Email Einstein Ingenious eCommerce Email Marketing by Flowium
Email Einstein Ingenious eCommerce Email Marketing by Flowium
Klaviyo Pricing Updates: What It Means for Your Email Strategy
3 - Klaviyo’s new pricing is here—are you ready?
In this episode, we break down the key changes, how they may impact your strategy, and what you need to do to keep your costs optimized.
You’ll Learn About
- How to handle large lists with low engagement
- Klaviyo’s new Automatic Downgrade feature
- Key list-cleaning metrics to watch
- How Klaviyo price increase will affect SMS profiles
- Why you shouldn’t over-invest in your Sunset Flow
- How to clean your list: a step-by-step guide
- Immediate steps to protect your performance
All the mentioned resources are here!
Did you enjoy this episode? If so, please leave a short review and we will send you a Flowium gift.
Vira [00:01:01]:
Hello. Hello, everyone. Welcome back to Email Einstein where today there are three of us, three, Flowium people on the call. And today with us, we have obviously Andrey because he's always hanging here. Hi, Andrey.
Andriy [00:01:17]:
Thank you.
Vira [00:01:18]:
But also we have our very special guest who you know from the previous seasons, Bobi Nikolovski. And, he's gonna try to help us to make sense of all of the Klevia pricing updates to answer the questions like, how can you adjust your email strategy to, like, maintain profitability? Or, like, what does it mean to your business bottom line? Or how can you maximize Klaviyo value to make sense of this, like, higher cost? And, like, is it worth it at all? So, Bobi, we're super happy to have you here because we do have a ton of questions. How's it going?
Bobi [00:01:55]:
I'm happy to be here. And hopefully that I will achieve the goal of clearing these things out and not confusing everyone even more.
Andriy [00:02:02]:
So there was a so much fuss on LinkedIn. I'm I'm of all social media platform except LinkedIn, but Mhmm. Every other post that I saw, like, oh, Klaviyo increasing prices, is there was such a scarcity, and I thought it's, like, and all the world. But when I learned a little bit more about that, it was not as bad as they portrayed.
Vira [00:02:26]:
See, that's why I'm on Instagram and not LinkedIn, Andre. They're just, like, puppy videos and, like, recipes. So yeah.
Andriy [00:02:34]:
Are you saying puppy talking about gladiating price increases? Barking?
Vira [00:02:39]:
Yes. Pretty much. No. It's not how it works with, Instagram. But, Bobi, let's go back to the very basics. Like, what are the key changes, like, effective February 18? Like, a lot of accounts have been, like, upgraded already. And what do this prices or price changes mean to Klaviyo users?
Bobi [00:03:03]:
So the main change the main difference from what was before and by the way, this was not changed for everyone. If you remember last year in April, there was a change where every new account that is created in Klaviyo, the price of the account will depend of the number of how many active profiles you have. In the past, it was depending on how many emails you're sending, how, per campaign, or how many total emails you're sending per billing cycle. So you could have had hundred thousand subscribers, but still you could have paid for an account only on five 50,000 subscribers. But with the last year change in April, all the new accounts created after April were supposed to pay for the how many profiles they have actually, active profiles. Mhmm. But the old accounts, everyone that was created before April still stayed on the old plan. The change now that's happened in this February is for those old accounts now applying the new rules that that was already live for everyone else from last year, April.
Bobi [00:04:04]:
So now the difference is you can't pay for a lower account if you have higher number of, active subscribers. So if you had hundred thousand subscribers, you are paying for 50,000 only. Now by default, your plan would go to hundred thousand. So you will either need to clean some of those people to decrease the amount of people that you have and you're paying for, or you'll have to pay more, of
Vira [00:04:31]:
course. So basically, to clarify, Bobi, right now, no matter, like, no matter how many people you're sending to on your list, you're actually paying for the number of active subscribers. Is that correct?
Bobi [00:04:44]:
Yes. And, I mean, you can't send to more. Like, active subscribers are all the people that you can send emails to. So you can send to all of them, but that's not always good for deliverability. But, yeah, in the past, you could have sent only to part of the list and pay less. But, again, now that doesn't matter. You can still be sending to smaller group of people, but you need to pay for how many active profiles you have.
