Klaviyo Review, Pricing & Features

What is Klaviyo?

Klaviyo is an email and SMS marketing platform that helps e-commerce businesses execute successful marketing campaigns. This solution is currently used by more than 50,000 businesses. Klaviyo’s most notable features include data integration and storage, segmentation, A/B testing, a drag-and-drop email builder, and reporting.

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Table of Contents

Klaviyo Review Summary

Klaviyo was founded by Andrew Bialecki in 2012. Today, Klaviyo is used by more than 50,000 businesses. Klaviyo is primarily used by e-commerce businesses.

Klaviyo includes features that help businesses capture customer data and deliver targeted communications. These features include data integration and storage, segmentation, A/B testing, a drag-and-drop email builder, and reporting.

Klaviyo’s pricing typically ranges from $30 to $1,700 per month depending on the number of contacts. For SMS marketing, Klaviyo charges $0.01 to $0.03 per message depending on the type and volume of text messages sent.

If you currently use one of Klaviyo’s partnered e-commerce platforms, this solution’s seamless integrations make it one of the best products on the market today. For example, if you use Shopify, Klaviyo can directly collect and store customer data from your website. Conversely, integrating Shopify with platforms, like Mailchimp, requires third-party solutions, like ShopSync or Zapier. If you are not an e-commerce business, consider testing other solutions, like Mailchimp or ActiveCampaign.

Klaviyo Pricing & Cost

Klaviyo pricing is based on the number of email contacts and SMS messages sent. Klaviyo is free to use up to 250 contacts, and includes unlimited email sends. Here’s an overview of Klaviyo’s pricing.

Email Marketing Pricing

Number of ContactsPrice

SMS Marketing Pricing

  • SMS messages: $0.01 per message
  • MMS messages: $0.03 per message

Klaviyo Features

Below, we'll discuss Klaviyo’s key features. We include product screenshots to give you a sense of this solution’s interface and usability.


Klaviyo’s dashboard offers insight into your company’s activity and performance. You can customize the dashboard to show relevant reports and KPIs for your business. Here are some of the items you can track in the dashboard:

  • Activity feed
  • Campaign performance
  • Flow performance
  • Recent lists and segments
  • Total active on site
Klaviyo Dashboard

Data Integration and Storage

You can use Klaviyo to collect and store data about your customers. This data is key to segmentation, personalizing content, and implementing trigger emails. Below, we explore Klaviyo’s data fields and offer an overview of importing customers and data.

Data Fields

Customer information that you collect and store in Klaviyo is organized into data fields. You use these data fields to segment your lists in order to send better targeted communications.

Klaviyo includes over 40 default data fields. Examples of data fields include:

  • Address
  • Email
  • Name
  • Organization
  • Phone Number

Additionally, you can create custom data fields tailored to your content, brand, and use case. Unlimited data fields can be added to each contact. Examples of custom data fields that are commonly used include:

  • Birthdays
  • Email frequency
  • Gender
  • Questionnaire responses

Importing Customers and Data into Klaviyo

You can import data through a variety of ways in Klaviyo. Below, we highlight some of the primary methods of data collection.

Manual EntryCustomer information can be entered manually through copy and paste.
CSV filesYou can upload spreadsheets that contain customer data.
Pre-built integrationsIf you're using an e-commerce platform that integrates with Klaviyo, you can track your customer’s activity on your website, and automatically sync data with Klaviyo. Examples of metrics you can track using Klaviyo include viewed product, started checkout, and cancelled order.
APIKlaviyo has an open API that allows businesses to create custom integrations. You can use this to move data in and out of Klaviyo and build custom applications that leverage Klaviyo’s functionality.
Custom Catalog FeedYou can import product catalog data through a XML feed or JSON feed.
Signup formsYou can embed signup forms in your website and emails to capture customer data. Common use cases for signup forms are welcome emails, dedicated landing pages, and exit intent.


Klaviyo’s platform includes segmentation tools that you can use to create segments of customers using the data that’s stored in the system. Using segments is a best practice to increase the relevancy of your emails, and save cost by reducing send volume.

