Email remains one of the most effective marketing channels for engaging customers and establishing meaningful relationships with them. Thanks to considerable advancements in email marketing and automation, business owners have more options than ever to grow their brands sustainably.
Emails can drive up your monthly ROI by reducing abandoned cart incidences, encouraging repeat purchases, resolving customer concerns, and more. You can also go big by using email campaigns to engage your audience at scale and drive revenue.
Nowadays, setting up a quality email campaign is easier than ever. There's plenty of robust email marketing solutions in the market to help your business' growth.
What is Klaviyo?
Klaviyo is a marketing automation tool that's geared towards ecommerce brands. It helps online store owners streamline marketing efforts and establish a steady revenue stream. The platform caters to businesses of all sizes and helps create valuable brand experiences for your customers.
Klaviyo utilizes data science to discover and learn consumer behavioral patterns and gain deeper customer insights. We don't need to tell you how important data is in today's digital world. Analytics and insights drive informed business decisions and help brands optimize their marketing strategies. Plus, data informs deep personalization to provide customers with a more meaningful shopping experience.
To top its suite of handy features off, Klaviyo also offers multiple one-click integrations to help business owners nurture customer relationships with management software.
How does Klaviyo Integrate with Shopify?
Integrating your Shopify store with Klaviyo is hassle-free and easy. If you're a new customer, you can use Klaviyo's Getting Started wizard to integrate your store. Alternatively, if you are an existing customer, you can add your Shopify integration directly from the Integrations tab located in your Klaviyo account.
Also, the Klaviyo support staff is lauded for its live consultation and product walkthrough process for users who need help setting up.
Klaviyo vs. MailChimp? Which One is Better for Shopify?
Klaviyo and MailChimp are both marketing automation platforms that help businesses streamline and optimize their marketing efforts. Both marketing solutions have made pretty big names for themselves, but which one is better for Shopify users? Let's see how they compare.
While configuring both platforms may seem similar to regular users, each has incorporated different features to elevate your ecommerce marketing experience. The Klaviyo platform is built specifically for ecommerce stores, whereas MailChimp is a general email marketing solution. Klaviyo's features are typically more tailored to the needs of Shopify store owners, and the platform comes with unmatched pricing plans. Thanks to powerful automation strategies, richer segmentation, and multiple, pre-designed, one-click integrations, Klaviyo helps business owners grow their Shopify stores at scale.
Where analytics are concerned, MailChimp provides users with simplified results - so there are fewer data sets to play around with. In contrast, Klaviyo lets you investigate specific metrics that are crucial for running a customer-centric ecommerce business. While having access to a vast pool of data means you have to sort through it all, the additional insights help drive informed decisions. However, the more sophisticated data sets are only worth the cost if you have the resources to analyze the data. In terms of setup, integrating Klaviyo with your Shopify store takes just a few minutes. So gaining access to these added insights is seamless.
Brand owners enjoy better marketing communication by automatically synchronizing their historical and future data, making Klaviyo a convenient pick. The platform prioritizes building strong relationships between the brands and their customers by enabling engagement through multiple channels.
Klaviyo Best Practices
Here are some general Kalviyo best practices for new users.
Have an explicit opt-in and opt-out process
Make it easy for customers to subscribe or unsubscribe to your list to improve their experience with your brand. Interested users should be able to opt-in easily, and for legal reasons, the subscribe option should explicitly state how you'll use their data.
Similarly, it's crucial to make it easy for customers to unsubscribe at any point. Otherwise, if they want to leave your list but find it difficult to, they may become frustrated with your brand as a whole.
Klaviyo allows you to choose between a single opt-in process and a double opt-in process for any give list. With the single opt-in option, subscribers are automatically added to your mailing list without requiring confirmation from the user. In contrast, the double opt-in process sends a confirmation message to the new subscribers, verifying them before adding them to the list.
The double opt-in process is especially beneficial to avoid filling your list with invalid email addresses or phone numbers. We'd recommend checking it out and prioritizing its use because doing so helps fight bot spam, protects against spam traps, and protects your email sender reputation. Aligned with this philosophy, Klaviyo compels its users to include a double opt-out approach, so customers can comfortably unsubscribe at any point. The double opt-in process may also be required, depending on the home countries of your customer base.
Remember, a big email list size is not necessarily better if the email addresses are not of good quality.