Andriy [00:05:10]:
I even remember I used to have a video on YouTube many years ago. Actually, you know what? Our birthday is approaching. And, actually, this podcast will be probably released in the week of our birthday, eighth birthday for Flowium. Like, it's would be on March 20 sound. But, anyway, one of the first video I recorded on YouTube was how to save on Klaviyo. And Klaviyo, then when we start partner up with them, they nicely asked me to remove that video because I was, I was teaching people how to play the system because I found this kind of, I realized this loophole. Even if you have, let's do some extreme. You have 1,000,000 subscribers, active subscribers, active profiles.
Andriy [00:05:52]:
You can pay theoretically $20 as a lower plan and send it to 1,000 or 2,000 people. Like, you just need to segment your list into smaller chunks and you would be able to do that. And now you have 1,000,000, like, list, but you're paying only $20. And it was a loophole for a very long time until last year, and this is the big change right now.
Vira [00:06:20]:
This is the big change. So I guess
Bobi [00:06:22]:
Hopefully, the will not ask for the podcast to be removed.
Andriy [00:06:25]:
No. But we are not telling any, loopholes. We're just explaining people the price change. And my goal actually was this podcast as well to understand what people can and should do to Mhmm. Clean up their list, not to reduce the cost. I mean, it will it will it will reduce your Klaviyo cost, but to clean up your list to improve your deliverability, because this is what we were preaching here on our podcast, in on our YouTube, also known blog posts. Like, you must clean up your list and we telling our some sometimes to our clients, but people don't listen, but now they will because they have to pay more.
Vira [00:07:06]:
So, Bobi, what what do accounts that have, like, a huge list, but only engage with part of it, what do they need to do now? Like, there are tons of accounts like Andre said, people who are, like, been sitting on the list for, like, years, and maybe they, like, message them once or twice a year. How do you approach this kind of situations?
Bobi [00:07:28]:
Well, again, we may go now into the, finding the workarounds and, like, something for people to benefit for from this change, but the answer is depends. Like, you may have have had, like, million subscribers, but you're only sending it to hundred thousand. So what depends is were you paying before for all million subscribers, or were you paying just for the hundred thousand? Because the other thing that is important with this change that recently happened is the cap of 25% increase. So let's say you had million subscribers. You were just sending 200,000, and you were just paying for the hundred thousand. The rest were just being there, but you are not paying for them. With the increase now in Klaviyo with cap of 25,000, 25%, It doesn't matter that you increasing the number of people you're sending. The account is growing 10 x in how much you can send with the million people.
Bobi [00:08:20]:
Like, the price will only rise maximum for all accounts just 25%. So let's say now you are, having now you are having a Klaviyo plan that is for a million subscribers, but you got it so cheap because you want your increase was instead of let's say you were paying thousand dollars, now instead of paying 10,000, you're just paying $1,250 because there is cap on 25%. So if this happened, I would say you should clean the account but not decrease the account because you will you are getting much higher Claudio account for for much cheaper price. But for a for a person who was already paying full full, this actually didn't change anything, but still the advice would be to clean the account so they can pay lower. Because there were people before who even though they were not sending to everyone, they were still paying for all the subscribers for some reason.
Vira [00:09:14]:
Right.
Bobi [00:09:15]:
Because they didn't watch previous Andre's video, I guess.
Andriy [00:09:18]:
Did did they say, what is the plan next? Like, do they plan to increase by another 25% in the make next few years or another 50%? The price
Bobi [00:09:30]:
The answer the the answer was the price that you get now with this change is what, like, for that specific discount that we are discussing. So if you got the discount of 25%, if you are not changing the plan and numbers there, like, that is the decision now is, like, that's ongoing forever. Mhmm. It may be a change, but for right now, that price that that discount is staying.
Andriy [00:09:56]:
Okay. But question, if they want to change the plan, let's say, to the next year or a lower or up, does it mean it will reduce wipe out this 25%?
Bobi [00:10:08]:
No. So how they answer this is if if you had a plan, let's say, what you were discussing before now from thousand to 10,000, you got it for thousand $220,250. So let's say the next plan for 10,000, the next plan is the plan is 11,000. So it's one the $1,000 addition. So it would be added $1 addition to the plan that you're hearing now. So next time, if you increase the plan, you will get you will be paying $2,250. So it would be like every next increase would be like you are not having a discount, but the discount would stay. You will not be paying 11,000.
