What Is Klaviyo? Your Guide To Email Marketing

Yuxin Zhu

Yuxin Zhu

Recently, many businesses are turning to email marketing as a cost-effective and efficient way to reach and engage with their customers. In fact, statistics show that as many as 81% of businesses use email marketing to disseminate their content. (1)

This has led to the upsurge of email marketing platforms like Klaviyo, which provide businesses with tools to create, send, and track email campaigns to their customers.

Today, we are going to take a closer look at Klaviyo and what it offers to businesses looking to enhance their email marketing efforts. We’ll cover the following topics to help you understand what Klaviyo is and how it works:

  • What is Klaviyo?
  • How does Klaviyo work?
  • Pros and cons of Klaviyo
  • What are the key features of Klaviyo?
  • How to use Klaviyo

By the end of this guide, you’ll not only have a clear understanding of what Klaviyo is, but also you’ll learn why utilizing Replo (especially if you're using Shopify as your eCommerce platform) is essential for your email marketing strategy.

At Replo, we understand the importance of effective email marketing and the role Klaviyo plays in achieving it. That’s why we allow Shopify store owners to embed Klaviyo forms directly into their website with ease, enabling them to collect more email subscribers and improve their overall email marketing efforts.

Plus, with our easy-to-use pre-built Shopify landing page templates, businesses can create stunning, high-converting landing pages that perfectly align with their brand and messaging.

So, why not take your marketing to the next level with Replo's all-in-one solution? Book a personalized demo with us today and see how we can help you elevate your marketing game.

Let’s get started!

What Is Klaviyo?

Klaviyo is a powerful marketing automation platform that helps eCommerce store owners and digital marketers grow their businesses through targeted and personalized email and SMS marketing campaigns.

It is easy to use and provides powerful features (such as email segmentation, pre-built reports, email automation, and drip campaigns) that allow businesses to create and execute successful email marketing campaigns.

With Klaviyo, businesses can send targeted messages to the right people at the right time, increase customer engagement, drive sales, and ultimately, grow their revenue.

What Type Of Software Is Klaviyo?

Klaviyo is a cloud-based software solution that integrates with a variety of eCommerce platforms, including Shopify, Magento, and BigCommerce.

The platform’s email marketing tools allow businesses to create campaigns that are personalized and tailored to each customer. This includes the ability to segment customers based on their purchase history, interests, and other data points.

How Does Klaviyo Work?

Thanks to its powerful integration capabilities, Klaviyo can seamlessly connect to a business’s eCommerce platform and automatically gather customer data. This data is then used to create targeted email campaigns that are more likely to result in conversions and sales.

Additionally, you can use Klaviyo to track customer engagement, such as open rates, click-through rates, and purchase rates. This data can then be used to optimize your campaigns and ensure that you are sending the right message to the right customers.

Replo Logo

Build, test, and iterate on Shopify without the dev time

Replo has hundreds of templates to help you launch and test new landing pages - without writing a line of code.

Get Started Free

Pros And Cons Of Klaviyo

As with any software solution, there are both pros and cons to using Klaviyo for email marketing. Let’s explore some of these pros and cons in more detail.


  1. Easy To Use
    Klaviyo's easy-to-use drag-and-drop editor makes it simple for businesses to create and execute successful email marketing campaigns without the need for technical expertise or coding skills.

    This means you can quickly and easily create professional-looking emails that are tailored to your customers’ needs at a fraction of the time and cost it would take to hire a developer or designer.

  2. Advanced Segmentation
    You can segment and target your email campaigns based on a wide range of customer data points, such as demographics, purchase history, browsing behavior, and more. This allows you to send highly personalized and relevant messages that resonate with your customers and drive higher engagement and sales.

  3. Detailed Reporting And Analytics
    With Klaviyo, businesses can access detailed reporting and analytics on their email campaigns, including open rates, click-through rates, and conversion rates. This allows them to track the performance of their campaigns, identify areas for improvement, and make data-driven decisions to optimize their email marketing strategy.


  1. Real-Time Chat Support
    Real-time chat support is only available for accounts with a paying subscription. This can be a downside for businesses on a tight budget or those who prefer to have immediate assistance when encountering issues with the platform.

    However, Klaviyo offers email support for all users and a comprehensive knowledge base to help users troubleshoot independently.

  2. Steep Learning Curve
    It takes some time to get used to the platform and understand all the features. This can be a barrier for those who are new to email marketing.

  3. Pricing
    For many businesses starting out, the pricing of Klaviyo may be higher than other email marketing solutions. However, the platform’s advanced segmentation, automation, and reporting features can justify the investment for businesses looking to scale their email marketing efforts and drive revenue growth.

Klaviyo Alternatives

  1. MailChimp
    Like Klaviyo, MailChimp is an email marketing platform that lets users manage their mailing lists, create custom email templates, and nurture and automate their entire email marketing campaigns.

