When it comes to choosing the right email marketing and e-commerce platform, the options can feel overwhelming for business owners. Klaviyo and Seguno are two of the top contenders, but they differ significantly across criteria like features, ease of use, and pricing.
Selecting the best software for your needs is crucial so your platform doesn’t hold your business growth back. With that in mind, I’ve written this in-depth Klaviyo vs Seguno comparison to help you determine the best choice for your e-commerce business.
We will look at market position, ease of use, customization, functionality like blogging and SEO, third-party integrations, analytics, website performance, customer support, pricing models, and overall reputation. By the end, you’ll have a clear sense of which email marketing platform best fits your business goals and budget.
1. Understanding the Basics
Klaviyo was founded in 2012 by Andrew Bialecki and Ed Hallen. It has quickly become one of the most popular email marketing and automation platforms, used by over 100,000 businesses worldwide. Klaviyo has established a leading market position for SMBs and e-commerce companies.
Seguno was launched in 2021 by Alex Fedosseev. As a newer platform, Seguno does not have the same market penetration or popularity as Klaviyo yet. However, it markets itself as an easy-to-use Shopify-native alternative for small e-commerce businesses.
Overall, Klaviyo has more brand recognition and an established presence while Seguno is still working to grow its customer base and reputation. But Seguno’s Shopify focus gives it appeal for that subset of e-commerce businesses.
2. Features and Functionality
Automation
Klaviyo
Klaviyo offers a robust automation suite called Flows which allows you to create customized multi-step workflows triggered by different events like email opens, form submissions, purchases, and more.
You can send automated welcome series, cart abandonment flows, win-back sequences, and personalized product recommendations without code through an intuitive drag-and-drop workflow builder that includes pre-made templates.
Key automation features include the ability to segment users based on behavior, demographics, purchase history, etc. Workflows can be triggered based on a wide range of events like subscribing to a list, adding a product to a cart, clicking a link in an email, etc.
You can also create multi-branch conditional logic in workflows based on customer attributes as well as schedule emails and SMS to deploy automatically via automation.
With Klaviyo’s tools, e-commerce merchants can easily set up the emails new customers expect without repeated manual work. Personalized post-purchase follow-ups and re-engagement of customers who previously showed interest can be automated to drive repeat business.
Seguno
Like Klaviyo, Seguno comes with service automation integrated. The software provides email and SMS workflow automation capabilities through its visual workflow builder. Key features include pre-made templates for common e-commerce scenarios, a drag-and-drop interface to customize multi-step flows, and the ability to segment contacts based on purchase history, location, plan type, etc.
Workflows can have triggers based on actions like subscribed, opened email, did not open after X days, etc. You are also able to schedule flow steps and build conditional logic.
While Seguno’s automation capabilities are more limited compared to Klaviyo, its pre-made templates still help merchants with limited technical skills create automated post-purchase sequences, win-back campaigns after cart abandonment, and other common e-commerce flows.
Winner: Klaviyo
Klaviyo wins for best automation capabilities due to more advanced conditional logic, broader segmentation options, and more triggers. Its flows offer more flexibility which suits both simple and complex e-commerce automation needs.
With Klaviyo’s automation power combined with its ease of use, merchants can drive more repeat business through personalized cross-channel consumer experiences.
Email Templates
Klaviyo
Klaviyo offers hundreds of professionally designed, customizable email templates for welcome series, promotions, cart abandonment, shipping updates, and more. All templates are mobile-optimized and meet CAN-SPAM compliance standards.
Key features include the availability of templates for every customer touchpoint that can be customized without coding knowledge. The templates are mobile responsive, and you can save customized templates for reuse. The organized template library makes it easy to find relevant template options covering email series, promotions, winbacks, alerts, etc.
With Klaviyo’s template library, e-commerce businesses can maintain high-quality and consistent branding across automated emails and campaigns. Non-technical users can easily customize emails while saving templates for repeat use.
Seguno
Seguno also provides professionally designed email templates merchants can customize for their brands. Key capabilities include templates for common e-commerce scenarios that can be edited via a drag-and-drop editor. The templates are mobile-optimized and responsive.
Categories like announcements, promotions, newsletters, etc. are available. There are also some customizable template sections.
While Seguno covers the basics with templates for common customer email types, its selection is more limited compared to Klaviyo, especially for multi-email automation. The customization options are also lighter requiring more manual editing for greater branding personalization.
