Email usage is currently at its peak and is projected to exceed 376.4 billion daily email sends globally by 2025. For your business to effectively launch email campaigns, understand customer behavior, increase revenue, and achieve other email-related goals, you require suitable email software.

The question is: Does Klaviyo fit the bill?

In this comprehensive review, we examine Klaviyo's features and pricing to determine whether it's a worthwhile investment of your time and resources. So, let's dive in.

What is Klaviyo?

Klaviyo's primary goal is to empower online businesses to improve their customer engagement and send out customized customer communications. Moreover, the platform streamlines customer data storage, analysis, and retrieval.

Since its establishment in 2012, Klaviyo has revolutionized B2C marketing with its advanced features such as email and SMS marketing, 1-click integrations, A/B testing, automated workflows, segmentation, and many others.

Let's now examine in detail the distinguishing features that make Klaviyo a valuable marketing tool.


  • The platform offers a user-friendly interface
  • Provides in-depth reporting and analytics
  • Advanced segmentation capabilities for highly targeted marketing
  • Suitable for businesses of all sizes
  • Integration with other leading ecommerce platforms for seamless operations.


  • Noted learning curve for new users
  • Costs increase as contacts grow
  • Flow set up can be challenging
  • Phone support is unavailable, and live chat support is limited to paid clients
  • The free plan comes with certain limitations.

Klaviyo Features

Moving forward, let's explore Klaviyo's features, which include SMS and email marketing, benchmarks, and analytics.

To begin, let's delve into the process of launching email and SMS campaigns for your online business.

1. Email Marketing

Klaviyo makes launching your email marketing campaigns effortless by providing step-by-step guidance throughout the process. Firstly, the platform permits you to import your list from other emailing platforms such as Mailchimp and Constant Contact. This feature saves you the trouble of creating a new list and allows you to concentrate on other marketing aspects. Secondly, Klaviyo offers dozens of fully customizable pre-built templates to ensure that your brand's look and feel is consistent.

To create your first campaign on Klaviyo, you need to select an existing list or segment. Next, they present you with three options:

  • Drag-and-drop: build emails using simple building blocks and the drag-and-drop interface
  • Text only: send text-based emails for a more personalized experience
  • HTML editor: create HTML emails from scratch using code

Other emailing features available on the platform include:

  • Campaign scheduling: send your campaign immediately or at a later time of your choice
  • Ability to change the reply-to email address
  • Option to add a custom web feed and use its content in your emails
  • Email templates optimized for mobile devices

Klaviyo makes email marketing a hassle-free experience, enabling you to launch and optimize your campaigns quickly.

2. SMS Marketing

According to Klaviyo's website, over 4,000 brands use their SMS marketing services.

SMS campaigns generate a positive ROI for 45% of businesses and, when used alongside email marketing, can increase email open rates by 20-30%.

Just like your email list, Klaviyo allows you to import your existing SMS contact list to their platform and provides you with a toll-free number.

If you have over 95,000 contacts, they recommend upgrading to a short code.

Klaviyo's SMS marketing is a powerful tool that can help businesses drive revenue and engagement. To get started, you need to ensure that you have customers' consent to receive messages from you. Klaviyo makes this easy by offering various SMS opt-in options, including signup forms, click-to-text forms, custom keywords, and consent at checkout.

With Klaviyo's advanced segmentation capabilities, you can easily send targeted messages to your subscribers, ensuring that your messages resonate with your audience. You can also create multi-step forms to collect SMS consent when collecting email subscribers, and text with your subscribers in real-time.

Klaviyo's SMS marketing also enables you to send price-drop alerts, coupon codes, in-stock alerts, and product recommendations. With personalized follow-up messages, you can nurture leads and increase sales.

3. Signup forms

Klaviyo offers a Signup Form Builder that can assist you in creating forms for your marketing campaigns that align with your objectives.

Whether you want to gather email or SMS signups, or promote a sale, you can design forms tailored to your needs. With over 50 pre-made templates available, or the option to create one from scratch, the process is straightforward and customizable.

Klaviyo's Signup Form Builder allows you to create custom signup forms that align with your marketing goals. You can select from over 50 templates or build your own form from scratch. The form types available include pop-up forms, exit-intent forms, and targeted forms that use user data to provide personalized communication.

Some of the benefits of using Klaviyo's Signup Form Builder include a user-friendly drag-and-drop editor to customize your design elements, the option to add embedded forms to your website, and built-in data consent features to ensure GDPR and TCPA compliance. These signup forms play a crucial role in driving your marketing efforts by collecting valuable customer data.

4. E-commerce Automation

Klaviyo offers ecommerce marketing automation through multi-channel digital marketing, including both email and SMS. They provide fully customizable built-in flows that enable you to automate personalized customer experiences and deliver timely messages.

  • Cross-sell and upsell automation
  • Browse and cart abandonment automation
  • Back in stock notification automation
  • Welcome series automation for new subscribers
  • And more

Each automation on Klaviyo requires a trigger, which can be:

  • List-based
  • Segment-based
  • Date-based (e.g., for birthdays or anniversaries)

With Klaviyo's advanced automation, businesses can automate their marketing campaigns and move prospects further along the customer journey.

5. A/B Testing

Klaviyo offers A/B testing for various marketing elements, including email campaigns, flows, and signup form offers.

In email campaigns, you can test different subject lines, colors for call-to-action buttons, and send times. For more advanced testing, you can experiment with new layouts and brand colors.

To achieve the best results, it's recommended to test one variable at a time while keeping other factors constant. For instance, if you're testing subject lines, avoid changing preview text or other elements that may affect the accuracy of your results.

