February 22, 2025

HubSpot vs Klaviyo vs Maestra: Choosing Your Ideal Marketing Platform

After extensive research of HubSpot and Klaviyo, we found that each platform excels in different areas and serves specific business needs. We also added Maestra to this comparison to include a unified omnichannel solution for growing e-commerce brands. Here’s a quick overview of where each stands:
HubSpot—Best for: Businesses (including B2B or hybrid models) that need an all-in-one CRM and inbound marketing platform. HubSpot offers a broad suite (email, content management, CRM, ads) under one roof. Its strength lies in robust tools for email marketing, content creation, and lead management, tightly integrated with a CRM. However, it’s not e-commerce-specific—there are no built-in loyalty or referral features—and many advanced capabilities (automation, attribution) are only available on higher-tier plans, which can get expensive as your contact list grows).
Klaviyo—Best for: E-commerce brands (from startups to established SMBs) focused on powerful email and SMS marketing with deep online store integrations. Klaviyo shines in e-commerce segmentation and automation “to help you sell, not just send emails”. It natively integrates with Shopify, WooCommerce, and other shopping carts, and even syncs audiences to Facebook/Instagram for ad targeting. It includes built-in SMS capabilities that work in tandem with email campaigns. However, Klaviyo lacks certain features beyond messaging—there’s no native loyalty program or on-site content personalization. Its personalization is largely limited to using your e-commerce data for targeted emails/SMS. Also, pricing climbs quickly as your subscriber list grows, making Klaviyo one of the pricier options for large lists.
Maestra — Best for: Growing mid-market e-commerce brands (or ambitious smaller brands) seeking a unified marketing platform to drive growth through hyper-personalized promotions across all channels. Maestra is an all-in-one solution that personalizes customer experiences across email, SMS, websites, mobile apps, offline channels, and paid ads. Instead of running separate tools for each channel, Maestra lets you orchestrate everything in one place, leveraging unified, real-time customer data. It includes advanced features out-of-the-box—from a real-time CDP and AI-driven segmentation to built-in loyalty and referral programs, dynamic site content, push notifications, and more. The trade-off is that Maestra is a more comprehensive (and enterprise-priced) platform, geared toward teams ready to manage full-funnel campaigns across all these channels.
Neither HubSpot nor Klaviyo alone provides a complete omnichannel solution—you’ll need additional tools or integrations for things like loyalty rewards, on-site personalization, or user-generated content management. They also reserve hands-on support for higher-tier customers (which can be a challenge for small teams without in-house expertise). That’s why Maestra’s unified approach is included here, as it aims to fill those gaps.

Content:

Feature Comparison: HubSpot vs Klaviyo vs Maestra:

Feature
HubSpot
Klaviyo
Maestra
Omnichannel Flows
⭐⭐⭐☆☆
Multi-channel (email, SMS) automation, but lacks built-in CDP for full unity
⭐⭐⭐⭐☆
Cross-channel journey builder (email, SMS, push, etc.) for retail; unifies data via identity resolution, but separate loyalty tools
🏆
⭐⭐⭐⭐⭐
Seamless hyper-personalized flows across all channels (email, SMS, web, apps, offline) powered by a real-time CDP for unified campaigns
Customer Data Management & Segmentation
⭐⭐⭐⭐☆
Robust segmentation based on behavior and profile properties; no standalone CDP, relies on e-commerce integration
⭐⭐⭐☆
Unified customer profiles with retail-centric segments (LTV, purchase behavior); fewer real-time and custom segmentation options
🏆
⭐⭐⭐⭐⭐
Real-time CDP consolidating data from all sources; AI-powered and granular segmentation (RFM, product affinity, computed traits) for extreme targeting
Site Personalization
⭐⭐☆☆☆
Limited native on-site personalization; mainly uses pop-ups/forms and email recommendations
⭐⭐⭐☆
Offers on-site product recommendations and identity-based personalization; GXP module boosts conversions with targeted overlays
🏆
 ⭐⭐⭐⭐⭐
Dynamic website content and experiences tailored in-session to each visitor; real-time personalization rules using CDP data
Email Marketing
⭐⭐⭐⭐☆
Strong email automation and personalization with CRM integration
⭐⭐⭐⭐☆
Best-in-class for e-commerce email flows, automation, and segmentation
🏆
⭐⭐⭐⭐⭐
Unified with omnichannel flows; real-time content personalization powered by AI
SMS Marketing
⭐⭐☆☆☆
Requires third-party integration; limited automation
⭐⭐⭐⭐☆
Native SMS capabilities with automation; strong for e-commerce brands
🏆
⭐⭐⭐⭐⭐
Fully integrated SMS in omnichannel flows with AI-driven timing and personalization
Website & Email Product Recommendations
⭐⭐☆☆☆
Limited personalization, relies on integrations
⭐⭐⭐⭐☆
Email product recommendations powered by behavioral data
🏆
⭐⭐⭐⭐⭐
AI-driven recommendations for email and website; real-time adjustments based on behavior
Promotions & Referrals
⭐⭐☆☆☆
No built-in referral program; requires external tools
⭐⭐☆☆☆
Supports unique coupon codes but lacks full referral program
🏆
⭐⭐⭐⭐⭐
Built-in referral tracking, unique promo codes, and loyalty-integrated promotions
Loyalty Programs
⭐☆☆☆☆
No built-in loyalty program
⭐☆☆☆☆
Requires third-party integration
🏆
⭐⭐⭐⭐⭐
Fully integrated loyalty system with points, tiers, and automated rewards
Mobile & Web Push Notifications
⭐☆☆☆☆
No native support for push notifications
⭐⭐☆☆☆
Supports mobile push for app users, but no web push
🏆
⭐⭐⭐⭐⭐
Native web and mobile push notifications integrated into omnichannel campaigns
User-Generated Content
⭐☆☆☆☆
No built-in review or UGC features
⭐☆☆☆☆
Limited UGC handling; relies on third-party tools
⭐⭐☆☆☆
Supports incentivizing UGC with loyalty points and tracking user contributions
Ad Optimization & Paid Media
⭐⭐⭐⭐⭐
Strong ad audience syncing and CRM-based optimization
⭐⭐⭐⭐☆
Syncs audience segments to ads for targeting and retargeting
⭐⭐⭐⭐⭐
AI-driven ad audience optimization and real-time segment updates for better ROAS
Reporting & Attribution
⭐⭐⭐⭐☆
Advanced CRM-based attribution models and campaign tracking
⭐⭐⭐⭐☆
Revenue attribution tied to email/SMS campaigns; strong for e-commerce
🏆
⭐⭐⭐⭐⭐
Multi-channel attribution using real-time customer journey insights
Customer Support
⭐⭐⭐⭐☆
24/7 support for premium plans; strong community & documentation
⭐⭐⭐☆
Support is limited to certain tiers; strong knowledge base but lacks 24/7 access
🏆
⭐⭐⭐⭐⭐
Dedicated Customer Success Manager for every client, high-touch support included
Integration Capabilities
⭐⭐⭐⭐⭐
Hundreds integrations with major tools and platforms
⭐⭐⭐⭐⭐
Deep integrations with e-commerce platforms and apps
⭐⭐⭐⭐⭐
Custom integrations available with full API support and white-glove setup
Educational Resources
⭐⭐⭐⭐⭐
HubSpot Academy offers extensive courses and certifications
⭐⭐⭐⭐⭐
Strong documentation, Klaviyo Academy, and community support
⭐⭐⭐⭐⭐
Growing knowledge base with personalized training but fewer community-driven resources

HubSpot vs Klaviyo vs Maestra: Omnichannel Flows

HubSpot
Klaviyo
Maestra
⭐⭐⭐⭐
⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot provides a powerful marketing automation workflow builder that can coordinate multiple channels—primarily email, plus things like internal notifications, CRM updates, and ad audience syncing. You can create sophisticated workflows that trigger emails, update contact properties, add people to ad campaigns, or create tasks for sales reps based on behavior. However, truly omnichannel campaigns in HubSpot are limited. Out-of-the-box, HubSpot doesn’t natively send SMS or push notifications within its workflows (SMS requires an add-on or integration). Also, advanced automation features (like multi-step branching, if/then logic, and integration triggers) are only available on paid plans—free users get only a very basic follow-up email automation.
In fact, full marketing automation with multiple touchpoints is restricted to Marketing Hub Professional or Enterprise (HubSpot’s Pro plan starts around $890/month, not including a required onboarding fee). So while HubSpot can support multiple channels (emails, ads, etc.), achieving an integrated omnichannel flow (for example, mixing email + SMS + on-site messages in one sequence) would require additional tools and budget. It’s a strong multi-channel platform, but not a seamless omnichannel orchestrator out of the box.
Klaviyo: Klaviyo takes a more omnichannel approach within the marketing automation realm, especially for e-commerce. Its Flows allow you to mix email and SMS steps in a single automated sequence. For example, a cart abandonment flow might send an email, then a text message if the customer still hasn’t purchased—all within Klaviyo’s builder. This gives Klaviyo solid multi-channel automation capability for messaging. It can also sync segments to Facebook and Google Ads for retargeting or lookalike audiences, extending your reach to paid channels (though the actual ads are managed on those platforms).
Importantly, Klaviyo offers these automation features even on its free tier—you can build full email/SMS flows without paying for a higher plan. That said, Klaviyo’s idea of “omnichannel” is mostly email and SMS (plus the ad integrations). It doesn’t natively handle other channels like web push notifications or offline outreach.
On-site personalization is limited to pop-ups/forms, and there’s no built-in loyalty or referral module to incorporate into flows. Essentially, Klaviyo covers two channels very well (email and SMS) and lets you sync data to ads, but anything beyond that (e.g. direct mail, on-site content changes, loyalty rewards triggers) would require another system. It’s a powerful multi-channel tool for digital messaging, but not a fully unified omnichannel platform.
Maestra: Omnichannel flows are Maestra’s forte. Maestra was built as an all-in-one omnichannel marketing automation platform, and it shows—you can connect email, SMS, web, mobile app, push notifications, even offline events and paid ads into one cohesive customer journey. Maestra’s flow builder allows a single automation to seamlessly hand off between channels based on real-time customer behavior. For example, you could design a welcome flow that starts with an email, then triggers an in-app or on-site personalized message, then an SMS reminder, then a Facebook ad audience sync—all in one coordinated sequence, using unified customer data at each step.
These cross-channel triggers happen in real time: if a customer clicks an email but doesn’t purchase, Maestra might show a personalized website banner or send a push notification with a special offer moments later while the customer is still browsing. This level of integration is hard (or impossible) to achieve natively in HubSpot or Klaviyo without a tapestry of external integrations. Under the hood, Maestra’s real-time CDP ensures every message pulls from the same up-to-date profile (recent browsing behavior, purchase history, loyalty status, etc.), so your channels stay in sync.
Moreover, Maestra can handle dozens of complex automations at once—brands can run more than 50 flows simultaneously without performance issues. The downside is complexity: Maestra’s breadth means it’s a bigger investment and learning curve, best suited for teams that want to manage fully omnichannel campaigns. If you’re ready for that, Maestra provides the most seamless omnichannel flow capabilities of the three platforms.
Winner—Omnichannel Flows: Maestra. Maestra is built for true omnichannel orchestration by design, connecting all your channels in one flow with unified context. HubSpot and Klaviyo enable multi-channel marketing to a degree (especially Klaviyo’s email+SMS), but they can’t match the breadth of channels or the real-time cohesion that Maestra offers.

