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What is Klaviyo?

Klaviyo is a marketing automation platform that helps businesses to centralize and use every piece of their customer data. With Klaviyo, businesses can combine customer data with more than 300 native integrations to automate personalized email and SMS communications that…

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Recent Reviews

Best ESP for the Value

10 out of 10
November 21, 2022
We use it to support our eCommerce marketing efforts. The goal is to nourish the customer relationship, and we use it for all our flows, …
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Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

View all 22 features
  • Mobile optimization (80)
  • Dashboards (81)
  • List management (83)
  • Email deliverability reporting (83)

Reviewer Pros & Cons

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Entry-level set up fee?

  • No setup fee
For the latest information on pricing, visit


  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services

Starting price (does not include set up fee)

  • $20 per month
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Email & Online Marketing

Using software to manage lists, send emails, automate email campaigns, and track results.

Avg 7.8

Lead Management

The process of tracking and managing prospective customers from lead generation to conversion.

Avg 7.7

Campaign Management

Users can schedule campaigns and/or events with reminders, announcements, etc.

Avg 7.6

Reporting & Analytics

Users can report on and analyze usage, performance, ROI, and/or other metrics of success.

Avg 7.5

Platform & Infrastructure

Features related to platform-wide settings and structure, such as permissions, languages, integrations, customizations, etc.

Avg 7.6
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Product Details

What is Klaviyo?

Klaviyo is a marketing automation platform that helps businesses to centralize and use every piece of their customer data. With Klaviyo, businesses can combine customer data with more than 300 native integrations to automate personalized email and SMS communications that make customers feel seen. From mom-and-pop shops to established companies, Klaviyo states businesses like Dermalogica, Living Proof, Solo Stove, Citizen Watches, and more than 110,000 other paying users leverage their platform to acquire, engage, and retain customers—and grow on their own terms. Learn more at

Klaviyo Features

Email & Online Marketing Features

  • Supported: WYSIWYG email editor
  • Supported: Dynamic content
  • Supported: Ability to test dynamic content
  • Supported: A/B testing
  • Supported: Mobile optimization
  • Supported: Email deliverability reporting
  • Supported: List management
  • Supported: Triggered drip sequences

Lead Management Features

  • Supported: Lead nurturing automation
  • Supported: Lead scoring and grading
  • Supported: Data quality management
  • Supported: Automated sales alerts and tasks

Campaign Management Features

  • Supported: Calendaring

Reporting & Analytics Features

  • Supported: Dashboards
  • Supported: Standard reports
  • Supported: Custom reports

Platform & Infrastructure Features

  • Supported: API
  • Supported: Role-based workflow & approvals
  • Supported: Customizability
  • Supported: Integration with
  • Supported: Third-party software integrations

Additional Features

  • Supported: SMS Marketing
  • Supported: Mobile Push Notifications

Klaviyo Screenshots

Screenshot of Web forms to grow contact listsScreenshot of Personalized recommendations that resonateScreenshot of Smarter targeting. Deeper personalization.Screenshot of Display of how performance stacks up against peers

Klaviyo Videos

Klaviyo Overview
Klaviyo Demo Video

Klaviyo Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo
Supported LanguagesGerman, English, Finnish, French, Italian, Japanese, Dutch, Portuguese, Romanian, Russian, Spanish, Turkish, Vietnamese, Chinese (Simplified)

Frequently Asked Questions

Klaviyo starts at $20.

Mailchimp, Iterable, and Emarsys are common alternatives for Klaviyo.

Reviewers rate Integration with highest, with a score of 9.4.

The most common users of Klaviyo are from Small Businesses (1-50 employees).
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Reviews and Ratings


Attribute Ratings


(1-25 of 84)
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Solomon Poon | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
We use Klaviyo for onboarding, cart abandonment and retention flows to our ecommerce customers. In addition, we use it to send ad-hoc emails on promotions and updates. We depend heavily on its segmentation abilities. We often segment our list based on attributes such as country, gender, and purchase behaviours. This has allowed us to do better targeting and increases the conversion rates of our campaigns.
  • Segmentation
  • Targeting
  • Data management
  • Sync with Shopify
  • Customer service takes a while
  • Pricing not as competitive as others
Well suited - ecommerce stores especially which require segmentation for personalization of email flows (eg. onboarding sequences). Highly recommend for Shopify stores especially