You can define the conditions of each segment to include or exclude portions of your list. Here are some of the segmentation conditions found in Klaviyo:

Data SourceDescriptionExample Data Points
Customer ActivityThis type of segment condition is based on customer behavior.
  • Opened email
  • Viewed product
  • Cancelled order
Contact InformationThis type of segment condition is based on the attributes associated with each customer.
  • Email address
  • Name
  • Phone number
DemographicGeographic segmentation is based on the location of your customer.
  • Distance
  • Zip code
  • Country

You can create complex segments in Klaviyo using any and all logic. Specific operators included in Klaviyo’s application are:

  • is & is not
  • at least once
  • zero times
  • equals & doesn’t equal
  • is greater than & is less than
  • is at most
  • contains & doesn’t contain
  • is in & is not in
  • starts with
  • ends with & doesn't end with
  • is set & is not set
  • overall time
  • in the last
  • between
  • before & after
  • between dates
Klaviyo Segmentation

In Klaviyo, you can create as many segments as you want. Also, there’s no limit to the number of conditions you can use to create segments. This is a nice-to-have feature that is not offered by many of Klaviyo’s competitors. For example, Mailchimp only allows you to add up to 5 conditions per segment.

Email Builder

Klaviyo includes an email editor that is used to create custom and professional emails. The drag-and-drop functionality allows you to easily add text, images, headers, and links. In the styles tab, you can change color, fonts, and formatting. Also, you can add merge fields to your emails that will automatically populate contact information. If you desire full control of building your email, Klaviyo includes an HTML editor.

klaviyo email editor

Klaviyo includes a photo editor for basic image editing. Images can be uploaded from your computer, URL, and product catalog if you are using an integrated e-commerce platform. Klaviyo also supports placeholder URLs and variable sequences for dynamic images that personalize images to the recipient. Klaviyo supports three image types: JPEG, PNG, and GIF. Currently, Klaviyo does not support PSD, SVG, or other file formats.

klaviyo photo editor

The email editor includes view toggling, so you can see what your emails will look like on desktop and mobile. Also, you can send yourself a test email to preview what recipients will see.

Klaviyo includes over 70 pre-built email templates. These pre-built templates accommodate different use cases including order confirmation, shipping updates, and order cancellations.

A/B Testing

Klaviyo has an A/B testing tool that you can use to optimize your emails and subject lines. You create multiple versions of your email, and the system automatically sends each version to a portion of your customers. In the table below, we highlight the major components of Klaviyo’s A/B testing.

VariablesSubject lines, content, send times
Email VariationsUp to 25 versions
Testing Pool Size1% to 100% of list
Testing Length Period1 to 96 hours
Winning MetricsOpen rate, unique clicks

Klaviyo allows you to test more email variations than many of its competitors. For example, Mailchimp only allows you to test 3 email variations per test. Klaviyo does not allow you to A/B test drip campaigns with a series of messages.

After A/B tests are finished, Klaviyo automatically sends the winning email variation to untested recipients. Unfortunately, if you want to manually choose a winning variation, you must select the winner while the A/B test is still underway. A/B tests can not be stopped automatically.

Currently, Klaviyo does not offer multivariate testing. This means that you can’t test multiple variables at once. For example, you can’t test subject lines and send times in the same experiment. If this is a must-have feature for you, Mailchimp’s Premium plan includes multivariate testing.

klaviyo ab testing results

Marketing Automation

Klaviyo allows you to create drip campaigns that send a series of automated messages to customers. These campaigns are typically triggered by a specific customer action, and can include branches that target specific sets of customers.

Klaviyo includes pre-built flows with defined triggers and timelines for the most popular types of drip campaigns. Klaviyo’s pre-built flows include:

  • Abandoned cart reminder
  • Browse abandonment
  • Post-purchase thank you message
  • Product review & cross sell
  • Welcome series for new subscribers

You can use Klaviyo’s flow builder to create complex drip campaigns. The flow builder is a visual canvas that allows you to build customer journeys with drag-and-drop modules. Here are some of the modules you can add to your automation sequences:

  • Actions (i.e. send email, send text, add to segment)
  • Update profile properties
  • Conditional splits
  • Flow branching
  • Time delays
  • Trigger emails
  • Trigger splits
image of klaviyo automation workflows

Other Marketing Channels

Klaviyo includes several marketing channels in addition to email marketing. Below, we highlight some of Klaviyo’s other marketing channels.

