Email · 6 min read
Email marketing for young marketers: Klaviyo vs Mailchimp in 2026
A young UK marketer's honest take on Klaviyo vs Mailchimp - pricing, features, and which to pick for different client types in 2026.
By Jack Frampton, Marketer at Queen's College, Taunton · Published 10 July 2026
Email is still the highest-ROI channel in a young marketer's toolkit. The platform choice matters less than the flows you build.
Pick by client type
Flows before campaigns
Welcome, abandoned cart/browse, post-purchase, win-back. These four flows do 60–70% of email revenue. Build them first.
Segmentation depth
3–5 segments minimum: engaged, disengaged, purchasers, VIP, cold. Sending the same email to everyone kills deliverability.
Measurement
Revenue per email, click-to-open rate, list growth net of unsubscribes. Open rate is broken since iOS 15 - don't optimise for it.
Frequently asked questions
- Is Klaviyo worth the price?
- For ecommerce over £10k/month revenue, yes. Below that, Mailchimp or Omnisend is fine.
- How often should I email my list?
- Weekly for ecommerce, bi-weekly for services. Under-emailing loses more revenue than over-emailing.
- What's a good email open rate in 2026?
- 25–40% for niche B2B, 15–25% for ecommerce. But focus on click-through and revenue instead.
- Do I need a copywriter?
- For weekly campaigns, yes eventually. For flows, one-time expert build pays for itself.
Explore more on this site
- Apprenticeship Hub →Free mentoring, vacancy help and guides for school leavers, parents and employers.
- Marketing Portfolio →Campaign design, sports graphics, editorial work and photography from Queen's College, Taunton.
- Video →Behind the scenes video and short-form apprenticeship content.
- About Jack Frampton →Marketer, apprenticeship advocate and Taunton keynote speaker.
About the author
Marketer at Queen's College, Taunton · Apprenticeship advocate
Jack Frampton is a marketer at Queen's College, Taunton, working across digital marketing, SEO, design, content and photography. He came through the apprenticeship route himself, founded the Taunton Apprenticeship Evening and speaks in schools across Somerset and the South West about apprenticeships as a route into marketing. He offers free mentoring for school leavers, parents and employers.
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