Comparison Outline
13 min read

Drip vs. ConvertKit


If you’re weighing the pros and cons between using ConvertKit and Drip Ecommerce CRM as your email marketing automation platform, then look no further than this page. Here we have a side-by-side comparison of the two apps so that you can have some clarity in your life.

With this comparison, we’re going to cut the fluff and get straight to the juiciness. We won’t plug in weird labels that don’t mean anything to you, fill the page with clunky jargon, or stack the deck in our favor. We also won’t let this review sit stagnant when either of us reveals new features and functionality.

After all, we want the same thing you do: success for your online shop so you can live the life you’ve always wanted. This means helping you pick the ecommerce tools that will help you the most, even if that’s not us right now.

This comparison features nine ecommerce marketing automation software essentials that should be considered when choosing your next platform to take ecommerce to the next level. See how Drip and ConvertKit meet each must-have, then make the best decision for you.

1. Plays Nice with Facebook

Us: Drip integrates with Facebook on a couple of different levels—Facebook Lead Ads and Facebook Custom Audiences.

Integrating with Facebook Lead Ads lets you send leads directly into your Drip account. For example, when a Facebook user clicks an ad and enters their contact info, that info instantly gets sent to your Drip account where that contact can be tagged as a lead. And from there on out, you can use this info for further personalization and segmentation.  

Lead Ad submissions can also be used as triggers for other actions and workflows beyond tagging.

What a Lead Ad submission looks like as a workflow trigger.

Drip’s Facebook Custom Audiences integration is another one of the awesome ways that Drip offers hyper-targeted advertising for your business. Start, stop, or change the ads your customers see based on the actions they take. Show someone an ad for an item related to what they just bought, or for an item they were browsing but haven’t purchased yet. Intelligent ads for more sales … need we say more?

Wait … we do have more to say. Because Drip is focused on helping you get to know and engage with all of your customers, you now have the opportunity to reach your customers beyond the inbox. Engage through social media retargeting (ahem, Facebook), third-party integrations like SMS and direct mail, hyper-personalized transactional emails, and more. Build relationships with customers wherever they’re spending their time.   

ConvertKit: ConvertKit does have the ability to integrate with Facebook Lead Ads and Facebook Custom Audiences, but it requires a third-party connection app, like Zapier or LeadsBridge. So, if you want to set up these extra ways to get in front of your audience, prepare to factor in an extra monthly fee for middleware.

Winner: If you’re looking for a simple way to align Facebook with your online marketing, then Drip is your number one choice. Drip integrates with Facebook Lead Ads and Facebook Custom Audiences directly, so you can tell those other third-party apps (and their fees) to take a hike.  

2. Automation Capabilities

Us: Drip’s smart automation capabilities keep your business firing long after you’ve called it a day. Create one-step if-this-then-that rules as well as campaigns and workflows that send customers the right message at the right time based on the actions they take.

Rules can be set up to automatically react when a customer does something. For instance, if new customer Bob purchases your product, you can make a rule to automatically send Bob a welcome email. Rules can be fired by multiple triggers and result in multiple actions across Drip and your integrated tools. 

A campaign is an entire email series that automatically sends a sequence of emails at times you determine. For example, you could create a campaign for new customers (like Bob) that is timed to deliver warm welcomes, coupons, or whatever else you want to encourage them to keep buying from you.

And a workflow is an entirely automated path that guides customers down unique journeys based on what they do or don’t do. Workflows let you do things like detect when someone abandons a cart, then tag them and send a re-engagement email that nudges them back to the checkout.

A snapshot of an abandoned cart workflow that also includes an email campaign.

ConvertKit: ConvertKit also uses an if-this-then-that functionality that lets you create automation rules that keep working while you’re not working. Automations can be created by selecting events, actions, or conditions.

An event is when something happens which causes a person to be pulled forward, such as when a product is purchased, a person is entered into a “thank you” sequence.

An action is something set in motion after a trigger that directs a person to a following designated step. Actions can do things like add and remove tags, start a sequence, add a person to an automation, or cause them to exit an automation.

A condition is a yes/no check that directs someone based on their answer. Conditions can be defined based on a tag or custom field and if the custom field matches the value entered. Essentially, conditions create two paths: yes or no.

Winner: While both ConvertKit and Drip are all about automations that take tedious tasks off your plate, if you’re looking for more options and more flexibility with your automations and integrations, then Drip is your go-to—especially if you’re looking to grow in the near future. The number of actions that can be triggered across your whole marketing stack is priceless.