Bobi [00:10:47]:
You will be paying 2,000. Just to the previous price, they will add what the next price is.
Andriy [00:10:53]:
So if I understood correctly, you will pay the original price, 1,000, plus 25% increase, which is $250 plus delta between the the new pricing and Yeah. Okay. It makes sense.
Bobi [00:11:12]:
So it's basically the the discount is staying. How the only way you can lose the discount is if you downgrade the account, and if you get to a point to a plan where the plan is less than 25% decrease, like so let's say now we go decrease the plan from thousand and 250 to thousand and hundred dollars some plan. Now you're not getting discount because you are lower than 25%. So only people who increased over 25 got the cap. So it's not a discount. It's a cap, actually. Mhmm. Okay.
Vira [00:11:45]:
And since you started talking about this, like, auto upgrade and downgrades, can you, like, explain how it's gonna work? Because in the past, we used to do it all manually based on the cadence of emails and based on, like, how many people we're sending to, how it's gonna work now.
Vira [00:12:05]:
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Bobi [00:12:36]:
Yes. So there are two new option, but auto upgrade is not new option. Auto upgrade was always available. Yes. So if you are sending to more more people, Klaviyo is automatically upgrading your account. The two new features are auto downgrade, and I forgot what was the other one, but I forgot the the name of the other one, but it was effective in a way of you can set it. So if next month, you're planning to send to more people, you can send to more people. And by default, at the end of the month, it will go to your current plan.
Bobi [00:13:06]:
So it will not increase your plan bay because you're sending more now. It will just increase it for that one month. And auto downgrade, I think it's pretty self explanatory in the in the name. If you are on a plan on thousand subscribers, and let's say you suppress or people unsubscribe, and now you have 800 subscribers and you are qualified to get the lower plan, by default, if you have this option checked, Klaviyo will, sign you for the lower plan for the next month.
Andriy [00:13:32]:
This is nice. I mean, this is I mean, it's, like, both ends, but this is nice feature I didn't see in any software that they do the auto downgrade.
Vira [00:13:43]:
Yeah. We always had to do it manually, and it was, like, a lot of, a lot of labor involved, like, to calculate where do you wanna go and what, like, what what level. It was a lot of back and forth with the clients, so that's nice.
Bobi [00:13:56]:
I assume they were also concerned about how people will react to the price change so they can't they tried to come up with something that would count even even out. Like, okay. We are increasing the price, but we are giving you this feature in return.
Andriy [00:14:10]:
Listen. The the price change was not self explanatory. We're record we're already talking about, like, ten, fifteen minutes of all this. So we're recording entire episodes, so it's it's it's not clear to people.
Bobi [00:14:22]:
No. I mean, for for me, it was clear, but I get that that's not the reality because I was on a diff on different calls with Klaviyo people. So I asked a lot
Andriy [00:14:32]:
of questions. Klaviyo champion. You're, like, totally on different levels. So you you can we cannot compare with you. It's one compliment.
Bobi [00:14:42]:
Thank you. Thank you.
Vira [00:14:44]:
Yeah. He, he doesn't know how to take compliments. He's from Eastern Europe. So that's a, that's a factory settings for him.
Bobi [00:14:51]:
Feedback, negative feedback. You know?
Vira [00:14:54]:
Yes. Only negative feedback. So, Bobi, going back to how this new chain how this new, like, pricing increase will change our, like, strategies in Klaviyo. So should brands, like, change their, say, email sending, frequencies or, like, based on this new structure? Or should they be, like, more aggressive with list cleaning or business as usual?
Bobi [00:15:19]:
They can do all of that, but the main thing is they should have been doing that already. Because, like, you should be cleaning your list. You should not be having a lot of, unengaged people in the account. Why why why should they be there? Like, you should try to reengage people. If people are not engaging, suppress them. Make sure that the accounts are only people who want to receive your emails. When it comes to more or less sense, again, this depends what more sense mean for people. Because still, Klaviyo is saying that minimum you need to pay minimum for the number of people.
