ChatGPT answers, unedited

If your main requirement is one platform for email newsletters + targeted SMS to dynamically segmented customer lists, I’d put Klaviyo at the top.

My shortlist

1. klaviyo.com — my first choice

Klaviyo is particularly strong if you want to say things like:

• Send this newsletter only to customers who bought Product A
• Text customers who haven't purchased in 90 days
• Email VIP customers differently from occasional buyers
• Send an SMS to people who viewed a product but didn't purchase
• Exclude people who received another promotion recently
• Automatically move customers between segments as their behavior changes

Its segments can use purchase history, browsing behavior, engagement, location, preferences, predicted customer lifetime value, churn risk, and other customer data. The segments update dynamically. Klaviyo Klaviyo

It also treats email and SMS as coordinated channels, so you can build a segment once and decide whether that audience should receive email, SMS, or both. Klaviyo Help Center

I'd choose Klaviyo if: you're primarily doing B2C/customer marketing, particularly ecommerce, retail, hospitality, events, or another business where customer behavior and purchase history matter.

help.klaviyo.com

2. hubspot.com — best if you need a serious CRM

HubSpot makes more sense if your customer database is also being used for sales, lead management, customer service, and marketing.

You can send emails to specific contact segments or trigger them through workflows, and its SMS product uses CRM data to personalize messages. HubSpot Knowledge Base HubSpot

I'd choose HubSpot if: you have salespeople, leads/opportunities, account management, B2B customers, or a need for a centralized CRM beyond marketing.

The downside is that it can become substantially more expensive and complex than a dedicated email/SMS marketing platform.

3. activecampaign.com — excellent for automation

ActiveCampaign is worth considering if your differentiator is complex automated customer journeys rather than ecommerce analytics specifically.

It's particularly good for sequences such as:

Customer joins list → receives welcome email → clicks product → waits 2 days → receives SMS → purchases → enters post-purchase sequence → receives cross-sell email.

I'd choose it if: you're building sophisticated lifecycle automation and don't necessarily need Klaviyo's ecommerce-centric data model.

4. omnisend.com — simpler ecommerce option

Omnisend is another strong choice for ecommerce businesses that want email + SMS without quite as much complexity.

I'd choose it if: you want something relatively straightforward and your segmentation/automation requirements aren't extremely advanced.

What I'd pick

For most businesses with an existing customer list: Klaviyo.

The biggest reason isn't simply that it can send newsletters and texts. It's the customer-data/segmentation engine underneath both channels. For example, Klaviyo supports segments such as VIP customers, high-intent shoppers, location-based audiences, SMS-engaged customers, churn-risk customers, and product-specific audiences. Klaviyo Help Center Klaviyo Help Center

If you tell me what type of business you have, roughly how many customers are on the list, and whether you're using Shopify/another ecommerce platform/CRM, I can narrow this down to the best 1–2 options and explain the likely cost and setup.

For sending newsletters + targeted SMS messages to segmented customer lists, the best software depends heavily on whether you’re a small business, ecommerce brand, nonprofit, or enterprise. The strongest options today are platforms that keep email, SMS, customer profiles, and automation rules together rather than treating SMS as a separate blast tool. SoftwareInspect Insider One

Best overall picks

My shortlist by scenario

If you sell products online

Choose:

1. Klaviyo — best for sophisticated segmentation (VIP customers, abandoned carts, repeat buyers, churn risk).
2. Omnisend — simpler ecommerce-focused alternative.
3. Postscript — worth considering if your business is heavily Shopify/SMS-driven. Saas CRM Review

If you’re a local business, service company, or nonprofit

Choose:

1. Brevo — good email + SMS value.
2. Mailchimp — easiest newsletter setup.
3. Constant Contact — beginner-friendly with support options. G2 Learning Hub

If you have a sales team

Choose:

1. HubSpot — best when marketing needs to connect to CRM records.
2. ActiveCampaign — strong automation without a full enterprise CRM. Fit Small Business EmailTooltester.com

Features I’d prioritize

For segmented customer messaging, look for:

• Dynamic segments (e.g., “customers who bought in the last 90 days but haven’t purchased recently”)
• Behavior triggers (clicked email, visited page, abandoned cart, attended event)
• SMS consent management and compliance tools
• Two-way texting if customer replies matter
• A/B testing
• Customer profiles combining email + SMS activity
• Integrations with your CRM, ecommerce platform, or POS

A practical recommendation

For most small-to-medium businesses:

• Best balance: Brevo or ActiveCampaign
• Best for revenue-focused ecommerce: Klaviyo
• Best simple newsletter solution: Mailchimp
• Best if customer data is spread across sales and marketing: HubSpot

If you tell me your business type, list size (e.g., 5k vs 500k contacts), and whether you use Shopify/CRM/POS, I can narrow this to the top 2–3 choices.