HubSpot vs Klaviyo vs Maestra: Customer Data Management & Segmentation

HubSpot
Klaviyo
Maestra
⭐⭐⭐⭐
⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: Customer data is at the heart of HubSpot—it originated as a CRM and inbound marketing platform, so it offers robust contact management. Every lead or customer resides in the HubSpot CRM with a rich profile of properties (contact info, company, deal history, web activity, email engagement, etc.). HubSpot’s database can ingest data from various sources (manual entry, form fills, imports, integrations), consolidating it into a “Smart CRM” that acts as a unified system of record. You can define custom properties, create lists (segments) based on virtually any criteria, and the lists update in real-time as customer data changes.
Behavior-based segmentation is supported—e.g. you can segment contacts who viewed a specific page, or who opened the last 5 emails, or who have a deal value over X. HubSpot even has lead scoring and predictive scoring features to help identify high-value contacts. Where HubSpot falls a bit short for e-commerce is acting as a true CDP (Customer Data Platform): data from external sources (like a point-of-sale or a loyalty app) isn’t automatically unified unless you integrate those systems. It’s focused on data you gather within HubSpot or sync via its integrations.
In practice, HubSpot gives you a very strong 360° view for lead nurturing and B2B sales, but for omnichannel retail data (like merging in-store purchases, or tracking product catalog interactions), you may need custom work. Still, for segmentation and contact management, HubSpot is highly flexible—marketers can build complex segments using a friendly UI, and use those in campaigns, workflows, or ad audiences.
Klaviyo: Klaviyo was designed as an e-commerce marketing database, and it excels at that. It automatically captures key customer data from your online store integration—for example, when connected to Shopify or Magento, Klaviyo pulls in each customer’s purchase history, product views, cart adds, predicted lifetime value, and more. All of this lives in a customer profile timeline. You also get web tracking (via Klaviyo’s JavaScript snippet) to record browse behavior for identified visitors.
Using this data, Klaviyo makes segmentation very powerful: you can create segments like “Placed Order in last 30 days and Viewed Product X but not Purchased” or “VIP Customers with Lifetime Spend > $500” using an easy builder. These update dynamically as customer behavior changes. Klaviyo even provides some predictive analytics (e.g. it can estimate a customer’s next order date or churn risk using its algorithms). This is great for targeting and personalization. However, Klaviyo lacks a full CDP beyond its own ecosystem—it doesn’t automatically merge offline data or multi-channel data unless you pipe it in via APIs.
In other words, it’s limited to the customer data from your website, e-commerce platform, and Klaviyo’s own tracking. For many online brands that’s sufficient, but if you have significant data coming from elsewhere (physical stores, other apps), Klaviyo on its own won’t unify it. Additionally, it has a finite set of customer properties and events it recognizes out-of-the-box (though you can send custom events if needed). Overall, Klaviyo’s segmentation capabilities are top-notch for e-commerce marketing—marketers often praise how granular and impactful its segments can be. It just isn’t a multi-source CDP without additional help.
Maestra: Maestra includes a built-in real-time Customer Data Platform as its foundation. That means it’s designed to ingest, unify, and act on customer data from all touchpoints — your online store, website, mobile app, email interactions, in-store transactions, third-party tools, etc. Each customer ends up with a unified profile in Maestra’s CDP that updates in real time as new data comes in.
The platform leverages this to enable advanced segmentation: not only can you segment on purchase and engagement behavior like the others, but you can also use offline purchase data, loyalty status, referral activity, and more because all of it lives in one system. Maestra’s segmentation UI allows extremely granular conditions (combining attributes across channels) and it even offers AI-powered segments — for example, automatically grouping customers by predictive behaviors or product affinities using machine learning.
This AI-driven segmentation can uncover patterns (like identifying a cohort that tends to buy certain product bundles or a segment likely to churn) that you might not pinpoint manually. In essence, Maestra’s approach is to serve as your single source of truth for customer data and make that data immediately actionable in campaigns. For marketers, this means less hassle managing spreadsheets or syncing data between systems — Maestra maintains the unified customer view for you. The benefit is clearly more personalized and timely marketing (since every channel references the same live data).
The caution is that harnessing a full CDP requires discipline — you’ll want to feed Maestra quality data from all key sources to fully leverage it. But if you do, you get enterprise-grade customer data management without needing a separate CDP platform.
Winner—Customer Data & Segmentation: Maestra. While HubSpot and Klaviyo both offer strong segmentation within their domains (HubSpot for general CRM data, Klaviyo for e-com events), Maestra’s real-time CDP and segmentation give it the edge for companies looking to maximize personalization with unified data.

HubSpot vs Klaviyo vs Maestra: Site Personalization

HubSpot
Klaviyo
Maestra
⭐⭐⭐
⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot offers some web personalization capabilities, especially if you use HubSpot’s CMS or embed HubSpot forms on your site. With HubSpot’s “Smart Content” feature, you can dynamically customize sections of your website pages, landing pages, or emails based on a visitor’s known profile or list membership.
For example, you could show different homepage messages to customers vs. prospects, or swap out a call-to-action if you know a contact’s industry. This is rules-based and relies on the visitor being identified (a known contact with cookies). Additionally, HubSpot’s pop-up forms and chat widget can be targeted based on behaviors (like exit intent or time on page) and even personalized with contact tokens once someone is known.
However, outside of the HubSpot CMS environment, personalization is limited. Most e-commerce sites run on platforms like Shopify or Magento, where HubSpot can track visits but not inherently alter on-site content. You’d need to custom-develop against HubSpot’s APIs or use tagging to make your storefront content dynamic based on HubSpot data.
In summary, HubSpot enables basic on-site personalization (primarily through smart content modules, forms, or chat), which is a step above platforms with nothing—but it’s not a full-fledged personalization engine for an e-commerce storefront unless your site itself is on HubSpot. It’s great for personalized landing pages or blog content tailored to a lead’s lifecycle stage, but for in-the-moment product recommendations or dynamic page elements on a non-HubSpot site, it’s not equipped out of the box.
Klaviyo: Klaviyo’s focus has historically been on communication channels (email/SMS), so it offers relatively little in terms of directly personalizing your website content. It does have a form and pop-up tool to capture emails or offer discounts on your site, and those can be targeted based on Klaviyo segments or behaviors (e.g. show a signup pop-up on certain pages, or an exit-intent offer for first-time visitors). But when it comes to dynamic on-site content, Klaviyo doesn’t provide widgets or a CMS-like experience.
There’s no built-in feature to, say, swap the hero banner for different customer segments or change product sorting for each user. You can utilize Klaviyo’s JavaScript API to fetch data about a visitor and then use custom code on your site to change something (for example, show product recommendations by pulling info from Klaviyo’s profile of that user), but that requires developer work and isn’t a plug-and-play feature.
In practice, most Klaviyo users stick to using it for what it’s best at: emails and texts, and maybe a pop-up form. Personalized website experiences (beyond a pop-up with someone’s name or a coupon) would require another tool (such as a personalization engine or your e-commerce platform’s native features). So Klaviyo gets a low score here—it captures on-site behavior to inform your emails/SMS, but it doesn’t deliver personalized web content itself.
Maestra: Maestra was built with the philosophy of personalizing every touchpoint—including your website and apps—in real time. Using Maestra, businesses can implement in-session personalization on their sites with ease. For instance, Maestra can display dynamic content blocks or banners on your homepage or product pages that change based on the visitor’s profile or actions: returning customers might see a “Welcome back, [Name]! Here are new arrivals you’ll love, ” while first-time visitors see a different message.
If a user is browsing and has items in their cart, the site could show a special offer pop-up powered by Maestra’s logic.

Enlightened Equipment Boosts Average Order Value by 38.7% using Smart Up-sell Bar

This is all done through Maestra’s integration and personalization engine—essentially, Maestra listens to user behavior on the site (via its tracking snippet), references the unified customer profile in its CDP, and can trigger on-site overlays, embedded content, or even modify elements for that user. A simple example: showing product recommendations on the page tailored to the user (we’ll cover product recs next) is a form of personalization Maestra can handle natively. Another example: if a customer is a loyalty VIP, Maestra could automatically display a VIP-only promo banner when they visit the site.
These on-site personalizations happen in real time and don’t require the user to refresh or log in—it’s dynamically injected based on rules or AI that you set. For mobile apps, Maestra can similarly personalize in-app messages or content for each user segment. This level of on-site personalization is usually only possible with dedicated personalization software; with Maestra, it’s part of the same platform that runs your campaigns. The result is a more consistent experience—the messaging someone sees in an email can mirror what they see on the website.
It does require adding Maestra’s script to your site and configuring the personalized content blocks, but the platform provides a user-friendly way to design these (no heavy coding for common use cases).
Winner—Site Personalization: Maestra. Neither HubSpot nor Klaviyo offer robust on-site personalization out of the box (beyond basic smart content or forms), whereas Maestra enables dynamic, segment-driven content on your site in real time. This can be a game-changer for increasing engagement and conversion on your storefront.

