Recently, Yotpo announced that it’s winding down its Email and SMS offering and will instead focus on Reviews and Loyalty. For brands using Yotpo to manage their customer comms, this is a big shake-up, and it’s left plenty of people wondering: “What now?”
At Get Better, we’re not here to jump up and down shouting “switch to us” or “switch to this platform”. That’s not our style. We’ve always been upfront about where platforms shine, where they fall short, and how to make the smartest move for your business.
So let’s break this down, why this happened, what it means for you, your business, and most importantly, a clear plan to move forward without any unnecessary stress.
How Did We Get Here?
When Yotpo entered the Email and SMS game, they didn’t tiptoe in quietly. They launched with bold promises, agency summits, and pricing ready to challenge all other platforms. They pitched themselves as “the best retention platform in the world,” appealing to brands tired of rising platform costs.
Here at Get Better, we were early adopters. We moved three clients over. Why?
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They already used Yotpo for Reviews or Loyalty.
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They had big lists, seasonal trends, or infrequent campaigns.
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And yes, the pricing structure was compelling.
But there was a catch: they were building the plane mid-flight. Core features were missing. Bugs were common. We found ourselves not just using the tool, but effectively product-testing. The people we worked with were brilliant, responsive, and hard-working, but the fires were too many, and eventually, the early confidence we had faded.
Even more worrying? Yotpo’s other areas of strength, Reviews and Loyalty, started showing strain. Fixes took longer. It felt like all resources had been poured into one area at the expense of others. So, in a way, this exit is a bold decision to cut losses and double down on what they do best. Something that they’ll be better off doing.
Let’s Not Forget the Human Side
Behind every “sunset announcement” are real people, and in this case, genuinely great people who are losing their jobs. Some of our Yotpo contacts were working in parts of the world already facing huge challenges over the last 18 months, and yet they never missed a beat and continued to work tirelessly.
These are talented individuals who will (we’re confident) land on their feet, but it’s worth remembering: this isn’t just about business strategy. It’s about livelihoods.
So, What Does This Mean for Brands?
If you’re currently running on Yotpo Email and SMS, chances are you fall into one of these camps:
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You moved recently for budget reasons.
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You’re already using Yotpo Reviews/Loyalty and have added on Email/SMS.
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You’re agency-free and managing everything in-house.
Most brands didn’t move to Yotpo because it was better than Klaviyo or other platforms. They moved because it was cheaper and integrated well with existing Yotpo products. Those benefits are now disappearing.
Your Action Plan
1. Timing Matters
Don’t wait until the busiest time of year to make the switch if you want a smooth migration before Black Friday and Cyber Monday, ready for the Christmas and seasonal peak trading.
Delay the migration and changes, and you’ll hit October–December migration hell, peak trading pressure, and added platform risk at a time when support may be limited due to the holidays.
2. Explore Incentives
Klaviyo is offering a 12-month price match. If you migrated from Klaviyo before, your old account might still be there, making that your fastest route back. Expect other platforms to roll out similar offers.
3. Beware of “Free Migrations”
They’re rarely free. Shortcuts in set-up can cost you far more in lost revenue later. Demand quality over speed.
4. Consider Your Needs Honestly
If you’ve only ever known Yotpo and send just a couple of campaigns a month, you might not need an enterprise solution. Try Klaviyo’s free account, or consider Omnisend or Mailchimp.
5. Check Your Tech Stack
Not every platform plays nicely with tools like Octane AI, Rebuy, Recharge, or Triple Whale. Make sure the powerful integrations that you have at your disposal still work on the platform that you’re migrating to.
What NOT to Do
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Don’t panic-migrate.
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Don’t assume cheap means good.
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Don’t skip deliverability hygiene; make sure you clean your lists, suppress old profiles, and warm up your sends.
Our Final Word
We wanted Yotpo to succeed. We liked the people, loved the ambition, the competition, and backed the mission. But in business, not every horse you back crosses the finish line.
Right now, your priority is to protect your brand, minimise disruption, and make decisions based on facts, not noise. There’s no perfect platform, but there are smart ways to move forward.
If you’re unsure, speak to your agency. If you don’t have one, speak to a few and make sure to ask the right questions.
No forms. No sales pitch. Just straight answers.
If you’d like a plain-English audit or a quiet second opinion, get in touch.
