Look out for our Klaviyo strategy case study coming soon!
The Complete Klaviyo Review With Pricing and Competitor Analysis
Written by Ryan Turner
If you own an Ecommerce business, you’re undoubtedly aware of how vital email marketing is to the health and growth of your company. There are a bevy of statistics that back this up, from the fact that customers who buy products through email spend 138% more than those who don’t receive email offers, to the acknowledgment by 80% of retail professionals that email marketing remains the single best driver of customer retention.

There is no getting around it: email marketing is still king.

There are a lot of ESP options out there for Ecommerce brands – MailChimp, AWeber, Constant Contact, Campaign Monitor, Drip et al. 

But today we're going to take a deep dive into Klaviyo, a platform built specifically for Ecommerce that is seeing rapid growth, and being used by thousands of 7 and 8 figure online retailers.

But first, If you'd like to just try Klaviyo for yourself you can access a completely free, fully functioning trial account here.

Here's what we'll cover in this article, which we feel is one of the most in-depth Klaviyo reviews anywhere online:

1. Pricing
2. Customer Support
3. Intuitive Design
4. Powerful Automation
5. Easy Integration
6. Personalization
7. Customer Education
Let's Review The Klaviyo Pricing Tiers
While it’s not the most exciting item on this list, we realize that price is often a factor when evaluating marketing tools. An email service provider can have all the bells and whistles in the world, but if it’s too costly to justify investing in, they mean very little. 

The Klaviyo pricing tiers make it very cost-effective in our opinion, and our clients feel the same. Klaviyo offers its pricing on a sliding scale based on the number of subscribers and emails sent. 

There is a free plan which you can access here for up to 250 subscribers and options to scale up to tens of millions of subscribers. You can calculate its cost to your business here.

Here are some pricing guidelines which are correct as of the date this Klaviyo review was completed:

- Upto 1,000 subscribers: $50/month
- Upto 5,000 subscribers: $200/month
- Upto 10,000 subscribers: $325/month
- Upto 25,000 subscribers: $450/month
- Upto 50,000 subscribers: $700/month
- Upto 100,000 subscribers: $1200/month
- Upto 150,000 subscribers: $1700/month

Pricing for lists over 150,000 subscribers is handles on a case by case basis. You can often get better pricing if you're referred by a certified Klaviyo agency partner such as ourselves here at The Email Funnels Agency.

The great thing about the Klaviyo pricing model is that it allows your business to grow while only paying for what you need. We also love that all paid plans include access to the full suite of Klaviyo tools, features and functionalities. These are highly advanced and we'll cover them in detail later - but for now know that everything will be available to you even on the cheapest plan.

There are no caps on email sending either (until you’re sending 200k+ emails per month, at which point price isn’t likely much of a concern), so you’re only being charged based on the number of subscribers in your list. If you routinely clean your lists as we recommend to clients, this makes Klaviyo among the most cost-effective options on the market.

Of course, there are certainly cheaper options out there, but these other tools all come with one big caveat: what you save in price, you lose in both E-commerce specific functionality, and also in customer service. We feel that Klaviyo is an industry leader in both.

There is also the fact that Klaviyo was built for Ecommerce from the ground up on day 1. Other tools like Mailchimp and Active Campaign are essentially built to serve any business in any market, with some Ecommerce features being added in later for online stores. This really does become apparent when you compare the Klaviyo Ecommerce feature sets to those of more generic email marketing platforms.
Klaviyo Support & Customer Service
There is nothing more frustrating than having a time-sensitive question and not being able to get in touch with a support representative.

Luckily, Klaviyo apparently feels the same way.

While a lot of email service providers view any kind of reasonable level of customer service as an add-on to be paid for, Klaviyo has a diligent customer support team that typically responds to email/ticket inquiries in a few hours max - often much quicker than that during peak business times. 

And that’s only if you need to make a support request one in the first place. You probably won’t, though, because you'll have access to live chat support, Monday through Friday - something we don't often seen mentioned in other Klaviyo reviews. In our experience of actively working on 10-20 Klaviyo accounts at any one time, the live chat team can solve the vast majority of queries very quickly. This saves a lot of headaches.
Email Design Made Simple With The Klaviyo Editor
One of our favorite features of the Klaviyo email marketing software is the intuitive drag-and-drop email builder. When done poorly, these drag-and-drop or WYSIWYG tools can be a huge nightmare - sometimes costing more time than they save. However Klaviyo really did an excellent job building theirs.
This versatile design tool has become increasingly commonplace within the email marketing world. In years past, business owners and email marketers alike would need to custom code emails to ensure they look great when they land in recipients’ inboxes, which, as you can imagine, was an incredibly time-consuming endeavor – especially if you didn’t have a solid grasp on HTML and CSS. And the drag-and-drop tools that tried to change this just were not up to standard, meaning custom coding was still necessary.
Enter Klaviyo's email builder.

