You need both email and SMS to work together, but managing two separate platforms means double the complexity, fragmented data, and hidden costs that can sneak up on you (like SMS overage fees that unexpectedly doubled your bill last month).
Attentive and Klaviyo represent two fundamentally different approaches to solving your problem. One built its empire on conversational SMS, while the other built its empire on predictive email marketing.
As an email deliverability consultant and marketer who has helped hundreds of businesses migrate platforms without losing revenue or damaging their sender reputation, I’ve prepared this comprehensive Attentive vs Klaviyo comparison guide that covers:
- Which platform fits your specific growth goals and budget
- Migration risks that could tank your deliverability overnight
- SMS and email capabilities that actually impact your bottom line
- How their core strengths align with different business strategies
- Real pricing comparisons at different contract levels with 2025 updates
Let’s help you determine which platform aligns with your strategy and how to make the transition without losing a single dollar in revenue.
Attentive vs Klaviyo — quick decision guide
Here’s what you need to know if you’re in a hurry:
| Factor | Klaviyo | Attentive |
| Best for | Email-first brands adding SMS | SMS-first brands needing email |
| Pricing transparency | Public tiers, free plan available | Custom quotes, sales-led process |
| SMS strength | Strong automation, predictive features, native two-way messaging | Conversational AI, two-way messaging, enterprise infrastructure |
| Email strength | Gold standard with AI content generation | Basic capabilities, still developing |
| Enterprise support | Self-service focused, CSMs for large accounts | White-glove service, dedicated teams |
| Integration count | 350+ pre-built connections | 100+ curated partnerships |
| Contract terms | Month-to-month flexibility | Typically annual commitments |
| SMS country coverage | 22 supported countries | 20+ countries |
| G2 user ratings | Automation (8.9), Personalization (8.8) | Ease of use (9.2), Support quality (9.4) |
Don’t let deliverability derail your platform switch
Most companies focus on features and forget about the technical foundation. They switch domains, change IP addresses, and wonder why their open rates plummet. I’ve seen revenue drop 40% in the first month after a poorly planned migration.
Maxify Inbox by EmailWarmup offers:
- Unlimited deliverability consultations
- Unlimited email warmup for smooth migrations
- Email list validation and replacement (100 replacements monthly)
- Dedicated IP address setup and email blacklist monitoring
- Spam testing and reputation management
We handle the technical setup while you focus on growing revenue. Want to ensure your platform switch actually improves results?
Schedule your consultation call
How are Klaviyo and Attentive different?
Klaviyo launched in 2012 as an email marketing platform for e-commerce. They built deep integrations with Shopify, mastered customer data management, and created sophisticated automation flows.
When they added SMS capabilities, they brought their data-driven approach to text messaging. The result is a platform that excels at using customer behavior to trigger personalized messages across channels.
Attentive took the opposite path. Founded in 2016, they focused exclusively on SMS marketing for e-commerce brands.
They pioneered two-way conversations, built compliance tools from the ground up, and created the infrastructure to handle enterprise-level SMS volumes. Their recent addition of email capabilities reflects their expansion beyond their core strength.
Moreover, the practical difference shows up everywhere. Klaviyo gives you predictive analytics that forecast customer lifetime value and churn risk. Attentive gives you conversational AI that handles customer replies in real-time.
One platform thinks in terms of data segments and behavioral triggers. The other thinks in terms of conversations and immediate engagement.
User satisfaction reveals platform strengths
According to recent G2 user reviews, the platforms excel in different areas. Klaviyo users rate automation capabilities at 8.9 out of 10, while Attentive users give ease of use a higher 9.2 rating.
Additionally, Attentive’s customer support scores an impressive 9.4 compared to Klaviyo’s 8.4, reflecting their different service philosophies.
My client, Sarah, runs a 50-person skincare brand and tested both platforms last year. Klaviyo’s automated product recommendations drove 23% more email revenue than her previous setup.
However, when she tried Attentive’s conversational SMS, her text-to-purchase conversion rate jumped 67% (customers loved asking questions about ingredient compatibility and getting instant answers).
