Omnisend vs Klaviyo: Is Omnisend Worth the Switch?
10 Jun 2025 · 4 min read
The Cost Difference Is Hard to Ignore
Email service provider (ESP) bills have climbed significantly over the past two years. Klaviyo remains the heavyweight in the ecommerce space, but their pricing tiers have pushed many store owners to look at alternatives. Omnisend has positioned itself as the main contender by offering core ecommerce marketing features at a noticeably lower price point.
The numbers speak for themselves as your subscriber list scales. On Omnisend's standard plan, once you reach around 50,000 contacts, you can expect to save roughly $400 per month compared to equivalent tiers elsewhere. For a growing brand watching monthly margins, that is not a trivial sum.
Cost alone should never be the only reason you migrate your tech stack. If an ESP is cheap but lacks the segmentation and automation power you need to generate revenue, it costs you more in the long run. Let us look at what Omnisend actually delivers under the hood.
Your on-site capture strategy dictates your list growth and audience quality. Omnisend's built-in form builder covers the essentials well, including features like countdown timers that several competing tools leave out. Where it stands out is the targeting depth.
You can target specific forms based on visitor segment, customer stage, and traffic source. Showing a different offer to visitors arriving from Google Ads versus Meta ads or organic search is critical. Different traffic sources interact with your store differently, and your capture forms should reflect that intent.
The builder also lets you collect custom zero-party data using custom fields and radio buttons. If you run a food brand, for instance, you can ask subscribers whether they prefer chicken or beef during sign-up. That data writes directly to the profile, ready to power tailored welcome flows and campaign segmentation down the line.
Dynamic Segmentation with AND and OR Logic
Segmentation capability is where most lightweight email platforms fall flat. If an ESP cannot handle multi-variable filtering, it is a non-starter in my books. Omnisend handles dynamic segmentation cleanly once integrated with platforms like Shopify.
You can segment based on deep purchase behaviour, including order status, product values, fulfillment history, and location. Crucially, the builder supports combined AND and OR conditions. That means you can build specific segments, such as customers who spent over $100 AND have placed at least two orders OR engaged with a campaign in the last 30 days.
The audience interface is clean, uncluttered, and updates dynamically in real time as customer events sync from your store. It gives you the necessary levers for strict deliverability control and tailored campaign sends.
Fast Human Support on Any Tier
Customer support is an area where many software platforms have cut corners, replacing live teams with frustrating chatbot loops. Omnisend offers 24/7 human support, even on their free tier.
I tested their support response directly by opening a ticket on a Sunday afternoon at 3:30 pm. A real team member responded with a detailed, accurate answer in roughly two minutes. When you are troubleshooting an automation issue before a major product drop, that speed matters.
Flow Building and the Purchaser Split Workaround
The visual flow builder is intuitive and gives you a clear visual layout of message timing, triggers, and UTM tracking settings. However, there is one limitation you need to be aware of when building customer journeys.
One thing I like to do in every flow build is split purchasers from non-purchasers so they receive different copy and offers. In Omnisend, flow splits can only directly evaluate trigger filters, contact properties, and message engagement. You cannot directly query lifetime purchase history (such as placed order at least once overall) straight inside the default flow split block.
That is a slight annoyance, but the workaround is simple. You create a dynamic segment defined as contacts who have placed at least one order over all time. Because Omnisend segments update dynamically, you then set your flow split to check whether the contact belongs to that purchaser segment. It requires one extra step during build-out, but the logic functions properly.
Final Thoughts
Omnisend is a capable, reliable ESP that gives ecommerce brands the core tools needed to run high-performing email marketing. It lacks some of Klaviyo's deepest native data analysis features, but its form targeting, dynamic segmentation, and fast support make it a serious option. If your current email marketing bill is eating into your store profitability, it deserves a close look.
Improve Your Email Strategy
Whether you are choosing between platforms or looking to unlock more revenue from your current setup, our team can audit your setup and optimise your automations. Explore our account audit service to find out where your store is leaving money on the table.
