About Klaviyo
Klaviyo is an e-commerce marketing automation platform that aims to help online retailers optimise their marketing efforts through advanced email and SMS automation. Integrated with popular platforms like Shopify, WooCommerce, and BigCommerce, it allows users to tap into their customer data to create targeted marketing campaigns. In practice, this means setting up intricate workflows that can trigger emails or text messages based on customer actions—like abandoning a cart or browsing certain products. It’s designed for those who want to move beyond generic marketing blasts and engage with customers on a more personal level.
One of the standout features is Klaviyo's segmentation capabilities. Users can create highly specific customer segments based on behaviours, preferences, and purchase history, allowing for tailored messaging that resonates with individual customers. For example, if a customer frequently buys skincare products, Klaviyo can automate a campaign that highlights new arrivals in that category, ensuring the marketing feels relevant and timely. This level of personalisation is crucial for e-commerce brands aiming to improve customer retention and lifetime value.
However, while Klaviyo boasts many impressive features, its pricing structure can be a bit of a double-edged sword. The free tier is limited to 250 contacts, which is great for small businesses just starting out, but as soon as you scale, costs can ramp up quickly. Email plans start at £20 per month, but if you want SMS capabilities, that jumps to £35. For larger businesses with extensive contact lists, this could become quite expensive. It's a vital consideration for those new to the e-commerce scene who might not have a large budget yet.
In terms of who should and shouldn't use Klaviyo, it’s a fantastic choice for serious e-commerce entrepreneurs and marketing professionals who are keen to harness the power of data-driven marketing. However, if you’re a very small business or a solo entrepreneur just dipping your toes into email marketing, the costs associated with scaling could be a concern. Additionally, while the platform is generally user-friendly, those who are not particularly tech-savvy may find the initial setup a bit overwhelming, especially when trying to take full advantage of the platform's capabilities.
Our Review
Verified 11 May 2026Reviewed by Delv Editorial, Delv Team
As someone who's spent a fair amount of time testing various marketing automation tools, I have to say that Klaviyo is a bit of a standout in the e-commerce space. I dove into the platform with a specific goal: to see how it handles email marketing for a small online store. Right off the bat, I was impressed by the way it integrates with Shopify. I simply connected my store, and it pulled in customer data effortlessly. Setting up campaigns was intuitive, which I found refreshing compared to some other platforms that feel like you need a degree in engineering just to get started.
One of the features that really made a difference for me was the segmentation capabilities. I was able to create targeted groups based on customer behaviour—like those who frequently abandoned their carts versus those who made repeat purchases. This level of personalisation allowed me to send tailored emails that felt relevant to each group, which in my case, translated to a noticeable uptick in engagement. I even set up a series of automated emails for cart abandonment, and I could literally see the sales trickling back in. It was satisfying to watch those conversions happen automatically, while I focused on other aspects of my business.
However, it wasn't all smooth sailing. I found the pricing structure a bit daunting. While the free tier is fantastic for a small business starting out, once I hit that 250 contact limit, the monthly fee started to feel like an unwelcome surprise. For businesses with a growing customer base, those costs can escalate quickly. Plus, I noticed that the SMS features, while appealing, come at a premium price, which might not be justifiable for every retailer.
When comparing Klaviyo to its main competitor, Mailchimp, I felt Klaviyo had the upper hand in terms of e-commerce specificity and advanced analytics. Mailchimp is great for general email marketing, but Klaviyo feels tailored for those who are serious about e-commerce. My experience with Klaviyo has been largely positive, and I can see it being perfect for established e-commerce brands who want to take their marketing to the next level. However, if you’re a small business just starting out or someone who prefers a more straightforward approach to email marketing, you might want to look elsewhere. Overall, Klaviyo is a powerful tool for those ready to invest in their marketing efforts, but be prepared for the costs that come with growth.
Getting started with Klaviyo
In this guide, you will learn how to set up your Klaviyo account and create your first email campaign. By the end, you'll be able to engage your customers through targeted marketing automation.
Step 1: Sign up and set up
Step 2: Your first email campaign
Step 3: Get better results
Pro tip
Use Klaviyo’s pre-built templates for quick email creation. These can save you time and ensure your emails are visually appealing without needing to design from scratch.
Common mistake to avoid
Don’t skip the verification process for your email domain. Failing to verify your domain can lead to poor deliverability rates, meaning your emails may not reach your customers' inboxes. Follow the instructions in the “Settings” > “Domains and Sending” section to ensure your domain is verified.
The Verdict
Klaviyo is a strong recommendation for e-commerce businesses serious about their marketing efforts, especially those who want to leverage data to drive customer engagement. However, if you’re just starting out or have a limited budget, it might be worth considering other options until you’re ready for the investment. Prepare for the potential costs as your customer base grows, but if you’ve got the budget, Klaviyo will deliver results.
Best For
- E-commerce entrepreneurs looking to enhance their marketing strategies with data-driven insights.
- Marketing professionals who need advanced segmentation and automation for targeted campaigns.
- Retailers wanting to recover lost sales through automated cart abandonment emails.
- Businesses willing to invest in a marketing platform that scales with their growth.
At a Glance
Klaviyo is a powerful e-commerce marketing automation tool that leverages AI for personalised email and SMS campaigns. Its advanced segmentation and predictive capabilities allow for tailored marketing efforts, helping retailers engage customers effectively and boost sales.
Strengths
- +Klaviyo's segmentation tools are a strong point, enabling users to target specific customer groups based on detailed behaviours and preferences, making marketing efforts feel personalised and relevant.
- +The integration with major e-commerce platforms like Shopify and WooCommerce is smooth, allowing for easy data import and workflow creation without needing extensive technical knowledge.
- +Klaviyo offers predictive analytics that help forecast customer behaviour, enabling businesses to optimise send times and improve engagement rates significantly.
- +The ability to automate workflows based on customer actions—such as cart abandonment or product browsing—is a game-changer for driving conversions without manual effort.
- +The user interface is intuitive and visually appealing, which makes it easier for marketers to navigate and create campaigns without feeling overwhelmed.
- +The free tier is genuinely useful for small businesses, allowing up to 250 contacts to get started without any upfront costs, making it accessible for budding entrepreneurs.
Limitations
- -The pricing can quickly escalate for larger businesses—once you exceed the free tier, costs rise steeply depending on your contact list size, which can be prohibitive.
- -Some users may find the initial setup complex, particularly when trying to implement advanced features and workflows, which could deter less tech-savvy individuals.
- -While the analytics are detailed, they can also be overwhelming for new users who might not know how to interpret all the data effectively.
- -The SMS marketing features, while useful, come at a higher price point and may not be justifiable for smaller businesses or those primarily focused on email.
- -Customer support can sometimes feel lacking, especially during peak times when many users are likely seeking assistance, leading to longer wait times for responses.
Use Cases
- -E-commerce marketers looking to create targeted email campaigns based on customer purchase history to increase repeat sales.
- -Retailers wanting to set up automated workflows for cart abandonment emails to recover lost sales without manual intervention.
- -Brands aiming to send personalised product recommendations to customers based on their browsing behaviour, enhancing engagement.
- -Businesses launching new products and wanting to notify specific segments of their audience who are likely to be interested, driving immediate sales.
- -Marketing teams needing to analyse customer data to optimise send times and improve open rates for their email campaigns.
