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Head-to-head · Marketing Automation Software

Klaviyo vs Iterable

  • Updated Sep 2026
  • Both researched from official sources
  • 5 checks side by side
Higher score Klaviyo #12 in Marketing Automation Software 6.5/10 Free plan Free plan✓ 1 of 4 features Visit Klaviyo
Iterable #25 in Marketing Automation Software 5.4/10 Pricing on request ✓ 4 of 4 features Visit Iterable

Klaviyo leads on 1 check, Iterable on 3, and 1 is even. Who comes out ahead on the 5 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreKlaviyo · 6.5/10
  • Free planonly Klaviyo
  • Most featuresIterable · 4 of 4

Klaviyo scores higher on our rubric for marketing automation software: 6.5 against 5.4 out of 10; our editors rank them #12 and #25.

Klaviyo offers free plan; Iterable doesn't publish it. Iterable offers customer journeys; Klaviyo doesn't publish it. Iterable offers lead scoring; Klaviyo doesn't publish it. Iterable offers lead capture forms; Klaviyo doesn't publish it.

Klaviyo is the better fit for ecommerce teams focused on behavioral marketing. Iterable is the better fit for enterprise teams needing flexible messaging journeys.

  • Klaviyo fits best

    Ecommerce teams focused on behavioral marketing

  • Iterable fits best

    Enterprise teams needing flexible messaging journeys

Advertiser disclosure: iTechGuides is reader-supported. We may earn a commission when you click some links. How we rank.

Side by side

Feature Klaviyo 6.5/10 Visit ↗ Iterable 5.4/10 Visit ↗
At a glance
Editor score 6.5 5.4
Ranking #12 in Marketing Automation Software #25 in Marketing Automation Software
Best for Ecommerce teams focused on behavioral marketing Enterprise teams needing flexible messaging journeys
Pricing model Free plan + paid Paid
Starting price Not published Not published
Free plan ✓ (best) Not published
Free trial — —
Deployment Cloud Cloud, Mobile
Platforms Web Web, iOS, Android
Support Email, Live chat, Community, Docs · 24/7 Email, Live chat, Tickets, Community, Docs
Compliance ISO 27001, PCI DSS SOC 2, ISO 27001, GDPR, HIPAA, SSO/SAML, 2FA
Integrations 350+ integrations 120+ integrations
Built for Small business, Mid-market, Enterprise Enterprise, Mid-market
Features Klaviyo 1/4 · Iterable 4/4
Email automation ✓ ✓
Customer journeys Not published ✓ (best)
Lead scoring Not published ✓ (best)
Lead capture forms Not published ✓ (best)
Specs
CRM integrations Not published Multiple
Included contacts Not published Not published
Our review
Pros
  • Real-time segmentation uses customer profiles and behavioral data.
  • Automates email, SMS, and push flows across customer journeys.
  • Connects with 350+ integrations and flexible APIs.
  • Supports email, SMS, push, in-app, embedded, and web push messaging
  • Combines journey automation, segmentation, experiments, catalogs, and analytics
  • Offers APIs, webhooks, data feeds, and integrations for connected workflows
Cons
  • The Free plan is limited to 250 active profiles.
  • The Free plan allows 500 email sends per month.
  • Pricing varies by profiles, volume, region, and channel usage.
  • Pricing uses a contact-sales model rather than published plan tiers
  • Its broad feature set may exceed the needs of email-only teams
  • Lead scoring and CRM capabilities are not central to its listed feature set
Our verdict

Klaviyo is an AI-first B2C CRM for consumer brands, combining email marketing, SMS, marketing automation, customer data, analytics, segmentation, and customer service. It is aimed at ecommerce teams that want behavior-based audiences,…

Read the review →

Iterable is a customer engagement and marketing automation platform for brands and marketing teams that need coordinated messaging across multiple channels. It supports email, SMS, push notifications, in-app messages, embedded messages,…

Read the review →
  1. KlaviyoMarketing Automation Software 6.5Free plan
  2. IterableMarketing Automation Software 5.4Pricing on request

Strengths and trade-offs

  • Klaviyo — where it wins

    • Real-time segmentation uses customer profiles and behavioral data.
    • Automates email, SMS, and push flows across customer journeys.
    • Connects with 350+ integrations and flexible APIs.

    Where it doesn't

    • The Free plan is limited to 250 active profiles.
    • The Free plan allows 500 email sends per month.
    • Pricing varies by profiles, volume, region, and channel usage.

  • Iterable — where it wins

    • Supports email, SMS, push, in-app, embedded, and web push messaging
    • Combines journey automation, segmentation, experiments, catalogs, and analytics
    • Offers APIs, webhooks, data feeds, and integrations for connected workflows

    Where it doesn't

    • Pricing uses a contact-sales model rather than published plan tiers
    • Its broad feature set may exceed the needs of email-only teams
    • Lead scoring and CRM capabilities are not central to its listed feature set
  • Klaviyo6.5/10 · Free plan

    A broad behavioral marketing platform for ecommerce teams running email, SMS, and push campaigns.

    Visit KlaviyoFull verdict →
  • Iterable5.4/10 · Pricing on request

    A broad marketing automation suite for flexible, data-driven messaging journeys.

    Visit IterableFull verdict →

All marketing automation software comparisons → · Full ranking →

Guides on marketing automation software

Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026

Last updated · How we research and update