Klaviyo June 2025 Updates: What North American High-Ticket E-Commerce Brands Must Know Now

I just returned from Klaviyo’s in‑person event on June 20, and my head is buzzing with ideas. Klaviyo didn’t show off superficial tricks—it unveiled powerful upgrades built for high‑ticket brands, helping you deliver personalized, data‑driven excellence at scale.

Here are the top three announcements you need to know.

1. Smarter Consent: “Can Receive Email Marketing” Logic overhauled

One of the most important changes? The logic behind “can receive email marketing” is being simplified and better aligned with billing and segmentation. Starting July 1, all Klaviyo accounts will default to:

• Excluding SMS‑only profiles from email segments

• Including profiles that are “list‑suppressed” but not globally suppressed 

Here’s why high‑ticket merchants should care: previously, your VIP segments might’ve missed high‑winners because of misclassified suppression statuses, or included everyone almost accidentally.

Now, you can trust that:

• Your premium email flows—like cart recovery, VIP alerts, or post‑purchase nurture—reach the real subscribers who can buy.

• Your SMS-only VIPs stay in SMS flows and are not accidentally invited to email.

That accuracy matters when your campaign costs and customer lifetime value are high. You’re no longer paying for mismatched profiles—and you’re truly speaking to the right audience.

2. B2C CRM Innovation: Product Announcements Worth Paying Attention To

Earlier this year, Klaviyo announced its new B2C CRM that blends marketing, analytics, and service in a single platform. But here, in person, I heard how it’s leveling up for luxury and high‑margin brands:

• Full funnel tracking: Understand the moments that matter—from website view to VIP reorder.

• Service integration: Turn customer support tickets into personalized onboarding follow‑ups or replenishment prompts.

• Cross‑channel analytics: Segment based on email and SMS behavior, purchase history, and product preferences.

At the event, Klaviyo’s team spelled it out: they’re building for brands that treat each customer as an individual—brands like yours.

If you sell premium patio furniture, handcrafted bedding, or hydroponic systems—where purchase cycles are longer but margins are stronger—this unified CRM helps you:

• Spot a VIP who only clicks email but hasn’t bought in 90 days, and automatically send an SMS reminder.

• Surface insights like “customers who bought teak tables also engage with our outdoor care guides”—and trigger a nurture series.

It’s personalization you can believe in, without third‑party patchwork.

3. Community & Growth: Real Sessions for Real Merchants

What stood out most weren’t the slides—it was the conversation. Sessions like “Behind the Innovation: Turning Service into a Growth Channel” and the loyalty/advocacy panel were full of tactical stories.

Among the practical takeaways:

• Use customer issues (e.g., care questions, assembly support) as marketing moments: turn service replies into brand experiences.

• Map service triggers (e.g., “asked about material”) to follow‑up flows: guides, tips, warranty reminders.

• Align loyalty tiers with email/SMS messaging—reward premium buyers with exclusive early-access or styling ideas.

The best part? These weren’t theories, but real examples from brands selling big‑ticket inventory—luxury goods, premium homeware, high-end apparel. It’s proof that proper CRM is more than automation—it’s relationship building at scale.

Why This Matters for Premium Brands

When you’re selling high‑value items, each customer counts—and they expect more:

• Precise targeting ensures your brand story reaches only those who value it.

• Consistent omnichannel moments keep buyers feeling cared for, even between purchase cycles.

• Service as marketing turns support into a revenue tool, not a cost centre.

Klaviyo’s logic update, CRM unification, and community learnings all align toward one strategy: treating each customer as a person, not an email address. That’s how you win trust—and bigger orders.

How to Act on These Insights

1. Audit Segments & Flows
   Check any “can receive email marketing” flows. Will the new logic help or hurt them? Add “can receive SMS marketing” if you want to keep SMS-only contacts in SMS flows.

2. Plan Integrated Campaigns
   Use the CRM’s new cross-channel analytics: build flows that trigger based on email or SMS behaviors (e.g. VIP unread email -> send SMS offer).

3. Scale Service Smartly
   Pick one product line—say, premium patio sets—and map customer service triggers into marketing flows. Add care tips, warranty reminders, or user‑generated content prompts.

4. Engage the Community
   Join Klaviyo’s grassroots group in Shopify circles. Watch for sessions in early 2026—they’re planning more regional hands‑on events.

Final Takeaway

If you’re selling big-ticket, high-margin products—luxury candles, custom rugs, hydroponic systems—the precision you need isn’t just in your product. It’s in your marketing logic, your CRM architecture, and the ways you turn every touchpoint into a brand-defining moment.

Klaviyo’s June 20 announcements give you exactly those capabilities:

• Cleaner segmentation = smarter spend.

• Unified CRM = richer personalization.

• Service-as-marketing = brand affinity that lasts.

Want help launching these updates in your store?

We offer a free audit to help you:

• Re-align your segments and flows.

• Map out integrated email + SMS sequences.

• Embed service triggers into your customer journey.

👉 Apply for your free Klaviyo audit here

Let’s turn these new tools into high-value revenue—without the guesswork.