Klaviyo Review: Pricing, Features, and Pros & Cons

If you’re looking for an email marketing provider for your ecommerce store, you may have come across Klaviyo. In this article, we’ll give you a breakdown of the pros and cons of Klaviyo and compare its pricing and features with other email marketing providers in the ecommerce space.

What Is Klaviyo?

Klaviyo is a powerful marketing tool designed specifically for ecommerce stores. It offers a range of features, including email marketing, SMS, and push notifications. With Klaviyo, you can send personalized marketing messages to your customers based on their interactions with your online shop.

One of the key benefits of Klaviyo is the ability to leverage your customer data to create custom tailored messages that directly convert to sales. For example, you can easily segment your email list and send “purple only” promotions to customers who like to buy purple handkerchiefs.

In addition, Klaviyo has access to your entire product portfolio, allowing you to dynamically create relevant product-based emails that are auto-generated. While most ecommerce store owners use Klaviyo strictly for email, it now offers SMS text messaging as well and is becoming an omnichannel marketing platform.

Overall, Klaviyo is a powerful marketing tool that enables ecommerce store owners to create personalized, targeted campaigns that drive sales and engagement.

The Pros of Klaviyo

If you’re looking for an email marketing service, you might be wondering what sets Klaviyo apart from the rest. While many providers have similar features on their sales pages, the difference is in the implementation, customer support, and user interface.

In terms of user interface, Klaviyo is one of the best. Its strengths include:

  • A well-designed dashboard that makes it easy to navigate and find what you need.
  • A variety of templates and customization options that allow you to create professional-looking emails without any coding knowledge.
  • The ability to segment your audience and create targeted campaigns based on their behavior and preferences.
  • An onboarding wizard that is easy to use and makes it simple to get started with the service.

Overall, Klaviyo is a great choice for businesses of all sizes looking to improve their email marketing efforts.

Pro #1: Klaviyo Offers A Great Onboarding Experience

When you sign up for Klaviyo, the onboarding process is seamless and straightforward. You start by providing your website address and platform. Klaviyo then crawls your website and syncs your store, ensuring that your data is up-to-date.

The platform then automatically generates a great looking email template based on the colors and images of your store. If you want to make any changes, you can always tweak the colors or make custom changes. Adding your social media links is also a breeze. Overall, Klaviyo’s onboarding experience is top-notch and ensures that you’re up and running in no time.

Pro #2: Klaviyo Makes It Easy To Create Automated Ecommerce Email Flows

Klaviyo is a powerful platform that allows you to create automated email flows that can help you make money right away. With Klaviyo, you can easily create a variety of email flows that are designed to help you recover lost sales, win back customers, and increase customer lifetime value.

Abandoned Cart Flow

The abandoned cart flow is one of the most important email flows that you should implement for your ecommerce store. This flow activates when a customer adds items to their shopping cart but doesn’t checkout. With Klaviyo, you can easily create a series of abandoned cart emails that are designed to entice customers to come back and complete their purchase.

One of the key features of Klaviyo’s abandoned cart emails is that they can contain photos of the exact items that were in the customer’s cart when they abandoned. Additionally, Klaviyo allows you to include a big link in the email that takes the customer directly to checkout.

Overall, using Klaviyo’s abandoned cart flow can help you recover up to 19% of your lost sales.

Browse Abandonment Flow

The browse abandonment flow is another important email flow that you should implement for your ecommerce store. This flow activates when a customer views a product but does not add it to their cart. With Klaviyo, you can easily create a browse abandonment email that contains a picture of the product that the customer viewed, as well as other suggested products.

The browse abandonment flow is one of the highest performing email flows in terms of revenue per email sent.

Customer Winback Flow

The customer winback flow is designed to win back customers who have made a purchase but haven’t bought again after a set duration. With Klaviyo, you can easily create a discount ladder that offers increasing discounts based on inactivity. For example, you can send a 10% coupon to customers who haven’t purchased in 60 days, a 15% coupon to customers who haven’t purchased in 75 days, and a 20% coupon to customers who haven’t purchased in 90 days.

Implementing a customer winback flow can help you bring back customers who may have otherwise been lost forever.