Bobi [00:15:54]:
But still, Klaviyo is is putting limit on how much emails you can send per billing cycle. So if you have hundred thousand subscribers, you need to pay for a minimum hundred thousand subscribers. But let's say you're sending to all of them and you're sending 15 emails. Now you're sending one and a half million emails per month, but for hundred thousand subscriber plan, the limit is 1,000,000 emails. So if you're going over the plan, of course, you'll still have to pay higher plan. Like, you you don't have those subscribers, but because you're sending more often, you will have to pay more. We have some clients who send more emails like that, which is totally valuable strategy. I'm not I can't say that is bad
Andriy [00:16:34]:
Mhmm.
Bobi [00:16:34]:
Because, like, they want to interact more with with their subscribers. But changing the strategy, I I would I would not say that something's drastically need to change, except now they need to be more careful and to pay more attention to cleaning their lists.
Andriy [00:16:47]:
Does it affect somehow SMS profiles?
Bobi [00:16:52]:
No. Because SMS profiles were never it was never in the past, and it's not now. They don't depend on how many SMS subscribers you have because SMS subscriber accounted in the active profiles, and you are paying already in emails for active profiles. In SMS, we are paying for credits. Mhmm.
Andriy [00:17:10]:
But if somebody sign let's say some brand have a pop up form or whatever is a sign up form specifically for SMS, not email, and the profile is created but without email.
Bobi [00:17:23]:
It's still an active profile
Andriy [00:17:25]:
in client. Okay. So even if they don't have email, it's active profiles. They have to pay for that,
Bobi [00:17:32]:
Yes. Yes.
Andriy [00:17:33]:
Profile. Okay. Okay.
Bobi [00:17:34]:
Makes sense. For SMS, anyway, we are paying for number of credits. Mhmm. And then if you go over the limit, you can have the same thing, where you can auto upgrade, auto downgrade, I think. No. I don't think there is auto downgrade for SMS, but there is auto upgrade, I think, where you can send to different type different number of people every every month.
Vira [00:17:55]:
So basically what you're saying that, like, this new Klaviyo pricing change is still not solely based on the number of active profiles, but it's still, like, combination of, like, active profiles and the number of emails you actually send per month. Right?
Bobi [00:18:10]:
Exactly. Like, those are the three main things. So how many like, it was three things, but now it's two because, like, you can send more to more people than how many active profiles you have. And that was important in the past because in the past, you as I said, you could have had million subscribers, but you are just sending to hundred thousand, so that was the limit. But now, like, you can't have more you can send more emails than the number of active subscribers. So those are equaled out. The number of people that you can send is equal with the number of, active profiles. And the other important thing that Klaviyo is tracking is how many emails per month or per billing cycle
Andriy [00:18:49]:
Mhmm.
Bobi [00:18:49]:
You're you're you're sending. And the limit is always 10 x of the number of profiles. So if you're paying for hundred thousand, limit is 1,000,000. If you're paying for 1,000,000, the limit is 10,000,000. It's always 10 x of the number of profiles you're paying.
Vira [00:19:03]:
Includes, like, flows and campaigns. Right?
Andriy [00:19:05]:
Or
Bobi [00:19:06]:
Yeah. Yeah. All all emails.
Alisa [00:19:07]:
All emails that you're sending. Okay. Interesting. So for those people who are just, like, starting getting into, like, list cleaning and all of this, like a proper health maintenance, what sort of, like, reports, metrics, what sort of, like, numbers they should look at to check or, like, to monitor the health of their account and to manage the cost properly.
Bobi [00:19:31]:
Well, I think you can also give great examples here because this depends on the brands.
Vira [00:19:37]:
Mhmm.
Bobi [00:19:37]:
Like, for some brand, I would say the most important thing here is how many how how many engaged and how many unengaged profiles you have. And the ones that are unengaged, have you tried to engage them recently? And then this depends why I say this depends on brands because some brands are you can engage with them every month, but there are some brands that literally you you you don't need to engage every month. So for some brands, this may be a quarter. This may be a a year or a season. Like, depending from what the the what people are selling, there is different time frame of the engagement of the people, that there are subscribers. So I would say each brand should figure out what the engagement time is for them, Here, a segment in Klaviyo that is okay. We have million subscribers. How many of them are let's say, for us, we use standard as ninety days, but we use we we varied based on a client to client base.
