Strategic advice

Our Black Friday planning panel delivered practical, timely, and realistic advice for maximising profit (not just revenue) during Black Friday and beyond. Host Jess McMahon, senior digital strategist at Klaviyo was joined by Iain Calvert, ecommerce consultant at Boom Ecommerce and Suhani Jain, Digital Marketing Manager at Boody to share actionable strategies for driving profit during the busiest shopping season of the year.  Whether you’re a seasoned brand or gearing up for your first big BFCM push, here are five insights that stood out:1. Plan early If you’re thinking about Black Friday in October, you’re already behind. The highest-performing campaigns begin with long-range planni

Hi Community!  I’ve recently taken on a few new clients and have been focused on growing their lists with limited starting resources, so I just wanted to share some of my tried and true tactics to help boost that growth spurt! Let’s dive in.  Opt-in Opportunities First and foremost, I always tell customers to start at the bottom of the sales funnel and work their way up. This holds true for ads, websites, and even email. For email, I would encourage new clients to make sure they are giving customers every opportunity to opt in. This includes opt-ins during checkout, back-in-stock notifications, and SMS. 

We had an incredible time during our recent fireside chat. It was an insightful, no-fluff conversation packed with tactical wisdom and real-world strategies. From launching new SKUs to optimizing email performance, Joe, COO/Co-founder at Legendary Milk generously pulled back the curtain on how they approach growth, engagement, and operational excellence. Whether you're a startup founder or an experienced marketer, this session was full of actionable gems.As you watch the recording, here are a few of the biggest takeaways that stood out:Segment and personalize your audience early and continuously Effective segmentation was crucial in launching new SKUs to an existing audience. Tools like Klaviyo, Digio, and Black Crow AI were used to tag users by lifecycle stage (pregnant, nursing, postnatal) and personalize messaging accordingly. Reactivat

How do you hire a great CRM manager? Here’s the complete guideEver found yourself knee-deep in email campaigns, juggling customer data, and wondering, “Hang on...do we need a CRM manager?”If that sounds familiar, you’re not alone. For many growing brands, there comes a tipping point when customer journeys get messy, automation becomes patchy, and segmentation starts to slip. That’s when a CRM manager can turn chaos into clarity.In this guide, I walk you through what to look for (and what to avoid) when hiring a CRM manager. I’ve also included a plug-and-play job description and the interview questions I swear by.Let’s get into it.Why you might need a CRM manager

Is Pinterest part of your growth strategy, or are you sleeping on a goldmine?In a world dominated by fleeting trends, short-form videos, and ever-shifting algorithms, Pinterest remains one of the most underrated and stable growth engines in digital marketing.Unlike Instagram or TikTok, where content has a short lifespan, Pinterest thrives on evergreen content and intentional discovery. A well-optimized Pin in 2025 can still drive meaningful traffic and conversions weeks or even months after being published.But here’s the twist: today, Pinterest success doesn’t result from random posting or passive branding. It’s a team sport. The best-performing brands treat Pinterest like a full-funnel channel, aligning strategy, creative, paid media, analytics, and lifecycle marketing to work in harmony.

Our team at Hazel Village, an ethically-made stuffed animal company based in Brooklyn, has always said we are a design-first company.The world of Hazel Village is grounded in our aesthetic of industrious early 20th-century American design. Every decision we make when marketing always starts with the following question: Do the aesthetic choices these assets display communicate the Hazel Village brand and ethos?It’s only after we decide the answer is an enthusiastic “Yes!” that we take into consideration marketing best practices. That way, our content is not only accessible, but can also successfully reach new customers and engage existi

 Many brands don’t realize they’re only scratching the surface of what Klaviyo can do. Out of the box, you’re already receiving huge value. But what if I told you there was MORE you could be doing—more you could be getting from your Klaviyo account? What’s the secret? Harness the full power of Klaviyo’s automations by strategically combining email and SMS into a streamlined omnichannel powerhouse. In this article, I’ll share actionable ways to increase your ROI, align your flows with your goals, unlock advanced features, and make your Klaviyo pricing plan work even harder for you. Streamlining your Klaviyo automation workflow with email + SMSArguably one of the best feat

