Ultimate Guide to Klaviyo: Email Marketing Automation & SMS

Table of Contents:

  • What is Klaviyo?
  • Features & Benefits of Klaviyo
  • Klaviyo Price
  • Klaviyo Setup Guide
  • Automated Klaviyo Flows
  • Klaviyo Integration with Shopify & Magento (Adobe Commerce)
  • Klaviyo Vs Mailchimp
  • Conclusion

What is Klaviyo?

Are you an e-commerce business owner? Do you want to increase sales and drive traffic to your website? Klaviyo is an email marketing and SMS automation platform that helps ecommerce businesses grow. Klaviyo delivers engaging shopping experiences across owned channels such as email and text messaging, making it suitable for both small businesses and enterprise brands.

The best thing about Klaviyo is that it integrates with Shopify and Magento more deeply and better than other email marketing tools like Mailchimp, Omnisend, etc. It’s the most popular platform for email marketing because it allows businesses to analyze and use customer data in a unique way to provide personalized and effective marketing experiences.

It also allows you to send bulk emails and SMS, customize them based on your customers’ preferences and interests, and create multi-channel experiences. You can not only send automated emails and SMS, create beautiful campaigns but also increase sales, drive traffic to your website and enhance your website performance using Klaviyo.

Klaviyo is the hottest new platform for email marketing, and it is quickly becoming the go-to choice for savvy marketers around the world. Whether you are just starting out in email marketing or have been managing campaigns for years, this ultimate guide to Klaviyo is an essential resource for anyone looking to get the most out of their email marketing efforts. Here, you’ll find all the information you need to know about Klaviyo, from the basics of setting up an account to advanced strategies for optimizing campaigns.

By the end of this guide, you’ll have a complete understanding of how to use Klaviyo to maximize your email marketing success.

Key Statistics:

  • There are 4.1 billion email users globally
  • 22% consumers preffered emails for receiving brand updates
  • SMS has a 98% open rate compared to email marketing
  • More than 300 thousand websites are using Klaviyo
  • On average, brands that switch to Klaviyo see an increase in revenue of 46% in just 2 years—pocketing an average of $68 for every $1 spent on their email marketing platforms
  • In 2021, customers who used Klaviyo email and SMS together had an average of 122x ROI

Features & Benefits of Klaviyo

1. Integrations

Klaviyo is one of the best email marketing softwares. It integrates natively with other apps to pull in all customer and order data. There are no hidden fees for Klaviyo customers, so merchants can integrate an unlimited amount of data. View detailed information about your customers, such as their email address, phone number, birthday, average order time, and last order date. You can even see the most recent activity on an order, from the time a customer started the checkout process and placed an order to the time the merchant shipped it.

Some of the native integrations include:

  • Magento
  • Shopify
  • BigCommerce
  • Justuno
  • Facebook

Klaviyo – the best platform for email marketing also uses direct integrations to sync data with apps and platforms that aren’t on the list of native integrations. Direct integrations, like native integrations, have no limits on data volume, data fields, or data age. The simple API on the technical side and fast Javascript setup is used to support the codeless signup forms, and Klaviyo provides various options for backfilling customer data.

2. Automation

With Klaviyo’s drag-and-drop builder, you can map out what you want your customer experience to look like and design the customer journey from start to finish. Utilize up-to-date data to guide customers down the path to purchase. Use this information to personalize the user experience and send automated emails based on specific data points. With Klaviyo’s flow branching, you can send triggered emails to the customers you want to reach and avoid the ones you don’t.

3. Personalization

Did you know that using personalization in the marketing and sales process increases ROI by 5 to 8 times? Businesses that make smart marketing decisions based on their customers’ data are much more likely to succeed.

Lead generation is critical to increasing sales. Using forms and personalization, Klaviyo – the best platform for email marketing makes it simple to attract traffic and grow leads. E-c Commerce stores can greet website visitors with pop-ups, embedded forms, and other features similar to how a salesperson greets a customer in a brick-and-mortar store. Klaviyo users can tailor offers based on a user’s profile, segment, and location, whether they are a first-time shopper, a frequent buyer, or a VIP customer.

The user experience is heavily influenced by how a company designs lead capture forms and sets custom rules. Rules can be established based on page session time or scroll percentage, and minimal form fields can be used depending on the goal of the form.

If your goal is to collect more personal information, such as birthdays, sizes, and preferred styles, don’t be afraid to ask for it in a form because it will help you better understand their product preferences and shopping habits. This data will also be used to provide customers with personalized product recommendations in the future.

4. A/B Testing

A/B testing can be used to test different variables within emails, such as content, subject lines, and sending dates and times. Expect to see an increase in engagement metrics thanks to Klaviyo’s A/B tests, which ensure that businesses send the best-performing automated emails to their databases. Also, Klaviyo provides real-time reporting for each flow, it’s simple to see how different emails in a series compare in terms of open rates, closed deals/sales generated, and other metrics.

A/B testing with the Klaviyo platform for email marketing also allows merchants to make marketing decisions based on scientifically accurate data. Its A/B testing capabilities alert merchants when a form achieves a significant result in an A/B test. This enables merchants to select the best form for achieving their desired lead-generation goal.

Klaviyo’s data science also allows merchants to A/B test signup forms to see which one performs best, as well as set a “smart” time to send emails so that more people open and click on them.

5. Customer Profiling

Klaviyo is a CRM that allows merchants to view a contact record for each individual in their database. View all of a contact’s actions in one place, including the pages they visited and how much they spent on their most recent purchase. View Klaviyo’s sequential timeline for more information about a customer’s website and spending habits. You’ll have direct access to the following information with Klaviyo – the best platform for email marketing:

  • When a customer clicks on a link in an email
  • When a customer was active on your website and for how long
  • When they viewed a specific product
  • When they placed an order

Klaviyo will store valuable predictive data, such as customer lifetime value, expected date of next purchase, and likelihood to churn, once a company has a strong customer database and a number of purchases. These automatically added predictions can be used by brands to send customers time-sensitive messages or create highly targeted campaigns.

6. Segmentation

Marketing teams can use Klaviyo’s customer profiles to target customers based on their behavioral and transactional data. Transactional data includes products purchased in the past and the total amount spent on past purchases, whereas behavioral data includes products viewed and interactions with emails. Klaviyo platform for email marketing updates segmented lists automatically – a feature that sets it apart from other email service providers.

Segment contacts based on special occasions. Set these special events in accordance with your company’s priorities. Create workflows that send triggered emails to people in your database who meet the criteria for a particular event. For example, if someone signs up for your newsletter, they could be put into a flow that gives them a discount code for their next purchase if they do so within a certain time frame.

Utilize a person’s online activity to create segments based on their preferences. To take advantage of your contacts’ browsing history, enable Klaviyo’s website tracking. To reach only the people you want to be seen by, add or remove segments based on your campaign goals. Prioritizing segmentation and using lists to promote offers is an excellent way to boost performance and increase conversions.

7. Data Science

The Klaviyo platform for email marketing uses machine learning, artificial intelligence, and data science to help businesses gain practical insights from their customers’ data. It was created with the goal of assisting businesses in growing more quickly while saving both time and money. It’s important to note that in order to use Klaviyo’s predictive analytics, businesses must meet the following requirements:

  • At least 500 customers must place an order
  • You must have an ecommerce integration, such as BigCommerce or Shopify, or use Klaviyo’s API to send placed orders
  • A minimum of 180 days of order history is required, with some orders placed within the last 30 days
  • At least some customers must place three or more orders

Merchants can use Klaviyo’s data science functionality to predict when a customer will make another purchase. Merchants can optimize their marketing and reach out to customers at the most convenient point in the buyer’s journey by determining the day a customer will make their next purchase. It also predicts a customer’s gender based on their first name and census data from the United States. Companies can use this prediction to narrow down their target audiences and market more gender-specific products to the appropriate customers.

