Knocking Web

Klaviyo

Email and text marketing for consumer brands, with flows and segments built on data from 350+ integrations.

Founded 2012

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Boston-based Klaviyo, founded in 2012, is a marketing platform for consumer brands that now calls itself a B2C CRM. Its email tools cover campaigns, flows triggered by actions such as starting checkout or placing an order, sign-up forms, hosted landing pages and real-time segments, built on customer profiles synced from more than 350 integrations, including Shopify and WooCommerce. Text messages, reviews, a help desk and paid Composer AI agent usage are billed separately.

The Free plan covers 250 active profiles and 500 email sends a month, with $5 each of mobile messages and Composer usage, the Klaviyo logo in emails and 60 days of email support. Paid email starts at $20 a month for up to 500 active profiles and 5,000 sends and reaches $150 at 10,000 profiles, billed monthly. Billing counts every profile Klaviyo can email, including shoppers who never opted in, but not suppressed or unsubscribed ones.

Best for

Online stores, especially on Shopify or WooCommerce, that want email flows driven by store data and may later add text messages, reviews and support tools from the same vendor.

Pros

  • Flows can start from store events such as a started checkout, a placed order, a price drop or low inventory, with a library of pre-built flows
  • Flows, real-time segments and sign-up forms are included on the Free plan
  • More than 350 integrations, including Shopify, WooCommerce and BigCommerce, sync store data into customer profiles
  • Any account can set up a branded sending domain, and the Deliverability hub shows a score with recommended next steps

Cons

  • Small Free plan: 250 active profiles, 500 emails a month, the Klaviyo logo in emails and email support for 60 days
  • Billing counts every profile it can email, including shoppers who left an email at checkout without opting in
  • Text messages, reviews and Personalization analytics are billed separately from the email plan
  • No built-in paid newsletters or subscriber referral program; referrals rely on apps such as ReferralCandy
  • Self-serve plans are billed monthly only, with no yearly prices listed

From our tests

Screenshots of Klaviyo from our hands-on tests. Each links to the full-size image; the test name leads to the task, how we judged it and the other tool's result.

Klaviyo desktop preview: LOGO PLACE sample logo, Refills are back, three lines, a blue Shop refills button, social icons and the footer line
Pass in Build the same newsletter from a fixed brief (timed) (vs Mailchimp)
Klaviyo mobile preview in a phone frame: logo sample, Refills are back, three lines, Shop refills button, social icons and the footer line
Pass in Build the same newsletter from a fixed brief (timed) (vs Mailchimp)
Klaviyo segment builder: Created is in the last 30 days, AND, Opened Email at least once in the last 30 days; 0 profiles at the top
Pass in Build a two-condition segment of new, engaged contacts (vs Mailchimp)
Klaviyo segment page Fernhill test: new and engaged with Members (0) and No segment members yet
Pass in Build a two-condition segment of new, engaged contacts (vs Mailchimp)

Pricing

Klaviyo plans and prices
PlanMonthlyYearly (12-month total)
FreeUp to 250 active profiles; 500 email sends/month; $5 of mobile messages and $5 of Composer usage a month; Klaviyo logo in emailsFree Free plan
EmailFrom $20/month for 251-500 active profiles and 5,000 sends; $150 at 6,501-10,000 profiles; price rises with profiles; billed monthly$20/mo
EnterpriseKlaviyo Standard and Klaviyo Advanced through sales; Advanced priced by active profiles, with sends billed by usageCustom

Prices checked on .

Features

In Email marketing

Klaviyo features in Email marketing
FeatureKlaviyo
Free tier size Yes · 250 active profiles, 500 email sends/month, $5 of mobile messages/month
Automations Yes · Flows on all plans, including Free; list, segment, metric, date, price-drop and low-inventory triggers; pre-built flow library
Landing pages Yes · Hosted landing pages with an embedded sign-up form, on a Klaviyo or custom domain; links in pages need a paid account
Paid newsletters No · No built-in paid newsletter subscriptions listed among its products or plan features
Segmentation Yes · Real-time segments on all plans, including Free; AI-generated segments on paid plans; RFM segmentation with the Personalization or Advanced Data Platform add-on
Referral program No · No built-in program; referral apps such as ReferralCandy and Yotpo Loyalty & Referrals integrate
API Yes · REST API (JSON:API) with private keys or OAuth, a client-side API and SDKs; an optional free test account for development
Deliverability tools Yes · Branded sending domain (SPF, DKIM, optional DMARC record) for any account; Deliverability hub with a score and action center; dedicated IP for qualifying accounts

Compared with

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