Klaviyo Review 2023

Klaviyo is a cloud-based marketing automation tool that allows eCommerce store owners to effectively target, customize, and optimize their marketing campaigns, including email and Facebook campaigns. It pulls data about your customers/behavior from your eCommerce website and other applications. It offers powerful segmentation features that allow you to deliver the right message to the customers at the right time.

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The tool offers features including drag-and-drop email designer, site tracking, customer segmentation, autoresponders, ROI-based reporting, and seamless third-party integrations.

But with pricing almost double its competitors and no priority support, is it worth buying a Klaviyo subscription? Let’s find out.

About the company

Launched in 2012 as a marketing automation tool, Klaviyo is headquartered in Boston with over 200+ employees and 12000+ customers. Its strongest suits are its native integration with third-party apps, allowing it to pull data and use machine-based learning to derive intelligent insights.

Strengths and weaknesses

Pros

• Allows you to segment customer lists based on their purchasing behavior, location, open rates, and much more
• Integrates with Facebook advertising to help create custom audiences from your email list
• Offers an intuitive drag-and-drop editor to design completely customizable emails
• It has an open source API that allows users to integrate third-party applications
• Pulls data from your e-commerce store to add personalized product recommendations directly into emails
• Autoresponder email sequence that gets triggered through specific workflows

Cons

• Pricing is not just high but confusing as well. MailChimp, Mailerlite, and ActiveCampaign are all cheaper, and the price difference is more than 3x times.
• Klaviyo has advanced functionalities, which can be tricky to understand and maintain for new users, and that is why the learning curve is rather long.
• Support could be a lot better, given the high pricing. Chat support was only recently introduced, and even that isn’t available during the weekends.
• The tool doesn’t offer any extra features compared to its competitors to justify the high pricing.

Features

As an email marketing tool, Klaviyo allows users to create forms to collect their customers’ email addresses and other personal information and send out customized emails to them. Conversely, users can also export contact details from other applications.

Klaviyo makes it easier to segment social media followers into different categories and target them more accurately. The tool undoubtedly has many features, but most are way more advanced for new users to understand and take advantage of. There is a long learning curve, and it can take a lot of time to get used to the platform.

Building contact forms

The overall interface is intuitive and user-friendly. You can create a popup, flyout, or embedded forms. All the emails collected from these forms can be accessed through the contact manager in the Klaviyo dashboard.

List segmentation

The contacts you export or gain through Klaviyo can be segmented in any way you want. Klaviyo already offers default lists like new subscribers, non-responding subscribers, and engaged/unengaged subscribers. You can create customized lists based on subscriber behavior and past campaign analytics.

Klaviyo can label lists and segments and import them from other email marketing tools through column matching. Overall, Klaviyo provides all the adequate and necessary features but nothing revolutionary in segmentation that cannot be found in other devices.

Designing emails

Klaviyo offers pre-built email templates that you can customize or create emails from scratch according to your brand’s visual identity.

The design editor allows you to drag and drop elements like buttons, text, images, split columns, and social links to create and edit email templates quickly. You can also integrate your e-commerce website with Klaviyo to directly pull product recommendations into emails which would save a lot of time since you wouldn’t have to type in details for every product.

Workflows for autoresponders and triggered emails

You can create customized workflows in Klaviyo that trigger emails automatically based on real-time customer behavior. For instance, you can send an automated email to customers when they sign up for your newsletter.

You can also decrease cart abandonment by emailing customers who have abandoned the cart. Similarly, it’s also possible to send a series of post-purchase emails to customers for review requests and referrals.

Facebooks ads targeting

Klaviyo also has a few essential Facebook advertising features that allow you to create custom audiences for ad campaigns by matching Facebook users to the email list that you have. This will enable you to target customers that have already purchased from you or shown interest in your brand.

Klaviyo Analytics and Reporting

Klaviyo offers ROI-based reporting that gives you deeper insights into where the sales are coming from. You can also perform split testing to see which email performs better than the others. Integrating your Klaviyo account with Google Analytics lets you track website visitor behavior in real-time and build even more informed reports.

Pricing

Klaviyo has a free account that allows 250 contacts, and 500 email sends. You get access to most of the features, though all free accounts will have a Klaviyo logo in the emails they send, and there is only a double opt-in option for subscribers when you create forms through Klaviyo.

Paid plans start at per month, including up to 500 contacts, unlimited email sends, and email/chat support.

For 600-1000 contacts, charges are $30 per month

For 1100-1500 contacts, costs are $45 per month

For 1600-2000, costs are $60 per month

The most expensive plan available is for up to 150,000 contacts, costing $1700 per month.

As the charges increase with every 400 contacts, it can be incredibly difficult for companies constantly growing their subscriber base to have a fixed budget with Klaviyo.

The pricing for Klaviyo is far more than the other email marketing tools, Mailchimp, Mailterlite, and ActiveCampaign.

For instance, for adding up to 25,000 contacts, MailChimp charges $150 per month, Mailerlite charges $100, and ActiveCampaign charges $179. On the other hand, Klaviyo charges $425 per month for the same number of contacts. The price difference is more than 3x times in this case.

With no additional revolutionary features, it doesn’t make sense for users to spend three times more on Klaviyo when there are much cheaper alternatives that are just as good.

Integration

Integrations are one of the most robust and advanced features of Klaviyo. It has an open-source API that allows you to integrate almost any application.

There are also available plugins that seamlessly integrate payment software, CRM, helpdesk, and Shopify with your Klaviyo account with just a single click. The tool offers more integration options than most of its competitors.

Support

Klaviyo offers email support to all users between 6 am-10 pm ET on weekdays and 10 am-4 pm ET on weekends.

Chat support is only available for paid customers between 9 am-5 pm ET on weekdays. Many users have reported that Klaviyo’s support is slow to respond and flaky.

Also, no matter how much you pay Klaviyo, there is no phone or weekend support. Since most e-commerce companies don’t necessarily work 9 to 5 on weekdays, it can be challenging for them to get Klaviyo to resolve an issue on the weekend.

Final Verdict

Klaviyo is an excellent add-on email marketing tool for e-commerce platforms with impressive advanced features. While it allows you to create custom audiences for Facebook ad campaigns, the parts are not as advanced as you would want them to be. It would be great if they also integrated with Instagram for your Instagram advertising agency.

Also, Klaviyo can be incredibly confusing for new users, even with the numerous guides and documentation available.

The pricing is also almost three times more than its competitors, who offer virtually the same features, with a better interface and quicker support.

Overall, Klaviyo is only suitable for e-commerce store owners with a small email list and no plans to go big anytime soon.

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