Learn more about Klaviyo and our Klaviyo consulting services.
As a Klaviyo partner agency, we offer support to clients who are starting on, or migrating to, the Klaviyo platform. Klaviyo is considered “best-in-class” for email marketing software, specifically for e-commerce sellers.
Interstice Consulting has attained the “Klaviyo Master” designation — the highest level of technical proficiency offered to Klaviyo partner agencies.
We offer Klaviyo consulting services in the following areas:
- Migrating from legacy email systems (such as MailChimp) to Klaviyo
- Integrating Klaviyo with Shopify, Facebook, and other partners
- Designing automated flows to enhance customer segmentation and engagement
- Copywriting of automated email sequences, with a focus on e-commerce conversions
- Analyzing and optimizing existing Klaviyo flows
For more information on our Klaviyo consulting services, contact us at:
ecommerce@intersticeconsulting.com
Why is Klaviyo the best email marketing software for e-commerce?
While Klaviyo may not be suited for the largest enterprises who need complete control over their email marketing and customer data, it is suited for the vast majority of online sellers.
In contrast to email providers such as MailChimp who first focused on email newsletters, Klaviyo has been built from the ground up with a focus on e-commerce.
Here are some of the key features that set Klaviyo apart from other email marketing software providers:
Customer profiles
The Klaviyo system takes each email on your list and creates a customer profile, so you can get a CRM view of the activities of each person on your list. You can easily see the last time any profile has visited your site, the time spent on site, products viewed, prior emails clicked, location, and much more.
This information makes it easy to segment your customers into various audiences, and send them more targeted messages. For example, if you’re selling fashion items for both men and women, and a given profile only clicks on men’s items, you can tag that profile accordingly, and send that segment of your audience only relevant offers about men’s items. This helps your overall email open rates and boosts your site’s conversion rate by bringing more relevant traffic to your site.
Visual flow builder
Klaviyo offers a visual flow builder, so users can design automated email sequences for such events as:
- Welcome series — commences immediately after a new subscriber signs up for your email list. It’s a crucial opportunity to educate newcomers about your brand and keep them warm for any upcoming offers or new product launches. Too many companies have only a tactic for collecting email address but no strategy to maintain a personalized dialogue with each subscriber.
- Cart and browse abandonment — commences when a subscriber leaves the site before completing the checkout, or even at the stage of browsing for a specific item prior to adding it to the shopping cart. Messages can vary depending on whether the customer is new to the brand or a repeat purchaser, on the value of the abandoned cart, and on the specific products. These flows typically have the highest open and conversion rates.
- Post-purchase — commences after a customer has checked out and can contain not only an order receipt but upsell (bounce-back) offers, additional product information / instructional videos related to the products purchased, request for feedback, and eventually a request to leave a review. It’s also an opportunity to offer any referral incentives to introduce the brand to the customer’s social network.
The Klaviyo visual flow builder also has built-in support for A/B testing, so you can continually optimize your flows and experiment with different discount offers.
Shopify integration
Importantly, Klaviyo integrates seamlessly with Shopify, opening up the ability of 800,000+ Shopify merchants to improve their e-commerce conversions by sending more targeted messages to subscribers.
As just one example, Shopify’s built-in support for automated abandoned cart emails is fairly clunky: you’re limited to a single message, and the message itself is hard to edit because it’s in a script format. Klaviyo can take over the abandoned cart flow and make it much more sophisticated, directly improving your bottom line.
Dynamic coupons
Another powerful feature available as a result of the Klaviyo-Shopify integration is the ability to generate personalized coupon codes within Klaviyo, and have those codes pushed to your Shopify store. Using this feature, Shopify merchants can issue time-limited coupons to individual users, thus building in urgency/scarcity to their offers.
This also side-steps the problem of having universal coupon codes leaked and publicly listed on sites such as RetailMeNot and Couponbirds.
Facebook and Instagram advertising integration
Even with the higher open rates you get from sending more targeted emails in Klaviyo, the reality is that even the best open rates are under 50% (for broadcast emails). Reinforcing your marketing message and attaining greater audiences coverage via paid Facebook/Instagram campaigns has become a necessity.
Audience segments in Klaviyo can be automatically synchronized with Custom Audiences on the Facebook ads platform, which opens up your ability to advertise to those audiences on Facebook and Instagram.
The old way (with MailChimp) was to periodically download your subscriber list and upload it to Facebook Ads Manager so, depending on how often you would do this, your Facebook Custom Audiences would be out of sync with your actual subscriber list. Klaviyo eliminates this lag with their integration — thus improving the efficiency of your Facebook and Instagram ad spending. According to an article in Forbes, the Audience Push app on the Shopify app store, which automatically synchronizes Shopify customer lists to Facebook audiences, contributed to a 432% increase in conversions for one of their app’s users. Yet another value bomb built into Klaviyo, which eliminates the need for such a third-party app.
Klaviyo’s predictive analytics
One of the most promising areas is Klaviyo’s embrace for AI. They have already rolled out predictive analytics so that each profile has a predicted future purchase date and CLV based on prior purchase history and activity. These AI features will only become more powerful in the future.
Armed with this information, you can set up a Klaviyo flow to reach out to subscribers on or about their anticipated re-order date. This works well for products which have a strong replenishment component, such as food or cosmetics. But it can also work well in sectors like fashion and jewellery, where additional items can complement a customer’s prior purchases.
For more information on Klaviyo or to sign up for an account (free for up to 250 contacts), please refer to their site: https://www.klaviyo.com/
Why you might need Klaviyo consulting services
As you can see, Klaviyo is a powerful email marketing platform which delivers huge value over its less sophisticated competitors like MailChimp.
Making the most out of Klaviyo’s features is a cornerstone to optimizing your e-commerce site’s conversion rate, as well as the efficiency of your paid campaigns on Facebook and Instagram.
Building out your Klaviyo flows helps foster a constant flow of visitors responding to targeted messages and offers.
A dialed-in Klaviyo account is essential to maximizing customer lifetime value, as well as the return on your investment in cold traffic ads. If you can boost your customer lifetime value, you are able to spend more on customer acquisition to grow your overall business.
While it’s possible to manage your Klaviyo implementation yourself, there are many nuances and complexities (such as A/B testing). Additionally, when you add new flows, you need to make certain that they are not conflicting with other flows you may have set earlier. Moreover, new features are being introduced regularly. Your flows require regular, periodic, analysis and updating.
The bottom line: having a skilled Klaviyo consultant on call is essential to enabling you to realize the full benefits of the software.
For more information on our Klaviyo consulting services, contact us at: