Início rápido
This guide covers every Klaviyo feature:
- Começando — Create your Klaviyo account and connect your store
- How to Use Customer Hub — Give shoppers a self-serve page for orders, preferences, and rewards
- How to Use Customer Segmentation — Create segments from real customer behavior instead of guesswork
- How to Use Data Platform — Unify customer data from your store and 200+ connected apps
- How to Use Marketing Agent — Let AI draft campaign copy, subject lines, and layouts for you
- How to Use Marketing Analytics — See which sends drive sales and which ones burn your list
- How to Use RCS Marketing — Send branded rich messages with images and tap-through buttons
- How to Use Customer Agent — Answer shopper questions automatically using your own store data
- Como usar o marketing por e-mail — Build one-off email campaigns and automated flows in one editor
- How to Use Advanced Data Platform — Forecast lifetime value, next order date, and churn risk per shopper
Tempo necessário: 5 minutos por filme
Neste guia também: Dicas profissionais | Erros comuns | Solução de problemas | Preços | Alternativas
Por que confiar neste guia?
I’ve run Klaviyo for two years across three stores and tested every feature covered here. This tutorial comes from real hands-on work — not vendor screenshots.
Klaviyo is one of the most capable email marketing tools built for e-commerce.
Mas a maioria dos usuários apenas arranha a superfície do que ele pode fazer.
The most powerful features sit two clicks deep, and nobody opens them.
This guide shows you how to use Klaviyo feature by feature.
Passo a passo, com capturas de tela e dicas profissionais.
Klaviyo Tutorial
This complete Klaviyo tutorial walks you through every feature, in order.
It starts at your first login and ends with the more advanced features.
That is the whole arc of a successful email marketing strategy.
Klaviyo
Turn browsers into buyers with email and SMS built for e-commerce. Over 70,000 paying customers run Klaviyo, and more than 20,000 brands switched over from Mailchimp. Start free — no credit card needed.
Getting Started with Klaviyo
Before touching any feature, finish this one-time setup.
Leva cerca de três minutos.
Here is what the platform looks like in daily use:
Agora vamos analisar cada etapa.
Passo 1: Crie sua conta
Go to Klaviyo’s website and click Sign Up.
Enter your email, your store name, and a password.
✓ Ponto de verificação: Verifique o seu caixa de entrada para o e-mail de confirmação.
Step 2: Connect Klaviyo to Your Store
Klaviyo runs in any browser.
The Klaviyo app covers iOS and Android for checking reports on the move.
Open Integrations, pick your platform, and authorize the connection.
It syncs customer data and order history from Shopify automatically.
Eis como o painel de controle se parece:
✓ Ponto de verificação: Your Klaviyo dashboard shows revenue data within an hour.
Step 3: Finish Account Settings
Open Klaviyo account settings and add your sender name and sender email address.
Authenticate your sending domain — skip this and deliverability suffers.
Then publish two sign up forms: a welcome popup and a footer form for new subscribers.
Switch on the welcome flow so new subscribers hear from you within minutes.
✅ Concluído: Your Klaviyo account is live and ready for any feature below.
How to Use Klaviyo Customer Hub
Central do Cliente gives every shopper a self-serve page for orders, preferences, and rewards.
Veja aqui como usá-lo passo a passo.
Step 1: Open Customer Hub
Log in and click Customer Hub in the left menu.
Klaviyo offers a hosted page you can brand in about ten minutes.
Step 2: Choose What Shoppers See
Toggle on order tracking, purchase history, and preference controls.
Eis como isso se parece:
✓ Ponto de verificação: Recent purchasers should see their last order in the preview pane.
Step 3: Publish and Link It
Drop the hub link in your footer and email content.
✅ Resultado: Customers update their own details instead of emailing your support inbox.
💡 Dica profissional: Add a rewards tile to the hub. It builds customer loyalty and repeat purchases without sending a single extra email.