6. Integrations

Klaviyo offers a wide range of integrations, enabling users to connect with some of the most popular ecommerce platforms on the market such as Shopify, BigCommerce, and WooCommerce, among others. The platform also allows for custom integrations through an open API, making it easy to sync data from marketing tools to your Klaviyo account. This streamlined process can boost marketing efforts and ultimately lead to higher conversions.

In addition to ecommerce stores, Klaviyo integrations are available for a variety of other marketing tools, including quiz and survey tools, referral programs, CRMs, other ESPs, and SMS software. These integrations can enhance the capabilities of your marketing campaigns and simplify your workflow.

Furthermore, Klaviyo's integration with Facebook and Instagram can help users generate more leads through optimized lead generation. Audience data from Facebook Lead Generation Ads, Instagram Lead Ads, and LinkedIn Lead Ads can be synced to the user's Klaviyo account, allowing for effective segmentation of customer lists and more targeted messaging.

7. Analytics and reporting

Klaviyo's analytics and reporting tools help you measure the performance of your campaigns, strategies, and automated flows over time. These in-depth reports enable you to track the performance of your email and SMS campaigns, check the conversion rate, access individual campaigns, and track product performance, revenue, and sales.

Klaviyo offers dozens of pre-built reports on their platform and also allows you to create custom reports based on your business goals.

The platform offers three ways to access reports and analytics: through the dashboard, custom schedule, or pre-built reports. The dashboard enables you to view reports and analytics straight from your dashboard, while a custom schedule allows you to get automated analytics reports. Pre-built reports provide answers to questions about your ecommerce business or online store.

Klaviyo's Benchmarks feature offers access to personalized benchmarks relevant to your industry, other business attributes, and allows you to compare your performance to competitors, identify strengths, and analyze KPIs in relation to your campaigns.

With Klaviyo's comprehensive reporting and analytics tools, you gain a competitive edge and can accomplish your business goals.

8. Segmentation

Klaviyo's list segmentation feature is designed to improve targeting precision by leveraging available customer data, just like its customer profile feature. A good example is creating a cross-sell segment for summer tank tops to advertise to customers who have previously bought summer shorts.

To make the process of creating segments easier, Klaviyo provides a user-friendly segment builder that enables you to group your audience based on factors such as purchase history, region, interests, products viewed, and discount code usage. With Klaviyo, you can also sync your segments with Facebook and Instagram, thus boosting your social ad targeting.

After exploring Klaviyo's extensive features, let's now shift focus to their pricing plans.

Klaviyo Pricing Options

Klaviyo recently updated its pricing plans, offering customers more flexible options to choose from based on their needs and budget. The new plans come in four tiers: Free, Starter, Growth, and Enterprise.

The Free plan is designed for small businesses with a limited budget or those who are just starting out. Although it provides essential features such as email marketing, signup forms, and list segmentation, the Free plan does come with some restrictions, such as a limit on the number of contacts you can have. It could be a suitable choice for small businesses on a tight budget or those just beginning.

The Email plan offers more advanced features such as email automation, A/B testing, and integration with ecommerce platforms. This plan is suitable for growing businesses that need more advanced tools to improve their email marketing campaigns.

The Email and SMS plan is designed for businesses that are looking to scale their email marketing efforts. It includes additional features such as advanced reporting, dynamic content, and personalized recommendations to help businesses optimize their email campaigns for better results.

In general, the updated pricing plans of Klaviyo provide businesses with various options to select according to their marketing requirements and size. With flexible pricing and advanced features, Klaviyo is a great choice for businesses looking to take their email marketing efforts to the next level.

Klaviyo Competitors

Klaviyo provides a comprehensive marketing automation solution that incorporates numerous features to enhance email marketing efforts and improve conversion rates for businesses. However, it is not the only player in the market. There are several other platforms that offer similar features and services to Klaviyo.

One of Klaviyo's main competitors is Mailchimp. Mailchimp is widely used and also offers marketing automation capabilities. Although it may not have the same level of segmentation and personalization features as Klaviyo, it is still a reliable option for businesses of any size. Read our full review of Mailchimp.

Another competitor to Klaviyo is ActiveCampaign. ActiveCampaign is a marketing automation tool that offers advanced features such as lead scoring, site tracking, and CRM integration. It is a great choice for businesses looking for a more comprehensive marketing automation solution. Learn more by reading our ActiveCampaign review to see if it's suitable for your business.

HubSpot is another competitor to Klaviyo. HubSpot offers a full suite of marketing, sales, and customer service tools, making it a comprehensive solution for businesses looking to streamline their marketing efforts. Although not as specialized in email marketing as Klaviyo, Mailchimp is a comprehensive marketing platform suitable for businesses seeking an all-in-one solution. Interested in Hubspot? read our Hubspot full review to see the capabilities of this platform for your company.

Other competitors to Klaviyo include Constant Contact, Campaign Monitor, and Drip. Each of these platforms offers unique features and benefits, making them worth considering for businesses looking for a marketing automation solution.

Overall, while Klaviyo is a great marketing automation platform, there are several other options on the market that offer similar features and services. Businesses should carefully evaluate their needs and budget before choosing a platform to ensure they select the best option for their unique needs. You can read our full review on Klaviyo Alternatives to know their offers and pricing options.


In summary, Klaviyo is a powerful marketing automation platform with a wide range of features that can help businesses improve their email marketing campaigns and increase conversions. With its robust segmentation and personalization capabilities, easy-to-use interface, and flexible pricing plans, Klaviyo is a top contender in the email marketing industry. While there are other competitors in the market, Klaviyo stands out for its advanced features, integrations, and dedicated customer support.

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