Not so well-suited for B2B service businesses serving small amounts of clients
Michelle Fetsch | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Klaviyo allows us to communicate with our customers and drive recurring revenue.
  • Building a funnel of customers + engaging them
  • customer engagement & retention
  • driving revenue
  • making recommendations specific to our account
  • having a account manager
  • if content is an email is accidentally deleted, there's no backup or way to get it back
  • host in person workshops to help brands per category drive more revenue
Klaviyo is an awesome tool for driving customer engagement, retention, and revenue. I don't always find the flow build-outs super easy and wish we had an account manager. I would love more personalized recommendations and in-person workshops.
September 19, 2023

Klaviyo Review

Joe Salas | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We use it for sending mass emails and SMS. This helps us with marketing campaigns, customer acquisitions, and customer feedback
  • Marketing Emails
  • SMS
  • The mass email sends tend to lag, where not everyone receives the same email during the same time of day
It's great for marketing, mass emails, SMS
Score 10 out of 10
Vetted Review
Verified User
We use Klaviyo for email and SMS marketing. It allows us to easily create SMS and email campaigns to market our products. We send a minimum of 3 emails weekly and 2 SMS messages.We previously used a different company for SMS and were paying nearly triple. Klaviyo allowed us to streamline SMS and email into 1 platform and dramatically cut our monthly expense while continuing to show growth in these 2 areas.
  • Easy to use
  • Pricing is easy to understand
  • Love the education available
  • Issues we had were addressed in last update
Well suited for businesses with email and SMS lists who are advertising. Less suited for businesses that don't rely on heavy touchpoints with customers.

We find most businesses would benefit from having this type of product but not sure for businesses that don't rely on marketing. We love it so far!
Score 10 out of 10
Vetted Review
Verified User
We currently utilize Klaviyo to create, schedule, send, and manage our email/weekly newsletters and automated email flows. We send around two to three emails a week to different segments depending on if the customer is engaged, unengaged, recently purchased, etc. We also have various automated flows that are triggered and sent depending on the criteria. Klaviyo is an amazing platform that helps our organization to create email content, schedule when to send these emails, managing our analytics to see how our emails are performing, and manage our automated flows.
  • Email Super Hero
  • In-depth Email Analytics
  • Email Scheduler
  • Amazing Template Examples
  • Email Content Creation
  • At times the platform isn't as intuitive as you would like. Take the time to be onboarded and play around in the platform to get the hang of things. Utilize Klaviyo's resources and attend their live training sessions to help navigate the platform and implement best practices they recommend.
  • Can be pricey depending on company and email list.
  • Customization is limited at times. The brand font we utilized on all branded content wasn't available through Klaviyo. Previously we would have to go through the back end to implement our branded font, import our font, or create content on another platform to utilize our font.
Klaviyo is an amazing platform if you are looking to grow your business through email campaigns, automated flows, and SMS. The platform simplifies the steps it takes for creating and scheduling email campaigns, setting up automated flows, and managing analytics through your dashboard. There is a plethora of resources to help spark email inspiration, live trainings from Klaviyo to help share best practices, resource guides to help create new flows, etc. Klaviyo is great to really utilize your customer data to retarget them and keep them engaged!
Aman Bhatia | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
As We all know that Klaviyo is totally a cloud-based email marketing platform that helps my businesses to create, send, and measure the success of email campaigns. It provides features such as customizable templates, automation workflows. Also, it offers by default Integration with some of the apps like Salesforce, Shopify for which we don't have to do coding just need to setup in it.
  • I have Integrated Klaviyo with my Website and with Salesforce which works simultaneously. This integration is happened very easily as In klaviyo we have flows through which we can do automations and set webhook integration with no code activity.
  • Klaviyo helps me to measure the success of email campaigns.
  • Klaviyo helps me to automate the manual tasks with the helps Flows in it which is very easy to use as it has a very easy to understand user interface and no coding reuired.
  • The point I dislike is when we create automation using workflow some trigger points are not present. So for the trigger point which are not present while creating webhook using flow is very difficult to send data to other system in my case I am sending data to Salesforce.
  • Klaviyo offers Testing functionality but only some fetaures or things to test that could be improved. Currently, We can only test subject lines, sender names, and content . So they will provide additional elements to test as well such as email templates, call-to-action buttons would be better to provide more insights for improving campaign performance.
  • While Klaviyo provides a visual email editor but the editor has lacks advanced design features, such as a drag-and-drop builder or the ability to customize layouts and sections extensively. Enhancing the email editor with more design flexibility and modern templates could make it easier for us to create professional-looking emails without relying on custom HTML/CSS coding.
Klaviyo is a best email marketing solution in my case because I want to integration it with Salesforce and my website which klaviyo offers in a very easy manner. I found Klaviyo less appropraite when I have to make very advance level or say very professional. Email template that time visual email editor is not able to provide all such things which I want to add in my template such as drag and drop features but it would be good in case you have coding knowledge.
July 07, 2023

