Klaviyo AI Email Marketing Pricing Plans with Feature Comparison

Email marketing has evolved beyond simple newsletters into sophisticated, AI-driven customer engagement platforms. For e-commerce businesses seeking to harness artificial intelligence for personalised campaigns, understanding the pricing landscape becomes vital for making informed decisions about marketing technology investments.

Klaviyo structures its pricing around active profiles rather than traditional email send limits, creating a scalable model that grows with business needs. The free tier accommodates up to 250 active profiles with 500 monthly email sends and 150 SMS credits, providing small businesses an opportunity to test the platform’s capabilities without financial commitment.

Monthly costs escalate based on contact database size, with the Email plan beginning at £20 for 251-500 profiles and climbing to several hundred pounds for larger subscriber bases. Content Marketing Agent specialises in helping e-commerce businesses navigate these complex pricing structures to optimise their marketing technology investments whilst maximising return on engagement.

Enterprise pricing extends well beyond £500 monthly, incorporating custom analytics dashboards, advanced data transformation tools, and dedicated support channels. This tiered approach ensures businesses pay proportionally to their scale and feature requirements, though budget-conscious organisations must carefully monitor profile growth to prevent unexpected cost increases.

Every paid Klaviyo subscription includes sophisticated artificial intelligence capabilities that fundamentally change how businesses approach customer communication. These tools operate seamlessly across campaigns, automations, and customer journey mapping, delivering personalisation at scale previously impossible without dedicated data science teams.

1. Predictive Analytics for Customer Behaviour

Klaviyo’s predictive engine analyses historical purchase patterns, browsing behaviour, and engagement metrics to forecast customer lifetime value, churn probability, and optimal purchase timing. The system automatically calculates when individual subscribers are most likely to make their next purchase, enabling businesses to time campaigns precisely for maximum conversion potential. These insights extend beyond simple demographic segmentation, incorporating real-time behavioural signals to predict which customers require retention efforts versus those primed for upselling opportunities.

2. AI Content Generation and Subject Line Optimisation

The platform’s generative AI creates email copy, subject lines, and product descriptions tailored to specific customer segments and campaign objectives. Subject line optimisation draws from brand voice, product catalogue data, and campaign goals to suggest high-performing alternatives. The system learns from past campaign performance, continuously refining suggestions based on open rates, click-through metrics, and conversion outcomes across different audience segments.

3. Smart Segmentation and Product Recommendations

Machine learning-powered segmentation creates highly specific audience groups based on purchase history, browsing patterns, and engagement levels. Product recommendation engines analyse individual customer preferences alongside similar buyer behaviours to suggest relevant items automatically. These recommendations update in real-time as customer behaviour changes, ensuring emails always feature the most compelling products for each recipient.

Understanding the boundaries between Klaviyo’s free offering and paid tiers helps businesses identify the optimal upgrade timing for their growth trajectory.

What’s Included in the Free Tier

The complimentary plan provides basic email marketing functionality including customisable templates, basic automation workflows, and fundamental segmentation tools. Users can create signup forms, send 500 monthly emails to 250 contacts, and access 150 SMS credits. Email support remains available for the first 60 days, after which users rely on community and self-service resources. Basic reporting covers open rates, click-through rates, and delivery metrics, providing foundational insights into campaign performance.

When You’ll Need to Upgrade

Growth beyond 250 active profiles necessitates paid plan adoption, as does the need for advanced AI features like predictive analytics and content generation. Businesses requiring sophisticated automation workflows, detailed customer profiles, or multi-channel attribution will find premium plans necessary. The absence of advanced segmentation capabilities and limited integration options in the free tier often becomes restrictive as marketing strategies mature and data requirements increase.

Klaviyo offers distinct pricing paths depending on whether businesses require SMS marketing alongside email capabilities, with each tier providing different value propositions.

Email Plan (£20/month): Generative AI and Predictive Analytics Included

The Email-focused plan delivers AI-powered email marketing for £20 monthly, covering 251-500 active profiles with 5,000 monthly sends. Subscribers gain access to predictive analytics, automated content generation, advanced segmentation, and detailed customer profiles. The plan includes drag-and-drop automation builders, A/B testing capabilities, and 150 SMS credits. Though SMS functionality is limited to 150 monthly credits, the robust email feature set satisfies most single-channel marketing strategies effectively.

Email + SMS Plan (£35/month): Multi-Channel Marketing and A/B Testing

The dual-channel option increases monthly costs to £35 whilst providing 1,250 SMS/MMS credits and enhanced automation capabilities. Multi-channel A/B testing allows simultaneous optimisation across email and text messaging campaigns, whilst advanced attribution tracking measures cross-channel performance. The expanded SMS allocation supports substantial text marketing campaigns, making this tier ideal for businesses pursuing customer engagement strategies across multiple touchpoints.

SMS Credit Costs: £0.008-£0.024 per Message by Country

Additional SMS costs vary significantly by recipient location, with UK messages typically costing £0.008-£0.012 per credit whilst international destinations can reach £0.024 per message. MMS messages consume multiple credits depending on content size and destination country. Businesses planning extensive SMS campaigns should calculate projected monthly volumes against included credits to determine optimal plan selection, as overage charges can significantly impact overall platform costs.

Klaviyo’s transition to active profile-based pricing has fundamentally altered cost structures for existing customers, particularly those with accounts created before April 2024, often resulting in significant monthly increases.

How Contact-Based Billing Works

Active profiles include all subscribed contacts within accounts, regardless of recent engagement levels or email frequency. This includes dormant subscribers, suppressed contacts, and recently inactive users, creating potential cost implications for businesses with large but less engaged databases. The system counts profiles across all lists and segments, meaning duplicate contacts don’t multiply charges, but large subscriber databases drive higher monthly costs than previous send-based pricing models.

Strategies to Reduce Your Monthly Costs

Regular contact list hygiene becomes crucial for managing Klaviyo expenses under the new pricing structure. Removing genuinely inactive subscribers, implementing re-engagement campaigns before deletion, and creating sunset flows for disengaged contacts can substantially reduce active profile counts. Businesses should audit their contact quality quarterly, focusing on subscribers who haven’t engaged within 6-12 months depending on industry standards and campaign frequency.

Large-scale operations require sophisticated data management and analytics capabilities beyond standard Klaviyo offerings. Enterprise solutions begin around £500 monthly, incorporating advanced data platforms with no-code transformation tools, custom analytics dashboards, and enhanced integration capabilities. These plans support complex customer data models, advanced attribution analysis, and sophisticated segmentation based on proprietary business metrics. Dedicated customer success management ensures optimal platform utilisation whilst priority support channels provide rapid resolution for critical issues.

Selecting appropriate Klaviyo pricing requires balancing current contact database size against desired AI functionality and growth projections. Small businesses under 250 contacts benefit from free tier testing before committing to paid plans. Mid-sized operations with 500-5,000 contacts typically find optimal value in Email or Email + SMS plans depending on multi-channel requirements.

Enterprises managing complex customer journeys across multiple touchpoints should evaluate Advanced Data plans for analytics and attribution capabilities. The key lies in matching AI feature requirements against contact volume growth projections, ensuring selected plans accommodate business expansion without frequent tier migrations that disrupt campaign optimisation efforts.

For expert guidance on selecting the optimal Klaviyo pricing plan for your e-commerce business growth strategy, Content Marketing Agent provides specialised consultation services to maximise your marketing technology investments.