Klaviyo Automated Email Marketing (plus a whole lot more)
Email is a key component of your ecommerce marketing strategy. And as ecommerce store owners we know what we need to do – build a list of loyal subscribers and stay in touch with them with regular targeted emails.
But unless you’re on-point with your messaging, people will unsubscribe and the quality of your list will deteriorate over time, meaning the value per name will also decrease.
Klaviyo’s core functionality addresses this issue. The company doesn’t position itself as an email marketing solution, rather a personalised marketing platform. But Klaviyo is actually a data business and the platform makes it straightforward for you to leverage this data to keep your list engaged.
Deliver the Right Message at the Right Time
Klaviyo integrates seamlessly with your Shopify store to build rich visitor profiles. As your visitors interact with your store, their user behaviour is recorded and stored within their individual profile.
You start to paint a picture of your customer base, a picture which becomes more vivid over time – who’s browsing but not buying, who’s adding to basket but not converting and who’s spending over “x” amount within a certain timeframe, etc.
This then allows you to send highly targeted messages to specific segments at exactly the right time. You can view this as data-backed relationship building with your customers. Powerful stuff.
Put Your Email Marketing On Autopilot
So Klaviyo works in the background to continuously enrich each individual profile as it gathers more data. You can then define a segment using rules and choose a specific action to trigger an email or a series of emails.
The trigger might be a customer subscribing to a list, someone initiating the checkout but not completing it, or viewing a product but not checking out. There are so many data points you can leverage, the possibilities are immense.
Go with the Flow
Flows are at the heart of what makes Klaviyo so powerful. Your trigger (see above) sets in motion an automated sequence that includes one or more steps.
For example, someone signs up to your newsletter which triggers a series of “welcome” emails introducing your company. Or a prospective customer abandons their basket which triggers an email inviting them to complete the checkout.
Klaviyo Flows mean that you can communicate with your customers on autopilot, confident that each individual is receiving the right message at the right time.
Klaviyo uses customer data and user behaviour to make it straightforward to send targeted emails and build valuable relationships with your customers.
With Klaviyo you pay per customer profile held within your account. As a visitor interacts with your site, Klaviyo builds up a picture which becomes more and more complete over time. You can then leverage that info by triggering automatic email flows to drive revenue throughout the customer’s lifetime with your brand. If you run an ecommerce business and you’ve done the work to set up your automatic flows correctly, Klaviyo will generally return many times the amount it costs.
Klaviyo is an excellent email marketing solution for Shopify as it provides a seamless integration via their app. Once you’ve installed the app and created an account, Klaviyo will begin to pull customer data into the platform via the Shopify API. This allows you to trigger emails automatically based on customer behaviour, such as product views, abandoned baskets or purchases over x amount, etc.
If you’re a Shopify store owner, Klaviyo is head and shoulders above Mailchimp due to the seamless integration and the single focus on driving revenue from your list.