    However, Mailchimp is more suited to small businesses and solo content creators who are just starting out with email marketing, whereas Klaviyo is ideal for eCommerce brands.

  2. Constant Contact
    Constant Contact is an email marketing software that primarily helps businesses create, streamline, automate, and analyze their email campaigns. Like Klaviyo, Constant Contact offers a free plan. However, its pricing model is based on “per user,” whereas Klaviyo's pricing model focuses on “per feature.”

  3. Sendinblue
    Designed as an all-in-one tool for all digital marketing needs, Sendinblue is a cloud-based marketing communication software that performs various tasks including email marketing, SMS marketing, CRM, marketing automation, and more. Also, like Klaviyo, Sendinblue offers a free plan for businesses with up to 300 emails per day.

  4. Drip
    Drip is a marketing automation platform designed to help eCommerce brands build personalized and engaging relationships with their customers. It offers features like email marketing, automation workflows, segmentation, and analytics to help businesses grow their revenue through targeted marketing campaigns.

  5. ActiveCampaign
    With ActiveCampaign, businesses of all sizes can access over 500 pre-built automations that combine email marketing, CRM, and marketing automation capabilities. The platform allows for advanced segmentation and personalization, making it a popular choice for businesses seeking a high level of automation and customization in their marketing campaigns.

Klaviyo alternatives

What Are The Key Features Of Klaviyo?

Several features make Klaviyo a powerful marketing automation tool for eCommerce businesses. Let's explore some of these key features:

  1. Marketing Automations
    The most notable feature of Klaviyo is its marketing automation capabilities. Klaviyo’s marketing automation tools track customer behaviors and activities across your site. As it analyzes customer data, it creates targeted and personalized marketing campaigns that help businesses to drive sales and build customer loyalty.

    In addition, Klaviyo allows businesses to automate a variety of marketing activities, including email campaigns, abandoned cart reminders, post-purchase follow-ups, and more.

  2. Segmentation And Personalization
    Klaviyo allows businesses to segment their email lists based on a variety of criteria, including purchase history, engagement levels, and more. This enables businesses to create highly targeted email campaigns that resonate with specific customer segments.

    Additionally, Klaviyo's personalization features enable businesses to tailor the content of their emails and other marketing campaigns to each individual customer, further increasing the relevance and effectiveness of their marketing efforts.

    For example, businesses can personalize emails with the customer's name, past purchase history, and other relevant information to make the content more personalized and engaging.

  3. Analytics And Reporting
    Another key feature of Klaviyo is its robust analytics and reporting capabilities. This powerful platform offers robust reporting and analytics tools that help businesses track the performance of their email marketing campaigns. These tools provide valuable insights into click-through rates, open rates, revenue generated, and more.

  4. Integrations
    Shopify, Magento, BigCommerce, and WooCommerce are just a few of the eCommerce platforms that Klaviyo seamlessly integrates with. This makes it easy for businesses to sync their customer data and automate their marketing campaigns without the need for complex technical setups.

    Additionally, Klaviyo integrates with Replo (where Replo pages can embed Klaviyo forms directly to collect first-party customer data, for example, an email list signup). For more information on how Klaviyo can be integrated with your Shopify store, schedule a one-on-one call with our Replo team, and let us walk you through the process!

  5. Design
    Klaviyo provides a drag-and-drop email builder to help you create beautiful, engaging emails in minutes. You can also use its pre-built templates to quickly create emails that look professional and on-brand.

Key features of Klaviyo

How To Use Klaviyo

As mentioned earlier, Klaviyo is a relatively user-friendly platform that can be used without coding knowledge. Let’s go through the process of using Klaviyo to create an email campaign.

  1. Getting Started With Klaviyo
    The first step to getting started with Klaviyo is to create an account. Once you have created an account, you can build your email list. You can sync your contacts from sources such as Shopify, Facebook, or Google Sheets.

    Klaviyo also offers integrations with a variety of third-party services, such as Salesforce, to help you easily add contacts to your list.

  2. Creating Email Campaigns
    Once you have your contacts in Klaviyo, you can begin creating email campaigns. Klaviyo boasts a variety of email templates, from simple text-based emails to more complex HTML designs. You can create custom email templates using the drag-and-drop editor.

    Additionally, Klaviyo provides a range of automation tools to help you create more personalized campaigns. For example, you can use Klaviyo’s segmentation tools to create targeted campaigns that send the right message to the right customer.

  3. Tracking And Analyzing Results
    The last step in using Klaviyo is to track and analyze the results of your email campaigns. Klaviyo's analytics and reporting tools allow you to monitor the performance of your campaigns in real-time. You can track metrics such as open rates, click-through rates, and revenue generated. This data can help you identify what's working and what's not, so you can make adjustments and improve the effectiveness of your campaigns.

Replo Logo

Build, test, and iterate on Shopify without the dev time

Replo has hundreds of templates to help you launch and test new landing pages - without writing a line of code.

