It's no secret that here at Blend we are major Klaviyo fans (and for good reason). We've had phenomenal success with our clients when introducing them to the magic that is Klaviyo. Klaviyo is a cloud-based email marketing solution for eCommerce businesses that enables its clients to send out highly targeted campaigns and automations.

 

For one client in particular, after a short 12 months of managing their Klaviyo email marketing, we were able to achieve the following results:

 

  • 218% increase in Revenue
  • 144% increase in New Customer Revenue
  • 17% increase in Conversion Rate of Emails

 

You can view this case study with Fresh Patch here

What Does Klaviyo Do?

Klaviyo is an advanced eCommerce marketing platform designed to enhance customer communication and drive engagement. Functioning as a comprehensive tool, it seamlessly integrates with your online store to facilitate personalised and timely messages across various channels, such as email and SMS. Klaviyo focuses on leveraging data to tailor communication strategies according to individual customer preferences. By doing so, it aims to transform casual website visitors into loyal customers. The platform stands out for its emphasis on precision and effectiveness in customer communication, aiming to boost overall conversions for eCommerce businesses.

What are Klaviyo's Main Features?

Unlike other email marketing tools, Klaviyo features does not limit the key features you would have access to regardless of your audience size. They provide you access to all their prime features, so that you can see exactly what will work for you and your eCommerce brand. Here is a list of some of our favourite Klaviyo features:

    Klaviyo Segmentation

    With Klaviyo, the sky's the limit when it comes to segmentation. You can segment your audience based on a multitude of things, like:

     

    • Average Order Value
    • Purchase Frequency
    • Purchase History
    • Actions Taken
    • Shopping Preference
    • Acquisition Source
    • Browsing Behaviours
    • Shopping Cart Profile

     

    Just to name a few

     

    Klaviyo offers dynamic segmentation which means that you don't need to worry about manually updating these. One of the ways to use this dynamic segmentation, and something that we do at Blend with every single one of our Klaviyo clients, is audience suppression. This helps improve the deliverability score with Email Service Providers. Having many unengaged people on your list hurts your efforts to reach those that actually do want to receive your emails.

    Analytical Abilities

    While most ESPs do offer some sort of analytics or reporting, we have found that Klaviyo has certainly focused its efforts to ensure the data science is quick and easy for their users. You can create your own custom reports or use the ones offered to you by Klaviyo.

     

    There is so much that one can do with data science in Klaviyo. You can predict the purchase date for each customer and the future spending of your customers. This helps in identifying who your high rollers are so that you can target them with VIP offers, for example. You could also segment your audience into most frequent buyers to target flows to increase the Average Order Value by pre-empting their next purchase.

    Klaviyo A/B Testing

    We use A/B testing on just about everything when it comes to email marketing. We let the metrics guide all decisions in our email marketing strategy and Klaviyo is making these efforts easy and worthwhile.

     

    You can A/B test just about everything from Email Flows to Campaigns, subject lines to content, and sending times to sending cadence. You can also determine the size of your testing pool and the length of your testing period. You can then let Klaviyo choose the winner or you can do this manually.

    Klaviyo & Facebook Audience Integration

    This deserves a special mention. We absolutely love that you can sync any segment in Klaviyo to a Facebook custom audience, and it's truly a benefit of Klaviyo. Just make sure that the Facebook integrations are set up before starting. For example, you could create a recent cart abandoners segment and sync it to Facebook Custom Audiences to drive them back to your site. One thing to note here is that your audience list will need to have at least 1000 people in it in order to achieve accurate results.

     

    This video shows you how to integrate the Facebook app with Klaviyo:

     

    Dynamic Content

    There are so many brilliant ways to utilise the dynamic content offered as a Klaviyo benefit. Aside from the standard personalised name being added to the email (which most email CRM tools offer), you can also add some dynamic content to your emails such as personalised subject lines and dynamic product images. These can be based on a cart abandonment flow or based on a past purchase a customer has made (think about dynamic product image categories for a "thing you might like" category).

