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This article is for you if you:
- Are considering starting with email marketing and want to know which platform to choose
- Are currently using another email platform and considering switching to Klaviyo
- Have Klaviyo set up but are unsure if you're utilizing it to its full potential
- Run a Shopify store and want to understand how email can become a profitable channel
- Want to know what Klaviyo can specifically do and what it costs
Klaviyo is an email and SMS marketing platform built specifically for e-commerce. It's not a generic newsletter solution. It's a data-driven marketing system that uses your webshop's customer data to send the right messages to the right people at the right time.
The platform was founded in 2012 and is now used by over 130,000 brands globally. Shopify chose Klaviyo as their preferred email partner in 2022. This is no coincidence.
What makes Klaviyo different?
Most email platforms treat your subscribers as names on a list. Klaviyo treats them as customers with behavior, history, and preferences.
- Direct Shopify integration: Klaviyo automatically pulls order history, product views, abandoned carts, and customer data directly from your Shopify store
- Behavior-based triggers: You can send emails based on exactly what a customer has done, for example, viewed a product three times without purchasing
- Advanced segmentation: Segment your list based on purchase frequency, order value, product category, last active date, and hundreds of other parameters
- Predictive analytics: Klaviyo predicts when a customer is likely to buy again and what they are likely to buy
- SMS integration: Email and SMS in one platform, coordinated in the same flows
The two primary work areas in Klaviyo are flows and campaigns. They solve different tasks.
Flows are automated email sequences that are sent based on a trigger. A customer signs up for your newsletter. A flow starts. A customer adds items to their cart and leaves the page. A flow starts. You don't need to do anything manually. The flow runs 24/7.
Campaigns are manual sends to a segment. A Black Friday campaign. A newsletter about a new collection. A recurring weekly email. Most mature setups generate 50 to 70% of all email revenue from flows, and 30 to 50% from campaigns.
The 5 flows you need to have from the start
- Welcome Flow: Automatic sequence when someone signs up for your list. Introduce the brand, build rapport, and drive first purchases. Benchmark: 30 to 50% open rate
- Abandoned Cart Flow: Reminder when someone abandons their cart without purchasing. Recover lost sales. Benchmark: 5 to 15% recovery rate
- Browse Abandonment Flow: Reminder when someone browses products without adding them to the cart. Encourage consideration
- Post-Purchase Flow: Post-purchase communication from order confirmation to cross-sell. Drives reviews and repeat purchases
- Win-Back Flow: Re-engagement of inactive customers 60 to 90 days after last purchase. Benchmark: 5 to 10% reactivation rate
Klaviyo's pricing is based on the number of active profiles in your account.
- Up to 250 profiles: Free (with Klaviyo branding on emails)
- 1,000 profiles: ~$45 USD/month.
- 5,000 profiles: ~$100 USD/month.
- 10,000 profiles: ~$150 to 200 USD/month.
- 50,000 profiles: ~$700 to 800 USD/month.
For most Shopify brands, Klaviyo is one of the lowest cost and highest ROI investments in the entire tech stack. The industry average for email marketing is 36 to 42x ROI.
A mature setup with 10,000 subscribers that drives 20% of a 500,000 DKK monthly revenue yields 100,000 DKK/month in email revenue. Klaviyo costs you ~1,500 DKK. That's the math behind why email is hard to deprioritize.
The short answer is: from the moment you have traffic and customers. The practical rule of thumb:
- Under 500 subscribers and under DKK 50,000/month in revenue: Start with Klaviyo for free, build welcome flows and abandoned cart. Don't invest in agency help yet.
- 500 to 2,000 subscribers and DKK 50,000 to 200,000/month: Activate all core flows and start monthly campaigns. Consider professional help for the setup.
- 2,000+ subscribers and DKK 200,000+/month: Full flow library, segmentation, and ongoing campaign strategy. Email should now drive 20 to 30% of revenue.
The most important signal that you're underinvesting in email isn't your open rate. It's your repeat purchase rate. If it's under 20%, you're leaving money on the table.
How DVISIONMEDIA works with Klaviyo
DVISIONMEDIA is a Klaviyo Gold Partner. This isn't a title we chose ourselves. It's a status Klaviyo awards to agencies with documented experience and client results on the platform.
We help Shopify brands with:
- Klaviyo setup and migration from other platforms
- Flow architecture and implementation of all core flows
- Segmentation strategy based on behavioral data
- Ongoing campaign strategy and A/B testing
- Sonar Send integration for ~22% incremental flow revenue
Email is not an isolated channel in our setup. It's part of the overall DVM E-Commerce Operating System, where Klaviyo works in coordination with Paid Social, Paid Search, and CRO.
Since 2020, we have helped 1,053+ e-commerce businesses. For brands like By Livi, which grew from 0 to 25M+ DKK in under 2 years, email is a central part of that story.
1. What is Klaviyo?
Klaviyo is an email and SMS marketing platform built specifically for e-commerce brands. It integrates directly with Shopify and uses customer behavioral data to automate emails and segment lists. It is the most widely used email platform for Shopify stores globally.
2. How much does Klaviyo cost for a Danish online store?
Klaviyo is free for up to 250 profiles. After that, it's priced per number of active profiles: typically 45 to 200 USD per month for brands with 1,000 to 10,000 subscribers. For most e-commerce brands, it's one of the highest ROI investments in the entire marketing stack.
3. What is the difference between Klaviyo flows and campaigns?
Flows are automated email sequences triggered by user behavior, such as abandoned cart or newsletter sign-up. Campaigns are manual sends to a segment, for example, a Black Friday email. Flows typically drive 50 to 70% of email revenue.
4. Do I need Klaviyo if I'm already using Mailchimp?
If you run a Shopify webshop and want behavior-based flows, advanced segmentation, and e-commerce-specific automation, the answer is yes. Mailchimp is not built for e-commerce customer data at the same level as Klaviyo.
5. When should I hire help for Klaviyo setup?
You can set up the basics yourself. However, a fully optimized setup with flows, segmentation, and campaign strategy requires experience. Brands with 200,000+ DKK/month in revenue typically see a significant boost by working with an agency that deeply understands the platform.
