Strategic advice

In today’s dynamic world of digital marketing, SMS marketing stands out as a uniquely powerful tool to engage directly with your most active customers. For brands, every customer interaction counts, and SMS can be the difference between a one-time buyer and a lifelong customer. Check out my 9 personal tips for using SMS marketing to not only drive revenue, but also build strong customer relationships.  #1: Craft personalized messagesNothing beats the feeling of receiving a message that feels like it was crafted just for you. Klaviyo's robust segmentation features allow you to tailor texts based on customer behavior and preferences. For instance, use dynamic fields like customer names or favorite product categories to customize messages. This personal touch transforms generic outreach into meaningful conversation. #2: Time your messages perfectlyThe timing of your SMS can significantly impact its effectiveness. Schedule messages during peak engagement times, such as weekends or post-wor

Today I want to take a look at Klaviyo’s 2024 Benchmark Report and dive into some of the report’s key takeaways and use cases. There is a LOT to unpack in this report, so I have decided to focus on automations, also known as flows.  Automations continue to be the smartest investment of your time as a marketer. According to the benchmark report, automated flows can generate up to 30x more revenue per recipient (RPR) than one-time campaign sends -based on the difference between average RPR for email campaigns ($0.11) and average RPR for abandoned cart flows ($3.65). Let’s take a look at the 3 top-performing flows globally, and unpack some more strategy around each of them. Abandon cart flows When it comes to revenue, abandoned cart flows are king, averaging $3.65 in RPR. The top 10% of merchants on Klaviyo, meanwhile, average $28.89 per recipient. Abandoned cart revenue is directly linked to the average order value (AOV) in your store, and the report lists average benchmarks for your spe

Hello Klaviyo Community!  Let’s address the elephant in the room (industry): Privacy changes. We’re all talking about them, but are any of us really sure how to combat them? Luckily, I’m here to share some tips and tricks that will can help my fellow Community members how to overcome the challenges their brands may face as third-party data and cookies become a thing of the past.  Why zero-party data can help brands combat the privacy changes Customers demand more personalized shopping experiences, but are also clamping down on the data they are willing to share; this makes creating personalized experiences difficult for brands. The secret to navigating privacy changes is zero-party data.Zero-party data is data that a customer freely shares with a brand, and it is becoming increasingly important as the e-commerce industry moves away from third-party data and cookies. Brands that collect zero-party data will be able to create personalized experiences that shoppers demand which will also

Hi Community!  As a Champion, I would love to share some of my experience with you all so we can continue to learn and grow together! One particular story I’d like to share is about a client of mine’s deliverability issues and how we rectified their particular issue, in hopes it will teach and encourage others as well.   The challenge facing our Klaviyo Client, WearMePro (WMP), was the concern that their domain reputation was in bad standing and that their emails were landing in Spam after seeing several sends with low engagement. Even with their normally avid and engaged following, they saw Open-Rates slipping into 13% or less.When you fear your brand may be suffering from a similar fate - here is our tried and true strategy to help get your domain back into good standing.(Keep in mind things like purchased lists will make domain repairing an almost impossible task - so ensure your list only consists of contacts who've organically opted-in to hear from your brand.)Step One: Get a Puls

 We all know that it costs exceedingly more to acquire a new customer than it does to retain a hard-won one; 4 to 5 times more, actually, per Forbes. The holiday season presents a unique opportunity to introduce brands to a large influx of first-time buyers that they can convert into loyal customers. In this post, we’ll explore some tried-and-tested strategies you can implement today to retain your new customers. Understanding the stages of the customer journey  We think about the customer journey in 5 stages: Awareness, Acquisition, Conversion, Fulfillment, and Loyalty. During the Awareness & Acquisition phases, prospective customers are most receptive to information that’ll help them identify a fix for their specific need. They also compare products and the benefits of choosing between various brands during these top-of-the-funnel stages. When customers enter the Conversion stage, most have enough information to make a purchasing decision, while others may choose to subscribe and

