Strategic advice

What to look for in your Klaviyo data and how it should change your strategy

You're staring at a Klaviyo dashboard showing 47% open rates on your welcome flow, 2.1% click rates on last week's campaign, and a segment labeled 'At Risk' that grew by 800 profiles this month. Now what? Most marketers using Klaviyo have access to more data than ever before, but building a clear Klaviyo data strategy is often easier said than done. Dashboards are full of metrics, reports update in real time, and attribution models provide clarity. Yet, many teams still feel unsure about what to do next.The issue usually isn’t a lack of information. It’s the gap between metrics and meaningful decisions. When data isn’t translated into strategy, it often leads to over-sending, misaligned targeting, or reactive optimization that treats symptoms instead of causes. As director of

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posted in Strategic advice

Taylor TarpleyCommunity Manager

Klaviyo Connect: Dallas recap

Hey Dallas/Greater TX Community, We had a BLAST with you all yesterday! As promised here is our deck from yesterday so you can keep learning even after Connect is over. This thread is the perfect place to keep connecting with the Community you met yesterday and share any takeaways or strategies you can’t wait to apply to your brand or any follow up questions or thoughts you might have after the workshop. Until next time!

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posted in Strategic advice

Nick HContributor I

I have some very specification questions concerning segmentation

I have some very specification questions concerning segmentation. First question is concerning everyone's experience with segmenting by product purchased, or by customer type. What type of segmentation leads to more conversions statistically speaking? Next if I elect to set this up by product purchased am I able to setup this using multiple items purchased? Example you own a bakery you have customers who purchase blueberry muffins, and also purchase dark roast coffee. Next when I click on create segment I'm noticing the segments are pulling from tags which leads me to my next questions. Does this mean I have to tag each customer in shopify with Blueberry muffin, and dark roast coffee? Finally how do I automate these segments for future orders so the list grows i.e. someone buys a blueberry muffin tomorrow. Thank you all in advance for your expertise please do not try and sell me on your service. Sorry had to throw that in but this happens often to me and is annoying.

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Chloe-SchneiderCommunity Manager

Recap: Playing the Long Game: How brand-building and BFCM can co-exist

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 th

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GabbyEspositoCommunity Manager

Recap: How Lilo Social drives revenue with AI-powered personalization

In our February 2026 Fireside Chat, Zac Fromson, Co Founder of Lilo Social, shared how he and his team think about AI as a force multiplier for modern retention strategies, helping brands focus their effort where it matters most. Drawing on his experience working with brands like Half Magic Beauty (check out their Klaviyo case study) Humantra, Bauer and others, Zac discussed how AI-powered personalization, unified customer data, and automation are changing how loyalty and retention programs are designed and scaled. Key takeaways What’s changing in ecommerce (why retention matters more now) Rising CAC is forcing a retention-first mindset. Customers cost more to acquire, so brands can’t afford leaky post-purchase experiences or slow iteration. Data is fragmented across tools which creates silos and weakens personali

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Kylentin83Contributor I

Noticed I am getting 13% Bounce Rate in Abandonment Flow.. Any solutions?

Hi all, We are running into an issue with the Browse Abandonment Flow and could really use some suggestions for those who have faced something similar before. The flow is currently showing a 13% bounce rate over 30 days, which seems unusually high and impacting our wider delivery scores.I’ve already gone through the usual checks for list hygiene, content, and flow settings — but nothing has stood out as the obvious cause. I also turned on Smart Sending to see if that made a difference, but unfortunately it didn’t.Has anyone experienced something similar, or are there other areas you’d recommend looking into? We do have a dedicated sending domain already done

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SwannyVT2025 Champion

Winback flow strategies: timing, segmentation and offers

What’s the best way to build a winback strategy for inactive customers? The best way to build a winback strategy for inactive customers is to base timing and messaging on real purchase behavior, not arbitrary delays. When winback is grounded in product category and customer data, brands can re-engage customers at the moment they’re truly at risk without annoying active buyers or relying on unnecessary discounts.You’ve already invested time and money to acquire every customer on your list, so when someone stops buying or engaging, it’s rarely a signal to give up on them entirely. More often, it’s a sign they’ve drifted. Maybe they’re exploring alternatives, their needs have changed, or their last experience didn’t give them a strong reason to return.Winback campaigns exist to diagnose and reverse that drift, and they’re one of the

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StefanUEChampion & Partner

After a year of testing AI, here’s what I’m actually excited about for 2026

Hey everyone, I’m Stefan Milicevic, Strategy Director at Underground Ecom. Since we are officially in the new year, I wanted to share some of what I have reflected on and am most looking forward to in the coming months.2025 was the year of experimentation. Brands tested AI, but few built sustainable systems around it. What stood out most was how inconsistent personalization still feels, even with advanced marketing technology. We saw some really interesting results when brands paired automation with human strategy.When I think about ecommerce trends 2026, one stands out: AI-driven personalized automation. I’m most excited about how AI will transform Klaviyo marketing trends, allowing brands to adapt messaging in real time.Imagine this: A checkout-abandonment flow that does not j

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posted in Strategic advice

lizkosmosqContributor I

Segmentation

Hi everyone, How do you all segment your customers. Currently, I just do based off engagement, but I know I could do much more. We also send about 3 emails a week to those people and I am worried about list fatigue, but I do not really have the bandwidth to create multiple emails for multiple segments. What is your sending cadence and what have you found to be the best way to segment your audience? For context, I work for a CPG company.

