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Klaviyo and MailerLite are both popular email platforms, but they are built for different kinds of businesses. One is designed around online stores and their customer data. The other focuses on simple, affordable email for everyone else. Here is how to choose.
The Short Answer
- Choose Klaviyo if you run an online store and want email and SMS that react to what customers buy and browse.
- Choose MailerLite if you want easy, affordable newsletters and basic automations, especially on a small budget.
| Klaviyo | MailerLite | |
|---|---|---|
| Best for | Online stores | Newsletters and small businesses |
| Free plan | Up to 250 profiles, 500 sends/month | Up to 1,000 subscribers, 12,000 emails/month |
| Paid plans | About $20/month at 500 profiles; about $30 at 1,000 | From $9/month; price rises with subscribers |
| Store data and automations | Core strength | Basic automations |
| Learning curve | Steeper | Beginner friendly |
MailerLite figures come from our own review. Klaviyo’s free plan comes from its pricing page, and its paid figures are an approximate third-party snapshot from May 2026. Confirm current prices on each company’s site.
Pricing Compared
The biggest difference is what you pay at small list sizes. On free plans, MailerLite allows four times as many contacts (1,000 versus 250) and many more monthly emails (12,000 versus 500). On paid plans, MailerLite starts from $9 a month, while Klaviyo is about $20 a month at 500 profiles and about $30 at 1,000. Both prices rise as your list grows, so check each company’s pricing page for your list size.
Features Compared
Where Klaviyo Wins
Klaviyo is built around store platforms such as Shopify and WooCommerce, so it can use order and browsing data in your segments and automations. It also includes revenue attribution, which links campaigns to sales.
Where MailerLite Wins
MailerLite is simpler to learn, costs less at small sizes, and its free plan is more generous. Our MailerLite review rated it five out of five for value and ease of use.
Which Should You Choose?
- A new online store with a small list: try Klaviyo’s free plan if you want store-driven automations from day one, or start with MailerLite if budget is the priority.
- A service business, blogger or consultant: MailerLite is the more practical fit.
- A growing store with thousands of customers: Klaviyo’s store data features are more likely to pay for themselves.
Not sure about the rest of your setup? Our small business software stack guide shows how email fits alongside a CRM and project management, and our Klaviyo review goes deeper on the platform.
Frequently Asked Questions
Which is cheaper, Klaviyo or MailerLite?
MailerLite is cheaper at small list sizes, with a larger free plan and paid plans from $9 a month.
Is Klaviyo better for online stores?
It is designed for them. It connects to store platforms and uses customer data for segmentation and automations. Confirm that your platform is supported.
Can I start free with both?
Yes. Both have free plans, so you can test them with your own list before paying.
Final Verdict
For most small businesses, MailerLite is the simpler and cheaper pick. For online stores that want email driven by customer data, Klaviyo is worth the extra cost and learning time. Both have free plans, so try the one that matches your business.
Ready to pick your email tool? (Affiliate links: we may earn a commission at no extra cost to you.)