I had a great time sitting down with Mike Kumlin, Senior Program Manager, Customer Communication Technologies at ButcherBox and learned a ton! If you missed out on the fireside chat, here are the key takeaways and the recording is shared below as well: 1. The ButcherBox journey: From a personal quest for quality meat, ButcherBox has grown into an industry challenger with a mission to improve the food system, continually innovating its offerings and market reach.2.  Obsessive customer focus and hyper-personalization: ButcherBox deeply values understanding customer needs, using feedback and data to create highly personalized and valuable interactions, such as timely recipes or "forgotten item" nudges.3.  The power of continuous experimentation and data-driven iteration: An "always be testing" philosophy drives them to constantly learn from customer behavior and data, using insight

 It was a blast sitting down with Dr. Brent Ridge and Josh Kilmer-Purcell, co-founders of Beekman 1802 for our fireside chat. I left leaving inspired and ready to launch my own brand! If you missed out on the fireside chat, here are the key takeaways and the recording is shared below as well:  Start by doing everything yourself: “If you cut your own wood, it warms you twice.” They emphasized that their early success came from being hands-on with every aspect of their business, from coding their website to hand-selling soap in department stores. Learning every role gave them a foundation of resilience and adaptability, which proved invaluable as the company scaled. Mistakes are lessons in disguise if you let them be: One of their biggest missteps - launching 50+ SKUs at Target without understanding how to drive sales off the shelf, nearly derailed the business. But it taught them a critical growth lesson: execu

Have you ever wanted to make money in your sleep? Klaviyo’s advanced automation tools allow you to do just that! Consumer expectations are high, and it’s more important now than ever before to use automation in email marketing to personalize every touchpoint a customer has with your brand. Klaviyo flows give you the ability to automate personalized and perfectly timed messages that drive conversion and engagement. In this article, I share real-world examples of how Universal Yums uses the core features and capabilities of Klaviyo’s flows—and how you can achieve goals specific to your business

Marketing in regulated industries often feels like an obstacle course of compliance challenges. One wrong word in an SMS can trigger fines. A misplaced claim on a website might get your company sued. As a Klaviyo Champion who has worked extensively across regulated spaces including healthcare, telecom, financial services, gambling, children’s products, spirits, craft beer, cannabis, CBD, hemp, and supplements, I've learned that success isn't about finding shortcuts around regulations. It's about building smarter systems that thrive within them.  Today, I'm sharing proven strategies that will help you stay compliant while driving competitive growth. Let's break down how to do it. 

Have you ever wondered what goes on behind the scenes after a customer hits “buy now”? What turns a one-time purchaser into a loyal, engaged customer? That’s exactly where a CRM (customer relationship management) manager comes in. Our job is to build relationships—and revenue—using data, automation, and the right message at the right time. But it’s not always well understood, especially outside of lifecycle or retention teams. Whether you’re hiring a CRM manager, stepping into the role yourself, or just curious about how lifecycle marketing really works, let’s break it down together. I’ll walk you through what I do, who I work with, and the metrics I focus on to drive results—all based on real, on-the-ground experience. And hey—if you're already in CRM, I’d love to hear how your day compares. Let’s swap notes in the comments be

When it comes to building high-converting marketing strategies, everything hinges on one thing: the customer journey. Whether it's a well-timed welcome series or a compelling abandoned cart email, every touchpoint plays a role in leading a prospect to purchase.Yet, no matter how perfectly you think your funnel is built, there's always one universal truth: funnels leak.Funnel breaks are drop-offs or friction points that cause potential customers to disengage before converting. They show up as unopened emails, ignored CTAs, or bounced sessions, silently dragging down your ROI. They're often easy to miss but can cost you thousands in lost revenue.As someone who obsesses over performance metrics and optimization, I use Klaviyo analytics to uncover these breaks and course-correct fast. Whether you’re managing one ecommerce

About Mint & LilyMint & Lily exists to help women feel extraordinary every day, with jewelry that’s as meaningful as it is beautiful. Our mission is to make high-quality, fashion-forward pieces that allow for self-expression, personalization, and connection, at prices that make luxury feel accessible. Whether it's your name, a birthstone, or an inspiring message, we believe your jewelry should tell your story.We do this by combining premium, tarnish-free materials with direct factory relationships and smart technology, which lets us move fast on trends, keep costs low, and offer thoughtfully made collections that never compromise on style or quality.Meaningful, without the luxury markupMint & Lily started with the idea that jewelry should b

