Кастомный анализ
AI-анализ изменений
Добавлены новые функции и улучшения в платформе Klaviyo, такие как омниканальный кампейн-билдер и улучшенные возможности AI для персонализации и поддержки клиентов.
Добавлены подробные описания преимуществ и недостатков различных платформ автоматизации маркетинга, таких как Klaviyo, HubSpot, Salesforce Marketing Cloud и Mailchimp. Обновлены критерии выбора платформы.
Появилась информация о том, что более 50,000 компаний перешли на Klaviyo с других платформ, таких как Mailchimp и Salesforce, из-за улучшенной сегментации, доступа к данным и удобства использования.
Diff изменений
Анализируемый период: 2026-01-01 — 2026-03-10 ПОЯВИЛОСЬ ЗА ПЕРИОД: - Choosing a marketing automation platform isn’t just about today’s sends. It’s about how efficiently you can turn visitor intent into long-term customer value as you scale.As director of email marketing at SmartSites, a digital marketing agency based in the NYC metropolitan area, I guide brands through the purchase of a new marketing automation platform regularly.Below I’ll walk through the key criteria I use when recommending platforms, then share my top picks for 2026 with quick pros, cons, and who each one is best for. - Pros - Cons - Granular data model and fast, marketer-friendly segmentation/personalizationRobust ecommerce integrations and retail-specific automationsStrong AI investments (e.g., agentic marketing and support, full marketing strategy and asset generation that adapts to your brand, predictive analytics)Customer service and helpdesk capabilities that tie service data to marketing profilesExtended tracking (e.g., compliant ID extension) that improves profile resolution and reporting - Primarily focused on ecommerce and B2C; not a fit for brands with a traditional B2B processFeature depth can be overwhelming; teams may need guidance to unlock quick wins - Best for: DTC brands, multi-brand retailers, and marketplaces that want speed to value, strong revenue attribution, and an omnichannel lifecycle strategy - Intuitive UI, strong onboarding resourcesSales and marketing alignment out of the boxSolid automation for lead capture, scoring, and nurture - Enterprise breadth (email, SMS, push, WhatsApp) and a deep Salesforce ecosystemAdvanced personalization and orchestration potentialSecurity, compliance, and localization options for global brands - Serious complexity is real—segments, for example, often require SQL, AMPscript, or add-ons.Siloed data architectures and connector sprawl increase maintenance and cost.Ongoing developer/agency support is common; total cost can rise quickly. Fairly small marketplace of integrations - Low barrier to entry and quick set-upRecognizable brand; easy to get a simple program off the ground - Limited advanced segmentation (heavy reliance on tags and aggregated fields)Data retention caps by plan restrict long-term event-level insights.Limited ecommerce depth Very basic omnichannel orchestration, with no multi-channel or multi-message campaignsCosts can climb as lists and sending volume grow. - Feature - Klaviyo - HubSpot - Salesforce Marketing Cloud - Mailchimp - Primary audience / use case - B2C and/or ecommerce lifecycle growth; fast time to revenue - B2B SMB to mid-market brands; all-in-one CRM + marketing - Large enterprises already standardized on Salesforce - Early-stage newsletters and simple automations - Data model + profiles - Unified customer profiles with real-time + historic events - CRM-first contact model; solid for lead data - Data extensions; unified profiles require add-ons (Data Cloud) - List/tag centric; limited event-level history by plan - Segmentation + personalization - Granular, marketer-friendly; predictive properties - Good lead scoring/nurture; less commerce depth - Powerful but often SQL/AMP script-heavy - Basic tags/conditions; advanced use cases hit limits - Channels - Email, SMS/RCS, push, WhatsApp - Email, SMS, social - Email, text messaging, push, WhatsApp - Email + basic text messaging - Omnichannel orchestration - Omnichannel campaign builder with one canvas + combined reporting - Good for lead journeys; not commerce-centric - Journey Builder; powerful but complex - Single-message campaigns; limited cross-channel - Ecommerce depth - Deep native integrations; back-in-stock, low-inventory, product feeds - Not designed for ecommerce - Depends on custom work and connectors - Limited ecommerce features; back-in-stock constraints - AI - Agentic workflows; full-brand content generation; predictive analytics - Helpful automation and content assist for B2B - Einstein and/or Agentforce across products (often add-ons) - Basic generative copy; lighter-weight assistants - Reporting + attribution - Customizable; industry-standard windows; real-time insights; omnichannel and multi-touch attribution - Clear B2B funnel/nurture reporting - Broad but fragmented across modules; slower to self-serve - Generous default windows can inflate results - Identity + tracking - Extended ID options to improve recognition and continuity - Standard identity resolution for leads/contacts - Identity resolution via Data Cloud; set-up required - Retention caps and fewer identity resolution tools; requires third-party integrations - Forms + pop-ups - Intuitive builder; great for SMB teams; partners for advanced needs - Easy lead capture for B2B - Often custom or partner-built - Amped-powered advanced forms; steeper learning curve - Helpdesk / service - Unified Helpdesk + Customer Hub links marketing and service data; available as add-ons - Service Hub (separate product) - Service Cloud (separate, heavy integration) - Doesn’t offer a full helpdesk. - Integrations ecosystem - Strong ecommerce and loyalty network; robust APIs - Wide B2B ecosystem; sales/CS alignment - Deep Salesforce product ecosystem - Broad basic connectors; fewer commerce-first - Implementation + ongoing effort - Fast to value; marketer-owned - Quick for lean teams - Significant; developer/agency involvement common - Quick start; complexity rises with scale - Pricing model - Profiles + sends; transparent tiers - Modular pricing - Base + add-ons + usage; complex - Low entry; costs climb with volume - Best for - DTC brands focused on personalization and omnichannel growth - B2B teams needing unified sales + marketing - Enterprises with dev resources and Salesforce stack - Small teams sending basic newsletters - Watch-outs / limits - Depth can overwhelm; fewer non-commerce use cases - Not built for ecommerce - Cost and complexity; siloed data without add-ons - Limited segmentation, data retention, and orchestration - Why these comparisons matter - Many brands underestimate how quickly complexity and cost creep in once they scale. “Marketing automation isn’t just about sending messages,” says Tatum. “It’s about timing, segmentation, and relevance. The right platform makes that seamless.”Over 50,000 companies have switched from Mailchimp or Salesforce Marketing Cloud to Klaviyo, citing segmentation, data access, and usability as top reasons. Klaviyo processes 2.5 billion daily events and sent over 22 billion messages total during BFCM 2025, demonstrating proven scalability for brands of all sizes. ИСЧЕЗЛО ЗА ПЕРИОД: - Choosing a marketing automation platform isn’t just about today’s sends. It’s about how efficiently you can turn visitor intent into long-term customer value as you scale. - As director of email marketing at SmartSites, a digital marketing agency based in the NYC metropolitan area, I guide brands through the purchase of a new marketing automation platform regularly. - Below I’ll walk through the key criteria I use when recommending platforms, then share my top picks for 2026 with quick pros, cons, and who each one is best for. - ProsConsGranular data model and fast, marketer-friendly segmentation/personalizationRobust ecommerce integrations and retail-specific automations - Strong AI investments (e.g., agentic marketing and support, full marketing strategy and asset generation that adapts to your brand, predictive analytics) - Customer service and helpdesk capabilities that tie service data to marketing profiles - Extended tracking (e.g., compliant ID extension) that improves profile resolution and reporting - Primarily focused on ecommerce and B2C; not a fit for brands with a traditional B2B processFeature depth can be overwhelming; teams may need guidance to unlock quick wins Best for: DTC brands, multi-brand retailers, and marketplaces that want speed to value, strong revenue attribution, and an omnichannel lifecycle strategy - ProsConsIntuitive UI, strong onboarding resourcesSales and marketing alignment out of the box - Solid automation for lead capture, scoring, and nurture - ProsConsEnterprise breadth (email, SMS, push, WhatsApp) and a deep Salesforce ecosystemAdvanced personalization and orchestration potential - Security, compliance, and localization options for global brands - Serious complexity is real—segments, for example, often require SQL, AMPscript, or add-ons.Siloed data architectures and connector sprawl increase maintenance and cost. - Ongoing developer/agency support is common; total cost can rise quickly. Fairly small marketplace of integrations - ProsConsLow barrier to entry and quick set-upRecognizable brand; easy to get a simple program off the ground - Limited advanced segmentation (heavy reliance