For years, email has been the quiet workhorse behind digital publishing. News outlets large and small have relied on newsletters to drive traffic, retain subscribers, and convert casual readers into loyal audiences. But by 2025, the rules of email publishing have changed — and not in a small way.
With inboxes more crowded than ever and audience attention spread thin, news organizations are starting to question whether their old email systems can keep up. As open rates decline, lists stagnate, and monetization gets harder, publishers are turning to smarter tools that go beyond simple delivery. That’s where the debate between Omnisend vs Klaviyo comes in.
The Challenge: Email Fatigue and Declining Engagement
The average news reader today is subscribed to multiple newsletters. Between local news alerts, national updates, and topic-specific digests, inboxes are overloaded. According to Data & Marketing Association, most consumers (57%) are unsubscribing because they’re receiving too many emails. Even the most loyal subscribers can burn out.
For news organizations, that means open rates have become less reliable as a measure of success. People may still value your brand but no longer have the bandwidth to engage daily. Some publishers have seen engagement drop by as much as 30% over the last two years, even without a change in content quality.
The Cost of Stale Infrastructure
Many legacy newsrooms still rely on basic newsletter tools that were built a decade ago — platforms great for sending text-heavy emails but limited in segmentation, automation, and analytics. These tools don’t handle modern challenges well, such as managing multiple audience segments, personalizing content at scale, or integrating reader behavior data.
When your readers range from daily subscribers to occasional visitors, sending one-size-fits-all newsletters no longer works. Publishers that fail to modernize risk losing relevance in a landscape where personalization is the expectation, not the bonus.
And then there’s cost. Maintaining outdated email systems often means paying for extra analytics, integrations, or add-ons just to match what modern platforms offer out of the box. For many digital media companies, this year’s budgeting process has included one line item: find a better email engine.
Monetization Pressures
In 2025, email is no longer just a traffic tool — it’s a direct revenue channel. Many news sites now depend on newsletters for ad sales, affiliate links, and subscription conversions. But when deliverability dips or engagement slows, every piece of the business model suffers.
Advertisers want measurable returns. Sponsors look for engagement proof. Even reader-supported models rely on consistent open rates to maintain trust. That’s why publishers are exploring advanced automation tools.
This shift has led many organizations to evaluate modern marketing platforms designed for personalization and scalability. And that’s where Omnisend vs Klaviyo enters the conversation.
Omnisend vs Klaviyo: The New Email Decision
Both Omnisend and Klaviyo started in the eCommerce world, helping brands communicate with customers through targeted and automated messaging. But their flexibility has made them appealing to content publishers too — especially those looking for more control over segmentation, testing, and monetization.
Omnisend: Simple, Effective, and Publisher-Friendly
Omnisend is known for being easy to set up and manage. It offers automation, campaign management, and list segmentation without requiring heavy technical skills. For smaller newsrooms or independent publishers, Omnisend’s visual workflows make it simple to trigger different messages based on reader behavior.
Its pricing structure is also appealing for publishers managing multiple newsletters under one brand. And while Omnisend was built for online retail, its automation templates adapt surprisingly well to content distribution.
Best for: Small to mid-sized news organizations that want automation and segmentation without complexity.
Klaviyo: Data-Driven and Deeply Customizable
Klaviyo, by contrast, leans into data. It’s ideal for larger teams that want to integrate audience insights from multiple channels — including website analytics, subscriber behavior, and membership systems. For news publishers with multiple audience types (free readers, subscribers, donors), Klaviyo allows for fine-tuned targeting and advanced performance tracking.
Its AI tools can predict engagement trends, helping publishers optimize send times and message types automatically. Klaviyo also supports A/B testing and dynamic content, letting editors experiment with how different headlines or story mixes perform in real time.
The trade-off is complexity and cost. Klaviyo requires more setup time and technical oversight, but for data-driven organizations, the payoff is greater insight into reader habits and content performance.
Best for: Larger publishers or media groups looking to integrate AI-driven personalization and detailed analytics.
Choosing Between Them
When comparing Omnisend vs Klaviyo, the decision comes down to scale, resources, and goals:
- Ease of use: Omnisend wins for smaller teams that want to modernize quickly without hiring extra staff.
- Data depth: Klaviyo takes the lead for organizations that prioritize analytics, predictive behavior, and experimentation.
- Cost: Omnisend offers better affordability at lower subscriber counts, while Klaviyo becomes more cost-effective for large audiences who can fully use its advanced tools.
- Integration: Klaviyo connects deeply with data platforms and AI systems, while Omnisend focuses on smooth workflows and fast setup.
The Bigger Picture
In 2025, the question isn’t whether news sites should send emails — it’s how intelligently they can send them. Readers expect relevant, well-timed updates that respect their inbox space. The publishers that thrive will be the ones who treat their email systems as living parts of their audience strategy, not just a delivery tool.
Whether you lean toward Omnisend’s simplicity or Klaviyo’s analytics power, the real goal is the same: stronger relationships, better engagement, and sustainable revenue from a channel that still works — when used wisely.
