What is Klaviyo at a Glance?
If you're asking klaviyo what is it, the simple answer is: Klaviyo is a marketing automation platform for e-commerce businesses to create, automate, and optimize email and SMS campaigns. It's more than an email tool; it's a Customer Data Platform (CDP) and B2C CRM that helps online stores build customer relationships and grow revenue.
Quick Facts About Klaviyo:
- Primary Purpose: Marketing automation and customer data management for e-commerce
- Key Features: Email marketing, SMS marketing, automated workflows, customer segmentation, predictive analytics
- Best For: E-commerce businesses, DTC brands, Shopify stores, online retailers
- Scale: Powers 176,000+ brands worldwide with 7+ billion customer profiles
- Founded: 2012 by Andrew Bialecki and Ed Hallen
Unlike generic platforms, Klaviyo is built specifically for online stores. It connects with your e-commerce platform to track customer interactions, from first visits to recent purchases. This data fuels personalized campaigns, abandoned cart recovery, and automated experiences that create loyal customers.
The platform combines three essential functions:
- Marketing automation - Automated email and SMS campaigns triggered by customer behavior
- Customer data platform - Unified profiles tracking all customer touchpoints and purchases
- Analytics and insights - Revenue attribution, predictive analytics, and performance reporting
As Steve Pogson, founder of First Pier and a Shopify Expert with over 20 years in e-commerce, I've seen businesses transform their marketing with Klaviyo. This guide will show you how to use it for sustainable growth.
Klaviyo what is it definitions:
So, Klaviyo What Is It Exactly? A Deeper Look
When asked "klaviyo what is it", I explain it's a cloud-based marketing platform that does more than send emails and texts. It acts like your business's memory, helping you communicate with customers in a meaningful way.
Klaviyo combines a marketing automation platform, a Customer Data Platform (CDP), and a B2C CRM. It's special because it's built for e-commerce, helping online stores build genuine customer relationships.
Its main purpose is to help you understand customers so well that every message feels personal. Instead of generic emails, you can send messages like, "Hey Sarah, loved that blue dress you bought last month? Here's the matching scarf that just came back in stock." That's relationship-driven marketing.
In 2012, founders Andrew Bialecki and Ed Hallen saw that online businesses had lots of customer data but couldn't use it effectively. They created Klaviyo to unite data, analytics, and marketing. Since then, it has grown significantly, adding email (2013), attribution (2018), SMS (2021), and a full CDP with reviews (2023). The name "Klaviyo" comes from "clavija," Spanish for climbing pins, symbolizing how it helps businesses grow.
Who is Klaviyo For?
Klaviyo is designed for e-commerce businesses and direct-to-consumer (DTC) brands. If you sell online, Klaviyo was built for you. I tell retailers that if they want to acquire and retain customers and grow revenue through smart communication, Klaviyo is a great choice. It's ideal for businesses wanting to create personalized experiences beyond basic email blasts.
It excels at sending welcome emails, recovering abandoned carts, recommending products, and building loyalty with follow-ups. It's also great for segmenting customers by behavior, like separating VIPs from occasional browsers. Klaviyo is for managing and acting on customer relationships. You can learn more about its core identity by checking out What is Klaviyo?.
The Story and Scale of Klaviyo
Klaviyo was founded in 2012 by Andrew Bialecki and Ed Hallen in Boston, MA. It has since become one of the most influential platforms in e-commerce marketing.
The numbers are impressive: Klaviyo powers over 176,000 brands and manages more than 7 billion customer profiles. It processes over 2 billion daily customer actions, like visits and purchases, in real-time. In 2023, Klaviyo reported revenue of $698 million with a team of 1,815 employees, according to their 2023 company report.
This scale provides powerful insights. By analyzing billions of data points, Klaviyo identifies patterns that individual businesses couldn't spot alone, giving your brand a competitive edge.
The Core Features That Power Your Marketing
When you ask klaviyo what is it functionally, it's a platform with four core pillars: centralized data, omnichannel communication, and actionable insights. These elements are combined into one system for e-commerce owners.
Klaviyo puts all customer information in one place, letting you act on it across channels without juggling multiple tools. This unified approach is why brands often see immediate improvements. For a complete breakdown, check out our guide to Klaviyo Features.
Email and SMS Marketing
Klaviyo's email and SMS campaigns are your main channels for customer conversations, focusing on sending the right message at the right time. The drag-and-drop editor simplifies email creation, while personalization tags allow for messages like "Hey Sarah, we noticed you loved that blue sweater...", which significantly boosts response rates.
