Klaviyo SMS marketing
I set up Klaviyo SMS as its own channel, working alongside your emails, not as “email but shorter.” From consent and compliance settings to flows, campaigns, and segments, I make every text earn its place, because each one costs money and a moment of your customer's attention.
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Brands I've worked with
SMS vs email
A text lands on someone's phone, right next to messages from friends and family. That makes SMS more immediate, more personal, and more expensive than email, so I use it more selectively. I rarely copy an email into SMS. Instead, I give each channel its own job.
The foundation
A phone number alone isn't permission to text someone. Everything starts with explicit SMS consent and the right account settings.
I usually set up a two-step popup: email first, then an optional phone number for an extra offer or early access. Checkout opt-in, SMS landing pages, and keywords can add more subscribers.
I configure opt-out language, STOP, HELP, and START keywords, sender identification, quiet hours, and consent records using Klaviyo's tools and recommended practices.
Rules differ by country and state, so I never promise a setup makes you legally compliant everywhere. For legal questions, I recommend checking with qualified counsel.
Depending on your country and volume, Klaviyo can send from a toll-free number, a short code, or a branded sender ID. Availability differs by market, and the sender type can affect your message costs.
A standard SMS segment holds about 160 characters, but emojis and some special characters cut that to around 70. Longer texts split into more segments, and every segment is billed. With 20,000 subscribers, that difference adds up fast.
MMS can include an image or GIF, but it costs more and isn't supported the same way in every country. I only use MMS when the visual actually helps someone buy.
Klaviyo SMS costs vary by recipient country, sender type, SMS vs MMS, and number of segments. I plan and report SMS in cost per message, so you always know what a send will cost before it goes out.
SMS campaigns
Campaigns are one-time texts I schedule for a list or segment. I reserve them for the strongest moments, not every email on the calendar.
FLASH SALE: 20% off everything until midnight. Shop now: [link]
Reminder: your 20% off ends tonight. Shop before midnight: [link]
LAST CALL: our sale ends in 3 hours. Shop before it's gone: [link]
JUST DROPPED: Sneakers Vol. 3 are live. Limited quantities: [link]
VIP EARLY ACCESS: shop the new collection 2 hours before everyone else: [link]
The Black Hoodie is back. Sizes are limited: [link]
Almost gone: only a few of our bestselling jacket left. Shop: [link]
Our Black Friday sale starts at 9 AM tomorrow. Set a reminder: [link]
Who gets the text matters. I send to engaged SMS subscribers, recent purchasers, VIPs, category buyers, high-AOV customers, or lapsed customers, depending on the message. Poor segmentation doesn't just hurt engagement; with SMS, it directly raises your costs.
SMS flows
Not every flow needs a text. On a limited budget, this is the order I follow, matching the channel to how close the customer is to buying.
TriggerJoins SMS list
I deliver whatever you promised on signup, straight away.
TriggerCheckout Started
Filtered by Placed Order = 0 since starting this flow, so no one gets a reminder after paying.
TriggerBack in stock request
High intent plus a timely alert: the perfect use of a text.
TriggerOrdered Product + delay
“Running low?” timed to how long the product lasts.
TriggerPrice drop
The product they viewed just got cheaper.
TriggerPlaced Order + long delay
Email leads; SMS joins for the stronger part of the sequence.
Later, depending on the brand: VIP, added to cart, birthday, cross-sell, and review requests. I don't start with browse abandonment SMS, because one product view is low intent. I only text browsers who viewed a product several times.
Email + SMS together
I don't alternate email, SMS, email, SMS just because Klaviyo allows it. Each channel gets a role.
The cart, clearly shown.
One line and a link.
The reasons to trust the purchase.
Based on consent, cart value, and strategy.
Product, benefits, images, and details.
Shop the new collection: [link]
What's still available.
Urgency and action only.
Guardrails
Klaviyo's SMS Smart Sending has its own window, separate from email. It stops a customer getting a campaign text at 10 AM and a cart text at 3 PM. I only switch it off on purpose, for example when an abandoned checkout matters more than the frequency limit.
I avoid sending before 8 AM or after 9 PM, and follow stricter local rules where they apply. Flow texts wait until the allowed window; campaign texts can be delayed or skipped.
Three emails a week doesn't mean three texts a week. I save SMS for strong promotions, urgent reminders, launches, abandoned checkout, back in stock, and replenishment.
How I measure SMS
I don't just report that SMS made $5,000. I also show what it cost, and how efficiently each send earned.
| Campaign | Texts sent | Revenue | Revenue per recipient |
|---|---|---|---|
| A · sent to everyone | 10,000 | $5,000 | $0.50 |
| B · targeted segment | 2,000 | $3,000 | $1.50 |
Common mistakes
How I set it up
Consent, sender, company info, compliance settings, branded links, Smart Sending, quiet hours, signup form, and SMS segments. Then I test everything.
Welcome, abandoned checkout, and back in stock, plus replenishment where it fits.
Major sales, launches, sale endings, restocks, and VIP access. Not random weekly texts to fill a calendar.
VIP, high-intent, repeat buyers, lapsed customers, category buyers, high-AOV, and engaged SMS subscribers.
Cost, revenue, clicks, unsubscribes, and email and SMS overlap. Then I cut the sends that don't earn their place.
More SMS doesn't automatically mean more growth. Every text has a financial cost and an attention cost. My goal is fewer, more relevant messages with stronger revenue per recipient, not using up your messaging budget.
Results
LipoTek · ItalyFrom €161K to €600K in email + SMS revenue, including €90K in a single BFCM weekendRead the case study →
MantaSocks · SingaporeFrom $18.7K to $205K in email revenue, a 10× growth in 8 monthsRead the case study →Our post-purchase flow was a single thank-you email. Obaid turned it into a 5-part sequence that now generates repeat orders on autopilot. Genuinely impressive work.
The abandoned checkout flow recovers €2K+ every single month. The design quality is exceptional. It doesn't look like a Klaviyo template, it looks exactly like our brand.
Obaid U is a stellar freelancer in email marketing, showcasing STRATEGIC thinking and meticulous attention to detail. Working with him is a breeze thanks to his quick responses, politeness, and deep understanding of the project needs. Highly recommend! 👏
FAQ
Let's talk
Tell me whether you're starting SMS from scratch or already sending. The first conversation is free, and you'll leave it knowing which texts to send first and which to stop. Want a full review first? Start with a Klaviyo audit.