Klaviyo
68.66Businesses choosing a broader email marketing platform where signup forms feed customer profiles, segmentation, and automated follow-up. Cost grows with the contact list.
- Who is this app for?
- Businesses choosing email marketing and customer segmentation, with signup forms feeding the same customer profiles and automated flows.
- Main advantage
- Forms sit alongside customer data and email automation. Free already supports getting started; paid email expands list capacity.
- Main limitation
- The bill grows with active profiles and channel usage. A simple site notice alone does not justify adopting the full platform.
Pricing and plans
Klaviyo prices email by active profiles and SMS separately by credits. A paid email subscription is not required just to create a signup form. A growing active list or an additional channel can change the bill without changing the form itself. Choose paid Email for the required messaging capacity rather than simply for access to signup forms.
Starting prices from Shopify. Larger lists and extra channels change the total; SMS is not included in the $20 Email price.
| Plan | Price & limits | What changes |
|---|---|---|
| Free | FreeUp to 250 contacts | Forms · Segmentation · Automation |
| EmailPapa pick | $20.00/mo251–500 contacts | More email capacity |
| SMS | $15.00/mo1,250 SMS/MMS credits | Separate SMS subscription |
Features and plan access
Klaviyo puts signup forms beside customer profiles, segments and email flows. Multi-step forms and A/B tests support acquisition, while welcome flows act on the collected subscription. CAPTCHA and double opt-in address suspicious traffic and subscription confirmation respectively.
Free already includes forms and automation within its limits. The paid Email tier is a capacity choice as the list or sending needs grow, not the price of unlocking a basic popup. SMS carries separate costs, and the wider platform should be evaluated for its customer-data and messaging workflow.
| Feature | Scope and plan |
|---|---|
| A/B testing | Sign-up forms can be A/B tested with up to 7 variations, an even or weighted traffic split and automatic winner selection. Popup tests · Traffic split · Automatic winner · Email or SMS campaign tests · Email tests · SMS testsFree and paid email plans |
| Follow-up | Start a welcome flow when a popup subscriber joins your selected list. Configure the flow to deliver a discount or introduction automatically. After signup · Email automation · Email sequences · Delays and branches · Lifecycle triggersFree within sending limits · Paid Email for more capacity |
| Countdown | Add a countdown block to signup forms. Free and paid email plans |
| Page targeting | Show or hide a form on specific URLs with wildcards, and filter by UTM parameters. Free and paid email plans |
| Geo targeting | Show or hide forms for visitors in selected countries or other locations, determined from the visitor's IP address. Free and paid email plans |
| Device targeting | Forms can be set to show on desktop, mobile or both. Free and paid email plans |
| Audience targeting | Referrer targeting, Cart targeting, Profile targeting, Customer tags, Order history, and List segments. Free and paid email plans |
| Behavior triggers | Time delay, Exit intent, Scroll trigger, and Custom event trigger. Free and paid email plans |
| Email marketing | Create email campaigns, segments and automated flows. Sending and profile limits depend on the plan. Free within sending limits · Paid Email for more capacity |
| Click trigger | A popup, flyout or full-page form can be opened when a visitor clicks a page button that carries the klaviyo_form_trigger class and a small JavaScript snippet. Free and paid email plans |
| SMS marketing | Run SMS campaigns and flows; availability and messaging costs depend on the destination. SMS credits · Charged separately from email |
| HTTP API | A REST API with private API keys and OAuth covers forms (create, update, publish, read), campaigns (create, send), profiles, flows and reporting, with per-key scopes. Create designs · Operate campaigns · Read performance · Scoped credentialsFree and paid plans · No separate API fee |
| Browser API | The klaviyo JavaScript object can identify visitors, track events and open a form by ID; forms also emit klaviyoForms window events. Free and paid plans |
| Webhooks | A webhook action inside a flow POSTs a custom payload to your endpoint; flows can be triggered by joining a list. Plan not confirmed |
| MCP server | A remote OAuth MCP server (and a local API-key option) exposes tools for campaigns, flows, profiles and reporting, with read-only and scope restrictions. Create designs · Read performance · Scoped credentialsPlan not confirmed |
| Mobile editor | The form builder switches between desktop and mobile views and has mobile-specific settings such as flyout position and device-specific blocks. Free and paid email plans |
Formats & content
A standalone message without a form or action button is not confirmed, so Announcements is not credited. The web-form template library includes an Announcement popup category. This is an onsite message format, separate from an email campaign; the documentation also provides popup dismissal and frequency settings.