on tags and aggregated fields)Data retention caps by plan restrict long-term event-level insights. - Limited ecommerce depth Very basic omnichannel orchestration, with no multi-channel or multi-message campaigns - Costs can climb as lists and sending volume grow. - FeatureKlaviyoHubSpotSalesforce Marketing CloudMailchimpPrimary audience / use caseB2C and/or ecommerce lifecycle growth; fast time to revenueB2B SMB to mid-market brands; all-in-one CRM + marketingLarge enterprises already standardized on SalesforceEarly-stage newsletters and simple automationsData model + profilesUnified customer profiles with real-time + historic eventsCRM-first contact model; solid for lead dataData extensions; unified profiles require add-ons (Data Cloud)List/tag centric; limited event-level history by planSegmentation + personalizationGranular, marketer-friendly; predictive propertiesGood lead scoring/nurture; less commerce depthPowerful but often SQL/AMP script-heavyBasic tags/conditions; advanced use cases hit limitsChannelsEmail, SMS/RCS, push, WhatsAppEmail, SMS, socialEmail, text messaging, push, WhatsAppEmail + basic text messagingOmnichannel orchestrationOmnichannel campaign builder with one canvas + combined reportingGood for lead journeys; not commerce-centricJourney Builder; powerful but complexSingle-message campaigns; limited cross-channelEcommerce depthDeep native integrations; back-in-stock, low-inventory, product feedsNot designed for ecommerceDepends on custom work and connectorsLimited ecommerce features; back-in-stock constraintsAIAgentic workflows; full-brand content generation; predictive analyticsHelpful automation and content assist for B2BEinstein and/or Agentforce across products (often add-ons)Basic generative copy; lighter-weight assistantsReporting + attributionCustomizable; industry-standard windows; real-time insights; omnichannel and multi-touch attributionClear B2B funnel/nurture reportingBroad but fragmented across modules; slower to self-serveGenerous default windows can inflate resultsIdentity + trackingExtended ID options to improve recognition and continuityStandard identity resolution for leads/contactsIdentity resolution via Data Cloud; set-up requiredRetention caps and fewer identity resolution tools; requires third-party integrationsForms + pop-upsIntuitive builder; great for SMB teams; partners for advanced needsEasy lead capture for B2BOften custom or partner-builtAmped-powered advanced forms; steeper learning curveHelpdesk / serviceUnified Helpdesk + Customer Hub links marketing and service data; available as add-onsService Hub (separate product)Service Cloud (separate, heavy integration)Doesn’t offer a full helpdesk.Integrations ecosystemStrong ecommerce and loyalty network; robust APIsWide B2B ecosystem; sales/CS alignmentDeep Salesforce product ecosystemBroad basic connectors; fewer commerce-firstImplementation + ongoing effortFast to value; marketer-ownedQuick for lean teamsSignificant; developer/agency involvement commonQuick start; complexity rises with scalePricing modelProfiles + sends; transparent tiersModular pricingBase + add-ons + usage; complexLow entry; costs climb with volumeBest forDTC brands focused on personalization and omnichannel growthB2B teams needing unified sales + marketingEnterprises with dev resources and Salesforce stackSmall teams sending basic newslettersWatch-outs / limitsDepth can overwhelm; fewer non-commerce use casesNot built for ecommerceCost and complexity; siloed data without add-onsLimited segmentation, data retention, and orchestration Why these comparisons matter - Many brands underestimate how quickly complexity and cost creep in once they scale. “Marketing automation isn’t just about sending messages,” says Tatum. “It’s about timing, segmentation, and relevance. The right platform makes that seamless.” - Over 50,000 companies have switched from Mailchimp or Salesforce Marketing Cloud to Klaviyo, citing segmentation, data access, and usability as top reasons. Klaviyo processes 2.5 billion daily events and sent over 22 billion messages total during BFCM 2025, demonstrating proven scalability for brands of all sizes. ИЗМЕНИЛОСЬ ЗА ПЕРИОД: - When brands switch marketing automation platforms, the biggest gains usually come from better deliverability and smarter segmentation, not flashy [features.Mike → features.] [+Mike][+ ]Tatum, lifecycle marketing [leadPrismfly → lead][+ ][+Prismfly] - Marketing automation only drives growth when the team can move fast without calling an [engineer.Ben → engineer.] [+Ben][+ ]Zettler, [founderZettler → founder][+ ][+Zettler] Digital - The right automation platform should become the backbone of your customer [data.Ben → data.] [+Ben][+ ]Zettler, [founderZettler → founder][+ ][+Zettler] Digital - Marketing automation is about timing, segmentation, and relevance. The right platform makes that [seamless.Mike → seamless.] [+Mike][+ ]Tatum, lifecycle marketing [leadPrismfly → lead][+ ][+Prismfly]