Bobi [00:20:30]:
But let's say, if you say, as example, who are the ninety days engaged and who is everyone else? From everyone else, did we send recently to these people? Should we keep them in our account, or should we try to reengage them or maybe just suppress them? That is what I would say about like, I guess, the numbers of the engaged and unengaged, people is what what matters when it comes to this related to the price and number of profiles.
Andriy [00:20:58]:
Can we talk a little bit more about, how to clean up the list and maybe let's do, like, step by step. Like, we can start with Sunset Flow or something else, but let's kind of give people who listening to us some advices what they can do with some actual things.
Bobi [00:21:17]:
Well, yeah, of course. Look, our basic strategy for suppression is we have two main segments that we are suppressing monthly. The first one is bounced emails. People who bounce several times in the row and who are not opening the emails for yesterday's
Andriy [00:21:33]:
Soft bounces.
Bobi [00:21:33]:
Yeah. Soft bounces. Because hard bounces, Klaviyo subscribes them by default, unsubscribes who people who themselves click on unsubscribe, they're unsubscribed by default, and people who click on spam, they're unsubscribed by default. But what we are doing as as users of the platform in Klaviyo, specifically, or any other
Andriy [00:21:52]:
platform experts.
Bobi [00:21:53]:
Yeah. As experts. We have two segments. Like, one segment is people who are soft bouncing several times in the row and not opening the email. So they're unengaged, and they're decreasing the deliverability because they're bouncing. So we are suppressing those people. And, also, we have a sunset, segment that we are calling it called subscriber segment that we are suppressing. And this is we have a segment of people who didn't engage with any of our emails in the last ninety days.
Bobi [00:22:22]:
When they don't engage in ninety days, they get into the segment. After this, they go into the flow that is sunset flow. We give them, like, last three emails, like, last chance for them to engage because it's never a good idea to suppress someone without giving them few more chances to to to engage with your, brand. So we put them through the sunset flow. If they still don't engage, like so they were unengaged for ninety days, they get three emails in another week or ten days. So now it's hundred days. We are sure they received at least three emails in the last ten days, and they still don't engage. Those are the people that we suppress.
Bobi [00:23:00]:
Also, I would say, who should you suppress? If you notice some spam emails, like spam traps and those kind of people, you can separate them in their account. It may be a different domain or something specific that is pointing out that these people are not actually active subscribers. You can suppress those. I would even say, have a segment for Amazon, TikTok, eBay subscribers because you can't send emails to those. So those are always good, thing to good idea to surprise them as often as possible. And it may be different brands type, segments that each brand may have different problems with different domains that may be good to surprise, but that depends on the brand.
Andriy [00:23:46]:
Yeah. I I love all those, recommendation. Thanks to thank you, Bobi. Also, we have that list checkup checklist that we are setting up, how we're setting up also segments on our website. If you go to flownet.com/checklist, you will be able to download that checklist that Bobi created, with our team for you to use. And also we released recently Klaviyo Mastery three point o where I go in details how to create those lists and how to suppress them. Also, I just want to mention to add few things about bounce. I know that we also added one more thing to our bounce segment.
Andriy [00:24:27]:
We if it's bounce in the last seven days, something, you know, like, when people are on vacation. Could you talk about a little bit more about that? What what was the criteria?
Bobi [00:24:37]:
Yeah. Yeah. So it was not mainly for vacation. This was mainly for, like, recently, Klaviyo not Klaviyo, but all emailing platforms had problems with different inbox providers. Sometimes it may be a who, sometimes it may be a poll. So something happens and they block the emails from that ESP. And then a lot of emails bounce, and then you send the next email, and then a lot of emails bounce, and then your deliverability is hurt. So what we are trying to do is we are not suppressing, though.
Bobi [00:25:05]:
Just to be clear, we are not suppressing these people. We are just excluding them from our campaigns when we are sending. So we have a segment that we made standard. It can be, like, depending on how big of a problem it is for account. So if you have, like, huge bounce rates for campaigns, like, 5%, ten %, like, that's, like, really big, do a bigger segment, like, bounced in the last thirty days. So everyone that bounced in the last thirty days, exclude them from the campaigns. If it is a smaller problem, like you see here, there are people are bouncing, and it is above the average of the what is, the benchmark for the account, but not too bad, like, five or 1010%. We are having a smaller segment saying, like, people that bounced in the last seven days.
