Klaviyo Review: Is It Still Worth Using for Email & SMS Marketing?

Have your email marketing efforts ever felt like a waste of time? Many marketers struggle with platforms that promise a lot but deliver little. After trying countless marketing automation tools, we finally found one that checks all the boxes, and that's Klaviyo.

With a 4.6-star rating on G2 and growing popularity among eCommerce brands, Klaviyo offers robust features for email and SMS marketing. But does it really live up to the hype, or is it just another overhyped tool?

In this honest, hands-on Klaviyo review, we will talk about everything from features and pricing to real pros, cons, and even some solid alternatives. This review will help you decide if Klaviyo is truly the right fit for you.

So, let’s get started, but before, here are some eye-opening stats about email marketing: 

• The number of global email users is around 4.5 billion in 2025 and is expected to increase to 4.8 billion by the end of 2027. (Source: Optinmonster)
• 60% of users like to connect with brands through emails. (Source: Optinmonster)
• 88% of users regularly check their email inboxes. (Source: Optinmonster)
• The most effective and used email marketing strategies include subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%). (Source: Hubspot)
• Over 347 billion emails are being sent every day. (Source: Hubspot)
• 87% of businesses think email marketing is critical to their success. (Source: Hubspot)

What is Klaviyo?

Klaviyo initially launched as an email marketing tool tailored to e-commerce businesses. Over time, it has expanded its features to include SMS and push notifications. With Klaviyo, you can craft personalized marketing messages for your customers based on their interactions with your online store. The real strength of Klaviyo lies in its ability to utilize customer data to create customized messages that drive sales.

Additionally, Klaviyo can access your entire product catalog, enabling the automatic generation of relevant product-based emails. While many ecommerce store owners primarily use Klaviyo for email marketing, the platform now also supports SMS text messaging, gradually evolving into a comprehensive omnichannel marketing solution.

10 Klaviyo Features You Shouldn’t Miss

While writing this Klaviyo review, we knew the fact that this platform's features make it one of the best email marketing tools out there. So, why don’t we share them with you?

Here are some key features of Klaviyo you should know before using it:  

#1. Email Template Library

Klaviyo’s email builder offers an extensive range of pre-designed email newsletter templates suitable for various purposes. The platform provides 110 visually-appealing templates and 9 basic layout templates. 

These fully customizable and mobile-friendly templates cover themes such as welcome emails, sales and deals, holidays, birthdays, post-purchase updates, back-in-stock notifications, and shipping updates. 

The best part is that you can personalize these templates without needing any HTML coding skills. eCommerce brands will find it easy to choose a template that meets their needs.

#2. Marketing Automation

Klaviyo’s marketing automation supports both email and SMS. The platform features an intuitive visual workflow builder that is user-friendly, even for beginners. You can add filters (conditions) at each step, such as when a contact submits a form, clicks a link in your email, subscribes to a list, and more. 

During our review, we discovered that users can track the performance of their campaigns (analytics) as they build their sequences. However, one downside is that you cannot change the starting trigger of a flow once it’s set.

#3. Segmentation (List Management)

Klaviyo email marketing tool allows you to manage your audience by creating lists (static groups of profiles) and segments. Segments are dynamic groups based on the criteria you define. 

The segment builder lets you create highly specific segments based on recipients’ actions, contact data, location, purchase history, discount code usage, and more. If you sync your account with a Shopify store, you can also include metrics like canceled/fulfilled orders and checkout starts. 

Additionally, segments can be synced with Facebook, Instagram, and Google Ads to enhance social ad targeting. Klaviyo also enables you to maintain customer profiles on the platform.

#4. Signup Forms

Klaviyo allows you to create various types of signup forms with consent to collect user information, such as email addresses and phone numbers. You can design popups, full-page forms, flyouts (forms that slide in), and embeddable forms. 

These forms are highly customizable, so you won't need a separate form builder unless you have very specific needs. You can add elements like images, countdown timers, buttons, and coupons. The input fields can include multiple checkboxes, radio buttons, dates, and drop-down menus.

The best feature includes multi-step forms, making it easy to collect visitors' email addresses and phone numbers. Additionally, you can set up A/B tests to experiment with different form styles and determine what works best for your audience.

#5. SMS Marketing

Klaviyo also enables you to send targeted SMS messages to your audience. First, Klaviyo asks for your country and assigns you a toll-free number. 

To start sending SMS messages, you need customers' consent, which Klaviyo helps you obtain through various opt-in methods like regular signup forms, click-to-text forms, and consent at checkout.

You can send multiple types of SMS messages, including product announcements, back-in-stock alerts, welcome offers, and transactional messages like order and delivery confirmations. 

Klaviyo also allows two-way SMS conversations, so your users can contact you directly, and you can respond from the same number you use to send messages.

#6. Reporting & Analytics

Klaviyo's reporting and analytics tools make it best for email marketing. There is a clean dashboard to monitor the performance of your campaigns, deliverability, automation flows, and more. 

The platform can help track metrics such as open rate, click-through rate, bounce rate, active on-site rate, revenue generated, total orders, and SMS deliverability.

