Klaviyo is a marketing platform for email, SMS and push, built around customer and store data. It collects behaviour (visits, product views, orders, email interactions) and uses that to build segments and automate messages. Klaviyo now positions itself as broader than email marketing: as a data layer and CRM for B2C brands.
This page explains how Klaviyo works, which parts you use, how pricing is built up and when another platform fits better. For wider context, see CRM and marketing automation.
How Klaviyo works
- Profiles and data. Every contact is a profile with properties, events and purchase history, fed by your store, your site and your forms.
- Segments. Dynamic groups based on behaviour: everyone who bought twice but has been quiet for 90 days, for example.
- Flows. Automated sequences triggered by an event: welcome, abandoned cart, post-purchase, win-back.
- Campaigns. One-off sends to a segment, such as a newsletter or promotion.
- SMS and push. Same profiles and segments, different channels.
- Reviews and forms. Sign-up pop-ups and review collection inside the same platform.
- Reporting. Revenue attributed to flows and campaigns, plus A/B tests.
What Klaviyo is good at
- Deep e-commerce integration. Orders, products and behaviour flow in automatically from Shopify or WooCommerce.
- Behavioural segmentation instead of static lists, which raises relevance and therefore conversion.
- Flows measured on revenue. You see the revenue attributed to each automation.
- Email and SMS on one profile and segment layer, without separate tools.
Where Klaviyo is a weaker fit
- B2B with a long sales cycle. A CRM such as HubSpot, with deals and pipelines, makes more sense.
- A simple newsletter only. If you don't act on behaviour, you pay for capability you don't use.
- Little data. Without store or behavioural data it stays an ordinary email tool.
How pricing is built up
Klaviyo charges on two variables: the number of active profiles in your account and your send volume (email, and separately SMS). There is a free entry tier with a limited number of profiles and monthly sends, after which price scales with list size and volume.
That makes list hygiene financially relevant: profiles that never open or click cost money and drag your averages down. Current amounts and tiers are on the Klaviyo pricing page.
What you need to get value out of it
- A clean data flow. Integration with your store plus consistent UTM tagging on your traffic.
- A proper opt-in. Clear consent, a recognisable sender, always an unsubscribe.
- A few flows that genuinely work before you build twenty: welcome, abandoned cart, post-purchase.
- Segmentation by value, for example CLV and purchase frequency.
- Measurable goals. Revenue per recipient says more than open rate.
Frequently asked questions about Klaviyo
Is Klaviyo suitable for small stores?
Yes. With a small list you can start free or cheaply and scale later, as long as the list stays clean.
Can I combine Klaviyo with a CRM?
Yes, that is common: Klaviyo for B2C marketing and a CRM for sales. Decide per field which system is the source of truth.
Does Klaviyo replace my advertising tools?
No. Klaviyo can sync segments to ad platforms, but campaigns live in Google Ads or Meta Ads.
How do I keep emails out of spam?
Use a verified sending domain, a real opt-in, active profiles and a consistent sending rhythm. Reputation is built, not configured.
Further reading
Want to use email smartly inside your whole mix? See media mix, customer retention, or spar with us via /en/book-call.
Questions, or just want to spar?
We're happy to think along — call, email or drop by in the heart of Eindhoven.