How do Attentive vs Klaviyo SMS capabilities compare?
SMS marketing isn’t just about sending text blasts anymore. The real revenue happens in the details — compliance, deliverability, and customer experience.
Conversational features and engagement
Attentive built its reputation on making SMS feel like actual conversations. Their Concierge AI feature responds to customer questions automatically, handling everything from product inquiries to order status updates. When a customer texts back “What’s the return policy?” or “Is this cruelty-free?”, the AI provides relevant answers instantly.
Klaviyo’s SMS approach focuses on automation and personalization, but they also offer native two-way messaging through their SMS Conversations feature.
This capability allows customers to respond to messages and engage in real-time conversations without requiring external integrations. Their flows can send highly targeted SMS messages based on browsing behavior, purchase history, and predictive analytics.
Furthermore, the difference becomes clear when you look at engagement patterns.
Attentive customers often see higher SMS reply rates because their platform encourages two-way communication from the ground up.
Klaviyo customers frequently see higher overall revenue per SMS because their targeting is more sophisticated and data-driven.
Global reach and infrastructure comparison
Understanding where you can send messages matters for growing brands. Here’s how their international coverage compares:
| Platform | Countries supported | Key limitations |
| Klaviyo | 22 countries (US, Canada, UK, Australia, New Zealand, plus 17 EU countries) | MMS not available in Europe; branded sender IDs can’t receive replies |
| Attentive | 20+ countries | MMS is limited to the US, Canada, and Australia only |
Both platforms handle high-volume sending, but their approaches differ significantly. Attentive built its infrastructure specifically for enterprise SMS needs. They maintain relationships with multiple carrier networks, ensuring message delivery even during peak periods like Black Friday.
One enterprise client told me about their experience during last year’s holiday season. Their Attentive account delivered 98.7% of messages during peak sending hours, while their previous SMS provider hit delivery issues that cost them an estimated $47,000 in lost sales.
Klaviyo’s SMS infrastructure is solid but newer. They’ve invested heavily in recent years to match enterprise capabilities. However, some larger brands still experience occasional delays during peak periods.
Nevertheless, their integration with email means you can easily create backup flows that switch to email when SMS delivery slows down.
Compliance and risk management
SMS compliance isn’t optional anymore. Both platforms take it seriously, but their approaches reflect their different origins.
Attentive serves on the CTIA board and helps shape industry compliance standards. They automatically suppress phone numbers associated with SMS lawsuits and built their patented two-tap signup process to meet the strictest legal requirements. Their compliance tools are designed for enterprise-level risk management.
Klaviyo covers all the essential compliance features, including TCPA, GDPR, and consent management, but focuses more on making compliance simple for marketers rather than pioneering new standards. Their approach works well for most brands, providing necessary protections without overwhelming smaller teams.
The practical impact varies by business size and risk tolerance. I’ve seen brands avoid costly legal issues because Attentive’s automated compliance tools caught problems early.
However, I’ve also seen companies successfully scale SMS programs on Klaviyo without any compliance headaches.
Attentive vs Klaviyo — which platform wins for email marketing?
Email marketing separates the experienced platforms from the newcomers quickly. Klaviyo’s decade-long head start shows in every feature.
Template builders and content creation
Klaviyo’s email builder feels like a mature product. Their drag-and-drop editor includes advanced features that streamline campaign creation:
- Saved sections for reusable content blocks
- Global template updates across multiple campaigns
- Advanced personalization based on customer behavior data
- AI content generation for subject lines and product recommendations
- An email clipping tool that previews messages across different clients
I recently helped a home goods brand migrate from Mailchimp to Klaviyo. Their design team immediately noticed the difference in template flexibility.
They could create sophisticated layouts that automatically adjusted product recommendations based on individual customer preferences (something that took custom coding on their previous platform).
Attentive’s email builder covers the basics but lacks advanced features. You can create decent-looking promotional emails, but customization options are limited.
Their templates work for straightforward campaigns, but complex lifecycle sequences often require compromises.
Automation sophistication
Email automation reveals each platform’s core strengths. Klaviyo’s flows can incorporate dozens of conditions, split paths based on customer behavior, and adjust messaging based on predictive analytics.