Get Started Free

HubSpot Marketing Hub

This is a scalable, all-in-one marketing platform that covers a vast array of features and capabilities. This powerful marketing software can be used to carry out, track and measure all online marketing activities such as email marketing and social media marketing.


GetResponse is a cloud-based email marketing, website builder, and conversion funnel tool used by all industries to manage their marketing efforts. This software allows businesses to send emails, grow their subscriber list, and automate communication.

Why Use Klaviyo With Shopify?

When used together, Klaviyo and Shopify can help businesses create a seamless customer experience and maximize their marketing efforts.

Klaviyo provides powerful segmentation and automation tools that can help businesses target the right customers with the right message at the right time. On the other hand, Shopify provides a comprehensive eCommerce platform that enables businesses to manage their online store, process orders, and track sales data in real-time.

By integrating Klaviyo with Shopify, businesses can gain a deeper understanding of their customers' behavior and preferences, which can inform their marketing strategies and improve customer retention.

Additionally, Klaviyo offers powerful integrations with Shopify that make it easy to connect the two platforms. For example, Klaviyo can automatically sync customer data from Shopify, allowing businesses to create more personalized campaigns.

Strategies To Grow Your Brand With Klaviyo

There are several strategies you can implement to grow your brand with Klaviyo. Let’s explore some of the most effective ones.

  1. Segment Your Audience
    One important strategy is to segment your audience based on different criteria such as demographics, behavior, interests, and engagement level. By leveraging Klaviyo’s powerful segmentation capabilities, you can tailor your messaging and promotions to specific groups of customers, which can result in higher engagement and conversions.
  2. Send Follow-Up Emails
    When someone makes a purchase or takes a specific action on your website, it's important to follow up with them to reinforce their decision and encourage repeat purchases. With Klaviyo, you can automate follow-up emails such as order confirmations, shipping updates, and post-purchase feedback requests. These emails not only provide a better customer experience but also increase customer loyalty and retention.
  3. Integrate With Other Tools And eCommerce Platforms
    Klaviyo’s seamless integration with other tools and eCommerce platforms can help you streamline your marketing efforts and gain a more comprehensive understanding of your customers.

    For example, integrating with Shopify can allow you to track and analyze customer behavior, automate targeted email campaigns, and even personalize the shopping experience with dynamic product recommendations.

    By leveraging Klaviyo's integrations, you can create a more cohesive and effective marketing strategy that ultimately leads to greater brand growth and success.

Final Thoughts

Klaviyo is a powerful marketing tool that businesses can leverage to improve their email marketing efforts. By understanding its key features and how it works, businesses can create personalized, targeted campaigns that drive engagement and sales.

So, whether you're just starting out with email marketing or looking to take your efforts to the next level, Klaviyo is the perfect solution for businesses of all sizes.

But remember, Replo is the ultimate all-in-one solution for all your Shopify needs! From our high-converting pre-built landing page templates to our seamless Klaviyo integration, we offer everything you need to take your eCommerce business to the next level. Plus, our marketing experts are always available to help you optimize your email marketing strategy and achieve your business goals.

So, if you're ready to elevate your marketing game and take your eCommerce business to the next level, schedule a personalized demo with us today, and let us show you how Replo can help you achieve your goals!


  1. Content marketing institute. (n.d.). Retrieved from https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf.
  2. About Klaviyo. Klaviyo. (2023, March 24). Retrieved from https://www.klaviyo.com/about.
  3. Klaviyo - market share, competitor insights in eCommerce Marketing. 6sense Image. (n.d.). Retrieved from https://6sense.com/tech/ecommerce-marketing/klaviyo-market-share#:~:text=Around%20the%20world%20in%202023,Klaviyo%20as%20Ecommerce%20Marketing%20tool.


What Type Of Platform Is Klaviyo?

Klaviyo is a cloud-based email marketing platform that automates the process of creating, sending, and tracking email campaigns. It is designed to help businesses of all sizes, from small startups to large enterprises, engage with their customers in a more personalized and targeted way.

What Is The Cost Of Klaviyo?

The cost of Klaviyo varies depending on the size of your email list and the features you need. Klaviyo offers a free plan for businesses with up to 250 contacts, and pricing starts at $20 per month for businesses with up to 500 contacts. As your email list grows, the cost increases accordingly.

Is Klaviyo The Same As Mailchimp?

Klaviyo and Mailchimp are both email marketing platforms, but they have different features and pricing models. While Mailchimp is more suited for small businesses and beginners, Klaviyo is geared towards eCommerce brands and businesses that need more advanced automation and segmentation capabilities.

What Companies Use Klaviyo?

As of 2023, more than 100,000 companies use Klaviyo2, including big brands like RadioShack, Duracell U.S. Operations, Inc., Kraft Foods, and American Apparel3.

Get the Latest

Ecommerce interviews and tips delivered weekly

We will never send you spam. Read ourPrivacy Policy.