Strategic advice

I like to think of my role as a retention marketer as the person responsible for everything that happens after the customer gets to the site. So the ad worked-yay! The customer clicked the ad, and now they’re here. This is when they enter my court.Now, how do I get them to sign up for email and SMS? How many sign up? Of those who do, how many actually make a purchase? How quickly do they make that first purchase? And then, how many of them come back for a second purchase? How soon does that happen?When I go to ecommerce events, all I hear is Meta, Meta, Meta. And when I subscribe to brands’ email lists, I’m often bombarded with far too many emails-and far too little relevance. But why?My name is Michal Liberman. I’m a 2025 Klaviyo Champion and the

 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.

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

 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 bef

 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 t

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 hav

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

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

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

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 programs