Post Purchase Flow

The post purchase flow is designed to encourage customers to promote your brand and to shop again. With Klaviyo, you can easily create a series of post purchase emails that ask customers to take specific actions, such as leaving a product review, sharing their purchase on social media, or filling out a survey.

By encouraging customers to take these actions, you can increase social proof, improve conversion rates, and increase customer lifetime value.

Welcome Flow

The welcome flow is designed to warm up your customer and familiarize them with your brand. With Klaviyo, you can easily create a welcome series that includes conditional coupons that are only sent to visitors who have not yet made a purchase.

The welcome series is designed to keep a visitor coming back to your site over and over until they are ready to make a purchase. By using Klaviyo’s conditional coupons, you can entice visitors to make their first purchase and become a loyal customer.

Overall, Klaviyo makes it easy to create automated ecommerce email flows that can help you recover lost sales, win back customers, and increase customer lifetime value. By implementing the email flows outlined above, you can take your ecommerce business to the next level and increase your revenue and profits.

Pro #3: Klaviyo Offers In Depth Analytics

Klaviyo’s reporting engine is a powerful tool that can replace Google Analytics or your own shopping cart backend. With Klaviyo, you can easily put a dollar value behind every email you send, giving you immediate insight into the worth of each campaign.

Additionally, Klaviyo offers a comprehensive view of all your sales statistics, including revenue per product and revenue per category. This bird’s eye view allows you to make informed decisions about your marketing strategy.

Pro #4: Klaviyo Offers Push Button Facebook Audience Integration

Klaviyo’s Facebook integration is an impressive feature that enables you to synchronize your email and Facebook campaigns. With this feature, you can take any Klaviyo audience segment and automatically export it to a Facebook custom audience that is dynamically populated.

For instance, if you have a segment in Klaviyo for customers who have purchased before but not in the past 60 days, you can instantly create a custom audience in Facebook with a push of a button. The Facebook custom audience is dynamically updated by Klaviyo, so whenever a customer is removed from this segment, they are automatically removed from the Facebook custom audience.

This feature is critical for any ecommerce store running Facebook ads. It saves time and effort by automating the process of creating and updating custom audiences. Klaviyo’s push button Facebook audience integration is a game-changer for businesses that want to maximize their advertising efforts.

Pro #5: Klaviyo Offers Powerful Customer List Segmentation

Klaviyo’s customer list segmentation feature is a standout feature that is highly praised by its users. With Klaviyo, you can create custom segments based on the exact ecommerce behavior of your customers. For instance, you can create a segment of all new customers who have purchased a specific product in the past month. The segmentation options offered by Klaviyo are vast and cover pretty much any scenario that you might need with your ecommerce store.

Klaviyo’s segmentation engine is incredibly powerful and flexible. With over 100 different segments that span every product/customer combo, you can send extremely targeted emails that directly apply to each individual customer group. This allows you to personalize your marketing messages and increase engagement with your customers.

Klaviyo’s segmentation engine is also easy to use. You can create a segment in just a few clicks, and the platform will automatically update the segment as new data comes in. This means you can always stay on top of your customer data and make informed decisions about your marketing campaigns.

Overall, Klaviyo’s customer list segmentation feature is a powerful tool that can help you increase engagement with your customers and drive more sales for your ecommerce store.

The Cons of Klaviyo

While Klaviyo is an excellent email marketing platform for ecommerce stores, it has some cons that you need to consider before using it for your blog.

One of the significant drawbacks of Klaviyo is that it lacks several features that are essential for a blog. Moreover, Klaviyo is relatively expensive compared to other email marketing providers.

Overall, if you have an ecommerce store, Klaviyo is an excellent choice. But, if you have a blog, you may want to consider other email marketing providers that offer more features at a lower cost.

Klaviyo Pricing

If you’re considering Klaviyo, it’s important to understand its pricing structure. While it’s free to join for up to 250 subscribers, you’ll need to pay once you cross that threshold.

At lower subscriber levels, Klaviyo starts at only $20/month, but the price quickly escalates with additional subscribers. Compared to traditional “non-ecommerce” email marketing providers, Klaviyo is significantly more expensive.

