Klaviyo + HubSpot
Connect Klaviyo and HubSpot to Unify Your Marketing and CRM Data
Sync email marketing engagement, contact data, and revenue attribution between Klaviyo and HubSpot automatically — no manual exports required.
Why integrate Klaviyo and HubSpot?
Klaviyo and HubSpot do different jobs in your marketing stack. Klaviyo handles behavior-driven email and SMS campaigns for e-commerce. HubSpot manages the full customer lifecycle from lead capture to deal close. When they run separately, marketing teams lose visibility into how email engagement influences pipeline, and sales reps don't have the context they need for relevant conversations. Integrating Klaviyo with HubSpot on tray.ai creates a continuous, bi-directional data loop that keeps both platforms accurate and actionable.
Automate & integrate Klaviyo & HubSpot
Use case
Sync New HubSpot Contacts to Klaviyo Lists
When a new contact is created or updated in HubSpot — via form submission, ad conversion, or manual entry — automatically add or update that contact in the right Klaviyo list or segment. Your email audiences stay current without manual CSV imports or list maintenance. Marketers can enroll new leads into nurture flows immediately, without waiting for nightly batch syncs.
Use case
Push Klaviyo Email Engagement into HubSpot Contact Timelines
Surface Klaviyo email opens, clicks, bounces, and unsubscribes as activity events on the matching HubSpot contact record. Sales reps can see which campaigns a prospect has engaged with without leaving HubSpot, so they can tailor outreach and prioritize the warmest leads. The enriched contact timeline also improves lead scoring accuracy.
Use case
Trigger Klaviyo Flows Based on HubSpot Deal Stage Changes
When a deal in HubSpot moves to a new pipeline stage — Proposal Sent, Negotiation, Closed Won — automatically trigger a corresponding Klaviyo email or SMS flow tailored to that moment in the buyer journey. Marketing communications stay aligned with the sales process without manual campaign launches. Closed-won customers can be enrolled in onboarding or upsell sequences the moment the deal closes.
Use case
Sync Klaviyo Purchase and Revenue Events to HubSpot
Pass e-commerce purchase events and revenue data from Klaviyo into HubSpot deals or contact properties to give your sales and revenue teams a complete picture of customer value. This is especially useful for businesses using HubSpot as their CRM while driving repeat purchases through Klaviyo flows. Attribution reports in HubSpot become far more accurate when they include Klaviyo transaction data.
Use case
Unsubscribe and Suppression List Sync
When a contact unsubscribes in Klaviyo or is marked as a legal opt-out, their HubSpot record is automatically updated to reflect the correct communication preferences and suppress future outreach. Consistent opt-out data across both platforms is non-negotiable for GDPR, CAN-SPAM, and CASL compliance. This automation prevents marketing emails from reaching contacts who have opted out, protecting your sender reputation and legal standing.
Use case
Segment HubSpot Contacts Based on Klaviyo Engagement Scores
Use Klaviyo's engagement scoring and predicted customer lifetime value data to build dynamic segments in HubSpot for targeted sales outreach and account prioritization. High-engagement Klaviyo subscribers can be automatically flagged in HubSpot for sales follow-up, while disengaged contacts get routed into re-engagement campaigns. This connects email marketing performance directly to CRM-driven sales strategy.
Use case
Bi-Directional Contact Property Updates
Keep contact properties — job title, company, phone number, and custom fields — synchronized between HubSpot and Klaviyo in both directions, so updates in either platform are reflected automatically in the other. This is particularly useful for B2B e-commerce and SaaS businesses where sales teams update CRM records frequently. One reliable source of contact data improves personalization in both Klaviyo campaigns and HubSpot workflows.
Get started with Klaviyo & HubSpot integration today
Klaviyo & HubSpot Challenges
What challenges are there when working with Klaviyo & HubSpot and how will using Tray.ai help?
Challenge
Matching Contacts Across Platforms Without a Shared ID
Klaviyo and HubSpot use different internal identifiers for contacts, which makes reliably matching records difficult — especially when email addresses aren't unique or have changed over time. Mismatches can produce duplicate records, failed syncs, or engagement data written to the wrong contact.
How Tray.ai Can Help:
tray.ai uses email address as the primary matching key with fallback logic for phone number or custom external IDs. Built-in deduplication steps check for existing records before creating new ones, so you don't end up with duplicate contacts piling up in HubSpot or Klaviyo.
Challenge
Handling High-Volume Klaviyo Event Webhooks at Scale
A large campaign send can fire hundreds of thousands of Klaviyo email event webhooks in a short window. Simple integrations buckle under that load, leading to missed or delayed updates to HubSpot contact timelines, incomplete engagement data, and unreliable lead scoring.
How Tray.ai Can Help:
tray.ai's workflow engine handles high-throughput webhook ingestion with reliable queuing and parallel execution. Workflows process Klaviyo events asynchronously without data loss, and built-in retry logic means transient API failures don't permanently drop contact updates.
Challenge
Managing Field Mapping Complexity Between Different Data Models
Klaviyo and HubSpot have fundamentally different data models. Klaviyo uses profile properties and custom metrics; HubSpot has contacts, companies, deals, and a structured property taxonomy. Mapping fields between these systems requires careful configuration, and mismatches can corrupt data or break downstream workflows.
