Strategic advice

Join us for our next “real stories, real success” fireside chat on January 29th at 12:00 PM EST, featuring Rachel Fagan, Vice President of Marketing at Happy Wax. Rachel will share insights into how this innovative brand has redefined the home fragrance industry by blending community, sustainability, and creative marketing strategies. Register here!The Happy Wax experienceHappy Wax is more than just a home fragrance company—it’s a mission-driven brand dedicated to creating healthier, eco-friendly alternatives for scenting your home. With pet-safe wax melts, stylish warmers, and a focus on clean ingredients, Happy Wax transforms everyday moments into joyful, memorable experiences.“Our goal is to offer clean, innovative, and eco-friendly products that bring joy into everyday moments,” Rachel explains. “We’re not just selling wax melts; we’re crafting an experience—a cozy, inviting home with a sustainable edge.”Rachel, who brings over 12 years of experience working with consumer goods, sh

Customer retention transcends mere repeat purchases; it's about cultivating a thriving community that actively champions your brand.  Loyal customers transform into brand ambassadors, amplifying your message through their genuine endorsements. This cycle of advocacy, fueled by trust and authenticity, is significantly propelled by user-generated content (UGC). When customers share their experiences through photos, videos, and reviews, they're not just engaging—they're endorsing your brand to their networks, enhancing your brand’s authenticity and reach.But what makes customers want to share their experiences? How can strategic tools like Klaviyo streamline and enhance this process? Let’s explore actionable strategies that transform satisfied customers into brand ambassadors, leveraging personal touches to foster a deep, emotional connection with your brand.Transforming satisfied customers into brand advocates through UGCThe transformative power of User-Generated Content (UGC) is not jus

Surprise and delight marketing is all about going beyond the transactional, to create unforgettable, unexpected experiences for your customers.It’s about surpassing expectations and sparking genuine joy—leaving a lasting impression that transforms casual shoppers into lifelong advocates for your brand.When it comes to surprise and delight campaigns, they can be a lot like flossing. You know it’s essential, but finding the time, energy, and motivation can feel like a challenge. And let’s not forget the biggest hurdle in retail—budget. How do you justify the ROI on initiatives centered around emotional connections, personal loyalty, and relationship building?The answer lies in one simple question: What is your customer truly worth to you? How do you quantify the value of a loyal brand advocate—someone who keeps coming back, shopping with you for years, and enthusiastically recommending your brand to everyone they know?In my opinion, that kind of loyalty is priceless. This (lost) art of s

With BFCM around the corner, standing out means more than just attracting clicks—it’s about converting those clicks into bigger sales. Let’s explore some powerful cross-sell and up-sell strategies that can help you boost conversions, increase order value, and build customer loyalty. Ready to make the most of your holiday traffic? Let’s dive in.Reclaim Abandoned Carts with Up-Sell OpportunitiesWhat it is:An up-sell flow encourages customers to consider a higher-value or related item when they abandon their cart. This approach can also include bundling to present added value and enhance the shopping experience.Why it matters:High-ticket items often have higher abandonment rates. By offering additional value, such as bundled deals, brands can encourage customers to return to their carts and complete the purchase, reducing lost revenue during BFCM.How to do it:In your email highlight the abandoned items and include a section showcasing related, higher-priced products with a clear call-to-a

The promise of analytics for marketers is clear: actionable insights to help B2C brands connect with customers strategically and grow the bottom line. Analytics unlock your ability to make smarter decisions, personalize at scale, and stay ahead in a competitive landscape. According to our latest research with Forrester, most retail leaders want to leverage customer data to segment their customers and personalize content and offers.Realizing that potential is harder than it sounds. Only 53% of marketing decisions are influenced by analytics, citing poor data quality, inactionable insights, and unclear recommendations as common roadblocks​ – and marketing teams are ultimately left to rely on intuition over data, missing opportunities to drive meaningful results.With Klaviyo, you can put your data to work with insights that are accessible and actionable, even if you’re low on time or technical resources. Reports are easy to understand and customize, so you can answer critical end-of-year

I had the pleasure of sitting down with Cleide Cardoso at Skin Rocks for an inspiring fireside chat! They shared their journey of building a skincare brand focused on education, transparency, and real results.From developing science-backed products to fostering a loyal community, Skin Rocks has redefined what it means to prioritize customers in the beauty industry. Their commitment to sustainability and ethical practices stood out as a core part of their mission, ensuring they balance innovation with responsibility.Cleide also shared valuable insights for entrepreneurs, emphasizing the importance of staying true to your vision, embracing feedback, and always learning along the way.A big thank you to Cleide for such an insightful conversation and to everyone who engaged with us! If you missed this event, we have you covered. You can rewatch the event below!Stay tuned for more exciting stories from incredible brands. Let us know what you enjoyed most about this chat in the comments below

