Klaviyo offers different pricing levels for customers based on size and requirements, but it’s not always easy to decipher which you need. Our Klaviyo pricing guide is here to help, breaking down the specific costs of the platform, as well as how it compares to other email marketing solutions. Finally, we’ll show you how Vertice’s SaaS Purchasing Platform can unlock Klaviyo discounts, optimize procurement operations, and assist SaaS spend management.  

What Klaviyo can do for you

Klaviyo is a marketing automation platform focused on customer engagement via email and SMS. The solution enables businesses of all sizes to create both automated and ad hoc marketing campaigns to drive longer-lasting relationships, repeat business, and increased customer value. 

The platform’s main features include:

• Automated marketing flows – Trigger personalized email, SMS, and push notifications based on customer actions like cart abandons, cross-sells, and price-drop alerts.
• Marketing campaigns – Send targeted messages for single campaigns, such as product launches, promo codes, and newsletters.
• Templates – Quickly create emails and sign-up forms using Klaviyo’s large collection of professional templates. 
• Profiles and segmentation – Gain detailed insights into individual customers’ behaviors and preferences, then create targeted segments using this data.
• Reporting and analytics – Visualize and analyze performance across all channels with custom dashboards and reports, subsequently benchmarking your metrics against similar businesses. 
• Artificial intelligence – Use Klaviyo’s AI-powered tools for smarter insights, accelerated content creation, and predictive analytics like churn risk or lifetime value. 
• Integrations – Use Klaviyo with other tools in your tech stack through over 350 native SaaS integrations and the developer API.

Klaviyo pricing structures and tiers

Klaviyo pricing is relatively straightforward. It’s primarily based on contact list size and monthly email sends, with different volume-based tiers within each plan. 

Contact lists are measured based on ‘active profiles’, which means any address that can be emailed on Klaviyo. This count doesn’t include ‘suppressed profiles’, which are addresses that cannot receive marketing emails — either due to bouncing, manual suppression, or the user has unsubscribed or marked your messages as spam.

Here’s a more detailed look at Klaviyo pricing structure.

Klaviyo pricing – Free

Price: $0 per month (up to 250 contacts and 500 email sends)

If you’re looking to test out Klaviyo or are just getting started with email marketing automation, the Free plan offers access to the majority of the platform at no cost. The plan can be used with up to 250 active profiles, with 500 email sends per month. Keep in mind emails and sign-up forms created with a free plan will have Klaviyo branding in the footer. 

Users also get 150 free SMS credits (with carrier fees included) per month, plus email support for the first 60 days. One of the only notable absences from the plan is the mobile push notification feature.

Klaviyo pricing – Email

Price: from $20 per month

Paid Klaviyo plans start from $20 per month for active lists up to 500 contacts. The email sending limit is 10x your list limit — so for the cheapest plan, that’s 5,000 emails per month. As with the free plan, you get 150 SMS credits per month at no additional cost. 

Organizations can granularly configure Klaviyo pricing depending on volume requirements. Effective price per profile decreases with increased volume. Here are some example costs:

• Up to 2,500 active profiles – $60 per month;
• Up to 5,000 active profiles – $100 per month;
• Up to 10,000 active profiles – $150 per month;
• Up to 50,000 active profiles – $720 per month;
• Up to 250,000 active profiles – $2,300 per month.

Paid Klaviyo plans can also remove Klaviyo branding from emails and sign-up forms, leverage mobile push notification features, and get full support via email and chat. Those on higher tiers may qualify for a dedicated onboarding specialist or customer success manager at no extra cost, although Klaviyo doesn’t publicize the threshold for this service. 

Klaviyo pricing – Email and SMS

Price: from $35 per month

If you need SMS capabilities, Klaviyo operates these features on a credit-based system on top of the base email pricing. The cheapest subscription plan here is $35 a month — that’s $20 for the email plan (up to 500 contacts) and $15 for 1,250 SMS credits. The credit price includes all carrier fees. 

Price per SMS credit reduces with increased volume, and you can upgrade or downgrade your plan each month according to your usage. You’ll find some example prices for credit pricing below, which can be added to the cost of the base email plan to calculate the total monthly price:

• 2,500 monthly credits – $15;
• 10,000 monthly credits – $90;
• 50,000 monthly credits – $450;
• 150,000 monthly credits – $1,275;
• 300,000 monthly credits – $2,550.