Built-in A/B testing lets you test subject lines, send times, and content to find what works best. Klaviyo is for sending emails, not receiving replies, so you'll need a separate business email for customer service.
| Feature/Use Case | Klaviyo Email Marketing | Klaviyo SMS Marketing |
|---|---|---|
| Content Richness | Rich text, images, GIFs, videos, dynamic product blocks | Short, concise text, emojis, links, often with images |
| Primary Goal | Storytelling, detailed product info, brand building, trust | Urgent alerts, quick promotions, direct communication |
| Automation Triggers | Browse abandonment, abandoned cart, welcome series, post-purchase | Abandoned cart, shipping updates, flash sales, support |
| Personalization | Highly detailed based on behavior, purchase history | Personalized with names, order status, quick offers |
| Cost | Generally lower per message | Higher per message, but often higher engagement |
| Use Cases | Newsletters, long-form content, detailed promotions | Flash sales, shipping updates, customer service alerts |
For deeper strategies, see our guides on Klaviyo Email Marketing and Klaviyo SMS Marketing.
Powerful Automation and Workflows (Flows)
This is where Klaviyo's e-commerce focus shines. Its automated sequences, called Flows, act like a tireless sales assistant. Using behavioral triggers, they create smart, multi-step experiences. For an abandoned cart, Klaviyo can send a series of timed reminders with different messages.
Effective flows include welcome series, abandoned cart recovery, and post-purchase follow-ups. Others like browse abandonment, customer win-back, and birthday automations add a personal touch that builds loyalty. The branching logic and timing controls are powerful, letting you create different paths based on customer actions. Our guide to Best Klaviyo Email Flows has examples you can use now.
Advanced Data, Segmentation, and Personalization
This is where klaviyo what is it becomes clear: it's a Customer Data Platform that excels at marketing. It builds detailed customer profiles using complete event tracking, recording every visit, click, and purchase. This data fuels dynamic segmentation based on purchase history, location, or engagement levels.
Segments update in real-time, so your messaging is always relevant. This level of data allows for sophisticated personalization, like showing product recommendations based on browsing history and predictive analytics. I've seen brands boost email revenue by 30% or more just by using better segmentation and personalization. For more, explore Klaviyo Personalization and Klaviyo CDP.
Analytics, Reporting, and AI
Klaviyo's customizable dashboards show key metrics like revenue attribution, linking your marketing efforts directly to sales. You can track which products are purchased from which campaigns and identify your most profitable segments.
The predictive analytics and AI features are powerful. Klaviyo can predict churn risk, estimate customer lifetime value, and suggest optimal send times. These AI insights help you be proactive, like sending targeted campaigns to at-risk customers before they leave. For a deeper look, check out our guide to Klaviyo Reporting.
Why E-Commerce Brands Choose Klaviyo
A common question I get is, klaviyo what is it that makes it so special? Having helped many online stores, I can say it's a platform that understands e-commerce challenges and delivers results.
Klaviyo stands out for its e-commerce focus, data-first approach, ability to boost ROI, and effectiveness at building customer loyalty. These are real benefits I've seen firsthand.
Built for E-Commerce from the Ground Up
Klaviyo was designed for online stores from day one, not as a general platform with e-commerce add-ons. This focus makes a huge difference. It has deep, native integrations with major platforms like Shopify, WooCommerce, BigCommerce, and Magento. This means real-time data sync of all customer and order information happens automatically.
This connection allows you to use dynamic product feeds in your emails, showing customers what they viewed or left in their cart. For Shopify users, the integration is especially smooth. You can learn more about this powerful connection at Klaviyo and Shopify Integration.
A Unified B2C CRM Platform
When asked klaviyo what is it, I explain it's more than email marketing. It's a unified B2C CRM that provides a complete customer view by combining marketing, service, and analytics data. The goal is to build relationships, not just make sales.
For example, the Customer Hub feature creates a personalized space for customers to see favorites, connect with loyalty programs, access support, and browse reviews. This approach helps you understand the complete story of each customer. For a complete overview, check out the Klaviyo Guide.
Driving Real Growth and Revenue
A marketing platform must deliver results, and Klaviyo excels here. Brands often report higher delivery, open, and click-through rates compared to other platforms. This success comes from its focus on data-driven personalization.
What matters most to business owners is attributable revenue tracking. Klaviyo shows you exactly how much money your campaigns are generating. I've seen clients achieve 20-50% of their monthly revenue from Klaviyo within a few months. Seeing a clear ROI helps you make smart marketing decisions. To get the most out of your investment, follow the strategies in Klaviyo Best Practices.