If your priority is one platform that can send both newsletters/email and highly targeted SMS to segmented customer lists, my top pick is Klaviyo.

My shortlist

1. 🏆 Klaviyo — best overall

Klaviyo is particularly strong if you want segmentation to drive both email and SMS.

You can segment customers by things like:

• Purchase history
• Products/categories purchased
• Location
• Spending/AOV
• Engagement
• VIP status
• Churn risk
• Website/product-view behavior
• Email vs. SMS preference
• Predicted next purchase

Klaviyo's segments update dynamically, and the same customer segments can be used across email and SMS. Klaviyo Klaviyo

For example, you could create:

VIP customers + purchased in last 90 days + SMS opted-in

…and send them an exclusive text while sending a different newsletter to your broader customer base.

Klaviyo also has specific SMS segmentation capabilities for highly engaged subscribers, VIPs, high-intent shoppers, geographic groups, and language preferences. Klaviyo Help Center Klaviyo Help Center

klaviyo.com

I'd choose this if customer segmentation and targeted campaigns are the main objective.

2. HubSpot — best if you also need a CRM

HubSpot is better if you're trying to combine marketing with sales/customer-service data.

It's especially attractive if your segments need to incorporate things like:

• Lead status
• Sales pipeline
• Company/account information
• Sales rep ownership
• Customer lifecycle stage
• Website activity
• Email engagement

HubSpot supports marketing SMS, but SMS requires the applicable marketing/SMS subscription and registration/approval. HubSpot Knowledge Base

hubspot.com

I'd choose HubSpot over Klaviyo if your sales CRM is as important as your marketing.

3. Brevo — best budget-conscious option

Brevo is worth considering if you want email + SMS without moving into a more sophisticated marketing-automation setup.

brevo.com

I'd choose it for a smaller organization that wants straightforward campaigns and reasonable costs.

4. Omnisend — excellent for ecommerce

Omnisend is a strong alternative to Klaviyo if you're primarily an online retailer.

Its sweet spot is automated customer marketing around ecommerce events—purchases, abandoned carts, browsing, promotions, etc.

omnisend.com

I'd shortlist this alongside Klaviyo for an ecommerce business.

What I'd pick

For a typical customer database:

Klaviyo > HubSpot > Brevo

For ecommerce:

Klaviyo ≈ Omnisend > HubSpot

For B2B / sales-driven organizations:

HubSpot > Klaviyo

One important consideration: don't treat your email list and SMS list as interchangeable. SMS requires separate consent, and your targeting should respect each person's channel preferences. Klaviyo explicitly recommends managing email and SMS consent separately while allowing essentially the same behavioral/customer segmentation across both channels. Klaviyo Help Center

If you tell me (1) roughly how many customers/contacts you have, (2) whether you're B2B, ecommerce, nonprofit, etc., and (3) whether you already use a CRM, I can narrow this to the best 2–3 options and compare actual pricing/features for your situation.

If your main requirement is one system that can email and SMS the same customer based on detailed segments, I’d shortlist these:

1. Klaviyo — my first choice

For targeted customer communication, Klaviyo is probably the strongest fit. Its segmentation can combine customer attributes, purchase history, browsing behavior, engagement, location, and predictive metrics such as churn risk and predicted customer lifetime value. The same customer segments can be used across email and SMS. www.klaviyo.com

For example, you could create:

• Customers who purchased in the last 30 days
• Customers who haven't purchased in 90 days
• VIP customers spending >$500
• Customers who bought Product A but not Product B
• Customers in California
• Highly engaged email customers
• Customers who specifically prefer SMS
• High-intent shoppers who viewed a product but didn't buy

Klaviyo also supports dynamic segments that update as customer behavior changes, which is particularly useful for automated campaigns. www.klaviyo.com

Choose Klaviyo if: customer behavior and sophisticated segmentation are more important than having the absolute lowest software cost.

2. Brevo — best value

Brevo is worth considering if you want email + SMS + CRM functionality without going as far upmarket. Its segments can be dynamically updated based on contact attributes and behavior, and can be used directly for targeted email campaigns and automations. help.brevo.com

It's particularly attractive if you have a relatively straightforward customer database and don't need Klaviyo's deeper e-commerce/predictive capabilities.

3. HubSpot — best if you want a full CRM

If your customer lists need to connect with sales, customer service, deals, forms, website activity, and marketing, HubSpot becomes more compelling.

I'd choose it over Klaviyo when your fundamental problem is "I need one database for my customers and prospects", rather than simply "I need the best email/SMS marketing engine."