At higher subscriber counts, Klaviyo will cost you about double the price of a traditional email marketing platform designed for blogs and content creators. As a result, Klaviyo is not a good economical choice for a blog or content-based site.

However, compared to other ecommerce email marketing providers, Klaviyo is on par (and sometimes cheaper) than the competition.

It’s worth noting that Klaviyo’s cost per subscriber tends to increase as your list grows, whereas other email marketing providers tend to get cheaper with more subscribers. Klaviyo’s pricing structure is geared towards ecommerce businesses and may not be the best fit for all types of businesses. However, if you’re an ecommerce business looking for a powerful email marketing platform, Klaviyo is definitely worth considering.

Con #1: Subscriber Tagging Limitations

One of the main drawbacks of Klaviyo is its limited subscriber tagging features. Compared to other email marketing platforms like ConvertKit or Drip, Klaviyo’s tagging system is quite poor. This limitation makes Klaviyo not an ideal choice for bloggers or content creators who rely on subscriber tagging to automate their email campaigns.

For instance, if you have automated flows set up that trigger depending on what link a user clicks within an email, you won’t be able to do that with Klaviyo. There is no way to tag subscribers within an email by simply clicking on a link. This limitation makes it difficult to apply “non-ecommerce” tags to a subscriber if you are a blogger or content creator.

Even basic tasks like resending an email campaign to people who didn’t open the first time require a lot of effort to perform. With Klaviyo, you can’t easily apply tags to subscribers who didn’t open an email campaign.

In conclusion, if you are a blogger or content creator, you are better off going with ConvertKit which offers better subscriber tagging features and is significantly cheaper than Klaviyo.

Con #2: You Cannot Create Conditional Email Forms

Klaviyo does not allow you to create conditional email forms based on past behavior. This means that if a customer has already opted in and downloaded a lead magnet, the same form will still be displayed to them. This can be redundant and ineffective in terms of obtaining other forms of customer contact information outside of just email.

Other email providers such as ConvertKit allow you to dynamically change the signup form if a customer has already opted in. This means that you can show a completely different subscription form to opted in users and try to obtain other forms of customer contact information, such as phone numbers or Facebook Messenger subscribers.

The ability to dynamically change optin forms on your site is invaluable if you want to offer a different lead magnet and obtain other forms of customer contact information. Unfortunately, Klaviyo does not offer this feature, which can limit your ability to effectively obtain customer information.

Con #3: Klaviyo Is More Expensive At Higher Subscriber Counts

If you have a large subscriber list, Klaviyo may get expensive. While it is relatively cheap when you’re starting out and only slightly more expensive than other providers, things can change as your list grows.

However, it’s important to remember that Klaviyo is designed to help grow your ecommerce sales. In fact, it can make up a significant portion of your sales, as it does for many ecommerce stores.

Despite this, if you’re a blogger or content creator, Klaviyo may not be worth the cost. There are cheaper solutions out there, such as ConvertKit, that may be a better fit for your needs.

Overall, while Klaviyo can be expensive at higher subscriber counts, it’s important to weigh the cost against the potential benefits for your ecommerce business.

Is Klaviyo Right For Your Ecommerce Store?

If you’re looking for an email marketing tool that integrates with practically every shopping cart and 3rd party ecommerce service available, Klaviyo is the way to go. It’s quickly becoming the industry standard for email marketing, and for good reason. In this section, we’ll take a closer look at the pros and cons of using Klaviyo for your ecommerce store.


Klaviyo offers a great onboarding experience, making it easy to get started with the platform. It’s also the best email marketing tool for ecommerce, with powerful customer segmentation features and push button ecommerce flows. Additionally, Klaviyo integrates with Facebook Custom Audiences, allowing you to easily create targeted ads for your email subscribers.


One downside to Klaviyo is that it lacks good subscriber tagging and blogging features. It also gets pricey with more subscribers, which can be a drawback for larger ecommerce stores. However, despite these downsides, Klaviyo will generate you more revenue than its cost by 10X or more. The high cost of Klaviyo is worth it as long as you have an ecommerce store that can back it up.