Omnisend vs Klaviyo (2026): Pricing, SMS, and Which to Pick

Omnisend is the cheaper choice for ecommerce email; Klaviyo is the deeper one. At 10,000 contacts Omnisend Standard costs $132 a month and Klaviyo's Email plan $150, and the gap widens as lists grow. Klaviyo earns its premium with stronger segmentation, purchase predictions, and a larger integration catalog. SMS changed in 2026: new Omnisend customers now need the Pro plan plus an SMS add-on, which makes Klaviyo cheaper for small stores that want texts.

Quick comparison

Last validated: September 2026. US regular prices, excluding intro discounts. Confirm on Omnisend's pricing page⁠ and Klaviyo's pricing page⁠.

Is Omnisend cheaper than Klaviyo?

For email, yes: Omnisend Standard is cheaper than Klaviyo's Email plan at every common list size. Omnisend Pro, which adds unlimited email and SMS access, lands close to Klaviyo's price from about 5,000 contacts up.

Monthly US prices from each vendor's pricing calculator, checked September 2026. Omnisend's intro offer takes 30% off the first three months⁠ when you pay them upfront, which is why its pricing page shows $11.20 for Standard and $41.30 for Pro.

Pricing compared

Klaviyo email price by profile count

Klaviyo email price by profile count

Active profiles	Price per month
500	$20
1,000	$30
5,000	$100
10,000	$150
50,000	$720

Send allowances differ too. Omnisend Standard includes 12 emails per contact per month (6,000 at 500 contacts), and Pro is unlimited within a fair-use limit. Klaviyo's paid tiers include about 10 emails per profile⁠ (5,000 at 500 profiles).

Pricing compared

Omnisend vs Klaviyo entry pricing

• Omnisend
• Klaviyo

Omnisend vs Klaviyo entry pricing

Item	Omnisend	Klaviyo
Email only (500 contacts)	$16/mo (Standard)	$20/mo (Email plan)
Email + SMS (500 contacts)	$69/mo (Pro $59 + $10 SMS subscription)	$35/mo ($20 Email + $15 mobile messaging)

For a fuller breakdown of Klaviyo's tiers and add-ons, see our Klaviyo review⁠.

How do Klaviyo and Omnisend count contacts?

This is where most comparisons go wrong.

Klaviyo bills active profiles⁠: anyone who can be emailed, whether or not you emailed them this month. Suppressed profiles don't count. This model has applied since February 2025.

Omnisend bills subscribers plus non-subscribers⁠: customers who gave an email or phone number through an order or cart but never opted in to marketing. Unsubscribed contacts don't count. Omnisend's cancellation guide⁠ counts only non-subscribers who got automated messages (such as order confirmations) in the last 30 days, so check the billable count in your account.

In practice, both punish hoarding. If you have 8,000 contacts but only 3,000 are worth emailing, suppress or remove the rest before comparing quotes, or you'll overpay on either platform.

Omnisend vs Klaviyo SMS: what changed in 2026?

Both changed their SMS pricing in 2026, and the old "Omnisend includes SMS on every plan" advice is out of date.

Omnisend: For paid subscriptions started on or after May 4, 2026, SMS requires the Pro plan plus a separate SMS subscription⁠. The smallest subscription is $10 a month. US texts cost $0.009 each at entry level, $0.0085 from $50 a month, $0.008 from $1,000, and $0.007 from $10,000. New Free and Standard accounts can't send SMS, though eligible older accounts keep access. Older Pro accounts keep included credits until an automatic migration on October 26, 2026.

Pricing compared

US SMS rate range on Omnisend

US SMS rate range on Omnisend

Item	Value
Low volume ($10-$49.99/month)	$0.009
High volume ($10,000+/month)	$0.007

Klaviyo: Mobile messaging moved from credits to dollar-based pricing⁠ for new and free accounts on July 13, 2026; existing paid subscriptions switch at their first billing date after August 13. You prepay a monthly amount (Klaviyo's calculator shows $15 buying about 1,000 US toll-free texts), and unused dollars don't roll over⁠. The free plan includes $5 of mobile messages a month, and Klaviyo's billing docs⁠ say every account gets that $5, so very light texting may not need a paid plan.

