When We Hook Our Clients Up to Klaviyo, We Expect Them to Make More Money. Here’s why…

If you have any type of e-commerce store, you’ll no doubt be using marketing automation to communicate with your customers, analyse their behaviour, and generate more sales. And if you’re not, we need to talk.

As automation evolves at a pace only technology can, it’s important to us here at Zyber that we use and recommend the best tools available. Enter Klaviyo.

Klaviyo is a marketing automation platform that packs plenty of unique, conversion-generating punches. 

One of the few email marketing services built specifically for e-commerce, Klaviyo taps into your customers in a way no other platform does. Deliver memorable experiences and ultimately, drive more sales.

Popular features

We all know that learning everything we can about our customers is the best way to communicate with them effectively – personalised marketing efforts allow us to give our customers what they want, and keep them engaged.

Some of the top features of Klaviyo include: 

  • Abandoned cart flows
  • Post-purchase follow up emails
  • Syncing email lists to Facebook custom audiences
  • Segmentation based on multiple ecommerce factors
  • Multivariate testing: Experiment with different content, subject lines, or timing of emails in a series.
  • Personalized product recommendations

Automated Flows

One of Klaviyo’s most notable attributes is its intuitive, user-friendly, drag-and-drop automation builder which allows you to tailor customer journeys using real-time data and behaviour triggers.

automation flow Klaviyo

Image Source: Klaviyo

Klaviyo doesn’t just re-target – it takes your customers on a data-driven, personalised path. You can adjust, split and redirect every step of the way, creating a highly personalized customer journey that generates more sales and increases your bottom line. 

Create parallel email paths based on detailed data like website activity and past purchase behaviour for different email recipients, and do all of this within a single flow (e.g. Personalised Product Recommendations).

  • Target emails based on aspects such as cart value, or the history the customer has with your brand 
  • Create a winback series for VIP customers
  • Split and branch emails within a series, so each customer is sent down the right path 
  • Create paths for extra emails if they don’t open the first
  • Funnel all recipients back together for general content.

Dubbed ‘The Visual Canvas’, Klaviyo’s flow builder lets you design flows within flows, and see at a glance how each customer will travel through them.

The beauty of this is that it recognises not every customer is the same, even if their behaviours earlier in the customer journey were similar. You can optimise a flow to branch off to an interim flow if a customer doesn’t open an email or take the action expected, and then bring them back into the original flow later on.

klaviyo flow

Image Source: Klaviyo

Simply put, you’re designing your ideal customer experience – mapping it together, and laying it out end-to-end with the drag and drop builder.

Popular Flows

Date Flows

Using data acquired from customers when they subscribe or purchase, Klaviyo allows you to build email flows targeted at birthdays, anniversaries, wedding dates, and even pregnancy due dates. It’s an effective way to harness personal data and connect with your target audience through a personalised campaign.

trigger setup

Image Source: Klaviyo

VIP Customers

Klaviyo has the ability to create groups of VIP customers. This feature gives you priceless intel on your highest value customers, which you can use to tailor their marketing experience. Communicating directly to your VIPs with tailored campaigns, offers, and loyalty discounts will give you a pool of highly engaged, repeat customers. Those VIPs are likely your ideal customers (high spenders). If you know all there is to know about them, their buying habits, their likes and dislikes, you can create targeted ad campaigns to find people just like them – it’s like making money in your sleep.

Audience Segmentation

Klaviyo audience segmentation goes much deeper than other email marketing tools available, which is why we love it. They have an almost limitless number of segmentation options, all designed to focus specifically on eCommerce.

Set up multi-faceted segmentation rules and email flows that branch off in a multitude of ways, depending on complex rules that you set. This in-depth system is thanks to Klaviyo’s deep integration with Shopify, allowing you to create complex email automations without having to manually tweak and adjust along the way.

You can personalise your automated email sequences based on factors like customer lifetime value, lifecycle stage, and brand loyalty.

  • Behavioural data: Build segments using behavioural and transactional data such as site browsing, engagement with your campaigns or making a purchase.
  • Customer data: Target by attributes like location, or use information you’ve collected – like birthdays or wedding dates – to give personalized messages and tailored recommendations.
  • Integrated data: Use data from fulfillment tracking services, rewards platforms, helpdesk software, and other marketing tools.
  • Events: Target flows based on special events and conditions, like a purchase or subscribing to a list.

Added bonus: Audience segments update automatically, so you can target promotions precisely and spend less time manually maintaining lists, and more time focusing on growing your campaign.

By sending tailored messages, you’re setting yourself up for success. You’ll gain better open rates, click-through-rates, and a higher ROI on each campaign.

Reporting

Klaviyo’s reporting capabilities are jam-packed full of features that give you real-time data and customisable metrics. This means your reports can be tailored to your business, your customers and how you work best.

As well as the usual click, open and unsubscribe rates, you can track and analyse intelligent data such as:

  • Group or segment behaviour over a certain period of time
  • Trending patterns in orders and subscribing
  • Who your big spenders are.

Report filtering on Klaviyo lets you track the performance of particular groups, segments or lists – such as subscribers who recently purchased, or which domains your high value customers are using.

reporting on klaviyo

Image Source: Klaviyo

Measure what really matters for your store campaign, like how much revenue you’ve generated from specific marketing campaigns and promotions. Then spend time on what really matters; adjusting your next campaign to bring in even more sales.

  • At-a-glance view of key metrics and how they’re trending
  • Customize your dashboard by adding, editing, and removing 
  • Compare the current performance with previous periods
  • Utilize the real-time activity streat to show who recently completed an action

Is Klaviyo better than Mailchimp?

You can read our side-by-side comparison of the nuts and bolts here, but the short answer is a resounding yes.

With almost 20 years’ experience under its belt, there’s no doubt Mailchimp is a helpful tool when it comes to email marketing, but where Klaviyo pips Mailchimp to the post is with its mighty but simple functionality, and the easy-to-use interface. 

Because Klaviyo is purpose-built for e-commerce, its flow automation options are vast, and much more detailed than Mailchimp.

Klaviyo + Shopify

As recognised Shopify and Shopify Plus experts, we at Zyber know what it takes to create memorable customer journeys and powerful campaigns. Combining Klaviyo and Shopify helps you do exactly that, fast.

One click is all it takes to connect Klaviyo to your Shopify store and sync your historical data, allowing you to start sending effective, customer-driven emails within minutes. 

Klaviyo’s library of pre-built flow templates gives you a headstart on designing flows for abandoned carts, regular customers, converting subscribers, nurture campaigns, customer thank yous and customer reviews.

Migrate, connect, send emails – just like that!

In a nutshell

As business owners, we all want easy-to-use but powerful solutions that create impact in our campaigns and make our lives easier.

Klaviyo delivers all that and more in a simple, intuitive way with razor sharp segmentation, adept automation and seamless integration. 

Email marketing is so much more than sending automated emails to new customers. Done right, it can drive sales, inspire repeat purchases, build your brand and nurture meaningful relationships with your audience.

In our humble (expert) opinion, Klaviyo is the answer to all our email marketing prayers. Save time, create a brand people love, and make more money. Sounds good to us.

Ready to grow your business with Klaviyo? Book a chat with our digital experts today.

Written.

by Sequoia Painter
August 26, 2020

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