Winner: Klaviyo
Klaviyo wins for best email templates because it simply offers more comprehensive options that branded e-commerce companies need. With vastly more templates covering every customer touchpoint and more customization flexibility, Klaviyo enables great-looking, effective email content and a dynamic content event.
Combined with strong deliverability and automation features, Klaviyo email templates, signup forms, popups, etc. help ecommerce businesses drive more business with precise targeting of high-intent shoppers and built-in tools to automate workflows.
Segmentation
Klaviyo
Klaviyo enables e-commerce businesses to divide their customer database into segments to target audiences based on different factors for more relevant messaging. You can create dynamic lists automatically filtered by criteria like customer properties such as location, lifetime value, order counts, etc.
Advanced list management tools include behavior such as clicking links in email, visiting pricing page, etc, engagement like email engagement scores, and purchase activity such as buying a specific product(s), spending over X, and making recent purchases.
Additional segmentation capabilities include custom attributes, scores, device types, predictive models, and more. Complex conditional logic can also be applied to precisely target customer groups. Segmenting empowers sending highly personalized communications scaled automatically via automation flows. Targeted messages drive more conversions and revenue.
Seguno
Seguno also provides contact segmentation tools to group contacts. Standard options include location information like country or state, purchase history such as product bought, cart size, lifetime spend, email engagement level scores, and days since last order or unsubscribed.
While Seguno covers basic behavioral and purchase segmentation, Klaviyo’s smarter tools better empower personalization that converts.
Winner: Klaviyo
Klaviyo wins for best segmentation because its robust filtering and logic make it easy to divide contacts into highly targeted lists. It’s one of the most powerful email marketing tools with exceptional segmentation options that result in more relevant communications and better conversions. Klaviyo’s segmentation delivers the toolkit necessary to drive growth through tailored customer experiences.
Analytics
Klaviyo
Klaviyo enables in-depth analysis of email and SMS campaign performance through robust, real-time analytics and customizable reporting.
Dashboard views can be created to precisely track key metrics most important for understanding business growth, including email open and click-through rates, conversion numbers, revenue driven, return on investment, and many other metrics to drive customer loyalty.
Granular visibility into each metric empowers optimization. You get insightful campaign analytics reports and everything else you need to track your campaign statistics on this one no code platform.
Flexible filtering of reports by date ranges, specific campaigns, customer segments, email lists, and other parameters provides added insight into what content and strategies are working best. Comparative reporting helps you double down on high-performing areas. Metrics on email deliverability provide assurance your messages are reaching inboxes.
For e-commerce merchants, Klaviyo offers tight integration with commerce platforms to connect email/SMS and sales data. Critical ecommerce KPIs provided include customer lifetime value, average order value, repurchase rate, and contribution profit. Understanding campaign impact on these purchasing metrics informs better marketing decisions.
Easy exportability of reports empowers further analysis. With its powerful analytics toolset, Klaviyo enables continuous optimization of messaging to boost customer engagement and sales.
Seguno
Seguno provides lighter-weight email analytics capabilities, including reporting on open and click-through rates, site traffic is driven by send-outs, unsubscribe rates, and basic segmentation views. Website visitor tracking is available, and you can get analytics ROI tracking.
The analytics tools help commerce entrepreneurs engage customers easily.
However, with limitations in the customization of metrics tracked, dashboard reporting, and exporting options, Seguno analytics offer less actionable insights for optimization. There is also less visibility into granular e-commerce data on customer lifetime value, repurchase rates, and email campaign impact on purchasing.
Winner: Klaviyo
Klaviyo easily wins best analytics based on the custom dashboards, flexible and comparative reporting, activity timeline visualization, and tight e-commerce data integration providing complete visibility and actionable insights that facilitate continual optimization of email and SMS for higher conversion and sales growth.
The Shopify, Salesforce, Mailchimp, Klaviyo integration and analytics helps e-commerce entrepreneurs engage with their audience more effectively.
Unique Features
Klaviyo
Klaviyo offers a robust suite of additional features including global opt-out suppression to honor customer marketing preferences; Back in Stock email and SMS alerts customers can configure to get product update notifications; triggered webhooks that extend workflow automation capabilities; manual CSV data upload for contact management; and a Zapier integration to connect with other popular apps.
These extras further round out sophisticated email marketing automation functionality to serve a breadth of business needs more comprehensively.
Seguno
Seguno has a couple of special features that distinguish its platform including tight integration with Seguno’s free online store builder which makes it easy to quickly launch a Shopify-compatible storefront. Within that store builder are built-in options to enable automated SMS receipts to instantly alert customers of purchases at checkout.
