Klaviyo Newbie? Here’s a Breakdown of Five Essential Features

1. Personalisation

This is one of Klaviyo’s most useful tools. Personalisation is a great way to engage your customers, better understand them, and improve future email marketing performance. 

For instance, you can personalise the emails your customers receive based on their interests, behaviours, and purchasing patterns. Klaviyo analyses this data to provide insights on better targeting your audience.

Klaviyo offers three types of personalisation:

1. Profile: This is based on Klaviyo profile properties (e.g. name and email address of customer)
2. Custom: This is based on the custom profile properties you create and collect (e.g. birthday)
3. Event: This personalisation depends on the data that is stored within an event (e.g. a ‘Placed Order’ event)

2. Sign-Up Forms

Sign-up forms are a helpful tool as they can help grow your email list. 

You can create three types of sign-up forms in Klaviyo:

1. Pop-ups: suitable for when you want to gain subscribers for your newsletter.
2. Fly-outs: when someone is browsing products, a fly-out slides in from the side so it doesn’t interrupt the customers’ browsing experience.
3. Embeds: these are permanent and can be found in the website’s footer, so customers always have an easy way to sign up. 

You can create sign-up forms from scratch or search the Forms Library for a template. Whichever option you choose, ensure that before you begin designing it, you have a clear goal of what you want your form to achieve. This can be anything from gathering email marketing consent to building long-lasting customer relationships.

Your sign-up form should be simple. It should ask the customer for their name, email address, and communication preferences, all of which can be used to personalise the emails you send them.

Your sign-up form should be simple. It should ask the customer for their name, email address, and communication preferences, all of which can be used to personalise the emails you send them.

3. Analytics

Analytics can be found in Klaviyo’s dashboard; it is a useful feature that provides information on the performance of your email campaigns. 

Below are two analytics features to keep in mind:

Custom Report Builder

Klaviyo’s custom reports allow you to examine metrics, campaigns, flow, or product performance more deeply. They are flexible, allowing you to adjust the time range and divide the data to suit your business.

Custom reports help you with:

• Understanding how your customers interact with your messaging over time
• Analysing your marketing and brand performance 
• Identifying industry trends
• Identifying customer behaviour
• Adjusting and improving your marketing strategy to grow as a business

Email Deliverability Hub

Email deliverability is the location of an email after it has been delivered to a recipient’s inbox. Deliverability is best measured through human engagement, such as clicks, opens, replies, and forwards.

Klaviyo’s email deliverability hub is a neatly laid-out space, which allows you to diagnose the health of your email deliverability by analysing metrics such as:

• Open rate
• Click rate
• Bounce rate
• Unsubscribe rate
• Spam complaint rate 

Read our article on tracking email campaign success using KPIs to learn more about these metrics and what rate you should be aiming for.

On the Deliverability page, you will also find deliverability reports that show the performance of email domains and the location of your emails in their mailbox — i.e. for whom an email has landed in spam.

4. Segmentation

Klaviyo’s email segmentation tool lets you group subscribers into smaller categories based on specific criteria — or conditions — like age, website activity, or purchase history. 

Segments are dynamic; they can change if people no longer meet the criteria. Email lists, in comparison, are static.

Email segmentation can be used for:

• Sending targeted campaigns
• Mailing exclusive offers to frequent customers
• Initiating email flows
• Sending win-back emails to inactive subscribers

5. Templates

On Klaviyo, you can use a pre-built template from the library or create your own. However, if you are starting out with email marketing, it might be easier for you to start with a pre-built template. 

Email templates can be used for various purposes, including a welcome series, newsletters, or competition announcements. Simply add your own media, links, and event data and change the font and colours to match your brand.

You can add the template to a campaign to send it to a list of contacts or a flow to automatically send it to subscribers meeting specific criteria. 

6. Flows

The email flow is an automated tool; it is activated when a person completes a specific action, like abandoning their cart or subscribing to your email.

When someone subscribes to your email, it automatically triggers a welcome series flow. This flow allows the recipient to be sent several pre-written emails over a few days to tell them a little more about your brand. 

There are many different types of flows that you can create in Klaviyo; however, if you are a Klaviyo newbie, here are some suggested flows to begin with:

1. Welcome series: presents your brand to your subscribers. It might convert them into first-time buyers
2. Abandoned cart: this flow can convert would-be customers who have left items in their cart but have not completed a purchase
3. Post-purchase: this flow shows your customers how you appreciate them and their purchase and notifies them of similar products
4. Win-back: this flow is designed to ‘win back’ customers who haven’t purchased anything in a while

Klaviyo has many features, all designed to help businesses of all sizes create successful and intriguing email marketing campaigns.

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At Zap, we also love to see our clients flourish. If you are eager to learn more about Klaviyo or its tools, please contact us today.