plus!”
Every e-commerce brand should have a strong welcome series, abandoned cart and back in stock reminder. What else? Learn about the 5 must-have Email Marketing flows for E-Commerce.
2. Personalization, personalization, personalization
Did we mention that personalization is the key to conversion? Klaviyo has understood that very well. Their software tracks your subscribers’ behaviour in detail (what products and pages they look at, what products they put in their cart, when they open your emails, and a LOT more) and presents you with all the data you need to tailor your email marketing to that behaviour. At a level that Mailchimp just does not reach.
Wait, we’ll show you. Below you see how Midge, our head Klaviyo, behaves in a webshop – and how Klaviyo and Mailchimp track his behaviour. What did Mailchimp register? That Midge placed an order for two items, and what the price of those items was.
What did Klaviyo pick up from the same visit? That Midge looked around the website a bit, opened a product page and added the product to his cart, then viewed another product page and added that product as well, subsequently moved to the checkout with his two items and placed his order, but then (quite an important piece of information, but Mailchimp doesn’t mention it) cancelled the order.
If they want to know more about Midge’s behaviour, a merchant can click on ‘details’ for every registered activity in this list. But more importantly: if they want to send Midge personalized emails, then this list offers them plenty of leads to do that. Almost every action in this list is a prompt for an email.
An added benefit of all the data Klaviyo collects is that you can segment your mailing list in any way you want. Would you like to send an email to all customers called ‘John’ who bought a pair of socks in the past three months? Klaviyo has got you covered. Mailchimp is a lot more limited in this respect, because it collects a lot less data.
3. Klaviyo makes complex split testing possible
A/B testing is superimportant in email marketing. Knowing what works best means more revenue, so it pays off to test literally every aspect of your emails. Here too, Klaviyo is a lot more flexible than Mailchimp. Mailchimp allows you to split-test basic stuff like subject line and body text of your email, at campaign level. If you want to go a bit more meta, for example by testing what timing works best for a particular segment of your subscribers, you need Klaviyo.
4. Klaviyo offers you relevant analytics and reports
Data-analysis is essential to optimize your marketing and conversion. What works in emails and what doesn’t? Apart from that, as a merchant you also want to know the effect of your email marketing on your revenue. Both Mailchimp and Klaviyo offer you analytics and reports, but their focus is slightly different. Not only does Klaviyo gather more relevant data to analyze, Klaviyo also presents this data to you in a relevant way. Hence the most important piece of data is available at a glance: what percentage of your total revenue comes from email marketing.
Ylmar Haring - Senior brand manager at Le Nouveau Chef: “We started with four basic Klaviyo flows that immediately took off. Our revenue from email marketing is now ten times higher than it was!”
5. Klaviyo gives you access to all its features – from the start
Klaviyo’s pricing policy is superclear: their product is the same for everyone, and your monthly fee is based on the number of active contacts in your mailing list. Hence you always have access to all the features Klaviyo has to offer, regardless of the size of your mailing list. So when you have figured out the basics a bit and you want to try something new with your email marketing, you can go right ahead.
Mailchimp makes it all a little more complicated. They offer various subscriptions with increasing functionality (of which the most basic one is free) and you can add extra modules as you go. The number of subscribers also influences your monthly fee, and subscribers count twice if they are on two mailing lists. To get the same functionality as Klaviyo, you pay the maximum price.
In short, Mailchimp has a friendly price tag for starters, but it is a bit less friendly for businesses with large or fast-growing mailing lists and/or a need for extended functionality. In terms of total cost of ownership, those companies are better off with Klaviyo. Moreover, Klaviyo pays for itself: every euro invested in Klaviyo gets you 85 euros in return.
Domaine Europe as your Klaviyo agency
In short, at Domaine Europe we think Mailchimp is fine, but Klaviyo is just the most powerful tool for Email Marketing. It does come with a bit of a learning curve before you can make optimal use of it, though. Klaviyo hands you a big toolbox with lots of specialist tools, and you will need some time to figure out what all these tools can do.
Or you hire Domaine Europe of course. We're not just a Shopify agency, since 2019 we have been a Klaviyo agency as well. Midge and his Klaviyo team know the tool inside and out. They will get your business 20% revenue from email marketing in no time, and in some cases, it might soon grow to 50%.
Interested? You’re welcome to discuss your email strategy with us sometime, and to see what Klaviyo can do for your business!: Wir sind zu Klaviyo gewechselt – und haben es nicht bereut.
