Mailchimp lanceert opnieuw Shopify integratie
In oktober 2021 lanceerde Mailchimp opnieuw een integratie met Shopify, twee jaar nadat de bedrijven de samenwerking stopten. In die twee jaar stapten een flink aantal Shopify merchants en agencies over op andere e-mailmarketing software. Zo ook
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!: wij maakten de switch naar Klaviyo, zijn inmiddels Elite Klaviyo partner en daar hebben we nog geen seconde spijt van gehad.
Wat is volgens ons het grote voordeel van Klaviyo? In een notedop: waar Mailchimp een beperkte e-mailmarketing automation toolbox beschikbaar stelt voor MKB-ers die veel zelf doen, geeft Klaviyo gebruikers alle ruimte om hun e-mails naar hartelust te customizen, te testen en vergaand te personaliseren. In andere woorden: Mailchimp is voor starters, Klaviyo voor pro’s.
Waarom je toch voor Mailchimp zou kunnen kiezen
Als jij veel zelf wilt doen, als je nog niet eerder aan e-mailmarketing gedaan hebt en eens wilt kijken of het wat voor je is zonder veel te hoeven investeren, en als je op dit moment nog niet al te grote ambities hebt voor je webshop, dan is Mailchimp het overwegen waard. Mailchimp biedt namelijk een prima starterspakket: goedkoop instappen, niet al te ingewikkeld om te leren, met flink wat voorgeprogrammeerde templates en e-mail flows zodat je snel aan de slag kunt.
Zodra je echter wat meer uit je e-mailmarketing wilt halen – en dat wil je als je een webshop hebt, want e-mailmarketing kan je veel omzet opleveren – wordt Mailchimp een maatje te klein. Veel verder dan de standaard e-mails die iedereen al kent kom je er niet mee, want je kunt die voorgeprogrammeerde templates en flows maar beperkt customizen. Dat is niet handig: hoe beter je je mails personaliseert, hoe beter ze converteren. One size fits all werkt dan gewoon niet.
5 redenen waarom Klaviyo de beste keuze is
Bij Klaviyo geloven ze niet in one size fits all. Bij Klaviyo geloven ze in vergaande personalisatie, en hun software zit tjokvol fijne functies om dat voor elkaar te krijgen. We geven je vijf redenen waarom wij denken dat Klaviyo voor jouw webshop de beste keuze is.
1. Klaviyo is gemaakt voor webshops
Mailchimp is ooit bedacht om het sturen van bulk-emails naar maillijsten zo eenvoudig mogelijk te maken voor iedereen. Dat was lang geleden, toen de e-commerce nog redelijk in de kinderschoenen stond. Mailchimp is in de basis een generalist: de plaatselijke sportvereniging moet het ook kunnen gebruiken.
Klaviyo is niet geïnteresseerd in de plaatselijke sportvereniging. Zij specialiseren zich al vanaf de oprichting in 2012 volledig in e-commerce. Hun e-mail editor integreert dus naadloos met Shopify (en met veelgebruikte Shopify apps zoals LoyaltyLion, Recharge en Octane), verzamelt alle relevante data uit jouw store, en gebruikt die om jouw e-mails vergaand te personaliseren. Bovendien ontwikkelt Klaviyo doorlopend nieuwe features die helemaal afgestemd zijn op de veranderende behoeften van e-commerce brands.
Caroline Smedts - e-commerce manager bij Osaka: “We hebben bijna geen omkijken naar onze Klaviyo email flows en campagnes, terwijl we er zo’n 20 tot 30% van onze omzet uit halen. Echt een grote plus!”
2. Personalisatie, personalisatie, personalisatie
Zeiden we al dat personalisatie de sleutel tot conversie is? Dat heeft Klaviyo heel goed begrepen. Hun software volgt het gedrag van jouw bezoekers en klanten tot in detail (welke producten en pagina’s ze bekijken, welke producten ze in hun mandje leggen, wanneer ze je e-mails openen, en nog veel, veel, VEEL meer) en geeft je alle data die je nodig hebt om je e-mail marketing zo goed mogelijk op dat gedrag af te stemmen. Op een niveau dat Mailchimp gewoon niet haalt.
Wacht, we laten het zien. Hieronder zie je hoe Midge, ons hoofd Klaviyo, zich gedraagt in een webshop – en hoe Klaviyo en Mailchimp dat gedrag vastleggen. Wat heeft Mailchimp allemaal opgemerkt? Dat Midge een bestelling geplaatst heeft voor twee items, en hoe duur die items waren.
Wat heeft Klaviyo vastgelegd van datzelfde bezoekje? Dat Midge wat rondkeek op de site, een productpagina opende en het product toevoegde aan zijn mandje, toen een volgende productpagina bekeek en dat product ook toevoegde, daarna met zijn twee items naar de checkout ging en het bestelproces afrondde, maar toen (toch een redelijk belangrijk stukje informatie, maar Mailchimp noemt het niet) zijn bestelling annuleerde.