Do you want to know who your most valuable customers are? What about the customers who buy the most from you? Klaviyo’s data science capabilities forecast a customer’s total future spending, number of upcoming purchases, lifetime value, and even average time between orders. These facts are crucial when it comes to developing a customer loyalty program that will increase retention and brand loyalty.

8. Reporting

The Klaviyo email flows platform for email marketing allows you to see all of your past performance data, including signup forms, campaigns, and follow-up flows. Key data can be found in the Campaign Performance Report, which can be used to uncover trends and insights that will help you improve your campaign strategy.

For a more in-depth look at each email flow, use the Flow Performance Report to see which emails or text messages generate the most engagement and conversions. Use this information to identify areas where you can improve your strategy and reach out to more people in the future.

Look at the List Growth Report to see how your contact list has grown over time, as well as the source from which the contact learned about your brand. The Product Performance Report, which analyzes how many shoppers browse through a specific product page, make it to the checkout page, and ultimately purchase the product, is another popular Klaviyo report.

Use the Custom Analytics feature to see performance for a specific time period. Create reports with the various metrics you require in minutes, save them, and view them all on a single screen as needed.

9. Social Advertising

Use Klaviyo’s automation and personalization features to boost your social media advertising strategy. To generate relevant messages and offers, send data from Klaviyo to Facebook and Instagram or vice versa.

Target different customer segments, such as those who abandoned their carts or purchased a specific product, to reach out to them at the right time in the buyer’s journey and via multiple channels. Use this information to inform your social media marketing strategy and provide your audience with relevant and consistent content.

Use Facebook’s lookalike audiences feature to grow your contact list and get your ads in front of people who are similar to your current customers. Also with the Klaviyo platform for email marketing, you can upload your VIP customer list to Facebook.

10. Email Marketing Campaigns

Create and design Klaviyo emails with ease to improve your email marketing strategy. Send targeted emails – such as newsletters, product announcements, or campaign-specific emails – to segmented lists instead of sending one-off emails to your entire list of contacts. By providing customers with a more personalized, one-on-one experience, you can help build relationships with your audience.

One of the most significant benefits of email marketing campaigns is that you can start sharing personalized product recommendations for each individual. To make future emails easier to send, use the setup wizard to send branded emails. You won’t have to manually brand each Klaviyo email you send with this feature. Merchants can easily add information about their brands like their name, address, logo, colors, header links, and social media links.

The Klaviyo platform for email marketing gives brands the tools they need to keep improving. Instead of bombarding individuals with emails, use the Smart Sending tool to reach the right people at the right time. To increase open and click rates, test not only sending times but also email subject lines and copy on a regular basis.

Learn how to create an email campaign in Klaviyo:

11. SMS

Did you know that Klaviyo users who text get a 24x ROI? This is because text messages are more effective at capturing users’ attention than emails.

Klaviyo software for SMS marketing is a great tool for ecommerce businesses that want to engage with their customers on a personal level. SMS marketing entails sending a text message to subscribers who have given their consent. Coupons and discounts, promotional alerts and special deals, shipping, and delivery notifications, and much more can be the contents of a text message.

Subscribers must opt-in to receive messages from any merchant using Klaviyo SMS. They can also choose to opt-out at any time. When you combine SMS functionality with flows, those who agree to receive text messages will receive a welcome message automatically. Set up a flow so they get an automated email instead if they didn’t provide consent. To send triggered emails based on a user’s actions, change the criteria at any time.