HubSpot vs Klaviyo vs Maestra: Email Marketing

HubSpot
Klaviyo
Maestra
⭐⭐⭐⭐
⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot:
Email marketing is one of HubSpot’s core strengths. The platform provides a comprehensive suite of email tools, including a drag-and-drop email editor with a gallery of customizable templates, rich personalization options (you can insert any contact property or even smart content blocks into emails), and A/B testing capabilities (subject lines, content, send times—though A/B testing is available on Professional tier and above).
HubSpot’s interface makes designing professional emails straightforward, and because it’s part of an all-in-one system, those emails tie into your CRM and campaigns seamlessly. For example, HubSpot can automatically tailor email content using CRM data (like mentioning a contact’s recent product demo or their company name) and then track if that contact goes on to, say, visit your pricing page.
HubSpot also has good deliverability tools—it provides email health reporting, a test send feature, and connects with its CRM so sales reps can see if a lead opened marketing emails, etc. One standout of HubSpot is how email is integrated with other channels: you can set emails to send as steps in workflows that also create tasks or audience syncs, making it a well-orchestrated part of the customer journey.
On the analytics side, HubSpot gives campaign-level and email-level metrics (opens, clicks, etc.) with benchmarks, and even revenue attribution to emails if you use HubSpot’s CRM deals. The only downsides are cost-related: the number of emails you can send grows with your subscription level (Starter has limits; Professional/Enterprise essentially allow higher volume) and, as noted, advanced features like automation and testing require those higher-tier plans.
But overall, if you’re looking for powerful yet user-friendly email marketing, HubSpot delivers—it’s often praised as a top-notch tool for crafting and sending effective emails.
Klaviyo: Klaviyo is often called “the king of e-commerce email” and for good reason. Its email capabilities are laser-focused on driving sales for online stores. Klaviyo’s email designer is similarly drag-and-drop and comes with templates optimized for e-commerce (think product highlight layouts, cart abandonment designs, etc.).
Where Klaviyo really shines is leveraging customer data in emails: you can easily include product recommendation blocks that are unique to each recipient, using Klaviyo’s algorithms to suggest items based on their browsing and purchase history. These personalized product recommendations in emails help increase conversion and are built-in—a feature more basic email tools lack.
Klaviyo also excels at event-driven emails: it has ready-made flows for things like welcome series, cart abandonment, browse abandonment, post-purchase follow-ups, win-back campaigns, etc., which you can activate and customize. Every email can use dynamic tags (for example, insert the item someone left in their cart, or their loyalty points balance if that data is synced).
Klaviyo supports A/B testing in flows and campaigns, and gives revenue metrics for each email (since it tracks when an email click leads to a purchase on your connected store). Another strong point is deliverability control—you can set smart sending to avoid messaging someone too frequently, and it has tools to segment out unengaged subscribers to keep your deliverability high.
One limitation is that Klaviyo is primarily about email and SMS; it doesn’t have a broader content management or landing page system (though it has basic signup forms). So all your effort is within emails and the data driving them.
Also, as your list grows, costs increase (unlike some platforms that allow unlimited sends, Klaviyo’s pricing will go up with large contact counts). But for many, the ROI from its highly targeted email campaigns justifies that.
In summary, Klaviyo provides advanced e-commerce email marketing with minimal fuss—if you want to send behavior-triggered, personalized emails that directly tie to sales, Klaviyo is an excellent choice.
Maestra: Maestra incorporates email marketing as one of its many channels — but it hasn’t neglected depth in doing so. Maestra offers a proprietary email builder that’s as easy to use as HubSpot’s or Klaviyo’s, with a wide range of templates. You can drag-and-drop dynamic content, including fully personalized sections per segment.
For example, within one email template, you might show a different hero image or offer depending on the recipient’s segment (new customer vs. repeat), a level of personalization that often requires separate emails or more manual work in other tools. Maestra also supports AMP emails, allowing interactive elements (like carousels or forms) directly in the email for email clients that support AMP.
When it comes to sending power, Maestra is built to scale—it can send up to 500k emails per hour per customer without breaking a sweat, which is useful for larger brands with big campaigns. Because Maestra’s email is part of the omnichannel platform, you can embed things like loyalty point balances, product recommendations (from its AI engine), or live inventory alerts right into emails easily—pulling from the unified data in real time.
Segmentation for email campaigns is extremely granular (you can target emails based on any combination of behaviors or attributes from the CDP). Plus, Maestra’s automation flows incorporate email alongside other steps, so it’s easy to set up complex drip campaigns that adjust to user behavior (for instance, if user ignores two emails, pivot to an SMS or a different email content on the third send).
Reporting-wise, Maestra gives all the standard metrics and goes further by attributing revenue and conversion events across channels—you can see if an email contributed to a sale that eventually happened via another channel, thanks to its attribution model.
Winner—Email: Maestra (by a hair). All three platforms offer strong email marketing capabilities. HubSpot and Klaviyo are proven leaders in this area, but Maestra edges out with its advanced personalization (like AMP and dynamic segment-based content) and the fact that email is inherently integrated with every other channel in its platform.
That said, if you only needed email marketing and nothing else, HubSpot and Klaviyo would serve you extremely well. Maestra’s advantage comes when you’re using those extra capabilities in conjunction.

HubSpot vs Klaviyo vs Maestra: SMS Marketing

HubSpot
Klaviyo
Maestra
⭐⭐
⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: Historically, HubSpot did not include SMS marketing as a native feature, but this has started to change recently. HubSpot now offers an SMS marketing tool as an add-on (available for Marketing Hub Professional and Enterprise customers). This means you can compose and send SMS messages from within HubSpot, personalize them with contact properties, schedule them, and include them as actions in your workflows.
However, there are caveats: you must purchase the SMS add-on (it’s not included by default in your plan) and meet certain eligibility requirements (likely related to compliance). Essentially, HubSpot’s SMS is a paid extra. If you have it enabled, you can automate texts for things like event reminders, promotional offers, or follow-ups, similar to how you’d automate an email.
HubSpot allows two-way SMS in some contexts (e.g., sales reps texting leads via the CRM with integrations), but for marketing, it’s primarily outbound campaign messaging with opt-out handling. Since it’s new, HubSpot’s SMS featureset is more basic compared to specialized SMS platforms—it covers the essentials (personalization, scheduling, opt-out management) but doesn’t yet have advanced features like MMS, built-in link shortening/tracking, or SMS-specific analytics beyond delivery and response rates.
Many HubSpot users still rely on third-party SMS integrations (like Salesmsg, Twilio, or others in the HubSpot App Marketplace) to execute texting, especially if they want a more robust two-way texting solution or if they’re on a lower-tier HubSpot plan. So while HubSpot deserves credit for adding SMS, in a head-to-head it scores low mainly because it’s not truly integrated for all users (and can be cost-prohibitive for small businesses). If you are on Enterprise and willing to pay for the add-on, you can get good mileage out of HubSpot SMS automation; otherwise, this is a gap.
Klaviyo: SMS is a natural second channel for Klaviyo, and they’ve deeply integrated it alongside email. Klaviyo’s SMS platform (often referred to as Klaviyo SMS or Klaviyo Phone) supports both SMS and MMS (picture messages) within the same dashboard as your emails. You can collect SMS consent via Klaviyo forms or checkout integrations and then use that to send targeted text campaigns or flow messages.
One of the biggest advantages is how seamlessly SMS fits into Klaviyo Flows—you can literally add an SMS action in an automated flow right after an email action, with a conditional check that the user hasn’t converted yet. All your segmentation logic can apply to SMS as well (e.g., segment those who opted into texts, or send SMS only to VIP customers, etc.).
Klaviyo provides personalization in SMS (e.g., “Hi, your order is on the way…”). It also offers MMS so you can include product images or GIFs in messages for richer content. Reporting will show you SMS click rates and even revenue from SMS (if someone clicks the text and buys). For compliance, Klaviyo has built-in tools for managing consent and unsubscribe for texts.
The pricing for SMS is usage-based (typically you purchase message credits or pay per text in addition to your email plan), but it’s fairly straightforward. A key point: web push is not supported by Klaviyo currently, so SMS and email are the two owned outbound channels. Within those bounds, Klaviyo’s SMS is quite robust.
Many e-commerce brands using Klaviyo have successfully driven sales with timely texts (think flash sale alerts, cart reminders, shipping updates). Because it’s included (no extra platform needed), we give Klaviyo a high score here—it’s essentially on par with dedicated SMS marketing services, and the convenience of having it in one platform with email is a big plus.
Maestra: Maestra includes SMS marketing as a first-class channel, fully integrated into its omnichannel capabilities. That means you can craft personalized SMS campaigns or one-off blasts, and you can bake SMS messages into complex flows alongside email, push, etc.
The SMS editor in Maestra allows the usual personalization tokens (name, etc.) and supports things like short links (with click tracking) and even MMS (so you can send an image or GIF in a text). What sets Maestra’s SMS apart is the cross-channel intelligence: because Maestra’s flows can listen for events in any channel, you could have, say, an email → SMS → email sequence where the send of the SMS is conditional on the email not being opened, or vice versa, all in one flow.
You can also A/B test SMS timing or content within Maestra, which is not common in many platforms (e.g., test sending the SMS 1 hour versus 5 hours after the email to see which performs better). Another benefit is central consent management—Maestra keeps track of which customers have opted into SMS, and you can manage that alongside email preferences easily.
From a deliverability perspective, Maestra works to optimize SMS routing and adheres to carrier compliance rules, so you get good deliverability and throughput (important for sending large volumes of texts quickly during a sale). Since Maestra’s pricing includes unlimited emails but charges a tiny fee per SMS (around $0.0045 per message), brands have predictability and low cost for scaling text campaigns. If, for example, you want to send 10,000 SMS in a month, that’s only $45 in messaging costs—often cheaper than dedicated SMS tools. All told, Maestra gives you the fullest SMS integration—it’s as if you combined Klaviyo’s ease of use with an enterprise telecom backbone.
Winner—SMS: Maestra. Klaviyo is strong with native SMS, but Maestra takes it further with more advanced automation and testing capabilities for SMS (plus the benefit of unified data triggers). HubSpot trails due to requiring an add-on and being less established in SMS.

