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.

As a remote email marketing agency that’s been remote since before remote was cool, we get that, and we’ve learned how to be creative and collaborative across the digital divide. But we also love to connect in person. 

So we sent our rockstar Account Manager Paola Vasquez all the way from Peru to BlendJet’s California GQ to hang out, discuss email marketing strategy, and plan for the future.

BlendJet: “Big Blender Power On The Go”.

BlendJet is the OG portable blender. Their blenders are compact, efficient and convenient for on-the-go use. Their flagship BlendJet 2 features a powerful motor and battery for blending smoothies, shakes and other beverages in seconds. It’sUSB rechargeable, spill-proof and easy to clean.

Basically, it’s everything that the health-conscious professional or fitness enthusiast needs to whip up their favorite drink whenever, wherever. As a result, BlendJet is an eCommerce phenomenon, and one of the most successful stores on Shopify.

They’re also one of our longest standing email marketing clients. Paola Vasquez manages BlendJet’s account at Hustler Marketing. She is an experienced marketer pursuing a Master’s in Design from the London School of Design and Marketing. Her resume combines marketing expertise with a strong background in visual design, which makes her the ideal account manager for highly visual brands like BlendJet. 

She and her dedicated Hustler Marketing team have helped BlendJet to scale their email marketing channel, which now accounts for 40% of store revenue. And when the opportunity came up to join a strategy session to discuss email marketing strategy and brainstorm future growth plans, it was a no-brainer.

Meeting the Team at BlendJet HQ

After making the long journey from Peru, Paola drove from San Francisco to BlendJet’s headquarters in Petaluma. There, she got to see the offices, showroom, as well as a range of product models and prototypes. She especially enjoyed getting to spend time with BlendJet team members – both the ones she works with every day, and the ones she hadn’t met before. 

“I really loved meeting other members of the team, especially in roles like data analysis. It’s super helpful to get insights from them, because it helps us personalize emails more effectively and refine our overall email marketing strategy” said Vasquez.

A Deep Dive on Klaviyo AI Features

One of the most valuable parts of the session was a presentation by Klaviyo’s Principal Customer Success Manager Neil Gogate. Together with Paola and the BlendJet team, he explored Klaviyo’s new features for analytics, segmenting based on AI, and AI-driven subject lines. They also discussed ways to optimize BlendJet’s current email marketing strategy and boost key metrics like revenue per recipient. 

Strengthening Relationships for Long Term Growth

Of course, it wasn’t all work and no play. After the strategy session, Paola made a stop in LA to visit the Warner Bros Studios with BlendJet’s Daniella Reda. “We talk every day, but it makes a huge difference to spend time with your clients in person. It strengthens relationships and lays the foundation for even better collaboration”.

Hustler Marketing: the Preferred Email Marketing Agency for Brands With Edge

Hustler Marketing is a young, energetic email marketing agency that’s famous for our linchpin mindset and enviable company culture. We support awesome brands like BlendJet with a customized, award-winning email marketing strategy that boosts retention revenue and increases customer lifetime value – all fully managed and done-for-you.

Book a call with our team to find out how our unique combination of strategic account management, email marketing expertise and youthful vision could transform your brand’s email marketing agency.

Profile Property Buttons: The Why?

Not long ago my colleague wrote about a great Klaviyo feature, Property Links, which help collect even more useful data from our customers. At the time, we had just decided to increase our email frequency which, counterintuitively, decreased our unsubscribe rate considerably. Our members heard our point of view more often, and more depth made more sense.

Nevertheless, giving our subscribers a choice of how many emails per week they would like to receive seemed to return the goodwill they had shown our additional sends and would surely strengthen the list over time. Now I knew how to accomplish that!

First, we made a campaign asking them their frequency preference. (See this in Image 1 and the results in Image 2.) We included this question also in the first email of our Welcome flow. We got the following result: compared to the previous month we noticed a 50%+ CTR increase in the Welcome flow’s initial email in which we posed the question.

This powerful tool is not only good for improving segmentation and personalization. By using Preference Buttons we can increase our CTR resulting in better engagement. It also makes email more interactive. In the long term, our emails become both more interesting and trustworthy which should raise conversion rates.

