Choosing Between Klaviyo vs HubSpot in 2025

The growing complexity of marketing automation platforms has left many marketers confused when evaluating Klaviyo vs HubSpot. As companies seek to optimize their customer engagement and revenue growth, choosing between these two powerful services requires a deep understanding of their distinct capabilities.

Klaviyo is a prominent name in the e-commerce marketing space. It offers deep integration with major platforms such as Shopify and WooCommerce. The platform’s strength lies in its ability to harness customer behavior data to send mass personalized emails and SMS campaigns to drive conversions. You can get more insight from our comprehensive Klaviyo review.

HubSpot, on the other hand, has established itself as a comprehensive inbound marketing and CRM platform. The platform offers a full suite of tools integrating sales, marketing, and customer service functions into a unified ecosystem. HubSpot’s content management system, social media tools, and advanced lead-scoring abilities make it particularly appealing to B2B companies.

This comparison aims to help you find the platform speaking your business’s language. Whether you’re a thriving e-commerce brand looking to scale communications or a young company exploring email marketing for small businesses, this Klaviyo vs HubSpot comparison offers insight. 

Understanding these two platforms’ strengths will help you make a decision propelling your business forward rather than just adding another tool to your martech stack.

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Klaviyo vs HubSpot is a Close Comparison

While both platforms appear to dominate the marketing automation space, their distinct approaches and specialized features tell a different story. To help you make an informed decision between Klaviyo and HubSpot, we’ll dive deep into six critical factors that could make or break your marketing success. 

Let’s examine how these two industry titans stack up across the most important elements of email marketing.

User Interface and User Experience

Klaviyo’s navigation is organized around common e-commerce workflows, making it intuitive for online retailers to manage campaigns. Setting up an account is straightforward, though users must complete integration steps with the e-commerce platform to unlock full functionality.

Contact management in Klaviyo is intuitive, with segmentation tools front and center. Dynamic lists on this platform automatically update based on customer behavior and purchase history. The flow builder for automation offers a visual canvas making complex e-commerce sequences feel manageable.

As for HubSpot, its interface can feel overwhelming at first. This is largely due to its comprehensive toolkit spanning marketing, sales, and service functions. The learning curve is steep, and users often need time to understand where different features live within the platform. 

Setting up automation workflows requires more technical understanding, though the platform offers extensive documentation and tutorials.

Contact management in HubSpot is robust but can be complex, reflecting its CRM-first approach. The platform does a good job of tracking detailed customer interactions but requires more attention during the initial setup. This serves mainly to optimize contact properties and automation rules. Online reviews indicate users feel overwhelmed by the number of options and settings available.

HubSpot’s template library is extensive and covers various business scenarios, from email marketing newsletters to landing pages. While the designs are professional, they tend to feel more corporate and B2B-oriented compared to Klaviyo’s retail-focused templates.

UI	Klaviyo	HubSpot
Ease of use	⭐⭐⭐⭐	⭐⭐⭐
Email editor	⭐⭐⭐	⭐⭐⭐
Segmentation	⭐⭐⭐⭐	⭐⭐⭐
Automation controls	⭐⭐⭐	⭐⭐⭐⭐
Templates	⭐⭐⭐⭐	⭐⭐⭐⭐

Verdict: Klaviyo is a bit simpler and more user-friendly than HubSpot, making it the winner for this round.

Automation Capabilities

Klaviyo’s automation builder focuses on the customer journey with pre-built flows aligning with key retail scenarios. 

Klaviyo offers predictive analytics integration within automation flows. The platform can automatically determine the best time to send emails, based on individual customer engagement patterns. It can predict the likelihood of a purchase as well, allowing more intelligent targeting.

However, some users note creating custom conditions for complex scenarios requires a deeper understanding of Klaviyo.

HubSpot approaches automation from a broader business perspective, designed to handle everything from lead nurturing to customer service tickets. Its workflow builder can handle creating complex, multi-channel sequences combining sales team actions, website behavior, and customer engagements. 

While HubSpot’s automation capabilities are more extensive, they can also be more challenging to implement. Creating custom workflows often requires understanding multiple HubSpot tools and how they interact. 

Both platforms handle A/B testing within automation flows, though HubSpot offers more extensive testing capabilities across different channels. Klaviyo is more focused on email A/B testing and SMS optimization for e-commerce conversions.

Automation features	Klaviyo	HubSpot
Customer journey templates	⭐⭐⭐⭐	⭐⭐⭐⭐
Behavioral triggers	✅	✅
Advanced automation	⭐⭐⭐	⭐⭐⭐⭐
Automatic segmentation	✅	✅
Multichannel automation	❌	✅
Customization options	⭐⭐⭐	⭐⭐⭐⭐

Verdict: HubSpot is far more advanced than Klaviyo in automation; this round goes to HubSpot.

Email Deliverability

Klaviyo takes a proactive approach to email deliverability, offering technical safeguards from the start. The platform automatically handles DKIM and SPF authentication, requiring users to verify their email domain. 