3. Visual Builder

Us: We like visuals that are easy on the eyes. With color coding, easy-to-follow workflow mapping, and clear pathways, our visual workflow builder makes organizing customer journeys as easy as if you were drawing it out on a whiteboard. Add and adjust rules, tags, goals, and other workflow features without ever losing your way. This is one builder you’ll wish could organize your sock drawer.

And don’t forget about Drip’s visual email builder that lets you build beautiful image-driven emails without the hassle of touching any code or pasting any HTML.

ConvertKit: ConvertKit’s visual automation builder lets you build custom paths by connecting events, actions, and conditions. Color-coded cards contain text that shows how many people have completed each step, so that you can see how your content is performing and how people are interacting with it. Its seamless content editing is also a nice feature because it lets you edit a form or sequence without having to open multiple tabs.

ConvertKit’s email design options are limited with only three templates to choose from. And if you’re looking to add fields, you’re going to have to play around with HTML code.

Winner: While both platforms have visual builders that are easy to follow and understand, Drip pulls out ahead for its sheer number of pre-made visual workflows that are already built for your business goals. Drip also scores top-notch points for its visual email builder that allows for creative and eye-catching emails that are sure to wow people.

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4. Individual Customer Journeys

Us: With Drip, you’ll never have to guess which customers are engaging with your store the most. Click on any customer’s profile to be greeted by a totally visual customer timeline that shows everything from emails opened to ads clicked to workflows completed.

Drip comes fully-loaded with Split Testing in Workflows. Test multiple strategies in a single workflow to see which paths are driving the most revenue, site visits, and conversions. Whether you’re looking to test an entire workflow or just bits and pieces, with Workflow Split Testing you’ll never have to guess which marketing strategies are and aren’t pulling their weight.

ConvertKit: ConvertKit's reporting lets you keep track of growth through your homepage dashboard that displays someone's data. The graph report offered by ConvertKit can be filtered, which will tell you a lot about specific groups of people you’re interested in.

Winner: If you’re looking to really understand who people are and how they’re interacting with your business, then Drip takes the whole cake. ConvertKit’s lead graph is a nice view of your list growth, but it isn’t the best solution for 1:1 information. With tools like visual customer timelines and automations in Drip, you’ll never have to guess what your customers are up to.

5. Segmentation Capabilities

Us: We know that each of your customers is unique—everyone takes different actions, comes from different sources, and is interested in different things. So, to help you identify your unique customers, Drip uses tag- and event-based segmentation that lets you understand and track each and every unique customer on your list.

Segment by tags, actions, locations, custom fields, and more to narrow down the audience you’re looking to focus on. And with Drip’s new Shopper Activity API, your ecommerce businesses can even segment customers based on specific items and brands they’ve purchased. The more detailed you get with your segmenting, the more personalized your marketing message can be.

ConvertKit: Like Drip, ConvertKit prides itself on being individual-centric as opposed to list-centric. When it comes to segmentation capabilities, the platform relies on tags to segment people. Tags can be organized based on things like interest and action, and more tags mean better targeted emails for specific people. The parameters of a segment can be changed at any time, which allows for great flexibility.

Winner: It’s a win for each. Both Drip and ConvertKit are tag-based platforms, which is exactly what you need for customer personalization and segmentation.

6. Fit Your Stack

Us: When it comes to fitting your stack, Drip has your back. We integrate with almost 100 other apps and platforms to make sure your tools play nice together. From Shopify and PayPal, to Salesforce and Leadpages, you’re only a click away from growing your business.  

And what if Drip doesn’t integrate? Don’t sweat it, because we’re already a step ahead of you. We work with integration platforms like Zapier and our sweet API (Application Programming Interface) lets most any tool connect to Drip’s platform.

ConvertKit: ConvertKit works with a fair amount of integrations such as Shopify, WordPress, and Teachable. While its list isn’t as extensive as Drip’s, ConvertKit also works with Zapier for additional integration options to meet your needs.

Winner: If you’re looking for more native integration options and a robust API, then Drip is the cherry on top of your ice cream sundae.  

7. Ease of Implementation

Us: We believe you should be able to sign up for and start sending with Drip on day one with your new tool. We offer a ton of resources to help you do just that—how-to videos, Knowledge Base articles, live chat customer support, blog articles, and more. 