Using content blocks, Klaviyo empowers its users to create gorgeous, responsive emails with a few mouse clicks. The blocks used will vary based on the concept of the email in question (e.g. an informative email will likely rely more heavily on text blocks than image blocks), but the general concept remains the same: drag the required blocks into your email template, fill them with content, and send away.

This is email design for dummies, and with Klaviyo’s extensive library of email templates to use as a starting point or simple inspiration, it really does not get any easier. ..
Klaviyo email template designs
If you're not a designer, simply pick a template that best serves your purpose, add your colors and company logo, and you’ll be able to create campaigns that look professional. Of course, for a truly customized on-brand feel you'll want to graphic designer familiar with your brand guidelines to put together designs in Klaviyo.

Pro Tip: While most major ESPs are designed to be mobile-friendly, few allow you to change an email design based on the device that opens it. Klaviyo does. Compare the two email previews below. The first shows how the email will appear on desktop, while the second shows how it will appear on mobile.
Mobile vs desktop design in Klaviyo
While the email is mobile responsive as is, you might find fault with the mobile version. The text takes up a much larger percentage of the mobile screen, which isn’t ideal in an age of shortened attention spans. This is where the genius of Klaviyo’s email builder shines. You can make certain blocks only appear on given devices, effectively enabling you to create multiple variations of the same email for different devices.

To illustrate this point, we’ll make the text block in question appear on desktop only.
Mobile vs desktop templates
We’ll then duplicate it and make the copy appear on mobile only.
Mobile vs desktop templates
With a little tweaking, the text now takes up a much smaller percentage of the screen, leaving more real estate for the products we’re attempting to promote. 
Klaviyo mobile vs desktop previews
It’s a seemingly small tweak, but its implications are incredibly important. Thanks to Klaviyo, you’re able to easily create responsive emails that are fully optimized for every screen, every time. 

Klaviyo Flows: Incredible Email Automation Capabilities 
An intuitive interface doesn’t necessarily make a great ESP. Robust email automation does. And this Klaviyo review would not be complete without taking a deep-dive into the platform's email automation capabilities.

Ecommerce businesses of all sizes – from startups to multinationals like Nike and Under Armour – depend on automated email campaigns to constantly bring in new leads and encourage repeat purchases. While one-off newsletters and promotional campaigns will always be part of a winning email marketing strategy, automated campaigns are a business owner’s best friend because they enable you to effortlessly make money and nurture leads. Once these automated campaigns are set up, you’re free to sit back and watch them go to work.
Automated emails are not a Klaviyo-exclusive feature – nearly every ESP will allow you to create a basic newsletter signup sequence or implement an abandoned cart recovery campaign. What sets Klaviyo’s automated email functionality apart is both the number of pre-built automations it offers and the incredible amount of data it gives you to use in creating your own.

Here is just a small fraction of the pre-built automations available inside Klaviyo's extensive Flow Library...

The Klaviyo flow library
A quick review of Klaviyo’s flow library (Klaviyo refers to automated email campaigns as “flows”) will give you an idea of what is capable through smart email automation. There are pre-built automated email campaigns for nearly every user action, which makes your job as a marketer or a business owner that much easier. Simply click the flow you would like to create, and you’ll be able to easily customize Klaviyo’s default campaigns to best suit your business and customer base.
Here is what one of Klaviyo’s welcome email sequence templates looks like out of the box:
A pre-built email welcome flow in Klaviyo
You’ll notice a couple things here:

1. The flow is complete with preconfigured ideas for emails, subject lines, and even time delays to help you deliver the right message at the right time .

2. Recipients receive different emails based on the “Conditional Split” that is built into the email flow
While the first point is helpful, especially if you’re new to email marketing, the second is what really makes Klaviyo special.
In this example, Klaviyo splits its welcome series into two different legs based on historical customer data. If the new subscriber has already made a purchase, they receive a basic “Thanks for subscribing!” welcome email. If they haven’t already made a purchase, they receive a 20% discount code.
It’s easy to understand why this is desirable – if someone has already purchased from you, they probably don’t need to be incentivized by a discount code to do so again. If they haven’t yet purchased, though, this discount code might be just what it takes to win over their business.
Being able to configure automated campaigns based on information like purchase history enables you to send the most targeted, relevant emails possible. The possibilities with Klaviyo are endless because of the sheer amount and variety of data you can use to configure your automated email campaigns.