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Spark Bridge Digital LLC2025 Champion

Your first 30 days of email newsletters in Klaviyo: A realistic plan for consistent sending

Short answer: To build a successful newsletter program in Klaviyo during your first 30 days, focus on consistent cadence, valuable content over promotions, and engagement-based sending rather than only emailing around discounts. Regular newsletters help keep your brand top-of-mind and avoid training subscribers to only open during sales.If email newsletters feel harder than promos, you're not alone. Most teams never struggle to send a sale, but struggle with everything in between. The blank weeks. The weeks where nothing's launching. The weeks where you know you should email, but you're not sure what to say.Here's what usually happens: you only email when there's a discount, which accidentally trains subscribers to ignore you until there's a sale. Then newsletters start to feel pointless or low-performing.This guide fixes that. Not with theory, not with perfection, but with a realistic 30-day plan you can

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GabbyEspositoCommunity Manager

5 key lessons on zero-party data (Octane AI fireside chat recap)

In the Community’s recent Fireside Chat, I sat down (over video meeting) with Ben Parr, President and Co-Founder of Octane AI, to explore how ecommerce brands can use zero-party data to create more personalized, high-converting customer experiences. From debunking common myths about data collection to sharing real examples from leading brands, this conversation unpacked practical strategies you can apply right away, especially if you’re using Klaviyo to power your email and SMS. Whether you’re just getting started or looking to level up your segmentation, this session was full of actionable insights.Here are the top five takeaways from the chat:1) Zero-party data wins because it powers real personalization (and better customer experiences).Ben defined zero-party data as info customers directly volunteer (usually by answering questions)—vs. first-party behavioral signals you infer, or third-party data you buy. The payoff is t

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GabbyEspositoCommunity Manager

Community spotlight: How Happy Wax is using zero-party data to remove friction and drive first purchases

One of our community members, @RachelF from Happy Wax, shared a great example, in advance of the Jan. 2026 Fireside Chat with Octane AI, on how they’re using zero-party data in Klaviyo to improve personalization and make it easier for new customers to convert.Here’s how they’re approaching it:“A major win for us in 2025 was using a quiz as a top-of-funnel entry point, allowing customers to engage before they were ready to buy while giving us better data in Klaviyo to personalize from there.We sync quiz data into Klaviyo, and when we email customers their results, we include a ‘make it a kit’ link. Using Klaviyo webhooks, we generate a dynamic, UTM-driven link that pre-builds the starter kit from their recommended scents and sends them directly into our final step of our kit builder, which is our primary entry point for new customers. This removes friction and allows for an e

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ScousePeanutContributor I

Flow not sending

Hi AllIve set up a flow as followsProfiles added to a list Added 11/1/26 Wait 1 day (1st email sends) Sent 12/1/26 Wait 4 days (2nd email sends) Should have sent 16/1/26The 2nd email hasnt been sent though and I can’t see why. Is there a way a newbie can check this at all>#Thanks

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Ashley I.2025 Champion

Must-know marketing tools and software for your team: my recommendations and insights

Ever feel like your marketing team is juggling a hundred things at once? From planning and communication to execution and reporting, the list of tasks never ends—and without the right tools, it can feel like you’re constantly playing catch-up. As director of email marketing at SmartSites, I’ve tested, tweaked, and relied on countless platforms to keep our team running smoothly. Some tools make a small difference. Others completely change the game.In this post, I’m sharing the tools my team and I can’t live without—tools that power our ideas, communication, and results. Whether you’re building out your own marketing tech stack or just want to see how other teams do it, I hope you’ll find something helpful here. And hey,

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Happy Trails Pet ShopContributor I

Domain Verifsction/DNS Records

Hello,I had previously verified my domain or at least I thought I did. I had Ionos customer service manually add 4 NS email DNS records. I have just had a theme transfer done and I'm not sure why but when I went to check I was not seeing my domain verified. Chat GPT had me deleted these NS records which I believe was a mistake as I started the verification process again and need to add them again to my records but I don't know if this is also causing an issueIf you have anything else in IONOS with host email (like CNAME email, A email, TXT email) delete it.With NS delegation, email.* is “owned” by Klaviyo—other email records at IONOS can conflict or be ignoredAny help would be greatly appreciated as I don't not have a paid account . Thanks,Zack