Hey, y’all! I’m Gabrielle, and I’m here to share some strategies to help you get the most impact from segmenting your audience. Why segments matter Email marketing has come a long way since the days of generic mass emails that resemble a somewhat interesting ad, but aren’t specifically relevant to the product you want. Today, successful brands understand the importance of delivering targeted and relevant messages to their customers. Segmentation is one of the most effective strategies for achieving this personalization. After all, you chose to do your email marketing with Klaviyo for a reason! In this article, we'll explore the key segments that every brand needs. I’ll also introduce some of my personal favorite segments to help you better understand dynamics in your customer base. Segmentation is the holy grail of email marketing, as it allows brands to tailor their messages to different customer groups with precision. To make the most impact with segmentation, it's essential to ident

Hi Community!  You’ve made it to the other side of the BFCM hustle and the holiday gifting season. As we roll into 2024, how do you architect a marketing strategy to help your business grow? It's time to decipher the secrets of success for the upcoming year. This article will shed light on best practices that are most relevant now and help you identify what levers will be most impactful for your brand so you can grow profitably and sustainably. Brands that succeed in 2024 will focus on customer retention, co-marketing with partners, and integrating people and numbers. It Starts With an Audit Take stock of your marketing successes and failures in 2023. Pay close attention to stress points like BFCM and other special promotions. Where did your marketing endeavors throw curveballs at your customer service team? Find out when they had a high volume of customer complaints, requests for help, and returns. Those signals should inform your marketing. When things “break down” for the customer,

The Black Friday and Cyber Monday (BFCM) shopping extravaganza demands meticulous planning and execution to deliver successful campaigns. However, the story doesn't end with the last click. As the year draws to a close, businesses are presented with a valuable opportunity to explore and refine their strategies, ensuring sustained success beyond the BFCM rush. Let's dive into how to review key BFCM data and use it to power your marketing communication after the holiday season. Data Analysis:  Let's begin by digging into the data. It is important to understand customer behavior during the BFCM period. Key metrics to analyze include: open rates, click rates, conversion rates, and revenue generated from your email campaigns. It is essential to ask specific questions to gain deeper insights into your performance. Here are some questions to help guide your data review.Open rates: What was the overall open rate for the BFCM email campaigns? How did open rates compare to previous campaigns or

Hi all! Sharing our experiences and strategies with one another is what makes the Community a unique space to grow and learn together. With that in mind, I’m sure many of you are eager to learn what insights we can leverage from the past to positively impact our Cyber Weekend results this year! l evaluated BFCM strategies from 10 brands, and today I’ll share how to unlock your own success by learning from three brands who dominated Cyber Weekend last year. There’s one brand whose efforts flopped, so you can learn from their mistakes too. You can use these strategies in your own plans so your 2023 Black Friday and Cyber Monday promotions shine. Let’s dive in with what to avoid first, before we celebrate what succeeded. What not to do A women’s skincare and razor brand has a reputation for developing innovative products. One thing they do well is bundling complementary items all year round. During BFCM 2022, they did a site wide discount of 25% that also applied to product bundles. I sub

As Black Friday and Cyber Monday approach, we all start to gear up for one of the busiest shopping periods of the year. To maximize sales and customer engagement, it is critical to build a strong email list in Klaviyo. Let’s check out 10 effective strategies to help you grow your email list and prepare for a successful holiday season. 1. Create irresistible lead magnetsA compelling lead magnet is a valuable incentive that encourages visitors to provide their email addresses. In Klaviyo, design and automate the delivery of exclusive content, discount codes, or free guides relevant to your audience's interests. Ensure your lead magnet aligns with your Black Friday/Cyber Monday promotions to maintain interest and anticipation. 2. Optimize Klaviyo sign-up formsCustomize and optimize Klaviyo's sign-up forms to capture potential subscribers effectively. Place these forms strategically on your website's high-traffic areas, such as the homepage, product pages, and blog posts. A/B test with dif

Join the Klaviyo Community's Black Friday Cyber Monday monthly challenge and gear up for the ultimate weekend of holiday marketing! We're thrilled to present a series of exciting challenges each month leading up to BFCM, designed to supercharge your preparation. By actively participating in these challenges, engaging with fellow members by providing feedback and likes, you'll earn valuable points along the way.🏆Prizes to be won!🏆At the conclusion of the BFCM challenge, November 24th 2023, we'll reward our top 3 participants with an exclusive opportunity to receive:a personalized one-on-one account audit session with a Klaviyo expert.  invitation to join one of our highly sought-after community Superuser group virtual meetups. Get ready to unlock your full potential, gain valuable insights, and network with the best in the industry. Join us in the Klaviyo Community's Black Friday Cyber Monday monthly challenge and let's power up your BFCM success together!Your next challenge if you ch

