Klaviyo Email Examples — which brands actually use Klaviyo
Every Klaviyo-sent campaign we track. Subject lines, hooks, offer patterns — on the record.
Klaviyo dominates e-commerce lifecycle email. Founded 2012, IPO'd 2023, and currently powers email infrastructure at most mid-market and growth-stage DTC brands. The BadRep vault has hundreds of Klaviyo-sent campaigns from beauty, apparel, consumer goods, and DTC brands — every send classified across hook, framework, and funnel stage. The pages below pull the real data live.
When Klaviyo is the right call
Klaviyo is the default choice when (a) you're on Shopify, (b) your business is e-commerce-shaped — meaning your subscribers are also your buyers, (c) your team is small enough that you don't need a dedicated email-ops engineer, and (d) your monthly revenue is in the $50K–$1M range where Klaviyo's mid-tier pricing pays back in saved labor.
The wrong call is when you have a behavioral-heavy app product (Customer.io or Iterable fits better), a B2B SaaS with long sales cycles (HubSpot or Customer.io), or you're at <$50K MRR and Klaviyo's pricing eats your margin.
Pricing in 2026
Klaviyo pricing scales by contact list size + send volume. Free tier covers up to 500 contacts; paid starts around $45/mo for 1,500 contacts and scales up steeply. At 50K contacts you're looking at $900/mo+. For mature DTC programs, this is reasonable. For small brands, it's a meaningful line item.
Common alternatives brands consider
When teams evaluate Klaviyo, they typically also look at Omnisend (cheaper, weaker analytics), Brevo (cheaper, weaker segmentation), Iterable (more expensive, more powerful behavioral), and Braze (enterprise-only, requires implementation team). The BadRep alternatives index covers each: /alternatives.
What brands actually do.
Most-used hook types
- 01Bold Claim31%
- 02Problem20%
- 03Direct Offer19%
- 04Question11%
- 05Story9%
Most-used copy frameworks
- 01PAS31%
- 02Story-led24%
- 03Feature-led21%
- 04FAB10%
- 05Other6%
4 rules for email emails that convert.
What actually works — pulled from analyzing real send data, not from generic copywriting blog posts.
Best for Shopify-native e-commerce
Klaviyo's Shopify integration is the deepest in the category — product feed sync, cart abandonment, dynamic blocks all work out of the box. If you're on Shopify and run lifecycle email, it's the default for good reason.
Sweet spot: $5M–$100M GMV brands
Below $5M GMV, the pricing curve is steep relative to value — a cheaper tool like Brevo or Omnisend often makes sense. Above $100M, brands sometimes outgrow Klaviyo's segmentation depth and migrate to Iterable or Braze. The sweet spot is the middle.
Tight Shopify + Recharge integrations
Klaviyo natively handles Shopify subscription mechanics via Recharge — abandoned subscriptions, churn cohorts, subscription upgrade flows. SaaS-only ESPs typically can't do this without custom engineering.
Strong segmentation, weaker behavioral
Klaviyo's strength is e-commerce-shaped segmentation (purchase recency, AOV, product category). For event-stream behavioral segmentation (in-app actions, custom events), Customer.io or Iterable usually beats it.
The latest emails from across the catalog.
Real sends, recent dates, real subject lines. Click any thumbnail to see the full email inside the vault.
Subject lines we noticed, verbatim.
Six standout subject lines from six different brands in this sample. Real subject lines — these landed in inboxes.
- 01I did something special for you…
- 02Action Required (use sparingly)
- 03Look at your last 30 days.
- 04Jack Doohan Is Back Racing 🏎️
- 05re: I made an exception for you
- 06re: I made an exception for you
Questions marketers ask.
What makes a good email email?
What hook types do brands use for email emails?
Which ESPs do brands use to send email emails?
What's the average subject line length for email emails?
Where can I see more email email examples?
62+ brands. 200+ email emails.
Inside the vault.
Filter by hook, framework, ESP, funnel stage — search every send. $19/mo. Cancel anytime.
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