Brevo vs Klaviyo: Which CRM should you choose in 2026 for your marketing strategy?

CRM & DATA

Data, CRM and Automation

These three pillars are now the foundation of modern, predictable and profitable growth.

Why have they become essential today?

Because brands have to manage a massive volume of multi-channel interactions, even the smallest ones, and we have entered an era of ultra-personalization. Those who have the right tools move faster. The others fall behind the competition.

What is marketing automation?

Marketing automation refers to all the tools that make it possible to automatically send the right message, to the right person, at the right time.
The goal is simple: personalize the customer experience without multiplying manual tasks. Emails, SMS, WhatsApp, product recommendations, follow-ups… everything is triggered based on the real behavior of each user.

Among the solutions that currently dominate marketing automation for SMBs and mid-sized companies, two stand out: Klaviyo and Brevo.

Colibrity Agency is proud to be an official partner of these solutions.
This partnership allows us to benefit from:

as well as early visibility on new features and upcoming updates before their official release.

Comparison of Klaviyo and Brevo

In the field of digital marketing, Klaviyo and Brevo are among the leading solutions in email marketing and automation.

Klaviyo, an American platform launched in 2012, first became known for its strength in e-commerce marketing, notably thanks to its close partnership with Shopify.

For its part, Brevo (formerly Sendinblue) is a French all-in-one solution, also founded in 2012, focused on SMEs and multi-channel marketing (email, SMS, chat, etc.).

This analysis compares these two tools in detail:

their target audience,
their similarities and differences,
a comparative table of features,
their pricing,
their innovations (chatbots, AI…),
as well as a verdict to help choose the most suitable solution.

Presentation of Klaviyo

Klaviyo is a multi-channel marketing automation platform centered around customer data. Historically specialized in e-commerce email marketing, it added SMS marketing in 2020, then evolved into a unified suite integrating CRM, marketing, customer service, and analytics in 2025.

Klaviyo excels in advanced segmentation, deep personalization, and native integrations with e-commerce tools (Shopify, Magento, WooCommerce, etc.). Its strengths include highly advanced automation workflows and a detailed dashboard enabling precise tracking of revenue generated by each campaign.

In return, Klaviyo is known for its higher-than-average cost and a certain level of complexity, which implies a steeper learning curve. The platform is mainly aimed at growing e-commerce companies that want to fully leverage their customer data to boost commercial performance.

In short, Klaviyo positions itself as the “Rolls-Royce” of email marketing for data-driven strategists willing to invest in very advanced features.

Presentation of Brevo

Brevo, formerly known as Sendinblue, is a versatile French marketing solution offering email, SMS, WhatsApp, and live chat within a single platform. Designed to be accessible for small and medium-sized businesses, Brevo focuses on ease of use and flexible pricing.

Its business model is based on the volume of emails sent (rather than the size of the contact database) – an advantage for companies with large contact lists but occasional campaign activity.

Brevo also integrates a lightweight CRM to manage contacts and sales pipelines, and offers automation and segmentation features that cover most standard marketing needs. Its intuitive interface is particularly well suited for marketing beginners or organizations with limited resources.

In short, Brevo is an all-in-one, affordable and versatile solution, ideal for quickly launching marketing campaigns without unnecessary complexity.

Who are these solutions for?

Brevo is suited for brands that want to focus on the essentials, while Klaviyo is aimed at data strategists ready to dive deep into details.

Klaviyo primarily targets e-commerce businesses and advanced marketers looking to leverage complex scenarios and hyper-personalization. The platform is ideal for companies where every conversion point matters, and that are willing to invest time and budget in a sophisticated tool adapted to an advanced marketing strategy. For example, if you want to create highly precise segments, trigger abandoned cart flows based on behavior, or send emails depending on local weather, Klaviyo excels at this level of granularity.

Brevo, on the other hand, is more suited for SMEs, very small businesses, and entrepreneurs who need a simple and efficient solution to manage email, SMS, and basic automation without unnecessary complexity. Its generalist approach appeals to those looking for an all-in-one tool (emailing, SMS, CRM, chat) without needing to combine multiple software solutions. Brevo is particularly adapted if you are just starting in digital marketing or if your budget is limited, as it allows you to achieve concrete results quickly, without a steep learning curve.

Common Features of Klaviyo and Brevo

Despite their different positioning, Klaviyo and Brevo share a common set of features typical of modern marketing automation platforms.

Comprehensive Email Marketing

Both tools offer:

A drag-and-drop email editor
Ready-to-use templates
Contact list management
Newsletter sending
A/B testing on campaigns
Excellent deliverability (high inbox placement rate)

SMS Marketing & WhatsApp

Marketing SMS & WhatsApp campaigns
Transactional SMS sending
Multi-channel strategy combining email + SMS

Scenario Automation

Creation of automated workflows:

Welcome sequences
Abandoned cart reminders
Post-purchase follow-ups
Birthday emails

Triggers based on:

Events (sign-up, purchase, inactivity, etc.)
User behavior
Segments

Segmentation and Personalization

Segmentation based on:

Profile data
Purchase behavior
Interactions
Interests

Dynamic message personalization:

First name / last name
Customer history
Behavioral data

External Integrations

Connection via native integrations or API

Examples: e-commerce CMS, external CRMs, forms

More than 350 integrations for Klaviyo
More than 150 integrations for Brevo

CRM & Customer Data Management

Both platforms offer:

A CRM database with centralized contacts
Storage of attributes and interaction history
Customer relationship management

Key difference:

Klaviyo: B2C CRM, highly data-driven and e-commerce-focused
Brevo: CRM with a sales-oriented approach (pipeline, opportunities)

Free Trial / Freemium

Klaviyo: free plan with limited email and SMS sends
Brevo: free plan with around 300 emails per day

Allows businesses to test the solution before upgrading to a paid version.

Chatbots and AI-assisted marketing

Both Klaviyo and Brevo have integrated AI to strengthen their marketing platforms.

Klaviyo (Klaviyo AI) focuses on e-commerce performance: marketing content generation (emails, SMS), send-time recommendations, subject line suggestions, email variant creation, as well as predictive features (customer lifetime value, purchase behavior). It also offers a Customer AI Agent to support customer service (conversation summaries, reply suggestions).
Its AI is clearly oriented toward conversion optimization and hyper-personalization.

Brevo (Aura AI) focuses on accessibility: marketing content generation, automated segmentation, sales prospecting assistance, contact enrichment, and customer support through its conversational agent. Brevo also integrates a live chat with chatbot and allows connections with external AI tools such as ChatGPT.

In summary, Klaviyo uses AI to drive e-commerce performance and predictive capabilities, while Brevo leverages it to simplify, accelerate, and democratize marketing and support tasks. Today, both platforms are clearly “AI-augmented”, which is no longer a key differentiating factor in 2025 but rather a standard.