  • Klaviyo is a powerful platform for creating, managing, and optimizing email marketing campaigns.
  • It offers an intuitive, user-friendly interface that allows you to quickly create and customize your campaigns.
  • It also features advanced automation capabilities that make it easy to create automated campaigns that run on their own.
  • With Klaviyo, you have access to a suite of tools that let you track the performance of your campaigns and make adjustments as needed.
  • You can also set up A/B testing and segmentation to ensure your campaigns are reaching the right audiences.
  • Klaviyo also provides an array of data-driven insights that can help you make informed decisions about your campaigns.
  • You can use these insights to gain a better understanding of your audience and identify areas for improvement.
  • With Klaviyo, you can also create dynamic, personalized content for your campaigns. This helps ensure that your messages are tailored to each individual subscriber, increasing the effectiveness of your campaigns.

Klaviyo Price


  • Free Plan: The free plan can deliver up to 500 emails. If you want to see how the email flows work before spending any money from your ecommerce business budget, you can test all of the tools. If you opt for the free plan, the Klaviyo email marketing platform for email marketing will also place branding on all of your templates for email marketing. This could harm your brand image.
  • Upgrade: If you want to upgrade and get rid of the limitations of Klaviyo’s free plan, pricing for 300 contacts starts at around $20 per month. This includes chat and email support, which aren’t available on the free plan. Unfortunately, only 46,000 contacts and 460,000 emails are supported. You can get a package all the way up to 150,000 contacts.
  • Custom Pricing: If you want to go beyond 150,000 contacts, you’ll need to contact the company for custom pricing. Klaviyo email marketing services offer monthly pricing plan options ranging from $700 to $2000 if you have 46,001 to 210,000 profiles.


  • Free Plan: The first 50 messages you send are completely free of charge. You must, however, add funds to your shopping cart after that. This means you should conduct some A/B testing before sending each campaign. You want to ensure that the money you spend is getting people to your shopping cart as quickly as possible
    Pay-as-you-go model: When you sign up for Klaviyo’s SMS marketing, you only pay for the messages you send. Initially, each SMS and MMS cost about 7 cents. The cost of your campaigns decreases as your list grows. You’ll need to set up automatic renewals and refills, as well as monthly spending limits to keep your spending under control.

Email & SMS

Klaviyo costs can cover both email and SMS at the same time as well. When you use Klaviyo’s email and SMS features, you can easily manage the entire experience, saving you money and time. Having access to both email and SMS marketing at the same time is an excellent way to improve your customer service and marketing strategy.

Email support, unlimited email sends, and countless more features come standard with every email and SMS marketing plan. There are no limits to how much you can connect with your target audience and drive new sales opportunities because you can combine the email and SMS tools to manage the entire customer journey.

Klaviyo Setup Guide

To continue with the Setup Wizard, you must first finish the Setup tab. Please keep in mind that once you’ve finished adding details to the setup tab, you won’t be able to edit it again. If you want to make any changes after that, you must do so through your account settings.

Step 1: Business Details
In this section, you must enter the URL of your website, the type of business you run, and the platform you want to integrate with. A list of platforms that can be integrated is provided. Click Show More or Other if you don’t see your integration on the list.

Step 2: Connect Platforms
Click Continue after you’ve chosen the type of platform you want to integrate with Klaviyo. To connect to the platform successfully, you must first authenticate with your login credentials and check Klaviyo’s integration guide for various platforms.

Step 3: Brand Information
You must now enter the physical address of your company, as well as the name and email address of the sender. Future campaigns and flows will use the default sender email and name. To avoid appearing as spam, use a business email address (ending with @domain name) when sending bulk emails.

Now, select branding and social links from the Design section:

  • Brand
    Choosing your brand’s color scheme, logo, and font type are all part of branding. After you’ve made your selections based on your brand’s theme, click Continue. If you want to change or update your brand’s color scheme, logo, or font at any time, go to your account’s “Brand Library” tab and make the changes.
  • Social Links & Header
    The header and social links are essential to include, as the header link will appear in the email’s header and the social links in the footer. To avoid clutter, keep the number of links in the header to a maximum of 4.

