Klaviyo

Klaviyo is the operating system for retention at most serious DTC brands. It owns the customer profile, the email channel, the SMS channel, the on-site capture forms, and increasingly the analytics layer that sits on top of Shopify. For a $5M to $200M brand, Klaviyo is usually the second most important platform after the store itself.

What Klaviyo Does

Klaviyo started as an ecommerce email tool and has grown into a full customer data platform with email, SMS, mobile push, reviews (via Klaviyo Reviews), and a service product. Everything sits on a unified profile that updates in real time as customers browse, buy, refund, or subscribe.

• Email marketing, campaigns and behaviour-triggered flows with a drag-and-drop editor, dynamic blocks, and per-profile personalisation.
• SMS and MMS, two-way conversations, automated flows, opt-in compliance tools, and country coverage across US, Canada, UK, Australia, and parts of the EU.
• Segmentation engine, real-time segments built from behaviour, predictive properties, purchase history, and custom events from any data source.
• Predictive analytics, expected date of next order, predicted customer lifetime value, churn risk, and average time between orders, all calculated per profile.
• On-site forms and pop-ups, email and SMS capture with multi-step forms, conditional logic, and direct integration with Shopify checkout.
• Reporting and benchmarks, channel attribution, flow performance, deliverability monitoring, and peer benchmarks by brand size and category.
• CDP layer, customer profiles unified across Shopify, subscription tools, loyalty, helpdesk, and ad platforms, with bidirectional sync to Meta, Google, and TikTok audiences.

Klaviyo AI

Klaviyo AI is built on top of the predictive analytics layer that has been part of the product for years. It writes subject lines, drafts email and SMS copy, recommends segments, predicts send times per profile, suggests form variants, and now generates entire campaign briefs. The AI is useful, but only if you have a clean profile schema and a brand voice file underneath. We treat Klaviyo AI as a draft engine, not an autopilot, and put a human-in-the-loop QA step between generation and send for any campaign over a certain audience size.

Automations We Build with Klaviyo

Most brands run welcome, abandoned cart, and post-purchase, and call it a programme. That covers maybe 30 percent of the revenue Klaviyo can drive. The rest sits in flows nobody has built, segments nobody has activated, and integrations nobody has wired in. Here is the build we run.

• Full lifecycle flow library, welcome, browse abandon, cart abandon, checkout abandon, post-purchase by product category, replenishment based on predicted next order date, winback at 30, 60, and 90 days lapsed, and VIP nurture for top CLV deciles.
• Predictive churn rescue flow, triggered when a customer's churn risk crosses a threshold, with branching logic by lifetime value, last product purchased, and channel preference.
• SMS layer on the highest-intent moments only, cart abandon, back-in-stock, low-stock alerts on saved items, shipping notifications, and replenishment, with quiet hours and frequency caps respected globally across channels.
• Two-way SMS routed to Gorgias or Zendesk, so when a customer replies STOP, HELP, or a real question, the message lands in the support queue with the full Klaviyo profile attached.
• Audience sync to Meta, Google, and TikTok, predictive CLV deciles become bid multipliers, predicted churners become retargeting audiences, and one-time buyers become a lookalike seed for prospecting.
• Subscription-aware flows for brands on Recharge, Stay AI, or Skio, paused, cancelled, skipped, and upcoming charge events each trigger their own message track instead of fighting the regular lifecycle flows.
• Reporting that finance trusts, Klaviyo attributed revenue reconciled against Shopify orders, broken out by flow, campaign, and channel, with a deliverability dashboard tracking inbox placement, complaint rate, and unsubscribe rate by domain.

Why Teams Choose Klaviyo

• Native Shopify and Shopify Plus integration, every event (viewed product, started checkout, fulfilled, refunded) flows in real time without a connector or middleware.
• Predictive analytics that genuinely change how you segment, expected next order date, predicted CLV, and churn risk give you a reason to treat customers differently instead of blasting the whole list.
• Email and SMS in one place, one profile, one suppression list, one frequency cap, one reporting layer, instead of paying Klaviyo for email and Attentive or Postscript for SMS.
• Deep ecosystem of DTC integrations, Recharge, Stay AI, Skio, Gorgias, Yotpo, Okendo, Loop Returns, Triple Whale, Northbeam, Loyalty Lion, all available as first-party connections.
• Pricing that scales with active profiles, not seats, so the platform grows with the brand instead of forcing seat negotiations every renewal.

Klaviyo integrates natively with Shopify, Shopify Plus, WooCommerce, BigCommerce, and Magento, plus the DTC stack most operators already run (Recharge, Stay AI, Skio, Gorgias, Yotpo, Okendo, Loop Returns, Triple Whale, Northbeam, Loyalty Lion, Smile.io, Meta, Google, and TikTok). Pricing starts free up to 250 profiles and 500 emails per month, scales with active profile count for email, and uses a credit model for SMS. Enterprise tiers add SLA, SSO, and dedicated support. That is the tool. The build we do on top is the part that actually moves revenue.