What I'd pick

E-commerce / retail: → Klaviyo

Small business wanting affordable email + SMS: → Brevo

B2B or sales-driven company: → HubSpot

Primarily newsletters with relatively simple targeting: → Mailchimp

One important consideration: SMS compliance/consent is a separate issue from simply having a customer phone number. Your platform should maintain explicit SMS opt-in status and suppress people who aren't eligible to receive marketing texts. Klaviyo, for example, provides dedicated SMS-consent segments and recommends engagement-based SMS segmentation. help.klaviyo.com

If you tell me (1) roughly how many customers you have, (2) whether you're e-commerce/B2B/local business, (3) Shopify or another CRM/database, and (4) your approximate monthly budget, I can narrow this to the best 2–3 options and compare actual pricing/features for your situation.

If your priority is one platform that can send both newsletters and targeted SMS to dynamically segmented customer lists, I’d shortlist these:

1. Klaviyo — my first choice

Klaviyo is particularly strong if you're marketing to existing customers and want segments such as:

• Purchased in the last 30 days
• Hasn't purchased in 90 days
• VIP/high-value customers
• Bought Product A but not Product B
• Lives in a particular location
• Clicked an email but didn't purchase
• Highly engaged SMS subscribers
• Prefers SMS vs. email

Its segments update dynamically, and the same customer data can drive both email and SMS campaigns. Klaviyo specifically supports behavioral, purchase-history, engagement, location, and predictive segmentation. www.klaviyo.com

I'd choose Klaviyo if: you're a retailer, e-commerce business, membership business, hospitality business, or other B2C company where customer behavior matters.

2. ActiveCampaign — best for sophisticated automation

ActiveCampaign is excellent if you want your newsletter/SMS system to behave more like a marketing automation engine.

You can segment based on contact fields, tags, website behavior, purchase history, email engagement, and other actions. Its SMS functionality can also use engagement with previous SMS messages for targeting. help.activecampaign.com

It also supports coordinating email, SMS and WhatsApp from shared customer data. www.activecampaign.com

I'd choose ActiveCampaign if: you have lead nurturing, sales funnels, multiple customer journeys, or complicated if/then automation.

3. Brevo — best value

Brevo is worth a serious look if you don't need the depth of Klaviyo/ActiveCampaign. It supports dynamic segments based on attributes, demographics, purchase history and engagement, and those segments can be used for targeted campaigns. www.brevo.com

I'd choose Brevo if: you're an SMB that wants email + SMS without paying for a much larger marketing stack.

4. HubSpot — best if you need a CRM

If your customer database is also being used by a sales team, HubSpot becomes more compelling. You can combine marketing segmentation with CRM information, sales activity, lifecycle stages, etc.

The downside is that it can become considerably more expensive/complex than a dedicated email/SMS platform.

My recommendation

For the specific requirement you gave:

Newsletters + targeted SMS + segmented customer lists

I'd rank them:

🥇 Klaviyo — best overall
🥈 ActiveCampaign — best automation/CRM flexibility
🥉 Brevo — best value
4. HubSpot — best if you also need a substantial CRM

One particularly important consideration is how your customer data gets into the platform. If you tell me what you're using today (e.g. Shopify, WooCommerce, Square, Salesforce, Excel/CSV, a custom database, etc.) and roughly how many customers/contacts you have, I can narrow this down to the best 1–2 options and compare actual pricing, SMS costs, segmentation capabilities, and integrations.

If your core requirement is newsletters + targeted SMS to dynamically segmented customer lists, I’d shortlist these:

My #1: Klaviyo

For your exact use case, Klaviyo is probably the strongest choice.

Its segments can update in real time using essentially any customer data you have, including purchase history, browsing behavior, engagement, location, preferences and predicted metrics such as churn risk or customer lifetime value. Those segments can then be used across email and SMS. www.klaviyo.com

For example, you could create:

• Customers who bought in the last 30 days
• Customers who haven't purchased in 6 months
• VIP/high-spend customers
• Customers who bought Product A but not Product B
• Customers in Cyprus
• Customers who opened the last 3 newsletters
• Customers who are SMS subscribers but not email subscribers
• Customers at high risk of churn

Then send different email and SMS campaigns to each group, rather than maintaining dozens of manually updated lists. Klaviyo specifically supports using similar segmentation logic across email and SMS. help.klaviyo.com

If you're an e-commerce business: also look very seriously at Omnisend

Omnisend is arguably the closest competitor I'd evaluate alongside Klaviyo. It is particularly attractive if your customer data comes from Shopify or another e-commerce platform.