Use the onsite announcement format separately from an email broadcast. Dismissal and frequency settings help control repeat exposure, but the subscription follows profiles and channel usage rather than a simple popup display quota. A notice alone is a different buying case from adopting Klaviyo for segmentation and ongoing messaging.
| Feature | How it works in Klaviyo |
|---|---|
| Flyby / slide-in | Flyout forms slide in from the edge of the page.+1.11 |
| Promo bars | Banner forms appear as a horizontal bar at the top or bottom of the page.+1.11 |
| Teasers | A teaser (rectangle tab, circle bubble or corner) lets visitors reopen a closed popup, flyout or full-page form.+1.11 |
| Countdown | Add a countdown block to signup forms.+1.11 |
| Mobile editor | The form builder switches between desktop and mobile views and has mobile-specific settings such as flyout position and device-specific blocks.+1.11 |
| Total | 5.55 / 104.45 unearned points — Message (1.12) · Content carousel (1.11) · Eye-catching (1.11) |
Forms
Klaviyo’s form controls include email capture, SMS capture, phone field, single choice, and multiple choice. Collect email and other information across several form steps. Start a welcome flow when a popup subscriber joins your selected list. Configure the flow to deliver a discount or introduction automatically.
| Feature | How it works in Klaviyo |
|---|---|
| Email capture | Collect email subscribers through signup forms and store them in the app’s own contact list.+1 |
| SMS capture | Collect SMS consent with signup forms; use a phone input or a mobile tap-to-text flow.+1 |
| Phone field | A dedicated phone number input is available in sign-up forms; it validates the number format.+1 |
| Single choice | Radio buttons and dropdowns let visitors pick one option from a preset list.+1 |
| Multiple choice | Multi-checkbox fields let visitors select several options.+1 |
| Free text | A text input collects free-form answers such as names or open comments.+1 |
| Consent checkbox | A marketing consent checkbox can be added to forms and made required; selected values are stored on the profile as a consent property.+0.5 |
| Hidden fields | Hidden properties can be attached to the submit button and are saved to the subscriber profile without being shown.+1 |
| Multi-step | Collect email and other information across several form steps.+0.67 |
| Validation | Field validation, Phone format, Required fields, and Phone verification (limited).+0.4 |
| CAPTCHA | Suspicious form traffic can be challenged with CAPTCHA.+1 |
| Email double opt-in | Require subscription confirmation before adding someone to a double-opt-in list.+1 |
| Follow-up | Start a welcome flow when a popup subscriber joins your selected list. Configure the flow to deliver a discount or introduction automatically.After signup · Email automation · Email sequences · Delays and branches · Lifecycle triggers+0.74 |
| Total | 11.31 / 142.69 unearned points — Logic (1) · Email format (0.1) · Email typo check (0.1) · Business email filter (0.1) · Email verification (0.1) · Duplicate email filter (0.1) · Phone verification (0.1) · SMS marketing consent (0.25) · Privacy terms consent (0.25) |
Surveys
Klaviyo has no confirmed capabilities in this section in the current review. Choose the response format around the question you want to answer. A recommendation score, a satisfaction rating and a quiz outcome serve different purposes; support for one does not imply the others or an automatic report.
| Feature | How it works in Klaviyo |
|---|---|
| Total | 0 / 55 unearned points — Numeric rating (0.84) · NPS (0.84) · Star rating (0.83) |
Gamification
Klaviyo’s game formats include spin the wheel. Klaviyo sign-up forms include a spin-to-win wheel with 2 to 6 slices; each slice has its own probability and gets its own success step and coupon. The game is the way an offer is revealed; prize configuration and the signup flow determine what the visitor actually receives. Compare the available formats, reward controls and repeat-play rules before choosing a mechanic for a promotion.
