Klaviyo vs Mailchimp:Which is more popular?
In September 2026, Mailchimp had more branded searches than Klaviyo among campaign management platforms worldwide. Mailchimp had about 1.2 million branded searches, while Klaviyo had 303,000. Mailchimp made up 29.4% of all campaign management platform searches we track, and Klaviyo accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about campaign management platforms, Klaviyo appeared in four of the five answers and Mailchimp in three. Mailchimp was mentioned before Klaviyo in three out of four answers that named either.
Who do people search for more?
Mailchimp, about 4 searches for every 1 for Klaviyo
Who does AI mention more?
Klaviyo, mentioned in 4 of 5 answers, Mailchimp in 3
Who does AI recommend more?
Mailchimp, named ahead of Klaviyo in 3 of 4 answers
Follow Klaviyo vs Mailchimp and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top campaign management platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Klaviyo was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Mailchimp was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Mailchimp was listed before Klaviyo in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
HubSpot1st
ActiveCampaign2nd- Mailchimp3rd
Asana4th- Klaviyo5th
Adobe Marketo Engage6th
Customer.io–
Pardot–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- HubSpot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- ActiveCampaign5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Klaviyo4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Mailchimp3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Asana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Adobe Marketo Engage3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Customer.io0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Pardot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about campaign management platforms
5 answers
Asked ChatGPT
“Which campaign management platform should I use?”
Asked ChatGPT
“What are the best campaign management platforms?”
Asked ChatGPT
“What's the best campaign management platform for marketing teams?”
Searched Google, AI Overview
“campaign management platforms”
Searched Google, AI Overview
“marketing campaign software”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Klaviyo or Mailchimp more popular in search?
This chart shows how often people search Google for Klaviyo and Mailchimp by name. Each line represents a brand's share of searches for all eight campaign management platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Mailchimp, Klaviyo. The figures are in the table below the chart.
View monthly share of searches table
| Month | HubSpot | Mailchimp | Asana | Klaviyo | ActiveCampaign | Customer.io | Pardot | Adobe Marketo Engage |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.4% | 30% | 30.7% | 6.1% | 2.2% | 0.25% | 0.36% | 0.03% |
| Nov 2025 | 29.5% | 35.8% | 24.7% | 7.2% | 2.1% | 0.24% | 0.35% | 0.02% |
| Dec 2025 | 28.2% | 33.9% | 28.4% | 6.9% | 2% | 0.28% | 0.33% | 0.03% |
| Jan 2026 | 32.4% | 32% | 26.7% | 6.4% | 1.9% | 0.26% | 0.31% | 0.02% |
| Feb 2026 | 31.6% | 31.2% | 26.4% | 7.7% | 2.3% | 0.32% | 0.38% | 0.03% |
| Mar 2026 | 32.4% | 31.9% | 26.7% | 6.4% | 1.9% | 0.26% | 0.31% | 0.03% |
| Apr 2026 | 36.3% | 29.3% | 24.7% | 7.2% | 1.8% | 0.29% | 0.35% | 0.02% |
| May 2026 | 31.8% | 31.4% | 26.4% | 7.8% | 1.9% | 0.32% | 0.31% | 0.03% |
| Jun 2026 | 36.4% | 29.3% | 24.6% | 7.3% | 1.8% | 0.29% | 0.29% | 0.03% |
| Jul 2026 | 33.8% | 27.5% | 28.1% | 8.3% | 1.6% | 0.33% | 0.33% | 0.03% |
| Aug 2026 | 33.8% | 27.5% | 28.1% | 8.3% | 1.7% | 0.34% | 0.33% | 0.03% |
| Sep 2026 | 36.4% | 29.4% | 24.9% | 7.3% | 1.5% | 0.29% | 0.29% | 0.03% |
How has the Klaviyo and Mailchimp comparison changed over the last 12 months?
3 findings
- Mailchimp was ahead of Klaviyo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Klaviyo’s share of searches among campaign management platforms worldwide moved from 6.1% to 7.3%, and its estimated monthly branded searches moved from 305K to 303K.
- Across the 12 months ending September 2026, Mailchimp’s share of searches among campaign management platforms worldwide moved from 30% to 29.4%, and its estimated monthly branded searches moved from 1.5M to 1.2M.
How did search popularity change for campaign management platforms worldwide in September 2026?
2 changes
In September 2026, Mailchimp overtook Asana to rank 2nd among campaign management platforms worldwide, with 29.4% of the searches.
In September 2026, Klaviyo lost share of searches among campaign management platforms worldwide, from 8.3% to 7.3%.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using Klaviyo’s and Mailchimp’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among campaign management platforms
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.