It supports segments based on orders, products viewed, cart activity, purchase frequency, location, tags, email engagement and SMS engagement, with segments updating dynamically. Those segments can be used for both email and SMS campaigns and automations. www.omnisend.com

Its big advantage is that the product is designed around e-commerce marketing workflows rather than being a broader CRM.

Brevo: best if keeping costs down matters

Brevo is worth considering if you're a smaller business and don't need quite as sophisticated a customer-data engine. It supports dynamic segmentation based on attributes, demographics, purchase history and engagement, and those segments can be used for targeted campaigns. www.brevo.com

I'd choose Brevo when price/value and simplicity outweigh having the most sophisticated behavioral marketing platform.

HubSpot: best if this is also a sales CRM

If you're selling to businesses, have a sales team, or already use a CRM, HubSpot becomes much more compelling. Its active segments automatically update as contacts' properties and behavior change, and those segments can drive both marketing emails and SMS/workflows. knowledge.hubspot.com

One important caveat: HubSpot's current marketing SMS functionality has significant geographic requirements—its marketing SMS documentation says messages are currently sent using US-based numbers to +1 numbers—so I would not choose HubSpot for an international SMS program without first confirming your target countries are supported. knowledge.hubspot.com

What I'd choose

If I were selecting purely for this requirement:

1. 🥇 Klaviyo — best overall combination of segmentation + email + SMS + automation
2. 🥈 Omnisend — potentially better choice for an e-commerce business
3. 🥉 Brevo — best value/simple option
4. HubSpot — best if CRM/sales integration is equally important
5. Attentive — consider if SMS is the primary marketing channel

One important point: SMS consent needs to be managed separately from email consent. For example, Omnisend explicitly treats email and SMS subscriptions as separate opt-ins. support.omnisend.com

If you tell me (1) your approximate number of customers, (2) whether you're e-commerce/B2B/service, (3) the countries you're sending SMS to, and (4) your monthly email/SMS volume, I can narrow this down to the best 2–3 options and compare their likely costs and capabilities.

If your main requirement is newsletters + targeted SMS to the same segmented customer database, I’d shortlist these:

🥇 My recommendation: Klaviyo

Klaviyo is particularly strong if your goal is "send this newsletter/text only to customers who meet X criteria."

You can segment based on things like:

• Purchase history
• Products purchased or viewed
• Customer lifetime value
• Location
• Engagement with previous emails/SMS
• VIP status
• Likelihood of churning
• Recent vs. lapsed customers
• Email vs. SMS preference
• Custom customer attributes

Klaviyo's email and SMS segmentation can use essentially the same customer data, so you don't have to maintain separate audiences for the two channels. help.klaviyo.com

For example, you could create:

Segment A: Customers who bought in the last 30 days
→ Email newsletter about complementary products

Segment B: Customers who haven't purchased in 90 days
→ Email + targeted SMS win-back offer

Segment C: Top 10% by customer value
→ VIP email + exclusive SMS

Segment D: Customers who viewed Product X but didn't buy
→ Product-specific SMS

Klaviyo also supports dynamic segments that update as customer behavior changes, which is a major advantage for this use case. www.klaviyo.com

Klaviyo

🥈 Brevo — best if you want lower complexity/cost

Brevo is worth considering if you don't need Klaviyo's depth of behavioral/customer analytics.

It supports email campaigns, SMS, automations, and dynamic segmentation based on attributes, demographics, purchase history, and activity. www.brevo.com

Brevo

🥉 HubSpot — best if these are sales prospects as well as customers

HubSpot makes more sense if you want your marketing lists connected to a full CRM—sales pipeline, customer records, lead scoring, forms, website activity, etc.

For a business whose primary need is customer newsletters + promotional SMS, however, I'd generally choose Klaviyo over HubSpot.

HubSpot

What I'd choose

Ecommerce / consumer business: → Klaviyo

Small business wanting straightforward email + SMS: → Brevo

B2B / sales organization: → HubSpot

Online store specifically: → Klaviyo or Omnisend

One important caveat: for SMS, make sure the platform and your setup handle opt-in/consent, unsubscribe requests, and applicable U.S. texting regulations correctly. Klaviyo, for example, has specific SMS consent and segmentation functionality built around opted-in subscribers. help.klaviyo.com

If you tell me (1) roughly how many customers you have, (2) whether you're B2B or B2C, (3) what system currently holds your customer list, and (4) your approximate monthly budget, I can narrow this to the best 2–3 choices and compare actual pricing/features for your situation.

If your main requirement is one platform that can send newsletters + targeted SMS to dynamically segmented customer lists, my top choices are:

🥇 My default recommendation: Klaviyo

For most businesses that already have customer data and want to send different newsletters/texts to different customer groups, I'd pick Klaviyo.

