Strategic advice

 I’ve helped a few brands get started with WhatsApp in Klaviyo, and the same questions come up every time. Most people expect it to be complicated, especially the Meta Business part, but the actual setup is pretty quick once you understand what matters. If you are just getting started with WhatsApp or deciding whether it makes sense for your brand, here are the key areas I would focus on.Start with the Meta setup (it is simpler than it looks)To connect WhatsApp, you need admin access to your Meta Business account. This is non-negotiable. Without it, the integration cannot complete, even if everything else is ready. The first time I connected WhatsApp, I spent more time figuring out who had Meta admin access than anything inside Klaviyo itself.A few things to keep in mind:You can connect an existing WhatsApp Business number or create a new one. If you do not have a number, Meta can assign one on the spot. The verification and API activation step is usually completed within minutes.It lo

So, you started blasting. That’s what a lot of brands’ email strategy boils down to during BFCM.A few years ago, we thought it was smart to pause all sends (including flows) before Black Friday, only to open the floodgates once our sale started. The result? A sky-high bounce rate on that very first email.The sudden increase in send volume is the #1 culprit behind BFCM email deliverability issues. There’s no hard-and-fast rule for what’s “too much,” but any big spike in volume is a red flag for inbox providers. They’ll throttle your sends until they’re confident you’re a legitimate sender.Right alongside that is sending to cold or completely unengaged subscribers and not managing frequency. Most brands want to email their entire list, multiple times per day, during BFCM. But without a solid exclusion strategy, those unengaged contacts can quickly tank your engagement and reputation.All of this can make things go south fast.Why deliverability issues spike during BFCMOur Klaviyo deliverab

 When it comes to simplifying and elevating skincare, Skin Rocks by Caroline Hirons, is making waves. The mission of Skin Rocks is to empower individuals with straightforward, science-led skincare education and guidance. The brand builds trust by championing transparency, busting myths, and providing expert advice that is practical, accessible, and tailored to real skin needs. Skin Rocks is dedicated to cutting through the noise of the skincare industry, focusing on proven, results-driven solutions over empty marketing claims, helping customers make confident, informed choices for their skin.We asked Cleide Cardoso, CRM and Loyalty Manager at Skin Rocks, to explore the brand’s journey, her role in shaping customer relationships, and the loyalty strategies that make Skin Rocks stand out.Cleide’s path to Skin Rocks began in the B2B marketing world of television before transitioning to the beauty and ecommerce industries. Her passion for customer experience and technology blossomed at Afr

 Does subject line length matter? Does urgency matter? Does anything really matter!?All jokes (and existential crises) aside, it all matters. The real question is how much it matters, and that depends entirely on testing. A/B testing is the key to discovering what resonates with your specific audience.At Criquet Shirts, our target audience is 35–65-year-old dads. That audience will respond much differently than, say, teenage girls. This difference is exactly why you can’t definitively say one strategy works across the board.Getting started with testingApproaching testing for the first time can feel daunting. Where do you even start?Klaviyo’s AI does a great job suggesting the types of tests you might consider running (as shown in the screenshot below). If you’ve uploaded your brand guide to Klaviyo’s brand voice settings (Content > Images & brand > Brand > Voice) you can ensure that the AI’s recommendations align with your tone and style.These are four great suggestions to

According to Sharon Donley, merchandising manager at Happy Wax, food-forward marketing isn’t slowing down in 2026.From fashion and beauty to home goods and candles, more brands are leaning into “little treat culture”—the idea that consumers are trading big-ticket splurges for small, frequent moments of joy. When brands use food imagery well, they aren’t just showing a product. They’re creating a sensory promise.Sharon, the mind behind Happy Wax’s mouthwatering campaigns, shared her perspective for the Klaviyo Community:“The food trend we’re seeing in fashion and beauty is a direct result of ‘little treat culture.’ As the gap widens between the cost of essentials and luxuries, people are turning to smaller, more frequent splurges—like a pastry, specialty coffee, or cocktail. Fashion and beauty brands have really tapped into that, framing their products as these accessible, little moments of joy instead of big, intimidating purchases.” Why food imagery still wins in 2026Sharon says, “I a

Our October 2025 Fireside Chat with Brina Skof from Loop Earplugs offered a behind-the-scenes look at how the brand prepares for BFCM. The conversation focused on automation, personalization, and the technologies that help Loop scale efficiently while maintaining compliance and brand integrity.“Klaviyo isn’t just our sending platform—it’s our experimentation machine.”— Brina Skof, CRM & Loyalty Lead at Loop Earplugs  Building smarter automations with AIOne of the biggest points of interest during the chat was how Loop uses AI to streamline testing and campaign optimization.Brina shared how the team has been experimenting with Klaviyo’s new AI-powered tools, including Marketing Agent and AI-driven form testing, to improve workflow speed and decision-making.“Previously, testing popups was manual. Now AI can instantly generate and test multiple versions, helping us identify what works best without slowing down our team.”Loop also leverages Black Crow AI to identify high-intent visitor

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