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ScousePeanutContributor I

Using an old list

Hi all,I had a brand a few years ago which was closed. I had saved the Klaviyo contacts and have uploaded them to my new Klaviyo account with the intention of re connecting with them.I am getting in touch as, although the brand is new and a different name, it’s the same product and so they have interest.I would like to know the best way of getting in touch with these contacts. Im thinking of some kind of re engagament email with them giving permission for future mails.I have about 30,000 contacts.Also, My account is free right now and I realise I will need a better plan, but is there a point until I know if I can re engage and then, how many subscribers I have left after this?Thanks

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JustinBonoContributor I

Managing 16 Klaviyo accounts: how to automate template duplication + translation?

Hi everyone,We’re running 16 separate Klaviyo accounts (one per country/store). Our workflow is: build emails in NL first, then duplicate across accounts and manually replace blocks + translate all copy to the local language. As you can imagine, this doesn’t scale.Has anyone dealt with a similar multi-account setup? What’s the best way to automate this (e.g., via Klaviyo APIs, exporting/importing templates, or a translation workflow? Any proven approach, tools, or best practices would be hugely appreciated.ThanksJustin

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GabbyEspositoCommunity Manager

Fireside Chat recap: How Mint & Lily turns BFCM buyers into lifelong customers

In this fireside chat, @dianenoth unpacked her path into ecommerce, key lessons from this year’s BFCM season, and how Mint & Lily plans to strengthen customer loyalty in 2026. Here are the top insights from the conversation: 1. Intent > volume: BFCM engagement is shiftingDiane emphasized that BFCM performance wasn’t about emailing more people. It was about deeper intent from those who did engage. She emailed slightly fewer people than last year, yet saw higher click and conversion rates. Timing and simplicity mattered: afternoon and late-evening sends performed best, and short, text-forward emails outperformed heavier designs.Big idea: customers moved quickly and valued clarity—lean formats and precise timing drove efficiency.

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marika-tProblem Solver II

How to improve retention and LTV by investing in your active subscribers

Here's a pattern I see across most subscription brands: teams pour time and budget into acquisition and winback campaigns, while their highest-LTV segment—active subscribers—quietly sits in the background with minimal attention.These customers are already convinced. They're already paying you. They're already showing signs of long-term loyalty. But they're also the group most likely to churn silently if you're not staying present in their experience.Active subscriber marketing isn't about bombarding people with more email. It's about the right, well-timed touchpoints that reinforce value, build habits, and keep subscribers engaged far before churn becomes visible in your metrics.If you're looking to increase LTV this year, here's where I'd focus.

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AmmzishContributor I

We’re using a Klaviyo signup form to collect applications and the flow is triggered when someone submits that form and joins the list. After submission, we send an internal notification so our team can review the application details. From there, we only want applicants who are approved by our team to continue through the rest of the flow, while unapproved applicants should not receive any follow-up emails.I wanted to ask if there’s a recommended or best practice way to build this kind of approval based setup in Klaviyo, where progression through the flow depends on a manual approval step.

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BeautyCopywriter94Contributor I

Texas SMS compliance law update - how can we exclude Texas from SMS?

After talking to my clients we decided that registering to text Texas is not worth it for their business at the moment (not enough business coming from Texas to make it worth the expense of registering). What are the best ways to exclude Texas from SMS? This is what I’m thinking:Adding a filter to my SMS flows to prevent those with their State Profile Property set as “Texas” from entering Create a segment for SMS subscribers excluding those based in Texas Profile Property → State → TexasIs there anything else I should be thinking of? An additional filter to ensure no SMS slips through?

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Lee-AnneContributor I

Orita.ai

Has anyone come across this platform and is using it? It sounds great / sounds like tech that Klaviyo should have built in (!) but it’s expensive and want to see if anyone is using it and can vouch for it?

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NerminePartner

Issue with Added to Cart Flow Triggering on Shipping Insurance

Hi everyone,I’m running into an issue with the Added to Cart metric for a client on Shopify who offers shipping insurance.I was able to hide the shipping insurance from the checkout flow, but since the Added to Cart flow triggers per event, it’s been tricky to manage. I added a filter so the flow doesn’t trigger when the only item in the cart is shipping insurance. However, most of the emails going out still show only the shipping insurance, since it’s often the first product that triggered the event.I searched the community but didn’t find anyone reporting a similar issue. Has anyone else dealt with this on Shopify? I’d love to hear any workarounds or best practices to make sure that emails aren’t showing just the shipping insurance.Thanks in advance!

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MichalSofia2025 Champion

Deep dive: CRM Manager strategy tips to boost customer retention

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

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HappyGilmore456Contributor I