Should you use Klaviyo in 2025?

I have primarily used Klaviyo in a professional context in digital marketing for various email and SMS campaigns. What struck me right away was the power of its dynamic segmentation and ease of integration with e-commerce platforms like Shopify. What I appreciate most about Klaviyo is its intuitive interface combined with a powerful automation system, making it a versatile tool for marketing professionals and content creators.

In the context of an online store, Klaviyo excels at reviving abandoned carts, triggering post-purchase campaigns, and finely segmenting customers according to their behavior. These features can significantly improve conversion rates and revenue.

However, Klaviyo can be intimidating for novice users due to its wealth of features and the need to have a good understanding of segmentation and automation scenarios in order to get the most out of it. In addition, the price increase can quickly become a barrier for small businesses.

Klaviyo isn't the most intuitive tool for complete beginners, but its well-designed interface allows for a gradual learning curve. Features such as ready-to-use templates and preconfigured automation scenarios help novices quickly launch their first campaigns.

For motivated beginners, Klaviyo also offers extensive documentation and an active community. These resources facilitate learning and enable users to develop their skills efficiently, which is a plus for freelancers and small start-ups.

Klaviyo offers a free plan for up to 250 contacts, allowing you to test most of the essential features without any financial commitment. This offer is ideal for beginners or small businesses looking to experiment with automation.

For more than 250 contacts, rates start at around $20 per month, varying according to the size of the list and the features used, particularly for sending text messages. This pricing structure is suitable for growing SMEs and e-commerce businesses that need a robust solution to manage their complex campaigns.

The first key feature of Klaviyo is its advanced segmentation. It allows you to precisely divide your audience according to purchasing behavior, engagement with emails, or specific data from e-commerce integrations. This fine-grained segmentation maximizes the relevance of campaigns.

The second essential feature is multi-channel automation. Klaviyo makes it easy to create automated email and SMS scenarios, for example to follow up on abandoned shopping carts, wish customers a happy birthday, or target a specific audience in real time, generating increased engagement.

Among the advanced features is detailed campaign analysis, which provides clear performance reports to help you adjust your strategies. This visibility is invaluable for optimizing your return on investment.

Another notable advance is the ability to personalize content by integrating customer data. Dynamic variables can be used to make each message unique and relevant to the recipient's profile.