However, we also realize some of our customers might be coming with a ton of existing data, automations, and more from their past platforms. If that's the case and you'd like a hand in making the move over to Drip, we're more than happy to help.

Our ECRM customer success team is at the helm to help you find out what additional service you might need to get you set up and sending quickly and smoothly. Your solutions discovery and one-on-one consultation time with Drip is always flexible, so we can work together on whatever you need at the time. Whether you need help with training, reviewing and optimizing your automations, recreating workflows, and beyond, we have a success plan for you.

Like I said, you can do all of this on your own if you’d like, and if at any time you hit a snag or have a question, feel free to chat with our support team (live chat available 7 am – 7 pm CT, Mon. - Fri.).

ConvertKit: ConvertKit offers a few different data migration options. If you have more than 5,000 people, its Concierge Migration service will hook you up with a dedicated ConvertKit team who will migrate your data for free.

If you have fewer than 5,000 people on your list, you can email ConvertKit for walk-through help or you can consult the platform’s “guides to get you started.” These are solid options for help from ConvertKit or doing it on your own.

Winner: And the win goes to … (drumroll) … Drip. If you don’t have a million people on your list, that’s OK—we won’t dock you any points, but we will help get you set up right with live support and custom, dedicated consultation services. 

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8. Is It Built for Humans?

Us: We know there’s only so much time in a day, and we don’t believe in wasting it on platforms that are impossible to navigate. At Drip, we’re all about intuitive technology that makes life easier for humans.

Between our color-coded visual workflow builder, easy-to-use email builder, and email campaign and workflow templates, we provide you with a down-to-earth, user-friendly platform built for humans, by humans.

Just adding some content to my sweet new Visual email.

Personalized content also factors in to the “is it built for humans?” question. Inside of Drip, email copy is able to automatically update for each customer to save time (and your sanity). Send messages that show shoppers the current top-selling products in your store, send dynamic discounts with unique codes to fend off coupon-double-dipping, and notify customers when the price of an item drops.

And if you ever have a question, Drip support is only a chat session away (live chat available 7 am – 7 pm CT, Mon. - Fri.). Or, if you’re the type of person who wants to dig into finding solutions on your own, you can always check out our learning hub, MyDrip, that’s jam-packed with all the smarts you’re looking for.

ConvertKit: ConvertKit is also big into keeping things simple. The basics, like creating emails and utilizing its trigger and action system, are straightforward and its tagging system is easy to get the hang of.  

ConvertKit provides users with an extensive Knowledge Base that includes articles, guides, and tips. If you still have questions on your mind after rummaging through those resources, you can always turn to ConvertKit's email or chat support to help you out.  

Winner: When it comes to ease of use, both Drip and ConvertKit score points. But if you’re looking to chat live with a customer support team member, Drip can float your boat.

9. Workflows You Can Set Goals In

Us: What’s a project without a goal? With Drip, you can set goals inside of automated workflows to save yourself from unnecessary email sends and frustrated customers.

For example, if you build a workflow that starts with sending your lead three emails urging them to buy your product and ends with the goal of “making a purchase,” that lead will bypass any remaining emails once they hit your goal.  

Goals help you efficiently guide customers from one milestone to the next without wasting anyone’s time or annoying them with redundant emails.

ConvertKit: ConvertKit doesn’t offer workflows you can set goals in. Its closest comparable feature is located in its visual automation events.

Events are red colored icons in the platform that pull someone forward. For instance, an event could say, “once product is purchased, pull customer to thank you sequence.” From there on out, that customer would leave the “purchased” sequence and instead begin the “thank you” sequence. However, there are only five event types to choose from.

Winner: This one is another win for Drip. Goals keep customers happy and moving ahead in their journeys, which means extra smooth sailing for your business.

ConvertKit vs. Drip: The Verdict

In the end, both Drip and ConvertKit at least touch on each of these nine email marketing necessities, but one probably aligns closer to your ecommerce needs right now.

If you’re looking for a basic email marketing platform without too many bells and whistles, then ConvertKit might be your jam. Its email editor is abstract and basic, its visual automations paint a clear picture of customer journeys, and it works with a fair share of integrations. At the end of the day, ConvertKit keeps complications to a minimum.   

If you’re looking for a platform with more advanced features that will help take your business to the next level, then Drip is your go-to. The platform easily integrates with Facebook Custom Audiences and Facebook Lead Ads, comes with pre-made visual workflows, and offers visual and text email builders that will have your customers drooling.

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