Their abandoned cart flows, for example, can change product recommendations based on browsing history, adjust timing based on past engagement patterns, and automatically exclude customers likely to purchase anyway.
Attentive’s email automation is functional but simpler. They focus on essential flows like welcome series and post-purchase sequences. The automations work well enough for most brands, but you won’t find the advanced behavioral triggers that Klaviyo offers.
One interesting advantage: Attentive’s email flows integrate seamlessly with their SMS conversations. If a customer responds to an SMS, the email sequence can pause automatically (preventing message overlap). Klaviyo offers similar coordination, but it requires more setup.
Deliverability performance comparison
Email deliverability depends on more than platform choice, but some platforms make it easier than others. Here’s how they stack up:
| Feature | Klaviyo | Attentive |
| Deliverability infrastructure | Heavy investment, strong mailbox provider relationships | Adequate but not exceptional |
| Smart sending | Prevents over-emailing, optimizes send times | Basic send time controls |
| Authentication support | Full SPF, DKIM, DMARC setup | Standard authentication requirements |
| Delivery analytics | Detailed performance insights | Basic delivery reporting |
| IP warming assistance | Guided warming process | Manual configuration required |
Klaviyo invests heavily in deliverability infrastructure. They maintain relationships with major mailbox providers, offer shared IP pools with good reputations, and provide detailed delivery analytics.
Their Smart Sending feature prevents over-emailing customers within defined time windows and learns optimal send times for individual subscribers.
A jewelry brand I worked with saw its email deliverability improve from 87% to 94% after switching from Attentive to Klaviyo. The 7-point improvement translated to roughly $12,000 additional monthly revenue.
What about the pricing transparency and costs of Attentive and Klaviyo?
Pricing often determines platform choice before you even evaluate features. The contrast between these platforms couldn’t be sharper, especially with Klaviyo’s 2025 pricing changes.
Klaviyo’s transparent but evolving pricing
Klaviyo publishes its pricing tiers openly and made significant changes in early 2025.
They now use an “active profile” billing model, which charges based on all engaged contacts in your account, not just those you email on a monthly basis. Their current structure includes:
- Paid plans: Start at $20/month for 501-1,000 active profiles
- Free plan: 250 active profiles, 500 monthly emails, 150 SMS credits
- SMS pricing: Credit-based system varying by country (typically 1-10 credits per message)
- Automatic plan adjustments: Maximum 25% increase per billing cycle to prevent price shocks
The 2025 pricing change means you can’t game the system by only paying for contacts you email that month. If you have 50,000 subscribers but only email 10,000, you’ll pay for all 50,000 active profiles.
However, costs can climb quickly at scale. A brand with 25,000 contacts now pays approximately $400/month for email capabilities plus SMS usage fees. If you send 50,000 SMS messages monthly, that could add another $500-1,000, depending on your target countries.
Attentive’s custom pricing approach
Attentive doesn’t publish prices. Every deal goes through their sales team, and quotes vary based on several factors:
- Geographic sending requirements
- Selected features and compliance tools
- Contact count and expected SMS volume
- Contract length (typically 6-12 months minimum)
The lack of transparency creates budgeting challenges, especially for smaller brands. You can’t estimate costs without talking to sales, and you can’t compare options easily.
Furthermore, this approach allows for more flexible pricing arrangements, particularly for larger brands.
Real-world pricing examples
Based on client experiences and industry reports, here’s what brands typically pay:
| Contact size | Klaviyo (estimated) | Attentive (estimated) |
| 10,000 contacts | $150-250/month | $500-800/month |
| 25,000 contacts | $400-600/month | $800-1,200/month |
| 50,000 contacts | $700-1,000/month | $1,200-2,000/month |
| 100,000+ contacts | $1,400-2,000/month | $2,500-4,000/month |
SMS usage, contract terms, and specific features significantly impact final costs
Hidden costs and contract considerations
Both platforms have additional costs that aren’t immediately obvious. Klaviyo may charge extra for advanced features like their Customer Data Platform add-on or dedicated IP addresses (available on a case-by-case basis for qualified high-volume accounts).
