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.

But sometimes, it means literally speaking many languages. Building a multilingual email marketing channel is a smart strategic move for any brand whose customer base includes multiple countries or language zones. 

If you’re only sending emails in one language, you’re probably losing out on email revenue that’s going to competitors who are doing more to localize their email marketing content.

Sure, But My Email Service Provider Doesn’t Have a Function for This

We know. And we’re here to help.

Unlike most of the content written about multilingual email marketing, this article is 0% fluff. We won’t bore you with the usual preamble about why email marketing works. Because if you’re reading this, you already know all of that. 

But we will be spilling the tea on some vital topics that our email account managers have mastered through years of trial and error helping multinational 6-figure eCommerce brands expand their footprint:

• Issues with Email Service Providers when it comes to multilingual email marketing
• 2 solutions, with technical guidance and pros & cons
• Talent management strategies for building a strong translator network

Email Service Providers (ESPs) Aren’t Great for Multilingual Email Marketing

Imagine you’re the manager of a large supplements brand. Your main target is Germany, but you’re getting traffic and interest from Hungary and the United Kingdom. 

But you set your Shopify store up for Euros. Now you need to manage sales in 3 territories, and 3 different currencies.

Accurate attribution and reporting of email revenue was tricky enough – now it’s 3 times harder (and we haven’t even begun to talk about email translation). 

3 Countries, 3 Online Stores. Sorted?

The obvious quick fix is to set up a new store in each country. That solves one problem, but creates new ones.

Firstly, you can only integrate your ESP (let’s say Klaviyo) with one online store. Some ESPs offer multi-store integration, but Klaviyo doesn’t:

Switch From Klavyio to a New Email Service Provider? Hold Your Horses…

There’s a reason everyone loves Klaviyo. It’s the reigning category leader in key areas like email design & functionality. It’s also hard to beat when it comes to using user behavior data to segment effectively and provide deeper personalization. And after all, the purpose of multilingual email marketing is ultimately to make emails feel – and be – more relevant and personal for each recipient. 

So let’s imagine that in the scenario we outlined above, the brand is using Klaviyo and doesn’t want to change.

What can they do to balance that with their multilingual, multinational expansion plans?

How to Use Klaviyo for Multilingual Email Marketing & eCommerce Localization

Luckily, we’ve squared this circle for some of our large multinational clients. Here are 2 ways of doing it, each with its own strengths and weaknesses.

Solution A: Separate Klaviyo Accounts for Each Country

With one of our clients, we have successfully set up a unique Shopify store for each country. Each of these accounts has its own Klaviyo account, like this:

Benefits

With this approach, you don’t need to worry about integrations, because each country manages its own online store and Klaviyo account.

You also no longer have issues with currencies. And it’s relatively easy to track results for each country to understand how each individual store is performing.

Challenge

But there are drawbacks:

• Logging in and out of different country accounts to schedule campaigns.
• Difficulty in reporting due to the need to manually aggregate data from multiple accounts.

So it works, but you sometimes need to work harder to get the big picture. 

Solution B: Keeping Everything Under 1 Klaviyo Account (Requires Code)

The other is more complex, and takes some custom development. We’ve built this for another multinational store that ships all around Europe.

They have everything under one Klaviyo account, using a custom integration that brings all their data together through an API. You can also use an ESP’s tagging system to separate results from different countries once you have everything under one account.

This one also works, but it’s not so easy to get up and running.

Benefits:

• Easier management with a single Klaviyo account.
• Cost-effective to maintain one big Klaviyo plan.

Challenges:

• Complexity in setting up custom development.
• Difficult to get country-by-country data.

To pick the right option for your multilingual email marketing, you need to think through a couple of complex issues. For example, if you go with Solution A, you will need at least one person to work full-time on aggregating and making sense of data in multiple siloes. For Solution B, you will need in-house software development expertise to get the custom build right.

Before we get to the issue of email translation…

We’d love to tell you which one is right for your brand. But we can’t. Because we don’t know you yet.

Get yourself a free consultation and we’ll figure it out with you.

But What About Email Translation?

Once you have a setup that can handle multilingual email marketing, you’ll need people who can adapt your content into a new language.

And we say adapt because simple, word-for-word translation is not the way to do this.

You actually need an approach to translation that takes style, tone, and cultural context seriously – in other words, transcreation.

What is Transcreation? Is That Really a Word?

Basically, it’s translation + creation – a way of translating a piece of copy from one language into the other, but changing it so that it resonates emotionally with the reader in the new language. Without this, you can end up with bland or incoherent email translations that sound very “second language” – which is terrible for engagement. 

The problem is that effective email translation (or transcreation) requires mastery of both languages, and mastery of the craft of copywriting. But in reality, most translators aren’t actually copywriters. So how do you find translators who fit the bill?