What that means:

• Small store adding SMS: Klaviyo is cheaper. At 500 contacts, $20 + $15 = $35 a month, versus Omnisend Pro $59 + $10 = $69.
• Mid-size store sending lots of texts: Omnisend's per-text rate is lower, and from 5,000 contacts up its Pro plan costs the same as or slightly less than Klaviyo's Email plan. Model your actual monthly text volume on both calculators.
• Either way: Rates vary by country, and long messages count as multiple texts.

Where is Klaviyo better?

Klaviyo earns its price in three places.

Predictions you can act on. Klaviyo predicts expected next order date, lifetime value, and churn risk, and you can build segments and flows on them, such as "customers predicted to lapse, above a CLV threshold." Accounts need enough order history to qualify⁠ (at least 500 customers with orders and 180 days of history). Omnisend shows predicted CLV on individual contact profiles⁠ but doesn't let you segment on it.

Segmentation depth. Klaviyo's segment builder handles complex behavioral conditions and updates close to real time. Agencies build elaborate programs in it because it lets them. Omnisend's segmentation covers most stores' needs, but not at that level.

Integrations. Klaviyo lists over 350 built-in integrations, so if you're connecting reviews, loyalty, subscriptions, and a help desk, you're more likely to find a native connector.

Where is Omnisend better?

Price for email. Standard is cheaper at every list size in the table above, and the gap reaches about $300 a month at 50,000 contacts.

Setup speed. Omnisend's prebuilt automations (abandoned cart, browse abandonment, welcome, post-purchase, win-back) are quick to switch on, and the editor is friendly to people who aren't full-time email marketers. A small team can get a working automation set live in an afternoon.

Support. Omnisend offers 24/7 chat and email support on every plan, including Free. Klaviyo's free plan gets email support for the first 60 days only.

If you're paying Klaviyo for predictive segments you never build, you're buying depth you don't use. Plenty of stores would get the same revenue from Omnisend for less. Others really do need Klaviyo's depth and would feel boxed in. The deciding question is how sophisticated your email program actually is, not how sophisticated you'd like it to be.

How do the automation builders compare?

Omnisend starts from goals. Pick cart recovery or a welcome series and the flow arrives with sensible steps and timing; you edit copy and conditions from there. Adding an SMS step (on Pro) is a single drop-in. Past the prebuilt patterns, heavily branched logic starts to feel constrained.

Klaviyo is closer to a blank canvas: conditional splits, delays, triggers on custom events, and branches on predicted metrics. It's more work and easier to overbuild, but there's almost no flow you can't construct.

A quick test: write down the flows you'll actually run next quarter. If it's the standard ecommerce set, Omnisend builds them faster. If the list includes "re-engage customers predicted to churn within 30 days, but only above a CLV threshold," that's Klaviyo territory. For the fundamentals of any sequence, see our drip campaign guide⁠.

Reporting and attribution

Both tie revenue back to campaigns and flows, which is the number that matters for a store. Klaviyo goes further, with predicted metrics in reporting and optional paid analytics products. Omnisend covers the essentials: revenue per campaign, per automation, and per channel.

One caveat applies to both: each counts revenue within an attribution window after a send, and those windows overlap with ads and other channels. Use the numbers to compare flows inside the same tool, not as an exact measure of what email earned.

Migrating between them

Omnisend offers free assisted migration⁠ to accounts with more than 250 contacts. Contacts, lists, and basic segments transfer cleanly. Predictive segments, custom-event triggers, and flows that branch on Klaviyo-specific metrics don't; rebuild those by hand. The same applies in reverse.

Run both in parallel for one billing cycle. Keep the old tool sending while you rebuild flows in the new one, route a small share of traffic through the new setup, and compare deliverability and revenue before cutting over. One extra month of subscription is cheaper than discovering a broken flow after you've left.

Deliverability

Neither has a structural deliverability advantage worth weighting in the decision. Inbox placement comes down to authentication, list hygiene, and sending habits. If you're struggling, our email deliverability guide⁠ covers the levers that matter.

Klaviyo vs Omnisend: which should you pick?

Pick Klaviyo if you're a higher-revenue store, your marketing leans on segmentation and predictions, you want the widest integration catalog, you work with an agency that builds in it, or you want SMS on a small list at the lowest entry cost.

