Klaviyo

data-driven email marketing designed for e-commerce success

(Yael's recommendation for e-commerce businesses)

klaviyo email marketing software OVERVIEW

Klaviyo is a powerful email marketing platform tailored specifically for e-commerce businesses. With advanced automation, deep data insights, and personalised customer experiences, it helps you create effective, targeted campaigns.

(Note: While every effort has been made to ensure accuracy of the information on this page, technology is constantly changing so make sure to double check all features and pricing with Klaviyo directly first)

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Drag & Drop Email Builder

Create beautiful email campaigns easily with their drag & drop builder - using a range of simple-to-use content blocks. The best secret weapon? Universal content blocks so you can easily copy your commonly used elements across multiple emails (and mass update them!)

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POWERFUL Automations

Build automations for virtually any scenario. Choose from a seemingly endless list of triggers and then filter who gets what through their powerful conditions.
Plus use their pre-built recipes to make it easy.

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Subscriber Organisation

Create groups of subscribers based on the actions they have taken, what they have purchased or details they have provided. Only sending emails to those who actually are interested.

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who is klaviyo for?

Klaviyo is a dream come true for e-commerce businesses. It’s built specifically with your needs in mind, making it a perfect fit if you run an online store.

There’s a free trial available, but keep in mind that once you hit 500 emails sent, you’ll need to upgrade to a paid plan. The good news? It’s absolutely worth it. Klaviyo can quickly pay for itself with the results it helps you achieve.

Of course, no tool is perfect. So next, I’ll break down the pros and cons, followed by some tips to help you make the most of Klaviyo.

klaviyo pros & cons

PROS

Simple setup – Once you create your account you’ll be guided through a setup wizard where you can upload your logo, brand colours, social media links and more.

Then once you have connected your WooCommerce or Shopify store, it will start auto importing all your past customers (unless you say not to) AND it will add a bunch of recommended, pre-built automations. Then all you need to do is go into the automations and tweak the copy, maybe the design and then turn them on. Easy peasy!

Finally, if you are migrating from MailChimp, you can also create an integration where it will move across all your existing subscribers too.

Deep data in your automations - not only does Klaviyo pre-build automations for you, they give you the ability to personalise the content within the emails. Beyond just the products pulled through from an abandoned cart or item for review.

You can create product feeds from different products or product categories in your store - based around what an individual subscriber is likely to be interested in.

Add this to dynamic coupon codes for Shopify and WooCommerce and you can even add genuine scarcity.

Analytics – Klaviyo goes beyond just giving you your numbers. It also has incorporated benchmarks within the reporting. When you setup your account, you should select the industry category for your business.

All reporting is super easy and they even have dedicated centres for Deliverability and Black Friday campaigns!

CONS

Difficult to manage multiple opt in incentives – As mentioned previously, Klaviyo has been built with an ecommerce business in mind which means the focus has not been much on list building strategies beyond subscribing at checkout or for a discount code.

You can definitely create and deliver more than one freebie but you’ll need to get clever with how you setup your lists, segments and flows.

No lead pages – Again, because it hasn’t been designed for list building, there are no lead page templates to use.

Instead, you’ll need to create an embed sign up form in Klaviyo and then embed it on a page on your website.

SMS Pricing – While Klaviyo does offer SMS marketing, the cost of using it in Australia is quite expensive taking 8 "credits" per send. While it still should net you a return on investment, you may be better off looking at integrating with a different SMS service.

my favourite feature - UNIVERSAL CONTENT BLOCKS!

Save any email content block you like as a "universal" block. Some you can use for just getting your styling right (and then "editing independently") but this feature really shines where you can update a universal content block and update it in all instances!

For example, you can have feature icons in your footer in all your automation emails and only need to update them in one instance to update them all.

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How to get the most out of klaviyo

Start with SETTINGS

When you first get started, make sure to go through each of the pages in the Account section to make sure everything is setup correctly including your address, time zone, industry, attribution, automatically allowing UTM tracking (for google analytics) and more.

CREATE A GROUP FOR EVERYTHING

If you have more than one lead magnet or way people can sign up, create separate lists for each way your subscribers can opt in and then a segment for your regular campaigns or newsletters.

This is so that you can create a custom delivery experience for each group.

You wouldn’t want someone who signs up at checkout and is already a customer to get your welcome series with a discount code. Everyone should be treated in different ways.

Then at the end of their initial welcome, add them to a Campaigns group for your regular emails.

streamline your automations

Try to avoid repeat emails across different automations - there is too much risk that someone will receive them more than once.

Instead, ensure each has a focus and use events or segments to ensure the correct people are getting the emails.

Don't want certain people to get particular emails? (e.g. customers getting a discount code) - use the email level filters instead of creating a complicated web of conditional splits.