As a side note, the Welcome email flow is arguably the most important automated sequence for any brand. We wrote a whole post on creating a an effective Ecommerce email welcome series here.

Triggers, Filters, and Conditional Splits
To fully take advantage of Klaviyo’s automation capabilities, you need to understand the various mechanisms it employs to filter flows.
If you’ve ever set up a welcome email sequence for your business, you’re likely familiar with email triggers. In a welcome series, the first email is “triggered” by a customer joining your newsletter list, usually by signing up for email alerts on your website.
While this is a great jumping off point, if you only triggered campaigns when someone subscribed to a certain list, you wouldn’t be sending out many automated emails at all. Not good. You want to have a bevy of automated campaigns working 24/7 behind the scenes, which requires multiple campaigns and trigger types. Klaviyo has four, and they account for just about every user behavior you can imagine.

Automated triggered email setup
Let’s build a cross-sell email campaign that will target customers who have purchased an item that indicates a likely interest in a complementary item you have available. For this example, let’s imagine that you sell track pants and track jackets, and would like to up-sell pants purchasers on jackets of the same color.

We’ll start by using the “Metric” trigger as our starting point, targeting individuals who have placed an order on your website.

Klaviyo flow trigger setup
We don’t want to target any old purchase, though – if someone buys a hat from you and then gets an email suggesting they purchase a pair of pants, they’ll likely be a bit confused.
Instead, we’ll use a trigger filter to restrict this automated cross-sell email to only send to customers who have purchased red track pants.
Product specific upsell triggers
Now we’re getting somewhere! Our filtering work isn’t quite done yet, though. What if the recipient in question purchased both the red track pants and the red track jacket? They would be receiving a promotional email that isn’t relevant to them. We want to avoid this at all costs, so we’ll filter further, this time using a “Flow Filter”.
Product specific upsell filters
Now we’re in business. By adding this filter, we’ve cordoned off our track jacket cross-sell campaign to only target individuals who have ordered red track pants in the past but have not yet ordered a red track jacket.
We can now start adding emails to our sequence – but we’ll need to be smart about it. We’ll implement a time delay to give recipients some time to enjoy their new track pants before attempting to sell them on the jacket.
Product specific upsell flow in Klaviyo
Perfect. We’ve given our recipients some time to enjoy their purchase, and we’ve also given them the opportunity to purchase the red track jacket on their own. Klaviyo’s flow filters are rechecked at every step of the email sequence, which means that if a recipient were to purchase the jacket 7 days after entering the flow, they would fail the filter check before the first email, and thus would not receive any email in the sequence.
In a perfect world, your recipients would get the first email and be so enamored with the track pants that they would immediately purchase the track jacket. This, unfortunately, is unlikely to happen. Maybe they aren’t ready to make another purchase just yet – or maybe they didn’t receive your first cross-sell email.
In this instance, we can use Klaviyo’s conditional split function to further target recipients who didn’t open the first email in your sequence.

Using Klaviyo conditional split flows
Another time delay and a final email later and we’ve built out an intricate email flow that will ensure these emails are as timely and relevant as possible to our recipients.

This is just one example of the power that is Klaviyo’s flow builder. You can create highly customized email sequences using data gleaned from both Klaviyo and from your ecommerce website. Want to send a coupon code to VIP customers who have spent $5,000 lifetime on your website? Easy as pie. Do you want to target customers who haven’t purchased from you in the last six months? Create a win-back campaign and watch the dollars roll in. This is all incredibly easy to do.

Klaviyo Integrates With The Ecommerce Tools You Already Know And Love
It doesn’t matter what ecommerce platform you’re utilizing - Klaviyo is almost guaranteed to have a plug-in available to make integrating with your store a breeze. This makes a world of difference when you start to build your email marketing strategy.

