Klaviyo is a marketing platform built for online stores. It collects what customers do on your site and in your store, such as viewing products, adding to cart and buying, and uses that to send the right email or SMS at the right moment.
The four building blocks
1. Profiles and events
Every customer has a profile. When you connect Shopify, events like Viewed Product, Added to Cart, Started Checkout and Placed Order are recorded on that profile, along with product details and order values.
2. Segments
Segments are groups that update automatically based on rules, such as "placed two or more orders" or "viewed a product but never purchased". See how to segment your email list.
3. Flows
Flows are automated sequences triggered by an event, for example a welcome series when someone subscribes or an abandoned cart reminder after checkout starts. They run on their own and usually earn the most revenue.
4. Campaigns
Campaigns are one-off sends to a segment, such as a product launch or promotion. They work best when sent to engaged segments rather than the whole list.
What makes it different from a newsletter tool
Because it is built on purchase and browsing data, you can personalize content with the exact products a customer viewed or bought, exclude people who already purchased and measure revenue earned per email, not just opens and clicks. Our Klaviyo vs Mailchimp comparison goes deeper.
Who it suits
- Shopify and other ecommerce brands that sell products customers can buy repeatedly.
- Teams that want behavior-based automation and clear revenue reporting.
- Brands pairing email with SMS and subscription apps such as Skio or Recharge.
What it does not do for you
Klaviyo is a tool, not a strategy. Flows built on a generic template, a dirty list or a poor sending reputation will underperform in any platform. Start with the setup guide and review your account with the audit checklist.
Quick answers
What is Klaviyo used for?
Klaviyo is a marketing platform for ecommerce brands. It sends email and SMS campaigns and automated flows, and uses store data such as orders and browsing to segment and personalize messages.
Does Klaviyo only do email?
No. It also supports SMS and other channels, sign-up forms and reporting, all built on a shared customer profile.
Do I need a developer to use Klaviyo?
Not for a standard Shopify setup. The integration syncs store data, and flows, segments and emails are built in a visual editor. Custom tracking or unusual data may need technical help.
Tehseen Arbab
Retention and lifecycle marketer for DTC supplement and coffee brands. I led retention for a supplement brand whose monthly run-rate grew from about $500K to $700K, and I work in Klaviyo, Skio, Recharge, Meta Ads and Shopify.