HubSpot vs Klaviyo vs Maestra: Website & Email Product Recommendations

HubSpot
Klaviyo
Maestra
⭐⭐
⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot does not offer built-in product recommendation engines specifically for e-commerce. Since HubSpot isn’t an e-commerce platform, it doesn’t manage a product catalog or order history natively (unless integrated). Therefore, it has no native feature that says “customers who bought X also bought Y” or “recommended for you” in the way an e-commerce-focused tool would.
If you have your website or store connected to HubSpot, you could manually segment users by past purchases or interests and then craft emails with recommended products for that segment, but that’s a very hands-on approach. There are marketplace integrations that attempt to bring product recommendation functionality into HubSpot emails or pages, but out-of-the-box, HubSpot users typically rely on their e-commerce platform or third-party AI tools to generate product suggestions.
For example, if you use Shopify plus HubSpot, you might use Shopify’s recommendation APIs or an app to determine upsells, and then feed that info into HubSpot emails via custom fields or by inserting HTML. On websites, HubSpot’s CMS could technically host a product listing module, but it wouldn’t “know” which products to recommend without some custom code or integration doing the heavy lifting.
Essentially, HubSpot isn’t built to analyze purchase patterns or real-time behavior to suggest products. It can personalize content if you supply the logic (like via smart content: “if interest = shoes, show these shoe products”), but it won’t calculate those interests for you. Because of this, HubSpot gets a low rating here—you’ll need to connect a separate recommendation engine or do a lot of manual work to serve personalized product picks in HubSpot-driven communications.
Klaviyo: Klaviyo does have built-in product recommendation functionality for emails. Since Klaviyo is plugged into your store’s data (product feed, customer behavior), it uses algorithms to generate personalized product recommendations for each recipient. When designing an email, you can drag in a “Product Block” that can be configured as a recommendation block (e.g., “Recommended for you” or “You might also like”). Klaviyo’s system will then automatically fill that block with items tailored to the recipient—typically based on their past purchases, browsing activity, and what other similar customers have bought.
It’s essentially an AI-driven feature, though you can set some rules (like only recommend items from certain categories, or exclude items above a certain price, etc.). These recommendations update at send time, meaning each customer could see different items. This is extremely useful for increasing click-through and conversion in emails, as it mimics the kind of personalization big retailers use.
In emails, it works very well. On the website side, however, Klaviyo does not provide on-site product recommendation widgets out of the box. You’d still need your e-commerce platform or a dedicated on-site rec engine to handle that. So, Klaviyo’s strength is in email (and SMS, where you might include a recommended product link).
It gives a solid 4-star performance in our rating—covering the bases for personalized product suggestions in messaging channels. For many small businesses, using Klaviyo’s built-in recs in emails is an easy win because it requires no additional software. Just keep in mind it won’t magically put “For you” carousels on your homepage—that’s beyond its scope.

Are You Overlooking Key Recommendation Spots? A Quick Checklist

Maestra: Maestra offers AI-driven product recommendations that work across both email and web channels. It’s like having a personalization engine built into your marketing platform.
For emails, you can insert dynamic product recommendation sections, similar to Klaviyo, and Maestra’s AI will populate them based on each customer’s behavior and preferences.
But Maestra goes further: it also enables on-site product recommendations and merchandising strategies. For example, on your e-commerce site you could deploy a Maestra-powered recommendation widget that shows “Trending for you” items when a customer logs in or based on what they’ve browsed. Because Maestra’s CDP knows the customer’s history (online and even offline if provided), its recommendations can factor in a lot of data.
It also allows merchandising controls—for instance, you might weight the recs to promote higher-margin items or set rules like “if the customer bought from Category A, recommend from Category B.” These controls let you blend automated recommendations with your business strategy. Another plus: Maestra’s recommendations update in real-time. If a product goes out of stock or its price changes, the system adjusts.
If the customer’s behavior changes (they just bought something, or browsed a new category), the suggestions recalibrate on the fly. From a technical standpoint, Maestra’s AI looks at patterns across your data (e.g., people with similar profiles or purchase histories) to predict what a given customer might want next.
This is similar to what dedicated recommendation engines (like those used by Amazon or Netflix) do, but here it’s integrated into your marketing tool. Having site and email recs in one system also means you can coordinate them—e.g., exclude from email any products the customer just saw on the site, to avoid redundancy.
Winner—Product Recommendations: Maestra. While Klaviyo provides personalized recs in emails, Maestra delivers a more comprehensive solution across channels with more sophisticated AI and control. HubSpot doesn’t play in this space natively. If personalized product discovery is important for your sales, Maestra offers it without needing an extra tool.

HubSpot vs Klaviyo vs Maestra: Promotions & Referrals

Promotions & Referrals
HubSpot
Klaviyo
Maestra
Rating
⭐⭐
⭐⭐
⭐⭐⭐⭐⭐
HubSpot: Running promotions (like coupon codes, discounts, etc.) is something you can do through HubSpot, but HubSpot won’t generate or manage the promotion logic for you. For example, you can certainly send an email with a coupon code via HubSpot, or use a workflow to send a discount to leads who perform a certain action. HubSpot even has a field on its e-commerce integration objects for discount codes if you integrate with Shopify, etc.
However, HubSpot doesn’t create those codes—you’d create them in your e-commerce platform and then load them into HubSpot (possibly manually or via integration) to distribute. As for referral programs (where customers refer friends and get rewards), HubSpot has no built-in referral tracking or reward system. You can track referrals by creating custom properties or use the CRM to log if someone was referred by someone else, but that’s something you’d have to set up. HubSpot users usually rely on dedicated referral program software (ReferralCandy, Ambassador, etc.) which can integrate with HubSpot to pass referral info.
In short, HubSpot provides the communication layer for promotions, but not the promotion mechanics. There’s no loyalty points, no referral links out of the box, no unique coupon generator. You’d be doing those externally. For a simple promotion, this is fine: e.g., create a Shopify discount code “WELCOME10” and then HubSpot emails it to new sign-ups. But for anything at scale or automated (unique codes per customer, etc.), HubSpot alone can’t handle it. Therefore, it gets a low rating here—it’s not a promotions engine, and you’ll need to connect another solution to truly run referral campaigns.
Klaviyo: Klaviyo similarly does not run referral programs by itself. It focuses on messaging. For promotions, Klaviyo has a nice integration with Shopify and some other carts where it can auto-generate unique coupon codes for emails. For instance, you can tell Klaviyo “insert a unique 10% off code for each recipient” and it will work with Shopify to create a one-time code for each person and include it in the email.
This is great to prevent code abuse and to track redemptions per recipient. So for coupon promos, Klaviyo has an edge in convenience—you don’t have to manually upload codes, it can interface with the store to generate them. You can also manage static codes and expiration logic through Klaviyo’s platform to some extent. But beyond distributing coupons, Klaviyo doesn’t manage the promotion rules—your store handles whether that coupon is valid, etc.
And referral programs (e.g., give $10 credits when someone refers a friend) are outside Klaviyo’s scope. You’d use a tool like ReferralCandy or Yotpo’s referral feature, then use Klaviyo to send referral invitation emails or follow-ups. Klaviyo can certainly trigger flows based on referral events if you integrate that data (for example, when a referral is successful, Klaviyo could send the referrer an email reward if the referral app pushes that info to Klaviyo). But it’s all reliant on an external referral system.
Where Klaviyo helps is communicating the promotion: sending out the offer, reminding people of expiring offers, segmenting who gets what offer (like VIPs get a bigger discount). It also can track who used a coupon if you sync order data (so you could, say, exclude people who already used a welcome discount from getting another). That said, since Klaviyo doesn’t manage referral or promotion programs end-to-end, we score it similar to HubSpot. It makes executing the marketing around promotions easier (especially with unique coupon codes in emails), but you’ll need other tools for the actual program logistics.
Maestra: Maestra includes robust promotions and referrals functionality out-of-the-box, which is a rarity in marketing platforms. Essentially, Maestra can act as your promotions engine and your referral program manager, in addition to marketing. For promotions, Maestra allows you to create and distribute discount codes or promotional offers targeted to specific customers or segments. You can set up rules like “10% off for first-time buyers” or “Buy One Get One for VIP tier members this week.”
Maestra can generate unique codes for each customer (to prevent sharing) and track redemptions. What’s powerful is that these promotions can be tied into your omnichannel flows: for example, if a customer hasn’t bought in 3 months, a Maestra flow might automatically generate a unique win-back coupon and send it via email and SMS, and then monitor if it leads to a purchase. If not used, the flow escalates with a slightly better offer. This level of automation with promotions is typically done with separate coupon systems and manual import/export, but Maestra handles it internally.
For referrals, Maestra provides a full referral program toolkit. You can assign each customer a referral code or link, and Maestra will track when a new customer comes in via that referral. You can configure referral rewards (e.g., give the referring customer 100 loyalty points or a $10 credit when a friend makes a purchase, and give the friend a welcome discount too). Maestra tracks all of this, so you can actually see referral statistics and reward statuses in the platform. It can automatically issue rewards or notify your team when milestones are hit.
Moreover, because referrals are integrated with the CDP, you could segment and target “high referrers” with special campaigns, or conversely encourage low referrers to participate. All the messaging around referrals (like referral invitation emails, or “your friend just made a purchase, here’s your reward” notifications) can be built as Maestra flows rather than needing a separate referral service to send them.
Additionally, Maestra supports flexible promotion triggers—you can do things like location-based offers (if a customer enters a geofenced area, trigger a mobile app promo), time-limited flash sales targeted to specific segments, etc. These go beyond simple coupons; it’s more of an integrated promotions marketing capability.
In summary, Maestra provides what an e-commerce marketer would normally have to get from a dedicated loyalty/referral platform (like Smile.io or ReferralCandy)—but it’s already part of Maestra.
Winner—Promotions & Referrals: Maestra. Neither HubSpot nor Klaviyo have native referral program management and have only basic promo capabilities, whereas Maestra offers a built-in referral system and highly flexible promotions engine. If running referral campaigns or targeted promo offers is key for you, Maestra lets you do it without stitching together multiple tools.