Imagine writing a letter to someone you’ve never met—you’d probably struggle to make it personal. The same challenge applies to marketing without a clear sense of who your audience is. That’s where customer personas come in. These fictional profiles, built on real data, provide a window into the preferences, behaviors, and motivations of your audience. By sketching out your ideal customers—complete with their quirks, habits, and aspirations—you unlock the power to craft messages that truly resonate. Whether it’s leveraging behavioral data, demographics, or even asking your audience directly, customer personas help you go beyond generic communication to create personalized experiences that engage and convert. Ready to start? Let’s break it down.What is a buyers persona:A customer persona is a profile that represents a segment of your audience based on shared characteristics, preferences, and behaviors.Think of it as a sketch of your ideal customer persona—a fictionalized version that ca

Hello Community, I’m a big fan of data, and when it comes to helping my clients develop meaningful and impactful campaign strategies, everything I do is data-driven. Klaviyo comes packed with a variety of reports and dashboards to help you analyze, really any aspect of your owned marketing initiatives. In fact, the amount of data and analysis you can access from this platform is among the best in the marketplace. Over the last few years, since I’ve been using Klaviyo, I have seen them roll out a ton of different reporting tools. While the list of different tools for campaigns and flows is long, I wanted to highlight some of my recent favorite reports in an area that might get overlooked: list growth and engagement. Here are my top 3 list growth and engagement reports you can use to track success and identify growth opportunities. 1. Subscriber Growth ReportFor a long time, measuring growth had to be manually figured out via segments and for a specific list. It was challenging to determ

Free trials are a great way to engage interested leads and bridge the gap between the consideration and buyer phases of the customer journey.Leads tend to be more qualified, since only someone truly interested in your product or solution wants a trial. And the longer someone uses a product, the more likely they are to keep it or purchase more.Is a free trial offer right for your business?Free trials are a great tactic, but they don’t work well for all business types. If you sell products that are very complex or high-value, a free trial might not offer enough time for users to truly appreciate the product/service.If you have a very small team and limited resources, the effort to set up (and possibly manufacture) a trial version of your product could be prohibitive.Lastly, if you’re part of a niche market or have a small number of potential consumers, a free trial might not be necessary since consumers in these types of markets tend to be more informed.Benefits of offering a free trialI

Hi Community! Happy Post-BFCM season. Cleaning your email list is among the most important tactics you should do to maintain a healthy marketing program. In my experience, most brands prefer to clean their list in Q2 or Q3, when sales cycles might be lower, or in preparation for the Q4 holiday push.  Another great time would be right after the holiday season.  During the holiday push - BFCM (Black Friday/Cyber Monday) and December - brands often expand their regular “active” segments to a broader range to try and engage lapsed or churned customers in hopes that those contacts may return to make a new purchase when prompted with an incredible offer. While customers are conditioned to receive an increased number of emails, the inbox service providers (ISPs) also expect the influx of messages and seem to tolerate it enough without penalizing the brand’s email reputation for breaking best practices*. You can also use this opportunity to weed out invalid addresses via bounces, given the inc

Testing your Klaviyo flows is a critical step to ensure that your marketing strategy delivers the right message to the right person at the right time. This post will guide you through testing your flows, and explore how splits and filters can refine your audience targeting for maximum impact.Why thorough flow testing mattersThe last thing a marketer wants to do is send the wrong message, send the right message but to the wrong person, or send the right message to the right person but at the wrong time.Sending irrelevant messages could cause your subscribers to:Unsubscribe from your marketing messages, which means they’ll be less likely to make a repeat purchase and become a loyal customer “Tune out” of your promotional messages because they assume they’re mostly irrelevant, leading to poor engagementTo help you avoid those outcomes, Klaviyo flows include a couple of neat features, filters and splits, which allow you to personalize your marketing flows.Using filters in flowsKnowing how

Discover how Shopify’s Checkout Blocks empower merchants to capture valuable first-party customer data at checkout, creating new events and customer properties in Klaviyo to fuel smarter, data-driven marketing strategies. Leveraging Checkout Extensibility to Unlock Valuable Customer DataIn a world where privacy regulations are tightening and third-party data sources are shrinking, first-party data has become more critical than ever. It’s the data your customers willingly share—direct from the source. This unlocks opportunities for deeper personalisation and smarter marketing. In this article, we’ll explore how you can leverage this data using Checkout Blocks & Shopify’s Checkout Extensibility.In Shopify Summer Editions 2024, Shopify announced that Checkout Blocks is now free for all Plus merchants, offering more flexibility to customise the checkout experience. With Checkout Blocks, merchants can easily add custom fields, style changes, and even modify text, all without coding. The

