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Choosing the right tool is essential to optimise your email marketing strategy. Klaviyo and Splio are two well-known CRM platforms offering advanced tools for managing customer data, building personalised campaigns and automation. This article will help you identify their key differences and determine which one best meets your needs.
Whether you are looking for integration through a customer data platform (CDP), precise segment creation, or efficient management of email campaigns, SMS or push notifications. This analysis explores criteria such as automation, usability (drag & drop, API), the quality of the data used and conversion rates. By optimising your CRM and your data platform, you can improve the customer experience and maximise the impact of your marketing campaigns.
Comparing the main features
Automation and segmentation features
Klaviyo stands out for its advanced automation and segmentation features, particularly well suited to the needs of e-commerce businesses. Thanks to its ability to analyse detailed behavioural data (purchases, product page visits, cart abandonment, etc.), Klaviyo creates dynamic segments that update automatically.
These segments make it possible to target specific customers at the right moment with hyper-personalised messages. The platform also offers an intuitive drag & drop editor, simplifying the creation of automated marketing workflows. This system helps brands personalise their email and SMS campaigns according to the different stages of the customer journey (acquisition, retention, reactivation, etc.), thereby optimising conversions and customer engagement.
Splio, on the other hand, positions itself more as a multichannel CRM platform and focuses on fine-grained segmentation and automated marketing workflows, while integrating an omnichannel approach. Its Customer Data Platform (CDP) centralises all customer data, whether it comes from the web, physical points of sale or other channels, enabling in-depth personalisation of the customer relationship.
Splio is notable for its ability to connect various data sources via APIs, thereby enriching its segments and automations with additional information. The platform makes it easier to orchestrate campaigns across several channels (email, SMS, push notifications, social media, etc.), which delivers a smooth and consistent customer experience, regardless of the touchpoint.
So while Klaviyo stands out for its precision in real-time automation and segmentation for mainly e-commerce brands, Splio, with its robust CDP and multichannel approach, is better suited to broader CRM strategies that involve interaction across different channels and touchpoints.
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Integration with e-commerce and CRM platforms
Klaviyo integrates easily with leading e-commerce platforms such as Shopify, WooCommerce and Magento, as well as with popular CRMs. This synchronisation simplifies the use of customer data and lets you create targeted marketing campaigns using the information in your database. The goal is to maximise conversion through optimal data management.
Splio also connects to a wide range of CRM systems and marketing tools. It positions itself as an integrated platform able to centralise customer data across different channels. Its features include advanced options for Google Ads and cross-channel marketing campaign workflows, ideal for an omnichannel strategy.
Accessibility and ease of use
Klaviyo is valued for its ease of use. Its drag & drop interface allows non-technical marketing teams to create complex campaigns and workflows without needing programming skills. The segmentation and automation tools are designed to be accessible and easy to get to grips with.
Splio, for its part, offers a more technical interface, suited to businesses with complex needs that are looking for a highly customisable solution. While it requires a larger initial investment to master fully, Splio offers advanced possibilities for managing customer data and building marketing automation workflows.
Support and available resources
Klaviyo offers responsive customer support and a comprehensive resource library, including tutorials, webinars and practical guides. These tools help users make the most of its marketing automation, CRM, CDP and email marketing features. In addition, the active user community is a valuable resource for getting advice and sharing best practices.
Splio provides specialised technical support and supports its clients with dedicated training. As a provider of global marketing solutions, Splio also offers strategic advice to maximise the use of its tools, particularly in creating segments, managing scenario-based campaigns and cross-channel marketing activation.
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Pros and cons: Klaviyo vs Splio
Klaviyo advantages
Klaviyo stands out for its customer-data-centric approach, allowing extremely fine-grained segmentation and advanced automation of email and SMS campaigns. Thanks to its ability to build marketing workflows based on real-time behaviour, it offers a decisive advantage for optimising conversion rates.
Native integration with leading e-commerce platforms, such as Shopify, simplifies data synchronisation and makes it easy to create relevant campaigns without significant technical effort. In addition, its intuitive drag & drop interface and its rich resource support make the platform accessible even to marketing teams without deep technical skills. Finally, Klaviyo combines marketing automation, CRM and customer data management in a single solution, delivering a smooth and unified customer experience.
Klaviyo drawbacks
The main drawback of Klaviyo lies in its pricing, which can rise quickly depending on the number of active contacts and the combined use of the email and SMS channels. This can represent a significant budget for growing businesses. Furthermore, although relatively simple to use, its advanced features require a certain learning curve to fully tap into the platform's potential, particularly for very complex marketing workflows. Finally, Klaviyo is mainly geared towards e-commerce, which can limit its appeal for certain industries that need a more general-purpose or broadly multichannel CRM approach.
