Klaviyo is an email marketing platform designed to help ecommerce comments make money through personalized emails, versatile integrations, and rich data. Similar to its main competitor platforms—Mailchimp and HubSpot—the overarching goal is to allow business owners to automate their email marketing strategies. In today’s day and age, this is more important than ever. After all, studies show that email is still the preferred form of communication between brands and consumers.
Furthermore, email delivers a strong return on investment. According to the Data & Marketing Association, for every $1 you spend on email marketing, you get a $42 return. Many small businesses rely on email marketing as their primary acquisition channel. But with so many ecommerce marketing platforms to choose from, it can be hard to dissect the features that work for you. In this article, we’ll be discussing Klaviyo and how it can help your email strategy. Here’s what you need to know:
Countless Integration Options
Klaviyo integrations with a variety of technologies that might be a critical part of your marketing stack. It integrates with Shopify, Facebook, WooCommerce, AfterShip, Salesforce commerce cloud, and so much more. These integrations allow you to pull real-time data 24/7, and the more data you can pull, the better your personalized targeting capabilities will be. Most importantly, there’s no complicated, code-based set up; you can start pulling in as much data as you’d like without any complicated fees. And if there’s a software you use that Klaviyo doesn’t support in its current list of integrations, you can utilize their open API to build a direct integration of your own.
Detailed Email Workflows
Emails workflows are sequences of emails that are triggered when a consumer takes a specific action. Klaviyo comes equipped with a series of flow templates that you can modify to your liking. Important flows include the “Welcome” series (triggered when a subscriber signs up for your newsletter) and the Cart Abandonment flow (triggered when a user leaves the checkout page before finalizing their purchase). These workflows are designed to help you retain customers and their purchases. Without these sequences in place, you could potentially lose a lot of money. Take a look at some of the available templates for various email flows and modify them to your liking.
You can also use the platform’s powerful reporting to segment your audience for specific campaigns. For example, you might want to pull a list of your most engaged customers; these are your VIP subscribers and they’re more likely to spend money with your company. Showing them you recognize their business can go a long way towards building loyalty. Reach out to them with great referral programs and exclusive discounts to make them feel appreciated.
It’s easier than ever to embed custom video into your Klaviyo emails. Although video is extremely popular, only a quarter of brands are using it in their email marketing strategies. Tools like Vidyard.com allow you to screen record and edit content to include in your email campaigns—and you’d be surprised by the results. Video helps to humanize your brand by adding a personal element to your outreach. But not only does it build trust and authenticity, it’s also been proven to boost CTR and open rates (on average)—particularly when you include the word “video” in the subject line.
Real Return on Investment
While other marketing platforms might do a tremendous job of helping businesses craft beautiful emails, Klaviyo begs the questions, but does it make you money? With rich ROI-based reporting, you’ll be able to see actual transactions that stemmed directly from your email campaigns, which means that every email that gets sent out has a clear and transparent dollar value.
Even more, the software makes it easy to assess your performance at every level, so you can spend more time gleaning insights on your campaign results and creating even better, more precise emails. And lastly, your data is always right in front of you—no need to navigate to different headers and subheaders to find your reports and metrics. Everywhere you look, your open rates, revenue generated, clickthrough rates, and more are upfront and center.
In today’s modern marketing world, data is everything. Klaviyo’s intuitive interface and dashboard displays the most important metrics so that you can easily use this data to dictate future campaigns.
The Power of Segmentation
Segmentation can mean the difference between a campaign that hits the mark and a campaign that flops. Segmentation is a marketing tactic where consumers are speared into different groups to see how changing certain variables affects the outcome of the campaign results. You can segment anything to see how it would make a difference to the final numbers. For example, you set up a conditional split in Klaviyo where Group A receives a cart abandonment email five minutes after abandoning their car, while group B receives an email six hours after they’ve abandoned their cart. From here, you can easily see which tactic yields better results. And within Klaviyo, there are much more powerful segmentation capabilities. You can segment based on behaviors, events, demographics, and much more.
Facebook Advertising Capabilities
Facebook is a gold mine for advertisers and marketers. Its massive arsenal of users and intel makes it one of the most robust advertising platforms in the world. You can use Klaviyo to target Facebook advertising campaigns. Integrating Facebook users can help you target consumers that don’t open your email. Simply start by giving Facebook permission to sync your Klaviyo account and whenever a Facebook user submits an email through a lead ad, their information is added to the list.
Abandonment Cart Emails
According to MooseEnd, a whopping 69% of online carts are abandoned by users. But there’s an upside; nearly half of all abandoned cart emails are opened and the clickthrough rate from these emails is much higher than a standard email. As such, you’ll need an effective cart abandonment flow to capture those missed opportunities before it’s too late. Klaviyo comes with a slew of sample abandonment cart flow sequences that you can edit and brand to your liking.