Should I use Klaviyo for both email and SMS?

Yes. One platform means unified customer profiles, coordinated flows, and no duplicate messaging. Klaviyo's SMS+email integration is the best in the market for eCommerce.

How do I build an SMS list?

Separate opt-in from email. Add an SMS consent checkbox to popups, checkout, and forms. Offer an exclusive incentive for SMS subscribers. SMS consent must be explicit — you can't auto-enroll email subscribers.

Will SMS cannibalize my email revenue?

No — it's additive. Our clients see total email+SMS revenue increase 15-25% after adding SMS. The channels serve different purposes and different moments in the customer journey.

What type of messages work best via SMS?

Flash sales (limited time), cart abandonment recovery, shipping/delivery updates, back-in-stock alerts, and VIP exclusive offers. Avoid long-form content — save that for email.

How much does SMS marketing cost?

On Klaviyo: ~$0.01-0.015 per SMS, ~$0.03 per MMS. For a brand sending 5,000 SMS/month, budget $50-75. The ROI typically justifies the cost — we see $5-15 revenue per SMS sent on well-targeted campaigns.

Channel Comparison

Email drives volume. SMS drives urgency. The best brands use both — here's how.

Email and SMS aren't competing channels — they're complementary. Email is your workhorse: long-form content, product showcases, brand storytelling, and automated flows that run 24/7. SMS is your closer: flash sale alerts, cart recovery nudges, shipping notifications, and time-sensitive offers that demand immediate attention. Running both on Klaviyo means one platform, one customer profile, and coordinated messaging that doesn't overwhelm.

30-40%

Revenue from Email (Optimized)

98%

SMS Open Rate

10-15%

SMS Click-Through Rate

25%

Revenue Lift Adding SMS

Email marketing is the foundation — it should drive 30-40% of your total revenue through flows and campaigns. SMS is the accelerator — it adds 15-25% on top of your email revenue by reaching customers in the most immediate channel possible. Klaviyo lets you run both from one platform, which is the right approach.

Email Marketing vs SMS Marketing — feature by feature

Feature	Email Marketing	SMS Marketing
Open Rates	30-45% for well-managed eCommerce lists. Varies by deliverability and segmentation.	98%. Nearly every text is read. The open rate advantage is massive.
Content Format	Rich content: images, HTML, long copy, product grids, dynamic blocks. Tell a full story.	Short text (160 chars) + optional image/link. Get to the point in 1-2 sentences.
Frequency Tolerance	2-4 campaigns per week for engaged segments. Higher tolerance for content variety.	4-6 texts per month maximum. Over-texting causes fast opt-outs. Reserve for high-impact moments.
Cost	$50-500/month for most Shopify stores on Klaviyo. Essentially free per send after platform fee.	$0.01-0.03 per SMS/MMS. Variable cost that adds up at scale. More expensive per message than email.
Revenue Contribution	25-40% of total revenue for optimized programs. The primary owned-channel revenue driver.	5-15% of total revenue. Additive to email. Best for flash sales, time-sensitive offers, and cart recovery.
Compliance	Standard email consent (CAN-SPAM, GDPR). Relatively straightforward.	Strict TCPA compliance. Explicit opt-in required. Fines up to $1,500 per unsolicited text. Higher legal bar.

Our recommendation

Don't choose between them. Build email first (it drives more total revenue), then layer SMS on top for high-impact moments. On Klaviyo, they share the same customer profiles and can be coordinated in the same flows. Target: email at 30-40% of revenue, SMS adding 10-15% on top.

Pick Email Marketing if...

If you can only afford one channel, email comes first. It drives more total revenue, supports more content types, and costs less per message. Build flows, grow your list, optimize campaigns.

Pick SMS Marketing if...

Add SMS once your email program is established (flows running, 25%+ revenue from email). SMS accelerates results — especially for flash sales, BFCM, and cart recovery for high-value carts.

Questions our best clients asked first

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