Attentive often includes fees that become apparent after signing. These can include:
- Shortcode setup and maintenance fees
- Platform fees that may increase annually
- Fluctuating carrier fees that vary by country
- MMS messages cost significantly more than standard SMS
Additionally, contract terms differ substantially. Klaviyo operates month-to-month for most plans, with annual discounts available. Attentive typically requires annual commitments, especially for custom pricing arrangements.
A mid-size fashion brand told me they budgeted $800/month for Attentive based on initial discussions. Their actual costs averaged $1,200/month due to carrier fee increases and higher-than-expected MMS usage.
How do Klaviyo’s and Attentive’s data and segmentation capabilities stack up?
Customer data management separates marketing platforms from marketing tools. Both platforms collect customer information, but they use it differently.
Customer data platforms and profiles
Klaviyo functions as a customer data platform for e-commerce brands. They automatically create unified customer profiles that include purchase history, browsing behavior, email engagement, SMS interactions, and predictive metrics like lifetime value and churn probability.
Their CDP capabilities recently expanded with advanced segmentation features. You can create segments using natural language (like “customers who bought winter coats but haven’t purchased in 60 days and live in cold climates”). The AI interprets your request and builds the appropriate filters automatically.
Attentive collects basic customer data, including contact information, purchase history, and SMS engagement, but doesn’t offer the same depth of behavioral analytics. Their customer profiles focus more on recent interactions and engagement patterns rather than long-term predictive modeling.
Segmentation capabilities comparison
The practical difference shows up in campaign targeting sophistication:
| Capability | Klaviyo | Attentive |
| Segmentation conditions | Unlimited simultaneous conditions | Typically, 3 conditions at a time |
| Predictive analytics | CLV, churn risk, next order date | Basic engagement predictions |
| Real-time updates | Within minutes for most data | 10-30 minutes for e-commerce data |
| Behavioral triggers | Dozens of variables simultaneously | Simpler, engagement-focused triggers |
| Natural language segments | AI-powered segment creation | Manual filter construction |
Predictive analytics and AI features
Klaviyo’s predictive analytics include customer lifetime value forecasting, churn risk assessment, and optimal send time prediction. Their AI analyzes historical data to predict future behavior, helping you identify high-value customers before they become high-value.
I worked with a subscription box company that used Klaviyo’s churn prediction to identify at-risk subscribers two months before cancellation. They created targeted retention campaigns that reduced churn by 34% and increased average customer lifetime value by $67.
Attentive focuses its AI capabilities on conversation management rather than predictive analytics. Their AI excels at responding to customer questions and managing two-way SMS interactions, but they don’t offer the same depth of predictive modeling.
Attentive vs Klaviyo — which integrations matter most?
Integration ecosystems determine how well platforms fit into your existing tech stack. Both platforms connect to major e-commerce systems, but their approaches differ.
Platform ecosystem comparison
Klaviyo offers over 350 pre-built integrations covering everything from e-commerce platforms to customer service tools. Their marketplace includes connections to major platforms that most DTC brands use:
- CRM: Salesforce, HubSpot, Pipedrive
- Customer service: Gorgias, Zendesk, Intercom
- Reviews and loyalty: Yotpo, LoyaltyLion, Judge.me
- Analytics: Google Analytics, Facebook Pixel, TikTok Pixel
- E-commerce: Shopify, BigCommerce, WooCommerce, Magento
The integration quality is generally high. Most connections sync data bi-directionally and update in near real-time. Moreover, Klaviyo’s API documentation is extensive, making custom integrations relatively straightforward for developers.
Attentive maintains about 100 integrations, but they’re more curated. Instead of trying to connect everything, they focus on the tools that matter most for SMS and email marketing. Their integrations are well-maintained and reliable, though the selection is more limited.
Shopify and BigCommerce specific features
Both platforms offer deep Shopify integration, but Klaviyo’s connection is more mature. They automatically sync several types of data:
- Order history and transaction details
- Customer data, including browsing behavior
- Product catalogs with real-time inventory updates
- Behavioral events like cart abandonment and product views
Klaviyo’s Shopify integration includes features like automatic abandoned cart recovery, browse abandonment tracking, and post-purchase review requests. Everything works out of the box with minimal setup required.