Was ist also unserer Meinung nach der größte Vorteil von Klaviyo? Kurz gesagt: Während Mailchimp eine begrenzte Toolbox zur Automatisierung des E-Mail-Marketings für kleine und mittelständische Unternehmen anbietet, die die Dinge gern selbst machen, gibt Klaviyo den Nutzer*innen die Möglichkeit, ihre E-Mails frei anzupassen, zu testen und zu personalisieren. Mit anderen Worten: Mailchimp ist für Einsteiger*innen, Klaviyo für Profis.
Warum Ihnen Mailchimp besser gefallen könnte
Mailchimp ist eine Überlegung wert, wenn Sie viel selbst machen wollen, noch nicht viel E-Mail-Marketing gemacht haben und schauen wollen, ob es für Ihr Unternehmen funktionieren könnte. Und das alles ohne viel zu investieren und wenn Sie derzeit keine großen Ziele für Ihren Webshop haben. Dafür bietet Mailchimp ein ordentliches Einsteigerpaket: Geringe Investition, einfach zu erlernen, viele vorprogrammierte Vorlagen und E-Mail-Flows, sodass Sie schnell loslegen können.
Sobald Sie aber mit Ihrem E-Mail-Marketing bessere Ergebnisse erzielen wollen – was wahrscheinlich der Fall ist, wenn Sie einen Online-Shop haben, da E-Mail-Marketing eine Menge Umsatz erzielen kann –, wird Mailchimp eine Nummer zu klein sein. Mailchimp geht nicht besonders weit über die Standard-E-Mails hinaus, die wahrscheinlich jede*r schon kennt. Es gibt nur wenig Spielraum, um bestehende Vorlagen und E-Mail-Flows anzupassen. Das ist ärgerlich, denn je personalisierter E-Mails sind, desto besser konvertieren sie.
Der Unterschied bei Klaviyo
Klaviyo glaubt nicht an das One-fits-all-Prinzip, sondern an extreme Möglichkeiten zur Personalisierung. Und in ihrer Software gibt es dafür jede Menge durchdachter Funktionen. Wir zeigen Ihnen fünf Gründe, wieso wir Klaviyo für die beste Wahl für Ihren Online-Shop halten.
1. Klaviyo ist für E-Commerce gemacht
Mailchimp wurde entwickelt, um den Massenversand von E-Mails an Mailinglisten so einfach wie möglich zu machen. Das war vor langer Zeit, als die E-Commerce-Branche noch in den Kinderschuhen steckte. Mailchimp ist im Grunde ein Generalist: Selbst der örtliche Sportverein sollte es nutzen können.
Klaviyo hingegen interessiert sich nicht für den örtlichen Sportverein. Von Anfang an, also seit der Gründung in 2012, lag der Fokus auf E-Commerce. Daher fügt sich ihr E-Mail-Editor nahtlos in Shopify ein (und viele beliebte Shopify-Apps wie LoyaltyLion, Recharge und Octane), sammelt alle relevanten Daten aus Ihrem Shop und nutzt sie, um Ihre E-Mails maximal zu personalisieren. Was noch dazu kommt: Klaviyo arbeitet ständig an neuen Funktionen und Verbesserungen (einige davon finden Sie hier), die vollständig auf die sich ständig weiterentwickelnden Bedürfnisse von E-Commerce-Marken zugeschnitten sind.
2. Klaviyo bietet Ihnen Zugang zu allen Funktionen – von Anfang an
Das Preismodell von Klaviyo ist sehr klar: Das Produkt ist dasselbe für alle, die monatliche Gebühr richtet sich nach der Anzahl der aktiven Kontakte in Ihrer Mailingliste. Sie haben also stets Zugang zu allen Funktionen – unabhängig von der Größe Ihrer Mailingliste. Wenn Sie sich also ein wenig mit den Grundlagen vertraut gemacht haben und etwas Neues mit Ihrem E-Mail-Marketing ausprobieren möchten, können Sie direkt loslegen.
Mailchimp macht das Ganze ein wenig komplizierter. Es gibt verschiedene Abonnements mit zunehmendem Funktionsumfang (von denen das einfachste kostenlos ist), zu denen Sie nach und nach zusätzliche Module hinzufügen können. Außerdem beeinflusst die Anzahl der Abonnent*innen die monatliche Gebühr, und wenn sie auf zwei Mailinglisten sind, zählen sie auch doppelt. Um die gleiche Funktionalität wie Klaviyo zu erhalten, zahlen Sie den Höchstpreis.