Choosing a marketing automation platform isn’t just about today’s sends. It’s about how efficiently you can turn visitor intent into long-term customer value as you scale. As director of email marketing at SmartSites, a digital marketing agency based in the NYC metropolitan area, I guide brands through the purchase of a new marketing automation platform regularly. Below I’ll walk through the key criteria I use when recommending platforms, then share my top picks for 2026 with quick pros, cons, and who each one is best for. ProsConsGranular data model and fast, marketer-friendly segmentation/personalizationRobust ecommerce integrations and retail-specific automations Strong AI investments (e.g., agentic marketing and support, full marketing strategy and asset generation that adapts to your brand, predictive analytics) Customer service and helpdesk capabilities that tie service data to marketing profiles Extended tracking (e.g., compliant ID extension) that improves profile resolution and reporting Primarily focused on ecommerce and B2C; not a fit for brands with a traditional B2B processFeature depth can be overwhelming; teams may need guidance to unlock quick wins Best for: DTC brands, multi-brand retailers, and marketplaces that want speed to value, strong revenue attribution, and an omnichannel lifecycle strategy ProsConsIntuitive UI, strong onboarding resourcesSales and marketing alignment out of the box Solid automation for lead capture, scoring, and nurture ProsConsEnterprise breadth (email, SMS, push, WhatsApp) and a deep Salesforce ecosystemAdvanced personalization and orchestration potential Security, compliance, and localization options for global brands Serious complexity is real—segments, for example, often require SQL, AMPscript, or add-ons.Siloed data architectures and connector sprawl increase maintenance and cost. Ongoing developer/agency support is common; total cost can rise quickly. Fairly small marketplace of integrations ProsConsLow barrier to entry and quick set-upRecognizable brand; easy to get a simple program off the ground Limited advanced segmentation (heavy reliance on tags and aggregated fields)Data retention caps by plan restrict long-term event-level insights. Limited ecommerce depth Very basic omnichannel orchestration, with no multi-channel or multi-message campaigns Costs can climb as lists and sending volume grow. FeatureKlaviyoHubSpotSalesforce Marketing CloudMailchimpPrimary audience / use caseB2C and/or ecommerce lifecycle growth; fast time to revenueB2B SMB to mid-market brands; all-in-one CRM + marketingLarge enterprises already standardized on SalesforceEarly-stage newsletters and simple automationsData model + profilesUnified customer profiles with real-time + historic eventsCRM-first contact model; solid for lead dataData extensions; unified profiles require add-ons (Data Cloud)List/tag centric; limited event-level history by planSegmentation + personalizationGranular, marketer-friendly; predictive propertiesGood lead scoring/nurture; less commerce depthPowerful but often SQL/AMP script-heavyBasic tags/conditions; advanced use cases hit limitsChannelsEmail, SMS/RCS, push, WhatsAppEmail, SMS, socialEmail, text messaging, push, WhatsAppEmail + basic text messagingOmnichannel orchestrationOmnichannel campaign builder with one canvas + combined reportingGood for lead journeys; not commerce-centricJourney Builder; powerful but complexSingle-message campaigns; limited cross-channelEcommerce depthDeep native integrations; back-in-stock, low-inventory, product feedsNot designed for ecommerceDepends on custom work and connectorsLimited ecommerce features; back-in-stock constraintsAIAgentic workflows; full-brand content generation; predictive analyticsHelpful automation and content assist for B2BEinstein and/or Agentforce across products (often add-ons)Basic generative copy; lighter-weight assistantsReporting + attributionCustomizable; industry-standard windows; real-time insights; omnichannel and multi-touch attributionClear B2B funnel/nurture reportingBroad but fragmented across modules; slower to self-serveGenerous default windows can inflate resultsIdentity + trackingExtended ID options to improve recognition and continuityStandard identity resolution for leads/contactsIdentity resolution via Data Cloud; set-up requiredRetention caps and fewer identity resolution tools; requires third-party