Getting Started and Putting Klaviyo to Work
Ready to use Klaviyo for your business? The onboarding process is designed to be quick and user-friendly, with step-by-step guidance to help you set up your account and see results fast. Breaking it into smaller steps makes it manageable. For a complete walkthrough, you can check out Getting Started with Klaviyo for their detailed checklist.
Setting Up Your Account and Integrations
First, connect Klaviyo to your e-commerce store. This is essential for accessing the customer data that powers the platform. Klaviyo has direct integrations for Shopify, WooCommerce, BigCommerce, and Magento. Once connected, you can import your existing contacts.
I always tell clients to set up a branded sending domain immediately. Sending from "hello@yourbusiness.com" instead of a generic address builds trust and improves deliverability. You should also set up onsite tracking to capture browsing behavior.
Klaviyo offers over 200 pre-built integrations with tools for advertising, customer service, and loyalty. For custom needs, there's a Developer Portal. Also, set up email authentication to avoid spam folders; you can find help at Klaviyo DMARC.
Klaviyo what is it for common strategies?
Once your account is set up, it's time to use proven strategies. A key part of understanding klaviyo what is it is knowing which automated flows to set up first.
- Welcome series: Make a great first impression, share your brand story, and guide new customers to their first purchase.
- Abandoned cart flow: This automation can recover significant lost sales. A typical sequence is a reminder after one hour, another after 24 hours, and a final email with a small discount after three days.
- Browse abandonment flow: Target customers who viewed products but didn't add them to their cart.
- Post-purchase follow-up: Thank customers and suggest complementary products. It's also a great time to ask for reviews.
- Customer win-back flow: Re-engage past customers with a special offer.
- Birthday automation: A personal touch with a discount can drive sales.
Balance promotional emails with engaging content. For more strategies, explore Klaviyo Flows for Ecommerce.
Understanding Klaviyo's Pricing
Klaviyo's pricing is designed to grow with your business. It's a contact-based model, so costs depend on your number of contacts and your email/SMS usage. A generous free plan lets you test the core features before committing to a paid plan.
As your contact list grows, you move to paid tiers. Klaviyo offers flexible, month-to-month plans instead of long-term contracts, so you can adjust your plan as your business changes.
Frequently Asked Questions about Klaviyo
Here are answers to the most common questions I get about klaviyo what is it.
Is Klaviyo only for email marketing?
No, this is a common misconception. While email is a core strength, Klaviyo also offers robust SMS marketing, mobile push notifications, and tools for product reviews. Crucially, Klaviyo is a full Customer Data Platform (CDP) and a B2C-focused CRM. It helps you build a complete customer profile by tracking website behavior, purchases, and engagement across all channels in one system. Email and SMS are just the delivery methods; the real power is in the unified customer data.
Is Klaviyo difficult for beginners to use?
While powerful, Klaviyo is designed to be user-friendly. The interface is intuitive, so you don't need to be a tech expert to start. It provides pre-built templates and a drag-and-drop editor, making campaign creation simple. Klaviyo also provides excellent educational resources, like the Klaviyo Academy and active community forums, for support and learning. Most beginners feel comfortable with the platform within a few weeks.
Can I use Klaviyo if I'm not on Shopify?
Yes. While its Shopify integration is excellent, Klaviyo also works well with other e-commerce platforms. It integrates seamlessly with WooCommerce, BigCommerce, and Magento, pulling in all customer and order data. The setup might involve a few more steps than with Shopify, but the functionality is just as powerful. For custom websites, you can use Klaviyo's API to connect almost any system, as long as it can provide customer and purchase data.
To Sum Up: Is Klaviyo Right for Your Business?
After exploring klaviyo what is it, you should have a clear idea of its capabilities. In my 20 years of e-commerce experience, I've seen many tools, but Klaviyo stands out. It's more than an email and SMS platform; it's a growth engine that changes how you connect with customers.
Key benefits include:
- A data-driven approach: You act on real customer behavior, not guesses. This leads to higher engagement, better customer experiences, and more revenue.
- Genuine customer relationships: Personalized welcome series, post-purchase follow-ups, and win-back campaigns create meaningful touchpoints that foster loyalty.
- An e-commerce focus: Built for online stores, its deep integrations with platforms like Shopify and WooCommerce ensure seamless data flow for smarter automation.
At First Pier, based in Portland, Maine, we specialize in helping e-commerce businesses build high-performance online stores. We know how the right marketing automation can accelerate growth. Klaviyo provides the tools to make data-driven decisions that drive real results.
The question is whether you're ready to move beyond basic email blasts to build personalized experiences for lasting growth. If you are, we can help you Boost your sales with expert Email & SMS Marketing.