Attentive’s Shopify integration covers the essentials but requires more configuration. Their sign-up forms and SMS flows integrate well, but you might need additional setup for advanced features.
A Shopify Plus brand I consulted for spent two days configuring Klaviyo’s integration and three weeks setting up equivalent functionality with Attentive. The difference in implementation time was significant.
What are the migration risks for Attentive and Klaviyo?
Platform migrations can boost revenue or destroy it. The technical details matter more than most marketers realize.
Domain warming and deliverability protection
Email deliverability depends heavily on sender reputation. When you switch platforms, you’re often changing IP addresses and sometimes domains. Both changes can impact your ability to reach customers’ inboxes.
I’ve guided dozens of platform migrations, and deliverability protection is always the highest priority. Most brands assume they can switch platforms over a weekend and resume normal sending on Monday. That approach typically results in 30-50% lower deliverability for the first month.
Proper domain warming takes 8-12 weeks. You start by sending small volumes to your most engaged subscribers, gradually increasing volume while monitoring delivery metrics. Both Klaviyo and Attentive offer guidance, but neither platform handles the warming process automatically.
The stakes are significant. A home goods brand I worked with rushed their migration from Mailchimp to Klaviyo. They skipped the warming process and saw their Black Friday email revenue drop 43% compared to the previous year. We implemented proper warming procedures, but it took three months for their sender reputation to fully recover.
Data transfer challenges
Moving customer data between platforms sounds straightforward, but it often reveals data quality issues. Both Klaviyo and Attentive can import standard customer files (CSV exports), but the mapping process requires careful attention.
Common migration problems include several technical issues:
- Automation triggers that behave differently
- Custom fields that map to different data types
- Segment definitions that don’t translate directly
- Duplicate customer records that merge incorrectly
- Engagement history that doesn’t transfer completely
Klaviyo’s migration tools are more sophisticated. They offer guided import processes, data mapping assistance, and validation tools that catch common errors. Their support team can handle complex migrations for enterprise accounts.
Attentive relies more on manual processes for data migration. Their support team is helpful, but migrations often take longer and require more hands-on involvement.
Timeline considerations
Platform migrations always take longer than expected. Plan for 6-8 weeks minimum, regardless of which platform you choose.
Here’s a realistic timeline breakdown:
- Week 1-2: Account setup, domain configuration, initial data import
- Week 3-4: Template creation, automation building, integration testing
- Week 5-6: Soft launch with limited audience, monitoring, and adjustments
- Week 7-8: Full migration, performance monitoring, optimization
Rushing the timeline increases the risk of deliverability problems, data issues, and customer experience disruptions. Both platforms offer expedited migration services, but they typically cost extra and still require several weeks.
One e-commerce brand tried to complete its migration in two weeks to prepare for a product launch. They experienced data sync issues, template formatting problems, and deliverability challenges that ultimately delayed their launch by six weeks. Proper planning would have prevented most problems.
Klaviyo vs Attentive — who should choose which platform?
The choice between Attentive and Klaviyo depends on your business model, growth stage, and team capabilities.
SMS-first brands and Attentive advantages
Choose Attentive if SMS drives significant revenue and you want conversational capabilities. Their platform excels for brands that meet specific criteria:
- Generate 40%+ of marketing revenue from SMS
- Sell products requiring customer education or support
- Need enterprise-grade compliance tools and deliverability
- Target younger demographics that prefer text communication
- Have customer service teams that can handle SMS conversations
Attentive works particularly well for luxury brands, subscription services, and companies with complex products. Their conversational AI and human support capabilities create premium customer experiences that justify higher price points.
A high-end supplement brand shared its results after switching to Attentive. Their SMS conversations increased average order value by 28% because customers asked questions about ingredient interactions and received personalized recommendations.
The consultative selling approach generated significantly more revenue than automated campaigns alone.