Seguno also provides Facebook ad management directly in its platform for running campaigns to cold audiences and retargeting website visitors which can streamline marketing.
However, Seguno otherwise lacks some of the more unique value-add capabilities Klaviyo has developed around deeper workflow extensions, global subscription preferences, back-in-stock notifications, and a robust app ecosystem. So there is room to expand uniqueness.
Winner: Klaviyo
When looking holistically at unique valuable platform differentiators, Klaviyo still wins out by enabling a wider range of special capabilities complementing common email marketing functionality. Global subscription management, back-in-stock alerts, and workflow extensibility create more ways merchants can build innovative engagement. Combined with Klaviyo’s already richer feature set, these extras provide more impact.
3. Ease of Use
Klaviyo
Klaviyo is designed for easy use by e-commerce marketers without extensive technical skills. The intuitive drag-and-drop interface enables visually building emails, landing pages, flows, and more. Pre-built templates help guide design. Detailed contextual help documentation explains features.
Dashboard metrics provide visibility into account activity and performance. Simplicity for core emailing, segmentation, and automation means fast onboarding even for beginners. Strong integrations also minimize work configuring data flows.
The result is an excellent user experience allowing productivity for new and experienced customers alike. Klaviyo removes common barriers to effective email marketing adoption.
Seguno
Seguno also provides a simple email and SMS interface using drag-and-drop builders requiring no coding. Premade templates help with design for those less comfortable creatively.
However, some aspects like segmentation require more technical knowledge of customer properties to leverage. Documentation is lighter making the platform less approachable for novices.
For straightforward email sending needs Seguno simplicity helps but more complex workflows have a steeper learning curve. Onboarding support is not as guiding either.
Winner: Klaviyo
Klaviyo wins for best ease of use because both technically less savvy and more advanced users can be productive quicker thanks to intuitive design, strong educational resources, and simplifying existing workflows. Simply more thought was put into user experience to lower barriers to adoption. For sustainable email marketing success at scale, Klaviyo’s usability focus delivers.
4. Email Deliverability
Klaviyo
Klaviyo utilizes a proprietary system called Klaviyo Deliver that focuses on maximizing email inbox placement and engagement. Key features include:
Sender Score reputation monitoring which provides visibility into IP and domain reputation to optimize trust levels; ISP relationship building to whitelist IPs proactively; Automatic list cleaning to aid professional email hygiene.
Klaviyo also provides feedback on spam test scores and domain authentication like SPF/DKIM helping enable email security best practices for deliverability.
The benefit is exceedingly high inbox rates helping email campaigns drive more revenue. Deliverability technology isolates customers from infrastructure complexities so you can focus purely on great content.
Seguno
Seguno provides some standard email deliverability capabilities like recommending proper SPF and DKIM setup to authenticate your sending domain, which aids inboxing rates. They also provide open and click tracking which can help identify potential spam flags if unusual activity presents.
Seguno enables sender identity configuration to manage names, reply-to addresses, and other parameters that impact deliverability and inbox placement.
However, Seguno lacks more advanced features to automatically monitor sender reputation over time, assess email authentication efficacy on an ongoing basis, or maintain strong ISP relationships. The deliverability capabilities ultimately require more manual monitoring versus Klaviyo’s robust automation.
Winner: Klaviyo
With Klaviyo Deliver’s proprietary domain security technology, blacklist monitoring, and advanced inbox placement tools, Klaviyo wins best deliverability by guaranteeing strong email arrival rates so campaigns convert better. The hands-off ease for clients while continually optimizing sender reputation is invaluable for email success in a way Seguno does not match currently.
5. Customer Support and Community
Klaviyo
Klaviyo provides 24/7 live chat, email, and phone support from technical experts to aid in onboarding and troubleshooting for users. Multiple assistance channels ensure timely answers to inquiries.
The Klaviyo Community comprises active user forums to search questions and answers on existing issues; webinars to continuously build email marketing skills; and a private Facebook group for peer knowledge sharing amongst users.
Robust self-service help resources include comprehensive documentation, video tutorials, email marketing guides, and in-app messages guiding users on key features. Overall an exceptional customer guidance ecosystem exists to maximize realization of platform value.
Seguno
Seguno offers email-based ticket support for user inquiries as well as docs for self-service assistance. Direct messaging for questions is also available through the platform itself.
As a younger company, its current user community lacks the breadth of Klaviyo’s veteran experience. Dedicated forums do not exist yet and the private Facebook group remains smaller though growing.