SMS Marketing: Klaviyo’s SMS marketing functions similarly to its email marketing. You can send targeted text messages to specific segments, and create flows to send text messages at specific touch points. However, Klaviyo currently does not include A/B testing for SMS marketing.

image of klaviyo automation workflows for test messages

Social Media Marketing: You can use Klaviyo to create product-specific and personalized ads through social media channels. Klaviyo currently offers integrations with Facebook and Instagram.

Pop ups: You can include pop ups into your website with signup forms to capture customer data. Klaviyo includes a drag-and-drop form builder to help you easily create pop ups.

image of klaviyo popup builder


You should choose an email system that gets a high percentage of your emails into recipient inboxes. In the email world, this is known as deliverability.

There are several best practices that email systems should follow to increase your deliverability. Overall, Klaviyo has a strong reputation for deliverability. As you can see below, it follows the best practices.

Deliverability FeaturesOffered by Klaviyo
Deliverability analytics and reportingYes
Deliverability-specific benchmarksYes
Double opt-inYes
Automated contact removal for soft & hard bouncesYes
Dedicated click trackingYes
Email authentication (DKIM & SPF)Yes
Dedicated domainYes
Dedicated IP addressYes
Unsubscribe optionYes

Analytics and Reporting

Klaviyo includes tools that track performance, improve deliverability, and offer actionable insights to grow your business. Below, we offer an overview of Klaviyo’s analytics dashboard, reports, and benchmarks.

Analytics Dashboard

Klaviyo tracks and visualizes customer data and marketing campaign performance. The analytics dashboard can be configured to show the metrics that are the most relevant to your business. Here are some of the most important KPIs you can track in Klaviyo:

  • Active on site
  • Bounced email
  • Cancelled order
  • Click-through rate
  • Open rate
  • Order placed
  • Viewed product


With Klaviyo, you can generate customizable reports to track and analyze data from your marketing campaigns. Here are some of the reports you can create in Klaviyo.

  • Single metric deep dive report
  • Multi-metric report
  • Product performance report
  • Campaign performance report
  • Flow performance report


Klaviyo offers over 140 built-in integrations with third-party software. Additionally, Klaviyo offers an open API that allows developers to build customer integrations with the solution. Below, we list some of Klaviyo’s most notable integrations.

  • 3dcart
  • Amazon Marketplace
  • BigCommerce
  • Chargebee
  • Commercev3
  • Magento and Magento 2
  • Mailchimp
  • Mi9
  • OpenCart
  • PrestaShop
  • Salesforce
  • Shopify
  • Spree
  • Volusion
  • WooCommerce
  • Wufoo
  • Zendesk
  • Zoho

Klaviyo Alternatives & Competitors

Klaviyo competes with a variety of email marketing solutions that offer similar functionality. The best choice for you will depend on your budget and feature preferences.

Klaviyo's top competitors are:

Is Klaviyo Right For You?

Klaviyo is a popular email and SMS marketing solution used by over 50,000 businesses. Klaviyo includes the core set of email and SMS marketing features you would expect in this type of software. These features include data integration and storage, segmentation, A/B testing, a drag-and-drop email builder, and reporting.

Klaviyo’s seamless integrations with e-commerce platforms, like Shopify and WooCommerce, makes this solution a better fit for e-commerce businesses than many of its competitors. If you use an e-commerce platform that integrates with Klaviyo, we strongly recommend testing Klaviyo for your business. If you are not an e-commerce business, other solutions, like Mailchimp or ActiveCampaign, may be better suited for your needs.

If you're interested, you can try Klaviyo today.

Lloyd Park

Lloyd Park is a Research Analyst at SoftwarePundit, where he conducts in-depth analyses of software markets and products. Lloyd also has experience managing the development of software platforms and is an expert in content production & media software. You can connect with Lloyd on LinkedIn.

Lloyd is an expert in several software categories including:

  • Dental software
  • Email marketing software
  • Field service management software
  • Legal software
  • Property management software