For example, in this Halloween email, our content was the same across our list, but we used Preference Buttons to personalize the introduction. (See Image 3.) No matter what recipients answered, our product would help them enjoy Halloween’s festivities.

Plus, presenting an interactive option helped focus the readers on visualizing that night, into which our products could easily fit. It also gave us useful psychographic data we could leverage during subsequent holiday promotions.

Profile Property Buttons: The How?

First, we set up buttons just like you would for a Call-to-Action. However, instead of pointing them to a URL with a discount code, we used Klaviyo’s update_property_link’ tag. This tag first collects information from the recipient, entering it as a property in the recipeint’s profile, and then redirects them to a URL. 

In the email template editor, we selected our Preference Button and entered the following into the Link URL section: {% update_property_link ‘profile_property’ ‘property_value’ ‘redirect_link’ %}.

From there, we changed each section of the code to customize it as follows:

• ‘profile_property’: the profile property we wanted to create; in this case, Halloween Event.
• ‘property_value’: the value that the particular button corresponds to; for example, Staying In.
• ‘redirect_link’: the URL that we wanted to redirect them to after they click the button; for example one of our products that worked well for their Halloween choice, whether it was going out somewhere or staying in.

It won’t be necessary to update Halloween preferences until the Fall, but, from our earlier example, recipients’ send frequency preference might change within a year. Accordingly, we have sent emails that provide an opportunity to update this. As with any Profile Property, recipients can only select one value as their choice, but if the current selection overwrites a prior one, Klaviyo automatically updates the record to reflect the latest decision.

Once you begin to collect data like this, you then use it in your subsequent emails.  You can create segments that use these properties as conditions in the definition, like we do for send frequency. You can also use the data to personalize emails. For example, we could find out how Halloween at home worked out, modifying the message for those who purchased the product we recommended and for those who did not. 

You can even split flows by different properties. For example, we could make a winback flow targeting recipients who presumably like to go out on the holidays, based on their Halloween choice, versus ones who prefer to stay in.

What experiences have you had with Profile Properties, either through Preference Buttons or even a Managed Preference Page, which lets you update several properties at once? Comment below and let us know!

Marko Kojadinovic and Thomas McClintock

Hustler Marketing

You go to a lot of trouble to collect email addresses. You create tantalizing email captures, customized according to user behavior and equipped with compelling offers. You may build email address validation into your form to guard against typographical errors or misguided privacy zealots. You use an opt-in strategy to ensure that no one is signing up by mistake.

So wouldn’t it be nice if all these carefully vetted list members consistently opened and read every email with interest? After all, they came to you. They asked to be on your list, right? But your email servers aren’t located in the Land of Oz. The reality is that people change their minds, forget they signed up, become too busy or any of a thousand other things, and at the next exit they step off the Yellow-Brick Road and stop opening your newsletters and promos.

Yet most store owners act like this fait accompli simply never happens. As a result they send their campaigns to their whole list, committing a huge email marketing mistake. The revenue starts off strong but falls off rapidly. 

Why? Because when you email everyone, even non-openers, your overall open rate drops to critical levels of less than 10%. Low open rates for more than a few days trigger both the spam filters of most inbox providers as well as Klaviyo’s own deliverability algorithm. Inbox providers quickly demote you from the inbox to the promotions tab to the spam folder. 

Meanwhile, to protect their more conscientious customers, Klaviyo quietly demotes you from a strong IP pool of senders with high deliverability to a weaker IP pool of senders with more dubious offerings. This only accelerates your descent into spammer status.  The worse your deliverability, the lower your open rates, the fewer prospects who see your offer and the less money you make.

This is why list hygiene is crucial. Consistently cleaning your list is the key to achieving and maintaining healthy open rates of 20% or more.

?Topline Online Hygiene Routine

1) Employ a List-Cleaning Flow. Many will be interested in your store only once and then disappear forever.  Segmentation usually doesn’t exclude these people soon enough, so a list cleaning flow is a more proactive solution.

1️⃣ Start by creating a segment that includes list members receiving campaigns weekly. 