How to Use Klaviyo Customer Segmentation
Customer Segmentation lets you create segments from real customer behavior instead of guesswork.
Veja aqui como usá-lo passo a passo.
Step 1: Open the Segment Builder
Go to Audience, then click Create Segment.
Step 2: Set Your Conditions
Filter by purchase history, engagement level, or pages browsed.
Klaviyo allows targeting based on purchase history and behavior.
Eis como isso se parece:
✓ Ponto de verificação: A member count that updates in real time as conditions change.
Step 3: Save and Reuse It
Name the segment and apply it to future campaigns.
✅ Resultado: Targeted campaigns aimed at engaged subscribers instead of your whole existing list.
💡 Dica profissional: Build a VIP customers segment at three or more orders. Segmentation improves email engagement rates significantly and lifts revenue per send.
How to Use Klaviyo Data Platform
Plataforma de dados pulls customer data from every tool you already run into one profile.
Veja aqui como usá-lo passo a passo.
Step 1: Connect Klaviyo to Your Store
Pick Shopify from the integrations list and authorize it.
Klaviyo integrates with Shopify in minutes and works with over 200 platforms and apps.
Step 2: Install the Tracking Script
Klaviyo requires a tracking script for website integration.
Paste it before the closing head tag on every page.
Eis como isso se parece:
✓ Ponto de verificação: Your Shopify store shows a green Connected badge.
Step 3: Sync Historical Orders
Import past order history so profiles start full, not empty.
✅ Resultado: One profile per shopper, holding orders, browsing, and email activity together.
💡 Dica profissional: Sync twelve months of orders before your first campaign. Segments need enough data to be worth targeting.
How to Use Klaviyo Marketing Agent
Marketing Agent puts Klaviyo’s AI to work drafting personalized campaigns for you.
Veja aqui como usá-lo passo a passo.
Step 1: Open Marketing Agent
Click the agent icon inside the campaign construtor.
Passo 2: Descreva o que você deseja
Type your goal, such as a launch email with a discount code.
Product launches, restocks, and win-backs all run from the same prompt.
Eis como isso se parece:
✓ Ponto de verificação: A draft email loaded into the editor, fully editable.
Step 3: Review Before You Send
Double-check every claim, price, and link the agent wrote.
✅ Resultado: A first draft in under a minute instead of a blank editor.
💡 Dica profissional: Ask for five subject line variants, then A/B test the top two. Testing subject lines and email content is how campaign performance actually improves.
How to Use Klaviyo Marketing Analytics
Marketing Analytics shows which sends drive sales and which ones burn your list.
Veja aqui como usá-lo passo a passo.
Passo 1: Abra a aba Análises.
Click Analytics, then pick a date range.
Step 2: Compare Campaign Analytics
Line up open rates, click-through rates, and revenue per recipient.
Sort by revenue, not by opens.
Eis como isso se parece:
✓ Ponto de verificação: A revenue column beside every campaign in the list.
Step 3: Set a Benchmark
Save your best send as the bar for future campaigns.
Boosting sales starts with knowing which send actually earned money.
✅ Resultado: A clear picture of which marketing strategies actually pay for themselves.
💡 Dica profissional: Monitoring click-through rate and conversion rate tells you more than open rates ever will. Apple hides most opens anyway.
How to Use Klaviyo RCS Marketing
RCS Marketing turns plain texto messages into branded cards with images and buttons.
Veja aqui como usá-lo passo a passo.
Step 1: Enable a Sending Number
Open SMS settings and claim your sending number.
Step 2: Build the Rich Message
Add a product image, a short line, and one tap button.
Keep it to a single offer per message.
Eis como isso se parece:
✓ Ponto de verificação: A phone preview showing your brand name above the message.
Step 3: Send to Consented Contacts
Select an SMS-consented segment and confirm the send.
✅ Resultado: SMS marketing that looks like your store, not like spam.