Are you familiar with this scenario? Sales are sluggish, so you decide to send an email campaign with a discount offer. It works and delivers an immediate boost in sales. You might think, “Wow, this is easy!” But can you just keep regularly sending? Not so fast, my friends. Regularly sending discount emails can help deliver short-term sales, but it can also:Erode your profit margins Attract price-sensitive customers who aren't loyal Devalue your brand in the eyes of consumers On top of all that, here's the real problem: relying on discounts means you're not truly nurturing your customer base. You're just bribing them to come back. When was the last time you felt a genuine connection with a brand that constantly bombarded you with discount codes? Exactly.  In the ever-competitive ecommerce market, this approach is unsustainable. Consumers have countless options, and if price is their only consideration, you'll always be racing to the bottom. So how can you nurture your customer base wit

This month’s theme: School’s in Session for BFCM Prep! We have Live Trainings coming your way, all throughout September to get you ready. You can sign up now! Going along with this month’s theme, we want to know...what do you wish you had prepared for back in September of 2020 for BFCM? Let us know and you could be featured!

Date: October 9th, 2024Hey everyone! We wrapped up an awesome session with Kelly O’Connell, founder of Lighthouse Keeper’s Pantry, where she gave us a behind-the-scenes look at her journey to building a successful brand. It was packed with great insights and real talk about entrepreneurship.Missed it? Catch the Replay!Don’t worry if you couldn’t make it live—we’ve got you covered! You can watch the full event, including the Q&A, right here: 

Ever since Klaviyo AI started gaining momentum earlier this year, we’ve seen the amazing heights this technology can help us reach in terms of making everyday life easy.Here are a few of the things we’ve learned in the past 8 months related to 3 major aspects of Klaviyo AI: insights & reporting, content creation, and optimization. Tip 1: Use review sentiment AI to better understand your customersWhen enabled, Klaviyo’s review sentiment AI allows you to generate insights from your reviews by topic (e.g., what customers like or dislike about your customer service, delivery and shipping), or over time. The “over time” tab shows you how sentiment, whether positive or negative, developed over time. The default time frame is 30 days, but it can be longer. Use these insights to quickly understand how your customers are feeling about your products, address pain points in your marketing, amplify your content creation, and humanize your copy. Tip 2: Create the perfect cross-sell email using

Your marketing campaign isn’t complete without analytics.In today’s data-driven marketplace, 90% of enterprise-level organizations say that information and analytics are critical components of effective marketing strategies. And one of the most effective ways to gather this data is through A/B testing.A/B testing allows you to compare two different versions of a piece of marketing so you can understand which variations of your emails, landing pages, website forms, and SMS messages resonate most with your audience.And now, AI can make this process even more insightful—and efficient.AI-powered A/B testing not only helps you direct your audience to the best-performing content—it also calculates the statistical significance of your test results and provides you with win percentage estimates. And, it sends the winning version to your subscribers automatically.Considering 32% of marketers want to use AI for testing and optimization in the future, now is the time to get acquainted with everyt

Join the Klaviyo community in a fireside chat on October 9th, 2024 @ 12:00 PM EST, as we talk to Kelly O’Connell, Founder & CEO of Lighthouse Keepers Pantry, about her journey from working with Martha Stewart and Ree Drummond to launching her own gourmet food line and cafe. Learn first hand how Kelly brings her brand to life and tells her story consistently across multiple channels. Register Here Kelly O’Connell is a Cape Cod native who spent nearly two decades in New York City. She graduated from the Fashion Institute of Technology and spent her career managing product development and marketing for lifestyle brands such as Martha Stewart, The Pioneer Woman and Weight Watchers. In 2021, Kelly launched the Lighthouse Keeper’s brand of gourmet foods and opened a café and gourmet shop in the heart of her hometown of Yarmouthport with her business partner, Greg Bilezikian called Lighthouse Keeper’s Pantry.To kick off this fireside chat we had a few questions for Kelly to help the commu

Hey Klaviyo Community!In the world of pop-up forms, timing is everything.Ecommerce brands optimize their forms because even small tweaks to display and behavior targeting can mean the difference between being invited to continuously market your products to someone for years to come and losing them forever.So when exactly should you time your forms?Instead of guessing or trying to figure out what everyone else is doing, use your own data to find the ideal timing for your audience. You can easily run A/B tests—or, better yet, use AI to save time and deliver even more accurate results.Fortunately for all those marketers (and you), the wait is over. You can now use AI to optimize your form display timing,get more accurate results from your A/B tests, and more.Stop guessing, and put your data in the driver’s seat. Here’s how.Tip 1: Use Klaviyo AI to find the best display time for your formsIn Klaviyo, you can use AI to run an optimization test—a series of experiments to optimize a sign-up f