Email-heavy strategies and Klaviyo benefits
Choose Klaviyo if email marketing drives your growth and you want sophisticated automation. Their platform suits brands with specific characteristics:
- Prefer transparent pricing and flexible contracts
- Generate 60%+ of marketing revenue from email
- Need extensive integrations with their existing tech stack
- Want predictive analytics and customer lifetime value modeling
- Have diverse product catalogs requiring personalized recommendations
Klaviyo excels for brands with complex customer journeys, seasonal businesses, and companies that rely on repeat purchases. Their automation capabilities and predictive features help maximize customer lifetime value.
An outdoor gear retailer detailed how Klaviyo’s seasonal automation increased their email revenue by 67% year-over-year. The platform automatically adjusted product recommendations based on weather patterns, customer location, and purchase history.
Customers received relevant gear suggestions for their local conditions without any manual campaign management.
Hybrid approaches and trade-offs
Some brands attempt to use both platforms simultaneously — Klaviyo for email and Attentive for SMS. The approach can work, but creates several complications:
- Customer data exists in two systems, requiring manual synchronization
- Campaign coordination becomes challenging without native integration
- Total costs often exceed single-platform pricing
- Team training and management doubles
However, hybrid approaches make sense for brands with specialized needs.
One fashion retailer uses Klaviyo’s sophisticated email automation for their main customer base and Attentive’s conversational SMS for VIP customer service. The setup requires extra coordination, but both channels perform better than they would on a single platform.
The key is an honest assessment of your team’s capabilities and resources. Managing two platforms successfully requires dedicated personnel and clear processes. Most brands benefit more from choosing one platform and maximizing its capabilities.
The platform decision that actually matches your strategy
Klaviyo wins for data-driven brands that want sophisticated email marketing with strong SMS support. Attentive wins for brands that prioritize conversational SMS marketing with adequate email capabilities.
However, neither platform addresses the most critical migration risk: deliverability protection. Whether you choose Klaviyo or Attentive, your success depends on maintaining sender reputation during the transition.
EmailWarmup’s Maxify Inbox eliminates migration anxiety by handling the technical complexities both platforms miss:
- Continuous deliverability monitoring throughout your migration
- Automated domain warming that protects your sender reputation
- Dedicated IP management that improves your long-term delivery rates
- Expert consultation that prevents costly mistakes during platform switches
- Email validation API that removes problematic contacts before they cause issues
Want to see a demo and witness how it works?
Frequently asked questions
Here are some commonly asked questions about Attentive vs Klaviyo:
Both platforms offer data import tools, but complete data transfer requires careful planning. Customer contact information transfers easily, but engagement history, custom fields, and automation triggers often require manual recreation. Plan for 4-6 weeks to properly migrate all data and test functionality before going live.
Klaviyo uses a transparent credit-based system that varies by country (typically 1-10 credits per message). Attentive uses custom pricing that can be lower for high-volume senders but higher for smaller brands. At 10,000 monthly SMS messages, costs typically range from $100-300 on Klaviyo versus $300-600 on Attentive, depending on contracts and destinations.
Attentive provides white-glove support with dedicated account managers for most customers, earning a 9.4/10 G2 rating. Klaviyo focuses on self-service resources with dedicated support primarily for enterprise accounts, earning 8.4/10. If you prefer hands-on guidance, choose Attentive. If you prefer detailed documentation and community resources, choose Klaviyo.
Both platforms handle basic deliverability requirements, but neither offers comprehensive reputation monitoring or domain warming services. Serious email marketers typically use additional deliverability tools like Maxify Inbox, regardless of platform choice, to ensure consistent inbox placement and smooth migrations.
Klaviyo supports SMS in 22 countries, including the US, Canada, UK, Australia, and 18 European countries, with transparent international pricing. Attentive operates in 20+ countries with custom pricing for international markets. Both platforms handle compliance requirements for major markets, but Klaviyo’s broader coverage makes international expansion easier.
Both platforms offer APIs for custom development and third-party integrations. Klaviyo’s larger integration marketplace usually provides more options for extending functionality. However, some needs (like advanced loyalty programs or comprehensive on-site personalization) require dedicated tools regardless of your email/SMS platform choice.
