Email and SMS
Klaviyo review
Send emails and messages based on what customers browse, buy and do next.
You have customer data and time to build targeted campaigns and automated emails.
Think twice ifYou only send an occasional newsletter. A simpler tool may be enough.
- Setup estimate
- Confirm before starting
- Pricing checked
What you can use it for
- Email campaigns and flows
- Segmentation
- SMS orchestration
Product details, capabilities and integrations
Klaviyo provides email campaigns and flows, segmentation, sms orchestration for Shopify stores.
How much does Klaviyo cost?
Free for up to 250 active profiles. Email starts at $20/month; SMS starts at $15/month. Budget by active profiles, sends and the channels you enable.
Pricing checked .Check current official pricing ↗Work out your monthly and yearly app costs, including usage fees and setup.
What should you compare it with?
See all email and sms marketing options →Getting started with Klaviyo
- 1
Check your subscriber permissions and connect the store data you need.
- 2
Start with one useful email, such as a welcome message or an abandoned-checkout reminder.
- 3
Send a test, check links and unsubscribe, then monitor replies, sales and complaints.
What you need before installing
Have these ready
- Consent, deliverability setup and clean customer data
Decisions to make first
- Whether the first launch needs email campaigns and flows or whether it can wait
- Whether the first launch needs segmentation or whether it can wait
- Whether the first launch needs sms orchestration or whether it can wait
Open the detailed setup guide (5 steps)
Audit consent, list quality, deliverability, existing flows and sending domains before migration.
Record the current setup, the problem Klaviyo must solve, the owner and the starting result. Complete audit consent, list quality, deliverability, existing flows and sending domains before migration. in a test or controlled environment before changing the live journey.
Map customer, order and product data into Klaviyo and validate event accuracy.
Complete map customer, order and product data into klaviyo and validate event accuracy. using only the settings needed for the agreed use case. Document the choice, owner and rollback route before moving to the next stage.
Build the priority lifecycle flows before increasing campaign volume.
Complete build the priority lifecycle flows before increasing campaign volume. using only the settings needed for the agreed use case. Document the choice, owner and rollback route before moving to the next stage.
Complete deliverability warm-up and suppress invalid or unengaged contacts.
Complete complete deliverability warm-up and suppress invalid or unengaged contacts. using only the settings needed for the agreed use case. Document the choice, owner and rollback route before moving to the next stage.
Measure flow revenue, repeat purchase, unsubscribe rate, deliverability and contribution.
Complete measure flow revenue, repeat purchase, unsubscribe rate, deliverability and contribution., then run the full customer and operational journey on mobile and desktop. Record every exception and resolve serious failures before launch.
How to use and review it after launch
How to decide whether it is working
Check that the app still works after changes to your theme, checkout or connected tools. Review the result you installed it for, alongside its cost.
- Flow revenue share
- Repeat purchase rate
- Revenue per recipient
Keep it if it solves a real problem. Simplify or remove it if the extra cost and work are not worthwhile.
Things to check before installing
- You only send an occasional newsletter. A simpler tool may be enough.
- Costs rise with profile count and channel usage; poor list hygiene can make the platform unnecessarily expensive.
More limitations and common mistakes
- Migration can disrupt deliverability and duplicate customer messages.
Common questions
How much work does Klaviyo take to set up?
Confirm before starting is the current planning guide. Before installing it, confirm consent, deliverability setup and clean customer data, then test the complete customer and operational journey.
What should I measure after launching Klaviyo?
Start with flow revenue share, repeat purchase rate, revenue per recipient. Compare those measures with the pre-launch baseline and include app cost and operating time.
What should I check before installing Klaviyo?
Confirm consent, deliverability setup and clean customer data. Do not launch until the owner and a measurable reason for the app are clear.
When should I avoid Klaviyo?
Very small lists needing only basic campaigns
What alternatives to Klaviyo should I compare?
Compare Omnisend for a simpler growth route or Shopify Email for a lightweight baseline.. Shortlist by the specific job, total cost, integrations and ongoing work rather than feature count alone.
Sources and how we put this guide together
This is a research-based guide, not a claim that we have personally tested every feature. Prices and product availability can change.
- Klaviyo pricingChecked 2026-09-07
- Klaviyo official website