Platform guide · Klaviyo
Klaviyo for wellness brands in censored categories
Published by Wellness Marketing ReportsLast updated: November 2026
Is Klaviyo good for wellness brands?
Klaviyo is a strong fit for most wellness brands because it runs email and SMS flows on customer data in one place, and it now has a dedicated Klaviyo for Wellness offering.
Wellness Marketing Reports names Klaviyo as its email platform for flows and campaigns. What decides results is less the platform than the setup: which flows exist, how they are worded for sensitive products, and whether revenue is attributed honestly, with wholesale orders kept out of the email numbers.
Back to the email marketing for wellness guide
Definition
What does Klaviyo for wellness mean?
Klaviyo for wellness refers to running a health or wellness brand's email and SMS on Klaviyo, and also to Klaviyo's own Klaviyo for Wellness launch for the category. In practice it means flows triggered by behavior, segments built from purchase and browsing data, and campaigns for education and launches. For FemTech and sexual health brands, Wellness Marketing Reports adds two rules: write everything for discretion and inbox filters, and report every flow and newsletter against revenue.
Numbers
Klaviyo benchmarks and pricing
- 5.58% vs 1.69% click rates, flows versus campaigns, and 13 times higher placed order rates (Klaviyo, 2026).
- $7.79 revenue per recipient for top 10% flows, with click rates over 10% (Klaviyo, 2026).
- Free to £2,300 a month: free up to 250 contacts, £2,300 monthly at 250,000 contacts on email only (Enchant Agency).
- 302% year over year booking growth for Glowdega, as published by Klaviyo.
What changed in a three month Klaviyo overhaul?
| Metric | Before | After | Benchmark |
|---|---|---|---|
| Abandonment recovery rate | 2.3% | 12.2% within two months | 3.33% Klaviyo average for abandoned cart flows |
| Average open rate | Not reported | 127% above benchmark, across 41 campaigns weighted by recipients | 21% industry average |
| Agencies tried before | Three other email agencies | Not applicable | Not applicable |
How to set up Klaviyo for a wellness brand
- Connect your store and confirm wholesale orders can be excluded from reporting.
- Launch welcome, abandoned checkout and abandoned cart flows first.
- Add browse abandonment and post-purchase education.
- Set up SMS consent separately, then add one SMS step to checkout recovery.
- Add a post-purchase survey so attribution is not left to the platform alone.
Klaviyo is not the only option. Brands on other platforms should compare pricing at their own contact count. For the order and reasoning behind each flow, see the flow directory.
Common questions
See all 42 questions in the FAQ- Is Klaviyo the right platform for a wellness brand?
- Klaviyo is a common choice for wellness brands because it combines email and SMS with customer data in one place, and Klaviyo has launched a dedicated Klaviyo for Wellness offering. Wellness Marketing Reports names Klaviyo as its email platform. Brands on other platforms should compare pricing at their contact count and check how each handles sensitive product content.
- How much does Klaviyo cost for a wellness brand?
- Klaviyo pricing scales with contact count. According to Enchant Agency's 2026 Klaviyo review, it starts free for up to 250 contacts and reaches £2,300 per month for 250,000 contacts on the email-only plan. SMS is priced on top of that. Check Klaviyo's own pricing page for the current figure at your exact list size before you budget.
- What is a good abandoned cart recovery rate?
- Wellness Marketing Reports cites a Klaviyo industry average of 3.33% for abandoned cart flows. In one three month Klaviyo overhaul, it raised a client's abandonment recovery rate from 2.3% to 12.2% in two months, which it reports as 266% above that average. Rates vary with price point, traffic quality and how quickly the first reminder goes out.
- Should I focus on flows or campaigns?
- Build flows first, then keep campaigns steady. Klaviyo's 2026 benchmarks report flow click rates of 5.58% versus 1.69% for campaigns, and 13 times higher placed order rates. Campaigns still matter for launches, education and staying in touch, and in one Wellness Marketing Reports case study, Klaviyo newsletters show up as a revenue segment of their own.
- How is email revenue attributed?
- Attribution assigns orders to the message or channel that influenced them. Platforms such as Klaviyo credit orders placed within a set window after a message is opened or clicked. Wellness Marketing Reports adds post-purchase survey answers and Shopify data, and strips wholesale orders out of email figures, so a brand can compare email with podcasts and doctor recommendations fairly.
- What if previous email agencies did not work?
- Start with an audit of flows, segments and attribution before writing new content. The brand in Wellness Marketing Reports' three month Klaviyo overhaul had worked with three other email agencies first. New abandoned cart and checkout series lifted its recovery rate from 2.3% to 12.2% in two months, which shows how much depends on rebuilding the basics.
Klaviyo account underperforming?
Wellness Marketing Reports rebuilds Klaviyo flows and campaigns for censored health brands. Email to request a free audit.