Step 4: Confirmation

After entering all of the necessary information, the final step is to verify your email address. Enter your primary email address, which you’ll use to communicate with the Klaviyo platform for email marketing in the future. Now go to your inbox and check the link Klaviyo sent you (the link will expire in 72 hours). The Setup Wizard will be completed after you verify the link, and you will be taken to the Dashboard.

Automated Klaviyo Flows

Klaviyo’s Automated Flows are one of the most useful features because they allow you to send personalized emails and messages to your subscribers based on their actions. You can set up emails to be sent when someone performs a specific action, such as abandoning a cart or making a purchase.

On the Klaviyo email marketing platform for email marketing, the following are some of the most popular Automation Flows:

Welcome Series

This flow is for people who sign up for your newsletter or make their first purchase on your website. You can send a customized email or SMS to these subscribers informing them about your resources, services, products, tools, and discount codes. It should be both informative and engaging.

Abandoned Cart

Klaviyo abandoned cart flow is the next critical workflow to automate. Several potential customers have abandoned their shopping carts for a variety of reasons. By sending them an automated message about the product they want to buy, you can turn that lead into a sale by using the Klaviyo cart abandonment feature.


To cross-sell other related products to customers after they’ve made a purchase, send them a thank-you email that includes a list of your best-selling related products that they might find useful. Klaviyo’s Products feed displays all of the recommended products to potential customers to increase sales.

Win Back Customers

Winback flows are for customers who have previously made purchases but are not currently shopping on your website. You can send an email to such customers with information about the latest collection, exclusive discount codes, or any ongoing sale that they should be aware of.

The Winback flow must be scheduled so that it does not flood subscribers’ inboxes, and Klaviyo’s Smart Sending feature can help with that.

Product Review

Customer reviews are essential for any business, but only a small percentage of customers leave reviews after making a purchase. You can connect your review app to Klaviyo and automate a product review flow to send emails to customers who have made purchases on your website but haven’t yet left reviews. You can give them something useful or exciting in exchange for a review.

To set up and automate Klaviyo automation flows, take a look at the video below:

Klaviyo Integration with Shopify & Magento (Adobe Commerce)

Integrating Klaviyo with Shopify and Magento is a difficult and time-consuming task that requires technical expertise. PROS is an award-winning ecommerce email marketing agency with 20+ years of experience in marketing and technology. We can help you integrate Klaviyo with your ecommerce platforms like Shopify, Shopify Plus, Magento, WooCommerce, etc. Check out our recent Klaviyo integration project – Wheelrack.

Klaviyo & Shopify Integration

Klaviyo integration with Shopify is similar to installing any other app in your store. Follow the steps below:

  • Sign-up and set up a Klaviyo account
  • Complete the checklist for setup
  • Create sign-up forms
  • Create automated customer and user flows
  • Build email or SMS campaigns
  • Segment users
  • Analyze the performance and results

Before you add the Klaviyo platform for email marketing from Shopify’s app store, examine the benefits of the Klaviyo-Shopify integration below:

  • Klaviyo imports all of Shopify’s customer data. That means you can use triggers to create email and SMS flows based on Shopify events. You can also use this data to optimize existing email segmentations or create new ones
  • Target audience can be segmented based on Shopify data. Klaviyo imports all of the customer data collected by Shopify, including AOV, conversions, purchase frequency, specific items purchased, and more. This enables you to segment your customers based on data and maximize the effectiveness of your email marketing campaign
  • Shopify and Klaviyo have direct collaboration so both platforms offer the best customer service.
  • Incorporate Shopify-created discounts into your email campaigns. Klaviyo can insert discounts that have already been created into your email flows.
  • Shopify Flow app, you can make the integration between Shopify and Klaviyo even more seamless and automated. Flow allows you to create workflows based on any Shopify e-commerce data, with triggers and conditions. Send out campaigns and push events into Klaviyo using custom triggers and conditions.


