Klaviyo is a leading email and SMS marketing platform designed to help businesses create highly targeted and personalized marketing campaigns. It is widely used across industries for its advanced automation capabilities and seamless integration with e-commerce platforms. This guide will walk you through Klaviyo’s pricing structure for 2024, helping you understand its plans, how to optimize your spending, and whether Klaviyo is the right fit for your business.
Klaviyo is an email marketing and SMS automation tool that empowers businesses to connect with their customers through personalized messages. It is known for its deep integration with e-commerce platforms like Shopify, Magento, and WooCommerce, making it a go-to choice for online businesses. With Klaviyo, you can easily create and automate email campaigns, segment customer data, and track performance—all from a single platform. The platform also offers robust analytics and reporting features, helping businesses refine their marketing strategies and improve customer engagement.
Klaviyo’s pricing is based on the number of active profiles in your account rather than just the number of subscribers. This can sometimes confuse new users, as active profiles include not only email subscribers but also anyone who has interacted with your brand, such as customers and non-customers. Suppressed profiles, on the other hand, do not count toward your pricing. By understanding how Klaviyo defines active profiles, you can better manage your costs and avoid paying for contacts who aren’t actively engaged.
Klaviyo offers three main pricing plans: Free, Email, and Email & SMS.
Klaviyo also revised its pricing structure in 2024, removing the unlimited email sends feature and introducing limits based on the number of contacts.
| Free | Email and SMS | ||
|---|---|---|---|
|
Starting Monthly Pricing
|
Free
|
$20
|
$35
|
|
Email Sends
|
500 |
5,000
|
5,000
|
|
Contacts
|
250 |
251-500
|
251-500
|
|
SMS/MMS Credits
|
150 | 150 |
1,250
|
|
Mobile Push Notifications
|
No
|
Yes
|
Yes
|
Currently, Klaviyo does not offer specific discounts. However, businesses can create custom plans if their contact list exceeds 150,000 subscribers. For enterprise-level users, Klaviyo offers the Klaviyo One plan, where pricing is tailored based on the scale of the business and specific needs.
In addition to the basic pricing plans, there are some additional costs to consider:
When comparing Klaviyo to other email marketing platforms like Mailchimp and GetResponse, Klaviyo stands out for its advanced segmentation features, powerful automation, and seamless integration with e-commerce platforms. However, it can be more expensive than competitors, especially for businesses with large contact lists. While Mailchimp offers a more affordable entry point, Klaviyo’s in-depth data tools and multi-channel capabilities make it a superior choice for businesses focused on personalization and growth.
| Klaviyo | Mailchimp | GetResponse | |
|---|---|---|---|
|
Starting Price per Month
|
Free
|
Free
|
$19
|
|
AI Email Generator
|
Yes
|
Yes, at higher-tiered plans
|
Yes
|
|
Integrations
|
300-plus
|
300-plus
|
Higher-tiered plans
|
Further reading:
Klaviyo vs Shopify Email
Klaviyo vs Omnisend
To avoid overpaying, it’s important to regularly clean your contact lists and suppress inactive profiles. Many businesses end up paying for contacts who haven’t engaged with their brand in years, unnecessarily inflating costs. By segmenting active profiles based on engagement levels, you can downgrade your pricing plan and improve your email open and click-through rates, which in turn boosts deliverability and campaign effectiveness.
For businesses focused on growth, especially in e-commerce, Klaviyo is well worth the investment. Its robust feature set, including powerful segmentation, advanced analytics, and automation, enables businesses to drive better results from their email and SMS campaigns. While the pricing can seem steep compared to some competitors, the platform’s ability to deliver personalized marketing at scale makes it a valuable tool for companies looking to improve their customer engagement and retention.
Klaviyo does not offer a traditional free trial, but its Free plan acts as a starter package for businesses with up to 250 contacts. This plan provides access to all of Klaviyo’s core features, allowing businesses to test the platform before committing to a paid plan. Once you exceed the free plan’s limits, you can easily upgrade to a higher-tier plan based on your needs.
Yes, Klaviyo recently introduced AI-powered features that help businesses streamline content creation and improve marketing efficiency. These tools include Segments AI, which assists in creating complex customer segments, and Email AI, which helps generate high-performing email content based on specific goals. While these AI tools are currently geared toward enterprise users, they offer exciting potential for businesses looking to enhance their automation and personalization efforts.
In addition to email and SMS marketing, Klaviyo offers products like the Customer Data Platform (CDP), which allows businesses to manage and analyze customer data from multiple sources. Another offering is Klaviyo Reviews, a tool for e-commerce businesses (especially Shopify users) to gather customer reviews and showcase them in marketing campaigns.
Klaviyo is a powerful marketing platform that provides businesses with all the tools they need to create effective email and SMS campaigns. While its pricing may seem higher than competitors, the advanced features and scalability make it a worthwhile investment for businesses looking to grow. By understanding the pricing structure and utilizing Klaviyo’s features effectively, you can maximize your marketing potential while keeping costs under control.
Can you use Klaviyo for free? Yes, Klaviyo offers a Free plan that includes up to 250 contacts and 500 email sends per month. The free plan gives access to most of Klaviyo’s core features, but there are some limitations, such as no removal of Klaviyo branding and limited customer support.
How much does Klaviyo CDP cost? Klaviyo’s Customer Data Platform (CDP) starts at $500 per month for managing up to 100,000 profiles. The CDP helps businesses manage, store, and activate customer data from various sources, providing better targeting and personalization for marketing campaigns.
Is Klaviyo cheaper than Mailchimp? Klaviyo can be more expensive than Mailchimp, especially for businesses with large contact lists. Mailchimp’s starting plan is more affordable for smaller businesses, but Klaviyo offers more advanced features like segmentation, automation, and integrations, making it a better option for businesses focused on growth and personalization.
Giles Thomas
CEOOptimize your Shopify conversion rates. 5 lesson course, learn 51 ecommerce best practices to get more visitors to buy.