Expensive but good

Amanda Austin | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Use it to send weekly emails to customers.
  • Customer segmention
  • Design templates
  • Customer service
  • Easy to use interface
  • Pricing structure
Great for any business owner looking to grow ecommerce sales. Great for tracking metrics and segmenting customers. Not good for businesses that don't own their email list.
Score 10 out of 10
Vetted Review
Verified User
We use Klaviyo for email and SMS marketing. Switched from Mailchimp and Attentive in order to combine email & SMS into a single platform. Have been very happy with it. The email builder is significantly better and faster than MailChimps, and some of the scheduling and segmentation features are far superior as well. Nice to be able to create flows that combine email & SMS based on user engagement and preferences.
  • Email builder
  • Advanced segmentation
  • Campaign scheduling
  • Only thing I liked about Mailchimp was being able to create a segment within the campaign, whereas in Klaviyo you have to create it outside of the campaign. Just a few more clicks.
Excellent for email & SMS combined, more efficient email builder (fast, responsive, drag & drop even from desktop directly into email body, etc), can create a segment based on future actions (like creating a dynamic segment for non-opens of a campaign that hasn't been sent yet, so I can schedule the original email and followup email in advance, whereas in Mailchimp I had to wait until the original email was sent before I could create the non-open segment.)
Score 9 out of 10
Vetted Review
Verified User
We used it bring in data from the website then trigger automated flows from their behavior. We like the easy configuration of the email and SMS pop-ups to capture opt-ins. We also use this for ad hoc email campaigns and their templates to help easily build emails. The help documentation is very useful and easily searchable making the system easy to learn and use.
  • Easily configure pop-ups to capture email opt-ins
  • Template options to help build out email flows and campaigns
  • Easy segmentation options
  • Being able to update/edit a trigger within in existing flow
  • Default report ideas/options
It's easy to configure and set-up from the automated flows to the email templates. You don't necessarily need to be an HTML expert or engineer to use this. It may not necessarily be as suited for complex data architectures where data flows from multiple streams.
Score 9 out of 10
Vetted Review
Verified User
Klaviyo helps to streamline customer outreach initiatives while aligning automation across various applications. It keeps everything organized and streamline in an easy and user-friendly interface.
  • Decrease churn with abandoned cart flows
  • Increase loyalty program compliance
  • Increase reviews
  • I would like more integration with Shopify without adding additional applications, for example, gift cards.
  • Text replies must be exact and it's impossible to predict exactly what and how a customer will write back. Predictive sentiment would be a great addition.
  • I would like the ability to add loyalty points to bottoms of emails.
Klaviyo is an amazingly simple tool for email marketing and increasing customer engagement, but it falls short on API integrations and predictive sentiment.
Score 9 out of 10
Vetted Review
Verified User
We used Klaviyo for our email marketing campaigns and their flows such as: abandoned cart, browse abandonment, customer win back and more.
  • Email campaign design
  • Analytics
  • Flow templates already set up for success
  • Better email campaign example templates
  • A assigned customer account manager to help you generate the most revenue
I think Klaviyo is best suited for the mass majority of businesses. They have a great platform that is easy to navigate with pre-built templates. However, I think they were a little late to the game with SMS and how to send out abandoment flows with both sms and emails.
Ricardo Acevedo Teran | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Klaviyo is our main tool to contact our consumers with their emails and other minor channels. We needed do more with email marketing, we had a good and strong database of emails that we wanted to engage in a more impactful way. At the same time, we also wanted several automations to run.
  • Automations
  • Reporting
  • Email templates
  • Email flows
  • Pricing seems steep
  • Better management of contacts
Klaviyo lets you start small and grow your way into the tool. At the beginning it might be a little too much, but it will easily start to become second nature so in my opinion this is a tool that works for someone who is just starting their ecommerce website or for the seasoned veteran with millions of monthly emails.
Score 6 out of 10
Vetted Review
Verified User
We use Klaviyo for email newsletter marketing and email marketing automation for our Shopify based ecommerce business.
  • Central place to manage email contacts
  • Create and schedule email newsletters
  • Create segments base on customer activity/behaviour
  • Email WYSIWYG editor is buggy, even the "new" editor
  • Flow filters are unnecessarily complicated, unintuitive and not user friendly
  • Should be easier to setup rules to remove specific segments of users as "active" in order to keep the subscription level reasonable.
The application integration with Shopify is easy to implement and robust. However some core features including how the flow filters work and the email editors are in need of improvement to make them more user friendly. An admin user should not have to read complex help articles to setup up simple flow filters. Klaviyo support is kind of helpful, but typically it requires several back and forth messages to get the help needed to fix issues when things don't work as expected.
Score 8 out of 10
Vetted Review
Verified User
At our organization, we rely on Klaviyo to help us manage our email marketing campaigns and customer journeys. It's been a game-changer for us, especially since it integrates so well with Shopify. With Klaviyo, we're able to easily segment our customer base and create targeted campaigns that really resonate with our audience.One of the things we love about Klaviyo is its automation features. We're able to create customer journeys that are triggered by specific events or behaviors, like abandoned carts or post-purchase follow-ups. It's made our marketing efforts so much more efficient and effective.The only downside is that we've had some trouble with their customer support at times. It can be frustrating when we need help with something and can't get a timely response. But overall, we can't imagine running our email marketing without Klaviyo.
  • Integrations
  • Journesy
  • Campaigns
  • customer support
  • SMS
  • triggers
Klaviyo may not be the best fit for everyone. It can be relatively expensive compared to other email marketing platforms, so it might not be ideal for small businesses with limited budgets. Additionally, the reporting features could be more advanced for those who require more detailed analytics.
November 21, 2022