Its segmentation can use essentially any combination of customer attributes and behavior, including purchase history, website activity, engagement, location, preferences and predictive metrics. Segments update in real time, and the same audience logic can be used across email and SMS. www.klaviyo.com

For example, you could create:

• VIP customers — spent >$500
• Recent customers — purchased within 30 days
• Lapsed customers — purchased 6+ months ago
• Product-interest segment — viewed a particular product/category
• Highly engaged email subscribers
• Highly engaged SMS subscribers
• Customers who prefer SMS
• Customers in a particular geographic area
• Customers who bought X but haven't bought Y

Then send a newsletter to one segment and a completely different SMS campaign to another. Klaviyo specifically supports behavioral SMS segmentation and recommends segments such as highly engaged subscribers, VIPs, high-intent shoppers and location/language-based groups. help.klaviyo.com

💰 If cost/ease of use matters most: Brevo

Brevo is worth a serious look if you're a smaller organization and don't need Klaviyo's depth.

It supports dynamic segments based on demographics, purchase history and engagement, and those segments can be reused for targeted email campaigns and automations. www.brevo.com

It's particularly attractive if you want email + SMS without building a very sophisticated marketing stack.

📱 If SMS is a major part of the strategy: Attentive

Attentive is particularly compelling for consumer brands where SMS is a primary acquisition and revenue channel. It combines SMS and email with shared customer profiles and behavioral segmentation, and supports journeys across SMS, email, RCS and push. www.attentive.com

I'd lean toward Attentive over Klaviyo if SMS is as important as—or more important than—email and you're at enough scale to justify a more enterprise-oriented platform.

🧠 If your targeting is extremely behavioral: Customer.io

Customer.io is excellent when your segmentation is driven by what customers actually do, rather than simply what's in a CRM.

For example:

"Send an email to users who signed up 14–30 days ago, used feature X twice, haven't used feature Y, and clicked our last campaign."

Customer.io supports real-time data-driven segments that automatically add/remove people as they meet or stop meeting conditions, and those segments can drive campaigns and automations. docs.customer.io

I'd favor it for SaaS, apps, memberships, marketplaces and other behavior-heavy businesses.

My ranking

If I were choosing today:

1. Klaviyo — best overall combination of segmentation + email + SMS
2. Brevo — best if keeping costs and complexity down
3. Attentive — best for sophisticated SMS/e-commerce marketing
4. Customer.io — best for complex behavioral/customer journeys
5. HubSpot — best when you also need a serious CRM/sales platform

One important distinction: don't choose based simply on "number of contacts." For your use case, I'd compare SMS pricing, email volume, segmentation depth, automation, integrations with your customer database/CRM, and how easily you can prevent the same customer from getting overlapping email + SMS campaigns.

If you tell me (1) roughly how many customers/contacts you have, (2) whether you're B2B or B2C, (3) what system currently holds your customer lists, and (4) roughly how many emails/SMS messages you send per month, I can narrow this down to the best 2–3 options and estimate which will be cheapest.

If your core requirement is newsletters + targeted SMS to segmented customer lists, I’d narrow the field to Klaviyo, HubSpot, Brevo, and Attentive. The best choice depends heavily on whether you’re e-commerce, B2B, or a more traditional customer database.

My shortlist

1. Klaviyo — my default recommendation

If you're selling products or services directly to consumers, Klaviyo is probably where I'd start.

It lets you build segments from essentially any customer data, with real-time updating, and coordinate email, SMS and other channels from the same customer profile. It also supports predictive segments such as churn risk, customer lifetime value and next-purchase predictions. www.klaviyo.com

It's particularly strong for things like:

• Newsletter → all customers
• VIP customer → special offer
• Customers who bought X → cross-sell campaign
• Customers who haven't purchased in 90 days → win-back
• Email non-openers → SMS follow-up
• Recent purchasers → suppress from promotional campaign
• Abandoned cart → email + SMS sequence

Best fit: Shopify/e-commerce, retail, restaurants, consumer services, memberships, DTC.

2. HubSpot — best if you need a real CRM

I'd choose HubSpot if your "customer list" is really a CRM database of prospects, leads, customers, companies, sales opportunities, etc.

Its segmentation can use contact properties, behavior and lifecycle stage, and those segments can be activated across marketing channels. HubSpot also supports sending email campaigns directly to specific segments or through automated workflows. www.klaviyo.comwww.hubspot.comwww.hubspot.com

The big advantage is that marketing is tied closely to the CRM. For example:

"Send this newsletter to customers in Illinois who purchased in the last 12 months but haven't purchased this year."