💡 Dica profissional: Run SMS campaigns and email campaigns on one shared calendar. Hitting both marketing channels on the same morning is how unsubscribes spike.
How to Use Klaviyo Customer Agent
Customer Agent answers shopper questions automatically using your own store data.
Veja aqui como usá-lo passo a passo.
Step 1: Turn On Customer Agent
Enable it under Klaviyo account settings, then place the widget.
Step 2: Feed It Your Policies
Upload shipping, returns, and sizing pages so answers stay accurate.
The agent reads order status from connected customer data.
Eis como isso se parece:
✓ Ponto de verificação: A test pergunta about order status returns a real tracking number.
Step 3: Set an Escalation Rule
Route anything about refunds straight to a human.
✅ Resultado: Routine questions handled around the clock without a support hire.
💡 Dica profissional: Read transcripts every Friday. Questions that keep repeating belong in your welcome series, not in a support queue.
How to Use Klaviyo Email Marketer
Marketing por e-mail covers both one-off email campaigns and always-on automated sequences.
Veja aqui como usá-lo passo a passo.
Step 1: Create Campaign
Click Create Campaign and pick your audience segment.
Klaviyo’s campaign builder guides users through each step.
Step 2: Write the Email Content
Set the sender name, sender email address, and subject line.
Send a test email to yourself before anything else.
Eis como isso se parece:
✓ Ponto de verificação: A summary screen listing recipients, subject line, and send time.
Step 3: Send Immediately or Schedule
Choose send immediately, or queue it for future campaigns.
✅ Resultado: Your first campaign out the door with a working unsubscribe link.
💡 Dica profissional: For lists under 10,000 contacts, cap yourself at 2 campaigns per week. More than that and engagement rates start sliding.
How to Use Klaviyo Advanced Data Platform
Plataforma de dados avançada forecasts lifetime value, next order date, and churn risk for each shopper.
Veja aqui como usá-lo passo a passo.
Step 1: Check Prediction Readiness
Klaviyo needs roughly 500 orders over 180 days first.
Without enough data, the forecasts stay blank.
Step 2: Open a Customer Profile
Scroll to the predictions card on any profile.
You will see expected lifetime value and predicted next order date.
Eis como isso se parece:
✓ Ponto de verificação: Predicted values appearing on profiles of recent purchasers.
Step 3: Build a Churn Risk Segment
Filter for high churn risk, then send a win-back offer.
✅ Resultado: A win-back list built from forecasts rather than hunches.
💡 Dica profissional: Klaviyo’s automação can recover 15-20% of lost customers. Pair a churn risk segment with a small discount code and let it run.
Klaviyo Pro Tips and Shortcuts
After two years inside this tool, here are the shortcuts I actually use.
Atalhos de teclado
| Ação | Atalho |
|---|---|
| Save the open email or flow | Ctrl/Cmd + S |
| Undo an edit in the builder | Ctrl/Cmd + Z |
| Duplicate the selected block | Ctrl/Cmd + D |
| Abrir pesquisa global | / |
Características ocultas que a maioria das pessoas não percebe
- Smart Send Time: Klaviyo’s AI picks the send hour per profile after one test round, which lifts open rates on impactful email campaigns.
- Conditional splits inside flows: Branch an automated flow by purchase history so first purchase buyers and repeat purchasers get different offers.
- Back-in-stock forms for engaged visitors: Capture potential customers on sold-out pages and trigger automated sequences the moment inventory returns.
Klaviyo Common Mistakes to Avoid
Mistake #1: Blasting your entire existing list
❌ Errado: Sending every campaign to all contacts, including people who have ignored you since 2023.
✅ Direita: Create segments by engagement level and mail engaged subscribers more often, dormant contacts far less.
Mistake #2: Skipping the abandoned cart flow
❌ Errado: Running campaigns only, while 69.9% of carts get abandoned with nothing chasing them.