Pick Omnisend if you're a small or mid-size store running standard flows, price matters, you want 24/7 support on any plan, or you want a full automation set live quickly. It's the closest like-for-like replacement for Klaviyo, which is why it leads our list of best Klaviyo alternatives⁠.

Weighing a broader tool instead? Our Klaviyo vs Mailchimp comparison⁠ covers that, and the best Shopify email apps⁠ roundup widens the field.

Where Dreamlit fits

Dreamlit, the company behind this blog, is building AI email automation for Shopify stores, now in beta. Instead of assembling flows, you describe an email in plain English and Dreamlit designs it on-brand from your orders, customers, and products. It reacts to new orders, abandoned checkouts, shipments, refunds, returns, and restocks, segments in plain English, attributes revenue, and honors consent and unsubscribes. If you'd rather describe emails than build them, join the Shopify beta⁠.

References

• Omnisend pricing⁠
• Omnisend pricing plans 2026 and SMS rules⁠
• Omnisend SMS credits subscription⁠
• Omnisend paid plan charges⁠
• Omnisend: downgrade, cancel, or freeze a subscription⁠
• Omnisend: migrate from Klaviyo⁠
• Omnisend customer lifetime value data⁠
• Klaviyo pricing⁠
• Klaviyo active profiles⁠
• Klaviyo billing definitions⁠
• Klaviyo mobile messaging pricing update (July 2026)⁠
• Klaviyo predictive analytics eligibility⁠
• Omnisend on the Shopify App Store⁠
• Klaviyo on the Shopify App Store⁠

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Frequently asked questions

Is Omnisend cheaper than Klaviyo?

For email, yes, at almost every list size. Omnisend Standard costs $16 a month at 500 contacts, $81 at 5,000, and $132 at 10,000, versus $20, $100, and $150 for Klaviyo's Email plan (US regular prices, September 2026). New customers get 30% off Omnisend's first three months when paying upfront.

Does Omnisend include SMS on every plan?

Not anymore for new customers. Accounts that subscribed on or after May 4, 2026 need the Pro plan ($59 a month and up) plus a separate SMS subscription starting at $10 a month. US texts cost $0.009 each at that entry level and drop to $0.007 at $10,000 a month. New Free and Standard accounts can't send SMS; eligible older accounts keep SMS access.

Which is cheaper for email plus SMS?

For a small list, Klaviyo. At 500 contacts, Klaviyo's $20 Email plan plus a $15 mobile messaging plan is $35 a month, while Omnisend needs Pro ($59) plus at least $10 of SMS, or $69. Omnisend's per-text rate is lower, so the gap narrows for stores that send a lot of SMS.

Which one is better for a Shopify store?

Both integrate with Shopify and cover abandoned cart, browse abandonment, welcome, and post-purchase flows. Klaviyo goes deeper on segmentation and predictions such as next order date and churn risk. Omnisend is cheaper for email and faster to set up. Both listings rate 4.7 on the Shopify App Store.

What is the difference between active profiles and contacts in pricing?

Klaviyo bills active profiles: anyone who can be emailed, whether or not you emailed them that month. Omnisend bills subscribers plus non-subscribers (such as buyers who never opted in to marketing), and excludes unsubscribes. Both reward removing contacts you'll never email again.

Do Klaviyo and Omnisend have free plans?

Yes. Both free plans cover 250 contacts and 500 emails a month. Klaviyo adds $5 of mobile messages a month and email support for the first 60 days. Omnisend adds 500 web push notifications a month and 24/7 support, but no SMS for new accounts.

Can I migrate from Klaviyo to Omnisend?

Yes. Omnisend offers free assisted migration to accounts with more than 250 contacts, and contacts, lists, and basic segments move cleanly. Predictive segments, custom-event triggers, and flows that branch on Klaviyo-specific data need rebuilding. Run both in parallel for a billing cycle before you cut over.

Which should I pick if I'm not running a store at all?

Probably neither. Both are built around carts, orders, and storefront events. Newsletters fit better on MailerLite or Mailchimp, and SaaS product email fits better on a tool like Loops. Our best Klaviyo alternatives guide compares them.