How to Make Sure You're Not Overpaying For Your Klaviyo Account in 2025

Hannah
Jun 11
3 min read

Klaviyo’s New Pricing Is Here—Here’s How to Avoid Overpaying

Klaviyo just dropped a major update that’s going to impact a lot of Shopify brands.

As of February 18th, Klaviyo’s pricing model now focuses on active profiles in your account—not just the people you’re sending to. That means if you’re not regularly cleaning your lists, you could be paying way more than you need to.

I’m Hannah, founder of LaRose & Co., and in this post, I’m walking you through how to make sure you’re not overpaying for Klaviyo—while also keeping your email marketing strategy strong.

Rather watch than read?

What Changed in Klaviyo’s Pricing?

Old model: You were charged based on your sending volume. You could keep thousands of inactive contacts in your account and only pay for those you emailed.

New model: You’re now charged based on all active profiles, regardless of whether you’ve sent to them recently.

Translation? That bloated list of cold leads is now costing you money—even if you haven’t touched them in months.

Why List Cleaning Matters More Than Ever

This pricing change isn’t just about cutting costs—it’s about strengthening your overall email strategy.

The best email marketing has always been about quality over quantity:

Better engagement
Fewer spam complaints
Higher deliverability
More revenue per send

And now? It’ll also save you real money.

Step 1: Identify Your Unengaged Profiles

Start by creating smart segments in Klaviyo that help you filter out subscribers who haven’t engaged in a while. What “unengaged” means will depend on your brand’s size and sending frequency.

Here are a few basic segment ideas:

Never Opened or Clicked: Profiles that joined your list but have never engaged.
Inactive for 90+ Days: Contacts who haven’t opened or clicked in the past 3 months.
Purchased Once, Then Ghosted: First-time customers who never came back or engaged.

These segments give you a clear picture of who might be costing you money without returning any value.

Step 2: Create a Sunset Flow

Once you’ve identified unengaged profiles, don’t just delete them—try to win them back first.

A sunset flow is an automation that:

Re-engages cold subscribers with a final offer or message
Asks if they still want to hear from you
Gives them a chance to stay subscribed
Removes them from your active list if they don’t respond

This keeps your email list clean and respectful, and helps you hold onto the few who may still convert.

Step 3: Build a List Cleaning Schedule

There’s no one-size-fits-all answer here. Your list cleaning frequency should depend on:

How often you send campaigns
How quickly your list grows
How tight your budget is under the new pricing model

We typically recommend cleaning your list:

Monthly for high-volume senders
Quarterly for moderate senders
Semi-annually for slower-paced brands

The key is consistency. Make list cleaning a regular part of your marketing routine—not just a reaction to billing changes.

Final Thoughts

Klaviyo’s new pricing might feel like a hit—but it’s also a chance to rethink your email strategy and trim the fat. By focusing on engaged, high-value subscribers, you’re not just saving money—you’re boosting performance across the board.

If you're not sure how to implement a list cleaning strategy tailored to your brand, reach out to LaRose & Co.. We’ll help you build a lean, powerful list that keeps your costs low and your conversions high.