Best ESP for the Value

Score 10 out of 10
Vetted Review
Verified User
We use it to support our eCommerce marketing efforts. The goal is to nourish the customer relationship, and we use it for all our flows, welcome, abandonment, win-back, and also for regular campaigns.
  • Great flow builder
  • Possibility for custom events
  • Great analytics
  • Better email builder
  • Better exports for analytics or integrations with data software
  • Calendar view of campaigns
If you are using Shopify, Klaviyo is the ESP for you. If you aren't an online store, then you might want to look elsewhere since Klaviyo is mainly for eCommerce stores.
Score 10 out of 10
Vetted Review
Verified User
I use Klaviyo for both email and text message marketing. It houses all of my welcome flows, discounts, and monthly campaigns throughout the year.
  • Dynamic segments of email lists
  • Drag and drop builders
  • Image galleries
  • It can be clunky on the site when using automatic installation.
  • Font formatting within the email builder can be challenging.
  • I would like it if suppressing emails was easier.
Klaviyo has plans for every size of business, so even for a small startup, like mine, it provides so much value, plus the opportunity to grow with you.
Brett Riley | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We use Klaviyo to keep our customers engaged based on their activity, so they are always seeing relevant content to them. As customer acquisition costs have risen drastically since 2020 through social channels, we knew we needed to focus more in deepening relationships with our customers through email and SMS, decreasing our reconversion costs and increasing purchase frequency.
  • Audience segmentation
  • SMS engagement (one-to-one messaging)
  • Predictive behavior analysis
  • Email design
  • Email flows based on audience behavior
  • It’s a more expensive option
  • No mobile app
  • Email and sms list growth is lacking compared to Attentive
If you have are in e-commerce or retail and have an email list of customers above 10k people, I would highly suggest Klaviyo, as one person is able to build robust email flows for increased conversion, customer retention, and creative promotion using both SMS and email interchangeably.
Corey Victoria | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
I use Klaviyo for repetitive automations such as Welcome sequences, abandoned cart follow ups, etc. I also use it for weekly email newsletter blasts to our growing list of customers to highlight our current product line and promotions.
  • Automations
  • Drag and Drop Design
  • Template Creation
  • Full customization between desktop and mobile
  • More premade templates
  • Better pricing
At the last company I worked for, Implementing Klaviyo increased our topline revenue by $30k within the first 4 months. This was a significant addition to our growth path and continues to improve. It also has allowed consistent branding for our customers, which is extremely important when considering the customer experience.
Score 10 out of 10
Vetted Review
Verified User
Klaviyo is the CRM tool we use for email marketing in our business. This tool is so easy to use and helps us not only capture new revenue but also encourage existing customers to come back and buy again. We use this tool to build our retention efforts and keep our customers happy while also encouraging additional sales and education.
  • Revenue
  • Acquisition
  • Retention
  • Better custom reporting
Klaviyo is the perfect tool for brands looking to start with email and SMS marketing or those looking to make a change from their current tool stack. This tool is extremely easy to use and Klaviyo provides everything you need if you are new to the space on how to be successful.
September 15, 2022