integrationsForms + pop-upsIntuitive builder; great for SMB teams; partners for advanced needsEasy lead capture for B2BOften custom or partner-builtAmped-powered advanced forms; steeper learning curveHelpdesk / serviceUnified Helpdesk + Customer Hub links marketing and service data; available as add-onsService Hub (separate product)Service Cloud (separate, heavy integration)Doesn’t offer a full helpdesk.Integrations ecosystemStrong ecommerce and loyalty network; robust APIsWide B2B ecosystem; sales/CS alignmentDeep Salesforce product ecosystemBroad basic connectors; fewer commerce-firstImplementation + ongoing effortFast to value; marketer-ownedQuick for lean teamsSignificant; developer/agency involvement commonQuick start; complexity rises with scalePricing modelProfiles + sends; transparent tiersModular pricingBase + add-ons + usage; complexLow entry; costs climb with volumeBest forDTC brands focused on personalization and omnichannel growthB2B teams needing unified sales + marketingEnterprises with dev resources and Salesforce stackSmall teams sending basic newslettersWatch-outs / limitsDepth can overwhelm; fewer non-commerce use casesNot built for ecommerceCost and complexity; siloed data without add-onsLimited segmentation, data retention, and orchestration Why these comparisons matter Many brands underestimate how quickly complexity and cost creep in once they scale. “Marketing automation isn’t just about sending messages,” says Tatum. “It’s about timing, segmentation, and relevance. The right platform makes that seamless.” Over 50,000 companies have switched from Mailchimp or Salesforce Marketing Cloud to Klaviyo, citing segmentation, data access, and usability as top reasons. Klaviyo processes 2.5 billion daily events and sent over 22 billion messages total during BFCM 2025, demonstrating proven scalability for brands of all sizes. When brands switch marketing automation platforms, the biggest gains usually come from better deliverability and smarter segmentation, not flashy features.Mike Tatum, lifecycle marketing leadPrismfly Marketing automation only drives growth when the team can move fast without calling an engineer.Ben Zettler, founderZettler Digital The right automation platform should become the backbone of your customer data.Ben Zettler, founderZettler Digital Marketing automation is about timing, segmentation, and relevance. The right platform makes that seamless.Mike Tatum, lifecycle marketing leadPrismfly
Choosing a marketing automation platform isn’t just about today’s sends. It’s about how efficiently you can turn visitor intent into long-term customer value as you scale.As director of email marketing at SmartSites, a digital marketing agency based in the NYC metropolitan area, I guide brands through the purchase of a new marketing automation platform regularly.Below I’ll walk through the key criteria I use when recommending platforms, then share my top picks for 2026 with quick pros, cons, and who each one is best for. Pros Cons Granular data model and fast, marketer-friendly segmentation/personalizationRobust ecommerce integrations and retail-specific automationsStrong AI investments (e.g., agentic marketing and support, full marketing strategy and asset generation that adapts to your brand, predictive analytics)Customer service and helpdesk capabilities that tie service data to marketing profilesExtended tracking (e.g., compliant ID extension) that improves profile resolution and reporting Primarily focused on ecommerce and B2C; not a fit for brands with a traditional B2B processFeature depth can be overwhelming; teams may need guidance to unlock quick wins Best for: DTC brands, multi-brand retailers, and marketplaces that want speed to value, strong revenue attribution, and an omnichannel lifecycle strategy Intuitive UI, strong onboarding resourcesSales and marketing alignment out of the boxSolid automation for lead capture, scoring, and nurture Enterprise breadth (email, SMS, push, WhatsApp) and a deep Salesforce ecosystemAdvanced personalization and orchestration potentialSecurity, compliance, and localization options for global brands Serious complexity is real—segments, for example, often require SQL, AMPscript, or add-ons.Siloed data architectures and connector sprawl increase maintenance and cost.Ongoing developer/agency support is common; total cost can rise quickly. Fairly small marketplace of integrations Low barrier to entry and quick set-upRecognizable brand; easy to get a simple program off the ground Limited advanced segmentation (heavy reliance on tags and aggregated fields)Data retention caps by plan restrict long-term event-level insights.Limited ecommerce depth Very basic