Bobi [00:25:49]:
Let's try not to send them. They will be skipped from this campaign. After seven days, they will receive the next one. So it's not like we are skipping them something too much. We are skipping thirty days if the account has, like, problems for several weeks or something like that with big balancing numbers.
Andriy [00:26:07]:
Okay. And for sun also for sunset flow, just want to let you know, all of you, that we have on our website, you should type in Google sunset flow, sunset flow Flowium. We have a tutorial step by step how to build it in your Klaviyo account and how to set it up, how we do it for our clients.
Vira [00:26:28]:
Right. Yeah. We just had a a conversation with Bobi on, like, how can we improve this sunset and how it doesn't necessarily make sense always to use a lot of resources on this flow. So sometimes a good old plain text email, because you know how we go above and beyond with all of the emails that we create. Honestly, I think some of our emails is like a piece of art, and we spend a lot of time on copy, on design. And for sunset flow, when your open rates are typically, Bobi, correct me if I'm wrong, like 10 ish percent. Right? For, like, a lot of accounts, it's percent. Right? For, like, a lot of accounts, it's 10 is, like, in a good account, but usually it's even lower.
Vira [00:27:06]:
So these are the people who are, like, literally don't wanna hear from you or they, like, forgot about you or something. They don't bother opening your email. So why would you spend a lot of resources developing this beautiful email? So that's, like, the first reason why we kinda opted in for more like a plain text, emails, but also plain text emails, they tend to have a better deliverability as far as I know. So that's, like, another reason why we, kinda use them for this specific flow.
Andriy [00:27:32]:
Perfect. Thank you.
Bobi [00:27:33]:
Yeah. The the main as we discussed before, we want to suppress people who don't open this email. So the main purpose of the success stories, we don't care if people buy from it. We just want to see people that open the email. So for us, it's important these emails, the last three emails before suppressing them, to go into their inbox and for them to open them. If they go to inbox and they still don't open, it's obvious that they don't want to hear from us, so we suppress them. But, like, more designed emails kept to go through more filters in the inbox providers, and it's easier for them to go into promotions. They don't usually go to spam.
Bobi [00:28:10]:
Spam is, like, the worst case, but if account has good deliverability, it's not going to spam. But it can go to promotions, and those are harder to for people to find and open. So if you send a text based email, like, there is only a few filters that they need to go through, and there is higher chances of going in inbox and people interacting with them.
Vira [00:28:30]:
So honestly, in, like, this type of flows, the subject line is more important sometimes even than the content of the email. Because, like, our goal for these emails are to be opened. So, like, as long as the person opens this email, they are not gonna be suppressed at the end of this at the end of this flow because they are become, like, engaged after that. So yeah. Yeah. But we do have, like, a lot of resources about the sunset flow. We'll share them under this, podcast so you can, like, learn more about them. Bobi, what's your take on, like, this third party tools, like, for example, Orita, where they have this, like, different dynamic, kind of, like, approach towards segmentation and dynamic approach towards not even suppression, but they, like, temporarily put people on quarantine and then, like, start messaging them again.
Vira [00:29:18]:
Like, what's your what's your take?
Bobi [00:29:21]:
I mean, I have both positive and negative opinions about it. The positive is definitely this is a lot of work to do manually. What Orita is doing is they're putting through algorithms or AI to evaluate which of the people have higher chances of, purchasing from your website or who who doesn't. And when they do that, they evaluate, not just the active profiles, but also the profiles who are suppressed, but manually suppressed. So there is this thing in Claudio where you can as we were talking before, people can get suppressed through hard bounces, through unsubscribes, through reporting as spam, or you can suppress them. Like, you as account owner or admin, you can suppress people manually. So those people that you manually suppress, you can also manually unsuppress. While the people who unsubscribe by default, you can't unsuppress them.