In-app messages are delivered to users focused on onboarding tips for the platform. But more limited educational channels exist compared to market leader Klaviyo. Successful execution requires greater self-learning or external guidance.
Winner: Klaviyo
With multi-channel customer support, an array of educational assets, and a large insider user community, Klaviyo wins for best nurturing users to email success. Its unparalleled resources meaningfully accelerate the leverage of platform capabilities and strategy effectiveness for merchant revenue growth.
6. Integrations
Klaviyo
Klaviyo offers hundreds of flexible integrations natively and through Zapier encompassing all major e-commerce platforms, CRMs, analytics tools, billing systems, and more. This means you’ll be able to work with your entire marketing stack seamlessly. These allow robust bi-directional data sync to centralize contact and business data.
Key native integration categories include major commerce platforms like Shopify, WooCommerce, and BigCommerce enabling consolidation of store and email data. Top CRMs such as Salesforce, HubSpot, and Mailchimp can be tied in to align messaging.
Analytics tools like Google Analytics and Segment marry campaign performance with web-behavior. And billing processors like Stripe and PayPal connect purchases with email activity.
This empowers creating a centralized hub to manage contacts, metrics, and workflows across an organization’s martech stack.
Seguno
Seguno natively integrates with Shopify for storing data and supports dozens of apps via Zapier like Mailchimp for email, Google Analytics, and Stripe for payments. You can also integrate standalone solutions like Odoo’s intuitive database to help you continuously optimize your marketing campaigns with personalized text messages.
However, Seguno lacks the breadth to connect valuable databases like non-Shopify stores, richer CRMs, and more analytics tools compared to Klaviyo’s vast ecosystem. Support largely centers around Shopify-centric use cases today. You can create business applications and integrate them to your platform to expand its functionality and give yourself the maximum degree of freedom.
Winner: Klaviyo
With significantly wider app ecosystem breadth enabling bi-directional movement of data across the martech stack, Klaviyo better enables a true hub model sustaining value long-term. From enterprises to e-commerce businesses, you can have all your business functions in one place. Klaviyo’s winning open architecture will continue fueling innovation possibilities into the future.
7. Pricing
Klaviyo
Klaviyo offers flexible email marketing pricing tailored to the customer lifecycle stage. For new ventures, a free plan covers up to 500 contacts focusing on core features. As businesses scale, a straightforward $45/month Email plan supports up to 25,000 contacts removing limits on functionality. Options are available for Retail Enterprises if more volume is ever needed.
SMS marketing capabilities can also be added a la carte based on usage needs rather than imposing bundles. A pay-as-you-go approach aids the alignment of spend to value. Importantly all packages receive full platform access avoiding complex upcharges as seen on other platforms.
Transparent, value-driven pricing sets up success as email lists grow without surprise to commerce entrepreneurs. Educational resources then optimize leveraging capabilities.
Seguno
Seguno has a free plan and premium pricing starts at $35/month for up to 2,500 contacts targeting new solopreneurs. From there, the advanced package supports up to 25,000 subscribers for $245/month. Custom enterprise quotes are also available for larger volume needs.
SMS packages can also be incorporated based on the message volumes required. However, some features like advanced analytics are only included at Grow+ pricing for a premium.
While raw subscription rates are generally cheaper compared to Klaviyo, Seguno’s pricing risks becoming more complex if businesses expect to scale. The global vendor requires minimum commitments, and there are add-on fees for core functionality, and gaps in educational resources make it harder to maximize the value received for money spent.
Winner: Klaviyo
Klaviyo wins the best pricing thanks to transparent options tailored to the business growth stage that maintain the integrity of features across plans. Easy cost modeling aids planning. Straightforward value without surprise upcharges or minimums pays off long run by sustaining alignment of platform access to needs.
8. Reviews and Reputation
Klaviyo
Klaviyo is widely regarded as the top email marketing platform for SMBs and high-growth DTC e-commerce brands. It earns consistent 5-star ratings across user review sites:
G2 – 4.7/5 stars based on 1,639 reviews Capterra – 4.8/5 stars across 2,091 users TrustRadius – 5/5 stars from 25 reviews
Praise focuses on powerfully customizable features, such as the compliance customer surveys Drip offers, as well as excellent deliverability and automation, quality support, and other important business functions designed to drive proven revenue through email. Users rate Klaviyo as a trusted growth engine. Klaviyo has been compared to Attentive’s ai powered platform thanks to its multiple applications.
