What’s happening with Klaviyo pricing?

New year, new marketing platform? Some Klaviyo customers may not have considered switching this year, until now. Let’s start with the facts.

On January 15 2025, Klaviyo shared its latest pricing news, and there is no shortage of response from the market. From February 18, its pricing model will automatically apply upgrades or downgrades based on the “active profile count” of subscribers. Whereas last year’s pricing changes from Klaviyo (effective date: April 2, 2024) only applied to new customers, this years’ represents an automatic enforcement that will impact their customer base including legacy customers.

Speaking as one SaaS to another, we get it. It’s normal to review your pricing periodically. Especially in an industry as competitive as martech where everyone is trying to innovate, stay in the race, and get ahead by delivering on their ballooning roadmaps. 

These pricing changes could raise red flags for Klaviyo users. Whereas Klaviyo used to be the platform of choice for the price-conscious marketer, its continued pricing changes could lead brands to (re)consider more advanced Klaviyo alternatives that offer both innovation and stability.

What do Klaviyo pricing changes mean for marketers?

Klaviyo pricing has long been considered very attractive for small to medium businesses. It’s commonly known that once you grow, it gets expensive fast. So what can you do? 

Start spring cleaning early

Many focus on the short term fix of list cleaning (which, by the way, should also be habit). This can involve moving profiles to a deactivated segment because they haven’t engaged in some time, or creating an automation program so that profiles are automatically sunset after they reach your ‘lapsed’ criteria. 

Whilst cleaning your lists from time to time is generally a good idea for deliverability’s sake, you should consider an always-on automation alongside this. By sunsetting lapsing profiles through a flow, you’ll have a better handle on list growth and budget required in future as you scale.

Balance good, fast, cheap

The second to consider is to review your provider. As mentioned above, marketing technology is a fast-moving space, with vendors changing their offering frequently. 

A wise marketer once told me you should pick two. If it’s good and cheap, it won’t be fast. If it’s fast and good, it won’t be cheap. And so on. Rule of thumb (and budget-permitting), never ever pick a marketing platform just because it’s cheaper. 

With Klaviyo’s pricing changes approaching, and depending on when you last reviewed the Klaviyo alternatives, you may well find that it’s time to jump ship.

Key considerations when migrating platforms

Will they integrate with your (ideal) tech stack? 

Fast-forward a year when thinking about this too, what tech do you plan to purchase (web personalization anyone?) – and does your provider offer coverage across the main players? The cornerstone to many tech stacks is typically a CRM or Commerce platform, so you’ll want to get assurance they play nicely here first.

The Dotdigital platform seamlessly integrates with your chosen tech stack. It is built to work effortlessly with Shopify, allowing you to seamlessly connect your data and use our powerful features easily. So whether you’re managing multiple Shopify stores, operating across various brands, or expanding into new regions, our platform is built to handle the complexities of ecommerce with ease. Additionally, we have over 200 integrations so you can be sure your long-term business goals stay on track even if you make changes to your stack.

What does their people support look like? 

There are many review sites out there that will give you insight into vendors’ strengths and weaknesses. Whilst technical needs can vary greatly, most of us value speedy, thorough response when we run into a question and want to get on with our jobs to be done. Trustpilot is particularly popular for reviews around service levels:

• Klaviyo on Trustpilot.com
• Dotdigital on Trustpilot.com

All Dotdigital customers have access to dedicated support and we believe it is key to our customers’ success, whereas Klaviyo recently changed their pricing to only offer people support when customers spend upwards of $3,000 dollars a month.

Are they up to today and tomorrow’s challenges? 

Two forces that will continue to grip the marketing and ecommerce community are data privacy and AI. And uncertainty around either can lead to inertia which is the nemesis of growth.

Our recent CMO tracker report found that 48% of marketing leaders feel unprepared to evolving regulations, particularly around data privacy. And 33% of marketers lack confidence in AI usage. Ask your prospective vendor about both. Especially if your business spans jurisdictions like ours does, you’ll want to know where data is stored, what happens to data whilst it’s at rest, and the list goes on.

What can you expect in terms of deliverability? 

This is worth sounding your prospective vendor out on as it’s a big, big deal. Ask everything from what a ramp up plan might look like when you come on board, to how they prevent bad actors from adversely affecting delivery on shared IPs. With Dotdigital, you can experience laser-fast delivery with dedicated IPs for transactional sends. This means that all-important messages such as order confirmations and password resets always land at the top of the inbox.

What do you want your marketing goals to be 1 year on? 

There’s always a bunch of immediate problems-to-solve in marketing. But assuming that you deliver against your growth ambitions, where will you go next? Whether it’s international growth where multi-storefront and currency come into play, product category diversification, or the testing of new channels to meet new audiences, you need a provider that can handle complexity. 

The above considerations are just the tip of the iceberg. Stay tuned and subscribe as we launch a martech buyers checklist soon that will help you navigate the decision with confidence. Ultimately, it’s a buyers market as many vendors out there will be keen to offer stability to customers put out by the Klaviyo pricing changes. All that to say, come talk to us and we’ll make it worth your while.