Strategic advice

Lead ad attribution was never easy, until now.For years in my roles across marketing for B2C brands at FABO, a holistic growth partner for ecommerce brands working in the lifestyle and apparel industry, I’ve noticed something unsettling. It’s never been easy to understand the return on lead ads, the paid ads you advertise to grow your email and SMS lists. Brands I’ve worked with kept asking for clearer attribution, but data is often buried deep within event payloads, making it nearly impossible to accurately measure what lead ads were actually driving in terms of revenue.In an effort to solve this problem for my clients, I've developed what I call Lead Ad Performance Value (LAPV), a framework that automatically tracks and measures the true performance of lead ad campaigns over time. And the results are incredibly valuable: one recent campaign showed how a leads to landing page strategy outperforming traditional lead ads by 397%. The attribution black hole problemHere's the issue most m

After more than a decade in digital marketing, and seven years focused on email and SMS retention, I’ve learned that no two brands build their automations the same way. Still, in fashion and beauty, a few flows consistently drive the biggest results.These are the foundational automations I rely on to strengthen customer relationships, boost repeat purchases, and create a seamless experience from first impression to loyal advocate.The essential flow stack Welcome Series Browse Abandonment Cart Abandonment Abandon Checkout Post-Purchase Replenishment Winback Advanced and value-add flows Cross-Sell and Upsell Back-in-Stock Alerts VIP and Loyalty Recognition  The essential flow stack Welcome SeriesYour welcome flow is your first chance to set the tone for your brand relationship. Don’t rush it. Convert new interest into a first purchase while introducing your brand story. Trigger this flow on list signup, and separate new subscribers from existing customers for the first few sends

The development of loyalty programs: establishing genuine customer relationships with VIP tiersAcquiring new customers can be 4–5x more expensive than retaining current ones, according to Forbes—which makes building customer loyalty a wise and economical tactic.VIP loyalty programs have the power to transform new customers into devoted brand advocates, especially during hectic times like the holidays—and using personalisation and VIP tiers can improve your loyalty program above and beyond points, further increasing customer retention. Here’s how. Shifting the perspective of loyalty programsOne-size-fits-all loyalty programs are obsolete. More than points and discounts, today's consumers seek out distinctive experiences, a feeling of belonging, and relationships that make them feel like they’re part of a community.Memorable experiences, not just points, are what create loyalty in today’s world. VIP tiers address this need by giving consumers a more upscale brand experience and making th

At K:BOS 2025, Klaviyo customers shared how they’re using data, creativity, and connection to grow smarter, not just bigger. From retail and beauty to food and wellness, brands revealed the tactics fueling stronger personalization, loyalty, and performance heading into BFCM 2025 and beyond.These insights aren’t just inspiration—they’re playbook-ready lessons you can apply today to deepen relationships and scale sustainably.Here are some of the top takeaways I gathered from the Klaviyo customer sessions that I sat in on:1. Beyond the Rack: Style Meets Data 2. The Business of Beauty Is Personal 3. Mindful Marketing: Scaling Wellness with Intention 4. From Sip to Sale: Food & Beverage Finds Its Flavor 5. Always On: Scaling Subscription Journeys Smarter 6. Behind the Innovation: Turning Service into Growth The common threadCore theme: From fashion to food, beauty to wellness, brands that merge precision analytics with authentic storytelling are leading the way into BFCM 2025 and beyond

Klaviyo Champions Ross Hopkins and Christian Norbjerg Enger share when and why to use APIs. From sending custom events and enriching profiles to automating workflows at scale, their real-world ecommerce examples show how APIs unlock the flexibility and personalization you can’t get from the UI alone.  Why bother with APIs if Klaviyo already has a robust UI? Ross: For me, it's all about flexibility and speed. The UI is great, but sometimes you just want to do something your own way - especially if you're working with internal systems that don’t fit into the mold of out-of-the-box integrations or tools like Zapier and Make.At CFI, we track the performance of a 12-month membership subscription, and a lot of that logic just doesn’t live in Klaviyo natively. And that’s totally fine, that’s exactly what APIs are for - to provide the control to define the metrics that matter to our business - not just the ones that third-party platforms say I should care about.Plus, once you start learning ho

The IDC just named Klaviyo a Leader in AI Marketing, but what matters most for customers is how you can use those insights right now. Here are some insights and some practical ways to translate the industry research into campaigns that actually drive growth.AI isn’t “nice to have” anymoreIDC’s analysis shows that AI has become essential for consumer brands looking to drive more revenue from every interaction. For Klaviyo customers, that doesn’t mean adding yet another tool to your stack. It means using AI that’s already embedded in your workflows–from predictive analytics to generative content to autonomous optimization.How to apply this today in Klaviyo:Use Predictive Analytics (e.g., churn risk, predicted next order date) to target your campaigns. Experiment with AI copy suggestions in campaigns or flows to save time and test new angles. Lean on send time optimization to meet customers when they’re most engaged.Proof that AI drives growthThe IDC report isn’t just theory–it’s backed b

During our fireside chat on brand building during BFCM, host Jess McMahon, Senior Digital Strategist at Klaviyo, was joined by Nathan Yun, co-founder at Paire, and Nicole, head of ecommerce at Koh, to share strategies on using BFCM not just for sales spikes, but as a launchpad for loyalty.  If you want to get more than a short-term sugar high from BFCM, here are five pieces of advice to building your brand up while driving dollars: 1. Treat BFCM as a brand-building momentBFCM is one of the biggest acquisition windows of the year — nearly a quarter of e-commerce GMV happens in November and December. Many brands approach it as a discount-driven event, but Jess cautioned that this creates “rented attention,” where new customers are only there for the deal.Instead, BFCM should be the starting line of the customer relationship. For many shoppers, it’s their first introduction to your brand, meaning your onboarding flow, post-purchase experience, and follow-up communication are critical to w

Are you staring at your email marketing dashboard feeling overwhelmed? You're not alone. Many small business owners I’ve worked with know email marketing can be highly valuable to their business, but they don’t know where to start or how to make it actually work.Here’s the thing: email marketing for small businesses doesn’t have to be complicated. In fact, some of the most successful strategies are surprisingly easy to implement. Whether you're just getting started or you've been sending emails without much strategy, this guide gives you 7 proven tactics that can transform your email marketing from "just another task" to a real revenue driver.The best part? You can implement every one of these tactics in Klaviyo in just a few minutes or hours. Let’s dive in and build an email marketing foundation that works for your small business.1. How to set up a welcome series flow in KlaviyoYour welcome series is the foundation of everything else you'll do in email marketing. Think of it as your d

In our latest Ask Me Anything (AMA), Community members brought thoughtful questions about segmentation, integrations, deliverability, and compliance. Below is a roundup of the most common questions and answers from the session, so you can catch up on what was discussed and use these insights in your own programs.Tracking purchases by “Attributed Channel” after the August 2024 update Displaying product feeds in multiple languages Adding brand data to “Recently Viewed Products” User roles & transactional email resends Expanding Zenoti data sync and keeping systems aligned Collecting multilingual profiles with Smart Translations Organizing and updating profiles Cleaning unengaged profiles and preventing spam issues Getting access to a Customer Success Manager  Tracking purchases by “Attributed Channel” after the August 2024 update Q (from @lahtalion):With the August 2024 Attribution update, some dimensions (like Attributed Channel) were removed from Segment Builder. We used these to t