Minor concerns exist around some complexities in optimizing advanced workflows yet most agree dedicated resources overcome learning curves.
See Klaviyo’s reviews on G2, Capterra, and TrustRadius.
Seguno
With a much smaller install base as a startup company, Seguno has limited public reviews available. On popular software review sites like Shopify Apps, it earns generally positive feedback but lower volume ratings so far:
Feedback indicates Seguno provides an easy-to-use Shopify-based email marketing option that beats platform costs. Users highlight simplicity for beginners as a key benefit. Constructive criticism focuses on expanding feature depth more akin to mature tools like Klaviyo longer-term.
Winner: Klaviyo
With overwhelmingly positive 5-star reviews from thousands of experienced e-commerce users highlighting exceptional power at driving business growth, Klaviyo is reputed to offer the top email marketing solution on the market. More proven results warrant trust as a leading platform.
9. FAQ’s
Klaviyo FAQs
- What types of email campaigns can you run in Klaviyo?
Klaviyo supports sending all types of email campaigns from one-off promotional blasts to multi-series automated workflows triggered by customer behaviors. Complex campaigns are made simple through an intuitive drag-and-drop builder. - Does Klaviyo have email templates?
Yes, Klaviyo offers hundreds of professionally designed, customizable email templates covering common e-commerce scenarios like cart abandonment sequences, shipping updates, winbacks, re-engagement, and more. - How does Klaviyo manage subscriber data?
Klaviyo centralizes subscriber data from all integrated sources including ecommerce stores, CRM platforms, forms, and more. Contact profiles can be augmented with custom attributes and event data. Sophisticated segmentation tools also allow dividing users into targeted lists. - What e-commerce platforms does Klaviyo integrate with?
Klaviyo natively supports all major commerce platforms like Shopify, BigCommerce, and WooCommerce. Two-way sync consolidates customer information from the store into marketing workflows. - How can I learn to use Klaviyo most effectively?
Klaviyo provides exceptional educational resources including documentation, email marketing guides, an active user community forum, live webinars, and multi-channel 24/7 support teams to aid both beginners and advanced tactics.
Seguno FAQs
- What email functionality does Seguno offer?
Seguno enables the creation of basic one-off email blasts as well as some multi-message automation around common e-commerce scenarios. More advanced campaign functionality lags mature tools. - Does Seguno integrate outside Shopify?
Currently, Seguno’s primary integration is with Shopify limiting broader connectivity with other data sources for centralized contact management and segmentation. Support for other tools is on the roadmap. - How does Seguno manage subscriber data?
Contacts originating from Shopify sync into Seguno automating data centralization across both tools. Additional data augmentation and segmentation capabilities are lighter weight but improving over time. - What support options does Seguno offer?
Seguno provides email and in-platform messaging for customer assistance inquiries. Phone and chat channels are not offered. The self-serve knowledge base with docs, articles, and help videos continues expanding. - Is Seguno affordable for small businesses?
Yes, Seguno starts with a low-cost starter plan at $9/month positioning itself as a very budget-friendly marketing solution for solopreneurs compared to players like Klaviyo.
Final Thoughts
Choose Klaviyo if…
You have an established, growing e-commerce business and want a sophisticated platform to scale revenue through segmented email and SMS automation personalized to each customer. Klaviyo’s unparalleled functionality, deliverability, analytics, and integrations make it the gold standard for mid-market and enterprise B2C brands driving millions in sales through digital channels.
While expertise is required to master capabilities, exceptional educational resources get users results faster. Klaviyo is the undisputed leader in enabling retailers to transform owned, earned, and paid marketing channels into an optimized ecosystem converting consumers better across touchpoints over time.
However, if you feel like this platform doesn’t have everything you need, maybe a Klaviyo alternative would be a better option.
Choose Seguno if…
You are a solopreneur selling through Shopify seeking basic email capabilities that interoperate natively with your store. Seguno delivers ease of use for beginners thanks to templates and simple automation that still move the needle in early business stages.
While functionality remains limited compared to mature solutions, Seguno focuses on the right building blocks for bootstrapped independent brands to augment Shopify’s sales and marketing feature set more affordable. Staying aligned with Shopify conventions also aids the learning curve jumping right in. For simple email and SMS needs to be tied directly to a single store, Seguno brings value.
Selecting the right email and e-commerce marketing platform tailored to your business growth stage and capabilities needs is crucial. If you still have any questions about which solution may be the best fit, please ask them in the comments section below!