Their email infrastructure includes automatic suppression of hard bounces and continuous monitoring of metrics.

HubSpot maintains its own email-sending infrastructure and implements sender verification processes. The platform supports integration with email validation tools and automatically manages bounce handling and unsubscribe requests. Their domain authentication process is thorough, requiring proper DNS record setup before enabling high-volume sending.

HubSpot supports detailed engagement tracking across multiple channels. The platform provides comprehensive analytics; this includes a good estimate of inbox placement rates and domain-specific performance metrics. 

Both platforms maintain relationships with major ISPs and implement feedback loops for spam complaints. They also offer dedicated IP addresses for high-volume senders, though this comes at an additional cost and typically requires consistent sending volumes to maintain good reputation scores.

Feature	Klaviyo	HubSpot
Support for email authentication protocols	✅	✅
List management tools	⭐⭐⭐	⭐⭐⭐⭐
Real-time analytics	✅	✅
AI tools for deliverability	❌	✅
Bounce management	✅	✅
Send time optimization	✅	✅

Verdict: It’s a tie for this round, as HubSpot and Klaviyo are similar in their email deliverability measures.

Email Templates

Klaviyo’s template library, like its email sequences, specializes in e-commerce. 

The platform offers more than 150 pre-built email campaign templates for marketing, each designed with mobile responsiveness in mind. Klaviyo’s templates support dynamic email content, which lets users automatically include product information and customer data. However, some advanced customizations can require HTML knowledge, particularly templates with complex layouts.

HubSpot’s template library is far more extensive, with several hundred templates covering various business communication needs. Their designs tend toward versatility, suitable for both B2B and B2C communications.

While HubSpot’s drag-and-drop editor provides more layout flexibility, it requires more time to configure product displays and commercial elements. The platform excels in creating professional newsletters and email nurture campaigns but needs additional setup for e-commerce-focused templates. Custom coding options are available, with a robust HTML editor for technical users.

Both platforms support template duplication, A/B testing of email design elements, and responsive design previews. They also allow for template sharing across team members and the saving of custom blocks for reuse.

Email template features	Klaviyo	HubSpot
Range of template	⭐⭐	⭐⭐⭐⭐
Mobile-ready	✅	✅
Customization	⭐⭐⭐	⭐⭐⭐⭐
Personalization options	⭐⭐⭐	⭐⭐⭐⭐
Dynamic content blocks	✅	✅
HTML editor	✅	✅

Verdict: HubSpot steals this round from Klaviyo by offering better variety and customization for email templates.

Analytics and Reporting

Klaviyo’s dashboard focuses heavily on revenue attribution and customer behavior metrics. The platform tracks standard metrics such as opens, clicks, and bounces but extends deeper into e-commerce data points. The reporting interface allows cohort analysis based on purchase behavior and customer segments.

One distinctive aspect of Klaviyo’s reporting is its predictive analytics capabilities, offering future value projections and identifying optimal sending times based on past performance. The platform automatically tracks ROI for each campaign and flow, though custom report creation isn’t very intuitive.

HubSpot’s analytics suite provides a broader view of marketing performance across channels. Their reporting system integrates email metrics with website analytics, CRM data, and sales performance indicators. The platform can track lead progression through sales and email marketing funnels.

The reporting interface in HubSpot offers more customization options for building dashboards and custom reports. Users can create detailed funnel visualizations and track complex goal completions. 

Both platforms offer real-time reporting capabilities and support data export for external analysis. They also provide campaign comparison tools and the ability to save custom report configurations for regular monitoring.

Feature	Klaviyo	HubSpot
Real-time campaign metrics	✅	✅
Predictive analytics	✅	✅
A/B testing	⭐⭐	⭐⭐⭐⭐
Customizable reports	⭐⭐	⭐⭐⭐⭐
Cross-channel analytics	❌	✅

Verdict: HubSpot offers more insight into metrics, beating Klaviyo and winning the round.

Klaviyo vs HubSpot Pricing Analysis

Klaviyo plans look affordable at a glance, but the prices get higher as your contact list grows:

Klaviyo plan	Price	Features
Free	$0/month	‣ 0-250 contacts ‣ 500 monthly email sends ‣ 150 free monthly SMS/MMS credits ‣ Email support for first 60 days ‣ Segmentation tools ‣ Drag-and-drop automation builder ‣ Built-in forms and pop-ups ‣ Personalized benchmarks ‣ 300+ pre-built integrations ‣ Templates library ‣ Automated A/B testing ‣ Detailed customer profiles ‣ Personalized product recommendations ‣ Built-in compliance and deliverability
Email	$45/month	‣ All of the above + ‣ 1,001 – 1,500 contacts ‣ 15,000 monthly email sends ‣ Mobile push notifications ‣ 150 free monthly SMS/MMS credits ‣ Email and chat support
Email and SMS	$60/month	‣ All of the above + ‣ 1,250 free monthly SMS/MMS credits

Users wishing to run email marketing with HubSpot can choose from one of these plans:

