If you’re leading retention strategy at a growing DTC eCommerce brand, you’ve likely heard this debate: Klaviyo or Drip?

Both platforms promise powerful automation, email marketing, and growth. But which one actually scales with your business, delivers smarter segmentation, and drives repeat revenue? If segmentation is your priority, check out our breakdown of 3 Klaviyo Segmentation Strategies to Boost DTC Sales, including predictive analytics and RFM modelling tailored for Shopify brands.

This blog breaks it down—no fluff, no guesswork. We’ll compare Klaviyo and Drip side by side across the features that matter most to DTC brands:

• Segmentation & automation

• SMS and email builders

• Analytics, pricing, and onboarding

• Use cases, visuals, and real-world brand examples

By the end, you’ll know exactly which platform fits your stack—and how to use it to win more sales.

Klaviyo vs Drip Quick Comparison Table

Segmentation & Targeting

Segmentation lets you send the right message to the right person. It powers your ability to personalise, retarget, and automate communications that resonate with each user.

Klaviyo:

• Real-time updates mean customers automatically enter/exit segments.

• Predictive analytics lets you build segments for likely-to-buy or churn-risk profiles.

• RFM (recency, frequency, monetary) modelling segments customers based on actual buying behaviour, helping you focus on your most valuable users.

Drip:

• Segments are built manually using tags and custom fields.

• Lacks built-in predictive insights or real-time behavioural updates.

Use Case: A fashion brand uses Klaviyo to segment VIPs based on spending and engagement and then sends exclusive early-access promotions.

Automation Capabilities

Automation allows you to scale 1:1 communication without growing your team.

Klaviyo:

• Offers dozens of prebuilt flow templates (e.g., welcome, abandoned cart, post-purchase).

• Branching logic with conditional splits and filters allows full control of user journeys.

• Metric triggers (e.g., Viewed Product, Placed Order) allow highly personalised flows.

Drip:

• Visual builder is user-friendly but lacks the sophistication of Klaviyo’s branching.

• Flows are mostly based on simple tag/event triggers.

• Limited ability to test or split by behaviour beyond basic tagging.

Use Case: A supplement brand uses Klaviyo to trigger replenishment flows based on purchase timing and frequency. Drip users would need to set up custom tags to simulate this.

Email Builder Comparison

The email builder is where your brand lives. It needs to be powerful, flexible, and fast.

Klaviyo:

• Drag-and-drop editor includes dynamic blocks like product feeds, conditional visibility, and smart content.

• Supports HTML editing for pixel-perfect customisation.

• Built-in A/B testing and mobile previews help optimise performance.

Drip:

• Visual builder is fast and clean, suited for simple campaign builds.

• Lacks dynamic blocks or native product feeds.

• A/B testing is only available through manual workarounds.

Best For: Klaviyo is perfect for eCommerce brands with visual products and a need for flexibility. Drip fits creators or digital-first brands with simpler needs.

SMS Marketing

SMS has a 98% open rate and converts quickly. It’s a vital retention channel, especially for DTC brands selling high-intent products.

Klaviyo:

• SMS and MMS are native features, integrated directly into email flows.

• Supports compliance tools like quiet hours, opt-out logic, and consent collection.

• Analytics for SMS appear alongside email for unified reporting.

Drip:

• SMS is only available in the US and must be set up with third-party tools.

• No built-in SMS flow logic—marketers must create separate systems.

Use Case: A Klaviyo user runs an abandoned cart flow with one SMS and one follow-up email, yielding a 27% recovery rate. 

If SMS is a key channel for you, don’t miss our guide on 5 Proven Techniques for Increasing SMS Opt-Ins in Klaviyo to strengthen acquisition before comparing features. You might also explore Klaviyo's SMS Abandoned Cart: The Ultimate Guide to optimise recovery flows.

Reporting & Analytics

Analytics turn guesses into growth. Strong reporting helps you make smarter, faster marketing decisions.

Klaviyo:

• Revenue Attribution: Track by flow, campaign, or segment.

• Flow & Campaign Dashboards: Visualise open, click, and conversion data.

• Predictive Analytics: Forecast churn, CLV, and next order date.

• Cohort & Lifecycle Tracking: Understand customer journey and drop-off points.

• Deliverability Monitoring: Stay on top of inbox performance and spam risk.

Drip:

• Tracks opens, clicks, and unsubscribes.

• Basic conversion tracking if integrated with Shopify.

• No predictive tools, LTV metrics, or detailed flow attribution.

• Manual tag/event reporting only.

Use Case: A skincare brand segments by predicted next order date in Klaviyo and launches a replenishment reminder, improving CLV.

For a deeper dive into how Klaviyo handles LTV, predictive churn, and campaign ROI, see Mastering Klaviyo DTC Reporting & Analytics and Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.

Support & Community

Onboarding and troubleshooting support can be the difference between stalled results and successful scaling.

Klaviyo:

• 24/7 live chat for all paid plans.

• Deep documentation, webinars, and a rich partner ecosystem.

• Huge user community and access to Klaviyo Academy.

  
  

Drip:

• Email-based support, with live chat only for premium tiers.

• Smaller, more intimate user base and faster support replies.

Insight: Klaviyo provides scale-ready support. Drip delivers a more personal, white-glove feel for smaller teams.