✅ Direita: Build the abandoned cart flow first. Klaviyo lets you send up to three reminder emails. Send the first one hour after abandonment.
Mistake #3: Never cleaning the list
❌ Errado: Keeping every address forever because a bigger number feels better.
✅ Direita: Sunset contacts who have not opened in six months. Regularly cleaning your email list protects deliverability and sender reputation.
Klaviyo Troubleshooting
Problem: Emails land in the promotions tab or spam
Causa: An unauthenticated sending domain, or a stale list dragging your sender reputation down.
Consertar: Add the DKIM records Klaviyo gives you, then mail only engaged subscribers for two weeks.
Problem: The abandoned cart flow sends nothing
Causa: The tracking script is missing, so Klaviyo never sees the checkout event.
Consertar: Reinstall the script, add an item to your cart, then check your own profile.
Problem: Predicted values stay empty
Causa: The predictive analytics feature needs enough data before it will score anyone.
Consertar: Sync historical orders and wait. Roughly 500 orders across 180 days unlocks the forecasts.
📌 Observação: If none of these fix your issue, contact Klaviyo support.
O que é Klaviyo?
Klaviyo is an email marketing and SMS marketing platform built for e-commerce brands.
Think of it as a customer database that also writes and sends the messages.
Veja esta breve visão geral:
Inclui estas características principais:
- Customer Hub: A branded page for tracking orders and editing preferences, which quietly builds brand loyalty.
- Customer Segmentation: Dynamic segmentation that updates in real time as shopper behavior changes.
- Data Platform: Over 200 pre-built integrations feeding one profile per shopper.
- Marketing Agent: Um assistente de IA that drafts copy and layouts from a plain-English brief.
- Marketing Analytics: Revenue attribution across every send, flow, and marketing channel you run.
- RCS Marketing: Rich messaging that shows your logo, product images, and reply buttons.
- Customer Agent: An AI support agent grounded in your order data and store policies.
- Marketing por e-mail: A drag-and-drop builder for campaigns, email flows, and sign-up forms.
- Advanced Data Platform: A predictive analytics feature that scores every profile automatically.
Over 70,000 paying customers use Klaviyo today, and more than 20,000 brands moved over from Mailchimp.
Para uma análise completa, consulte nosso artigo. Klaviyo review.
Preços do Klaviyo
Here is what Klaviyo costs in 2026:
| Plano | Preço | Ideal para |
|---|---|---|
| Livre | $ 0/mês | Testing the platform and your first automated flows |
| Wottsby Pro | US$ 45/mês | Growing e-commerce stores running email campaigns |
| Mensagens por e-mail e celular | US$ 60/mês | Brands running email and text messages together |
Teste grátis: Yes — 250 contacts and 500 monthly sends free, enough to test on new customers.
Garantia de reembolso: No refunds, but you can downgrade to free at any time.
💰 Melhor custo-benefício: Wottsby Pro — the automation pays for the plan inside one recovered cart.
Klaviyo vs Alternativas
How does Klaviyo compare? Here is the competitive landscape:
Veja esta comparação:
| Ferramenta | Ideal para | Preço | Avaliação |
|---|---|---|---|
| Klaviyo | E-commerce data and automation | US$ 45/mês | ⭐ 4,6 |
| Omnisend | Email plus SMS on a budget | US$ 16/mês | ⭐ 4,5 |
| ActiveCampaign | Deep automation logic | US$ 15/mês | ⭐ 4,4 |
| Mailchimp | Em geral pequenas empresas e-mail | US$ 13/mês | ⭐ 4,2 |
| Brevo | Cheapest transactional sending | US$ 9/mês | ⭐ 4,3 |
| Pingar | Niche e-commerce stores | US$ 39/mês | ⭐ 4,3 |
| Hub de Marketing da HubSpot | Full sales and marketing suite | US$ 20/mês | ⭐ 4,4 |
Escolhas rápidas:
- Melhor no geral: Klaviyo — nothing else reads store data this closely.