HubSpot vs Klaviyo vs Maestra: Loyalty Programs

Loyalty Programs
HubSpot
Klaviyo
Maestra
Rating
⭐
⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot does not include a loyalty program feature. There’s no concept of points, tiers, or rewards within HubSpot. If a business wants to run a loyalty or VIP program, they would typically use a separate loyalty platform (like Smile.io, LoyaltyLion, etc.) and then integrate that with HubSpot to sync data. HubSpot could then send emails to loyalty members or include loyalty status as a field, but all the logic (accruing points, redeeming rewards, tracking tier status) lives outside HubSpot.
Some companies might attempt a makeshift loyalty system using HubSpot’s CRM (e.g., creating properties for “Points” and manually updating them, or using flows to increment points for certain actions), but this would be very custom and limited. Realistically, HubSpot is not built for loyalty management. So it gets a minimal score here—it simply relies on external solutions for any loyalty scheme.
Klaviyo: Klaviyo also does not have a built-in loyalty program module. It can store data about loyalty (for example, if you sync it with a loyalty app, Klaviyo profiles could have fields like “Points Balance” or “Loyalty Tier” which you then use for segmentation or personalization). Klaviyo is quite commonly integrated with loyalty programs—many brands will push loyalty point updates to Klaviyo so they can include that info in emails (like “You have 50 points, earn 50 more to get $5 off”).
But the actual loyalty program (points issuance, reward redemption, etc.) is handled by another app. Klaviyo’s role is to communicate and trigger based on loyalty data. For example, if a customer earns enough points for a reward, Klaviyo (when informed of this via integration) could send them a congrats email. Or a flow could target customers who are in “Gold Tier” with special perks emails.
But you cannot manage the loyalty program inside Klaviyo—there’s no interface for setting up point rules or reward catalogs. Thus, Klaviyo, like HubSpot, relies on third-party loyalty systems. It scores similarly low—nothing out-of-the-box beyond handling data from elsewhere.
Maestra: Maestra includes a complete loyalty program system natively. This is a major differentiator. With Maestra, you can set up a loyalty program that is fully integrated with your customer data and marketing channels. Key features include: points earning (customers earn points for purchases, specific actions like writing a review or referring a friend, etc.), points redemption (customers can redeem points for rewards or discounts), VIP tiers (e.g., Silver, Gold, Platinum levels with escalating benefits), and perks like birthday rewards or exclusive offers for members.
Maestra lets you define these program rules in the platform. Because it’s tied to the CDP, every purchase a customer makes can automatically translate to loyalty points in their profile, in real time, with no external system needed. If they reach a new tier, Maestra can trigger a flow to congratulate them and send a reward. Customers’ point balances and tier statuses are part of their unified profile, so you can use that in segmentation (e.g., send a double-points promotion to everyone with >500 points, or a re-engagement offer to lapsed members who haven’t earned points recently).
The redemption process can also be managed: Maestra can issue unique coupon codes as rewards when someone redeems points, or integrate via API to your store’s checkout to apply point redemptions. All of the communications around loyalty—points statements, tier upgrade notifications, reward availability, etc.—can be handled through Maestra’s omnichannel flows (email, SMS, push notifications, etc.). Essentially, Maestra eliminates the need for a separate loyalty SaaS product by providing it inside the marketing platform.
Having loyalty data and marketing in one place also unlocks powerful use cases: for instance, you could automatically send an email with personalized product recommendations that a customer can get a discount on using their points, basically blending the loyalty incentive directly into regular marketing content. Or run a campaign just for “Gold Tier” members with an early access sale, and Maestra will know exactly who qualifies.
Winner—Loyalty Programs: Maestra. This one is clear: HubSpot and Klaviyo have no native loyalty program capabilities, whereas Maestra offers a full-fledged loyalty and rewards system built-in, including points, tiers, and integration with promotions and referrals. For any brand that wants to cultivate repeat business through a loyalty program without juggling multiple tools, Maestra provides a one-stop solution.

HubSpot vs Klaviyo vs Maestra: Mobile & Web Push Notifications

HubSpot
Klaviyo
Maestra
⭐
⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot does not natively support sending push notifications to mobile apps or browsers as a marketing channel. HubSpot’s focus on messaging has been email, and to some extent SMS recently, but not push. If you have a mobile app and you want to send push notifications, or you want to trigger web push notifications to visitors, you’d need a separate service (like OneSignal, Firebase, Pushwoosh, etc.) and integrate it with HubSpot (for example, via workflows calling an API).
There was some community discussion and a couple of third-party marketplace apps that allow HubSpot to trigger push messages via OneSignal or other push services. So it’s possible to link them, but out-of-the-box HubSpot has no push capability and no UI for crafting push messages. The only thing remotely similar are HubSpot’s internal notifications (which are not customer-facing) or perhaps using HubSpot’s live chat widget on site (but that’s not a system/browser notification). Because marketing push notifications are absent from HubSpot’s native toolset, we give it the lowest score here.
Klaviyo: Klaviyo introduced mobile push notifications for those who have a mobile app. Specifically, if your app has the Klaviyo SDK, Klaviyo can send push notifications to your app users (on iOS/Android) as part of its flows or campaigns. This is a newer addition and provides an extra channel beyond email/SMS. However, notably, Klaviyo does not support web browser push notifications as of now. Web push (the kind that can pop up on a user’s desktop or Android device from the browser) isn’t available.
So Klaviyo’s push is limited to mobile apps, which means it’s only useful to businesses that have a significant mobile app user base and have integrated Klaviyo’s SDK. For those who do, it’s a nice feature: you can do things like send an app push when someone adds to cart but doesn’t checkout (if you track that in-app), or a push for a back-in-stock alert. It’s included in the platform (no extra cost beyond usage).
But compared to the universe of all push notifications, this is a narrow scope. Some may have a progressive web app and want web push, which Klaviyo can’t do yet. So Klaviyo gets a 2-star—it has some push functionality, better than nothing, but still limited.
Maestra: Maestra offers both mobile push and web push notifications as part of its omnichannel approach. That means if you have a mobile app, Maestra can send push notifications to your app users. And if you want to send web push, Maestra supports that as well.
This is valuable because web push allows you to reach customers in real-time with short messages (like “Your order is out for delivery!” or “Price drop on an item in your wishlist”) without needing their email or phone number, just their opt-in via browser. Maestra providing web push means you can coordinate those with your other campaigns—for instance, if someone hasn’t opened your last few emails, maybe you try a web push to grab their attention with a promo. Or use push as part of a multi-step re-engagement flow (email, then push, then SMS, etc.).
The customization of Maestra’s push is rich: you can include images, emojis, and custom call-to-action buttons in notifications, tailoring the content as you like. For mobile push, you can even have deep links (so the notification opens a specific screen in your app). Scheduling and automation is all within the platform, so you could schedule a push campaign (“Sale ends tonight!”) or have triggers (“Item back in stock” or “Inactivity for 30 days”) fire off push messages.
Maestra also offers A/B testing for push timing/content and performance tracking (open rates of pushes, interactions). These analytics help optimize push strategies.
Crucially, Maestra’s push notifications are tied into the same customer journeys as other channels. So a user might get a web push, then an email, then an SMS based on what they do—all orchestrated in one flow. And since it’s part of one system, Maestra can manage frequency across channels (ensuring you don’t spam the user from all sides at once) and respect any global contact preferences.
In summary, Maestra treats push as a key channel, not an afterthought, giving you the ability to engage users through browser and app notifications with ease.
Winner—Push Notifications: Maestra. Neither HubSpot nor Klaviyo offer robust push notification capabilities, and in our trio here, HubSpot has none, Klaviyo only mobile push, while Maestra provides a full suite of push options out of the box. This makes Maestra the clear leader for businesses that want to add push messaging to their engagement toolkit.

HubSpot vs Klaviyo vs Maestra: User-Generated Content (UGC)

HubSpot
Klaviyo
Maestra
⭐
⭐
⭐⭐
HubSpot: HubSpot isn’t designed to manage user-generated content such as product reviews, ratings, customer photos, or Q&A. It’s primarily a marketing, sales, and service platform. While HubSpot Service Hub does have a feedback survey tool (for NPS, customer satisfaction, etc.) and you could manually collect testimonials or case studies through HubSpot forms, there’s no dedicated UGC feature for public content.
For example, HubSpot can send a follow-up email asking a customer to review their purchase, but it doesn’t host or display that review on your website—you’d need a reviews platform or your website’s CMS to do that. Many e-commerce businesses use Yotpo, Trustpilot, Bazaarvoice, or similar for reviews and UGC, then integrate the data back to HubSpot if needed (for example, to segment customers who left a 5-star review vs 1-star).
HubSpot can store info like “Left Review? (Y/N)” in a contact record if passed via integration, and you could trigger a workflow off that (maybe send a thank-you or ask a promoter for a referral). But managing UGC content (moderating it, publishing it, analyzing it) would be done outside of HubSpot. As such, HubSpot’s capabilities here are minimal—it can help solicit UGC via emails/forms but not manage it. We give it one star, essentially for being able to send out review request emails and little else.
Klaviyo: Klaviyo also doesn’t provide a UGC management system. It can aid in UGC collection indirectly; for example, many brands will use Klaviyo’s post-purchase flows to send an email that asks for a product review or a photo submission. Klaviyo can include a link to your reviews page or an incentive (like “Upload a photo of you using our product for 100 points”). But Klaviyo itself doesn’t host or display the review or handle the submission beyond maybe capturing a response via email or a Klaviyo form.
If you integrate a reviews platform with Klaviyo, you can use the data in segmentation (e.g., an event like “Submitted Review” can be tracked). Also, some UGC platforms like Okendo or Yotpo can push review content to Klaviyo, allowing you to insert snippets of review (like a star rating or review quote) into Klaviyo emails. But again, that requires those external apps.
Out-of-the-box, Klaviyo has no dashboard for UGC, no widgets for showing customer photos, etc. It focuses on communication, not content management. So like HubSpot, Klaviyo relies on other software for the actual UGC handling. It also scores one star in this category—essentially nothing native for UGC aside from being a conduit to ask for it.
Maestra: Maestra does not have a built-in reviews/UGC publishing platform, so it’s not going to replace a dedicated reviews app for moderating and displaying product reviews on your site. However, Maestra approaches UGC from a marketing angle: it provides tools to incentivize and leverage UGC within your unified marketing campaigns.
For example, Maestra’s loyalty program can be configured to reward customers with points for actions like writing a review, submitting a testimonial, or posting a photo on social media. This encourages more UGC by making it part of your engagement program. After a purchase, Maestra can automate a flow that not only asks the customer for a review, but also issues loyalty points when they complete it (by verifying through integration or a unique link). Similarly, Maestra can send post-purchase surveys or photo submission requests and track completion.
While Maestra might not host the review content for display, it captures the fact that UGC was created (e.g., knows that Customer X submitted a review or uploaded a photo) and can then trigger follow-up actions. It can also incorporate UGC into marketing content if that data is accessible. For instance, if you have a gallery of customer photos, you can feed that into Maestra to include in emails or on-site personalization (“Here’s how other customers style this product”). This likely requires some setup, but the key is Maestra’s system is open to using those data points.
Additionally, Maestra’s CDP can store survey results or ratings that customers give in feedback forms, giving you a single view of how engaged or satisfied a customer is. In essence, Maestra doesn’t replace a UGC platform, but it complements one well, and for some basic UGC (like simple star ratings or collecting testimonials via forms) it could handle the collection and incentive piece.
Because of this, we score Maestra a bit higher (2 stars) than the others—it has native mechanisms to encourage UGC through loyalty rewards and follow-up, and it can utilize UGC data within its omnichannel campaigns to some extent. But it’s not a full UGC management solution (no dedicated review display feature).
Winner—UGC: Maestra (relatively). None of the three platforms are purpose-built for UGC, but Maestra’s integration of UGC incentives via loyalty and its ability to at least track and use UGC contributions gives it a slight edge. If UGC (like reviews and customer photos) is a major part of your strategy, you’ll still likely need a specialized tool in tandem with any of these platforms. Maestra just helps tie it into your marketing better.

HubSpot vs Klaviyo vs Maestra: Ad Optimization & Paid Media

HubSpot
Klaviyo
Maestra
⭐⭐⭐⭐⭐
⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot offers a robust integration with online ad platforms (Facebook/Instagram, Google, and LinkedIn Ads). In HubSpot’s Ads tool, you can connect your ad accounts and then do a few powerful things: create CRM-based audiences (e.g., a list of HubSpot contacts can sync to a Facebook Custom Audience or a Google Customer Match list), track contacts’ interactions with your ads (HubSpot will tell you if a lead converted from an ad click and even tie ad spend to downstream revenue), and even create and manage ads from within HubSpot’s interface.
For example, you can build a simple Facebook Lead Ad in HubSpot and have submissions flow straight into the CRM. HubSpot also provides reporting on which ads, campaigns, and creatives are influencing contacts and deals, giving marketers a sense of ROI in the context of the entire customer journey.
Where HubSpot goes beyond basic integration is with optimization suggestions and AI tools: HubSpot has rolled out features like lookalike audience suggestions, automated bid management insights, and an AI content assistant for ads copy (for instance, it can help generate ad text). It’s not managing your bids in real time like Google’s own AI, but it helps you optimize targeting by leveraging your CRM data. For example, you can easily exclude existing customers from a Facebook ad campaign by syncing an “Existing Customers” list to Facebook as an exclusion audience—ensuring you don’t waste budget, which is a form of optimization by audience targeting.
Additionally, HubSpot’s recent AI features (HubSpot’s “Breeze” AI) aim to optimize marketing efforts across the board. While specifics are emerging, they indicate automating certain ad management tasks (A/B testing ads, adjusting budgets based on performance). HubSpot’s strength is definitely aligning ads with your overall marketing and sales funnel. If someone clicks an ad and becomes a lead, HubSpot will attribute that and help you nurture them to sale, closing the loop. It’s not an ads manager to replace Facebook’s interface for complex campaign setups, but for many users being able to do audience management and see unified metrics is extremely useful.
We give HubSpot 4 stars here—it natively covers Facebook, Google, LinkedIn integrations and makes it easy to optimize who sees your ads using your rich contact data. It might not automatically adjust bids with AI as a specialized tool would, but it significantly streamlines ad-targeting decisions and reporting.
Klaviyo: Klaviyo’s approach to ads is primarily through audience syncing and measurement as well. In Klaviyo, you can create segments (which is a core strength) and then sync those segments to Facebook Custom Audiences or Google Ads Customer Match lists natively. For example, your “High spenders” or “Churn-risk customers” segment in Klaviyo can continuously sync to Facebook, so you can run an ad campaign specifically to win them back. Klaviyo can also sync suppression lists (like those who just bought, so they don’t see an offer for something they’ve already purchased). This is very similar to HubSpot’s capabilities on that front. It ensures consistency between email/SMS targeting and ad targeting.
Klaviyo doesn’t have an interface to create the actual ads; you do that in Facebook or Google’s platforms. But it provides some metrics on the integration—e.g., how many of the targeted users in an audience converted (since Klaviyo tracks ecommerce purchases, it can attribute if someone in a synced audience bought something, though detailed multi-touch attribution is not as deep as HubSpot’s because Klaviyo isn’t tracking all sources like a CRM would).
What Klaviyo does well is using its data to inform ads. For instance, using Klaviyo’s predictive analytics, you could sync an audience of “predicted to purchase in next 30 days” to Facebook and target them with specific creative. Or sync “product category X intenders” based on browsing data to show them relevant product ads. This leverages the rich behavioral data Klaviyo collects.
However, Klaviyo doesn’t optimize the ads themselves; it just ensures the right people are targeted. It doesn’t do bid management or creative optimization. It relies on Facebook/Google to optimize delivery. There’s no AI suggesting budgets or doing cross-platform allocation in Klaviyo.
So Klaviyo gets 4 stars as well—mainly for enabling smart retargeting and lookalike seed audiences using your first-party data. This can greatly improve ROAS (return on ad spend) because your ads hit more precise groups. It loses a point because it doesn’t provide the multi-channel attribution or any AI-driven ad optimization beyond audience syncing.
Maestra: Maestra syncs customer segments to platforms like Facebook and Google in real time. The real-time aspect is key—as soon as someone’s profile changes (say they move from “potential buyer” segment to “repeat customer”), Maestra can update the audiences, ensuring your ads are always targeting the right stage of customer. This reduces wasted spend. At the very least, it centralizes reporting: you can see ad performance alongside email/SMS in a unified dashboard, which helps attribution.
One big advantage: because Maestra is a CDP, it can incorporate offline conversions or multi-channel conversions into ad optimization. For example, if a customer saw a Facebook ad and later made an in-store purchase, Maestra knows that and can attribute it, whereas Facebook might not. This could feed back into smarter lookalikes or retargeting suppression (e.g., stop showing ads to someone who already bought offline).
So, Maestra gets 5 stars because it doesn’t just hand you tools; it actively tries to improve your advertising outcomes by leveraging all the data at its disposal and automating where possible.
Winners—Ad Optimization: Hubspot and Maestra. All three help align ads with your customer data, but Maestra’s real-time sync and multi-channel data collection give it an edge in actually improving ad performance, not just facilitating it.

