A third way to price the same thing
This category cannot agree on what it is selling you. Most vendors charge per contact stored. Brevo charges per email sent. Klaviyo charges per active profile, which is neither.
A profile is a person your account is actively holding data about: what they browsed, what they bought, what they opened, which segment they fell into. That is not a mailing address with extra fields attached, it is the unit the whole product is built on, and it is why Klaviyo can do things a general sender cannot and why it cannot be price compared like for like against one.
It scores 8.1 and takes the specialist slot in our email marketing comparison, labelled for online shops, because that is precisely and only who should buy it.
What a hundred and fifty dollars buys at ten thousand profiles
At the ten thousand anchor this site prices every email service at, Klaviyo's marketing product is $150 a month and includes 100,000 emails.
That works out at ten emails per profile a month, and it scales predictably: $100 at five thousand profiles with fifty thousand emails, $45 a month at fifteen hundred with fifteen thousand.
Be clear about where that lands. At the anchor Klaviyo is the most expensive option in this comparison, a little above ActiveCampaign and above Mailchimp Standard at $135, which also includes more sends. You are paying a specialist premium. The question is whether the data model earns it, and for a shop it usually does.
The plan price is not the configurator total
Here is the part that catches people, and the reason the number on Klaviyo's pricing page rarely matches what anyone quotes.
The pricing page is a configurator, not a plan list. Marketing is one product on it. Mobile messages are metered separately per message, with SMS, MMS, WhatsApp and RCS each carrying their own per send rate plus carrier fees. The Composer marketing agent is a separate line with its own credit slider. Service, data and analytics products are more lines again.
When we read it, three of those add on products were showing time limited introductory discounts. So the total the page displays is a snapshot of a configuration at a promotional moment, not a standing price. The figure we publish is the email marketing product alone, which is the like for like comparison against everything else in this category.
The free plan is 250 profiles and 500 emails a month with five dollars of mobile messaging credit. Useful for testing, not for running anything.
Where a general sender is the better buy
If there is no product catalogue behind your list, you are paying for the half of Klaviyo you cannot use. A newsletter, a consultancy, a community, a personal brand: for all of those the profile model adds complexity and no advantage, and MailerLite at $89 does the job for less with a gentler learning curve.
The other honest limitation is the configurator itself. Working out what you will actually pay takes longer here than anywhere else in this comparison, and that is a real cost when you are comparing seven vendors in an afternoon. Six sliders is six chances to misread your own quote.
Who should use it
Online shops, and specifically ones where the email needs to know what happened on the site. Abandoned carts, post purchase flows, win back sequences segmented on what somebody actually bought, revenue attributed per campaign rather than guessed at.
For that job nothing else in this comparison is close. For every other job, buy something simpler and cheaper, and read how we rate if you want to see how the specialist premium is scored against the generalists.
Profile bands, send allowances and free tier limits on this page were read from the vendor pricing page with the profile slider set to ten thousand, on .