Um es kurz zu fassen: Mailchimp ist preislich für Einsteiger attraktiv, aber weniger gut für Unternehmen mit großen oder schnell wachsenden Mailinglisten sowie einem Bedarf an erweiterten Funktionen geeignet. Blickt man auf die Gesamtkosten, dann sind diese Unternehmen mit Klaviyo besser beraten. Außerdem bezahlt Klaviyo sich im Prinzip selbst: Pro in Klaviyo investierten Euro erhalten Sie 85 Euro zurück.
3. Personalisierung, Personalisierung, Personalisierung
Haben wir schon erwähnt, dass Personalisierung der Schlüssel zu Konversion ist? Klaviyo hat das verstanden. Ihre Software trackt das Verhalten der Abonennt*innen bis ins Detail (welche Produkte und Seiten sie anschauen, welche Produkte im Warenkorb landen, wann sie ihre E-Mails öffnen und vieles, vieles mehr) und zeigt Ihnen alle Daten, die Sie brauchen, um Ihr E-Mail-Marketing genau auf dieses Verhalten zuzuschneiden. Das ist ein Niveau, an das Mailchimp einfach nicht heranreicht.
Moment, wir zeigen es Ihnen. Unten sehen Sie, wie Midge (Head of Klaviyo) sich im Online-Shop verhält – und wie Klaviyo und Mailchimp dieses Verhalten tracken. Was hat Mailchimp registriert? Dass Migde eine Bestellung mit zwei Produkten aufgegeben hat und was diese Produkte gekostet haben.
Und was hat Klaviyo bemerkt? Dass Midge sich eine Weile auf der Webseite umgesehen hat, eine Produktseite geöffnet hat, ein Produkt in den Warenkorb gelegt hat, dann eine andere Produktseite angeschaut hat und dieses Produkt ebenfalls in den Warenkorb gelegt hat. Dass er schließlich mit diesen beiden Produkten zur Kasse gegangen ist und seine Bestellung aufgegeben hat, aber – und das ist eine sehr wichtige Info, die Mailchimp nicht erfasst – seine Bestellung storniert hat.
Wenn Sie also mehr über Midges Verhalten herausfinden möchten, können Sie bei jeder registrierten Aktivität in dieser Liste auf “Details” klicken. Was aber noch wichtiger ist: Wenn Sie nun personalisierte E-Mails an Midge schicken wollen, dann bietet Ihnen diese Liste eine Fülle von Anhaltspunkten dafür. Fast jede Aktion in dieser Liste eignet sich für eine E-Mail.
Ein weiterer Vorteil der von Klaviyo gesammelten Daten ist, dass Sie Ihre Mailingliste nach Belieben segmentieren können. Möchten Sie eine E-Mail an alle Kunden mit dem Namen "Midge" senden, die in den letzten drei Monaten ein Paar Socken gekauft haben? Klaviyo macht’s möglich.
Mailchimp ist in dieser Hinsicht wesentlich eingeschränkter, da es sehr viel weniger Daten sammelt.
4. Klaviyo ermöglicht komplexe Split-Tests
A/B-Tests sind beim E-Mail-Marketing immens wichtig. Zu wissen, was besser performt, bedeutet mehr Umsatz – darum zahlt es sich wortwörtlich aus, jeden erdenklichen Aspekt Ihrer E-Mails zu testen. Auch hier bietet Klaviyo mehr Flexibilität als Mailchimp. Mailchimp erlaubt Ihnen
Split-Tests an grundlegenden Dingen wie Betreffzeile, E-Mail-Text und Kampagnen-Level. Wenn Sie aber etwas genauer testen wollen, wie zum Beispiel, welche Uhrzeit am besten für ein bestimmtes Segment an Abonennt*innen funktioniert, dann brauchen Sie Klaviyo.
In unserem aktuellen E-Book zu E-Mail-Marketing erklären wir alles rund um die umfangreichen Testmöglichkeiten von Klaviyo.