The power of easy: simple steps for big marketing winsEver wondered how to find efficiencies while advancing personalization? Automation is the key, but setting up Klaviyo flows in the right way can truly be a game-changer. Let’s take a deep dive into the world of Klaviyo flows and explore how to automate and optimize your processes without losing that personal touch.Setting the stage for successWith over fifteen years in the marketing game, I’ve seen how automation can take a good strategy to the next level—helping you connect more meaningfully with customers while saving you time. Klav

In 2017, when our team at Hazel Village, an ethically-made stuffed animal company, started its loyalty program – aptly called the Hazelnuts – we did everything manually. Once a month we would assign discount codes to new members of the program, send them their discount codes, tag them on Shopify, and maintain a complex list of customers who had spent more than $250 on our website. Our previous email provider did not have an integration with Shopify, making communicating with Hazelnuts nearly impossible. It was when we switched to Klaviyo and were able to use segmenting and flows to maintain the Hazelnuts that the program was able to grow and thrive in a way it had never been able to before! The rules for how to be a Hazelnut are simple:Spend $250 over more than 2 orders on Hazel Village’s website.  Place at least

Getting started with digital marketing can feel like assembling IKEA furniture without instructions—except instead of shelves, you’ve got fourteen browser tabs open and no clue what half these tools actually do.Here’s the thing…You don’t need more tools. You need a handful that work together, help you grow, and don’t burn you out.That’s what this list is. A straight-to-the-point tool stack built around Klaviyo, made for beginners who want to start strong without drowning in tech. Let’s ground this: what you actually needIf you’re just st

Have you ever wondered how some B2C businesses seem to have an almost magical way of connecting with their customers? The secret isn’t just great products or customer service—it’s about building meaningful, personalised relationships. At SHEIKE, we’ve found that using Klaviyo as a CRM has been one of the best ways to nurture these connections, increase engagement, and ultimately drive more sales.In this article, I’ll share how we use Klaviyo to optimise our marketing strategy and customer relationships. And I’d love to hear your experiences too! How have you used Klaviyo or other tools to boost your customer engagement? Let’s dive in and share what’s been working for us all! 👉 Use Case 1: Customer segmentation for targeted campaignsWhen I joined SHEIKE, one of the first things I introduced was a more s

Thanks Arda for sharing your insights with the Klaviyo Community! Some key tactics for success from the call (jump to minute 35 for this section):Audience segmentation  Early access works  Scarcity messaging  Relevant timing  Email to SMS can drive engagement  Urgency messaging  Make sure Creative considers email  Leverage different mediums and voices Consider post-purchaseThere were 2 questions on the call we were unable to get to:What were your key strategies to build that loyal audience from the early stages? What worked best? 

Thanks so much for sharing your insights with the Klaviyo Community ​@zach.scheimer!  About Criquet ShirtsImagine a world where style meets comfort - Criquet Shirts does just that. I got the chance to sit down with Zach Scheimer, Sr. Marketing Operations Manager at Criquet Shirts to learn more about his journey and Criquet Shirts’ origin story in preparation for our upcoming fireside chat. What struck me was their astute way of redefining classic sophistication with a modern twist. Born from a love of timeless craftsmanship and quality, Criquet Shirts delivers premium shirts that not only look sharp but feel incredible. Whether on the course or out on the town, these shirts effortlessly blend tradition and con

The onsite journey isn’t just a crucial part of a seamless user experience—it’s the catalyst for getting shoppers to cross that line into conversion.If someone is aware of your brand and has landed on your site, you’re halfway there! Our job as marketing experts is to do what we can to reduce the friction between customer and check-out.Using existing customer data will support the development of this process and create the most seamless journey possible.Here are my top 6 areas to focus on if conversion is something you’re driving to improve.1. Sign-up formsSign-up forms are an underrated part of every Klaviyo account. You can use them  throughout your site, not only to gather valuable data but also to targ