| Feature | How it works in Klaviyo |
|---|---|
Klaviyo sign-up forms include a spin-to-win wheel with 2 to 6 slices; each slice has its own probability and gets its own success step and coupon.+3 | |
| Total | 3 / 52 unearned points — Three confirmed game formatsA full score requires three confirmed game formats. One earns 3 points; two earn 4. |
Targeting
Klaviyo’s audience and display controls include page targeting, geo targeting, device targeting, audience targeting, and behavior triggers. Referrer targeting, Cart targeting, Profile targeting, Customer tags, Order history, and List segments. Time delay, Exit intent, Scroll trigger, and Custom event trigger.
| Feature | How it works in Klaviyo |
|---|---|
| Page targeting | Show or hide a form on specific URLs with wildcards, and filter by UTM parameters.+1.34 |
| Geo targeting | Show or hide forms for visitors in selected countries or other locations, determined from the visitor's IP address.+1.34 |
| Device targeting | Forms can be set to show on desktop, mobile or both.+1.34 |
| Audience targeting | Referrer targeting, Cart targeting, Profile targeting, Customer tags, Order history, and List segments.+1.03 |
| Behavior triggers | Time delay, Exit intent, Scroll trigger, and Custom event trigger.+0.84 |
| Click trigger | A popup, flyout or full-page form can be opened when a visitor clicks a page button that carries the klaviyo_form_trigger class and a small JavaScript snippet.+1.33 |
| Scheduling | A sign-up form can be scheduled to go live or return to draft on chosen start and stop dates.+1.33 |
| Frequency cap | Choose how many days to wait before a closed form shows again, or show it on every visit.+1.33 |
| Campaign control | Forms have a display priority (Low, Medium, High, Highest); the highest-priority queued form shows first.+1.33 |
| Total | 11.21 / 120.79 unearned points — Inactivity trigger (0.17) · Hover trigger (0.16) · Page-load trigger (0.16) · New/returning visitors (0.15) · Login status (0.15) |
Experiments
Klaviyo’s testing tools include A/B testing. Sign-up forms can be A/B tested with up to 7 variations, an even or weighted traffic split and automatic winner selection. Popup testing, email testing and automation experiments are separate capabilities. A useful comparison also considers traffic allocation, how a winner is selected and whether a no-popup control is available to measure the effect of showing a campaign at all.
| Feature | How it works in Klaviyo |
|---|---|
| A/B testing | Sign-up forms can be A/B tested with up to 7 variations, an even or weighted traffic split and automatic winner selection.Popup tests · Traffic split · Automatic winner · Email or SMS campaign tests · Email tests · SMS tests+5.44 |
| Total | 5.44 / 71.56 unearned points — Workflow tests (0.78) · No-popup holdout (0.78) |
Email & SMS
Klaviyo’s messaging channels include email marketing and SMS marketing. Create email campaigns, segments and automated flows. Sending and profile limits depend on the plan. Run SMS campaigns and flows; availability and messaging costs depend on the destination. Capturing an address in a popup and sending a marketing campaign are separate jobs. Compare native sending channels, automation and their allowances independently from the popup subscription; an integration with a mailing platform does not include that platform’s sending service.
| Feature | How it works in Klaviyo |
|---|---|
| Email marketing | Create email campaigns, segments and automated flows. Sending and profile limits depend on the plan.+4 |
| SMS marketing | Run SMS campaigns and flows; availability and messaging costs depend on the destination.+0.5 |
| Total | 4.5 / 50.5 unearned points — Web push (0.5) |
Team & sites
Klaviyo supports multiple users with predefined roles such as Admin, Manager, Analyst, Support, Campaign Coordinator and Content Creator, plus custom roles built from view, export, edit and publish permissions. Only Owners and Admins edit billing.