5. Klaviyo bietet Ihnen relevante Analysen und Berichte
Die Datenanalyse ist für die Optimierung Ihres Marketings und Ihrer Konversion unerlässlich. Was funktioniert in E-Mails und was nicht? Abgesehen davon möchten Sie auch wissen, wie sich Ihr E-Mail-Marketing auf Ihren Umsatz auswirkt. Sowohl Mailchimp als auch Klaviyo bieten Ihnen Analysen und Berichte an, haben aber einen etwas anderen Schwerpunkt. Klaviyo sammelt nicht nur mehr relevante Daten, die analysiert werden können, sondern präsentiert Ihnen diese Daten auch auf eine relevante Weise. So haben Sie die wichtigsten Daten auf einen Blick – nämlich wie viel Prozent Ihres Gesamtumsatzes aus dem E-Mail-Marketing stammen.
Wählen Sie mehr Leistung
Alles in allem halten wir Mailchimp für einen guten E-Mail-Editor – Klaviyo hat aber einfach mehr zu bieten. Allerdings ist es auch mit einer gewissen Lernkurve verbunden, bevor Sie Klaviyo optimal nutzen können. Es braucht etwas Zeit, um herauszufinden, was die vielen spezialisierten Tools alles leisten können.
Oder Sie beauftragen natürlich
Mailchimp relaunches Shopify integration
In October 2021 Mailchimp launched a new integration with Shopify, two years after the companies quit their collaboration and Mailchimp disappeared from the Shopify App Store. In those two years, a lot of Shopify merchants and agencies moved to different email automation software. As did Domaine Europe: we made the switch to Klaviyo, are Elite Klaviyo partner right now and haven’t regretted it for a second.
What is the biggest advantage of Klaviyo, according to us? In a nutshell: where Mailchimp offers a limited email marketing automation toolbox to small- and medium-sized businesses who prefer to do a lot themselves, Klaviyo gives its users every opportunity to customize, test and personalize their emails to their heart’s content. In other words: Mailchimp is for starters, Klaviyo for pro’s.
Why you could prefer Mailchimp
If you want to do a lot by yourself, if you haven’t done a lot of email marketing yet and want to see if it might work for you without having to invest much, and if you currently don’t have big ambitions for your webshop, Mailchimp is worth your consideration. Mailchimp offers a neat starters’ package: low investment, not too difficult to learn, with a lot of pre-programmed templates and email flows so you can get started quickly.
As soon as you want to get a bit more result with your email marketing – which you want if you have an online store, because email marketing can generate a lot of revenue – Mailchimp will be a size too small. It doesn’t move very far beyond the standard emails everybody is familiar with already, because there’s little room to customize those pre-programmed templates and email flows. Quite inconvenient, because the more you personalize your emails, the better they convert. One-size-fits-all doesn’t quite cut it.
5 reasons to choose Klaviyo
At Klaviyo they don’t believe in one-size-fits-all. At Klaviyo they believe in extreme personalization, and their software is full of neat functions to make that happen. We give you five reasons why we think Klaviyo is the best choice for your webshop.
1. Klaviyo is made for e-commerce
Mailchimp was once developed to make sending emails in bulk to mailing lists as easy as possible for everyone. That was a long time ago, when e-commerce was still in its infancy. Mailchimp is basically a generalist: the local sports club should also be able to use it.
Klaviyo isn’t interested in the local sports club. Right from the start in 2012 their focus has been on e-commerce. Hence, their email editor integrates seamlessly with Shopify (and many popular Shopify apps such as LoyaltyLion, Recharge and Octane), gathers all the relevant data from your store, and uses it to personalize your emails to the max. What’s more: Klaviyo is constantly working on new features and improvements (check out a few recent ones here) that are completely tailored to the ever evolving needs of e-commerce brands.
Caroline Smedts - e-commerce manager at Osaka: “We hardly have to pay any attention to our Klaviyo email flows and campaigns, when about 20 to 30% of our revenue comes form Klaviyo. Definitely a big plus!”
Every e-commerce brand should have a strong welcome series, abandoned cart and back in stock reminder. What else? Learn about the 5 must-have Email Marketing flows for E-Commerce.
2. Personalization, personalization, personalization
Did we mention that personalization is the key to conversion? Klaviyo has understood that very well. Their software tracks your subscribers’ behaviour in detail (what products and pages they look at, what products they put in their cart, when they open your emails, and a LOT more) and presents you with all the data you need to tailor your email marketing to that behaviour. At a level that Mailchimp just does not reach.