Splio advantages
Splio establishes itself as a very comprehensive marketing automation and CRM platform, ideal for organisations looking for an integrated solution with strong multichannel potential (email, SMS, push notifications). Its Customer Data Platform makes it possible to centralise and enrich customer data from multiple sources thanks to a powerful web API, thereby making it easier to create granular segments and personalised marketing workflows.
The tool is particularly well suited to omnichannel strategies and advanced marketing activation, integrating, for example, Google Ads and other marketing solutions for unified campaign management. Its ability to handle the complexity of customer journeys and to offer in-depth personalisation considerably strengthens the customer experience.
Splio drawbacks
On the other hand, Splio can seem more complex to get to grips with, particularly for small marketing teams or SMEs, due to an interface that is less intuitive than Klaviyo's. The initial setup and configuration often require more sustained technical support. In addition, the costs related to licensing and to integrating the various features can be high and difficult to scale.
Finally, while its functional richness is an asset, it can also seem oversized for simpler marketing needs, sometimes making the solution less agile for quick test campaigns or one-off uses.
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User testimonials
User feedback: what they really say
User feedback highlights the ease of use and effectiveness of Klaviyo for automated email and SMS campaigns. Its intuitive interface and optimised management of customer data are major assets for improving the conversion rate. However, some users report that costs can become a barrier for fast-growing businesses looking to expand their customer base.
Furthermore, the predominance of e-commerce in its targeting sometimes limits how well Klaviyo fits other business sectors.
As for Splio, reviews highlight its functional richness and multichannel approach, which make it possible to design highly personalised marketing campaigns. However, the complexity of the platform may require technical support, which represents a constraint for small teams. Pricing is also mentioned as a potential obstacle.
On the other hand, businesses with complex CRM and customer data management needs particularly appreciate the power of Splio and the quality of its technical support.
Conclusion: which solution should you choose to optimise your email marketing?
To make the right choice between Klaviyo and Splio, it is important to take your specific needs into account. Klaviyo stands out particularly with e-commerce brands, thanks to its ease of use, its focus on customer data, its advanced behavioural segmentation and its high-performing marketing automation features.
For its part, Splio offers a comprehensive, multichannel platform that is perfectly suited to relationship-based CRM strategies and complex loyalty programmes. Before you decide, carefully assess your customer volume, your marketing objectives and your technical resources. Don't waste any more time: test these solutions to boost your marketing campaigns and maximise your conversion rate.
FAQ
What are the main criteria for choosing between Klaviyo and Splio?
The choice between Klaviyo and Splio depends mainly on their positioning and use case. Klaviyo is perfect for e-commerce and DNVBs (Digital Native Vertical Brands) thanks to its data-driven approach. Splio, on the other hand, specialises in relationship-based CRM and multichannel loyalty for retail.
Klaviyo stands out for its intuitive interface, its speed and its suitability for small teams, while Splio excels in advanced segmentation and automation for long-term programmes. Differences in terms of integrations, analytics, support and pricing can also influence the choice depending on your specific needs.
What differences are there in terms of automation and segmentation between Klaviyo and Splio?
Splio offers automation focused on relationship-based CRM and loyalty, with relationship workflows and cross-channel management. Klaviyo, for its part, focuses on automations specific to e-commerce, such as abandoned cart reminders or upsell campaigns. In terms of segmentation, Splio offers advanced options based on transactional and loyalty data, while Klaviyo relies on dynamic, behavioural and real-time segmentation.
Which email marketing tool for a small marketing team: Klaviyo or Splio?
For a small marketing team looking for an easy-to-use solution, Klaviyo is highly recommended. Its ergonomic and intuitive interface allows for a quick start, ideal for teams with limited resources.
Klaviyo performs particularly well in the e-commerce space, thanks to its simple integrations and its granular automations. Splio, on the other hand, is more technical and more oriented towards relationship-based CRM.
How do Klaviyo and Splio handle data protection and GDPR compliance?
Klaviyo makes GDPR compliance easier thanks to consent management tools, the right to be forgotten and GDPR-ready forms. It also offers automated tracking and robust security measures. However, the data is stored in the United States, which can pose challenges for some businesses.
Splio, for its part, also includes features for consent management and data security, ensuring compliance with GDPR requirements. Both platforms offer tools to guarantee traceability, protection and management of users' rights, in accordance with the regulation.
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