As the holiday season approaches, businesses worldwide gear up for one of the busiest and most lucrative periods of the year: Black Friday and Cyber Monday (BFCM).  These shopping events offer a significant opportunity for brands to boost sales and revenue. However, to make the most out of these campaigns, ensuring deliverability best practices is crucial. Campaign reporting  and a holistic view of analytics plays a pivotal role in this process, as it enables businesses to gauge the effectiveness of their marketing efforts and optimize their strategies for maximum impact. Let’s delve into the best practices for campaign reporting and analytics to ensure that your deliverability is BFCM ready. 1. Define clear objectives Before building any campaign, it is essential to set clear and specific objectives. While working with many clients, often across multiple industries, most marketers simply run “business-as-usual campaigns” without a defined and clear goal and purpose. Without a defined

Hi all!  What a great time we had together for our Superuser quarterly networking and strategy session yesterday!  We shared 17+ exclusive strategies, tips and resources for a successful Q4 planning for our most engaged members of the Community! For this quarter’s meeting, we discussed strategies Klaviyo CSMs recommend for how to best prep for:The month of BFCM Cyber Weekend Year-end holiday marketingThank you to all who attended, loved hearing your Q4 BFCM launch and year-end holiday marketing strategies, especially from @retention , @stem , and @KatherineB !  Our Superuser attendees will receive the deck from our meeting so they can further research and utilize our exclusive tips and resources to best prepare for the upcoming quarter! Eager to attend these events in the future? You can qualify for events like these by becoming engaged members in the Community, aka Superusers!  To became a Superuser you need to engage with at least 15 topics or provide 5 best answers in one quarter!  

Hey Community, Brett here! It may be cliché saying, but where did the year go?! Somehow the holiday season is drawing near, and clients and consumers alike are all gearing up for the Black Friday Cyber Monday or BFCM frenzy.  As someone who does all his clothes shopping for the year during this holiday weekend, I personally can’t wait! My wife thinks I’m crazy, but I love all the energy, promotions, and deals that brands put together for the “superbowl of ecommerce.” I make all my buying decisions based on which brands offer the best messaging and offers. True Classic I’m looking at you! While we all think of pricing cutting during BFCM, offering steep discounts may not be the right approach for your brand, or you may want to offset the margin compression with some other promotional ideas that increase your revenue. In this post, we'll explore five ideas that will help you stand out and drive engagement during BFCM, without heavily discounting your products. 1. Exclusive bundles and gi

Hi Community! I’m Ashley, one of the Klaviyo Community Champions here. Today, I am going to be sharing a how-to guide on creating a Black Friday Cyber Monday (BFCM) campaign calendar for the upcoming holiday season.  Black Friday and Cyber Monday will be here before you know it, and many marketers have already finished laying the groundwork for a successful BFCM strategy for this year. Read on to learn how you can get started with planning your holiday campaign calendar! Build a strategy guided by your data Klaviyo is an excellent, unified data platform that gives marketers and business owners alike a clearer picture of their customer data. Whenever you are considering a new strategy, or looking to build a marketing campaign, it should always be guided by the data you have collected from your customers.  Long before the holiday season, it is important to set yourself up for success by performing the following actions in the months leading up to BFCM: Determine your Smart Send Time Buil

It’s August, and if you haven’t started thinking about BFCM, (Black Friday Cyber Monday for the non-initiates) yet, then this article is for YOU.  BFCM season means that customers are expecting something special. However, with so many paths to take, how do you know what offers will work and which ones will drive the most revenue for you? The types of offers to try  There are several types of offers to choose from, and 6 years running BFCM campaigns has taught me that you should have at least two different offers. For example, these can be separate Black Friday and Cyber Monday offers, a VIP offer vs. everyone-else offer, or a primary offer then a secondary offer for people who buy early. Here are some great examples of common offers:  Storewide discount (this type of offer works well for everyone).  Large discount on one item (this type of offer works best on “staple” items that appeal to everyone on your list).  Tiered discount (this type of offer is more complicated for your customer