Klaviyo & Magento (Adobe Commerce) Integration

The following are some of the advantages of integrating the Klaviyo platform for email marketing with Magento or Adobe Commerce:

  • Multi-Store Support: The Klaviyo-Shopify integration allows for use across multiple stores
  • Interoperability is possible whether you have one or several regional stores.
  • Codeless Forms for Sign-up: When it comes to creating sign-up forms after you’ve completed the integration, it does not require coding.
  • Customized Coupons: You can easily send optimized coupons to your customers once the integration is completed.
  • Personalized Recommendations: The pre-designed personalized recommendations are based on previous customer purchases.

For integration with Magento 2.x, review the Klaviyo setup guide here. For integration with Magento 1.x, check out the video below:


Klaviyo Vs Mailchimp

Klaviyo and Mailchimp are popular marketing tools that allow you to automate your email marketing campaigns and use other powerful features. Here are a few things to consider when comparing Klaviyo and Mailchimp’s strengths and weaknesses:


Both Klaviyo and Mailchimp provide built-in automation, with the only difference being the number of layers of automation provided by each tool. While Mailchimp provides built-in automation, Klaviyo allows you to customize the automation to boost sales.


Mailchimp can be integrated with WordPress, Woocommerce, Magento, Bigcommerce, and other platforms like Stripe but it cannot be directly integrated with Shopify. You can use ShopSync. On the other hand, Klaviyo can be integrated with almost any ecommerce website builder directly, including Shopify, Magento, Bigcommerce, Salesforce, Zapier, and others.


Klaviyo’s predictive analytics tool is more detailed, customizable, and straightforward than Mailchimp’s. Its analytics tool has two key features: a predictive model and a gender prediction feature.


The Klaviyo platform for email marketing, regardless of its paid plans, offers a maximum of seven variations of each email, compared to Mailchimp’s three. It means you can test more email variations with Klaviyo to see which ones work best for your audience. Its A/B testing feature also includes workflow automation.

The Klaviyo platform for email marketing is better than Mailchimp in terms of customization and automation, as well as offering more integration options than the competitors.


Klaviyo is the best email and SMS marketing platform for your ecommerce stores because it offers the most advanced features needed for a successful email and SMS marketing campaign. Both beginners and experienced marketers can benefit from Klaviyo’s segmentation and automation features.

You can start with the free plan to evaluate the features, implementation, and results, and then upgrade to the paid plans as your subscriber base grows. With the Klaviyo platform for email marketing, build an ecommerce website and take your ecommerce strategy to the next level.

Contact PROS Internet Marketing Agency today.


Klaviyo is an email marketing platform designed to help e-commerce businesses grow their businesses through targeted email campaigns. Klaviyo provides advanced segmentation, automation capabilities, and powerful analytics to help you send the right email to the right customer at the right time.

Klaviyo offers a range of benefits for e-commerce businesses. It has advanced segmentation capabilities, allowing you to target customers with personalized messages. It also offers automated workflows that help you automate customer journeys and increase customer engagement. In addition, Klaviyo’s powerful analytics help you track and measure customer engagement and conversions.

Getting started with Klaviyo is easy. First, sign up for a Klaviyo account. Then, connect your store to Klaviyo and start building your email list. Next, create a segmentation strategy and start building automated workflows. Finally, use Klaviyo’s analytics to track and measure customer engagement and conversions.

Yes, Klaviyo can be integrated with a variety of other tools and platforms, including e-commerce platforms, CRM software, and social media platforms.

Klaviyo offers a variety of email campaign types, including newsletters, promotional emails, welcome series, abandoned cart emails, and more.

Yes, Klaviyo offers SMS marketing capabilities, allowing businesses to communicate with customers through text messages.

Klaviyo uses several strategies to ensure email deliverability, including list hygiene, email authentication, and compliance with anti-spam laws.

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