Practice good data hygiene
Setting up impressive email campaigns won't do your marketing strategy much good if the messages aren't reaching your customers' inboxes. A clean list email list improves deliverability and ensures that your emails are landing in your list's inboxes. Klaviyo advises business owners to actively reduce the unsubscribe rate and improve the open and click rates.
You should also monitor what actions prompt customers to disengage because you can then use targeted reengagement campaigns to recapture their interest. Additionally, identifying active customers and prospects from the list helps business owners design personalized content to drive engagement. You can separate these user groups into lists through segmentation (more on that below).
Identify and segment your engaged customers
With Klaviyo, you can create a segment that records customers who successfully receive emails but tend not to open or click on them. This feature is effective for increasing your open rates. For instance, users can customize segments to deliver results to subscribers that have not opened or clicked on the emails sent in the last month or year. You can also customize a segment to reflect the number of emails received by unengaged customers. The types of lists you can create segmentation are only limited by the kinds of filters in your Klaviyo instance. You can also use segmented lists to target and re-target prospects and customers in social ads.
Monitor your deliverability metrics
Monitoring deliverability metrics is vital to make sure your campaign efforts aren't in vain. Klaviyo provides a standard range to compare different rates to get a better idea of where you stand. The platform advises that a spam rate be lower than 0.08% to ensure proficient deliverability. Anything above a spam rate of 0.08% requires you to begin taking action.
If your unsubscribe rate hits 0.7% or greater, it's time for immediate action. Another industry metric to keep in mind is the unique open rate, which should ideally be 25% or higher. If the rate falls below 15%, experts say this percentage is deficient, and you should switch up your strategy and make amends.
Test and update nurture streams periodically
With Klaviyo's machine learning techniques and data science, business owners can translate predictive analytics to generate applicable insights. Therefore, it's essential to test the provided predictions whenever circumstances change to update the data.
Klaviyo makes it significantly easy to maintain the purchase nurture series flow even with little input. Every customer placing an order is designated an expected date for each order. Even one-time purchases are included in the mix, based on the data of your overall customers. You should check in every once in a while to review trends, perform flexible testing, and update if any changes are required.
Use a dedicated domain
This step is optional, but using a dedicated domain may protect your sender reputation, as is the case with email marketing software. A dedicated domain lets you send emails custom emails free of Klaviyo's general domain, which is shared by Klaviyo customers who do not have their own dedicated domain. Top Shopify stores generally prefer this option because it protects your sender reputation from other Klaviyo senders who may not be enforcing email best practices. Conversely, smaller stores, especially those starting out that don't yet have a strong sender reputation, may benefit from Klaviyo's shared domain reputation.
Frequently Asked Questions
Here are answers to the top frequently asked questions by Klaviyo users.
Does Klaviyo override Shopify emails?
Your Klaviyo account functions as a separate entity from your Shopify shop. Similarly, all Shopify notification emails are sent directly through Shopify and not Klaviyo. With Klaviyo, you can customize your templates and then export the HTML code and paste it into Shopify.
Can Klaviyo send transactional emails?
Transactional emails are vital to establishing a reliable response system to confirm a purchase or facilitate other interactions. Klaviyo delivers transactional emails to Shopify customers through flows and marks them on a per-email basis.
How often does Klaviyo sync to Shopify?
Shopify integrates with Klaviyo and synchronizes the order, catalog, and customer data, and profile properties to Shopify in real-time. Initially, when you integrate with Shopify, Klaviyo synchronizes the last 90 days of your business data to help you report on a more well-rounded view of historical data.
Summary
Launching effective email campaigns can drive your store's revenue, increase your median ROI, and help establish lasting relationships with your customers.
Platforms like Klaviyo streamline your marketing efforts by facilitating automation and giving you access to valuable data, analytics, and segmentation functionalities. These features save brands valuable time and resources in the long run.
Klaviyo is a great marketing solution for Shopify store owners because it integrates seamlessly with your Shopify ecommerce store. So if you're looking for a cost-effective solution to encourage ongoing growth, it's worth checking the Klaviyo platform, as the potential return may be high.
Get More From Klaviyo With Malomo
Malomo extends Klaviyo's rich analytics data, so you can use it to develop and optimize your post-purchase marketing strategy. Finally, bring visibility to your transactional shipping emails. With Klaviyo and Malomo, know exactly how many of your shipping emails are being delivered and opened, so you understand when and where to focus post-purchase conversion campaigns. Schedule a demo today.