Portfolio groups multiple accounts for management rather than turning them into one popup subscription. For agencies, evaluate account access and channel charges together. A teammate who prepares content may not need the same authority as someone managing billing or customer data.
| Feature | How it works in Klaviyo |
|---|---|
| Workspaces | Portfolio groups multiple accounts for management. This is account management, not a single popup subscription covering every site.+0.83 |
| Team | Accounts support multiple users with assigned responsibilities, rather than a shared login. An activity log (beta) records which user changed what and when.+1.67 |
| Roles | Predefined roles include Admin, Manager, Analyst, Support, Campaign Coordinator and Content Creator, and custom roles combine view, export, edit and publish permissions. Only Owners and Admins edit billing.+1.66 |
| Total | 4.16 / 50.84 unearned points — Several sites (0.42) · Projects (0.42) |
Developer
Klaviyo’s developer interfaces include HTTP API, browser API, webhooks, and MCP server. A remote OAuth MCP server (and a local API-key option) exposes tools for campaigns, flows, profiles and reporting, with read-only and scope restrictions. A REST API with private API keys and OAuth covers forms (create, update, publish, read), campaigns (create, send), profiles, flows and reporting, with per-key scopes.
| Feature | How it works in Klaviyo |
|---|---|
| HTTP API | A REST API with private API keys and OAuth covers forms (create, update, publish, read), campaigns (create, send), profiles, flows and reporting, with per-key scopes.Create designs · Operate campaigns · Read performance · Scoped credentials+1.25 |
| Browser API | The klaviyo JavaScript object can identify visitors, track events and open a form by ID; forms also emit klaviyoForms window events.+1.25 |
| Webhooks | A webhook action inside a flow POSTs a custom payload to your endpoint; flows can be triggered by joining a list.— |
| MCP server | A remote OAuth MCP server (and a local API-key option) exposes tools for campaigns, flows, profiles and reporting, with read-only and scope restrictions.Create designs · Read performance · Scoped credentials+1 |
| Total | 3.5 / 51.5 unearned points — Webhooks (1.25) · Operate campaigns (0.25) |
Support
Paid plans include email support and live chat on weekdays, with weekend hours depending on the plan. Free accounts get email support for their first 60 days, then the help centre, academy and community. Consider the support channel alongside the work you expect help with. Access to chat does not by itself promise round-the-clock coverage, a response deadline or someone to build your campaigns. Those service commitments need to be distinguished from ordinary product assistance.
| Feature | How it works in Klaviyo |
|---|---|
| Chat support | Paid plans include live chat (24/5, weekend hours vary by plan); free plans get email support for 60 days and AI-assisted help only.+2 |
| Total | 2 / 2 |
Editor & workflow
Klaviyo’s editing tools include free editor and campaign drafts. Forms have Draft, Live and Editing statuses; a draft is not live on the site. The Free plan includes web forms and the drag-and-drop editor. Editing, saving a draft and activating a campaign are separate stages of the workflow. Consider how changes are prepared and reviewed before visitors see them. An AI writing assistant also has a narrower role than an assistant that can change layout or targeting.
| Feature | How it works in Klaviyo |
|---|---|
| Free editor | The Free plan includes web forms and the drag-and-drop editor.+1.5 |
| Campaign drafts | Forms have Draft, Live and Editing statuses; a draft is not live on the site.+1.5 |
| Total | 3 / 63 unearned points — Saved versions (1.5) · AI popup assistant (1.5) |
Data & reporting
Klaviyo’s data and reporting tools include lead export, scheduled reports, and revenue goals. Form responses are exported by building a segment of people who submitted the form and exporting it to CSV. Custom reports can be scheduled weekly or monthly; Klaviyo emails a download link to the user who set the schedule.
| Feature | How it works in Klaviyo |
|---|---|
| Lead export | Form responses are exported by building a segment of people who submitted the form and exporting it to CSV.+1 |
| Scheduled reports | Custom reports can be scheduled weekly or monthly; Klaviyo emails a download link to the user who set the schedule.+1 |
| Revenue goals | Form analytics show total revenue from orders placed after a visitor interacts with a form, and A/B tests report revenue per variation.+1 |
| Total | 3 / 52 unearned points — Field mapping (1) · Team notifications (1) |
Integrations
Klaviyo is usually the destination for store and customer data. Commerce connections supply profiles and orders; partner apps add events used in segmentation and flows. Native forms already collect into Klaviyo, so an integration catalogue entry should not be mistaken for a direct export of popup leads to another mailing platform.