While lesser platforms will limit the amount of information you have at your fingertips, Klaviyo essentially functions as an extension of your online business. Here is just a small selection of the apps, tools and platforms Klaviyo can integrate with...
Some tools Klaviyo integrates with
Klaviyo doesn’t just integrate with ecommerce platforms – it also integrates with a variety of third-party applications and services that make it easier than ever to take your marketing to the next level. You can sync your Facebook advertising account with Klaviyo to create highly-targeted email and ad campaigns, or integrate with a pop-up service like Privy to fuel your email marketing efforts with new subscribers. 
Klaviyo Offers Bulletproof Performance Reporting, And Allows You To Build Your Own Custom Report Dashboards
Seeing your high level email performance at a glance is incredibly simple. Top line performance for all flows and campaigns are arranged nicely in the standard performance dashboard...
Your analytics tab can be completely customized and built up from various different 'cards' showing key pieces of performance data. This feature had literally just been fully rolled out when we wrote this Klaviyo review, but it was instantly apparent that there are thousands of possible reporting layouts you can build, depending on which combination of stats you'd like to keep track of daily...
You can even drill down to see every action your customers are taking in real time, from opening emails to placing orders. This is a snapshot of a single customer's history with a brand...
This data is incredibly useful when you’re constructing automated email campaigns and grouping your customer base into various email segments. 
Dynamic Content and Email Personalization in Klaviyo
Dynamic Content

Another excellent advantage Klaviyo grants its customers is the ability to personalize emails and alter email content based on a variety of factors.

If you’ve ever received a shipping confirmation or abandoned cart email, you’ve seen dynamic content in action. Information from your order (or near order) is pulled into the email, populating it with text and images that corresponds exactly with what you purchased or were planning to purchase. As you can probably guess, this isn’t done manually each time a customer places an order or abandons their cart. These emails are filled with dynamic information that varies from user to user, order to order.

Since Klaviyo works so well with most major ecommerce platforms, it’s incredibly easy to use these dynamic content blocks, even if you’re not the most tech savvy business owner or budding marketer.
Dynamic email content
Above is an example of a dynamic content block found in Klaviyo’s default Shopify abandoned cart email. It looks like a string of random words and numbers, but when it’s sent to customers, it will populate with an image of the abandoned product(s) in question, along with their names and prices – no coding necessary.

You can include trending product feeds, recommend products based on a customer’s purchase history, and even add RSS feeds that will include your most recent Instagram posts in your emails with dynamic content. The only limit to what you accomplish with dynamic content is your imagination.


Ever wonder why so many email newsletter signups will ask for not only your email address, but your name, birthday, gender, and interests as well?

The answer is simple: to continuously serve you relevant emails and make them as personal as possible.

You can collect and store all of this information and more within Klaviyo and use it to trigger automated email campaigns or further personalize emails. If you know a subscriber’s birthday, you could create an automated happy birthday campaign that serves them with a special offer or thank you gift on their birthday.

Want to increase the likelihood of your email landing in your recipient’s inbox? Make it clear to Google, AOL, or Yahoo! that you know your recipient by using their first name in your marketing emails.
basic email personalization
This is a simple thing you can do by using Klaviyo’s personalization variables. By typing {{ first_name }} , you’re instructing Klaviyo to pull whatever name it has on file into your email to provide a personal touch. The “ default:’there’ “ serves as a safeguard to insure that, in the event the recipient’s first name isn’t known, there won’t be an awkward blank space. Klaviyo will instead use whatever greeting you specify within the apostrophes (“there” in this case).

You can use this same logic to “call” any information you have stored about your customers into your marketing emails. And there is a huge amount of info you can use from your Ecommerce customers and subscribers to dynamically personalize the content they receive from you via the email channel.

You can also use it to determine who receives certain emails. If you sell men’s and women’s clothing, you can see why it would be valuable to know your subscriber’s gender.
Review of Klaviyo Customer Success and Education
Klaviyo wants your marketing efforts to succeed.

If you’re happy with your results, you’re going to keep paying for its service. That’s why they’ve put together an entire academy devoted to helping you make the most of Klaviyo, they boast a help center full of valuable resources, and keep their blog filled with all the latest tips and news from around the email marketing world.

Even if you don’t end up selecting Klaviyo as your ESP (and really, you should absolutely try it out), you’ll be doing your business a favor by familiarizing yourself with their blog. It’s a goldmine of email marketing tips and tricks.

About Us
The Email Funnels Agency helps successful Ecommerce brands profitably grow sales using the latest Klaviyo email marketing strategies

Ryan Turner

Ryan is a 10+ year Ecommerce veteran and Klaviyo specialist
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About Us
The Email Funnels Agency helps successful Ecommerce brands profitably grow sales with Klaviyo email marketing
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