Nowadays, for an e-commerce business to drive conversions, Klaviyo email marketing is the best partner on your side.
Currently, Klaviyo has more than 6.9 billion customer profiles, generating a revenue of $321 million in the first half of this year.
It is an all-in-one platform that helps everyone, from solopreneurs to large enterprises, get the most out of their email marketing campaigns.
Klaviyo email marketing has gotten the green light from marketing experts as it offers sufficient data on the audience of a brand.
In this email marketing guide, you will learn to harness the maximum potential of the platform.
Let’s dive into it.
Klaviyo Email Marketing: An Overview
Having over 70,000 paying customers, Klaviyo has made its way to the most popular email marketing platforms globally.
Designed for Shopify, BigCommerce, and Magento stores, Klaviyo email marketing offers many advanced features like email segmentation, automation, pre-built reports, and drip campaigns.
Klaviyo is a marketing platform that automates eCommerce SMS for maximum impact.
Its email marketing helps businesses yield ROI and retain and grow customers by sending marketing emails.
Learn More: Email Marketing Campaign Psychology via 20 Triggers That Improve Conversion Rates
Benefits of Klaviyo Email Marketing Over Other Platforms
For an e-commerce brand, the email list is a valuable resource. That is because it helps in completely managing and cultivating the experience that the clients have with the brand.
Klaviyo email marketing offers consistency for both the business and the audience.
Moreover, people can customize emails like no other medium can in the recent marketing scenario.
Mailchimp is another powerful tool for email marketing that has cemented its position in the industry.
In some aspects, Klaviyo email marketing emails surpass Mailchimp.
Hence, over 20,000 brands have moved to Klaviyo email marketing from Mailchimps to take their business to new heights.
The robust features where Klaviyo email marketing put Mailchimp in the shade are:
1. Segmentation Functionality
Email segmentation provides more focused content to the customers, increasing the customer’s lifetime value.
The versatile segmentation features in Klaviyo allow users to be grouped according to transactional and behavioural data.
Using data from any CRM like Shopify, Klaviyo can segment your prospects according to how they engage with your business.
For instance, you can categorize prospects into those who only purchase a particular kind of goods or those who only use coupons while making purchases.
Furthermore, Klaviyo enables you to perform predictive analytics on your clientele.
That enables you to tailor your emails according to metrics like average order duration and minimize risk.
2. Impressive Personalization
Triggered personalized campaigns account for 75% of email revenue compared to generalized emails.
Mailchimp requires a third-party program for integration. In comparison, Klaviyo offers a direct Shopify interface.
You can gather and save customer data straight from your Shopify stores and target online users with Klaviyo email marketing.
You may personalize your messaging to each subscriber and give them the impression that you’re interacting with them directly by leveraging information.
This informational data includes user demographics, past transactions, and engagement metrics.
Klaviyo provides a tool for SMS marketing as an omnichannel approach to deliver your email subscribers customized text messages.
Customers who prefer texting over emailing may find a brand reachable becase of this feature.
3. Website Tracking
Using Klaviyo email marketing is just like having one of your brand representatives with the clients to convert them.
With the website’s web-tracking capability, you can send the customers what they find relevant.
Consequently, you can check every Klaviyo email to know how many visitors it attracted to your eCommerce site, calculate conversions, and indicate the time of day when open rates were at their highest.
As 66% of consumers click over messages from emails to make an online purchase, Klaviyo will help you land sales.
4. Testing for Big Wins
With Klaviyo email marketing, you can automate portions of your testing to save time and stand out in the inbox of the audience.
It will submit one of your test variations to a small segment of the audience and repeat the process for the other variant.
After generating the results, an algorithm automatically selects the winner and proceeds to send the email to everyone on the relevant list.
With this fantastic feature of Klaviyo email marketing, e-commerce businesses can enhance the overall customer experience.
Using the following metrics, anyone can check Klaviyo email marketing campaigns:
Open rate: This enlightens if the subject lines on your emails are compelling enough to encourage recipients to open them.
