Strategic advice

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

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

 Click rate vs. click-through rate How to calculate and interpret your click-through rate What your CTR really tells you about performance Understanding CTR benchmarks Case study: How one ecommerce brand transformed performance through CTR analysis Good CTR across industries Red flags in your CTR data 7 tactics to boost your click-through rate The bottom line: CTR is a business growth indicator"Is a 2.3% click-through rate good or bad?"As an agency owner, this question lands in my inbox frequently. Business owners stare at their campaigns and dashboards, wondering if their audience actually cares about what they're sending, or if they're slowly losing their grip on customer engagement.Here’s the thing: increasing engagement is as difficult as it is important. Tracking metrics, especially engagement metrics, is important because click-through rate can mean the difference between a profitable campaign and money down the drain. Metrics don’t just show what worked—they also help you identi

Hi Community! I’m Ashley, and today I’m sharing some of my favorite tips for WooCommerce stores looking to get started with Klaviyo.  WooCommerce is one of the most popular ecommerce platforms out there, and it enables merchants to  extend the functionality of their websites through plugins and custom coded solutions. Though the platform is open-source, most integrations can be completed with just a few clicks, making it approachable to users who may not have a technical background. Klaviyo offers a seamless one-click integration that allows brands to sync all historical and real-time data from their WooCommerce store into Klaviyo. In the second half of 2022, my team had the pleasure of engaging with a brand on WooCommerce who was looking to migrate their email marketing from MailChimp to Klaviyo. Prior to working with us, this apparel brand struggled to send campaigns on a recurring basis, their Welcome Series and Abandoned Cart flows were not performing well, and they felt that their

Hey everyone! I’m an SMS strategist at Klaviyo with 5 years of experience helping brands grow through smarter omnichannel strategies. Excited to share some tips and learn from this community too.Is your SMS signup form working hard enough? Here's how to tell.If you’re investing in SMS but not seeing strong list growth, your signup form might be the reason. Acquisition fuels revenue, so form optimization and expansion is a great first step to improve list growth and overall SMS performance.To help you get a clear picture of where your form stands (and how to improve it), use these benchmarks:Below 1% subscribe rate → needs improvement 1%–3% subscribe rate → average performance, room for optimization Above 3% subscribe rate → above average, fine-tune via testing  In this post, we’ll walk through how to audit your current setup, what to check at each benchmark level, and what changes can help you grow your list faster—just in time for your next big campaign.Initial list growth review Befo