Hi @armedandgorgeous - welcome to the community!
Thanks for bringing up this question, it’s an interesting one for brands to pay attention to.
I had a similar discussion with a new client this week, and they were surprised to learn that Klaviyo offers integrations with Meta (aka FB Business Manager) and Google Ads. One of the under-utilized features of Klaviyo that many brands forget about, is this can serve as a more fundamental database for your business - in addition to powering your email/ SMS marketing.
Any profile you have in Klaviyo is useful data that you can tap into, and should be protected so you can tap into it most effectively. If someone’s unable to receive emails because they’ve not opted in, you still have several different channels you can leverage to educate them about your brand and give relevant product recommendations.
IF you integrate Klaviyo with Meta - you can sync audiences, so specific segments you create in Klaviyo can be used for ad targeting. This is similar to what happens when you integrate Klaviyo with Google Ads. (check these help doc links for more info)
One of my personal favorite tools is a platform called PostPilot, and they’re also available in the UK! PostPilot enables you to trigger a “flow” that sends a postcard, or a handwritten card, very similarly to how you’d send an email flow in Klaviyo. You integrate PostPilot with Klaviyo, and you can target your specific segments based on what you’re trying to accomplish.
Example: send a Customer Winback postcard to reach lapsed customers, whether they’re opted in to receive emails or they’ve unsubscribed or never subscribed. There’s also an Abandoned Cart postcard automation that’s really interesting.
This customer database is one of the most important assets your business has, and one of my favorite things about Klaviyo is how easy it becomes to tap into your customer data - beyond just sending emails or SMS.
Happy to answer any follow-up questions you have!
Warmly,
Gabrielle