omnichannel orchestration, with no multi-channel or multi-message campaignsCosts can climb as lists and sending volume grow. Feature Klaviyo HubSpot Salesforce Marketing Cloud Mailchimp Primary audience / use case B2C and/or ecommerce lifecycle growth; fast time to revenue B2B SMB to mid-market brands; all-in-one CRM + marketing Large enterprises already standardized on Salesforce Early-stage newsletters and simple automations Data model + profiles Unified customer profiles with real-time + historic events CRM-first contact model; solid for lead data Data extensions; unified profiles require add-ons (Data Cloud) List/tag centric; limited event-level history by plan Segmentation + personalization Granular, marketer-friendly; predictive properties Good lead scoring/nurture; less commerce depth Powerful but often SQL/AMP script-heavy Basic tags/conditions; advanced use cases hit limits Channels Email, SMS/RCS, push, WhatsApp Email, SMS, social Email, text messaging, push, WhatsApp Email + basic text messaging Omnichannel orchestration Omnichannel campaign builder with one canvas + combined reporting Good for lead journeys; not commerce-centric Journey Builder; powerful but complex Single-message campaigns; limited cross-channel Ecommerce depth Deep native integrations; back-in-stock, low-inventory, product feeds Not designed for ecommerce Depends on custom work and connectors Limited ecommerce features; back-in-stock constraints AI Agentic workflows; full-brand content generation; predictive analytics Helpful automation and content assist for B2B Einstein and/or Agentforce across products (often add-ons) Basic generative copy; lighter-weight assistants Reporting + attribution Customizable; industry-standard windows; real-time insights; omnichannel and multi-touch attribution Clear B2B funnel/nurture reporting Broad but fragmented across modules; slower to self-serve Generous default windows can inflate results Identity + tracking Extended ID options to improve recognition and continuity Standard identity resolution for leads/contacts Identity resolution via Data Cloud; set-up required Retention caps and fewer identity resolution tools; requires third-party integrations Forms + pop-ups Intuitive builder; great for SMB teams; partners for advanced needs Easy lead capture for B2B Often custom or partner-built Amped-powered advanced forms; steeper learning curve Helpdesk / service Unified Helpdesk + Customer Hub links marketing and service data; available as add-ons Service Hub (separate product) Service Cloud (separate, heavy integration) Doesn’t offer a full helpdesk. Integrations ecosystem Strong ecommerce and loyalty network; robust APIs Wide B2B ecosystem; sales/CS alignment Deep Salesforce product ecosystem Broad basic connectors; fewer commerce-first Implementation + ongoing effort Fast to value; marketer-owned Quick for lean teams Significant; developer/agency involvement common Quick start; complexity rises with scale Pricing model Profiles + sends; transparent tiers Modular pricing Base + add-ons + usage; complex Low entry; costs climb with volume Best for DTC brands focused on personalization and omnichannel growth B2B teams needing unified sales + marketing Enterprises with dev resources and Salesforce stack Small teams sending basic newsletters Watch-outs / limits Depth can overwhelm; fewer non-commerce use cases Not built for ecommerce Cost and complexity; siloed data without add-ons Limited segmentation, data retention, and orchestration Why these comparisons matter Many brands underestimate how quickly complexity and cost creep in once they scale. “Marketing automation isn’t just about sending messages,” says Tatum. “It’s about timing, segmentation, and relevance. The right platform makes that seamless.”Over 50,000 companies have switched from Mailchimp or Salesforce Marketing Cloud to Klaviyo, citing segmentation, data access, and usability as top reasons. Klaviyo processes 2.5 billion daily events and sent over 22 billion messages total during BFCM 2025, demonstrating proven scalability for brands of all sizes. When brands switch marketing automation platforms, the biggest gains usually come from better deliverability and smarter segmentation, not flashy features. Mike Tatum, lifecycle marketing lead Prismfly Marketing automation only drives growth when the team can move fast without calling an engineer. Ben Zettler, founder Zettler Digital The right automation platform should become the backbone of your customer data. Ben Zettler, founder Zettler Digital Marketing automation is about timing, segmentation, and relevance. The right platform makes that seamless. Mike Tatum, lifecycle marketing lead Prismfly