Click rate: The number of recipients who clicked on the CTAs present in the email.
Revenue per email: Revenue from each email with orders customers have placed.
Conversion rate: The percentage of customers that complete a goal action after reading the email.
Erasure, creation, and modification, Klaviyo email marketing allows everything to help small businesses grow.
5. Automation 
According to Hubspot, 87% of B2C marketers use automation as a proactive step in their email marketing strategy.
Drip campaigns, which let you send your customers pre-customized emails, are easier to create using automation.
Marketers can set up Klaviyo and Mailchimp to send these emails automatically in response to a certain action that your customers do.
With Klaviyo email marketing, you can send emails with behavioural triggers, build customer profiles, generate segments instantly, and improve the conversion rate.
Klaviyo automates email using a trigger flow. This trigger is set off when one of your leads or subscribers takes a particular action, such as viewing one of the products or spending a certain amount to pay for a subscription.
Related Blog: 11 B2B Email Marketing Practices That Work Miracles
Klaviyo Email Marketing Campaigns to Come Out on Top
For Klaviyo email marketing consistency is integral. You can sustain audience engagement and brand recall by organizing and carrying out two to three thoughtful campaigns each week.
The scheduling and automation features of Klaviyo enable the creation of content-rich newsletters, promotional offers, and product launches.
Before we move on to the types of campaigns, let’s discuss the types of emails first in the next section of our email marketing guide.
Email flows
There are sequences of emails sent automatically to users in response to specific website actions.
For instance, you can configure a flow to send an email each time a user views a certain product or category of products.
Email flows are a fantastic place to start because they are automated and only require one setup.
Additionally, they bring in the most fraction of the total revenue.
That said, now we can take a look at the Klaviyo email marketing using email flow.
1. Abandoned Cart Flow
Every year, cart abandonment costs e-commerce brands $18 billion in lost sales revenue.
Cart abandonment has become a critical problem that ecommerce companies can no longer afford to ignore, with $4 trillion worth of goods expected to be left in digital carts alone in the coming year.
Thus, it’s a problem that needs to be given utmost consideration.
It is imperative to build an efficient email flow to retrieve some of these lost prospective consumers.
This flow is a series of emails sent to site users who have already put an item or several products in their shopping cart but have not yet completed the transaction.
Although they are already highly engaged visitors, they still require encouragement to make a purchase.
Use the dynamic product block in this email flow to ensure that recipients can view the products that have been abandoned in their basket and quickly complete the purchase.
For your reference, here is a chart to use Klaviyo email marketing for cart abandonment campaigns:
| S#No. | Time (after abandonment) | Message |
| Email # 1 | After an hour | Simple reminder |
| Email # 2 | After 4 hours | Low discount with expiry and customer reviews (to drive urgent response) |
| Email # 3 | After a day | Low discounts and customer reviews |
| Email # 4 | After a day | Good discounts with expiration time and customer reviews |
| Email # 5 | After 25 hours | Good discount with best-selling products |
Example of Abandoned Cart Recovery
Suppose a consumer leaves a cute dress in their cart.
In that case, your automated recovery email flow may politely remind them of the lovely item they overlooked and extend a discount to make the transaction even more attractive.
2. Email Flow For New Customers
It’s ideal to send them an email and begin establishing a relationship right after they make their first purchase of your product.
This is a breakthrough opportunity because the client expressed their belief in your offering by investing their money.
From this point on, there are two possibilities.
Either you satisfy them, and they will stick with you forever, or you lose them and ruin your reputation.
That’s why having a smooth email flow is essential.
Also, the goal is to create expectations for delivery timeframes, returns, and refunds.
You can follow three timelines to send messages in this type of Klaviyo email marketing campaign.
First, capture them in the buying process when they are about to make a purchase.
Second, calculate the time when the product will reach them. According to that, send an email upon receival of the order.
In the third option, use both the methods written above.