That's a natural HubSpot use case.

Best fit: B2B, professional services, franchises, organizations with sales teams, companies already using HubSpot CRM.

One caveat: SMS isn't as natively central to HubSpot as it is to Klaviyo/Attentive, and some SMS workflows may involve integrations. www.hubspot.com

3. Brevo — best budget-conscious option

Brevo is worth considering if you want something relatively straightforward without building a highly sophisticated marketing stack.

I'd put it ahead of Klaviyo if your priority is:

"I have a customer database, I want to segment it, send nice newsletters, send texts, and not spend a fortune."

It's particularly attractive for smaller organizations that don't need the depth of an enterprise CDP/marketing automation system.

4. Attentive — best if SMS is a major revenue channel

Attentive is particularly strong when SMS is as important—or more important—than email.

It's designed around sophisticated identity resolution, SMS, email, personalization and cross-channel marketing, and is particularly oriented toward consumer brands with substantial messaging programs. www.attentive.com

I'd look at Attentive when you have a large SMS subscriber base and meaningful SMS revenue, rather than simply wanting to add texting to a newsletter program.

5. Braze — enterprise choice

Braze is excellent if you're talking about thousands/millions of customers and complex journeys involving email + SMS + push + in-app + web, with sophisticated behavioral orchestration.

For a typical small or midsize business, though, I'd consider it overkill.

What I'd choose

If you're an e-commerce/B2C business:
🥇 Klaviyo

If you're a B2B company and your customer data lives in a CRM:
🥇 HubSpot

If you're a small business primarily looking for affordable email + SMS:
🥇 Brevo

If SMS is one of your most important marketing/revenue channels:
🥇 Attentive

If you're a large enterprise with sophisticated omnichannel journeys:
🥇 Braze

The biggest thing I'd evaluate isn't actually the newsletter editor. It's how easily you can create and maintain segments from your existing customer data and then use those same segments across email and SMS. Klaviyo, for example, explicitly supports real-time segmentation and cross-channel activation. www.klaviyo.com

If you tell me (1) roughly how many customers/contacts you have, (2) whether you're B2B or B2C, (3) what system currently holds your customer data, and (4) whether SMS is occasional or a major channel, I can give you a much more specific top 2–3 recommendation and estimated cost comparison.

If your priority is one platform for newsletters + targeted SMS + customer segmentation, I’d shortlist these:

1. Klaviyo — best overall

Klaviyo is probably the strongest fit if you’re a B2C/e-commerce business and want sophisticated targeting. It lets you build dynamic segments from purchases, browsing, engagement, location, preferences, and other customer data, then use those same segments across email and SMS. www.klaviyo.com

Best for:

• Highly targeted newsletters
• Promotional and transactional-ish SMS workflows
• Customer lifecycle automation
• E-commerce/customer purchase data
• VIP, repeat-buyer, churn-risk and high-intent segments

My pick if: you want marketing automation to become a serious part of your growth strategy.

2. ActiveCampaign — best for automation

ActiveCampaign is particularly good if your segmentation needs to drive complex automated journeys. Its segments can use demographics, tags, website activity, campaign engagement and other contact behaviors; SMS-specific segmentation is also available with its SMS add-on. help.activecampaign.com

Best for:

• Complex customer journeys
• Lead nurturing
• B2B and B2C
• Sales + marketing automation
• Detailed behavioral segmentation

3. HubSpot — best if you want a CRM included

HubSpot makes more sense when newsletters and SMS are just part of a broader CRM/sales/customer-management system. Its SMS product uses CRM data to personalize messages and supports workflows for consent and compliance. www.hubspot.com

Best for:

• Sales teams
• B2B companies
• Managing leads and customers alongside marketing
• Email + SMS + CRM + sales automation in one ecosystem

My ranking

For your specific description, I'd start with Klaviyo. Its segmentation is particularly well suited to doing things like:

“Send this newsletter to customers who bought in the last 90 days but haven't purchased this product, and send the SMS version only to customers who have opted into SMS and regularly engage with texts.”

Klaviyo explicitly supports using customer behavior and profile data to create dynamic segments across both email and SMS. help.klaviyo.com

If you tell me roughly how many contacts you have, whether you're B2B or B2C, and what system currently holds your customer list (Shopify, Salesforce, Excel, etc.), I can narrow this down to the best 2–3 options and compare pricing, SMS costs, segmentation, automation, and ease of use.

If your main requirement is email newsletters + targeted SMS to the same segmented customer database, I’d narrow the field to these:

1. Klaviyo — my top pick

For your specific use case, Klaviyo is probably the strongest choice. It was built around customer data and behavioral segmentation rather than simply sending newsletters.