2️⃣ Set inclusion in this segment as a trigger for a new flow.

3️⃣ Add a conditional split: bounced email of at least 2 in the last 30 days. Bouncers are usually very inactive, so even the low number of 2 is enough. 

4️⃣ Set a new Profile Property for all recipients that meet this condition a Delete (see picture below). (Yes, these people should just be purged from the list.) Those who fail to meet this condition (have not bounced twice) should be tagged to enter your re-engagement flow.

5️⃣ Next, the flow filters recipients through a second conditional split asking if they have opened emails zero times. A third conditional split determines if their received emails total more than ten sends. Anyone who has received but not opened any of ten emails is not going to buy any time soon and should be removed from your list. 

2) Send Compelling Content. Promos should not dominate your campaigns. Quite a few should be informative, provide tips or examples relevant to your audience that establish you as a Subject Matter Expert (SME).

3) Research Audience Preferences. Ask your list what kind of information would be most helpful. Recipients can reply, complete a survey or agree to be interviewed, perhaps in exchange for a premium of  value.

4) Give Cold Recipients Several Last Chances. Reconnect using enticing offers, such as an invitation to a webinar in which you provide exclusive training or sneak peeks at upcoming products. Use a truly valuable give-away, mouth-watering descriptions and social proof to back it up. If they are still not opening your email, connect with them through another channel, such as a letter, postcard, text, phone call, push notification, one-off email from your personal address, social platform or website pop-up.

5) Keep Timing Predictable and Content Unpredictable. Email at a consistent frequency, but always keep recipients guessing content-wise by alternating between offers, information, humor and personal, relatable stories of how people have gotten the most out of your products and services.

6) Don’t Bury Your Unsubscribe Link. Clean lists want the uninterested to become the unsubscribed. Anything else is a waste of resources, theirs and yours, so make the link prominent enough to be found easily and used readily.

What list-cleaning tips have worked well for you? Comment below with your wholesome hygiene habits to let us know!

Rokas Raskevicius and Thomas McClintock

Hustler Marketing

When you have 200,000 subscribers, and 40% of them are on Gmail, and Gmail thinks your sending domain (you@beststoreevah.com) is a spammer, you have a problem.

? Wait, why are we talking about emails again, this is e-commerce, right? Exactly, you’re driving tons of traffic, and 1% of it converts. It’s about time you convert an additional 10% to email subscribers and then sell to them via email.

You’re probably looking at an extra 10-30% total revenue/mo. Yeah, email is cool.

Anyway, ranting here, back to spamz land.

Commenting on the pictures below, you can see how “other” inboxes were sent to 5,000 people, and roughly 1,000 people opened?

1,000 people also opened on Gmail, except it was sent to 10,000 people.

The same email, yet the MASSIVE difference in open rates (10% vs 20%). Do you think knowing this could have dramatic effects on your email revenue too?

⚠ Here’s what can tell you if you are in danger:

• You have a very big email list (100,000 emails +).
• You are not segmenting your list (buyers vs non-buyers, active vs non-active, etc.).
• Your open rates are below 10%.
• Advanced reports show some inboxes (Gmail, Yahoo…) with WAY lower open rates than others.
• You haven’t done a spam test in ages.

If at least 2 of those are true for you, you probably have spam issues.

So, ? Since I’m a friendly panda and I want everyone in the emailz land to live happily ever after, here’s how to check your deliverability with a little more certainty, for free (takes 10min btw):

1. Register on app.glockapps.com (I’m not affiliated).
2. Start a spam test process there (3 tests are for free).
3. Create a new list on your email service and copy Glock’s seed email list into it.
4. Paste 1 line of code from Glock into any of your emails, and send it to the new “spam” list.
5. Voila, you’ve just been served.

If you do have spam issues, check out some of my other posts in this group; I was talking about deliverability and how to improve it, etc. But Google can tell you a lot too. If you just maintain list hygiene and follow best practices, you’ll be fine.

Email best practices are kinda like gym and nutrition. You just need some moderate exercise every now and then and not eat like a pig in general, and you’ll be fine. ?

Hope it helps,
Bostjan ??