Surely you are saying to yourself: “Goodness! Another one?!” …and you’d be right.
Indeed, there are a plethora of email tools designed to develop your customer relationships and increase your sales. They all have their strong points, but none is as powerful as Klaviyo to boost your ecommerce growth and make your sales numbers explode.
How is this possible?
It’s simple. Unlike its competitors, Klaviyo was built for ecommerce from the ground up. It gives merchants powerful functionalities to segment customers, automate and personalize emails, and get useful analyses about their marketing efforts.
Other email software is for sending emails. Klaviyo is for making money
—Fred Perotta, Co-Founder of Tortuga Backpacks
Ready to dive in? Let’s find out what makes this email marketing tool perfect for your Shopify store, all illustrated by concrete examples done with my clients.
Seamless and powerful segmentation
One of the best ways to generate more engagement and increased sales is to segment your audience.
A study conducted by MailChimp on more than 9 million emails found that segmented campaigns have a 14.32% higher opening rate and a 100.9% higher click rate than non-segmented emails.
And Klaviyo gets it. The tool helps you create super-targeted email campaigns based on your visitors and customers’ behaviors, such as:
- What they looked at on your online store
- Their purchase histories
- Abandonment at any stage of the buying process
And much (much) more…
Let’s say you want to retarget your best customers who haven’t recently placed an order by sending them a special offer on a product they have never purchased.
With Klaviyo, you can literally create in 2 minutes a segment of customers who have spent more than $600 but who haven’t ordered from a specific product category, haven’t ordered anything within the previous 45 days, and have opened an email and visited your site within the previous 30 days.
Everything is out-of-the-box and update in real time.
Even better, what if I told you that this software goes further to help you with your customer retention strategy?
Further? Is that possible?
Yup. Klaviyo has recently developed the ability to segment customers using their lifetime value (CLV). This function helps you, in particular, to predict your customers’ future spending based on their purchasing behavior during a given period.
An example? You can use it to identify the customers who have a low probability of ordering again. Once identified, you’ll just have to send them a special offer to re-engage them with your brand.
Intuitive email marketing automation
Imagine a machine that runs in the background and generates you more revenue by sending the right message to the right person at the right time.
In other words, it’s almost as if you can earn money without doing anything…or almost nothing, because it would be too easy otherwise!
That’s what email automation is all about.
And Klaviyo makes it stupid simple and easy to set up. You build the structure of your automated series of emails (Klaviyo call them “Flows”) through an intuitive drag-and-drop interface, then you configure emails and link them.
Once the scenarios are activated, the personalized emails will be sent individually to every user who meets the conditions established.
For example: you want to re-target leads who consulted a product page on your Shopify store. You create a corresponding Flow in which you plan to send two emails, one after 2 hours and a second after 24 hours to maximize your chances of getting them to return to your site.
This is one of many scenarios as there are many possibilities:
- Send a series of welcome emails to your new customers
- Send a series of abandoned cart reminder emails
- Send a thank you email to your best customers
- Send a note about new items in stock, etc.
Klaviyo also stands out by providing a “Flows Library ” (a library of scenarios) ready to be activated, if necessary.
These are pre-designed templates to help you get out of the gate quickly with proven automated email series that span the customer lifecycle.
Personalization – a key success factor in your email campaigns
As its name indicates, personalizing an email helps to create unique messages to send to customers or visitors based on their online store activity and the data collected.
And it begins with the subject line – the first piece of information your client sees when opening their email. If you’ll receive an email with a subject that does not appeal to you, I guess you will send it to the trash without hesitation, don’t you? Moreover, a study shows that personalizing the email subject line increases the opening rate by 26%.
You can also maximize the chances of conversion by paying particular attention to the content of the email. An Experian study found that personalized emails generate a transaction rate 6 times higher than those that are not.
Thanks to its direct integration with Shopify, Klaviyo has access to all the customer information and purchasing history that can be used in the emails:
- Customer’s first and last names
- Product photos
- Product prices and quantities
- Recommendations based on the content of an order
And that’s just the tip of the iceberg.
To give you an example, here is a replenishment email that I’ve done for one of my clients:
Sent automatically to a customer 35 days after a purchase, the email content is based on the previous order data and remind her to re-order the product before running out.
Then, a click on the “Reorder now” button will lead her straight to the 1st page of the checkout screen with the item pre-loaded into the cart. The customer just has to fill it out and her order will be processed.
How do you retain a customer if they don’t need to buy the product in question? Suggest a list of products based on the customer’s purchasing behavior. This is the last step in personalizing this email.
Once the scenario and the email template have been created, Klaviyo automatically sends personalized emails to each customer.
Customizable analysis report
As I mentioned in the introduction, Klaviyo is the marketing tool you need if you want to give your store’s sales a huge boost.
Campaign analysis helps you to evaluate their performance and/or to put corrective actions in place. But let’s be honest, what really interests you is how much you get from these marketing operations…
And the platform gets it. Klaviyo provides you with reports that are directly available on the dashboard.
You have the ability to customize them and keep only the Key Performance Indicators (KPI) useful to your analysis. If more than one person uses these reports within your business, you can create different views based on each person’s objectives. This saves time (and money)!
Protecting personal information and GDPR compliance
Following the reform of the General Data Protection Regulation (GDPR), Klaviyo has modified its systems to help companies integrate changes in the use of their customer data.
The platform has pre-designed GDPR-compliant contact forms or pop-up windows that you can customize. You can also easily modify or delete a customer’s personal information at their request.
Klaviyo vs. Mailchimp
It’s difficult to differential two email marketing tools that, in theory, provide similar functionalities.
To help you in your thinking, I would say that Mailchimp meets your needs if you just want to send 2 or 3 newsletters per month as well as a few automatic emails, such as one welcome email and one abandoned cart reminder email.
On the other hand, if you want to increase your sales and to build meaningful relationships with your customers, Klaviyo is the best email marketing tool on the market. It has more powerful segmentation, a more efficient automation system, greater ability to personalize, better deliverability and more responsive support.
How much does Klaviyo cost?
Subscription rates range from $25/month to $1700/month (not to mention the free version), based on the size of your list:
- 1000 emails: $50/month
- 2500 emails: $125/month
- 5000 emails: $200/month
- 10,000 emails: $325/month
- 50,000 emails: $700/month
I could continue to provide you with a detailed price grid but I will save you some time: yes, Klaviyo is more expensive than most email marketing tools, like MailChimp.
BUT, and because there is a “but”, consider it as an investment that will help you make your sales soar.
You can save a few bucks on such software and miss out on indispensable functionalities for the growth of your business. But email marketing is so profitable and important for ecommerce businesses that it would be a shame to miss such an opportunity.
In short, its powerful segmentation and automation functionalities, as well as its user interface developed specifically for merchants, make Klaviyo the ideal email marketing tool for your Shopify store.
Upgrade your email marketing
Contact me via the form below and we will arrange a phone consultation to discuss the details of your project. I would be happy to answer all of your questions about Klaviyo and help you decide whether or not it is a suitable solution for your business.