Wil je als merchant nog meer weten van Midge’ gedrag, dan kun je bij elke geregistreerde activiteit in dit lijstje ook nog op ‘details’ klikken. Maar nog belangrijker: wil je als merchant Midge benaderen met gepersonaliseerde e-mails, dan heb je op basis van dit lijstje genoeg aanknopingspunten om dat te doen.
Een fijne bijkomstigheid van al die data die Klaviyo verzamelt is dat je je e-maillijst op alle mogelijke manieren kunt segmenteren. Wil je een e-mail sturen naar alle klanten die ‘Jan’ heten en die in de afgelopen drie maanden een paar sokken hebben gekocht? Klaviyo regelt het voor je. Mailchimp is hier een stuk beperkter in, omdat het veel minder data heeft.
3. Klaviyo maakt complexere A/B testen mogelijk
A/B testen is superbelangrijk in e-mail marketing. Weten wat het beste werkt levert je omzet op, dus het loont om werkelijk elk onderdeel van je mails te testen. Ook hierin is Klaviyo een stuk flexibeler dan Mailchimp. Bij Mailchimp kun je basisdingen als onderwerpregel en tekst van je e-mail A/B testen, op campagne-niveau. Maar als je overkoepelende info zoekt, bijvoorbeeld welke timing past bij welk subscriber-segment, dan moet je bij Klaviyo zijn.
In ons recente e-book over e-mail marketing hebben we het regelmatig over Klaviyo’s ruime test-mogelijkheden. Benieuwd? Bekijk het e-book hier.
4. Klaviyo geeft relevante data-analyse en rapportages
Data-analyse is essentieel om je marketing en conversie te optimaliseren. Wat werkt in je e-mails en wat niet? Als merchant wil je bovendien weten welk effect je e-mails hebben op je omzet. Zowel Mailchimp als Klaviyo geven je analyses en rapportages, maar het is duidelijk dat hun focus verschilt. Niet alleen verzamelt Klaviyo meer relevante data om te analyseren, Klaviyo presenteert die data ook op een relevante manier aan je. Je ziet bijvoorbeeld in een oogopslag de data die belangrijk is voor e-commerce bedrijven: hoeveel procent van je omzet aan e-mailmarketing te danken is.
Ylmar Haring - Senior brand manager bij Le Nouveau Chef: “We zijn gestart met vier basic Klaviyo flows die meteen voor een omzet boost zorgden. Onze omzet uit email marketing is nu tien keer hoger dan het was!”
5. Klaviyo geeft je vanaf het begin toegang tot alle functies
Klaviyo’s prijsbeleid is super overzichtelijk: hun product is voor iedereen hetzelfde, en je maandelijkse fee is gebaseerd op het aantal actieve contacten in je maillijst. Je hebt dus altijd toegang tot alle features die Klaviyo te bieden heeft, ongeacht de grootte van je e-maillijst. Zodra je de basics een beetje door hebt en je wilt eens iets nieuws proberen met je e-mail marketing, dan kan dat direct.
Mailchimp maakt het allemaal wat ingewikkelder. Er zijn verschillende pakketten met oplopende functionaliteit (waarvan de kleinste gratis is) en je kunt er naar wens nog losse modules bij nemen. Het aantal subscribers telt ook mee in je maandelijkse fee, waarbij subscribers dubbel tellen als ze op twee e-maillijsten staan. Om dezelfde functionaliteit als Klaviyo te krijgen betaal je de hoofdprijs.
Mailchimp is kortom heel vriendelijk geprijsd voor instappers, maar niet zo gunstig voor bedrijven met grote of snelgroeiende e-maillijsten en/of behoefte aan uitgebreide functionaliteit. Die bedrijven zijn qua totale cost of ownership voordeliger uit met Klaviyo. Bovendien betaalt Klaviyo zichzelf altijd terug: elke euro die je in Klaviyo investeert levert je zo’n 85 euro op.
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! is jouw Klaviyo Elite partner
Wij van
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! vinden Mailchimp kortom een prima tool, maar Klaviyo is verreweg de krachtigste e-mail marketing tool voor e-commerce. Om daar optimaal gebruik van te maken moet je wel een lichte leercurve doorlopen, want Klaviyo levert je een flink gevulde toolbox met allemaal specialistische stukken gereedschap. Voordat je uitgevogeld hebt wat die tools allemaal kunnen ben je wel even bezig.
Of je huurt
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! in natuurlijk: we zijn niet alleen een Shopify bureau, maar sinds 2019 ook een Klaviyo Elite partner. Midge en zijn Klaviyo team kennen alle functionaliteiten van binnen en van buiten. Zij bezorgen jouw bedrijf in no-time 20% omzet uit e-mailmarketing, en dat kan in sommige gevallen zomaar oplopen naar 50%.
Geïnteresseerd? Je bent altijd welkom om jouw e-mail strategie met ons te bespreken.
