At the wine merchant Den Sidste Flaske there's no doubt: while Klaviyo's new SMS offering is good for the market overall, there's still a long way to go before it becomes advantageous to switch away from inMobile.
Den Sidste Flaske is one of Denmark's most popular wine merchants with more than 500 different wines on the shelves, over 1,000,000 bottles in stock and a growing community of +100,000 happy wine lovers following the company.
A large following allows for a wide range of marketing activities, and COO at Den Sidste Flaske, Julie Silverstein Hinchely, says that the company is generally very open to new initiatives in this area.
"We've always tried to use all the channels we can and generally have a holistic approach to marketing," she explains and elaborates:
"Email marketing has worked really well for us, but at some point you reach a ceiling where it becomes difficult to get more people to sign up. To better utilise our current list and attract new customers, we have started using SMS. It has become our 'secret weapon' and is incredibly effective," explains Julie. She particularly emphasises the flexibility of SMS marketing.
"For example, if we need extra revenue one day, we can quickly send out an SMS campaign and it often gives a good boost. People really notice when they get an SMS," she adds.
This correlates well with the fact that 90% of all SMS messages are opened within three minutes. You reach your target audience quickly and can easily read the results.
Den Sidste Flaske has long used inMobile as an SMS gateway, but now American-owned Klaviyo has rolled out their SMS offering on Danish soil. An offer that Julie S. Hinchely does not see as relevant for the majority of Danish webshops in its current form.
Also read: Klaviyo x inMobile: Your strongest marketing stack in 2025
Price is an issue at Klaviyo
One of the fundamental differences between inMobile and Klaviyo is the price of the product.
"As a foreign company, Klaviyo probably has a little more difficulty negotiating the same prices that a Danish company can. Right now, they're not where they need to be on price. It's 30-40% more expensive than the Danish providers, so it's too much for it to make sense for us to use," says Julie S. Hinchely.
"Price just means a lot. Especially when you get into a layer where you have a lot of SMSes being sent. It determines whether you make money or not," says Julie.
The pricing structure and billing method also influence the choice of SMS gateway.
With inMobile, you pay for the number of SMSes you send, regardless of whether it's a large or small campaign month, which provides a high degree of flexibility. The price per SMS is between 0.259 - 0.279 DKK/SMS in Denmark.
At Klaviyo, you have to go in every month and choose a package that includes XX number of credits. These credits are converted to SMS, corresponding to a price of 0.40 DKK to 0.57 DKK in Denmark. They are non-refundable and do not carry over to the next month.
"I'm of the opinion that you should pay for what you get. And the pricing model is not based on that. It's based on paying for what you forget to downgrade. It's exceptionally unfair and poor customer service,"
says Julie S. Hinchely, who emphasises that Klaviyo and inMobile match each other quite well in terms of functionality.
Read also: Understand the differences on inMobile & Klaviyo
inMobile is a great marketing weapon
Den Sidste Flaske uses SMS year-round to complement email campaigns and drive consumer sales.
inMobile has been assisting with this for a number of years and will continue to do so.
"We're really happy with inMobile, which has great prices. We've been using it for a long time and we continue to use it for our campaigns. We are very practical here and look at the pros and cons. Right now there are more pros of using inMobile," says COO at Den Sidste Flaske, Julie Hinchely, whose team also benefits from the inMobile service.
Chat, phone and email support is available at no extra cost.
"The team is really nice and we've had a long co-operation that we're very happy with. They have been - and are - a great marketing weapon for our business, so it's been perfect. There is really good service and support," she says.
At inMobile, we are proud to work with such an innovative company as Den Sidste Flaske, which in just a few years has revolutionised the wine market in Denmark, and we look forward to continuing the development with Julie and her team.