Klaviyo Pricing in 2025: How to Cut Costs and Boost Email Performance

Email marketing remains one of the most powerful ways for e-commerce brands to drive sales, build customer relationships, and foster long-term loyalty. But with the 2025 Klaviyo pricing changes, many Shopify store owners are feeling the pinch – costs have risen, and old strategies aren’t as effective anymore.

In our previous article, we’ve already covered the Top 10 Shopify Apps Every Store Owner Needs in 2025. Now, we’ll break down how to manage Klaviyo pricing, save money, and get the most out of your email marketing efforts in 2025.

Why Klaviyo Pricing Changed in 2025

Before 2025, Klaviyo mostly charged based on the number of emails sent each month. This allowed brands to have more profiles than their plan technically supported, as long as they didn’t email them all at once.

Now, the rules are different:

• Active profiles matter: Your bill is based on the number of active profiles in your account.
• Auto-upgrade: Going over your plan’s profile limit triggers an automatic upgrade.
• Downward adjustment: If your list shrinks, your plan adjusts to a lower cost.

Key takeaway: Keeping old, unengaged, or irrelevant contacts will directly increase your expenses.

Why Cleaning Your Email List Saves Money

Many store owners hesitate to remove inactive contacts, thinking, “Maybe they’ll buy again during Black Friday.” But under the new pricing model, that can be costly.

Cleaning your list helps in multiple ways:

• Lower bills – fewer active profiles = cheaper plan.
• Better inbox placement – inactive contacts can trigger spam flags in Gmail or Outlook.
• Higher engagement rates – focus on subscribers who actually interact with your emails.
• More sales – emails reach the people most likely to buy.

In short, cleaning your list reduces expenses and improves email marketing performance.

Step-by-Step: How to Lower Your Klaviyo Bill

Here’s a simple workflow we use with our Shopify clients at Digital Octane:

Step 1: Identify Unengaged Subscribers

Segment your list by activity:

• No activity in the past six months despite receiving emails.
• Inactive for over a year.
• Never engaged: signed up over a year ago but never opened or clicked.
• Marked your emails as spam (remove immediately).
• Bounced email addresses.

Step 2: Suppress the Segments

In Klaviyo:

1. Go to Lists and Segments.
2. Select the segment to suppress.
3. Click the three dots → Suppress Current Members → Bulk Suppress.

These contacts move from Active Profiles to Suppressed Profiles, lowering your plan cost.

Step 3: Update Your Plan

After a few hours, Klaviyo updates your profile count. Then:

• Go to Billing in your account settings.
• Choose a plan that fits your new, smaller number of active profiles.

Example: Dropping from 50,000 active profiles ($720/month) to 40,000 ($600/month) saves $120/month – or over $1,400/year.

The Deliverability Boost

Cleaning your list doesn’t just save money – it also improves performance:

• Better inbox delivery – fewer bounces and spam complaints improve sender reputation.
• Higher open rates – emails reach subscribers who actually engage.
• More revenue – better visibility during campaigns and sales events.

Why Klaviyo Is Still the Best Choice

Some businesses might think about switching to a cheaper email service provider. But Klaviyo remains a top choice for Shopify brands because:

• Seamless Shopify integration for easy customer segmentation.
• Automation flows built for e-commerce: abandoned cart reminders, post-purchase follow-ups, win-back campaigns.
• Analytics and revenue attribution to measure performance.
• Reliable updates and a strong partner network.

Even with rising costs, a clean, engaged email list ensures Klaviyo remains a high-ROI tool.

How Digital Octane Can Help

At Digital Octane, we help Shopify stores get the most from Klaviyo while controlling costs:

• Build and optimize Shopify websites.
• Create custom Shopify apps.
• Improve Klaviyo flows and campaigns.
• Clean lists, boost deliverability, and cut monthly expenses.

Conclusion

The 2025 Klaviyo pricing changes are an opportunity to rethink your email marketing strategy. By removing inactive subscribers and focusing on engaged contacts, you can reduce costs, improve deliverability, and ultimately increase sales.

With expert guidance, your Shopify store can save money while making more from every email sent. Digital Octane is here to help you navigate these changes and make Klaviyo work harder for your business.