    Email Campaign Builder

    Klaviyo's Campaign Builder is a powerful tool for crafting personalised eCommerce communication strategies. It features a user-friendly interface with a drag-and-drop functionality, allowing you to design and automate various campaigns, including emails and SMS messages. What sets it apart is its data-driven approach, enabling seamless integration of customer insights into campaign creation. Whether you're setting up a welcome series, recovering abandoned carts, or running targeted promotions, the Campaign Builder offers a versatile solution. Its focus on precise segmentation and tailored messaging ensures a customer-centric approach, fostering engagement and improving conversion rates across different stages of the customer journey.

     

    Email Marketing Automation

    Klaviyo's marketing automation is the backbone of efficient and personalised customer communication in the dynamic world of eCommerce. This feature empowers you to automate various aspects of your marketing strategy based on customer behaviour and preferences. From triggered emails for abandoned carts to personalised product recommendations, the automation capabilities streamline and optimise the entire customer journey. You can set up intricate workflows, ensuring that the right message reaches the right audience at the right time. The robust segmentation options enable businesses to tailor communication for specific customer segments, fostering a more relevant and engaging experience. With Klaviyo's marketing automation, you can not only save time but also deliver highly targeted and effective campaigns that resonate with their audience, ultimately driving customer loyalty and maximising revenue opportunities.

     

    Sign-Up Form Builder

    Klaviyo's sign-up form builder stands out as a valuable asset and Klaviyo benefit for businesses aiming to enhance their online engagement and data collection efforts. This tool simplifies the process of creating and customising sign-up forms on-site, offering a user-friendly interface that caters to both simplicity and functionality. One of its key features is the flexibility to include customisable fields, allowing you to gather zero-party data so that you can provide personalised content tailored to your customers' needs. Additionally, the range of design options adds a layer of personalisation, ensuring that the forms seamlessly integrate with the overall branding of the website.

    How Much is Klaviyo per Month?

    Okay, great! So Klaviyo works. But what is the Klaviyo cost? What is the Klaviyo pricing plans structure because we know you'll want to weigh this up to see if the investment will be worthwhile? Klaviyo pricing plans works on a sliding scale increasing as the number of your audience grows.

    Klaviyo Pricing Breakdown

    Number of Contacts Free Email Email + SMS
    0 - 250 $0/month + up to 500 monthly emails + 150 free monthly SMS/MMS credits - -
    2.5k - 3k NA $70/mo $85/mo
    5k - 5.5k NA $110/mo $125/mo
    6.5k - 10k NA $150/mo $165/mo
    15k - 20k NA $375/mo $390/mo
    45k - 50k NA $720/mo $735/mo
    70k - 75k NA $1070/mo $1085/mo
    95k - 100k NA $1380/mo $1395/mo
    120k - 125k NA $1670/mo $1685/mo
    145k - 150k NA $1955/mo $1970/mo
    250 001 + NA Personalised pricing Personalised pricing

     

    Who needs a Klaviyo trial when you have the Klaviyo free plan? On the Free Klaviyo plans, you will still qualify for email and chat support* regardless of the size of your audience. Klaviyo also offers fantastic analytics as well as A/B testing, but more on this shortly.

     

    *On-site chat support is available for a limited time only on the Klaviyo free plan. 

     

    Of course, you may want to compare pricing and features with some main competitors. Luckily, we've summarised it for you right here: 

     

    Email Marketing Comparisons

     

    How Can Blend Help You with Klaviyo?

    As Klaviyo Partners, we are experts in the field of email marketing and all things Klaviyo. If you are ready to make the switch but either don't have the time or the expertise to explore this on your own, get in touch with Blend to see how we can help you increase your revenue through email marketing with Klaviyo. Email us here.

    Author image

    Managing Director

    Our Managing Director, Kelly, is the heart and soul of Blend and embodies warmth and kindness in every aspect of her work. With a remarkable talent for keeping things running like a well-oiled machine, Kelly is the driving force behind our seamless operations. Her commitment to excellence is unwavering, and under her leadership, Blend thrives, and our clients enjoy top-tier service. We’re truly fortunate to have her at the helm, steering us toward success and exceptional customer experiences.

    Published: January 14 2021

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