Klaviyo Pricing Changes Coming February 18, 2025 + Best Practices for List Cleaning
At Journeywise, we’re always staying ahead of the latest updates in the email marketing world, especially when it comes to platforms like Klaviyo that power growth for DTC brands. Klaviyo recently announced some important changes to their pricing structure, effective February 18, 2025, designed to make their plans more flexible and user-friendly.
In this post, we’ll break down what’s changing, how it can benefit your brand, and share best practices for list cleaning to help you get the most out of these new features.
🚀 What’s Changing with Klaviyo’s Pricing?
Klaviyo’s goal with these changes is simple: greater flexibility and automation so you can focus on growing your business without stressing over manual plan adjustments.
1️⃣ Flexible Sending for Email
No more setting reminders to adjust your plan after a busy season. With Flexible Sending, Klaviyo will:
Automatically upgrade your email plan during high-volume periods (like BFCM or holidays).
Auto-downgrade to your regular plan when things slow down, starting with your next billing cycle.
2️⃣ Flexible Sending for SMS
Seasonal SMS spikes? No problem. Klaviyo is introducing Flexible Sending for SMS plans starting at $495/month, giving you the same upgrade/downgrade automation as email.
3️⃣ Auto-Downgrade Based on Active Profiles
If your active profile count drops, Klaviyo will automatically downgrade your plan at the start of your next billing cycle. This ensures you’re never overpaying for inactive subscribers.
4️⃣ Auto-Upgrade Based on Active Profiles
On the flip side, if your active profiles exceed your current plan’s limit, Klaviyo will automatically upgrade you to the appropriate tier. This keeps your account running smoothly without disruptions.
💡 Why This Matters for Your Brand
No more manual adjustments: Focus on your campaigns, not billing cycles.
Cost-efficiency: You’ll always be on the right plan—no overpaying for inactive profiles or underestimating growth during peak seasons.
Simplified billing: Less guesswork, more automation.
But here’s the catch: with auto-upgrades and auto-downgrades based on active profiles, it’s more important than ever to keep your lists clean.
🧹 Best Practices for List Cleaning (and Saving Money!)
Keeping your email list healthy isn’t just about deliverability—it directly affects your bottom line with Klaviyo’s new pricing model. Here’s how to stay ahead:
✅ 1. Regularly Identify Inactive Profiles
Inactive profiles = wasted budget. Use Klaviyo’s engagement filters to segment contacts who haven’t opened or clicked in the last 90–180 days.
Pro Tip: Check out Klaviyo’s new bulk suppression feature to manage these profiles efficiently.
✅ 2. Suppress, Don’t Delete
Instead of deleting inactive profiles (which erases data), suppress them. Suppressed profiles don’t count toward your active subscriber limit, saving you money while keeping valuable historical data intact.
✅ 3. Run Re-Engagement Campaigns First
Before suppressing inactive subscribers, try a win-back campaign:
Use catchy subject lines like “Still Interested?” or “We Miss You!”
Offer exclusive discounts or ask for feedback to re-engage them.
If they still don’t engage? Suppress them.
✅ 4. Clean Your List Quarterly (at Least)
Make list cleaning a regular process:
Review your segments quarterly.
Suppress inactive contacts.
Monitor engagement metrics to identify declining activity trends early.
✅ 5. Use Double Opt-In for New Subscribers
This ensures only genuinely interested people get on your list, reducing the chances of low engagement rates down the road.
📈 Maximize Your Klaviyo ROI with Smart List Management
With Klaviyo’s new flexible pricing options, brands now have more control than ever to scale efficiently without overspending. But to truly maximize these benefits, regular list cleaning is non-negotiable.
Need help optimizing your Klaviyo account or running a full list audit? Journeywise specializes in data-driven email strategies for DTC brands. Let’s chat about how we can help you grow smarter. 🚀
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