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Klaviyo is a cloud-based marketing automation tool that allows eCommerce store owners to effectivity target, customize, and optimize their marketing campaigns, including both email and Facebook campaigns. It pulls data about your customers/behavior from your eCommerce website and other applications and offers powerful segmentation features that allow you to deliver the right message to the customers at the right time.
The tool offers several features including drag and drop email designer, site tracking, customer segmentation, autoresponders, ROI based reporting, and seamless third-party integrations.
But with pricing that is almost double of its competitors and no priority support, is it really 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 that allows it to pull data and use machine-based learning to derive intelligent insights from it.
Strengths and weaknesses
- Allows you to segment customer list 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
- Has an open source API which 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
- 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. The chat support was only recently introduced and even that isn’t available during the weekends
- The tool doesn’t offer any extra features as compared to its competitors to justify the high pricing
As an email marketing tool, Klaviyo allows users to create forms in order to collect email addresses and other personal information from their customers 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 a lot of features, but most of them are way more advanced for new users to understand and take advantage of. There is a long learning curve and it can definitely take you a lot of time to get used to the platform.
Building contact forms
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. The overall interface is intuitive and user-friendly.
The contacts that you export or gain through Klaviyo can be segmented in practically any way that you want. Klaviyo already offers some default lists like new subscribers, non-responding subscribers, and engaged/unengaged subscribers. You can further create more customized lists based on subscriber behavior and past campaign analytics.
Klaviyo has the ability to 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 terms of segmentation that cannot be found in other tools.
Klaviyo offers pre-built email templates that you can customize or you can also 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 in order to quickly create and edit email templates. You can also integrate your e-commerce website with Klaviyo to directly pull product recommendation 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 sending a series of emails to 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 basic 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 allows 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. By integrating your Klaviyo account with Google analytics, you will be able to track website visitor behavior in real-time and build even more informed reports.
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 $20 per month which includes up to 500 contacts, unlimited email sends, and email/chat support.
For 600-1000 contacts, charges are $30 per month
For 1100-1500 contacts, charges are $45 per month
For 1600-2000, charges are $60 per month
The most expensive plan available is for up to 150,000 contacts which cost $1700 per month
As the charges increase with every 400 contacts, it can be incredibly difficult for companies that are constantly growing their subscriber base to have a fixed budget with Klaviyo.
Not to mention, 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.
Integrations are one of the strongest and most advanced features of Klaviyo. It has an open source API that allows you to integrate just about any application with it.
There are also available plugins to seamlessly integrate payment software, CRM, helpdesk, and Shopify with your Klaviyo account with just a single click. The tool definitely offers more integration options than most of its competitors.
Klaviyo offers email support to all users between 6am-10pm ET on weekdays and 10am-4pm ET on weekends.
Chat support is only available for paid customers between 9am-5pm ET on weekdays. Many users have reported that Klaviyo’s support is slow to respond and flaky.
Also, no matter how much you are paying Klaviyo, there is no phone support or weekend support. Since most e-commerce companies don’t necessarily work 9 to 5 on weekdays, it can be incredibly difficult for them to get Klaviyo to resolve an issue on a weekend.
Klaviyo is a great add-on email marketing tool for e-commerce platforms with impressive advanced features. While it does allow you to create custom audiences for Facebook ad campaigns as well, the features are not as advanced as you would want it 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 to understand–even with the numerous guides and documentation available.
The pricing is also almost three times more than its competitors, who offer almost the same features, with a better interface and quicker support.
Overall, Klaviyo is only suitable for e-commerce store owners who have a small email list and no plans of going big anytime soon.