How Tray.ai Can Help:
tray.ai's visual data mapper and built-in transformation functions make it straightforward to translate between Klaviyo's flat profile model and HubSpot's structured CRM schema. Teams can define explicit field mappings, apply conditional logic for property type differences like date formats and boolean fields, and update mappings centrally without rewriting integration code.
Challenge
Keeping Suppression and Opt-Out Lists Compliant in Real Time
GDPR, CAN-SPAM, and CASL all require opt-out signals to propagate across marketing and CRM systems within strict timeframes. Even a few hours of delay syncing unsubscribes between Klaviyo and HubSpot can result in non-compliant sends that carry real legal and reputational consequences.
How Tray.ai Can Help:
tray.ai processes opt-out webhook events in near real time, typically within seconds of the unsubscribe action in either platform. Suppression sync workflows run at high priority and include alerting steps that notify compliance or marketing ops teams if a sync failure occurs — so you have both speed and an audit trail when regulators come asking.
Challenge
Avoiding Infinite Loops in Bi-Directional Syncs
In a bi-directional sync, an update in one system can trigger a webhook that updates the other system, which then fires a webhook back — an infinite loop that burns through API quota, corrupts data, and causes rate limit errors on both platforms.
How Tray.ai Can Help:
tray.ai breaks the loop through workflow-level flags, custom sync metadata fields, and timestamp comparison logic. Workflows stamp records with a tray-managed last-synced timestamp and source identifier, so each step checks whether an incoming update originated from tray.ai before deciding whether to propagate the change — without suppressing legitimate updates.
Start using our pre-built Klaviyo & HubSpot templates today
Start from scratch or use one of our pre-built Klaviyo & HubSpot templates to quickly solve your most common use cases.
Klaviyo & HubSpot Templates
Find pre-built Klaviyo & HubSpot solutions for common use cases
Template
New HubSpot Contact to Klaviyo List Enrollment
Automatically adds every new HubSpot contact to a designated Klaviyo list and syncs contact properties, so new leads are immediately eligible for email nurture campaigns without manual intervention.
Steps:
- Trigger when a new contact is created in HubSpot via webhook or polling
- Map HubSpot contact fields (email, first name, last name, lifecycle stage) to Klaviyo profile properties
- Create or update the contact profile in Klaviyo and enroll them in the appropriate list or segment
Connectors Used: HubSpot, Klaviyo
Template
Klaviyo Email Event Logger for HubSpot Contact Timeline
Listens for Klaviyo email events — opens, clicks, and unsubscribes — and logs each as a timeline activity on the matching HubSpot contact record, giving sales reps full email engagement visibility without leaving HubSpot.
Steps:
- Receive Klaviyo webhook events for email opens, clicks, bounces, and unsubscribes
- Look up the corresponding contact in HubSpot by email address
- Create a custom timeline event on the HubSpot contact record with event type, campaign name, and timestamp
Connectors Used: Klaviyo, HubSpot
Template
HubSpot Deal Stage Change to Klaviyo Flow Trigger
Monitors HubSpot deal stage changes and automatically triggers the right Klaviyo email or SMS flow for the associated contact, so marketing communications stay aligned with where each prospect sits in the sales pipeline.
Steps:
- Trigger on HubSpot deal stage property change via webhook
- Retrieve associated contact details and map deal stage to a specific Klaviyo flow or list
- Add the contact to the corresponding Klaviyo list to trigger the automated flow
Connectors Used: HubSpot, Klaviyo
Template
Klaviyo Purchase Event to HubSpot Deal Creator
Automatically creates or updates a HubSpot deal whenever a purchase event is tracked in Klaviyo, passing order value, product details, and customer information so your CRM reflects actual revenue without manual data entry.
Steps:
- Receive Klaviyo webhook for Placed Order or Ordered Product event
- Look up or create the contact in HubSpot using the customer email address
- Create a new HubSpot deal linked to the contact with order value, product name, and purchase date populated
Connectors Used: Klaviyo, HubSpot
Template
Bi-Directional Unsubscribe and Opt-Out Sync
Keeps suppression lists in sync between Klaviyo and HubSpot in both directions. Unsubscribes in Klaviyo update HubSpot communication preferences, and opt-outs in HubSpot are suppressed in Klaviyo, maintaining compliance across both platforms.
Steps:
- Listen for unsubscribe events from both Klaviyo webhooks and HubSpot property change webhooks
- Determine the originating platform and identify the corresponding contact record in the other system
- Update communication opt-out status and add to suppression lists in the opposite platform
Connectors Used: Klaviyo, HubSpot
Template
Klaviyo Segment Sync to HubSpot Smart Lists
Periodically syncs Klaviyo segment membership into HubSpot contact lists, so sales teams can act on high-value email engagement segments and HubSpot workflows have access to Klaviyo behavioral segmentation data.
Steps:
- Schedule a recurring tray.ai workflow to fetch all members of a specified Klaviyo segment
- Compare segment membership against the current HubSpot list to identify additions and removals
- Add new members to and remove stale contacts from the corresponding HubSpot active list
Connectors Used: Klaviyo, HubSpot