HubSpot vs Klaviyo vs Maestra: Reporting & Attribution

HubSpot
Klaviyo
Maestra
⭐⭐⭐⭐
⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot offers a rich array of reporting options, especially if you are on Professional or Enterprise tiers. In HubSpot, you can create custom dashboards that pull in data from marketing emails, website analytics, deals (sales), customer service tickets, and more—giving you a full funnel view. For pure marketing reporting, HubSpot provides email performance (opens, clicks, etc.), landing page analytics, blog analytics, social media post analytics, and ad campaign reports all in one place.
One of HubSpot’s strengths is attribution reporting: HubSpot Marketing Hub Enterprise includes multi-touch revenue attribution tools that let you credit contacts’ interactions (like viewing an ad, clicking an email, attending a webinar) towards eventual deals or revenue. You can choose different models (first touch, last touch, linear, time decay, etc.) to see how each marketing channel contributes to conversions. This is powerful for understanding the customer journey. For example, you might find that while email gets the “last touch” credit on many sales, paid search was often the first touch that brought them in.
Even on lower tiers, HubSpot gives a decent attribution view (though more limited) – for example, you can see which source brought contacts who became customers, broken down by lifecycle stage. There are also built-in dashboards like the Revenue Analytics which tie marketing campaigns to revenue, assuming you’re tracking deals in HubSpot CRM.
HubSpot’s reports are fairly straightforward to customize—you can use filters and breakdowns (e.g., graph contacts acquired by source over time, or compare campaign performance). And crucially, HubSpot can report across multiple channels together (e.g., a dashboard might have a chart for email performance and one for lead conversion rates on site and one for MQL to customer conversion, etc., giving you a holistic picture).
HubSpot also includes benchmarking (comparing your email stats to industry benchmarks) and other nice touches. The combination of marketing and sales data in one place means you can do closed-loop reporting without exporting to a separate BI tool in many cases.
We give HubSpot 4 stars. It’s comprehensive and great for seeing how marketing efforts tie to outcomes. The only nitpick is some advanced analysis might require external tools or Enterprise edition (and very large orgs might still export data to a data warehouse for more slicing). But out-of-the-box, HubSpot covers most reporting needs for small to mid businesses.
Klaviyo: Klaviyo has strong reporting within its domain of email/SMS and customer behavior. In Klaviyo you’ll find dashboards showing campaign metrics, flow (automation) performance, and detailed conversion tracking for each message. Klaviyo’s biggest selling point is that it directly attributes revenue to the messages you send: for any email or SMS campaign, it will calculate how much $$ was generated from people clicking that message and purchasing (within a certain time window). This is very useful for e-commerce marketers to gauge ROI per campaign or flow.
Klaviyo also provides cohort analysis and lifetime value reports—you can see how different groups of customers (by acquisition month, or by segment) perform over time in terms of spending. And geography heatmaps for revenue, etc., to spot where your customers are. These are more advanced ecom analytics baked in.
When it comes to attribution, Klaviyo uses mostly last-touch attribution for campaigns and flows (i.e., if an email was the last marketing touch before purchase, it credits that email). It doesn’t do multi-touch attribution across channels beyond email/SMS because it’s not tracking, say, direct traffic or organic social—that’s outside its scope. It assumes if they didn’t click the email, then the email didn’t drive the sale. This can undervalue top-of-funnel channels.
However, Klaviyo can track when an ad was shown as part of a flow (if it’s via its Facebook integration) but it’s not an attribution tool for ads (that relies on Facebook’s own reporting plus your segment performance).
Klaviyo’s segment reporting is very handy—you can measure metrics for any segment of customers (e.g., see the aggregate CLV of VIPs vs non-VIPs, or which segments are trending up in spending). That is something HubSpot might require custom reports to do.
Overall, Klaviyo’s reporting is very marketer-friendly and geared to show you the money (which emails or texts make you money). It’s also straightforward to navigate, with pre-built reports for common needs.
We give Klaviyo 4 stars as well. It has detailed campaign/flow analytics and ties to revenue, which users love. It loses out only if you consider channels beyond what Klaviyo manages—it won’t give you a full omnichannel attribution view, just the slice of the pie from email/SMS. For most e-comm, though, that slice is significant.
Maestra: Maestra, by virtue of being an all-in-one platform with a CDP, can deliver advanced multi-channel reporting and attribution. Since it tracks customer interactions across email, SMS, push, on-site, loyalty program usage, referrals, and even offline or external channels you feed in, Maestra can generate a holistic view of your marketing performance. The reporting includes all the usual channel-specific metrics (email opens/clicks, SMS clicks, push engagement, etc.), but importantly it rolls them up to customer behavior and revenue.
Additionally, Maestra’s analytics are real-time due to the real-time CDP. So dashboards update as events happen, not with a long lag. You can monitor a flash sale across email+SMS+push+ads in one view as data flows in live.
Maestra has fows reports that visualize drop-offs, funnel analysis from first visit to repeat purchase, and detailed segment comparisons. It helps to find insights like “Customers who engage on 3+ channels have 2x higher LTV” or “Push notifications are often the last touch before conversion for segment X.”
Maestra includes all the e-commerce metrics and combines what you’d get from a CRM (attribution + funnel) and an email platform (campaign ROI) and a loyalty platform (repeat rate, etc.) all together.
We give Maestra 5 stars here—it aims to be the source of truth for marketing performance across every customer touchpoint. That unified, real-time insight is extremely valuable for data-driven decision-making.
Winner—Reporting & Attribution: Maestra. HubSpot and Klaviyo both have excellent reporting in their realms, but Maestra’s cross-channel, unified analytics edges them out, particularly for a brand executing true omnichannel campaigns.

HubSpot vs Klaviyo vs Maestra: Customer Support

HubSpot
Klaviyo
Maestra
⭐⭐⭐⭐
⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot is well-regarded for its customer support in the B2B software space. For paying customers on Starter, Professional, or Enterprise plans, HubSpot offers support via email and live chat, and for Enterprise, phone support as well.
One standout is that HubSpot’s support is 24/7 for Professional and Enterprise (with some exceptions on holidays), meaning you can get help pretty much anytime, which is great for global businesses. Users often praise HubSpot support reps for being knowledgeable and responsive. If you’re a free user, however, HubSpot’s direct support is not available—you’re directed to community forums and knowledge base (which are extensive).
Additionally, HubSpot has a large network of Solutions Partners (agencies and consultants) and a community that can help. But focusing on official support: HubSpot also provides a customer success manager for Enterprise accounts or if you’re in certain programs, to help you strategize and onboard effectively. They also have onboarding packages (often required for Pro and above) which, while an extra cost, ensure you get set up correctly.
At lower tiers, support is still solid—live chat is usually quick to answer during business hours, and email support turnaround is decent. HubSpot’s vast knowledge base often lets users self-serve solutions quickly too.
One minor complaint some have is that the first-tier support might give standard responses or links to docs, but generally if you have a complex issue it gets escalated appropriately.
Klaviyo: Klaviyo’s support is somewhat more limited unless you’re a large customer. For the free tier, Klaviyo offers only initial 60 days of email support when you sign up, as a grace period. After that, free users rely on the community forum or help center. Once you’re a paying customer (any tier), Klaviyo provides email support and live chat support (chat is available during their support hours, which generally cover weekdays and limited weekend hours). They don’t offer phone support by default at any level, which some larger clients might miss.
For Enterprise-level Klaviyo clients (very high volume senders, typically), Klaviyo offers premium support packages (Customer Success Manager, deliverability consulting, etc.) at additional cost. These can include things like weekend/chat support coverage if needed. But those are custom arrangements.
Klaviyo’s standard support is known to be knowledgeable about e-commerce marketing specifically (they can answer not just technical how-to, but often give best practice tips). However, there have been occasional complaints that response times can be slow during peak seasons, and that for non-US time zones the coverage is less convenient (HubSpot’s 24/7 has an edge here).
Klaviyo’s help resources are very extensive (help docs, academy, community), which helps reduce the need to contact support for many common questions.
We rate Klaviyo 3 stars because while the quality of support is good, the accessibility is a bit restricted. They also don’t promise 24/7 standard coverage; generally, their support operates roughly 6am-5pm ET on weekdays with some weekend coverage. So if something goes wrong off-hours, you may wait.
Maestra: Maestra offers white-glove, high-touch support for all its customers. Platform assigns a dedicated Customer Success Manager (CSM) to every account—not just the biggest ones. This means even a mid-sized client gets a named person who helps with onboarding, strategy, and is a go-to for any issues. This level of service is typically reserved for top-tier enterprise plans in other companies, but Maestra includes it across the board.
Furthermore, Maestra provides very responsive support channels—email and chat support with quick response SLAs, phone and video call support via the CSM when needed. Because they offer such in-depth onboarding and ongoing assistance, customers don’t have to struggle through set-up or figuring out best practices; Maestra’s team guides them (helping to create campaigns or migrate data).
Maestra’s support covers a lot of ground (from technical issues to marketing advice). By offering end-to-end support, they fill gaps that might require third-party consultants otherwise. Essentially, they act as an extension of your marketing team to ensure you succeed on the platform.
This level of support is a huge relief for teams that are lean or not extremely technical, as they can rely on Maestra’s experts for a lot of the heavy lifting or troubleshooting.
Considering this, Maestra clearly gets 5 stars—it delivers premium, personalized support to every customer, which neither HubSpot nor Klaviyo does at scale (both reserve dedicated managers for only their larger clients).
Winner—Customer Support: Maestra. HubSpot comes close with strong support (especially at higher tiers), but Maestra’s approach of giving every client a hands-on success manager and very proactive support sets it apart. For a business that values guidance and quick help, Maestra would be extremely appealing on the support front.

Integration Capabilities

Integration Capabilities
HubSpot
Klaviyo
Maestra
Rating
⭐⭐⭐⭐⭐
⭐⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot has a vast ecosystem of integrations. Its App Marketplace boasts over 1,000 integrations available—covering everything from CRM connectors, calling software, webinar tools, to e-commerce (Shopify, WooCommerce), social media, analytics, and much more. If you have a tool in your stack, odds are someone built an integration with HubSpot. These integrations are usually fairly plug-and-play, involving API keys or OAuth to connect and then data syncs automatically (e.g., connecting Shopify to HubSpot to sync customers and orders, or connecting Salesforce to HubSpot to sync leads). HubSpot also has a well-documented open API, so if an app isn’t in the marketplace, a developer can build a custom integration or use Zapier for a quick solution.
For e-commerce specifically, HubSpot integrates with Shopify, Magento, WooCommerce, BigCommerce, etc., syncing customer and order data to HubSpot so you can use HubSpot for marketing to those customers. It also connects to ad networks (as discussed), to customer support tools (ZenDesk, etc.), and so on, ensuring HubSpot can act as a central hub.
Additionally, HubSpot supports webhooks and custom code actions in workflows for more advanced integrations. And it has a native data sync (formerly PieSync) feature for 2-way contact sync with many apps, available to Operations Hub users.
In short, HubSpot’s integration capabilities are extensive and mature—it’s one of HubSpot’s strengths, enabling it to serve as a true central platform in your tech stack.
Klaviyo: Klaviyo also shines in integrations, especially in the e-commerce realm. Klaviyo has 350 pre-built integrations as of recent counts. This includes direct integrations with Shopify (one of Klaviyo’s most famous pairings), Magento, BigCommerce, WooCommerce, PrestaShop, Salesforce Commerce Cloud—basically all major e-com platforms. These integrations pull in rich customer data (products, orders, events) to power Klaviyo’s marketing. Klaviyo also integrates with payment providers (Stripe, etc.), reviews platforms (Yotpo, Trustpilot), customer support tools (Gorgias, Zendesk), shipping tracking (AfterShip), and many more categories.
One of Klaviyo’s integration advantages is how deep the e-commerce integrations go—e.g., the Shopify integration not only syncs data but can also trigger certain flows automatically (like browse abandonment) without custom coding. It feels very native.
Klaviyo’s API is available for custom dev too, and many brands use it to feed custom events into Klaviyo (e.g., tracking when a user uses your mobile app if you have one).
If an integration isn’t pre-built, Klaviyo can often connect via middleware like Zapier or by using its APIs. But given the focus, most common e-commerce tools are covered.
So Klaviyo, like HubSpot, gets full marks—especially within its target domain, integration is one of its strongest suits (Klaviyo emphasizes how quickly you can integrate and get data flowing).
Maestra: Maestra has ready connectors for major e-commerce platforms and marketing tools, and critically, it offers custom integration support via its team for anything not already integrated. This means if you have a unique or home-grown system, Maestra will help build the integration (included in their service). That level of service is rare—usually you’d have to hire a developer to use APIs, but Maestra actively assists or does it for you.
Common integrations for Maestra would include: Shopify and other carts (to import product and order data), ERP or inventory systems (to personalize by stock levels or purchase history), ad platforms (to share segments, which we know it does), social platforms (for ingesting engagement data), etc. It also integrates with content management systems to handle on-site personalization embeds, and with data warehouses if a company wants to pipe all data in/out.
Because Maestra positions as a CDP+marketing platform, it integrates with sources of customer data (like your website analytics, your POS for offline sales, etc.) and destinations for outreach (Google Ads, Facebook).
Maestra offering API/Webhook access and doing custom integrations means essentially no tool is off-limits—if it’s not out-of-the-box, they’ll make it work.
The reason we also give Maestra 5 stars is that, for the target user (mid-sized ecom brand), Maestra covers their key systems and anything else can be bridged with Maestra’s help, so integration isn’t a barrier. The difference is HubSpot and Klaviyo have thousands of users and apps, so their marketplaces are huge. Maestra compensates by being flexible and service-oriented for adding what’s needed. In effect, a Maestra customer can achieve full integration in their stack, one way or another.
Winner—Integrations: Tie. All three platforms excel here, each in their way: HubSpot with a massive marketplace and breadth, Klaviyo with depth in e-commerce and volume of integrations, and Maestra with its tailored "we’ll help you integrate anything" approach. A business should check that the specific integrations they need are supported by their chosen platform, but generally integration capability wouldn’t be a limiting factor with any of these solutions.

