Migrate from Klaviyo to Relayly

Why teams leave Klaviyo

Klaviyo bills by active profile. Volume-pricing surprises every time your list grows. Relayly bills by send volume only.
Email-only marketers pay for SMS infrastructure. Klaviyo's tiers are bundled. You pay for the whole product whether you use SMS or not.
EU data residency requires Enterprise contract. Klaviyo's EU region is gated. Relayly EU is on every tier from $25/mo.
Segment definitions trapped in Klaviyo's DSL. Vendor lock-in. Relayly's predicate DSL is JSON, exportable, and documented.
Slow segment evaluation at scale. Common complaint above 200k profiles. Relayly evaluates predicates against a Postgres index — sub-second on multi-million-row lists.

What carries across

Klaviyo concept	Relayly equivalent	Auto-migrates?
Profiles	`contacts`	Yes — full export with custom properties. Source ID preserved as external_id.
Lists	`lists`	Yes — preserves names + opt-in setting (single vs double).
List memberships	`list_members`	Yes — direction preserved (subscribed / unsubscribed / pending-confirm).
Segment definitions	`Predicate-based segments`	Klaviyo segment DSL → Relayly JSON predicates. ~80% auto-translate; complex temporal logic flagged.
Email templates	`email_templates`	HTML pulled inline. Klaviyo Liquid → Relayly Liquid (~99% identical syntax).
Suppression list	`Suppressions`	Bounces + unsubs + complaints all carry. Hard-bounced profiles never re-mailed.
Campaigns (drafts + queued)	`Campaigns`	Migrated and pointed at the new lists/templates.
Sent campaign analytics	`Read-only archive`	Optional. For analytics continuity only — never re-delivered.
Flows	`Flows`	Klaviyo flows use a custom DSL we partially translate. Linear flows convert; branched logic gets a manual review checklist.
Metrics + events	`Custom events`	Last 90 days of Opened / Clicked / Bounced events imported for segment continuity.

The codebase swap

API shapes are similar enough that find/replace handles most call sites. The key differences:

// Klaviyo Node SDK
import { ApiKeySession, EventsApi } from "klaviyo-api";
const session = new ApiKeySession(process.env.KLAVIYO_API_KEY);
const events = new EventsApi(session);

await events.createEvent({
  data: { type: "event",
    attributes: {
      profile: { email: "u@example.com" },
      metric:  { name: "Welcome Sent" },
      properties: { plan: "pro" }
    }
  }
});

// Relayly Node SDK
import Relayly from "@relayly/node";
const r = new Relayly({ apiKey: process.env.RELAYLY_API_KEY });

await r.events.create({
  email: "u@example.com",
  metric: "Welcome Sent",
  properties: { plan: "pro" }
});

Segment translation table

The trickiest part of any Klaviyo migration is segment translation. Our exporter writes each Klaviyo segment to segments.json verbatim, then auto-translates the common predicates to Relayly's DSL. Here's the mapping it uses:

Klaviyo predicate	Relayly predicate
`profile-group-membership` `groupIds=[id]`	`{"list_member_of": "<list_id>"}`
`profile-metric Opened Email count > 0 last 90 days`	`{"event_within_days": {"event": "opened", "days": 90}}`
`profile-metric Clicked Email count > 0 last 30 days`	`{"event_within_days": {"event": "clicked", "days": 30}}`
`profile-marketing-consent email canReceiveMarketing=true`	(implicit — every contact in `subscribed` status)
`timeframeFilter in-the-last 14 days` on group membership	`{"joined_within_days": 14}`
Boolean AND across predicates	`{"all": […]}`
Boolean OR	`{"any": […]}`

The cutover playbook

Run the export script. It's read-only against Klaviyo and re-runnable.
Review the manifest. Anything flagged as "needs review" gets a copy-paste remediation snippet.
Apply to Relayly. Idempotent SQL + REST imports. Re-run safely.
Dual-send for a week. Compare inbox rates at Gmail / O365 / Yahoo through the dashboard.
Flip the API key. Search-and-replace your codebase, deploy, monitor 24h.
Pause Klaviyo. Don't delete the account — keep it for 30 days as an unsubscribe-list reciprocity reference.
After 30 quiet days, terminate Klaviyo. You're done.

Pricing-side check

Volume	Klaviyo	Relayly	Annual delta
10k active profiles, 50k sends/mo	$45/mo (Email + SMS)	$25/mo	+ $240/year
50k active profiles, 200k sends/mo	$175/mo	$100/mo	+ $900/year
200k active profiles, 1M sends/mo	$720/mo	$130/mo	+ $7,080/year
500k active profiles, 5M sends/mo	$1,700/mo	$249/mo (overage)	+ $17,412/year

Klaviyo pricing as of 2026-05 from klaviyo.com/pricing. Active-profile pricing is the dominant cost driver — Relayly bills by send volume only, so the savings compound as your list grows.

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