Using Klaviyo for Ecommerce
It’s getting harder and harder for businesses to connect with their customers, especially with most people receiving branded content and brand communications all day, everyday. Often, great content becomes ineffective. Customers want marketing content which is relevant to them and their interests. In fact, 91% of consumers are more likely to shop with brands that recognise, remember, and provide relevant offers and recommendations. That means your company needs to step up the potential of your email and SMS marketing. And that’s where Klaviyo comes in.
What is Klaviyo?
Built specifically for ecommerce, Klaviyo is a marketing platform which allows you to manually and automatically send SMS and email communications. This in turn, helps your business acquire, retain and grow your customer base. Klaviyo collects and stores your customers’ relevant data to maximise the effectiveness of your marketing efforts and ensure that they no longer receive comms irrelevant to them.
Klaviyo tracks your customers’ individual actions and sends them personalised content based on their behaviour. They do this through their ‘flows’ feature. Flows let you set out possible customer journeys and dictate the appropriate comms based on a customer’s actions. For example, if a customer leaves a product in their basket for more than a preset period of time, they’ll automatically be sent a reminder or discount code. If they click on a certain product in your newsletter, they can be provided with content which is similar to this in future, through Klaviyo’s superior segmentation.
The great thing about Klaviyo is that it comes with pre-built templates and automations so you can easily set up campaigns, sign-up forms, cart reminders and transactional emails to which you can add your own personalised branding and content. They even provide you with strategies to avoid being put into your customers’ spam folders!
Klaviyo also allows you to conduct A/B testing to see what works best for your business and its customers. This includes — among other methods — using differing subject lines, times and days for campaigns. Their easy-to-understand analytics insights provide individual campaign performances and let you review opportunities to improve your communications. This makes Klaviyo the perfect system for smaller businesses that don’t have as much resources or budget.
Segments
Segmenting your audience is an essential part of producing more relevant comms and Klaviyo gives you the option to segment your subscribers from your pre-existing lists, based on their behaviours. The segments are dynamic, meaning they grow and shrink as users meet the segments' conditions, updating in real-time. You can set these requirements to focus on, for example, repeat buyers (if they have placed an order more than one other time) to potential purchases (if they have viewed, clicked or opened an email and not purchased). Once these segments are created, you’re able to send out specific campaigns to each segment, depending on what you’re looking for them to do. According to Klaviyo, segmenting your campaign can bring more than 3 times the revenue per recipient when compared to unsegmented campaigns.
Integrations
Klaviyo is created to work alongside a number of other sites. Their integration library makes it simple to build emails which are both personal and effective for revenue generating activities. They integrate with marketing tools, ecommerce platforms and data and tech stacks to allow you to sync all of your historical and real-time data, so you can stay on top of every interaction people have with your site.
Take their Shopify integration for example. Klaviyo takes data from your Shopify site and allows you to create email and SMS flows with triggers based on events that happened in your shopify store. This also allows you to segment your audiences based on more relevant data from your store. Over 20,000 shopify stores moved from Mailchimp to Klaviyo after seeing a 46% average increase in their total revenue.
Additionally, if you use Facebook ads to market your business, you can integrate Facebook to personalise your marketing content even further. For example, you can take events from Klaviyo such as unopened emails, link clicks and repeat opens and dynamically retarget those users on Facebook. Options like this simply aren’t available with the likes of mailchimp and other CRM’s which weren’t built for ecommerce.
We use Klaviyo for our ecommerce clients such as Pagazzi, to bring them the best results possible. Want to level up your marketing comms? Get in touch with us today to see how you can implement Klaviyo for your business.
Want to learn more about how to create a successful email strategy? Download our recent webinar to find out how.