The chart for this Klaviyo email marketing flow is as follows:
| S#No. | Time (after they place an order) | Message |
| Email # 1 | After an hour | Thank you message and order tracking details |
| Email # 2 | After a day | Send them another product they may find appealing |
| Email # 3 | After 4 days | Information on brand and products |
| Email # 4 | On delivery day | Encourage them to leave a product review |
Example of New Customers Email Flow
An automatic post-purchase email can be sent when a dress is sold to appreciate the buyer.
Also, recommend related things like similar tops or other accessories to use with the dress and direct them to the website with CTAs.
3. Welcome Flow
It is a sequence of emails sent to email list subscribers who haven’t yet browsed, bought or added anything to their shopping carts.
In most cases, discounts are preferable to free shipping. A free product sample is an offer that is hard to resist; it can increase membership rates by 2-4 times over weaker ones.
After selecting the introductory offer, it’s time to configure your Klaviyo workflow.
Example of Welcome Flow
Three emails may make up your welcome series: the first would greet the subscriber, the second would give them a sneak peek at your best-selling dresses, and the third would explain your brand’s ethical sourcing philosophy.
With this, you know the basics of setting up an email flow. So, in this email marketing guide, it’s about time we discuss the nitty gritty of sending campaigns.
Email Campaigns
People manually send these out on the days they want them to be scheduled.
These are distributed to a specific subset of your subscribers that you designate using information from their customer profiles.
Types of Email Marketing Campaigns
Suppose you run a clothing brand online, and you’ve planned a weekly campaign schedule.
On Monday, you launch an “Outfit of the day campaign” highlighting a specific dress perfect for different occasions. And let people know why they need this in their wardrobe.
On Wednesday, you unveil a “Limited-time sale” campaign with discounts that are impossible to ignore.
On Friday, you share a detailed “Weekend outfits” newsletter featuring fashion-related content that appeals to the target audience.
One of the best things about campaigns is that they may be sent at any time and are not influenced by user behaviour or website traffic.
You can organize your campaign calendar beforehand to simplify the workflow.
The three kinds of campaigns we will share in this email marketing guide are:
Building Trust: Relationships with the audience is the primary goal of these emails, which focus on trust and content.
For instance, blog entries, polls, client testimonials, etc.
Product promotions: By outlining the key advantages of the product and sending recipients to the product page, the major objective of these emails is to increase sales.
For example, you can mention the hero products, and their descriptions, and introduce the new arrival collections.
Sales events: Boosting sales during holidays and other special occasions is the purpose of these emails.
These can be regional, national, or worldwide celebrations, events, or holidays.
For instance, Mother’s Day, Halloween, and Black Friday. You can provide a discount on these Klaviyo email marketing campaigns.
After sending a couple of information emails to build trust, you can send emails that promote the products.
When asked about brand emails, 49% of respondents indicated they would prefer to receive weekly promotional emails from the brands they like.
So, in the closing lines of this email marketing guide, we will suggest you send one promotional email for every 4-5 content-focused emails.
The remaining emails can be split 50/50 between product promotion and content emails.
FAQs
Does Klaviyo include features for segmentation and personalization?
Businesses may target clients with appropriate messages based on their behaviour and interests due to the platform’s effective segmentation and personalization tools.
Is it possible to monitor the effectiveness of Klaviyo email marketing?
With comprehensive analytics and reporting tools, companies can monitor the performance of the Klaviyo email marketing campaigns.
How many emails can I send with Klaviyo email marketing at once?
Users have the option to send a maximum of 500 emails to 250 contacts.
Summary
With Klaviyo email marketing, you have the power to connect to your audience whenever you want.
Additionally, it helps you design emails, curate dynamic emails, and establish automated flows to keep your brand heads and shoulders above the competition.
If you have a strategic email marketing campaign, yet you are not seeing results, you might need a helping hand.
The Dreams Agency can help you use the transformative capabilities of email marketing.