You can create segments based on things like:

• Purchase history
• Products viewed
• Amount spent / customer value
• Last purchase
• Email engagement
• SMS engagement
• Location
• Customer preferences
• Churn risk and predicted lifetime value

Those segments can then be used across email and SMS, and Klaviyo's segments update dynamically as customer behavior changes. www.klaviyo.com

For example, you could have:

VIP customers → monthly email + occasional VIP SMS
Bought product A but not B → cross-sell email
No purchase in 90 days → win-back email
Viewed product recently + SMS opted-in → targeted text
Prefers SMS → prioritize text over email

That's exactly the sort of use case Klaviyo handles well. help.klaviyo.com

2. Brevo — best if you want simpler/cheaper

Brevo is a very good alternative if you don't need Klaviyo's depth.

It supports email and SMS campaigns and lets you build segments based on attributes, demographics, purchase history, engagement and behavior. help.brevo.com

I'd choose Brevo when cost and simplicity matter more than extremely sophisticated customer analytics.

3. Mailchimp — best for newsletter-first businesses

Mailchimp remains a strong choice if your business is primarily email newsletters, with SMS as an additional channel.

Its segmentation can be used for both email and SMS, including behavioral and audience-based criteria. mailchimp.com

I'd put it behind Klaviyo for a business where targeted SMS is going to be a major part of the marketing strategy.

4. HubSpot — best for CRM-heavy organizations

If you also need sales CRM, lead management, customer service, pipelines, forms, website tracking, etc., HubSpot becomes more compelling.

It's less of a pure "email/SMS marketing engine" than Klaviyo, but potentially much better if marketing is part of a broader CRM operation.

My recommendation

If you're an e-commerce or consumer business:
→ Klaviyo

If you're a small business wanting inexpensive, relatively simple email + SMS:
→ Brevo

If newsletters are the primary need and SMS is secondary:
→ Mailchimp

If you need CRM + sales + marketing in one system:
→ HubSpot

The biggest differentiator is how sophisticated your segmentation needs to be. Klaviyo is particularly strong when you want one customer profile driving both email and SMS campaigns, with segments automatically changing based on customer behavior. help.klaviyo.com

If you tell me roughly how many customers/contacts you have, whether you're e-commerce or B2B, and how many SMS messages you expect to send per month, I can narrow this down to the best 2–3 options and compare their current pricing.

The best platform depends heavily on whether your customer segmentation is based on purchases, website behavior, CRM data, or simple contact tags. For most businesses wanting newsletters + targeted SMS to segmented lists, these are the strongest options: worldmetrics.org

My picks by scenario

If you run an online store (Shopify/WooCommerce):

1. Klaviyo
2. Omnisend
3. Attentive (if SMS is a major revenue channel)

www.techradar.comsoftwareinspect.com

If you are a service business, membership organization, or B2B company:

1. ActiveCampaign
2. HubSpot
3. Brevo

If you mainly send newsletters and occasional texts:

1. Mailchimp
2. Brevo
3. ActiveCampaign

Features I would prioritize

For targeted messaging, look for:

• Dynamic segments (e.g., “customers who bought in last 90 days but haven’t returned”)
• Behavior triggers (website visits, purchases, abandoned carts, inactivity)
• Unified email + SMS profiles (one customer record, not separate lists)
• Consent management for SMS compliance
• A/B testing and revenue attribution
• Integrations with your CRM, ecommerce platform, or POS

If you tell me your business type (ecommerce, nonprofit, SaaS, local business, B2B, etc.), approximate list size, and whether SMS is promotional or transactional, I can narrow this to the top 2–3 choices.

If your main requirement is email newsletters + targeted SMS to the same segmented customer database, I’d shortlist these:

1. 🥇 Klaviyo — my first choice

Klaviyo

Klaviyo is particularly strong if you want behavior-based targeting, rather than just maintaining separate lists. You can segment customers by purchases, browsing behavior, engagement, location, preferences, predicted customer lifetime value, churn risk, etc., and use those segments across both email and SMS. Segments update dynamically as customer data changes. www.klaviyo.com

For example:

• Customers who bought Product A but not Product B → email cross-sell
• Customers who spent $500+ → VIP SMS
• Customers who haven't purchased in 90 days → reactivation campaign
• Customers who browse but don't purchase → targeted SMS
• Customers who prefer SMS → send important promotions by text rather than email
• Customers in a particular geographic area → location-specific campaign

Klaviyo also has particularly good SMS-specific segmentation and can combine email/SMS engagement into the same customer profile. help.klaviyo.com

Best if: you have meaningful customer/order data and want sophisticated automation.