Email Translation 101: Finding the Right Translators to Work on Your Emails

Through years of trial and error, we’ve learned some effective strategies for sourcing translators for our multilingual email clients. 

Here are our favorite places to find talent, and best practices for vetting them. 

Where: Upwork & LinkedIn

We think Upwork is the best platform for sourcing translators. Here’s why:

• You can easily see reviews and ratings on each profile, so it’s easy to predict whether you’ll be a match.
• You can headhunt, so you don’t need to wait for talent to apply. This is crucial when you need to scale up in a hurry.
• The platform is HUGE. Over 18 million freelancers use Upwork to connect with businesses, so you have a large talent pool to work with.

TIP: add “copywriting” as a keyword in your search, so that you get translators with copywriting experience.

LinkedIn is also a good place to find talent, but you’ll need to add assessments as a filter. You can ask one of your in-house translators to read these assessments and rate them according to how well they have transmitted the message. 

Quality Assurance in Multilingual Email Marketing

As an email marketing agency, we have had to make a choice between direct sourcing and working with a translation agency.

We chose direct sourcing early on, because it’s much more cost-effective (up to 10x). That leaves us with enough budget to do proper QA for our multilingual clients. 

We have built strong relationships with a network of experienced translators who understand both their target language, and the art of email copywriting. We draw on that network to service large eCommerce stores with a global footprint that covers 15 languages (and counting).

If you’re looking to optimize your setup for multilingual email marketing and effective eCommerce localization, we’re here to help. Contact our team to learn more about our process and how it’s powering ambitious brands on a mission to connect with audiences around the globe. 

? If you`re in the e-commerce business and you`re not doing email marketing, you’re missing out. Just look at the facts, all reports that were done for email marketing in 2018, suggest in a similar manner that “Email is still the king of digital marketing.”?[Campaign Monitor, 2018] 

? In order to start doing email marketing, first, you need subscribers.

 ? As a result, there are many different strategies, tips and techniques on the internet that tell you how you can build and grow your email list.

 ? However, growing a list can be a lot of work, depending on the stage that your company is at.

 ? After you have a certain number of people on your email list, you have to choose an email service provider and email service providers obviously don’t work for free, depending on the number of people you have on your list, they will charge you proportionally.

 ? I have seen many companies that have been growing their email lists for years, and I have noticed something that was very surprising to me. Along the way, they could get very attached to that list and the number of subscribers they have. 

? Having a huge number of people signed up to your email list is a goal for everyone that is doing email marketing.

? When you look at the numbers it just looks and feels great to see that you have, let’s say a 100,000 on your email list, and you’ve worked hard to get there right? 

⏳ But what if I tell you that in reality, when sending emails you`re using only 20-40% of your email list, at least only 20-40% are actually opening and clicking your emails. Just take a look at your campaigns, it’s hard not to notice, that the bigger part of your list is simply non-responsive. You could simply be paying money for fake profiles on your list, possibly someone made it to get a discount code and is never using that account again, while month after month you’re paying your ESP more than necessary. 

There are many reasons why people might be non-responsive, the most common ones are: 

• They’re using a different email address now
• They started using competitor’s products
• You may have spam issues

Side note: If your emails are landing in spam or in the promotions folder, you should take this very seriously, spam is a huge problem for ecom stores, there are many articles that could help you get out of spam more easily, we also have a few on our blog.

? However, this means that you`re overpaying your email service provider each month because you have a huge list and only a portion of the people on your email list are actually buying your products and are generating revenue. It’s like the 80-20 Pareto rule, I’m sure you’ve heard of it…

⚖️ This is individual for everyone, but if you have 100.000 people on your list, you`re probably paying your ESP around $1.100 – $1.300 each month, and if only 25.000 – 35.000 people on your list are actually active, this means that most probably the most optimal monthly plan for you would be to buy the plan that is slightly above those numbers, let’s say 40.000 – 50.000.

? By doing this you would be saving $400 – $700 each month. 

?Pretty simple right. 

? Now, here is the part that is a bit more tricky, before cleaning your list and deleting those that are not active, you might want to try to win back as many of them as possible. This is done with re-engagement and win-back flows, try to give them a very good reason to come back in these flows. 

? Even after you’ve tried this and they are still unresponsive, you don’t have to lose them for good, just simply export that unengaged segment and save it in Excel if you ever need it again or if you’re not sure whether this would work for you or not. You could be cutting your costs with basically zero risk. 

? As a side note: when doing this, you have to be very careful not to hurt your domain’s deliverability. It has to be done in a very precise and smooth manner.

? We at Hustler Marketing have been successfully doing this for our clients while saving them a lot of time and resources so they can focus on other areas of their business and let us do what we know how to do best. 

Stefan Atanasov,

Hustler Marketing