HubSpot plan	Price per month	Features
Marketing Hub Free	$0	‣ 2,000 email sends per calendar month ‣ Includes HubSpot branding ‣ 1 automated email per form ‣ Up to 2 dashboards, each with 5 reports per dashboard ‣ App access ‣ Basic SEO recommendations
Marketing Hub Starter	$20 for 1,000 marketing contacts	‣ 5x marketing contact tier email send limit per calendar month ‣ Live chat ‣ Remove Hub ‣ Spot branding ‣ Forms ‣ Email and in-app chat support ‣ Up to 10 automated actions ‣ Limited email health reporting ‣ 10 dashboards, 10 reports per dashboard
Marketing Hub Professional	$890 for 2,000 marketing contacts	‣ 10x marketing contact tier email send limit per calendar month ‣ No HubSpot branding ‣ Up to 100 inboxes ‣ Unlimited automation actions ‣ Omnichannel marketing automation ‣ Customizable web traffic analytics ‣ Data-based email health reporting ‣ Advanced SEO recommendations ‣ Customizable bots25 dashboards, 30 reports per dashboard ‣ Phone support ‣ WhatsApp integration
Marketing Hub Enterprise	$3,600 for 10,000 marketing contacts	‣ All of the above  + ‣ 20x marketing contact tier email send limit per calendar month ‣ Up to 200 inboxes ‣ 50 dashboards, 30 reports per dashboard ‣ Unlimited automation actions ‣ Up to 300 team members

Both Klaviyo and HubSpot offer seemingly affordable plans, but a lot of features are locked away in higher tiers. An additional issue is usage limits for features; if you want more, you’ll have to pay more. While both platforms have these issues, Klaviyo is marginally cheaper than HubSpot.

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Which is Better, Klaviyo or HubSpot?

While Klaviyo and HubSpot offer a lot of similar features, they serve different types of customers. 

Before we share our final thoughts, let’s tally the features side-by-side.

Feature	Klaviyo	HubSpot
Email deliverability	⭐⭐⭐⭐	⭐⭐⭐⭐
UI	⭐⭐⭐⭐	⭐⭐⭐
Advanced automation	⭐⭐⭐	⭐⭐⭐⭐
Personalization	✅	✅
CRM	❌	✅
Social media management	❌	✅
Third-party integration	⭐⭐⭐	⭐⭐⭐⭐
Analytics	⭐⭐⭐	⭐⭐⭐⭐
Form builder	✅	✅

Klaviyo is particularly well-suited for e-commerce businesses prioritizing advanced email and SMS marketing capabilities, offering robust segmentation and email personalization features tailored to online retail. 

Conversely, HubSpot is a comprehensive marketing platform ideal for businesses seeking an all-in-one solution integrating CRM, email marketing, and social media management. 

Users should assess their business model and marketing goals before selecting a platform. It’s important to choose the one aligning best with their operational needs and growth strategies.

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Campaign Refinery Offers Better Inbox Placement Than Klaviyo or HubSpot

There’s no doubt Klaviyo and HubSpot are high-performance platforms — but what works for others may not work for you. 

This is why you should consider Campaign Refinery; we specialize in inbox placement, offer affordable pricing plans, and are home to seasoned email marketers who seek top-tier email performance.

And there’s a lot more to us, as the section below explains.

Pick Campaign Refinery over Klaviyo and HubSpot for These Reasons

Campaign Refinery presents several advantages over Klaviyo and HubSpot, making it a compelling choice for users focused on email marketing efficiency and deliverability. 

One of the most obvious reasons is our email deliverability rate; we’re currently number one in the industry, and we’re very proud of this fact. 

Campaign Refinery Offers Affordable Email Marketing

Campaign Refinery is an excellent option for both beginners and high-volume senders. There are numerous small businesses on our platform sending millions of emails each month. The best part of our pricing tiers is access to all features, even on the basic plan. 

No more features locked away by high prices!

Campaign Refinery Plan	Monthly price	Credits	Features
Business	$99	50,000	‣ Unlimited contacts ‣ Campaign library ‣ Segmentation tools ‣ Automatic list cleaning ‣ Gamification ‣ Evergreen Flash Sales ‣ Advanced automation features
Growth	$299	200,000	‣ Unlimited contacts ‣ Campaign library ‣ Segmentation tools ‣ Automatic list cleaning ‣ Gamification ‣ Evergreen Flash Sales ‣ Advanced automation features + ‣ Disable Campaign Refinery branding ‣ Higher volume of API access
Enterprise	+$1,000	1 million	‣ Unlimited contacts ‣ Campaign library ‣ Segmentation tools ‣ Automatic list cleaning ‣ Gamification ‣ Evergreen Flash Sales ‣ Advanced automation features ‣ Disable Campaign Refinery branding + ‣ Dedicated Success Manager ‣ Custom API volumes

Migrating to Campaign Refinery is a Breeze!

Migrating to a new platform like ours can seem scary, so we made our setup process simple. We also have detailed support documentation, but if you’re ever in a spot — the Campaign Refinery support team is always there for you!