How many credits you require depends which region you’re sending to and the type of message. Klaviyo SMS currently supports sending SMS messages to the following countries:

• United States – 1 credit;
• Canada – 3 credits;
• United Kingdom – 5 credits;
• Ireland – 9 credits;
• Germany – 12 credits;
• The Netherlands – 12 credits;
• France – 7 credits;
• Austria – 4 credits;
• Spain – 5 credits;
• Switzerland – 5 credits;
• Australia – 4 credits;
• New Zealand – 10 credits.

You can also send MMS to: 

• United States – 3 credits;
• Canada – 5 credits;
• Australia – 15 credits. 

Klaviyo pricing – Enterprise

Price: custom quote

If your marketing list contains over 250,000 active profiles, you can get in touch with the Klaviyo sales team to find a plan that best suits your needs.

Additional Klaviyo costs to consider

The Klaviyo platform offers some additional features which aren’t included in the base plan. You’ll need to pay an extra charge if you require this functionality — here’s an overview.

Klaviyo reviews

Businesses with Shopify stores can use Klaviyo to collect, display, and manage product reviews. Users can automatically send review requests to eligible customers, follow up strong reviews with promo codes, or generate support tickets to help resolve poor reviews.

Pricing is based on the number of orders placed in your store each month. There’s no cost for up to 50 orders. Paid plans start with $25 up to 250 orders.

Klaviyo CDP

Klaviyo offers a customer data platform (CDP) for unifying data across all your marketing initiatives. The Klaviyo CDP enables advanced data transformation, reporting, predictive modeling, and Klaviyo data syncing with other systems like ad platforms. 

Klaviyo pricing for its CDP solution isn’t public, however it’s based on your total profiles within Klaviyo — both active and suppressed.

Auto-upgrade

Optional auto-upgrading is available for paid email and SMS plans. Here, you’re automatically moved to the next tier if you exceed your current plan’s usage, ensuring there’s no interruption to your marketing operations. Keep in mind this will increase your monthly cost in line with standard Klaviyo pricing if it’s triggered. 

Other vendors offering email marketing tools

Although Klaviyo is a highly popular marketing solution, it’s far from the only one. Comparing vendors is an essential step in a strong procurement process so you pick the right tool for the job. Here are three Klaviyo competitors to consider.

Klaviyo pricing vs Mailchimp

Mailchimp offers a broad selection of marketing tools, including email list management and advanced analytics tools including A/B testing and ad retargeting. The platform also provides simplified website and landing page creation. It’s often best suited to SMBs seeking ease of use and all-in-one functionality, Klaviyo leans more heavily towards e-commerce businesses requiring detailed segmentation and automation. 

‍Mailchimp pricing is highly flexible, with three paid tiers starting from $13 plus a pay-as-you-go plan. There’s also a free plan for up to 500 contacts and 1,000 monthly email sends.

Klaviyo pricing vs Omnisend

Omnisend’s strength lies in its omnichannel marketing, offering advanced capabilities across email, SMS, web push notifications, and retargeting on Facebook and Google, all under a single intuitive platform. 

You’ll likely find Omnisend pricing for email and SMS is cheaper than Klaviyo, especially if you require Shopify reviews as well — the standard plan starts at $16 a month and lets you publish 1,000. However, Klaviyo offers more precise segmentation and a built-in CDP. 

Klaviyo pricing vs Attentive

Attentive specializes in SMS marketing, offering advanced segmentation, two-way marketing, and features like its patented two-tap sign-up. Although Attentive does include email marketing capabilities too, this is not its primary focus. 

Attentive pricing is custom and based on SMS send volume. Like Klaviyo’s SMS solution, it runs on a credit system. While pricing isn’t publicly disclosed, most customer stories indicate it’s competitive with Klaviyo.

Klaviyo pricing – the Vertice verdict

It’s clear Klaviyo presents an excellent solution for automated marketing across both email and SMS, touting plenty of features and a straightforward, transparent pricing structure that should suit a large number of business sizes.

If it fits your needs and you’re looking to acquire it, why not get help from Vertice? Our expert buyers SaaS contract negotiations on your behalf using our cost benchmarks, unlocking the lowest Klaviyo pricing and discounts so you don’t pay over the odds. And once you’ve handled acquisition, our SaaS Purchasing Platform can help you keep your software spend in check through unified dashboards and detailed usage reporting. 

With over $3.4 billion in managed spend across our partners, we’ve helped save thousands of dollars in wasted software spend and suboptimal contracts. Want to see how we could help you? Get in touch with the form below.