Find out what grew
Do not compare only the number of campaigns you sent. In Klaviyo, a profile that can be emailed counts as active for the plan, even if that person is not a consented marketing subscriber. Check the active profile count separately from message volume for your billing period.
Audit where profiles came from
Did you import a list, connect Shopify, or collect email addresses at checkout? Review sources and creation dates. A rise in profiles does not by itself mean you gained valid subscribers. Keep contact information separate from permission to send marketing.
Clean with care
Identify invalid addresses, duplicates, and profiles with no operational use. Email suppression prevents marketing sends and, according to Klaviyo’s documentation, suppressed email profiles do not count toward the profile plan. Do not indiscriminately suppress customers whose information you still need for service or records.
Do the simple math
Record current cost, active profiles, messages sent, and sales you can credibly attribute using your own method. Measure again after cleaning and segmenting. If cost per useful customer does not make sense, change how you use the platform or compare options. The question is not only what Klaviyo costs, but what profitable work it does for your business.