You can create custom dashboards that include the data that matters most to you. Choose from various pre-built data views or build a unique dashboard from scratch. Data is available in multiple ways, such as tables, line charts, bar charts, and numbers, catering to individual preferences.

#7. Integrations

Klaviyo offers an impressive array of software and app integrations, making it easier for eCommerce store owners to streamline their operations. 

With over 350 integrations, it supports popular eCommerce platforms like Shopify, WooCommerce, BigCommerce, Magento, and Wix. Additionally, it integrates with various other software categories, including:

• CRM systems
• Form and landing page builders
• Quiz and survey tools
• Referral programs
• Support and help desk solutions
• Shipping apps

Moreover, Klaviyo provides flexible and scalable APIs for developers to create new integrations, SDKs, and developer tools. This means that integration is still possible even if you have a custom tech stack.

#8. Customer Support and Live Chat

Klaviyo's customer support services are somewhat average. While it doesn't offer phone technical support, you can contact the sales team between 9 a.m. and 5 p.m. EST. The support options available to you depend on your subscription tier.

Users on Klaviyo's Free plan get 60 days of email support, which is adequate but limited. You can expect a response within a day or so. For those on paid plans, live chat is another support option. Although it's not available 24/7, you can reach support technicians 24 hours a day from Monday to Friday.

#9. Klaviyo Academy

Klaviyo Academy is a specialized learning resource provided by the platform. It includes:

• Email Marketing Basics: If you're new to email marketing, these courses will guide you through the essentials of building and segmenting your email list, creating engaging email content, and tracking the success of your campaigns.
• Advanced Email Marketing Techniques: Klaviyo Academy offers courses on advanced strategies like email automation, A/B testing, and personalization for those who want to elevate their email marketing skills.

• Platform-Specific Training: These courses help you make the most of Klaviyo's features by diving deep into its tools and functionalities, ensuring you can use them effectively.
• Certification Programs: Klaviyo provides certification programs that can boost your credibility as an email marketer. Becoming a certified Klaviyo expert can be a valuable asset for email marketing agencies and D2C ecommerce brands.

#10. AI Tools

Klaviyo has embraced AI technology and integrated various AI tools into its platform. Some notable AI features include:

• Generative AI: Generative AI tools, like ChatGPT, are becoming standard in the email marketing industry, and Klaviyo is already utilizing them.

• Predictive AI for Marketing Automation: Klaviyo uses predictive AI to help ecommerce businesses engage with their customers on a highly personalized level without the need for tedious data analysis.

Does Klaviyo Really Work?

Yes, Klaviyo really works (at least, it worked for us). It is designed to be easy to use and offers many features.  One of the best things about Klaviyo is its ability to segment customers. This means you can send targeted messages to specific groups of people. This can help increase engagement and sales. The platform also has many templates, making creating professional-looking emails and messages easy.

Klaviyo also offers powerful analytics. You can track the success of your campaigns and make adjustments as needed, which can help you achieve better results over time.

Overall, Klaviyo is a strong tool for businesses looking to improve their marketing efforts. It offers many features and can help increase sales. However, it is important to consider the cost and time needed to learn the platform.

Is Klaviyo Safe to Use?

Yes, Klaviyo is a safe email marketing tool. It takes security seriously, using encryption to protect your data. This means your information is safe from hackers. The platform also has regular security updates.

At the same time, Klaviyo respects user privacy and follows strict privacy policies. Your data is not shared with third parties without your consent.

What About Klaviyo Pricing?

Klaviyo offers a clear and straightforward pricing model with a free plan and two premium plans. This freemium approach lets new users try out the platform before deciding on a paid plan. 

The cost depends on the number of subscribers. Unlike some other solutions, annual plans do not offer discounts.

Here's a closer look at the plans:

Free Plan

Klaviyo’s free plan is perfect for those starting with eCommerce email marketing. It allows up to 250 contacts and 500 monthly emails. Additionally, you get 150 free monthly SMS/MMS credits. Email support is available for the first 60 days.

Email Plan – $20/month

The first paid plan focuses on email marketing tools. Starting at $20/month, it supports up to 500 contacts. You can send 10 times the number of your contacts in emails each month, so for 500 contacts, you get 5,000 email sends. This plan includes A/B testing, signup forms, detailed customer profiles, mobile push notifications, and 150 free monthly SMS/MMS credits. If you exceed your SMS limit, you can buy more credits.

Email & SMS Plan – $35/month

The higher-tier plan includes SMS marketing. Starting at $35/month, it provides 1,250 SMS and MMS credits in addition to the features of the Email Plan. The cost of SMS and MMS messages varies based on the recipient's location. This plan is ideal for eCommerce businesses looking to reach customers through both email and SMS.

How to Get Started with Klaviyo?