Native signup forms feed Klaviyo itself. A marketplace listing is not proof of two-way sync, a free partner account or a native Google Sheets export; check the individual connector. Our integration guide explains the connection types and workflows.
| Connection | Services and data |
|---|---|
| CRM | Salesforce · Zoho · Pipedrive · Microsoft DynamicsSync leads and custom properties with CRM platforms.+0.84 |
| CRM | HubSpotA HubSpot route is listed in the integration marketplace. Check the individual connector’s direction, partner subscription and supported properties before using it to deliver signup-form leads.— |
| Customer lifecycle | Gorgias · Recharge · Zendesk · Intercom · Smile · LoyaltyLion · Yotpo · StampedKlaviyo and partner-built apps supply additional customer events. These are wider-platform connections, not all popup-specific.+0.84 |
| Advertising | Meta Advertising · TikTok Advertising · Google Ads · Pinterest · SnapchatSync audiences and events with advertising platforms.+0.83 |
| Store | Shopify · WooCommerce · BigCommerce · Adobe Commerce · PrestaShop · Salesforce Commerce Cloud · WixBring store customer and order data into Klaviyo. Supported data and sync frequency differ by platform.+0.83 |
| Reviews | Judge.me · Loox · Okendo · REVIEWS.io · JunipBring review events and data into segments and flows.+0.83 |
| Automation | Shopify Flow · ZapierConnect Shopify Flow and Zapier workflows to Klaviyo.+0.83 |
| Custom connections | REST API · SDKs · WebhooksBuild a custom connection for profiles, events and other supported resources; flows can call a webhook.— |
| Total | 5 / 5 |
Works with Shopify
Klaviyo’s Shopify coverage includes storefront installation, native app, discounts, and customer data. Klaviyo generates unique Shopify discount codes for forms and flows, and records discount codes used on orders. Bring Shopify customer and order data into Klaviyo. Installation, customer data, discounts and cart actions are separate capabilities. A Shopify listing alone does not establish support for all of them, and features supplied by a separate app need to be considered with that app’s access and pricing.
| Capability | How it works in Klaviyo |
|---|---|
| Storefront installation | A native Shopify app is available.+0.88 |
| Native app | A native app is available in the Shopify App Store.+0.88 |
| Built for Shopify | — |
| Media assets | — |
| Products and variants | The Shopify product catalogue syncs with variant data, and forms can target carts by specific products.— |
| Collections | Order and checkout events carry the collections of purchased products, usable for segmentation.— |
| Discounts | Klaviyo generates unique Shopify discount codes for forms and flows, and records discount codes used on orders.+0.88 |
| Metafields and metaobjects | — |
| Customer data | Bring Shopify customer and order data into Klaviyo.+0.87 |
| Customer synchronization | Customers and consent sync from Shopify into Klaviyo, and an optional setting syncs profile data and subscription status from Klaviyo back to Shopify.+0.87 |
| Events and triggers | Klaviyo tracks Shopify Added to Cart, Checkout Started and Placed Order events, usable as flow triggers and segment conditions.+0.87 |
| Audience and cart targeting | Forms can target Shopify cart value and products, and lists or segments built from Shopify customer and order data.+0.87 |
| Apply a discount | A Shopify unique coupon created through a form is applied automatically to the customer's cart at checkout.+0.87 |
| Add to cart | — |
| Buy now / direct checkout | — |
| Shopify Flow | The Klaviyo Connector for Shopify Flow offers a Track an event action that sends Shopify Flow data into Klaviyo.— |
| Total | 6.99 / 147.01 unearned points — Built for Shopify (0.88) · Shopify media assets (0.88) · Shopify products and variants (0.88) |
Capability score
The capability score brings together the confirmed features in the sections above, excluding pricing. Each metric belongs to one section, and a feature’s score includes its subfeatures. The breakdown shows how much each area contributes and where points remain unearned. It measures feature coverage, rather than conversion performance or value for money.