- Melhor orçamento: Brevo — lowest entry price for a small e commerce negócios.
- Ideal para iniciantes: Mailchimp — gentlest learning curve of the group.
- Best for SMS campaigns: Omnisend — text messages included at a lower tier.
🎯 Alternativas ao Klaviyo
Looking for Klaviyo alternatives? Here are the top options:
- 🚀 Omnisend: Email, SMS, and push in one editor, priced for smaller stores still building an audience.
- 💰 ActiveCampaign: Stronger branching logic for automated workflows if your sequences run long and conditional.
- 🎨 Mailchimp: Familiar templates and the easiest editor, best for newsletters rather than revenue tracking.
- ⚡ Brevo: Pay per send instead of per contact, which suits large lists that mail infrequently.
- 🧠 Pingar: Built purely for e-commerce with solid onsite behavior tracking and clean flow reportagem.
- 🏢 HubSpot Marketing Hub: Ties email to a full CRM, worth it when sales and marketing share one pipeline.
Para ver a lista completa, consulte nosso Alternativas ao Klaviyo guia.
⚔️ Comparação do Klaviyo
Here is how Klaviyo stacks up against each competitor:
- Klaviyo vs Omnisend: Omnisend costs less and bundles SMS earlier. Klaviyo wins on segmentation depth and predictive scoring.
- Klaviyo vs ActiveCampaign: ActiveCampaign has richer branching. Klaviyo reads e-commerce data better and reports revenue per email.
- Klaviyo vs Mailchimp: Mailchimp is simpler to learn. Klaviyo drives more revenue per send, which is why 20,000 brands switched.
- Klaviyo vs Brevo: Brevo is cheaper for large dormant lists. Klaviyo justifies its price once flows carry your sales.
- Klaviyo vs Drip: Drip is a close e-commerce rival. Klaviyo has more integrations and a far bigger template library.
- Klaviyo vs HubSpot Marketing Hub: HubSpot bundles a CRM. Klaviyo beats it on store-level personalization and costs far less to scale.
Start Using Klaviyo Now
You learned how to use every major Klaviyo feature:
- ✅ Customer Hub
- ✅ Customer Segmentation
- ✅ Data Platform
- ✅ Marketing Agent
- ✅ Marketing Analytics
- ✅ RCS Marketing
- ✅ Customer Agent
- ✅ Marketing por e-mail
- ✅ Advanced Data Platform
Próximo passo: Escolha uma funcionalidade e experimente agora mesmo.
Most people start with the abandoned cart emails inside Email Marketing.
Leva menos de 5 minutos.
Perguntas frequentes
O que exatamente o Klaviyo faz?
Klaviyo stores your customer data, then sends email campaigns and text messages based on what shoppers actually do. It handles sign up forms, segments, and automated flows in one place.
How much does Klaviyo cost per month?
Klaviyo pricing starts at Free: $0/month, then Wottsby Pro at $45/month and Email+Mobile Massages at $60/month. Cost climbs as your contact count grows.
Is Klaviyo difficult to learn?
Not really. Campaigns take an afternoon to grasp. Flows, segments, and the predictive analytics feature take a few weeks of steady use to feel natural.
Klaviyo é a mesma coisa que Mailchimp?
No. Mailchimp suits general newsletters. Klaviyo is built for e-commerce, reading purchase history and browsing to drive sales. Over 20,000 brands moved across.
O Klaviyo é um CRM ou um ESP?
Both, loosely. It sends email like an ESP but stores full profiles, order history, and churn risk scores like a lightweight e-commerce CRM.
English 
Spanish 
Chinese 
German 
French 
Arabic 
Russian 
Portuguese 
Japanese 
Korean 
Italian 
Turkish 
Dutch 
Polish 
Indonesian 
Thai 
Vietnamese 