Getting started with Klaviyo is easy. Here’s how you can automate your email marketing with Klaviyo: 

• First, create an account on their website. You can sign up for free. 
• Once you have an account, connect it to your e-commerce store. Klaviyo integrates well with platforms like Shopify, WooCommerce, and BigCommerce.
• Next, set up your lists and segments. This helps you organize your subscribers. You can target them based on their behavior and preferences. 
• After that, create sign-up forms. These can be pop-ups or embedded forms on your website. They help you grow your email list.
• Now, it's time to design your emails. The platform offers customizable templates. Add your branding, content, and links. Make sure your emails look good and are easy to read.
• Next, set up automated flows. These are pre-written emails that go out automatically. For example, you can send a welcome email to new subscribers or a reminder to customers who left items in their cart.
• Finally, monitor your performance. Klaviyo provides analytics to track your emails' performance. Use this data to improve your strategy and get better results.
• That's it! You're now ready to start using Klaviyo for your email marketing. 

Klaviyo Login Tutorial: Common Issues and Their Solutions

Logging into Klaviyo can sometimes be tricky. Here are some common issues and how to fix them:

• Incorrect Email or Password: Double-check your email and password. Make sure there are no typos. If you forgot your password, click on "Forgot Password" to reset it.
• Account Not Activated: If you just signed up, you need to activate your account. Check your email for an activation link. Click on it to activate your account.
• Browser Issues: Sometimes, your browser might cause problems. Clear your browser cache and cookies. Try using a different browser or update your current one.
• Two-Factor Authentication (2FA): If you have 2FA enabled, make sure you enter the correct code. Check your phone settings or contact support if you are not receiving the code.
• Account Locked: Your account might get locked after multiple failed login attempts. Wait for a few minutes and try again. If it remains locked, contact Klaviyo support.

Following these steps can help you resolve the most common Klaviyo log-in issues by yourself. If problems persist, contact Klaviyo's support team for help.

The Pros and Cons of Klaviyo

Top 5 Klaviyo Alternatives Worth Trying in 2025

Our review of Klaviyo highlights that the platform is excellent for those who need its advanced features and are willing to invest time in learning how to use it effectively. However, if you're looking for a more budget-friendly and user-friendly option, you might want to consider other alternatives.

After researching the market, we have found the top alternatives to Klaviyo based on cost, advanced marketing automation capabilities, and responsive customer support.

#1. Moosend

Website: https://moosend.com/ 

Moosend is a comprehensive email marketing and automation tool designed to drive revenue growth for eCommerce businesses. It features an easy-to-use drag-and-drop editor, a variety of customizable email newsletter templates, and a visual automation builder that simplifies workflow creation. 

The platform also includes eCommerce AI tools to enhance customer engagement and increase repeat sales. With its detailed real-time analytics and custom reports, you can effectively track your performance and understand your audience's behavior.

#2. Drip

Website: https://www.drip.com/ 

Drip is an excellent alternative to Klaviyo, offering user-friendly features and powerful automation. Its easy-to-navigate interface makes it simple to create targeted email campaigns. With advanced segmentation, you can precisely target users based on their behavior, contact information, and more. 

Drip includes automated emails for abandoned carts and product recommendations to boost conversion rates. Overall, Drip is a robust service with a gentler learning curve than Klaviyo.

#3. Omnisend

Website: https://www.omnisend.com/ 

Omnisend is a specialized email marketing platform designed for eCommerce brands, packed with tools to help your business grow and scale. Key features include powerful automation, detailed analytics, and revenue tracking. 

It integrates smoothly with popular eCommerce platforms, and with 24/7 customer support, your business can keep growing without interruption. Omnisend is also a great option if you need to manage multiple stores from a single account.

Conclusion

Klaviyo is quickly establishing itself as the go-to solution for email marketing in the e-commerce world. Its popularity stems from its ability to seamlessly integrate with almost every shopping cart and third-party e-commerce service.

The onboarding process is easy and quick, and their customer support is reliable and helpful. Choosing Klaviyo for your e-commerce store's email marketing needs is a solid decision.

However, Klaviyo does have a couple of drawbacks. It doesn't offer robust subscriber tagging or blogging features, and its pricing can become quite expensive as your subscriber list grows.

FAQs

Is Klaviyo Any Good?

Yes, Klaviyo is highly regarded for its powerful email marketing and automation capabilities. It offers robust analytics, segmentation, and personalization features, making it a popular choice for e-commerce businesses.

Is Klaviyo Better than Mailchimp?

Klaviyo is often considered better for e-commerce due to its advanced segmentation and integration with platforms like Shopify. However, Mailchimp is more user-friendly and cost-effective for smaller businesses or those with simpler needs.

Is Klaviyo Owned by Shopify?

No, Klaviyo is not owned by Shopify. However, it has a strong partnership with Shopify, offering seamless integration and specialized features for Shopify users.

Is Klaviyo Good for Shopify?

Yes, Klaviyo is excellent for Shopify merchants. Its deep integration allows for personalized marketing campaigns based on customer behavior, leading to higher engagement and sales.

What does Klaviyo Do?

Klaviyo helps businesses send targeted emails, create personalized campaigns, and analyze customer data to improve marketing strategies.

Is Klaviyo a CRM or ESP?

Klaviyo is primarily an Email Service Provider (ESP) but also offers some Customer Relationship Management (CRM) features, such as customer segmentation and behavior tracking.