2. 🥈 Omnisend — excellent alternative

Omnisend

I'd look seriously at Omnisend if you want something easier and potentially more economical than Klaviyo.

It supports dynamic segmentation based on customer attributes, purchase behavior, order value, product views, engagement, lifecycle stage and custom events. The same segments can be used for email, SMS and push notifications. support.omnisend.com

One nice feature is that you can include or exclude segments from campaigns, so you can do things like:

Send this promotion to all customers who bought in the last 6 months, but exclude anyone who bought Product X in the last 30 days.

Omnisend also has an AI segment builder. support.omnisend.com

Best if: you're an e-commerce business and want powerful segmentation without as much complexity.

3. HubSpot — best if this is really a CRM problem

HubSpot

I'd choose HubSpot if your customer segmentation needs to connect closely to sales pipelines, leads, customer service, deals and CRM records, rather than primarily e-commerce transactions.

It's especially attractive for B2B companies where you might want:

Lead source → industry → company size → sales stage → customer status → email/SMS campaign

rather than simply:

Product purchased → product viewed → abandoned cart → repeat purchase

4. Mailchimp — best for straightforward newsletters

Mailchimp

Mailchimp remains a reasonable choice if your primary job is sending newsletters and you only need relatively straightforward SMS campaigns and segmentation.

I wouldn't make it my first choice if targeted SMS + sophisticated behavioral segmentation is a major part of your strategy. That's where Klaviyo and Omnisend are stronger.

My recommendation

I'd narrow it down like this:

E-commerce + serious segmentation → Klaviyo

E-commerce + want easier/less expensive → Omnisend

B2B + CRM/sales-driven → HubSpot

Mostly newsletters + basic marketing → Mailchimp

If you tell me roughly (1) number of contacts, (2) whether you're B2B or B2C/e-commerce, (3) Shopify/WordPress/another CRM, and (4) approximate number of SMS messages per month, I can compare the actual current pricing and total monthly cost of the top 2–3 options for your situation.

If your priority is newsletters + targeted SMS + strong customer segmentation in one system, I’d shortlist these:

1. Klaviyo — my #1 choice

Klaviyo is particularly strong if you want to say things like:

• "Email customers who bought Product A but haven't bought Product B."
• "Text customers in Missouri who purchased in the last 90 days."
• "Send this newsletter only to highly engaged customers."
• "Give VIP customers a different offer."
• "Don't SMS people who haven't engaged recently."

Its segmentation can combine purchase history, browsing behavior, demographics, engagement, preferences, and predictive attributes such as churn risk and predicted customer lifetime value. Segments update dynamically, and the same customer data can drive both email and SMS. www.klaviyo.com

Best if: customer behavior and personalization are important to your marketing strategy.

2. Omnisend — excellent alternative

I'd seriously consider Omnisend if you want something simpler and potentially more economical than Klaviyo, particularly for e-commerce.

It supports dynamic segments based on customer data, purchase behavior, engagement, demographics, etc., and those segments can be used across email, SMS and push campaigns and automations. support.omnisend.com

A particularly nice feature is that email and SMS subscriptions are treated separately, so you can distinguish someone who has opted into SMS but not email. support.omnisend.com

Best if: you're selling products online and want powerful marketing without as much complexity.

3. Brevo — best budget-oriented option

Brevo gives you sophisticated segmentation based on behavior, preferences and engagement, while supporting email and SMS campaigns. help.brevo.com

I'd look at it if your list is relatively large but your marketing automation requirements aren't as sophisticated as a Klaviyo setup.

Best if: keeping software costs under control is a major consideration.

4. HubSpot — best if you also need a CRM

HubSpot becomes more compelling if your "customer list" is really a sales/CRM database and you want marketing, sales pipelines, customer records and automation connected together.

For a pure newsletter + targeted SMS use case, though, I'd generally start with Klaviyo or Omnisend rather than paying for HubSpot's broader ecosystem.

My recommendation

If I were choosing today:

• E-commerce / B2C: Klaviyo
• E-commerce + simpler/cheaper: Omnisend
• Large audience + budget conscious: Brevo
• B2B / sales team / CRM-heavy: HubSpot

The biggest differentiator isn't the newsletter editor—it's the customer data and segmentation engine behind it. For example, Klaviyo specifically supports segments such as VIPs, high-intent shoppers, customers who prefer SMS, location-based audiences, engagement tiers, churn-risk customers and cross-sell audiences. www.klaviyo.comhelp.klaviyo.com

If you tell me roughly (1) number of customers/contacts, (2) whether you're B2B or B2C, (3) whether you sell online, and (4) your approximate monthly budget, I can narrow this down to the best 1–2 options and compare their current pricing/features.