Forrester evaluated the 12 top email marketing providers in the industry on current offering, strategy, and customer feedback. And in our first time participating, Klaviyo was named a Strong Performer in The Forrester Wave™: Email Marketing Service Providers, Q1 2026.
Here's what that means for you.
Your feedback carried the report
Of everything in the evaluation, one finding matters most
Klaviyo received above-average customer feedback in the evaluation. That designation comes entirely from what real customers told Forrester's analysts in independent interviews.
According to the Forrester report, "Customers rave about Klaviyo's ease of use, fast pace of development, and outstanding customer success. They love the efficiency they gain from consolidating marketing channels, data, and service into Klaviyo…."
We didn't write that. You said it, to an independent research firm, unprompted. That's the kind of recognition you can't manufacture.
Here’s more of it from recent case studies:
“A lot of other enterprise systems can promise they have these key features, but they require an engineering and data science team to get the most out of them. If you want to empower your marketing team, using Klaviyo makes a lot more sense and gets the same result.” –– Christina Goebel, SVP of digital commerce, Marc Fisher Footwear
“The biggest unlock from Klaviyo has been personalization at scale. We can do things we’ve never been able to do before because everything is under one roof. We can find our best customers and treat them like our best customers.” –– Melanie Fox, Director of lifecycle marketing, Dollar Shave Club
“Just the sheer ease of integration was a big thing for us, and where Klaviyo is going with AI bodes well for a small team like ours.” –– Leanne Chan, Senior director of growth and retention, Thirdlove
Built for marketers, not engineers
Forrester’s take: Klaviyo currently makes the most sense for consumer brands that want a straightforward application and DIY orientation.
That tracks. From day one, Klaviyo was built as a vertically integrated platform for B2C brands– meaning data, email composition, marketing orchestration, and analytics aren't stitched together from separate products. Everything works together because it was built that way. Predictive models, pre-built templates, and automated flows come ready to use out of the box, so your team can move from setup to results without heavy service implementations to unlock value.
Forrester's evaluation reflects this: customers cited ease of use and fast pace development, and Forrester recognized our "DIY orientation" in this evaluation.That focus is showing up in the numbers. Klaviyo added 25,000 new email customers in 2025. Our community has grown to 35,000 members. Marketers come, stay, and bring others with them.
Klaviyo Academy scored a 5.0/5.0 in the Skills Improvement criterion
Klaviyo Academy received the highest score possible, 5.0/5.0 in the skills improvement criterion. With 120+ on-demand courses, 60+ live trainings, and 6 certifications, plus contextual education and AI-powered recommendations built directly into the product, Forrester called our skills improvement capabilities "outstanding."
The way we see it, the right marketing platform compounds your team's ability over time. When your marketers grow, your results grow with them, and we are dedicated to educating our customers and the larger market on how to use Klaviyo and how the industry is changing.
What's coming next
Being Recognized as a Strong Performer in our first Forrester Wave is a meaningful starting point. But what comes next is what we're most excited about.
We're building toward a future where B2C brands don't just send better emails. They run fully connected, intelligent marketing across every channel that matters. That vision is taking shape right now with Composer, Klaviyo's agentic marketing capability designed to help you do more with less effort and get to results faster.
Composer is part of a broader push into AI-powered, agentic experiences, where Klaviyo doesn't just surface recommendations but actively helps your team act on them across email, text messaging, push, WhatsApp, and beyond. Best-of-breed execution across the channels your customers actually use, with the speed and simplicity B2C marketers need.
And because great tools are only as good as the people using them, we're doubling down on getting you up to speed fast through Klaviyo Academy, in-product guidance, and onboarding experiences designed to take your team from zero to confident in record time.
Here's where we're investing:
- AI agents and agentic marketing capabilities that run your marketing calendar for you.
- Deeper individual-level personalization and experimentation across every touchpoint.
- Global marketing integrations built for how B2C brands actually operate.
- The product velocity our customers consistently value, and that Forrester's interviewees raved about.
Because the measure of a marketing platform isn't how many boxes it checks. It's how effectively it helps your business grow
Read the full report
Access the full Forrester Wave™: Email Marketing Service Providers, Q1 2026 report directly from our website and see how Klaviyo was evaluated.
Disclaimer: Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here .
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