Easy and Versatile

Tatiana Balletti | TrustRadius Reviewer
Score 5 out of 10
Vetted Review
Verified User
We utilize Klaviyo for our auto campaigns like cart abandonment and browse abandonment. Currently, it helps us collect subscribers and keep website visitors engaged with our brand.
  • Browse abandonment email
  • Cart abandonment email
  • Triggered emails
  • Email templates
  • template builder
If you are trying to run auto email campaigns with triggers, Klaviyo is super helpful. If you are trying to send email blasts, segment customer lists, or schedule an email, the platform could use an improvement.
Score 9 out of 10
Vetted Review
Verified User
Klaviyo has a great interface and is very user-friendly. It was very simple to set up and integrate with Magento. I love the customer profile feature and the ease of organizing and filtering through our campaigns. List management and segmentation are also very intuitive. I've used a handful of other ESPs in my career, and Klaviyo would still be my #1 choice.
  • Segmentation
  • Customer profiles
  • Drag and drop campaign builder
  • Easy integrations with all E-Commerce platforms
Klaviyo has a very user-friendly UI. I've had to train multiple employees with very little email marketing experience. They were able to easily navigate and set up campaigns in a short amount of time.
Score 9 out of 10
Vetted Review
Verified User
Klaviyo is used to run 10's of flows for our current and soon-to-be customers. Also, use it for weekly newsletters. It's great software to automate emails that would have been sent manually before. This allows us to reach customers at a large scale and allow for growth all around.
  • Easy to write newsletter emails with.
  • Great for building flows to take customers through journeys
  • Good analytics to look sat results.
  • Building emails, it's clunky and sometimes things don't save.
  • In general, the platform feels a bit clunky and not as smooth.
  • Option to download emails as pdf.
Perfect for any business with 100+ customers. It allows them to scale, keep in touch and bring in more business. Not only that, but it saves hundreds of hours doing so and recoups lost profits. I would describe Klaviyo as a salesperson that never gets tired, with good copywriting, emails can be even more effective.
Score 10 out of 10
Vetted Review
Verified User
We use it to manage our newsletter subscription base and to send our weekly newsletter. It allows us to create segments and measure results for different clusters of customers for different campaigns. It allows us to make better decisions in term of how we acquire the subscribers and how to reach them to get the best results.
  • newsletter management
  • segment creation
  • email template creation
  • HTML editing
  • Email creation
  • Edition log
It is very well suited to create automated flows for users that might not respond quickly to email. It allows the user to filter based off the user's behaviors in past emails, so it's easy to follow up with them. It's maybe not perfect if you want to experiment too much with email templates.
Score 8 out of 10
Vetted Review
Verified User
We use Klaviyo as our email marketing platform. We deploy all our promotional email off this tool and set up many triggers that are set it and forget it (such as abandon cart, welcome, anniversary, inactive, etc)
  • segmentation
  • personalization
  • creative builder
  • Does not have default for donotreply email (have to create your own)
  • Pixels aren't great on website for capturing all abandon cart emails
  • analytics - better way to summarize reports
Klaviyo is better than Mailchimp and adobe Marketo for example as it is way more user friendly. Easier to create and deploy emails. Their segmentation is easy to understand and to develop for a beginner marketer. It is a great tool for someone who isn't an email pro since it's very user friendly. It's not great with reporting as even the custom reports you have to compile and then in excel maneuver everything to get certain rates that you are looking for. It could be much easier to report drag and drop structure and they don't have that.
Michael Morgenstein | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We use Klaviyo for email marketing. It helps drive customer retention and certainly helps keep our clients familiar with our brand. Here we can offer our loyal fans discounts, updates on new releases, and all other kinds of cool stuff! They are a fast-growing and successful company for a reason. We plan to stick with them while we scale as well.
  • Email Marketing
  • Customer Retention
  • Customer Loyalty
  • It would be great if it were easier to upload videos on emails.
  • More templates
Klaviyo is best suited if you want to send your customers a coupon or discount code. Even more so if you're rewarding loyal customers because it's truly hard to get a customer to take out their credit card and purchase from you online. Once they do that, make sure they stick around! Klaviyo will be right there with you for that!
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