Bobi [00:30:13]:
Like, they are staying suppressed no matter what because you are not the one who suppressed them. They didn't want to be there. So Orito is also taking into consideration those people who are suppressed but minorly suppressed, and it's also evaluating if maybe with their, based on their previous action, there is chance for these people to take action on the website. So they're unsuppressing them and sending them emails. And then from the people who are subscribed, they're evaluating if maybe some of those people at in the next period may not be interested into your brand or buying anything. So they are suppressing those. So they are doing this with algorithms and AI, and that is the positive thing that doing this manually would be a lot of work.
Vira [00:30:59]:
Mhmm.
Bobi [00:30:59]:
Like, you will need to track a lot of numbers, look at each account separately, which, like, for some brands, it's impossible because they have too many subscribers. So that is the positive. The negative, I think, in my opinion, is that maybe something changed, but they are looking into general, numbers. They are not they they don't have specific algorithm or AI about your specific account. It is general based on people action. Maybe, again, this changed recently. But but I'm curious
Andriy [00:31:36]:
why this is negative. Like, it's like humans are browsing website, not like animals. Like, all humans are having similar behaviors.
Bobi [00:31:46]:
That is that is true, and that is why it works in most cases. But we are working with so many different brands, and, like, probably from the three of us, Vera is more most experienced in that recently. Each brand subscribers react differently. As we were saying before, some may buy every month, which if if it is, like, a product that you need every month, but some you may buy once a year or once in three years. So not all brands are selling the same things. Not all subscribers are reacting the same things. There are different cultures. Like, there is a cultural brands on those kind of things.
Bobi [00:32:27]:
And Orita is grouping them all together. And, of course, we are all people, so we have similar actions. So that is why it works. It works, really good, but it's not ideal.
Andriy [00:32:38]:
Setting aside, like, b to c b to c or, like, ecommerce business, like, I I am as a floating business owner. I wish we have something similar for b two b because I wish if some people are browsing our website or engage with our emails and sending signal that they are kind of more interested, not even, like, by our service, but they are kind of interested. I wish we have some automation to send them email because right now, there is bunch of guessing we're doing like, for b two b, for me personally, it would be extremely beneficial.
Vira [00:33:16]:
I think I might have a tool that is not, like, kinda Orita, but we're, like, experimenting with it for one of our clients. But maybe you're using something similar for Flowium already. It's like how we learned that a lot of businesses are going to, like, specific page, of the website to learn about, like, specific package or specific product. So we basically don't necessarily have the information, but there are some ways to manually do that. But, yeah, that would be awesome if we could, like, automate this processes for b two b as well. So, yeah, Bobi, final, like, takeaways. We like, if you would summarize everything. So, just, like, quickly summarize what this new price change is, and, like, what is the main thing the brands should start doing differently? Just, like, super quickly.
Bobi [00:34:04]:
Well, in general, I don't think first to say it's nothing negative because, like, it would have been negative if full pricing was enforced on all accounts. But with a cap of 25%, like, literally, this is more beneficial to everyone than negative in any way. So people didn't lose anything. Even if you're paying, you're paying a little bit more. But the accounts who have much more subscribers, they are paying much less than what they actually were supposed to pay. And for us as an agency, the good thing is you finally can ex explain the value of cleaning the list to people because in the past, we had clients who we couldn't convince to clean the list because they really want to keep them. Like, you're still keeping them. If we manually suppress them, we can manually unsuppress them anytime.
Bobi [00:34:51]:
But, yeah, about the strategies, again, strategies, everything I I would say everything should stay the same except people should be paying more attention to the cleaning strategy list cleaning strategies and reengagement. Like, reengagement is something that everyone needs to do more to realize who are actually the people, like, from the unengaged segment that you were discussing before. Like, the people from the unengaged who should be put left in the account and who should be suppressed. You can do the addition, but I don't even want to talk that about that because I never recommend it. Those are the two main things when it comes to to to the pricing change in Klaviyo. Now because okay. Of course. If you have more pro profiles, you will pay more.
Bobi [00:35:37]:
So you should take care.
Vira [00:35:38]:
So much.
Andriy [00:35:39]:
Thank you, Bobi. It was nice having you. Time and knowledge.
Vira [00:35:44]:
See you guys next month. And, Bobi, we hope to have you again on the podcast, sometime. We probably will since you're, like, one of the top Klaviyo champions in the world. Thank you so much. Take care.
Andriy [00:35:55]:
Thank you. Bye. Bye.