Pricing Breakdown

Pricing isn’t just about cost—it’s about value. Let’s compare what Klaviyo and Drip offer at key contact levels, including SMS and support features.

Klaviyo:

• Free Plan: Supports up to 250 active profiles with a maximum of 500 email sends per month. Includes 150 SMS credits. ​Klaviyo

• Paid Plans: Pricing starts at $20/month for up to 500 contacts. ​

• SMS Pricing: SMS is billed separately on a volume-based model, with costs varying by country. ​

• Email + SMS (2.5k–3k contacts): $70/month – includes 30k emails & 150 SMS credits

• Features Included: 350+ integrations, reporting dashboards, email support, and generative AI for fast content creation.

  
  

Drip:

• Starting Price: $49/month for 2,500 to 3,000 contacts, offering unlimited email sends. ​

• Features Included: Dynamic segments, onsite campaigns, up to 50 workflows, unlimited sub-accounts, open API access, free migration, and personalised onboarding. ​Drip

• SMS Integration: Drip's SMS functionality is available only in the U.S. and requires integration with third-party services like Twilio or Postscript.

  
  

Transparency: Klaviyo costs more, but includes deeper automation, segmentation, and omnichannel tools. Drip is cost-effective for basic needs.

Best For: Who Should Use Each Platform?

Different platforms suit different business models. This section matches each tool to the brands it serves best.

Klaviyo:

• Product-heavy DTC eCommerce brands

• Teams running advanced segmentation and automation

• Shopify-first brands scaling fast

Drip:

• Solo creators or digital product sellers

• Simple setup needs with minimal design focus

• Brands without SMS or predictive data goals

Migration & Setup Experience

Setup speed and ease matter. Here’s how Klaviyo and Drip compare when it comes to onboarding and getting your first campaigns live.

Klaviyo:

• Shopify integration takes under 10 minutes.

• Offers 60-day onboarding support and a library of starter templates.

• One-click sync for orders, products, and customer data.

Drip:

• Offers free migration help on request.

• Ready-to-use templates for key lifecycle flows.

• Works well for lean teams or smaller databases.

Use Case: A home decor brand switches from Mailchimp to Klaviyo and launches 5 core flows using starter templates within 3 days.

Final Verdict & Recommendations

Choose Klaviyo if you’re a growing DTC eCommerce brand using Shopify. It’s built for complex automations, predictive analytics, and omnichannel engagement.

Choose Drip if you sell digital products, work solo or in a small team, and need a simple, no-fuss email solution.

Why Klaviyo wins:

• Real-time segmentation and predictive data

• SMS and email on one platform

• Deep analytics and Shopify-first setup

Why Drip is better for some:

• Lightweight, easy-to-learn interface

• Fast setup for creators and small brands

• Lower price point

FAQs

1. Does Klaviyo work outside the US?

•  Yes, Klaviyo supports global email and SMS marketing. Drip’s SMS offering is limited to the US.

2. Can I switch from Drip to Klaviyo later?

•  Yes. Klaviyo offers free migration support and integrations with Shopify, WooCommerce, and more.  Learn how to get started fast with our Klaviyo Tutorial: 30-Minute Beginner's Guide.

3. Is Drip enough for running retention flows?

•  For basic flows like welcome and post-purchase, yes. But it lacks predictive logic, smart triggers, and multi-channel engagement.

4. Does Drip offer predictive analytics like Klaviyo?

•  No. Klaviyo includes predictive analytics (like expected next order date) to drive smarter segmentation.

5. Can I track revenue from flows in Drip?

•  Not natively. Klaviyo provides full revenue attribution per flow, campaign, and segment.

6. What integrations do they support?

•  Klaviyo offers native integrations with Shopify, Gorgias, ReCharge, Okendo, and more. Drip has Zapier and custom API options. If you rely on Shopify, our Shopify x Klaviyo Integration Guide walks you through setup and optimisation.

Conclusion

Deciding between Klaviyo and Drip comes down to your business model and goals. Klaviyo is the better fit for fast-scaling DTC eCommerce brands on Shopify. It offers predictive segmentation, native SMS, rich analytics, and automation tailored to customer behaviour, giving your team the tools to increase customer lifetime value at scale.

Drip, meanwhile, is ideal for solo creators and smaller brands focused on simplicity and speed. If you don't prioritise SMS or deep data, its lean setup gets you up and running quickly.

If you want to unlock growth through better retention, Klaviyo gives you the edge. But if your team is small and your setup is simple, Drip may be enough.

Key Takeaways

• Segmentation Depth: Klaviyo’s predictive, real-time segmentation gives you a competitive edge.

• Automation Power: Klaviyo offers smarter triggers and more custom flows.

• SMS Capability: Klaviyo supports global SMS with built-in compliance tools.

• Analytics & Reporting: Klaviyo provides rich data, attribution, and customer value insights.

• Ease of Use: Drip is quicker to learn but lacks advanced features.

• Best Fit: Klaviyo is for DTC scale. Drip is for creators and lean teams.

Not sure which email platform will scale better with your business—Klaviyo or Drip?

We’ll analyse your goals, customer journeys, and campaigns to help you make the most profitable choice. Click here to schedule a free CRM audit with our team.