- Total
- 68.66 / 100
AI agent readiness
Agent readiness looks at a complete working process: understanding a campaign, creating or changing it, operating it, reading results and controlling access. This assessment adds context to the Developer section without awarding extra points. In-editor AI assistance and an external agent’s ability to operate the account are considered separately.
Creates and publishes forms through its API
Klaviyo is well exposed to agents: a Forms API creates draft forms and publishes them, a Reporting API returns form performance, scoped API keys and OAuth limit access, and an official MCP server covers campaigns, flows, profiles and reporting with a read-only mode. In-product AI builds campaigns, flows and segments and reviews existing forms.
| Agent task | What the agent can do |
|---|---|
| UnderstandSupported | Forms API reads form definitions and versions, and the Reporting API returns form performance. |
| CreatePartial | The Forms API creates draft forms from an encoded definition; A/B tests are set up in the editor. |
| OperateSupported | Forms can be published and unpublished through the API, and campaigns can be created and sent. |
| MeasureSupported | Reporting API returns campaign, flow, form and segment values (scopes forms:read, campaigns:read). |
| Work safelySupported | Private API keys have custom, read-only or full scopes; the MCP server supports read-only mode and scope-limited toolsets; forms are created as drafts. |
Private API keys (Owner, Admin or Manager can manage them) with read-only, full or custom scopes, or OAuth. The remote MCP server requires an Owner, Admin or Manager role; no plan requirement is documented. Flow webhooks require multi-factor authentication.
What one display or signup could cost
At $20.00 per month, the selected plan allocates $0.020 per display and $1.00 per signup across 1,000 displays and 20 valid email signups. The table rounds to cents. The 2% signup rate is an assumption, not measured performance or a vendor charge per event.
The capacity check assumes one site and 250 billable contacts. Billing is based on active profiles and email sends, which is distinct from the actual outcomes used here. For form-free announcements, compare displays rather than signups. Taxes, separately billed services and customer discounts are excluded.
| Outcome | Calculation | Estimated cost |
|---|---|---|
| One display | $20.00 ÷ 1,000 | $0.02 |
| 1,000 displays | $20.00 ÷ 1,000 × 1,000 | $20.00 |
| One signup | $20.00 ÷ 20 | $1.00 |
Klaviyo alternatives: which should you choose?
Businesses choosing email marketing and customer segmentation, with signup forms feeding the same customer profiles and automated flows. The bill grows with active profiles and channel usage. A simple site notice alone does not justify adopting the full platform.
Compare Omnisend and Getsitecontrol against that requirement. The cards below explain where each is a better fit. Match the billing unit, required features and site or account limits before comparing headline prices; the cheapest subscription does not always cover the same work.
Klaviyo vs Omnisend
At 500 contacts, Klaviyo Email starts at $20/month and Omnisend Standard at $16 with 6,000 sends. Choosing between them also means choosing the data and automation workflow behind the forms.
- Choose Omnisend
- When its ecommerce flows cover the job at the lower starting subscription.
- Choose Klaviyo
- When customer profiles and segmentation in Klaviyo already drive the marketing operation.
Klaviyo vs Getsitecontrol
Getsitecontrol Pro is $19/month per site for popup campaigns and 100,000 displays; email costs extra. Klaviyo’s $20 starting Email tier is a contact-based marketing subscription.
- Choose Getsitecontrol
- When the immediate job is announcements and promotions on the site.
- Choose Klaviyo
- When signup forms should feed the same customer profiles used for ongoing email automation.
About this review
Popup Papa compares published pricing, product documentation and help articles. This is a documentation-based review, not a hands-on performance test. Dates beside sources indicate when the corresponding evidence was checked; publication does not imply that every source was rechecked that day.
“Documented” means the provider describes the capability. A named plan is shown only where we recorded tier evidence. “Not confirmed” means the evidence is insufficient, not that the feature is absent. Paid add-ons and higher-tier restrictions are stated separately. Conflicting billing information prevents a unit-cost estimate.
Recommendations are editorial judgments about fit and cost. Sources are linked next to the claims they support, and every calculation uses the assumptions above.