Mailchimp offers an easy-to-use, all-in-one email automation tool for general small and medium-sized businesses (SMBs), whereas Klaviyo provides advanced data-driven automation for e-commerce platforms like Shopify.
According to MailerLite's 2026 Email Marketing Benchmark Report, campaigns sent in Australia achieved the highest open rate globally at 47.69% and an average click-through rate of 2.82%.
Key Takeaways
- Choose Mailchimp if you need an intuitive, all-in-one email marketing platform for general marketing and newsletters.
- Choose Klaviyo if you run an e-commerce brand requiring deep product data integrations and advanced behavioural triggers.
- Comply with the Spam Act 2003: Ensure all automated emails include explicit consent, sender identification, and functional unsubscribe links processed within 5 business days.
- Automate Instantly: Trigger your welcome sequence immediately upon opt-in while subscriber intent is highest.
- Consider Double Opt-in: While not legally required in Australia, double opt-in significantly protects your sender reputation and domain health.
What Are Email Automation Tools?
Email automation tools are software platforms that send targeted, personalized emails to users automatically based on predefined rules, schedules, or specific customer behaviours. Instead of manually writing and sending individual messages, businesses use these tools to manage customer journeys, nurture leads, and save time.
If you want a complete, white-labeled solution (powered by GoHighLevel) to manage all your automated email flows and multi-channel marketing directly inside a built-in CRM, Empire Intelligence is the all-in-one platform built for your business to manage leads, automate follow-ups, and close more deals without the chaos of disconnected tools.
Mailchimp vs Klaviyo: At a Glance
Email Compliance and Data Protection for Australian SMBs
Before launching automated email sequences, Australian businesses must comply with local privacy and electronic marketing legislation. Non-compliance can result in deliverability issues, severe penalties, and significant fines.
Spam Act 2003
Regulated by the Australian Communications and Media Authority (ACMA), the Spam Act 2003 governs all commercial electronic messages (emails and SMS). To remain compliant, every email automation must follow three core rules:
- Obtain Explicit Consent: You must have express consent (e.g., ticking an un-prechecked box on a signup form) or inferred consent (from an existing business relationship) before sending marketing communications.
- Clear Sender Identification: Your emails must accurately display your business name, contact details, and physical address.
- Functional Unsubscribe Facility: Every email must feature a prominent, free, and functional unsubscribe link. Under Australian law, opt-out requests must be processed within 5 business days. Both Mailchimp and Klaviyo handle instant automated unsubscribes out of the box.
Privacy Act 1988
The Privacy Act 1988, including the Australian Privacy Principles (APPs), governs how businesses handle customer data, such as email addresses, names, and purchase histories.
- Ensure your signup forms link directly to a clear, up-to-date Privacy Policy.
- Be transparent about where customer data is stored and whether your email marketing platform hosts servers overseas (under APP 8 for cross-border data transfers, both Mailchimp and Klaviyo process data on secure global infrastructure with standard data protection measures).
How to Set Up a Welcome Email Automation in 5 Simple Steps
A welcome sequence can introduce your business, deliver the promised resource, set expectations, and guide the subscriber towards a relevant next step. Follow these five steps to set up your welcome sequence:
1. Set up your opt-in form and segments
Create a pop-up or embedded signup form on your website using Mailchimp or Klaviyo. Ensure the form explicitly states that the user is subscribing to marketing emails to comply with the Spam Act 2003. Map the form directly to your primary newsletter list or welcome series segment.
2. Design your email
Build your welcome email template. Include a warm greeting, deliver any promised lead magnet or discount code immediately, set expectations regarding content frequency, and include clear links to your popular products or services.
3. Create a welcome sequence workflow
Navigate to the automation tab in your platform and select the pre-built welcome series flow template or build a custom workflow from scratch.
4. Add a trigger
Define the event that starts the automation. Set the trigger to "When a subscriber joins [List Name]" or "When someone fills out [Form Name]". Ensure the trigger fires immediately upon form submission so the email arrives while user intent is high.
5. Add steps and publish
Add time delays if sending a multi-email sequence. Send a test email to your inbox to check mobile responsiveness, unsubscribe links, and button triggers before hitting publish.
Frequently Asked Questions
What is a good click-through rate in Australia?
A good email click-through rate (CTR) for Australian SMBs ranges between 2.0% and 2.5%, with average benchmarks sitting around 2.3% across B2B and consumer sectors. High-performing automated welcome flows frequently reach click-through rates exceeding 5% to 10%.
Is double opt-in required in Australia?
No, double opt-in is not strictly mandatory under Australia's Spam Act 2003, as express or inferred single opt-in consent is legally permissible. However, implementing double opt-in improves email deliverability, verifies subscriber intent, and protects your sender reputation against bot subscriptions.
How long does it take to migrate from Mailchimp to Klaviyo?
Migrating from Mailchimp to Klaviyo typically takes between 1 to 3 days for basic list and template transfers. Fully migrating custom behavioural segments, past purchase data, and multi-step automated workflows usually requires 1 to 2 weeks for seamless integration.
Which Email Automation Tools Should You Choose?
If you want a straightforward platform for newsletters, basic segmentation, and simple welcome email automations, choose Mailchimp. But if you run an e-commerce or data-heavy business and need behavioural flows, advanced segmentation, and detailed revenue reporting, choose Klaviyo.
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