Klaviyo Pricing Changes: It’s Not Time to Panic

Let’s talk about the elephant in the inbox: Klaviyo’s pricing changes are about to go into effect. Starting 18 February, they’re charging based on profiles, not how many emails you send. That means you’ll be paying for everyone on your list, even those who ghost you.

Understandably, when the news first landed, we got some panicked late night calls. But we’re not panicking – and neither are our clients. Instead, we’re approaching Klaviyo’s pricing changes as a blessing in disguise. They’re moving list hygiene right up to the top of every brand’s priorities – where it should have been all along.

Here, we’re sharing some expert insights on what the pricing changes mean for you, and how to get the most out of the (early) spring cleaning you’ll need to do before the changes land.

So What’s Changing, and Why Does It Matter?

Starting February, Klaviyo’s pricing model is getting a major overhaul. Here’s the scoop:

• Email Plans: Pricing is shifting to a profile-based system. That means instead of being charged based on how many emails you send, you’ll pay for the number of active profiles in your account. For larger lists, this translates to higher costs with smaller volume discounts for email sends.
• SMS Plans: Prices for SMS are increasing too, reflecting rising carrier costs. However, Klaviyo has simplified the system. You won’t pay extra for SMS-consented profiles. Instead, you’ll choose an SMS package based on the credits you need, offering more clarity and flexibility.

What do Klaviyo pricing changes mean for your business? Simply put:

• Your costs now depend on list size, not activity levels.

• Paying for disengaged or inactive subscribers could drain your budget fast.

• The stakes are higher for maintaining a clean, engaged list.

But here’s the silver lining: these changes are the perfect excuse to do the list cleaning you probably should have done months ago. Here’s how we’re helping our clients win with smarter, leaner email marketing.

Tip 1: Don’t Panic and Mass Delete

The worst thing you can do right now is go scorched earth on your email list. If you overdelete, you’ll cut costs. But you could also cut potential (and even real) revenue. Because there are many reasons for a profile to be inactive. Inactive right now doesn’t necessarily mean gone for good. We all get this: 

• You see an email from a brand  you love.
• Now isn’t the time, but you’ll definitely buy again in future.
• The brand has stayed top of mind (or thereabouts), so you’re ready to buy next time.

If you mass unsubscribe profiles like this, you could be robbing them of the chance to re-engage (and robbing yourself of $).

So sure, there will be cuts. But don’t make those cuts too hastily. Dig into your data to figure out 

Tip 2: Do Clean Your List 

Not all subscribers are equal. Some may have signed up during a one-off promotion but never opened another email. Others may have used a fake or temporary email address to access a freebie. And then there are those who clicked “unsubscribe in spirit” months ago by ghosting your emails entirely.

Here’s how to clean your list without throwing out the baby with the bathwater.

Step 1: Understand Your Audience

Before you start pruning, get to know your subscribers:

Purchase Behavior: Who’s buying, and who’s just browsing? Prioritize keeping your buyers engaged.

Engagement Level: Segment low-engagers (occasional opens) from zero-engagers (no opens).

Active Interest: Don’t write off subscribers who ignore your emails but still visit your site.

Lifetime Value (LTV): A quiet but high-value customer might be worth re-engaging before you say goodbye.

Step 2: Make List Hygiene a Habit

Cleaning your list isn’t a one-time chore. It should be a habit – especially now that list size will mean pretty much everything if you’re on Klaviyo.

• Set a Schedule: Commit to reviewing your list every 3–6 months.
• Use Verification Tools: Platforms like NeverBounce and ZeroBounce can help identify invalid or risky emails.
• Handle Bounces: Automatically remove hard bounces and frequent soft bounces.
• Suppress the Detractors: If someone’s complaining or marking you as spam, let them go.

Pro Tip: Before deleting anyone, create a “to-be-removed” segment and export it. That way, you’ll have the data if you ever need it again. But in the meantime, these profiles won’t be bloating your bill.

Step 3: Re-Engage Before You Remove

Consider this scenario: a subscriber hasn’t opened an email in six months, but their lifetime value is off the charts. Maybe they’ve purchased five times in the past but are now taking a breather. They could be traveling, raising a newborn, or just waiting for the right product or promotion.

The key is to analyze their behavior holistically:

• Are they browsing your site or adding products to their cart?
• Have they made purchases in the past?
• Is there a pattern to their engagement, such as seasonal spikes?

Instead of cutting them loose immediately, give them a nudge. Sometimes, all it takes is a re-engagement email with a tailored offer or a witty subject line like, “Are we breaking up? Let’s fix this.”

1: Revamp Your Re-Engagement Flow

• First Email: A friendly “We miss you!” reminder.
• Second Email: Offer an incentive, like a discount or exclusive content.
• Final Email: Give a clear ultimatum: “Stay or unsubscribe.”

By the way, you can learn more about the nuts and bolts of re-engagement email flows here.

2: Explore Behavior-Based Personalization

Reference their last product viewed or category engaged for a personal touch.

3: Create Fresh, Exciting Content

Sneak peeks, exclusive previews, and new releases can reignite interest.

4: Be Transparent

Explain why they’re receiving these emails and the benefits of staying on your list.

Tip 3: Consider Alternatives

The Email Service Provider (ESP) market is still growing healthily, and it’s getting more competitive.

That’s great for buyers (like you). Vendors are competing on features and pricing, so you can afford to shop around for the best fit.

If Klaviyo pricing plans aren’t working out for you, here are some of the most popular alternatives for 2025:`

Multi-channel automation without the Klaviyo price tag. Omnisend combines email, SMS, and push notifications into a single platform, with an intuitive drag-and-drop builder, pre-built workflows, and deep Shopify, WooCommerce, and BigCommerce integrations. 

Originally an SMS-first platform, Attentive has rapidly expanded into email marketing. AI-powered automation, interactive text messaging, and predictive personalization make it an excellent choice for brands that want to double down on SMS while keeping email in the mix. 

Yotpo brings together Email and SMS in one powerful platform, allowing marketers to create personalized email & text communications that drive sales and boost customer lifetime value. With a 360° view into customer data and behavior and a consolidated approach to Email & SMS, Yotpo helps create smarter, more personalized messages. Yotpo’s platform also includes Loyalty & Reviews empowering brands to connect the dots and enhance their Email and SMS campaigns even further. For brands looking to unify and strengthen their direct marketing channels, Yotpo’s integrated approach makes it a great alternative to Klaviyo.

Spring Cleaning Starts Early This Year: Strategic Email List Hygiene

At Hustler Marketing, we don’t believe in cookie-cutter solutions. Every brand’s audience is unique, and we approach list cleaning with the same tailored care as every other part of the email marketing workflow. From re-engagement flows to segmentation strategies, we help brands retain high-value subscribers while cutting the dead weight.

Remember, your email list is more than just numbers. It’s a living, breathing community. With regular maintenance, thoughtful strategies, and a dash of humor, you can keep that community thriving, ensuring that you’re getting maximum value from your Klaviyo account.

So, are you ready to Marie Kondo your list? Let’s get started.