HubSpot vs Klaviyo vs Maestra: Educational Resources

HubSpot
Klaviyo
Maestra
⭐⭐⭐⭐⭐
⭐⭐⭐⭐⭐
⭐⭐⭐⭐⭐
HubSpot: HubSpot is renowned for its educational content and community. HubSpot Academy is a free learning platform that offers dozens of comprehensive courses and certifications (e.g., Inbound Marketing, Email Marketing, Sales Software, etc.). These courses are high-quality, with videos and quizzes, and many marketers have HubSpot certifications on their resume. This not only helps users get the most out of HubSpot, but also learn general marketing strategies.
Beyond Academy, HubSpot’s Knowledge Base is extensive, with how-to articles on every feature. There’s also the HubSpot Community forums, where users and HubSpot employees discuss questions and share tips. HubSpot hosts user group meetups (HUGs) around the world and an annual conference (INBOUND) that fosters learning.
Additionally, HubSpot’s blog is one of the most read marketing blogs out there, providing thought leadership and tactical advice (though not all is product-specific, it still helps marketers upskill). There are also many third-party blogs, YouTube channels, and consultants focusing on HubSpot best practices due to its popularity.
All of this means if you’re a HubSpot user, you have a wealth of knowledge at your fingertips, whether self-serve or interactive. If you have a question, likely someone’s already answered it in a forum or a knowledge article. If you want to improve in an area, there’s probably a HubSpot Academy course for it.
We easily give HubSpot 5 stars for educational resources—it’s top-of-class here with globally recognized certifications and a massive library of content.
Klaviyo: Klaviyo also invests in customer education. Klaviyo’s Help Center has extensive documentation on using the platform (guides for every feature, troubleshooting, etc.). They have the Klaviyo Academy (recently launched in the past couple years) which provides video courses on topics like segmentation, flows, deliverability, etc. While not as expansive as HubSpot Academy in breadth, it’s directly tailored to e-commerce marketing with Klaviyo.
Klaviyo hosts webinars and has an annual conference (Klaviyo: BOS) historically, where users can learn from experts and product folks. There’s a growing community forum (Klaviyo Community) where users ask questions and share success stories or get advice. It’s not as large as HubSpot’s community, but active especially for technical or strategy queries.
They also publish many blogs, benchmark reports, and guides/case studies focusing on e-commerce marketing trends (which often indirectly teach how to leverage Klaviyo for those trends). One notable free tool is their benchmark tool where you can compare your email performance to industry peers (good learning to see where to improve).
For someone new to e-commerce marketing, Klaviyo’s resources (like their documentation and Academy courses) can effectively teach best practices—e.g., they don’t just say “here’s how to set up a flow” but also “here’s the kind of content and timing that works well in an abandoned cart flow, ” which is valuable insight.
Still, given the thorough help center and Klaviyo Academy and a large base of e-commerce marketers sharing knowledge, we give Klaviyo 5 stars as well. Especially for its niche, there’s plenty to learn and get support from.
Maestra: Being a newer platform, Maestra’s educational resources are growing. It has a detailed knowledge base and documentation for the platform. They also maintain a marketing blog with how-to guides and free tools (like an A/B test calculator, UTM builder).
Given their white-glove support model, a lot of education actually happens one-on-one via the Customer Success Manager (personalized training, answering questions, etc.). This can reduce the need for extensive self-serve documentation, since customers have direct assistance. They offer onboarding training sessions (live) for new clients.
Thus, we give Maestra 5 stars. They have a personalized education via their support team.
Winner—Educational Resources: Tie. All three platforms HubSpot’s decades of content and formal Academy make it a gold standard. Klaviyo offers excellent targeted education for e-commerce marketers. Maestra provides great guided support via Customer Success Manager.

Final Verdict: Which Platform is Right for You?

Choosing between HubSpot, Klaviyo, and Maestra ultimately comes down to your business needs, resources, and growth plans. All three are powerful, but they excel for different scenarios:
HubSpot is an excellent choice if you’re looking for a comprehensive all-in-one platform beyond just marketing. It’s ideal for companies that want to tightly align marketing with sales and perhaps even customer service on the same platform. If you’re a B2B or hybrid B2C business that relies on content marketing, inbound lead generation, and a sales team to close deals, HubSpot provides the CRM, CMS, email automation, and ads tools to support that.
It’s also backed by unmatched educational resources (HubSpot Academy) and a huge integration ecosystem, so it fits well if you have a broad tech stack. However, HubSpot can become expensive as your contact list grows or if you need features like advanced automation (Marketing Pro/Enterprise). It also doesn’t natively cover e-commerce specifics like product recommendations or loyalty, so purely online retail brands might find it lacking in that niche functionality. Think of HubSpot if you need a versatile growth platform and are willing to invest for a solution that scales across marketing and sales.
Best for: businesses that need robust CRM integration, rich content tools, and a wide array of marketing features in one place (and who plan to utilize that full breadth).
Klaviyo is tailor-made for e-commerce and DTC (Direct-to-Consumer) brands. If you run an online store and want to drive revenue through personalized email and SMS campaigns, Klaviyo is a fantastic choice. It integrates deeply with shopping platforms to pull product and transaction data, enabling very targeted segmentation and automated flows that boost online sales.
Use Klaviyo if your priority is maximizing your email/SMS channel performance—for example, sending abandoned cart reminders, product recommendations, back-in-stock alerts, etc., with minimal effort. It’s relatively easy to use and you can start seeing ROI quickly (many SMBs love that they can attribute revenue to each campaign readily).
Klaviyo’s weakness is that it basically stops at marketing communications; you’ll need other tools for things like managing referrals, loyalty, or on-site personalization. Its pricing is generally friendly to start (there’s even a free tier up to 250 contacts), but at scale, large lists can mean Klaviyo’s monthly bill grows large—still, you’re paying in proportion to the revenue you likely generate.
Best for: small and mid-sized online retailers focusing on email/SMS-driven growth. If you’re on Shopify (or similar) and want to get serious about lifecycle marketing (welcome series, VIP nurturing, etc.) with a platform that speaks the language of e-commerce, Klaviyo will feel like a natural fit.
Maestra is the choice for companies that are ready to execute a truly omnichannel, personalized marketing strategy and want a unified platform to do it. It’s best for more established e-commerce brands or ambitious growth-stage companies that have outgrown piecemeal tools and are looking for that next-level capability to tie everything together.
If you find yourself wanting to integrate your email, SMS, loyalty program, referrals, website personalization, and ad retargeting and feel constrained by trying to make multiple tools talk to each other, Maestra offers an all-in-one solution. It’s particularly suited for teams that may be lean but still want enterprise-grade features—Maestra’s high-touch support means even a small team can punch above its weight with sophisticated campaigns (because Maestra’s team helps deliver them).
Keep in mind, Maestra is an investment, but that flat pricing can often be more predictable and scalable than stacking fees from many different apps (and it includes unlimited messaging channels except SMS costs). Enterprises paying large sums for multiple platforms might actually save by consolidating into Maestra, while also reducing the complexity of their stack.
Best for: Mid-market and enterprise e-commerce players, or digitally-forward brands, that want to deliver Amazon-level personalization and loyalty experiences, run dozens of automated flows across channels, and have a dedicated support partner to ensure success. If you’re aiming to build a unified customer journey and value having one platform handle data, decisions, and delivery across email, SMS, push, site, loyalty, ads—Maestra is built for that level of marketing orchestration.
In summary, Klaviyo might win for a growing e-commerce startup focused on core messaging channels, HubSpot for a multi-faceted business looking for broad marketing-sales alignment, and Maestra for a data-driven brand striving for seamless omnichannel dominance. Each platform has its strengths: HubSpot for all-in-one inbound growth, Klaviyo for e-commerce retention and revenue marketing, and Maestra for unified, hyper-personalized customer engagement.
Ready to take your marketing to the next level? Consider your business needs and the strengths of each platform. You can explore HubSpot’s free CRM and extensive resources to see if its inbound approach fits, or spin up Klaviyo’s free plan to experience its e-commerce magic on a small scale.
If the omnichannel vision of Maestra resonates with you, reach out for a demo—seeing how it connects channels in real time can be eye-opening. The best way to decide is to try them out: dive into the tools, ask their reps the tough questions, and envision your strategy running on each.
Whichever you choose, investing in the right marketing platform can propel your customer relationships and growth to new heights. Good luck, and happy marketing!