Last updated: January 2026
What Is Klaviyo?
Klaviyo positions itself as an all-in-one growth engine for B2C brands. Instead of spreading customer data across half a dozen tools, Klaviyo pulls everything into one place and lets you act on it through email, SMS, push, reviews, and even WhatsApp.
The promise is simple: get smarter with every send, turn browsers into buyers, and keep customers coming back. Marketing teams love the platform because it speaks "e-commerce" out of the box. With over 100,000 brands using Klaviyo—including major names like Chubbies, Osea, and Jones Road—it has become the default email platform for serious e-commerce operators.
Key Features Explained
Customer Profiles & Segmentation
Every subscriber, buyer, or anonymous visitor gets a unified profile tracking clicks, orders, reviews—even predicted gender or churn risk. Segment AI lets you describe an audience in plain language and watch the tool build it for you. "Customers who bought twice but haven't ordered in 60 days" becomes a live segment in seconds.
This profile depth is Klaviyo's secret weapon. While competitors track email opens, Klaviyo knows lifetime value, predicted next order date, and which products each customer is most likely to buy.
Automated Flows
Welcome series, browse abandonment, cart recovery, win-back sequences, post-purchase nurture—flows are Klaviyo's beating heart. A drag-and-drop builder plus "Flows AI" mean you can describe your goal and receive a ready-to-launch automation in seconds. The library includes dozens of proven templates.
Omnichannel Campaigns
Blast a product drop to email, SMS, and push at once. Campaigns use the same segmentation and scheduling logic across channels, keeping messaging consistent while respecting each customer's preferred touchpoint. This unified approach prevents the fragmented experience customers get from brands using separate tools.
Forms & Teasers
Pop-ups, fly-outs, embedded forms, multi-step quizzes—you can build them all natively. Teasers boost opt-ins without nagging visitors. Targeting options include exit-intent, scroll depth, time on page, and more. For email deliverability optimization, pair with Warmy.
Klaviyo AI
Predicts next order date, lifetime value, and channel affinity. Email AI drafts copy, Forms AI experiments with display timing, and Segments AI writes audience logic—cutting hours of manual work. The AI is trained specifically on e-commerce data, so suggestions are commercially relevant.
Reviews Integration
Klaviyo Reviews collects product reviews and displays them on your site. Review request emails integrate with your flows, and review data feeds into customer profiles for segmentation.
Real-World Use Cases
E-commerce Stores
Shopify, WooCommerce, and BigCommerce stores use Klaviyo as their primary retention tool. Cart abandonment flows alone often generate 10-15% of total revenue.
Subscription Businesses
Subscription brands use Klaviyo to reduce churn with win-back flows and increase LTV with cross-sell sequences based on purchase history.
Omnichannel Retail
Brands with both online and retail presence sync customer data across channels for unified messaging.
D2C Brands
Direct-to-consumer brands use Klaviyo's full stack—forms, flows, campaigns, SMS—to own their customer relationships. For product sourcing, see Spocket.
Pricing (2026)
See official pricing for current rates. Pricing tied to active profiles; plans auto-scale monthly.
Free — Up to 250 profiles and 500 email sends/month. Full features, just limited volume.
2,000 profiles — ~$60/month with 20,000 email sends.
20,000 profiles — ~$375/month with 200,000 sends.
50,000 profiles — ~$720/month.
100,000 profiles — ~$1,380/month.
Add SMS for message credits on top. Flexible sending available for high-volume promotions. Annual contracts available for additional savings.
Pros and Cons
What We Like
Deep e-commerce integrations (Shopify, WooCommerce, BigCommerce)
AI-powered segmentation, automation, and predictive analytics
Omnichannel: email, SMS, push, WhatsApp, reviews
Unified customer profiles with purchase data
Free plan available for small stores
Extensive template library and Flows AI
What Could Be Better
Pricier than Mailchimp at scale—costs grow with list size
Learning curve for advanced features and segmentation
SMS costs add up quickly for heavy texters
No native survey/poll feature—need third-party tools
Klaviyo vs. Alternatives
vs. Mailchimp: Mailchimp is cheaper and simpler for basic newsletters. Klaviyo offers deeper e-commerce data integration and AI features that Mailchimp can't match.
vs. Omnisend: Omnisend is more affordable and easier to learn. Klaviyo has richer segmentation, predictive analytics, and more integrations.
vs. ActiveCampaign: ActiveCampaign excels at B2B automation and CRM features. Klaviyo is built specifically for D2C e-commerce.
vs. Drip: Drip is lighter and cheaper with good e-commerce focus. Klaviyo offers more channels and deeper integrations.
For customer chat alongside email, see Tidio or Freshchat. For accounting automation, pair with Synder.
FAQ
What is Klaviyo?
Klaviyo is a customer data and marketing automation platform built for commerce brands. It merges CRM, email, SMS, push, and analytics in one dashboard.
How do I bulk delete subscribers?
Create a list or segment, go to Settings → Other → Profile maintenance, choose the list, and click Delete. Deletion is permanent; suppressing is safer if you just need them off your send list.
Does Klaviyo have a free plan?
Yes. Free plan includes up to 250 profiles and 500 email sends per month with full feature access.
How do I test emails?
Inside any email, click Preview & Test, choose a profile, then hit Send Test. You can also create a Preview list for live campaign tests.
How do I edit a trigger in a flow?
You can tweak trigger filters anytime, but the core trigger is locked. Clone the flow, select a new trigger, and archive the original.
How do I make a poll in Klaviyo?
Klaviyo doesn't have native survey blocks. Create your poll in a third-party tool (Typeform, Zigpoll), grab the link, and add it as a button in your email.
Final Verdict
If you run an online store and crave data-driven growth, Klaviyo is hard to beat. It costs more than entry-level ESPs, but the payoff is richer segmentation, smarter automation, and built-in AI that keeps getting sharper.
Spin up a free account and launch a welcome flow—odds are you'll see revenue before the trial ends. For the complete e-commerce stack, pair Klaviyo with Synder for accounting and Spocket for product sourcing.