Wait, we’ll show you. Below you see how Midge, our head Klaviyo, behaves in a webshop – and how Klaviyo and Mailchimp track his behaviour. What did Mailchimp register? That Midge placed an order for two items, and what the price of those items was.
What did Klaviyo pick up from the same visit? That Midge looked around the website a bit, opened a product page and added the product to his cart, then viewed another product page and added that product as well, subsequently moved to the checkout with his two items and placed his order, but then (quite an important piece of information, but Mailchimp doesn’t mention it) cancelled the order.
If they want to know more about Midge’s behaviour, a merchant can click on ‘details’ for every registered activity in this list. But more importantly: if they want to send Midge personalized emails, then this list offers them plenty of leads to do that. Almost every action in this list is a prompt for an email.
An added benefit of all the data Klaviyo collects is that you can segment your mailing list in any way you want. Would you like to send an email to all customers called ‘John’ who bought a pair of socks in the past three months? Klaviyo has got you covered. Mailchimp is a lot more limited in this respect, because it collects a lot less data.
3. Klaviyo makes complex split testing possible
A/B testing is superimportant in email marketing. Knowing what works best means more revenue, so it pays off to test literally every aspect of your emails. Here too, Klaviyo is a lot more flexible than Mailchimp. Mailchimp allows you to split-test basic stuff like subject line and body text of your email, at campaign level. If you want to go a bit more meta, for example by testing what timing works best for a particular segment of your subscribers, you need Klaviyo.
4. Klaviyo offers you relevant analytics and reports
Data-analysis is essential to optimize your marketing and conversion. What works in emails and what doesn’t? Apart from that, as a merchant you also want to know the effect of your email marketing on your revenue. Both Mailchimp and Klaviyo offer you analytics and reports, but their focus is slightly different. Not only does Klaviyo gather more relevant data to analyze, Klaviyo also presents this data to you in a relevant way. Hence the most important piece of data is available at a glance: what percentage of your total revenue comes from email marketing.
Ylmar Haring - Senior brand manager at Le Nouveau Chef: “We started with four basic Klaviyo flows that immediately took off. Our revenue from email marketing is now ten times higher than it was!”
5. Klaviyo gives you access to all its features – from the start
Klaviyo’s pricing policy is superclear: their product is the same for everyone, and your monthly fee is based on the number of active contacts in your mailing list. Hence you always have access to all the features Klaviyo has to offer, regardless of the size of your mailing list. So when you have figured out the basics a bit and you want to try something new with your email marketing, you can go right ahead.
Mailchimp makes it all a little more complicated. They offer various subscriptions with increasing functionality (of which the most basic one is free) and you can add extra modules as you go. The number of subscribers also influences your monthly fee, and subscribers count twice if they are on two mailing lists. To get the same functionality as Klaviyo, you pay the maximum price.
In short, Mailchimp has a friendly price tag for starters, but it is a bit less friendly for businesses with large or fast-growing mailing lists and/or a need for extended functionality. In terms of total cost of ownership, those companies are better off with Klaviyo. Moreover, Klaviyo pays for itself: every euro invested in Klaviyo gets you 85 euros in return.
Domaine Europe as your Klaviyo agency
In short, at Domaine Europe we think Mailchimp is fine, but Klaviyo is just the most powerful tool for Email Marketing. It does come with a bit of a learning curve before you can make optimal use of it, though. Klaviyo hands you a big toolbox with lots of specialist tools, and you will need some time to figure out what all these tools can do.
Or you hire Domaine Europe of course. We're not just a Shopify agency, since 2019 we have been a Klaviyo agency as well. Midge and his Klaviyo team know the tool inside and out. They will get your business 20% revenue from email marketing in no time, and in some cases, it might soon grow to 50%.
Interested? You’re welcome to discuss your email strategy with us sometime, and to see what Klaviyo can do for your business!. Wir arbeiten seit 2019 mit Klaviyo zusammen und Midge und sein Klaviyo-Team kennen alle Tools in- und auswendig. Sie bringen Ihr Unternehmen in kürzester Zeit auf 20 % Umsatz aus E-Mail-Marketing – und in einigen Fällen könnte es bald auf 50 % steigen.
Haben wir Ihr Interesse geweckt? Sie sind herzlich eingeladen, Ihre E-Mail-Strategie mit uns zu besprechen und zu sehen, was Klaviyo für Ihr Unternehmen leisten kann!
